Chapter 12- Quiz 7

Trendy Appliances has introduced a new product, Minute Yogurt, into the yogurt maker appliance market. Minute Yogurt differs from competitive offerings because it takes a minute to blend and a minute to clean. Which type of advertising would be best for promoting Minute Yogurt? Question options: A) informative advertising B) reminder advertising C) classified advertising D) personalized advertising E) comparative advertising

A

A company that uses telephone marketing to sell its products to customers is most likely using the promotion tool of ________. Question options: A) retailing B) direct and digital marketing C) merchandising D) advertising E) public relations

B

According to the text, the most logical budget-setting method in advertising is the ________ method. Question options: A) competitive-parity B) objective-and-task C) affordable D) adaptive-control E) percentage-of-sales

B

In the competitive-parity method of setting an advertising budget, the budget is set based on ________. Question options: A) a percentage of future sales B) the amount spent by similar companies in the same industry C) objectives set by the company and the cost required to accomplish them D) a percentage of current sales E) the total revenues that a company makes

B

Which of the following best describes the personality symbol style of advertising? Question options: A) using ordinary people to show how a product affects them in their daily lives B) using an animated character or mascot to represent a product in an advertisement C) using a celebrity to endorse a product in an advertisement D) using scientific evidence to support claims about a product in an advertisement E) using a technical expert to recommend a product in an advertisement

B

Which of the following is true of public relations? Question options: A) It provides quick incentives to make product purchases. B) It emphasizes news and events rather than sales. C) It involves training a dedicated sales force to meet customers. D) It is the most widely used promotional tool. E) It cannot be used to dramatize a product or company.

B

Window Concepts has introduced a new line of windows that offer the same benefits as solar panels in reducing heating and cooling costs in homes. The state-of-the-art windows will also contribute to the slowing of global warming while providing energy reliability. The company sends a team of representatives to the National Doors and Windows Trade Show to promote the new line of windows. Which promotion mix tool has Window Concepts used in this scenario? Question options: A) crowdcasting B) advertising C) personal selling D) crowdsourcing E) public relations

C

________ tends to legitimize products, is very expressive, allows brand or company dramatization, and can build up a long-term image for a product. Question options: A) Door-to-door selling B) Telephone marketing C) Television advertising D) Printed-catalog marketing E) Direct mailing

C

A TV ad promoting how an ordinary person's life has changed due to considerable weight loss is an example of the ________ style of advertising. Question options: A) fantasy B) mood or image C) scientific evidence D) testimonial evidence E) technical expertise

D

The ________ method of setting an advertising budget typically overlooks how promotion affects sales. Question options: A) percentage-of-sales B) adaptive-control C) competitive parity D) affordable E) objective-and-task

D

The ________ style of advertising shows ordinary people clearly using a product in a normal setting. Question options: A) technical expertise B) personality symbol C) mood or image D) slice of life E) testimonial evidence

D

Trainstar, a sportswear equipment manufacturer, releases a new line of energy drinks called VitaZing. The television ad for the energy drink shows people jogging, working out in a gym, and doing aerobics. The actors then take a break to drink VitaZing, which visibly re-energizes them and leads them to continue exercising. Which advertising methods most likely used in the VitaZing ad? Question options: A) personality symbol B) testimonial evidence C) scientific evidence D) lifestyle E) technical expertise

D

Which of the following is true of direct and digital marketing? Question options: A) Its marketing message is fixed and does not change according to the customer's requirements. B) It does not involve any interaction between the company and its customers. C) It is presented as company news rather than as a sales-directed communication. D) It is suited for highly targeted marketing efforts and for building one-to-one customer relationships. E) It is an impersonal promotion tool that hinders two-way communication.

D

Which of the following types of promotion tools requires a considerable degree of personal interaction with a customer? Question options: A) sales promotion B) public relations C) digital advertising D) personal selling E) television advertising

D

________ advertising primarily maintains brand relationships and is important for mature products. Question options: A) Personalized B) Classified C) Persuasive D) Reminder E) Comparative

D

Crest toothpaste has used a ________ style of advertising to convince buyers that Crest is better than other brands at fighting cavities. Question options: A) technical expertise B) mood or image C) testimonial evidence D) fantasy E) scientific evidence

E

In a promotion mix, ________ occurs when a firm's sales force makes individual presentations to consumers for the purpose of promoting sales and building customer relationships. Question options: A) merchandising B) public relations C) advertising D) crowdsourcing E) personal selling

E

In a promotion mix, ________ performs the functions of building a good rapport with entities outside the company, building up a good corporate image, and handling unfavorable rumors and events. Question options: A) personal selling B) sales promotion C) advertising D) direct marketing E) public relations

E

The objective of ________ advertising is to build primary demand. Question options: A) persuasive B) reminder C) comparative D) personal E) informative

E

Which of the following is true of marketing strategies that are being developed in the new marketing communications model? Question options: A) They target much larger customer segments. B) They include a greater number of print media ads. C) They rely more on mass-media marketing techniques. D) They use very little alternative media. E) They are more targeted, social, and engaging.

E