Principles of marketing/PMKT103/Leveraging promotion tools/Quiz 1

Promotion Tactics quiz

Indicate whether the following statements are true or false:

• Integrated marketing communications is an approach that delivers multiple messages to buyers through TV, radio, magazines, the Internet, mobile phones, professional selling, and social media.
  • True
    • Incorrect. A single, consistent message across all media channels is the hallmark of integrated marketing communications.
  • False
    • Correct. The strength of integrated marketing communications is grounded in a single, consistent message delivered across all media channels - direct sales, print, radio, TV and Internet.
• The available budget for marketing a product affects promotional reach and frequency.
  • True
    • Correct. The marketing budget affects the number of people reached by the message, as well as how often they receive the message. For example, smaller organizations tend to lack the funds to create and run a campaign of TV commercials because of the expense. They typically choose a blend of direct sales, public relations, social media and website promotion.
  • False
    • Incorrect. A company's marketing budget determines how frequently promotions run, and how many people they can reach. If a company has a small marketing budget, they may have to consider creative ways to generate awareness and visibility. For example, 1-800-GOT-JUNK in Vancouver, had people dress up entirely in blue (their company colours) and wildly wave placards and post-cards at rush-hour intersections - to attract attention of people (matching their desired demographics) who might purchase their service. The publicity 'stunt' also caught the attention of TV stations - resulting in free publicity.
• It always makes sense to pay attention to the cross-cultural implications of marketing.
  • True
    • Correct. A lack of cultural awareness, poor image choice or bad translations can have a strong, lasting negative effect on a product. A classic example (and blunder), is the Chevy Nova automobile marketed in Spanish-speaking countries. In Spanish, the name of the car is: No Go. This is not a great endorsement of the vehicle.
  • False
    • Incorrect. There are few 'always' in marketing - but this is one of them. Each group of people (i.e., market segment) has particular needs, characteristics, preference and culture. It's really important to discover the culture, and ensure marketing efforts are respectful of the culture - in terms of message, images, pitch people, style of communication, etc. It's up to the marketer to find out what works, and quickly modify what doesn't.