Question 1

A firm's positioning statement:
A) is invariably the same as the tag line on its promotional message.
B) is found in magazine print and TV ads for different products of the same brand.
C) is developed during the last stage of the creative development process.
D) is usually different from that of its promotional message.

Accepted Answer

A firm's positioning statement is a brief statement that describes the unique value a company or brand offers to its customers. It is usually different from the tagline on its promotional message because a tagline is a catchy phrase that is meant to grab attention and can change over time, whereas a positioning statement represents the long-term direction and purpose of the brand. Magazine print and TV ads may use different taglines for different products, but they should all align with the overall brand's positioning statement. The positioning statement is usually developed in the early stages of the marketing strategy development, before the creative development process.

Question 2

Joe has recently started a unique music store that not only sells musical instruments and music CDs from all over the world, but also features regular performances by renowned artistes. The store also has a karaoke section where customers can try their hand at singing. Which of the following promotional tools does Joe have direct control over?
A) A consumer's review of the store on her personal blog
B) Joe's customers uploading recordings of live performances on video sharing sites
C) An ad campaign managed by an advertising agency hired by the store
D) Word­of­mouth publicity through customers who visit the stores

Accepted Answer

Joe has direct control over the ad campaign managed by the advertising agency hired by the store. He does not have direct control over a consumer's review of the store on her personal blog, customers uploading recordings of live performances on video sharing sites, or word-of-mouth publicity through customers who visit the stores.

Question 3

Which of the following promotional ideas is based on humor?
A) GE: "Imagination at work"
B) Virgin Atlantic: "More experience than our name suggests"
C) Bose: "Better sound through research"
D) Cancer Patient's Aid Association: "Cancer Cures Smoking"

Accepted Answer

D  Both Virgin Atlantic's slogan and the Cancer Patient's Aid Association's slogan use humor. Virgin Atlantic uses a play on words regarding their name, while the Cancer Patient's Aid Association uses irony to convey a serious message humorously.

Question 4

Although technology can help marketers reach larger target markets, it also presents new challenges such as:
A) empowering consumers to choose how and when they interact with media.
B) enabling the rise of more passive forms of entertainment, such as network television.
C) empowering store owners to design the promotional material of the brands they sell.
D) consumers wanting more information than is available.

Accepted Answer

Technology has given consumers more control over when and how they interact with media, which can make it harder for marketers to reach them effectively. This can present a challenge for marketers who must find new ways to engage consumers and make their messages stand out. B, C, and D are not accurate options as they do not present new challenges for marketers due to technology.

Question 5

The manager of your neighborhood café is trying to increase store traffic on Friday nights from 8 to 10 PM She has decided to introduce live music by local bands and to promote this change mostly through publicity and word­ of­mouth. Which of the following statements about the manager's decision to use publicity and word­of­mouth is most accurate?
A) They are likely to be ineffective because it does not create as powerful an impact as advertising.
B) They will increase promotional expenses dramatically.
C) They are likely to have a powerful impact, but the manager will have little direct control over the message it creates.
D) They will work only if it creates a different message than the message created by the store's other promotional tools.

Accepted Answer

Publicity and word-of-mouth can have a powerful impact as they rely on recommendations and trusted sources, but they also have the potential to spread messages that the manager cannot directly control. This approach may be more cost-effective than advertising but does require effort to generate enough buzz and promotion to increase traffic.

Question 6

Which of the following is an example of a big idea based on a rational premise?
A) Budweiser: "Whassssuuup?!?!
B) GE: "We bring good things to life"
C) Snapple: "Made from the best stuff on earth."
D) Nintendo: "Born to play"

Accepted Answer

The answer of Which of the following is an example...

Question 7

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A) banner ads
B) advergaming
C) product placement
D) search engine optimization

Accepted Answer

The answer of Ihnitgehrensett gardovwertthis ainrega sh ains bIneteenr nheitg...

Question 8

Which of the following statements is true of marketing messages?​
A) Given the confounding level of clutter, companies should avoid using integrated marketing communication.
B) Consumers think about the specific source of a communication rather than combining the messages from all the sources to form a unified impression about a product.
C) Successful coordination of communication in the marketing process works best when it flows both ways: vertically and laterally.
D) Marketers can control every message a consumer sees or hears about their products.

Accepted Answer

Successful coordination of communication in the marketing process works best when it flows both ways: vertically and laterally. This means that communication must be coordinated across different channels both within the organization (vertical) and between different organizations (lateral) to ensure consistency and effectiveness. Marketing messages should be integrated across different channels to create a unified impression about a product, rather than relying on a single source of communication. Consumers combine messages from multiple sources to form an impression about a product, rather than focusing on the specific source of communication. However, marketers do not have complete control over every message a consumer sees or hears about their products, as there are many external factors beyond their control.

Question 9

Tthheei rc pormodbuincattsi oisn coafl lceodm am _u_n_i_c_a.tion tools that a firm chooses to advertise
A) sales mix
B) promotional campaign
C) business portfolio
D) promotional mix

Accepted Answer

The promotional mix refers to the communication tools that a business uses to promote and advertise its products or services. These tools may include advertising, personal selling, sales promotions, public relations, and direct marketing.

Question 10

Marketers can directly control most of the promotional tools they use. The tool that they are least likely to have control over is:
A) messages delivered by salespeople to the consumers.
B) publicity.
C) personal selling.
D) advertising messages and their placement in the media.

Accepted Answer

Marketers have limited control over publicity because it is free media coverage that is generated by external forces such as news media, word-of-mouth, and social media. While marketers can try to influence the media and public opinion through their public relations efforts, they cannot guarantee the message or the tone of the coverage. In contrast, they have more direct control over personal selling, advertising, direct marketing, and sales promotion, which are all paid promotional tools that they can design, execute, and evaluate according to their marketing objectives and budgets. Similarly, salespeople are trained and supervised by the company, so they can be guided and motivated to communicate the desired messages and respond to the customers' needs and objections. However, publicity is typically uncontrollable and unpredictable, as it can be positive or negative, true or false, and viral or localized. Thus, marketers need to monitor and manage their reputation and brand image through effective crisis management, social listening, and online engagement strategies.

Question 11

Which of the following statements is true of a firm's positioning statement?
A) It typically translates directly into the promotional message.
B) It marks the beginning of the creative development process­spearheaded by ad agencies.
C) It is typically based on neither a rational nor an emotional premise.
D) It is an elaborate statement that explains how a firm plans to achieve sustainable growth.

Accepted Answer

A firm's positioning statement serves as a foundation for the creative development process, guiding ad agencies in crafting messages that align with the brand's intended market position.

Question 12

Which of the following is the most accurate statement about trends affecting promotion?
A) Promotional strategies that worked well in the past will continue to be successful in the future.
B) Promotion is likely to become much less important in the future.
C) Changes in technology have made it important for firms to focus their promotional efforts on passive forms of entertainment.
D) Changes in technology are creating both major threats and new opportunities for those creating promotional messages.

Accepted Answer

Changes in technology have significantly impacted the way promotional messages are created and delivered. With the rise of social media and digital advertising, there are new opportunities to reach consumers, but at the same time, there are also major threats such as ad-blocking and privacy concerns. Therefore, the most accurate statement is that changes in technology are creating both major threats and new opportunities for those creating promotional messages. Option A is incorrect because past success does not guarantee future success. Option B is not accurate because promotion remains an essential aspect of marketing. Option C is also incorrect because while passive forms of entertainment are popular, they are not the only focus of promotional efforts.

Question 13

An important idea behind integrated marketing communication is to:
A) make sure that every advertising medium is used to the fullest possible extent.
B) channel every customer to the sales department.
C) hit each potential customer with a highly personalized "package" of advertising messages.
D) create a unified message across multiple channels of communication.

Accepted Answer

The important idea behind integrated marketing communication is to create a unified message across multiple channels of communication. This means that all marketing strategies and tactics should be coordinated and aligned with a consistent message to create a seamless and cohesive customer experience. The goal is to avoid confusion and inconsistency in messaging and ultimately increase brand awareness, customer engagement, and sales.

Question 14

Companies use _____ to coordinate their messages through every promotional vehicle.
A) brand ambassadors
B) on­hold messaging
C) integrated marketing communication
D) market research

Accepted Answer

Integrated marketing communication (IMC) is a strategic approach to promoting a consistent message across all promotional channels, including advertising, sales promotion, public relations, direct marketing, and personal selling. IMC aims to coordinate all promotional efforts to build a strong and distinctive brand image and foster stronger customer relationships. Brand ambassadors may be a part of the IMC strategy, but they are not the overall strategy itself. On-hold messaging is a small part of the overall promotional effort and is not a strategic approach like IMC. Market research is important for understanding customer needs and preferences but is not a method for coordinating messages across promotional vehicles.

Question 15

Apple and Lady Gaga have a shared interest in the paid integration of branded products into movies and online videos. This best exemplifies _____.
A) product extension
B) sponsorship
C) product placement
D) trade promotions

Accepted Answer

The scenario described best exemplifies product placement - the use of branded products or services within a context that is relevant to the product. In this case, both Apple and Lady Gaga are interested in having their brand/products featured in movies and videos in exchange for payment, which is a form of product placement.

Question 16

A firm's _____ is a brief statement articulating how it wants the target market to envision its product relative to the competition.
A) promotional statement
B) diffusion statement
C) brand statement
D) positioning statement

Accepted Answer

A positioning statement is a brief statement that articulates how a firm wants the target market to envision its product relative to the competition. It summarizes the unique benefit that the product or brand offers to consumers and communicates it in a clear and memorable way. The other options - promotional statement, diffusion statement, and brand statement - do not specifically address how a product is positioned relative to competitors.

Question 17

The advantage of paid search advertising that makes it especially attractive during tough economic times is its:
A) high accountability.
B) high visibility.
C) high credibility.
D) high flexibility.

Accepted Answer

Paid search advertising allows for tracking and analyzing of metrics such as click-through rates, conversion rates, and return on investment. This makes it highly accountable and provides a clear understanding of the impact on the business's bottom line. Therefore, during tough economic times, where every dollar counts, paid search advertising is an attractive option as it provides measurable results and a strong return on investment.

Question 18

_____ is the paid integration of branded products into movies and television.
A) Brand equity
B) Product extension​
C) Brand extension
D) Product placement

Accepted Answer

Product placement involves paying for the inclusion of branded products in movies and television shows. It is a form of advertising and can help increase brand exposure and recognition.

Question 19

Which of the following promotional ideas is based on an emotional premise?
A) GE: "Imagination at work"
B) Snapple: "Made from the best stuff on earth."
C) Bose: "Better sound through research"
D) Home Depot: "More saving. More doing."

Accepted Answer

The phrase "Imagination at work" appeals to emotions by suggesting creativity and innovation, which are emotional concepts.

Question 20

Which of the following promotional ideas is based on a rational premise?
A) GE: "Imagination at work"
B) Virgin Atlantic: "More experience than our name suggests"
C) Bose: "Better sound through research"
D) Cancer Patient's Aid Association: "Cancer Cures Smoking"

Accepted Answer

Bose's slogan "Better sound through research" is based on a rational premise of the company's commitment to using technology and innovation to improve sound quality.

Quiz 12: Product and Promotion: Creating and Communicating Value

A firm's positioning statement:

Which of the following promotional ideas is based on humor?

Although technology can help marketers reach larger target markets, it also presents new challenges such as:

Which of the following is an example of a big idea based on a rational premise?

Ihnitgehrensett gardovwertthis ainrega sh ains bIneteenr nheitg ahdlyv evritsiisbinleg fionrc mluodree p tahiadn s ae adreccha dade.v Terhtiesing, online video advertising, and _____.

Which of the following statements is true of marketing messages?​

Tthheei rc pormodbuincattsi oisn coafl lceodm am _u_n_i_c_a.tion tools that a firm chooses to advertise

Marketers can directly control most of the promotional tools they use. The tool that they are least likely to have control over is:

Which of the following statements is true of a firm's positioning statement?

Which of the following is the most accurate statement about trends affecting promotion?

An important idea behind integrated marketing communication is to:

Companies use _____ to coordinate their messages through every promotional vehicle.

Apple and Lady Gaga have a shared interest in the paid integration of branded products into movies and online videos. This best exemplifies _____.

A firm's _____ is a brief statement articulating how it wants the target market to envision its product relative to the competition.

The advantage of paid search advertising that makes it especially attractive during tough economic times is its:

_____ is the paid integration of branded products into movies and television.

Which of the following promotional ideas is based on an emotional premise?

Which of the following promotional ideas is based on a rational premise?

Which of the following statements is true of marketing messages?