Question 1

What are the specific services that an advertising agency can provide?

Accepted Answer

∙
Graphic design,artwork,and even printi

Question 2

Which channel option would be the least personal for a business to its customer?

Accepted Answer

A) Blog 
B) E-mail 
C) Greeting Card 
D) Personal Visit 
A) Blog 
B) E-mail 
C) Greeting Card 
D) Personal Visit

Question 3

Institutional advertising is primarily concerned with a company and its reputation.

Accepted Answer

A) True 
 B)False

Question 4

A small business that is search engine-friendly will have lower ranks and therefore it will attract more visitors.

Accepted Answer

A) True 
 B)False

Question 5

A salesperson at Plumbers Warehouse searches public records of new building permits to identify potential customers for new bathrooms.This salesperson is relying on ____ to identify sales prospects.

Accepted Answer

A) personal referrals 
B) marketer-initiated contacts 
C) impersonal referrals 
D) customer-initiated contacts 
A) personal referrals 
B) marketer-initiated contacts 
C) impersonal referrals 
D) customer-initiated contacts

Question 6

Advertising seeks to sell by informing,persuading,and reminding customers of the existence or superiority of a firm's product or service.

Accepted Answer

A) True 
 B)False

Question 7

A small,specialized software program is called

Accepted Answer

A) e-mail. 
B) spam. 
C) social media. 
D) an app. 
A) e-mail. 
B) spam. 
C) social media. 
D) an app.

Question 8

Because technology is changing,promotion is no longer based on communication.

Accepted Answer

A) True 
 B)False

Question 9

Match the term with its definition.Some terms may not be used.
a.Advertising
b.Blog
c.Institutional advertising
d.Social media
e.Personal selling
f.Product advertising
g.Promotion
h.Prospecting
i.Publicity
j.Sales promotion
-A face-to-face meeting with a customer

Accepted Answer

The answer of Match the term with its definition.Some terms...

Question 10

A generous salary with a commission cap is typically best for most small businesses.

Accepted Answer

A) True 
 B)False

Question 11

Telephone calls and mail surveys are examples of

Accepted Answer

A) impersonal referrals. 
B) marketer-initiated contacts. 
C) personal referrals. 
D) customer-initiated contacts. 
A) impersonal referrals. 
B) marketer-initiated contacts. 
C) personal referrals. 
D) customer-initiated contacts.

Question 12

QR codes work like UPC codes: they identify the product on which they are found.

Accepted Answer

A) True 
 B)False

Question 13

Spending as much as the competition does for promotional efforts can lead the firm to copy the mistakes and successes of a rival.

Accepted Answer

A) True 
 B)False

Question 14

Marcia is considering offering a promotional item for her sales people to give to prospects at their first appointment.Which of the following would be the best choice?

Accepted Answer

A) A calendar. 
B) A coupon for a discount on the first purchase 
C) Tickets to a professional sports event 
D) A bottle of fine wine 
A) A calendar. 
B) A coupon for a discount on the first purchase 
C) Tickets to a professional sports event 
D) A bottle of fine wine

Question 15

Marketers and customers alike enjoy specialties because they

Accepted Answer

A) allow customers to sample the product. 
B) cast doubt on the products offered by competitors. 
C) create goodwill for the company. 
D) prevent price competition. 
A) allow customers to sample the product. 
B) cast doubt on the products offered by competitors. 
C) create goodwill for the company. 
D) prevent price competition.

Question 16

Ned's company has supported the Little League,Pop Warner football,the high school band,and many other local charities but isn't getting the amount of press he feels his actions deserve.Why might this be true?

Accepted Answer

A) The local media disagree with the nature of Ned's business. 
B) A good publicity program requires regular contacts with the news media so Ned needs to make them aware of his support. 
C) The charities are not publicizing the names of their supporters. 
D) Ned's contributions are too small to mention in the press. 
A) The local media disagree with the nature of Ned's business. 
B) A good publicity program requires regular contacts with the news media so Ned needs to make them aware of his support. 
C) The charities are not publicizing the names of their supporters. 
D) Ned's contributions are too small to mention in the press.

Question 17

Match the term with its definition.Some terms may not be used.
a.App
b.E-mail promotion
c.Hyperlink
d.Mobile device
e.Promotional mix
f.Publicity
g.Quick response (QR)code
h.Sales promotion
i.Social media
j.Social networking
-Delivery of a firm's message by electronic mail

Accepted Answer

The answer of Match the term with its definition.Some terms...

Question 18

Tyler cannot afford to hire a sales person for his small business but feels personal selling is the best way to encourage prospects to become customers.You remind him that:

Accepted Answer

A) he may have to be his own sales person for a while. 
B) good sales people are expensive. 
C) the most cost-efficient mode of selling may be to use sales or marketing representatives. 
D) he can always send his production people out to make sales calls. 
A) he may have to be his own sales person for a while. 
B) good sales people are expensive. 
C) the most cost-efficient mode of selling may be to use sales or marketing representatives. 
D) he can always send his production people out to make sales calls.

Question 19

Match the term with its definition.Some terms may not be used.
a.Advertising
b.Blog
c.Institutional advertising
d.Social media
e.Personal selling
f.Product advertising
g.Promotion
h.Prospecting
i.Publicity
j.Sales promotion
-A presentation of information about a particular firm,designed to enhance the firm's image in order to make its other advertising more credible and effective

Accepted Answer

The answer of Match the term with its definition.Some terms...

Question 20

Sales promotion refers to promotional techniques other than personal selling or advertising.

Accepted Answer

A) True 
 B)False

Exam 17: Promotional Planning

What are the specific services that an advertising agency can provide?

Which channel option would be the least personal for a business to its customer?

Institutional advertising is primarily concerned with a company and its reputation.

A small business that is search engine-friendly will have lower ranks and therefore it will attract more visitors.

A salesperson at Plumbers Warehouse searches public records of new building permits to identify potential customers for new bathrooms.This salesperson is relying on ____ to identify sales prospects.

Advertising seeks to sell by informing,persuading,and reminding customers of the existence or superiority of a firm's product or service.

A small,specialized software program is called

Because technology is changing,promotion is no longer based on communication.

Match the term with its definition.Some terms may not be used. a.Advertising b.Blog c.Institutional advertising d.Social media e.Personal selling f.Product advertising g.Promotion h.Prospecting i.Publicity j.Sales promotion -A face-to-face meeting with a customer

A generous salary with a commission cap is typically best for most small businesses.

Telephone calls and mail surveys are examples of

QR codes work like UPC codes: they identify the product on which they are found.

Spending as much as the competition does for promotional efforts can lead the firm to copy the mistakes and successes of a rival.

Marcia is considering offering a promotional item for her sales people to give to prospects at their first appointment.Which of the following would be the best choice?

Marketers and customers alike enjoy specialties because they

Ned's company has supported the Little League,Pop Warner football,the high school band,and many other local charities but isn't getting the amount of press he feels his actions deserve.Why might this be true?

Match the term with its definition.Some terms may not be used. a.App b.E-mail promotion c.Hyperlink d.Mobile device e.Promotional mix f.Publicity g.Quick response (QR)code h.Sales promotion i.Social media j.Social networking -Delivery of a firm's message by electronic mail

Tyler cannot afford to hire a sales person for his small business but feels personal selling is the best way to encourage prospects to become customers.You remind him that:

Sales promotion refers to promotional techniques other than personal selling or advertising.

The Entrepreneurial Lifethe Entrepreneurial Life

Integrity, ethics, and Social Entrepreneurship

Starting a Small Business

Franchises and Buyouts

The Family Business

The Business Plan: Visualizing the Dream

The Marketing Plan

The Organizational Plan: Teams, legal Structures, alliances, and Directors

The Location Plan

Understanding a Firms Financial Statements

Forecasting Financial Requirements

A Firms Sources of Financing

Planning for the Harvest

Building Customer Relationships

Product Development and Supply Chain Management

Pricing and Credit Decisions

Global Opportunities for Small Business

Professional Management and the Small Business

Managing Human Resources

Managing Small Business Operations

Managing the Firms Assets

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