Question 1

Discuss briefly the strengths and weaknesses of sales promotion.

Accepted Answer

Sales promotion has several strengths th

Question 2

Which would NOT be a characteristic of trade shows?

Accepted Answer

A) In a typical year, almost 100 million people will attend them. 
B) a prime example of an integrated promotion 
C) sponsorship always used as a stand-alone marketing tool 
D) provides fulfillment of a number of objectives from product introduction to direct selling 
E) create opportunities for on-site market research 
A) In a typical year, almost 100 million people will attend them. 
B) a prime example of an integrated promotion 
C) sponsorship always used as a stand-alone marketing tool 
D) provides fulfillment of a number of objectives from product introduction to direct selling 
E) create opportunities for on-site market research

Question 3

In a marketing environment, "to expand brand usage by encouraging product uses in addition to usual use" is an example of:

Accepted Answer

A) a marketing objective. 
B) an advertising objective. 
C) a sampling objective. 
D) a promotional objective. 
E) a short-term sales objective. 
A) a marketing objective. 
B) an advertising objective. 
C) a sampling objective. 
D) a promotional objective. 
E) a short-term sales objective.

Question 4

Which of the following is NOT a type of company that is among the heaviest users of specialty advertising?

Accepted Answer

A) banks 
B) telecommunication companies 
C) stockbrokers 
D) colleges 
E) hospitals and healthcare organizations 
A) banks 
B) telecommunication companies 
C) stockbrokers 
D) colleges 
E) hospitals and healthcare organizations

Question 5

If, in your promotion strategy, you were concerned most about your level of dominance in the product category, you would be looking at

Accepted Answer

A) customer attitudes 
B) customer buying attitudes 
C) brand strategy 
D) advertising strategy 
E) trade environment 
A) customer attitudes 
B) customer buying attitudes 
C) brand strategy 
D) advertising strategy 
E) trade environment

Question 6

Which of the following would NOT pertain to sales promotion?

Accepted Answer

A) most effective when its message is closely aligned with advertising themes 
B) P-O-P displays have same spokesperson as TV commercials. 
C) Information and formats in them need to vary to enhance creativity. 
D) Counter displays use same headlines and copy style as print ads. 
E) Product sampling enhances brand identification. 
A) most effective when its message is closely aligned with advertising themes 
B) P-O-P displays have same spokesperson as TV commercials. 
C) Information and formats in them need to vary to enhance creativity. 
D) Counter displays use same headlines and copy style as print ads. 
E) Product sampling enhances brand identification.

Question 7

What is the historic ratio between expenditures on trade and sales promotions versus expenditures on advertising?

Accepted Answer

A) 1:1 
B) 2:1 
C) 3:1 
D) 4:1 
E) 5:1 
A) 1:1 
B) 2:1 
C) 3:1 
D) 4:1 
E) 5:1

Question 8

To be successful in marketing communication efforts, you must know the purposes and objective of the key components, such as advertising and sales promotion, and how best to:

Accepted Answer

A) drive them. 
B) coordinate and integrate them. 
C) differentiate them for brand equity. 
D) maximize the independent efforts of each. 
E) separate them in ways that yield that desired synergy. 
A) drive them. 
B) coordinate and integrate them. 
C) differentiate them for brand equity. 
D) maximize the independent efforts of each. 
E) separate them in ways that yield that desired synergy.

Question 9

To be successful, an advertiser, marketing executive, or promotion manager should have knowledge of the components of public relations, advertising, personnel selling, and sales promotion. This total system is referred to under the umbrella term:

Accepted Answer

A) integrated communication. 
B) marketing communication. 
C) marketing concept. 
D) marketing mix. 
E) marketing promotion. 
A) integrated communication. 
B) marketing communication. 
C) marketing concept. 
D) marketing mix. 
E) marketing promotion.

Question 10

In trade promotions, manufacturers put money into incentives designed to motivate members of the distribution?-wholesalers, retailers, and even company sales personnel-to increase sales, productivity, and morale.

Accepted Answer

A) True 
 B)False

Question 11

Displays prepared by manufacturers for where products are sold are part of ________ advertising.

Accepted Answer

The answer of Displays prepared by manufacturers for where products...

Question 12

As retailers take even more control of the distribution channel, dealer and sales incentives are becoming even less and less important as a type of sales promotion tool.

Accepted Answer

A) True 
 B)False

Question 13

Describe the major benefits retailers can derive from co-op advertising and other coop programs.

Accepted Answer

Co-op advertising and other coop program

Question 14

A surprising aspect of co-op advertising is the amount of money that is:

Accepted Answer

A) spent beyond what the budget allocated. 
B) available but goes unspent. 
C) available. 
D) demanded by manufactures. 
E) demanded by local retailers. 
A) spent beyond what the budget allocated. 
B) available but goes unspent. 
C) available. 
D) demanded by manufactures. 
E) demanded by local retailers.

Question 15

The type of sales promotion in which points are won or earned, tracked, and redeemed for merchandise by the consumer is called:

Accepted Answer

A) consideration program. 
B) fulfillment program. 
C) blanket distribution method. 
D) loyalty incentive. 
E) mobile coupons. 
A) consideration program. 
B) fulfillment program. 
C) blanket distribution method. 
D) loyalty incentive. 
E) mobile coupons.

Question 16

All of the following are true of directories, including the Yellow Pages, EXCEPT:

Accepted Answer

A) cost-efficient medium for reaching serious prospects. 
B) few companies bother to include some directory advertising in their marketing plans. 
C) more than 10,000 printed directories for both consumers and trade buyers. 
D) service businesses rely on them as their sole type of promotion. 
E) readers are often consumers in the mood to purchase. 
A) cost-efficient medium for reaching serious prospects. 
B) few companies bother to include some directory advertising in their marketing plans. 
C) more than 10,000 printed directories for both consumers and trade buyers. 
D) service businesses rely on them as their sole type of promotion. 
E) readers are often consumers in the mood to purchase.

Question 17

To help determine the incentive needed, the type of promotion that will likely have the greatest appeal, and the media needed to reach a desired audience, you need in-depth situation analysis and:

Accepted Answer

A) setting down specific program objectives. 
B) strategy development. 
C) targeted programming. 
D) underlying problems facing the brand. 
E) promotional objectives. 
A) setting down specific program objectives. 
B) strategy development. 
C) targeted programming. 
D) underlying problems facing the brand. 
E) promotional objectives.

Exam 14: Sales Promotion

Discuss briefly the strengths and weaknesses of sales promotion.

Which would NOT be a characteristic of trade shows?

In a marketing environment, "to expand brand usage by encouraging product uses in addition to usual use" is an example of:

Which of the following is NOT a type of company that is among the heaviest users of specialty advertising?

If, in your promotion strategy, you were concerned most about your level of dominance in the product category, you would be looking at

Which of the following would NOT pertain to sales promotion?

What is the historic ratio between expenditures on trade and sales promotions versus expenditures on advertising?

To be successful in marketing communication efforts, you must know the purposes and objective of the key components, such as advertising and sales promotion, and how best to:

To be successful, an advertiser, marketing executive, or promotion manager should have knowledge of the components of public relations, advertising, personnel selling, and sales promotion. This total system is referred to under the umbrella term:

In trade promotions, manufacturers put money into incentives designed to motivate members of the distribution?-wholesalers, retailers, and even company sales personnel-to increase sales, productivity, and morale.

Displays prepared by manufacturers for where products are sold are part of ________ advertising.

As retailers take even more control of the distribution channel, dealer and sales incentives are becoming even less and less important as a type of sales promotion tool.

Describe the major benefits retailers can derive from co-op advertising and other coop programs.

A surprising aspect of co-op advertising is the amount of money that is:

The type of sales promotion in which points are won or earned, tracked, and redeemed for merchandise by the consumer is called:

All of the following are true of directories, including the Yellow Pages, EXCEPT:

To help determine the incentive needed, the type of promotion that will likely have the greatest appeal, and the media needed to reach a desired audience, you need in-depth situation analysis and:

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

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Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

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Economic, Social, and Legal Effects of Advertising

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