Question 1

The most logical method of setting the promotion budget is the:
A) Most affordable method
B) Objective and task method
C) Percentage of sales method
D) Competitive parity method

Accepted Answer

The objective and task method involves identifying the objectives of the promotion campaign, determining the tasks necessary to achieve those objectives, and estimating the costs associated with each task. This method ensures that the budget is based on specific goals and is therefore the most logical and effective way of setting the promotion budget.

Question 2

When hospitality firms market to consumer markets, the least used element of the promotion mix is:
A) Personal selling
B) Public relations
C) Advertising
D) Sales promotions

Accepted Answer

Personal selling is the least used element in the promotion mix for hospitality firms because their services are often marketed to a broad audience through advertising, public relations, and sales promotions rather than through one-on-one interactions.

Question 3

________ advertising is used when introducing a new product.
A) Suggestive
B) Persuasive
C) Reminder
D) Informative

Accepted Answer

Informative advertising is used to introduce new products to the market. This type of advertising provides information about the product's features, benefits, and uses, with the aim of educating consumers about the new offering. It is not meant to persuade, remind, or suggest, but rather to inform the target audience about the product so they can make an informed decision about whether to purchase it or not.

Question 4

The first stage of the promotion process is:
A) Selecting the communication channels
B) Selecting the message source
C) Identifying the target audience
D) Determining the communication objectives

Accepted Answer

The first stage of the promotion process is identifying the target audience. This involves determining who the message is intended for and what their characteristics are before selecting the communication channels, message source, and communication objectives.

Question 5

Marketers are losing confidence in television advertising because:
A) Viewers are not watching as much TV anymore
B) Viewers are mostly watching online videos
C) Viewers are watching TV on DVRs
D) Viewers are heading back to the theaters

Accepted Answer

The answer of Marketers are losing confidence in television advertising...

Question 6

In the buyer readiness process, the state that immediately precedes purchase is:
A) Preference
B) Knowledge
C) Conviction
D) Liking

Accepted Answer

The state that immediately precedes purchase in the buyer readiness process is conviction. This is the point at which the consumer has decided to purchase the product or service after going through the stages of knowledge, liking, preference, and finally, conviction.

Question 7

The type of message appeal that relates to an audience's self-interest is:
A) Emotional
B) Moral
C) Economic
D) Rational

Accepted Answer

Rational appeals focus on the audience's self-interest by highlighting the practical benefits and logical reasons for choosing a product or service.

Question 8

Which of the following is NOT an example of direct marketing?
A) Mail
B) Catalogs
C) Online marketing
D) TV advertisement

Accepted Answer

Direct marketing involves direct communication with consumers, such as through mail, catalogs, and online marketing. TV advertisement is not a form of direct marketing as it is broadcasted to a wide audience rather than targeted to specific individuals.

Question 9

The four pillars of the AIDA model of communication design are:
A) Attention, Interest, Desire, Action
B) Attention, Inclination, Desire, Action
C) Attention, Inclination, Designation, Action
D) Attention, Interest, Designation, Action

Accepted Answer

The AIDA model of communication design is a commonly used model in marketing and advertising. It stands for Attention, Interest, Desire, and Action, which are the four essential pillars of this model. Attention is necessary because it helps to attract the customer's attention to the product or service being offered. Interest is required to keep the customer engaged, and then desire is created in the customer's mind. Finally, the customer is motivated to take action, which could mean making a purchase, subscribing to a service or signing up for a newsletter. Therefore, the correct answer is A.

Question 10

The promotional tool that rewards customers for a quick, short-term response is:
A) Public relations
B) Sales promotions
C) Personal selling
D) Advertising

Accepted Answer

Sales promotions are designed to incentivize customers with a short-term reward or benefit for taking immediate action, such as making a purchase within a limited time frame or buying in bulk. Public relations involves long-term efforts to build relationships with stakeholders, personal selling is a one-on-one sales technique, and advertising is focused on creating brand awareness and persuasion over the long-term.

Question 11

As many as ________ percent of TV viewers may be regularly tuning out commercials.
A) 30
B) 40
C) 50
D) 60

Accepted Answer

According to several studies and reports, as many as 60% of TV viewers regularly tune out commercials, either by fast-forwarding through them on a recorded program, switching channels, or simply walking away from the TV during a commercial break.

Question 12

In an advertising agency, which department is responsible for placing ads?
A) Media
B) Research
C) Business
D) Accounts Receivable

Accepted Answer

The media department in an advertising agency is responsible for planning and placing ads across various channels, such as print, television, radio, digital, and outdoor. They research and analyze the target audience and their media consumption habits to determine the most effective placement and timing of ads.

Question 13

Which of the following is NOT a major department in an advertising agency?
A) Accounts Receivable
B) Creative
C) Media
D) Business

Accepted Answer

The answer of Which of the following is NOT a...

Question 14

The ________ method of promotion budgeting views sales as the cause of promotion rather than as the result.
A) Competitive parity
B) Objective and task
C) Affordable
D) Percentage of sales

Accepted Answer

The percentage of sales method of promotion budgeting assumes that sales drive the promotion budget, not the other way around. This method sets the promotion budget based on a fixed percentage of past or forecasted sales.

Question 15

Viral marketing messages have a higher chance of being opened because they are coming from a ________.
A) Friend
B) Known sale associate
C) Reliable advertisement media
D) Previously known advertisement media

Accepted Answer

Viral marketing messages are typically shared among friends or within social networks, making them more likely to be opened and engaged with.

Question 16

The unplanned static or distortion during the communication process, which results in the receiver getting a different message than the one the sender sent, is called:
A) Loss of signal quality
B) Excessive feedback
C) Echo
D) Noise

Accepted Answer

Noise refers to any unwanted or irrelevant sounds that interfere with the clarity of communication, causing the message to be distorted or misunderstood. It can be caused by various factors such as external interference, equipment malfunction, poor signal quality, etc.

Question 17

________ is a measure of the percentage of people in the target market who are exposed to an ad campaign over a given period of time.
A) Impact
B) Frequency
C) Reach
D) Penetration

Accepted Answer

Reach is a measure of the percentage of people in the target market who are exposed to an ad campaign over a given period of time. Impact refers to the effectiveness or strength of an ad in influencing consumer behavior. Frequency refers to the number of times an individual is exposed to an ad, while penetration refers to the percentage of the total target market that has purchased a product or service.

Question 18

Which of the following is NOT an example of a sales promotion?
A) Coupon
B) Contests
C) Personal selling
D) Cents-off deals

Accepted Answer

Personal selling is a form of personal communication between salespeople and customers. It is not a form of sales promotion. The other options (coupon, contests, cents-off deals) are all examples of sales promotions.

Question 19

Which of the following does NOT comprise a promotion mix?
A) Advertising
B) Personal selling
C) Viral marketing
D) Public relations

Accepted Answer

The promotion mix consists of various elements such as advertising, personal selling, public relations, direct marketing, and sales promotion. Viral marketing is a tactic of online marketing, and while it may be an effective tool for promotion, it is not one of the traditional elements of the promotion mix.

Question 20

The process by which the receiver assigns meaning to the symbols encoded by the sender is called:
A) Communication
B) Reception
C) Decoding
D) Messaging

Accepted Answer

Decoding is the process of assigning meaning to the symbols encoded by the sender. Communication refers to the entire process of transmitting and receiving messages. Reception just refers to the act of receiving a message. Messaging is a general term for the act of sending or receiving messages.

Quiz 13: Engaging Customers and Communicating Customer Value

The most logical method of setting the promotion budget is the:

When hospitality firms market to consumer markets, the least used element of the promotion mix is:

________ advertising is used when introducing a new product.

The first stage of the promotion process is:

Marketers are losing confidence in television advertising because:

In the buyer readiness process, the state that immediately precedes purchase is:

The type of message appeal that relates to an audience's self-interest is:

Which of the following is NOT an example of direct marketing?

The four pillars of the AIDA model of communication design are:

The promotional tool that rewards customers for a quick, short-term response is:

As many as ________ percent of TV viewers may be regularly tuning out commercials.

In an advertising agency, which department is responsible for placing ads?

Which of the following is NOT a major department in an advertising agency?

The ________ method of promotion budgeting views sales as the cause of promotion rather than as the result.

Viral marketing messages have a higher chance of being opened because they are coming from a ________.

The unplanned static or distortion during the communication process, which results in the receiver getting a different message than the one the sender sent, is called:

________ is a measure of the percentage of people in the target market who are exposed to an ad campaign over a given period of time.

Which of the following is NOT an example of a sales promotion?

Which of the following does NOT comprise a promotion mix?

The process by which the receiver assigns meaning to the symbols encoded by the sender is called: