Question 1

Which of the following is true of trade-oriented sales promotion?
A)It is also known as buzz promotion.
B)It targets members of the supply chain.
C)It is targeted at the ultimate user of a product.
D)It uses rebates and couponing.
E)It includes sweepstakes and premiums.

Accepted Answer

Trade-oriented sales promotion is targeted at members of the supply chain, such as wholesalers, distributors, and retailers, rather than the ultimate user of the product. It includes tactics such as trade allowances, point-of-purchase displays, and co-op advertising, aimed at motivating these intermediaries to carry and promote the product.

Question 2

Which of the following is an example of retail advertising?
A)Advertisement of a health drink that compares its benefits to its competitor's
B)Beef council stimulating the demand for beef through an ad
C)Advertisement of Fizzy Cola placed in a trade magazine to promote it to food store managers
D)Pink Airline's ad that appears in the newspapers all across the country
E)A newspaper ad for a 3-day discount in a restaurant located on the outskirts of San Diego

Accepted Answer

The newspaper ad for a discount in a restaurant located on the outskirts of San Diego is an example of retail advertising because it is directly targeting consumers and promoting a specific retail location.

Question 3

_____ advertising is targeted at marketing channel members such as wholesalers, distributors, and retailers in order to encourage them to stock more of a particular brand.
A)National
B)Selective-demand
C)Professional
D)Trade
E)Retail

Accepted Answer

Trade advertising is targeted at marketing channel members and aims to encourage them to stock more of a particular brand. It is used to increase the demand for products among wholesalers, distributors, and retailers, and may include promotional messages, product demonstrations, and other incentives to encourage these intermediaries to support the brand.

Question 4

Sales promotions targeted at the ultimate users of a product, such as sampling, coupons, contests, or sweepstakes are part of:
A)consumer-oriented sales promotion.
B)trade-oriented sales promotion.
C)buzz promotion.
D)bait-and-switch sales promotion.
E)channel-initiated sales promotion.

Accepted Answer

Consumer-oriented sales promotion includes sales promotion activities that aim at increasing sales directly to consumers. These promotions are targeted towards the end-users or customers and include activities like sampling, coupons, contests, or sweepstakes.

Question 5

Venus Corp. is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mails each month providing you with information relating to new products and offers. Which promotional element is Venus Corp. using in this scenario?
A)Advertising
B)Sale promotion
C)Direct marketing
D)Publicity
E)Pricing

Accepted Answer

Venus Corp. is using direct marketing as they are sending targeted promotional messages directly to the customer through mail.

Question 6

_____ is a tool of direct marketing that is used to call customers directly and attempt to sell the products and services, or qualify them as sales leads.
A)Bait advertising
B)Buzz marketing
C)Telemarketing
D)Switch marketing
E)B-to-B marketing

Accepted Answer

Telemarketing is a direct marketing tool that involves making phone calls to potential customers with the intention of selling them goods or services, or determining if they are a potential sales lead. Bait advertising is a form of advertising that offers a product or service at a low price or with a special deal to attract customers. Buzz marketing involves generating buzz or excitement about a product or service through word-of-mouth marketing techniques. Switch marketing is a marketing technique aimed at persuading customers to switch from one brand to another. B-to-B marketing refers to business-to-business marketing, which involves companies selling products or services to other companies.

Question 7

_____ advertising is targeted at individuals who influence the purchase of goods and services used to make other products.
A)Professional
B)Primary demand
C)Retail
D)Business-to-business
E)Direct-response

Accepted Answer

Business-to-business advertising is targeted at organizations or individuals who purchase goods or services for the production of other goods or services. This type of advertising focuses on building relationships with businesses and conveying the benefits of using the advertised products or services.

Question 8

Which of the following statements is true of direct marketing?
A)Traditionally, it has not been considered an element of the promotional mix.
B)It is synonymous with direct mail.
C)The rapid growth of the Internet is discouraging the growth of direct marketing.
D)It is seldom, if ever, used by companies that have an external sales force.
E)It is less direct when compared to mail-order catalogs.

Accepted Answer

Direct marketing has traditionally not been considered a part of the promotional mix, which typically includes advertising, sales promotion, public relations, personal selling, and direct marketing.

Question 9

_____ includes those marketing activities that provide extra value or incentives for purchasing a product, such as coupons and premiums.
A)Direct marketing
B)Advertising
C)Public relations
D)Sales promotion
E)Publicity

Accepted Answer

Sales promotion includes marketing activities that provide extra value or incentives for purchasing a product, such as coupons and premiums. Direct marketing focuses on targeting specific individuals directly, advertising involves paid communication through various channels, public relations involves managing the brand image and reputation, and publicity involves getting media attention through non-paid means.

Question 10

DocStock Inc., a company that manufactures stethoscopes, has placed an ad in MediMag, a magazine primarily read by doctors. The company is trying to improve sales by directly reaching out to its primary market segment. This is an example of:
A)business-to-business advertising.
B)trade advertising.
C)professional advertising.
D)primary-demand advertising.
E)direct-action advertising.

Accepted Answer

The ad is placed in a magazine primarily read by doctors, which targets a specific professional audience, thus making it an example of professional advertising.

Question 11

Advertisements for CL brake products, True spark plugs, AM chassis parts, and Stone wheels featured in Tire Review, a journal for owners/operators of auto shops, are examples of _____ advertising.
A)retail
B)direct-response
C)business-to-business
D)direct-mail
E)primary-demand

Accepted Answer

The advertisements in Tire Review are targeting owners and operators of auto shops, which makes it business-to-business advertising.

Question 12

Which of the following is true of direct-response advertising?
A)It encourages consumers to purchase straight from the manufacturer.
B)It targets wholesalers, retailers, and other members of the supply chain.
C)It is also known as primary-demand advertising.
D)It primarily targets professionals such as doctors, lawyers, and engineers.
E)It does not use the Internet as a means of advertising.

Accepted Answer

Direct-response advertising is designed to encourage consumers to make a purchase directly from the manufacturer, often through a specific call-to-action such as a phone number or website.

Answer: C 
 Primary-demand advertising is a type of advertising that is designed to stimulate demand for an entire product category rather than a specific brand. Direct-response advertising is not the same as primary-demand advertising.

Therefore, the correct answer is A.

Question 13

One of the major tools of straight-to-consumer marketing is _____ advertising, where a product is promoted through an ad that encourages the consumer to purchase straight from the manufacturer.
A)direct-response
B)primary-demand
C)business-to-business
D)trade
E)selective-demand

Accepted Answer

Direct-response advertising is the best choice because it directly prompts the consumer to purchase from the manufacturer, bypassing any intermediary retailers. Primary-demand advertising is more focused on creating demand for a product category, while business-to-business and trade advertising are geared towards promoting products for businesses rather than individual consumers. Selective-demand advertising is more focused on promoting a specific brand within a product category rather than promoting direct purchase from the manufacturer.

Question 14

Which of the following best describes selective-demand advertising?
A)It focuses on creating demand for a specific company's brands.
B)It is done by retailers or local merchants to encourage consumers to shop at a specific store, use a local service, or patronize a particular establishment.
C)It focuses on creating demand for an entire industry.
D)It focuses on targeting individuals who buy or influence the purchase of industrial goods or services for their companies.Selective-demand advertising focuses on creating demand for a specific company's brands.Most advertising for products and services is concerned with stimulating selective demand and emphasizes reasons for purchasing a particular brand.

Accepted Answer

Selective-demand advertising focuses on creating demand for a specific company's brands.

Question 15

Sales promotion programs targeted at marketing intermediaries such as wholesalers, distributors, and retailers are part of:
A)consumer-oriented sales promotion.
B)trade-oriented sales promotion.
C)user-oriented sales promotion.
D)intrinsic sales-promotion.
E)bait-and-switch sales promotion.

Accepted Answer

Sales promotion programs targeted at marketing intermediaries such as wholesalers, distributors, and retailers are trade-oriented sales promotion. These programs are designed to motivate intermediaries to carry and sell the marketer's product to end-users.

Question 16

Foodie Inc. includes monthly coupons in its magazine advertisements. This is an example of:
A)consumer-oriented sales promotion.
B)industrial sales promotion.
C)business-oriented sales promotion.
D)trade-oriented sales promotion.
E)service-oriented sales promotion.

Accepted Answer

Consumer-oriented sales promotion is designed to entice end-users to buy a product or service. Monthly coupons in a magazine advertisement are a consumer-oriented sales promotion tactic because they are aimed at enticing consumers to purchase Foodie Inc.'s products.

Question 17

Which of the following is true of the Internet as a marketing medium?
A)It is considered to be a traditional medium.
B)It does not facilitate two-way communication.
C)It enables marketers to gather valuable personal information from customers.
D)It does not enable real time adjustment of offers.
E)It cannot be integrated with other media programs such as direct mail and telemarketing.

Accepted Answer

The Internet enables marketers to gather valuable personal information from customers through various means such as website tracking, social media monitoring, and email marketing. This information can be used to personalize marketing messages and improve targeting. However, ethical concerns and privacy regulations must be considered.

Note: Options A, B, D, and E are all incorrect. The Internet is not considered to be a traditional medium, it does facilitate two-way communication, it enables real-time adjustment of offers through methods such as dynamic pricing and A/B testing, and it can be integrated with other media programs for a cohesive omnichannel marketing strategy.

Question 18

_____ refers to nonpersonal communication regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship.
A)Advertising
B)Sales promotion
C)Publicity
D)Public relations
E)Telemarketing

Accepted Answer

Publicity refers to nonpersonal communication that is not directly paid for or run under identified sponsorship. It can be generated through news stories, media coverage, events, or other forms of communication that are not controlled by the organization itself. Publicity is often seen as more credible than advertising because it comes from a third-party source.

Question 19

Which of the following is an example of trade advertising?
A)Mars Inc.is using print advertising to attract supply managers from other companies.
B)Pluto Inc., a toothpaste manufacturer, places an ad in Tooth Daily, a magazine frequently circulated among dentists.
C)CL Inc., a chocolate manufacturer, hopes to attract wholesalers and retailers by placing an ad in NextMag, a weekly hotel magazine.
D)James, a doctor, places an ad in a local newspaper to advertise his new clinic.
E)The State Egg Federation runs a series of television ads that educate people about the nutritional value of eggs.

Accepted Answer

Trade advertising is advertising that targets businesses rather than consumers. In this scenario, CL Inc., the chocolate manufacturer, is targeting wholesalers and retailers by advertising in a weekly hotel magazine. This is an example of trade advertising as it is targeted at businesses in the supply chain.

Question 20

The National Egg Association has been promoting the benefits of eggs for many years. It aims to educate customers about the nutritional values of eggs through ads which are aired in several states. It is making use of _____.
A)direct-response advertising
B)professional advertising
C)primary-demand advertising
D)selective-demand advertising
E)trade advertising

Accepted Answer

Primary-demand advertising is used to promote the benefits of a product category as a whole rather than specific brands. The National Egg Association is promoting the benefits of eggs in general and not any particular brand of eggs, making it a form of primary-demand advertising.

Quiz 1: An Introduction to Integrated Marketing Communications

Which of the following is true of trade-oriented sales promotion?

Which of the following is an example of retail advertising?

_____ advertising is targeted at marketing channel members such as wholesalers, distributors, and retailers in order to encourage them to stock more of a particular brand.

Sales promotions targeted at the ultimate users of a product, such as sampling, coupons, contests, or sweepstakes are part of:

Venus Corp. is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mails each month providing you with information relating to new products and offers. Which promotional element is Venus Corp. using in this scenario?

_____ is a tool of direct marketing that is used to call customers directly and attempt to sell the products and services, or qualify them as sales leads.

_____ advertising is targeted at individuals who influence the purchase of goods and services used to make other products.

Which of the following statements is true of direct marketing?

_____ includes those marketing activities that provide extra value or incentives for purchasing a product, such as coupons and premiums.

DocStock Inc., a company that manufactures stethoscopes, has placed an ad in MediMag, a magazine primarily read by doctors. The company is trying to improve sales by directly reaching out to its primary market segment. This is an example of:

Advertisements for CL brake products, True spark plugs, AM chassis parts, and Stone wheels featured in Tire Review, a journal for owners/operators of auto shops, are examples of _____ advertising.

Which of the following is true of direct-response advertising?

One of the major tools of straight-to-consumer marketing is _____ advertising, where a product is promoted through an ad that encourages the consumer to purchase straight from the manufacturer.

Which of the following best describes selective-demand advertising?

Sales promotion programs targeted at marketing intermediaries such as wholesalers, distributors, and retailers are part of:

Foodie Inc. includes monthly coupons in its magazine advertisements. This is an example of:

Which of the following is true of the Internet as a marketing medium?

_____ refers to nonpersonal communication regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship.

Which of the following is an example of trade advertising?

The National Egg Association has been promoting the benefits of eggs for many years. It aims to educate customers about the nutritional values of eggs through ads which are aired in several states. It is making use of _____.