Question 1

Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient?

Accepted Answer

Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are all disadvantages associated with advertising. Public relations, sales management, sales promotion, and personal selling may have their own disadvantages, but they do not necessarily share these particular drawbacks.

Question 2

Which of the following industries is most likely to employ combative promotional efforts?

Accepted Answer

Fast food companies are known for their combative promotional efforts, such as direct attacks on their competitors and using controversial ad campaigns.

Question 3

Factors such as climate, seasons, and holidays tend to lead to the promotional objective of

Accepted Answer

Factors such as climate, seasons, and holidays can affect consumer behavior and lead to sales fluctuations. Promotional objectives during these times may focus on reducing these fluctuations by increasing sales during slow periods or managing high inventory levels during peak periods.

Question 4

Advertising, personal selling, sales promotion, and public relations are called

Accepted Answer

Advertising, personal selling, sales promotion, and public relations are all different elements or ingredients of the promotion mix, which is one of the 4Ps of the marketing mix used by businesses to promote their products or services.

Question 5

When Hamburger Helper introduced its Oven Varieties, it gave special offers to supermarkets to purchase the new product and supplemented these offers with consumer advertising. Hamburger Helper's primary objective is to

Accepted Answer

The answer of When Hamburger Helper introduced its Oven Varieties,...

Question 6

Selective demand is demand for a

Accepted Answer

Selective demand refers to demand for a particular brand or product. It is the demand for a product that is specific to a particular brand rather than a general type of product.

Question 7

When a marketer makes an effort in promotion to point out the strengths and benefits of a specific brand, it is an attempt to build ____ demand.

Accepted Answer

Selective demand refers to the demand for a specific brand, which is created through promotional efforts that focus on the strengths and benefits of that brand. Primary demand refers to the overall demand for a product category, while secondary demand refers to the demand for a particular brand within a product category. Economic demand refers to the relationship between price and quantity demanded, while competitive demand refers to the demand for a brand in relation to its competitors.

Question 8

The cost of ____ is usually substantially lower than the cost of ____.

Accepted Answer

Retaining existing customers is usually less expensive than acquiring new customers since it involves less advertising and promotion costs. Additionally, repeat customers provide a reliable source of revenue and may even refer new customers through word of mouth.

Question 9

Kyle is preparing the promotional plan for Jansport backpacks in early May. This promotion will be executed in the month of August and will be a paid form of nonpersonal communication. It will be communicated to a target audience through a mass medium. Kyle is using the ___ form of promotion.

Accepted Answer

Advertising is a paid form of nonpersonal communication that is communicated to a target audience through a mass medium. In this case, Kyle is preparing a promotional plan for Jansport backpacks that will be executed in August, which fits the definition of advertising. Therefore, the best choice is A) advertising.

Question 10

Mister Sub offers customers a card that allows them to have a free sub for every 7 that have been purchased and provides various discounts throughout the year. The primary promotional objective of programs such as this is

Accepted Answer

The primary objective of loyalty programs like this is to retain existing customers by incentivizing them to continue making purchases. Offering rewards and discounts for repeat business helps to build customer loyalty and increase the lifetime value of each customer.

Question 11

Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of

Accepted Answer

Cooperative advertising efforts between manufacturers and retailers are aimed at facilitating reseller support. This is because such efforts help in promoting the product more effectively through the combined efforts of both parties, thereby supporting the retailers in selling the product.

Question 12

When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build

Accepted Answer

The answer of When Sears promotes the benefits and strengths...

Question 13

A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of

Accepted Answer

The primary objective of a direct-response information form is to identify prospects who are interested in the product by providing their contact information. This allows the company to follow up and provide more information, ultimately leading to a potential sale.

Question 14

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to

Accepted Answer

Promotional efforts designed to reduce the risk to consumers for using a product for the first time are typically aimed at encouraging product trial. These efforts may include free samples, money-back guarantees or warranties, or other promotions that offer consumers a low-risk way to try a new product and determine whether they like it enough to make repeat purchases.

Question 15

Newspaper ads for Blue Haven Pools offer discounted prices during October and discounted cleaning supplies for hot tubs in March, are examples of which of the following uses of promotion?

Accepted Answer

The ads are designed to reduce sales fluctuations by offering discounts during specific times to encourage purchases when demand might otherwise be low.

Question 16

Bowflex uses infomercials to demonstrate its fitness products and encourage customers to call and receive a free video with more information about its products. This promotional effort is directed at

Accepted Answer

The infomercials aim to identify prospects by encouraging potential customers to call and request more information, thereby capturing their interest and contact details.

Question 17

Retro64 distributes free downloadable versions of its computer games for a very short time. These efforts have a primary promotional objective of

Accepted Answer

Retro64's distribution of free downloadable versions of its computer games aims to encourage product trial among potential customers. By allowing them to try the game without any cost, they may be more inclined to purchase the full version or recommend it to others. This promotional objective is effective in increasing product exposure and potential sales.

Question 18

A spokesperson for Mott's apple juice encourages television audiences to use its juice in the winter by serving it hot with a cinnamon stick. In this instance, Mott's is using promotion to

Accepted Answer

By promoting a seasonal use for their product (serving it hot with a cinnamon stick in the winter), Mott's is aiming to reduce sales fluctuations that might occur due to seasonal changes in consumer behavior. This strategy helps maintain steady demand throughout the year.

Question 19

Which of the following is the best example of the promotional objective of combating competitive promotional efforts?

Accepted Answer

The example of DaimlerChrysler emphasizing the towing capacity of its Dodge trucks after Ford promotes the towing capacity of its F-series trucks shows the promotional objective of combating competitive promotional efforts.

Question 20

An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to

Accepted Answer

The answer of An advertisement from a ski lodge extolling...

Quiz 16: Integrated Marketing Communications