Marketing for Hospitality and Tourism, 8e, Global Edition (Kotler)
Chapter 13 Engaging Customers and Communicating Customer Value and Advertising
1) The first stage of the promotion process is:
A) Selecting the communication channels
B) Selecting the message source
C) Identifying the target audience
D) Determining the communication objectives
2) In the buyer readiness process, the state that immediately precedes purchase is:
A) Preference
B) Knowledge
C) Conviction
D) Liking
3) The type of message appeal that relates to an audience’s self-interest is:
A) Emotional
B) Moral
C) Economic
D) Rational
4) The most logical method of setting the promotion budget is the:
A) Most affordable method
B) Objective and task method
C) Percentage of sales method
D) Competitive parity method
5) The ________ method of promotion budgeting views sales as the cause of promotion rather
than as the result.
A) Competitive parity
B) Objective and task
C) Affordable
D) Percentage of sales
6) The promotional tool that rewards customers for a quick, short-term response is:
A) Public relations
B) Sales promotions
C) Personal selling
D) Advertising
7) When hospitality firms market to general consumer markets, the least used element of the
promotion mix is:
A) Personal selling
B) Public relations
C) Advertising
D) Sales promotions
8) ________ advertising is used when introducing a new product.
A) Suggestive
B) Persuasive
C) Reminder
D) Informative
9) ________ is a measure of the percentage of people in the target market who are exposed to an
ad campaign over a given period of time.
A) Impact
B) Frequency
C) Reach
D) Penetration
10) Viral marketing messages have a higher chance of being opened because they are coming
from a:
A) Friend
B) Known sale associate
C) Reliable advertisement media
D) Previously known advertisement media
11) Which of the following does NOT comprise a promotion mix?
A) Advertising
B) Personal selling
C) Viral marketing
D) Public relations
12) The process by which the receiver assigns meaning to the symbols encoded by the sender is
called:
A) Communication
B) Reception
C) Decoding
D) Messaging
13) The unplanned static or distortion during the communication process, which results in the
receiver getting a different message than the one the sender sent, is called:
A) Loss of signal quality
B) Excessive feedback
C) Echo
D) Noise
14) The four pillars of the AIDA model of communication design are:
A) Attention, Interest, Desire, Action
B) Attention, Inclination, Desire, Action
C) Attention, Inclination, Designation, Action
D) Attention, Interest, Designation, Action
15) Which of the following is NOT an example of a sales promotion?
A) Coupon
B) Contests
C) Personal selling
D) Cents-off deals
16) Which of the following is NOT an example of direct marketing?
A) Mail
B) Catalogs
C) Online marketing
D) TV advertisement
17) Which of the following is NOT a major department in an advertising agency?
A) Accounts Receivable
B) Creative
C) Media
D) Business
18) ________ advertising is used heavily when introducing a new product category and when the
objective is to build primary demand.
A) Persuasive
B) Informative
C) Research
D) Media
19) ________ advertising is used for mature products.
A) Informational
B) Content based
C) Reminder
D) Follow up
20) Which of the following media types is likely to cost the most?
A) Newspaper
B) Television
C) Magazine
D) Radio
21) Scheduling ads evenly within a given period, is called:
A) Pacing
B) Balancing
C) Continuity
D) Pulsing
22) To spend a large advertising budget wisely, advertisers must do all of the following
EXCEPT:
A) Create a good message
B) Make media decisions
C) Increase budget projections
D) Evaluate the results
23) ________ is the process of measuring the communication effects for a given ad.
A) Copy testing
B) Continuity testing
C) Scoping
D) Quantify testing
24) International advertisers face many complexities not encountered by domestic advertising
such as the degree to which global advertising should be adapted to various country markets.
25) Many brands hold contests for consumer created advertisements.
26) Many companies set the promotional budget at what they think they can afford, which can
make long-range planning difficult.
27) The objective and task method of budgeting defines specific objectives, determines tasks that
must be performed, and estimates the cost of performing them.
28) Sales promotions are most effective in building long-run brand preferences.
29) A large advertising budget guarantees a successful advertising campaign.
30) When marketing activities are directed at channel members a pull strategy is being used.
31) One major disadvantage of public relations is its lack of believability.
32) Today, fewer companies are adopting the concept of integrated marketing communications.
33) Atmospheres are considered to be a personal form of communication.
34) The purpose of persuasive advertising is to build selective demand.
35) The intangibility of the hospitality product creates many advertising problems.
36) A company’s total marketing communications mix–also called its promotion mix–consists of
the specific blend of five different parts. Name and define these parts.
37) Companies are adopting the concept of integrated marketing communications (IMC). Here
the company carefully integrates its many communications channels to deliver a clear,
consistent, and compelling message about two things. Identify and discuss what they are.
38) Outline the steps in developing effective marketing communications.
39) How does a company set its promotion budget and design their promotion mix?
40) How does a push strategy and pull strategy work in a promotion mix?