Question 1

Which of the following is a difference between advertising and sales promotions?

Accepted Answer

A) Advertising is used as a sales-directed form of communication, while sales promotions are endorsed as company news. 
B) Advertising is an invitation to buy the product, while a sales promotion is an incentive to buy the product immediately. 
C) Advertising can be used to dramatize the product, while sales promotion cannot be used for dramatizing the product. 
D) Advertising cannot trigger quick sales, while sales promotions cannot. 
E) Advertising does not help in building long-term brand preferences, while sales promotions are ideal for it. 
A) Advertising is used as a sales-directed form of communication, while sales promotions are endorsed as company news. 
B) Advertising is an invitation to buy the product, while a sales promotion is an incentive to buy the product immediately. 
C) Advertising can be used to dramatize the product, while sales promotion cannot be used for dramatizing the product. 
D) Advertising cannot trigger quick sales, while sales promotions cannot. 
E) Advertising does not help in building long-term brand preferences, while sales promotions are ideal for it.

Question 2

The direct mail method provides high levels of personalization when catering to customers.

Accepted Answer

A) True 
 B)False

Question 3

Pearl Sands Resort and Spa is a popular summer attraction located in hilly town of Rockten.They usually attract customers in the summer.During the pre-summer period,Pearl Sands Resort began sponsoring shows on TV,and putting up billboards around Rockten and the surrounding towns advertising the resort.The ads hinted at the coming summer,and how the resort has always been the place to go for a welcome break from everyday life.Which of the following approaches has Pearl Sands Resort used?

Accepted Answer

A) vertical integration 
B) push strategy 
C) pull strategy 
D) publish-subscribe method 
E) direct marketing 
A) vertical integration 
B) push strategy 
C) pull strategy 
D) publish-subscribe method 
E) direct marketing

Question 4

Which of the following would be an example of narrowcasting using advertisements?

Accepted Answer

A) running an ad for a new line of cars on cable TV 
B) showing ads for diapers to would-be mothers in hospitals 
C) handing out promotional leaflets for a new restaurant to passers-by 
D) showing video game ads at a video game Expo 
E) putting up a movie ads on online streaming sites like YouTube 
A) running an ad for a new line of cars on cable TV 
B) showing ads for diapers to would-be mothers in hospitals 
C) handing out promotional leaflets for a new restaurant to passers-by 
D) showing video game ads at a video game Expo 
E) putting up a movie ads on online streaming sites like YouTube

Question 5

A consumer demanding a product after watching its ad on television has responded to pull advertising.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is true of the affordable method of setting an advertising budget?

Accepted Answer

A) It undervalues the importance of promotion in sales. 
B) It always results in overspending on advertising. 
C) It is ideal for long-range market planning. 
D) It leads to a certain, and planned annual promotion budget. 
E) It is optimal for companies that wish to avoid underspending on advertising. 
A) It undervalues the importance of promotion in sales. 
B) It always results in overspending on advertising. 
C) It is ideal for long-range market planning. 
D) It leads to a certain, and planned annual promotion budget. 
E) It is optimal for companies that wish to avoid underspending on advertising.

Question 7

How have marketing strategies changed in the digital age?

Accepted Answer

A) Marketers have increasingly moved towards mass-marketing techniques. 
B) Marketers are moving away from targeted customers and using more generalized styles of marketing. 
C) Marketers are using more print media formats for marketing. 
D) Marketers have to go through more intermediaries to connect with consumers. 
E) Marketers are targeting customers in more narrowly defined micromarkets. 
A) Marketers have increasingly moved towards mass-marketing techniques. 
B) Marketers are moving away from targeted customers and using more generalized styles of marketing. 
C) Marketers are using more print media formats for marketing. 
D) Marketers have to go through more intermediaries to connect with consumers. 
E) Marketers are targeting customers in more narrowly defined micromarkets.

Question 8

Measuring the communication effects of an ad or ad campaign indicates whether the ads and media are communicating the ad message well.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following has been a major change in market structures in recent times?

Accepted Answer

A) the shift towards using less technology in micromarketing 
B) the formation of a global mass market 
C) the fragmentation of mass markets 
D) the rise of print media as a major marketing channel 
E) the increased use of mass-media communications techniques in marketing 
A) the shift towards using less technology in micromarketing 
B) the formation of a global mass market 
C) the fragmentation of mass markets 
D) the rise of print media as a major marketing channel 
E) the increased use of mass-media communications techniques in marketing

Question 10

PR marketing is the most widely-used form of product advertising by U.S.firms.

Accepted Answer

A) True 
 B)False

Question 11

In a promotion mix,________ occurs when firm's sales force make individual presentations to consumers for the purpose of making sales and building customer relationships.

Accepted Answer

A) advertising 
B) public relations 
C) crowdsourcing 
D) branding 
E) personal selling 
A) advertising 
B) public relations 
C) crowdsourcing 
D) branding 
E) personal selling

Question 12

Which of the following best describes the use of the personality symbol style of advertising?

Accepted Answer

A) using ordinary people and how the product affects them in their daily lives 
B) using scientific evidence to support claims about its product in the advertisement 
C) using an animated character or mascot that represents the product in the advertisement 
D) using a technical expert of the product in the advertisement 
E) using a celebrity to endorse the product in the advertisement 
A) using ordinary people and how the product affects them in their daily lives 
B) using scientific evidence to support claims about its product in the advertisement 
C) using an animated character or mascot that represents the product in the advertisement 
D) using a technical expert of the product in the advertisement 
E) using a celebrity to endorse the product in the advertisement

Question 13

Which of the following promotion tools would best suit to reach a mass audience that is geographically dispersed in a short period of time?

Accepted Answer

A) direct mailing 
B) telephone marketing 
C) door-to-door selling 
D) television advertisements 
E) discount promotions 
A) direct mailing 
B) telephone marketing 
C) door-to-door selling 
D) television advertisements 
E) discount promotions

Question 14

"Brand standardization has many benefits." Counter this statement with reference to international advertising,and provide an example.

Accepted Answer

(Students' answers may vary.The answer g

Question 15

One of the limitations of using magazines as a medium for advertising is its long ad purchasing lead time.

Accepted Answer

A) True 
 B)False

Question 16

The push strategy of marketing cannot be used by firms that only practice direct marketing.

Accepted Answer

A) True 
 B)False

Question 17

A company that allows consumers to use monthly installment plans for buyers to pay for products is using the promotional tool of ________.

Accepted Answer

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

Question 18

What are the possible consequences of cutting advertising budget during a recession? Provide a real-life example of a company that did not cut its advertising budget and had positive results.

Accepted Answer

Advertising is one of the easiest budget

Question 19

How does PR help in creating an integrated marketing communications system?

Accepted Answer

An integrated marketing communications s

Question 20

Krons Inc.,a car manufacturer,plans to release a car that runs on the force created by interactions between super magnets.The car will be called Hover,and its design has been patented by Krons.This is the first time that super magnets have been used in automobile manufacturing.This revolutionary method of manufacturing aims to reduce dependency on non-renewable resources like petrol and diesel.If Krons plans to release television advertisements about Hover,what kind of advertising objective should Krons pursue when introducing the new product into the market?

Accepted Answer

(Students' answers may vary.The answer g

Which of the following is a difference between advertising and sales promotions?

The direct mail method provides high levels of personalization when catering to customers.

Which of the following would be an example of narrowcasting using advertisements?

A consumer demanding a product after watching its ad on television has responded to pull advertising.

Which of the following is true of the affordable method of setting an advertising budget?

How have marketing strategies changed in the digital age?

Measuring the communication effects of an ad or ad campaign indicates whether the ads and media are communicating the ad message well.

Which of the following has been a major change in market structures in recent times?

PR marketing is the most widely-used form of product advertising by U.S.firms.

In a promotion mix,________ occurs when firm's sales force make individual presentations to consumers for the purpose of making sales and building customer relationships.

Which of the following best describes the use of the personality symbol style of advertising?

Which of the following promotion tools would best suit to reach a mass audience that is geographically dispersed in a short period of time?

"Brand standardization has many benefits." Counter this statement with reference to international advertising,and provide an example.

One of the limitations of using magazines as a medium for advertising is its long ad purchasing lead time.

The push strategy of marketing cannot be used by firms that only practice direct marketing.

A company that allows consumers to use monthly installment plans for buyers to pay for products is using the promotional tool of ________.

What are the possible consequences of cutting advertising budget during a recession? Provide a real-life example of a company that did not cut its advertising budget and had positive results.

How does PR help in creating an integrated marketing communications system?

Marketing Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Product,Services,and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Marketing Channels Delivering Customer Value

Retailing and Wholesaling

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 12: Communicating Customer Value

Which of the following is a difference between advertising and sales promotions?

The direct mail method provides high levels of personalization when catering to customers.

Which of the following would be an example of narrowcasting using advertisements?

A consumer demanding a product after watching its ad on television has responded to pull advertising.

Which of the following is true of the affordable method of setting an advertising budget?

How have marketing strategies changed in the digital age?

Measuring the communication effects of an ad or ad campaign indicates whether the ads and media are communicating the ad message well.

Which of the following has been a major change in market structures in recent times?

PR marketing is the most widely-used form of product advertising by U.S.firms.

In a promotion mix,________ occurs when firm's sales force make individual presentations to consumers for the purpose of making sales and building customer relationships.

Which of the following best describes the use of the personality symbol style of advertising?

Which of the following promotion tools would best suit to reach a mass audience that is geographically dispersed in a short period of time?

"Brand standardization has many benefits." Counter this statement with reference to international advertising,and provide an example.

One of the limitations of using magazines as a medium for advertising is its long ad purchasing lead time.

The push strategy of marketing cannot be used by firms that only practice direct marketing.

A company that allows consumers to use monthly installment plans for buyers to pay for products is using the promotional tool of ________.

What are the possible consequences of cutting advertising budget during a recession? Provide a real-life example of a company that did not cut its advertising budget and had positive results.

How does PR help in creating an integrated marketing communications system?

Marketing Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Product,Services,and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Marketing Channels Delivering Customer Value

Retailing and Wholesaling

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters