Questions
Question 1
Which of the following statements is true about personal communication channels?
All personal communication channels are directly controlled by a company.
A billboard message exemplifies the use of a personal communication channel.
A magazine advertisement exemplifies the use of a personal communication channel.
Word-of-mouth influence uses a personal communication channel.
Personal communication channels do not allow sending and receiving of feedback.
Question 2
__________ is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do.
Personal selling
Public relations
Direct marketing
Sales promotion
Differentiated marketing
Question 3
HP's advertising agency assembles words and illustrations into an advertisement that conveys the company's intended brand message. In the context of the communication process, HP is __________.
responding
encoding
decoding
messaging
sending
Question 4
In most cases, what is the most expensive promotion tool?
Advertising
Personal selling
Publicity
Public relations
Mass media
Question 5
An appeal that attempts to stir up either negative or positive sentiments that can motivate purchase is called a(n) __________ appeal.
structural
moral
rational
standard
Question 6
The term "media multitaskers" refers to __________.
ad agencies whose clients are competitors of each other
people who absorb more than one medium at a time
competing brands that use the same media vehicle
media planners who also head the creative department
media planners who use more than one advertising medium
Question 7
Which of the following is an advantage of using newspapers as an advertising medium?
Broad acceptability
Good reproduction quality
Large pass-along audience
Long life
No ad competition within the same medium
Question 8
The National Pork Board developed "Pork. The Other White Meat" campaign. The campaign provided nutritional information and pork recipes in an attempt to encourage people to view pork as a tasty alternative to poultry and fish. Which of the following functions was the goal of this public relations campaign?
Influencing government regulations on pork
Rebuilding consumer interest in pork
Creating newsworthy information about pork
Gaining financial support for pork producers
Maintaining relationships with pork producers
Question 9
Which of the following statements is most likely true about radio as an advertising medium?
Radio offers very low audience selectivity.
Radio advertising is characterized by good local acceptance.
Radio ensures good attention from the target audience.
Radio advertising is typically quite expensive.
Radio prohibits the use of segmentation strategies.
Question 10
A Spanish-language channel runs its ads only in Hispanic neighborhoods. This is an example of __________.
buzz marketing
personal selling
narrowcasting
media multitasking
broadcasting
Question 11
Which of the following is an advantage of using a sales force automation system?
Improves customer service
Eliminates the need for an inside sales force
Records major competitor's sales
Eliminates employee attrition
Lowers sales team training costs
Question 12
Which of the following questions would help a marketer evaluate the return on a sales promotion investment?
Was the sales force successful in filtering out the good prospects from the poor ones?
Did the promotion attract new customers or more purchasing from current customers?
Did customers receive high-quality promotional products?
Did customers enjoy the events associated with the promotion?
Were channel intermediaries effectively positioned to ensure a seamless supply of products?
Question 13
Which of the following factors has most likely contributed to the rapid growth of sales promotion, particularly in consumer markets?
Rising hostility toward large firms
Declining advertising efficiency
Increasing popularity of e-procurement
Increasing number of international firms
Declining interest in quality
Question 14
Blue Fizz Inc. sponsors every race that takes place at the Sears Racing Track in Orange County, California. The high-octane racing at Sears is perfect for Blue Fizz to sell its energy drinks and to establish the desired brand image of the company. Which type of promotion is evident here?
Point-of-purchase promotion
Mass marketing
Solution selling
Event marketing
Advertising specialties
Question 15
Eric Brown is a human resource manager in a company selling and manufacturing personal computers. Who among the following is Eric most likely to hire as a salesperson if his objective is to minimize training costs post recruitment?
Henry, a young salesperson with a few months' experience in a large MNC
Richard, a product developer from a competing firm
Nancy, an experienced engineer with no prior experience in personal selling
Samantha, a fresh college graduate
Melissa, a proven salesperson from a competing firm
Question 16
__________ involves sending an offer, announcement, reminder, or other item to a person at a particular address.
Direct-mail marketing
Kiosk marketing
Online marketing
Telemarketing
Ambush marketing
Question 17
Which of the following terms refers to a 30-minute television advertising program that markets a single product?
Social media
Blog
Infomercial
Telemarketing
Digital catalog
Question 18
Why does direct-mail marketing most likely remain a popular promotional tool for marketers?
It involves very low marketing costs.
It builds long-term customer relationships.
It reaches the consumer very quickly.
It does not disturb consumers enrolled in the Do Not Call Registry.
It provides something tangible for people to keep.
Question 19
Why are historically online shops such as Zappos.com adding catalogs to their marketing methods?
To connect with customers in hard-to-reach places
To reduce the need for telemarketers
To reduce the costs involved in online marketing
To drive online sales and services
To meet the increased demand in print catalogs
Question 20
Renkel Cosmetics sends a sample of the newest cosmetics line to all premium members' addresses. Which of the following best describes Renkel's form of marketing?
Direct-response television marketing
Kiosk marketing
Catalog marketing
Social media marketing
Direct-mail marketing