Question 1

All activities whose objective is to create and maintain a favorable public image are called public relations.

Accepted Answer

A) True 
 B)False

Question 2

Marketers tend to design promotional communication for wider audiences rather than for a specific group.

Accepted Answer

A) True 
 B)False

Question 3

Kaitlyn demonstrates how her company's new professional stain remover works. This demonstration is part of the ____ step of the personal-selling process.

Accepted Answer

A)  prospecting 
B)  answering objections 
C)  closing the sale 
D)  making the presentation 
E)  approaching the prospect 
A)  prospecting 
B)  answering objections 
C)  closing the sale 
D)  making the presentation 
E)  approaching the prospect

Question 4

Advertising appropriation should be based on the historical average of the company's advertising expenditure.

Accepted Answer

A) True 
 B)False

Question 5

The most adaptable of all promotion methods is personal selling because the message can be modified to suit the individual buyer.

Accepted Answer

A) True 
 B)False

Question 6

Why would a marketer identify and analyze the target audience before defining the advertising objectives when developing an advertising campaign?

Accepted Answer

A marketer would identify and analyze th

Question 7

Blackwelder Co. calls a meeting to announce to the media that it is hiring a new CEO and changing the company name to Natural Basics. The company will distribute additional materials at this meeting, which is called a

Accepted Answer

A)  news release. 
B)  press conference. 
C)  publicity affair. 
D)  promotional campaign. 
E)  media exclusive. 
A)  news release. 
B)  press conference. 
C)  publicity affair. 
D)  promotional campaign. 
E)  media exclusive.

Question 8

Vicky works as a salesperson for Lands' End. Her duties consist of taking customer orders over the telephone and ensuring that the information is properly entered so that customers will receive the products they need. Vicky is a(n)

Accepted Answer

A)  order-getter. 
B)  missionary salesperson. 
C)  prospector. 
D)  outside order-taker. 
E)  inside order-taker. 
A)  order-getter. 
B)  missionary salesperson. 
C)  prospector. 
D)  outside order-taker. 
E)  inside order-taker.

Question 9

A primary benefit of magazine advertising is the advertisement's life span.

Accepted Answer

A) True 
 B)False

Question 10

Missy John's responsibilities at Ford include educating customers, building goodwill for the firm, and providing follow-up service. Dave is a

Accepted Answer

A)  missionary salesperson. 
B)  trade salesperson. 
C)  technical salesperson. 
D)  sales support person. 
E)  creative order-taker. 
A)  missionary salesperson. 
B)  trade salesperson. 
C)  technical salesperson. 
D)  sales support person. 
E)  creative order-taker.

Question 11

General Mills is planning a sales promotion to stimulate wholesalers and retailers to carry a new line of cake mixes and to market the mixes aggressively. What type of sales promotion should General Mills use?

Accepted Answer

A)  Consumer sales 
B)  Pull 
C)  Push 
D)  Trade sales 
E)  Product sales 
A)  Consumer sales 
B)  Pull 
C)  Push 
D)  Trade sales 
E)  Product sales

Question 12

Advertising appropriations may be based on all of the following except

Accepted Answer

A)  the ad agency's compensation. 
B)  executive judgment. 
C)  last year's sales. 
D)  what competitors spend on advertising. 
E)  next year's forecasted sales. 
A)  the ad agency's compensation. 
B)  executive judgment. 
C)  last year's sales. 
D)  what competitors spend on advertising. 
E)  next year's forecasted sales.

Question 13

A shelf dispenser in a supermarket provides pieces of paper that offer $1.00 off any Thermasilk hair care product. Customers can redeem their savings at the time of purchase. This sales promotion is a

Accepted Answer

A)  point-of-purchase display. 
B)  rebate. 
C)  coupon. 
D)  premium. 
E)  refund. 
A)  point-of-purchase display. 
B)  rebate. 
C)  coupon. 
D)  premium. 
E)  refund.

Question 14

As Alberto walked down the aisle of a supermarket one Saturday, he encountered a lady at the end handing out bite-sized portions of a new brand of sausage. This lady is trying to accomplish what?

Accepted Answer

A)  Neutralize competitive promotional efforts 
B)  Stabilize irregular sales patterns 
C)  Reinforce advertising 
D)  Encourage trial purchases of the product 
E)  Draw new customers 
A)  Neutralize competitive promotional efforts 
B)  Stabilize irregular sales patterns 
C)  Reinforce advertising 
D)  Encourage trial purchases of the product 
E)  Draw new customers

Question 15

The primary concern of the media planner is to

Accepted Answer

A)  ensure that the budget is large enough to pay for the various media chosen for the campaign. 
B)  reach the largest possible number of persons in the advertising target for each dollar spent. 
C)  ensure that the words and illustrations used in the ad are meaningful and appealing to the target market. 
D)  ensure that the choice of words and illustrations used are appropriate for the choice of medium being used. 
E)  execute a successful ad campaign without going over the budget. 
A)  ensure that the budget is large enough to pay for the various media chosen for the campaign. 
B)  reach the largest possible number of persons in the advertising target for each dollar spent. 
C)  ensure that the words and illustrations used in the ad are meaningful and appealing to the target market. 
D)  ensure that the choice of words and illustrations used are appropriate for the choice of medium being used. 
E)  execute a successful ad campaign without going over the budget.

Question 16

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. During which step of the personal selling process should an R&P salesperson ask the prospect to buy the product?

Accepted Answer

A)  Closing the sale 
B)  Prospecting 
C)  Answering objections 
D)  Approaching the prospect 
E)  Making the advertisement 
A)  Closing the sale 
B)  Prospecting 
C)  Answering objections 
D)  Approaching the prospect 
E)  Making the advertisement

Question 17

Why is social media advertising a challenge for advertisers? What drawbacks exist with social media advertising?

Accepted Answer

Social media advertising presents severa

Question 18

Kevin Johnson sits at a customer hotline phone at Microsoft and answers calls from customers who just purchased new Microsoft products. He would be what type of sales employee?

Accepted Answer

A)  Inside order-taker 
B)  Missionary salesperson 
C)  Technical salesperson 
D)  Trade salesperson 
E)  Order-taking salesperson 
A)  Inside order-taker 
B)  Missionary salesperson 
C)  Technical salesperson 
D)  Trade salesperson 
E)  Order-taking salesperson

Question 19

All of the following are categories of promotion except

Accepted Answer

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

Question 20

All of the following are examples of sales promotion except

Accepted Answer

A)  rebate. 
B)  sample. 
C)  premium. 
D)  point-of-purchase display. 
E)  direct-response advertising. 
A)  rebate. 
B)  sample. 
C)  premium. 
D)  point-of-purchase display. 
E)  direct-response advertising.

Exam 15: Developing Integrated Marketing Communications

All activities whose objective is to create and maintain a favorable public image are called public relations.

Marketers tend to design promotional communication for wider audiences rather than for a specific group.

Kaitlyn demonstrates how her company's new professional stain remover works. This demonstration is part of the ____ step of the personal-selling process.

Advertising appropriation should be based on the historical average of the company's advertising expenditure.

The most adaptable of all promotion methods is personal selling because the message can be modified to suit the individual buyer.

Why would a marketer identify and analyze the target audience before defining the advertising objectives when developing an advertising campaign?

Blackwelder Co. calls a meeting to announce to the media that it is hiring a new CEO and changing the company name to Natural Basics. The company will distribute additional materials at this meeting, which is called a

Vicky works as a salesperson for Lands' End. Her duties consist of taking customer orders over the telephone and ensuring that the information is properly entered so that customers will receive the products they need. Vicky is a(n)

A primary benefit of magazine advertising is the advertisement's life span.

Missy John's responsibilities at Ford include educating customers, building goodwill for the firm, and providing follow-up service. Dave is a

General Mills is planning a sales promotion to stimulate wholesalers and retailers to carry a new line of cake mixes and to market the mixes aggressively. What type of sales promotion should General Mills use?

Advertising appropriations may be based on all of the following except

A shelf dispenser in a supermarket provides pieces of paper that offer $1.00 off any Thermasilk hair care product. Customers can redeem their savings at the time of purchase. This sales promotion is a

As Alberto walked down the aisle of a supermarket one Saturday, he encountered a lady at the end handing out bite-sized portions of a new brand of sausage. This lady is trying to accomplish what?

The primary concern of the media planner is to

Why is social media advertising a challenge for advertisers? What drawbacks exist with social media advertising?

Kevin Johnson sits at a customer hotline phone at Microsoft and answers calls from customers who just purchased new Microsoft products. He would be what type of sales employee?

All of the following are categories of promotion except

All of the following are examples of sales promotion except

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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