Quiz 4 (MKTG 231) - QUIZ #4

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Unformatted text preview: QUIZ #4 http://bsuonline.bowiestate.edu/...Id=0927E933CD914E46AE495B367CB81CB9&response_Id=0D9F288F77F146439BD8C76A4AB1E558[11/23/2010 2:31:12 PM] 1. To overcome low redemption rates for coupons, marketers are: A) shortening the time the coupon can be redeemed to create a feeling of urgency B) issuing fewer coupons and using more everyday low pricing C) using instant coupons on product packages D) doing all of these E) distributing single all-purpose coupons that can be redeemed for several brands 2. Advertising expenditures in the United States: A) are large, but the industry is small with fewer than 400,000 employees B) are dominated by the millions of small firms competing for business through price wars C) are staying level with little or no increase year to year D) exceed $250 billion per year in the huge industry that employs over three million people E) are completely controlled by the 200,000 advertising agencies in the United States Feedback: Advertising is a visible but small industry. Advertising spending is increasing and is dominated by the largest firms. 3. Which of the following is one of the basic tasks typically performed by promotion? A) perceiving B) persuading C) managing D) organizing E) rewarding 4. Tambrands, Inc. Some years ago, Tambrands, Inc., the beleaguered market leader of the $680 million tampon industry, tried to revive its sagging market share by targeting arch-rival Playtex Products, Inc. Part of its strategy was to brag about the superiority of the cardboard applicators in its new Satin Touch product and to air audacious commercials in which it compared its product directly to Playtex's plastic applicators. The ad campaign cost an estimated $12 million; though modest, it was the most Tambrands had ever spent on a new product. Tambrands's original television commercials for Satin Touch featured a young woman wrinkling her nose and saying, "Plastic, who needs it?" The ad stressed that unlike plastic, cardboard is "flushable and biodegradable" and suggested that it's more environmentally correct. Tambrands supported the campaign with a print ad and coupon for a free sample that carried the slogan, Submitted by HOWELL, NAQUENA (HOWELLN0208) on 11/13/2010 3:16:40 PM Points Awarded 9.00 Points Missed 41.00 Percentage 18.0% Points Earned: 0.0/1.0 Correct Answer(s): D Points Earned: 0.0/1.0 Correct Answer(s): A Points Earned: 0.0/1.0 Correct Answer(s): B QUIZ #4 http://bsuonline.bowiestate.edu/...Id=0927E933CD914E46AE495B367CB81CB9&response_Id=0D9F288F77F146439BD8C76A4AB1E558[11/23/2010 2:31:12 PM] "A free offer isn't the only reason to give up plastic." Refer to Tambrands, Inc. The Satin Touch advertising campaign is based on which type of advertising appeal?...
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Quiz 4 (MKTG 231) - QUIZ #4

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