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Homework answers / question archive / Harran University - Yeniehir Campus MGT 201 Chapter 16 Advertising and Sales Promotion Strategies 1)The goal of_is to influence how consumers think, feel, and act toward a brand or market offering

Harran University - Yeniehir Campus MGT 201 Chapter 16 Advertising and Sales Promotion Strategies 1)The goal of_is to influence how consumers think, feel, and act toward a brand or market offering

Management

Harran University - Yeniehir Campus

MGT 201

Chapter 16 Advertising and Sales Promotion Strategies

1)The goal of_is to influence how consumers think, feel, and act toward a brand or market offering.

A)           encoding

B)            decoding

C)            marketing analysis

D)           marketing communications

E)            feedback

 

2)            Marketing communication is also known as         .

A)           production B) promotion

C)            pricing

D)           press

E)            placement

 

3)            Which of the following is a direct communication that marketers can use to communicate with a target market? A) personal selling

B)            advertising

C)            sales promotions

D)           sponsorships

E)            public relations

 

4)            The communication channel a company uses to convey its advertising messages from sender to receiver is called the            .

A)           message B) medium

C)            encoder

D)           communicator

E)            feedback

 

5)            The receiver assigns meaning to the language or graphics in an advertisement through a process known as

                .

A)           disencoding

B)            feedback

C)            encoding D) decoding

E) response

 

6)            When a customer lets a producer know something about its products or advertising, the customer is providing

                .

A)           decoding

B)            noise

C)            feedback

D)           encoding

E)            viral marketing

 

7)            In the marketing communications process, a consumer request for additional information on a product is an example of         .

A)           decoding

B)            noise

 

C)            feedback

D)           encoding

E)            viral marketing

 

8)            Anything that might distort, block, or otherwise prevent a message from being properly encoded, sent, or comprehended is referred to as               .

A)           noise

B)            static

C)            feedback

D)           response

E)            decoding

 

9)            In the traditional model of the marketing communication process, the marketer is the   and the consumer is the         .

A)           receiver; sender

B)            receiver; sender and receiver C) sender; receiver

D) sender and receiver; receiver

 

10)          A marketing communications objective to            has the goal of influencing how the consumer feels about a category or brand and encouraging the consumer to find out more.

A)           help the consumer recognize a need B) build awareness and interest

C)            remind about a brand

D)           reinforce the buying decision

E)            stimulate action

 

11)          A marketing communications objective to            has the goal of influencing the consumer to take the next step toward buying.

A)           help the consumer recognize a need

B)            build awareness and interest

C)            reinforce the buying decision

D)           remind about a brand E) stimulate action

12)          Communication between consumers about a brand, marketing offer, or marketing message is referred to as

                .

A)           publicity

B)            public relations

C)            direct marketing D) word of mouth

E) personal selling

 

13)          Which of the following is NOT a major marketing communication tool?

A)           sales promotion

B)            strategic positioning

C)            direct marketing

D)           public relations

E)            advertising

 

14)          Of the following, which type of marketing communication tool gives the marketer the greatest level of control over the message?

A)           sales promotion B) advertising

C)            public relations

D)           word of mouth

E)            personal selling

 

15)          Which of the following types of marketing communication tools offers the marketer the lowest level of control over the message?

A)           sales promotion

B)            advertising

C)            public relations D) word of mouth

E) personal selling

 

16)          Which of the following is aimed at encouraging consumers to share a company's marketing message with friends?

A)           advertising

B)            sales promotions

C)            sponsorships

D)           personal selling E) viral marketing

 

17)          Any paid form of nonpersonal communication of a marketing message by an identified sponsor through mass media is called       .

A)           sales promotion B) advertising

C)            publicity

D)           personal selling

E)            public relations

 

18)          Unlike public relations,  messages are by definition paid marketing communications.

A)           word of mouth

B)            publicity C) advertising

D)           viral marketing

E)            two-way marketing

 

19)          In 2008, were the top advertising spending category in the United States.

A)           food producers

B)            automobile manufacturers

C)            apparel producers

D)           health care providers

E)            restaurants

 

20)          Advertising         define the task that advertising must accomplish with a specific target audience during a specific period of time.

A)           objectives

B)            budgets

C)            strategies

 

D)           campaigns

E)            evaluations

 

21)          After determining its advertising objectives, the company's next step in developing an advertising program is to            .

A)           set its advertising budget

B)            select the media channel

C)            use cash refund offers

D)           plan its advertising campaign

E)            develop its message strategy

 

22)          Which type of advertising is used to build awareness and initial demand for a new product?

A)           personal advertising

B)            persuasive advertising

C)            reminder advertising D) informative advertising

E) comparative advertising

 

23)          Which type of advertising is used to develop brand preferences and to increase brand loyalty?

A)           personal advertising B) persuasive advertising

C)            reminder advertising

D)           informative advertising

E)            comprehensive advertising

 

24)          Which type of advertising is used to maintain brand awareness?

A)           personal advertising

B)            persuasive advertising C) reminder advertising

D)           informative advertising

E)            causal advertising

 

25)          Which of the following statements about advertising is true?

A)           Advertising is personal communication from an identified sponsor using the mass media.

B)            Consumers perceive advertising as always having a high level of credibility. C) Advertising can be used to suggest how to compare competing brands.

D)           The effect of advertising is more easily measured than the effect of sales promotions.

E)            Advertising always relies on factual information.

 

26)          To be successful, an advertisement must             .

A)           guarantee the highest quality product

B)            offer the highest quality service

C)            reach consumers frequently

D)           promise the lowest market price E) gain the attention of consumers

 

27)          Which message execution style depicts average people using a product in an everyday setting?

A)           lifestyle

B)            scientific evidence C) slice of life

 

D)           personality symbol

E)            technical expertise

 

28)                         refers to how many people were exposed to a brand through a promotional effort and               

refers to how many times they were exposed.

A)           Reach; exposure

B)            Reach; efficiency C) Reach; frequency

D)           Efficiency; frequency

E)            Efficiency; synergy

29)          The use of short-term incentives to encourage the purchase of a product or service is called       .

A)           direct marketing B) sales promotion

C)            advertising

D)           public relations

E)            publicity

 

30)                         involves enhancing the value of a market offering for a limited time.

A)           Direct marketing

B)            Viral marketing

C)            Advertising

D)           Sales promotion

E)            Publicity

 

31)          Trade promotions are incentives offered to        .

A)           stakeholders

B)            retailers and wholesalers

C)            end users

D)           individual consumers

E)            internal publics

 

32)          "Buy it now" is the message of  .

A)           indirect marketing

B)            advertising

C)            sponsorship

D)           sales promotion

E)            publicity

 

33)          Sales promotions are targeted toward all of the following EXCEPT             .

A)           retailers B) investors

C)            consumers

D)           business customers

E)            members of the sales force

 

34)          Which major communication tool makes use of displays, discounts, coupons, and samples? A) sales promotion

B)            sponsorship

C)            publicity

D)           public relations

 

E)            advertising

 

35)          Which of the following is NOT a type of consumer sales promotion? A) advertising allowance

B)            point-of-purchase display

C)            loyalty program

D)           trial offer

E)            coupon

 

36)          Which of the following rewards consumers for repeat purchases of a product or brand?

A)           trial offers

B)            loyalty programs

C)            rebates

D)           exhibits

E)            advertising allowances

 

37)          Sales promotion features a wide assortment of tools. Which of the following is NOT one of these tools?

A)           contests

B)            premiums C) catalogs

D)           coupons

E)            loyalty programs

 

38)          Which of the following is a promotional technique that returns some or all of the purchase price to the buyer to encourage product trial or repurchase?

A)           contest

B)            allowance

C)            loyalty program D) refund or rebate

E) premium

 

39)          Which of the following is a promotional technique that involves giving buyers free or low-cost items in the product package to encourage buying?

A)           point-of-purchase display

B)            sweepstakes

C)            loyalty program

D)           refund or rebate E) premium

 

40)          Which of the following is a trade sales promotion technique that involves rewarding retailers or wholesalers with discounts or payments for promoting a product to consumers?

A)           trade allowance

B)            trade exhibit

C)            loyalty program

D)           trade premium

E)            trade coupon

 

41)          Which of the following is a trade sales promotion technique that involves compensation for retailers that include a product in their local advertising?

A)           trade allowance

 

B)            co-operative advertising allowance

C)            loyalty program

D)           trade premium

E)            trade coupon

 

42)          Which of the following marketing communication tools includes the functions of building up a positive corporate image and handling unfavorable stories and events?

A)           sales promotion

B)            sponsorship

C)            direct marketing D) public relations

E) advertising

 

43)          Customers, employees, suppliers, government officials, community members, and industry groups are all examples of a company's             .

A)           publics

B)            shareholders

C)            markets

D)           sponsors

E)            consumers

 

44)          Which of the following functions is LEAST likely to be performed by a public relations department?

A)           sponsorships

B)            publicity

C)            product placement

D)           brand activation

E)            advertising media selection

 

45)          A company uses               to evaluate and shape long-term public opinion of the company and       to achieve specific marketing objectives by targeting consumers with product-focused messages.

A)           advertising; marketing public relations

B)            advertising; corporate public relations

C)            corporate public relations; marketing public relations

D)           corporate public relations; product placement

E)            marketing public relations; advertising

 

46)          Product placement, in which a company arranges for a brand or product to appear in an entertainment vehicle such as a television show or movie, is an example of        .

A)           advertising

B)            sponsorship

C)            viral marketing D) public relations

E) sales promotion

 

47)          Branded Coca-Cola cups have been prominently featured on episodes of American Idol. This is an example of

                .

A)           advertising

B)            sponsorship

C)            viral marketing

D)           sales promotion E) product placement

 

 

 

48)                         is a way of publicly associating a brand with an event, issue, or activity that the company supports financially.

A)           Publicity

B)            Mass marketing

C)            Sales promotion D) Sponsorship

E) Specialty advertising

 

49)          The purpose of a sponsorship is to           .

A)           immediately increase sales

B)            influence brand awareness and attitudes

C)            convey a specific brand message

D)           encourage immediate consumer action

E)            establish a dialogue about consumers' concerns

 

50)          Bringing a brand to life by creating an experience that reflects the values of a brand is known as                . A) brand activation

B)            brand valuation

C)            cause marketing

D)           social marketing

E)            viral marketing

 

51)          Marketing communicators should be good at     messages that take into account how the target audience                them.

A)           delivering; encodes

B)            sending; encodes C) encoding; decodes

D)           retrieving; perceives

E)            decoding; receives

 

52)          The decision to use a cleaning genie to communicate the strength and power of Mr. Clean cleaning liquid is representative of the    process of the communication model.

A)           sourcing B) encoding

C)            medium

D)           decoding

E)            messaging

 

53)          An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, which of the following would be the best way for the source to measure feedback?

A)           the number of subscribers to Ladies' Home Journal

B)            the number of people make up the target market C) the number of people who redeem the coupon

D)           the number of people who were exposed to the ad

E)            the number of people to whom Melina Kanakaredes is an appealing spokesperson

 

54)          A company that created an entirely new consumer technology would be most likely to begin a marketing campaign focused on which of the following marketing objectives?

 

A)           inform about benefits

B)            persuade about value

C)            stimulate action

D)           help the consumer recognize a need

E)            remind about brand

 

55)          Mercy University's initial ads for the school's new MBA program are most likely intended to create          .

A)           reinforcement

B)            awareness and interest

C)            preference

D)           insistence

E)            conviction

 

56)          A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word on social networks and blogs about the company's new products. This is an example of         .

A)           public relations

B)            advertising

C)            viral marketing

D)           sales promotion

E)            direct marketing

 

57)          Familiar products such as Coca-Cola are more likely to use            .

A)           informative advertising

B)            comparative advertising

C)            persuasive advertising D) reminder advertising

E) institutional advertising

 

58)          Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of         .

A)           informative advertising

B)            reminder   advertising C) comparative advertising

D)           personal advertising

E)            word-of-mouth marketing

 

59)          The AFLAC duck and Kellogg's Tony the Tiger are examples of     used in successful advertising campaigns.

A)           mood executions

B)            slice of life executions

C)            fantasy figures

D)           celebrity spokespeople E) personality symbols

 

60)          When a pharmaceutical ad includes a world-renowned heart surgeon describing the benefits of the medication, which type of execution style is being used?

A)           lifestyle

B)            fantasy

C)            personality symbol

 

D)           slice of life

E)            technical expertise

 

61)          An email from Amazon.com offers free shipping on your next purchase of more than $35 within five days. This is an example of      .

A)           sales promotion

B)            personal selling

C)            public relations

D)           advertising

E)            publicity

 

62)          A newspaper article announced that VoiceStream Wireless, the nation's sixth-largest wireless carrier, was changing its name to T-Mobile and that to begin the makeover process it had replaced spokesperson Jamie Lee Curtis with Catherine Zeta-Jones. Of which element of the promotion mix is this an example?

A)           sales promotion

B)            advertising

C)            public relations

D)           sponsorship

E)            direct marketing

 

Refer to the scenario below to answer the following questions. John Mayes opened Sparkle Janitorial in 1999. John began by acquiring two contracts for office cleaning services from two local manufacturing facilities. For two years, John and his wife, Barb, performed the cleaning services alone. After acquiring three additional cleaning contracts in 2001, John hired two employees.

"Up to that point, we had room to grow but we really had no advertising plan," John stated. "We were relying mostly on word-of-mouth."

By 2003, Barb hired another two full-time employees to begin Sparkle's new endeavor: carpet cleaning in homes and offices.

"Competition was getting tough for both of our services at that point," Barb added. "We ran a local radio spot three times each week. Then we had an advertiser print coupons on placemats. That gave us a little more exposure."

John and Barb Mayes admit that they never realized the value of a sound promotional plan before now. "We wish we would have put together something catchy with a jingle way before now," they said.

 

63)          In the communication model, Sparkle Janitorial's radio spot is the             .

A)           message

B)            sender

C)            encoder D) medium

E) feedback

 

64)          Sparkle Janitorial printed coupons that guaranteed $25 off services for first-time customers; the coupons were distributed on paper placemats at a local restaurant. Which of the following is most likely the marketing communication objective of this promotional activity?

A)           to build interest

B)            to remind about the brand

C)            to inform about benefits

D)           to reinforce the buying decision E) to stimulate action

 

 

65)          Based on the scenario, Sparkle Janitorial has used which of the following marketing communication tools?

A)           public relations B) sales promotion

 

C)            sponsorship

D)           viral marketing

E)            direct marketing

 

66)          The goal of marketing communications is to influence the thoughts, feelings, and/or actions of consumers. Answer:

 

67)          In the marketing communication process, the marketer can act as both sender and receiver. Answer:

 

68)          In the marketing communication process, competing advertising messages create noise. Answer:

 

69)          Marketing communications are used both before and after a consumer has purchased a product. Answer:

 

70)          Consumers are more likely to trust the credibility of company-controlled sources such as advertisements than their friends, relatives, or colleagues.

 

 

71)          Advertising used to reach a mass audience can be cost-effective. Answer:

 

72)          One purpose of reminder advertising is to encourage repeat purchasing. Answer:

 

73)          Before selecting media that will be used in an advertising campaign, a marketer should complete the message.

 

74)          The easiest method of determining the advertising budget is the competitive budget method.

 

75)          Through the competitive budget method, the ad budget is set to match the percentage of sales budget of an important competitor.

 

 

76)          The effectiveness of an advertisement should be measured both before and after it reaches the target market. Answer:

 

77)          It is relatively easy to measure the effect of a sales promotion.

 

78)          Sales contests are an example of consumer sales promotion.

 

79)          A company can use public relations internally as well as externally.

 

80)          Public relations involves, by definition, two-way communication.

 

81)          According to the communication model, a coffee cup printed with a company's name and logo is an example of a medium.

 

82)          The personalized email offering discounts on specific items that Geoff received from an upscale cheese and

 

wine shop is an example of an advertisement.

 

83)          A marketer has no control over when a consumer redeems a coupon.

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