Question 1

What value does direct marketing provide customers?

Accepted Answer

Large portions of the U.S. population us...

Question 2

Advertising refers to

Accepted Answer

A)   any nonpersonal, indirectly paid presentation of an organization, service, or product.
B)   a short-term inducement of value offered to arouse interest in buying a product or service.
C)   methods used to identify a target market for a particular product or service.
D)   any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
E)   any unpaid form of personal presentation of products and services.F) A) and D)
G) C) and E)

Question 3

Which of these describes a disadvantage associated with personal selling?

Accepted Answer

A)   Presentations often provide little opportunity for consumer feedback.
B)   Personal selling permits too much wasted coverage.
C)   There may be inconsistency in the presentation of the message from one salesperson to another.
D)   A salesperson cannot control to whom a presentation is made.
E)   Personal selling is subject to extensive federal, state, and company regulation.F) B) and E)
G) A) and B)

Question 4

Which of these statements about advertising is most accurate?

Accepted Answer

A)   Advertising can communicate specific product benefits to prospective buyers.
B)   Advertising offers limited control as to when and where an advertisement will appear.
C)   A key advantage of advertising is its ability to use customized interactions.
D)   Advertising can be a very effective attention-getter, especially for new products, but has little impact for repeat purchases.
E)   Advertising is one of the least costly forms of promotion because it reaches a mass market.F) B) and C)
G) A) and E)

Question 5

Communication is the process of conveying a message to others and it requires six elements: __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

Accepted Answer

A)   a concept
B)   a brand
C)   a slogan
D)   a source
E)   an offerF) A) and B)
G) B) and D)

Question 6

The last stage in the hierarchy of effects is

Accepted Answer

A)   interest.
B)   awareness.
C)   adoption.
D)   repurchase.
E)   evaluation.F) B) and E)
G) All of the above

Question 7

Which of these is a strength of personal selling?

Accepted Answer

A)   Personal selling can be very persuasive.
B)   Personal selling has low seller involvement.
C)   Personal selling can prepare messages quickly.
D)   Personal selling is an efficient means for reaching large numbers of people.
E)   Personal selling is often the most credible source in the consumer's mind.F) B) and E)
G) A) and B)

Question 8

Although the lack of control means that it is rarely the main element of a promotional campaign, ________ is an important part of most of them.

Accepted Answer

A)   publicity
B)   advertising
C)   personal selling
D)   sales promotion
E)   direct marketingF) None of the above
G) D) and E)

Question 9

Factors such as differences in payment methods (lack of credit and credit cards) , the need for improved reliability and security with regard to the mail, telephone, and Internet systems, and government regulations create challenges for ________ in the global market.

Accepted Answer

A)   direct marketing
B)   advertising
C)   personal selling
D)   sales promotion
E)   publicityF) D) and E)
G) A) and C)

Question 10

A food warehouse store obtained a very good price on a brand of frozen orange juice and, rather than maintain it as extra inventory, wanted to sell it quickly to consumers. Which promotional element should be used?

Accepted Answer

A)   advertising
B)   personal selling
C)   publicity
D)   sales promotion
E)   direct marketingF) B) and D)
G) D) and E)

Question 11

Many promotional efforts are focused on ________, who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.

Accepted Answer

A)   sales personnel
B)   ultimate consumers
C)   intermediaries
D)   repeat buyers
E)   nonprospectsF) All of the above
G) B) and E)

Question 12

The promotional objective of the decline stage of the product life cycle is to

Accepted Answer

A)   inform.
B)   persuade.
C)   compare.
D)   remind.
E)   phase out.F) B) and E)
G) B) and C)

Question 13

With respect to a product's characteristics, complexity refers to

Accepted Answer

A)   the degree of service or support required after the sale.
B)   the assessment of financial risk, social risk, and physical risk.
C)   the number of component parts used in the construction of the original products: the more parts, the more complex the product.
D)   the number of distinct product attributes in terms of color, size, form, and function.
E)   the technical sophistication of the product and the amount of understanding required to use it.F) C) and D)
G) B) and E)

Question 14

Identify and briefly describe each of the five promotional elements.

Accepted Answer

The promotional mix is the combination o...

Question 15

Brand creative director at Taco Bell Tracee Larocca describes her job as making "sure that all of our communications have the same look, tone, and feel across all platforms," which could be described as

Accepted Answer

A)   advertising management.
B)   targeted marketing research.
C)   traditional media expertise.
D)   repositioning.
E)   integrated marketing communications.F) A) and D)
G) B) and C)

Question 16

Araceli saw an ad promoting Vermont as a tourist destination and a great place to live. The ad contained a postage-paid reply card that could be used to request more information. In terms of the communication process, mailing in the postcard with a request for further information is an example of

Accepted Answer

A)   a stimulus.
B)   a field of experience.
C)   a response.
D)   noise.
E)   a feedback loop.F) A) and D)
G) A) and C)

Question 17

Figure 18-1
-Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J) . The position labeled B is referred to as

Accepted Answer

A)   the message.
B)   the receiver.
C)   the source.
D)   encoding.
E)   feedback.F) B) and D)
G) All of the above

Question 18

In the communication process, printing mistakes that affect the meaning of a newspaper advertisement, or using words or pictures that fail to communicate the message clearly, are referred to as

Accepted Answer

A)   noise.
B)   clutter.
C)   disruptions.
D)   distortions.
E)   misrepresentations.F) D) and E)
G) A) and B)

Question 19

Procter & Gamble Co. created an advertisement for its Old Spice Krakengard Wild antiperspirant. In terms of the communication process, the ________ in the ad informed prospective customers that the antiperspirant offered more protection than other brands.

Accepted Answer

A)   lesson
B)   message
C)   meme
D)   source
E)   feedbackF) B) and C)
G) A) and E)

Question 20

Which of these is a weakness of publicity?

Accepted Answer

A)   Publicity has high absolute costs.
B)   Publicity is difficult to receive good feedback.
C)   Publicity is easily duplicated.
D)   There is a lack of control over publicity for the marketer.
E)   Publicity can easily lead to promotion wars.F) B) and D)
G) C) and E)

Exam 18: Advertising, Sales Promotion, and Public Relations

Although the lack of control means that it is rarely the main element of a promotional campaign, ________ is an important part of most of them.

Correct AnswerverifiedShow Answer

What value does direct marketing provide customers?

Correct AnswerverifiedLarge portions of the U.S. population us...View AnswerShow Answer

Araceli saw an ad promoting Vermont as a tourist destination and a great place to live. The ad contained a postage-paid reply card that could be used to request more information. In terms of the communication process, mailing in the postcard with a request for further information is an example of

Correct AnswerverifiedShow Answer

Advertising refers to

Correct AnswerverifiedShow Answer

Brand creative director at Taco Bell Tracee Larocca describes her job as making "sure that all of our communications have the same look, tone, and feel across all platforms," which could be described as

Correct AnswerverifiedShow Answer

Many promotional efforts are focused on ________, who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.

Correct AnswerverifiedShow Answer

Figure 18-1 -Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J) . The position labeled B is referred to as

Correct AnswerverifiedShow Answer

Identify and briefly describe each of the five promotional elements.

Correct AnswerverifiedThe promotional mix is the combination o...View AnswerShow Answer

The last stage in the hierarchy of effects is

Correct AnswerverifiedShow Answer

Factors such as differences in payment methods (lack of credit and credit cards) , the need for improved reliability and security with regard to the mail, telephone, and Internet systems, and government regulations create challenges for ________ in the global market.

Correct AnswerverifiedShow Answer

Which of these is a strength of personal selling?

Correct AnswerverifiedShow Answer

A food warehouse store obtained a very good price on a brand of frozen orange juice and, rather than maintain it as extra inventory, wanted to sell it quickly to consumers. Which promotional element should be used?

Correct AnswerverifiedShow Answer

With respect to a product's characteristics, complexity refers to

Correct AnswerverifiedShow Answer

Which of these statements about advertising is most accurate?

Correct AnswerverifiedShow Answer

Which of these is a weakness of publicity?

Correct AnswerverifiedShow Answer

Procter & Gamble Co. created an advertisement for its Old Spice Krakengard Wild antiperspirant. In terms of the communication process, the ________ in the ad informed prospective customers that the antiperspirant offered more protection than other brands.

Correct AnswerverifiedShow Answer

In the communication process, printing mistakes that affect the meaning of a newspaper advertisement, or using words or pictures that fail to communicate the message clearly, are referred to as

Correct AnswerverifiedShow Answer

Which of these describes a disadvantage associated with personal selling?

Correct AnswerverifiedShow Answer

Communication is the process of conveying a message to others and it requires six elements: __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

Correct AnswerverifiedShow Answer

The promotional objective of the decline stage of the product life cycle is to

Correct AnswerverifiedShow Answer

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Large portions of the U.S. population us...
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The promotional mix is the combination o...
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