Question 1

Only a small percentage of Yellow Pages advertising is used by local advertisers as opposed to national advertisers.

Accepted Answer

A) True 
 B)False

Question 2

Out-of-home advertising includes direct-mail, magazines, and newspapers.

Accepted Answer

A) True 
 B)False

Question 3

In the past, Tupperware used only personal selling to sell its products; it now uses other methods as well to reach its target market. Together these various methods are Tupperware's

Accepted Answer

A)  promotion package. 
B)  advertising. 
C)  marketing mix. 
D)  promotion mix. 
E)  public relations. 
A)  promotion package. 
B)  advertising. 
C)  marketing mix. 
D)  promotion mix. 
E)  public relations.

Question 4

McDonald's wants to launch a campaign promoting its new gargantuan-sized meals. Since McDonald's will be launching the new size nationally, it will want to use a mix of ____ and ____.

Accepted Answer

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

Question 5

If Sports Chalet promotes sale prices (as opposed to full retail prices) for its ski equipment in April, it is trying to do what?

Accepted Answer

A)  Increase profits during a slow-selling period 
B)  Increase market share 
C)  Avoid obsolescence of its merchandise 
D)  Position its store as the low-price leader 
E)  Stabilize sales revenues 
A)  Increase profits during a slow-selling period 
B)  Increase market share 
C)  Avoid obsolescence of its merchandise 
D)  Position its store as the low-price leader 
E)  Stabilize sales revenues

Question 6

At the top of the website for MSN, you see a rectangle that says "Click here for great savings at Amazon.com!" This type of Internet advertising is called

Accepted Answer

A)  sponsorship. 
B)  a button ad. 
C)  an in-your-face ad. 
D)  an interstitial ad. 
E)  a banner ad. 
A)  sponsorship. 
B)  a button ad. 
C)  an in-your-face ad. 
D)  an interstitial ad. 
E)  a banner ad.

Question 7

The advertising appropriation is the

Accepted Answer

A)  decision as to what is proper for the target audience to view. 
B)  decision from top management of the company about which types of media are appropriate for the ad agency to use. 
C)  degree to which the ad effectively reached the target audience. 
D)  effectiveness with which the money spent on an ad campaign delivered the appropriate message to its audience. 
E)  total amount of money designated for advertising in a given period. 
A)  decision as to what is proper for the target audience to view. 
B)  decision from top management of the company about which types of media are appropriate for the ad agency to use. 
C)  degree to which the ad effectively reached the target audience. 
D)  effectiveness with which the money spent on an ad campaign delivered the appropriate message to its audience. 
E)  total amount of money designated for advertising in a given period.

Question 8

Advertising whose purpose is to increase the demand for all brands of a good or service is called

Accepted Answer

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

Question 9

Sales promotion is typically one of the four major elements in an organization's promotion mix.

Accepted Answer

A) True 
 B)False

Question 10

Advertising may be broadly classified into three groups:

Accepted Answer

A)  selective demand, creative, primary demand. 
B)  point of purchase, personal, institutional. 
C)  publicity, point-of-purchase, personal. 
D)  selective demand, institutional, primary demand. 
E)  selective demand, institutional, point of purchase. 
A)  selective demand, creative, primary demand. 
B)  point of purchase, personal, institutional. 
C)  publicity, point-of-purchase, personal. 
D)  selective demand, institutional, primary demand. 
E)  selective demand, institutional, point of purchase.

Question 11

If a company sends a representative to your home who tries to sell you a vacuum cleaner, this company is using

Accepted Answer

A)  advertising. 
B)  public relations. 
C)  sales promotion. 
D)  personal selling. 
E)  integrated marketing communications. 
A)  advertising. 
B)  public relations. 
C)  sales promotion. 
D)  personal selling. 
E)  integrated marketing communications.

Question 12

A television commercial describing why Sure antiperspirant works better than Right Guard antiperspirant is an example of primary-demand advertising.

Accepted Answer

A) True 
 B)False

Question 13

Your company's greatest need is to employ salespeople who will be responsible for selling the firm's products to new customers and increasing sales to present customers. For this reason, you recommend that the company hire which type of salesperson?

Accepted Answer

A)  Order-taker 
B)  Missionary 
C)  Trade 
D)  Order-getter 
E)  Technical 
A)  Order-taker 
B)  Missionary 
C)  Trade 
D)  Order-getter 
E)  Technical

Question 14

In preparing for summer sales, Sunsheen Tanning Products is placing in its retail outlets life-size cardboard cutouts of this year's Miss Tan America that attach to existing store displays. The cutout, featuring Miss Tan America in a bikini holding a bottle of lotion, is an example of a(n)

Accepted Answer

A)  deceptive advertising practice. 
B)  outdoor advertisement. 
C)  point-of-purchase display. 
D)  trade sales promotion method. 
E)  in-store demonstration. 
A)  deceptive advertising practice. 
B)  outdoor advertisement. 
C)  point-of-purchase display. 
D)  trade sales promotion method. 
E)  in-store demonstration.

Question 15

A return of part of the purchase price to the consumer is known as a

Accepted Answer

A)  premium. 
B)  rebate. 
C)  sample. 
D)  point-of-purchase coupon. 
E)  discount. 
A)  premium. 
B)  rebate. 
C)  sample. 
D)  point-of-purchase coupon. 
E)  discount.

Question 16

In a typical day working for Coors Brewing, Alan will deliver beer, restock shelves, clear out old beer, take orders for the next day's delivery, and set up promotional displays. Alan is both a ____ and an ____.

Accepted Answer

A)  missionary salesperson; order-getter 
B)  trade salesperson; order-taker 
C)  technical salesperson; order-getter 
D)  trade salesperson; order-getter 
E)  missionary salesperson; order-taker 
A)  missionary salesperson; order-getter 
B)  trade salesperson; order-taker 
C)  technical salesperson; order-getter 
D)  trade salesperson; order-getter 
E)  missionary salesperson; order-taker

Question 17

James Rodriguez, an advertising manager for Verizon, has chosen the words for the company's new magazine ads and is now determining which illustrations will best complement the words. In which stage of developing the advertising campaign is James?

Accepted Answer

A)  Defining the advertising objectives 
B)  Developing the media plan 
C)  Creating the advertising message 
D)  Executing the campaign 
E)  Identifying the advertising target audience 
A)  Defining the advertising objectives 
B)  Developing the media plan 
C)  Creating the advertising message 
D)  Executing the campaign 
E)  Identifying the advertising target audience

Question 18

When Fashion Fair Cosmetics offers marketing assistance to resellers that buy its products, it is engaging in what type of promotion technique?

Accepted Answer

A)  Bribery 
B)  Consumer sales promotion technique 
C)  Consumer product promotion technique 
D)  Trade sales promotion method 
E)  Bait-and-switch method 
A)  Bribery 
B)  Consumer sales promotion technique 
C)  Consumer product promotion technique 
D)  Trade sales promotion method 
E)  Bait-and-switch method

Question 19

Turner's Garage, an automotive repair shop, sends out a direct-mail offer for a complete tune-up for first-time customers at a greatly reduced price. Which sales promotion objective is Turner's Garage trying to accomplish?

Accepted Answer

A)  Neutralizing competitive promotional offers 
B)  Increasing reseller inventories 
C)  Boosting sales to current customers 
D)  Steadying irregular sales patterns 
E)  Drawing new customers 
A)  Neutralizing competitive promotional offers 
B)  Increasing reseller inventories 
C)  Boosting sales to current customers 
D)  Steadying irregular sales patterns 
E)  Drawing new customers

Question 20

The best way to reach a very small target market is through

Accepted Answer

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

Exam 15: Developing Integrated Marketing Communications

Only a small percentage of Yellow Pages advertising is used by local advertisers as opposed to national advertisers.

Out-of-home advertising includes direct-mail, magazines, and newspapers.

In the past, Tupperware used only personal selling to sell its products; it now uses other methods as well to reach its target market. Together these various methods are Tupperware's

McDonald's wants to launch a campaign promoting its new gargantuan-sized meals. Since McDonald's will be launching the new size nationally, it will want to use a mix of ____ and ____.

If Sports Chalet promotes sale prices (as opposed to full retail prices) for its ski equipment in April, it is trying to do what?

At the top of the website for MSN, you see a rectangle that says "Click here for great savings at Amazon.com!" This type of Internet advertising is called

The advertising appropriation is the

Advertising whose purpose is to increase the demand for all brands of a good or service is called

Sales promotion is typically one of the four major elements in an organization's promotion mix.

Advertising may be broadly classified into three groups:

If a company sends a representative to your home who tries to sell you a vacuum cleaner, this company is using

A television commercial describing why Sure antiperspirant works better than Right Guard antiperspirant is an example of primary-demand advertising.

Your company's greatest need is to employ salespeople who will be responsible for selling the firm's products to new customers and increasing sales to present customers. For this reason, you recommend that the company hire which type of salesperson?

In preparing for summer sales, Sunsheen Tanning Products is placing in its retail outlets life-size cardboard cutouts of this year's Miss Tan America that attach to existing store displays. The cutout, featuring Miss Tan America in a bikini holding a bottle of lotion, is an example of a(n)

A return of part of the purchase price to the consumer is known as a

In a typical day working for Coors Brewing, Alan will deliver beer, restock shelves, clear out old beer, take orders for the next day's delivery, and set up promotional displays. Alan is both a ____ and an ____.

James Rodriguez, an advertising manager for Verizon, has chosen the words for the company's new magazine ads and is now determining which illustrations will best complement the words. In which stage of developing the advertising campaign is James?

When Fashion Fair Cosmetics offers marketing assistance to resellers that buy its products, it is engaging in what type of promotion technique?

Turner's Garage, an automotive repair shop, sends out a direct-mail offer for a complete tune-up for first-time customers at a greatly reduced price. Which sales promotion objective is Turner's Garage trying to accomplish?

The best way to reach a very small target market is 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

McDonald's wants to launch a campaign promoting its new gargantuan-sized meals. Since McDonald's will be launching the new size nationally, it will want to use a mix of and .

In a typical day working for Coors Brewing, Alan will deliver beer, restock shelves, clear out old beer, take orders for the next day's delivery, and set up promotional displays. Alan is both a and an .