Question 1

Global advertising can save companies money in research and ad design.

Accepted Answer

A) True 
 B)False

Question 2

Mini-Case
The Xer-Wise Corporation manufactures and markets high quality home exercise equipment.The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly.The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups.Additionally,unlike other strength building machines,this equipment also incorporates a recumbent bicycle to provide a complete aerobic workout.The entire piece of equipment is easy to assemble,and when not in use it can be folded into a compact unit that is easy to store.A group of fitness experts have tested the equipment and have provided rave reviews.Company executives believe that this product,called the MuscleMaster,will appeal to busy young adults living in relatively small apartments.Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product.The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product.
-Due to the unique nature of this product,Tom and Melody have decided to develop a half-hour TV program to demonstrate the benefits of the MuscleMaster.It is hoped that this __________ will provide a great start in the market.

Accepted Answer

A) interactive TV ad 
B) online TV ad 
C) infomercial 
D) publicity commercial 
A) interactive TV ad 
B) online TV ad 
C) infomercial 
D) publicity commercial

Question 3

Nordic Track utilizes newspaper and TV ads designed to motivate potential buyers to seek out their product.This represents a push promotional strategy.

Accepted Answer

A) True 
 B)False

Question 4

TV programs devoted exclusively to promoting goods and services are called:

Accepted Answer

A) testimonials. 
B) infomercials. 
C) interactive TV. 
D) online computer advertising. 
A) testimonials. 
B) infomercials. 
C) interactive TV. 
D) online computer advertising.

Question 5

Trade advertising is advertising to consumers by manufacturers to encourage them to try their products.

Accepted Answer

A) True 
 B)False

Question 6

Consumer research indicates that the public is very concerned about underage drinking.In response,Texas Brewing Company has created a website providing parents with information to help avoid underage drinking in their families.The firm also provides materials to retailers to help train their employees to avoid sales to minors.Publicizing these efforts:

Accepted Answer

A) will likely backfire,since few people will believe a beer company would seriously support a program that would reduce their sales. 
B) represents a key step in a good public relations program. 
C) illustrates a push strategy applied to public relations. 
D) would distract the firm from its primary mission of selling beer to adults. 
A) will likely backfire,since few people will believe a beer company would seriously support a program that would reduce their sales. 
B) represents a key step in a good public relations program. 
C) illustrates a push strategy applied to public relations. 
D) would distract the firm from its primary mission of selling beer to adults.

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

_________ refers to any paid,non-personal communication through various media by organizations and individuals who are in some way identified in the message.

Accepted Answer

A) Publicity 
B) Promotion 
C) Public relations 
D) Advertising 
A) Publicity 
B) Promotion 
C) Public relations 
D) Advertising

Question 9

The purpose of a trial close in the selling process is to learn as much as possible about customers and their wants and needs.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is a major strength of direct mail advertising?

Accepted Answer

A) Low cost 
B) Widespread acceptance by consumers 
C) Subject to few restrictions or regulations 
D) Ability to accurately target specific markets 
A) Low cost 
B) Widespread acceptance by consumers 
C) Subject to few restrictions or regulations 
D) Ability to accurately target specific markets

Question 11

Using effective public relations requires listening to the public and developing policies that reflect the public's interest.

Accepted Answer

A) True 
 B)False

Question 12

The advertising medium that accounts for the largest share of total advertising expenditures is:

Accepted Answer

A) cable and broadcast television. 
B) the Internet. 
C) radio. 
D) newspapers. 
A) cable and broadcast television. 
B) the Internet. 
C) radio. 
D) newspapers.

Question 13

The Internet allows firms to listen to customers' wants,track their purchases,provide them with better service,and more access to information.

Accepted Answer

A) True 
 B)False

Question 14

Sales promotion programs can be used as a means to generate employee enthusiasm.

Accepted Answer

A) True 
 B)False

Question 15

The free tickets,backstage passes and merchandise firms give to people who agree to hype products through Internet chat rooms are called:

Accepted Answer

A) virtual sweeteners. 
B) swag. 
C) chat cache. 
D) cookies. 
A) virtual sweeteners. 
B) swag. 
C) chat cache. 
D) cookies.

Question 16

After-sale follow-up is an important but often neglected step in B2C sales.

Accepted Answer

A) True 
 B)False

Question 17

Mini-Case
The Xer-Wise Corporation manufactures and markets high quality home exercise equipment.The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly.The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups.Additionally,unlike other strength building machines,this equipment also incorporates a recumbent bicycle to provide a complete aerobic workout.The entire piece of equipment is easy to assemble,and when not in use it can be folded into a compact unit that is easy to store.A group of fitness experts have tested the equipment and have provided rave reviews.Company executives believe that this product,called the MuscleMaster,will appeal to busy young adults living in relatively small apartments.Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product.The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product.
-Before they look at specific promotional tools,Melody and Tom agree that they want a promotion mix that is both comprehensive and unified.They want to use all of the promotional tools at their disposal to create a consistent message that promotes a favorable product image.Melody and Tom want to implement a(n):

Accepted Answer

A) internal marketing program. 
B) integrated marketing communication program. 
C) multilevel market coordination plan. 
D) stakeholder response communication system. 
A) internal marketing program. 
B) integrated marketing communication program. 
C) multilevel market coordination plan. 
D) stakeholder response communication system.

Question 18

After her sales presentation,Whitney 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,Whitney is utilizing a trial close to help finalize the sale more quickly.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

In the Reaching Beyond Our Borders box in the chapter,Publicis Groupe,a traditional advertising agency that ranks as the fourth largest ad agency in the industry,found that:

Accepted Answer

A) traditional types of advertising were making a significant comeback in the global market. 
B) its task today is to learn how carry over traditional media to digital media. 
C) digital media is effective in reaching customers but it's impossible to measure how customers relate to the ads. 
D) most multinational companies do not want to shift from traditional types of advertising to digital media. 
A) traditional types of advertising were making a significant comeback in the global market. 
B) its task today is to learn how carry over traditional media to digital media. 
C) digital media is effective in reaching customers but it's impossible to measure how customers relate to the ads. 
D) most multinational companies do not want to shift from traditional types of advertising to digital media.

Global advertising can save companies money in research and ad design.

Nordic Track utilizes newspaper and TV ads designed to motivate potential buyers to seek out their product.This represents a push promotional strategy.

TV programs devoted exclusively to promoting goods and services are called:

Trade advertising is advertising to consumers by manufacturers to encourage them to try their products.

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

_________ refers to any paid,non-personal communication through various media by organizations and individuals who are in some way identified in the message.

The purpose of a trial close in the selling process is to learn as much as possible about customers and their wants and needs.

Which of the following is a major strength of direct mail advertising?

Using effective public relations requires listening to the public and developing policies that reflect the public's interest.

The advertising medium that accounts for the largest share of total advertising expenditures is:

The Internet allows firms to listen to customers' wants,track their purchases,provide them with better service,and more access to information.

Sales promotion programs can be used as a means to generate employee enthusiasm.

The free tickets,backstage passes and merchandise firms give to people who agree to hype products through Internet chat rooms are called:

After-sale follow-up is an important but often neglected step in B2C sales.

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

In the Reaching Beyond Our Borders box in the chapter,Publicis Groupe,a traditional advertising agency that ranks as the fourth largest ad agency in the industry,found that:

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

Bonus A: Using Technology to Manage Information

Bonus B: Managing Risk

Bonus C: Managing Your Personal Finances

Appendix: Working Within the Legal Environment

Filters

Exam 16: Using Effective Promotions

Global advertising can save companies money in research and ad design.

Nordic Track utilizes newspaper and TV ads designed to motivate potential buyers to seek out their product.This represents a push promotional strategy.

TV programs devoted exclusively to promoting goods and services are called:

Trade advertising is advertising to consumers by manufacturers to encourage them to try their products.

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

_________ refers to any paid,non-personal communication through various media by organizations and individuals who are in some way identified in the message.

The purpose of a trial close in the selling process is to learn as much as possible about customers and their wants and needs.

Which of the following is a major strength of direct mail advertising?

Using effective public relations requires listening to the public and developing policies that reflect the public's interest.

The advertising medium that accounts for the largest share of total advertising expenditures is:

The Internet allows firms to listen to customers' wants,track their purchases,provide them with better service,and more access to information.

Sales promotion programs can be used as a means to generate employee enthusiasm.

The free tickets,backstage passes and merchandise firms give to people who agree to hype products through Internet chat rooms are called:

After-sale follow-up is an important but often neglected step in B2C sales.

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

In the Reaching Beyond Our Borders box in the chapter,Publicis Groupe,a traditional advertising agency that ranks as the fourth largest ad agency in the industry,found that:

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

Bonus A: Using Technology to Manage Information

Bonus B: Managing Risk

Bonus C: Managing Your Personal Finances

Appendix: Working Within the Legal Environment

Filters