Question 1
Marketers that employ Integrated Marketing Communications are trying to add value for the customer by ________ .
Question 1 options:
integrating all of the product features and benefits into a compelling message.
identifying the reason why the target market should consider buying the product.
delivering a clear, consistent, and compelling message about the offering that consumers can understand however they are exposesd to the message.
creating a visually exciting and compelling message that can be used in both advertising and public relations.
Question 2
Mobile marketing means _______.
Question 2 options:
communicating messages to the target audience via cell phones, tablets or other personal devices.
marketing communications messages that can have multiple meanings depending on where the receiver is located.
designing and delivering marketing communications messages that are received wherever a customer might be located.
communicating messages on billboards seen by the target market in their cars while driving to work.
Question 3
Sandra owns a real estate company. Every time she makes a sale she sends a letter to her prospect list touting the fact that she made a sold a home in the neighborhood. This is an example of what type of promotion mix tool?
Question 3 options:
personal selling
direct marketing
sales promotion
advertising
Question 4
What is the difference between push and pull promotion strategies?
Question 4 options:
A push strategy is more aggressive than a pull strategy.
The choice between push or pull strategy depends on the marketing communications budget inasmuch as push promotion strategies tend to be cheaper than pull promotion strategies.
Push promotes a product to the middlemen who ‘push' the offering to the consumers, and pull promotion strategy promotes the product to the end user directly.
The choice of a push or pull strategy depends on the manufacturer.
Question 5
If you have a complicated message to communicate to your target audience you may have to maximize __________ in your advertising media plan.
Question 5 options:
frequency
reach
creative strategy
budget
Question 6
If you had a highly complex technology product that requires a great deal of explanation and demonstration, you would most likely use _______________ as your primary promotion mix tool.
Question 6 options:
QVC Network
professional selling
sales promotion
public relations
Question 7
Apple is famous for launching its new products using which promotion mix tool?
Question 7 options:
offering deep discounts on the new product to penetrate the market before competitors can copy the Apple technology
educating Apple sales representations on the new product so they can explain it to their customers
extensive advertising campaign in all major daily papers and network television
an announcement speech by the company CEO attended by all major networks and trade press
Question 8
Joe wants to launch his new line of thin wallets. What would you advise him with respect to his promotional budget?
Question 8 options:
I would advise Joe that new products require a lot more promotional dollars to create awareness in the marketplace and to plan accordingly.
I would advise Joe to use public relations as it is free advertising and he would not have to spend as much on promoting his new wallets.
I would advise Joe not to spend too much on promotion until he was sure there was a market for his new line of wallets
I would advise Joe that there were already too many wallets in the market and he will have a hard time finding a market for his new line and not to bother spending too much on promotion.
Question 9
Which stage of the communication process is focused on ensuring the unique selling proposition is decoded by the consumer as precisely as intended?
Question 9 options:
media
encoding
noise
decoding
Question 10
The unique selling proposition is ________.
Question 10 options:
the unique method used to place the product on the shelf.
the unique message strategy used to communicate the product's benefits
the reason why the consumer should buy the offering based on the benefits he will receive to fill his needs
the 'pitch' used by the professional salesperson during the sales presentation
Question 11
All of the following are frameworks for designing promotion objectives EXCEPT ______.
Question 11 options:
building primary demand
the AIDA model
building selective demand
minimizing the promotion budget
Question 12
Which of the following statements about public relations is most accurate?
Question 12 options:
Public relations involves convincing the media to say good things about an offering without having to pay for expensive traditional advertising or go through the effort of utilizing online media.
Public relations is necessary to create awareness for an offering because if the media prints or broadcasts negative messages about a product it will not succeed.
Public relations is free advertising that companies with minimal promotion budgets can use to sell their product
Public relations helps companies support their customer relationships and sales efforts by building rapport with customers, generating excitement for the offering, and supplementing other sales efforts
Question 13
Why should sales promotions be used only for a limited time?
Question 13 options:
Because sales promotions cost the company too much money and brings them too close to their breakeven point negatively affecting their profit goals.
Because sales promotions should stimulate sales by giving the customer who has a positive attitude for the product but has not taken action a time constricted inducement to buy the offering.
Because sales promotions make the offering look cheap and you only want to have discounts in certain times of the year to stimulate short term sales
Because sales promotions should only be done around major holidays
Question 14
The objective and task promotion budget method is a more rational approach to budget planning because ________.
Question 14 options:
the other budget methods are too simplistic to be useful.
getting competitive budget information is too difficult and simply assigning a percent of sale may not be sufficient or too much promotion budget.
the objective/task method isolates the specific actions that need to occur to achieve specific marketing communications objectives.
if the company can't afford to spend the budget needed to accomplish the tasks needed to reach the objectives they should not bother to launch the campaign.
Question 15
Salespeople primary _______.
Question 15 options:
sell product, manage relationships and provide after sale service
create value, sell product, manage relationships
prospect customers, sell product, manage relationships
create value, rely information and manage relationships