Question 1

When it comes to reaching global markets, evidence supports the conclusion that the "one size fits all" approach to promotional mix design is best.

Accepted Answer

A) True 
 B)False

Question 2

The effectiveness of direct mail advertising suffers from

Accepted Answer

A)  its inflexibility. 
B)  the limited length of the message. 
C)  the consumer perception that it is junk mail. 
D)  its inability to target specific markets. 
A)  its inflexibility. 
B)  the limited length of the message. 
C)  the consumer perception that it is junk mail. 
D)  its inability to target specific markets.

Question 3

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 4

Because television advertising is so expensive, it is less popular than in the past, and it now ranks sixth in total advertising expenditures.

Accepted Answer

A) True 
 B)False

Question 5

Advertising reaches a national audience more effectively than it communicates with a local market.

Accepted Answer

A) True 
 B)False

Question 6

Persuading others to buy your product represents the only goal of effective selling.

Accepted Answer

A) True 
 B)False

Question 7

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities, such as trade shows, event sponsorships, and contests, is known as

Accepted Answer

A)  publicity. 
B)  public relations. 
C)  every day low prices. 
D)  sales promotion. 
A)  publicity. 
B)  public relations. 
C)  every day low prices. 
D)  sales promotion.

Question 8

One of the distinct differences between ________ and other forms of advertising is the fact that the medium used allows for a dialogue exchange of information between buyers and sellers, instead of a monologue type approach.

Accepted Answer

A)  product placement 
B)  direct mail 
C)  interactive promotion 
D)  infomercials 
A)  product placement 
B)  direct mail 
C)  interactive promotion 
D)  infomercials

Question 9

Which of the following offers the greatest potential for meaningful interaction between buyers and sellers?

Accepted Answer

A)  testimonials 
B)  infomercials 
C)  product placement 
D)  online advertising 
A)  testimonials 
B)  infomercials 
C)  product placement 
D)  online advertising

Question 10

Advertising covers the major production costs of television and radio programs.

Accepted Answer

A) True 
 B)False

Question 11

Virtual trade shows are not effective at promoting tangible goods; therefore they promote services rather than tangible products.

Accepted Answer

A) True 
 B)False

Question 12

To execute an effective promotional strategy, firms are required to choose between a push strategy and a pull strategy.

Accepted Answer

A) True 
 B)False

Question 13

One way to see that publicity is handled well by the media is to

Accepted Answer

A)  pay for it. 
B)  establish a friendly relationship with media representatives. 
C)  write good press releases that attract attention. 
D)  ask for the best location or time in the medium under consideration. 
A)  pay for it. 
B)  establish a friendly relationship with media representatives. 
C)  write good press releases that attract attention. 
D)  ask for the best location or time in the medium under consideration.

Question 14

In the seven-step B2B selling process, the selection of potential customers is known as

Accepted Answer

A)  prospecting. 
B)  synchronizing. 
C)  articulating. 
D)  qualifying. 
A)  prospecting. 
B)  synchronizing. 
C)  articulating. 
D)  qualifying.

Question 15

PR firms find that their services can be enhanced and improved by listening to the public in different forums including social media.

Accepted Answer

A) True 
 B)False

Question 16

________ refers to the face-to-face presentation and promotion of goods and services. This also includes searching for prospects and providing follow-up services.

Accepted Answer

A)  Word-of-mouth promotion 
B)  Personal selling 
C)  Public relations 
D)  Internal marketing 
A)  Word-of-mouth promotion 
B)  Personal selling 
C)  Public relations 
D)  Internal marketing

Question 17

Compared to effective comparative advertising, publicity is generally considered less believable.

Accepted Answer

A) True 
 B)False

Question 18

The total annual expenditures on advertising in the United States

Accepted Answer

A)  peaked last year at approximately $700 billion. 
B)  has declined significantly as firms utilize different online promotional opportunities. 
C)  is about $420 billion. 
D)  has been capped at $300 billion by a government stimulus package. 
A)  peaked last year at approximately $700 billion. 
B)  has declined significantly as firms utilize different online promotional opportunities. 
C)  is about $420 billion. 
D)  has been capped at $300 billion by a government stimulus package.

Question 19

One of the benefits of advertising online is that it provides a way to link firms and customers so that they can learn more about each other.

Accepted Answer

A) True 
 B)False

Question 20

The first step in the public relations process is to ensure that everyone in the organization understands the firm's position on key issues. With this information widely available, efforts can be made to persuade the public of the firm's virtues.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

When it comes to reaching global markets, evidence supports the conclusion that the "one size fits all" approach to promotional mix design is best.

The effectiveness of direct mail advertising suffers from

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

Because television advertising is so expensive, it is less popular than in the past, and it now ranks sixth in total advertising expenditures.

Advertising reaches a national audience more effectively than it communicates with a local market.

Persuading others to buy your product represents the only goal of effective selling.

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities, such as trade shows, event sponsorships, and contests, is known as

One of the distinct differences between ________ and other forms of advertising is the fact that the medium used allows for a dialogue exchange of information between buyers and sellers, instead of a monologue type approach.

Which of the following offers the greatest potential for meaningful interaction between buyers and sellers?

Advertising covers the major production costs of television and radio programs.

Virtual trade shows are not effective at promoting tangible goods; therefore they promote services rather than tangible products.

To execute an effective promotional strategy, firms are required to choose between a push strategy and a pull strategy.

One way to see that publicity is handled well by the media is to

In the seven-step B2B selling process, the selection of potential customers is known as

PR firms find that their services can be enhanced and improved by listening to the public in different forums including social media.

________ refers to the face-to-face presentation and promotion of goods and services. This also includes searching for prospects and providing follow-up services.

Compared to effective comparative advertising, publicity is generally considered less believable.

The total annual expenditures on advertising in the United States

One of the benefits of advertising online is that it provides a way to link firms and customers so that they can learn more about each other.

The first step in the public relations process is to ensure that everyone in the organization understands the firm's position on key issues. With this information widely available, efforts can be made to persuade the public of the firm's virtues.

Taking Risks and Making Profits Within the Dynamic Business Environment

Understanding Economics and How It Affects Business

Doing Business in Global Markets

Demanding Ethical and Socially Responsible Behavior

How to Form a Business

Entrepreneurship and Starting a Small Business

Management and Leadership

Structuring Organizations for Todays Challenges

Production and Operations Management

Motivating Employees

Human Resource Management: Finding and Keeping the Best Employees

Dealing With Employeemanagement Issues

Marketing: Helping Buyers Buy

Developing and Pricing Goods and Services

Distributing Products

Understanding Accounting and Financial Information

Financial Management

Using Securities Markets for Financing and Investing Opportunities

Money, Financial Institutions, and the Federal Reserve

Appendix: Working Within the Legal Environment

Appendix: Using Technology to Manage Information

Appendix: Managing Risk

Appendix: Managing Personal Finances

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