Chapter 16 Marketing Communication

Chapter 16: Marketing Communication Final exam Question 51. For many years Canadians have loved their Tim Hortons coffee. Recently, Tim Hortons has expanded its menu. The company has run advertisements that tell consumers they’ve “always got time for Tim Hortons.” Which type of promotion is Tim Hortons using? a. influence b. amusement c. informative d. reminder 52. What is the collective name for the four major promotional tools (advertising, personal selling, sales promotion, and public relations)? a. the communication model b. the advertising model c. the marketing mix d. the promotional mix 53. According to its website, Old Navy shows the spirit and optimism of its clothes through the use of its new “spokesdog” Paco, a shaggy, free-spirited canine. In terms of its one-way communication strategy, how will Old Navy use Paco to reach a large number of people at one time? a. public relations b. advertising c. implicit communications d. personal selling presentations 54. Which of the following is any form of sponsor-identified, impersonal paid mass communication? a. advertising b. publicity c. Facebook promotion 1 d. nonpaid communication 55. Which marketing function evaluates public attitudes, identifies areas within the organization that are of public interest, and executes a program of action to gain public understanding? a. public relations b. advertising c. implicit communications d. personal selling 56. Which of the following statements best describes advertising? a. The signs on the outsides of buses and taxis are not a form of advertising. b. The cost per contact in advertising is low. c. Innovative media are not used in advertising. d. Advertising is any form of communication in which the sponsor is identified. 57. Every year, the Discovery Channel has what it calls Shark Week, a weeklong marathon of programs on sharks. In New York, Discovery Channel street teams disguised as Surfers, Bight University faculty, and Bight University “chewleaders” will attack city streets in July visiting morning TV shows, landmarks, and high-traffic areas to promote the series. What would an article in the New York Times on Shark Week and the Discovery Channel’s street teams be an example of? a. a sales promotion b. publicity c. advertising d. a personal sales presentation 58. Wine lovers visit the Summerhill Pyramid Winery in the Okanagan Valley in BC to look at the grapes on the vines, taste wine, and often ride bicycles through the Okanagan. Often there are biking and running events, with many people celebrating the new wines. In terms of a promotional mix, what is this celebration of wine, people, and exercise an example of? a. advertising and personal selling efforts b. strategic product promotions and resulting sales c. sales promotion efforts d. a public relations strategy and resulting publicity 2 59. Recently a news report appeared in the mass media stating that the share price for the Best Beer company had reached a new high. What category of promotions would this fall under? a. personal selling b. advertising c. publicity d. sales promotion 60. Which of the following best describes publicity? a. It is free communication. b. It is not persuasive with customers. c. It has to be purchased from the mass media. d. It has many internal costs to the company associated with it. 61. The Steel Recycling Institute (SRI) is an industry association that promotes and sustains the recycling of all steel products. An article in BusinessWeek magazine about how the institute plans to stimulate consumer demand would be an example of which of the following? a. direct selling b. publicity c. event marketing d. direct mail 62. To provide more delivery service to the consumer market, UPS created UPS stores. According to the AIDA model, to create attention for this more convenient and less expensive way to mail packages through UPS, its marketing department should have relied on which element of the promotional mix? a. public relations b. sales promotion c. event sponsorship d. personal selling 63. Which of the following statements best describes sales promotions? a. Public relations cannot effectively be used with sales promotions. b. Sales promotion is a type of direct marketing. c. Trade shows, coupons, premiums, and vacation giveaways are types of sales promotions. d. All sales promotions must be aimed outside the organization. 3 64. Which of the following consists of all marketing activities that stimulate consumer purchasing such as coupons, contests, free samples, and trade shows? a. sales promotion b. publicity c. personal selling d. advertising 65. What is a $1-off coupon for Colgate toothpaste a form of? a. public relations b. sales promotion c. personal selling d. advertising 66. During the summer of 2006, Volvo Cars of North America drove traffic to its dealerships via a sweepstakes tied to Walt Disney’s summer blockbuster Pirates of the Caribbean: Dead Man’s Chest. What was this an example of? a. a sales promotion b. publicity c. advertising d. a personal sales presentation 67. GM recently unveiled a GM Fuel Price Protection Program that caps the per-gallon price consumers pay for gas at $1.99 when they purchase select GM full-size utility and mid-size cars. This is designed to stimulate consumer buying. What is it called? a. a sales promotion b. a public relations activity c. an implicit communication d. personal selling 68. Which of the following is a purchase situation in which two or more people communicate in an attempt to influence each other? a. implicit communication b. personal selling c. mass communication 4 d. synergistic communication 69. Java Jacket is a company that designs and prints ads on the paper jackets that go around hot coffee cups sold in coffee shops. To find clients to advertise on the coffee cup jackets, the company sent a representative to companies like The Wall Street Journal to tell them how their ads on coffee cup jackets would give them inexpensive exposure to a large number of potential customers. How can Java Jacket’s activities best be described? a. as mass communication b. as implicit communication c. as personal selling d. as relationship selling 70. Which of the following statements best describes the characteristics of the elements in the promotional mix? a. The speed of feedback is delayed in sales promotion, advertising, and personal selling. b. Message flexibility is greatest with advertising. c. The message flow is two-way in public relations, sales promotions, and personal selling. d. The most feedback is available with personal selling. 71. Which of the following statements best describes the characteristics of the elements in the promotional mix? a. Control over message content is greatest when public relations is used. b. The fastest feedback occurs with personal selling. c. The mode of communication for sales promotion is usually direct and personal. d. The message flow with advertising is two-way. 72. Which of the following outlines a sequential four-step process for achieving promotional goals? a. the communication model b. the hierarchy of impacts c. the AIDA concept d. Maslow’s hierarchy of needs 73. What does AIDA stand for? a. attitude, interest, demand, activity 5 b. attention, interest, desire, action c. avoidance, interest, desire, acceptance d. attitudes in developing acquisitions 74. Which of the following best describes the AIDA concept? a. a promotional tool to reach your target market b. a model effectively showing that advertising can move people to the purchase stage c. a model for reaching promotional objectives that outlines a sequential process for effective promotion d. a budget plan based on the effectiveness of various promotional mixes in achieving certain objectives 75. Lyndon went to a website that sells barbecue grills and read reviews of several different models. He has requested more information about a Weber grill that appeared to meet his needs, but he is not yet willing to give up his search to find the perfect grill. As far as Weber is concerned, which step of the AIDA concept is Lyndon in? a. attention b. liking c. interest d. desire 76. According to the AIDA concept, what is the first step a marketer must achieve with potential customers? a. attention b. action c. adaptation d. adoption 77. Point-of-purchase displays in grocery stores, coupons, premiums, and trial-size packages are most useful when the consumer is near which stage of the AIDA model? a. liking b. awareness c. action d. knowledge 6 78. When Vincent saw Mike’s new Iron Horse Yakuza Aniki mountain bike, Vincent immediately knew he wanted to own one just like it someday. According to the AIDA concept, which stage did Vincent enter? a. action b. attention c. interest d. desire 79. Which of the following best describes the AIDA concept? a. It assumes that the second step in the purchase-decision process is inertia. b. It does not explain how all promotions influence purchase decisions. c. It assumes that consumers regularly go through each stage of the process during all purchases. d. It indicates that the purchase decision is the same for high-involvement and low-involvement products. 80. In terms of the AIDA concept, what is sales promotion most effective at creating? a. strong desire and purchase intent b. positive attitudes toward a brand c. awareness of a product d. awareness of a product and purchase intent 81. For which of the following purchases is Gordon most likely to pass through all four stages of the AIDA process? a. a pair of white socks b. a two-pack of light bulbs c. a loaf of bread d. gear for mountain climbing 82. Which of the following statements best describes the AIDA model? a. The AIDA model explains why public relations is the most important element in the promotional mix. b. Advertising is most effective at the purchase stage of the AIDA model. c. Certain promotional tools are more effective at certain stages of the AIDA model. d. The promotional mix should not be influenced by the AIDA model. 7 83. Which of the following do NOT determine the nature of the promotional mix? a. stage in the product life cycle b. target market characteristics c. funds available for promotion d. size of the company 84. Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions? a. personal selling b. reminder advertising c. sales promotion d. public relations 85. Fans of Cott’s black cherry soda are able to explain why Cott’s is superior to any other type of black cherry soda. Fans are scattered and are extremely brand loyal. The characteristics of this target market indicate that which type of promotional mix should be used? a. one with less publicity and sales promotion and more personal selling b. one with more advertising and sales promotion and less personal selling c. one with less sales promotion and more advertising and personal selling d. one with more advertising and less sales promotion and public relations 86. The various Survivor shows have been promoted through personal appearances by show participants, websites, and merchandise with the Survivor logo as well as print and broadcast advertising. To ensure that all of the promotional messages are coordinated, what should the network on which the show is broadcast in Canada use? a. the integrated marketing communications approach b. the AIDA concept approach c. the interpersonal and mass communications approach d. the coordinated market management approach 87. When Lee Apparel introduced Lee Dungarees, it carefully coordinated posters, radio and television commercials, and a Web-based interactive game that drove customers to off-line stores and back to the website. All of these elements produced a consistent, unified, customer-focused message. What did Lee 8 Apparel use? a. coordinational communications b. promotional selling c. integrated marketing communications d. creative selling 88. In January 2005, Burger King sponsored the opener of the third season of The Apprentice. The Apprentice sponsorship was an important element in Burger King’s overall marketing strategy to build social currency for the brand through contests, advertising, and other sales promotion. In 2002, the brand set out to reverse negative perceptions of Burger King through the use of a consistent and coordinated promotional message. What was Burger King using? a. coordinational promotion b. promotional mixing c. integrated marketing communications d. processed marketing 89. What is the term for the careful coordination of all promotional activities to produce a consistent, unified message that is customer focused? a. promotional selling b. integrated marketing communications c. creative selling d. relationship marketing 90. Molson beer is produced in Canada. Coors is manufactured in the United States. A merger of the two breweries would give each brand access to a significantly larger market. To effectively reach both markets, the merged company would need to coordinate its promotional mix so as to produce a consistent, unified, and customer-focused message. In other words, what would the brewery need to use? a. coordinational promotion b. integrated marketing communications c. creative selling d. transactional communications 91. Which of the following tools does social media NOT include? a. podcasts 9 b. on-demand zines c. micoblogs d. social networks 92. Because automobile tires are in the maturity stage of their product life cycle, which of the following elements in the promotional mix should NOT be emphasized in the marketing of this product? a. public relations b. sales promotion c. reminder advertising d. personal selling 93. Which of the following best describes what occurs when a product is in the growth stage of its product life cycle? a. all elements of the promotional mix are equally important b. heavy advertising is used to build brand loyalty c. persuasive and reminder advertising is decreased d. personal selling and sales promotions are the major elements of the promotional mix used 94. What is probably the most important factor in determining the promotional mix? a. the need for feedback b. money c. media availability d. message flexibility 95. Petra McCoy has developed a product for cleaning grout called Grout-Chee. Everyone who has tried the product really appreciates how quickly it works, but McCoy is having trouble getting retail stores to carry the product. She has decided to send retailers free samples and use other trade promotions to encourage stores to carry her product. Which type of promotional strategy is McCoy using? a. kinetic b. inert c. push d. pull 96. An ad in a trade magazine targeted to veterinarians urges them to prescribe Hepato for cats and dogs 10 with damaged livers. This ad was placed by the product’s manufacturer. Which strategy is the manufacturer using? a. kinetic b. inertia c. advertorial d. push 97. Shannon Murphy wanted to increase sales at his jewellery store, Murphy the Jeweller. After analyzing his sales figures, he decided to give away $50 gift certificates for local businesses to give to their employees. “Many people used the gift certificates as credit toward more expensive items,” explains Murphy. Which strategy is Murphy using? a. pull b. push c. inertia d. cash-flow 98. Slatescape sells crushed slate to be used as a decorative, permanent mulch to keep weeds out of flower beds. Initially, Slatescape was marketed heavily to home owners, but after years of radio and television advertising, Slatescape has decided to put a majority of its promotion budget into personal selling and sales promotion to lawn and garden supply stores and large discount stores such as Walmart. What is this new strategy called? a. kinetic b. push c. pull d. reinforcement 99. Which promotional strategy involves a manufacturer focusing its promotional efforts on the consumer? a. reinforcement b. personal selling c. push d. pull 100. Procter & Gamble uses cents-off campaigns, couponing, and free samples to increase sales of Tide detergent. Which type of promotional strategy is it using? a. personal selling 11 b. pull c. reinforcing d. kinetic 12