Principles of Marketing Quiz 16

18) Which of the following statements is true of the characteristics of the elements in a promotional mix?

* Important promotional ingredients tend to receive the most funding.

15) Which of the following statements is true of a promotional mix?

* In advertising, the sponsor or company is identified.

17) Which of the following statements is true of the AIDA model?

* It discusses how consumers respond to marketing messages

14) Which of the following is true of a target market characterized by widely scattered potential customers, highly informed buyers, and brand-loyal repeat purchasers?

* It requires a promotional mix with more advertising and less personal selling.

20) _____ promotion is designed to stimulate a purchase or an action.

* Persuasive

13) Which of the following is a difference between a push and a pull strategy?

* Retailers are targeted in a push strategy, while opinion leaders are targeted in a pull strategy

19) _____ consists of all marketing activities that stimulate consumer purchasing, such as coupons, contests, free samples, and trade shows.

* Sales promotion

16) Which of the following statements is true of sales promotions?

* Sales promotions include experiential marketing whereby marketers create events that enable customers to connect with brands.

12) When a product is in the growth stage of its product life cycle, it is necessary to ensure that:

* advertising and public relations continue to remain important.

10) Treat Bytes Inc., a food product manufacturing company, introduces a new range of protein-rich snacks targeted at vegetarians. The products have very low levels of fat and cholesterol that make them a healthy source of protein for vegetarians. These products are unique, and people consider them to be of the highest quality. These unique features of the products present Treat Bytes Inc. with a _____.

* competitive advantage

7) The AIDA concept:

* does not explain how all promotions influence purchase decisions

11) Two popular beverage manufacturing companies in different countries merge together to gain strategic advantages. The merger gives each brand access to a significantly larger market. To effectively reach both markets, the merged company needs to coordinate its promotional mix to produce a consistent, unified, and customer-focused message. In other words, the company needs to use:

* integrated marketing communications.

2) A proper promotional mix is one that _____.

* meets the needs of the target market

6) In 2008, the NBC television network used marketing tools such as advertising, personal selling, public relations, and sales promotion to communicate with its target audience about its new reality show. The television network's _____ described its plan on how to use these tools most effectively.

* promotional strategy

9) The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or a retailer to carry and sell particular merchandise is known as a _____ strategy.

* push

4) Advent Automobiles Inc. launches a new sport utility vehicle. The company places advertisements in leading newspapers and social media sites to reach out to consumers. In the context of the communication process, Advent Automobiles Inc. is the _____.

* sender

5) Arise Food Corporation displays posters in supermarkets to promote its new range of pasta sauces. Which of the following stages of the communication process is the company engaged in during the course of promoting its products?

*Encoding

3) A(n) _____ is the combination of advertising, personal selling, sales promotion, social media, and public relations that are used to reach the target market and fulfill an organization's overall goals.

*promotional mix

8) The National Pork Board of the United States wants to create more consumer demand for pork products. The board decides on how to use advertising, public relations, personal selling, sales promotion, and social media to create a coordinated plan that will become an integral part of the its marketing functions. Thus, the board is developing a _____.

*promotional strategy

A beverage company plans to launch a new energy drink. It decides to partly sponsor a marathon in the city. It places billboards and posters describing the new drink throughout the marathon route. Company representatives distribute flyers to people arriving to watch the marathon. The company also issues press releases as part of the product launch. Therefore, the company is executing a:

*public relations strategy.