Podcast
Questions and Answers
What is starch?
What is starch?
Starch Readership Test: Often used in print media to gauge engagement levels, measuring whether readers saw, associated, or most read of the ad.
Give an example of ambush marketing and explain.
Give an example of ambush marketing and explain.
Ambush marketing involves non-sponsors associating with an event to appear as sponsors, whereas.
When is the best time to use rebates in a product's lifecycle?
When is the best time to use rebates in a product's lifecycle?
Best Use by Stage • Introduction: Trial discounts. • Growth: BOGO or loyalty incentives. • Maturity: Seasonal or volume discounts. • Decline: Clearance and deep discounts.
How do you measure the impact of PR 'of brand awareness?
How do you measure the impact of PR 'of brand awareness?
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Describe the steps in event market planning?
Describe the steps in event market planning?
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Difference between PR and Advertising- short answer?
Difference between PR and Advertising- short answer?
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What is the primary difference between consumer promotions and trade promotions?
What is the primary difference between consumer promotions and trade promotions?
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What is slippage in the context of rebates, and how does it benefit businesses?
What is slippage in the context of rebates, and how does it benefit businesses?
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List two methods used to measure the effectiveness of sales promotions.
List two methods used to measure the effectiveness of sales promotions.
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How does PR differ from advertising in terms of credibility?
How does PR differ from advertising in terms of credibility?
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What are the three levels of PR measurement?
What are the three levels of PR measurement?
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What is the key metric for PR success, and how is it calculated?
What is the key metric for PR success, and how is it calculated?
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What are the advantages and disadvantages of PR?
What are the advantages and disadvantages of PR?
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What is ambush marketing, and how does it differ from event sponsorship?
What is ambush marketing, and how does it differ from event sponsorship?
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What are the factors to consider when selecting an event sponsor?
What are the factors to consider when selecting an event sponsor?
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What are the types of sponsorships and their target audience?
What are the types of sponsorships and their target audience?
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How do you measure the success of experiential marketing?
How do you measure the success of experiential marketing?
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Name two benefits and two challenges of trade shows.
Name two benefits and two challenges of trade shows.
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What is the main goal of experiential marketing?
What is the main goal of experiential marketing?
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List two indicators used to measure the success of event marketing.
List two indicators used to measure the success of event marketing.
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Differentiate between retail selling and B2B selling.
Differentiate between retail selling and B2B selling.
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What are the seven steps in the selling process?
What are the seven steps in the selling process?
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Name two types of selling strategies and their focus.
Name two types of selling strategies and their focus.
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What are the key skills required for effective personal selling?
What are the key skills required for effective personal selling?
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What are two metrics used to evaluate the effectiveness of sales promotions?
What are two metrics used to evaluate the effectiveness of sales promotions?
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In most cases, a company will use either a "push" promotion strategy or a "pull" promotion strategy, rarely both.
In most cases, a company will use either a "push" promotion strategy or a "pull" promotion strategy, rarely both.
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The most common consumer promotion objective is trial purchase.
The most common consumer promotion objective is trial purchase.
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A coupon is a predetermined amount of money returned directly to customers by the manufacturer after the purchase has been made.
A coupon is a predetermined amount of money returned directly to customers by the manufacturer after the purchase has been made.
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Media-delivered coupons are popular if the objective if the primary objective is brand awareness.
Media-delivered coupons are popular if the objective if the primary objective is brand awareness.
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Product sampling is an effective, but expensive way to promote a product.
Product sampling is an effective, but expensive way to promote a product.
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Slippage is another word for product lost due to customer theft.
Slippage is another word for product lost due to customer theft.
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When a brand offers 20 percent more of a product at the same price as a regular size item, this is known as a bonus pack.
When a brand offers 20 percent more of a product at the same price as a regular size item, this is known as a bonus pack.
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Louise accidentally through out her birthday gift card with the rest of the party clean up. Since the card was never used, this is an example of breakage.
Louise accidentally through out her birthday gift card with the rest of the party clean up. Since the card was never used, this is an example of breakage.
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Marketing organizations often pay a percentage (often 50 percent or more) of the distributor's advertising cost, provided that the marketer's brand is featured prominently, this is called a performance allowance.
Marketing organizations often pay a percentage (often 50 percent or more) of the distributor's advertising cost, provided that the marketer's brand is featured prominently, this is called a performance allowance.
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For most brands, sales promotion is the focal point of their marketing communications efforts.
For most brands, sales promotion is the focal point of their marketing communications efforts.
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Consumer promotions refers to those activities that are designed to stimulate consumer purchase, trying to get product into the distribution method by using a c. pull strategy.
Consumer promotions refers to those activities that are designed to stimulate consumer purchase, trying to get product into the distribution method by using a c. pull strategy.
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One of the common types of trade promotions activities is d. allowances.
One of the common types of trade promotions activities is d. allowances.
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There are two basic types of promotion strategy: push and pull. In pull strategy, demand is created by e. directing efforts at consumers.
There are two basic types of promotion strategy: push and pull. In pull strategy, demand is created by e. directing efforts at consumers.
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A sales promotion brief would NOT typically include a. integrated marketing communication objectives.
A sales promotion brief would NOT typically include a. integrated marketing communication objectives.
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According to Resolve Corporation research shows the redemption rate for a coupon depends on the d. perceived value of the offer in relation to the regular price.
According to Resolve Corporation research shows the redemption rate for a coupon depends on the d. perceived value of the offer in relation to the regular price.
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The most common objective of consumer promotion is to c. encourage trial purchase.
The most common objective of consumer promotion is to c. encourage trial purchase.
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An agreement made by a wholesaler to distribute a manufacturer product to the retailer it supplies is called a a. listing.
An agreement made by a wholesaler to distribute a manufacturer product to the retailer it supplies is called a a. listing.
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Three common trade promotion objectives are to secure a listing with distributors, build sales volume, and e. secure merchandising support.
Three common trade promotion objectives are to secure a listing with distributors, build sales volume, and e. secure merchandising support.
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Due to its high impact and reach, ______ is a medium that is often used in conjunction with sales promotion in order to create awareness and excitement.
Due to its high impact and reach, ______ is a medium that is often used in conjunction with sales promotion in order to create awareness and excitement.
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Which of the following measures could be used to evaluate the success of a sales promotion?
Which of the following measures could be used to evaluate the success of a sales promotion?
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According to the Canadian Deals Association, which keeps records on coupon distribution., the average redemption rate of coupons in Canada is d. 1.26 percent.
According to the Canadian Deals Association, which keeps records on coupon distribution., the average redemption rate of coupons in Canada is d. 1.26 percent.
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This type of product-delivered coupon is valid on the purchase of a different product.
This type of product-delivered coupon is valid on the purchase of a different product.
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According to the Promotion Marketing Association research shows that 68 percent of respondents d. were "excited" about receiving a sample.
According to the Promotion Marketing Association research shows that 68 percent of respondents d. were "excited" about receiving a sample.
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Many manufacturers do not select product sampling as a sales promotion strategy d. due to the high costs involved.
Many manufacturers do not select product sampling as a sales promotion strategy d. due to the high costs involved.
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Marketers need to be familiar with section 189 of the Criminal Code and Sections 52 and 59 of the Competition Act if they plan on c. running a contest.
Marketers need to be familiar with section 189 of the Criminal Code and Sections 52 and 59 of the Competition Act if they plan on c. running a contest.
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Sally collected labels for weeks on a promotional offer for her favourite yogurt, but she failed to send them to the company and request the refund. This is known as c. slippage.
Sally collected labels for weeks on a promotional offer for her favourite yogurt, but she failed to send them to the company and request the refund. This is known as c. slippage.
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An additional item given free, or greatly discounted, to induce purchase of the primary brand is also called a d. premium.
An additional item given free, or greatly discounted, to induce purchase of the primary brand is also called a d. premium.
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In terms of premiums, bonus packs rank lower in terms of popularity, but they do offer some benefits. Which of the following is NOT an objective met by bonus packs? e. They increase product awareness.
In terms of premiums, bonus packs rank lower in terms of popularity, but they do offer some benefits. Which of the following is NOT an objective met by bonus packs? e. They increase product awareness.
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The best known and longest running loyalty program in Canada is run by e. Canadian Tire.
The best known and longest running loyalty program in Canada is run by e. Canadian Tire.
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A result study revealed that 86 percent of Canadians e. participate in at least one loyalty program.
A result study revealed that 86 percent of Canadians e. participate in at least one loyalty program.
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Which of the following is not a common trade promotion option? b. on-pack premiums
Which of the following is not a common trade promotion option? b. on-pack premiums
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Kraft Canada often offers retailers a discount to encourage them to set-up some special displays for one or more of their products. This is called a(n) d. performance allowance.
Kraft Canada often offers retailers a discount to encourage them to set-up some special displays for one or more of their products. This is called a(n) d. performance allowance.
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A manufacturer of golf balls offers free premium golf bags to distributors to encourage them to purchase more products and to secure additional merchandising support. The use of the bags is an example of b. dealer premiums.
A manufacturer of golf balls offers free premium golf bags to distributors to encourage them to purchase more products and to secure additional merchandising support. The use of the bags is an example of b. dealer premiums.
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One of the risks of using sales promotions is that used too often they can e. Both B and D are correct.
One of the risks of using sales promotions is that used too often they can e. Both B and D are correct.
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Public relations will play a more strategic role in marketing communications in the future.
Public relations will play a more strategic role in marketing communications in the future.
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Public relations is a subset of publicity.
Public relations is a subset of publicity.
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When Ford was launching its Ford Focus, it gave the use of them for free to a group of trendsetters who would in turn promote the product by word-of-mouth. This is an example of product placement.
When Ford was launching its Ford Focus, it gave the use of them for free to a group of trendsetters who would in turn promote the product by word-of-mouth. This is an example of product placement.
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If a company wanted to build an image and develop relationships with customers, public relations could be a part of its integrated marketing communications strategy.
If a company wanted to build an image and develop relationships with customers, public relations could be a part of its integrated marketing communications strategy.
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The strategic role of public relations should be examined based on how best to reach the opinion leaders well in advance of the public.
The strategic role of public relations should be examined based on how best to reach the opinion leaders well in advance of the public.
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Although a website costs money to set-up and maintain, it can prove to be a very effective public relations tool.
Although a website costs money to set-up and maintain, it can prove to be a very effective public relations tool.
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Social media has change communication from dialogue to monologue.
Social media has change communication from dialogue to monologue.
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A corporate blog can be an effective way for a company to deliver its message utilizing even video content.
A corporate blog can be an effective way for a company to deliver its message utilizing even video content.
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The best way to evaluate the success of a public relations plan is to measure sales and market share.
The best way to evaluate the success of a public relations plan is to measure sales and market share.
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One of the advantages of public relations done properly, is that it can be a credible source of information.
One of the advantages of public relations done properly, is that it can be a credible source of information.
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________ is a form of communications primarily directed toward gaining public understanding and acceptance.
________ is a form of communications primarily directed toward gaining public understanding and acceptance.
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Study Notes
Summary of Short Answer Questions and Answers
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Starch Readership Test: Measures print ad engagement by determining if readers saw, associated with, or mostly read an advertisement.
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Ambush Marketing: Non-sponsors associate with an event to appear as sponsors.
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Best Time for Rebates:
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Introduction: Trial discounts
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Growth: Buy one get one (BOGO) or loyalty incentives
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Maturity: Seasonal or volume discounts
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Decline: Clearance or deep discounts
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Measuring PR Impact on Brand Awareness:
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Media mentions
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Public attitude changes
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Advertising Value Equivalency (AVE)
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Evolution of Selling: Includes retail, direct, and personal selling; consultative, relationship, and partnership selling
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Consultative Selling: Two-way communication, focusing on understanding customer needs
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Strategic Selling: Tailored communication for each client
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Relationship Selling: Building long-term customer loyalty
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Partnership Selling: Establishing long-term relationships with after-sales support
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Nonverbal and Verbal Communication: Includes effective listening, clear speaking, and body language.
Summary of Additional Questions and Answers
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Cultural vs. Sports Events: Cultural events are smaller, sports events are bigger.
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Event Market Planning Steps: Site selection, staging, staffing, operations, and logistics, along with strategy and security.
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PR vs. Advertising: PR earns trust through third-party coverage, advertising directly buys attention.
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Consumer vs. Trade Promotions: Consumer promotions target end-users, trade promotions incentivize intermediaries.
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Slippage in Rebates: Customers don't redeem rebates due to complex processes, impacting business's financial impact while still encouraging sales.
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Breakage in Promotions: Unused portion of a prepaid product, service, or promotion kept as profit when the customer doesn't use it.
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Measuring Sales Promotion Effectiveness: Redemption rates and Return on Investment (ROI).
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Credibility Difference Between PR and Advertising: PR is often perceived as more credible than advertising as it is earned, while advertising involves paid placements.
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PR Measurement Levels: Outputs (reach and frequency); Outcomes (changes in attitudes and behaviors); Business Results (ROI or market share growth).
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Experiential Marketing Goal: Create a memorable, interactive experience to build emotional connections with consumers.
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Trade Shows: Benefits and Challenges: Benefits are generating leads and gathering feedback. Challenges include significant planning and resource commitment.
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Event Marketing Indicators: Brand awareness and media coverage.
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Retail vs. B2B Selling: Retail selling engages customers directly, while B2B involves trained representatives selling to businesses.
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Seven Steps in Selling Process: Prospecting, Pre-Approach, Approach, Presentation, Handling Objections, Closing, and Follow-Up
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Description
This quiz delves into various marketing concepts such as ambush marketing, measuring PR, and different selling techniques. It covers the evolution of selling and how to assess the impact of marketing activities on brand awareness. Test your understanding of strategic, consultative, and relationship selling practices.
