Question 1

What factors influence decisions about the composition of a promotion mix?

Accepted Answer

Several factors can influence decisions

Question 2

The most accessible medium in the United States is the radio.

Accepted Answer

A) True 
 B)False

Question 3

SME Ads Inc. (SME)
Steven Monahan owns SME Ads Inc., an advertising agency. At present, the company focuses on advertising only. However, Steven plans to expand the company's focus to include all the major elements of an organization's promotional mix. Steven feels that expanding the focus in such a way will allow the firm to meet customer needs in a more coordinated fashion. Currently, the firm organizes its work according to the media being used. Steven believes this is the most effective way to subdivide advertising. Since television is the most widely used advertising medium, the company spends most of its time on television advertising. SME knows what it takes to get the job done, and it is committed to success.
-Refer to SME Ads Inc. As Steven plans to expand the company's focus to other major elements of the promotion mix, which of the following should he focus on if he wants to help his clients create and maintain favorable relationships between them and their various internal and external groups?

Accepted Answer

A)  Word-of-mouth 
B)  Sales promotion 
C)  Rebates 
D)  Public relations 
E)  Personal selling 
A)  Word-of-mouth 
B)  Sales promotion 
C)  Rebates 
D)  Public relations 
E)  Personal selling

Question 4

Stabilizing sales is the goal of promotion efforts that

Accepted Answer

A)  are aimed at customer loyalty. 
B)  are used to increase sales during slack periods. 
C)  develop an image for a product. 
D)  disseminate information about a product. 
E)  increase product usage. 
A)  are aimed at customer loyalty. 
B)  are used to increase sales during slack periods. 
C)  develop an image for a product. 
D)  disseminate information about a product. 
E)  increase product usage.

Question 5

The Professional Businesswomen's Association on your campus has chosen to use direct mail to advertise its fee-based seminars. The president of the association has asked you to attend a planning meeting, where you will indicate the factors important to the success of direct-mail advertising. Which of the following will you explain to the group?

Accepted Answer

A)  Newspaper advertising is really more selective than direct-mail advertising. 
B)  The success of direct-mail advertising depends on having appropriate and current mailing lists. 
C)  Magazine advertising is more prestigious than direct-mail advertising. 
D)  Direct-mail advertising consists of short promotional messages on posters and signs. 
E)  Direct mail, while effective, is not as selective as magazines. 
A)  Newspaper advertising is really more selective than direct-mail advertising. 
B)  The success of direct-mail advertising depends on having appropriate and current mailing lists. 
C)  Magazine advertising is more prestigious than direct-mail advertising. 
D)  Direct-mail advertising consists of short promotional messages on posters and signs. 
E)  Direct mail, while effective, is not as selective as magazines.

Question 6

Advertising that is used to sell a particular brand of product is called

Accepted Answer

A)  creative. 
B)  selective-demand. 
C)  institutional. 
D)  personal. 
E)  primary-demand. 
A)  creative. 
B)  selective-demand. 
C)  institutional. 
D)  personal. 
E)  primary-demand.

Question 7

How does an order-getter differ from an order-taker? Which would you expect a propane gas route salesperson to be? Support your answer.

Accepted Answer

An order-getter differs from an order-ta

Question 8

Driscoe, Inc., is in the process of developing an advertising campaign for its new product. It has identified the group to whom it will direct advertisements and has drafted the advertising objectives. Which of the following is not an advertising objective and thus should be deleted from the list?

Accepted Answer

A)  Increase product awareness. 
B)  Hire a marketing manager within one year. 
C)  Convey product information. 
D)  Increase sales by 10 percent. 
E)  Expand the market share by 5 percent. 
A)  Increase product awareness. 
B)  Hire a marketing manager within one year. 
C)  Convey product information. 
D)  Increase sales by 10 percent. 
E)  Expand the market share by 5 percent.

Question 9

Advertising that concentrates on the specific attributes of the product―its brand, style, and type―is an example of

Accepted Answer

A)  primary-demand advertising. 
B)  direct-mail advertising. 
C)  institutional advertising. 
D)  selective-demand advertising. 
E)  publicity. 
A)  primary-demand advertising. 
B)  direct-mail advertising. 
C)  institutional advertising. 
D)  selective-demand advertising. 
E)  publicity.

Question 10

The income level of the target market influences the choice of promotion techniques the most.

Accepted Answer

A) True 
 B)False

Question 11

A frequent-user incentive is a gift that a producer offers a customer in return for using its product.

Accepted Answer

A) True 
 B)False

Question 12

After Jeremy has made his sales presentation and answered the prospect's objections, he says, "When would you like to take delivery of the copier?" This is called a

Accepted Answer

A)  trial closing. 
B)  follow-up. 
C)  slick seller. 
D)  clincher. 
E)  negotiation for delivery terms. 
A)  trial closing. 
B)  follow-up. 
C)  slick seller. 
D)  clincher. 
E)  negotiation for delivery terms.

Question 13

The Rustic Market, a small antique shop, periodically runs advertisements in the local newspaper to keep its name before the public. This is known as ____ advertising.

Accepted Answer

A)  primary-demand 
B)  immediate-response 
C)  reminder 
D)  comparative 
E)  public relations 
A)  primary-demand 
B)  immediate-response 
C)  reminder 
D)  comparative 
E)  public relations

Question 14

A major problem with direct-mail advertising is

Accepted Answer

A)  the lack of a personal message. 
B)  the unselective nature of the medium. 
C)  its inability to reach a specific market. 
D)  the difficulty of checking the effectiveness of the mailing. 
E)  inaccurate mailing addresses that send the advertisements to the wrong consumers. 
A)  the lack of a personal message. 
B)  the unselective nature of the medium. 
C)  its inability to reach a specific market. 
D)  the difficulty of checking the effectiveness of the mailing. 
E)  inaccurate mailing addresses that send the advertisements to the wrong consumers.

Question 15

Although research into consumer opinions is expensive, it is the most productive way to

Accepted Answer

A)  define the advertising objectives. 
B)  analyze the advertising target. 
C)  determine the issues of an advertising platform. 
D)  determine the advertising appropriation. 
E)  select the media to be used. 
A)  define the advertising objectives. 
B)  analyze the advertising target. 
C)  determine the issues of an advertising platform. 
D)  determine the advertising appropriation. 
E)  select the media to be used.

Question 16

The personal-selling process includes all of the following except

Accepted Answer

A)  prospecting. 
B)  approaching the prospect. 
C)  answering objections. 
D)  providing a product sample. 
E)  making the presentation. 
A)  prospecting. 
B)  approaching the prospect. 
C)  answering objections. 
D)  providing a product sample. 
E)  making the presentation.

Question 17

Which of the following is not an advantage of newspaper advertising?

Accepted Answer

A)  It reaches a broad audience locally. 
B)  It provides only local coverage. 
C)  It is timely. 
D)  It has a short life span. 
E)  It is reasonable in cost. 
A)  It reaches a broad audience locally. 
B)  It provides only local coverage. 
C)  It is timely. 
D)  It has a short life span. 
E)  It is reasonable in cost.

Question 18

Advertising may be broadly classified into three groups: selective demand, institutional, or primary demand.

Accepted Answer

A) True 
 B)False

Question 19

The Detroit Auto Show, one of the largest of its kind, allows the world's car makers to promote their new-model cars and trucks. The Detroit Auto Show is an example of a trade show.

Accepted Answer

A) True 
 B)False

Question 20

Interior Designs is a small home interior decorating company. It has a very limited budget for promotion and needs to be able to measure the effectiveness of its promotion easily. These objectives will best be achieved through

Accepted Answer

A)  advertising. 
B)  publicity. 
C)  promotion. 
D)  public relations. 
E)  personal selling. 
A)  advertising. 
B)  publicity. 
C)  promotion. 
D)  public relations. 
E)  personal selling.

Exam 15: Developing Integrated Marketing Communications

What factors influence decisions about the composition of a promotion mix?

The most accessible medium in the United States is the radio.

Stabilizing sales is the goal of promotion efforts that

Advertising that is used to sell a particular brand of product is called

How does an order-getter differ from an order-taker? Which would you expect a propane gas route salesperson to be? Support your answer.

Driscoe, Inc., is in the process of developing an advertising campaign for its new product. It has identified the group to whom it will direct advertisements and has drafted the advertising objectives. Which of the following is not an advertising objective and thus should be deleted from the list?

Advertising that concentrates on the specific attributes of the product―its brand, style, and type―is an example of

The income level of the target market influences the choice of promotion techniques the most.

A frequent-user incentive is a gift that a producer offers a customer in return for using its product.

After Jeremy has made his sales presentation and answered the prospect's objections, he says, "When would you like to take delivery of the copier?" This is called a

The Rustic Market, a small antique shop, periodically runs advertisements in the local newspaper to keep its name before the public. This is known as ____ advertising.

A major problem with direct-mail advertising is

Although research into consumer opinions is expensive, it is the most productive way to

The personal-selling process includes all of the following except

Which of the following is not an advantage of newspaper advertising?

Advertising may be broadly classified into three groups: selective demand, institutional, or primary demand.

The Detroit Auto Show, one of the largest of its kind, allows the world's car makers to promote their new-model cars and trucks. The Detroit Auto Show is an example of a trade show.

Interior Designs is a small home interior decorating company. It has a very limited budget for promotion and needs to be able to measure the effectiveness of its promotion easily. These objectives will best be achieved through

Exploring the World of Business and Economics

A: Being Ethical and Socially Responsible

B: Being Ethical and Socially Responsible

A: Exploring Global Business

B: Exploring Global Business

Choosing a Form of Business Ownership

Small Business, Entrepreneurship, and Franchises

Understanding the Management Process

Creating a Flexible Organization

Producing Quality Goods and Services

Attracting and Retaining the Best Employees

Motivating and Satisfying Employees and Teams

Enhancing Union-Management Relations

Building Customer Relationships Through Effective Marketing

A: Creating and Pricing Products That Satisfy Customers

B: Creating and Pricing Products That Satisfy Customers

Wholesaling, Retailing, and Physical Distribution

Social Media, E-Business, and Accounting

Using Management and Accounting Information

Understanding Money, Banking, and Credit

Mastering Financial Management

A: Understanding Personal Finances and Investments

B: Understanding Personal Finances and Investments

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