Module 7 Promotion: Understanding Marketing Communication
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Questions and Answers

What is another term for promotion that refers to communicating a message to the marketplace?

  • Marketing communications (correct)
  • Integrated Marketing Campaigns
  • Product differentiation
  • Marketing objectives

    • Which of the following is NOT an objective of promotion?

  • Support marketing objectives
  • Increase awareness about and goodwill for the organisation
  • Demonstrate features and benefits of products
  • Reduce customer loyalty (correct)

    • What does IMC stand for in the context of promotion?

  • Integrated Marketing Campaigns (correct)
  • Internal Management Coordination
  • Independent Marketing Campaigns
  • Isolated Marketing Communications

    • In cause related marketing, what is linked to an increase in product sales?

    <p>Goodwill</p> Signup and view all the answers

    What concept states that the planning of each part of the promotion mix should not be done in isolation?

    <p>Integrated Marketing Campaigns</p> Signup and view all the answers

    What is the primary goal of encouraging product trial and creating demand in promotion?

    <p>Building customer-brand relationships</p> Signup and view all the answers

    When does integrated marketing communications (IMC) occur?

    <p>When achieving a consistent message through coordinated activities</p> Signup and view all the answers

    What type of integration involves combining organizations at the same level under one management structure?

    <p>Horizontal Integration</p> Signup and view all the answers

    Which type of marketing system offers more control over pricing due to fewer intermediaries?

    <p>Vertical Marketing System</p> Signup and view all the answers

    What does franchising involve?

    <p>Granting the right to use elements of a business model through a license</p> Signup and view all the answers

    Why is relationship management important in supply chain partnerships?

    <p>To maximize the success of distribution channels</p> Signup and view all the answers

    What happens in vertical integration?

    <p>Different stages of the distribution channel are combined</p> Signup and view all the answers

    In what scenario does a channel member on the same level buy out a competitor?

    <p>Horizontal Integration</p> Signup and view all the answers

    What is a characteristic of Vertical Marketing Systems that impacts pricing control?

    <p>Involves less intermediaries in the distribution chain</p> Signup and view all the answers

    What is ambush marketing?

    <p>Presence of marketing messages at an event sponsored by unrelated business or a competitor</p> Signup and view all the answers

    What is guerilla marketing?

    <p>Any aggressive or unconventional marketing approach</p> Signup and view all the answers

    Which marketing approach involves paid inclusion of products in media?

    <p>Product placement</p> Signup and view all the answers

    Which marketing approach relies on the spread of a message through electronic social networks?

    <p>Viral marketing</p> Signup and view all the answers

    Which marketing approach requires customer consent to receive information?

    <p>Permission marketing</p> Signup and view all the answers

    Which marketing approach is becoming increasingly regulated?

    <p>Ambush marketing</p> Signup and view all the answers

    Which marketing approach is often used by small businesses due to its low cost?

    <p>Guerilla marketing</p> Signup and view all the answers

    What is the primary goal of IMC?

    <p>To send the most effective possible message to the target market</p> Signup and view all the answers

    What is Communication Process Noise?

    <p>Anything that gets in the way of the advertising communication</p> Signup and view all the answers

    What are the four main elements of the promotion mix?

    <ol> <li>Advertising 2) Public Relations 3) Sales Promotion 4) Personal Selling</li> </ol> Signup and view all the answers

    What factors can influence the most effective promotion mix?

    <p>All of the above</p> Signup and view all the answers

    What approach is used in a pull policy?

    <p>The producer promotes its product to consumers</p> Signup and view all the answers

    What is the purpose of a pull policy?

    <p>To generate demand upwards through the marketing distribution channel</p> Signup and view all the answers

    What is the best return on promotional efforts achieved through?

    <p>A high degree of consistency and synergy across the four areas of promotion</p> Signup and view all the answers

    What type of distribution does Sephora use?

    <p>Selective distribution</p> Signup and view all the answers

    What is the benefit of selective distribution for producers?

    <p>It creates an impression of exclusivity</p> Signup and view all the answers

    What is bulk breaking as a service output?

    <p>Allows consumers to buy in required sizes and quantities</p> Signup and view all the answers

    What is the purpose of information provision as a service output?

    <p>To facilitate education about product attributes and usage capabilities</p> Signup and view all the answers

    What is the difference between variety and breadth of goods within the same category?

    <p>Breadth refers to breadth of classes of goods, while variety refers to breadth of goods within the same category</p> Signup and view all the answers

    What does spatial convenience as a service output aim to achieve?

    <p>To reduce distance between consumer and seller</p> Signup and view all the answers

    What is the role of customer service as a service output?

    <p>To make it easier for consumer to access the good</p> Signup and view all the answers

    What is the first key step in creating an advertising campaign?

    <p>Understanding market environment</p> Signup and view all the answers

    Why is it important to know the target market when creating an advertising campaign?

    <p>To set clear and measurable objectives</p> Signup and view all the answers

    What is a crucial aspect of resource allocation for advertising campaigns?

    <p>Working backwards from objectives</p> Signup and view all the answers

    When creating a message strategy for an advertising campaign, what is important to consider?

    <p>The rational vs emotional approach</p> Signup and view all the answers

    Which factor plays a significant role in selecting media for an advertising campaign?

    <p>Reach and frequency</p> Signup and view all the answers

    What is a disadvantage of Pay TV as a media type for advertising?

    <p>Viewer immunity/annoyance</p> Signup and view all the answers

    Which media type offers the advantage of easily updated content and no message competition for advertising?

    <p>Internet: Brand or product website</p> Signup and view all the answers

    What is a key disadvantage of Direct Mail as an advertising medium?

    <p>Expensive and often discarded</p> Signup and view all the answers

    What is the main aim of creative services in producing advertisements?

    <p>To grab viewer attention</p> Signup and view all the answers

    Which media type involves high attention competition due to multiple ads and high attention values?

    <p>Magazine: Consumer</p> Signup and view all the answers

    What is the purpose of evaluating a campaign?

    <p>To measure changes in sales and inquiries only</p> Signup and view all the answers

    What is considered illegal in advertising due to its damaging effects on consumer relationships?

    <p>Lying about the product or service</p> Signup and view all the answers

    Which of the following is an aspect of media selection in advertising?

    <p>Considering where and how to place advertisements</p> Signup and view all the answers

    What is the purpose of managing publicity with public relations?

    <p>To minimize negative press and ensure regular positive publicity</p> Signup and view all the answers

    What does resource allocation for campaigns involve?

    <p>Buying and placing media space and time</p> Signup and view all the answers

    What type of marketing approach aims to grab consumer attention when they're unaware?

    <p>Ambush marketing</p> Signup and view all the answers

    Which form of promotion involves the paid inclusion of products in films, TV shows, and games?

    <p>Product placement</p> Signup and view all the answers

    What is the primary goal of viral marketing?

    <p>Creating awareness</p> Signup and view all the answers

    Which marketing strategy utilizes electronic social networks to enhance credibility and message spread?

    <p>Viral marketing</p> Signup and view all the answers

    What is the main characteristic of guerilla marketing?

    <p>Aggressive and unconventional approach</p> Signup and view all the answers

    Which factor is most important in identifying the target market for a promotion campaign?

    <p>The product characteristics</p> Signup and view all the answers

    What is the primary objective of a promotion campaign?

    <p>To increase sales</p> Signup and view all the answers

    How should resources be allocated for a promotion campaign?

    <p>Based on the resource and budget available</p> Signup and view all the answers

    What is the best message strategy for a promotion campaign?

    <p>To focus on the product benefits</p> Signup and view all the answers

    Which medium is most effective for advertising a promotion campaign?

    <p>Online</p> Signup and view all the answers

    What is the primary objective of target market identification in promotion?

    <p>To identify the group most likely to buy the product</p> Signup and view all the answers

    What is the main purpose of setting campaign objectives in promotion?

    <p>To determine the desired outcome of the promotional campaign</p> Signup and view all the answers

    What is the primary consideration for resource allocation for a promotional campaign?

    <p>The budget available</p> Signup and view all the answers

    What is the main goal of a message strategy in promotion?

    <p>To communicate the benefits and features of the product</p> Signup and view all the answers

    What is the primary factor considered when selecting media for advertising?

    <p>The target market</p> Signup and view all the answers

    Which factor plays a significant role in selecting media for an advertising campaign?

    <p>The target market's preferences</p> Signup and view all the answers

    What is the primary goal of identifying a target market?

    <p>To create an effective advertising campaign</p> Signup and view all the answers

    What is the purpose of a pull policy?

    <p>To attract customers directly to the product</p> Signup and view all the answers

    What is a crucial aspect of resource allocation for advertising campaigns?

    <p>The cost-effectiveness of the campaign</p> Signup and view all the answers

    What is the role of customer service as a service output?

    <p>To provide better service outputs to the final consumer</p> Signup and view all the answers

    What is the primary focus when identifying a target market?

    <p>Identifying the needs and wants of a specific group</p> Signup and view all the answers

    What is the main objective when allocating resources for a campaign?

    <p>Effectively utilizing resources to achieve desired outcomes</p> Signup and view all the answers

    What is the role of a message strategy in an advertising campaign?

    <p>Developing a consistent theme and tone</p> Signup and view all the answers

    What should be considered when selecting media for advertising?

    <p>Reaching the target audience effectively</p> Signup and view all the answers

    What is the primary goal of encouraging product trial and creating demand in promotion?

    <p>Stimulating consumer interest</p> Signup and view all the answers

    What is a key aspect of managing publicity with public relations?

    <p>Facilitating education about product attributes and usage capabilities</p> Signup and view all the answers

    What is the purpose of evaluating a campaign?

    <p>Determining the effectiveness of promotional efforts</p> Signup and view all the answers

    What is spatial convenience as a service output?

    <p>Reducing the distance between the consumer and the seller</p> Signup and view all the answers

    What is bulk breaking as a service output?

    <p>Allowing consumers to buy in required sizes and quantities</p> Signup and view all the answers

    What is the main aim of creative services in producing advertisements?

    <p>Creating a memorable and persuasive message</p> Signup and view all the answers

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