Transcript 2. The most important benefit that magazine advertising offers to an

Marketing
4.02 REVIEW
Communication through
promotional channels
1. Why are promotional media
such as newspapers and
television referred to as mass
media?
A.
B.
C.
D.
They can’t direct promotions to a specific
audience.
They direct promotions to a niche
audience.
They reach a lot of people at the same
time.
They try to meet the needs of many
businesses.
2. The most important benefit
that magazine advertising
offers to an advertiser is its
ability to:
A.
B.
C.
D.
Target a particular group of consumers
Reach a specific geographic area
Deliver messages in a timely manner
Deliver a low cost message to a target
group.
3. Which
of the following
is a print promotional
medium:
A.
B.
C.
D.
Television commercial
Shoppers’ guide
Concert t-shirt
Radio ad
4. During one scene of a popular
television show, an actor pours a box
of brand-name cereal into a bowl and
begins to eat it. What does this
exemplify?
A.
B.
C.
D.
Brand awareness
Product placement
Brand identification
Product programming
5. What
is an example of
out-of-home media?
A.
B.
C.
D.
A poster on the wall of a classroom
An eye-appealing card placed in a
mailbox
A calendar imprinted with a company's
name
An electrical sign located in a high-traffic
area
6. What is a benefit to
businesses of positive wordof-mouth communication?
A.
B.
C.
D.
Increased product mix
Decreased advertising costs
Increased sales
Decreased operating expense
7. Andrew recently purchased a cellular
telephone. The manufacturer provided a form
and a special code with the telephone's
packaging. Andrew completed the form,
copied his sales receipt, and mailed these
items back to the manufacturer along with the
part of the packaging that contained the
special code. Within six weeks, Andrew
received a $50 check from the telephone
manufacturer. What type of sales-promotion
technique was used?
A.
B.
C.
D.
Warranty
Coupon
Sweepstakes
Rebate
8. What
is a common
communications channel
used in public relations?
A.
B.
C.
D.
Billboards
Trade shows
Product displays
News releases
9. Madison has been using Look-So-Good
cosmetics for several years and would not
consider changing brands. In fact, Madison
likes the cosmetics so much that she has
become an advocate for the cosmetic
company. She tells everyone about the
features and benefits of Look-So-Good
products, and encourages them to try the
cosmetics. What type of word-of-mouth
marketing is Madison using?
A.
B.
C.
D.
Mobile marketing
Organic marketing
Shill marketing
Amplified marketing
10. What
is an example of a
successful direct-response
advertisement?
A.
B.
C.
D.
A person orders an exercise machine by
telephone after viewing an infomercial.
A movie theater shows several previews
of new films and video releases.
A popular tourist attraction places a
billboard in a remote location.
A local grocer distributes discount
coupons to local businesses.
11. Which
of the following would
be used to promote special
sales events only to customers
who live in a specific location?
A.
B.
C.
D.
Radio spot
Utility direct mail
Specialty advertising
Suburban newspaper
12. Which
of the following
advertising media offers the
easiest means to evaluate the
effectiveness of an
advertisement?
A.
B.
C.
D.
Radio
Newspaper
Direct mail
Television
13. What
communication channels
is a corporation's public-relations
department most likely to use to
maintain positive relationships
with shareholders?
A.
B.
C.
D.
Press releases, online social networks, and print
advertisements
Newsletters, annual reports, and the company's
web site
News conferences, consumer blogs, and
employee manuals.
Policy manuals, commercials, and sponsorships
14. A small retail chain that sells specialized
products for sports enthusiasts is located in a
resort area that receives most of its business
during the summer. To increase year-round
sales, management wants to use direct-mail
advertising. What format should you
recommend that the retail chain use?
A.
B.
C.
D.
Computer kiosks
Cable television shopping channels
Box-holder flyers
Niche catalogs
15. What
best describes the
goal of amplified word-ofmouth?
A.
B.
C.
D.
Improving the best quality of goods and
services the business offers.
Encouraging customers to provide both
positive and negative feedback
Building loyal relationships with the
customers
Providing information to activists to share
with others.
16. What
is a common thread
among all direct advertising
strategies?
A.
B.
C.
D.
They try to get consumers' attention by
communicating in the most unusual ways
possible.
They use a proven creative technique with a
strong headline and a little copy.
They communicate with all consumers as one
group with common likes and dislikes.
They intend to motivate the consumer to take
action.