Question 1

According to the Spotlight on Small Business box in Chapter 16,for small entrepreneurs like Amy Scherber of Amy's Bread in New York,it's best to forget about promotion and focus your efforts on becoming a low-cost producer to compete in a competitive market like breads.

Accepted Answer

A) True 
 B)False

Question 2

Free TV and radio broadcasting is made possible by advertising.

Accepted Answer

A) True 
 B)False

Question 3

The distribution method for audio and video programs via the Internet that lets users subscribe to a number of files or feeds is called a:

Accepted Answer

A) webcast. 
B) podcast. 
C) blog. 
D) filecast.

Question 4

The popularity of the Internet has severely reduced the importance and effectiveness of word-of-mouth promotion.

Accepted Answer

A) True 
 B)False

Question 5

Mailing ads to nearby residents helps grocery stores reach their target market with information of special sales.This represents direct mail advertising.

Accepted Answer

A) True 
 B)False

Question 6

A good public relations program recognizes that the:

Accepted Answer

A) company must not ever admit fault. 
B) firm must be willing to make changes in its policies and procedures. 
C) firm must be independent of production and service activities. 
D) it's unsafe to trust the media since it profits by selling bad news.

Question 7

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 8

You are assigned the responsibility to prepare a promotional campaign for a new allergy relief drug produced by the New England Pharmaceutical Corporation.Outline the highlights of applying both (a)a pull strategy and (b)a push strategy.

Accepted Answer

The answer of You are assigned the responsibility to prepare...

Question 9

It's just as important to generate employee enthusiasm about a product as it is to attract potential customers.

Accepted Answer

A) True 
 B)False

Question 10

Informing consumers about goods and services represents advertising's only benefit to society.

Accepted Answer

A) True 
 B)False

Question 11

Integrated marketing communication simplifies the marketing process by replacing personal selling with extensive use of advertising to create a positive brand image.

Accepted Answer

A) True 
 B)False

Question 12

Virtual trade shows are not effective at promoting tangible goods therefore they promote services rather than tangible products.

Accepted Answer

A) True 
 B)False

Question 13

In terms of total dollars spent,the number one and two advertising media are:

Accepted Answer

A) broadcast and cable television along with direct mail. 
B) the Internet and television. 
C) television and newspapers. 
D) newspapers and radio.

Question 14

A blog is an online diary that looks like a Web page but is easier to create and update by posting text,photos,or links to another site.

Accepted Answer

A) True 
 B)False

Question 15

Push strategies target consumers with sales promotion and heavy discounting that are designed to create a strong demand for the product.

Accepted Answer

A) True 
 B)False

Question 16

Muscleup promotes its liquid protein drink directly to consumers through television ads,infomercials,and newspaper coupons.The company is making use of a push strategy to reach their customers.

Accepted Answer

A) True 
 B)False

Question 17

Personal selling provides the most efficient element of the promotion mix for a firm attempting to reach a large,homogeneous group of consumers.

Accepted Answer

A) True 
 B)False

Question 18

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 19

The combination of advertising,personal selling,public relations,and sales promotion activities traditionally used by an organization represents its:

Accepted Answer

A) marketing communications system. 
B) marketing mix. 
C) public relations package. 
D) promotion mix.

Question 20

__________ 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

Exam 16: Using Effective Promotions

According to the Spotlight on Small Business box in Chapter 16,for small entrepreneurs like Amy Scherber of Amy's Bread in New York,it's best to forget about promotion and focus your efforts on becoming a low-cost producer to compete in a competitive market like breads.

Free TV and radio broadcasting is made possible by advertising.

The distribution method for audio and video programs via the Internet that lets users subscribe to a number of files or feeds is called a:

The popularity of the Internet has severely reduced the importance and effectiveness of word-of-mouth promotion.

Mailing ads to nearby residents helps grocery stores reach their target market with information of special sales.This represents direct mail advertising.

A good public relations program recognizes that the:

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.

You are assigned the responsibility to prepare a promotional campaign for a new allergy relief drug produced by the New England Pharmaceutical Corporation.Outline the highlights of applying both (a)a pull strategy and (b)a push strategy.

It's just as important to generate employee enthusiasm about a product as it is to attract potential customers.

Informing consumers about goods and services represents advertising's only benefit to society.

Integrated marketing communication simplifies the marketing process by replacing personal selling with extensive use of advertising to create a positive brand image.

Virtual trade shows are not effective at promoting tangible goods therefore they promote services rather than tangible products.

In terms of total dollars spent,the number one and two advertising media are:

A blog is an online diary that looks like a Web page but is easier to create and update by posting text,photos,or links to another site.

Push strategies target consumers with sales promotion and heavy discounting that are designed to create a strong demand for the product.

Muscleup promotes its liquid protein drink directly to consumers through television ads,infomercials,and newspaper coupons.The company is making use of a push strategy to reach their customers.

Personal selling provides the most efficient element of the promotion mix for a firm attempting to reach a large,homogeneous group of consumers.

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

The combination of advertising,personal selling,public relations,and sales promotion activities traditionally used by an organization represents its:

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