Question 1

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)   sweepstakeF) A) and B)
G) All of the above

Question 2

A merchandising allowance is a discount to a wholesaler or retailer based on the order volume of a product.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following types of sales promotions would NOT be offered to a final consumer?

Accepted Answer

A)   rebates
B)   push money
C)   bonus packs
D)   sweepstakes
E)   premiumsF) C) and D)
G) A) and D)

Question 4

In terms of the communication model, ________ is the process whereby a receiver assigns meaning to a message.

Accepted Answer

A)   sourcing
B)   encoding
C)   decoding
D)   feedback
E)   receivingF) A) and D)
G) C) and D)

Question 5

Declining brand loyalty has led marketers to place less of their total marketing communication budgets in sales promotions.

Accepted Answer

A) True 
 B)False

Question 6

The communications model is an effective way to look at traditional marketing communications, but not new word-of-mouth communications.

Accepted Answer

A) True 
 B)False

Question 7

In which step of the hierarchy of effects would a marketer most likely rely on samples and coupons?

Accepted Answer

A)   create awareness
B)   inform the market
C)   create desire
D)   encourage purchase
E)   build loyaltyF) None of the above
G) B) and E)

Question 8

For which of the following products would a continuous advertising schedule be most appropriate?

Accepted Answer

A)   swimming pool chemicals
B)   ski goggles
C)   heaters
D)   mosquito repellent
E)   lightbulbsF) B) and E)
G) A) and B)

Question 9

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

Accepted Answer

A)   advergaming
B)   branded entertainment
C)   authenticated streaming
D)   rich media
E)   consumer-generated mediaF) A) and D)
G) A) and C)

Question 10

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.

Accepted Answer

A)   direct marketing
B)   integrated marketing
C)   competitive marketing
D)   the promotion mix
E)   target marketingF) B) and C)
G) A) and C)

Question 11

Banners are online ads that pop up between changes on a Web site.

Accepted Answer

A) True 
 B)False

Question 12

________ components of the promotion mix do not seek a short-term increase in sales. Instead, with these communication activities, the company tries to maintain a positive image of an organization and its products.

Accepted Answer

A)   Personal selling
B)   Sales promotion
C)   Public relations
D)   Word-of-mouth
E)   Direct marketingF) All of the above
G) B) and C)

Question 13

A florist who decides to budget five percent of last year's sales for promotional activities is using which of the following budgeting techniques?

Accepted Answer

A)   bottom-up
B)   objective-task
C)   competitive-parity
D)   percentage-of-sales
E)   push-pullF) A) and D)
G) B) and C)

Question 14

If the pull strategy is effective, consumers will then demand the product from channel members, who will, in turn, demand it from producers.

Accepted Answer

A) True 
 B)False

Question 15

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-forwardF) B) and D)
G) D) and E)

Question 16

Like sales promotion, public relations components of the promotion mix are used to create short-term increases in sales.

Accepted Answer

A) True 
 B)False

Question 17

________ refers to the mood or attitude an advertisement conveys.

Accepted Answer

A)   Creative technique
B)   Execution format
C)   Unique selling proposition
D)   Appeal
E)   TonalityF) A) and C)
G) A) and B)

Question 18

The creative strategy for an advertising campaign is summarized in a(n)  ________.

Accepted Answer

A)   agency contract
B)   account plan
C)   media plan
D)   creative brief
E)   message objectiveF) C) and E)
G) C) and D)

Question 19

Which of the following statements about advertising is true?

Accepted Answer

A)   Advertising is personal communication from an identified sponsor using the mass media.
B)   Consumers perceive advertising as always having a high level of credibility.
C)   Advertising can be used to establish and reinforce a distinctive brand identity.
D)   Advertising tends to be comparatively inexpensive.
E)   Advertising always relies on factual information.F) A) and B)
G) A) and C)

Question 20

Which of the following statements about radio as an advertising medium is true?

Accepted Answer

A)   Radio advertising is typically quite expensive.
B)   National radio advertising opportunities are simple to purchase.
C)   One advantage of radio advertising is its flexibility.
D)   Radio prohibits the use of segmentation strategies.
E)   Radio is defined as a place-based medium.F) All of the above
G) A) and C)

Exam 13: Promotion I: Advertising and Sales Promotion

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.

Correct AnswerverifiedShow Answer

Which of the following statements about radio as an advertising medium is true?

Correct AnswerverifiedShow Answer

Banners are online ads that pop up between changes on a Web site.

Correct AnswerverifiedShow Answer

________ refers to the mood or attitude an advertisement conveys.

Correct AnswerverifiedShow Answer

Which of the following types of sales promotions would NOT be offered to a final consumer?

Correct AnswerverifiedShow Answer

The creative strategy for an advertising campaign is summarized in a(n) ________.

Correct AnswerverifiedShow Answer

For which of the following products would a continuous advertising schedule be most appropriate?

Correct AnswerverifiedShow Answer

________ components of the promotion mix do not seek a short-term increase in sales. Instead, with these communication activities, the company tries to maintain a positive image of an organization and its products.

Correct AnswerverifiedShow Answer

Declining brand loyalty has led marketers to place less of their total marketing communication budgets in sales promotions.

Correct AnswerverifiedShow Answer

Which of the following statements about advertising is true?

Correct AnswerverifiedShow Answer

A merchandising allowance is a discount to a wholesaler or retailer based on the order volume of a product.

Correct AnswerverifiedShow Answer

If the pull strategy is effective, consumers will then demand the product from channel members, who will, in turn, demand it from producers.

Correct AnswerverifiedShow Answer

The communications model is an effective way to look at traditional marketing communications, but not new word-of-mouth communications.

Correct AnswerverifiedShow Answer

Like sales promotion, public relations components of the promotion mix are used to create short-term increases in sales.

Correct AnswerverifiedShow Answer

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 ________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In terms of the communication model, ________ is the process whereby a receiver assigns meaning to a message.

Correct AnswerverifiedShow Answer

A florist who decides to budget five percent of last year's sales for promotional activities is using which of the following budgeting techniques?

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

In which step of the hierarchy of effects would a marketer most likely rely on samples and coupons?

Correct AnswerverifiedShow Answer

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