Question 1

Advertising is any nonpersonal promotional message that is paid for by an identified sponsor and directed at a large audience.

Accepted Answer

A) True 
 B)False

Question 2

The president of your small company wants to better understand the basis on which you select your promotion mix.You indicate that the selection of promotion-mix ingredients and the degree to which they are used depend on all of the following except the

Accepted Answer

A)   organisational resources.
B)   nature of the target market.
C)   characteristics of the product.
D)   personal preferences of the marketers.
E)   feasibility of various promotion methods.F) B) and C)
G) A) and E)

Question 3

All of the following are examples of sales promotion except

Accepted Answer

A)   rebate.
B)   sample.
C)   premium.
D)   point-of-purchase display.
E)   direct-response advertising.F) All of the above
G) B) and D)

Question 4

General Motors Corporation and Ford Motor Company frequently advertise that their cars beat the competition in price, durability, and warranties.This type of advertising is called ____ advertising.

Accepted Answer

A)   primary-demand
B)   Institutional
C)   Comparative
D)   Reminder
E)   immediate-responseF) A) and E)
G) A) and C)

Question 5

A free decorated plastic storage box given with the purchase of Huggies Gentle Care Sensitive Baby Wipes is an example of

Accepted Answer

A)   a premium.
B)   a frequent-user incentive.
C)   a sample.
D)   a buying allowance.
E)   cooperative advertising.F) A) and D)
G) A) and C)

Question 6

An advertisement for a self-cleaning litter box for cats appears in Runner's World magazine.The litter box company's campaign is likely to fail because the ad is unlikely to

Accepted Answer

A)   appeal to adults.
B)   reach the market.
C)   reach its target audience.
D)   offer enough product information.
E)   stimulate any interest.F) None of the above
G) B) and C)

Question 7

Tyler is searching through his company's files of its customers to choose ones that would most likely be interested in the new product line his company has developed.Which stage of the personal-selling process is this?

Accepted Answer

A)   Making the presentation
B)   Approaching the prospect
C)   Prospecting
D)   Following up
E)   Closing the saleF) C) and D)
G) A) and C)

Question 8

Advertising that is used to promote a particular brand is called ____ advertising.

Accepted Answer

A)   Media
B)   selective-demand
C)   Institutional
D)   primary-demand
E)   MassF) C) and E)
G) B) and C)

Question 9

An article in The Wall Street Journal addresses the issue of customer service and mentions that the Ritz Carlton Hotel Company offers outstanding customer service at all of its hotels.This article is an example of

Accepted Answer

A)   feedback.
B)   personal selling.
C)   advertising.
D)   public relations.
E)   sales promotion.F) A) and D)
G) A) and C)

Question 10

Network time can be effectively used by independent local firms.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is the best example of a good advertising campaign objective?

Accepted Answer

A)   Sales will increase as a result of this advertising campaign.
B)   This campaign will result in a 5 percent increase in market share.
C)   Within two months, this campaign will increase sales.
D)   This campaign will result in a 10 percent increase in sales by next February.
E)   More customers will know about our company as a result of this campaign.F) A) and B)
G) A) and C)

Question 12

The major arguments against advertising are that it is wasteful and that it can be deceptive.

Accepted Answer

A) True 
 B)False

Question 13

Organisations that sell to small business-to-business markets and those that use only a few wholesalers to market their products will probably focus on ____ as their promotional tool.

Accepted Answer

A)   advertising
B)   publicity
C)   sales promotion
D)   trade shows
E)   personal sellingF) B) and C)
G) A) and C)

Question 14

Advertising leads to the development of new and improved products, greater product choices, and lower consumer prices.

Accepted Answer

A) True 
 B)False

Question 15

All of the following except ___ are criticisms of promotion.

Accepted Answer

A)   Increasing prices
B)   Consumer manipulation
C)   Leads to a more materialistic society
D)   Deceptive promotional efforts
E)   Expensive campaignsF) A) and B)
G) C) and D)

Question 16

James Rodriguez, an advertising manager for Verizon, has chosen the words for the company's new magazine ads and is now determining which illustrations will best complement the words.In which stage of developing the advertising campaign is James?

Accepted Answer

A)   Defining the advertising objectives
B)   Developing the media plan
C)   Creating the advertising message
D)   Executing the campaign
E)   Identifying the advertising target audienceF) A) and C)
G) B) and C)

Question 17

In a typical day working for Coors Brewing, Alan will deliver beer, restock shelves, clear out old beer, take orders for the next day's delivery, and set up promotional displays.Alan is both a ____ and an ____.

Accepted Answer

A)   missionary salesperson; order-getter
B)   trade salesperson; order-taker
C)   technical salesperson; order-getter
D)   trade salesperson; order-getter
E)   missionary salesperson; order-takerF) C) and E)
G) A) and E)

Question 18

Sales promotion methods include all of the following except

Accepted Answer

A)   premiums.
B)   coupons.
C)   rebates.
D)   news releases.
E)   frequent-user incentives.F) C) and E)
G) D) and E)

Question 19

Kaitlyn demonstrates how her company's new professional stain remover works.This demonstration is part of the ____ step of the personal-selling process.

Accepted Answer

A)   prospecting
B)   answering objections
C)   closing the sale
D)   making the presentation
E)   approaching the prospectF) A) and B)
G) A) and C)

Question 20

Selective-demand advertising aimed at keeping a firm's name or product before the public is called ____ advertising.

Accepted Answer

A)   Reminder
B)   Cooperative
C)   primary-demand
D)   Personal
E)   ComparativeF) B) and E)
G) A) and E)

Exam 14: Marketing Communications

The president of your small company wants to better understand the basis on which you select your promotion mix.You indicate that the selection of promotion-mix ingredients and the degree to which they are used depend on all of the following except the

Correct AnswerverifiedShow Answer

Organisations that sell to small business-to-business markets and those that use only a few wholesalers to market their products will probably focus on ____ as their promotional tool.

Correct AnswerverifiedShow Answer

In a typical day working for Coors Brewing, Alan will deliver beer, restock shelves, clear out old beer, take orders for the next day's delivery, and set up promotional displays.Alan is both a ____ and an ____.

Correct AnswerverifiedShow Answer

James Rodriguez, an advertising manager for Verizon, has chosen the words for the company's new magazine ads and is now determining which illustrations will best complement the words.In which stage of developing the advertising campaign is James?

Correct AnswerverifiedShow Answer

All of the following except ___ are criticisms of promotion.

Correct AnswerverifiedShow Answer

An advertisement for a self-cleaning litter box for cats appears in Runner's World magazine.The litter box company's campaign is likely to fail because the ad is unlikely to

Correct AnswerverifiedShow Answer

Sales promotion methods include all of the following except

Correct AnswerverifiedShow Answer

Advertising that is used to promote a particular brand is called ____ advertising.

Correct AnswerverifiedShow Answer

Tyler is searching through his company's files of its customers to choose ones that would most likely be interested in the new product line his company has developed.Which stage of the personal-selling process is this?

Correct AnswerverifiedShow Answer

Advertising is any nonpersonal promotional message that is paid for by an identified sponsor and directed at a large audience.

Correct AnswerverifiedShow Answer

Kaitlyn demonstrates how her company's new professional stain remover works.This demonstration is part of the ____ step of the personal-selling process.

Correct AnswerverifiedShow Answer

An article in The Wall Street Journal addresses the issue of customer service and mentions that the Ritz Carlton Hotel Company offers outstanding customer service at all of its hotels.This article is an example of

Correct AnswerverifiedShow Answer

Advertising leads to the development of new and improved products, greater product choices, and lower consumer prices.

Correct AnswerverifiedShow Answer

The major arguments against advertising are that it is wasteful and that it can be deceptive.

Correct AnswerverifiedShow Answer

Selective-demand advertising aimed at keeping a firm's name or product before the public is called ____ advertising.

Correct AnswerverifiedShow Answer

Network time can be effectively used by independent local firms.

Correct AnswerverifiedShow Answer

General Motors Corporation and Ford Motor Company frequently advertise that their cars beat the competition in price, durability, and warranties.This type of advertising is called ____ advertising.

Correct AnswerverifiedShow Answer

Which of the following is the best example of a good advertising campaign objective?

Correct AnswerverifiedShow Answer

All of the following are examples of sales promotion except

Correct AnswerverifiedShow Answer

A free decorated plastic storage box given with the purchase of Huggies Gentle Care Sensitive Baby Wipes is an example of

Correct AnswerverifiedShow Answer

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In a typical day working for Coors Brewing, Alan will deliver beer, restock shelves, clear out old beer, take orders for the next day's delivery, and set up promotional displays.Alan is both a and an .

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