Marketing Final Ch 12

Front 1

Which of the following is true about the promotion mix?

a) It is the only method of communicating with customers.

b) It is not as important as focusing on product price.

c) It includes a focus budgeting and logistics concerns.

d) It needs to be coordinated with other parts ofthe marketing mix.

e) It is not an effective method of building customer value.

Back 1

It needs to be coordinated with other parts of the marketing mix.

Front 2

A company is attempting todevelop a better method of informing the public about its products anddeveloping a good image in the eyes of the public. Consequently, the companyhires a team to focus on advertising and public relations, trains employees tosell product directly to consumers, and incorporates discounts and sales intoits budget to encourage product sales. Which of the following is this companyworking on?

a) Its marketing mix

b) Its promotion mix

c) Its execution style

d) Its creative concept

e) Its advertising strategy

Back 2

Its promotion mix

Front 3

Which of the following elementsof the promotion mix is most dependent on the image of the company?

a) Advertising

b) Personal selling

c) Direct marketing

d) Public relations

e) Sales promotion

Back 3

Public relations

Front 4

Which of the following is NOT aconsideration when developing an advertising strategy?

a) Advertising budget

b) Target market

c) Advertising objectives

d) Product lines

e) Advertising media

Back 4

Product lines

Front 5

The nature of the promotions mixhas been most affected by which of the following?

a) the production of new and innovative products

b) negative attitudes toward corporations in general

c) changes in communication technology and communication strategies

d) the globalization of the business world

e) the necessity for greater accountability in spending

Back 5

changes in communication technology and communication strategies

Front 6

Which of the following is NOT arecent change in marketing communications?

a) the information consumers are accessing

b) the marketing strategies being used

c) advances in communications technology

d) the use of a promotion mix

e) a focus on narrowcasting as opposed to broadcasting

Back 6

the use of a promotion mix

Front 7

Viva La Video Game is a companythat understands that a successful promotion strategy includes a skillfulcoordination of all marketing strategies. Consequently, the company focuses onblending a mix of personal selling, advertising, direct marketing, salespromotion, and public relations in order to push its products. Which of thefollowing is Viva La Video Game engaging in?

a) cohesive advertising focus

b) blended marketing style

c) holistic communications strategy

d) integrated marketing communications

e) varied communications

Back 7

integrated marketing communications

Front 8

Book Club Books has spent millions of dollarspromoting its new book club in several different media outlets. However,despite their outrageous outlay of money, few people have joined Book ClubBooks. Which of the following best describes Book Club Books?

a) The advertisement has an ineffective creative concept.

b) The company has poorly used consumer generated marketing.

c) The company has a horrendous return on advertising investment.

d) The advertisement has an unsuccessful execution style.

e) The company does not have an advertising strategy.

Back 8

The company has a horrendous return on advertising investment.

Front 9

Holistic Consumables is a grocerystore that sells organic food. The company wishes to know how customers viewits stores and its products, so it has hired a company to analyze how manytimes a customer mentions the store online, posts videos of its advertisements,or “likes” an article about the store or mention of the store. Which of thefollowing is Holistic Consumables measuring?

a) media engagement

b) advertising frequency

c) consumer impressions

d) advertising reach

e) consumer expressions

Back 9

consumer expressions

Front 10

Sapphire is a specialty jewelry retailer basedin the United States. The company retails gold jewelry, diamonds, and designerwatches. The company is in the process of setting its advertising budget foreach product line. Sapphire’s chief financial officer thinks that theobjective-and-task method for setting budgets would be appropriate, whileanother senior manager wishes to use the competitive-parity method.

Which of the following, if true, would mostseriously weaken the chief financial officer’s argument?

a) There is no evidence that budgets based on competitive parity preventpromotion wars.

b) It is difficult to determine which specific tasks will achieve Sapphire’sobjectives.

c) The company has used the competitive-parity method in the past.

d) Studies have found a positive correlation between promotional spending andbrand strength.

e) The competitive-parity method discourages innovative thinking in marketing.

Back 10

It is difficult to determine which specific tasks will achieve Sapphire’sobjectives.

Front 11

Sapphire is a specialty jewelryretailer based in the United States. The company retails gold jewelry,diamonds, and designer watches. The company is in the process of setting itsadvertising budget for each product line. Sapphire’s chief financial officerthinks that the objective-and-task method for setting budgets would beappropriate, while another senior manager wishes to use the competitive-paritymethod. Assume that one of the managers favors the competitive-parity method becauseshe believes that competitors’ budgets represent the collective wisdom of theindustry. Which of the following would be the most effective counterargument?

a) Budgets based on competitive parity usually prevent promotion wars.

b) The competitive-parity method views sales as the result of promotion.

c) The competitive-parity method may invite charges of collusion.

d) Companies differ greatly, and each has its own special promotion needs.

e) Competitors, as a group, usually have a precise idea about the market.

Back 11

Companies differ greatly, and each has its own special promotion needs.

Front 12

Which of the following executionstyles shows how a product falls in line with the way a particular set ofpeople choose to live their lives?

a) Testimonial evidence

b) Slice of life

c) Scientific evidence

d) Lifestyle

e) Personality symbol

Back 12

Lifestyle

Front 13

Which of the following is NOTinvolved in the selection of advertising media?

a) choosing who will be targeted by the advertisement

b) choosing the vehicle of the advertisement

c) choosing the media used to create the advertisement

d) determining which product to advertise

e) determining the scheduling for the advertisement

Back 13

determining which product to advertise

Front 14

Which of the following is anadvantage public relations efforts have over advertising?

a) Public relations is more effective.

b) Public relations is easier to accomplish.

c) Public relations is more cost effective.

d) Public relations results in more product sales.

e) Public relations is easier to adapt to different audiences.

Back 14

Public relations is more cost effective.

Front 15

Dreamboat Dolls has doneeverything possible to ensure that the public recognizes its brand. The logo isemblazoned on every Dreamboat Doll and is featured in every single commercial.Children can buy notebook paper with the company logo on it, as well as otherschool supplies such as book covers, pencils, spiral notebooks, folders, and3-ring binders. The company even has several employees whose only job is todrive company cars with the logo painted on their sides around schools andplaygrounds. Which of the following public relations tools is Dreamboat Dollsusing?

a) special events

b) public service activities

c) written materials

d) audiovisual materials

e) corporate identity materials

Back 15

corporate identity materials