60. To increase its revenues, US Airways has decided to sell space on the backs of the tray tables to
sponsoring companies as a different medium for their promotional messages. The most effective
promotional method for US Airways to use to find companies that would like to pay to have their
promotional messages delivered to the 100 or so travelers on each of its flights would be:
a.
push advertising
b.
personal selling
c.
direct advertising
d.
sales promotions
e.
publicity
61. _____ consists of all marketing activities that stimulate consumer purchasing such as coupons,
contests, free samples, and trade shows.
a.
Sales promotion
b.
Publicity
c.
Personal selling
d.
Advertising
e.
Sponsorship
62. All of the following are examples of sales promotion EXCEPT:
a.
coupons
b.
transit cards
c.
free samples
d.
contests
e.
trade shows
63. The toy inside of a McDonald’s Happy Meal is an example of:
a.
a sales promotion
b.
publicity
c.
advertising
d.
implicit communications
e.
a personal sales presentation
64. A $1-off coupon for a jar of Mott’s Applesauce is a form of:
a.
public relations
b.
sales promotion
c.
personal selling
d.
advertising
e.
social media
65. Toro offered consumers up to a 100% refund if they purchased a Toro snowblower in the summer and
it didn’t snow much during the subsequent winter. This is an example of _____ designed to stimulate
consumer buying.
a.
a sales promotion
b.
a public relations activity
c.
advertising
d.
an implicit communication
e.
personal selling
66. _____ are promotion tools used to facilitate conversations among people online.
a.
Public relations
b.
Social media
c.
Personal selling
d.
Advertising
e.
Publicity
67. Social media include all of the following EXCEPT:
a.
blogs
b.
LinkedIn
c.
a pop-up ad on the ESPN Web site
d.
YouTube
e.
All of the above are examples of social media.
68. Which of the following elements in the promotional mix would be considered a form of two-way
communication?
a.
social media
b.
public relations
c.
advertising
d.
publicity
e.
sales promotion
69. Which of the following statements about the characteristics of the elements in the promotional mix is
true?
a.
Control over message content is greatest when public relations is used.
b.
A large audience is best reached with personal selling.
c.
The fastest feedback occurs with personal selling.
d.
The mode of communication for sales promotion is usually direct and personal.
e.
The message flow with advertising is two-way.
70. Which of the following outlines a sequential four-step process for achieving promotional goals?
a.
Communication model
b.
Hierarchy of impacts
c.
AIDA concept
d.
Maslow’s hierarchy of needs
e.
Schramm’s model
71. The AIDA concept:
a.
proves promotional effectiveness is an insignificant abstract term
b.
demonstrates that buyers go through nine stages on the way to making a decision
c.
is a model effectively showing that advertising can move people to the purchase stage
d.
is a model for reaching promotional goals that propels consumers along the four
stages of consumer involvement with a promotional message
e.
is a budget plan based on the effectiveness of various promotional mixes in achieving
certain objectives
72. AIDA stands for:
a.
attitude, interest, demand, activity
b.
attention, interest, desire, action
c.
awareness, intent, demand, action
d.
avoidance, interest, desire, acceptance
e.
attitudes in developing acquisitions
73. According to the AIDA concept, the first step an advertiser must take is to gain the consumers’::
a.
attention
b.
attitude alignment
c.
action
d.
adaptation
e.
adoption
74. Allan went to a Web site that sells digital cameras and read reviews of several different models. He has
requested more information about a Kodak camera that appeared to meet his needs, but he is not yet
willing to give up his search to find the perfect camera. As far as Kodak is concerned, Allan is in the
_____ step of the AIDA concept.
a.
action
b.
attention
c.
liking
d.
interest
e.
desire
75. When Ali saw the Apple iPhone at the AT&T store she knew she had to have one. The salesperson
showed Ali all the special capabilities it had and she was able to try it there in the store. According to
the AIDA concept, Ali entered the _____ stage.
a.
action
b.
attention
c.
liking
d.
interest
e.
desire
76. Point–of-purchase displays in grocery stores, coupons, premiums, and trial-size packages are most
useful when the consumer is near the _____ stage of the AIDA model.
a.
liking
b.
awareness
c.
action
d.
preference
e.
knowledge
77. The AIDA concept:
a.
assumes that the second step in the purchase-decision process is inertia
b.
does not explain how all promotions influence purchase decisions
c.
is useful in explaining consumer behavior even for low involvement situations
d.
proposes that consumers respond to marketing messages in a conative, affective, and
cognitive sequence
e.
explains what element of a consumer’s attitude a promotion message will influence
78. For which of the following purchases would a consumer be most likely to pass through all four stages
of the AIDA process?
a.
A pair of white socks
b.
A two-pack of light bulbs
c.
A loaf of bread
d.
Gear for mountain climbing
e.
A six-pack of beer
79. Promotion for a brand like Bounce fabric softener includes advertising, sales promotion, and public
relations. To successfully launch its new product that attaches to the inside of the dryer and dispenses
fabric softener, marketers of this brand need to coordinate all the promotional elements to assure
consistency of the message at every contact point where a company meets the consumer. In other
words, the marketers of Bounce would need to use:
a.
coordinational promotion
b.
integrated marketing communications
c.
transformational marketing
d.
creative selling
e.
transactional communications
80. The Hunger Games, the first movie in the popular science-fiction trilogy, is being promoted through
TV, newspaper, magazine, Web sites, and merchandise. To make sure that all of the promotional
messages are coordinated, the studio that produced the movie should use the:
a.
integrated marketing communications approach
b.
integrated communications management approach
c.
AIDA concept
d.
interpersonal and mass communications approach
e.
coordinated market management approach
81. _____ is the careful coordination of all promotional activities to produce a consistent, unified message
that is customer focused.
a.
Interpersonal and mass communications (IMC) approach
b.
Promotional mixing
c.
Integrated marketing communications
d.
Creative selling
e.
Relationship marketing
82. All of the following are reasons why the concept of integrated marketing communications (IMC) is
growing in popularity EXCEPT:
a.
The proliferation of thousands of media choices beyond the traditional media has made
promotion a complicated task.
b.
The shift to more Internet-based information search by consumers.
c.
Critics of promotion have suggested that uncoordinated promotion is wasteful and
inefficient.
d.
Marketers have slashed their advertising spending in favor of promotional techniques that
generate immediate sales responses and have more easily measured effects.
e.
The mass market has fragmented.
83. The particular promotion mix chosen by a firm for a product or service depends on all of the following
EXCEPT:
a.
stage in the product life cycle
b.
target market characteristics
c.
funds available for promotion
d.
use of a push or pull strategy
e.
size of the company
84. When a product is in the growth stage of its product life cycle:
a.
all elements of the promotional mix are equally important
b.
heavy advertising is used to build brand loyalty
c.
persuasive and reminder advertising is decreased
d.
personal selling is ineffective
e.
personal selling and sales promotions are the major elements of the promotional mix used
85. Which of the following is appropriate for products in the decline stage of the product life cycle?
a.
Heavy use of persuasive advertising to reenergize demand for the product
b.
Heavy public relations to maintain brand loyalty
c.
Personal selling to obtain distribution
d.
Sales promotion to build market share
e.
None of these are appropriate
86. The promotional mix elements that should be emphasized for products moving into the growth stage of
the product life cycle are:
a.
public relations and reminder advertising
b.
sales promotion and public relations
c.
personal selling and persuasive advertising
d.
sales promotion and personal selling
e.
informational advertising and publicity
87. Because dishwashers are in the maturity stage of their product life cycle, which promotional mix
element should NOT be emphasized in the marketing of this product?
a.
Public relations
b.
Persuasive advertising
c.
Sales promotion
d.
Reminder advertising
e.
Personal selling
88. Fans of Ale-8, a ginger-flavored soft drink, are able to explain why Ale-8 is superior to any other type
of ginger ale. They are scattered throughout eastern Kentucky and southern Ohio and are extremely
brand loyal. Though Ale-8 is available in bottles or cans, most connoisseurs prefer glass bottles. Ale-8
“traditionalists” even insist on drinking the beverage from the old–style “long–neck” bottles as opposed
to the newer, short-neck design. The characteristics of this target market indicate that a promotional
mix with _____ should be used.
a.
less publicity and sales promotion and more personal selling
b.
more advertising and sales promotion and less personal selling
c.
more sales promotion and personal selling and less advertising
d.
less sales promotion and more advertising and personal selling
e.
more advertising and less sales promotion and public relations
89. _____ is probably the most important factor in determining the promotional mix.
a.
The advertising agency
b.
The need for feedback
c.
Money
d.
Media availability
e.
Message flexibility
90. The use of aggressive personal selling and trade advertising by a manufacturer to convince a
wholesaler or retailer to carry and sell its merchandise is known as a _____ strategy.
a.
strong-arm
b.
kinetic
c.
pull
d.
foot-in-the-door
e.
push
91. The manufacturer of Robitussin cough and cold medicine provides sturdy displays for retailers, such as
Walgreen’s, Kroger, and Walmart, to help merchandise all the Robitussin products consumers might
need for the cold and flu season. Robitussin is using a(n) _____ promotional strategy.
a.
kinetic
b.
inert
c.
push
d.
advertorial
e.
pull
92. An ad in a trade magazine targeted to veterinarians urges them to prescribe Hepato for cats and dogs
with damaged livers. This ad was placed by the product’s manufacturer. This ad is an example of how
manufacturers use a(n) _____ strategy.
a.
kinetic
b.
pull
c.
inertia
d.
advertorial
e.
push
93. Slatescape sells crushed slate to be used as a decorative, permanent mulch to keep weeds out of flower
beds. Initially, Slatescape was marketed heavily to home owners, but after years of radio and television
advertising, Slatescape has decided to put a majority of its promotion budget into personal selling and
sales promotion to lawn and garden supply stores and large discount stores such as Wal-Mart. This
new strategy is a _____ strategy.
a.
kinetic
b.
push
c.
pull
d.
foot-in-the-door
e.
reinforcement
94. A manufacturer of a prescription-only blood pressure medication uses sales reps to call on doctors to
explain the benefits and side effects of the drugs. The pharmaceutical reps also provide the doctor with
samples to give to patients. The manufacturer of the drug is using a _____ strategy.
a.
reinforcement
b.
push
c.
pull
d.
kinetic
e.
interval
95. A manufacturer using the _____ promotional strategy focuses its promotional efforts on the consumer.
a.
reinforcement
b.
personal selling
c.
push
d.
pull
e.
kinetic
96. Shawn wanted to increase sales at his jewelry store, Murphey’s Jewelers. After analyzing his sales
figures, he decided to give away $50 gift certificates for local businesses to give to their employees.
“Many people used the gift certificates as credit toward more expensive items,” explains Shawn. He
used a(n) _____ strategy.
a.
pull
b.
push
c.
kinetic
d.
inertia
e.
cash-flow
97. The American Plastics Council wants to stimulate more consumer demand for products that are
packaged in plastic. The ads will be run in consumer magazines and will hopefully cause customers to
ask retailers to carry more products packaged in plastic. The American Plastics Council is planning to
use a(n) _____ strategy.
a.
kinetic
b.
pull
c.
inertia
d.
advertorial
e.
push
98. An ad for a prescription-only antihistamine that does not make its users sleepy like many other allergy
medications was run in several health and fitness magazines. The ad said that if you were interested in
learning more about the new product or trying it out, you should ask your physician. The manufacturer
of the drug was using a _____ promotional strategy.
a.
reinforcement
b.
personal selling
c.
push
d.
pull
e.
kinetic
99. Kimberly-Clark uses television advertising and couponing and bonus pack sales promotions to
increase sales of its Kleenex brand of facial tissues. Which promotional strategy is Kimberly-Clark
using?
a.
Push
b.
Personal selling
c.
Pull
d.
Reinforcing
e.
Kinetic
100. To get more retailers to stock its products, Rust-Oleum paint developed a strong advertising campaign
aimed at consumers. The ads show creative ways to use paint to make homes more attractive and
emphasize that the paint doesn’t chip, peel, or fade. Rust-Oleum is using a _____ promotional strategy.
a.
push
b.
channel
c.
reinforcement
d.
pull
e.
kinetic
Amtrak is taking the gloves off in advertisements and belittling its major competition, which is the
airline shuttles. Amtrak’s new name for its Metroliner is The Smart Shuttle. Gone are ads that were
inner-directed and sold the Metroliner on its leisurely pace. In their place are ads showing rapid shots
of the sleek train and business executives conducting no-nonsense meetings “eyeball-to-eyeball.” The
campaign, which includes television, radio, print, billboards, and posters in commuter railroad cars,
targets business travelers, who, Amtrak says, incorrectly believe the train takes far longer than the
airplane to travel between two cities. One television spot opens with a shot of airplanes stacked up in a
tarmac traffic jam. Another shows a business traveler lumbering into the airport during a snowstorm.
The announcer says, “Schedule a meeting. Take the shuttle. Then cross your fingers.” The poor soul
looks up at the departure board and sees a row of “Canceled” signs. The announcer continues,
“Schedule a meeting. Take the Metroliner. Then cross your legs.”
101. Refer to Amtrak. The means by which Amtrak communicates with business travelers about the merits
and characteristics of the Metroliner is called:
a.
distribution
b.
direct marketing
c.
promotion
d.
publicity
e.
personal selling
102. Refer to Amtrak. The plan to optimally utilize television, radio, print, and out-of-home vehicles to
target business travelers is called a:
a.
promotional strategy
b.
marketing mix
c.
promotion goal