Question 1

Which of the following is true of direct marketing?

Accepted Answer

A)  Its marketing message is fixed and does not change according to the customer's requirements. 
B)  It is suited for highly targeted marketing efforts and for building one-to-one customer relationships. 
C)  It is presented as company news rather than as a sales-directed communication. 
D)  It does not involve any interaction between the company and its customers. 
E)  It is an impersonal promotion tool that hinders two-way communication. 
A)  Its marketing message is fixed and does not change according to the customer's requirements. 
B)  It is suited for highly targeted marketing efforts and for building one-to-one customer relationships. 
C)  It is presented as company news rather than as a sales-directed communication. 
D)  It does not involve any interaction between the company and its customers. 
E)  It is an impersonal promotion tool that hinders two-way communication. B

Question 2

Which statement is most likely true about the affordable method of setting an advertising budget?

Accepted Answer

A)  It typically overlooks how promotion affects sales. 
B)  It always results in overspending on advertising. 
C)  It is especially ideal for long-range market planning. 
D)  It leads to an overly fixed annual promotion budget. 
E)  It is most often used by firms with large advertising budgets. 
A)  It typically overlooks how promotion affects sales. 
B)  It always results in overspending on advertising. 
C)  It is especially ideal for long-range market planning. 
D)  It leads to an overly fixed annual promotion budget. 
E)  It is most often used by firms with large advertising budgets. A

Question 3

Which of the following is a disadvantage of using online,mobile,and social media for advertising?

Accepted Answer

A)  The costs are high. 
B)  Audience selectivity is low. 
C)  The audience controls ad exposure. 
D)  The interactive capabilities are low. 
E)  There is little scope for personalization. 
A)  The costs are high. 
B)  Audience selectivity is low. 
C)  The audience controls ad exposure. 
D)  The interactive capabilities are low. 
E)  There is little scope for personalization. C

Question 4

The push promotion strategy tends to be used by business-to-business marketers.

Accepted Answer

A) True 
 B)False

Question 5

Pearl Sands is a resort in the town of Willington.It attracts the maximum number of customers in the summer.In the spring,Pearl Sands sponsors shows on TV and puts up billboards in Willington and the surrounding towns.The billboards advertise Pearl Sands as an ideal holiday spot,whether for a weekend getaway in the summer heat or for a family vacation.This is an example of a ________ strategy.

Accepted Answer

A)  push 
B)  vertical integration 
C)  pull 
D)  publish-subscribe 
E)  direct marketing 
A)  push 
B)  vertical integration 
C)  pull 
D)  publish-subscribe 
E)  direct marketing

Question 6

What are the different functions of a public relations (PR)department?

Accepted Answer

PR departments may perform any or all of

Question 7

Which of the following is true of consumers in the new marketing communications model?

Accepted Answer

A)  They are more reliant on traditional methods of marketing for product information. 
B)  They are less informed than before about companies and product marketing techniques. 
C)  They are more reliant on mass-media marketing methods for product information. 
D)  They are less powerful than before in affecting the way a company markets its products. 
E)  They are better equipped to find product and brand information on their own. 
A)  They are more reliant on traditional methods of marketing for product information. 
B)  They are less informed than before about companies and product marketing techniques. 
C)  They are more reliant on mass-media marketing methods for product information. 
D)  They are less powerful than before in affecting the way a company markets its products. 
E)  They are better equipped to find product and brand information on their own.

Question 8

How does public relations help in creating an integrated marketing communications system?

Accepted Answer

An integrated marketing communications s

Question 9

Inglast,a chocolate producer,is faced with a class action suit when customers find pieces of plastic in boxes of cocoa powder.Inglast settles the case and then releases an advertising campaign to show the new and improved safety seals on all containers of cocoa powder.Which kind of advertisement has Inglast most likely used?

Accepted Answer

A)  classified 
B)  informative 
C)  comparative 
D)  personalized 
E)  reminder 
A)  classified 
B)  informative 
C)  comparative 
D)  personalized 
E)  reminder

Question 10

Tilt Entertainment,a gaming design firm,has developed a new game called World Below.In order to get wider distribution,Tilt participates in the Gaming Entertainment Expo,which is attended by both sellers and consumers.Tilt sends a team of representatives for game presentation and negotiation and a team of professional gamers to showcase World Below at the Expo.The company also sends a team to sell its other games to consumers at the Expo.Which promotion mix tool has Tilt used in this scenario?

Accepted Answer

A)  crowdsourcing 
B)  public relations 
C)  advertising 
D)  personal selling 
E)  crowdcasting 
A)  crowdsourcing 
B)  public relations 
C)  advertising 
D)  personal selling 
E)  crowdcasting

Question 11

Which statement is most likely true about the affordable method of setting an advertising budget?

Accepted Answer

A)  Spending on advertising is calculated based on the financial objectives a company wishes to accomplish. 
B)  Spending on advertising is calculated after operating expenses, and capital outlays are deducted from total revenues. 
C)  Spending on advertising is based on a predetermined percentage of current or forecasted sales for the year. 
D)  Spending on advertising is calculated as a percentage of the unit sales price. 
E)  Spending on advertising is based on a competitor's advertising outlays. 
A)  Spending on advertising is calculated based on the financial objectives a company wishes to accomplish. 
B)  Spending on advertising is calculated after operating expenses, and capital outlays are deducted from total revenues. 
C)  Spending on advertising is based on a predetermined percentage of current or forecasted sales for the year. 
D)  Spending on advertising is calculated as a percentage of the unit sales price. 
E)  Spending on advertising is based on a competitor's advertising outlays.

Question 12

What is the primary advantage of using television as an advertising medium?

Accepted Answer

A)  It involves a low cost per exposure. 
B)  It supports a high degree of audience selectivity. 
C)  It involves low absolute costs. 
D)  It contains low ad clutter. 
E)  It permits prominent exposure. 
A)  It involves a low cost per exposure. 
B)  It supports a high degree of audience selectivity. 
C)  It involves low absolute costs. 
D)  It contains low ad clutter. 
E)  It permits prominent exposure.

Question 13

Which method of setting advertising budgets best helps management think about the relationship between promotion spending,selling price,and profit per unit?

Accepted Answer

A)  adaptive-control method 
B)  objective-and-task method 
C)  competitive-parity method 
D)  affordable method 
E)  percentage-of-sales method 
A)  adaptive-control method 
B)  objective-and-task method 
C)  competitive-parity method 
D)  affordable method 
E)  percentage-of-sales method

Question 14

What is a promotion mix? Define the major tools used in a promotion mix.

Accepted Answer

The specific blend of promotion tools th

Question 15

In a promotion mix,________ performs the functions of building a good rapport with entities outside the company,building up a good corporate image,and handling unfavorable rumors and events.

Accepted Answer

A)  personal selling 
B)  sales promotion 
C)  direct marketing 
D)  advertising 
E)  public relations 
A)  personal selling 
B)  sales promotion 
C)  direct marketing 
D)  advertising 
E)  public relations

Question 16

The affordable method of setting an advertising budget depends on the total revenues of a company.

Accepted Answer

A) True 
 B)False

Question 17

Explain the use of sales promotions as a promotion mix tool.

Accepted Answer

Sales promotion includes a wide assortme

Question 18

John works as a junior marketing executive at Frontloop Corporation.Frontloop Corporation manufactures guitars and other stringed instruments.It designs a new guitar,the Loneway,customized for the folk music genre.It plans to attract both folk artists and folk music lovers with its advertising campaigns and decides to exclusively use mass-media marketing techniques to advertise the Loneway guitar.What arguments can John use if he wants to convince Frontloop to adopt digital media instead of television advertising?

Accepted Answer

(Students' answers may vary.The answer g

Question 19

Why do today's firms need integrated marketing communications systems? How do firms benefit from such systems?

Accepted Answer

(Students' answers may vary.The answer g

Question 20

Remington Motors releases a new line of hybrid electric vehicles called Electra.The line promises superior mileage and excellent horsepower in an environmentally friendly automobile.Remington decides to use advertising as the promotional tool for the car's launch.Which of the following would qualify as an advertisement for Electra?

Accepted Answer

A)  a front-page notice of the release of Electra in all leading newspapers with the caption "Green Speed" 
B)  a press conference to discuss the various safety issues, actual mileage, and environmental features of Electra 
C)  the use of dedicated sales personnel in dealer showrooms to explain the qualities of Electra to potential customers 
D)  the involvement of a celebrity at the launch of Electra to endorse the hybrid car 
E)  a buyers-only lottery where Electra buyers have a chance of winning a prize 
A)  a front-page notice of the release of Electra in all leading newspapers with the caption "Green Speed" 
B)  a press conference to discuss the various safety issues, actual mileage, and environmental features of Electra 
C)  the use of dedicated sales personnel in dealer showrooms to explain the qualities of Electra to potential customers 
D)  the involvement of a celebrity at the launch of Electra to endorse the hybrid car 
E)  a buyers-only lottery where Electra buyers have a chance of winning a prize

Which of the following is true of direct marketing?

Which statement is most likely true about the affordable method of setting an advertising budget?

Which of the following is a disadvantage of using online,mobile,and social media for advertising?

The push promotion strategy tends to be used by business-to-business marketers.

What are the different functions of a public relations (PR)department?

Which of the following is true of consumers in the new marketing communications model?

How does public relations help in creating an integrated marketing communications system?

Which statement is most likely true about the affordable method of setting an advertising budget?

What is the primary advantage of using television as an advertising medium?

Which method of setting advertising budgets best helps management think about the relationship between promotion spending,selling price,and profit per unit?

What is a promotion mix? Define the major tools used in a promotion mix.

In a promotion mix,________ performs the functions of building a good rapport with entities outside the company,building up a good corporate image,and handling unfavorable rumors and events.

The affordable method of setting an advertising budget depends on the total revenues of a company.

Explain the use of sales promotions as a promotion mix tool.

Why do today's firms need integrated marketing communications systems? How do firms benefit from such systems?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products,Services,and Brands: Building Customer Value

New Product Development and Product Life Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Social Responsibility and Ethics

Filters

Exam 12: Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Which of the following is true of direct marketing?

Which statement is most likely true about the affordable method of setting an advertising budget?

Which of the following is a disadvantage of using online,mobile,and social media for advertising?

The push promotion strategy tends to be used by business-to-business marketers.

What are the different functions of a public relations (PR)department?

Which of the following is true of consumers in the new marketing communications model?

How does public relations help in creating an integrated marketing communications system?

Which statement is most likely true about the affordable method of setting an advertising budget?

What is the primary advantage of using television as an advertising medium?

Which method of setting advertising budgets best helps management think about the relationship between promotion spending,selling price,and profit per unit?

What is a promotion mix? Define the major tools used in a promotion mix.

In a promotion mix,________ performs the functions of building a good rapport with entities outside the company,building up a good corporate image,and handling unfavorable rumors and events.

The affordable method of setting an advertising budget depends on the total revenues of a company.

Explain the use of sales promotions as a promotion mix tool.

Why do today's firms need integrated marketing communications systems? How do firms benefit from such systems?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products,Services,and Brands: Building Customer Value

New Product Development and Product Life Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Social Responsibility and Ethics

Filters