80 Questions
What is another term for promotion that refers to communicating a message to the marketplace?
Marketing communications
Which of the following is NOT an objective of promotion?
Reduce customer loyalty
What does IMC stand for in the context of promotion?
Integrated Marketing Campaigns
In cause related marketing, what is linked to an increase in product sales?
Goodwill
What concept states that the planning of each part of the promotion mix should not be done in isolation?
Integrated Marketing Campaigns
What is the primary goal of encouraging product trial and creating demand in promotion?
Building customer-brand relationships
When does integrated marketing communications (IMC) occur?
When achieving a consistent message through coordinated activities
What type of integration involves combining organizations at the same level under one management structure?
Horizontal Integration
Which type of marketing system offers more control over pricing due to fewer intermediaries?
Vertical Marketing System
What does franchising involve?
Granting the right to use elements of a business model through a license
Why is relationship management important in supply chain partnerships?
To maximize the success of distribution channels
What happens in vertical integration?
Different stages of the distribution channel are combined
In what scenario does a channel member on the same level buy out a competitor?
Horizontal Integration
What is a characteristic of Vertical Marketing Systems that impacts pricing control?
Involves less intermediaries in the distribution chain
What is ambush marketing?
Presence of marketing messages at an event sponsored by unrelated business or a competitor
What is guerilla marketing?
Any aggressive or unconventional marketing approach
Which marketing approach involves paid inclusion of products in media?
Product placement
Which marketing approach relies on the spread of a message through electronic social networks?
Viral marketing
Which marketing approach requires customer consent to receive information?
Permission marketing
Which marketing approach is becoming increasingly regulated?
Ambush marketing
Which marketing approach is often used by small businesses due to its low cost?
Guerilla marketing
What is the primary goal of IMC?
To send the most effective possible message to the target market
What is Communication Process Noise?
Anything that gets in the way of the advertising communication
What are the four main elements of the promotion mix?
- Advertising 2) Public Relations 3) Sales Promotion 4) Personal Selling
What factors can influence the most effective promotion mix?
All of the above
What approach is used in a pull policy?
The producer promotes its product to consumers
What is the purpose of a pull policy?
To generate demand upwards through the marketing distribution channel
What is the best return on promotional efforts achieved through?
A high degree of consistency and synergy across the four areas of promotion
What type of distribution does Sephora use?
Selective distribution
What is the benefit of selective distribution for producers?
It creates an impression of exclusivity
What is bulk breaking as a service output?
Allows consumers to buy in required sizes and quantities
What is the purpose of information provision as a service output?
To facilitate education about product attributes and usage capabilities
What is the difference between variety and breadth of goods within the same category?
Breadth refers to breadth of classes of goods, while variety refers to breadth of goods within the same category
What does spatial convenience as a service output aim to achieve?
To reduce distance between consumer and seller
What is the role of customer service as a service output?
To make it easier for consumer to access the good
What is the first key step in creating an advertising campaign?
Understanding market environment
Why is it important to know the target market when creating an advertising campaign?
To set clear and measurable objectives
What is a crucial aspect of resource allocation for advertising campaigns?
Working backwards from objectives
When creating a message strategy for an advertising campaign, what is important to consider?
The rational vs emotional approach
Which factor plays a significant role in selecting media for an advertising campaign?
Reach and frequency
What is a disadvantage of Pay TV as a media type for advertising?
Viewer immunity/annoyance
Which media type offers the advantage of easily updated content and no message competition for advertising?
Internet: Brand or product website
What is a key disadvantage of Direct Mail as an advertising medium?
Expensive and often discarded
What is the main aim of creative services in producing advertisements?
To grab viewer attention
Which media type involves high attention competition due to multiple ads and high attention values?
Magazine: Consumer
What is the purpose of evaluating a campaign?
To measure changes in sales and inquiries only
What is considered illegal in advertising due to its damaging effects on consumer relationships?
Lying about the product or service
Which of the following is an aspect of media selection in advertising?
Considering where and how to place advertisements
What is the purpose of managing publicity with public relations?
To minimize negative press and ensure regular positive publicity
What does resource allocation for campaigns involve?
Buying and placing media space and time
What type of marketing approach aims to grab consumer attention when they're unaware?
Ambush marketing
Which form of promotion involves the paid inclusion of products in films, TV shows, and games?
Product placement
What is the primary goal of viral marketing?
Creating awareness
Which marketing strategy utilizes electronic social networks to enhance credibility and message spread?
Viral marketing
What is the main characteristic of guerilla marketing?
Aggressive and unconventional approach
Which factor is most important in identifying the target market for a promotion campaign?
The product characteristics
What is the primary objective of a promotion campaign?
To increase sales
How should resources be allocated for a promotion campaign?
Based on the resource and budget available
What is the best message strategy for a promotion campaign?
To focus on the product benefits
Which medium is most effective for advertising a promotion campaign?
Online
What is the primary objective of target market identification in promotion?
To identify the group most likely to buy the product
What is the main purpose of setting campaign objectives in promotion?
To determine the desired outcome of the promotional campaign
What is the primary consideration for resource allocation for a promotional campaign?
The budget available
What is the main goal of a message strategy in promotion?
To communicate the benefits and features of the product
What is the primary factor considered when selecting media for advertising?
The target market
Which factor plays a significant role in selecting media for an advertising campaign?
The target market's preferences
What is the primary goal of identifying a target market?
To create an effective advertising campaign
What is the purpose of a pull policy?
To attract customers directly to the product
What is a crucial aspect of resource allocation for advertising campaigns?
The cost-effectiveness of the campaign
What is the role of customer service as a service output?
To provide better service outputs to the final consumer
What is the primary focus when identifying a target market?
Identifying the needs and wants of a specific group
What is the main objective when allocating resources for a campaign?
Effectively utilizing resources to achieve desired outcomes
What is the role of a message strategy in an advertising campaign?
Developing a consistent theme and tone
What should be considered when selecting media for advertising?
Reaching the target audience effectively
What is the primary goal of encouraging product trial and creating demand in promotion?
Stimulating consumer interest
What is a key aspect of managing publicity with public relations?
Facilitating education about product attributes and usage capabilities
What is the purpose of evaluating a campaign?
Determining the effectiveness of promotional efforts
What is spatial convenience as a service output?
Reducing the distance between the consumer and the seller
What is bulk breaking as a service output?
Allowing consumers to buy in required sizes and quantities
What is the main aim of creative services in producing advertisements?
Creating a memorable and persuasive message
Learn about promotion in marketing, including its objectives and the importance of marketing communications. This quiz will test your knowledge on how promotion supports marketing objectives, demonstrates product features and benefits, and encourages product trial.
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