Quiz 6 practice Flashcards
(10 cards)
What is the definition of a Horizontal Marketing System?
a) When multiple companies at one channel level join together to follow a new marketing opportunity.
b) When a single firm sets up two or more marketing channels to reach one or more customer segments.
c) When a firm sells its products directly to consumers through multiple channels.
d) When a firm sells its products through intermediaries in a traditional supply chain.
a) When multiple companies at one channel level join together to follow a new marketing opportunity.
Which of the following is an example of a Multichannel Marketing System?
a) A company exclusively sells its products through its website.
b) A company sells its products through various online retailers and brick-and-mortar stores.
c) A company utilizes only one marketing channel to reach its entire customer base.
d) A company outsources its marketing efforts to multiple advertising agencies.
b) A company sells its products through various online retailers and brick-and-mortar stores.
What is the primary advantage of Television Advertising?
a) Ability to target specific audiences effectively.
b) Long shelf life compared to other advertising mediums.
c) High interactivity with consumers.
d) Reaches a broad spectrum of consumers.
d) Reaches a broad spectrum of consumers.
What is the main disadvantage of Television Advertising?
a) Limited ability to convey complex information.
b) High cost per person exposed.
c) Ability to skip commercials using DVR technology.
d) Difficulty in demonstrating product use.
b) High cost per person exposed.
What is Top-of-mind awareness (TOMA) in marketing?
a) The percentage of respondents who name a specific brand or product first when asked about recent advertisements.
b) The effectiveness of advertising in generating immediate sales.
c) The level of consumer engagement with a brand on social media.
d) The number of impressions generated by a marketing campaign.
a) The percentage of respondents who name a specific brand or product first when asked about recent advertisements.
According to the Hierarchy of Effects model, what is the first stage in the process of promotion?
a) Conviction
b) Action
c) Awareness
d) Desire
c) Awareness
What is the primary characteristic of public relations as a promotional tool?
a) It is a form of paid communication.
b) It involves a two-way flow of communication between buyer and seller.
c) It is directly paid for by the company.
d) It includes presentations of the organization through mass media without direct payment.
d) It includes presentations of the organization through mass media without direct payment.
Which of the following is an example of personal selling?
a) A company sponsors a public event to raise awareness about its brand.
b) A salesperson conducts a demonstration of a product for a potential customer.
c) A company places an advertisement in a magazine.
d) A company issues a press release announcing a new product launch.
b) A salesperson conducts a demonstration of a product for a potential customer.
Which of the following is an example of a sales promotion?
a) A company releases a series of TV commercials to promote its new product.
b) A company offers a limited-time discount on its products.
c) A company hosts a press conference to announce its quarterly earnings.
d) A company launches a social media campaign to engage with customers.
b) A company offers a limited-time discount on its products.
What is the main difference between advertising and public relations?
a) Advertising involves two-way communication, while public relations does not.
b) Advertising is a form of indirect paid communication, while public relations is not paid for directly by the company.
c) Advertising is typically longer-term, while public relations is usually short-term.
d) Advertising focuses on influencing the buyer’s purchase intentions, while public relations focuses on building relationships with stakeholders.
b) Advertising is a form of indirect paid communication, while public relations is not paid for directly by the company.
