Question 1

Indiana Processing promotes its services through Mechanical Engineers Today,a trade magazine that charges Indiana Processing and other companies $5000 per page for ______________ to help offset the magazine's publishing costs.
A)publicity
B)advertising
C)public relations
D)trade shows

Accepted Answer

Indiana Processing is promoting its services through paid advertising in a trade magazine, which charges a fee for publishing the ad. This indicates that the company is engaging in advertising, rather than publicity or public relations. Trade shows may also be a promotional tactic, but this is not being mentioned in the given scenario.

Question 2

Firms with a very limited advertising budget would be very unlikely to use ________ advertising.
A)Internet
B)radio
C)outdoor
D)television

Accepted Answer

Television advertising is typically the most expensive form of advertising, making it less likely for firms with limited budgets to use it.

Question 3

__________ changes the relationship between buyers and sellers from a monologue to a dialogue in which information is shared to create mutually beneficial exchanges.
A)Advertising
B)A push strategy
C)Interactive promotion
D)Public relations

Accepted Answer

Interactive promotion involves a two-way communication between buyers and sellers, allowing for the exchange of information to create mutually beneficial transactions. This is different from a monologue approach found in traditional advertising or push strategies, where the seller dictates the message to the buyer. Public relations can also involve a dialogue, but its primary goal is to manage the relationship between an organization and its stakeholders, rather than directly promoting a product or service.

Question 4

Which of the following represents the primary purpose of a firm using institutional advertising?
A)The desire to create a positive image for the firm
B)Getting full coverage of local markets
C)High visibility of a specifically targeted message
D)This type of advertising reduces cost

Accepted Answer

The primary purpose of institutional advertising is to create a positive image for the firm, rather than promoting a specific product or service. This is done to establish the company's reputation and enhance its credibility in the eyes of the public.

Question 5

Future promotional efforts will likely be:
A)custom-designed to reach smaller audiences.
B)targeted at larger audiences.
C)less interactive and more persuasive.
D)similar to promotional efforts today.

Accepted Answer

With advances in technology and data analytics, it is becoming easier for businesses to target smaller, niche audiences with customized promotional efforts. These audiences may have specific interests, needs, or demographics that can be identified and targeted. This can lead to more effective and efficient promotional efforts compared to broad, mass-marketing campaigns.

Question 6

The evidence supports the position that promotional efforts specifically designed for individual countries produce:
A)less sales and profits than a global promotional strategy.
B)better results than a global promotional strategy.
C)higher overall costs than a global promotional strategy.
D)superior results only when the product is also produced in each country.

Accepted Answer

The evidence suggests that promotional efforts specifically designed for individual countries produce better results than a global promotional strategy. This is because localized promotions can take into account the unique cultural and economic factors of each country, ultimately resonating better with consumers and leading to higher sales and profits. While there may be higher overall costs associated with localized promotions, the benefits may outweigh these costs in terms of increased revenue. The effectiveness of localized promotions does not necessarily depend on whether the product is produced in each country.

Question 7

Companies can implement global marketing by developing a product and promotional strategy that:
A)is tailored to each individual market.
B)can be implemented worldwide.
C)requires low-cost production through outsourcing.
D)motivates intermediaries i.e.wholesalers and retailers)to actively stock and sell the firm's goods and services.

Accepted Answer

Developing a product and promotional strategy that can be implemented worldwide is the key to implementing global marketing. This allows the company to maintain a consistent message and branding across multiple markets. Tailoring to individual markets may lead to inconsistency and confusion. Low-cost production through outsourcing and motivation of intermediaries are important factors, but they are not the primary strategy for global marketing.

Question 8

Gardening.com is an online retailer of garden products.By allowing communication between gardeners and experts via its website,Gardening.com is using:
A)interactive promotion.
B)a linked marketing contact system.
C)a flexible response strategy.
D)an asynchronous relationship.

Accepted Answer

Interactive promotion involves using communication channels to allow interaction between the company and its customers. Gardening.com is using its website to allow communication between gardeners and experts, making it an example of interactive promotion.

Question 9

Which of the following is an advantage of magazine advertising?
A)Short exposure time
B)Ability to quickly change message
C)Superior color
D)Relatively short life

Accepted Answer

Magazine advertising offers superior color quality compared to other print media like newspapers.

Question 10

TV programs devoted exclusively to promoting goods and services are called:
A)testimonials.
B)infomercials.
C)interactive TV.
D)online computer advertising.

Accepted Answer

Infomercials are long-format television commercials that promote products or services in a way that looks like a program. They usually run in the middle of the night or on cable channels during off-hours.

Question 11

Carolina Insurance wants to create a more interactive approach to advertising in order to build strong relationships with their customers.Which of the following represents the preferred advertising medium to achieve their goal?
A)The Internet
B)Radio
C)Newspapers
D)Trade shows

Accepted Answer

The Internet is the most interactive medium that allows for direct communication with customers through email campaigns, social media platforms, and personalized website content. It also allows for targeted advertising and the ability to track customer engagement and behavior.

Question 12

Which of the following helps explain the popularity of infomercials?
A)The interactive nature of the presentation
B)The ability to clearly demonstrate the product's benefits
C)The use of an inexperienced salesperson who is believable
D)The impact of favorable government testimonials on potential buyers

Accepted Answer

Infomercials are effective in demonstrating the benefits of the product being advertised. The audience can see the product in action and how it can solve their problems, leading to increased sales.

Question 13

In the past,___________________ was an important advertising strategy used in movies.Now it is also used with online video games.It can be easily altered to reflect another advertiser,depending upon which advertiser has purchased ad time.
A)product placement
B)direct mail
C)sampling
D)commercials

Accepted Answer

Product placement refers to the practice of featuring specific products in media in exchange for payment or some other form of compensation. Historically, this has been used in movies and TV shows, but it is also increasingly being used in online video games. Unlike commercials, product placements are integrated seamlessly into the content, making them less disruptive to the viewer or player experience. Additionally, they can be easily swapped out or updated to reflect different advertisers, making them a flexible and lucrative advertising strategy.

Question 14

One of the distinct differences between ______________ and other forms of advertising is the fact that the medium used allows for a dialogue exchange of information between buyers and sellers,instead of a monologue type approach.
A)product placement
B)direct mail
C)interactive promotion
D)infomercials

Accepted Answer

Interactive promotion allows for an exchange of information between buyers and sellers, which is not possible with other forms of advertising such as product placement, direct mail, or infomercials that typically rely on a one-way communication approach.

Question 15

In their advertisements,Luther Pharmaceuticals asks consumers to judge their product,Ache-Free,against a well-known competitor's product to see that Ache-Free provides superior pain relief.This represents:
A)advocacy advertising.
B)comparison advertising.
C)trade advertising.
D)interpretive advertising.

Accepted Answer

This type of advertising is specifically called comparison advertising, where a company compares its product or service to a competitor's product or service to establish its superiority.

Question 16

Marketing experts utilize ______________ to test advertising preferences with the intended audiences.
A)direct mail
B)radio
C)broadcast television
D)social media such as Twitter™

Accepted Answer

Social media platforms, such as Twitter™, have become popular tools for marketing experts to test advertising preferences with intended audiences. With the ability to target specific demographics and analyze data in real-time, social media allows for more precise and cost-effective testing compared to traditional methods such as direct mail or broadcast television.

Question 17

Advertisers like online advertising because:
A)they are able to see how many people have read or watched some part of a commercial.
B)it is easy to create.
C)it is inexpensive.
D)few advertisers are using the Internet so their message will stand out.

Accepted Answer

Online advertising allows advertisers to track how many people have viewed or interacted with their ads, which provides valuable feedback on the effectiveness of the ad campaign. Online advertising can actually be quite expensive compared to other forms of advertising, and it can be challenging to create effective ads that stand out in a crowded digital landscape.

Question 18

Which of the following statements is the most accurate?
A)Studies indicate that effective promotion focuses on the pricing elements of the marketing mix.
B)The Internet changes the focus of promotion from "working with" to "promoting to" customers.
C)New promotional efforts create a more interactive approach,developing a dialogue between the firm and its customers.
D)Successful promotion utilizes each element of the promotion mix independently,creating a well-diversified message.

Accepted Answer

Studies have shown that effective promotion goes beyond just pricing and encompasses a more interactive approach that involves a dialogue with customers. The internet has also facilitated this shift towards more interactive and personalized promotional efforts. Option A is too narrow in its focus on pricing and ignores other important elements of promotion such as advertising, personal selling, and public relations. Option B also oversimplifies the role of the internet in promotion, as it can be used for both working with and promoting to customers. Option D is also incorrect, as a well-diversified message should be cohesive and integrate all elements of the promotion mix rather than just using them independently.

Question 19

Which of the following offers the greatest potential for meaningful interaction between buyers and sellers?
A)Testimonials
B)Infomercials
C)CD-ROM advertising
D)Online advertising

Accepted Answer

Online advertising offers the potential for real-time interaction between buyers and sellers through features such as chat functions, feedback forums, and direct messaging. Testimonials provide some level of interaction but are typically one-way communication. Infomercials and CD-ROM advertising are completely one-way communication and do not offer any potential for interaction.

Question 20

Which of the following media enables firms to quickly change their advertising message?
A) Yellow Pages
B) Magazines
C) Newspapers
D) Television

Accepted Answer

The answer of Which of the following media enables firms...

Quiz 16: Using Effective Promotions

Indiana Processing promotes its services through Mechanical Engineers Today,a trade magazine that charges Indiana Processing and other companies $5000 per page for ______________ to help offset the magazine's publishing costs.

Firms with a very limited advertising budget would be very unlikely to use ________ advertising.

__________ changes the relationship between buyers and sellers from a monologue to a dialogue in which information is shared to create mutually beneficial exchanges.

Which of the following represents the primary purpose of a firm using institutional advertising?

Future promotional efforts will likely be:

The evidence supports the position that promotional efforts specifically designed for individual countries produce:

Companies can implement global marketing by developing a product and promotional strategy that:

Gardening.com is an online retailer of garden products.By allowing communication between gardeners and experts via its website,Gardening.com is using:

Which of the following is an advantage of magazine advertising?

TV programs devoted exclusively to promoting goods and services are called:

Carolina Insurance wants to create a more interactive approach to advertising in order to build strong relationships with their customers.Which of the following represents the preferred advertising medium to achieve their goal?

Which of the following helps explain the popularity of infomercials?

In the past,___________________ was an important advertising strategy used in movies.Now it is also used with online video games.It can be easily altered to reflect another advertiser,depending upon which advertiser has purchased ad time.

One of the distinct differences between ______________ and other forms of advertising is the fact that the medium used allows for a dialogue exchange of information between buyers and sellers,instead of a monologue type approach.

In their advertisements,Luther Pharmaceuticals asks consumers to judge their product,Ache-Free,against a well-known competitor's product to see that Ache-Free provides superior pain relief.This represents:

Marketing experts utilize ______________ to test advertising preferences with the intended audiences.

Advertisers like online advertising because:

Which of the following statements is the most accurate?

Which of the following offers the greatest potential for meaningful interaction between buyers and sellers?

Which of the following media enables firms to quickly change their advertising message?