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