| 1. |
Under which of the following marketing
communications mix general categories would specialty advertising be found? |
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a) |
Personal selling |
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b) |
Public relations |
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c) |
Direct marketing |
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d) |
Sales promotion |
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| 2. |
Catalogs, telemarketing, fax, and the Internet are
found under which of the following categories of the marketing communications mix? |
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a) |
Advertising |
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b) |
Public relations |
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c) |
Direct marketing |
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d) |
Sales promotion |
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| 3. |
A political campaign message on television asking
you to vote for a specific proposal that identifies the sponsor is a form of: |
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a) |
advertising. |
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b) |
direct marketing. |
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c) |
personal selling. |
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d) |
public relations. |
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| 4. |
Showing a shopper how a new version of Doom (a
computer game) works during an in-store visit is a form of: |
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a) |
advertising. |
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b) |
direct marketing. |
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c) |
personal selling. |
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d) |
sales promotion. |
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| 5. |
The sender decodes messages sent by the receiver
and thereby overcomes and eliminates noise. |
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a) |
True |
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b) |
False |
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| 6. |
With respect to message content, emotional appeals
are directed to the audience's sense of what is "right" and "proper." |
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a) |
True |
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b) |
False |
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| 7. |
The most logical method of establishing a
promotional budget is the percentage-of-sales method. |
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a) |
True |
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b) |
False |
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| 8. |
The push strategy of promotion suggests a
promotion strategy that calls for spending a lot (pushing) on advertising and consumer
promotions to build up consumer demand. |
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a) |
True |
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b) |
False |
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| 9. |
If a company's objective were to reach masses of
buyers that were geographically dispersed at a low cost per exposure, the ompany would
likely choose which of the following promotion forms? |
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a) |
Advertising |
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b) |
Personal selling |
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c) |
Public relations |
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d) |
Sales promotion |
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| 10. |
Which of the following promotional tools is
thought to be the most expensive to use? |
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a) |
Advertising |
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b) |
Personal selling |
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c) |
Public relations |
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d) |
Sales promotion |
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| 11. |
The promotion tool that may include coupons,
contests, premiums, and other means of attracting consumer attention is best described as
being which of the following? |
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a) |
Advertising |
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b) |
Personal selling |
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c) |
Public relations |
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d) |
Sales promotion |
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| 12. |
Which of the following promotional tools can reach
many prospects who otherwise avoid salespeople and is received as news rather than as a
sales-directed communication? |
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a) |
Advertising |
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b) |
Personal selling |
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c) |
Public relations |
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d) |
Sales promotion |
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| 13. |
__________________ is well suited to highly
targeted marketing efforts and to building one-to-one customer relationships. |
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a) |
Advertising |
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b) |
Public relations |
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c) |
Sales promotion |
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d) |
Direct marketing |
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| 14. |
A __________________ is a promotion strategy that
calls for spending a lot on advertising and consumer promotion to build up consumer
demand. If the strategy is successful, consumer demand will move the product through the
channel. |
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a) |
push strategy |
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b) |
pull strategy |
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c) |
blocking strategy |
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d) |
integrated strategy |
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| 15. |
Using sales promotion to encourage early product
trial emphasizes which factor in setting the promotion mix? |
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a) |
The type of product/market. |
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b) |
Push versus pull strategy. |
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c) |
Buyer-readiness stage. |
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d) |
Product life-cycle stage. |
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| 16. |
_________________ is the concept under which a
company carefully integrates and coordinates its many communications channels to deliver a
clear, consistent, and compelling message about the organization and its products. |
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a) |
The promotion mix |
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b) |
Integrated international affairs |
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c) |
Integrated marketing communications |
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d) |
Integrated demand characteristics |
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| 17. |
A specific communication task to be accomplished
with a specific target audience during a specific period of time is called an: |
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a) |
advertising campaign. |
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b) |
advertising objective. |
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c) |
advertising criterion. |
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d) |
advertising evaluation. |
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| 18. |
___________________ is advertising used to inform
consumers about a new product or feature and to build primary demand. |
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a) |
Persuasive advertising |
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b) |
Inferential advertising |
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c) |
Reminder advertising |
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d) |
Informative advertising |
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| 19. |
If Sony tries to convince consumers that its brand
computer disks is the best quality for the money, it is using which of the following forms
of advertising? |
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a) |
Informative advertising |
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b) |
Psychological advertising |
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c) |
Reminder advertising |
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d) |
Persuasive advertising |
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| 20. |
_________________ is advertising used to keep
consumers thinking about a product. |
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a) |
Informative advertising |
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b) |
Psychological advertising |
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c) |
Reminder advertising |
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d) |
Persuasive advertising |
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| 21. |
Avis positioned itself against market-leading
Hertz by claiming, "We're number two, so we try harder." This would be an
example of which of the following advertising forms? |
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a) |
Context advertising |
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b) |
Comprehensive advertising |
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c) |
Comparison advertising |
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d) |
Conjoint advertising |
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| 22. |
After determining its promotional objectives, a
company next sets its ______________ for each product. |
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a) |
promotional strategy |
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b) |
promotional budget |
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c) |
promotional goals |
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d) |
promotional format |
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| 23. |
The measure of how many times the average person
in the target market is exposed to the message is called: |
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a) |
reach. |
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b) |
frequency. |
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c) |
impact. |
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d) |
performance. |
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| 24. |
Publicity is any paid form of nonpersonal
presentation and promotion of ideas, products by an identified sponsor. |
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a) |
True |
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b) |
False |
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| 25. |
Advertising objectives have three primary
purposes: to interest, to gain attention, and to remind. |
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a) |
True |
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b) |
False |
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| 26. |
Reach is a measure of how many times the average
person in the target market is exposed to the message. |
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a) |
True |
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b) |
False |
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