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.
