Question 1

Which of the following statements about a pull promotional strategy is true?

Accepted Answer

A)  The target of pull strategies is the trade channel. 
B)  With pull strategies, manufacturers use consumers to ask intermediaries to carry products. 
C)  Advertising and consumer promotions are the most commonly used promotional tools to implement pull strategies. 
D)  Pull strategies work best with low- involvement products. 
E)  With pull strategies, promotional tools are directed toward intermediaries to get them to order and to carry the product. 
A)  The target of pull strategies is the trade channel. 
B)  With pull strategies, manufacturers use consumers to ask intermediaries to carry products. 
C)  Advertising and consumer promotions are the most commonly used promotional tools to implement pull strategies. 
D)  Pull strategies work best with low- involvement products. 
E)  With pull strategies, promotional tools are directed toward intermediaries to get them to order and to carry the product.

Question 2

The announcer on the radio ad says "Miracle- Gro potting mix grows plants twice as big as ordinary potting soil." This is an example of a(n)_________ appeal.

Accepted Answer

A)  moral 
B)  emotional 
C)  cognitive 
D)  social 
E)  rational 
A)  moral 
B)  emotional 
C)  cognitive 
D)  social 
E)  rational

Question 3

Sales promotion is used to stimulate immediate purchase reactions by offering attractive incentives for quick action.

Accepted Answer

A) True 
 B)False

Question 4

Reminder advertising is most likely to be used for mature products.

Accepted Answer

A) True 
 B)False

Question 5

Advertisers should use __________ with caution because of its potential to invite competitor responses and trigger promotional wars.

Accepted Answer

A)  competitive advertising 
B)  comparative advertising 
C)  persuasive advertising 
D)  reminder advertising 
E)  informative advertising 
A)  competitive advertising 
B)  comparative advertising 
C)  persuasive advertising 
D)  reminder advertising 
E)  informative advertising

Question 6

The first step in the development of effective communication is:

Accepted Answer

A)  designing the message. 
B)  setting the budget. 
C)  selecting the communication channels. 
D)  determining the communication objectives. 
E)  identifying the target audience. 
A)  designing the message. 
B)  setting the budget. 
C)  selecting the communication channels. 
D)  determining the communication objectives. 
E)  identifying the target audience.

Question 7

"News stories" to create/maintain a favourable image of the firm are utilised by:

Accepted Answer

A)  personal selling. 
B)  publicity. 
C)  sales promotion. 
D)  public relations. 
E)  advertising. 
A)  personal selling. 
B)  publicity. 
C)  sales promotion. 
D)  public relations. 
E)  advertising.

Question 8

How are professionals using the personal influence channel when they encourage their clients to recommend their services to others?

Accepted Answer

A)  They are identifying influential individuals and devoting extra time to them. 
B)  They are using believable people in testimonial advertising. 
C)  They are using word- of- mouth referral channels. 
D)  They are communicating through community influentials, such as local talk show hosts and organisational presidents. 
E)  They are creating opinion leaders. 
A)  They are identifying influential individuals and devoting extra time to them. 
B)  They are using believable people in testimonial advertising. 
C)  They are using word- of- mouth referral channels. 
D)  They are communicating through community influentials, such as local talk show hosts and organisational presidents. 
E)  They are creating opinion leaders.

Question 9

If the marketing director of a polymer system for recycling plastics is concerned with the buyer- readiness stages of conviction and action, the best promotional tool for him to use would be:

Accepted Answer

A)  personal selling. 
B)  advertising. 
C)  direct mail. 
D)  public relations and publicity. 
E)  sales promotion. 
A)  personal selling. 
B)  advertising. 
C)  direct mail. 
D)  public relations and publicity. 
E)  sales promotion.

Question 10

The Beta Corporation would like each member of its target audience to be exposed to its advertising messages at least 5 times. The firm is primarily interested in:

Accepted Answer

A)  reach. 
B)  frequency. 
C)  impact. 
D)  exposure. 
E)  content. 
A)  reach. 
B)  frequency. 
C)  impact. 
D)  exposure. 
E)  content.

Question 11

Rita Harwood is responsible for setting the promotional budget for a microwave dish that cooks bacon on a rack over a drip pan. It is a new product for the market and for the small plastics manufacturer that employs Rita. Rita has only a very limited amount of time to set the budget. Briefly explain the different budgeting options Rita has, choose one of the forms and justify it by discussing its pros and cons.

Accepted Answer

(1) The affordable method of setting bud

Question 12

Generally speaking, the best marketing mix tool for the cultivation of relationships between seller and buyer is direct marketing.

Accepted Answer

A) True 
 B)False

Question 13

Of all the promotional tools, which one is BEST able to offer advertisers the opportunity for customised and interactive messages?

Accepted Answer

A)  public relations 
B)  sales promotion 
C)  publicity 
D)  advertising 
E)  direct marketing 
A)  public relations 
B)  sales promotion 
C)  publicity 
D)  advertising 
E)  direct marketing

Question 14

Which of the following statements about international advertising is FALSE?

Accepted Answer

A)  Some countries regulate the size of advertising budgets. 
B)  Global advertisers do not always use standardised advertising in different geographic markets. 
C)  A major consideration for global advertisers is the extent to which advertising should be standardised or adapted. 
D)  Australian regulations do not permit the use of imported advertisements. 
E)  Standardised advertising across various different geographic markets generally delivers cost benefits. 
A)  Some countries regulate the size of advertising budgets. 
B)  Global advertisers do not always use standardised advertising in different geographic markets. 
C)  A major consideration for global advertisers is the extent to which advertising should be standardised or adapted. 
D)  Australian regulations do not permit the use of imported advertisements. 
E)  Standardised advertising across various different geographic markets generally delivers cost benefits.

Question 15

Infomercials are advertisements that run for about 4- 6 minutes and tend to have a common format. Firstly the presenter establishes a need for the product by citing multiple benefits and applications. This is typically followed by presenting a range of objections which are immediately countered. Finally the presenter sums up by making favourable comparisons between the product's benefits and the consumer's sacrifices in both monetary and non- monetary terms while a voice- over gives details for placing a direct response order. These infomercials are best described as:

Accepted Answer

A)  educational. 
B)  moral. 
C)  comparative. 
D)  informative. 
E)  persuasive. 
A)  educational. 
B)  moral. 
C)  comparative. 
D)  informative. 
E)  persuasive.

Question 16

Marketers of social causes often use_________ appeals.

Accepted Answer

A)  moral 
B)  emotional 
C)  cognitive 
D)  social 
E)  rational 
A)  moral 
B)  emotional 
C)  cognitive 
D)  social 
E)  rational

Question 17

Personal selling is second only to advertising in terms of its cost per person reached.

Accepted Answer

A) True 
 B)False

Question 18

In the mature stage of a product's life cycle, which forms of promotional activity should be coupled to remind consumers of the brand?

Accepted Answer

A)  sales promotion and advertising 
B)  public relations and direct selling 
C)  advertising and public relations 
D)  personal selling and advertising 
E)  direct marketing and sales promotion 
A)  sales promotion and advertising 
B)  public relations and direct selling 
C)  advertising and public relations 
D)  personal selling and advertising 
E)  direct marketing and sales promotion

Question 19

Compare and contrast radio and TV media vehicles.

Accepted Answer

Radio is a medium that lends itself well

Question 20

List and explain the major communication decisions that a marketer must make.

Accepted Answer

that make a source credible are expertis

Which of the following statements about a pull promotional strategy is true?

The announcer on the radio ad says "Miracle- Gro potting mix grows plants twice as big as ordinary potting soil." This is an example of a(n)_________ appeal.

Sales promotion is used to stimulate immediate purchase reactions by offering attractive incentives for quick action.

Reminder advertising is most likely to be used for mature products.

Advertisers should use __________ with caution because of its potential to invite competitor responses and trigger promotional wars.

The first step in the development of effective communication is:

"News stories" to create/maintain a favourable image of the firm are utilised by:

How are professionals using the personal influence channel when they encourage their clients to recommend their services to others?

If the marketing director of a polymer system for recycling plastics is concerned with the buyer- readiness stages of conviction and action, the best promotional tool for him to use would be:

The Beta Corporation would like each member of its target audience to be exposed to its advertising messages at least 5 times. The firm is primarily interested in:

Generally speaking, the best marketing mix tool for the cultivation of relationships between seller and buyer is direct marketing.

Of all the promotional tools, which one is BEST able to offer advertisers the opportunity for customised and interactive messages?

Which of the following statements about international advertising is FALSE?

Marketers of social causes often use_________ appeals.

Personal selling is second only to advertising in terms of its cost per person reached.

In the mature stage of a product's life cycle, which forms of promotional activity should be coupled to remind consumers of the brand?

Compare and contrast radio and TV media vehicles.

List and explain the major communication decisions that a marketer must make.

Marketing: Creating Superior Customer Value

Marketing: Delivering and Capturing Value

Strategic Planning and Marketing

Marketing Strategies for Competitive Advantage

The Global Marketing Environment

Information Management and Marketing Research

Consumer Behaviour

Business-To-Business Behaviour

Market Segmentation, Targeting and Positioning

Products and Services Marketing

New Products

Pricing for Value

Marketing Channels and Logistics Networks

Retailing and Wholesaling

Sales Promotion and Selling

Direct and Online Marketing

Tapping Into Markets Across the Globe

Responsible Marketing

Filters

Exam 15: Advertising and Public Relations

Which of the following statements about a pull promotional strategy is true?

The announcer on the radio ad says "Miracle- Gro potting mix grows plants twice as big as ordinary potting soil." This is an example of a(n)_________ appeal.

Sales promotion is used to stimulate immediate purchase reactions by offering attractive incentives for quick action.

Reminder advertising is most likely to be used for mature products.

Advertisers should use __________ with caution because of its potential to invite competitor responses and trigger promotional wars.

The first step in the development of effective communication is:

"News stories" to create/maintain a favourable image of the firm are utilised by:

How are professionals using the personal influence channel when they encourage their clients to recommend their services to others?

If the marketing director of a polymer system for recycling plastics is concerned with the buyer- readiness stages of conviction and action, the best promotional tool for him to use would be:

The Beta Corporation would like each member of its target audience to be exposed to its advertising messages at least 5 times. The firm is primarily interested in:

Generally speaking, the best marketing mix tool for the cultivation of relationships between seller and buyer is direct marketing.

Of all the promotional tools, which one is BEST able to offer advertisers the opportunity for customised and interactive messages?

Which of the following statements about international advertising is FALSE?

Marketers of social causes often use_________ appeals.

Personal selling is second only to advertising in terms of its cost per person reached.

In the mature stage of a product's life cycle, which forms of promotional activity should be coupled to remind consumers of the brand?

Compare and contrast radio and TV media vehicles.

List and explain the major communication decisions that a marketer must make.

Marketing: Creating Superior Customer Value

Marketing: Delivering and Capturing Value

Strategic Planning and Marketing

Marketing Strategies for Competitive Advantage

The Global Marketing Environment

Information Management and Marketing Research

Consumer Behaviour

Business-To-Business Behaviour

Market Segmentation, Targeting and Positioning

Products and Services Marketing

New Products

Pricing for Value

Marketing Channels and Logistics Networks

Retailing and Wholesaling

Sales Promotion and Selling

Direct and Online Marketing

Tapping Into Markets Across the Globe

Responsible Marketing

Filters