MKT Exam 4

40. medium's ability of an advertising medium to reach a precisely defined market. a. audience selectivity b. market singularity c. geographic selectivity d. noise selectivity e. life span

A. AUDIENCE SELECTIVITY

24. Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions? a. personal selling b. news marketing c. publicity d. event marketing e. direct marketing

A. PERSONAL SELLING

22. _____ consists of all marketing activities that stimulate consumer purchasing such as coupons, contests, free samples, and trade shows. a. sales promotion b. publicity c. Personal selling d. Advertising e. Sponsorship

A. SALES PROMOTION

35. ____ is used by public relations specialists to handle the effects of unfavorable publicity. A. Media planning B. crisis management C. Message power D. Damage control E. Communication narrowcasting

B. CRISIS MANAGEMENT

Procter & Gamble has run ads that promote its Children's Safe Drinking Water program in which it shows its employees teaching people around the world how to purify their water. The program was instituted because 5,000 children die every day from diseases caused by unsafe water. These ads are examples of _____ advertising. a. product b. Institutional c. pioneering d. environmental e. comparative

B. INSTITUTIONAL

6 _____is any form of sponsor-identified, impersonal paid mass communication. a. Advertising b. Publicity c. Promotion d. Public relations e. Nonpaid communication

a. Advertising

27. what are the two types of sales promotion? a. consumer and trade b. informative and reminder c. start-up and continual d. adoptive and diffusive e. personal and impersonal

a. CONSUMER AND TRADE

34. Trade sales promotions support a _____ strategy. a. push b. hierarchical c. disintermediation d. discontinuous innovation e. pull

a. PUSH

25. The Steel Recycling Institute (SRI) is an industry association that promotes and sustains the recycling of all steel products. An article in Business Week magazine about how the institute plans to stimulate consumer demand would be an example of: a. direct selling b. news marketing c. publicity d. event marketing e. direct marketing

C. PUBLICITY

26. Miller Brewing Company hired Sky Interactive to design an entertaining online game that would convey the brand essentials of its Miller Lite beer while appealing to its target demographic. The result: the "Miller Lite Virtual Racing League", an online stock car racing game that allows users to customize their vehicles, compete for sponsorship money, and run their team against those of friends. Miller used ...... to reach its target market. a. an infomecial b. a videomercial c. relationship tool d. advergaming e. an interconnect

D. ADVERGAMING

30. A company-wide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on highly defined and precise customer segments. a. organizational optimization b. consumer relationship marketing CRM c. total quality management TQM d. customer relationship management CRM e. market aggregation

D. CUSTOMER RELATIONSHIP MANAGEMENT CRM

4- _____is communications by marketers that inform, persuade, and remind potential buyers of a product in order to influence an opinion or elicit a response A. distributive communication B. perceptual communication C. statistically provable advertising D. promotion E. publicity

D. promotion

32. An advertising _____ identifies a reason for a person to buy a product. a. profile b. execution c. format d. execution e. appeal

E. APPEAL

31. The process by which we exchange or share meanings through a common set of symbols. People also assign meanings to feelings, ideas, facts, and attitudes. a. feedback b. promotion c. advertising d. publicity e. communication

E. COMMUNICATION

21. ____ is a measure of the number of times an individual is exposed to a brand message. It is used to measure the intensity of a specific advertiser's medium's coverage. a. synchronization b .reach c .cost and contact d. Media e. frequency

E. FREQUENCY

23. 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. a. strong-arm b. kinetic c. pull d. foot-in-the-door e. push

E. PUSH

18. why do some marketers offer rebates instead of price reductions to induce short term sales? a. Rebates are especially good at enticing purchases, but most consumers never bother to redeem them. b. A price reduction of this type would likely be an example of price discrimination c. Rebates have a much higher redemption rate than coupons d. Rebates result in brand loyal consumers.

a. Rebates are especially good at enticing purchases, but most consumers never bother to redeem them.

16. in advertising, the goal is to sell the products ....., not its ...... a. benefits; attributes b. characteristics; appeals c. values; traits d. competitive edge; virtues e. differential advantage; virtues

a. benefits; attributes

17. the goal of sales promotions is usually: a. immediate purchase by consumers b. return on investment c. cost control d. market share leadership e. economies of scale

a. immediate purchase by consumers

11- The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to gain public understanding is called: a. public relations b. advertising c. implicit communications d. personal selling e. sales promotion

a. public relations

38. Advertisers categorize ads inside grocery stores and ads at gas station pumps as examples of: a. Communication netwoks b. alternative media c. distribution channels for ads d. outdoor advertising direct advertising

b. ALTERNATIVE MEDIA

14- AIDA stands for: a. Attitude-Interest-Demand-Activity b. Attention-Interest-Desire-Action c. Awareness-Intent-Demand-Action d. Avoidance-Interest-Desire-Acceptance e. Attitudes-In-Developing-Acquisitions

b. Attention-Interest-Desire-Action

3- A ____ is defined as a set of unique features of company and its products perceived by the target market as significant and superior to the competition a. Comparative differentiation b. Competitive advantage c. Marketing mix d. Special benefit e. Promotional

b. Competitive advantage

12- Persuasion normally becomes the primary promotion goal when: a. a firm is trying to increase brand awareness b. the product enters the growth stage of the product life cycle c. selling a highly technical product d. reminding consumers where to buy the product e. new products are in early stages of the product life cycle

b. the product enters the growth stage of the product life cycle

15. an ad for Gloria vanderbit jeans contained information about the dillard deparment stores where the jeans could be purchased. This ad was most likely an example of ______ advertising. a. Comparative b. Institutional c. Cooperative d. Advocacy e. Strategic

c. Cooperative

39. Informative promotion is generally used: a. when memory stimulus is needed b. when the brand name is well known to consumers c. during the early stages of the product life cycle d. During an attempt to gain the immediate actions action of a consumer e. When advertising a simple, nontechnical, mature product

c. DURING THE EARLY STAGES OF THE PRODUCT LIFE CYCLE

37. The Flow-Bee hair cutting vacuum cleaner attachment is shown during a half-hour television spot. The product is demonstrated on volunteer studio audience members, testimonials are given by Flow-Bee owners, and viewers are encouraged to order the product through a toll-free telephone number. Flow-Bee is using the ..... form of advertising. a. Mega mercial b. Ad expander c. infomercial d. Prolonged ad e. Extended sales pitch

c. INFOMERCIAL

1-When Lee Apparel introduced Lee Dungarees, it carefully coordinated posters, radio, and television commercials, and a Web-based interactive game that drove customers to off-line stores and back to the Web site. All of these elements produced a consistent, unified, customer-focused message. Lee Apparel used: a. Conditional promotion b. Promotional mixing c. Integrated marketing communications d. Creative selling e. Processed marketing

c. Integrated marketing communications

36. Procter & Gamble uses cents-off campaigns, couponing, and free samples to increase sales of Tide detergent. In other words, it uses a ____ promotional strategy. a. push b. personal selling c. pull d. reinforcing e. kinetic

c. PULL

2-Which of the following NOT an example of a trade sales promotion? a. Push money and training b. Business meeting and conventions c. Premiums and coupons d. Free merchandise and store demonstrations Trade shows

c. Premiums and coupons

20. Frito- Lay has run television and print commercials in which it shows that consumers prefer Fritos to Procter & gamble's Pringle's. This is an example of a. competitive b. institutional c. comparative d. image e. pioneering

c. comparative

5. For communication to be effective: a. marketing managers should use both interpersonal and mass communications b. all steps of the communications process model must take place c. marketing managers must ensure a proper match between the message to be conveyed and the target market's attitudes and ideas d. advertising messages must be general enough to cover all ages , social classes , and education levels e.marketers should use televised instead of print communication

c. marketing managers must ensure a proper match between the message to be conveyed and the target market's attitudes and ideas

28. Is direct communication between a sales representative and one or more prospective buyers for the purpose of make a sale. a. Trade promotion b. Sales promotion c. Public relations d. Personal selling e. Direct marketing

d. Personal selling

7- _____ is a sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships. a. Networking b. Adaptive selling c. Stimulus response selling d. Relationship selling e. Needs dependent selling

d. Relationship selling

10- The promotional mix consists of: a. advertising, publicity, direct marketing, and personal selling b. public relations, direct marketing, personal selling, and publicity c. product, promotion, price, and place d. advertising, personal selling, sales promotion, and public relations e. advertising, telemarketing, public relations, and sales promotions

d. advertising, personal selling, sales promotion, and public relations

19. unlike other sales promotion activities, the objective of a loyalty marketing program is to: a. encourage brand switching b. appeal to bargain hunters who consistently buy the lowest priced brand c. take away customers from the competition d. build long term, mutually beneficial relationships between a company and its key customers e. modify customers' attitudes toward a product

d. build long term, mutually beneficial relationships between a company and its key customers

13 ____advertising is used to stimulate demand for a new product or product category and is heavily utilized during the introductory stage of the product life cycle. a. Comparative b. Innovative c .Focused d .Image e. Pioneering

e. Pioneering

9- For products like audio cassette tapes (which are in the decline stage of the product life cycle): a. persuasive advertising is commonly used b. heavy public relations is used to maintain brand loyalty c. personal selling should be used to obtain distribution d. sales promotion is used to build market share e. none of these is true

e. none of these is true

8- Unlike advertising that establishes or maintains a company's identity, ___ advertising touts the benefits of a specific good or service. a. selective b. cooperative c. advocacy d. image e. product

e. product

29. For many years Jell-O gelatin has run advertisements that tell consumers that there is always room for jell-O this is an example of ... promotion a. influence b. amusement c. informative d. prevalent e. reminder

e. reminder