Reference no: EM13729984

Question 1: Which of the following is LEAST likely to be a factor that would determine the nature of the promotional mix?

Stage in the product life cycle

Target market characteristics

Funds available for promotion

Use of a push or pull strategy

Size of the company

Question 2: Because automobile tires are in the maturity stage of their product life cycle, the promotional mix element ________ should NOT be emphasized in the marketing of this product.

public relations

persuasive advertising

sales promotion

reminder advertising

personal selling

Question 3: For which of the following purchases is Gordon most likely to pass through all four stages of the AIDA process?

A pair of white socks

A two-pack of light bulbs

A loaf of bread

Gear for mountain climbing

A six-pack of beer

Question 4: In 2008, the NBC television network used advertising, personal selling, public relations, and sales promotion to communicate with its target audienc about its new show My Own Worst Enemy. The television network's __________ described its plan on how to use these tools most effectively.

mass communication mix

promotional strategy

selling plan

marketing mix

strategic goals

Question 5: Petra McCoy had developed a product for cleaning grout called Grout-Chee. Everyone who has tried the product really appreciates how quickly it works, but McCoy is having trouble getting retail stores to carry the product. She has decided to send retailers free samples and use other trade promotions to encourage stores to carry her product. McCoy is using a(n) _________ promotional strategy.

kinetic

inert

push

advertorial

pull

Question 6: The manufacturer of Meridian yam products spent $25,000 to create an ad that ran in the Thanksgiving issue of a popular cooking magazine. Because it was the originator of the communication process, Meridian acted as a:

channel.

noise filter.

receiver.

decoder.

sender.

Question 7: Persuasion normally becomes the primary promotion goal when:

a firm is trying to increase brand awareness.

the product enters the growth stage of the product life cycle.

selling a highly technical product.

reminding consumers where to buy the product.

new products are in the early stages of the product life cycle.

Question 8: For many years Jell-O gelatin has run advertisements that tell consumers there is "always room for Jell-O." This is an example of ________ promotion.

influence

amusement

informative

prevalent

reminder

Question 9: Java Jacket is a company that designs and prints ads on the paper jackets that go around hot coffee cups sold in coffee shops. To find clients to advertise on the coffee cup jackets, the company sent a representative to companies like Warner Brothers, eBay.com, and the Wall Street Journal to tell them how their ads on coffee cup jackets would give them inexpensive exposure to a large number of potential customers. Java Jackets activities can best be described as:

mass communication.

implicit communication.

personal selling.

public relations.

telemarketing.

Question 10: Why is the concept of integrated marketing communications (IMC) growing in popularity?

The proliferation of thousands of media choices beyond the traditional media has made promotion a complicated task.

The mass market has fragmented.

Critics of promotion have suggested that uncoordinated promotion is wasteful and inefficient.

Marketers have slashed their advertising spending in favor of promotional techniques that generate immediate sales responses and have more easily measured effects.

All of these statements help to explain why IMC is growing in popularity.

Question 11: Because marketers do not control consumers' comments on social media sites such as Twitter and Facebook:

there is a chance that comments and postings will be negative.

any comments consumers leave are virtually useless to marketers.

a filtered feedback channel has been created.

most consumers do not trust the comments they read there.

any feedback marketers receive there will be impersonal.

Question 12: When Heinz introduced its ketchup globally, it first had to deal with the fact that ketchup is not a household staple outside the United States. Heinz had to show foreign users how ketchup can be used. Globally, Heinz had to rely primarily on ________ advertising.

reminder

persuasive

informative

compulsive

influential

Question 13: Entrepreneur Krissa Fernandes has developed flour made from ground almonds that she sells under the Platinum Nut brand for use in baking. Everyone who has baked with the new flour loves it, but she is having trouble getting potential consumers to the desire stage of the AIDA concept. Which of the following elements of the promotional mix would be most likely to move people to look for the product and buy it?

Flyers placed under windshield wipers at craft festivals

An article in a local newspaper about entrepreneurs

Increasing the number of stores carrying Platinum Nut

A $2-off coupon for a 5-pound bag of almond flour

A classified ad

Question 14: The various Survivor shows have been promoted through personal appearances by show participants, Web sites, and merchandise with the Survivor logo as well as print and broadcast advertising. To make sure that all of the promotional messages are coordinated, CBS (the network on which the show is broadcast) should use the:

integrated marketing communications approach.

integrated communications management approach.

AIDA concept.

interpersonal and mass communications approach.

coordinated market management approach.

Question 15: Vegetarians sometimes have trouble making sure they get enough protein in their diets. Protons are a new poppable snack made with super-crunchy tofu. They are bite-sized nuggets that come in both sweet and savory flavors: Original Crunchy, Backyard Bar-B-Q, Tomato Herb Garden, Cinnamon Toast, and Lemon Meringue Pie. Protons' features, including that they are organic, vegan, and cholesterol free, give the new product its:

differential parity.

synergistic goal.

competitive advantage.

comparative benefit.

tactical objective for implementing strategy.

Question 16: Lyndon went to a Web site that sells barbecue grills and read reviews of several different models. He has requested more information about a Weber grill that appeared to meet his needs, but he is not yet willing to give up his search to find the perfect grill. As far as Weber is concerned, Lyndon is in the _______ step of the AIDA concept.

action

attention

liking

interest

desire

Question 17: Every year, the Discovery Channel has what it calls Shark Week, a weeklong marathon of programs on sharks. In New York, Discovery Channel street teams disguised as Surfers, Bight University faculty, and Bight University "chewleaders" will attacks city streets in July visiting morning television shows, landmarks, and high-traffic areas to promote the series. An article in the New York Times on Shark Week and the Discovery Channel's street teams would be an example of:

a sales promotion.

publicity.

advertising.

implicit communications.

personal sales presentations.

Question 18 Procter & Gamble uses cents-off campaigns, couponing, and free samples to increase sales of Tide detergent. In other words, it uses a __________ promotional strategy.

push

personal selling

pull

reinforcing

kinetic

Question 19: Just as Grace was in sight of a billboard for the Riverbend Antique Mall, a police car drove by with its lights flashing. Grace was so concerned with watching where the police car went that she totally missed seeing the mall's billboard. In terms of the communication process, the police car acted as:

media interruptus.

negative feedback.

static.

explicit communication.

noise.

Question 20: A $1-off coupon for Carnation Instant Breakfast powder is a form of:

public relations.

sales promotion.

personal selling.

advertising.

publicity.