Question 1

Under the traditional compensation method, an advertising agency receives ____ percent of the client's media expenditures.

Accepted Answer

A)  6 
B)  10 
C)  12 
D)  15 
E)  18 
A)  6 
B)  10 
C)  12 
D)  15 
E)  18

Question 2

The use of social media has minimally decreased in the last few years.

Accepted Answer

A) True 
 B)False

Question 3

Network time can be effectively used by independent local firms.

Accepted Answer

A) True 
 B)False

Question 4

A firm with a limited budget for promotion will probably rely on advertising because personal selling is so expensive.

Accepted Answer

A) True 
 B)False

Question 5

____ is essential to the selling process because it leaves a good impression and eases the way toward future sales.

Accepted Answer

A)  Answering objections 
B)  Making the presentation 
C)  Closing the sale 
D)  Prospecting 
E)  Following up 
A)  Answering objections 
B)  Making the presentation 
C)  Closing the sale 
D)  Prospecting 
E)  Following up

Question 6

Companies that need to contact millions of potential customers will emphasize sales promotion and advertising because of the relatively low cost per person reached.

Accepted Answer

A) True 
 B)False

Question 7

A major disadvantage of using newspapers for advertising is their short life spans.

Accepted Answer

A) True 
 B)False

Question 8

All of the following are benefits of advertising except

Accepted Answer

A)  effects of certain products may be exaggerated. 
B)  it is not expensive in reaching a large number of people. 
C)  it lowers prices due to competition. 
D)  it pays for news and entertainment programming. 
E)  it provides job opportunities. 
A)  effects of certain products may be exaggerated. 
B)  it is not expensive in reaching a large number of people. 
C)  it lowers prices due to competition. 
D)  it pays for news and entertainment programming. 
E)  it provides job opportunities.

Question 9

If Amazon.com struck a deal with FedEx such that it could guarantee one-day delivery of certain customers' orders, it should use promotional activities to

Accepted Answer

A)  position the product. 
B)  stabilize sales. 
C)  provide information. 
D)  increase awareness of the product. 
E)  offer a discount on the cost of shipping. 
A)  position the product. 
B)  stabilize sales. 
C)  provide information. 
D)  increase awareness of the product. 
E)  offer a discount on the cost of shipping.

Question 10

Determining the location and demographics of people in the advertising target, the content of the message, and the characteristics of the audiences reached by various media is done when creating the advertising message.

Accepted Answer

A) True 
 B)False

Question 11

Organizations that sell to small business-to-business markets and those that use only a few wholesalers to market their products will probably focus on ____ as their promotional tool.

Accepted Answer

A)  advertising 
B)  publicity 
C)  sales promotion 
D)  trade shows 
E)  personal selling 
A)  advertising 
B)  publicity 
C)  sales promotion 
D)  trade shows 
E)  personal selling

Question 12

Institutional advertising is by far the most common type of advertising and receives the largest share of advertising expenditures.

Accepted Answer

A) True 
 B)False

Question 13

When the campaign with the slogan "The Other White Meat" encouraged Americans to increase pork consumption, this was an example of ____ advertising.

Accepted Answer

A)  selective-demand 
B)  institutional 
C)  immediate-response 
D)  primary-demand 
E)  reminder 
A)  selective-demand 
B)  institutional 
C)  immediate-response 
D)  primary-demand 
E)  reminder

Question 14

When the United Way sends out brochures discussing the charitable activities and organizations it supports, it is using

Accepted Answer

A)  media relations. 
B)  promotion. 
C)  integrated marketing communications. 
D)  infomercials. 
E)  solicitation. 
A)  media relations. 
B)  promotion. 
C)  integrated marketing communications. 
D)  infomercials. 
E)  solicitation.

Question 15

Why is the ability of the salesperson to handle objections so important in the selling process?

Accepted Answer

The ability of a salesperson to handle o

Question 16

Primary-demand advertising is

Accepted Answer

A)  promotion of specific brands of goods or services. 
B)  image-building advertising. 
C)  advertising aimed at stimulating demand for an entire industry. 
D)  product-related advertising aimed at a company's primary target market. 
E)  aimed mainly at children who are in primary school. 
A)  promotion of specific brands of goods or services. 
B)  image-building advertising. 
C)  advertising aimed at stimulating demand for an entire industry. 
D)  product-related advertising aimed at a company's primary target market. 
E)  aimed mainly at children who are in primary school.

Question 17

R&P Inc.
R&P Inc. is an emerging company that wants to focus on personal selling, sales promotion, and public relations activities. R&P's management understands that personal selling is about the personal communication aimed at customers, but they feel that determining more specifics about the products they sell will allow them to better achieve their goal. Another important route they would like to take is to learn more about the various types of sales promotion. Finally, management would like to focus more on publicity-based PR. By concentrating on these areas, the company believes that it will be able to successfully create a promotional campaign.
-Refer to R&P Inc. R&P management could use sales promotions for any of the following objectives except

Accepted Answer

A)  to attract new customers. 
B)  to boost sales to current customers. 
C)  to reinforce advertising. 
D)  to steady increasing sales patterns. 
E)  to improve shelf space and displays. 
A)  to attract new customers. 
B)  to boost sales to current customers. 
C)  to reinforce advertising. 
D)  to steady increasing sales patterns. 
E)  to improve shelf space and displays.

Question 18

General Motors Corporation and Ford Motor Company frequently advertise that their cars beat the competition in price, durability, and warranties. This type of advertising is called ____ advertising.

Accepted Answer

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

Question 19

The president of your small company wants to better understand the basis on which you select your promotion mix. You indicate that the selection of promotion-mix ingredients and the degree to which they are used depend on all of the following except the

Accepted Answer

A)  organizational resources. 
B)  nature of the target market. 
C)  characteristics of the product. 
D)  personal preferences of the marketers. 
E)  feasibility of various promotion methods. 
A)  organizational resources. 
B)  nature of the target market. 
C)  characteristics of the product. 
D)  personal preferences of the marketers. 
E)  feasibility of various promotion methods.

Question 20

The major arguments against advertising are that it is wasteful and that it can be deceptive.

Accepted Answer

A) True 
 B)False

Exam 15: Developing Integrated Marketing Communications

Under the traditional compensation method, an advertising agency receives ____ percent of the client's media expenditures.

The use of social media has minimally decreased in the last few years.

Network time can be effectively used by independent local firms.

A firm with a limited budget for promotion will probably rely on advertising because personal selling is so expensive.

____ is essential to the selling process because it leaves a good impression and eases the way toward future sales.

Companies that need to contact millions of potential customers will emphasize sales promotion and advertising because of the relatively low cost per person reached.

A major disadvantage of using newspapers for advertising is their short life spans.

All of the following are benefits of advertising except

If Amazon.com struck a deal with FedEx such that it could guarantee one-day delivery of certain customers' orders, it should use promotional activities to

Determining the location and demographics of people in the advertising target, the content of the message, and the characteristics of the audiences reached by various media is done when creating the advertising message.

Organizations that sell to small business-to-business markets and those that use only a few wholesalers to market their products will probably focus on ____ as their promotional tool.

Institutional advertising is by far the most common type of advertising and receives the largest share of advertising expenditures.

When the campaign with the slogan "The Other White Meat" encouraged Americans to increase pork consumption, this was an example of ____ advertising.

When the United Way sends out brochures discussing the charitable activities and organizations it supports, it is using

Why is the ability of the salesperson to handle objections so important in the selling process?

Primary-demand advertising is

General Motors Corporation and Ford Motor Company frequently advertise that their cars beat the competition in price, durability, and warranties. This type of advertising is called ____ advertising.

The president of your small company wants to better understand the basis on which you select your promotion mix. You indicate that the selection of promotion-mix ingredients and the degree to which they are used depend on all of the following except the

The major arguments against advertising are that it is wasteful and that it can be deceptive.

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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