Question 1

After determining its communication objectives,the company's next step in developing a promotional plan is to ________.

Accepted Answer

A) identify the target audiences 
B) determine its marketing communication budget 
C) design the promotion mix 
D) decide on a push or pull strategy 
E) identify its product's phase in the product life cycle

Question 2

In the communication model,the message is the actual communication that bounces back from the receiver to the sender.

Accepted Answer

A) True 
 B)False

Question 3

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states,"There are places that are so awesome and so killer that you'd like to tell the whole world about them.But please,don't." This ad uses the ________ appeal.

Accepted Answer

A) slice-of-life 
B) lifestyle 
C) fear 
D) testimonial 
E) straight-forward

Question 4

When does a marketer use reminder ads?

Accepted Answer

The answer of When does a marketer use reminder ads?...

Question 5

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup.In terms of the communication model,the source of this ad is ________.

Accepted Answer

A) Melina Kanakaredes 
B) Ladies' Home Journal 
C) readers who redeem the $1-off coupon 
D) Maybelline 
E) the target market to whom Melina Kanakaredes appeals

Question 6

Through word-of-mouth communication,consumers look to each other for product information and recommendations.

Accepted Answer

A) True 
 B)False

Question 7

A TV commercial shows an adult,whose face is hidden,speaking of the enjoyment he gets from having eaten the same breakfast cereal for the past 30 years.This cereal is not just for kids! What are the marketing communications messages presented in this TV commercial?

Accepted Answer

The answer of A TV commercial shows an adult,whose face...

Question 8

A new pizza restaurant is opening in town.The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening.The owners of the restaurant are using ________.

Accepted Answer

A) mass communications 
B) a push strategy 
C) word-of-mouth communications 
D) public relations 
E) one-to-one marketing

Question 9

Product placements in television programs and movies are examples of ________.

Accepted Answer

A) advergaming 
B) branded entertainment 
C) augmented reality 
D) advertising exposure 
E) pulsing

Question 10

Why might a company address the issue of noise,as defined in the communication model,by purchasing a block of pages in a magazine to advertise its brand?

Accepted Answer

The answer of Why might a company address the issue...

Question 11

Toro ran a clever preseason promotion on some of its snow blower models,offering some money back if the snowfall in the buyer's market area turned out to be below average.This is an example of a ________.

Accepted Answer

A) rebate 
B) premium 
C) price-off pack 
D) continuity program 
E) sweepstake

Question 12

The ________ step in the hierarchy of effects calls for marketers to inform the target market that there is a new brand on the market using simple,repetitive advertising in a variety of media.

Accepted Answer

A) awareness 
B) knowledge 
C) demand 
D) desire 
E) purchase

Question 13

An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients.It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth.The manufacturer of Crest toothpaste was using ________.

Accepted Answer

A) viral marketing 
B) stealth marketing 
C) a push strategy 
D) a pull strategy 
E) public relations

Question 14

A newspaper article reported on a lawsuit in which independent coffee shops accused a national chain of coffee shops of engaging in an illegal conspiracy to drive them out of business.What promotion element would the national chain of coffee shops most likely use to improve its corporate image,which has been tarnished by these accusations?

Accepted Answer

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

Question 15

________ involves a retailer buying a product at a discounted promotional price,warehousing it,and after the promotion has expired,selling the inventory to other retailers at a price that is lower than the manufacturer's nondiscounted price but high enough to turn a profit for the retailer.

Accepted Answer

A) Hoarding 
B) Forward buying 
C) Diverting 
D) Discounting 
E) Rebating

Question 16

Which of the following is a technique for measuring the impact of an advertisement during the final step of developing an advertising campaign?

Accepted Answer

A) pretesting 
B) attitudinal measures 
C) pulsing 
D) gross rating points (GRPs) 
E) cost per thousand (CPM)

Question 17

________ is the element of the promotion mix that involves direct interaction between a company representative and a customer.

Accepted Answer

A) Word-of-mouth communication 
B) Public relations 
C) Advertising 
D) Personal selling 
E) Sales promotion

Question 18

Ads on the sides of delivery trucks,ads on the fence around a baseball field,and ads that you see on interstate billboards are all examples of ________ media.

Accepted Answer

A) out-of-home 
B) place-based 
C) branded entertainment 
D) banner 
E) pop-up

Question 19

Explain the difference between the practices of forward buying and diverting.

Accepted Answer

The answer of Explain the difference between the practices of...

Question 20

The percentage-of-sales method of setting a communication budget wrongly treats sales as a cause of promotion rather than a result.

Accepted Answer

A) True 
 B)False

Exam 13: Promotion I: Advertising and Sales Promotion

After determining its communication objectives,the company's next step in developing a promotional plan is to ________.

In the communication model,the message is the actual communication that bounces back from the receiver to the sender.

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states,"There are places that are so awesome and so killer that you'd like to tell the whole world about them.But please,don't." This ad uses the ________ appeal.

When does a marketer use reminder ads?

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup.In terms of the communication model,the source of this ad is ________.

Through word-of-mouth communication,consumers look to each other for product information and recommendations.

A TV commercial shows an adult,whose face is hidden,speaking of the enjoyment he gets from having eaten the same breakfast cereal for the past 30 years.This cereal is not just for kids! What are the marketing communications messages presented in this TV commercial?

A new pizza restaurant is opening in town.The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening.The owners of the restaurant are using ________.

Product placements in television programs and movies are examples of ________.

Why might a company address the issue of noise,as defined in the communication model,by purchasing a block of pages in a magazine to advertise its brand?

Toro ran a clever preseason promotion on some of its snow blower models,offering some money back if the snowfall in the buyer's market area turned out to be below average.This is an example of a ________.

The ________ step in the hierarchy of effects calls for marketers to inform the target market that there is a new brand on the market using simple,repetitive advertising in a variety of media.

________ involves a retailer buying a product at a discounted promotional price,warehousing it,and after the promotion has expired,selling the inventory to other retailers at a price that is lower than the manufacturer's nondiscounted price but high enough to turn a profit for the retailer.

Which of the following is a technique for measuring the impact of an advertisement during the final step of developing an advertising campaign?

________ is the element of the promotion mix that involves direct interaction between a company representative and a customer.

Ads on the sides of delivery trucks,ads on the fence around a baseball field,and ads that you see on interstate billboards are all examples of ________ media.

Explain the difference between the practices of forward buying and diverting.

The percentage-of-sales method of setting a communication budget wrongly treats sales as a cause of promotion rather than a result.