Question 1

Apple's famous 1984 commercial, aired during the 1984 Super Bowl, exemplifies which execution style?

Accepted Answer

A)  Slice-of-life commercial 
B)  Personality or symbol advertising 
C)  Celebrity endorsement 
D)  Fantasy advertisement 
A)  Slice-of-life commercial 
B)  Personality or symbol advertising 
C)  Celebrity endorsement 
D)  Fantasy advertisement

Question 2

Effective promotion should include which of the following?

Accepted Answer

A)  Advertising on television and in social media 
B)  A catchy slogan or jingle 
C)  Multiple communication channels 
D)  All of these 
A)  Advertising on television and in social media 
B)  A catchy slogan or jingle 
C)  Multiple communication channels 
D)  All of these

Question 3

Promotion to an individual consumer that includes an offer, information to justify the purchase, and a method for customers to respond is known as

Accepted Answer

A)  personal selling. 
B)  adaptive selling. 
C)  direct marketing. 
D)  communication. 
A)  personal selling. 
B)  adaptive selling. 
C)  direct marketing. 
D)  communication.

Question 4

In virtually all cases, marketers advertise to build sales, though there are different avenues for doing so. Which of the following represents advertising whose intent is not to build sales?

Accepted Answer

A)  Institutional advertising designed to create goodwill toward the brand. 
B)  Advocacy advertising highlighting the company's commitment to a social cause. 
C)  Anonymous contributions to Public Service Announcements (PSAs). 
D)  Advertising designed to facilitate customer interaction on the company's social media platforms. 
A)  Institutional advertising designed to create goodwill toward the brand. 
B)  Advocacy advertising highlighting the company's commitment to a social cause. 
C)  Anonymous contributions to Public Service Announcements (PSAs). 
D)  Advertising designed to facilitate customer interaction on the company's social media platforms.

Question 5

Which of the following statements concerning press releases is true?

Accepted Answer

A)  News outlets will re-write releases according to accepted journalistic standards before publication. 
B)  Companies coordinate press releases with their social media presence. 
C)  Most press releases include a media kit. 
D)  They are not the primary public relations tool. 
A)  News outlets will re-write releases according to accepted journalistic standards before publication. 
B)  Companies coordinate press releases with their social media presence. 
C)  Most press releases include a media kit. 
D)  They are not the primary public relations tool.

Question 6

Which approach to budgeting takes a backward view of promotion, assuming sales produce promotion versus promotion producing sales?

Accepted Answer

A)  Objective and task 
B)  Competitive response 
C)  Percentage of sales 
D)  Intuition and instinct 
A)  Objective and task 
B)  Competitive response 
C)  Percentage of sales 
D)  Intuition and instinct

Question 7

As frequency increases, ______________ decreases.

Accepted Answer

A)  frequency 
B)  reach 
C)  media budget line 
D)  waste coverage 
A)  frequency 
B)  reach 
C)  media budget line 
D)  waste coverage

Question 8

What is true of reach and frequency with a limited budget?

Accepted Answer

A)  They are inversely related to one another. 
B)  They are mutually exclusive objectives of an advertising campaign. 
C)  Most plans eliminate waste coverage. 
D)  All of these 
A)  They are inversely related to one another. 
B)  They are mutually exclusive objectives of an advertising campaign. 
C)  Most plans eliminate waste coverage. 
D)  All of these

Question 9

The form that creative ideas take is referred to as

Accepted Answer

A)  execution style. 
B)  straight sell. 
C)  demonstrations. 
D)  creativity in advertising. 
A)  execution style. 
B)  straight sell. 
C)  demonstrations. 
D)  creativity in advertising.

Question 10

The most important component of qualifying a potential buyer is

Accepted Answer

A)  using the snowballing technique with current customers. 
B)  properly executing the pre-approach. 
C)  determining whether the prospect has a real need for the product. 
D)  being able to schedule an appointment through the gatekeeper. 
A)  using the snowballing technique with current customers. 
B)  properly executing the pre-approach. 
C)  determining whether the prospect has a real need for the product. 
D)  being able to schedule an appointment through the gatekeeper.

Question 11

The world's leading cloud-based customer relationship management software platform used by salespeople is

Accepted Answer

A)  Microsoft Cloud. 
B)  Amazon Cloud. 
C)  Salesforce. 
D)  Sales Cloud. 
A)  Microsoft Cloud. 
B)  Amazon Cloud. 
C)  Salesforce. 
D)  Sales Cloud.

Question 12

A carefully scripted and practiced sales presentation describes which approach?

Accepted Answer

A)  Canned sales presentation 
B)  Adaptive selling 
C)  Objectives anticipation 
D)  Field sales 
A)  Canned sales presentation 
B)  Adaptive selling 
C)  Objectives anticipation 
D)  Field sales

Question 13

Describe the hierarchy of effects and how a consumer reaches taking an action to go to a store/buy a product. Give an example scenario of a consumer going through the stages.

Accepted Answer

Student responses will vary. A sample re

Question 14

How should social and digital tools and technology should be considered in your overall marketing mix?

Accepted Answer

A)  As related, but distinct, elements 
B)  As necessary tools given changes in media preference 
C)  As the most important elements of the mix 
D)  As accounting for the bulk of your promotional spending 
A)  As related, but distinct, elements 
B)  As necessary tools given changes in media preference 
C)  As the most important elements of the mix 
D)  As accounting for the bulk of your promotional spending

Question 15

Adding incentives or inducements for consumers to buy products sooner, rather than later, describes

Accepted Answer

A)  trade sales promotions. 
B)  urgency advertising. 
C)  direct marketing. 
D)  consumer sales promotions. 
A)  trade sales promotions. 
B)  urgency advertising. 
C)  direct marketing. 
D)  consumer sales promotions.

Question 16

Which of the following statements is true regarding direct marketing response devices?

Accepted Answer

A)  The response options should include a QR code that links to the company's website. 
B)  The response options should generate attention and awareness. 
C)  The response options should maximize customer convenience. 
D)  The response options should include by mail for older consumers. 
A)  The response options should include a QR code that links to the company's website. 
B)  The response options should generate attention and awareness. 
C)  The response options should maximize customer convenience. 
D)  The response options should include by mail for older consumers.

Question 17

Liking and preference can be categorized as

Accepted Answer

A)  cognitive variables. 
B)  communication objectives. 
C)  sales related objective. 
D)  behavioral variable. 
A)  cognitive variables. 
B)  communication objectives. 
C)  sales related objective. 
D)  behavioral variable.

Question 18

What would you expect the relationship to be between selling a high-risk product and a low-risk product using personal selling?

Accepted Answer

A)  High-risk is more likely to be sold using personal selling 
B)  Low-risk is more likely to be sold using personal selling 
C)  Low-risk and high-risk are equally as likely 
D)  High-risk is less likely to be sold using personal selling 
A)  High-risk is more likely to be sold using personal selling 
B)  Low-risk is more likely to be sold using personal selling 
C)  Low-risk and high-risk are equally as likely 
D)  High-risk is less likely to be sold using personal selling

Question 19

This model postulates that people must pass through cognitive and emotional states before taking an action.

Accepted Answer

A)  the hierarchy of effects model 
B)  the basic communications model 
C)  the liking and preference model 
D)  the awareness and knowledge model 
A)  the hierarchy of effects model 
B)  the basic communications model 
C)  the liking and preference model 
D)  the awareness and knowledge model

Question 20

The media selected for direct marketing must match all of the following EXCEPT

Accepted Answer

A)  offer. 
B)  customer. 
C)  sales promotion. 
D)  message. 
A)  offer. 
B)  customer. 
C)  sales promotion. 
D)  message.

Apple's famous 1984 commercial, aired during the 1984 Super Bowl, exemplifies which execution style?

Effective promotion should include which of the following?

Promotion to an individual consumer that includes an offer, information to justify the purchase, and a method for customers to respond is known as

In virtually all cases, marketers advertise to build sales, though there are different avenues for doing so. Which of the following represents advertising whose intent is not to build sales?

Which of the following statements concerning press releases is true?

Which approach to budgeting takes a backward view of promotion, assuming sales produce promotion versus promotion producing sales?

As frequency increases, ______________ decreases.

What is true of reach and frequency with a limited budget?

The form that creative ideas take is referred to as

The most important component of qualifying a potential buyer is

The world's leading cloud-based customer relationship management software platform used by salespeople is

A carefully scripted and practiced sales presentation describes which approach?

Describe the hierarchy of effects and how a consumer reaches taking an action to go to a store/buy a product. Give an example scenario of a consumer going through the stages.

How should social and digital tools and technology should be considered in your overall marketing mix?

Adding incentives or inducements for consumers to buy products sooner, rather than later, describes

Which of the following statements is true regarding direct marketing response devices?

Liking and preference can be categorized as

What would you expect the relationship to be between selling a high-risk product and a low-risk product using personal selling?

This model postulates that people must pass through cognitive and emotional states before taking an action.

The media selected for direct marketing must match all of the following EXCEPT

What Is Marketing

Marketing Strategy

The Marketing Environment

Customer Behavior

Research in Marketing

Segmentation, Targeting, and Positioning

Applying the Marketing Mix

Products, Brands, and Customer Needs

Place Decisions and Customer Convenience

Managing Price and Customer Cost Perceptions

Encouraging Participation to Connect With Customers

Measuring Marketing Effectiveness Through Metrics

Developing an Integrated Marketing Mix

Finalizing a Marketing Plan

Filters

Exam 11: Promoting to Communicate With Customers

Apple's famous 1984 commercial, aired during the 1984 Super Bowl, exemplifies which execution style?

Effective promotion should include which of the following?

Promotion to an individual consumer that includes an offer, information to justify the purchase, and a method for customers to respond is known as

In virtually all cases, marketers advertise to build sales, though there are different avenues for doing so. Which of the following represents advertising whose intent is not to build sales?

Which of the following statements concerning press releases is true?

Which approach to budgeting takes a backward view of promotion, assuming sales produce promotion versus promotion producing sales?

As frequency increases, ______________ decreases.

What is true of reach and frequency with a limited budget?

The form that creative ideas take is referred to as

The most important component of qualifying a potential buyer is

The world's leading cloud-based customer relationship management software platform used by salespeople is

A carefully scripted and practiced sales presentation describes which approach?

Describe the hierarchy of effects and how a consumer reaches taking an action to go to a store/buy a product. Give an example scenario of a consumer going through the stages.

How should social and digital tools and technology should be considered in your overall marketing mix?

Adding incentives or inducements for consumers to buy products sooner, rather than later, describes

Which of the following statements is true regarding direct marketing response devices?

Liking and preference can be categorized as

What would you expect the relationship to be between selling a high-risk product and a low-risk product using personal selling?

This model postulates that people must pass through cognitive and emotional states before taking an action.

The media selected for direct marketing must match all of the following EXCEPT

What Is Marketing

Marketing Strategy

The Marketing Environment

Customer Behavior

Research in Marketing

Segmentation, Targeting, and Positioning

Applying the Marketing Mix

Products, Brands, and Customer Needs

Place Decisions and Customer Convenience

Managing Price and Customer Cost Perceptions

Encouraging Participation to Connect With Customers

Measuring Marketing Effectiveness Through Metrics

Developing an Integrated Marketing Mix

Finalizing a Marketing Plan

Filters