Question 1

________ are the most common price promotion.

Accepted Answer

A) Rebates 
B) Merchandising allowances 
C) Coupons 
D) Contests and sweepstakes 
E) Premiums 
A) Rebates 
B) Merchandising allowances 
C) Coupons 
D) Contests and sweepstakes 
E) Premiums

Question 2

________ is a strategic business process that marketers use to plan,develop,execute,and evaluate coordinated,measurable,persuasive brand communication programs over time to targeted audiences.

Accepted Answer

A) Integrated marketing communications (IM
C)  
B) A push strategy 
C) A pull strategy 
D) Database marketing 
E) Experiential marketing 
A) Integrated marketing communications (IM
C)  
B) A push strategy 
C) A pull strategy 
D) Database marketing 
E) Experiential marketing

Question 3

An email from Amazon.com offers free shipping on your next purchase of more than $35.This is an example of ________.

Accepted Answer

A) sales promotion 
B) personal selling 
C) public relations 
D) stealth marketing 
E) viral marketing 
A) sales promotion 
B) personal selling 
C) public relations 
D) stealth marketing 
E) viral marketing

Question 4

Which of the following is true of institutional advertising?

Accepted Answer

A) It is also known as public-service advertising. 
B) It describes products as customer services. 
C) It is primarily used to support sales promotion activities. 
D) It promotes the activities or point of view of an organization. 
E) It is used only by non-profit and government organizations. 
A) It is also known as public-service advertising. 
B) It describes products as customer services. 
C) It is primarily used to support sales promotion activities. 
D) It promotes the activities or point of view of an organization. 
E) It is used only by non-profit and government organizations.

Question 5

Which of the following advertising situations would LEAST likely be considered puffery?

Accepted Answer

A) a mouthwash that claims to make your mouth feel its freshest 
B) toned thighs and legs as a result of using the Thigh Master for only 15 minutes each day 
C) children growing into attractive adults as a result of drinking milk 
D) a retired couple drinking a vitamin and protein shake and then going bicycling 
E) a sleepy mom who wakes up to a gray day,drinks a cup of coffee,and then looks out her window to see golden sunshine,beautiful flowers blooming,songbirds singing,and a rainbow on the horizon 
A) a mouthwash that claims to make your mouth feel its freshest 
B) toned thighs and legs as a result of using the Thigh Master for only 15 minutes each day 
C) children growing into attractive adults as a result of drinking milk 
D) a retired couple drinking a vitamin and protein shake and then going bicycling 
E) a sleepy mom who wakes up to a gray day,drinks a cup of coffee,and then looks out her window to see golden sunshine,beautiful flowers blooming,songbirds singing,and a rainbow on the horizon

Question 6

Most consumer sales promotions temporarily change the price/value relationship.

Accepted Answer

A) True 
 B)False

Question 7

A merchandising allowance is a discount to a wholesaler or retailer based on the order volume of a product.

Accepted Answer

A) True 
 B)False

Question 8

A(n)________ provides most or all of the services needed to mount an advertising campaign.

Accepted Answer

A) institutional agency 
B) limited-service agency 
C) creative services agency 
D) in-house agency 
E) full-service agency 
A) institutional agency 
B) limited-service agency 
C) creative services agency 
D) in-house agency 
E) full-service agency

Question 9

What promotional efforts would a marketer be likely to employ if the communication objective was to create desire for the product?

Accepted Answer

When the marketer's communication object

Question 10

Which of the following is true of advocacy advertising?

Accepted Answer

A) It is also known as public-service advertising. 
B) It is primarily used to support sales promotion activities. 
C) It is used only for non-profit causes. 
D) It is intended to inform customers about a new product. 
E) It is intended to influence public opinion. 
A) It is also known as public-service advertising. 
B) It is primarily used to support sales promotion activities. 
C) It is used only for non-profit causes. 
D) It is intended to inform customers about a new product. 
E) It is intended to influence public opinion.

Question 11

A television commercial for Post Select cereal is an example of which of the following?

Accepted Answer

A) product advertising 
B) institutional advertising 
C) sales promotion 
D) direct selling 
E) retail advertising 
A) product advertising 
B) institutional advertising 
C) sales promotion 
D) direct selling 
E) retail advertising

Question 12

The use of short-term incentives to encourage the immediate purchase or sale of a product or service is called ________.

Accepted Answer

A) indirect marketing 
B) sales promotion 
C) personal selling 
D) public relations 
E) advertising 
A) indirect marketing 
B) sales promotion 
C) personal selling 
D) public relations 
E) advertising

Question 13

A florist who decides to budget five percent of last year's sales for promotional activities is using which of the following budgeting techniques?

Accepted Answer

A) bottom-up 
B) objective-task 
C) competitive-parity 
D) percentage-of-sales 
E) push-pull 
A) bottom-up 
B) objective-task 
C) competitive-parity 
D) percentage-of-sales 
E) push-pull

Question 14

Which advertising agency specialist is responsible for acting as the voice of the consumer in creating effective advertising?

Accepted Answer

A) the account executive 
B) the account planner 
C) the creative director 
D) the media planner 
E) the art director 
A) the account executive 
B) the account planner 
C) the creative director 
D) the media planner 
E) the art director

Question 15

When might a marketer be most likely to use informative advertising?

Accepted Answer

Informative ads might be used

Question 16

Which of the following is an example of a bottom-up technique for developing promotional budgets?

Accepted Answer

A) the competitive-parity method 
B) the objective-task method 
C) the percentage-of-sales method 
D) the pull-push method 
E) the AIDA method 
A) the competitive-parity method 
B) the objective-task method 
C) the percentage-of-sales method 
D) the pull-push method 
E) the AIDA method

Question 17

The decision to use a genie to communicate the strength and power of Mr.Clean cleaning liquid is representative of the ________ process of the communication model.

Accepted Answer

A) sourcing 
B) encoding 
C) feedback 
D) decoding 
E) messaging 
A) sourcing 
B) encoding 
C) feedback 
D) decoding 
E) messaging

Question 18

CGM,which stands for ________,includes online consumer comments,discussions,reviews,photos,images,videos,podcasts,and webcasts.

Accepted Answer

A) crowd-generated media 
B) community-generated media 
C) consumer-generated media 
D) content-graded media 
E) consumer-generated messaging 
A) crowd-generated media 
B) community-generated media 
C) consumer-generated media 
D) content-graded media 
E) consumer-generated messaging

Question 19

Which of the following is a bonus paid by a manufacturer to a salesperson for selling its product?

Accepted Answer

A) a rebate 
B) a merchandising allowance 
C) a premium 
D) a cross-promotion 
E) push money 
A) a rebate 
B) a merchandising allowance 
C) a premium 
D) a cross-promotion 
E) push money

Question 20

Which promotional mix strategy directs marketing efforts toward final consumers?

Accepted Answer

A) push 
B) pull 
C) flighting 
D) pulsing 
E) AIDA 
A) push 
B) pull 
C) flighting 
D) pulsing 
E) AIDA

________ are the most common price promotion.

________ is a strategic business process that marketers use to plan,develop,execute,and evaluate coordinated,measurable,persuasive brand communication programs over time to targeted audiences.

An email from Amazon.com offers free shipping on your next purchase of more than $35.This is an example of ________.

Which of the following is true of institutional advertising?

Which of the following advertising situations would LEAST likely be considered puffery?

Most consumer sales promotions temporarily change the price/value relationship.

A merchandising allowance is a discount to a wholesaler or retailer based on the order volume of a product.

A(n)________ provides most or all of the services needed to mount an advertising campaign.

What promotional efforts would a marketer be likely to employ if the communication objective was to create desire for the product?

Which of the following is true of advocacy advertising?

A television commercial for Post Select cereal is an example of which of the following?

The use of short-term incentives to encourage the immediate purchase or sale of a product or service is called ________.

A florist who decides to budget five percent of last year's sales for promotional activities is using which of the following budgeting techniques?

Which advertising agency specialist is responsible for acting as the voice of the consumer in creating effective advertising?

When might a marketer be most likely to use informative advertising?

Which of the following is an example of a bottom-up technique for developing promotional budgets?

The decision to use a genie to communicate the strength and power of Mr.Clean cleaning liquid is representative of the ________ process of the communication model.

CGM,which stands for ________,includes online consumer comments,discussions,reviews,photos,images,videos,podcasts,and webcasts.

Which of the following is a bonus paid by a manufacturer to a salesperson for selling its product?

Which promotional mix strategy directs marketing efforts toward final consumers?

Welcome to the World of Marketing

Global, ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation,target Marketing,and Positioning

Innovation and New Product Development

Product II: Product Strategy,branding,and Product Management

Price: What Is the Value Proposition Worth

Deliver Value Through Supply Chain Management,channels of Distribution,and Logistics

Delivering the Customer Experience: Bricks and Clicks

Promotion II: Social Media, directdatabase Marketing, personal Selling, and Public Relations

Filters

Exam 13: Promotion I: Advertising and Sales Promotion

________ are the most common price promotion.

________ is a strategic business process that marketers use to plan,develop,execute,and evaluate coordinated,measurable,persuasive brand communication programs over time to targeted audiences.

An email from Amazon.com offers free shipping on your next purchase of more than $35.This is an example of ________.

Which of the following is true of institutional advertising?

Which of the following advertising situations would LEAST likely be considered puffery?

Most consumer sales promotions temporarily change the price/value relationship.

A merchandising allowance is a discount to a wholesaler or retailer based on the order volume of a product.

A(n)________ provides most or all of the services needed to mount an advertising campaign.

What promotional efforts would a marketer be likely to employ if the communication objective was to create desire for the product?

Which of the following is true of advocacy advertising?

A television commercial for Post Select cereal is an example of which of the following?

The use of short-term incentives to encourage the immediate purchase or sale of a product or service is called ________.

A florist who decides to budget five percent of last year's sales for promotional activities is using which of the following budgeting techniques?

Which advertising agency specialist is responsible for acting as the voice of the consumer in creating effective advertising?

When might a marketer be most likely to use informative advertising?

Which of the following is an example of a bottom-up technique for developing promotional budgets?

The decision to use a genie to communicate the strength and power of Mr.Clean cleaning liquid is representative of the ________ process of the communication model.

CGM,which stands for ________,includes online consumer comments,discussions,reviews,photos,images,videos,podcasts,and webcasts.

Which of the following is a bonus paid by a manufacturer to a salesperson for selling its product?

Which promotional mix strategy directs marketing efforts toward final consumers?

Welcome to the World of Marketing

Global, ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation,target Marketing,and Positioning

Innovation and New Product Development

Product II: Product Strategy,branding,and Product Management

Price: What Is the Value Proposition Worth

Deliver Value Through Supply Chain Management,channels of Distribution,and Logistics

Delivering the Customer Experience: Bricks and Clicks

Promotion II: Social Media, directdatabase Marketing, personal Selling, and Public Relations

Filters