MKT 305: Quiz #12
Which of the following statements is correct regarding the use of advertising as a promotional tool? A. Advertising reaches many people slowly. B. Advertising can reach masses of people only if they are geographically concentrated. C. The cost per exposure of advertising is high. D. Advertising allows marketers to communicate with buyers in a personal way. E. Consumers tend to view advertised products as more legitimate.
Consumers tend to view advertised products as more legitimate.
Logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company cars and trucks are examples of which promotional tool? A. Special events B. News C. Written materials D. Public service activities E. Corporate identity materials
Corporate identity materials
What are the two major elements in developing advertising strategy? A. Creating advertising messages and selecting advertising agencies B. Creating advertising messages and setting the advertising budget C. Determining the target audience and selecting advertising media D. Determining the advertising budget and evaluating results E. Creating advertising messages and selecting advertising media
Creating advertising messages and selecting advertising media
Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations function? A. Public affairs B. Lobbying C. Investor relations D. Development E. Press relations
Development
Which promotional tool engages directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships? A. Direct and digital marketing B. Personal selling C. Advertising D. Public relations E. Sales promotion
Direct and digital marketing
Which promotional tool is best suited to deliver a personalized and immediate message to a specific customer or customer community? A. Public relations B. Direct marketing C. Sales promotion D. Personal selling E. Advertising
Direct marketing
In an effort to build awareness of its brand, OXO has built a Facebook following of more than 75,000 fans, it engages with its customers via Twitter, and it maintains an active blogger outreach program. The company also advertises regularly on food-related websites like FoodNetwork.com. Building awareness to build primary demand is used for which advertising objective? A. Comparative B. Informative C. Attack D. Reminder E. Persuasive
Informative
Which advertising objective is used heavily when introducing a new product category? A. Comparative B. Reminder C. Attack D. Informative E. Persuasive
Informative
OXO offers a satisfaction guarantee on all of its products, the details of which are included on all of its packaging. More recently, the company has also utilized social media platforms like Facebook and Twitter to send a clear, compelling message about its guarantee program to customers. This best depicts which of the following concepts? A. Digital marketing B. Push strategy C. Sales promotion D. Integrated marketing communications E. Advertising strategy
Integrated marketing communications
Which advertising objective is best suited to building selective demand? A. Attack B. Humorous C. Reminder D. Informative E. Persuasive
Persuasive
_______ advertising is utilized most often by mature, well-known brands. A. Reminder B. Persuasive C. Informative D. Comparative E. Attack
Reminder
Although traditional media channels offer greater consumer reach, generating desired sales effects might require repeated exposures. OXO management believes it is hard to justify the higher costs of channels such as print and television commercials to reach consumers effectively. This example best illustrates which of the following concepts? A. Integrated marketing communications B. Advertising strategy C. Push strategy D. Return on advertising investment E. Advertising budgeting
Return on advertising investment
________ is a short-term incentive to encourage the purchase or sale of a product or service. A. Advertising B. Sales promotion C. Public relations D. Direct and digital marketing E. Personal selling
Sales promotion
Which of the following statements regarding the changing communications landscape is correct? A. In terms of communication, today's consumers are less empowered. B. Marketers today are shifting their efforts to mass marketing. C. More than ever, consumers are relying on marketers for information. D. The digital age has had little impact on marketing communications. E. The dominance of television, magazines, newspapers and other traditional mass media is declining.
The dominance of television, magazines, newspapers and other traditional mass media is declining.
Which of the following statements about public relations is correct? A. The impact of public relations on public awareness comes at a much higher cost than advertising. B. The lines between advertising and public relations are becoming more and more blurred. C. Trade associations do not use public relations. D. Public relations cannot be used to engage consumers. E. Public relations is only used to promote products.
The lines between advertising and public relations are becoming more and more blurred.
What is the goal of a pull strategy? A. To save money by only focusing on consumers B. To build consumer demand C. To increase sales calls to distributors D. To build trade demand E. To give channel members incentives to carry the product
To build consumer demand
What is the goal of integrated marketing communications? A. To lower overall marketing expenditures B. To deliver clear, consistent, and compelling messages about the organization and its brands C. To have different media carry different messages about a brand D. To integrate communications via online and mobile technologies E. To maximize return on investment
To deliver clear, consistent, and compelling messages about the organization and its brands
According to Ms. Bena Shaw, OXO's Senior Brand Communications Manager, OXO's early growth was fueled primarily by increasing both product categories and the number of retailers with which it dealt. Accordingly, its promotions mix and marketing communications strategies were aimed at getting retailers to carry more of its products. This approach is called __________. A. integrated marketing communications B. a pull strategy C. personal selling D. a promotional mix strategy E. a push strategy
a push strategy
In the promotion mix, ________ refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. A. crowdsourcing B. public relations C. personal selling D. sales promotion E. advertising
advertising
One reason integrated marketing communications is necessary is __________. A. communication channels today are less fragmented than in the past B. consumers don't distinguish between content sources the way marketers do C. consumers can easily distinguish brand content from different sources D. companies have always integrated their various communication channels E. messages from companies come from a single source
consumers don't distinguish between content sources the way marketers do
Specific promotional tools used in ______ include direct mail, catalogs, online and social media, mobile marketing, and more. A. advertising B. sales promotion C. public relations D. direct and digital marketing E. personal selling
direct and digital marketing
When advertisers determine the qualitative value of message exposure through a given medium, they are assessing ________. A. reach B. engagement C. frequency D. media impact E. impressions
media impact
Generally, _________ is a company's most expensive promotional tool. A. direct and digital marketing B. personal selling C. Advertising D. Public relations E. Sales promotion
personal selling
One popular method of branded entertainment is ________, which embeds brands as props within other programming, for example, television shows and movies. A. webisodes B. product placement C. native advertising D. viral marketing E. advertainment
product placement
The public relations function of _______ is used to build and maintain national or local community relationships. A. investor relations B. lobbying C. press relations D. development E. public affairs
public affairs
Specific promotional tools used in _______ include press releases, sponsorships, events, and web pages. A. sales promotion B. public relations C. advertising D. direct and digital marketing E. personal selling
public relations
Companies who primarily direct their promotional activities to channel members are using a(n) ______ strategy. A. push B. pull C. product D. integrated E. sales force
push
The _____________ message execution style shows one or more "typical" people using the product in a normal setting. A. scientific evidence B. lifestyle C. slice of life D. mood or image E. fantasy
slice of life
Advertising appeals should have three characteristics. These characteristics are: A. to be meaningful, to be believable, and to be distinctive. B. to be meaningful, to be believable, and to use scientific evidence. C. to be meaningful, to be distinctive, and to use scientific evidence. D. to be believable, to be distinctive and to be consumer generated. E. to be meaningful, to be believable, and to be humorous.
to be meaningful, to be believable, and to be distinctive.
In the video, Ms. Shah emphasizes that OXO's primary advertising goals involve increasing depth and breadth of brand awareness. As such, the primary purpose of OXO's brand communications efforts is __________. A. to inform B. to compare C. to persuade D. to motivate E. to remind
to inform