Amazon.com, a successful online retailer, manages an extensive database, which includes customers' names and their tastes in books and music. This information is used to determine which products are suggested to each customer. This is an example of how Amazon.com uses:
  • direct marketing.
  • Public relations
  • Ambush Marketing
  • lead generator.
Based on research on their target market, Bowl More Lanes discovers that 95% are aware of Bowl More; 85% have knowledge about it; 80% like it; 70% intend to bowl there; and 65% actually have bowled there. According to the hierarchy of effects model, Bowl More should concentrate its promotional efforts on increasing _____ .
  • intention
  • Publicity
  • Public relations
  • encoding
Henry is an employee of Nextel Communications and works at the corporate headquarters in the Marketing Department. His job is to coordinate all promotional activities (e.g., ads, sponsorships, point-of-purchase displays) so that Nextel is recognized and consistently associated with quality service and direct connection capability across the country. Thus, Henry is responsible for Nextel's:
  • Integrated marketing communication
  • Increase Fendi's rating on color
  • Increase Adidas' rating on lightweight
  • increase Papa John's rating on cheesiness
The data in the table below on competing brands of athletic shoes are based on the same 10-point scales used in lectures. Which strategy offers the greatest potential for improving Adidas' sales performance?
  • increase Papa John's rating on cheesiness
  • Increase Adidas' rating on lightweight
  • Increase Fendi's rating on color
  • Integrated marketing communication
What is it called when one company pays for the rights to be an exclusive sponsor of an event and another company uses promotional tactics that steal some of the spotlight, at a much lower cost?
  • Ambush Marketing
  • Public Relations
  • lead generation
  • direct marketing.
Diesel is a company that manufactures and distributes very expensive, high-quality jeans. In the Unites States, there are 10 million people who could potentially purchase their jeans. Of those, 8.7 million are aware of the Diesel brand and 7.2 million know that types of products they distribute. Approximately 6.2 million like the brand, 5.0 million of which believe that they will make a Diesel jeans purchase within the next few months. Currently, 4.6 million already own a pair of Diesel jeans. Given these figures, what promotional objective should Diesel set?
  • increase Papa John's rating on cheesiness
  • Increase the number who intend to purchase Diesel jeans
  • personal selling
  • I, IV, and V only
Melanie was watching "60 Minutes" last week and saw a story about McDonald's. Several customers were interviewed who claimed to have found fried rat tails mixed in with their French fries. From the point of view of McDonald's, this story would be considered:
  • Public relations
  • encoding
  • intention
  • Publicity
Publicity often comes in the form of negative stories in the press in the aftermath of a major problem involving a consumer product. The firm's attempts to "manage" publicity so that it is more favorable fall under _______ in the promotional mix.
  • Publicity
  • Public relations
  • Ambush Marketing
  • lead generation
With direct marketing, ______ is the result of an offer designed to generate interest in a product or service, and a request for additional information.
  • lead generator.
  • lead generation
  • Public Relations
  • Ambush Marketing
This year Pontiac is the official sponsor of the NCAA basketball tournament, but suppose that at each of the game sites Ford sets up interactive car exhibits right across the street and hands out free Ford hats and beads to people. Ford's promotional activity is an example of:I) Guerrilla MarketingII) Product PlacementIII) AdvertisingIV) Sales PromotionV) Ambush Marketing
  • Public relations
  • Increase the number who intend to purchase Diesel jeans
  • lead generator.
  • I, IV, and V only
Which of the following is an example of an independent, personal promotional source?
  • Public Relations
  • A friend tells you that "The Matrix: Revolution" is a great movie
  • objective and task budgeting
  • Advertising is usually directly paid, and publicity is usually indirectly paid.
Like many consumer products manufacturers, Frito-Lay offers retailers discounts to encourage them to carry and promote its products. When doing so, Frito-Lay uses a _____ strategy.
  • push
  • Ambush Marketing
  • Publicity
  • noise
A paid advertisement for the Texas Department of Economic Development, Tourism Division, invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website, or use a toll-free number to request more information about vacation destinations in Texas. The primary purpose of this ad was as a(n):
  • Public relations
  • lead generation
  • Fear and Sex
  • lead generator.
______ is the outcome of an offer designed to motivate people to visit a business.
  • objective and task budgeting
  • Public Relations
  • lead generation
  • Traffic generation
The first decision in developing a promotion program is to:
  • objective and task budgeting
  • Integrated marketing communication
  • Increase Adidas' rating on lightweight
  • identify the target audience.
Which of the following promotional tools below involves no direct payment to the media or persons conveying the promotional message?
  • Public Relations
  • Ambush Marketing
  • objective and task budgeting
  • lead generation
Antonio, a native Italian, is visiting the U.S. for the first time. He has never had "American" pizza. He decides that he wants to try it while he is here. He will evaluate which pizza to buy based upon the attributes of cheesiness, amount of toppings, softness of crust, and zestiness of the sauce. His ratings (i.e., perceptions of the pizzas) are based upon a 10-point scale (where 1=low and 10=high). The far right-hand column shows the importance Antonio places on each attribute (1=unimportant and 10=very important).
  • Increase Adidas' rating on lightweight
  • Increase Fendi's rating on color
  • Integrated marketing communication
  • increase Papa John's rating on cheesiness
A new men's hair coloring product Vigor releases a commercial in which a gentleman with prematurely gray hair is at a club; he looks across the room at a vivacious young lady who promptly turns away, rejecting him. In Scene 2, the man is shown using Vigor to get rid of his gray hair. Then in the next scene, the man now has a head of rich thick brown hair, and he looks over at the same woman in the same club. This time the man approaches the woman, who looks at him and smiles. This commercial is using both _____ and _____ appeals.
  • increase Papa John's rating on cheesiness
  • Fear and Sex
  • lead generator.
  • noise
Medicore Pharmaceuticals Inc. has recently developed a new drug for sufferers of Alzheimer's disease. If the corporation chooses to promote the new drug primarily by educating and informing the physicians who would prescribe the medication, then the best communication tool to use would be:
  • Public relations
  • Ambush Marketing
  • personal selling
  • direct marketing.
Which of the following statements describes a key difference between advertising and publicity?
  • A friend tells you that "The Matrix: Revolution" is a great movie
  • Advertising is usually directly paid, and publicity is usually indirectly paid.
  • objective and task budgeting
  • Public Relations
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