Question 1

The most adaptable of all promotion methods is personal selling because the message can be modified to suit the individual buyer.

Accepted Answer

A) True 
 B)False  True

Question 2

Suppose the company you work for wants to use publicity to raise public awareness of the company's products.Which of the following would be among the issues addressed in its publicity releases?

Accepted Answer

A)  Changes in credit terms 
B)  Visits by famous persons 
C)  Athletic events 
D)  Employment gains 
E)  New uses for old products 
A)  Changes in credit terms 
B)  Visits by famous persons 
C)  Athletic events 
D)  Employment gains 
E)  New uses for old products E

Question 3

Jacobs Enterprises, a large firm, wants to reach a national market for its new product.Which advertising medium would be most appropriate for this purpose?

Accepted Answer

A)  Television 
B)  Newspapers 
C)  Radio 
D)  Billboards 
E)  Blimps 
A)  Television 
B)  Newspapers 
C)  Radio 
D)  Billboards 
E)  Blimps A

Question 4

Vicky works as a salesperson for Lands' End.Her duties consist of taking customer orders over the telephone and ensuring that the information is properly entered so that customers will receive the products they need.Vicky is a(n)

Accepted Answer

A)  order-getter. 
B)  missionary salesperson. 
C)  prospector. 
D)  outside order-taker. 
E)  inside order-taker. 
A)  order-getter. 
B)  missionary salesperson. 
C)  prospector. 
D)  outside order-taker. 
E)  inside order-taker.

Question 5

If McDonald's website was green and black and did not feature the golden arches, Ronald McDonald and gang, or the company's food selections, McDonald's would have failed to use

Accepted Answer

A)  integrated marketing communications. 
B)  public relations. 
C)  a promotion mix. 
D)  primary-demand advertising. 
E)  coordinated strategic planning. 
A)  integrated marketing communications. 
B)  public relations. 
C)  a promotion mix. 
D)  primary-demand advertising. 
E)  coordinated strategic planning.

Question 6

Communication that is intended to inform, persuade, or remind an organisation's target markets about the organisation and its products is called promotion.

Accepted Answer

A) True 
 B)False

Question 7

____ advertising is illegal or unacceptable in some countries.

Accepted Answer

A)  Personal 
B)  Cooperative 
C)  Comparative 
D)  Selective demand 
E)  Immediate-response 
A)  Personal 
B)  Cooperative 
C)  Comparative 
D)  Selective demand 
E)  Immediate-response

Question 8

Which of the following is not an advantage of newspaper advertising?

Accepted Answer

A)  It reaches a broad audience locally. 
B)  It provides only local coverage. 
C)  It is timely. 
D)  It has a short life span. 
E)  It is reasonable in cost. 
A)  It reaches a broad audience locally. 
B)  It provides only local coverage. 
C)  It is timely. 
D)  It has a short life span. 
E)  It is reasonable in cost.

Question 9

An advertisement in which the benefits of using Advil instead of Tylenol are discussed is ____ advertising.

Accepted Answer

A)  Advocacy 
B)  primary-demand 
C)  Comparative 
D)  Reminder 
E)  institutional 
A)  Advocacy 
B)  primary-demand 
C)  Comparative 
D)  Reminder 
E)  institutional

Question 10

Blackwelder Co.calls a meeting to announce to the media that it is hiring a new CEO and changing the company name to Natural Basics.The company will distribute additional materials at this meeting, which is called a

Accepted Answer

A)  news release. 
B)  press conference. 
C)  publicity affair. 
D)  promotional campaign. 
E)  media exclusive. 
A)  news release. 
B)  press conference. 
C)  publicity affair. 
D)  promotional campaign. 
E)  media exclusive.

Question 11

A frequent-user incentive is a gift that a producer offers a customer in return for using its product.

Accepted Answer

A) True 
 B)False

Question 12

Television advertising rates are based on the geographic area of coverage of the station's signal.

Accepted Answer

A) True 
 B)False

Question 13

Sponsoring programmes on public television is an example of

Accepted Answer

A)  point-of-purchase activity. 
B)  sales promotion. 
C)  public-relations activity. 
D)  community service activity. 
E)  cooperative advertising. 
A)  point-of-purchase activity. 
B)  sales promotion. 
C)  public-relations activity. 
D)  community service activity. 
E)  cooperative advertising.

Question 14

If the Early Bird Dry Cleaners displays a sign in the window of its store that says it will take any competitor's coupons, it is trying to

Accepted Answer

A)  neutralise competitive promotional efforts. 
B)  stabilise irregular sales patterns. 
C)  reinforce advertising. 
D)  encourage trial purchases of the product. 
E)  draw new customers. 
A)  neutralise competitive promotional efforts. 
B)  stabilise irregular sales patterns. 
C)  reinforce advertising. 
D)  encourage trial purchases of the product. 
E)  draw new customers.

Question 15

Advertising may be broadly classified into three groups:

Accepted Answer

A)  selective demand, creative, primary demand. 
B)  point of purchase, personal, institutional. 
C)  publicity, point-of-purchase, personal. 
D)  selective demand, institutional, primary demand. 
E)  selective demand, institutional, point of purchase. 
A)  selective demand, creative, primary demand. 
B)  point of purchase, personal, institutional. 
C)  publicity, point-of-purchase, personal. 
D)  selective demand, institutional, primary demand. 
E)  selective demand, institutional, point of purchase.

Question 16

If a company sends a representative to your home who tries to sell you a vacuum cleaner, this company is using

Accepted Answer

A)  advertising. 
B)  public relations. 
C)  sales promotion. 
D)  personal selling. 
E)  integrated marketing communications. 
A)  advertising. 
B)  public relations. 
C)  sales promotion. 
D)  personal selling. 
E)  integrated marketing communications.

Question 17

Advertising geared toward attracting not only customers but also potential investors and employees is classified as ____ advertising.

Accepted Answer

A)  institutional 
B)  Personal 
C)  selective-demand 
D)  Political 
E)  comparative 
A)  institutional 
B)  Personal 
C)  selective-demand 
D)  Political 
E)  comparative

Question 18

After Jeremy has made his sales presentation and answered the prospect's objections, he says, "When would you like to take delivery of the copier?" This is called a

Accepted Answer

A)  trial closing. 
B)  follow-up. 
C)  slick seller. 
D)  clincher. 
E)  negotiation for delivery terms. 
A)  trial closing. 
B)  follow-up. 
C)  slick seller. 
D)  clincher. 
E)  negotiation for delivery terms.

Question 19

Like newspaper ads and unlike magazine advertising, television advertising

Accepted Answer

A)  provides for a combination of sight and sound. 
B)  provides for excellent photography. 
C)  has a short life. 
D)  is the most accessible medium. 
E)  has a long life. 
A)  provides for a combination of sight and sound. 
B)  provides for excellent photography. 
C)  has a short life. 
D)  is the most accessible medium. 
E)  has a long life.

Question 20

Vitalink Company does marketing research and then plans, creates, and places various forms of paid communications about its clients' products and services.Vitalink Company is a(n)

Accepted Answer

A)  publicist. 
B)  advertising medium. 
C)  marketing broker. 
D)  promotion specialist. 
E)  advertising agency. 
A)  publicist. 
B)  advertising medium. 
C)  marketing broker. 
D)  promotion specialist. 
E)  advertising agency.

The most adaptable of all promotion methods is personal selling because the message can be modified to suit the individual buyer.

Suppose the company you work for wants to use publicity to raise public awareness of the company's products.Which of the following would be among the issues addressed in its publicity releases?

Jacobs Enterprises, a large firm, wants to reach a national market for its new product.Which advertising medium would be most appropriate for this purpose?

Vicky works as a salesperson for Lands' End.Her duties consist of taking customer orders over the telephone and ensuring that the information is properly entered so that customers will receive the products they need.Vicky is a(n)

If McDonald's website was green and black and did not feature the golden arches, Ronald McDonald and gang, or the company's food selections, McDonald's would have failed to use

Communication that is intended to inform, persuade, or remind an organisation's target markets about the organisation and its products is called promotion.

____ advertising is illegal or unacceptable in some countries.

Which of the following is not an advantage of newspaper advertising?

An advertisement in which the benefits of using Advil instead of Tylenol are discussed is ____ advertising.

Blackwelder Co.calls a meeting to announce to the media that it is hiring a new CEO and changing the company name to Natural Basics.The company will distribute additional materials at this meeting, which is called a

A frequent-user incentive is a gift that a producer offers a customer in return for using its product.

Television advertising rates are based on the geographic area of coverage of the station's signal.

Sponsoring programmes on public television is an example of

If the Early Bird Dry Cleaners displays a sign in the window of its store that says it will take any competitor's coupons, it is trying to

Advertising may be broadly classified into three groups:

If a company sends a representative to your home who tries to sell you a vacuum cleaner, this company is using

Advertising geared toward attracting not only customers but also potential investors and employees is classified as ____ advertising.

After Jeremy has made his sales presentation and answered the prospect's objections, he says, "When would you like to take delivery of the copier?" This is called a

Like newspaper ads and unlike magazine advertising, television advertising

Vitalink Company does marketing research and then plans, creates, and places various forms of paid communications about its clients' products and services.Vitalink Company is a(n)

Introduction to Business

Responsible Business

Global Business

Types of Business Ownership

Small Business, Entrepreneurship, and Franchises

Leadership and Managing a Business

Flexibility Within the Organisation

Products and Services

Recruitment and Retaining the Best Employees

Employee Motivation and Team Building

The Marketing Concept

Aproduct Development and Pricing Strategies

Marketing Channels

Social Media and E-Business

Introduction to Management Accounting

Money and the Banking System

Financial Management

Personal Finances and Investments

Filters

Exam 14: Marketing Communications

The most adaptable of all promotion methods is personal selling because the message can be modified to suit the individual buyer.

Suppose the company you work for wants to use publicity to raise public awareness of the company's products.Which of the following would be among the issues addressed in its publicity releases?

Jacobs Enterprises, a large firm, wants to reach a national market for its new product.Which advertising medium would be most appropriate for this purpose?

Vicky works as a salesperson for Lands' End.Her duties consist of taking customer orders over the telephone and ensuring that the information is properly entered so that customers will receive the products they need.Vicky is a(n)

If McDonald's website was green and black and did not feature the golden arches, Ronald McDonald and gang, or the company's food selections, McDonald's would have failed to use

Communication that is intended to inform, persuade, or remind an organisation's target markets about the organisation and its products is called promotion.

____ advertising is illegal or unacceptable in some countries.

Which of the following is not an advantage of newspaper advertising?

An advertisement in which the benefits of using Advil instead of Tylenol are discussed is ____ advertising.

Blackwelder Co.calls a meeting to announce to the media that it is hiring a new CEO and changing the company name to Natural Basics.The company will distribute additional materials at this meeting, which is called a

A frequent-user incentive is a gift that a producer offers a customer in return for using its product.

Television advertising rates are based on the geographic area of coverage of the station's signal.

Sponsoring programmes on public television is an example of

If the Early Bird Dry Cleaners displays a sign in the window of its store that says it will take any competitor's coupons, it is trying to

Advertising may be broadly classified into three groups:

If a company sends a representative to your home who tries to sell you a vacuum cleaner, this company is using

Advertising geared toward attracting not only customers but also potential investors and employees is classified as ____ advertising.

After Jeremy has made his sales presentation and answered the prospect's objections, he says, "When would you like to take delivery of the copier?" This is called a

Like newspaper ads and unlike magazine advertising, television advertising

Vitalink Company does marketing research and then plans, creates, and places various forms of paid communications about its clients' products and services.Vitalink Company is a(n)

Introduction to Business

Responsible Business

Global Business

Types of Business Ownership

Small Business, Entrepreneurship, and Franchises

Leadership and Managing a Business

Flexibility Within the Organisation

Products and Services

Recruitment and Retaining the Best Employees

Employee Motivation and Team Building

The Marketing Concept

Aproduct Development and Pricing Strategies

Marketing Channels

Social Media and E-Business

Introduction to Management Accounting

Money and the Banking System

Financial Management

Personal Finances and Investments

Filters