39. Often when a company introduces a new product or line extension, its promotion will focus on _____ in order to
initiate the product-adoption process.
a. creating awareness
b. stimulating demand
c. retaining loyal customers
d. combating competitive promotional efforts
e. reduce sales fluctuations
40. By promoting the fact that “orange juice is not just for breakfast anymore,” the Florida Orange Growers Association
attempted to stimulate:
a. primary demand.
b. selective demand.
c. marketing exposure.
d. comparison of orange juices.
e. demand elasticity.
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41. Primary demand is defined as the:
a. demand for a product category.
b. demand for a new product.
c. consumer awareness of a product category.
d. extending brands with new product concepts.
e. demand for a particular brand.
42. When Blue-ray disc players were first introduced to the market, which of the following would have been the logical
choice for promotion?
a. Selective demand
b. Pioneer promotion
c. Promotion in a warm market
d. Brand extension
e. Retention promotion
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43. Rob is working on the promotional plan for a new bicycle helmet that has added technology to sense when a
bicycler has fallen and had a head injury. The technology then releases an audible signal that will help others know
that there is an injury which needs treatment. This is considered to be a new product that is in the introduction stage
of the product life cycle. Which type of promotion should Rob focus on?
a. Reminder
b. Selective
c. Comparative
d. Pioneer
e. Repetitive
44. Selective demand is demand for a:
a. general type of product.
b. particular brand.
c. new product.
d. competitor’s product.
e. service.
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45. When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build:
a. primary demand.
b. pioneer promotion.
c. a warm market.
d. a bargain bin.
e. selective demand.
46. Retro64 distributes free downloadable versions of its computer games for a very short time. These efforts have a
primary promotional objective of:
a. encouraging product trial.
b. building selective demand.
c. retaining loyal customers.
d. facilitating reseller support.
e. reducing sales fluctuations.
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47. Mister Sub offers customers a card that allows them to have a free sub for every 7 that have been purchased and
provides various discounts throughout the year. The primary promotional objective of programs such as this is:
a. encouraging product trial.
b. retaining existing customers.
c. building selective demand.
d. facilitating reseller support.
e. minimizing noise in the communication process.
48. When Hamburger Helper introduced its Oven Varieties, it gave special offers to supermarkets to purchase the new
product and supplemented these offers with consumer advertising. Hamburger Helper’s primary promotional
objective is to:
a. facilitate reseller support.
b. reduce sales fluctuations.
c. minimize noise in the communication process.
d. encourage product trial.
e. retain loyal customers.
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49. Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of:
a. stimulating demand.
b. reducing sales fluctuations.
c. combating competitive promotional efforts.
d. facilitating reseller support.
e. retaining loyal customers.
50. Which of the following is the best example of the promotional objective of combating competitive promotional
efforts?
a. Joy advertises that its dish soap has more suds than Dawn, Sunlight, and other leading dish soaps.
b. Joe Boxer and Kmart collaborate to promote Joe Boxer’s lines of clothing and housewares.
c. The Pork Council advertises pork as the “other white meat” and a healthier alternative to beef.
d. After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing
capacity of its Dodge trucks.
e. Hyundai offers 10-year/100,000 mile warranties on its vehicles in order to give customers confidence in its
brand name and automotive offerings.
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51. Factors such as climate, seasons, and holidays tend to lead to the promotional objective of:
a. combating competitive promotional offers.
b. facilitating reseller support.
c. encouraging product trial.
d. retaining loyal customers.
e. reducing sales fluctuations.
52. Newspaper ads for Blue Haven Pools offering discounted prices during October and discounted cleaning supplies
for hot tubs in March are examples of:
a. retaining loyal customers.
b. promoting new product uses.
c. making salespeople more effective.
d. stimulating primary demand.
e. reducing sales fluctuations.
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53. A spokesperson for Mott’s apple juice encourages television audiences to use its juice in the winter by serving it hot
with a cinnamon stick. In this instance, Mott’s is using promotion to:
a. stimulate primary demand.
b. offset competitors’ promotional efforts.
c. facilitate reseller support.
d. retain loyal customers.
e. reduce sales fluctuations.
54. An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to:
a. combat competitive promotional efforts.
b. stimulate demand.
c. reduce sales fluctuations.
d. encourage product trial.
e. retain loyal customers.
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55. Advertising, personal selling, sales promotion, and public relations are called:
a. promotion mix ingredients.
b. marketing mix components.
c. characteristics of a product.
d. advertising tools.
e. nonpersonal communication tools.
56. Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates:
a. personal selling.
b. retailing.
c. public relations.
d. advertising.
e. sales promotion.
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57. Sara is concerned about the effectiveness of Magnum Inc.’s promotional messages, and is seeking an approach
with immediate feedback. Sara is most likely to achieve this through:
a. television advertising.
b. newspaper advertising.
c. public relations.
d. sales promotion.
e. personal selling.
58. Kyle is preparing the promotional plan for Jansport backpacks in early May. This promotion will be executed in the
month of August and will be a paid form of nonpersonal communication. It will be communicated to a target
audience through a mass medium. Kyle is using the _____ form of promotion.
a. advertising
b. public relations
c. sales promotion
d. personal selling
e. social media
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59. Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of:
a. advertising.
b. public relations.
c. sales management.
d. sales promotion.
e. personal selling.
60. _____ offers the potential benefits of cost efficiency, repetition, and adding product value, while slow feedback is
one of its disadvantages.
a. Public relations
b. Advertising
c. Personal selling
d. Sales promotion
e. Personal selling
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61. Paid personal communication that seeks to inform customers and persuade them to purchase products in an
exchange situation is:
a. sales promotion.
b. advertising.
c. personal selling.
d. public relations.
e. publicity.
62. Michael is planning a promotional program for AirFam. AirFam is a supplier of new energy-saving engines used to
produce air conditioners. His company needs to promote these engines to manufacturers of air conditioners, so he is
most likely to use _____, because it provides immediate feedback.
a. sales promotion
b. advertising
c. word-of-mouth
d. personal selling
e. public relations
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63. With respect to the promotion mix elements, kinesic communication is a component of _____.
a. advertising
b. public relations
c. personal selling
d. packaging
e. sales promotion
64. Head nodding, winking, hand gestures, and arm motions are all forms of _____ communication.
a. kinesic
b. spacing
c. proxemics
d. touching
e. tactile
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65. When a salesperson varies the physical distance between himself and a customer he is using:
a. kinesic communication.
b. sales promotion.
c. tactile communication.
d. word-of-mouth communication.
e. proxemic communication.
66. As their meeting concludes, Jamal rises and thanks Gina for taking the time to come by and explain her firm’s new
line of industrial fasteners. A handshake, which is best described as a form of _____ communication, concludes
the session.
a. public relations
b. word-of-mouth
c. tactile
d. proxemic
e. verbal
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67. With respect to the promotion mix elements, _____ is a broad set of communication efforts used to create and
maintain favorable relationships between a company and its stakeholders.
a. advertising
b. personal selling
c. reseller support
d. sales promotion
e. public relations
68. With respect to the promotion mix elements, communication through the use of brochures, annual reports, and event
sponsorships is referred to as:
a. advertising.
b. personal selling.
c. sales promotion.
d. publicity.
e. public relations.
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69. The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new
and improved products. This is an example of:
a. sales promotion.
b. direct marketing.
c. personal selling.
d. publicity.
e. social media promotion.
70. All of the following are examples of publicity-based public relations tools except:
a. press conferences.
b. feature articles.
c. news releases.
d. annual reports.
e. news stories.
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71. Public relations:
a. should be used mostly to counteract any competitive promotions or negative publicity.
b. is an element of promotion that should be handled on a continuous basis.
c. should be used solely to respond to emergencies that could significantly damage the company’s reputation.
d. is paid communication that helps enhance a company’s image by highlighting its philanthropic efforts.
e. is generally not given much weight because the information is generated by the company itself.
72. An activity and/or material which acts as a direct inducement, offering added value or incentive to resellers,
salespeople, or consumers is known as:
a. advertising.
b. personal selling.
c. public relations.
d. sales promotion.
e. packaging.
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73. Albott Laboratories offers ceramic coffee mugs to its physician customers when it promotes a new drug. This
exampleillustratesAlbott’suseof_____.
a. packaging
b. personal selling
c. sales promotion
d. public relations
e. telemarketing
74. When McDonald’s uses the Monopoly game in which customers receive game pieces with each visit and try to
assemble a set of properties to win prizes, McDonald’s is utilizing:
a. sales promotion.
b. advertising.
c. guerilla marketing.
d. personal selling.
e. public relations.
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75. Hunt’s decided to put a much larger share of its promotion budget into _____ because of the heavy reliance it will
be placing on coupons in the second quarter.
a. advertising
b. sales promotion
c. public relations
d. telemarketing
e. personal selling
76. Subway is conducting a contest in which customers are asked to name a new sandwich. The winner gets a free
sandwicheachdayforoneyearandanappearanceinoneofthecompany’sTVcommercials.Thiscontest
illustrates Subway’s use of _____ as one of the elements of the promotion mix.
a. advertising
b. personal selling
c. sales promotion
d. public relations
e. telemarketing
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77. A consumer contest is an example of:
a. personal selling.
b. sales promotion.
c. advertising.
d. word-of-mouth marketing.
e. public relations.
78. Latisha works for a promotional consultant who develops sweepstakes, games, coupons, and rebate plans for
various marketers. According to the information given, Latisha develops:
a. advertising techniques.
b. sales promotion techniques.
c. publicity examples.
d. personal selling techniques.
e. direct marketing techniques.
Chapter 15 – Integrated Marketing Communications