Avertising & Promotions Chapter 1

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  • 1/27 Questions

    A central concept in marketing and the use of basic marketing activites to create and sustain relationships with customers. There must be two or more parties with something of value to one another, a desire and ability to give up that something to the other part, and a way to communicate with each other.

    • Exchange
    • Product
    • Price
    • Public relations
    • Promotion
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About This Quiz

Explore the fundamentals of advertising in 'Avertising & Promotions Chapter 1'. This quiz assesses understanding of key marketing concepts such as exchange, product benefits, brand equity, and promotional channels. It's designed to enhance knowledge of advertising strategies and customer relationships.

Avertising & Promotions Chapter 1 - Quiz

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  • 2. 

    A bundle of benefits. Advertising and marketing communications draw attention toward these characteristics.

    • Product

    • Price

    • Brand equity

    • Promotion

    • Exchange

    Correct Answer
    A. Product
    Explanation
    The given statement suggests that advertising and marketing communications focus on highlighting the characteristics of a product. This means that through various promotional activities, companies aim to draw attention to the benefits and features of their products, ultimately influencing consumer perception and purchase decisions. The other options listed (price, brand equity, promotion, exchange) are all related to marketing but do not specifically refer to the act of drawing attention to product characteristics through advertising and marketing communications.

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  • 3. 

    A company's identification through its logo, symbol, or trademark represents critical product decisions. Marketers using names that can communicate the product. An important role of advertising is creating and maintaining this.

    • Publicity

    • Direct marketing

    • Advertising

    • Marketing communications

    • Brand equity

    Correct Answer
    A. Brand equity
    Explanation
    Brand equity refers to the value and reputation that a brand holds in the market. It is built over time through various marketing efforts, including advertising. The company's logo, symbol, or trademark plays a crucial role in creating brand equity as they represent the company's identity and help consumers associate with the brand. By consistently promoting the brand through advertising and other marketing communications, companies can establish a strong brand equity, which in turn influences consumer perceptions, loyalty, and purchasing decisions.

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  • 4. 

    A company can choose not to use any channel intermediaries, but rather sell to its customers through this. Sometimes used in the consumer market by firms using direct-selling programs, or firms that use direct-response advertising, telemarketing, or the Internet to sell their products.

    • Interactive media

    • Promotion

    • Advertising

    • Direct channels

    • Indirect channels

    Correct Answer
    A. Direct channels
    Explanation
    A company can choose to sell its products directly to customers without involving any intermediaries. This approach is commonly used in the consumer market by firms that utilize direct-selling programs, direct-response advertising, telemarketing, or the Internet to reach and sell to their customers. By using direct channels, the company has full control over the sales process and can establish a direct relationship with its customers. This allows for better customer service, personalized marketing, and potentially higher profit margins.

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  • 5. 

    Usually using a network of wholesaler and/or retailers. Advertising and other promotional communications can provide information to where a product can be purchased or what kinds of service might be available in various locations.

    • Sales promotion

    • Indirect channels

    • Direct channels

    • Retail/local advertising

    • Personal selling

    Correct Answer
    A. Indirect channels
    Explanation
    Indirect channels refer to the distribution of products through intermediaries such as wholesalers or retailers. In this case, the explanation suggests that sales promotion, advertising, and other promotional communications can inform consumers about where they can purchase the product or the services available in different locations. This implies that the product is being distributed through indirect channels, where intermediaries play a role in making the product available to consumers.

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  • 6. 

    The coordination of all seller-initated efforts to set up channels of information and persuasion to sell goods and services to sell an idea.

    • Relationship marketing

    • Advertising

    • Consumer sales promotion

    • Promotion

    • Sales promotion

    Correct Answer
    A. Promotion
    Explanation
    Promotion refers to the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services. It involves various marketing techniques such as advertising, consumer sales promotion, and relationship marketing to effectively promote and sell products or ideas to consumers.

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  • 7. 

    Any paid form of nonpersonal communication. The best-known and most widely dicussed form of promotion, probably because of its pervasiveness. A valuable tool for building company or brand equity. Can be used to create favourable and unique images and associations for a brand. A flexible tool that can be used for many industries, situations, and target audiences.

    • Sales promotion

    • Consumer sales promotion

    • Advertising

    • Trade advertising

    • Business-to-business advertising

    Correct Answer
    A. Advertising
    Explanation
    Advertising is the correct answer because it is a paid form of nonpersonal communication that is widely discussed and pervasive. It is a valuable tool for building company or brand equity and can be used to create favorable and unique images and associations for a brand. Additionally, advertising is a flexible tool that can be used for many industries, situations, and target audiences.

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  • 8. 

    Marketing activites that provide extra value or incentives to the sales force, distributors, or the ultimate consumer. Two major categories: consumer-oriented and trade-oriented activities.

    • Marketing plan

    • Promotion

    • Sales promotion

    • Consumer sales promotion

    • Integrated marketing communications

    Correct Answer
    A. Sales promotion
    Explanation
    Sales promotion refers to marketing activities that provide additional value or incentives to the sales force, distributors, or the ultimate consumer. It can be divided into two major categories: consumer-oriented and trade-oriented activities. Sales promotion is an essential component of the marketing plan as it helps to boost sales and create awareness about products or services. It is often used in conjunction with other promotional tools, such as advertising and public relations, as part of integrated marketing communications.

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  • 9. 

    Targeted toward the ultimate users of a product or service and includes couponing, sampling, premiums, rebates, contests, sweepstakes, and various point-of-purchase materials.

    • Promotion

    • Sales promotion

    • Consumer sales promotion

    • Trade sales promotion

    • Price

    Correct Answer
    A. Consumer sales promotion
    Explanation
    Consumer sales promotion refers to promotional activities aimed at the end users or consumers of a product or service. This includes various tactics such as couponing, sampling, premiums, rebates, contests, sweepstakes, and point-of-purchase materials. The goal of consumer sales promotion is to encourage consumers to try or purchase a product, increase brand awareness, and ultimately drive sales. This type of promotion is focused on directly influencing the buying behavior of individual consumers.

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  • 10. 

    Targeted towards marketing intermediaries such as wholesalers, distributors, and retailers. Promotional and merchandising allowances, price deals, sales contests, and trade shows.

    • Retail/local advertising

    • Sales promotion

    • Promotion

    • Consumer sales promotion

    • Trade sales promotion

    Correct Answer
    A. Trade sales promotion
    Explanation
    The correct answer is trade sales promotion because the given statement mentions promotional and merchandising allowances, price deals, sales contests, and trade shows, which are all strategies aimed at marketing intermediaries such as wholesalers, distributors, and retailers. Trade sales promotions are designed to incentivize these intermediaries to promote and sell the product to the end consumer.

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  • 11. 

    Evaluates public attitudes, identifies the policies and procedures of an individual or organization, and executes a program of action to earn public understanding and acceptance.

    • Integrated marketing communications

    • Publicity

    • Relationship marketing

    • National advertising

    • Public relations

    Correct Answer
    A. Public relations
    Explanation
    Public relations is the correct answer because it involves evaluating public attitudes, identifying policies and procedures, and executing a program of action to earn public understanding and acceptance. Public relations professionals work to manage and maintain a positive image and reputation for individuals or organizations by effectively communicating with the public, media, and other stakeholders. They use various strategies and tactics to build relationships, promote understanding, and enhance credibility, ultimately aiming to establish a favorable public perception.

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  • 12. 

    Nonpersonal communications regarding an organization, product, service, or idea not paid or run under identified sponsorship. An advantage of this over promotion is its credibility. Another advantage is it low cost.

    • Direct marketing

    • Direct channels

    • Publicity

    • Public relations

    • Personal selling

    Correct Answer
    A. Publicity
    Explanation
    Publicity refers to nonpersonal communications that are not paid for or sponsored by a specific organization, product, service, or idea. It is a form of promotion that offers several advantages, including credibility and low cost. Unlike advertising, which involves paid messages, publicity relies on media coverage and word-of-mouth to generate attention and awareness. This can enhance the credibility of the organization or idea being promoted, as it is seen as more objective and trustworthy. Additionally, publicity is often more cost-effective than other promotional methods, as it does not require direct payment for advertising space or time.

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  • 13. 

    When organizations communicate directly with target customers to generate a response and/or a transaction. Tools used by companies that distribute their products to consumers straight through and by companies that distribute their products through traditional distribution channels.

    • Publicity

    • Interactive media

    • Indirect channels

    • Direct channels

    • Direct marketing

    Correct Answer
    A. Direct marketing
    Explanation
    straight through = directly

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  • 14. 

    Allows for a back-and-forth flow of information whereby users can participate in and modify the form and content of the information they receive.

    • Interactive media

    • Personal selling

    • Publicity

    • Trade advertising

    • Sales promotion

    Correct Answer
    A. Interactive media
    Explanation
    Interactive media allows for a back-and-forth flow of information, enabling users to actively participate in and modify the form and content of the information they receive. This means that users have the ability to engage with the media, provide feedback, and even contribute to its creation. Unlike other forms of communication such as personal selling, publicity, trade advertising, or sales promotion, interactive media encourages user involvement and customization, making it a highly engaging and interactive platform for communication.

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  • 15. 

    A form of person-to-person communication which a seller attempts to assist and/or persuade prospective buyers to purchase the company's product or service to act on an idea.

    • Public relations

    • Trade sales promotion

    • Integrated marketing communications

    • Personal selling

    • Professional advertising

    Correct Answer
    A. Personal selling
    Explanation
    Personal selling refers to a form of person-to-person communication where a seller aims to assist and persuade potential buyers to purchase a company's product or service or to act on an idea. This involves direct interaction between the seller and the buyer, allowing for personalized communication and the opportunity to address any concerns or objections the buyer may have. Personal selling often involves building relationships with customers and providing them with tailored solutions, making it a highly effective method for generating sales and building customer loyalty.

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  • 16. 

    Done by large companies on a countrywide basis or in most regions of the country. Most of the ads for well-known companies and brands that are seen on prime-time TV or in other major country or regional media are examples. The goals are to inform or remind consumers of the company or brand and its features, benefits, advantages, or uses at to create or reinforce its image so that consumers will be predisposed to purchase it.

    • National advertising

    • Primary versus selective demand advertising

    • Business-to-business advertising

    • Professional advertising

    • Trade advertising

    Correct Answer
    A. National advertising
    Explanation
    Public Relations: Advertising to Consumer Markets
    country = nation

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  • 17. 

    Done by relations or community merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment. Tends to emphasize specific patronage motives such as price, hours of operation, service, atmosphere, image, or merchandise assortment. Concerned with building store traffics, so promotions often take the form of direct action advertising designed to produce immediate store traffic and sales.

    • Business-to-business-advertising

    • Retail/local advertising

    • National advertising

    • Trade advertising

    • Professional advertising

    Correct Answer
    A. Retail/local advertising
    Explanation
    Public Relations: Advertising to Consumer Markets

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  • 18. 

    Designed to stimulate demand for the general product class or entire industry. Focuses on creating demand for a specific company's brand. Advertisers may practice this when, for example, its brand dominates a market and will benefit the most from overall market growth. Often used as a part of a promotional strategy to help a new product gain market acceptance, since the challenge is to sell customers on the product concept as much to sell a particular brand.

    • Trade advertising

    • Business-to-business advertising

    • Professional advertising

    • Primary versus selective demand advertising

    • Retail/local advertising

    Correct Answer
    A. Primary versus selective demand advertising
    Explanation
    Public Relations: Advertising to Consumer Markets

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  • 19. 

    Targeted to professionals such as doctors, lawyers, dentists, engineers, or professors to encourage them to use a company's product in their business operations. May also be used to encourage advertisers to recommend or specify the use of a company's product by-end users.

    • Primary versus selective demand advertising

    • Professional advertising

    • Trade advertising

    • Retail/local advertising

    • Business-to-business advertising

    Correct Answer
    A. Professional advertising
    Explanation
    Public Relations: Advertising to Business and Professional Markets

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  • 20. 

    Targeted to marketing channel members such as wholesalers, distributors, and retailers. The goal is to encourage channel members to stock, promote, and resell the manufacturer's branded products to their customers.

    • Retail/local advertising

    • Primary versus demand advertising

    • Business-to-business-advertising

    • Trade advertising

    • National advertising

    Correct Answer
    A. Trade advertising
    Explanation
    Public Relations: Advertising to Business and Professional Markets

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  • 21. 

    Targeted ad individuals who buy or influence the purchase of industrial goods or services for their companies. Industrial goods are products that either become a physical part of another product (raw material or component parts), are used to help a company conduct its business (office supplies, computers). Services such as insurance, travel services, and health care are also included in this category.

    • Professional advertising

    • Trade advertising

    • Business-to-business advertising

    • Retail/local advertising

    • Primary versus selective demand advertising

    Correct Answer
    A. Business-to-business advertising
    Explanation
    Public Relations: Advertising to Business and Professional Markets

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  • 22. 

    Involves coordinating the various promotional tools and other marketing activities that communicate with a firm's customers. Many agencies responded to the need for coordination with the promotional tools. Focuses on achieving maximum communications impact. A business process that helps companies identify the most appropriate and effective methods for communicating and building relationships with customers and any other stakeholders.

    • Interactive media

    • Marketing plan

    • Direct marketing

    • Integrated marketing communications

    • Relationship marketing

    Correct Answer
    A. Integrated marketing communications
    Explanation
    (IMC)

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  • 23. 

    Marketers understand the value of strategically integrating the various communication functions rather than having them operate autonomously. By coordinatig their communications efforts, companies can avoid duplication, take advantage of synergy among various prromotional tools, and develop more efficient and effective communications programs.

    • Marketing plan

    • Integrated marketing communications

    • Consumer adoption of technology and media

    • Innovative marketing practice

    • Planning efficiency and effectiveness

    Correct Answer
    A. Planning efficiency and effectiveness
    Explanation
    Reasons For IMC Growth

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  • 24. 

    Cable TV and digital satellite systems have vastly expanded the number of channels available to households. A quick scan of of the offerings of any television service provider reveals that select programming from more than one hundred channels. Online services provide information and entertainment as well as the opportunity to shop for and order a vast array of products and services.

    • Planning efficiency and effectiveness

    • Innovative marketing practices

    • Direct marketing

    • Consumer adoption of technology and media

    • Interactive media

    Correct Answer
    A. Consumer adoption of technology and media
    Explanation
    The given passage discusses how cable TV, digital satellite systems, and online services have increased the number of channels and options available to households. The answer "consumer adoption of technology and media" is the most suitable explanation because it directly relates to the expansion of channels and online services. As consumers adopt and embrace technology and media, they are more likely to utilize cable TV, digital satellite systems, and online services, leading to a wider range of options for households.

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  • 25. 

    Diven by factors that change the relative emphasis of all promotional tool. A shifting of marketing dollars from media advertising to other forms of promotion, particularly consumer and trade-oriented sales promotions. A movement away from relying on advertising-focused approaches. A shift in marketplace power from manufacturers to retailers. The development of database marketing. The pervasiveness of the Internet.

    • Personal selling

    • Consumer adaptation of technology and media

    • Public relations

    • Planning efficiency and effectiveness

    • Innovative marketing practices

    Correct Answer
    A. Innovative marketing practices
    Explanation
    The given answer, "innovative marketing practices," is a suitable explanation for the factors that change the relative emphasis of all promotional tools. This answer encompasses the various changes mentioned in the text, such as a shift from media advertising to other forms of promotion, the development of database marketing, and the pervasiveness of the internet. Innovative marketing practices involve adopting new and creative strategies to reach and engage with consumers, which can lead to a change in the emphasis placed on different promotional tools.

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  • 26. 

    A written document that describes the overall marketing strategy ad programs developed for an organization, particular product line, or brand. Takes several forms generally the five basic facts. A detailed situation analysis. Specific marketing objectives. A marketing strategy and program. A program for implementing the marketing strategy. A process for monitoring and evaluating performances.

    • Brand equity

    • National advertising

    • Trade sales promotion

    • Integrated marketing communications

    • Marketing plan

    Correct Answer
    A. Marketing plan
    Explanation
    A marketing plan is a written document that outlines the marketing strategy and programs developed for an organization, product line, or brand. It includes a detailed situation analysis, specific marketing objectives, a marketing strategy and program, a program for implementing the marketing strategy, and a process for monitoring and evaluating performance. The marketing plan serves as a roadmap for the organization's marketing efforts and helps ensure that all marketing activities are aligned and working towards the same goals.

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  • 27. 

    Involves creating, maintaining, and enchancing long-term rapports with individual customers as well as other stakeholders.

    • Direct marketing

    • Relationship marketing

    • Personal selling

    • Public relations

    • Promotion

    Correct Answer
    A. Relationship marketing
    Explanation
    rapports = relationships

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  • Current Version
  • May 20, 2024
    Quiz Edited by
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  • Feb 16, 2011
    Quiz Created by
    Krista_500

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