Question 1

Businesses always welcome publicity because it presents the name of the firm and its products to the public for free.

Accepted Answer

A) True 
 B)False

Question 2

The management of GamesPeople designed a comprehensive strategy that unifies advertising,personal selling,public relations and sales promotion activities creating a consistent message.This effort to promote a positive brand image represents an)________ program.

Accepted Answer

A) global marketing 
B) interactive promotion 
C) integrated marketing communication 
D) unified segmentation 
A) global marketing 
B) interactive promotion 
C) integrated marketing communication 
D) unified segmentation

Question 3

The popularity of the Internet enables companies to decrease their emphasis on traditional promotional tools such as TV advertising.

Accepted Answer

A) True 
 B)False

Question 4

The primary purpose of a push strategy is to:

Accepted Answer

A) push products on consumers and convince them that they need the products. 
B) rush the production schedule for products and beat competitors to the market. 
C) push the product down the distribution channel to retail stores. 
D) push products away from traditional channels of distribution to save costs. 
A) push products on consumers and convince them that they need the products. 
B) rush the production schedule for products and beat competitors to the market. 
C) push the product down the distribution channel to retail stores. 
D) push products away from traditional channels of distribution to save costs.

Question 5

Trade advertising is advertising to consumers by manufacturers to encourage them to try their products.

Accepted Answer

A) True 
 B)False

Question 6

After receiving poor service from her car insurance company,Wendy made her complaints public by placing them on the Internet.This is another form of:

Accepted Answer

A) negative advertising. 
B) institutional sales promotion. 
C) public relations. 
D) word-of-mouth promotion. 
A) negative advertising. 
B) institutional sales promotion. 
C) public relations. 
D) word-of-mouth promotion.

Question 7

___________ encourages people to tell other people about goods or services they have enjoyed.

Accepted Answer

A) Personal selling 
B) Publicity 
C) A trade show 
D) Word-of-mouth promotion 
A) Personal selling 
B) Publicity 
C) A trade show 
D) Word-of-mouth promotion

Question 8

The Hispanic and Asian populations in the U.S.are growing rapidly.To effectively reach these groups marketers should:

Accepted Answer

A) maintain a consistent approach for all consumers regardless of differences in national origin. 
B) use advertising as a way of integrating immigrants into the U.S.culture. 
C) develop custom-designed promotions for all viable market opportunities. 
D) avoid using newspapers and radio advertising and concentrate instead on television and the Internet. 
A) maintain a consistent approach for all consumers regardless of differences in national origin. 
B) use advertising as a way of integrating immigrants into the U.S.culture. 
C) develop custom-designed promotions for all viable market opportunities. 
D) avoid using newspapers and radio advertising and concentrate instead on television and the Internet.

Question 9

The number one advertising medium in terms of total dollar expenditures is newspapers.

Accepted Answer

A) True 
 B)False

Question 10

As a manager for a firm that produces a variety of recreational equipment and sporting goods,Kevin is convinced that his firm markets the safest,highest quality equipment in the entire industry.Recent studies from the Consumer Product Safety Commission support his position.Kevin feels that the best way to create an image of high quality,safe products is to develop an extensive advertising campaign.Kevin realizes that publicity lacks the credibility that advertising can generate.

Accepted Answer

A) True 
 B)False

Question 11

The traditional promotion mix for a firm consists of the:

Accepted Answer

A) strategic mix of price,product,place and advertising. 
B) various types of advertising media the firm selects to reach each specific target market. 
C) marketing intermediaries employed by the firm to create a supply value chain. 
D) advertising,personal selling,public relations,and sales promotion used to reach a target market. 
A) strategic mix of price,product,place and advertising. 
B) various types of advertising media the firm selects to reach each specific target market. 
C) marketing intermediaries employed by the firm to create a supply value chain. 
D) advertising,personal selling,public relations,and sales promotion used to reach a target market.

Question 12

Which of the following media enables firms to quickly change their advertising message?

Accepted Answer

A)  Yellow Pages 
B)  Magazines 
C)  Newspapers 
D)  Television 
A)  Yellow Pages 
B)  Magazines 
C)  Newspapers 
D)  Television

Question 13

Tom and Melody have decided to work together to write a news release that describes the benefits of MuscleMaster and cites the rave reviews of the fitness experts who have already tried the equipment.They intend to send the release to a list of columnists who write in fitness magazines or have health and fitness columns in newspapers,hoping that some of these writers will include information about the MuscleMaster in their articles.Tom and Melody hope to utilize:

Accepted Answer

A) publicity. 
B) a push strategy. 
C) viral marketing. 
D) swag promotion. 
A) publicity. 
B) a push strategy. 
C) viral marketing. 
D) swag promotion.

Question 14

Muscleup promotes its liquid protein drink directly to consumers through television ads,infomercials,and newspaper coupons.The company is making use of a push strategy to reach their customers.

Accepted Answer

A) True 
 B)False

Question 15

Interactive promotion allows customers and companies to work together to create mutually beneficial exchange relationships in an ongoing dialogue.

Accepted Answer

A) True 
 B)False

Question 16

The Maryland Department of Travel and Tourism promotes tourism in the state by sending travel agents and bus tour companies information about the state's many attractions.The hope is that by stimulating interest in tour and travel agents,they will in turn encourage their customers to visit Maryland.This example represents a ________ promotional strategy.

Accepted Answer

A) push 
B) pull 
C) sampling 
D) product placement 
A) push 
B) pull 
C) sampling 
D) product placement

Question 17

Businesses pay using product placement to have their products prominently displayed in a TV episode of Glee or a feature movie.

Accepted Answer

A) True 
 B)False

Question 18

The average cost of a single sales call to a potential B2B buyer is expensive costing as much as $400.

Accepted Answer

A) True 
 B)False

Question 19

Trade shows represent sales promotion programs designed to create product enthusiasm from distributors and dealers.

Accepted Answer

A) True 
 B)False

Question 20

One advantage of magazine advertising is that:

Accepted Answer

A) the ad must conform to post office regulations. 
B) the exposure time is short. 
C) the ad is available at the point of purchase. 
D) the ad can target specific audiences. 
A) the ad must conform to post office regulations. 
B) the exposure time is short. 
C) the ad is available at the point of purchase. 
D) the ad can target specific audiences.

Exam 16: Using Effective Promotions

Businesses always welcome publicity because it presents the name of the firm and its products to the public for free.

The management of GamesPeople designed a comprehensive strategy that unifies advertising,personal selling,public relations and sales promotion activities creating a consistent message.This effort to promote a positive brand image represents an)________ program.

The popularity of the Internet enables companies to decrease their emphasis on traditional promotional tools such as TV advertising.

The primary purpose of a push strategy is to:

Trade advertising is advertising to consumers by manufacturers to encourage them to try their products.

After receiving poor service from her car insurance company,Wendy made her complaints public by placing them on the Internet.This is another form of:

___________ encourages people to tell other people about goods or services they have enjoyed.

The Hispanic and Asian populations in the U.S.are growing rapidly.To effectively reach these groups marketers should:

The number one advertising medium in terms of total dollar expenditures is newspapers.

The traditional promotion mix for a firm consists of the:

Which of the following media enables firms to quickly change their advertising message?

Muscleup promotes its liquid protein drink directly to consumers through television ads,infomercials,and newspaper coupons.The company is making use of a push strategy to reach their customers.

Interactive promotion allows customers and companies to work together to create mutually beneficial exchange relationships in an ongoing dialogue.

Businesses pay using product placement to have their products prominently displayed in a TV episode of Glee or a feature movie.

The average cost of a single sales call to a potential B2B buyer is expensive costing as much as $400.

Trade shows represent sales promotion programs designed to create product enthusiasm from distributors and dealers.

One advantage of magazine advertising is that:

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