Marketing 340 - Quiz 7

A pulsing advertising schedule uses periods of heavy advertising followed by periods of no advertising. True False

False

The three general objectives of advertising are to select, target, and promote. True False

False

When businesses support cultural or sporting events, such as the Discover Orange Bowl football game, this is known as cause-related marketing. True False

False

Which of the following is the best example of a mass media advertising channel? Popstar! Magazine Crochet World magazine Home and Garden TV (HGTV) USA Today TransWorld Skateboarding

USA Today

The difference between advertising and publicity is that advertising is more effective in reaching consumers. almost always used in conjunction with consumer satisfaction surveys. a paid form of marketing communication. designed to remind consumers, while publicity is used to persuade consumers. designed for very targeted audiences, while publicity reaches mass audiences.

a paid form of marketing communication.

First Lady Michelle Obama recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity. This message is an example of product-focused advertising. consumer-generated advertising. a public service announcement. reminder advertising. a flighting campaign.

a public service announcement.

One of Oscar Rodriguez's responsibilities is to manage Vision Innovation's retail spaces located in shopping malls. The goal of retailing is to add value to products and services sold to consumers for their personal or family use. communicate the firm's core values through product displays increase the volume of individual transactions made at a the individual points of sale separate wholesaling from manufacturing manage the marketing function at brick-and-mortar store spaces.

add value to products and services sold to consumers for their personal or family use.

Because of its size and relative power, Walmart can easily impose controls on small manufacturers, such as Brown Betty Dessert Boutique, but with large, powerful suppliers such as P&G, the control is more balanced between parties. Walmart's various marketing channel relationships offer examples of different forms of a(n) ________ marketing system. cooperative corporate independent administered vertical conventional horizontal

administered vertical

Oscar Rodriguez is trying to explain the difference between advertising and publicity to the CEO of Vision Innovations. In his explanation, Oscar should tell the CEO that advertising allows for greater control of the message and is a paid form of communication is more effective in reaching customers compared to public relations is almost always used in conjuction with consumer satisfaction surveys is designed to remind consumers, while publicity is used to persuade consumers is designed for very targeted audiences, while publicity reaches broad audiences

allows for greater control of the message and is a paid form of communication

Oscar Rodriguez orders sunglasses frames for Vision Innovations from a wholesaler. The wholesaler provides Vision Innovation access to a wide variety of glasses frames from multiple designers. In general, wholesalers sell to all of the following EXCEPT consumers. businesses. brick and mortar retailers. industrial users. online retailers.

consumers.

Franchising is the most common type of ___________________ vertical marketing system. cooperative corporate contractual administered conventional

contractual

Oscar Rodriguez is excited to add a futuristic line of eye-wear to the product offerings Vision Innovation. Oscar has decided to invest in a promotional campaign with significant portion of the investment dedicated to advertising. He decided to do this because, compared to other elements in the promotional mix, advertising is extremely effective for creating awareness and generating interest in a product. closing a sale decoding messages efficiently. reducing the potential for noise. repositioning consumers in the AIDA model.

creating awareness and generating interest in a product.

In Vision Innovations promotional mix, Oscar Rodriguez wants to reduce mass media and to increase the use of personalized marketing communication messages. To achieve this goal, Oscar will likely increase his use of direct marketing sales promotion advertising public rleations price reductions

direct marketing

Veronica Jackson will be a bridesmaid next summer in her friends wedding, and she purchased her dress online. The next time she turned on her computer, Veronica was surprised to see special offers for matching accessories. This is an example of which promotion strategy? direct marketing sales promotions personal selling public relations sweepstakes

direct marketing

A ____________ is a facility for the receipt, storage, and redistribution of goods to company stores. logistics center distribution center supply chain center fulfillment center floor-ready center cross-docking center circulation center

distribution center

Katie Murphy is debating how to allocate the promotion budget a Toyota dealership. She knows having knowledgeable salespeople in the dealership can simplify buyers' purchase decisions. Katie should also consider that, compared to other promotional elements, personal selling is expensive. easy. ineffective. overrated. difficult to track.

expensive.

Colin has just received a delivery from the company's distribution center. He opens the containers and finds the popcorn and snacks are all bar-coded and priced and the package includes an end-of-the-aisle display rack. Colin has received a(n) ________ shipment. quick-response packaged cross-docking lead time synchronized floor-ready RFID

floor-ready

A(n) ____________ is used in the shipment of products directly to customers. fulfillment center distribution center administration center data warehouse vendor warehouse

fulfillment center

Personal trainer Veronica Jackson is opening an new fitness center in Chicago. She is working on an advertisement to announce the grand opening. Veronica's first step in her advertising campaign is to get consumers' attention. enlist creative advertising designers. make sure the store colors are consistent with her logo drive prospects to become members remind customers of her different locations

get consumers' attention.

Oscar Rodriguez buys eyeglass frames from a variety of designers. Oscar sells those frames direct to customers via Vision Innovation's locations at shopping malls and the company's website. This would be considered an example of a(n) indirect marketing channel direct marketing channel simplified transaction wholesale operation complex transaction

indirect marketing channel

Crest Toothpaste wants to get their products into as many outlets as possible, understanding that the more exposure a product gets, the more it will sell. Crest is using a ____________ distribution strategy. intensive targeted big box selective exclusive

intensive

Veronica Jackson is working on a strategy to retain her current personal training customers. She should consider creating a [-----] which is are specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time. loyalty program coupon contest rebate advertising campaign

loyalty program

An advertisement for Titleist golf balls that airs on the cable television Golf Channel network is an example of what type of media channel? niche mass select product placement institutional

niche

Sales promotions include all of the following except coupons. rebates. online ads. point-of-purchase displays. free samples.

online ads.

Actor Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes. She was probably objecting to a ________ arrangement the film company had made with an advertiser. promotional deal mass media buy product placement loyalty program sampling

product placement

Reminder advertising is primarily used to prompt repurchase of a product. create and build brand awareness. accelerate market acceptance. gather information about consumers. persuade consumers to change existing perceptions.

prompt repurchase of a product.

For her personal training business ShapeUp!, Veronica Jackson has decided to work on developing and maintaining positive relationships with the media and community groups. Veronica is focusing on a(n) [-----] strategy. public relations sales promtion advertsing direct marketing regional marketing

public relations

When Veronica Jackson was in college, she served as a brand ambassador for Nunn Hydration. In this role, Veronica would give samples of Nunn Hydration products her exercise science classmates. Which element of the promotional mix does this describe? sales promotion direct marketing public relations mobile marketing advertising

sales promotion

MAC cosmetics can only be found at specific retailers. The organization uses a _______________________ distribution strategy to maintain a particular image and control the flow of merchandise. selective intensive collective careful variable

selective

Unlike advertising, public relations supports promotional efforts by generating free media attention and goodwill. accounts for a greater increase in marketing spending. converts mass media advertising into direct marketing. is considered a human resource function. should not be considered part of the marketing concept

supports promotional efforts by generating free media attention and goodwill.

Neville is trying to create an advertising message that tells consumers how his company's cable and Internet services differ from other alternatives in the market. Neville is trying to create a(n) unique selling proposition. proportional benefit communication. institutional advertising message. PSA. flighting ad strategy.

unique selling proposition.

________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services. Emotional Niche marketing Informational Institutional Reminder

Informational

Which of the following is true regarding the ticketing and marking process? It refers to marking off inventory that has been removed from the retailer's shelves. It is more efficient for a retailer to perform these activities at a distribution center than in its stores. It is more efficient to perform this task when the product is in the store aisles and ready to be shelved. The retailer should never consider having the vendor ship floor-ready merchandise. It is more efficient for a retailer to perform these activities in its storeroom.

It is more efficient for a retailer to perform these activities at a distribution center than in its stores.

[-----] are special incentives or excitement-building programs that encourage consumers to purchase a particular product. This strategy is typically used in conjunction with other promotional mix elements. Sales promotions B2B programs Trade incentives Push programs Direct marketing

Sales promotions

All of the following statements about public relations are true except because of its high cost, the use of PR has waned in recent years. public relations activities often support other promotional efforts. media coverage generated by PR is seen as more credible than paid advertising. consumers have become increasing skeptical of marketing claims made in conventional media. PR has become increasingly important as costs of other forms of marketing communications continue to increase.

because of its high cost, the use of PR has waned in recent years.

In vendor-managed inventory systems, corporations send information to retail customers, bypassing wholesalers and retailers. companies send information to cooperatives. customers send information to retailers. sales reps send sales information to the retailer. retailers send sales information to the manufacturer.

retailers send sales information to the manufacturer.

Toyota VP Adam Nguyen has increased the investment in sales people at the dealerships. Adam believes an advantage of personal selling over other types of marketing promotion is that salespeople can build strong relationships with customers. personal selling almost always costs less than other marketing communication alternatives. personal selling has greater reach than advertising. cold calling is easier than direct mail advertising. personal selling requires less training than other types of selling.

salespeople can build strong relationships with customers.

After using market research to identify the target audience for his advertising campaign, Jorge will next use this information to develop creative advertising copy. assess the potential effectiveness of his ad campaign. buy advertising time. set explicit and measurable objectives for the campaign. develop PSAs for distribution in lieu of advertising.

set explicit and measurable objectives for the campaign.

RFID tags are selective distribution designs used to maximize geographic efficiency. electronic discount information tags used to provide reduced prices to select customers. VMI demand scheduling data tags. tiny computer chips that transmit information about a container's contents. information tags used for floor-ready merchandising.

tiny computer chips that transmit information about a container's contents.

________ are specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time. Coupons Rebates Contests Sweepstakes Loyalty programs

Loyalty programs