Assignment
Question 1
Which of the following types of appeals focuses on the functional or practical aspects of the product and emphasize facts, learning, and persuasion?
Emotional appeals
Social appeals
Informational appeals
Behavioral appeals
Question 2
Which of the following best describes a communication activity that includes elements such as coupons, point-of-purchase savings, sweepstakes, rebates, and free samples?
Advertising
Trade promotion
Direct-mail marketing
Consumer-oriented promotions
Question 3
Which of the following is the advantage of public relations?
The message is very unlikely to damage a company's reputation.
The sponsoring company has full control of the message promoted.
The message originates from an unbiased source.
The message is almost always positive.
Question 4
Which of the following types of informational appeals focuses on the dominant attributes or characteristics of the product or service, or the benefits provided?
Competitive advantage appeals
Feature/benefit appeals
Favorable price appeals
News appeals
Question 5
Which of the following approaches to budgeting attempts to spend at levels proportional to the competition's spending?
Decision calculus
Affordability
Experimentation
Competitive parity
Question 6
Which of the following is used to develop an image-oriented advertisement which is used for product categories where it is difficult to establish tangible differential advantages?
Emotional appeals
Competitive advantage appeals
News appeals
Feature/benefit appeals
Question 7
Companies often receive feedback from user groups who form their own electronic clubs who can form a collective opinion and quickly supply information about new or developing products. These electronic clubs are known as:
listservs.
gratis.
umsonst.
kostenlos.
Question 8
__________ appeals make either a direct or indirect claim of superiority against a targeted or general class of competitors.
Product or service popularity
News
Competitive advantage
Feature/benefit
Question 9
The stage where customers are becoming aware of the product and developing knowledge of the product's attributes and benefits is known as:
cognitive stage.
evaluation stage.
behavioral stage.
affective stage.
Question 10
Flighting or pulsing can lead to:
lower total recall.
higher temporary peak in recall.
higher total recall.
lower temporary recall.
Question 11
Which of the following is an action-focused marketing event that attempts to get customers to purchase within a limited period of time?
Sales promotion
Marketing research
Market segmentation
Market penetration
Question 12
Bonus packs which offer larger sizes for the same price as a smaller size are used for:
price-oriented promotion.
horizontal promotion.
product-oriented promotion.
trade promotion.
Question 13
Which of the following is the dominant form of price-oriented promotions?
Sweepstakes
Couponing
Rebates
Contests
Question 14
Which of the following is the largest part of the advertising/promotion budget?
Consumer-oriented price promotions
Consumer-oriented product promotions
Retailer promotions
Trade promotions
Question 15
Which of the following best describes off invoice allowance?
Offering channel members below-market interest rates
Offering channel members a discount on orders for a fixed period of time
Offering money to help the channel members sell its products
Offering channel members a long period of time before payment is due
Question 16
Identify the trade promotion that is the most risky for a company.
Place-based promotions
Product-based allowances
Price-based promotions
Sales-based incentives
Question 17
Which of the following types of trade promotion allows the channel member to return unsold merchandise for a full or partial refund, thus reducing the risk of carrying the product?
Product-based promotion
Sales-based promotion
Place-based promotion
An off-invoice allowance
Question 18
Most sales promotion money is spent on product categories in which:
the cost of producing goods is very high.
decision making is routine.
the product is very costly and exclusive.
the product is highly complicated.
Question 19
Consumer-oriented promotion gives customers a reason to purchase the product. This process represents:
horizontal promotion.
push promotion.
pull promotion.
vertical promotion.
Question 20
Procter & Gamble ran a repeat-purchase-oriented promotion for its Pampers brand of disposable diapers, where parents obtained points from each purchase redeemable for Fisher-Price toys. This is an example of:
spiffs.
premiums.
sampling.
rebates.