Question 1

Using effective public relations requires listening to the public and developing policies that reflect the public's interest.

Accepted Answer

A) True 
 B)False

Question 2

Direct mail, television, and newspapers are the top three advertising media when ranked by total expenditures.

Accepted Answer

A) True 
 B)False

Question 3

Anything that encourages people to talk favorably about an organization may be effective word-of-mouth promotion.

Accepted Answer

A) True 
 B)False

Question 4

Advertising helps to cover the production costs of newspapers and magazines.

Accepted Answer

A) True 
 B)False

Question 5

Internal sales promotion efforts target salespeople and employees that handle customer complaints.

Accepted Answer

A) True 
 B)False

Question 6

Direct mail is usually the best advertising medium to reach specific target markets and ranks number two in overall advertising expenditures.

Accepted Answer

A) True 
 B)False

Question 7

Despite its name, Choco Central is located in a small shopping center far from customers. However, the company enjoys outstanding business because satisfied customers share their enjoyable experiences at Choco Central with their friends and relatives. Choco Central apparently benefits from positive

Accepted Answer

A)  trade advertising. 
B)  word of mouth. 
C)  sales promotion. 
D)  public relations. 
A)  trade advertising. 
B)  word of mouth. 
C)  sales promotion. 
D)  public relations.

Question 8

Radio advertising has certain shortcomings but offers businesses an opportunity to reach a specific target market.

Accepted Answer

A) True 
 B)False

Question 9

Sales promotion efforts such as trade shows aimed at distributors and dealers are intended to generate their enthusiasm for a firm's products.

Accepted Answer

A) True 
 B)False

Question 10

Advertising covers the major production costs of television and radio programs.

Accepted Answer

A) True 
 B)False

Question 11

The first step in the public relations process is to ensure that everyone in the organization understands the firm's position on key issues. With this information widely available, efforts can be made to persuade the public of the firm's virtues.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following statements is the most accurate?

Accepted Answer

A)  Closing is the final and most important step in the selling process. 
B)  Once a sales presentation is completed, the salesperson should attempt to close as quickly as possible before the customer expresses any doubts or concerns. 
C)  Closing may involve getting the customer to agree to a trial close. 
D)  If the salesperson has done a good job of qualifying prospects and has developed a strong presentation, then closing is the easiest step in the selling process. 
A)  Closing is the final and most important step in the selling process. 
B)  Once a sales presentation is completed, the salesperson should attempt to close as quickly as possible before the customer expresses any doubts or concerns. 
C)  Closing may involve getting the customer to agree to a trial close. 
D)  If the salesperson has done a good job of qualifying prospects and has developed a strong presentation, then closing is the easiest step in the selling process.

Question 13

Comfy Corners Furniture has adopted integrated marketing communication. Comfy Corners Furniture now puts less emphasis on public relations, sales promotion, and personal selling, and concentrates on advertising designed to provide a uniform message to all markets.

Accepted Answer

A) True 
 B)False

Question 14

Bookbinder Books partnered with Amazon to offer a unique ________. If you purchase 1 of 12 paperback books published by Bookbinder, you can choose 1 of 12 Kindle versions for $3 (a much lower price than a regular Kindle version).

Accepted Answer

A)  sales promotion 
B)  publicity stunt 
C)  direct marketing opportunity 
D)  advertisement 
A)  sales promotion 
B)  publicity stunt 
C)  direct marketing opportunity 
D)  advertisement

Question 15

Madeline just finished giving a sales presentation to a major prospect. Next, Madeline will likely be

Accepted Answer

A)  processing the customer's order. 
B)  closing the sale, by asking the customer to make a commitment. 
C)  answering customer questions and dealing with objections. 
D)  setting an appointment for the customer to meet with her boss. 
A)  processing the customer's order. 
B)  closing the sale, by asking the customer to make a commitment. 
C)  answering customer questions and dealing with objections. 
D)  setting an appointment for the customer to meet with her boss.

Question 16

To be effective and maintain its independence, the public relations department should avoid establishing close relationships with the media, community leaders, and other corporate stakeholders.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is a major strength of direct mail advertising?

Accepted Answer

A)  low cost 
B)  widespread acceptance by consumers 
C)  subject to few restrictions or regulations 
D)  ability to accurately target specific markets 
A)  low cost 
B)  widespread acceptance by consumers 
C)  subject to few restrictions or regulations 
D)  ability to accurately target specific markets

Question 18

Effective salespeople push hard to finalize a sale as soon as they finish their presentation. Otherwise, the customer has time to come up with objections that will make the sale more difficult to close.

Accepted Answer

A) True 
 B)False

Question 19

MusclePRO promotes its ready-to-drink protein shake directly to consumers through television ads, infomercials, and online coupons. The company is making use of a push strategy to reach their customers.

Accepted Answer

A) True 
 B)False

Question 20

Creating a positive brand image by using all the promotional tools in a comprehensive, unified promotional strategy is called

Accepted Answer

A)  brand awareness. 
B)  integrated management communication. 
C)  interactive promotional communication. 
D)  integrated marketing communication. 
A)  brand awareness. 
B)  integrated management communication. 
C)  interactive promotional communication. 
D)  integrated marketing communication.

Exam 16: Using Effective Promotions

Using effective public relations requires listening to the public and developing policies that reflect the public's interest.

Direct mail, television, and newspapers are the top three advertising media when ranked by total expenditures.

Anything that encourages people to talk favorably about an organization may be effective word-of-mouth promotion.

Advertising helps to cover the production costs of newspapers and magazines.

Internal sales promotion efforts target salespeople and employees that handle customer complaints.

Direct mail is usually the best advertising medium to reach specific target markets and ranks number two in overall advertising expenditures.

Despite its name, Choco Central is located in a small shopping center far from customers. However, the company enjoys outstanding business because satisfied customers share their enjoyable experiences at Choco Central with their friends and relatives. Choco Central apparently benefits from positive

Radio advertising has certain shortcomings but offers businesses an opportunity to reach a specific target market.

Sales promotion efforts such as trade shows aimed at distributors and dealers are intended to generate their enthusiasm for a firm's products.

Advertising covers the major production costs of television and radio programs.

The first step in the public relations process is to ensure that everyone in the organization understands the firm's position on key issues. With this information widely available, efforts can be made to persuade the public of the firm's virtues.

Which of the following statements is the most accurate?

Comfy Corners Furniture has adopted integrated marketing communication. Comfy Corners Furniture now puts less emphasis on public relations, sales promotion, and personal selling, and concentrates on advertising designed to provide a uniform message to all markets.

Bookbinder Books partnered with Amazon to offer a unique ________. If you purchase 1 of 12 paperback books published by Bookbinder, you can choose 1 of 12 Kindle versions for $3 (a much lower price than a regular Kindle version).

Madeline just finished giving a sales presentation to a major prospect. Next, Madeline will likely be

To be effective and maintain its independence, the public relations department should avoid establishing close relationships with the media, community leaders, and other corporate stakeholders.

Which of the following is a major strength of direct mail advertising?

Effective salespeople push hard to finalize a sale as soon as they finish their presentation. Otherwise, the customer has time to come up with objections that will make the sale more difficult to close.

MusclePRO promotes its ready-to-drink protein shake directly to consumers through television ads, infomercials, and online coupons. The company is making use of a push strategy to reach their customers.

Creating a positive brand image by using all the promotional tools in a comprehensive, unified promotional strategy is called

Taking Risks and Making Profits Within the Dynamic Business Environment

Understanding Economics and How It Affects Business

Doing Business in Global Markets

Demanding Ethical and Socially Responsible Behavior

How to Form a Business

Entrepreneurship and Starting a Small Business

Management and Leadership

Structuring Organizations for Todays Challenges

Production and Operations Management

Motivating Employees

Human Resource Management: Finding and Keeping the Best Employees

Dealing With Employeemanagement Issues

Marketing: Helping Buyers Buy

Developing and Pricing Goods and Services

Distributing Products

Understanding Accounting and Financial Information

Financial Management

Using Securities Markets for Financing and Investing Opportunities

Money, Financial Institutions, and the Federal Reserve

Working Within the Legal Environment

Using Technology to Manage Information

Managing Risk

Managing Personal Finances

Filters