Question 1

Advocacy advertising is advertising that supports a particular view of an issue such as gun control.

Accepted Answer

A) True 
 B)False

Question 2

The activity that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executes a program of action and information to earn public understanding and acceptance is called:

Accepted Answer

A)  public research. 
B)  public relations. 
C)  public communication. 
D)  public advocacy. 
A)  public research. 
B)  public relations. 
C)  public communication. 
D)  public advocacy.

Question 3

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 4

________ advertising supports a particular view or position on an issue.

Accepted Answer

A)  Advocacy 
B)  Institutional 
C)  Comparison 
D)  Trade 
A)  Advocacy 
B)  Institutional 
C)  Comparison 
D)  Trade

Question 5

When marketing to consumers in the global population, it's important for companies to remember that promoting products:

Accepted Answer

A)  is easy and profitable if they are well-known brands. 
B)  can be accomplished using a global approach since consumers are more alike than most people think. 
C)  is best done by using personal selling and product sampling. 
D)  calls for attention to cultural differences and possible translation problems. 
A)  is easy and profitable if they are well-known brands. 
B)  can be accomplished using a global approach since consumers are more alike than most people think. 
C)  is best done by using personal selling and product sampling. 
D)  calls for attention to cultural differences and possible translation problems.

Question 6

The B2C selling process has fewer steps than the B2B selling process.

Accepted Answer

A) True 
 B)False

Question 7

Using effective public relations involves establishing a dialogue with customers so that information can be exchanged and trust can be developed.

Accepted Answer

A) True 
 B)False

Question 8

Social media offers opportunities for positive and negative word-of-mouth promotion.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

Successful PR departments find that listening to the public is not enough. They have to tell the public that they are being responsive.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is required to build meaningful relationships with customers?

Accepted Answer

A)  Giving consumers access to limited information 
B)  Tracking customer purchases 
C)  "Promoting to" rather than "working with" customers 
D)  Offering full-service purchases over their cell phones 
A)  Giving consumers access to limited information 
B)  Tracking customer purchases 
C)  "Promoting to" rather than "working with" customers 
D)  Offering full-service purchases over their cell phones

Question 12

The purpose of institutional advertising is to create an attractive image for an organization.

Accepted Answer

A) True 
 B)False

Question 13

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 14

The first step in the selling process involves prospecting for potential customers and choosing those most likely to buy.

Accepted Answer

A) True 
 B)False

Question 15

While word of mouth represents an effective promotional tool, the need for face-to-face communication limits its usefulness.

Accepted Answer

A) True 
 B)False

Question 16

Questions and objections from customers following a sales presentation indicate that a salesperson was poorly prepared for his/her presentation.

Accepted Answer

A) True 
 B)False

Question 17

A recent study reveals that regardless of the product or target market, mobile media is not a promotion mix tool that works efficiently.

Accepted Answer

A) True 
 B)False

Question 18

Institutional advertising creates an attractive image for an organization rather than for a product.

Accepted Answer

A) True 
 B)False

Question 19

According to the Making Ethical Decisions box, celebrities can earn thousands by tweeting their love for specific products and tag them #ad.

Accepted Answer

A) True 
 B)False

Question 20

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.

Exam 16: Using Effective Promotions

Advocacy advertising is advertising that supports a particular view of an issue such as gun control.

The activity that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executes a program of action and information to earn public understanding and acceptance is called:

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

________ advertising supports a particular view or position on an issue.

When marketing to consumers in the global population, it's important for companies to remember that promoting products:

The B2C selling process has fewer steps than the B2B selling process.

Using effective public relations involves establishing a dialogue with customers so that information can be exchanged and trust can be developed.

Social media offers opportunities for positive and negative word-of-mouth promotion.

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

Successful PR departments find that listening to the public is not enough. They have to tell the public that they are being responsive.

Which of the following is required to build meaningful relationships with customers?

The purpose of institutional advertising is to create an attractive image for an organization.

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

The first step in the selling process involves prospecting for potential customers and choosing those most likely to buy.

While word of mouth represents an effective promotional tool, the need for face-to-face communication limits its usefulness.

Questions and objections from customers following a sales presentation indicate that a salesperson was poorly prepared for his/her presentation.

A recent study reveals that regardless of the product or target market, mobile media is not a promotion mix tool that works efficiently.

Institutional advertising creates an attractive image for an organization rather than for a product.

According to the Making Ethical Decisions box, celebrities can earn thousands by tweeting their love for specific products and tag them #ad.

Which of the following statements is the most accurate?

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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