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Exam 14: Marketing Communications

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Question 51

Multiple Choice

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Most likely, the success of a salesperson in selling his product to a new prospect depends on

A) whether he is an acquaintance of that person.
B) how much knowledge he displays about that prospect's needs.
C) how much commission he will get for the sale.
D) how long he can talk about the features of the product.
E) how well he can respond to objections.

F) A) and C)
G) A) and B)

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Question 52

Multiple Choice

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Buying 10-, 20-, 30-, and 60-second announcement periods during the programming day of a television station is known as

A) sponsoring a show.
B) buying network time.
C) buying local time.
D) buying regional time.
E) buying spot time.

F) A) and B)
G) A) and C)

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Question 53

Multiple Choice

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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.During which step of the personal selling process should an R&P salesperson ask the prospect to buy the product?

When Pringles created the new "Snack Stacks" size of chip packages for lunchboxes, it ran advertisements and offered coupons for the product.The objective of this promotion was

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 utilise which of the following?

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 organisation'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 organises 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.Which of the following terms refers to the type of advertising SME would use to increase the demand for all brands of a product within a specific industry?

Which of the following is the most selective advertising medium?

Ski XYZ Company manufactured too many ski jackets, overestimating the quantity retailers would purchase.So Ski XYZ has offered its customers a lower cost of purchase, 20 percent lower, if they reorder ten or more jackets.The company is displaying an example of what?

The basic differences between publicity and advertising are that publicity is neither charged for by media nor controlled by the firm.

A 3,000-word piece written about a product by the company that owns or is responsible for the product is a

When marketers strive to develop an image in buyers' minds of their product relative to the image buyers have of competing products, they are essentially trying to do what?

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

In creating the advertising platform for one of its products, Gems, Inc., will include important selling points such as

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 organisation'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 organises 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?

If a company chooses to participate with site such as Facebook and Twitter, they are participating in

The combination of promotion methods that a firm uses to reach a target market is called advertising.

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

If Levi Co.offers to pay JCPenney to have its jeans included in JCPenney's anniversary sale ad, this would be an example of

Every year in the city of Phoenix there is a Home and Garden Show that is open to the public and features hundreds of exhibits from local companies about ideas for improving their homes and gardens.This Home and Garden Show is a

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