Sales Promotion Review Questions
Course Introduction
Sales Promotion is a course that explores the strategies, tools, and techniques used to stimulate immediate consumer purchasing and enhance the effectiveness of marketing campaigns. It covers various forms of sales promotions, including coupons, discounts, contests, sampling, point-of-purchase displays, and loyalty programs. Students will learn how to design, implement, and evaluate promotional campaigns by understanding the psychological and economic factors that influence buyer behavior. The course also examines the integration of sales promotion with other elements of the marketing mix, legal and ethical considerations, and the role of digital media in modern promotional activities.
Recommended Textbook
Contemporary Advertising and Integrated Marketing Communications 15th Edition by William F
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Page 2
Chapter 1: Advertising and IMC Today
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Sample Questions
Q1) Retailers that sell within one small trading area typically use _____ advertising often placed in direct mail.
A) national
B) peripheral
C) local
D) regional
E) global
Answer: C
Q2) According to the integration triangle,which of the following are "confirm" messages?
A) Planned messages
B) Inferred messages
C) Product messages
D) Unplanned messages
E) Service messages
Answer: D
Q3) How does advertising reach people?
Answer: Advertising reaches people through a channel of communication referred to as a medium.An advertising medium is any nonpersonal means used to present an ad to a large audience.
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Page 3
Chapter 2: The Big Picture: The Evolution of Advertising and Imc
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Sample Questions
Q1) Until the advent of public schooling in America,many advertisements took the form of signs with symbols,such as a beer tankard indicating a tavern,because:
A) most people were illiterate and could not read.
B) the advertisers could not afford to produce sophisticated advertisements.
C) there were laws prohibiting advertising in newspapers and handbills.
D) the Church would not approve of any other form of advertising.
E) such advertisements promoted puffery.
Answer: A
Q2) An ad in a fitness magazine offered a 30-day,free,at-home trial of an exercise bicycle with free shipping,and the option of returning the bicycle if the customer was not satisfied with it.The primary function of the ad was to:
A) control competitive pricing practices.
B) establish exclusive distribution rights for the bicycle.
C) communicate the company's quality mission.
D) induce consumers to try the bicycle.
E) communicate information about the bicycle's after-sale service.
Answer: D
Q3) Which is the first U.S.publication for ad profession?
Answer: Printers' Ink is the first U.S.publication for ad profession.
Page 4
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Chapter 3: The Big Picture: Economic and Regulatory Aspects
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Sample Questions
Q1) CARU is a legal body that safeguards the interests of the advertising industry.
A)True
B)False Answer: False
Q2) A supermarket in Ashland County,Wisconsin,was charged for running a series of ads in the local newspapers creating a false sense of urgency among consumers about sales that never actually came to an end.This is an example of _____.
A) a continuous sale
B) puffery
C) a classified ad
D) a covert ad
E) direct selling Answer: A
Q3) In which of the following ways does advertising add value to a brand?
A) By making products functionally better
B) By eliminating sexual stereotypes
C) By making products better known
D) By benefiting generic brands the best
E) By addressing product's quality directly
Answer: C
Page 5
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Chapter 4: The Scope of Advertising: From Local to
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Q1) A(n)_____ is formed by talented artists who work for advertisers and occasionally subcontract to advertising agencies.Their mission is to develop exciting creative concepts and to produce fresh,distinctive advertising messages.
A) promotional facilitation center
B) interactive agency
C) entrepreneurial agency
D) creative boutique
E) IMC agency
Q2) What is the difference between international media and foreign media?
Q3) The account planner defends the consumer's point of view and the creative strategy in the debate between the agency's creative team and the client.
A)True
B)False
Q4) Medium and large advertising agencies are usually structured according to:
A) production and traffic units.
B) group or departmental systems.
C) media availability.
D) designers and illustrators.
E) advertisement suppliers.
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Chapter 5: Marketing and Consumer Behavior
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Sample Questions
Q1) Which of the following defines an exchange?
A) It is the mental and emotional processes of people who purchase and use goods and services to satisfy needs and wants.
B) It refers to exaggerated, subjective claims that cannot be proven true or false.
C) It refers to doing what society views as best for the welfare of people in general.
D) It is a process by which marketers search for unique groups of people whose needs can be addressed through specialized products.
E) It is a transaction in which one person or organization trades something of value with someone else.
Q2) Which of the following is used to evaluate data based on innate factors,such as the consumer's personality and learned factors,such as self-concept,interests,and lifestyle?
A) Classical conditioning
B) Centers of influence
C) Equal-value exchange
D) Psychological screens
E) Self-actualizing needs
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Chapter 6: Market Segmentation and the Marketing Mix
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Sample Questions
Q1) In the case of selective distribution:
A) manufacturers can charge low prices.
B) the profit on each unit is usually very low.
C) consumers can buy products with minimum effort.
D) manufacturers can cut their distribution and promotion costs.
E) the sales burden is carried by the manufacturer.
Q2) The _____ refers to the consumer's perception of the product as a bundle of values of utilitarian and symbolic values that satisfy functional,social,psychological,and other wants and needs.
A) product concept
B) marketing mix
C) product life cycle
D) communications mix
E) product differentiation strategy
Q3) A company determined the target market for its product to be people under the age of eighteen,living in the metropolitan area of Houston,Texas.Which type of segmentation does this exemplify?
Q4) What are the limitations of psychographic segmentation methods?
Q5) Describe the steps involved in the market segmentation process.
Q6) Briefly describe geographic segmentation.
Page 8
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Chapter 7: Research
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Q1) _____,a category of IMC research,provides the advertiser with useful guidelines for future advertising by evaluating the effectiveness of an individual ad or an entire ad campaign after it runs.
A) Pretesting
B) Concept research
C) Portfolio testing
D) Posttesting
E) Sales experimentation
Q2) The first step in the marketing research process is:
A) conducting primary research.
B) conducting exploratory research.
C) constructing research objectives.
D) analyzing the situation and defining the problem.
E) interpreting and reporting the findings.
Q3) Inquiry tests permit fairly good control of the variables that motivate reader action.
A)True
B)False
Q4) What are the problems of conducting original research abroad?
Q5) List the factors that can affect the quality and costs of e-mail surveys.
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Chapter 8: Marketing and Imc Planning
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Q1) In consumer goods marketing,increases in market share are closely related to increases in the marketing budget.
A)True
B)False
Q2) The product class approach to developing a positioning strategy involves:
A) positioning the brand against other products that, while not the same, offer the same class of benefits.
B) positioning against the particular group that uses a product.
C) positioning apart from competitors through the creation or use of some recognized symbol or icon.
D) positioning on the basis of how a product is used.
E) setting a brand apart by stressing a particular product feature important to consumers.
Q3) Historically,companies that spend more on IMC during tough times lose a substantial share of the market before the economy starts growing again.
A)True
B)False
Q4) Describe the seven steps in the IMC planning model developed by Wang and Schultz.
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Chapter 9: Planning Media Strategy
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Sample Questions
Q1) Development of a media plan requires an entirely different process than the development of the marketing plan.
A)True
B)False
Q2) Most studies of the advertising response curve indicate that incremental response to advertising builds with repeated exposures.
A)True
B)False
Q3) Briefly describe audience objectives.
Q4) Which of the following statements about a medium's audience is true?
A) It is unethical for media vehicles to try to attract advertisers by using audience demographics.
B) Data on the size of media audiences are almost nonexistent.
C) The media planner needs to know how closely the medium's audience matches the target market profile.
D) Audience refers to the number of people who remember seeing or hearing an ad.
E) The media planner is not concerned about media audience size because all information on audience demographics is typically fabricated.
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Chapter 10: Creative Strategy and the Creative Process
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Sample Questions
Q1) The second step in the creative pyramid,_____,carries the prospective customer-now paying attention-to the heart of the message.
A) conviction
B) credibility
C) interest
D) action
E) desire
Q2) Describe the role of the Judge in the creative process.
Q3) According to Roger von Oech,the role of the _____ in the creative process involves overcoming excuses,idea killers,setbacks,and obstacles to bring a creative concept to realization.
A) Warrior
B) Explorer
C) Artist
D) Detractor
E) Judge
Q4) What is meant by visualization in advertising?
Q5) In radio,copywriters use sound effects or catchy dialogue.
A)True
B)False
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Chapter 11: Creative Execution
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Sample Questions
Q1) While developing a visual for a print ad,it is important to use divergent visual techniques to provide continuity for the ad campaign.
A)True
B)False
Q2) An ad for Stella's clothing,a brand of fashion wear,was designed to promote a breast cancer campaign organized by the company.The ad described why it was important for women to conduct annual mammograms and support breast cancer research.Which of the following copy styles was used by the ad?
A) Institutional copy
B) Device copy
C) Straight-sell copy
D) Picture-caption copy
E) Dialogue copy
Q3) Logos and signature cuts provide quick recognition at the point of purchase.
A)True
B)False
Q4) Briefly describe body copy of a print ad.
Q5) What is the difference between a rough layout and a thumbnail sketch?
Q6) What is the role of a headline in a print ad?
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Chapter 12: Print, Electronic, and Digital Media Production
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Q1) A(n)_____ is a complete assortment of capitals,small capitals,lowercase letters,numerals,and punctuation marks for a particular typeface and size.
A) symmetry
B) emphasis
C) font
D) accent
E) point
Q2) What is meant by camera-ready art?
Q3) It is often far cheaper to use special computer gadgets than standard equipment when producing an advertising campaign due to their technological superiority.
A)True
B)False
Q4) Which of the following is the final step in the classic manual print production process?
A) Typesetting
B) Stripping
C) Platemaking
D) Rough or comprehensive layout setting
E) Presswork
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Chapter 13: Using Print Media
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Sample Questions
Q1) What are island halves?
Q2) In terms of buying advertising media,what is a short rate?
Q3) In terms of the classification of business publications based on readership,a(n)_____ covers a specific industry in all its aspects.
A) base publication
B) integrated publication
C) vertical publication
D) primary publication
E) secondary publication
Q4) One of the disadvantages of magazines as an advertising medium is the lack of extensive pass-along readership.
A)True
B)False
Q5) Which of the following is true of the Newspaper Association of America?
A) It determines the classification for each newspaper.
B) It is not involved with media buying.
C) It controls the use of reading notices in national newspapers.
D) It launched a one-order, one-bill system for national advertising.
E) It controls the discount rate charged to national advertisers.
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Chapter 14: Using Electronic Media
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Sample Questions
Q1) Radio stations base the rates they charge their advertisers on:
A) the size of the station's designated market area.
B) the number of advertisers that have bought run-of-station slots.
C) the time of day the advertiser wants commercials aired.
D) demographic parameters.
E) the size of the advertiser's IMC budget.
Q2) Analog technology can provide interactive video and data services that are not possible with digital television.
A)True
B)False
Q3) _____ identifies the average number of people listening to a specific station for at least five minutes during a 16-minute period of any given daypart.
A) Run-of-station
B) Total audience plan
C) Gross rating points
D) Average quarter-hour share
E) Average quarter-hour audience
Q4) Mention one advantage of sponsorship.
Q5) Define cume rating.
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Chapter 15: Using Digital Interactive Media
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Sample Questions
Q1) Viral marketing is the Internet equivalent of billboards and hoardings.
A)True
B)False
Q2) In the context of traditional media,time and space are not limited resources.
A)True
B)False
Q3) One of the major advantages of the Internet is its centralized authority and accountability.
A)True
B)False
Q4) Which of the following is true about behavioral targeting?
A) It is unable to track people's behavior on the Internet.
B) It cannot track viewers anonymously.
C) It cannot use encrypted identification numbers.
D) It tends to be too invasive into consumers' lives.
E) It does not allow advertisers to place cookies on the user's browser.
Q5) The Internet has opened the door to electronic commerce.
A)True
B)False
Q6) Describe classified ad Web sites.
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Chapter 16: Social Media
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Sample Questions
Q1) Define social media.
Q2) What is the advantage of using social media for advertising and marketing?
Q3) A _____ is typically referred to as a reverse chronological journaling site.
A) wiki
B) blog
C) forum
D) button
E) podcast
Q4) "Social media is more labor- and resource-intensive as compared to traditional media." Cite an advantage of this equation.
Q5) _____ is an old technology which is the backbone for things like podcasts,vodcasts,or vlogs,and text-based headlines.
A) Application protocol interface
B) Really simple syndication
C) Global positioning system
D) WordPress
E) Interstitial
Q6) Social media brings the human element into advertising and marketing.
A)True
B)False
Page 18
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Chapter 17: Using Out-Of-Home, Exhibitive, and Supplementary Media
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Q1) A company's trade-show effort may be wasted if prospects' names are not collected and organized properly.
A)True
B)False
Q2) Which of the following statements is true of transit advertising?
A) Transit advertising is not useful for national marketers.
B) Standardization and better research have made transit advertising more attractive to national advertisers.
C) Local advertisers typically do not use transit advertising because they cannot tailor it to their own needs.
D) It is impossible to measure the reach or frequency of transit advertising.
E) Transit advertising is ineffective when used in conjunction with outdoor posters and bulletins.
Q3) Designers change product packaging very gradually to avoid confusing consumers.
A)True
B)False
Q4) The poster panel is also known as the spectacular.
A)True
B)False
19
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Chapter 18: Relationship Building
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Sample Questions
Q1) A _____ is paid by a manufacturer for the privilege of obtaining shelf space for a new product.
A) slotting allowance
B) buyback allowance
C) forward buying allowance
D) premium
E) rebate
Q2) Trade advertising refers to:
A) advertising targeted at members of the trade.
B) using broadcast media to attract customers for a product.
C) different types of pull strategies.
D) using a promotional discount to purchase large quantities of an item.
E) using freestanding inserts to reach out to customers.
Q3) The objective of personal selling in an IMC program is to:
A) make communication between sellers and buyers nonpersonal.
B) create primarily transactional relationships between retailers and sellers.
C) build a relationship that will provide long-term benefits to both buyers and sellers.
D) shift from being labor intensive to being capital intensive.
E) lower selling costs.
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Page 20
Chapter 19: Relationship Building
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Sample Questions
Q1) _____ refers to informing government officials and persuading them to support or thwart administrative action or legislation in the interests of some client.
A) Lobbying
B) Polybagging
C) Opinion sampling
D) Trade advertising
E) Personal selling
Q2) Press agentry refers to the planning and staging of events to generate publicity.For _____,the publicity person deals with editors and feature writers.
A) television
B) radio
C) internet media
D) photo ads
E) print media
Q3) The primary goal of community involvement is to increase efficiency levels of an organization.
A)True
B)False
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