Question 1

Match the term with its definition.
-A presentation designed to make potential customers aware of a specific product or service and create a desire for it

Accepted Answer

A) advertising 
B) app 
C) blog 
D) e-mail promotion 
E) hyperlink
F)institutional advertising
G)personal selling
H)product advertising
I)promotion
J)promotional mix
K)prospecting
L)publicity
M)quick response (QR) code
N)sales promotion
O)social media 
A) advertising 
B) app 
C) blog 
D) e-mail promotion 
E) hyperlink
F)institutional advertising
G)personal selling
H)product advertising
I)promotion
J)promotional mix
K)prospecting
L)publicity
M)quick response (QR) code
N)sales promotion
O)social media

Question 2

Anne owns a small business dealing with industrial products. She currently uses personal selling extensively, but she wants to reduce her cost without losing exposure. Which of the following promotional tools should she use?

Accepted Answer

A)  Contests 
B)  Coupons 
C)  Specialties 
D)  Trade show exhibits 
A)  Contests 
B)  Coupons 
C)  Specialties 
D)  Trade show exhibits

Question 3

Which of the following forms of promotion would be the most effective for industrial insulation products?

Accepted Answer

A)  Advertising 
B)  Personal selling 
C)  Sales promotions 
D)  Social media 
A)  Advertising 
B)  Personal selling 
C)  Sales promotions 
D)  Social media

Question 4

Media publications, public records, and directories are sources 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 5

Which of the following statements about publicity is NOT true?

Accepted Answer

A)  Publicity provides visibility at little or no cost. 
B)  A good publicity program requires regular contacts with the news media. 
C)  The benefits of publicity are hard to measure. 
D)  Although publicity can be an effective promotional tool, it is not a vital part of public relations for a small business. 
A)  Publicity provides visibility at little or no cost. 
B)  A good publicity program requires regular contacts with the news media. 
C)  The benefits of publicity are hard to measure. 
D)  Although publicity can be an effective promotional tool, it is not a vital part of public relations for a small business.

Question 6

The two basic types of advertising are _____ advertising and _____ advertising.

Accepted Answer

A)  institutional; product 
B)  product; institutional 
C)  product; publicity 
D)  specialty; publicity 
A)  institutional; product 
B)  product; institutional 
C)  product; publicity 
D)  specialty; publicity

Question 7

Both wholesalers and retailers can utilize sales promotion tools to increase sales.

Accepted Answer

A) True 
 B)False

Question 8

Salespeople will not be motivated for the same reasons that an owner is.

Accepted Answer

A) True 
 B)False

Question 9

Research has found that one-shot advertisements that are not part of a well-planned promotional effort often retain their effectiveness over a long period of time.

Accepted Answer

A) True 
 B)False

Question 10

A good publicity program requires regular contacts with the news media.

Accepted Answer

A) True 
 B)False

Question 11

A small, specialized software program is called

Accepted Answer

A)  e-mail. 
B)  spam. 
C)  a blog. 
D)  an app. 
A)  e-mail. 
B)  spam. 
C)  a blog. 
D)  an app.

Question 12

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

Accepted Answer

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

Question 13

The greatest benefit of trade show exhibits is the

Accepted Answer

A)  creation of goodwill for a firm. 
B)  tangible value they provide to customers. 
C)  potential cost savings over personal selling. 
D)  individualized attention they give to prospects. 
A)  creation of goodwill for a firm. 
B)  tangible value they provide to customers. 
C)  potential cost savings over personal selling. 
D)  individualized attention they give to prospects.

Question 14

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 15

Will is a salesperson for a small appliance store. In an attempt to locate potential new customers, he decides to poll Facebook visitors; they are entered into a drawing for a gift certificate at the store. Individuals who complete the poll will receive a phone call from Will about the store's products and current promotions. Will is gaining knowledge of potential customers through

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 16

A generous salary with a commission cap is typically the best form of compensation for salespeople in a small business.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following advertising media is considered to have a low pass-along rate?

Accepted Answer

A)  Newspapers 
B)  Outdoor media 
C)  Radio 
D)  Television 
A)  Newspapers 
B)  Outdoor media 
C)  Radio 
D)  Television

Question 18

The preferred approach to determining promotional expenditures is to decide what it will take to do the job through a comprehensive analysis of the market.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following advertising media is considered to have a no visual treatment?

Accepted Answer

A)  Magazines 
B)  Outdoor media 
C)  Radio 
D)  Television 
A)  Magazines 
B)  Outdoor media 
C)  Radio 
D)  Television

Question 20

The "spending as much as the competition" method

Accepted Answer

A)  can be used to duplicate the promotional efforts of close competitors. 
B)  depends on the firm's past experiences. 
C)  should be used to introduce a unique, new product. 
D)  should never be used. 
A)  can be used to duplicate the promotional efforts of close competitors. 
B)  depends on the firm's past experiences. 
C)  should be used to introduce a unique, new product. 
D)  should never be used.

Exam 17: Promotional Planning

Match the term with its definition. -A presentation designed to make potential customers aware of a specific product or service and create a desire for it

Anne owns a small business dealing with industrial products. She currently uses personal selling extensively, but she wants to reduce her cost without losing exposure. Which of the following promotional tools should she use?

Which of the following forms of promotion would be the most effective for industrial insulation products?

Media publications, public records, and directories are sources of

Which of the following statements about publicity is NOT true?

The two basic types of advertising are _____ advertising and _____ advertising.

Both wholesalers and retailers can utilize sales promotion tools to increase sales.

Salespeople will not be motivated for the same reasons that an owner is.

Research has found that one-shot advertisements that are not part of a well-planned promotional effort often retain their effectiveness over a long period of time.

A good publicity program requires regular contacts with the news media.

A small, specialized software program is called

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

The greatest benefit of trade show exhibits is the

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.

A generous salary with a commission cap is typically the best form of compensation for salespeople in a small business.

Which of the following advertising media is considered to have a low pass-along rate?

The preferred approach to determining promotional expenditures is to decide what it will take to do the job through a comprehensive analysis of the market.

Which of the following advertising media is considered to have a no visual treatment?

The "spending as much as the competition" method

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Filters

The two basic types of advertising are _ advertising and _ advertising.