Term
| 1) ________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. |
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| 2) The Remington Car Company is planning a release of new line of hybrid electric vehicles called the Electron. The car promises superior mileage and speed, while not harming the environment. If Remington decides to use advertising as the promotional tool during the car's launch, which of the following would constitute an advertisement for the Electron? |
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Definition
| A) a front-page notice of the release of the Electron in all leading newspapers with a caption - "Green Speed" |
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Term
| 3) In a promotion mix, ________ refers to any short-term incentives to encourage the purchase or sale of a product or service. |
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| 4) Gustaves Electronics are a leading brand in kitchen appliances. Recently, the company released a new line of blenders called Amalgee. But the sales of Amalgee did not meet the expected figures. To boost sales, Gustaves decided to give scratch-and-win coupons to all buyers, with a chance to win a three-day trip to the Carribean for the lucky buyer. Which of the following elements of the promotion mix did Gustaves utilize to boost Amalgee's sales? |
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| 5) In the promotion mix, ________ performs the functions of building a good rapport with entities outside the company, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. |
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| 6) CoLanCo Inc., a soft drink manufacturer, is being sued by an environmental group for not meeting safety standards of waste disposal at one of the company's plants. Fearing a backlash from consumers and business partners, CoLanCo quickly remedied the issue by adding higher-grade filters and purifiers. Which of the following acts by CoLanCo would constitute a public relations effort regarding the lawsuit against them? |
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Definition
| D) holding a press conference declaring the remedial steps they have taken and inviting inspections of the purifiers |
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| 7) In a promotion mix, ________ occurs when firm's sales force make individual presentations to consumers for the purpose of making sales and building customer relationships. |
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Term
| 8) Tilt Axiom Entertainment (TAE), a game developer, has developed a new game, World Below, incorporating 3D imaging. In order to get wider distribution, TAE took part in the Gaming Entertainment Expo, hoping to sell the game to a distributor. The Expo was attended by both traders and consumers. TAE sent a team of representatives for game presentation and negotiation; and a team of professional and company gamers to showcase World Below at the Expo. The company also sent a team to sell its previous game titles to consumers at the Expo. What kind of promotion mix tool did TAE adopt by taking these games to the Expo? |
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| 9) In Da Houz is a bar which mostly plays trance music, and has a dedicated day every week for local bands to perform. In Da Houz tries to build strong customer relations and patronage by gathering feedback from customers and asking the customers to provide their mobile numbers. Knowing the target customers, In Da Houz sends text messages to potential customers, telling them about happy hours, introducing a new drink, bands that are playing that week, dedicated genre nights, and other activities at the bar. Which of the following promotion mix tools does In Da Houz employ to reach target customers? |
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Term
| 10) In a promotion mix, ________ involves personally connecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. |
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Definition
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Term
| 11) Which of the following is true of consumers in the new marketing communications model? |
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Definition
| C) They are more reliant on mass media marketing methods for product information. |
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Term
| 12) Which of the following is an effect of the advancement of technology on the new marketing communications model? |
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Definition
| A) Fragmented markets have assimilated into a few mass markets. |
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Term
| 13) Which of the following would be an example of narrowcasting using advertisements? |
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Definition
| E) putting up a movie ads on online streaming sites like YouTube |
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Term
| 14) How have marketing strategies changed in the digital age? |
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Definition
| E) Marketers are targeting customers in more narrowly defined micromarkets. |
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Term
| 15) Which of the following techniques do companies use to deliver a unified and consistent image about their organizations and brands to consumers? |
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Definition
| D) integrated marketing communications |
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Term
| 16) Which of the following is true of marketing strategies developing in the new marketing communications model? |
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Definition
| B) a shift away from mass marketing |
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Term
| 17) Which of the following has been a major change in market structures in recent times? |
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Definition
| E) the increased use of mass-media communications techniques in marketing |
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Term
| 18) Which of the following is true of marketing channels in the new marketing communications model? |
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Definition
| E) There is an increase in the use of narrowcasting methods of marketing. |
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Term
| 19) Which of the following is true of mass-media communications techniques in the new marketing communications model? |
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Definition
| C) The costs of advertising on traditional media are decreasing as marketers shift online. |
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Term
| 20) Which of the following is true of advertising in the new marketing communications model? |
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Definition
| B) Advertisers are spending more money on mass-media marketing techniques like network television. |
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Term
| *** 21) Which of the following is true as a difference between digital media advertising and TV advertising in the United States? |
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Definition
| A) Less advertising money is spent on digital media than on TV advertising. |
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Term
| 22) Which of the following issues faced by a company can be solved by an integrated marketing communications system? |
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Definition
| D) blurred brand perceptions of consumers |
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Term
| 23) Which of the following is a function of an integrated marketing communications system? |
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Definition
| D) delivering a consistent message on the product to each brand contact |
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Term
| 24) Which of the following is true of an integrated marketing communications system? |
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Definition
| E) It ties together all of the company's messages and images of the product. |
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Term
| 25) Which of the following promotion tools would best suit to reach a mass audience that is geographically dispersed in a short period of time? |
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Definition
| D) television advertisements |
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Term
| 26) Which of the following is a shortcoming of advertising? |
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Definition
| B) It only provides one-way communication with customers. |
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Term
| *27) Which of the following types of promotion tools requires the most interaction with a customer? |
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Definition
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Term
| 28) Which of the following is true of personal selling in the U.S.? |
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Definition
| C) It is the most expensive promotional tool for companies. |
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Term
| 29) A company that allows consumers to use monthly installment plans for buyers to pay for products is using the promotional tool of ________. |
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Definition
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Term
| 30) Which of the following is a difference between advertising and sales promotions? |
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Definition
| B) Advertising is an invitation to buy the product, while a sales promotion is an incentive to buy the product immediately. |
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Term
| 31) A company using a press release to explain the resignation of its former CEO who was involved in a scandal is an example of a company using ________ to maintain its company image. |
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Definition
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Term
| 32) Which of the following is true of public relations in the U.S.? |
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Definition
| B) It is not a sales-directed form of communication. |
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Term
| 33) Which of the following is a similarity between personal selling and direct marketing? |
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Definition
| D) Both are involved in personal interactions with customers. |
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Term
| 34) Which of the following is an example of a combination of sales promotions and direct marketing? |
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Definition
| E) a company e-mailing a customer about a discount on a product during a festival season |
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Term
| 35) Which of the following is true of direct marketing? |
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Definition
| B) It is suited for highly targeted marketing efforts and for building one-to-one customer relationships. |
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Term
| 36) A company that uses telephone marketing to sell its products to customers is said to be using the promotion tool of ________. |
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Term
| 37) Which of the following promotion mix approaches involves the producer promoting the product to different channel members who in turn promote the product to customers? |
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| 38) A ________ marketing strategy involves a company spending a lot of money on consumer advertising and promotion to induce final consumers into buying the product by creating a demand vacuum. |
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Term
| 39) Pearl Sands Resort and Spa is a popular summer attraction located in hilly town of Rockten. They usually attract customers in the summer. During the pre-summer period, Pearl Sands Resort began sponsoring shows on TV, and putting up billboards around Rockten and the surrounding towns advertising the resort. The ads hinted at the coming summer, and how the resort has always been the place to go for a welcome break from everyday life. Which of the following approaches has Pearl Sands Resort used? |
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Definition
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Term
| 40) Which of the following is the first step in developing an advertising program? |
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Definition
| setting the advertising objectives |
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Term
| ***41) A company advertising discounts on a product is using ________ advertising. |
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| 42) Inglast Food Processors, producers of fruit juice and chocolate products, was faced with a class action suit following a customer finding worms in their chocolate products. Inglast settled the case, and released an advertisement communicating the new seal-proof wrapping that their products will carry from now on. The ad explained how the chocolate processing plant made the products, the new seal system implemented and how safe it is, and showed happy customers eating Inglast products. Which of the following kinds of advertisement did Inglast release to counter the lawsuit? |
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Definition
| an informative advertisement |
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Term
| 43) Pearl Sands Resort and Spa is a popular summer attraction located in hilly town of Rockten. The spa usually attracts customers in the summer. During the pre-summer period, Pearl Sands Resort began sponsoring shows on TV, and putting up billboards around Rockten and surrounding towns advertising the resort. The ads hinted at the coming summer, and how the resort has always been the place to go for a welcome break from everyday life. Which of the following types of advertising did Pearl Sands Resort use? |
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Term
| 44) The Zavyr Corporation, a manufacturer of electronics products, is planning to release a new product into the market. They are hoping to tap into a new market of commercial tracking devices. The product to be released, FindIt, is unlike previous tracking devices in that it is virtually unnoticeable and cheap. But FindIt will primarily only help to find objects lost within a living space, as it has a low frequency detection range. Which of the following kinds of techniques would suit the Zavyr Corporation for advertising FindIt? |
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Definition
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Term
| 45) How is spending on advertising calculated in the affordable method of setting an advertising budget? |
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Definition
| B) based on an amount remaining after operating expenses and capital outlays are deducted from total revenues |
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Term
| 46) Which of the following is true of the affordable method of setting an advertising budget? |
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Definition
| A) It undervalues the importance of promotion in sales. |
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Term
| 47) Which of the following types of advertising budgets is directly set based on company profits? |
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Definition
| E) the percentage-of-sales method |
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Term
| 48) Which of the following is true of the competitive-parity method of setting an advertising budget? |
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Definition
| C) The budget is set based on the amount spent by competitors in the same industry. |
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Term
| 49) Advertainment is an example of a ________ advertising technique. |
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| 50) The aim of ________ is to make ads themselves so entertaining, or so useful, that people want to watch them. |
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Definition
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| 51) Which of the following is an example of branded entertainment? |
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Definition
| A) a company placing its product in a movie scene |
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Term
| 52) Lizar Telecommunications are manufactures of cell phones and related accessories. Michael Starr, a movie director, contacted Lizar to help fund his new movie. Lizar agreed to provide funding on the condition that Lizar cell phones be used in the movie, and that the brand be prominent in its scenes. What kind of advertising technique has Lizar adopted here? |
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Term
| 53) The ________ style of advertising shows ordinary people clearly using a product in a normal setting. |
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| 54) The Trainstar Company is a sportswear equipment manufacturer that is planning to release a new line of energy drinks called Revitalizer. In the ad for the energy drink the company showed different people going for a morning jog, working out in a gym, jazzercising, and doing aerobics. At the end of the ad, there are clips of these people stopping their activity, drinking Revitalizer, becoming visibly re-energized after drinking, and then continuing their exercises. Which of the following kind of advertising styles did the Trainstar Company use for the Revitalizer ad? |
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Term
| 55) Which of the following best describes the use of the personality symbol style of advertising? |
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Definition
| C) using an animated character or mascot that represents the product in the advertisement |
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Term
| 56) An ad that shows how well a product works by showing real-life examples of people whose lives have changed due to the product is an example of ________ style of advertising. |
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Term
| 57) Which of the following provides the best qualitative value for receiving quick consumer responses or inputs for company design or features while advertising? |
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Term
| 58) Which of the following is the quickest medium through which a company can advertise or send a message to its customers? |
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Term
| 59) Which of the following is an advantage of using television as an advertising medium? |
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| 60) Which of the following is a disadvantage of using the Internet as an advertising medium? |
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Definition
| C) The audience controls ad exposure. |
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