Question 1

The popularity of infomercials has declined in recent years.

Accepted Answer

A) True 
 B)False

Question 2

Combining a firm's promotional tools and resources to create a positive brand image is the goal of integrated marketing communication.

Accepted Answer

A) True 
 B)False

Question 3

Evidence indicates that the best promotional strategy for firms operating globally is:

Accepted Answer

A) a "one mix fits all" strategy. 
B) to uniquely design a strategy for each country. 
C) based on total operating costs and the nation's disposable income. 
D) designed by foreign intermediaries who control promotion.

Question 4

When an organization uses advertising to create an attractive image for itself,this type of advertising is called:

Accepted Answer

A) retail advertising. 
B) trade advertising. 
C) comparison advertising. 
D) institutional advertising.

Question 5

Garden.com uses interactive promotion by allowing customers to chat with each other online about gardening.

Accepted Answer

A) True 
 B)False

Question 6

Publicity works and is often used only if the media finds the information interesting or newsworthy.

Accepted Answer

A) True 
 B)False

Question 7

Integrated marketing communication combines each element of the promotional effort to create a unique message for a product sold in different markets.

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.

Question 9

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.

Question 10

__________ refers to such tactics as paying people to say good things about a product on the Internet or setting up multilevel selling schemes that reward people for directing their friends to a company's website.

Accepted Answer

A) Virtual inducement 
B) Cyber offers 
C) Viral marketing 
D) Pseudo-marketing

Question 11

Which of the following represents the primary purpose of a firm using institutional advertising?

Accepted Answer

A) The desire to create a positive image for the firm 
B) Getting full coverage of local markets 
C) High visibility of a specifically targeted message 
D) This type of advertising reduces cost

Question 12

Green Space is an organization concerned about preserving forests and wilderness areas.They hope to raise the public's awareness regarding this issue.Green Space can communicate their concern by utilizing advocacy advertising.

Accepted Answer

A) True 
 B)False

Question 13

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 14

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 15

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.

Question 16

As a salesperson for an electrical contractor,Greg is included as part of the target audience for sales promotions from his own company.

Accepted Answer

A) True 
 B)False

Question 17

The final step of the selling process involves:

Accepted Answer

A) follow up. 
B) closing. 
C) posting. 
D) trial closing.

Question 18

B2C salespeople spend more time prospecting their customers than do B2B salespeople.

Accepted Answer

A) True 
 B)False

Question 19

In their advertisements,Luther Pharmaceuticals asks consumers to judge their product,Ache-Free,against a well-known competitor's product to see that Ache-Free provides superior pain relief.This represents:

Accepted Answer

A) advocacy advertising. 
B) comparison advertising. 
C) trade advertising. 
D) interpretive advertising.

Question 20

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

Exam 16: Using Effective Promotions

The popularity of infomercials has declined in recent years.

Combining a firm's promotional tools and resources to create a positive brand image is the goal of integrated marketing communication.

Evidence indicates that the best promotional strategy for firms operating globally is:

When an organization uses advertising to create an attractive image for itself,this type of advertising is called:

Garden.com uses interactive promotion by allowing customers to chat with each other online about gardening.

Publicity works and is often used only if the media finds the information interesting or newsworthy.

Integrated marketing communication combines each element of the promotional effort to create a unique message for a product sold in different markets.

Compared to other promotional tools,publicity:

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:

__________ refers to such tactics as paying people to say good things about a product on the Internet or setting up multilevel selling schemes that reward people for directing their friends to a company's website.

Which of the following represents the primary purpose of a firm using institutional advertising?

Green Space is an organization concerned about preserving forests and wilderness areas.They hope to raise the public's awareness regarding this issue.Green Space can communicate their concern by utilizing advocacy advertising.

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.

As a salesperson for an electrical contractor,Greg is included as part of the target audience for sales promotions from his own company.

The final step of the selling process involves:

B2C salespeople spend more time prospecting their customers than do B2B salespeople.

In their advertisements,Luther Pharmaceuticals asks consumers to judge their product,Ache-Free,against a well-known competitor's product to see that Ache-Free provides superior pain relief.This represents:

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