Question 1

Advertising provides the public with free TV and radio programs.

Accepted Answer

A) True 
 B)False

Question 2

Creating a positive brand image by using all the promotional tools in a comprehensive,unified promotional strategy is called:

Accepted Answer

A)  brand awareness.
B)  brand publicity.
C)  interactive promotional communication.
D)  integrated marketing communication.E) All of the above
F) A) and D)

Question 3

Since personal selling involves face-to-face contact with customers,salespeople make little if any use of technology in performing their jobs.

Accepted Answer

A) True 
 B)False

Question 4

Unlike other promotional tools,such as advertising and personal selling,publicity is free.

Accepted Answer

A) True 
 B)False

Question 5

Television broadcast and cable)and direct mail are the top two advertising media when ranked by total expenditures.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following statements is most accurate?

Accepted Answer

A)  Sales promotions are targeted both internally and externally.
B)  Sales promotion efforts are directed at nonprofit organizations.
C)  Dealers are inappropriate targets of sales promotion activities.
D)  The goal of sales promotion activities is to create consumer awareness.E) A) and B)
F) A) and C)

Question 7

Successful PR departments find that listening to the public is not enough.They have to tell the public that they are being responsive.

Accepted Answer

A) True 
 B)False

Question 8

Gardening.com is an online retailer of garden products.By allowing communication between gardeners and experts via its website,Gardening.com is using:

Accepted Answer

A)  interactive promotion.
B)  a linked marketing contact system.
C)  a flexible response strategy.
D)  an asynchronous relationship.E) A) and B)
F) None of the above

Question 9

Bethany just finished making a sales presentation to a major prospect.In the next step of the selling process,Bethany will likely be:

Accepted Answer

A)  processing the customer's order.
B)  closing the sale,by asking the customer to make a commitment.
C)  answering customer questions and dealing with objections.
D)  setting an appointment for the customer to meet with her boss.E) C) and D)
F) B) and D)

Question 10

Personal selling in the B2B market represents a relatively inexpensive method of promoting a firm's products.

Accepted Answer

A) True 
 B)False

Question 11

At a recent sporting event,a local beer distributor gave free beverage mugs to all adults with a paid admission.This is an example of:

Accepted Answer

A)  market segmentation.
B)  sampling.
C)  publicity.
D)  sales promotion.E) A) and B)
F) A) and D)

Question 12

Sales promotion involves the long-term strategies firms use to enhance their image by listening to the public.

Accepted Answer

A) True 
 B)False

Question 13

Institutional advertising creates an attractive image for an organization rather than for a product.

Accepted Answer

A) True 
 B)False

Question 14

A review of the personal selling process indicates that selling is:

Accepted Answer

A)  a matter of establishing relationships.
B)  getting a name on a sales contract.
C)  about 90 percent luck and 10 percent skill.
D)  giving way to computers in responding to consumer needs.E) A) and B)
F) A) and C)

Question 15

The first step in the public relations process is to ensure that everyone in the organization understands the firm's position on key issues.With this information widely available,efforts can be made to persuade the public of the firm's virtues.

Accepted Answer

A) True 
 B)False

Question 16

Explain the difference between viral marketing,blogging and podcasting.

Accepted Answer

Viral marketing is the term now used to ...

Question 17

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 18

The effectiveness of direct mail advertising suffers from:

Accepted Answer

A)  its inflexibility.
B)  the limited length of the message.
C)  the consumer perception that it is junk mail.
D)  its inability to target specific markets.E) A) and B)
F) A) and C)

Question 19

Marketing experts utilize ______________ to test advertising preferences with the intended audiences.

Accepted Answer

A)  direct mail
B)  radio
C)  broadcast television
D)  social media such as Twitter™E) All of the above
F) B) and C)

Question 20

Which of the following is an advantage of magazine advertising?

Accepted Answer

A)  Short exposure time
B)  Ability to quickly change message
C)  Superior color
D)  Relatively short lifeE) B) and C)
F) A) and D)

Exam 16: Using Effective Promotions

Institutional advertising creates an attractive image for an organization rather than for a product.

Correct AnswerverifiedShow Answer

Television broadcast and cable)and direct mail are the top two advertising media when ranked by total expenditures.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Since personal selling involves face-to-face contact with customers,salespeople make little if any use of technology in performing their jobs.

Correct AnswerverifiedShow Answer

Unlike other promotional tools,such as advertising and personal selling,publicity is free.

Correct AnswerverifiedShow Answer

The effectiveness of direct mail advertising suffers from:

Correct AnswerverifiedShow Answer

Sales promotion involves the long-term strategies firms use to enhance their image by listening to the public.

Correct AnswerverifiedShow Answer

Explain the difference between viral marketing,blogging and podcasting.

Correct AnswerverifiedViral marketing is the term now used to ...View AnswerShow Answer

Which of the following statements is most accurate?

Correct AnswerverifiedShow Answer

Personal selling in the B2B market represents a relatively inexpensive method of promoting a firm's products.

Correct AnswerverifiedShow Answer

Gardening.com is an online retailer of garden products.By allowing communication between gardeners and experts via its website,Gardening.com is using:

Correct AnswerverifiedShow Answer

At a recent sporting event,a local beer distributor gave free beverage mugs to all adults with a paid admission.This is an example of:

Correct AnswerverifiedShow Answer

Bethany just finished making a sales presentation to a major prospect.In the next step of the selling process,Bethany will likely be:

Correct AnswerverifiedShow Answer

Advertising provides the public with free TV and radio programs.

Correct AnswerverifiedShow Answer

Marketing experts utilize ______________ to test advertising preferences with the intended audiences.

Correct AnswerverifiedShow Answer

Successful PR departments find that listening to the public is not enough.They have to tell the public that they are being responsive.

Correct AnswerverifiedShow Answer

A review of the personal selling process indicates that selling is:

Correct AnswerverifiedShow Answer

Creating a positive brand image by using all the promotional tools in a comprehensive,unified promotional strategy is called:

Correct AnswerverifiedShow Answer

Which of the following is an advantage of magazine advertising?

Correct AnswerverifiedShow Answer

The first step in the public relations process is to ensure that everyone in the organization understands the firm's position on key issues.With this information widely available,efforts can be made to persuade the public of the firm's virtues.

Correct AnswerverifiedShow Answer

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Viral marketing is the term now used to ...
View Answer

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