Question 1

___________________ is an interactive marketing system that uses personal communication with a customer by means other than a salesperson.

Accepted Answer

Direct marketing is a marketing strategy that involves interacting with potential customers directly, using channels such as email, phone, or direct mail. This type of marketing allows for personalized communication with the customer without relying on a salesperson. Advertising, sales promotion, public relations, and personal selling all involve some form of interaction with a salesperson or intermediary.

Question 2

The _______________ stage of the AIDA model is most important when we want to influence customers to feel that they simply can't do without the item.

Accepted Answer

The Desire stage of the AIDA model is focused on creating a strong emotional desire for the product or service in the customer. This stage is critical for influencing customers to feel like they can't do without the item, as it aims to create an emotional connection and highlight the benefits and unique features that make the product a must-have.

Question 3

Getting the customer to actually make a purchase is the ________ stage of the AIDA model.

Accepted Answer

The AIDA model stands for Attention, Interest, Desire, and Action. The final stage of the model, Action, is when the customer is convinced and motivated enough to actually make a purchase or take any other desired action. The other stages lead up to this ultimate goal of getting the customer to take action.

Question 4

The _______________ stage of the AIDA model is most important when it becomes necessary to inform customers more specifically about what a product offering can do for them to help fulfill needs and wants.

Accepted Answer

The answer of The _______________ stage of the AIDA model...

Question 5

_____________ is a strategic approach to communicating the brand and company message to targeted customers in ways that are clear,concise,and consistent and yet are customizable as needed to maximize the impact on a particular audience.

Accepted Answer

Integrated marketing communications is a strategic approach that involves communicating the brand and company message to a targeted audience in a clear, concise, and consistent manner. It allows customization to ensure the impact is maximized for a particular client group. This approach often involves a combination of various communication channels such as advertising, public relations, sales promotion, direct marketing, and personal selling to create a seamless and coherent messaging experience for customers.

Question 6

The marketing manager of ABC Shoes is beginning to develop a promotional strategy for a new line of casual shoes.The first thing she must do is _______.

Accepted Answer

Before developing a promotional strategy, the marketing manager of ABC Shoes must first identify the target audience or market segment for the new line of casual shoes. This will help determine the specific message, promotion mix, goals, and budget for the promotional campaign.

Question 7

__________________ is NOT part of the AIDA model.

Accepted Answer

The AIDA model includes the following stages: Attention, Interest, Desire, and Action. Deficit is not a part of this model.

Question 8

___________ is a strength relating to advertising as an element in the promotion mix.

Accepted Answer

Advertising offers a wide range of media choices, including print media, broadcast media, outdoor media, and online media. This provides marketers with a variety of options to reach their target audience and tailor their message to fit the specific media channel.

Answer: D 
 Advertising can be less costly than some other elements of the promotion mix, such as personal selling or trade shows. This is because advertising can reach a large audience with a single message, whereas personal selling may require more resources to reach individual customers.

Question 9

The marketing manager of XYZ brewery is developing a promotional strategy for their high quality low cost beer.He wants to state the advantages of XYZ's line and give customers a reason to choose it over the competition.The goal of this promotional strategy is to ______.

Accepted Answer

The goal of persuading customers to choose XYZ's beer over competition clearly indicates a persuasive promotional strategy.

Question 10

_________ uses media such as television and newspapers to deliver the message.

Accepted Answer

Advertising is the only promotional mix element that uses media such as television and newspapers to deliver the message. Personal selling involves face-to-face interaction with the customer, direct marketing involves delivering personalized messages directly to individuals, interactive marketing involves two-way communication through digital channels, and sales promotion involves short-term incentives to encourage immediate purchase.

Question 11

Moving a customer past a need to really want the product is the _____________ stage in AIDA model.

Accepted Answer

The Desire stage in the AIDA model is focused on creating a strong desire for the product or service in the customer's mind. This is where the customer goes beyond simply needing the product and begins to want it. The goal of this stage is to create a sense of urgency and excitement around the product or service, making it more likely that the customer will take action and make a purchase.

Question 12

Essentially,Coca-Cola has 100 percent brand awareness among U.S.consumers; therefore,the goal for its promotion is to ______.

Accepted Answer

Since Coca-Cola already has 100 percent brand awareness among U.S. consumers, the main goal of its promotion should be to remind consumers of its brand and encourage them to continue purchasing its products.

Question 13

When a company wishes to indicate features when introducing its new product,explain product functionality,articulate what the company and its brand stands for in order to develop a clear image,and wishes to discuss various uses and applications for its product,which goal of promotion is it seeking to achieve?

Accepted Answer

The goal of promotion in this scenario is to inform the target audience about the product's features, functionality, and possible applications. The company aims to educate and provide useful information to potential customers rather than persuading, captivating, reminding, or manipulating them. Therefore, choice B, to inform, is the most suitable goal of promotion in this case.

Question 14

The development of promotion mix strategies,or simply promotional strategies,involves decisions about ____________________.

Accepted Answer

Promotional strategies involve decisions about the elements in the promotion mix, such as advertising, personal selling, sales promotion, public relations, and direct marketing. The other options listed (determining acceptable ROI for the customer, price, product development, and distribution) are important considerations in marketing, but not specifically related to developing promotional strategies.

Question 15

In a push strategy _______________________.

Accepted Answer

In a push strategy, the focus is on pushing the product through the distribution channel, targeting members of the channel for promotion such as wholesalers or retailers, rather than end-users. This can include tactics such as sales promotions, trade shows, and personal selling, with the goal of pushing the product or service through to consumers. Therefore, option B is the correct answer.

Question 16

The _______________ stage of the AIDA model is most important when customers are essentially unaware of an offering,and most of the investment in communication must be in raising awareness.

Accepted Answer

The Attention stage of the AIDA model is the most important when customers are unaware of an offering, as it focuses on attracting their attention and creating awareness of the product or service. This is the first stage of the model and sets the foundation for the subsequent stages.

Question 17

________________ is NOT part of the promotion mix.

Accepted Answer

Pricing is not considered part of the promotion mix. The promotion mix refers specifically to the various methods used to promote a product or service to potential customers, which include advertising, sales promotion, public relations, and personal selling. Pricing, on the other hand, is a separate element of the marketing mix that focuses on determining the price at which a product or service should be sold in order to achieve specific sales and profit objectives.

Question 18

Promotion feeds _______________ through strong persuasive communication.

Accepted Answer

Moving from interest to desire means that a customer has to move past a need and begin to really want that specific product. Promotion feeds desire through strong persuasive communication.

Question 19

The Children's Online Privacy Protection Act (COPPA)requires marketers to get parental consent to collect personal information on anyone younger than ________.

Accepted Answer

COPPA requires parental consent for children under the age of 13.

Question 20

__________________ is the application of marketing concepts and strategies inside an organization.

Accepted Answer

Internal marketing is the application of marketing concepts and strategies inside an organization. It involves promoting the organization's values, culture, and goals to its employees in order to ensure that their actions align with the organization's overall marketing objectives.

Quiz 13: Integrated Marketing Communications: Promotional Strategy, advertisig