Question 1

What is the disadvantage of the net?

Accepted Answer

A)   A particular site may not have enough prospects in it to justify the expense
B)   Only a small portion of the audience represents potential prospects
C)   Searching for vendors can be difficult
D)   It is difficult to purchase national coverage
E)   It is not used a great deal in business marketing C

Question 2

Hosting a press party at a trade show and demonstrating a new product would be considered:

Accepted Answer

A)   Lobbying
B)   Attraction efficiency
C)   Press agentry
D)   Reach
E)   Specialty advertising C

Question 3

What is public relations? Compare and contrast the two forms of public relations?

Accepted Answer

Public relations is the management function that focuses on the relationships and communications with individuals and groups in order to create mutual goodwill.Some people define public relations (PR)as the quality of relationships with the various groups or individuals that comprise the public,but according to the text,PR is defined as a management function in order to emphasize the importance of managing these relationships.There are two forms of PR: publicity and public affairs.These forms of PR may overlap,but it is helpful to recognize the different categories separately first so that all PR requirements are identified.Publicity is often confused with PR,but publicity is only one type of PR.Publicity is the generation of news about a person,product or organization that appears in broadcast or electronic media.Public affairs is the part of PR that deals with community groups.

Question 4

Write a brief note on television and radio as broadcast media.What are their advantages and disadvantages?

Accepted Answer

The answer of Write a brief note on television and...

Question 5

A publication having a controlled circulation:

Accepted Answer

A)   Is distributed only to qualified readers
B)   Focuses on general professions or industries
C)   Is sold at a cost to all readers
D)   Allows subscriptions to even those who do not meet the purchasing criteria
E)   Is a paid-for subscription

Question 6

In terms of common B2B advertising mistakes,what should be done when a typical ad has too much information?

Accepted Answer

A)   A positioning and branding strategy should be created
B)   Focus should be on solving the problem
C)   Over-sensationalizing company capabilities should be avoided
D)   Creativity should be invoked
E)   One important benefit, from the customer's perspective, should be highlighted

Question 7

In terms of 'advertising leads to action',which of the following statements is false?

Accepted Answer

A)   Advertising can move prospects more quickly through the decision process when it leads to action
B)   Buying is the result of a series of decisions
C)   A number of actions can be taken as a result of seeing an ad
D)   Industrial buyers will purchase mostly as a result of seeing an advertisement
E)   The desired action may vary from ad to ad

Question 8

The media plan:

Accepted Answer

A)   Determines what the content of the advertising message will be
B)   Chooses the channel of communication
C)   Includes performance objectives
D)   Is also called a creative plan
E)   Supports staged events

Question 9

This is a form of a company's public relations and can range from sponsoring a children's soccer team to underwriting the costs of charity events to loaning an executive to run a charitable organization.

Accepted Answer

A)   Community involvement
B)   Lobbying
C)   Press agentry
D)   Publicity
E)   Evoked set

Question 10

_____ on the net can attract attention and are the small advertisements that one sees when one uses a search engine like Yahoo or Lycos.

Accepted Answer

A)   Pop-under ads
B)   Specialty ads
C)   Block ads
D)   Banner ads
E)   Tile ads

Question 11

Which of the following is a positioning objective?

Accepted Answer

A)   Secure investment in company through sale of stock
B)   Generate leads for field or telemarketing salespeople
C)   Increase attendance at a trade show
D)   Increase distribution of catalogs
E)   Create favorable image among difficult-to-reach influencers

Question 12

Which of the following statements about business marketers/ marketing is true?

Accepted Answer

A)   Business marketers typically create exciting advertising
B)   Business advertising fails to connect with buyers
C)   Business advertising typically has too little information
D)   Business marketers typically create engaging advertising
E)   Business advertising connects with customers

Question 13

Which of the following media offers the best combination of creativity,flexibility and short production times?

Accepted Answer

A)   Television
B)   Print
C)   Radio
D)   Billboard
E)   The web

Question 14

Public relations and publicity are essentially the same activity.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following statements about reprints is true?

Accepted Answer

A)   They are magazines written for a particular trade, profession or industry
B)   They contain copies of information about the event and key information for publication in news stories
C)   They are brief memos or reports containing news information
D)   They are copies of articles published in trade journals that were written about the firm or the company's products
E)   They include an annual directory of companies for a particular industry

Question 16

Readership audits are used to calculate:

Accepted Answer

A)   Inquiries
B)   Position
C)   CPM
D)   Reach
E)   Recall

Question 17

The total number of buyers that see an ad is described as:

Accepted Answer

A)   Frequency
B)   CPM
C)   Reach
D)   Positioning
E)   Composition

Question 18

The efficiency of advertising is usually determined by comparing inputs with outputs.

Accepted Answer

A) True 
 B)False

Question 19

A position is:

Accepted Answer

A)   The product's market share
B)   The summation of beliefs about the product
C)   The product's benefit statement
D)   The product's relative price
E)   The needs the product should meet

Question 20

Advertising is especially effective in getting a product into the evoked set of consumers.

Accepted Answer

A) True 
 B)False

Exam 11: Communicating Via Advertising, trade Shows and PR

What is the disadvantage of the net?

Hosting a press party at a trade show and demonstrating a new product would be considered:

What is public relations? Compare and contrast the two forms of public relations?

Write a brief note on television and radio as broadcast media.What are their advantages and disadvantages?

A publication having a controlled circulation:

In terms of common B2B advertising mistakes,what should be done when a typical ad has too much information?

In terms of 'advertising leads to action',which of the following statements is false?

The media plan:

This is a form of a company's public relations and can range from sponsoring a children's soccer team to underwriting the costs of charity events to loaning an executive to run a charitable organization.

_____ on the net can attract attention and are the small advertisements that one sees when one uses a search engine like Yahoo or Lycos.

Which of the following is a positioning objective?

Which of the following statements about business marketers/ marketing is true?

Which of the following media offers the best combination of creativity,flexibility and short production times?

Public relations and publicity are essentially the same activity.

Which of the following statements about reprints is true?

Readership audits are used to calculate:

The total number of buyers that see an ad is described as:

The efficiency of advertising is usually determined by comparing inputs with outputs.

A position is:

Advertising is especially effective in getting a product into the evoked set of consumers.