Chapter 16 – Using Effective Promotions
151. Payola Promotions has offered to give Lisa free tickets to a concert it is promoting in
return for Lisa’s agreement to share her positive experience with others on Internet chat
rooms. The concert tickets Lisa receives represent swag.
Feedback: Swag refers to the inducements people receive to hype products. Swag typically
takes the form of free tickets, T-shirts, backstage passes, and other forms of merchandise.
152. A recent study reveals that regardless of the product or target market, mobile media is
not a promotion mix tool that works efficiently.
Feedback: Mobile media using cell phones to text messages to customers is being used more
and more by companies as a way to immediately reach consumers.
153. Muscleup promotes its liquid protein drink directly to consumers through television
ads, infomercials, and newspaper coupons. The company is making use of a push strategy
to reach their customers.
Feedback: In a pull strategy, advertising and sales promotion efforts are directed toward
consumers to motivate them to request the products from their local retailers.
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158. The goal of __________ is to inform and remind people in a target market about
specific products, eventually persuading them to participate in an exchange.
A. promotion
B. market research
C. market segmentation
D. marketing loyalty
159. The combination of advertising, personal selling, public relations, and sales promotion
activities traditionally used by an organization represents its:
A. marketing communications system.
B. marketing mix.
C. public relations package.
D. promotion mix.
160. ________ combines all the promotional tools employed by a firm into one
comprehensive and unified promotional strategy.
A. A market unification plan
B. Integrated marketing communication
C. A push promotional program
D. A target coordination program
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161. A promotional campaign begins by:
A. identifying a target market.
B. defining the objectives for each element of the promotion mix.
C. determining a promotional budget.
D. developing a unifying message.
162. The traditional promotion mix for a firm consists of the:
A. strategic mix of price, product, place and advertising.
B. various types of advertising media the firm selects to reach each specific target market.
C. marketing intermediaries employed by the firm to create a supply value chain.
D. advertising, personal selling, public relations, and sales promotion used to reach a
target market.
Feedback: A promotion mix consists of the combination of all the promotional tools a firm
uses to promote its products and services. Traditionally, this has included not only
advertising, but also personal selling, public relations, and sales promotion.
163.
Chapter 16 – Using Effective Promotions
Creating a positive brand image by using all the promotional tools in a comprehensive,
unified promotional strategy is called:
A. brand awareness.
B. brand publicity.
C. interactive promotional communication.
D. integrated marketing communication.
Feedback: Integrated marketing communication combines all the promotional tools into one
comprehensive, unified promotional strategy. The idea is to use all the promotional tools and
company resources to create a positive brand image and to meet the strategic marketing and
promotional goals of the firm.
164. Nightbrite Company’s ________ relies heavily on advertising, personal selling, and a
limited use of product sampling.
A. marketing mix
B. promotion mix
C. communication network
D. transfer marketing
Feedback: A company’s promotion mix is some combination of promotional tools such as
advertising, personal selling, word of mouth, sales promotion, sampling, public relations, and
publicity.
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173. In terms of total dollars spent, the number one and two advertising media are:
A. broadcast and cable television along with direct mail.
B. the Internet and television.
C. television and newspapers.
D. newspapers and radio.
174. One advantage of magazine advertising is that:
A. the ad must conform to post office regulations.
B. the exposure time is short.
C. the ad is available at the point of purchase.
D. the ad can target specific audiences.
175. In evaluating the best advertising medium to reach a specific target market the clear
choice is:
A. cable television.
B. newspapers.
C. network television.
D. direct mail.
176.
Chapter 16 – Using Effective Promotions
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The effectiveness of direct mail advertising suffers from:
A. its inflexibility.
B. the limited length of the message.
C. the consumer perception that it is junk mail.
D. its inability to target specific markets.
177. The effectiveness of magazine advertising is reduced by its:
A. inflexibility.
B. inability to target specific markets.
C. brief life span.
D. higher total cost, relative to television advertising.
178. Which of the following is a major strength of direct mail advertising?
A. Low cost
B. Widespread acceptance by consumers
C. Subject to few restrictions or regulations
D. Ability to accurately target specific markets
179.
Chapter 16 – Using Effective Promotions
Which of the following refers to the practice of paying to have a product appear favorably
in a TV show or movie?
A. Interactive promotion
B. Product placement
C. Brand association
D. Market recognition
180. Infomercials provide the opportunity for:
A. the product to sell itself.
B. product placement to occur.
C. the use of outdoor advertising.
D. the promotional mix to be avoided.
181. TV programs devoted exclusively to promoting goods and services are called:
A. testimonials.
B. infomercials.
C. interactive TV.
D. online computer advertising.
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191. Which of the following is an advantage of magazine advertising?
A. Short exposure time
B. Ability to quickly change message
C. Superior color
D. Relatively short life
Feedback: Magazine ads offer good use of color that can catch consumer’s attention.
192. Which of the following media enables firms to quickly change their advertising
message?
A. Yellow Pages
B. Magazines
C. Newspapers
D. Television
Feedback: An advantage of newspapers is that they normally come out daily and allow firms
to place revised ads quickly.
193.
Chapter 16 – Using Effective Promotions
Which of the following represents the primary purpose of a firm using institutional
advertising?
A. The desire to create a positive image for the firm
B. Getting full coverage of local markets
C. High visibility of a specifically targeted message
D. This type of advertising reduces cost
Feedback: Institutional advertising is an attempt to create an attractive image for a firm.
194. Firms with a very limited advertising budget would be very unlikely to use ________
advertising.
A. Internet
B. radio
C. outdoor
D. television
Feedback: A major disadvantage of television is its high cost.
195. Which of the following helps explain the popularity of infomercials?
A. The interactive nature of the presentation
B. The ability to clearly demonstrate the product’s benefits
C. The use of an inexperienced salesperson who is believable
D. The impact of favorable government testimonials on potential buyers
Feedback: Infomercials use product demonstrations that clearly show the product’s benefits.
