Question 1

Compared to advertising, publicity offers a firm greater control over when and how often the message is communicated.

Accepted Answer

A) True 
 B)False

Question 2

Lyla faces the challenge of developing the promotion mix for a new business. Given the uniqueness of the new products and a very limited budget, Lyla confronts a creditability problem. She realizes that the promotional messages of an unknown firm may be met with skepticism. What should Lyla consider?

Accepted Answer

A)  publicity to help create a positive image for her firm and its products 
B)  extensive use of persuasive advertising 
C)  emphasizing personal selling rather than public relations 
D)  changing jobs because this situation is hopeless

Question 3

Digital advertising is rapidly growing and now ranks third in terms of total advertising expenditures.

Accepted Answer

A) True 
 B)False

Question 4

Identify the advantages and disadvantages of newspapers and television as media to carry your firm's promotional message. Which of the two receives the most advertising revenues and what are key advantages and disadvantages of both?

Accepted Answer

The answer of Identify the advantages and disadvantages of newspapers...

Question 5

A review of the personal selling process indicates that selling is

Accepted Answer

A)  a matter of establishing relationships. 
B)  getting a name on a sales contract. 
C)  about 90 percent luck and 10 percent skill. 
D)  giving way to computers in responding to consumer needs.

Question 6

Validation refers to the process of determining whether a potential customer has the need for a product, the authority to buy, and the willingness to listen to a sales message.

Accepted Answer

A) True 
 B)False

Question 7

________ advertising supports a particular view or position on an issue.

Accepted Answer

A)  Advocacy 
B)  Institutional 
C)  Comparison 
D)  Trade

Question 8

Publicity works and is often used only if the media finds the information interesting or newsworthy.

Accepted Answer

A) True 
 B)False

Question 9

The hallmark of an effective salesperson is the ability to make a sale as soon as the sales presentation is completed.

Accepted Answer

A) True 
 B)False

Question 10

A good public relations program recognizes that the

Accepted Answer

A)  company must not ever admit fault. 
B)  firm must be willing to make changes in its policies and procedures. 
C)  firm must be independent of production and service activities. 
D)  media are not to be trusted since they profit by selling bad news.

Question 11

The purpose of a trial close in the selling process is to learn as much as possible about customers and their wants and needs.

Accepted Answer

A) True 
 B)False

Question 12

Motivated by the impolite treatment he received at a department store, José shared his bad experience on Yelp. He encouraged others not to frequent that store. José's statements represent negative word of mouth.

Accepted Answer

A) True 
 B)False

Question 13

Companies that adopt a pull strategy target their promotional efforts toward

Accepted Answer

A)  consumers. 
B)  retailers. 
C)  wholesalers. 
D)  manufacturers.

Question 14

Effective selling involves helping others to satisfy their wants and needs.

Accepted Answer

A) True 
 B)False

Question 15

After-sale follow-up is an important but often neglected step in B2C sales.

Accepted Answer

A) True 
 B)False

Question 16

Jasmine finished writing a news release about her company's new product. She intends to e-mail the message to local television and radio stations as well as newspapers in hope that they will find the information newsworthy and run a story about the product. Jasmine's efforts represent the firm's

Accepted Answer

A)  public relations. 
B)  institutional advertising. 
C)  secondary advertising. 
D)  interactive marketing.

Question 17

The promotional budget will clarify how much can be spent on advertising and personal selling.

Accepted Answer

A) True 
 B)False

Question 18

The strategy of directing advertising and sales promotion toward consumers to stimulate them to request the products from their local retailers is called a

Accepted Answer

A)  pull strategy. 
B)  segmentation strategy. 
C)  push strategy. 
D)  product placement strategy.

Question 19

The traditional promotion mix for a firm consists of the

Accepted Answer

A)  strategic mix of price, product, place, and advertising. 
B)  various types of advertising media the firm selects to reach each specific target market. 
C)  marketing intermediaries employed by the firm to create a supply value chain. 
D)  advertising, personal selling, public relations, and sales promotion used to reach a target market.

Question 20

A firm's promotion mix consists of its pricing and distribution strategies.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

Compared to advertising, publicity offers a firm greater control over when and how often the message is communicated.

Digital advertising is rapidly growing and now ranks third in terms of total advertising expenditures.

Identify the advantages and disadvantages of newspapers and television as media to carry your firm's promotional message. Which of the two receives the most advertising revenues and what are key advantages and disadvantages of both?

A review of the personal selling process indicates that selling is

Validation refers to the process of determining whether a potential customer has the need for a product, the authority to buy, and the willingness to listen to a sales message.

________ advertising supports a particular view or position on an issue.

Publicity works and is often used only if the media finds the information interesting or newsworthy.

The hallmark of an effective salesperson is the ability to make a sale as soon as the sales presentation is completed.

A good public relations program recognizes that the

The purpose of a trial close in the selling process is to learn as much as possible about customers and their wants and needs.

Motivated by the impolite treatment he received at a department store, José shared his bad experience on Yelp. He encouraged others not to frequent that store. José's statements represent negative word of mouth.

Companies that adopt a pull strategy target their promotional efforts toward

Effective selling involves helping others to satisfy their wants and needs.

After-sale follow-up is an important but often neglected step in B2C sales.

Jasmine finished writing a news release about her company's new product. She intends to e-mail the message to local television and radio stations as well as newspapers in hope that they will find the information newsworthy and run a story about the product. Jasmine's efforts represent the firm's

The promotional budget will clarify how much can be spent on advertising and personal selling.

The strategy of directing advertising and sales promotion toward consumers to stimulate them to request the products from their local retailers is called a

The traditional promotion mix for a firm consists of the

A firm's promotion mix consists of its pricing and distribution strategies.