Question 1

Industrial products usually are not promoted through personal selling.

Accepted Answer

A) True 
 B)False

Question 2

In general, consumer goods will depend on ____; industrial products are more likely to use ____ as the primary focus of their promotion mix.

Accepted Answer

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

Question 3

All of the following are helpful in evaluating the effectiveness of advertising except

Accepted Answer

A)  past sales. 
B)  responses to coupon offers. 
C)  salespersons' salaries. 
D)  consumer surveys by research organizations. 
E)  current sales. 
A)  past sales. 
B)  responses to coupon offers. 
C)  salespersons' salaries. 
D)  consumer surveys by research organizations. 
E)  current sales.

Question 4

When major oil companies advertise to build goodwill rather than to stimulate sales, they are using

Accepted Answer

A)  institutional advertising. 
B)  primary-demand advertising. 
C)  public relations. 
D)  publicity. 
E)  selective-demand advertising. 
A)  institutional advertising. 
B)  primary-demand advertising. 
C)  public relations. 
D)  publicity. 
E)  selective-demand advertising.

Question 5

The market that a store attempts to reach by using newspaper advertising is a(n)

Accepted Answer

A)  primary-demand audience. 
B)  national market. 
C)  local market. 
D)  interested market. 
E)  zone market. 
A)  primary-demand audience. 
B)  national market. 
C)  local market. 
D)  interested market. 
E)  zone market.

Question 6

Although television is the newest advertising medium, it receives by far the largest share of advertising revenue.

Accepted Answer

A) True 
 B)False

Question 7

Television advertising rates are based on the geographic area of coverage of the station's signal.

Accepted Answer

A) True 
 B)False

Question 8

Personal selling in support of the sales efforts of other intermediaries is called creative selling.

Accepted Answer

A) True 
 B)False

Question 9

Selective-demand advertising aimed at persuading consumers to make purchases within a short time is called ____ advertising.

Accepted Answer

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

Question 10

Suppose the company you work for wants to use publicity to raise public awareness of the company's products. Which of the following would be among the issues addressed in its publicity releases?

Accepted Answer

A)  Changes in credit terms 
B)  Visits by famous persons 
C)  Athletic events 
D)  Employment gains 
E)  New uses for old products 
A)  Changes in credit terms 
B)  Visits by famous persons 
C)  Athletic events 
D)  Employment gains 
E)  New uses for old products

Question 11

All of the following are factors in setting advertising rates for radio advertising except

Accepted Answer

A)  geographic coverage. 
B)  the time period specified. 
C)  whether advertising is on AM, FM, or both. 
D)  the number of people who will actually listen to the commercial. 
E)  the number of commercials contracted for. 
A)  geographic coverage. 
B)  the time period specified. 
C)  whether advertising is on AM, FM, or both. 
D)  the number of people who will actually listen to the commercial. 
E)  the number of commercials contracted for.

Question 12

Billboards, signs, and transportation vehicle signage are examples of ____ advertising.

Accepted Answer

A)  out-of-home 
B)  reminder 
C)  cooperative 
D)  selective 
E)  institutional 
A)  out-of-home 
B)  reminder 
C)  cooperative 
D)  selective 
E)  institutional

Question 13

A local dance school wants to create a billboard to try to increase enrollment for its classes, which frequently start during the year. Since learning about advertising in your Business 101 class, you would most likely recommend which of the following for the billboard?

Accepted Answer

A)  Simply writing the name of the dance school and its phone number in black letters on a white billboard 
B)  Showing a picture of smiling dancers with the name of the dance school and the words "Enroll Today!" 
C)  Providing a comprehensive list of the various dance classes offered and the names of the dance instructors 
D)  Showing the schedule for all upcoming classes and the phone number and e- mail address to register 
E)  Having a picture of a previous dance class in their costumes from last year's recital and no text message 
A)  Simply writing the name of the dance school and its phone number in black letters on a white billboard 
B)  Showing a picture of smiling dancers with the name of the dance school and the words "Enroll Today!" 
C)  Providing a comprehensive list of the various dance classes offered and the names of the dance instructors 
D)  Showing the schedule for all upcoming classes and the phone number and e- mail address to register 
E)  Having a picture of a previous dance class in their costumes from last year's recital and no text message

Question 14

Which of the following is true about Yellow Pages advertising?

Accepted Answer

A)  The majority of advertising is used by local advertisers rather than national advertisers. 
B)  Nearly all advertising is used by large, national advertisers. 
C)  Ads are placed weekly and can consistently be changed. 
D)  Fewer than 25 percent of adults read Yellow Page ads approximately once a week. 
E)  Yellow Pages ads can be easily changed at any time. 
A)  The majority of advertising is used by local advertisers rather than national advertisers. 
B)  Nearly all advertising is used by large, national advertisers. 
C)  Ads are placed weekly and can consistently be changed. 
D)  Fewer than 25 percent of adults read Yellow Page ads approximately once a week. 
E)  Yellow Pages ads can be easily changed at any time.

Question 15

Would the owner of a small retail grocery store be more likely to advertise Tuesday specials using radio or television? Why?

Accepted Answer

The owner of a small retail grocery stor

Question 16

Personal selling, a major element in an organization's promotion mix, is a less expensive way to reach consumers than through advertising.

Accepted Answer

A) True 
 B)False

Question 17

When has Natalie, an industrial supplies salesperson, completed her job with a particular client?

Accepted Answer

A)  When she overcomes the objections of the client 
B)  When she closes a sale with the client 
C)  Never, as long as she maintains a working relationship with the client 
D)  When she follows up with the client to ensure that a correct and timely delivery was made 
E)  When she thanks the client for the business and asks for other prospects 
A)  When she overcomes the objections of the client 
B)  When she closes a sale with the client 
C)  Never, as long as she maintains a working relationship with the client 
D)  When she follows up with the client to ensure that a correct and timely delivery was made 
E)  When she thanks the client for the business and asks for other prospects

Question 18

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. Given that television ranks number one in total advertising revenue, if a client is interested in reaching a national audience, SME should advise the client to buy which of the following?

Accepted Answer

A)  Network time 
B)  Yellow page sponsorship 
C)  Order-getter 
D)  Local time 
E)  Personal selling 
A)  Network time 
B)  Yellow page sponsorship 
C)  Order-getter 
D)  Local time 
E)  Personal selling

Question 19

Sears would like to promote its new line of dishwashers with the multi-flow system. Since this is a new feature, Sears needs to be able to demonstrate the product. Sears will most likely use

Accepted Answer

A)  publicity. 
B)  sales promotion. 
C)  the Internet. 
D)  trade shows. 
E)  advertising. 
A)  publicity. 
B)  sales promotion. 
C)  the Internet. 
D)  trade shows. 
E)  advertising.

Question 20

Both inside and outside order-takers produce most of their company's sales through

Accepted Answer

A)  successful handling of repeat sales. 
B)  creative selling techniques. 
C)  aggressive solicitation of new customers. 
D)  locating prospects. 
E)  persuading new customers to try their product or service. 
A)  successful handling of repeat sales. 
B)  creative selling techniques. 
C)  aggressive solicitation of new customers. 
D)  locating prospects. 
E)  persuading new customers to try their product or service.

Exam 15: Developing Integrated Marketing Communications

Industrial products usually are not promoted through personal selling.

In general, consumer goods will depend on ____; industrial products are more likely to use ____ as the primary focus of their promotion mix.

All of the following are helpful in evaluating the effectiveness of advertising except

When major oil companies advertise to build goodwill rather than to stimulate sales, they are using

The market that a store attempts to reach by using newspaper advertising is a(n)

Although television is the newest advertising medium, it receives by far the largest share of advertising revenue.

Television advertising rates are based on the geographic area of coverage of the station's signal.

Personal selling in support of the sales efforts of other intermediaries is called creative selling.

Selective-demand advertising aimed at persuading consumers to make purchases within a short time is called ____ advertising.

Suppose the company you work for wants to use publicity to raise public awareness of the company's products. Which of the following would be among the issues addressed in its publicity releases?

All of the following are factors in setting advertising rates for radio advertising except

Billboards, signs, and transportation vehicle signage are examples of ____ advertising.

A local dance school wants to create a billboard to try to increase enrollment for its classes, which frequently start during the year. Since learning about advertising in your Business 101 class, you would most likely recommend which of the following for the billboard?

Which of the following is true about Yellow Pages advertising?

Would the owner of a small retail grocery store be more likely to advertise Tuesday specials using radio or television? Why?

Personal selling, a major element in an organization's promotion mix, is a less expensive way to reach consumers than through advertising.

When has Natalie, an industrial supplies salesperson, completed her job with a particular client?

Sears would like to promote its new line of dishwashers with the multi-flow system. Since this is a new feature, Sears needs to be able to demonstrate the product. Sears will most likely use

Both inside and outside order-takers produce most of their company's sales 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

Filters

In general, consumer goods will depend on ; industrial products are more likely to use as the primary focus of their promotion mix.