Question 1: An ad which offers the consumer $1.00 off on his next grocery store visit is most likely aimed at:
a. arousing desire.
b. obtaining action.
c. getting attention.
d. holding interest.
Question 2: Which of the following is NOT an example of sales promotion?
a. a banner ad on AOL's stock page.
b. bumper sticker that says, "Drink more milk."
c. samples of a new low-fat snack cracker given away at a supermarket.
d. a display of fishing equipment by a sporting goods store in a shopping mall.
e. a small toy in a kid's "happy meal" at McDonald's.
Question 3: The best way to reach INNOVATORS is through:
a. the mass media.
b. salespeople.
c. local opinion leaders.
d. impersonal and scientific information sources.
e. salespeople and the mass media.
Questions 4: Budgeting for marketing expenses by computing a percentage of forecasted sales:
a. is especially suitable for new products.
b.always results in increased expenditure levels from year to year.
c. is very complicated--and thus this method is not used very often.
d. may lead to a drop in marketing expenses at a time when the firm wants to maintain or expand sales.
e. tends to result in large changes in marketing expenses from year to year.
Question 5: Boomerang, Inc. has created a really new product and the firm's marketing manager is worried that consumers may not buy the product because it is such a different way of satisfying the basic need. The promotion blend for the new product probably should emphasize ____________ advertising during market introduction.
a. comparative
b.institutional
c.reminder
d. pioneering
e. competitive
Question 6: All of SGCA's products are made from recycled material and the company wants to promote its environmental practices. What kind of advertising would be most appropriate to do this?
a. competitive advertising
b. comparative advertising
c. pioneering advertising
d. institutional advertising
Question 7: A farmer's cooperative in California is sponsoring TV ads aimed at getting Americans to eat more garlic. The ads don't mention any brand names. This is an example of ______________ advertising.
a. competitive
b. pioneering
c. indirect competitive
d. reminder
e. comparative
Question 8: Which of the following is NOT an example of sales promotion?
a. a small toy in "kids' packs" at a Wendy's fast-food restaurant.
b. a half-page ad in the telephone Yellow Pages for a security service.
c. an auto bumper sticker that says "Buy American."
d. samples of a new brand of cheese given away at a supermarket.
e. a display of fishing equipment by a sporting goods store in a shopping mall.
Question 9: Integrated direct-response promotion:
a. isn't necessary or useful when the channel of distribution involves middlemen.
b. is usually part of a pushing effort rather than part of a pulling approach.
c. focuses on achieving a measurable, direct response from specific target customers.
d. is not part of many marketing mixes.
Question 10:The brand manager who puts together a promotion blend for Yummy Mondaes should:
a. realize that the right blend depends more on what customers expect than what the firm wants to accomplish.
b. determine who the firm is trying to influence.
c. determine the one right promotion blend and then implement it.
d. be primarily concerned with informing rather than persuading.
Question 11: What is a full-service advertising agency? What services does it provide to a company? How does it differ from a more specialized advertising agency? What are two ways advertising agencies are paid? Describe in detail how each of those payment methods work.
Question 12: What is the AIDA model? Explain the importance of each of the four steps in the model and how each step is related to a firm's promotional objectives.