Deck 11: Promoting to Communicate With Customers

Question 1

Effective promotion should include which of the following?

A) Advertising on television and in social media
B) A catchy slogan or jingle
C) Multiple communication channels
D) All of these

Answer 1

Multiple communication channels

Question 2

How should social and digital tools and technology should be considered in your overall marketing mix?

A) As related, but distinct, elements
B) As necessary tools given changes in media preference
C) As the most important elements of the mix
D) As accounting for the bulk of your promotional spending

Answer 2

As related, but distinct, elements

Question 3

Which are considered to be traditional personalized promotional tools?

A) Television and radio
B) Magazines and newspapers
C) Digital media and technology
D) Personal selling and direct marketing

Answer 3

Personal selling and direct marketing

Question 4

This model postulates that people must pass through cognitive and emotional states before taking an action.

A) the hierarchy of effects model
B) the basic communications model
C) the liking and preference model
D) the awareness and knowledge model

Question 5

Which form of advertising is designed to build the general reputation of the organization and create goodwill toward the company and its brands?

A) Public relations
B) Institutional advertising
C) Traditional advertising
D) Competitive advertising

Question 6

Comparative advertising focuses on which approach?

A) Comparing your product to that of your competition
B) Comparing how you are now to how you'll be after purchase
C) Comparing product benefits to product costs
D) All of these

Question 7

Maximizing exposure of the advertising message to the target audience while minimizing waste coverage is the definition of

A) traditional advertising.
B) media strategy.
C) promotional mix.
D) non-traditional advertising.

Question 8

Adding incentives or inducements for consumers to buy products sooner, rather than later, describes

A) trade sales promotions.
B) urgency advertising.
C) direct marketing.
D) consumer sales promotions.

Question 9

Public relations encompasses which of the following?

A) Determining stakeholder attitudes and fostering understanding between stakeholders and the organization
B) Continuous and ongoing crisis management
C) The organization's general life as a citizen of the communities in which it operates
D) All of these

Question 10

Which form of promotion involves direct, two-way communication?

A) Sales promotion
B) Personal selling
C) Television
D) Radio

Question 11

A carefully scripted and practiced sales presentation describes which approach?

A) Canned sales presentation
B) Adaptive selling
C) Objectives anticipation
D) Field sales

Question 12

The process of transitioning from customer objections to closing the sale often involves

A) scheduling a follow-up meeting.
B) presenting a formal purchase order for signature.
C) specifying a time frame for making the decision.
D) using trial closes.

Question 13

Contest entries, website hits, and social media likes are examples of

A) communications objectives.
B) digital objectives.
C) non-sales behavioral objectives.
D) non-promotional objectives.

Question 14

The most important determinant of a mobile promotion is

A) autodial technology.
B) the timing of the call.
C) Relevance.
D) using text versus voice.

Question 15

The media selected for direct marketing must match all of the following EXCEPT

A) offer.
B) customer.
C) sales promotion.
D) message.

Question 16

Which has added greatly to the complexity of the promotion function?

A) The introduction of cable TV channels.
B) The decline in readership among magazines and newspapers.
C) Integrating digital communication with more traditional channels.
D) The new trend toward Integrated Marketing Communications.

Question 17

Promotional activities should be focused

A) exclusively on members of the target market.
B) as broadly as possible to include all prospective buyer.
C) on anyone with whom the company wants to exchange.
D) on users of the media selected for promotional efforts.

Question 18

Encouraging participation beyond simple communication relates to which elements of the promotional mix?

A) Digital media and technology
B) Integrated marketing communications
C) The entire promotional mix
D) Direct marketing

Question 19

Promotion is he set of marketing communication activities designed to inform and persuade groups of people. These people are limited to

A) existing customers.
B) potential customers.
C) your primary target markets.
D) important groups of people, primarily customers.

Question 20

Relying on a single tool to communicate with customers is often

A) ineffective.
B) cost-effective.
C) the optimal approach to promotional spending.
D) a properly-sequenced approach to promotions.

Question 21

With what does a properly planned and executed IMC strategy begin?

A) Promotion mix
B) Overall marketing or brand strategy
C) Promotion and communications strategy
D) Brand messaging strategy

Question 22

Promotional objectives can be stated using which types of metrics?

A) Psychological or behavioral
B) Reach or frequency
C) Sales or profits
D) Defined or implied

Question 23

What is the primary focus of communications objectives?

A) Non-sales behavior
B) Persuading customers to purchase a product or service
C) Reach and frequency
D) How well a promotional activity conveys information and meaning to a target market

Question 24

Which is the most philosophically and practically justifiable approach to developing a promotional budget?

A) Intuition and instinct
B) Objective and task
C) Percent of sales
D) Competitive response

Question 25

Which approach to budgeting takes a backward view of promotion, assuming sales produce promotion versus promotion producing sales?

A) Objective and task
B) Competitive response
C) Percentage of sales
D) Intuition and instinct

Question 26

What do marketers use to target segments of customers based on customer characteristics and communication objectives?

A) Group promotion
B) Marketing mix
C) Integrated marketing communications
D) Marketing strategy

Question 27

Advertising that stimulates primary demand when product categories are new

A) occurs early in the PLC.
B) has a goal of promoting the category versus the brand.
C) is called pioneering advertising.
D) All of these

Question 28

What is one of the major benefits of direct response advertising?

A) It increases retailer involvement.
B) It helps reduce the possibility of channel conflict.
C) Results can be tracked to measure effectiveness.
D) It is the least expensive form of promotion.

Question 29

Which is a common guideline for creative advertisements?

A) It must be attention getting.
B) It must be capable of multiple executions.
C) It must be detailed enough to be tested in advance.
D) All of these

Question 30

Which execution style category can be inexpensive to produce and has clear brand messaging, although it may struggle to keep audience attention?

A) Straight sell
B) Demonstrations
C) Testimonials
D) Slice of life commercials

Question 31

Apple's famous 1984 commercial, aired during the 1984 Super Bowl, exemplifies which execution style?

A) Slice-of-life commercial
B) Personality or symbol advertising
C) Celebrity endorsement
D) Fantasy advertisement

Question 32

What is true of reach and frequency with a limited budget?

A) They are inversely related to one another.
B) They are mutually exclusive objectives of an advertising campaign.
C) Most plans eliminate waste coverage.
D) All of these

Question 33

What is true of most consumer sales promotions?

A) The majority of coupons are redeemed during the promotional period.
B) Bonus packs are the most cost-effective form of sales promotion.
C) They are intended to produce quick transactions between buyers and sellers.
D) Contest and sweepstakes are, essentially, the same thing.

Question 34

Which of the following statements concerning public relations is true?

A) The public image of a company has little impact on marketing efforts.
B) It can be used as a promotional tool to build positive feelings about a brand.
C) It focuses on the company's target market to the exclusion of other stakeholders.
D) It relates primarily to crisis management.

Question 35

Which of the following statements concerning press releases is true?

A) News outlets will re-write releases according to accepted journalistic standards before publication.
B) Companies coordinate press releases with their social media presence.
C) Most press releases include a media kit.
D) They are not the primary public relations tool.

Question 36

Which is true regarding business purchases?

A) Most occur at a retail location.
B) They result from a promotion that actively targets consumer groups.
C) The seller often initiates the purchase.
D) They typically involve a short purchase process.

Question 37

How would the flow of communication in personal selling be categorized?

A) It entails a one-way flow of information from seller to buyer.
B) There is often a delay in feedback from the buyer.
C) It is easily duplicated through other channels.
D) The interaction is direct and two-way.

Question 38

Experienced salespeople often say the biggest mistake beginning salespeople make is what

A) not asking for the order.
B) not anticipating common objections.
C) not making enough cold calls.
D) failing to use the proper script.

Question 39

The most important component of qualifying a potential buyer is

A) using the snowballing technique with current customers.
B) properly executing the pre-approach.
C) determining whether the prospect has a real need for the product.
D) being able to schedule an appointment through the gatekeeper.

Question 40

The world's leading cloud-based customer relationship management software platform used by salespeople is

A) Microsoft Cloud.
B) Amazon Cloud.
C) Salesforce.
D) Sales Cloud.

Question 41

Personal selling is primarily directed at which type of customers?

A) Business
B) Stay-at-home parents
C) Party planning accounts
D) Geographically-concentrated target markets

Question 42

When is mobile direct marketing most effective?

A) When the marketer utilizes a local area code in the caller ID.
B) When the marketer ties customer preferences to location and time.
C) When the marketer utilizes autodial technology to maximize customer contacts.
D) All of these.

Question 43

Which of the following statements is true regarding direct marketing response devices?

A) The response options should include a QR code that links to the company's website.
B) The response options should generate attention and awareness.
C) The response options should maximize customer convenience.
D) The response options should include by mail for older consumers.

Question 44

Which of the following statements is true regarding creativity in direct response?

A) Creativity can sometimes detract from effectiveness.
B) Creativity is generally less important than it is in other forms of promotion.
C) Creativity is typically more important than the offer itself.
D) Creativity more closely adheres to specific rules for the medium.

Question 45

How can coupons be most effectively utilized as part of a direct marketing campaign?

A) They can be tied to individual consumer behavior.
B) They can be included as part of a direct mail package to increase responsiveness.
C) They can improve generating trial on new product introductions.
D) They can aid in new customer acquisition.

Question 46

Why would smaller brands with less general brand recognition turn to direct marketing?

A) It is personalized at the individual level.
B) It offers the potential for fine-tuning the offer.
C) Response is based primarily on the offer.
D) It is the most affordable compared to other promotional tools.

Question 47

In virtually all cases, marketers advertise to build sales, though there are different avenues for doing so. Which of the following represents advertising whose intent is not to build sales?

A) Institutional advertising designed to create goodwill toward the brand.
B) Advocacy advertising highlighting the company's commitment to a social cause.
C) Anonymous contributions to Public Service Announcements (PSAs).
D) Advertising designed to facilitate customer interaction on the company's social media platforms.

Question 48

Why should competitive advertising be used carefully?

A) It reminds the target market of the competitor and their offerings.
B) It can backfire if potential customers see the comparisons as unnecessary or unfair.
C) It can result in competitors responding with negative claims about a firm.
D) All of these

Question 49

What is a potential negative consequence of salespeople having a boundary spanning job?

A) The job is not routine and can vary markedly from day to day.
B) They may develop divided loyalties between their company and their customers.
C) They must learn many skills and apply them in constantly changing circumstances.
D) The job requires great flexibility, adaptability and innovativeness.

Question 50

Why is it often difficult to estimate the financial returns from promotional expenditures?

A) Promotions often have a cumulative effect that's difficult to measure at a given point in time.
B) It's impossible to accurately measure wasted reach.
C) Frequency objectives often go unmet.
D) The objective of most advertising is not related to increasing sales.

Question 51

How are non-sales behavioral objectives structured to eventually lead to sales?

Question 52

Why does the goal of advertising change as a product cycles through the product life cycle?

Question 53

You believe you've completed answering all the objections by a potential buyer; however, your trial close does not produce a positive response. What would you do now?

Question 54

When a consumer purchases a product after moving through cognitive and affective variables, how would you classify the consumer in terms of the hierarchy of effects model?

A) Awareness
B) Liking
C) Affective
D) Action

Question 55

A consumer at Target sees a display of a new brand of hairspray marked 10% off if purchased during the debut period. The consumer passes on the purchase during that trip but wants to remember to buy the product when her current spray is empty. The promotional objective here is

A) Sales related
B) Sales behavioral
C) Lagged
D) Communication

Question 56

What is the relationship between reach and frequency when a male consumer watching the super bowl is forced to watch a cover girl commercial during the half time break?

A) Underexposure
B) Effective exposure
C) Over exposure
D) Waste coverage

Question 57

Which approach would you consider a sales representative at a jewelry store to take?

A) Personal selling
B) Direct marketing
C) Personalized promotion
D) Public relations

Question 58

What would you expect the relationship to be between selling a high-risk product and a low-risk product using personal selling?

A) High-risk is more likely to be sold using personal selling
B) Low-risk is more likely to be sold using personal selling
C) Low-risk and high-risk are equally as likely
D) High-risk is less likely to be sold using personal selling

Question 59

Blue Apron sending out a mailer for 10% off the first box if you sign up now using the mailer code could help the company do which of the follow?

A) Narrow the audience for better results
B) Have a two-way interaction
C) Communicate directly
D) Adjust sales presentations

Question 60

What are reach and frequency and explain how they are related. Why is effective exposure important?

Question 61

Describe the hierarchy of effects and how a consumer reaches taking an action to go to a store/buy a product. Give an example scenario of a consumer going through the stages.

Question 62

Which is NOT a group tool?

A) Direct Marketing
B) Advertising
C) Sales promotions
D) Public relations

Question 63

Which is NOT a personalized tool?

A) Business sales
B) Personal selling
C) Direct marketing
D) Sales promotion

Question 64

Digital media and technology are categorized as which type of tool in the promotion mix?

A) Traditional
B) Group
C) Personalized
D) Outside traditional

Question 65

What does the promotion mix send to the target customer?

A) Brand messaging strategy
B) Communication channel
C) Traditional tools
D) Brand message

Question 66

Awareness and knowledge can be categorized as

A) affective variables.
B) behavioral variable.
C) sales related objective.
D) communications objectives.

Question 67

Liking and preference can be categorized as

A) cognitive variables.
B) communication objectives.
C) sales related objective.
D) behavioral variable.

Question 68

Sales related objectives could be expressed in

A) absolute terms.
B) relative terms.
C) percent of growth.
D) All of these

Question 69

Why is it hard to link sales to advertising?

A) Other factors affect sales
B) Sales are based on assumptions
C) Advertising is expensive and hard to quantify
D) Product orders are turned in

Question 70

How many promotional budget-setting methods are there?

A) 2
B) 4
C) 5
D) 6

Question 71

Which promotional budget-setting method is used without any actual quantitative data?

A) Intuition and instinct
B) Percent of sales
C) Competitive responses
D) Objective and task

Question 72

Which promotional budget-setting method is used after sales occur?

A) Intuition and instinct
B) Percent of sales
C) Competitive responses
D) Objective and task

Question 73

A promotional budget set based on the outside environment is mostly likely

A) intuition and instinct.
B) percent of sales.
C) competitive responses.
D) objective and task.

Question 74

A promotional budget based strictly on the future is most likely

A) intuition and instinct.
B) percent of sales.
C) competitive responses.
D) objective and task.

Question 75

As reach increases, ______________ decreases.

A) frequency
B) exposure
C) media budget line
D) waste coverage

Question 76

As frequency increases, ______________ decreases.

A) frequency
B) reach
C) media budget line
D) waste coverage

Question 77

Sampling is considered a

A) consumer sales promotion.
B) trade promotion.
C) public relation marketing.
D) promotional allowance.

Question 78

Phone and telemarketing calls are considered

A) direct response advertising.
B) direct marketing.
C) personal selling.
D) boundary spanning.

Question 79

How many steps are there in closing a personal selling activity?

A) 3
B) 4
C) 7
D) 6

Question 80

Any selling activity that involves direct interaction between a buyer and seller is

A) personal selling.
B) adaptive selling.
C) direct marketing.
D) communication.