Avertising & Promotions Chapter 1

27 Questions | By Krista_500 | Updated: Mar 22, 2022 | Attempts: 130

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Page 18

Questions and Answers

1.

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.
- A.
  
  Exchange
- B.
  
  Product
- C.
  
  Price
- D.
  
  Public relations
- E.
  
  Promotion
2.

A bundle of benefits. Advertising and marketing communications draw attention toward these characteristics.
- A.
  
  Product
- B.
  
  Price
- C.
  
  Brand equity
- D.
  
  Promotion
- E.
  
  Exchange
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.
- A.
  
  Publicity
- B.
  
  Direct marketing
- C.
  
  Advertising
- D.
  
  Marketing communications
- E.
  
  Brand equity
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.
- A.
  
  Interactive media
- B.
  
  Promotion
- C.
  
  Advertising
- D.
  
  Direct channels
- E.
  
  Indirect channels
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.
- A.
  
  Sales promotion
- B.
  
  Indirect channels
- C.
  
  Direct channels
- D.
  
  Retail/local advertising
- E.
  
  Personal selling
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.
- A.
  
  Relationship marketing
- B.
  
  Advertising
- C.
  
  Consumer sales promotion
- D.
  
  Promotion
- E.
  
  Sales promotion
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.
- A.
  
  Sales promotion
- B.
  
  Consumer sales promotion
- C.
  
  Advertising
- D.
  
  Trade advertising
- E.
  
  Business-to-business advertising
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.
- A.
  
  Marketing plan
- B.
  
  Promotion
- C.
  
  Sales promotion
- D.
  
  Consumer sales promotion
- E.
  
  Integrated marketing communications
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.
- A.
  
  Promotion
- B.
  
  Sales promotion
- C.
  
  Consumer sales promotion
- D.
  
  Trade sales promotion
- E.
  
  Price
10.

Targeted towards marketing intermediaries such as wholesalers, distributors, and retailers. Promotional and merchandising allowances, price deals, sales contests, and trade shows.
- A.
  
  Retail/local advertising
- B.
  
  Sales promotion
- C.
  
  Promotion
- D.
  
  Consumer sales promotion
- E.
  
  Trade sales promotion
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.
- A.
  
  Integrated marketing communications
- B.
  
  Publicity
- C.
  
  Relationship marketing
- D.
  
  National advertising
- E.
  
  Public relations
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.
- A.
  
  Direct marketing
- B.
  
  Direct channels
- C.
  
  Publicity
- D.
  
  Public relations
- E.
  
  Personal selling
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.
- A.
  
  Publicity
- B.
  
  Interactive media
- C.
  
  Indirect channels
- D.
  
  Direct channels
- E.
  
  Direct marketing
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.
- A.
  
  Interactive media
- B.
  
  Personal selling
- C.
  
  Publicity
- D.
  
  Trade advertising
- E.
  
  Sales promotion
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.
- A.
  
  Public relations
- B.
  
  Trade sales promotion
- C.
  
  Integrated marketing communications
- D.
  
  Personal selling
- E.
  
  Professional advertising
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.
- A.
  
  National advertising
- B.
  
  Primary versus selective demand advertising
- C.
  
  Business-to-business advertising
- D.
  
  Professional advertising
- E.
  
  Trade advertising
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.
- A.
  
  Business-to-business-advertising
- B.
  
  Retail/local advertising
- C.
  
  National advertising
- D.
  
  Trade advertising
- E.
  
  Professional advertising
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.
- A.
  
  Trade advertising
- B.
  
  Business-to-business advertising
- C.
  
  Professional advertising
- D.
  
  Primary versus selective demand advertising
- E.
  
  Retail/local advertising
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.
- A.
  
  Primary versus selective demand advertising
- B.
  
  Professional advertising
- C.
  
  Trade advertising
- D.
  
  Retail/local advertising
- E.
  
  Business-to-business advertising
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.
- A.
  
  Retail/local advertising
- B.
  
  Primary versus demand advertising
- C.
  
  Business-to-business-advertising
- D.
  
  Trade advertising
- E.
  
  National advertising
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.
- A.
  
  Professional advertising
- B.
  
  Trade advertising
- C.
  
  Business-to-business advertising
- D.
  
  Retail/local advertising
- E.
  
  Primary versus selective demand advertising
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.
- A.
  
  Interactive media
- B.
  
  Marketing plan
- C.
  
  Direct marketing
- D.
  
  Integrated marketing communications
- E.
  
  Relationship marketing
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.
- A.
  
  Marketing plan
- B.
  
  Integrated marketing communications
- C.
  
  Consumer adoption of technology and media
- D.
  
  Innovative marketing practice
- E.
  
  Planning efficiency and effectiveness
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.
- A.
  
  Planning efficiency and effectiveness
- B.
  
  Innovative marketing practices
- C.
  
  Direct marketing
- D.
  
  Consumer adoption of technology and media
- E.
  
  Interactive media
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.
- A.
  
  Personal selling
- B.
  
  Consumer adaptation of technology and media
- C.
  
  Public relations
- D.
  
  Planning efficiency and effectiveness
- E.
  
  Innovative marketing practices