Question 1

Publicity is a free package or container of a product sent to consumers in the mail.

Accepted Answer

A) True 
 B)False

Question 2

Mass media advertising is used more today because of its low costs and its predictable audience sizes.

Accepted Answer

A) True 
 B)False

Question 3

The market that a store attempts to reach by using newspaper advertising is a(n)

Accepted Answer

A)   primary-demand audience.
B)   national market.
C)   local market.
D)   interested market.
E)   zone market.F) C) and E)
G) A) and B)

Question 4

Companies that need to contact millions of potential customers will emphasise sales promotion and advertising because of the relatively low cost per person reached.

Accepted Answer

A) True 
 B)False

Question 5

The positioning of the product

Accepted Answer

A)   increases sales during slack periods.
B)   stabilises sales.
C)   is the development of a product image, in consumers' minds, relative to competing products.
D)   usually refers to obtaining adequate and visible shelf space in stores.
E)   refers to getting the product into the right stores.F) A) and E)
G) B) and E)

Question 6

___ adds extra value to a produce or increases the customer's incentive to buy the product.

Accepted Answer

A)   Public relations
B)   Advertising
C)   Publicity
D)   Sales promotion
E)   Personal sellingF) A) and D)
G) A) and E)

Question 7

Which of the following is not an advantage of magazine advertising?

Accepted Answer

A)   Specific market segments can be reached.
B)   It is more prestigious.
C)   It has a longer life span.
D)   It lacks timeliness.
E)   The ad can be viewed repeatedly.F) A) and B)
G) D) and E)

Question 8

The relationship between promotion and sales promotion is that sales promotion

Accepted Answer

A)   is a subset of advertising.
B)   is a subset of promotion.
C)   includes personal selling.
D)   is totally unrelated to promotion.
E)   is the same thing as promotion.F) C) and E)
G) A) and B)

Question 9

When has Natalie, an industrial supplies salesperson, completed her job with a particular client?

Accepted Answer

A)   When she overcomes the objections of the client
B)   When she closes a sale with the client
C)   Never, as long as she maintains a working relationship with the client
D)   When she follows up with the client to ensure that a correct and timely delivery was made
E)   When she thanks the client for the business and asks for other prospectsF) A) and C)
G) B) and C)

Question 10

Only a small percentage of Yellow Pages advertising is used by local advertisers as opposed to national advertisers.

Accepted Answer

A) True 
 B)False

Question 11

All of the following are common methods of buying advertising time on television except

Accepted Answer

A)   sponsoring a programme.
B)   buying local time.
C)   paying by the square mile in the geographic area of the television signal.
D)   buying spot time.
E)   buying network time.F) B) and D)
G) B) and C)

Question 12

If Jeans Inc.wants to ensure that customers receive a consistent message about its product, it should use the concept of

Accepted Answer

A)   advertising.
B)   sales promotion.
C)   integrated marketing communications.
D)   personal selling.
E)   public relations.F) A) and E)
G) C) and E)

Question 13

The sales force for Stanley Tool Corp.has been instructed to offer a 10 percent discount to its retailers on all units ordered in excess of the previous month's order amount.The offer will be extended to Stanley's independent retailers, applicable to several small hardware lines.The objective of this type of sales promotion is to

Accepted Answer

A)   build up reseller inventories.
B)   increase traffic in retail stores.
C)   improve shelf space and displays.
D)   reinforce advertising.
E)   encourage trial purchases of a new product.F) C) and D)
G) A) and E)

Question 14

Selective-demand advertising aimed at persuading consumers to make purchases within a short time is called ____ advertising.

Accepted Answer

A)   Reminder
B)   primary-demand
C)   immediate-response
D)   Comparative
E)   CooperativeF) A) and B)
G) B) and E)

Question 15

National and local firms may buy ____ time on a single station that covers a particular geographic selling area.

Accepted Answer

A)   Spare
B)   Network
C)   Spot
D)   sponsor
E)   LocalF) None of the above
G) A) and B)

Question 16

Missy John's responsibilities at Ford include educating customers, building goodwill for the firm, and providing follow-up service.Dave is a

Accepted Answer

A)   missionary salesperson.
B)   trade salesperson.
C)   technical salesperson.
D)   sales support person.
E)   creative order-taker.F) A) and B)
G) D) and E)

Question 17

Personal selling in support of the sales efforts of other intermediaries is called creative selling.

Accepted Answer

A) True 
 B)False

Question 18

Selective-demand advertising is advertising designed to enhance a firm's image or reputation.

Accepted Answer

A) True 
 B)False

Question 19

A television commercial describing why Sure antiperspirant works better than Right Guard antiperspirant is an example of primary-demand advertising.

Accepted Answer

A) True 
 B)False

Question 20

Promotion is the prime ____ tool.

Accepted Answer

A)   sales
B)   informational
C)   competing
D)   awareness
E)   positioningF) A) and D)
G) B) and E)

Exam 14: Marketing Communications

A television commercial describing why Sure antiperspirant works better than Right Guard antiperspirant is an example of primary-demand advertising.

Correct Answer
verified

Only a small percentage of Yellow Pages advertising is used by local advertisers as opposed to national advertisers.

Correct Answer
verified

___ adds extra value to a produce or increases the customer's incentive to buy the product.

Correct Answer
verified

Mass media advertising is used more today because of its low costs and its predictable audience sizes.

Correct Answer
verified

Missy John's responsibilities at Ford include educating customers, building goodwill for the firm, and providing follow-up service.Dave is a

Correct Answer
verified

Promotion is the prime ____ tool.

Correct Answer
verified

When has Natalie, an industrial supplies salesperson, completed her job with a particular client?

Correct Answer
verified

Companies that need to contact millions of potential customers will emphasise sales promotion and advertising because of the relatively low cost per person reached.

Correct Answer
verified

Correct Answer
verified

If Jeans Inc.wants to ensure that customers receive a consistent message about its product, it should use the concept of

Correct Answer
verified

The positioning of the product

Correct Answer
verified

Selective-demand advertising aimed at persuading consumers to make purchases within a short time is called ____ advertising.

Correct Answer
verified

Publicity is a free package or container of a product sent to consumers in the mail.

Correct Answer
verified

Selective-demand advertising is advertising designed to enhance a firm's image or reputation.

Correct Answer
verified

All of the following are common methods of buying advertising time on television except

Correct Answer
verified

National and local firms may buy ____ time on a single station that covers a particular geographic selling area.

Correct Answer
verified

The market that a store attempts to reach by using newspaper advertising is a(n)

Correct Answer
verified

Personal selling in support of the sales efforts of other intermediaries is called creative selling.

Correct Answer
verified

Which of the following is not an advantage of magazine advertising?

Correct Answer
verified

The relationship between promotion and sales promotion is that sales promotion

Correct Answer
verified

Exam 14: Marketing Communications

A television commercial describing why Sure antiperspirant works better than Right Guard antiperspirant is an example of primary-demand advertising.

Correct AnswerverifiedShow Answer

Only a small percentage of Yellow Pages advertising is used by local advertisers as opposed to national advertisers.

Correct AnswerverifiedShow Answer

___ adds extra value to a produce or increases the customer's incentive to buy the product.

Correct AnswerverifiedShow Answer

Mass media advertising is used more today because of its low costs and its predictable audience sizes.

Correct AnswerverifiedShow Answer

Missy John's responsibilities at Ford include educating customers, building goodwill for the firm, and providing follow-up service.Dave is a

Correct AnswerverifiedShow Answer

Promotion is the prime ____ tool.

Correct AnswerverifiedShow Answer

When has Natalie, an industrial supplies salesperson, completed her job with a particular client?

Correct AnswerverifiedShow Answer

Companies that need to contact millions of potential customers will emphasise sales promotion and advertising because of the relatively low cost per person reached.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

If Jeans Inc.wants to ensure that customers receive a consistent message about its product, it should use the concept of

Correct AnswerverifiedShow Answer

The positioning of the product

Correct AnswerverifiedShow Answer

Selective-demand advertising aimed at persuading consumers to make purchases within a short time is called ____ advertising.

Correct AnswerverifiedShow Answer

Publicity is a free package or container of a product sent to consumers in the mail.

Correct AnswerverifiedShow Answer

Selective-demand advertising is advertising designed to enhance a firm's image or reputation.

Correct AnswerverifiedShow Answer

All of the following are common methods of buying advertising time on television except

Correct AnswerverifiedShow Answer

National and local firms may buy ____ time on a single station that covers a particular geographic selling area.

Correct AnswerverifiedShow Answer

The market that a store attempts to reach by using newspaper advertising is a(n)

Correct AnswerverifiedShow Answer

Personal selling in support of the sales efforts of other intermediaries is called creative selling.

Correct AnswerverifiedShow Answer

Which of the following is not an advantage of magazine advertising?

Correct AnswerverifiedShow Answer

The relationship between promotion and sales promotion is that sales promotion

Correct AnswerverifiedShow Answer

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