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Marketing: A McGraw-Hill and QUT Custom Publication

Marketing

A McGraw Hill and QUT Custom Publication

The Promotional Mix

Multiple Choice Quiz


1		Advertising is seen to be most effective at
			A)	changing the way people evaluate products
			B)	cost-effectively increasing sales of consumer products
			C)	reaching large numbers of potential customers simultaneously
			D)	motivating people to buy
			E)	growing the target audience


2		Advertising expenditure varies significantly
			A)	across product categories
			B)	between seasons
			C)	according to marketing management’s individual biases
			D)	according to the level of competition
			E)	according to its political correctness at the time


3		Every advertisement and every advertising campaign should
			A)	feature an attractive personality – research has shown the enormous pulling power of sporting heroes, for example
			B)	have an appropriate combination of visual and psychic appeals
			C)	pursue clearly defined objectives
			D)	consider competitive response
			E)	aim at profitability


4		Advertising which promotes the sale of a specific product is called ……… advertising
			A)	pioneering
			B)	comparative
			C)	marketplace
			D)	campaign
			E)	product


5		Advertising which aims to keep the product’s name in the public’s mind is called ………. advertising
			A)	repetitive
			B)	reminder
			C)	cyclical
			D)	seasonal
			E)	top-up


6		An oil exploration company is concerned at possible environmentalist backlash over its offshore drilling program. It runs television advertising showing seals basking on a drilling platform with the message ‘Sharing the ocean’s bounty with the neighbours.’ This is an example of ……… advertising.
			A)	cause
			B)	informative
			C)	persuasive
			D)	institutional
			E)	pioneering


7		Sometimes various members of a distribution channel engage in co-operative advertising. Co-ordinating this activity is called …………. co-operation
			A)	vertical
			B)	channel
			C)	conglomerate
			D)	wholesaler–retailer
			E)	distribution


8		CBD Week is an annual promotion, featuring advertising, entertainment, specials, prizes, etc., organised by central business district retailers in a regional city. This is an example of
			A)	regional advertising
			B)	horizontal co-operation
			C)	joint promotion
			D)	co-operative advertising
			E)	distribution channel co-operation


9		The most profitable magazines seem to be those aimed at
			A)	affluent consumers
			B)	clearly defined markets
			C)	women
			D)	the university-educated
			E)	mass audiences


10		Advertising on the domestic garbage ‘wheelie bins’ provided by local councils is an example of
			A)	in-home targeting
			B)	opportunistic advertising
			C)	point-of-use advertising
			D)	consumer targeted advertising
			E)	specialised media


11		An Internet advertisement designed to be seen only by an audience meeting certain qualifications illustrates the concept of
			A)	demographic focus
			B)	concept relevance
			C)	portal exposure
			D)	pointcasting
			E)	nicheing


12		The process of deciding what the advertising words and pictures should communicate is called
			A)	creative or copy strategy
			B)	context setting
			C)	message management
			D)	strategic focus
			E)	message targeting


13		Attractive models, babies, and animals are examples of
			A)	perceptual thresholds
			B)	interest generators
			C)	attention-getting devices
			D)	message management
			E)	creative portals


14		The idea that an advertisement should not tell the whole story, but instead aim for a narrower focus, is encapsulated in the concept of
			A)	perceptual focus
			B)	the KISS principle
			C)	the unique selling proposition (USP)
			D)	behavioural nexus
			E)	interest channelling


15		A strategy aimed at rectifying …………….. is the use of confirmation that the right purchase decision has been made
			A)	advertising wearout
			B)	over-exposure
			C)	perceptual overload
			D)	benefit fatigue
			E)	post-purchase dissonance


16		As feedback on the success of advertising strategy, ………… may be used to assess how consumers have responded to advertising
			A)	scan data from selected supermarkets
			B)	skin moisture measurements
			C)	eye reaction tests
			D)	customer enquiry rates
			E)	all the above


17		Governments of many countries have legislated on what kinds of advertising is permitted. The motivation behind this legislation is
			A)	political support for business
			B)	maintaining fairness and appropriateness
			C)	maintaining cultural integrity
			D)	opposition to foreign companies doing business in the country
			E)	economic (control of spending on consumer goods)


18		A significant reason behind the trend for advertising agency mergers to form ‘mega-agencies’ is suggested as
			A)	legal pressure
			B)	improving the skill base
			C)	use of the Internet
			D)	the expansion of international marketing
			E)	growing use of IT


19		Communications designed to prompt immediate feedback by customers are known as ……….. promotions
			A)	direct–response
			B)	specific response
			C)	stimulus–response
			D)	customer–direct
			E)	interactive response


20		‘The heart of direct marketing is ………..’
			A)	the savings gained from eliminating the middleman
			B)	achieving a measurable, direct response from specific target customers
			C)	its high cost-effectiveness
			D)	its reliance on automation, boosted by recent technology innovations
			E)	the ability to deliver at attractively low margins


21		Suzie orders a book from a direct mail book marketer. She subsequently receives direct mail from the book marketer regularly. This is probably because
			A)	she is on the mailing list
			B)	she lives in a suburb targeted by the marketer
			C)	she does not request deletion from the mailing list
			D)	she does not return unsolicited product.
			E)	direct marketers often find that people who respond to direct mail make good prospects for future purchases


22		Pacific Sunscreens sends a letter to its pharmacy customers offering ’15 to the dozen bonus stock for orders received during the month of September only. We want to help you to stock up for what promises to be a long hot summer.’ This is an example of
			A)	sales promotion aimed at intermediaries.
			B)	direct-to-channel marketing
			C)	seasonal channel promotion
			D)	distributor targeting
			E)	co-operative channel advertising


23		Supermarket retailers are increasingly selling their own brands of grocery products. One effect of this is
			A)	consumers are developing a strong preference for these brands
			B)	sales are down where this is happening
			C)	grocery product manufacturers are being pressured to ‘buy’ shelf space with increased levels of sales promotion
			D)	manufacturers are turning to other forms of retailing
			E)	manufacturers are seeking legal redress


24		Which of the following sales promotions are aimed at consumers?
			A)	coupons
			B)	aisle displays
			C)	promotion allowances
			D)	both A and B above
			E)	A, B, and C above.


25		‘OK, team,’ says sales manager Lisa Barrett at the Friday sales meeting. ‘A weekend on the Gold Coast for the whole team if we make 110 per cent of the September budget. Now go to it!’ This is an example of
			A)	team based sales promotion
			B)	direct sales incentives
			C)	sales-based motivators
			D)	sales role definition
			E)	sales promotion directed at the salesforce


26		A retailer which switches business among competing brands in order to score as many sales promotions as possible, such as bonus offers, is said to be
			A)	horse trading
			B)	deal-prone
			C)	‘shopping’
			D)	leveraging
			E)	wheeling


27		Crown Brand Snack Foods runs identical sales promotions in 24 different countries. This practice is called a/an
			A)	global promotion program
			B)	regional co-operative promotion
			C)	regional sponsorship promotion
			D)	market-tailored incentive
			E)	area standardisation initiative


28		Public relations is used to
			A)	lobby governments in attempts to get them to enact favourable legislation
			B)	repair damage to a corporation’s image, e.g. after product tampering extortion attempts
			C)	‘talk up’ share prices
			D)	communicate with shareholders
			E)	all the above


29		The practice of supporting, say, a TV program in exchange for an announcement of this fact during the program is called
			A)	sports sponsorship
			B)	hybrid sponsorship
			C)	media publicity
			D)	broadcast sponsorship
			E)	event publicity


30		A common argument for using several promotional tools together rather than just one or two is
			A)	creation of synergy (2+2=5)
			B)	a safety measure to ensure comprehensive coverage
			C)	the concept of redundancy
			D)	to keep vested interests on side, e.g. media companies
			E)	risk spreading

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