Question 1

Why would a marketer identify and analyze the target audience before defining the advertising objectives when developing an advertising campaign?

Accepted Answer

A marketer would identify and analyze th

Question 2

Personal selling in support of the sales efforts of other intermediaries is called creative selling.

Accepted Answer

A) True 
 B)False

Question 3

Mullin, Inc, purchases supplies such as paper, and seat covers directly from manufacturers and then sells them to other firms.Mullin, Inc.is a (n) _____.

Accepted Answer

A)  retailer 
B)  wholesaler 
C)  functional middleman 
D)  agent 
E)  producer 
A)  retailer 
B)  wholesaler 
C)  functional middleman 
D)  agent 
E)  producer

Question 4

The primary concern of the media planner is to:

Accepted Answer

A)  ensure that the budget is large enough to pay for the various media chosen for the campaign. 
B)  reach the largest possible number of persons in the advertising target for each dollar spent. 
C)  ensure that the words and illustrations used in the ad are meaningful and appealing to the target market. 
D)  ensure that the choice of words and illustrations used are appropriate for the choice of medium being used. 
E)  execute a successful ad campaign without going over the budget. 
A)  ensure that the budget is large enough to pay for the various media chosen for the campaign. 
B)  reach the largest possible number of persons in the advertising target for each dollar spent. 
C)  ensure that the words and illustrations used in the ad are meaningful and appealing to the target market. 
D)  ensure that the choice of words and illustrations used are appropriate for the choice of medium being used. 
E)  execute a successful ad campaign without going over the budget.

Question 5

R&P Inc.
R&P Inc.is an emerging company that wants to focus on personal selling, sales promotion, and public relations activities.R&P's management understands that personal selling is about the personal communication aimed at customers, but they feel that determining more specifics about the products they sell will allow them to better achieve their goal.Another important route they would like to take is to learn more about the various types of sales promotion.Finally, management would like to focus more on publicity-based PR.By concentrating on these areas, the company believes that it will be able to successfully create a promotional campaign.
-A general term for a middleman that actually buys and then resells goods is a _____.

Accepted Answer

A)  functional middleman 
B)  broker 
C)  retailer 
D)  sales agent 
E)  merchant middleman 
A)  functional middleman 
B)  broker 
C)  retailer 
D)  sales agent 
E)  merchant middleman

Question 6

Advertising is a paid nonpersonal message communicated to a select audience through a mass medium.

Accepted Answer

A) True 
 B)False

Question 7

What types of public-relations tools can organizations use?

Accepted Answer

Organizations can use a variety of publi

Question 8

The mode of transportation that offers the greatest frequency is _____.

Accepted Answer

A)  airplanes 
B)  pipelines 
C)  railroads 
D)  ships 
E)  trucks 
A)  airplanes 
B)  pipelines 
C)  railroads 
D)  ships 
E)  trucks

Question 9

SME Ads Inc.(SME)
Steven Monahan owns SME Ads Inc., an advertising agency.At present, the company focuses on advertising only.However, Steven plans to expand the company's focus to include all the major elements of an organization's promotional mix.Steven feels that expanding the focus in such a way will allow the firm to meet customer needs in a more coordinated fashion.Currently, the firm organizes its work according to the media being used.Steven believes this is the most effective way to subdivide advertising.Since television is the most widely used advertising medium, the company spends most of its time on television advertising.SME knows what it takes to get the job done, and it is committed to success.
-Refer to SME Ads Inc.Which of the following terms refers to the type of advertising SME would use to increase the demand for all brands of a product within a specific industry?

Accepted Answer

A)  Brand advertising 
B)  Selective-demand advertising 
C)  Corporate advertising 
D)  Primary-demand advertising 
E)  Institutional advertising 
A)  Brand advertising 
B)  Selective-demand advertising 
C)  Corporate advertising 
D)  Primary-demand advertising 
E)  Institutional advertising

Question 10

How does a frequent-user incentive differ from a premium?

Accepted Answer

A frequent-user incentive and a premium

Question 11

General Motors Corporation and Ford Motor Company frequently advertise that their cars beat the competition in price, durability, and warranties.This type of advertising is called ____ advertising.

Accepted Answer

A)  primary-demand 
B)  institutional 
C)  comparative 
D)  reminder 
E)  immediate-response 
A)  primary-demand 
B)  institutional 
C)  comparative 
D)  reminder 
E)  immediate-response

Question 12

The major arguments against advertising are that it is wasteful and that it can be deceptive.

Accepted Answer

A) True 
 B)False

Question 13

SME Ads Inc.(SME)
Steven Monahan owns SME Ads Inc., an advertising agency.At present, the company focuses on advertising only.However, Steven plans to expand the company's focus to include all the major elements of an organization's promotional mix.Steven feels that expanding the focus in such a way will allow the firm to meet customer needs in a more coordinated fashion.Currently, the firm organizes its work according to the media being used.Steven believes this is the most effective way to subdivide advertising.Since television is the most widely used advertising medium, the company spends most of its time on television advertising.SME knows what it takes to get the job done, and it is committed to success.
-Refer to SME Ads Inc.As Steven plans to expand the company's focus to other major elements of the promotion mix, which of the following should he focus on if he wants to help his clients create and maintain favorable relationships between them and their various internal and external groups?

Accepted Answer

A)  Word-of-mouth 
B)  Sales promotion 
C)  Rebates 
D)  Public relations 
E)  Personal selling 
A)  Word-of-mouth 
B)  Sales promotion 
C)  Rebates 
D)  Public relations 
E)  Personal selling

Question 14

All of the following are examples of sales promotion except:

Accepted Answer

A)  rebate. 
B)  sample. 
C)  premium. 
D)  point-of-purchase display. 
E)  direct-response advertising. 
A)  rebate. 
B)  sample. 
C)  premium. 
D)  point-of-purchase display. 
E)  direct-response advertising.

Question 15

Railroad and truck carriers teamed up to provide transportation are called camelback.

Accepted Answer

A) True 
 B)False

Question 16

Driscoe, Inc., is in the process of developing an advertising campaign for its new product.It has identified the group to whom it will direct advertisements and has drafted the advertising objectives.Which of the following is not an advertising objective and thus should be deleted from the list?

Accepted Answer

A)  Increase product awareness. 
B)  Hire a marketing manager within one year. 
C)  Convey product information. 
D)  Increase sales by 10 percent. 
E)  Expand the market share by 5 percent. 
A)  Increase product awareness. 
B)  Hire a marketing manager within one year. 
C)  Convey product information. 
D)  Increase sales by 10 percent. 
E)  Expand the market share by 5 percent.

Question 17

Vending machines are classified as retail outlets.

Accepted Answer

A) True 
 B)False

Question 18

____ is essential to the selling process because it leaves a good impression and eases the way toward future sales.

Accepted Answer

A)  Answering objections 
B)  Making the presentation 
C)  Closing the sale 
D)  Prospecting 
E)  Following up 
A)  Answering objections 
B)  Making the presentation 
C)  Closing the sale 
D)  Prospecting 
E)  Following up

Question 19

Which of the following makes radio a potentially effective advertising medium?

Accepted Answer

A)  It can carry a picture. 
B)  The seller can show the features of the product. 
C)  Like magazine advertising, it has a long life. 
D)  It is accessible to consumers. 
E)  The seller can demonstrate the product. 
A)  It can carry a picture. 
B)  The seller can show the features of the product. 
C)  Like magazine advertising, it has a long life. 
D)  It is accessible to consumers. 
E)  The seller can demonstrate the product.

Question 20

All of the following are benefits of advertising except:

Accepted Answer

A)  effects of certain products may be exaggerated. 
B)  it is not expensive in reaching a large number of people. 
C)  it lowers prices due to competition. 
D)  it pays for news and entertainment programming. 
E)  it provides job opportunities. 
A)  effects of certain products may be exaggerated. 
B)  it is not expensive in reaching a large number of people. 
C)  it lowers prices due to competition. 
D)  it pays for news and entertainment programming. 
E)  it provides job opportunities.

Why would a marketer identify and analyze the target audience before defining the advertising objectives when developing an advertising campaign?

Personal selling in support of the sales efforts of other intermediaries is called creative selling.

Mullin, Inc, purchases supplies such as paper, and seat covers directly from manufacturers and then sells them to other firms.Mullin, Inc.is a (n) _____.

The primary concern of the media planner is to:

Advertising is a paid nonpersonal message communicated to a select audience through a mass medium.

What types of public-relations tools can organizations use?

The mode of transportation that offers the greatest frequency is _____.

How does a frequent-user incentive differ from a premium?

General Motors Corporation and Ford Motor Company frequently advertise that their cars beat the competition in price, durability, and warranties.This type of advertising is called ____ advertising.

The major arguments against advertising are that it is wasteful and that it can be deceptive.

All of the following are examples of sales promotion except:

Railroad and truck carriers teamed up to provide transportation are called camelback.

Driscoe, Inc., is in the process of developing an advertising campaign for its new product.It has identified the group to whom it will direct advertisements and has drafted the advertising objectives.Which of the following is not an advertising objective and thus should be deleted from the list?

Vending machines are classified as retail outlets.

____ is essential to the selling process because it leaves a good impression and eases the way toward future sales.

Which of the following makes radio a potentially effective advertising medium?

All of the following are benefits of advertising except:

Exploring the World of Business and Economics

Being Ethical and Socially Responsible

Exploring Global Business

Choosing a Form of Business Ownership

Small Business, Entrepreneurship, and Franchises

Understanding the Management Process

Creating a Flexible Organization

Producing Quality Goods and Services

Attracting and Retaining the Best Employees

Motivating and Satisfying Employees and Teams

Building Customer Relationships Through Effective Marketing

Creating and Pricing Products That Satisfy Customers

Understanding Information and E-Business

Using Accounting Information

Mastering Financial Management

Filters

Exam 13: Distributing and Promoting Products

Why would a marketer identify and analyze the target audience before defining the advertising objectives when developing an advertising campaign?

Personal selling in support of the sales efforts of other intermediaries is called creative selling.

Mullin, Inc, purchases supplies such as paper, and seat covers directly from manufacturers and then sells them to other firms.Mullin, Inc.is a (n) _____.

The primary concern of the media planner is to:

Advertising is a paid nonpersonal message communicated to a select audience through a mass medium.

What types of public-relations tools can organizations use?

The mode of transportation that offers the greatest frequency is _____.

How does a frequent-user incentive differ from a premium?

General Motors Corporation and Ford Motor Company frequently advertise that their cars beat the competition in price, durability, and warranties.This type of advertising is called ____ advertising.

The major arguments against advertising are that it is wasteful and that it can be deceptive.

All of the following are examples of sales promotion except:

Railroad and truck carriers teamed up to provide transportation are called camelback.

Driscoe, Inc., is in the process of developing an advertising campaign for its new product.It has identified the group to whom it will direct advertisements and has drafted the advertising objectives.Which of the following is not an advertising objective and thus should be deleted from the list?

Vending machines are classified as retail outlets.

____ is essential to the selling process because it leaves a good impression and eases the way toward future sales.

Which of the following makes radio a potentially effective advertising medium?

All of the following are benefits of advertising except:

Exploring the World of Business and Economics

Being Ethical and Socially Responsible

Exploring Global Business

Choosing a Form of Business Ownership

Small Business, Entrepreneurship, and Franchises

Understanding the Management Process

Creating a Flexible Organization

Producing Quality Goods and Services

Attracting and Retaining the Best Employees

Motivating and Satisfying Employees and Teams

Building Customer Relationships Through Effective Marketing

Creating and Pricing Products That Satisfy Customers

Understanding Information and E-Business

Using Accounting Information

Mastering Financial Management

Filters