Answers from MCQs Flashcards
According to the integrated marketing approach to promotion, personal selling should be viewed as a:
partner with the other elements of the promotional mix.
Personal selling differs from other forms of promotional communications because it uses _____ communications and the other elements of the promotional mix do not.
dyadic
The sales force is a major party of the integrated marketing communications (IMC) mix, when:
advertising media do not provide effective links with target markets
The personal selling area is constantly evolving from the impact of technology. Which of these is not one of the traditional seven steps of selling?
negotiation
A salesperson who wants to create a long-term bond with a customer should use:
relationship marketing
In which type of industry would you be most likely to find missionary sales reps?
industries where the manufacturer uses a distributor
After Humphrey purchased a new digital camera for his vacation, the retail sales clerk asked if he would also like to buy digital cards on which he could store the pictures until he was back at his computer again. The sales clerk has just engaged in:
cross-selling
Which of the following is a disadvantage associated with the use of personal selling?
poor reach
A manufacturer could combine personal selling and _____ if it got a national newspaper to run a series of articles describing a new product it was developing, that was made of recycled materials, and then instructed its salespeople to mail the news article, along with a personal card, to each customer they thought might be interested in buying the new product.
public relations activities
A manufacturer could combine personal selling and _____ if it got a national newspaper to run a series of articles describing a new product it was developing, that was made of recycled materials, and then instructed its salespeople to mail the news article, along with a personal card, to leads they thought might be interested in buying the new product.
direct marketing
The number of sales calls made, selling expenses and percentage of goods returned are all examples of _____ measures of a salesperson’s performance.
quantitative
Which of the following is not an example of a criterion that can be used to evaluate a salesperson’s performance?
new-product development
What does it mean when the text describes sales promotions as acceleration tools?
Sales promotions are designed to speed up the sales process.
The fact consumers have become less brand loyal and are purchasing more on the basis of price has resulted in:
the use of more sales promotions
Worldspan, a travel company, has sponsored SEC, Big Ten and Mountain West sports for years. Worldspan uses its sponsorships to develop relationships with universities and with their graduates. In other words, its uses its sales promotion to:
target specific markets
Which of the following is the best example of a product that is suitable for sampling?
dry pet food
Redbull had cans of its energiser drinks to give out to attendees at the National Skateboarding Championship Games. This would have been an example of _____ sampling.
event
The toys found in McDonald’s Happy Meal boxes are a classic example of a:
free premium
Clear Channel radio stations ran a _____, a type of _____ in which it offered listeners a chance to win $2 million if they were the correct caller after they heard Elton John’s voice say, ‘Call now for your chance at $2 million’.
sweepstake; consumer promotion
Which of the following statements about how contests and incentives are used as trade promotions is true?
Contests and incentives can be tied to product sales, new account placements or merchandising efforts.
Buying allowances are used because they are:
- easy to implement
- well-accepted by resellers
- an effective way to encourage resellers to buy a manufacturer’s products
A few years ago Dannon introduced a yoghurt-based drink which never hit a forecasted level of minimum sales. Some supermarkets demanded Dannon pay ______ to cover the costs associated with stocking, maintaining inventories and pulling the product off the shelves.
failure fees
Marketing public relations (MPR) functions add value to the integrated marketing communication (IMC) program by:
- creating advertising news where there is no product news
- providing information to opinion leaders
- building marketing excitement before media advertising breaks
Which of the following is an example of a disadvantage associated with the use of marketing public relations (MPR)?
There are no standard effectiveness measures for MPR.
Once research has been conducted and the target audiences identified, the public relations program must be developed and delivered to the receivers. Which of the following is not an example of a PR tool used for this purpose?
product placement
Which of the following statements about public relations is true?
The key to effective public relations is to establish a good program, worthy of public interest, and to manage it properly.
Publicity:
is the generation of news about a person or product that appears in broadcast or print media
The two major problems that arise from the use of publicity deal with:
timing and accuracy
Handy Homes employed 116 athletes who participated in the Beijing Olympics. The retailer gave them money and time off to make their dreams a reality. The Handy Homes ads showed its athlete-employees preparing to leave for the Olympics and saying good-bye to co-workers. These ads can be categorised as:
image advertising
Handy Homes employed 116 athletes who participated in the Beijing Olympics. The retailer gave them money and time off to make their dreams a reality. The Handy Homes ads, showing its athlete-employees preparing to leave for the Olympics and saying good-bye to co-workers, would be an example of:
corporate advertising
Roughly 100 million mobile phones are discarded each year in Europe alone. This results in tens of thousands of tonnes of waste each year. One phone retailer has set up a recycling program in which they accept used mobiles from customers, sell the reusable parts and recycle the other components (resins, plastics and glass), sending them to China where they are reused. An ad, sponsored by the retailer, trying to enlist customers and other computer resellers to recycle to preserve the environment, would be an example of:
advocacy advertising
AngloGold, the South African gold mining company, sponsors a charity that works to prevent AIDS and to treat those who are already stricken with the disease. The company made a large donation to an AIDS organisation and has promised continued support. An ad describing these activities and asking others for additional support would be an example of:
cause-related advertising
Which of the following statements about the use of the internet in an IMC program is true?
The internet has had a major impact on the media landscape and the way marketers communicate with customers.
Reasons for the ‘digital revolution’ include consumers’ desire for ____________ and __________________.
information; control over information they receive
When major corporations first began to conduct business on the internet, they put up websites primarily for the purpose of:
providing information
Which of the following is an example of a communications objective for marketing on the internet?
- create awareness
- generate interest
- stimulate trial
Which of the following is not an internet communication objective?
develop consumer demographic profiles
In the adoption of new products by consumers, the internet has been found to be an effective medium to _________________.
stimulate trial
There are two types of internet sponsorships:
regular and content
Personalisation is closely related to:
webcasting technologies
The fastest growing form of advertising on the internet is:
paid search or search engine advertising
Which of the following statements about internet terminology is true?
The use of streaming video is an example of rich media.
Which of the following describes a disadvantage associated with use of the internet as an advertising medium?
the potential for annoyance
the potential for annoyance
the growing use of consumer credit cards
Clean & Pure (C&P) developed a tagline for its night cream: ‘Always clean and pure’. To support its new tagline, C&P sent postcards to customers listed in an in-house database. The postcards showed the C&P logo and the words ‘It’s coming. 06/12’. The first step C&P should have taken to implement this direct marketing program was to:
establish the program’s objectives
Australia Post recommends direct marketers use an RFM scoring method for determining the effectiveness of their databases. The ‘M’ in RFM stands for:
monetary transactions between the company and the customer
In the _____ to direct marketing, the medium is used directly to obtain an order. The goal is to generate an immediate sale when the ad is shown.
one-step approach
Clean & Pure (C&P) developed a tagline for its night cream: ‘Always clean and pure’. To support its new tagline, C&P sent postcards to customers listed in an in-house database. The postcards showed the C&P logo and the words ‘It’s coming. 06/12’. This in-house database was used as:
a mailing list
Whiskas cat food mailed a packet of catnip seed to every person who visited its website. The visit to the website had triggered a donation to Whiskas Homeward Bound program, which supports cat shelters across the nation. The seed packet was Whiskas’ way to thank each visitor. With the catnip seeds, a note advised consumers to visit www.whiskas.com.au if they wanted to create a cat-friendly garden. The mailing of the catnip, plus a note inviting consumers back to the website, illustrates the use of _____ on the internet.
direct marketing
What is the simplest way to determine the effectiveness of a direct-marketing program?
Count the number of responses generated.
Broadcast commercials for Readers Digest, advising viewers to watch their mail for sweepstakes coupons from Readers Digest, is an example of:
support advertising
The three forms of direct selling are the party plan, repetitive person-to-person selling and:
non-repetitive person-to-person selling
What does it mean when an advertiser expresses concern about direct marketing providing selective reach?
The advertiser is concerned about waste coverage.
Which of the following is a disadvantage associated with direct marketing?
increasing postal rates
A manufacturer of riding equipment used an Olympic gold medallist in its ads because it believed an equestrian champion shown using its equipment would attract the attention of non-users. If it were discovered at a later date that the rider had fed his horse some illegal drug to enhance its performance and the Olympic Committee stripped him of his gold medal, the riding equipment manufacturer would have a problem with:
source factor
Which of the following is not an example of a field posttest?
portfolio tests
Conducting evaluative research on advertising is not easy. To simplify the task, twenty-one of the largest advertising agencies in the United States created a set of nine principles called PACT. The acronym PACT stands for:
positioning advertising copy testing
Which of the following statements describes a weakness associated with focus group research?
The results are not quantifiable.
A marketer of vitamin and mineral supplements targeted to people over 50 has developed an ad in which it implies that older people who take its supplements have the desire and the vigour to engage in sexual activities in the most unusual places. Using what kind of pretests would the marketer discover whether many older people consider the ad offensive?
comprehension and reaction tests
A consumer jury has been asked to rate a series of automobile commercials. Many members of the jury grew up during the 1980s and really like heavy metal bands. Only one of the commercials uses a heavy metal sound track. They ranked this commercial as their favourite even though they also admitted that the car was difficult to see in the commercial lighting and the copy was boring. The _____ caused them to like the commercial based on a single attribute.
halo effect
The primary advantage of using a dummy advertising vehicle to pretest finished ads is:
its ability to approximate a more natural setting than other testing methods
Eye tracking:
- can identify strengths and weaknesses of ads
- has been used to measure the effectiveness of internet advertising
- is used to determine which element of the ad is attracting attention
The most popular method of posttesting an ad’s effectiveness in the broadcasting industry is:
DAR tests
The advantage of test marketing ads is:
realism
For tracking studies to successfully measure an ad’s effectiveness:
The research objectives should be properly defined.
Digital platforms are playing an increasingly important part in IMC. Which one of these is not an example of digital platforms?
netbooks, tablets, Facebook
A movie production company that has made a big budget science fiction movie will more than likely want to promote the movie on the SciFi channel because of the very specialised market that channel targets. In other words, the movie production company wants to use:
narrowcasting
Whirlpool, an appliance manufacturer, developed a washer that is environmentally-friendly. Even though Whirlpool is excited about the prospects for the new product, it realises most consumers will consider the product boring. The Whirlpool agency has developed an extremely creative ad for the new washer that makes use of sight and sound to create a perception of how exciting it can be to do something good for the earth without having to expend any extra effort. What media do you recommend for this ad?
tv
Charlene enjoys watching TV programs on the History channels and the Discovery channels and sometimes has a hard time choosing which programs to watch. She will often start with one program and move to another as soon as commercials begin. Then she will move to yet another show at start of the next commercial break. Charlene engages in:
zapping
The cost of buying TV advertising time varies depending on the:
time of day and the particular TV program
Mazda has run several commercials in which it shows stunt drivers making Mazda automobiles do nearly impossible manoeuvres to show audiences how Mazda will respond for them in more normal driving situations. Each commercial has the same young boy saying, ‘Zoom. Zoom’. Imagine a radio commercial for Mazda in which the sounds of revving engines in the background are overlaid with the voice of the young boy saying the same thing. This would be the use of a technique called:
image transfer
Australasian Dirt Bike, Men’s Health and Cosmopolitan magazines are all examples of _____ magazines because they are purchased by the general public for information and/or entertainment.
consumer
In a full-page ad for Vaseline Intensive Care lotion, there is a picture of a woman in a strapless gown with the slogan, ‘Why should your face get all the good stuff?’ The ad extends to the end of the page with no white margins. This ad uses:
bleed page
Deborah subscribes to Australian Crafts, a magazine that provides instructions on crafts such as soap making, tatting and cane weaving. She saves every issue and often uses them as reference material. The way Deborah uses this publication demonstrates which advantage of magazines as an advertising medium?
permanence
When an advertiser uses a split run, it is taking advantage of which benefit offered by magazines?
services
A small company is marketing a line of fluorescent-coloured duct tape. It wants to target skateboarders because duct tape is a popular way of repairing battered boards. The company also thinks its product has value to crafters as decorative trim. Furthermore, it sees do-it-yourselfers as a third market for the tape. Which of the following techniques could it use to most efficiently market its tape?
use a magazine network
The major types of newspaper advertising are:
display and classified
In most areas of the country, at least 50 per cent of the households read a daily newspaper. Which advantage of newspapers as an advertising medium does this fact describe?
extensive penetration
_____ are used to reach those people in the target market that primary media may not have reached and to reinforce or support their messages:
alternative media
Outdoor advertising includes street furniture, billboards and:
transit advertising
Advertising that is moved around on scooter trailers is:
a mobile billboard
Geographic selectivity, a high degree of frequency, long length of exposure and low absolute and relative costs are all advantages of:
out-of-home advertising
A major reason for the continued success of outdoor advertising is:
it has a very effective CPM (cost per thousand)
Which of the following advertising media is described as non-intrusive?
yellow pages
Lack of clutter, demographic selectivity and high recall levels are all advantages of:
cinema advertising
The fact the characters on the television show Neighbours frequently drank Schweppes beverages is an example of:
product placement
Which of the following statements about media planning is true?
Media planning is a process which means a number of decisions are made, each of which can be altered or abandoned as the plan develops.
Which of the following is a problem that contributes to the difficulty associated with media planning?
inconsistent terminology
The index number is considered a good indicator of:
market potential
Which of the following is an example of an internal factor that can influence media planning?
managerial and administrative capabilities
When an ad for items to celebrate the Chinese New Year is published in a local newspaper that reaches everyone in a community—not just its Chinese population, _____ has occurred:
waste coverage
Timex watches are advertised during December, when they are frequently purchased as gifts, and at graduation time for the same reason. At other times of the year, you will not see ads for Timex watches. Timex uses a _____ schedule for its advertising.
flighting
If an ad promoting the newest Brad Pitt movie is placed on two television shows, the total number of people exposed to the ad once is called:
unduplicated reach
Which of the following products will need to maximise reach, particularly unduplicated reach, to create awareness for the product in as many people as possible?
Band-Aid liquid bandages, a new product
Which of the following is an example of a media factor that is important in determining frequency levels?
clutter
Why does an effective media strategy require a degree of flexibility?
- as a result of market threats
- due to the availability of media
- due to changes in media or media vehicle
Assume the cost of a full-page ad in Fit magazine is $20 000, and the publication has a circulation of 98 000, and assume the cost of a full-page ad in Fitness magazine is $17 000, and its circulation is 82 500. Which of the following statements describes this situation?
With all things being equal, it costs slightly more to advertise in Fitness than it does in Fit.
Handy Homes’ development of a new slogan, ‘You can do it. We can help,’ is a(n) _____ that is part of its strategy to communicate a stronger commitment to customer service.
creative tactic
Band-Aid brand bandages communicates its _____, ‘The better healing bandage’, in all of its advertising and other promotional efforts.
campaign theme
In a one-sided message:
only positive attributes or benefits are communicated
Advertising creativity:
can break through competitive clutter
When Omega introduced the Omega Elite 452, it was the first energy-saving washing machine that was turbo-charged. The machine uses only 15.8 litres of water while a conventional machine uses 42.4 litres. Furthermore, the machine spins clothes at 1200 rpm, which means clothes spend less time in the dryer. The fact that the washing machine is environmentally-friendly is its:
unique selling proposition
Taps are a utilitarian item that most people take for granted. In fact, for most people, a tap is a tap. But Corinthian would like you to think differently about its taps. Corinthian-brand taps are advertised as ‘Beautifully engineered’ and designed for people who appreciate beauty and want it in all facets of their lives. Ads for Corinthian brand taps use:
image advertising
Anyone who has watched the Olympics recognises the stand on which first, second and third place winners stand to receive their medals. An ad for Mercedes-Benz shows such an award stand in a crowded arena. The second and third medallists are in place, but where the gold medallist is to stand is vacant. Then there is the slogan for Mercedes-Benz: ‘Once you’ve driven one, there’s no turning back’. The implication is that the gold medallist is now behind the wheel of an E-Class Mercedes and doesn’t care about receiving a gold medal. Mercedes-Benz used _____ to show how exciting it is to drive an E-class Mercedes.
inherent drama
An ad promoting South Australia to tourists shows the stereotypical family having fun together playing on the beach. Because the purpose of the ad is to make consumers believe a trip to South Australia would create the same feelings of joy for their families, the ad is an example of a _____ ad.
transformational
When Lyndon Johnson ran for US President against Barry Goldwater, the Johnson campaign ran ads showing a child plucking the petals from a daisy with an atomic explosion in the background. This was to reinforce the belief that Goldwater would start a nuclear war. This ad is an example of the use of a _____ appeal.
fear appeal
The ad shows a woman with a red nose, wiping her nose with a ‘normal’ tissue. The voice-over compares the effect of Kleenex aloe-vera tissues to ‘normal’ tissues. This ad is an example of:
comparative advertising
For which of the following products would you most likely see the advertiser using a slice-of-life execution method?
disposable nappies
The basic components of a print ad are the:
headline, the body copy, the visual or illustration and the layout
Subheads
are used to enhance the readability of the message by highlighting key sales points
The visual portion of a print ad:
- must attract attention to the ad
- must work in a synergistic fashion with the headlines and the body copy
- communicates the advertising message by itself in some print ads
The storyboard for a TV commercial most closely relates to the _____ used in print advertising.
layout
What is an animatic?
a videotape of the storyboard along with soundtrack
Which of the following statements about client evaluation and approval of creative work is true?
The evaluation process must determine if the creative approach is appropriate for the client’s target audience.
