Question 1

Newspapers,radio,and the Yellow Pages are especially attractive to local advertisers.

Accepted Answer

A) True 
 B)False

Question 2

The management of GamesPeople designed a comprehensive strategy that unifies advertising,personal selling,public relations and sales promotion activities creating a consistent message.This effort to promote a positive brand image represents a(n)________ program.

Accepted Answer

A)  global marketing 
B)  interactive promotion 
C)  integrated marketing communication 
D)  unified segmentation 
A)  global marketing 
B)  interactive promotion 
C)  integrated marketing communication 
D)  unified segmentation

Question 3

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 4

The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a:

Accepted Answer

A)  pull strategy. 
B)  segmentation strategy. 
C)  push strategy. 
D)  product placement strategy. 
A)  pull strategy. 
B)  segmentation strategy. 
C)  push strategy. 
D)  product placement strategy.

Question 5

Direct mail,broadcast and cable television,and newspapers are the top three advertising media when ranked by total expenditures.

Accepted Answer

A) True 
 B)False

Question 6

Internal sales promotion programs are targeted to reach the firm's internal auditors as well as external customers.

Accepted Answer

A) True 
 B)False

Question 7

Payola Promotions has offered to give Lisa free tickets to a concert it is promoting in return for Lisa's agreement to share her positive experience with others on Internet chat rooms.The concert tickets Lisa receives represent swag.

Accepted Answer

A) True 
 B)False

Question 8

The last step in creating a promotional campaign is to evaluate the effectiveness of each element of the promotional mix.

Accepted Answer

A) True 
 B)False

Question 9

The Internet provides an effective medium for consumers who pick their products from online outlets or who do online comparison shopping.

Accepted Answer

A) True 
 B)False

Question 10

After receiving poor service from her car insurance company,Wendy made her complaints public by placing them on the Internet.This is another form of:

Accepted Answer

A)  negative advertising. 
B)  institutional sales promotion. 
C)  public relations. 
D)  word-of-mouth promotion. 
A)  negative advertising. 
B)  institutional sales promotion. 
C)  public relations. 
D)  word-of-mouth promotion.

Question 11

Lenora just finished writing a news release regarding a new product developed by her firm.She intends to email the message to local radio stations and newspapers in hope that they will find the information newsworthy and run a story about the product.Lenora's efforts represent the firm's:

Accepted Answer

A)  public relations. 
B)  institutional advertising. 
C)  secondary advertising. 
D)  interactive marketing. 
A)  public relations. 
B)  institutional advertising. 
C)  secondary advertising. 
D)  interactive marketing.

Question 12

Professor Beenthere shared with his students the wonderful experience he had at a local Asian restaurant.He described the location in relation to campus and encouraged his students to give it a try.The professor's comments represent:

Accepted Answer

A)  word-of-mouth promotion. 
B)  public relations. 
C)  academic sampling. 
D)  viral promotion. 
A)  word-of-mouth promotion. 
B)  public relations. 
C)  academic sampling. 
D)  viral promotion.

Question 13

__________ changes the relationship between buyers and sellers from a monologue to a dialogue in which information is shared to create mutually beneficial exchanges.

Accepted Answer

A)  Advertising 
B)  A push strategy 
C)  Interactive promotion 
D)  Public relations 
A)  Advertising 
B)  A push strategy 
C)  Interactive promotion 
D)  Public relations

Question 14

Today's public relations departments:

Accepted Answer

A)  focus more on advertising and less on publicity. 
B)  are downsizing as firms emphasize personal selling to promote their products. 
C)  are more actively listening to customers and helping to solve their problems. 
D)  avoid relationships with the media and government officials. 
A)  focus more on advertising and less on publicity. 
B)  are downsizing as firms emphasize personal selling to promote their products. 
C)  are more actively listening to customers and helping to solve their problems. 
D)  avoid relationships with the media and government officials.

Question 15

At a recent sporting event,a local beer distributor gave free beverage mugs to all adults with a paid admission.This is an example of:

Accepted Answer

A)  market segmentation. 
B)  sampling. 
C)  publicity. 
D)  sales promotion. 
A)  market segmentation. 
B)  sampling. 
C)  publicity. 
D)  sales promotion.

Question 16

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 17

Businesses pay using product placement to have their products prominently displayed in a TV episode of Glee or a feature movie.

Accepted Answer

A) True 
 B)False

Question 18

Integrated marketing communication combines all the promotional tools into one comprehensive,unified promotional strategy.

Accepted Answer

A) True 
 B)False

Question 19

To be effective and maintain its independence,the public relations department should avoid establishing close relationships with the media,community leaders,and other corporate stakeholders.

Accepted Answer

A) True 
 B)False

Question 20

The first step in creating a promotional campaign is to define the objectives for each element of the marketing mix.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

Newspapers,radio,and the Yellow Pages are especially attractive to local advertisers.

The management of GamesPeople designed a comprehensive strategy that unifies advertising,personal selling,public relations and sales promotion activities creating a consistent message.This effort to promote a positive brand image represents a(n)________ program.

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

The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a:

Direct mail,broadcast and cable television,and newspapers are the top three advertising media when ranked by total expenditures.

Internal sales promotion programs are targeted to reach the firm's internal auditors as well as external customers.

Payola Promotions has offered to give Lisa free tickets to a concert it is promoting in return for Lisa's agreement to share her positive experience with others on Internet chat rooms.The concert tickets Lisa receives represent swag.

The last step in creating a promotional campaign is to evaluate the effectiveness of each element of the promotional mix.

The Internet provides an effective medium for consumers who pick their products from online outlets or who do online comparison shopping.

After receiving poor service from her car insurance company,Wendy made her complaints public by placing them on the Internet.This is another form of:

Lenora just finished writing a news release regarding a new product developed by her firm.She intends to email the message to local radio stations and newspapers in hope that they will find the information newsworthy and run a story about the product.Lenora's efforts represent the firm's:

Professor Beenthere shared with his students the wonderful experience he had at a local Asian restaurant.He described the location in relation to campus and encouraged his students to give it a try.The professor's comments represent:

__________ changes the relationship between buyers and sellers from a monologue to a dialogue in which information is shared to create mutually beneficial exchanges.

Today's public relations departments:

At a recent sporting event,a local beer distributor gave free beverage mugs to all adults with a paid admission.This is an example of:

Businesses pay using product placement to have their products prominently displayed in a TV episode of Glee or a feature movie.

Integrated marketing communication combines all the promotional tools into one comprehensive,unified promotional strategy.

To be effective and maintain its independence,the public relations department should avoid establishing close relationships with the media,community leaders,and other corporate stakeholders.

The first step in creating a promotional campaign is to define the objectives for each element of the marketing mix.

Taking Risks and Making Profits Within the Dynamic Business Environment

Understanding How Economics 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

Adapting Organizations to Todays Markets

Production and Operations Management

Motivating Employees

Human Resource Management: Finding and Keeping the Best Employees

Dealing With Employee-Management Issues and Relationships

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 A: Using Technology to Manage Information

Appendix B: Managing Risk

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