Question 1

A major responsibility of the public relations department is to:

Accepted Answer

A)  decide on the appropriate mix of advertising media. 
B)  maintain close ties with the media, community leaders, government officials and other stakeholders. 
C)  identify appropriate markets for the firm's products, and then select the most likely customers in each market. 
D)  train salespeople to interact better with their company's customers. 
A)  decide on the appropriate mix of advertising media. 
B)  maintain close ties with the media, community leaders, government officials and other stakeholders. 
C)  identify appropriate markets for the firm's products, and then select the most likely customers in each market. 
D)  train salespeople to interact better with their company's customers. B

Question 2

Effective use of public relations includes an evaluation of public attitudes and the execution of a program to earn public acceptance.

Accepted Answer

A) True 
 B)False  True

Question 3

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

Accepted Answer

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

Question 4

Closing the sale represents success for the salesperson and the final step in the selling process.

Accepted Answer

A) True 
 B)False

Question 5

In the evaluation of the promotion, it's best to establish a promotional strategy that can reach multiple targets rather than developing a separate promotion mix for each target group.

Accepted Answer

A) True 
 B)False

Question 6

In evaluating personal selling it is safe to conclude that it represents a form of individualized advertising.

Accepted Answer

A) True 
 B)False

Question 7

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 8

Compared to other promotional tools, publicity:

Accepted Answer

A)  costs more. 
B)  offers the firm little control over the message. 
C)  prevents a response from competitive firms. 
D)  is the easiest to manage. 
A)  costs more. 
B)  offers the firm little control over the message. 
C)  prevents a response from competitive firms. 
D)  is the easiest to manage.

Question 9

Depending upon the promotional campaign, advertising may include paid and nonpaid forms of nonpersonal communication.

Accepted Answer

A) True 
 B)False

Question 10

Online advertising is rapidly growing and now ranks third in terms of total advertising expenditures.

Accepted Answer

A) True 
 B)False

Question 11

Marla has developed a new advertising message for one of her firm's new products. She has sent copies of the ad to all of the salespeople in the firm and asked them to stress the benefits mentioned in the ad when they call on their customers. Finally, the ad includes a free sample coupon to encourage people to try this new product. She is attempting to create one positive, unified brand image for the new product. Marla is practicing brand communication.

Accepted Answer

A) True 
 B)False

Question 12

Personal selling provides the most efficient element of the promotion mix for a firm attempting to reach a large, homogeneous group of consumers.

Accepted Answer

A) True 
 B)False

Question 13

Interactive promotion:

Accepted Answer

A)  attempts to create a dialogue between buyers and sellers. 
B)  transforms the approach from "working with" to "promoting to" customers. 
C)  fails to build long-term relationships with customers. 
D)  is an increasingly important element of the personal selling mix. 
A)  attempts to create a dialogue between buyers and sellers. 
B)  transforms the approach from "working with" to "promoting to" customers. 
C)  fails to build long-term relationships with customers. 
D)  is an increasingly important element of the personal selling mix.

Question 14

When managing the promotion mix, marketers are utilizing technology to deliver important information directly to the customer. For example, during the spring planting season, Home Depot and Lowes added QR codes to plants. When scanned with a mobile app, customers could make better buying decisions. The bar code offered information on planting time, watering schedule, and other pertinent tips on each plant. Home Depot even ran a commercial to let its customers know how it was using technology to assist them with their spring planting decisions. Whether using new promotional methods or traditional promotional methods, Home Depot:

Accepted Answer

A)  utilized pull strategy because it directed its campaign to the stores where the products are sold. 
B)  utilized push strategy because it directed its messages to consumers, permitting them to subscribe to the pick economy. 
C)  utilized pull strategy because it directed its messages to consumers. 
D)  utilized push strategy because it directed its messages to its stores that were already equipped with bar code technology. 
A)  utilized pull strategy because it directed its campaign to the stores where the products are sold. 
B)  utilized push strategy because it directed its messages to consumers, permitting them to subscribe to the pick economy. 
C)  utilized pull strategy because it directed its messages to consumers. 
D)  utilized push strategy because it directed its messages to its stores that were already equipped with bar code technology.

Question 15

Creating a unified positive image of a company in the public's mind is the end result of effective integrated marketing communication.

Accepted Answer

A) True 
 B)False

Question 16

Magazine advertising's main strengths are high visibility, repeat exposures, and basically very low cost.

Accepted Answer

A) True 
 B)False

Question 17

Companies can implement global marketing by developing a product and promotional strategy that:

Accepted Answer

A)  is tailored to each individual market. 
B)  can be implemented worldwide. 
C)  requires low-cost production through outsourcing. 
D)  motivates intermediaries (i.e. wholesalers and retailers) to actively stock and sell the firm's goods and services. 
A)  is tailored to each individual market. 
B)  can be implemented worldwide. 
C)  requires low-cost production through outsourcing. 
D)  motivates intermediaries (i.e. wholesalers and retailers) to actively stock and sell the firm's goods and services.

Question 18

A firm's promotion mix refers to the combination of different promotional tools used to persuade consumers to participate in an exchange.

Accepted Answer

A) True 
 B)False

Question 19

As a manager for a firm that produces a variety of recreational equipment and sporting goods, Kevin is convinced that his firm markets the safest, highest-quality equipment in the entire industry. Recent studies from the Consumer Product Safety Commission support his position. Kevin feels that the best way to create an image of high-quality, safe products is to develop an extensive advertising campaign. Kevin realizes that publicity lacks the credibility that advertising can generate.

Accepted Answer

A) True 
 B)False

Question 20

When marketers advertise on a big online search engine like Bing or Google, they can reach the people they most want to reach.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

A major responsibility of the public relations department is to:

Effective use of public relations includes an evaluation of public attitudes and the execution of a program to earn public acceptance.

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

Closing the sale represents success for the salesperson and the final step in the selling process.

In the evaluation of the promotion, it's best to establish a promotional strategy that can reach multiple targets rather than developing a separate promotion mix for each target group.

In evaluating personal selling it is safe to conclude that it represents a form of individualized advertising.

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

Compared to other promotional tools, publicity:

Depending upon the promotional campaign, advertising may include paid and nonpaid forms of nonpersonal communication.

Online advertising is rapidly growing and now ranks third in terms of total advertising expenditures.

Personal selling provides the most efficient element of the promotion mix for a firm attempting to reach a large, homogeneous group of consumers.

Interactive promotion:

Creating a unified positive image of a company in the public's mind is the end result of effective integrated marketing communication.

Magazine advertising's main strengths are high visibility, repeat exposures, and basically very low cost.

Companies can implement global marketing by developing a product and promotional strategy that:

A firm's promotion mix refers to the combination of different promotional tools used to persuade consumers to participate in an exchange.

When marketers advertise on a big online search engine like Bing or Google, they can reach the people they most want to reach.

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 Union and 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

Managing the Marketing Mix: Product, Price, Place and Promotion

Extension: Working Within the Legal Environment

Extension: Using Technology to Manage Information

Extension: Managing Risk

Extension: Managing Personal Finances

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