Advertising and Promotion Final Exam
Course Introduction
Advertising and Promotion explores the principles, strategies, and techniques used by organizations to communicate effectively with target audiences and shape consumer perceptions. The course covers the development of advertising campaigns, including creative processes, media planning, and budgeting, as well as the integration of promotional tools such as sales promotions, public relations, direct marketing, and digital communication. Students will analyze case studies, learn to evaluate the effectiveness of various promotional tactics, and understand the ethical, legal, and cultural factors impacting advertising and promotion in a global marketplace.
Recommended Textbook
Marketing Real People Real Choices 3rd Edition by Michael Solomon
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14 Chapters
1765 Verified Questions
1765 Flashcards
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Page 2
Chapter 1: Welcome to the World of Marketing: Creating and Delivering Value
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152 Verified Questions
152 Flashcards
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Sample Questions
Q1) The Macadamia Nut Marketing Board promotes the fact that their nuts are a good addition to a low-carbohydrate diet.How are they making use of popular culture trends?
Answer: Popular culture mirrors changes in society.With the eating trend focusing on low-carb foods,the macadamia nut industry is educating consumers that their products will meet these dietary requirements.
Q2) A product's market position refers to ________.
A)the specific means the organisation uses to distribute its products
B)the organisation's decision to use no more than two elements of the marketing mix
C)how the organisation wants its products perceived in relation to competitors' products
D)the strategic planning and execution of the marketing mix
E)the location where the organisation sells its products
Answer: C
Q3) Products that satisfy needs or wants deliver benefits to consumers.
A)True
B)False
Answer: True
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Chapter 2: Strategic Market Planning: Taking the Big Picture
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164 Flashcards
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Sample Questions
Q1) Which is the first step in developing a marketing plan?
A)Perform a situation analysis
B)Select a target market and target segment
C)Monitor and control marketing strategies
D)Set marketing objectives
E)Develop marketing mix strategies
Answer: A
Q2) According to the BCG growth-share matrix,________ are strategic business units with products having small shares of slow-growth markets.
A)exclamation points
B)cash cows
C)dogs
D)question marks
E)stars
Answer: C
Q3) Companies engage in competitive intelligence to gather private information about their rivals.
A)True
B)False
Answer: False
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Chapter 3: Thriving in the Marketing Environment: The
World Is Flat
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158 Verified Questions
158 Flashcards
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Sample Questions
Q1) An example of a product adaptation strategy would be for a frozen pizza manufacturer to change the toppings to reflect different tastes in different countries.
A)True
B)False
Answer: True
Q2) Eastman Kodak accused Japanese rival Fujifilm of selling colour photographic paper in other countries for as little as a quarter of what it charges in Japan.What unethical and often illegal practice was Kodak accusing Fujifilm of implementing?
Answer: Eastman Kodak was accusing Japanese rival Fujifilm of implementing the practice known as dumping.Dumping is the practice in which a company prices its products lower in the international markets than in the home country.The rationale for this practice is it often removes excess supplies of the product from the home market to then help keep prices high.
Q3) Each industry sets import quotas for their products to determine their yearly production volume.
A)True
B)False
Answer: False
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Chapter 4: Marketing Research: Gathering,analysing and Using Information
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165 Verified Questions
165 Flashcards
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Sample Questions
Q1) You own an internet company that sells gift baskets.A customer can pick out what s/he wants to put in the basket from a broad range of items to make it a more personalised gift.You collect demographic information about the buyer such as address and phone number that you store in your database alongside the specific contents of the gift basket ordered.You also have stored the addresses of the basket recipients,when the basket was sent,and if it was sent for a special occasion such as a birthday or anniversary.How can you use this database?
Q2) Which of the following is a disadvantage of online questionnaires?
A)Questioning can be flexible.
B)Data collection is instantaneous.
C)There is no interviewer bias.
D)It is unclear who is responding.
E)Visuals can be used.
Q3) Which type of data collection method is most likely to have the lowest response rate?
A)Mail questionnaire
B)Telephone interviewing
C)One-way interviewing
D)Face-to-face interviewing
E)Online interviewing
Page 6
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Chapter 5: Consumer Behaviour: How and Why We Buy
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Sample Questions
Q1) Cognitive learning theorists ________.
A)believe the most important component of learning is behaviour that is directed by affect and cognition
B)believe learning occurs when people realise their actions result in rewards or punishment
C)view people as problem solvers who do more than passively react to associations between stimuli
D)stress the passive role of the individual during the learning process
E)assume learning takes place as the result of connections that form between events that we perceive
Q2) Perception is an example of a situational influence on the consumer decision-making process.
A)True
B)False
Q3) You are a consumer in need of a new can opener.You see a manual operated can opener in a discount store that costs $5.99.You see the same style can opener in a fancy package and in a range of colours in a trendy gadget store in the mall for $15.99.Which can opener would you purchase if you applied the heuristic rule that price equals quality?
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Page 7
Chapter 6: Business-To-Business Markets: How and Why
Organisations Buy
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60 Verified Questions
60 Flashcards
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Sample Questions
Q1) Hotels fulfil the role of producer when they buy linens,furniture and food for the accommodation and meals of their guests.
A)True
B)False
Q2) Explain which of the three business-to-business buying situations is illustrated in the following scenario.Although companies have purchased printers and copiers before,Xerox now offers them a multitasking machine that prints,copies,emails,scans,and faxes-and makes a great cup of coffee.
Q3) A new-task buy ________.
A)does not occur when the buyer uses single sourcing
B)is similar to routine decision making in the consumer market
C)is characterised by uncertainty and high risk
D)begins with a SWOT analysis
E)requires less time and effort than a modified rebuy
Q4) A buy class framework identifies the degree of effort required of the firm's personnel to collect information and to make a purchase decision.
A)True
B)False
Q5) What are the responsibilities of a business-to-business professional buyer?
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Chapter 7: Sharpening the Focus: Target Marketing
Strategies and Customer Relationship Management
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160 Verified Questions
160 Flashcards
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Sample Questions
Q1) When companies offer baby nappies in pink or blue,this is an example of segmenting by ________.
A)age
B)family status
C)lifecycle
D)gender
E)life stage
Q2) Magazines targeted to people who compete in triathlons,those who enjoy cooking,and those who love knitting use ________ segmentation variables.
A)demographic
B)ethnographic
C)psychographic
D)socioeconomic
E)geodemographic
Q3) Which of the following groups is a prime market for resort-style developments?
A)seniors
B)families with children
C)teens
D)newlyweds
E)young bachelors
Page 9
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Chapter 8: Creating and Managing Products
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Sample Questions
Q1) A good brand name should do all of the following EXCEPT ________.
A)fit the product's benefits
B)fit the competition
C)fit legal requirements
D)fit the target market
E)fit the customer's values and lifestyles
Q2) Which of the following statements about the adoption rates in organisations is true?
A)Firms are more likely to accept a new product if they perceive the improvement to be large in relation to the investment they will have to make.
B)Firms that accept innovation tend to have an entrepreneurial corporate culture.
C)Firms that welcome innovations are likely to be younger companies.
D)Organisations are likely to adopt an innovation that helps them increase their gross margins.
E)All of the above
Q3) Companies like Kellogg's,Wattie's and Arnott's use umbrella branding.
A)True
B)False
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Chapter 9: Services and Other Intangibles: Marketing a
Product That Isnt There
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116 Verified Questions
116 Flashcards
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Sample Questions
Q1) Hillary wants to be an author.She has sent a manuscript she wrote to an agent who will critique the manuscript and tell Hillary if her work is marketable.Because Hillary does not know if her work is marketable,she has decided to accept whatever the agent says as true.She will use ________ qualities to evaluate the agent's critical opinion.
A)operational
B)credence
C)experience
D)locational
E)search
Q2) Which of the following is an example of a service encounter?
A)You get a shoulder massage.
B)A mechanic tells you what's wrong with your car.
C)A nurse listens to your heart rate.
D)You check into a motel.
E)All of the above
Q3) Why might an organisation offer its customers self-service options? Provide a marketplace example.
Q4) Discuss the elements in the marketing mix for services.
Q5) How does your tertiary institution market people,places,and ideas?
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Chapter 10: Pricing the Product
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137 Flashcards
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Sample Questions
Q1) ________ occurs in the consumer market when different consumers are charged different prices for the same product.
A)Price lining
B)Predatory pricing
C)Preferential pricing
D)Price discrimination
E)Price fixing
Q2) A person selling wooden racks for cooling cakes and bread knows that it costs $15.00 to make one rack.If the person who crafted the rack priced each rack so that he earns a 25 percent profit from the money he spent to make one rack,he is using which approach to pricing?
A)Price discrimination
B)Skimming
C)Psychological pricing
D)Demand-based pricing
E)Cost-plus pricing
Q3) Explain the term variable costs and provide three examples of variable costs incurred by a restaurant.
Q4) Discuss opportunity costs from the perspective of a student.
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Chapter 11: One-To-Many: Advertising,consumer Sales
Promotion and Public Relations
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144 Flashcards
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Sample Questions
Q1) When companies provide financial support to help fund an event in return for publicised recognition of the company's contribution,this is called ________.
A)sponsorship
B)philanthropy
C)social responsibility
D)publicity
E)public relations
Q2) Which of the following is an example of a top-down budgeting technique for determining communications budgets?
A)Economic potential method
B)The ABC method
C)Percentage-of-sales method
D)Objective-task method
E)Resource-allocation method
Q3) A two-sided message presents both positive and negative information.
A)True
B)False
Q4) Discuss the similarities and differences between sales promotion and advertising.
Page 13
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Sample Questions
Q1) A manufacturing company has each salesperson attend a three-week formal course at the time of hiring so the salesperson can learn about the products and working procedures of the company.Each calendar year every salesperson attends workshop style meetings to learn new skills in terms of customer service and time management.Why is the company doing this?
Q2) Which of the following is an example of a sales performance objective a sales manager might set for their sales force?
A)Each salesperson must follow-up each sale within 24 hours of closing the sale.
B)Each salesperson must spend one night a week on the road.
C)Each salesperson must make ten cold calls each week.
D)Each salesperson must call on four customers each day.
E)All of the above
Q3) The ________ is a salesperson who works to develop long-term relationships with particular customers or to generate new sales.
A)order taker
B)sales support
C)new-business salesperson
D)order getter
E)missionary salesperson
Page 14
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Chapter 13: Many-To-Many: Online Marketing
Communication and New Media
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56 Flashcards
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Sample Questions
Q1) Consumers often have both ________ and ________ motives for using online communications.
A)emotional; material
B)social; marketing
C)monetary; illegal
D)social; functional
E)None of the above
Q2) ________ refers to the total number of minutes visitors spend viewing web pages divided by number of visits during the month.
A)Reach
B)Frequency
C)Duration
D)Stickiness
E)Eyeballs
Q3) Discuss three unethical or at least questionable buzz marketing practices.
Q4) What advantages would new media provide to marketers of a new energy drink?
Q5) Why are marketers concerned with measuring the 'stickiness' of their websites? How can this be measured?
Page 15
Q6) Compare and contrast Facebook and Twitter and explain how marketers can use each.
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Page 16
Chapter 14: Delivering Value Through Supply Chains and Logistics
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Sample Questions
Q1) The breath of merchandise carried by a retail outlet is the number of different lines available and can be categorised as either ________.
A)broad or shallow assortments
B)narrow or deep assortments
C)narrow or full assortments
D)shallow or deep assortments
E)narrow or broad assortments
Q2) A ________ is the total set of all products offered for sale by a retailer,including all product lines sold to all consumer groups.
A)scrambled merchandising system
B)merchandise depth
C)merchandise offering
D)merchandise mix
E)merchandise breath
Q3) What are the similarities and differences between independent intermediaries and manufacturer-owned intermediaries?
Q4) How might the internet affect the operations of a local DVD rental outlet?
Q5) What are the sources of power for a channel leader?
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Q6) Why are direct channels of distribution common in business-to-business markets?