16, Which of the following is a disadvantage of guerrilla marketing? a. The innovation involves high cost It can be offensive to members of the target audience. The company has no control over the marketing channel relies on. d. It does not work for small companies with low budgets 17. Which of the following is a reason why sponsorships have grown in popularity in the last ten years? sponsored events Greater media coverage of b Legal restrictions on other forms of promotion Declining costs of traditional advertising d Inability of other forms of promotion to target specific markets 18. At the Coca-Cola 500 NASCAR race, Pepsi gives hats to spectators as they enter the racetrack. Each person willing to wear the hat during the race was given a coupon for a free Pepsi product. A televison camera captures vanous people in the crowd wearing the hat, with the Pepsi logo prominently displayed. Pepsi is engaging in a guerrilla marketing. h ambush marketing direct marketing d public relations. 19. Because direct marketing is interactive, it a focuses more on promoting the company's goodwill and educating consumers about the firm. b. allows marketcrs to tailor individual responses to mect consumers' needs. Sis not very effective in reaching a wide audience d. is very informal and its effectiveness is difficult to measure 20. Which of the following would typically be an example of direct mail promotion? Catalog from Lands' End, advertising free shipping for a limited time bA brand making its presence felt at the local golf event even when it is not the official sponson A kitchenware firm trying to stimulate demand for its offerings through a favorable presentation on the television Advertisement in the newspaper d 21. Which statement concerning telemarketing is correct? a It has been unaffected by the Do Not Call Registry bIt remains the most frequently used form of direct marketing Telemarketers are not required to transmit their Caller ID information Telemarketers are allowed to send recorded d messages to 22. A firm advertised its new line of non-stick 10-piece cookware set on QVC in a 90 second slot with product description and a toll-free number for ordering. This is an example of a personal selling bdirect marketing via broadcast channels direct marketing via infomercials. d. electronic direct marketing. 23. Finding a successful promotional mix can be a challenge for marketers who must balance the variables that comprise the mix Which of the following does not influence the effectiveness of a promotional mix? Characteristics of the product b Competitors' promotional budgets . Stage of the product lifecyele d. Product price
