A clothing line chooses a sports star to endorse its products. It pays a fee to a broadcasting channel to air the endorsement. The aim of airing the endorsement is to persuade customers to buy its products. This is an example of:

Multiple Choice

• advertising.
• event sponsorship.
• personal selling.
• cause-related marketing.
• weblog.

Which of the following is true about communication with customers?

Multiple Choice

• Customers' knowledge and attitudes toward the brand will impact their message decoding.
• All receivers decode messages the same.
• There is no need for selecting the target market. The message should be clear and consistent for every single customer in the market.
• Companies should send the exact same message through different medium and to different customer groups.
• Billboard advertising is not efficient as people tend to misinterpret the message.

A good IMC strategy requires companies to send the same message to their customers regardless of the medium and traits of the receiver.

Group starts

True or False

Heads International, a manufacturer of helmets, made an advertisement featuring its products. After the ad has run its course, the company tries to understand how the ad influenced customer perceptions and whether it generated awareness. It also tests whether any purchasing actions have been stimulated by the advertisement. This is an example of:

Multiple Choice

• pretesting.
• pulsing.
• impressions.
• post-testing.
• tracking.

Which of the following is a disadvantage of deals as a sales promotion tool?

Multiple Choice

• It discourages brand trial.
• It may reduce perception of value.
• It fails to retaliate against competitive action.
• It increases the cost of the good for the consumer.
• It increases consumer risk.

Which of the following refers to a situation when a brand has a prominent place in people's memories that triggers a response without them having to put any thought into it?

Multiple Choice

• Aided recall
• Puffery
• Top-of-mind awareness
• Lagged effect
• Cold call

Which of the following consumer sales promotion tools offers a discount on the price of specific items when they are purchased?

Multiple Choice

• Contest
• Premium
• Lottery
• Coupon
• Sweepstake