Question 1

Institutional advertising is advertising whose purpose is to increase the demand for all brands of a good or service.

Accepted Answer

A) True 
 B)False

Question 2

All of the following are benefits of advertising except

Accepted Answer

A)   effects of certain products may be exaggerated.
B)   it is not expensive in reaching a large number of people.
C)   it lowers prices due to competition.
D)   it pays for news and entertainment programming.
E)   it provides job opportunities.F) B) and C)
G) A) and C)

Question 3

A television commercial for Cheer laundry detergent demonstrates how clothes retain their original color after many washes using Cheer, while the competitor's detergent causes the colors to fade.This advertisement seeks to

Accepted Answer

A)   provide information.
B)   stabilise sales.
C)   inform the consumer.
D)   increase market share.
E)   position sales.F) B) and D)
G) A) and E)

Question 4

Primary-demand advertising is

Accepted Answer

A)   promotion of specific brands of goods or services.
B)   image-building advertising.
C)   advertising aimed at stimulating demand for an entire industry.
D)   product-related advertising aimed at a company's primary target market.
E)   aimed mainly at children who are in primary school.F) C) and E)
G) A) and D)

Question 5

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.F) A) and B)
G) C) and E)

Question 6

Which of the following is not a characteristic of out-of-home advertising?

Accepted Answer

A)   It is timely.
B)   A specific geographic area can be pinpointed.
C)   The message must be limited to a few words.
D)   It is fairly inexpensive.
E)   It is particularly suited to pictorial displays.F) A) and B)
G) A) and C)

Question 7

Sears would like to promote its new line of dishwashers with the multi-flow system.Since this is a new feature, Sears needs to be able to demonstrate the product.Sears will most likely use

Accepted Answer

A)   publicity.
B)   sales promotion.
C)   the Internet.
D)   trade shows.
E)   advertising.F) A) and D)
G) A) and C)

Question 8

The Detroit Auto Show, one of the largest of its kind, allows the world's car makers to promote their new-model cars and trucks.The Detroit Auto Show is an example of a trade show.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is an advantage of magazine advertising?

Accepted Answer

A)   The cost is high.
B)   It lacks timeliness.
C)   Ads can be seen repeatedly.
D)   Color ads are expensive.
E)   Ads cannot be adjusted quickly to reflect current market conditions.F) C) and D)
G) A) and E)

Question 10

If Amazon.com struck a deal with FedEx such that it could guarantee one-day delivery of certain customers' orders, it should use promotional activities to

Accepted Answer

A)   position the product.
B)   stabilise sales.
C)   provide information.
D)   increase awareness of the product.
E)   offer a discount on the cost of shipping.F) A) and B)
G) B) and D)

Question 11

Promotional campaign objectives can create awareness of a new product.

Accepted Answer

A) True 
 B)False

Question 12

____ is essential to the selling process because it leaves a good impression and eases the way toward future sales.

Accepted Answer

A)   Answering objections
B)   Making the presentation
C)   Closing the sale
D)   Prospecting
E)   Following upF) All of the above
G) C) and D)

Question 13

In its broader role, promotion serves to expedite exchanges directly and to bring about exchanges indirectly.In other words, promotion serves to

Accepted Answer

A)   maintain positive relationships between a company and groups in the marketing environment.
B)   create positive relationships between producers and consumers.
C)   foster harmonious relationships among marketers.
D)   control consumer needs.
E)   encourage industry to push undesirable items.F) C) and E)
G) A) and B)

Question 14

Marquis works for a residential and commercial alarm security system company.His primary job is to find and persuade more businesses and families to start using his company's alarm services.Marquis' primary role as a salesperson is as a(n)

Accepted Answer

A)   order-getter.
B)   sales support person.
C)   trade salesperson.
D)   order-taker.
E)   field representative.F) A) and B)
G) A) and E)

Question 15

Both inside and outside order-takers produce most of their company's sales through

Accepted Answer

A)   successful handling of repeat sales.
B)   creative selling techniques.
C)   aggressive solicitation of new customers.
D)   locating prospects.
E)   persuading new customers to try their product or service.F) B) and D)
G) A) and C)

Question 16

An order-getter is responsible for selling products to new customers and increasing sales to present customers.Thus, she is responsible for

Accepted Answer

A)   taking orders.
B)   promoting products.
C)   maintaining long-term relationships with current customers.
D)   creative selling.
E)   missionary selling.F) B) and D)
G) B) and C)

Question 17

Order-takers handle repeat sales in ways that maintain positive relationships with customers.

Accepted Answer

A) True 
 B)False

Question 18

The makeup of a promotion mix depends on many factors, including a firm's promotional resources and objectives, the target market, the product characteristics, and the feasibility of various promotional methods.

Accepted Answer

A) True 
 B)False

Question 19

Although research into consumer opinions is expensive, it is the most productive way to

Accepted Answer

A)   define the advertising objectives.
B)   analyse the advertising target.
C)   determine the issues of an advertising platform.
D)   determine the advertising appropriation.
E)   select the media to be used.F) D) and E)
G) A) and D)

Question 20

The advertising medium that receives the largest share of advertising money is

Accepted Answer

A)   television.
B)   magazines.
C)   radio.
D)   direct mail.
E)   newspapers.F) D) and E)
G) C) and E)

Exam 14: Marketing Communications

The Detroit Auto Show, one of the largest of its kind, allows the world's car makers to promote their new-model cars and trucks.The Detroit Auto Show is an example of a trade show.

Correct AnswerverifiedShow Answer

Although research into consumer opinions is expensive, it is the most productive way to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Institutional advertising is advertising whose purpose is to increase the demand for all brands of a good or service.

Correct AnswerverifiedShow Answer

Primary-demand advertising is

Correct AnswerverifiedShow Answer

Promotional campaign objectives can create awareness of a new product.

Correct AnswerverifiedShow Answer

____ is essential to the selling process because it leaves a good impression and eases the way toward future sales.

Correct AnswerverifiedShow Answer

If Amazon.com struck a deal with FedEx such that it could guarantee one-day delivery of certain customers' orders, it should use promotional activities to

Correct AnswerverifiedShow Answer

Marquis works for a residential and commercial alarm security system company.His primary job is to find and persuade more businesses and families to start using his company's alarm services.Marquis' primary role as a salesperson is as a(n)

Correct AnswerverifiedShow Answer

Which of the following is not a characteristic of out-of-home advertising?

Correct AnswerverifiedShow Answer

An order-getter is responsible for selling products to new customers and increasing sales to present customers.Thus, she is responsible for

Correct AnswerverifiedShow Answer

Order-takers handle repeat sales in ways that maintain positive relationships with customers.

Correct AnswerverifiedShow Answer

The makeup of a promotion mix depends on many factors, including a firm's promotional resources and objectives, the target market, the product characteristics, and the feasibility of various promotional methods.

Correct AnswerverifiedShow Answer

A television commercial for Cheer laundry detergent demonstrates how clothes retain their original color after many washes using Cheer, while the competitor's detergent causes the colors to fade.This advertisement seeks to

Correct AnswerverifiedShow Answer

Sears would like to promote its new line of dishwashers with the multi-flow system.Since this is a new feature, Sears needs to be able to demonstrate the product.Sears will most likely use

Correct AnswerverifiedShow Answer

Which of the following is an advantage of magazine advertising?

Correct AnswerverifiedShow Answer

The advertising medium that receives the largest share of advertising money is

Correct AnswerverifiedShow Answer

In its broader role, promotion serves to expedite exchanges directly and to bring about exchanges indirectly.In other words, promotion serves to

Correct AnswerverifiedShow Answer

All of the following are benefits of advertising except

Correct AnswerverifiedShow Answer

Both inside and outside order-takers produce most of their company's sales through

Correct AnswerverifiedShow Answer

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