True/False
Indicate whether the sentence or statement is true or
false.
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1.
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Advertising is generally more effective than sales promotion in getting a customer to
make a purchase.
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2.
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Marketing budgets should be based primarily on the cost of various kinds of marketing
communication activities.
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3.
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A
full-service advertising agency provides all four major functions of account management, creative
services, media planning and buying, and research. A specialized advertising agency will only
focus on one or two of these four major functions.
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Multiple Choice
Identify the letter of the choice that best
completes the statement or answers the question.
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1.
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“Promotion” is generally a short-term activity a. | however, at a strategic level, it is a longer-term
investment in building up a consistent corporate or destination identity. | b. | and, as a result, does not include public
relations. | c. | that must be
budgeted separately from advertising and personal selling. | d. | that companies use strictly to combat negative
publicity. | | |
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2.
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The
most commonly adopted model explaining the communication process involves sender, message, medium and
receiver. In this model, noise could occur as, for example, a. | too many advertisements being seen at one
time. | b. | a negative news
item that is in some way related to the advertisement. | c. | ambiguous wording in a print media
advertisement. | d. | All of the
above. | | |
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3.
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The
term “hierarchies of effects model” of communication a. | refers to models that assume a progression through stages
characterized by awareness, conviction, and purchase. | b. | describes a communication model that falls under the
heading of AIDA modeling (Attention, Interest, Desire, Action). | c. | refers to one type of DAGMAR model (Defining Advertising
Goals for Measured Advertising Results). | d. | refers to a model that is used to measure the effectiveness
of various advertising messages. | | |
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4.
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Integrated Marketing Communications (IMC) a. | is an approach that recognizes that advertising must stand
alone and be budgeted separately due to its singular importance. | b. | unites marketing communication tools along with corporate
and brand messages. | c. | is an industry buzz-word that refers to combining print,
television, radio, and Internet advertising in order to optimize market
penetration. | d. | uses a SWOT
analysis to develop a marketing campaign budget. | | |
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5.
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Media
mix refers to the collective media outlets such as TV, radio, brochures, newspapers, and
billboards. In deciding how much of each media to use for product promotion, a media planner
needs to decide if their objective is a. | a mass media or targeted media
campaign. | b. | an intensive,
exclusive, or selective campaign. | c. | a high-reach or high frequency
campaign. | d. | a recall,
recognition, or persuasion campaign. | | |
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6.
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The
push and pull promotional strategies a. | tend to be mutually exclusive. | b. | tend to rely on, respectively, promotion and
advertising. | c. | are often used for
resorts, but rarely for conference hotels. | d. | work well for durable goods, but not for tourism
products. | | |
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7.
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Advertising is a key marketing tool in the tourism and hospitality industry
because a. | advertising is
mass-media, mass-communication, and non-personal. | b. | advertising effectively informs, persuades, reminds, and
sells vacation packages. | c. | advertising is highly affordable to large and small
operators. | d. | these industries
require potential customers to base buying decisions upon mental images of product offerings since
they are not able to physically sample the alternatives. | | |
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8.
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The
“competitive parity method” a. | refers to setting one’s advertising budget at a level
needed to achieve an equal share-of-voice with competitors. | b. | describes a marketing communications strategy that relies
primarily on the use of premiums, coupons, and free samples. | c. | is a means to help ensure that customers will stay loyal to
a product over the long term. | d. | is a promotional strategy that works best in combination
with a push and pull strategy. | | |
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9.
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Seven
different execution styles of message strategy were presented in this chapter. Which execution
strategy best describes the Tim Hortons “Canadian students in Glasgow” ad
campaign? a. | lifestyle | b. | slice of life | c. | testimonial evidence | d. | mood or image | | |
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10.
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The CPM
for a $16,000.00 advertisement in a national magazine with a circulation of 1.8 million readers would
be a. | $16.73. | b. | $8.89. | c. | $5.42. | d. | $5.41. | | |
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11.
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An
example of the relatively new “ambient advertising” approach would be a. | an advertisement on grocery store
floors. | b. | an advertisement
on an airline boarding pass. | c. | an advertisement cut into a crop
field. | d. | All of the
above. | | |
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12.
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The use
of “premiums” in advertising a. | has been shown to actually encourage brand switching,
rather than band loyalty, to the product offering the premium. | b. | has worked very successfully in the Canadian brewing
industry. | c. | includes the
“buy one get one free” approach to marketing. | d. | is no longer legal in Canada. | | |
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13.
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Major
advantages of advertising through commercial radio, and national press, respectively,
are: a. | longevity and good life
span. | b. | strong audience
attention and, strong audience attention! | c. | well-segmented audience and national
coverage. | d. | can be repeated
often and high trust and believability factor | | |
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Matching
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a. | advertising | i. | push strategy | b. | affordable method | j. | pull strategy | c. | AIDA model | k. | promotional mix | d. | ambient advertising | l. | recall test | e. | competitive parity method | m. | return-on-investment goals | f. | cost per thousand (CPM) | n. | situation analysis | g. | full-service agency | o. | specialized agencies | h. | integrated marketing communication
(IMC) | p. | zero-based planning | | | | |
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1.
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a
company’s total marketing communications program
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2.
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a
memorable and useful checklist of the aims of advertising, standing for attention, interest, desire,
and action
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3.
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the
unification of all marketing communications tools, as well as corporate and brand messages, so they
send a consistent, persuasive message to target audiences
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4.
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a
business review that summarizes all the relevant information available about the product, the
company, the competitive environment, the industry, and the consumers
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5.
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the
practice of analyzing the strengths and weaknesses of the various marketing communications tools and
then matching them to the problem identified in the situation analysis
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6.
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working
out the expected profit returns based on the costs of reaching a customer or group of customers. This
calculation is also called break-even analysis or payout planning
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7.
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a test
that evaluates the memorability of an advertisement by contacting members of the audience and asking
what they remember about the advertisement
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8.
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a
promotion strategy that calls for using the sales force and trade promotion to push the product
through channels; the producer promotes the product to wholesalers, the wholesalers promote to
retailers, and the retailers to consumers
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9.
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a
promotion strategy that calls for spending a large amount on advertising and consumer promotion to
build up consumer demand; if successful, consumers will ask their retailers for the product, the
retailers will ask the wholesalers, and the wholesalers will ask the producers
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10.
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any
paid form of non-personal presentation and promotion of ideas, goods, or services by an identified
sponsor, using mass media to persuade or influence an audience
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11.
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setting
the promotion budget to match competitors’ outlay
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12.
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an
advertising agency that provides the four major staff functions: account management, creative
services, media planning and buying, and account planning
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13.
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an
advertising agency that specializes in certain functions (e.g., writing copy, producing art, media
buying), audiences (e.g., minority, youth), or industries (e.g., health care, computers,
leisure)
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14.
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the
process of selecting the media that will expose the product to the largest target audience for
the lowest possible cost. (“M” is the Roman numeral for 1000)
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15.
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setting
the promotion budget at what management thinks the company can afford
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16.
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advertising that uses new, unexpected ways of getting messages
across
Answers:
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