Question 1

Which of the following is an example of a sales promotion activity?

Accepted Answer

A) Use of billboards to popularize a brand 
B) A newspaper article about a new product 
C) Distribution of free samples of a new product 
D) Press release of a software product's new version 
A) Use of billboards to popularize a brand 
B) A newspaper article about a new product 
C) Distribution of free samples of a new product 
D) Press release of a software product's new version C

Question 2

Which of the following is a media that allows the target individuals to select what advertising they want to examine and spend as much time as they wish on the selected advertisements?

Accepted Answer

A) Print 
B) Radio 
C) Television 
D) Movies 
A) Print 
B) Radio 
C) Television 
D) Movies A

Question 3

Rainbow,a confectionery company,puts up an ad of its new product,Pineapple Fruity Bar,on television.The company's target market is comprised of 80,000 households in Atlanta with children below five years of age.The company estimates that the media schedule could reach 50,000 of these households.The reach of this ad is:

Accepted Answer

A) 50 percent. 
B) 80 percent. 
C) 62.5 percent. 
D) 160 percent. 
A) 50 percent. 
B) 80 percent. 
C) 62.5 percent. 
D) 160 percent. C

Question 4

The Wall Street Journal (WSJ)publishes a front-page article that announces the introduction of a firm's highly innovative new product.The firm has not paid the publisher for the article although it would help the firm's promotional activities.This article is an example of _____.

Accepted Answer

A) sales promotion 
B) public relations 
C) advertising 
D) barter arrangement 
A) sales promotion 
B) public relations 
C) advertising 
D) barter arrangement

Question 5

A statement of how some specific aspect(s)of the audience's perceptions,attitudes,or behavior should change should be included in good promotional objectives.

Accepted Answer

A) True 
 B)False

Question 6

The first step in developing a promotion mix should be setting a promotional objective.

Accepted Answer

A) True 
 B)False

Question 7

Recognition tests are a common type of pretest used by commercial research firms to measure the effects of commercials.

Accepted Answer

A) True 
 B)False

Question 8

The _____ method is the most common and the procedure consists of setting a year's budget as a proportion of the year's anticipated sales.

Accepted Answer

A) objective-and-task 
B) percentage of sales method 
C) competitive parity method 
D) return on sales method 
A) objective-and-task 
B) percentage of sales method 
C) competitive parity method 
D) return on sales method

Question 9

List the decision sequence for developing a promotion mix.

Accepted Answer

1.Define the audience(s)to be

Question 10

Which of the following is true of a company's promotion mix?

Accepted Answer

A) The first step in designing the promotion mix involves choosing the specific activities to be pursued within a promotion component. 
B) The elements of the promotion mix are not independent of each other. 
C) The product's stage in the product life cycle has no bearing upon specific decisions regarding promotion mix elements. 
D) Sales promotion and publicity always play a dominant role in the promotion mix. 
A) The first step in designing the promotion mix involves choosing the specific activities to be pursued within a promotion component. 
B) The elements of the promotion mix are not independent of each other. 
C) The product's stage in the product life cycle has no bearing upon specific decisions regarding promotion mix elements. 
D) Sales promotion and publicity always play a dominant role in the promotion mix.

Question 11

A rate card specifies the:

Accepted Answer

A) the economic status of a media company's customers. 
B) the costs of advertising in a particular medium. 
C) the purchase parity of the target audience. 
D) economic status of a particular medium's audience. 
A) the economic status of a media company's customers. 
B) the costs of advertising in a particular medium. 
C) the purchase parity of the target audience. 
D) economic status of a particular medium's audience.

Question 12

Personal selling is likely to be more important than advertising when there are _____ resources available for promotion,and the pricing policy is _____.

Accepted Answer

A) many;negotiated 
B) few;negotiated 
C) many;preset 
D) few;preset 
A) many;negotiated 
B) few;negotiated 
C) many;preset 
D) few;preset

Question 13

A major disadvantage of public relations over other elements of the promotional mix is:

Accepted Answer

A) its inability to create awareness about products. 
B) the high cost of developing and maintaining a PR department. 
C) the lack of credibility associated with such publicity. 
D) the lack of company control over such publicity. 
A) its inability to create awareness about products. 
B) the high cost of developing and maintaining a PR department. 
C) the lack of credibility associated with such publicity. 
D) the lack of company control over such publicity.

Question 14

Which of the following elements in the promotional mix gives virtually no information about the product?

Accepted Answer

A) Advertising 
B) Personal selling 
C) Sales promotion 
D) Public relations 
A) Advertising 
B) Personal selling 
C) Sales promotion 
D) Public relations

Question 15

Contests and sweepstakes are used by manufacturers mainly to stimulate resellers to improve their performance.

Accepted Answer

A) True 
 B)False

Question 16

List the key elements that good promotional objectives should include.

Accepted Answer

(1)A statement defining the target audie

Question 17

Reach is defined as the:

Accepted Answer

A) total number of individuals or households exposed to at least one ad during a given period. 
B) conversion rate of an average individual after being exposed to a marketing message. 
C) number of times an average individual is exposed to a mass media program in a day. 
D) number of times an average individual is exposed to a message within a given time perioD. 
A) total number of individuals or households exposed to at least one ad during a given period. 
B) conversion rate of an average individual after being exposed to a marketing message. 
C) number of times an average individual is exposed to a mass media program in a day. 
D) number of times an average individual is exposed to a message within a given time perioD.

Question 18

_____ are the most popular postexposure testing method for print media and advertisers design these tests to measure the extent to which advertising copy is noted and read.

Accepted Answer

A) Sales tests 
B) Recall tests 
C) Recognition tests 
D) Repetition tests 
A) Sales tests 
B) Recall tests 
C) Recognition tests 
D) Repetition tests

Question 19

_____ is a technology that provides a way for consumers to receive audio via the Internet.

Accepted Answer

A) Portal management 
B) Podcasting 
C) Blogging 
D) Banner advertising 
A) Portal management 
B) Podcasting 
C) Blogging 
D) Banner advertising

Question 20

Advertising is likely to be more important than personal selling when the pricing policy is _____ and a _____ distribution strategy is used.

Accepted Answer

A) negotiated;push 
B) negotiated;pull 
C) preset;push 
D) preset,pull 
A) negotiated;push 
B) negotiated;pull 
C) preset;push 
D) preset,pull

Which of the following is an example of a sales promotion activity?

Which of the following is a media that allows the target individuals to select what advertising they want to examine and spend as much time as they wish on the selected advertisements?

The Wall Street Journal (WSJ)publishes a front-page article that announces the introduction of a firm's highly innovative new product.The firm has not paid the publisher for the article although it would help the firm's promotional activities.This article is an example of _____.

A statement of how some specific aspect(s)of the audience's perceptions,attitudes,or behavior should change should be included in good promotional objectives.

The first step in developing a promotion mix should be setting a promotional objective.

Recognition tests are a common type of pretest used by commercial research firms to measure the effects of commercials.

The _____ method is the most common and the procedure consists of setting a year's budget as a proportion of the year's anticipated sales.

List the decision sequence for developing a promotion mix.

Which of the following is true of a company's promotion mix?

A rate card specifies the:

Personal selling is likely to be more important than advertising when there are _ resources available for promotion,and the pricing policy is _.

A major disadvantage of public relations over other elements of the promotional mix is:

Which of the following elements in the promotional mix gives virtually no information about the product?

Contests and sweepstakes are used by manufacturers mainly to stimulate resellers to improve their performance.

List the key elements that good promotional objectives should include.

Reach is defined as the:

_____ are the most popular postexposure testing method for print media and advertisers design these tests to measure the extent to which advertising copy is noted and read.

_____ is a technology that provides a way for consumers to receive audio via the Internet.

Advertising is likely to be more important than personal selling when the pricing policy is _ and a _ distribution strategy is used.

The Marketing Management Process

The Marketing Implications of Corporate and Business Strategies

Understanding Market Opportunities

Understanding Consumer Buying Behavior

Understanding Organizational Markets and Buying Behavior

Measuring Market Opportunities: Forecasting and Market Knowledge

Targeting Attractive Market Segments

Differentiation and Brand Positioning

Business Strategies: a Foundation for Marketing Program Decisions

Product Decisions

Pricing Decisions

Distribution Channel Decisions

Marketing Strategies for a Digitally Networked World

Strategies for New and Growing Markets

Strategies for Mature and Declining Markets

Organizing and Planning for Effective Implementation

Measuring and Delivering Marketing Performance

Filters

Exam 13: Integrated Promotion Decisions

Which of the following is an example of a sales promotion activity?

Which of the following is a media that allows the target individuals to select what advertising they want to examine and spend as much time as they wish on the selected advertisements?

The Wall Street Journal (WSJ)publishes a front-page article that announces the introduction of a firm's highly innovative new product.The firm has not paid the publisher for the article although it would help the firm's promotional activities.This article is an example of _____.

A statement of how some specific aspect(s)of the audience's perceptions,attitudes,or behavior should change should be included in good promotional objectives.

The first step in developing a promotion mix should be setting a promotional objective.

Recognition tests are a common type of pretest used by commercial research firms to measure the effects of commercials.

The _____ method is the most common and the procedure consists of setting a year's budget as a proportion of the year's anticipated sales.

List the decision sequence for developing a promotion mix.

Which of the following is true of a company's promotion mix?

A rate card specifies the:

Personal selling is likely to be more important than advertising when there are _____ resources available for promotion,and the pricing policy is _____.

A major disadvantage of public relations over other elements of the promotional mix is:

Which of the following elements in the promotional mix gives virtually no information about the product?

Contests and sweepstakes are used by manufacturers mainly to stimulate resellers to improve their performance.

List the key elements that good promotional objectives should include.

Reach is defined as the:

_____ are the most popular postexposure testing method for print media and advertisers design these tests to measure the extent to which advertising copy is noted and read.

_____ is a technology that provides a way for consumers to receive audio via the Internet.

Advertising is likely to be more important than personal selling when the pricing policy is _____ and a _____ distribution strategy is used.

The Marketing Management Process

The Marketing Implications of Corporate and Business Strategies

Understanding Market Opportunities

Understanding Consumer Buying Behavior

Understanding Organizational Markets and Buying Behavior

Measuring Market Opportunities: Forecasting and Market Knowledge

Targeting Attractive Market Segments

Differentiation and Brand Positioning

Business Strategies: a Foundation for Marketing Program Decisions

Product Decisions

Pricing Decisions

Distribution Channel Decisions

Marketing Strategies for a Digitally Networked World

Strategies for New and Growing Markets

Strategies for Mature and Declining Markets

Organizing and Planning for Effective Implementation

Measuring and Delivering Marketing Performance

Filters

Personal selling is likely to be more important than advertising when there are _ resources available for promotion,and the pricing policy is _.

Advertising is likely to be more important than personal selling when the pricing policy is _ and a _ distribution strategy is used.