Question 1

Which of these statements about advertising is most accurate?

Accepted Answer

A)  Advertisers have the highest credibility of any element in the promotional mix. 
B)  A key advantage of advertising is its use of customized interactions. 
C)  Advertisers have very limited control over what they can say due to FCC regulations. 
D)  Advertising is the least costly form of promotion because ads go through significant pretesting. 
E)  Through advertising, a company can control what it says and, to some extent, to whom the message is sent. 
A)  Advertisers have the highest credibility of any element in the promotional mix. 
B)  A key advantage of advertising is its use of customized interactions. 
C)  Advertisers have very limited control over what they can say due to FCC regulations. 
D)  Advertising is the least costly form of promotion because ads go through significant pretesting. 
E)  Through advertising, a company can control what it says and, to some extent, to whom the message is sent.

Question 2

All of these were Taco Bell marketing tactics designed to appeal to its target market for its new IMC campaign exceptwhich?

Accepted Answer

A)  themed Party Packs containing tacos and burritos 
B)  TV advertising about the "reBELLion" 
C)  Twitter announcement that "The taco #reBELLion has begun" 
D)  partnership with Impossible for free samples 
E)  reBELLious merchandise available for purchase online 
A)  themed Party Packs containing tacos and burritos 
B)  TV advertising about the "reBELLion" 
C)  Twitter announcement that "The taco #reBELLion has begun" 
D)  partnership with Impossible for free samples 
E)  reBELLious merchandise available for purchase online

Question 3

Which of these is a weakness of personal selling?

Accepted Answer

A)  It can be difficult to receive good feedback with personal selling. 
B)  It can be difficult to get media cooperation. 
C)  It is extremely expensive per exposure. 
D)  Personal selling can be easily duplicated. 
E)  Personal selling can easily lead to promotion wars. 
A)  It can be difficult to receive good feedback with personal selling. 
B)  It can be difficult to get media cooperation. 
C)  It is extremely expensive per exposure. 
D)  Personal selling can be easily duplicated. 
E)  Personal selling can easily lead to promotion wars.

Question 4

Communication with consumers who are not in the target audience is referred to as

Accepted Answer

A)  excess coverage. 
B)  wasted coverage. 
C)  exhaustive coverage. 
D)  squandered coverage. 
E)  dissipated coverage. 
A)  excess coverage. 
B)  wasted coverage. 
C)  exhaustive coverage. 
D)  squandered coverage. 
E)  dissipated coverage.

Question 5

Which of these types of promotion uses customized interaction?

Accepted Answer

A)  advertising 
B)  direct marketing 
C)  public relations 
D)  sales promotion 
E)  publicity 
A)  advertising 
B)  direct marketing 
C)  public relations 
D)  sales promotion 
E)  publicity

Question 6

Commonly used forms of direct marketing like direct mail and e-mail have response rates between

Accepted Answer

A)  1percent and 11percent. 
B)  12percent and 26percent. 
C)  28percent and 40percent. 
D)  41percent and 48percent. 
E)  49percent and 60percent. 
A)  1percent and 11percent. 
B)  12percent and 26percent. 
C)  28percent and 40percent. 
D)  41percent and 48percent. 
E)  49percent and 60percent.

Question 7

Competitive parity budgeting refers to

Accepted Answer

A)  matching a competitor's absolute level of spending or the proportion per point of market share. 
B)  allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold. 
C)  allocating funds to a promotion only after all other budget items are covered. 
D)  determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks. 
E)  allocating funds to a promotion based on expected profits generated from it. 
A)  matching a competitor's absolute level of spending or the proportion per point of market share. 
B)  allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold. 
C)  allocating funds to a promotion only after all other budget items are covered. 
D)  determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks. 
E)  allocating funds to a promotion based on expected profits generated from it.

Question 8

Which of these forms of direct marketing has the highest business expenditures?

Accepted Answer

A)  e-mail 
B)  direct mail 
C)  paid search 
D)  telemarketing 
E)  advertising 
A)  e-mail 
B)  direct mail 
C)  paid search 
D)  telemarketing 
E)  advertising

Question 9

A channel of communication refers to

Accepted Answer

A)  the selection of either paid or nonpaid forms of information dissemination. 
B)  a similar understanding and knowledge that a sender and receiver apply to a message. 
C)  an open-ended dialogue between the marketing department and the firm responsible for developing the IMC program. 
D)  a social network-based forum that allows customers to communicate their likes, dislikes, suggestions, and concerns to an organization 24 hours a day, 365 days a year. 
E)  the means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process. 
A)  the selection of either paid or nonpaid forms of information dissemination. 
B)  a similar understanding and knowledge that a sender and receiver apply to a message. 
C)  an open-ended dialogue between the marketing department and the firm responsible for developing the IMC program. 
D)  a social network-based forum that allows customers to communicate their likes, dislikes, suggestions, and concerns to an organization 24 hours a day, 365 days a year. 
E)  the means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process.

Question 10

Figure 18-5
-Channel B in Figure 18-5 above represents which type of promotional channel strategy?

Accepted Answer

A)  direct 
B)  indirect 
C)  push 
D)  pull 
E)  vertical 
A)  direct 
B)  indirect 
C)  push 
D)  pull 
E)  vertical

Question 11

In which sales budgeting approach is the amount of money allocated based on past or anticipated sales?

Accepted Answer

A)  competitive parity 
B)  all-you-can-afford 
C)  objective and task 
D)  percentage of sales 
E)  relative scale 
A)  competitive parity 
B)  all-you-can-afford 
C)  objective and task 
D)  percentage of sales 
E)  relative scale

Question 12

All of these are methods that firms use to set their promotion budgets except which?

Accepted Answer

A)  objective and task 
B)  lost-horse forecast 
C)  competitive parity 
D)  percentage of sales 
E)  all you can afford 
A)  objective and task 
B)  lost-horse forecast 
C)  competitive parity 
D)  percentage of sales 
E)  all you can afford

Question 13

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

Accepted Answer

A)  decoding. 
B)  noise. 
C)  the fields of experience. 
D)  response. 
E)  feedback. 
A)  decoding. 
B)  noise. 
C)  the fields of experience. 
D)  response. 
E)  feedback.

Question 14

A major fallacy of ________ budgeting is that sales cause promotion. Using this method, a company may reduce the amount it spends on promotion if sales declined the previous period when it may actually need to spend more.

Accepted Answer

A)  competitive parity 
B)  all-you-can-afford 
C)  objective and task 
D)  linear forecast 
E)  percentage of sales 
A)  competitive parity 
B)  all-you-can-afford 
C)  objective and task 
D)  linear forecast 
E)  percentage of sales

Question 15

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as

Accepted Answer

A)  direct order consignment. 
B)  lead generation. 
C)  traffic generation. 
D)  indirect order fulfillment. 
E)  first-mover advantage. 
A)  direct order consignment. 
B)  lead generation. 
C)  traffic generation. 
D)  indirect order fulfillment. 
E)  first-mover advantage.

Question 16

What is the best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?

Accepted Answer

The best approach to budgeting is object

Question 17

Figure 18-6
-The promotion decision process is divided into three phases. In Figure 18-6 above, Box B refers to the ________ phase.

Accepted Answer

A)  planning 
B)  forecasting 
C)  evaluation 
D)  realization 
E)  implementation 
A)  planning 
B)  forecasting 
C)  evaluation 
D)  realization 
E)  implementation

Question 18

When Macy's places a link to its website with a coupon for its President's Day sale on a lifestyle website, it is using which element of the promotional mix?

Accepted Answer

A)  advertising 
B)  sales promotion 
C)  publicity 
D)  personal selling 
E)  direct marketing 
A)  advertising 
B)  sales promotion 
C)  publicity 
D)  personal selling 
E)  direct marketing

Question 19

In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the transformation of this idea into an ad campaign is an example of

Accepted Answer

A)  noise. 
B)  receiving. 
C)  encoding. 
D)  decoding. 
E)  messaging. 
A)  noise. 
B)  receiving. 
C)  encoding. 
D)  decoding. 
E)  messaging.

Question 20

Throughout its history, Taco Bell has

Accepted Answer

A)  developed a global citizenship style. 
B)  used very creative promotional activities. 
C)  applied a bring-it-on attitude. 
D)  applied an aggressive personal philosophy. 
E)  a just-do-it mantra. 
A)  developed a global citizenship style. 
B)  used very creative promotional activities. 
C)  applied a bring-it-on attitude. 
D)  applied an aggressive personal philosophy. 
E)  a just-do-it mantra.

Exam 18: Advertising, Sales Promotion, and Public Relations

Which of these statements about advertising is most accurate?

All of these were Taco Bell marketing tactics designed to appeal to its target market for its new IMC campaign exceptwhich?

Which of these is a weakness of personal selling?

Communication with consumers who are not in the target audience is referred to as

Which of these types of promotion uses customized interaction?

Commonly used forms of direct marketing like direct mail and e-mail have response rates between

Competitive parity budgeting refers to

Which of these forms of direct marketing has the highest business expenditures?

A channel of communication refers to

Figure 18-5 -Channel B in Figure 18-5 above represents which type of promotional channel strategy?

In which sales budgeting approach is the amount of money allocated based on past or anticipated sales?

All of these are methods that firms use to set their promotion budgets except which?

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

A major fallacy of ________ budgeting is that sales cause promotion. Using this method, a company may reduce the amount it spends on promotion if sales declined the previous period when it may actually need to spend more.

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as

What is the best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?

Figure 18-6 -The promotion decision process is divided into three phases. In Figure 18-6 above, Box B refers to the ________ phase.

When Macy's places a link to its website with a coupon for its President's Day sale on a lifestyle website, it is using which element of the promotional mix?

Throughout its history, Taco Bell has

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: the Strategic Marketing Proces

Building an Effective Marketing Plan

Financial Aspects of Marketing

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