Question 1

What would be an effective promotional strategy designed to influence a retailer or wholesaler to carry a new brand?

Accepted Answer

A)  a pushing strategy 
B)  a channel influence strategy 
C)  a pulling strategy 
D)  a brand management strategy 
A)  a pushing strategy 
B)  a channel influence strategy 
C)  a pulling strategy 
D)  a brand management strategy A

Question 2

At the Coca-Cola 500 NASCAR race, Pepsi gives hats to spectators as they enter the racetrack.Each person willing to wear the hat during the race was given a coupon for a free Pepsi product.A television camera captures various people in the crowd wearing the hat, with the Pepsi logo prominently displayed.What is Pepsi engaging in?

Accepted Answer

A)  guerrilla marketing 
B)  public relations 
C)  direct marketing 
D)  ambush marketing 
A)  guerrilla marketing 
B)  public relations 
C)  direct marketing 
D)  ambush marketing D

Question 3

How does publicity differ from public relations? List the advantages and disadvantages of both.

Accepted Answer

Public relations is a firm's communications and relationships with its various publics.Publicity is the marketing-oriented aspect of public relations.
The advantages of public relations and publicity include creating a positive attitude toward a product or company and enhancing credibility.One drawback includes not being able to accurately measure the effect on sales.

Question 4

Explain the AIDA concept.

Accepted Answer

a. The prospect's attention must be gain

Question 5

Generally, which of the following components of a a firm's promotion mix will be heavily invested in when serving business-to-business customers?

Accepted Answer

A)  advertising 
B)  publicity 
C)  public relations 
D)  personal selling 
A)  advertising 
B)  publicity 
C)  public relations 
D)  personal selling

Question 6

In an integrated marketing communications program, which of the following is NOT one of the ways in which a customer may have contact with the organization?

Accepted Answer

A)  direct mail 
B)  Internet messages 
C)  personal selling 
D)  competitor feedback 
A)  direct mail 
B)  Internet messages 
C)  personal selling 
D)  competitor feedback

Question 7

Patricia calls a firm's 1-800 number and expresses her reaction to a recent television ad.What is this an example of?

Accepted Answer

A)  feedback 
B)  noise 
C)  encoding 
D)  decoding 
A)  feedback 
B)  noise 
C)  encoding 
D)  decoding

Question 8

A tool in direct marketing is an interactive kiosk in which customers can conduct simple sales transactions.

Accepted Answer

A) True 
 B)False

Question 9

What promotional tools would more likely be used by a company adopting a push strategy of product promotion?

Accepted Answer

A)  print and TV advertising 
B)  testimonials and product sampling 
C)  cooperative advertising and sales incentives 
D)  coupons and rebates 
A)  print and TV advertising 
B)  testimonials and product sampling 
C)  cooperative advertising and sales incentives 
D)  coupons and rebates

Question 10

Which of the following is generally NOT an advantage of guerrilla marketing?

Accepted Answer

A)  It reaches a wide audience. 
B)  It has low cost. 
C)  It attracts attention due to its innovation. 
D)  It is less cluttered with competitors trying to do the same thing. 
A)  It reaches a wide audience. 
B)  It has low cost. 
C)  It attracts attention due to its innovation. 
D)  It is less cluttered with competitors trying to do the same thing.

Question 11

A manufacturer is introducing a new contact lens solution to the marketplace.The strategy that would work best for this product is to advertise heavily in trade magazines to get intermediaries to purchase the product, publish articles in journals of medicine to reach doctors, and use personal selling between the doctor and consumer to sell the product.

Accepted Answer

A) True 
 B)False

Question 12

In its second year of operation, Dean's Specialty Foods earned $1 million in sales revenues, with $100 000 in promotional expenses.Dean's is budgeting an additional $30 000 in expenditures for the coming year in anticipation of sales revenues rising to $1.3 million.The budget process used by Dean's is called the percentage-of-sales method.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is NOT a method to measure the success of Internet advertising?

Accepted Answer

A)  cost per impression 
B)  cost per response 
C)  conversion rate 
D)  cost per exposure 
A)  cost per impression 
B)  cost per response 
C)  conversion rate 
D)  cost per exposure

Question 14

Differentiate between a pulling and pushing promotional strategy.

Accepted Answer

A pulling strategy is a promotional effo

Question 15

A firm that tries to associate itself with a major event like the Olympics but is not an official sponsor is practising ambush marketing.

Accepted Answer

A) True 
 B)False

Question 16

What is one of the advantages of the direct mail medium?

Accepted Answer

A)  It offers the ability to reach a broad target market. 
B)  The per-reader cost is less expensive than other types of advertising. 
C)  Response rates are measurable and higher than other types of advertising. 
D)  There is less chance of being misled by the message or source of the message. 
A)  It offers the ability to reach a broad target market. 
B)  The per-reader cost is less expensive than other types of advertising. 
C)  Response rates are measurable and higher than other types of advertising. 
D)  There is less chance of being misled by the message or source of the message.

Question 17

What is coordinating all of a firm's promotional activities to produce a unified, customer-focused message BEST known as?

Accepted Answer

A)  customer orientation 
B)  the marketing concept 
C)  integrated marketing communications 
D)  comprehensive marketing activities 
A)  customer orientation 
B)  the marketing concept 
C)  integrated marketing communications 
D)  comprehensive marketing activities

Question 18

What does the D indicate in the AIDA concept?

Accepted Answer

A)  delivery of the promotional message 
B)  decoding the message 
C)  desire for the product being promoted 
D)  decision to listen to the message 
A)  delivery of the promotional message 
B)  decoding the message 
C)  desire for the product being promoted 
D)  decision to listen to the message

Question 19

What will often result from successful implementation of Integrated Marketing Communications?

Accepted Answer

A)  media saturation 
B)  higher audience reach 
C)  identifying several unexpected new target market opportunities 
D)  synergies and interdependence of the promotional mix elements 
A)  media saturation 
B)  higher audience reach 
C)  identifying several unexpected new target market opportunities 
D)  synergies and interdependence of the promotional mix elements

Question 20

Which of the following would typically NOT be an example of direct mail promotion?

Accepted Answer

A)  catalogue from IKEA advertising a special offer on office furniture 
B)  promotional DVD sent by a family vacation resort 
C)  reminder postcard sent to a car owner offering 15 percent off the cost of an oil change 
D)  advertisement in the newspaper 
A)  catalogue from IKEA advertising a special offer on office furniture 
B)  promotional DVD sent by a family vacation resort 
C)  reminder postcard sent to a car owner offering 15 percent off the cost of an oil change 
D)  advertisement in the newspaper

What would be an effective promotional strategy designed to influence a retailer or wholesaler to carry a new brand?

How does publicity differ from public relations? List the advantages and disadvantages of both.

Explain the AIDA concept.

Generally, which of the following components of a a firm's promotion mix will be heavily invested in when serving business-to-business customers?

In an integrated marketing communications program, which of the following is NOT one of the ways in which a customer may have contact with the organization?

Patricia calls a firm's 1-800 number and expresses her reaction to a recent television ad.What is this an example of?

A tool in direct marketing is an interactive kiosk in which customers can conduct simple sales transactions.

What promotional tools would more likely be used by a company adopting a push strategy of product promotion?

Which of the following is generally NOT an advantage of guerrilla marketing?

Which of the following is NOT a method to measure the success of Internet advertising?

Differentiate between a pulling and pushing promotional strategy.

A firm that tries to associate itself with a major event like the Olympics but is not an official sponsor is practising ambush marketing.

What is one of the advantages of the direct mail medium?

What is coordinating all of a firm's promotional activities to produce a unified, customer-focused message BEST known as?

What does the D indicate in the AIDA concept?

What will often result from successful implementation of Integrated Marketing Communications?

Which of the following would typically NOT be an example of direct mail promotion?

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Consumer Behaviour

Business-to-Business (B2B) Marketing

Serving Global Markets

Marketing Research, Decision Support Systems, and Sales Forecasting

Market Segmentation, Targeting, and Positioning

Product and Service Strategies

Developing and Managing Brand and Product Strategies

Marketing Channels and Supply Chain Management

Retailers Wholesalers and Direct Marketers

Advertising and Digital Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

TB Boone 3Ce final

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Exam 13: Integrated Marketing Communications

What would be an effective promotional strategy designed to influence a retailer or wholesaler to carry a new brand?

How does publicity differ from public relations? List the advantages and disadvantages of both.

Explain the AIDA concept.

Generally, which of the following components of a a firm's promotion mix will be heavily invested in when serving business-to-business customers?

In an integrated marketing communications program, which of the following is NOT one of the ways in which a customer may have contact with the organization?

Patricia calls a firm's 1-800 number and expresses her reaction to a recent television ad.What is this an example of?

A tool in direct marketing is an interactive kiosk in which customers can conduct simple sales transactions.

What promotional tools would more likely be used by a company adopting a push strategy of product promotion?

Which of the following is generally NOT an advantage of guerrilla marketing?

Which of the following is NOT a method to measure the success of Internet advertising?

Differentiate between a pulling and pushing promotional strategy.

A firm that tries to associate itself with a major event like the Olympics but is not an official sponsor is practising ambush marketing.

What is one of the advantages of the direct mail medium?

What is coordinating all of a firm's promotional activities to produce a unified, customer-focused message BEST known as?

What does the D indicate in the AIDA concept?

What will often result from successful implementation of Integrated Marketing Communications?

Which of the following would typically NOT be an example of direct mail promotion?

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Consumer Behaviour

Business-to-Business (B2B) Marketing

Serving Global Markets

Marketing Research, Decision Support Systems, and Sales Forecasting

Market Segmentation, Targeting, and Positioning

Product and Service Strategies

Developing and Managing Brand and Product Strategies

Marketing Channels and Supply Chain Management

Retailers Wholesalers and Direct Marketers

Advertising and Digital Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

TB Boone 3Ce final

Filters