Question 1

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.F) D) and E)
G) B) and D)

Question 2

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

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.F) D) and E)
G) C) and D)

Question 4

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-takerF) B) and E)
G) A) and C)

Question 5

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 audienceF) A) and B)
G) All of the above

Question 6

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 customersF) A) and D)
G) None of the above

Question 7

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 revenuesF) A) and D)
G) D) and E)

Question 8

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

Question 9

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 relationsF) A) and B)
G) B) and E)

Question 10

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)   TechnicalF) A) and C)
G) B) and E)

Question 11

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

Question 12

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 methodF) C) and E)
G) B) and D)

Question 13

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 14

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

Question 15

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

Question 16

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

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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.F) B) and C)
G) None of the above

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 15: Developing Integrated Marketing Communications

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 ____.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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)

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The advertising appropriation is the

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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 ____.

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Advertising may be broadly classified into three groups:

Correct AnswerverifiedShow Answer

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 .

Correct Answer
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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 .

Correct Answer
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