Question 1

Newspapers, magazines, television, radio, direct mail, and out-of-home displays are all examples of advertising media.

Accepted Answer

A) True 
 B)False

Question 2

The first step in personal selling is to reach potential buyers and to choose the most likely prospects.

Accepted Answer

A) True 
 B)False

Question 3

How does immediate-response advertising differ from reminder advertising?

Accepted Answer

Immediate-response advertising and remin

Question 4

Lisa is in charge of maintaining good relationships between her organization and local government, business leader groups, and the general public. Lisa's responsibilities can be called

Accepted Answer

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

Question 5

Ryan Witz sells vacuum cleaners door-to-door. After showing Mrs. Davis several models and demonstrations, Ryan can tell she is hesitant but interested. Which trial closing is Ryan likely to use to ensure a sale?

Accepted Answer

A)  "Here's my card. Give me a call if you would like to place an order." 
B)  "Will you be placing an order, Mrs. Davis?" 
C)  "Do you want the standard model, or the one with the special options package?" 
D)  "Shall I give you a week to consider the offer?" 
E)  "I'll put you down for the deluxe model. Is that your natural hair color?" 
A)  "Here's my card. Give me a call if you would like to place an order." 
B)  "Will you be placing an order, Mrs. Davis?" 
C)  "Do you want the standard model, or the one with the special options package?" 
D)  "Shall I give you a week to consider the offer?" 
E)  "I'll put you down for the deluxe model. Is that your natural hair color?"

Question 6

Which of the following is not a public relations tool?

Accepted Answer

A)  Press conference 
B)  News release 
C)  Sponsorship program 
D)  Trade show 
E)  Captioned photograph 
A)  Press conference 
B)  News release 
C)  Sponsorship program 
D)  Trade show 
E)  Captioned photograph

Question 7

Selective-demand advertising is advertising designed to enhance a firm's image or reputation.

Accepted Answer

A) True 
 B)False

Question 8

Advertising leads to the development of new and improved products, greater product choices, and lower consumer prices.

Accepted Answer

A) True 
 B)False

Question 9

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 knows that ____ is the most effective and least expensive means of communicating product information to a large number of individuals and organizations.

Accepted Answer

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

Question 10

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. In developing the advertising campaign for a client, in which of the following steps should SME include the important selling points or features of the client's products?

Accepted Answer

A)  Identifying and analyzing the industry 
B)  Defining the advertising objectives 
C)  Creating the advertising platform 
D)  Determining the advertising appropriation 
E)  Developing the media plan 
A)  Identifying and analyzing the industry 
B)  Defining the advertising objectives 
C)  Creating the advertising platform 
D)  Determining the advertising appropriation 
E)  Developing the media plan

Question 11

David believes that all promotional activities should be completely eliminated. What commonly held misconception does David likely have about promotion?

Accepted Answer

A)  He believes that promotion is unnecessary and simply causes prices to be high. 
B)  He thinks advertising and personal selling are the only functions of marketing. 
C)  He thinks that promotion is expensive. 
D)  He believes a company's good reputation is the only tool that it needs. 
E)  He feels that competition in a free enterprise system would thrive without promotion. 
A)  He believes that promotion is unnecessary and simply causes prices to be high. 
B)  He thinks advertising and personal selling are the only functions of marketing. 
C)  He thinks that promotion is expensive. 
D)  He believes a company's good reputation is the only tool that it needs. 
E)  He feels that competition in a free enterprise system would thrive without promotion.

Question 12

Merck & Co., Inc., a pharmaceutical manufacturer, wishes to promote its products to retail pharmacists, physicians, and hospitals. Merck should recruit

Accepted Answer

A)  order-getters. 
B)  order-takers. 
C)  outside salespersons. 
D)  advisory salespersons. 
E)  missionary salespersons. 
A)  order-getters. 
B)  order-takers. 
C)  outside salespersons. 
D)  advisory salespersons. 
E)  missionary salespersons.

Question 13

Any nonpersonal promotional message that is paid for by an identified sponsor and directed to a selected audience is called

Accepted Answer

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

Question 14

Mercedes-Benz's management of a Facebook fan page as well as a YouTube channel displays the company's utilization of

Accepted Answer

A)  the Internet. 
B)  social media. 
C)  cooperative advertising. 
D)  promotion. 
E)  product positioning. 
A)  the Internet. 
B)  social media. 
C)  cooperative advertising. 
D)  promotion. 
E)  product positioning.

Question 15

An article in The Wall Street Journal addresses the issue of customer service and mentions that the Ritz Carlton Hotel Company offers outstanding customer service at all of its hotels. This article is an example of

Accepted Answer

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

Question 16

As you are browsing the Internet, you open the website for Forbes.com to find an article for class. As the website is opening, an advertisement for IBM opens up on your screen. This is a(n)

Accepted Answer

A)  interstitial ad. 
B)  flag ad. 
C)  banner ad. 
D)  button ad. 
E)  keyword ad. 
A)  interstitial ad. 
B)  flag ad. 
C)  banner ad. 
D)  button ad. 
E)  keyword ad.

Question 17

Advertising that is used to promote a particular brand is called ____ advertising.

Accepted Answer

A)  media 
B)  selective-demand 
C)  institutional 
D)  primary-demand 
E)  mass 
A)  media 
B)  selective-demand 
C)  institutional 
D)  primary-demand 
E)  mass

Question 18

What are the four primary elements in an organization's promotion mix? Briefly describe each of the elements.

Accepted Answer

The four primary elements in an organiza

Question 19

Procter & Gamble wants to introduce a new laundry detergent in the national market. The company buys television exposure that guarantees that its message will be broadcast through hundreds of television stations. P&G is buying

Accepted Answer

A)  network time. 
B)  local time. 
C)  regional time. 
D)  spot time. 
E)  sponsorship. 
A)  network time. 
B)  local time. 
C)  regional time. 
D)  spot time. 
E)  sponsorship.

Question 20

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. If the managers at R&P were interested in implementing the most widely used type of publicity, they should utilize which of the following?

Accepted Answer

A)  News release 
B)  Captioned photograph 
C)  Point-of-purchase display 
D)  Feature article 
E)  Press conference 
A)  News release 
B)  Captioned photograph 
C)  Point-of-purchase display 
D)  Feature article 
E)  Press conference

Exam 15: Developing Integrated Marketing Communications

Newspapers, magazines, television, radio, direct mail, and out-of-home displays are all examples of advertising media.

The first step in personal selling is to reach potential buyers and to choose the most likely prospects.

How does immediate-response advertising differ from reminder advertising?

Lisa is in charge of maintaining good relationships between her organization and local government, business leader groups, and the general public. Lisa's responsibilities can be called

Ryan Witz sells vacuum cleaners door-to-door. After showing Mrs. Davis several models and demonstrations, Ryan can tell she is hesitant but interested. Which trial closing is Ryan likely to use to ensure a sale?

Which of the following is not a public relations tool?

Selective-demand advertising is advertising designed to enhance a firm's image or reputation.

Advertising leads to the development of new and improved products, greater product choices, and lower consumer prices.

David believes that all promotional activities should be completely eliminated. What commonly held misconception does David likely have about promotion?

Merck & Co., Inc., a pharmaceutical manufacturer, wishes to promote its products to retail pharmacists, physicians, and hospitals. Merck should recruit

Any nonpersonal promotional message that is paid for by an identified sponsor and directed to a selected audience is called

Mercedes-Benz's management of a Facebook fan page as well as a YouTube channel displays the company's utilization of

An article in The Wall Street Journal addresses the issue of customer service and mentions that the Ritz Carlton Hotel Company offers outstanding customer service at all of its hotels. This article is an example of

As you are browsing the Internet, you open the website for Forbes.com to find an article for class. As the website is opening, an advertisement for IBM opens up on your screen. This is a(n)

Advertising that is used to promote a particular brand is called ____ advertising.

What are the four primary elements in an organization's promotion mix? Briefly describe each of the elements.

Procter & Gamble wants to introduce a new laundry detergent in the national market. The company buys television exposure that guarantees that its message will be broadcast through hundreds of television stations. P&G is buying

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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