Question 1 An ad which offers the consumer$100 off on his next grocery store visit is most likely aimed at: Answer a arousing desire b obtaining action c getting attention d holding interest Question 2 Which of the following is NOT anexample of sales promotion? Answer a a banner ad on AOL’s stockpage b bumper sticker that says,“Drink more milk“ c samples of a new low-fat snackcracker given away at a supermarket d a display of fishing equipmentby a sporting goods store in a shopping mall e a small toy in a kid’s“happy meal” at McDonald’s Question 3 The best way to reach INNOVATORSis through: Answer a the mass media b salespeople c local opinion leaders d impersonal and scientificinformation sources e salespeople and the mass media Questions 4 Budgeting for marketing expensesby computing a percentage of forecasted sales: Answer a is especially suitable for newproducts balways results in increasedexpenditure levels from year to year c is very complicated–and thusthis method is not used very often d may lead to a drop in marketingexpenses at a time when the firm wants to maintain or expand sales e tends to result in largechanges in marketing expenses from year to year Question 5 Boomerang, Inc has created areally new product and the firm’s marketing manager is worried that consumersmay not buy the product because it is such a different way of satisfying thebasic need The promotion blend for the new product probably should emphasize____________ advertising during market introduction Answer a comparative binstitutional creminder d pioneering e competitive Question 6 All of SGCA’s products are madefrom recycled material and the company wants to promote its environmentalpractices What kind of advertising would be most appropriate to do this? Answer a competitive advertising b comparative advertising c pioneering advertising d institutional advertising Question 7 A farmer’s cooperative inCalifornia is sponsoring TV ads aimed at getting Americans to eat more garlicThe ads don’t mention any brand names This is an example of ______________advertising Answer a competitive b pioneering c indirect competitive d reminder e comparative Question 8 Which of the following is NOT anexample of sales promotion? Answer a a small toy in “kids’packs” at a Wendy’s fast-food restaurant b a half-page ad in the telephoneYellow Pages for a security service c an auto bumper sticker thatsays “Buy American“ d samples of a new brand ofcheese given away at a supermarket e a display of fishing equipmentby a sporting goods store in a shopping mall Question 9 Integrated direct-responsepromotion: Answer a isn’t necessary or useful whenthe channel of distribution involves middlemen b is usually part of a pushingeffort rather than part of a pulling approach c focuses on achieving ameasurable, direct response from specific target customers d is not part of many marketingmixes Question 10 The brand manager who puts together a promotion blend for Yummy Mondaes should: Answer a realize that the right blend depends more on what customers expect than what the firm wants to accomplish b determine who the firm istrying to influence c determine the one right promotion blend and then implement it d be primarily concerned with informing rather than persuading Question 11 What is a full-service advertisingagency? What services does it provide to a company? How does it differ from amore specialized advertising agency? What are two ways advertising agencies are paid? Describe in detail how each of those payment methods work Question 12 What is the AIDA model? Explain the importance of each of the four steps in the model and how each step is related to a firm’s promotional objectives
Question 1
An ad which offers the consumer
$100 off on his next grocery store visit is most likely aimed at:
Answer
a arousing desire
b obtaining action
c getting attention
d holding interest
Question 2
Which of the following is NOT an
example of sales promotion?
Answer
a a banner ad on AOL’s stock
page
b bumper sticker that says,
“Drink more milk“
c samples of a new low-fat snack
cracker given away at a supermarket
d a display of fishing equipment
by a sporting goods store in a shopping mall
e a small toy in a kid’s
“happy meal” at McDonald’s
Question 3
The best way to reach INNOVATORS
is through:
Answer
a the mass media
b salespeople
c local opinion leaders
d impersonal and scientific
information sources
e salespeople and the mass media
Questions 4
Budgeting for marketing expenses
by computing a percentage of
Answer
a is especially suitable for new
products
balways results in increased
expenditure levels from year to year
c is very complicated–and thus
this method is not used very often
d may lead to a drop in marketing
expenses at a time when the firm wants to maintain or expand sales
e tends to result in large
changes in marketing expenses from year to year
Question 5
Boomerang, Inc has created a
really new product and the firm’s marketing manager is worried that consumers
may not buy the product because it is such a different way of satisfying the
basic need The promotion blend for the new product probably should emphasize
____________ advertising during market introduction
Answer
a comparative
binstitutional
creminder
d pioneering
e competitive
Question 6
All of SGCA’s products are made
from recycled material and the company wants to promote its environmental
practices What kind of advertising would be most appropriate to do this?
Answer
a competitive advertising
b comparative advertising
c pioneering advertising
d institutional advertising
Question 7
A farmer’s cooperative in
California is sponsoring TV ads aimed at getting Americans to eat more garlic
The ads don’t mention any brand names This is an example of ______________
advertising
Answer
a competitive
b pioneering
c indirect competitive
d reminder
e comparative
Question 8
Which of the following is NOT an
example of sales promotion?
Answer
a a small toy in “kids’
packs” at a Wendy’s fast-food restaurant
b a half-page ad in the telephone
Yellow Pages for a security service
c an auto bumper sticker that
says “Buy American“
d samples of a new brand of
cheese given away at a supermarket
e a display of fishing equipment
by a sporting goods store in a shopping mall
Question 9
Integrated direct-response
promotion:
Answer
a isn’t necessary or useful when
the channel of distribution involves middlemen
b is usually part of a pushing
effort rather than part of a pulling approach
c focuses on achieving a
measurable, direct response from specific target customers
d is not part of many marketing
mixes
Question 10
The brand manager who puts together a promotion blend for Yummy Mondaes should:
Answer
a realize that the right blend depends more on what customers expect than what the firm wants to accomplish
b determine who the firm is
trying to influence
c determine the one right promotion blend and then implement it
d be primarily concerned with informing rather than persuading
Question 11
What is a full-service advertising
agency? What services does it provide to a company? How does it differ from a
more specialized advertising agency? What are two ways advertising agencies are paid? Describe in detail how each of those payment methods work
Question 12
What is the AIDA model? Explain the importance of each of the four steps in the model and how each step is related to a firm’s promotional objectives
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