BHMC2003 Quiz #2 : Chapter 2 - Promotion Mix Elements

Which the following factors is generally neglected through the use of advertising?

• ability to reach mass markets

• low cost per contact

• ability to create brand images and symbolism

• immediate feedback

• control of message content and media placement

Answer explanation

(C2)

Blooms: Understand

Difficulty: 2 (Medium)

The non-personal nature of advertising means that there is generally no opportunity for immediate feedback from the message recipient.

With respect to consumer markets, advertising done by manufacturers of well-known brands on a countrywide basis or in most regions of the country is known as _____ advertising.

• professional

• trade

• business-to-business

• national

• direct-response

Answer explanation

(C1)

Blooms: Remember

Difficulty: 1 Easy

National advertising is advertising done by large companies on a nationwide basis or in most regions of the country. Most of the ads for well-known companies and brands that are seen on prime-time TV or in other major national or regional media are examples of national advertising.

List the following touch points from the highest to lowest in terms of relative impact.

• Unexpected -> Customer Initiated -> Intrinsic -> Planned

• Customer Initiated -> Unexpected -> Intrinsic -> Planned

• Unexpected -> Customer Initiated -> Planned -> Intrinsic

• Planned -> Intrinsic -> Customer Initiated -> Unexpected

• Planned -> Unexpected -> Customer Initiated -> Intrinsic

Answer explanation

(C1)

Blooms: Remember

Difficulty: 1 (Easy)

Venus Corp. is a company that sells collectible plates. If you order one plate from the company, you will receive multiple mailings each month providing you with information relating to new products and offers. Which promotional element is Venus Corp. using in this scenario?

• Advertising

• Sales Promotion

• Direct Marketing

• Publicity

• Public Relations

Answer explanation

(C3)

Blooms: Apply

Difficulty: 3 Hard

In the above scenario, Venus Corp. is making use of direct marketing. Direct marketing is much more than direct mail and mail-order catalogs. It involves a variety of activities, including database management, direct selling, telemarketing, and direct-response ads through direct mail, the Internet, and various broadcast and print media

_____ includes those marketing activities that provide extra value or incentives for purchasing a product, such as coupons and premiums. 

• Direct Digital marketing

• Advertising

• Public Relations

• Sales Promotion

• Personal Selling

Answer explanation

(C1)

Blooms: Remember

Difficulty: 1 (Easy)

Sales promotion is generally defined as those marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales

Which of the following is a primary difference between publicity and advertising?

• Unlike advertising, publicity is done only by retailers.

• Unlike publicity, advertising does not utilize mass media.

• Unlike advertising, publicity is not paid for by the sponsoring organization.

• Unlike advertising, publicity is institutional in character

• Unlike publicity, advertising leads to less skepticism among consumers.

Answer explanation

(C2)

Blooms: Understand

Difficulty: 2 (Medium)

Publicity refers to non-personal communications regarding an organization, product, service, or idea NOT DIRECTLY PAID for or run under identified sponsorship.

Which of the following is true of public relations?

• It is synonymous with sales promotions.

• It is narrower in perspective than publicity.

• It includes fund-raising, sponsorship of special events, and special publications.

• It avoids using advertising as a tool to enhance an organization's image.

• It refers to personal communications regarding an organization and its products.

Answer explanation

(C1)

Blooms: Understand

Difficulty: 1 (Easy)

Public relations uses publicity and a variety of other tools—including special publications, participation in community activities, fund-raising, sponsorship of special events, and various public affairs activities—to enhance an organization's image.

The promotional mix element that allows for the most immediate and precise feedback from the customer is

• advertising.

• sales promotion.

• public relations.

• publicity.

• personal selling.

Answer explanation

(C1)

Blooms: Remember

Difficulty: 1 (Easy)

Personal selling also involves more immediate and precise feedback because the impact of the sales presentation can generally be assessed from the customer's reactions. If the feedback is unfavourable, the salesperson can modify the message.

Which of the following promotional tools best suits a business-to-business marketer who sells expensive, risky, and often complex products?

• advertising

• sales promotion

• public relations

• personal selling

• publicity

Answer explanation

(C2)

Blooms: Understand

Difficulty: 2 (Medium)

The personal, individualized communication in personal selling allows the seller to tailor the message to the customer's specific needs or situation. Personal-selling efforts can also be targeted to specific markets and customer types that are the best prospects for the company's product or service.

Joy calls a mobile phone store to inquire about a new phone available in the market. The customer service operator sends her an e-mail with the product details along with other specifications Joy requested. Which of the following types of touch points is illustrated in this scenario?

• company-created touch point

• intrinsic touch point

• extrinsic touch point

• unexpected touch point

• customer-initiated touch point

Answer explanation

(C3)

Blooms: Apply

Difficulty: 3 (Hard)

The above scenario exemplifies a customer-initiated touch point. Customer-initiated touch points are interactions that occur whenever a customer or prospect contacts a company. Most of these contacts involve inquiries or complaints consumers might have regarding the use of a product or service and occur through calls made directly to the company, via e-mails, or through specific sections of websites to which customers are directed.