Question 1

As one of the tools included in a firm's promotion mix, public relations is intended to earn public understanding and acceptance.

Accepted Answer

A) True 
 B)False

Question 2

Combining a firm's promotional tools and resources to create a positive brand image is the goal of integrated marketing communication.

Accepted Answer

A) True 
 B)False

Question 3

A review of the personal selling process indicates that selling is

Accepted Answer

A)  a matter of establishing relationships. 
B)  getting a name on a sales contract. 
C)  about 90 percent luck and 10 percent skill. 
D)  giving way to computers in responding to consumer needs. 
A)  a matter of establishing relationships. 
B)  getting a name on a sales contract. 
C)  about 90 percent luck and 10 percent skill. 
D)  giving way to computers in responding to consumer needs.

Question 4

Registration in Ms. McNick's classes reaches maximum enrollment quickly. Students register immediately online just to insure their seat in her class. One student summed it up: "Everyone's heard she is the best teacher on campus." Ms. McNick's classes benefit from

Accepted Answer

A)  viral publicity. 
B)  positive public relations. 
C)  free advertising. 
D)  word-of-mouth promotion. 
A)  viral publicity. 
B)  positive public relations. 
C)  free advertising. 
D)  word-of-mouth promotion.

Question 5

In terms of total dollars spent, the number one and two advertising media are

Accepted Answer

A)  television along with direct mail. 
B)  digital and television. 
C)  television and newspapers. 
D)  digital and radio. 
A)  television along with direct mail. 
B)  digital and television. 
C)  television and newspapers. 
D)  digital and radio.

Question 6

The distribution method for audio and video programs online that lets users subscribe to a number of files or feeds is called a(n)

Accepted Answer

A)  iCast. 
B)  podcast. 
C)  blog. 
D)  filecast. 
A)  iCast. 
B)  podcast. 
C)  blog. 
D)  filecast.

Question 7

The effectiveness of magazine advertising is reduced by its

Accepted Answer

A)  inflexibility. 
B)  inability to target specific markets. 
C)  brief life span. 
D)  higher total cost, relative to television advertising. 
A)  inflexibility. 
B)  inability to target specific markets. 
C)  brief life span. 
D)  higher total cost, relative to television advertising.

Question 8

Public relations departments work closely with media, avoiding the time-consuming effort of interacting with individual customers.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following statements is the most accurate?

Accepted Answer

A)  Studies indicate that effective promotion focuses on the pricing elements of the marketing mix. 
B)  The Internet changes the focus of promotion from "working with" to "promoting to" customers. 
C)  New promotional efforts create a more interactive approach, developing a dialogue between the firm and its customers. 
D)  Successful promotion utilizes each element of the promotion mix independently, creating a well-diversified message. 
A)  Studies indicate that effective promotion focuses on the pricing elements of the marketing mix. 
B)  The Internet changes the focus of promotion from "working with" to "promoting to" customers. 
C)  New promotional efforts create a more interactive approach, developing a dialogue between the firm and its customers. 
D)  Successful promotion utilizes each element of the promotion mix independently, creating a well-diversified message.

Question 10

Newport Processing promotes its services through Mechanical Engineers Today, a trade magazine that charges Newport and other companies $5,000 per page for ________ to help offset the magazine's publishing costs.

Accepted Answer

A)  publicity 
B)  advertising 
C)  public relations 
D)  trade shows 
A)  publicity 
B)  advertising 
C)  public relations 
D)  trade shows

Question 11

B2C salespeople spend more time prospecting their customers than do B2B salespeople.

Accepted Answer

A) True 
 B)False

Question 12

Explain how publicity differs from advertising. What are the advantages and disadvantages of publicity in a firm's promotion strategy?

Accepted Answer

Publicity is any information about an in

Question 13

After her sales presentation, Cheryl asks her customers what color they prefer and if they would like to pay by credit card. She hopes that these questions will help the sales process move beyond the customer's questions and objections. With limited time, Cheryl is utilizing a trial close to help finalize the sale more quickly.

Accepted Answer

A) True 
 B)False

Question 14

Evidence indicates that the best promotional strategy for firms operating globally is

Accepted Answer

A)  a "one-mix-fits-all" strategy. 
B)  to uniquely design a strategy for each country. 
C)  based on total operating costs and the nation's disposable income. 
D)  designed by foreign intermediaries who control promotion. 
A)  a "one-mix-fits-all" strategy. 
B)  to uniquely design a strategy for each country. 
C)  based on total operating costs and the nation's disposable income. 
D)  designed by foreign intermediaries who control promotion.

Question 15

Advertising helps to cover the production costs of newspapers and magazines.

Accepted Answer

A) True 
 B)False

Question 16

The number one advertising medium in terms of total dollar expenditures is newspapers.

Accepted Answer

A) True 
 B)False

Question 17

As a component of the promotion mix, advertising includes each of the activities marketers use to inform people about products and persuade them to participate in an exchange.

Accepted Answer

A) True 
 B)False

Question 18

Tom and Melody have decided to work together to write a news release that describes the benefits of MuscleMaster and cites the rave reviews of the fitness experts who have already tried the equipment. They intend to send the release to a list of columnists who write in fitness magazines or have health and fitness columns in newspapers, hoping that some of these writers will include information about the MuscleMaster in their articles. Tom and Melody hope to utilize

Accepted Answer

A)  publicity. 
B)  a push strategy. 
C)  viral marketing. 
D)  swag promotion. 
A)  publicity. 
B)  a push strategy. 
C)  viral marketing. 
D)  swag promotion.

Question 19

Technology has changed the emphasis of promotion from promoting to customers to working with customers.

Accepted Answer

A) True 
 B)False

Question 20

Identify the advantages and disadvantages of newspapers and television as media to carry your firm's promotional message. Which of the two receives the most advertising revenues and what are key advantages and disadvantages of both?

Accepted Answer

The larger share of advertising expendit

Exam 16: Using Effective Promotions

As one of the tools included in a firm's promotion mix, public relations is intended to earn public understanding and acceptance.

Combining a firm's promotional tools and resources to create a positive brand image is the goal of integrated marketing communication.

A review of the personal selling process indicates that selling is

Registration in Ms. McNick's classes reaches maximum enrollment quickly. Students register immediately online just to insure their seat in her class. One student summed it up: "Everyone's heard she is the best teacher on campus." Ms. McNick's classes benefit from

In terms of total dollars spent, the number one and two advertising media are

The distribution method for audio and video programs online that lets users subscribe to a number of files or feeds is called a(n)

The effectiveness of magazine advertising is reduced by its

Public relations departments work closely with media, avoiding the time-consuming effort of interacting with individual customers.

Which of the following statements is the most accurate?

Newport Processing promotes its services through Mechanical Engineers Today, a trade magazine that charges Newport and other companies $5,000 per page for ________ to help offset the magazine's publishing costs.

B2C salespeople spend more time prospecting their customers than do B2B salespeople.

Explain how publicity differs from advertising. What are the advantages and disadvantages of publicity in a firm's promotion strategy?

Evidence indicates that the best promotional strategy for firms operating globally is

Advertising helps to cover the production costs of newspapers and magazines.

The number one advertising medium in terms of total dollar expenditures is newspapers.

As a component of the promotion mix, advertising includes each of the activities marketers use to inform people about products and persuade them to participate in an exchange.

Technology has changed the emphasis of promotion from promoting to customers to working with customers.

Identify the advantages and disadvantages of newspapers and television as media to carry your firm's promotional message. Which of the two receives the most advertising revenues and what are key advantages and disadvantages of both?

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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