MARK 3321 Final Exam ENDGAME

The managers of Country Farms Inc., a meat-packing company, want to create more consumer demand for the company's products that are not as popular as its competitors. They have a meeting to decide on the effective communication strategies that can be used to increase the popularity of Country Farm Inc.'s products among customers. They want to do this by advertising their company's products. In this scenario, the managers of Country Farm Inc. are developing the _______.

promotional strategy

Which of the following generally tends to increase consumers' comprehension of marketing communication?

Bright colors and bold graphics of the advertisement

Which of the following is NOT a component of the AIDA model?

demand

The _______ is a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with a promotional message.

AIDA concept

Josie has opened up an online jewelry business. She will sell handmade earrings, bracelets, and necklaces to customers who go to her website. Josie is in the _______ of the product life cycle, and her basic goal of promotion is to inform the target audience that her handmade jewelry is available.

introduction stage

Earned media is controlled by the brand but continuously keeps the customer and his or her needs in mind as it creates videos, blog posts, contests, photos, and other pieces of content.

False

Paul has a restaurant that specializes in Mexican cuisine. There are many similar restaurants in Paul's town. Paul's restaurant is in the _______ of the product life cycle because his promotional strategy emphasizes the unique features of his restaurant over the other Mexican restaurants in the community.

growth stage

John is a drug rep for the Gladco pharmaceutical company, a leader in prescription allergy medications. John personally visits physicians to explain the benefits of new allergy products. By using a strategy of personal selling, John is using a _______ promotional strategy.

push

Noise refers to anything that interferes with, distorts, or slows down the transmission of information.

true

Nike works to ensure that all of its print and media advertisements are consistent with what the company is advertising in regard to footwear, clothing, and accessories. Nike is utilizing _______ to ensure this.

integrated marketing communications (IMC)

Which of the following is part of a pull strategy?

 

Offering heavy sampling and introductory consumer advertising

Raj employs social media as a promotional instrument, utilizing it to initiate conversations and foster interaction with individuals online. When utilizing these tools, what do they help him facilitate?

Consumer empowerment

Which of the following is more prevalent during the early stages of the product life cycle?

Informative promotion

Which of the following statements is true of buying decisions?

 

Print advertising can be useful for high-involvement purchase decisions.

Which of the following is not true of social media?

If content goes viral, it only reaches a targeted audience.

Camille is a manager at a small bookstore and coffee shop. Whenever she has an issue with an employee, she calls the employee into her office and discusses the problem face-to-face. Why do you think that Camille chooses to use interpersonal communication?

 

When talking, people see the other person's reaction and can respond almost immediately

Nissan has launched a new sport utility vehicle (SUV). Its advertising firm develops a marketing message and places advertisements on leading websites, social media, and streaming platforms to inform consumers about the new SUV and its various features. In the context of the communication process, Nissan is which of the following?

Sender

The term that describes the phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns is which of the following? 

Advertising Response Function

The Dubois Co. has launched a new app that will enable a user to turn on and off an outdoor sprinkler system. The Dubois Co. app enables users to activate the sprinkler system in different zones of a yard and in specific areas such as vegetable gardens through the app without going outside or being present in the home. The app is in the introductory stage of the product life cycle, and the advertising provides consumers in-depth information about its benefits. This is an example of which of the following?

Pioneering advertising

Keep it Fresh is all about teaching people how to cook. It is a new app that offers a variety of recipes that are easy to make with various food preferences. With easy-to-follow photo-instructed guidelines, one can watch endless recipe options and receive cooking tips. Keep it Fresh uses pioneer advertising because of which of the following reasons? 

 

It offers consumers in-depth information about the benefits of the product class.

Which of the following is an advantage of using cost per contact to determine the media mix for a product?

 

It enables an advertiser to compare the relative expenses of specific media vehicles.

Romano’s is a popular chain of restaurants that serves authentic Italian food. Recently, a customer found a dead insect in the pasta they were served and posted a video to TikTok. The customer's negative review of the restaurant went viral. Romano’s chief executive officer (CEO) publicly apologized for the mishap and posted pictures of the restaurant's kitchen after being fumigated on multiple social networking websites. In this scenario, which of the following does Romano’s CEO demonstrate?

Crisis management

Anh Corp., an athletic equipment manufacturer, launches a new line of soccer balls. To promote the product, Anh Corp. invites its customers to try the new soccer balls for a period of one week and get a feel of its features. This is an example of which of the following? 

Experiential marketing

Which of the following is a similarity between trade sales promotion and consumer sales promotion?

 

Both focus on providing incentives to consumers or wholesalers to make an immediate purchase

Sana is considering the role of advertising media in mass communication. Which of the following options would Sana likely use in an advertising channel used for reaching a broad audience?

Billboards strategically placed along highways

Rohan is a marketing manager for a prominent beverage company that sells energy drinks. They have a contact in the movie industry and want to see if they can get their company’s product in the movie’s most important scenes. Which of the following are they trying to achieve?

Product placement

Which of the following types of advertising can be used by a company to express its views on controversial issues?

Advocacy advertising.

Which of the following statements is true of new brands with a small market share?

They tend to spend proportionately more for advertising and sales promotion than those with a large market share

Which of the following statements is true about the effects of advertising on consumers?

Advertising reinforces positive attitudes toward brands.

Unlike new brands with a small market share, brands with a large market share

only need to remind customers of their products rather than capture their attention.

Which of the following is true of the growth phase of the product life cycle?

Firms use competitive or brand advertising.

Which of the following is a difference between institutional advertising and product advertising?

Product advertising promotes the benefits of a specific good or service, whereas institutional advertising asks an audience to maintain a favorable attitude toward the advertiser.

Commercials for a new and innovative tablet computer demonstrate the product's capabilities and benefits. The commercials promote the product by advertising the ease of multitasking on the tablet. Since this new product is one of a kind, the commercials aim to project the benefits of the tablet through dramatic advertising. These commercials are an example of _____.

pioneering advertising

A(n) _____is a series of related ads focusing on a common theme, slogan, and set of advertising appeals.

advertising campaign

Which of the following statements is true of advertising campaigns?

It can focus on more than one advertising appeal.

Which of the following advertising objectives correctly uses the Defining Advertising Goals for Measured Advertising Results approach?

Fuel On Inc. aims to achieve a 10 percent increase in the sales of its sports drinks among teenagers within 12 months.

Treats Inc.'s advertisement for its newly launched line of frozen foods advocates that its products are organic, follow traditional recipes, and contain high-quality ingredients. The products are ideal for busy professionals who want to eat healthy and save time spent on cooking. In this scenario, Treats Inc. is

advertising the benefits of its products.

_____ is the series of decisions advertisers make regarding the selection and use of media, enabling the marketer to optimally and cost-effectively communicate the message to the target audience.

Media planning

Which of the following defines gamification?

It is the process of using game mechanics and a gaming mindset to engage an audience.

Which of the following is an advantage of advertising through newspapers?

Newspapers can offer special services to advertisers

Identify a true statement about a flighted media schedule.

It varies the frequency of ads to achieve greater impact.

Unlike newspaper advertising, in magazine advertising

the cost per contact is usually high.

_____ is the effort to capture media attention—for example, through articles or editorials in publications or through human-interest stories on radio or television programs.

Publicity

In a marketing environment, which of the following statements is true of a crisis management?

It involves responding to negative event placement.

Joshua, a famous movie star, has been the brand ambassador of Class Apart Watches for the past 20 years. He sports the latest edition of Class Apart Watches in all his movies. This is an example of

product placement

Laelle Shoes is a popular sports shoe manufacturing company. It funds several tournaments that take place in the country to promote brand awareness and the company's image. In this scenario, which of the following public relations tools does Lealle Shoes use?

Sponsorship

A _____ includes any promotional display set up at a retailer's location to build traffic, advertise a product, or induce impulse buying.

point-of-purchase display

Which of the following is true of trade sales promotions carried out at business meetings and conventions?

Companies can test the market response to new products.

Which of the following statements is true of rebates?

Rebates are good at enticing purchase but most consumers never bother to redeem them.

Unlike push money, trade allowance

involves offering price reductions.

Consumers determine the value of the product on the basis of which of the following?

Perceived satisfaction

To increase the popularity of its new range of smartphones, Valley Mobile Inc. offered several free accessories to customers who bought their smartphones. However, the offer turned out to be unsustainable, and the company had to offer discounts on the accessories instead. Valley Mobile’s decision is aimed at which of the following?

Profit maximization

When the price of gold is low, people frequently visit jewelry shops to purchase gold ornaments. When the price of gold is high, people avoid purchasing gold ornaments. Which of the following happens if demand is elastic?

As price goes up, consumer demand goes down

Lyft raises ride-sharing fares when more people need rides and vice versa. This is referred to as which of the following?

Surge pricing

Which of the following is a limitation of break-even analysis?

 

Sometimes it is hard to know whether a cost is fixed or variable

Which of the following is the first step in the four-step process of setting the right price of a product?

Establish pricing goals

The New York Times website offers one month of its subscription-based service for $1, and then the price goes up from there. This is an example of which type of pricing?

Penetration

As reported in the Wall Street Journal, the CEO of Pilgrim's Pride Corp., one of the nation's biggest chicken producers, and three others were indicted for allegedly conspiring to decide how much they would charge for chicken sold to restaurants and grocery stores. This is an example of which of the following?

Price fixing

Which of the following means setting prices so that total revenue is as large as possible relative to total costs?

Price maximization

Which of the following is the type of pricing to describe a situation when a company's demand increases, so it increases prices, and vice versa?

Surge

Which of the following best defines audience selectivity?

The ability of an advertising medium to reach a precisely defined market

A disadvantage of newspaper advertising is that:

it encounters distractions from competing ads and news stories.

Decathlon Corp., a sports shoe manufacturer, launches a new line of sports shoes. To promote the product, Decathlon Corp. invites its customers to try on the shoes for a period of one week and get a feel of its features. This is an example of _____.

experiential marketing

CamScan is a manufacturer of printers, scanners, and other office equipment. It announces a cash refund for corporate purchases in large quantities. Rick purchases 20 color printers for his office from CamScan during this sale. To collect the cash refund, he needs to fill out and mail a form provided by CamScan, along with proof of purchase. In this case, which type of sales promotions is CamScan offering?

Rebate

Brita LED (light emitting diode) lighting uses comparative advertising to emphasize the benefits of using LEDs over CFLs (cathode filament lamps). The advertisements emphasize that Brita's LEDs cost less than CFLs and other brands of LEDs, last longer, consume less energy, and need to be replaced less frequently than CFLs. In this scenario, which of the following advertising appeals is used in Brita's ads?

Profit

Burger King, a popular chain of fast-food restaurants, offers an official Burger King Kids' Meal backpack free with every purchase of its newly introduced luxury meal pack. In this case, which of the followingtypes of sales promotions does Burger King offer?

Premium

Takahasi Company advertises its products by using direct marketing, promotions, coupons, and catalogs, and every year, Takahasi Company sponsors a soccer tournament. Recently, Takahasi Company has added a social media component to its advertising by using targeted online ads, mobile ads, and contextual ads inside podcasts. This type of advertising does not typically show up in Takahasi Company's standard advertising spend report. Takahasi Company is using which of the following?

Unmeasured media

Dr. Martens manufactures boots and shoes and promotes its products through network, cable, and streaming TV, newspapers, fashion magazines such as InStyle, talk radio shows, podcasts, large billboards, social media ads, and YouTube ads. This is an example of which of the following?

Measured media

Omar is in advertising, and her department is trying to figure out which media schedule would work best. They would like to have continuous advertising that is more frequent during their sales periods. Which of the following is a media schedule they could choose for their company?

Pulsing media schedule

Jovan works for a home security company that is entering the market against very strong competitors. It wants to indirectly compare its product to that of its competitors to gain an edge in the market it is entering. What type of advertising does Jovan's company want to use?

Comparative

Armando wants to increase promotional spending as their budget allows. They are thinking about creating a coupon for customers. Which of the following kinds of media is Armando thinking about using?

unmeasured

Freya is looking at her company's characteristics and its mode of communication, public relations. Which of the following might be Freya's company's speed of feedback?

Delayed

CVS Pharmacy has a 10 percent off coupon that customers can download on a cell phone when shopping in the store. At the check-out counter, the cashier scans the code on the coupon and then gives a customer 10 percent off of one item purchased. A frequent buyer program offers cash-back rewards to customers. This example demonstrates all except which of the following about sales promotion?

Coupons have no effect on purchase intent.

Kahled is a marketer. He knows that he plays a role as both the sender and receiver of messages for his business. Which of the following is true as a sender in the situation?

The sender reminds the target market to take actions compatible with the need to promote the purchase of goods and services.

Talia owns an online yarn shop for hand-dyed specialty yarns for crafters and artisans. She spends her entire advertising budget on Facebook, Instagram, YouTube, and other popular social media outlets. Why do you think that Talia advertises only on social media?

They have a very low cost per contact.

The researchers at Buzzing Bee Chocolate Inc., a chocolate manufacturing company, developed a new variety of high-quality chocolate. The new variety was priced at a comparatively lower price than the other varieties of chocolate available in the market. Therefore, the advertisements for the product stated, "The highest quality chocolate does not have to be expensive." This is an example of communicating which of the following about a product?

Competitive advantage

In comparing the relationship between the promotional mix and the AIDA model, marketers have generally concluded which of the following about advertising?

is most useful in gaining attention for goods and services

Xavier is a manager in the company's social media division and is reviewing the company's promotional mix in relation to the AIDA concept. Which of the following categories of AIDA would social media fall into?

Attention and interest

Meijer, Kroger, and Publix are competing grocers. Kroger wants to gain a competitive advantage and increase its market share. What should Kroger not offer to achieve a competitive advantage?

Increased shipping and handling fees

At the Ramirez Company, a manufacturer of swing sets and outdoor playhouses, marketing managers coordinate various promotional elements in the marketing mix. They organize all except which of the following?

The delivery of raw materials from suppliers

Hiroshi is a marketing manager for promotions. He knows that promotion can perform one or more of four tasks. Which of the following is not one of the four promotion tasks?

Value

PowertoU has developed an organic and natural energy drink. Before launching the drink in the market, the management of PowertoU decides to release a teaser video about the product and its contents and benefits. In the context of the goals of promotion, this is an example of

informative promotion

As a product reaches the growth stage of its life cycle, _____.​

sales promotion can be reduced

Natasha, a food enthusiast and an amateur chef, bought a newly launched food processor. It exceeded her expectations. She posted a short review of the food processor on a popular social networking website. Her post was later picked up by a popular food blogger, and it went viral. Which of the following promotional tactics does the given scenario exemplify?​

earned media

Dernz Inc., a food manufacturing company, markets tomato ketchup globally. As its consumers are well aware of the uses of ketchup, the company does not have to generate product awareness. The company, however, wishes to focus on convincing consumers to buy Dernz's ketchup instead of other brands' ketchup. In this scenario, Dernz Inc. must employ _____.​

persuasive promotion

Sheila is composing an official memo regarding a new office policy. She is careful while using the right words and phrasing to clearly convey the objectives of the policy to the staff. In the context of the communication process, Sheila's actions exemplify _____.​

encoding

Sabrina owns a cosmetics company. Her company has recently developed a range of beachwear make-up products. When the marketing department creates an ad depicting models on pristine Caribbean beaches, she rejects the ad because she feels that it draws more attention to the beaches rather than the make-up. In the context of the communication process, the beaches in the given ad are an example of _____.​

noise

SuperPure, a multimillion-dollar bottled water company, donates regularly to various environmental organizations. It periodically issues press releases outlining the latest environment-friendly methods used in its plants. The customers of SuperPure feel good to be associated with the brand name. Which of the following elements of the promotion mix does SuperPure's effort exemplify?​

public relations

Wild Plus, a television channel dedicated to wildlife, wanted to promote its new wildlife adventure series. The series received wide coverage in newspapers and on television, which created awareness about Wild Plus and led to a large viewership. Wild Plus engaged in:​

public relations

To increase its revenue, Sky Airlines, an airline company, decides to promote well-known companies in its in-flight magazine. These companies would pay a fixed price to Sky Airlines to print their promotional messages in the in-flight magazine. In the context of the promotional mix, the in-flight magazine is being used for _____.​

advertising

Grande Communications offers a lower price to customers who subscribe to Grande television, telephone, and internet services all at once. This is an example of _______.

price bundling

The Instant Pot electric pressure cooker was introduced in 2010 and had a slow start, but word of mouth from social media and influential bloggers created an explosive growth in demand for the versatile multi-cooker. Competitors such as Ninja and Crock-Pot pressure cookers have entered the market and prices have begun to stabilize for Instant Pot. What stage in the product life cycle would the Instant Pot be?

maturity stage

The Garden Center sells an item that it buys for $2.50 and sells for $5.75. The addition of $3.25 is an increase of 130% of the cost ($3.25 ÷ $2.50). The difference between the Garden Center's cost and the selling price ($3.25) is the gross margin. This is an example of _______.

markup pricing

The airline industry alters the price of its seats based on the type of seat, the number of seats remaining, and the amount of time before the flight departs. This is an example of _______.

dynamic pricing

John was going to buy a new Toyota Prius, but the price of the new model was so high that John decided to repair his 2012 Prius instead. John's example shows all of the following EXCEPT _______.

sensitivity to price increases makes demand more inelastic

Jennifer owns a clothing shop in Ossining, New York. There are many other apparel shops in her community, so she wants her shop to stand out from all of the others. Which of the following CANNOT be considered a competitive advantage of a firm?

Same level of service as offered by a competitor

At a local supermarket, Linda saw a box of plant fertilizer that retails at $25 but was marked down to $20.99. Given this information, $20.99 is the _____.

price

Which of the following defines revenue?

The price charged to customers multiplied by the number of units sold

Riya saw a box of collector's edition comic books at Fournotts, a retail corporation. Each comic was priced at $28.50. A friend of hers who bought five books was required to pay only $19.99 per book. Riya bought just one book and received no discount. Fournotts' revenue from Riya's and her friend's combined purchases was _____.

$128.45

Which of the following refers to net profit after taxes divided by total assets?

ROI (Return on Investment)