Question 1

The style of advertising shows ordinary people clearly using a product in a normal setting.

Accepted Answer

A)  technical expertise 
B)  slice of life 
C)  mood or image 
D)  personality symbol 
E)  testimonial evidence 
A)  technical expertise 
B)  slice of life 
C)  mood or image 
D)  personality symbol 
E)  testimonial evidence

Question 2

Karen Dodd is employed by Dell and responsible for calling on primary schools in her home province of British Columbia to promote the company's offerings. She demonstrates the Dell line of products including desktop computers, laptops, and tablets and fields questions from teachers and administrators alike. This is an example of which promotion tool?

Accepted Answer

A)  digital advertising 
B)  public relations 
C)  sales promotion 
D)  personal selling 
E)  television advertising 
A)  digital advertising 
B)  public relations 
C)  sales promotion 
D)  personal selling 
E)  television advertising

Question 3

Which of the following is the first step in developing an advertising program?

Accepted Answer

A)  setting the advertising budget 
B)  setting advertising objectives 
C)  developing an advertising strategy 
D)  developing a brand message 
E)  evaluating advertising campaigns 
A)  setting the advertising budget 
B)  setting advertising objectives 
C)  developing an advertising strategy 
D)  developing a brand message 
E)  evaluating advertising campaigns

Question 4

The mood or image style shows the company's expertise in making the product.

Accepted Answer

A) True 
 B)False

Question 5

Inglast, a chocolate producer, is faced with a class action suit when customers found 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)  comparative 
B)  reminder 
C)  classified 
D)  personalized 
E)  informative 
A)  comparative 
B)  reminder 
C)  classified 
D)  personalized 
E)  informative

Question 6

Comparative advertising is a type of persuasive advertising.

Accepted Answer

A) True 
 B)False

Question 7

When an Infiniti automotive dealership sends e-mail updates to customers about new products it is engaging in personal selling.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is a disadvantage of advertising?

Accepted Answer

A)  It reaches targeted customers too slowly in most cases. 
B)  It does not allow dramatization of the brand or company. 
C)  It can be too customized and only attracts small, niche markets. 
D)  It is the most costly promotion tool for companies. 
E)  It only provides one-way communication with customers. 
A)  It reaches targeted customers too slowly in most cases. 
B)  It does not allow dramatization of the brand or company. 
C)  It can be too customized and only attracts small, niche markets. 
D)  It is the most costly promotion tool for companies. 
E)  It only provides one-way communication with customers.

Question 9

Window Concepts has introduced a new line of windows that offer the same benefits as solar panels in reducing heating and cooling costs in homes. The state-of-the-art windows will also contribute to the slowing of global warming while providing energy reliability. The company sends a team of representatives to the National Doors and Windows Trade Show to promote the new line of windows. Which promotion mix tool has Window
Concepts used in this scenario?

Accepted Answer

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

Question 10

Strings, a family-owned musical instrument business, offers three hours of free music lessons with the purchase of any stringed instrument over $500 during the month of May. This is an example of which promotion mix element?

Accepted Answer

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

Question 11

The aim of advertainment is to make ads and brand content so entertaining or so useful that people want to watch them.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is most likely a difference between advertising and sales promotion?

Accepted Answer

A)  Advertising is a sales-directed form of communication, while sales promotions are endorsed as company news. 
B)  Advertising can trigger quick sales, while sales promotions cannot. 
C)  Advertising can be used to build up a long-term image for a product while sales promotion effects can be short lived. 
D)  Advertising can be used to dramatize product offers, but sales promotion cannot be used for this purpose. 
E)  Advertising is not as effective in building long-term brand preferences as sales promotions. 
A)  Advertising is a sales-directed form of communication, while sales promotions are endorsed as company news. 
B)  Advertising can trigger quick sales, while sales promotions cannot. 
C)  Advertising can be used to build up a long-term image for a product while sales promotion effects can be short lived. 
D)  Advertising can be used to dramatize product offers, but sales promotion cannot be used for this purpose. 
E)  Advertising is not as effective in building long-term brand preferences as sales promotions.

Question 13

Yuran Inc., a designer and seller of lifestyle products and inexpensive furniture, has decided to engage in brand integration to advertise its products. The decision coincides with Yuran's plan to release a new line of coffee tables that fold easily and do not take up much space. What are the different ways in which Yuran can achieve brand integration?

Accepted Answer

Yuran can achieve brand integration thro

Question 14

Content marketing managers create, inspire, share, and curate marketing content-both their own content and that created by consumers and others.

Accepted Answer

A) True 
 B)False

Question 15

A company that uses telephone marketing to sell its products to customers is most likely using the promotion tool of .

Accepted Answer

A)  direct and digital marketing 
B)  retailing 
C)  advertising 
D)  public relations 
E)  merchandising 
A)  direct and digital marketing 
B)  retailing 
C)  advertising 
D)  public relations 
E)  merchandising

Question 16

In a promotion mix, occurs when a firm's sales force makes individual presentations to consumers for the purpose of promoting sales and building customer relationships.

Accepted Answer

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

Question 17

Power Pro, a leading manufacturer of lawn and garden equipment, releases a new line of cordless, lightweight, electric weed trimmers. To boost sales, Power Pro issues a 50 percent off coupon to the first 100 buyers at all Home Depot stores in Ontario. Which element of the promotion mix has Power Pro used in this scenario?

Accepted Answer

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

Question 18

Which of the following is a function of an integrated marketing communications system?

Accepted Answer

A)  controlling production levels by feedback received from customers 
B)  designing products using environmentally friendly techniques 
C)  delivering a clear, consistent, and compelling message on the product to each brand contact 
D)  allowing suppliers or vendors to manage the inventory of products 
E)  sharing company forecasting details with shareholders 
A)  controlling production levels by feedback received from customers 
B)  designing products using environmentally friendly techniques 
C)  delivering a clear, consistent, and compelling message on the product to each brand contact 
D)  allowing suppliers or vendors to manage the inventory of products 
E)  sharing company forecasting details with shareholders

Question 19

TechGreen is launching a line of miniature solar chargers for laptops, cellphones, and other electronic devices. The chargers are compact and affordable, and the green energy technology is a value-added benefit for both the company and consumers. Which of the following would qualify as an advertisement for TechGreen's new solar
Chargers?

Accepted Answer

A)  an endorsement by a national environmental organization to tout the benefits of the new solar chargers 
B)  a press conference to discuss the various benefits, including environmental features 
C)  an online lottery where interested buyers have a chance to win a prize 
D)  the use of dedicated sales personnel to explain the qualities of the new solar chargers to retailers 
E)  a front-page notice of the release of TechGreen's solar chargers in all leading newspapers 
A)  an endorsement by a national environmental organization to tout the benefits of the new solar chargers 
B)  a press conference to discuss the various benefits, including environmental features 
C)  an online lottery where interested buyers have a chance to win a prize 
D)  the use of dedicated sales personnel to explain the qualities of the new solar chargers to retailers 
E)  a front-page notice of the release of TechGreen's solar chargers in all leading newspapers

Question 20

Which of the following is true of personal selling?

Accepted Answer

A)  It is the most expensive promotional tool for companies to utilize. 
B)  It is an ineffective method for building long-term customer relationships. 
C)  It allows firms to dramatize product offers through arts and visuals. 
D)  It is the most effective promotional tool for geographically dispersed buyers. 
E)  It presents a firm's message as news rather than as a sales-directed communication. 
A)  It is the most expensive promotional tool for companies to utilize. 
B)  It is an ineffective method for building long-term customer relationships. 
C)  It allows firms to dramatize product offers through arts and visuals. 
D)  It is the most effective promotional tool for geographically dispersed buyers. 
E)  It presents a firm's message as news rather than as a sales-directed communication.

The style of advertising shows ordinary people clearly using a product in a normal setting.

Which of the following is the first step in developing an advertising program?

The mood or image style shows the company's expertise in making the product.

Comparative advertising is a type of persuasive advertising.

When an Infiniti automotive dealership sends e-mail updates to customers about new products it is engaging in personal selling.

Which of the following is a disadvantage of advertising?

Strings, a family-owned musical instrument business, offers three hours of free music lessons with the purchase of any stringed instrument over $500 during the month of May. This is an example of which promotion mix element?

The aim of advertainment is to make ads and brand content so entertaining or so useful that people want to watch them.

Which of the following is most likely a difference between advertising and sales promotion?

Content marketing managers create, inspire, share, and curate marketing content-both their own content and that created by consumers and others.

A company that uses telephone marketing to sell its products to customers is most likely using the promotion tool of .

In a promotion mix, occurs when a firm's sales force makes individual presentations to consumers for the purpose of promoting sales and building customer relationships.

Which of the following is a function of an integrated marketing communications system?

Which of the following is true of personal selling?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behaviour

Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

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

Sustainable Marketing: Social Responsibility and Ethics

Filters

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

The style of advertising shows ordinary people clearly using a product in a normal setting.

Which of the following is the first step in developing an advertising program?

The mood or image style shows the company's expertise in making the product.

Comparative advertising is a type of persuasive advertising.

When an Infiniti automotive dealership sends e-mail updates to customers about new products it is engaging in personal selling.

Which of the following is a disadvantage of advertising?

Strings, a family-owned musical instrument business, offers three hours of free music lessons with the purchase of any stringed instrument over $500 during the month of May. This is an example of which promotion mix element?

The aim of advertainment is to make ads and brand content so entertaining or so useful that people want to watch them.

Which of the following is most likely a difference between advertising and sales promotion?

Content marketing managers create, inspire, share, and curate marketing content-both their own content and that created by consumers and others.

A company that uses telephone marketing to sell its products to customers is most likely using the promotion tool of .

In a promotion mix, occurs when a firm's sales force makes individual presentations to consumers for the purpose of promoting sales and building customer relationships.

Which of the following is a function of an integrated marketing communications system?

Which of the following is true of personal selling?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behaviour

Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

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

Sustainable Marketing: Social Responsibility and Ethics

Filters