Question 1

The primary advantage of a market organization is that individual salespeople can develop familiarity with the technical attributes, applications, and most effective selling methods associated with a single product.

Accepted Answer

The primary advantage of a market organization is that individual salespeople can develop familiarity with a specific market or customer group, rather than a single product. This allows for a deeper understanding of customer needs and preferences, and can lead to more effective sales strategies.

Question 2

________ advertising is heavily used during the growth and early maturity stages of the product life cycle.
A) Competitive
B) Comparative
C) Pioneering
D) Covert
E) Institutional

Accepted Answer

Competitive advertising is used during the growth and early maturity stages to differentiate a product from its competitors and to build brand preference.

Question 3

Murphy Bros took out an ad in several local papers focusing on how the company was started and how it benefits the community. This is an example of ________ advertising.
A) product
B) pioneering
C) competitive
D) institutional
E) comparative

Accepted Answer

Institutional advertising focuses on promoting the company's values, mission, or overall image, rather than a specific product or service. This is precisely what Murphy Bros is doing by highlighting its history and community involvement in the ad.

Question 4

California Milk Advisory Board has been running a national advertising campaign on television. The ad features "happy cows" and carries the tagline "Great cheese comes from happy cows. Happy cows come from California." The board developed a logo that is prominently displayed in the ads, and presumably the expectation is that a consumer would look for that logo on a wedge of cheese in the dairy case, selecting it over cheese from elsewhere. This is an example of ________ advertising.
A) institutional
B) product
C) comparative
D) competitive
E) pioneering

Accepted Answer

The advertising campaign is focused on promoting California milk in general and creating a positive image for the state's dairy industry rather than promoting a specific product or comparing it to competitors. This type of advertising is known as institutional advertising, which aims to promote a brand or industry as a whole.

Question 5

To communicate the message in a sales presentation, the first step is to set goals and objectives.

Accepted Answer

Setting goals and objectives is essential for any sales presentation because it provides direction and focus for the presentation. Without clear goals and objectives, the message may be vague and unconvincing, making it difficult to persuade potential customers to take action.

Question 6

What is an example of measured media?
A) newspaper
B) social media
C) direct marketing
D) promotion
E) e-mail marketing

Accepted Answer

Measured media refers to traditional media channels, and newspapers fall under this category. The impact and effectiveness of the advertisement can be measured using metrics such as circulation and readership. Social media, direct marketing, promotion, and e-mail marketing are not necessarily measured media channels but fall under the category of non-measured media.

Question 7

A problem with advertising is that beyond a certain ad spending level, diminishing returns tend to set in. That is, market share stops growing-or even begins to decline-despite continued spending. This is known as ________.
A) the advertising market concept
B) the advertising response function
C) advertising wear out
D) advertising reach
E) advertising execution

Accepted Answer

The given scenario is describing the Advertising Response Function, which refers to the point after which the effectiveness of advertising diminishes with an increase in spending. Option A and D are not relevant to the given scenario, while option C refers to the point where an ad becomes stale and loses its effectiveness after repeated exposure. Option E refers to the process of creating and producing the actual advertisement.

Question 8

Salespeople consistently report that price is the most common customer apprehension.

Accepted Answer

This is a common observation in sales, and research has also supported that customers often express concerns over pricing before making a purchase decision.

Question 9

A commission is a fixed sum of money paid at regular intervals.

Accepted Answer

A commission is a form of variable compensation, meaning the amount paid out is based on the sales or performance of an individual or team. It is not a fixed sum of money paid at regular intervals.

Question 10

One of the most critical aspects to the selling process is not what happens before the purchase decision but what happens after, the follow-up.

Accepted Answer

Follow-up is crucial for maintaining customer satisfaction and building long-term relationships, as well as increasing the likelihood of future sales and referrals.

Question 11

The vast majority of advertising is ________ advertising.
A) institutional
B) product
C) virtual
D) nonprofit
E) research-based

Accepted Answer

Product advertising promotes and sells a specific product or service, which makes up the majority of advertising seen by consumers. Institutional advertising promotes the company or brand as a whole, while nonprofit advertising promotes a social cause or message. Virtual and research-based advertising are not widely recognized categories.

Question 12

When two or more brands are reviewed against each other on certain attributes, it is considered ________ advertising.
A) pioneering
B) competitive
C) institutional
D) comparative
E) covert

Accepted Answer

When two or more brands are compared on certain attributes, it is considered comparative advertising. This form of advertising is used to highlight the advantages of one brand over its competitors. It can be an effective way to attract new customers, as well as to retain existing ones.

Question 13

Apple ran a series of humorous television ads in which two guys stood side by side while slinging barbs back and forth about features of the Mac versus the PC. This is an example of ________ advertising.
A) pioneering
B) competitive
C) institutional
D) comparative
E) covert

Accepted Answer

The ads in this scenario are comparing features of two different products, the Mac and the PC. This falls under the category of comparative advertising.

Question 14

Customers can quickly and easily become bored with any given advertising campaign, a concept referred to as advertising ________.
A) response function
B) tracking
C) wearout
D) persuading
E) illusion

Accepted Answer

Advertising wearout is the phenomenon where customers become tired or bored of an advertising campaign after being exposed to it repeatedly. As a result, the impact and effectiveness of the advertising decrease over time.

Question 15

Marketing managers employ ________ advertising to build sales of a specific brand.
A) institutional
B) comparative
C) pioneering
D) covert
E) competitive

Accepted Answer

Marketing managers use competitive advertising to build sales of a specific brand as it directly compares and highlights the advantages of their product over their competitors.

Question 16

________ advertising is one of the three principal types of product advertising.
A) Covert
B) Competitive
C) Institutional
D) Direct
E) Viral

Accepted Answer

Competitive advertising is one of the three principal types of product advertising, focusing on promoting a product by highlighting its advantages over competitors.

Question 17

Comparative advertising works well when a brand ________.
A) has a higher than average advertising budget
B) is not competing with a top brand
C) is not the leader in its product category
D) has higher sales than all of its competitors
E) has an inexperienced marketing team

Accepted Answer

Comparative advertising can be effective for a brand that is not the leader in its product category because it allows the brand to compare itself favorably to the leader, potentially convincing consumers to switch to the challenger brand. If the brand is already the leader or has higher sales than all of its competitors, there may be less need for comparative advertising. A higher advertising budget or an inexperienced marketing team may have an impact on the success of the advertising, but they are not the determining factor for whether comparative advertising will work.

Question 18

From an AIDA model perspective, ________ advertising seeks to gain awareness and initial interest and is used mostly in the early growth stages of a product.
A) institutional
B) competitive
C) covert
D) pioneering
E) comparative

Accepted Answer

The pioneering advertising seeks to create awareness and interest for a new or innovative product in the market. It is used primarily in the early stages of product growth, where the primary objective is to create awareness and generate interest among potential customers.

Question 19

The goal of ________ advertising is to promote an industry, company, family of brands, or some other issues broader than a specific product.
A) product
B) pioneering
C) competitive
D) comparative
E) institutional

Accepted Answer

Institutional advertising's primary aim is to build and maintain a positive image of the company or organization, rather than promoting a specific product or service. It attempts to establish the company's personality, reputation, and personality in the minds of the public.

Question 20

________ advertising is common during the maturity stage of the product life cycle, but you should avoid this if your brand is the leader.
A) Pioneering
B) Comparative
C) Competitive
D) Institutional
E) Covert

Accepted Answer

Comparative advertising, which directly compares your product to competitors', is common in the maturity stage to sway consumers from rival brands. However, if your brand is the leader, engaging in comparative advertising can give free publicity to competitors and potentially diminish your brand's perceived superiority.

Quiz 14: Promotion Essentials: Legacy Approaches

The primary advantage of a market organization is that individual salespeople can develop familiarity with the technical attributes, applications, and most effective selling methods associated with a single product.

________ advertising is heavily used during the growth and early maturity stages of the product life cycle.

Murphy Bros took out an ad in several local papers focusing on how the company was started and how it benefits the community. This is an example of ________ advertising.

To communicate the message in a sales presentation, the first step is to set goals and objectives.

What is an example of measured media?

A problem with advertising is that beyond a certain ad spending level, diminishing returns tend to set in. That is, market share stops growing-or even begins to decline-despite continued spending. This is known as ________.

Salespeople consistently report that price is the most common customer apprehension.

A commission is a fixed sum of money paid at regular intervals.

One of the most critical aspects to the selling process is not what happens before the purchase decision but what happens after, the follow-up.

The vast majority of advertising is ________ advertising.

When two or more brands are reviewed against each other on certain attributes, it is considered ________ advertising.

Apple ran a series of humorous television ads in which two guys stood side by side while slinging barbs back and forth about features of the Mac versus the PC. This is an example of ________ advertising.

Customers can quickly and easily become bored with any given advertising campaign, a concept referred to as advertising ________.

Marketing managers employ ________ advertising to build sales of a specific brand.

________ advertising is one of the three principal types of product advertising.

Comparative advertising works well when a brand ________.

From an AIDA model perspective, ________ advertising seeks to gain awareness and initial interest and is used mostly in the early growth stages of a product.

The goal of ________ advertising is to promote an industry, company, family of brands, or some other issues broader than a specific product.

________ advertising is common during the maturity stage of the product life cycle, but you should avoid this if your brand is the leader.