Question 1

Apple has a magnificent glass-enclosed multilevel store in Boston with a Genius Bar staffed with techies who are very knowledgeable about its products. Customers who have purchased an Apple product (iPad, iPhone, iPod, MacPro, etc.) can make an appointment with a Genius and get personalized information and repair services on the spot. This type of retail shop is an example of a:

Accepted Answer

The Apple store in Boston is an example of a branded service, where the focus is on building and maintaining the brand image and customer loyalty through personalized services and expert advice.

Question 2

If the promotion objective is to develop a desired positioning, which type of publicity would work best?

Accepted Answer

The answer of If the promotion objective is to develop...

Question 3

In the 2009 Nielsen online survey of over 25,000 Internet consumers from 50 countries, what percentage of respondents said they trusted text ads on mobile phones as an information source?

Accepted Answer

24 percent of respondents in the 2009 Nielsen online survey said they trusted text ads on mobile phones as an information source.

Question 4

In the 2009 Nielsen online survey of over 25,000 Internet consumers from 50 countries, what percentage of respondents said they trusted online banner advertising as an information source?

Accepted Answer

The answer of In the 2009 Nielsen online survey of...

Question 5

A music lover emailed a friend and proclaimed "You must see this video!" The email included a link to a YouTube performance by a relatively unknown British singer. What type of communication is this?

Accepted Answer

This is pass-along communication as the music lover is sharing the YouTube video with their friend to enjoy.

Question 6

When early adopters of the TiVo digital video recorder created a Web site for fellow loyal customers to communicate with one another about technical problems and how to resolve them, this was an example of a(n):

Accepted Answer

The creation of a website where TiVo users can communicate with each other about technical problems and how to resolve them is an example of an online community. This community allows users to share their experiences and knowledge with each other, building a sense of loyalty and trust among the users.

Question 7

Which of the following statements about sales promotion is NOT TRUE?

Accepted Answer

Sales promotion objectives usually focus on short-term effects such as increasing sales, creating awareness or generating trial. They are not designed to prompt long-term action.

Question 8

If the promotion objective is to arouse desire and obtain action, which type of publicity would work best?

Accepted Answer

The answer of If the promotion objective is to arouse...

Question 9

All of the following publicity tools are examples of one-way communication from a company to consumers or business customers EXCEPT:

Accepted Answer

MySpace is a social media platform that allows for two-way communication, making it an example of interactive communication rather than one-way communication. The other options listed are all examples of one-way communication tools.

Question 10

All of the following are examples of publicity tools for interactive communication between a company and consumers or business customers EXCEPT:

Accepted Answer

Case studies are not typically interactive communication tools; they are more often used as informative documents or presentations to showcase a company's success or expertise.

Question 11

When an Apple customer tells a friend how much she likes her new iPad, what type of consumer communication is this?

Accepted Answer

This is pass-along communication, as the Apple customer is sharing her positive experience with a friend.

Question 12

When a company includes "stories" and/or videos on its Web site of how it has helped individual customers solve an important problem, this is an example of a:

Accepted Answer

Including stories and videos of how a company has helped individual customers solve a problem is an example of a case study, which showcases the company's successes and capabilities in a particular area.

Question 13

All of the following are examples of publicity tools for interactive communication between a company and consumers or business customers EXCEPT:

Accepted Answer

Videos, while a powerful tool for communication and marketing, are not inherently interactive. They are a one-way form of communication from the company to the consumer, unlike social media platforms and microblogs which allow for two-way interaction.

Question 14

If the promotion objective is to get attention and hold interest, which type of publicity would work best?

Accepted Answer

Articles in the press are more likely to grab attention as they have a wider reach and are often seen as more credible than other forms of publicity. They are also more likely to hold interest as they can provide in-depth coverage and analysis of a topic. Customer reviews, white papers, case studies and webinars may be useful for other promotion objectives but are less effective at getting attention and holding interest.

Question 15

Sales promotion activities:

Accepted Answer

Sales promotion activities can be aimed at a firm's own employees in order to motivate and incentivize them to sell more products or services. These types of promotions, such as contests or bonuses, are often used in sales-driven industries like retail or insurance.

Question 16

Facebook, a social network Web site, has _________ million visitors each day in the U.S. alone.

Accepted Answer

The answer of Facebook, a social network Web site, has...

Question 17

When Intuit, a tax and financial planning software company, created a Web site where its QuickBooks customers could interact about problems facing their small businesses, this was an example of a(n):

Accepted Answer

The creation of a website where customers can interact with each other about problems facing their small businesses is an example of an online community.

Question 18

Popular social network Web sites include:

Accepted Answer

All of the listed options are examples of popular social networking websites.

Question 19

All of the following publicity tools are examples of one-way communication from a company to consumers or business customers EXCEPT:

Accepted Answer

Blogs can be a two-way communication tool because they often allow for comments and interactions between the company and the consumers, unlike the other options which are typically one-way in nature.

Question 20

Sales promotion:

Accepted Answer

The best choice is B because it is true that the objectives and situation should determine the specific type of sales promotion that is best. The other options are not true: sales promotions can be used in any stage of the product life cycle, a good mass selling program does not necessarily eliminate the need for sales promotion, and objectives for sales promotion should be developed before making other promotion decisions.

Quiz 16: Advertising, Publicity, and Sales Promotion

If the promotion objective is to develop a desired positioning, which type of publicity would work best?

In the 2009 Nielsen online survey of over 25,000 Internet consumers from 50 countries, what percentage of respondents said they trusted text ads on mobile phones as an information source?

In the 2009 Nielsen online survey of over 25,000 Internet consumers from 50 countries, what percentage of respondents said they trusted online banner advertising as an information source?

A music lover emailed a friend and proclaimed "You must see this video!" The email included a link to a YouTube performance by a relatively unknown British singer. What type of communication is this?

When early adopters of the TiVo digital video recorder created a Web site for fellow loyal customers to communicate with one another about technical problems and how to resolve them, this was an example of a(n) :

Which of the following statements about sales promotion is NOT TRUE?

If the promotion objective is to arouse desire and obtain action, which type of publicity would work best?

All of the following publicity tools are examples of one-way communication from a company to consumers or business customers EXCEPT:

All of the following are examples of publicity tools for interactive communication between a company and consumers or business customers EXCEPT:

When an Apple customer tells a friend how much she likes her new iPad, what type of consumer communication is this?

When a company includes "stories" and/or videos on its Web site of how it has helped individual customers solve an important problem, this is an example of a:

All of the following are examples of publicity tools for interactive communication between a company and consumers or business customers EXCEPT:

If the promotion objective is to get attention and hold interest, which type of publicity would work best?

Sales promotion activities:

Facebook, a social network Web site, has _________ million visitors each day in the U.S. alone.

When Intuit, a tax and financial planning software company, created a Web site where its QuickBooks customers could interact about problems facing their small businesses, this was an example of a(n) :

Popular social network Web sites include:

All of the following publicity tools are examples of one-way communication from a company to consumers or business customers EXCEPT:

Sales promotion: