Question 1

Radio advertising has certain shortcomings but offers businesses an opportunity to reach a specific target market.

Accepted Answer

A) True 
 B)False  True

Question 2

Payola Promotions has offered to give Lisa free tickets to a concert it is promoting in return for Lisa's agreement to share her positive experience with others on Internet chat rooms.The concert tickets Lisa receives represent swag.

Accepted Answer

A) True 
 B)False  True

Question 3

The B2B selling process may take a long time before a deal is finalized therefore gathering information about the customer before you approach them is critical.

Accepted Answer

A) True 
 B)False  True

Question 4

The objective of a push promotional strategy is to move a product through a distribution channel by offering incentives to wholesalers and retailers to stock and sell the merchandise.

Accepted Answer

A) True 
 B)False

Question 5

Personal selling involves more than presenting the product and closing the deal.Other activities include the search for new prospects and follow-up services after the sale.

Accepted Answer

A) True 
 B)False

Question 6

________ combines all the promotional tools employed by a firm into one comprehensive and unified promotional strategy.

Accepted Answer

A) A market unification plan 
B) Integrated marketing communication 
C) A push promotional program 
D) A target coordination program 
A) A market unification plan 
B) Integrated marketing communication 
C) A push promotional program 
D) A target coordination program

Question 7

Advertising helps to cover the production costs of newspapers and magazines.

Accepted Answer

A) True 
 B)False

Question 8

Slapstick Films advertises their movies on TV programs their target market of 21-30 year olds typically watch.Slapstick Films believes the best way of reaching its customers is through a ________ strategy.

Accepted Answer

A) push 
B) pull 
C) product placement 
D) word-of-mouth 
A) push 
B) pull 
C) product placement 
D) word-of-mouth

Question 9

Infomercials provide the opportunity for:

Accepted Answer

A) the product to sell itself. 
B) product placement to occur. 
C) the use of outdoor advertising. 
D) the promotional mix to be avoided. 
A) the product to sell itself. 
B) product placement to occur. 
C) the use of outdoor advertising. 
D) the promotional mix to be avoided.

Question 10

Which of the following is required to build meaningful relationships with customers?

Accepted Answer

A) Giving consumers access to limited information 
B) Tracking customer purchases 
C) "Promoting to" rather than "working with" customers 
D) Offering full-service purchases over their cell phones 
A) Giving consumers access to limited information 
B) Tracking customer purchases 
C) "Promoting to" rather than "working with" customers 
D) Offering full-service purchases over their cell phones

Question 11

Compared to advertising,publicity offers the advantage of greater:

Accepted Answer

A) flexibility. 
B) personal appeal. 
C) believability. 
D) message repetition. 
A) flexibility. 
B) personal appeal. 
C) believability. 
D) message repetition.

Question 12

Lenora just finished writing a news release regarding a new product developed by her firm.She intends to email the message to local radio stations and newspapers in hope that they will find the information newsworthy and run a story about the product.Lenora's efforts represent the firm's:

Accepted Answer

A) public relations. 
B) institutional advertising. 
C) secondary advertising. 
D) interactive marketing. 
A) public relations. 
B) institutional advertising. 
C) secondary advertising. 
D) interactive marketing.

Question 13

Wee Be Irish produces authentic Irish gifts and clothing.Wee Be Irish uses a good deal of television advertising and sales promotion activities to attract consumers to retail shops in search of its brand.Wee Be Irish utilizes a ________ strategy:

Accepted Answer

A) systems 
B) placement 
C) push 
D) pull 
A) systems 
B) placement 
C) push 
D) pull

Question 14

Advertising to wholesalers and retailers by manufacturers to encourage them to carry their products is called:

Accepted Answer

A) retail advertising. 
B) trade advertising. 
C) business-to-business advertising. 
D) institutional advertising. 
A) retail advertising. 
B) trade advertising. 
C) business-to-business advertising. 
D) institutional advertising.

Question 15

Persuading others to buy your product represents the only goal of effective selling.

Accepted Answer

A) True 
 B)False

Question 16

According to the Social Media in Business box titled,"Social Media Complements Other Promotion," various business owners emphasize:

Accepted Answer

A) The fact that social media has taken over as the most persuasive form of promotion,and the "go to" place if a business wants its message to make its way around the world in breakneck speed. 
B) Integrating the brand's message through more than one form of promotion.Direct mail and social media often work well together. 
C) Social media is used in the same manner as publicity. 
D) "Give-aways" through social media are much more effective than "give-aways" through other forms of sales promotion. 
A) The fact that social media has taken over as the most persuasive form of promotion,and the "go to" place if a business wants its message to make its way around the world in breakneck speed. 
B) Integrating the brand's message through more than one form of promotion.Direct mail and social media often work well together. 
C) Social media is used in the same manner as publicity. 
D) "Give-aways" through social media are much more effective than "give-aways" through other forms of sales promotion.

Question 17

It is important to design promotional efforts specifically for individual countries since sometimes the brand is not appealing in the targeted country.For example,a Japanese company tried to use English words to name a popular drink and called it Pocari Sweat.

Accepted Answer

A) True 
 B)False

Question 18

In evaluating the promotion mix,it's fair to say that large organizations are best reached through personal selling.

Accepted Answer

A) True 
 B)False

Question 19

When managing the promotion mix,marketers are utilizing technology to deliver important information directly to the customer.For example,during the spring planting season,Home Depot™ and Lowes™ added bar codes to plants.When scanned with a mobile app using one's smart phone applications),customers could make better buying decisions.The bar code offered information on planting time,watering schedule,sun vs.shade plants,and other pertinent tips on each plant.Home Depot even ran a bar-code commercial,to let its customers know how it was using technology to assist them with their spring planting decisions.Whether using new promotional methods or traditional promotional methods,Home Depot:

Accepted Answer

A) Utilized pull strategy because it directed its campaign to the stores where the products are sold. 
B) Utilized push strategy because it directed its messages to consumers,permitting them to subscribe to the pick economy. 
C) Utilized pull strategy because it directed its messages to consumers. 
D) Utilized push strategy because it directed its messages to its stores that were already equipped with bar code technology. 
A) Utilized pull strategy because it directed its campaign to the stores where the products are sold. 
B) Utilized push strategy because it directed its messages to consumers,permitting them to subscribe to the pick economy. 
C) Utilized pull strategy because it directed its messages to consumers. 
D) Utilized push strategy because it directed its messages to its stores that were already equipped with bar code technology.

Question 20

In terms of total dollars spent,the number one and two advertising media are:

Accepted Answer

A) broadcast and cable television along with direct mail. 
B) the Internet and television. 
C) television and newspapers. 
D) newspapers and radio. 
A) broadcast and cable television along with direct mail. 
B) the Internet and television. 
C) television and newspapers. 
D) newspapers and radio.

Exam 16: Using Effective Promotions

Radio advertising has certain shortcomings but offers businesses an opportunity to reach a specific target market.

Payola Promotions has offered to give Lisa free tickets to a concert it is promoting in return for Lisa's agreement to share her positive experience with others on Internet chat rooms.The concert tickets Lisa receives represent swag.

The B2B selling process may take a long time before a deal is finalized therefore gathering information about the customer before you approach them is critical.

The objective of a push promotional strategy is to move a product through a distribution channel by offering incentives to wholesalers and retailers to stock and sell the merchandise.

Personal selling involves more than presenting the product and closing the deal.Other activities include the search for new prospects and follow-up services after the sale.

________ combines all the promotional tools employed by a firm into one comprehensive and unified promotional strategy.

Advertising helps to cover the production costs of newspapers and magazines.

Slapstick Films advertises their movies on TV programs their target market of 21-30 year olds typically watch.Slapstick Films believes the best way of reaching its customers is through a ________ strategy.

Infomercials provide the opportunity for:

Which of the following is required to build meaningful relationships with customers?

Compared to advertising,publicity offers the advantage of greater:

Lenora just finished writing a news release regarding a new product developed by her firm.She intends to email the message to local radio stations and newspapers in hope that they will find the information newsworthy and run a story about the product.Lenora's efforts represent the firm's:

Wee Be Irish produces authentic Irish gifts and clothing.Wee Be Irish uses a good deal of television advertising and sales promotion activities to attract consumers to retail shops in search of its brand.Wee Be Irish utilizes a ________ strategy:

Advertising to wholesalers and retailers by manufacturers to encourage them to carry their products is called:

Persuading others to buy your product represents the only goal of effective selling.

According to the Social Media in Business box titled,"Social Media Complements Other Promotion," various business owners emphasize:

It is important to design promotional efforts specifically for individual countries since sometimes the brand is not appealing in the targeted country.For example,a Japanese company tried to use English words to name a popular drink and called it Pocari Sweat.

In evaluating the promotion mix,it's fair to say that large organizations are best reached through personal selling.

In terms of total dollars spent,the number one and two advertising media are:

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