saint leo mba565 module 6 quiz latest 2016 august

Module 6 quiz

Question 1 : __________ appeals make either a direct or indirect claim of superiority against a targeted or general class of competitors.

Feature/benefit

Competitive advantage

News

Product or service popularity

Question 2. Which of the following statements is true about advertisements that are created using emotional appeals?

Emotional appeals are rarely used for television advertisements.

It is difficult to use emotional appeals for those products which do not have any tangible differential advantage.

Advertisements created using emotional appeals focus on imagery and symbols.

Advertisements created using emotional appeals have poor recall.

Question 3. Which of the following types of informational appeals focuses on the dominant attributes or characteristics of the product or service, or the benefits provided?

Feature/benefit appeals

Competitive advantage appeals

Favorable price appeals

News appeals

Question 4. Which of the following types of appeals focuses on the functional or practical aspects of the product and emphasize facts, learning, and persuasion?

Social appeals

Behavioral appeals

Informational appeals

Emotional appeals

Question 5. Which of the following is used to develop an image-oriented advertisement which is used for product categories where it is difficult to establish tangible differential advantages?

Feature/benefit appeals

Competitive advantage appeals

News appeals

Emotional appeals

Question 6. Identify the approach that uses friends and neighbors as the sales force.

Direct sales

Telemarketing

Direct-mail marketing

Sales promotion

Question 7. In these ads, the copy touts how popular the product is among the target audience. Identify the informational appeal being used.

Feature/benefit popularity appeal

Competitive advantage appeal

News appeal

Product or service popularity appeal

Question 8. The stage where customers are becoming aware of the product and developing knowledge of the product's attributes and benefits is known as:

cognitive stage.

affective stage.

behavioral stage.

evaluation stage.

Question 9. With reference to the three basic stages of the advertising response process, inducing trial for a product is an example of which of the following?

Cognitive objectives

Affective objectives

Behavioral objectives

Post-purchase objectives

Question 10. Communication activities that provide extra incentives to customers or the sales force to achieve a short-term objective are called:

sales promotion.

advertising.

integrated marketing communication.

public relations.

Question 11. Consumer-oriented promotion gives customers a reason to purchase the product. This process represents:

push promotion.

pull promotion.

horizontal promotion.

vertical promotion.

Question 12. Sampling is most likely to be used:

in the maturity stage of the product life cycle.

in the decline stage of the product life cycle.

when a new product or brand is being introduced.

to create interest among laggards and to generate sales in the decline stage.

Question 13. Identify the objective of trade promotions.

Creating awareness about the product among the end consumers

Identify the needs of final consumers

Giving the intermediaries incentives to carry and sell the product

Giving customers a reason to purchase the product

Question 14. __________ compensate retailers for prominently displaying and promoting goods.

Display allowances

Off-invoice allowances

Stocking allowances

Rebates

Question 15. In order to maintain the profit level of the product to the channel member and keep the product on the shelves, the marketing manager uses __________ to compensate for the decline in sales.

price-oriented promotions

product-oriented promotions

special events

horizontal promotions

Question 16. Which of the following is an example of a consumer price-oriented promotion?

Off-invoice allowance

Money-back offer

Market development funding

Sampling

Question 17. A shelf talker is:

a sales representative in a retail outlet who provides customers with information on different products in various shelfs.

a sign hanging on the shelf with information, usually about a special price.

a representative from a manufacturing firm who negotiates shelf space with the retailers.

a representative from a retail outlet who negotiates shelf space with the manufacturer.

Question 18. Identify the trade promotion that is the most risky for a company.

Place-based promotions

Sales-based incentives

Product-based allowances

Price-based promotions

Question 19. Special displays and other company-paid advertisements inside the store (e.g. announcements for contests and sweepstakes, information about recipes, etc.) are examples of:

point-of-purchase advertising.

off-invoice allowances.

premiums.

missionary marketing.

Question 20. A particularly important purpose of retail-oriented promotions is:

to create awareness about the product.

to obtain feedback about the product from the customers.

to gain or maintain distribution.

to identify additional features required to improve the product.