MKTG 3310 Chapter 8
In the context of promotion mix budgeting strategies, which of the following is true of the objective-and-task approach? It is typically considered the worst budgeting method. It estimates the cost of each task involved in promotion. It takes a top-down approach to promotional budgeting. It fails to incorporate the strengths of the other budgeting methods. It generally requires little time and judgment.
It estimates the cost of each task involved in promotion
Oceanus Ultra is a home water purifier. Its sales have declined by 25 percent over the past year due to an increase in competition. Oceanus Ultra must now decide about its promotional budget. According to the objective-and-task method, which of the following is the best strategy for Oceanus to follow? It should allocate a specific percentage of a period's total sales for the promotional budget for that period. It should reduce promotional expenditures by 25 percent. It should spend money on promotion only at the end of the fiscal year. It should set their promotion budget based on what they believe they can afford. It should define specific objectives, determine the tasks required, and estimate the cost of each task.
It should define specific objectives, determine the tasks required, and estimate the cost of each task
A company's _____ score tells marketers how many people the organization influences, how much it influences them, and the influence of its customer network across social media platforms. frequency recall reach Klout recognition
Klout
a firm posts a video on facebook showing how its product had a positive impact in someone's life is using ____ as a public relations tool
a case study
which of the following are advantages to television advertising
ability to target specific markets, demonstrate a product in use, and ability to combine various senses to appeal to consumers
which of the following is a nontraditional form of advertising
advertisements that are embedded into a video game
which of the following are elements of the promotion mix
advertising sales promotion personal selling public relations
match the promotion mix element with its correct description
advertising: paid nonpersonal promotional communication about goods, services, or ideas sales promotion: a set of nonpersonal communication tools designed to stimulate quicker and more frequent purchases of a product personal selling: two way flow of communication between a salesperson and a customer that seeks to influence the customer's purchase decision public relations: communication focused on promoting positive relations between a firm and it's stakeholders
firms typically determine their promotional budget using one of three methods: the objective and task method, the percentage of sales method, and the ___ method
affordable
which of the following sales promotion techniques are directed to B2B firms but not to individual consumers?
allowances, training, and trade shows
a good rule of thumb marketers should use when determining the optimal promotion mix is to ____
always consider the target market
of the following, which four are public relations tools?
annual reports speeches blogs brochures
overall, the biggest disadvantage of radio advertising is that radio ads are
audio-only
Which of the following promotional tools is used in the advertising element of the promotion mix? rebate billboard banner contest allowance coupon
billboard banner
what is a disadvantage of using banner ads in internet advertising
consumers can simply ignore them
Which of the following promotion tools commonly involve problems due to misredemption practices? coupons loyalty programs rebates allowances contests
coupons
____ are the most common type of sales promotion
coupons
because you have eaten at red lobster restaurants in the past and provided them with your email address, you now get notifications from them of upcoming specials and coupons for discounted menu items, this is an example of ____.
direct marketing
a measure of how often the audience is exposed to a promotional message during a specific time period is referred to as ____
frequency
which of the following tools are used specifically for measuring the effectiveness of social media
google analytics, klout, wildfire's social media monitor, my top tweets
One of the biggest challenges involved with personal selling is having to implement technology into the sales process. the difficulty in targeting the right customers. having to deal with the high cost of sales calls. having to secure a diverse sales force. trying to discourage relationship selling.
having to deal with the high cost of sales calls
rebates work most effectively when offered in conjunction with a ____ involvement purchase in which the perceived value of the rebate is magnified
high
a manufacturer of pet products decides to advertise on the animal planet channel instead of an the three main networks, because it is less expensive to do so. as a result, the manufacturer can run its advertisements more frequently, and will hopefully increase the frequency that the target market will see the advertisement, this type of strategy is aimed at
increasing revenue per ad dollar
to avoid doing something just for "marketing's sake" and potentially wasting money on unnecessary marketing campaigns, teresa goodnight says a marketer's focus should be on ____
increasing value for the firm's stakeholders
____ advertising attempts to develop initial demand for a product
informative
which of the following are the three primary objectives marketers hope to achieve when utilizing an advertising campaign
informative, persuasive, reminder
A(n) _____ strategy involves coordinating the various promotion mix elements to provide consumers with a clear and consistent message about a firm's products. persuasive advertising distribution management informative advertising integrated marketing communications marketing research
integrated marketing communications
a firm decides to coordinate the various promotion mix elements in order to provide its consumers with a clear and consistent message about its products, this firm is engaged in
integrated marketing communications
your text outlined the percentage of global advertising delivered by each major medium. which one is projected to see an increase in use in the near future
internet
Informative advertising is especially important during the _____stage of the product life cycle as it helps to develop initial demand for a product. testing growth decline maturity introductory
introductory
which of the following are disadvantages of magazine advertising?
lack of control marketers have in ad placement, turnaround time between ad creation and placement, long lead time necessary to place ads
which are items that teresa goodnight sees as part of her personal brand
listening, passion, integrity, and responsiveness
Chicago Inc., a leading retail store, has a chain of department stores across the United States. The products available at its outlets include cosmetics, jewelry, clothes, footwear, and home accessories. Chicago Inc. offers its customers a Gold Card to which points are added every time the customer's bill amount exceeds $500. These points can be accumulated and used for purchases at any of its locations. Which of the following promotion mix elements is the retail company using? loyalty programs allowances contests rebates coupons
loyalty programs
the sales promotion technique that is especially popular in the airline and hotel business sectors is ____ ____
loyalty programs
print advertising in ____ allows firms the ability to reach very precise target markets based on a variety of demographic, geographic, and behavioral variables
magazine
the nontraditional form of advertising that is communicated to the consumer via a handheld device is referred to as ____ advertising
mobile
_____ is best defined as the dissemination of information, often by television, to a fairly small, select audience that is defined by its shared values, preferences, or demographic attributes. Blogging Microblogging Sales promotion Narrowcasting Direct marketing
narrowcasting
often used in tv ads, ____ is described as the dissemination of information to a fairly small, select audience that is defined by its shared values, preferences, or demographic attributes
narrowcasting
when marketers disseminate information to select audience that is unique in its demographic attributes and preferences, they are using ____
narrowcasting
what two words are the key to understanding how advertising fits into the promotion mix
nonpersonal and paid
because it incorporates many of the strengths of the other budgeting methods without falling prey to their weaknesses, the ____ method is typically considered the best of the budgeting methods
objective and task
____ ads can be located where they will most likely be seen, are one of the most cost-efficient ways to reach potential customers, and are generally cheaper than other types of advertising
outdoor
billboards, signs in sports arenas, and ads on the sides of buildings are all forms of ____ marketing
outdoor
while browsing online, lizzie noticed a graphic display advertising shoes at low prices. when she clicked on the advertisements, it took her to a website where she could view and purchase the shoes. this is an example of what type of internet advertising?
paid display
according to your text, one of the most widely used budgeting approaches is the ____ method
percentage of sales
Which promotion mix element involves prospecting, presenting, closing, and follow-up? advertising personal selling publicity public relations sales promotion
personal selling
_____ results in immediate feedback from the customer since a salesperson can observe the nonverbal communication of the customer. Public relations Personal selling Sales promotion Advertising Product placement
personal selling
____ advertising attempts to increase demand for an existing product
persuasive
Mr. Thompson is a professor of marketing at the local university. In the student orientation program, he addressed the freshmen regarding the advantages of taking marketing as a major course. Which of the following types of advertising did Mr. Thompson use? persuasive advertising personal advertising product placement informative advertising reminder advertising
persuasive advertising
which of the following are disadvantages of internet advertising?
pop up ads can be intrusive, can delay customers from finding desired content, and can ignore banner advertisements
a ____ is a promotional item that is given as an incentive for performing a particular act, typically buying a product
premium
in order for marketers to evaluate an ad campaign, they set a baseline measure before the ad campaign begins, this is referred to as an ____
pretest
because it requires a greater degree of involvement on the part of the consumer, advertising is especially appealing for high-involvement consumer products, such as a house or a car
the major disadvantage of advertising in all types of print media is that ____
print media is declining as a primary information source
Santé is a health drink. Its manufacturer has sponsored a football match between the two most-popular local schools in Memphis. The football match will be shown on television and viewed by many. The company's logo will be shown as a banner on the TV announcers' broadcast table and the announcers will have Santé drinks in front of them. Which of the following promotion techniques will Santé use in this case? sales promotion personal selling direct marketing product placement mobile advertising
product placement
when the detectives in a tv crime show stop each morning at a dunkin donuts to get a coffee, it is an example of
product placement
the marketing mix element where most of a firm's communications with the marketplace occur is
promotion
Annual reports, speeches, blogs, and brochures are tools used in which of the following promotional strategies? sales presentation advertising sales promotion personal selling public relations
public relations
_____ is defined as nonpersonal communication focused on promoting positive relations between a firm and its stakeholders. Objections handling Cold calling Relationship selling Public relations Personal selling
public relations
because of advances in technology that causes information to spread faster than ever before, ____ is now a 24 hr, 7 day a week job for marketers across government entities, for profit industries, and non profit organizations
public relations
the aim of a ____ ____ campaign is to promote positive relations between a firm and its stakeholders
public relations
what promotion mix tool can be especially important when an organization faces a crisis that it must diffuse
public relations
as a public relations tool, ____ involves disseminating unpaid news items through some form of social media to gain attention and support
publicity
along with being one of the most cost-effective medium available, another major advantage of ____ advertising is the ability to market to small geographic regions including very small or rural communities
radio
Which marketing metric measures the percentage of the target market that has been exposed to a promotional message at least once during a specific time period? Klout recall reach frequency recognition
reach
an advertiser that shows a commercial once during the super bowl is most likely trying to increase ____ by exposing as much of the target market as possible to its promotional message
reach
_____ allow consumers to recoup a specified amount of money after making a single purchase. Sweepstakes Rebates Contests Allowances Coupons
rebates
a(n) ____ test is a performance metric that involves showing consumers an advertisement and asking if they recognize it
recognition
a(n) ____ test is a performance metric that involves showing consumers an advertisements and asking if they recognize it
recognition
____ selling involves building a trusting relationship with a customer over a long period of time
relationship
The process of building a trusting relationship with a customer over a long period of time is referred to as relationship selling. direct marketing. integrated marketing communications. public relations. sales promotion.
relationship selling
____ advertising seeks to keep the product before the public in an effort to reinforce previous promotional activity
reminder
an unaided recall test is a performance metric that ____
requires consumers to recall advertisements from memory without any clues
Marketers of a cosmetic company are distributing free samples of its cream, Morning Aura. The company hopes that the strategy will result in an increase in sales if the sample is a hit. Which of the following promotion mix elements is the cosmetic company using in this case? sales promotion narrowcasting product placement public relations personal selling
sales promotion
the goal of ____ ____ is to stimulate quicker and more frequent purchases of a product
sales promotion
as a marketing student, kimberly winchester learned about various promotion mix strategies. which elements of the promotion mix does kimberly specifically attribute to her being successful in her job
sales promotion and personal selling
while in the grocery store, a clerk entices customers to buy a new type of pizza by offering them a small taste, this is an example of which sales promotion technique
sample
as a sales promotion technique, contests are based on ____ while sweepstakes are based on ____
skill, chance
which of the following are considered the major challenges of personal selling
the high cost involved, providing consistent messaging
which of the following disadvantages of television advertising
the use of DVRs by potential viewers, high cost of airing ads and high cost of creating tv ads
an advantage of ____ is that this is often what people think of first when they hear marketing
tv advertising
one of the major disadvantages of outdoor ads is that the viewers of the ad may not be part of the target market, this situation known as ____ coverage
wasted
which three of the following are disadvantages of outdoor advertising
wasted coverage, short exposure time, limited number of words or images
