Question 1

What types of public-relations tools can organizations use?

Accepted Answer

Organizations can use a variety of publi...

Question 2

Mattel wants to announce some new educational benefits associated with one of its new product lines. The company writes a report of about 300 words and sends it to the media. This is called a

Accepted Answer

A)   feature article.
B)   publicity stunt.
C)   news release.
D)   press conference.
E)   media report.F) All of the above
G) None of the above

Question 3

Advertising designed to enhance a firm's image or reputation is called

Accepted Answer

A)   public information.
B)   institutional advertising.
C)   publicity.
D)   selective-demand advertising.
E)   primary-demand advertising.F) All of the above
G) A) and D)

Question 4

____ advertising is illegal or unacceptable in some countries.

Accepted Answer

A)   Personal
B)   Cooperative
C)   Comparative
D)   Selective demand
E)   Immediate-responseF) B) and C)
G) B) and D)

Question 5

Compare and contrast institutional advertising and primary-demand advertising. Which type is the BP's "Still Working, Still Committed" campaign? Defend your answer.

Accepted Answer

Institutional advertising and primary-de...

Question 6

Missionary selling consists of processing the purchases of customers who have essentially decided what they wish to buy.

Accepted Answer

A) True 
 B)False

Question 7

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 8

A promotion mix can be defined as communication about an organization and its products that is intended to inform, persuade, or remind target market members.

Accepted Answer

A) True 
 B)False

Question 9

The Air Store, a retail outlet for fans and air conditioners, increased its advertising during the recent unusually hot summer days to encourage customers to make purchases quickly. This type of advertising is called ____ advertising.

Accepted Answer

A)   primary-demand
B)   reminder
C)   immediate-response
D)   institutional
E)   media-orientedF) A) and D)
G) A) and E)

Question 10

The most expensive but most adaptable method of the promotion mix is

Accepted Answer

A)   sales promotion.
B)   advertising.
C)   direct mail.
D)   personal selling.
E)   publicity.F) B) and C)
G) None of the above

Question 11

Why is the concept of integrated marketing communications becoming more accepted?

Accepted Answer

The concept of integrated marketing comm...

Question 12

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) B) and E)
G) D) and E)

Question 13

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

Question 14

Advertising geared toward attracting not only customers but also potential investors and employees is classified as ____ advertising.

Accepted Answer

A)   institutional
B)   personal
C)   selective-demand
D)   political
E)   comparativeF) C) and D)
G) None of the above

Question 15

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) C) and D)
G) C) and E)

Question 16

National and local firms may buy ____ time on a single station that covers a particular geographic selling area.

Accepted Answer

A)   spare
B)   network
C)   spot
D)   sponsor
E)   localF) A) and E)
G) A) and C)

Question 17

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

Accepted Answer

A)   social media.
B)   the Internet.
C)   personal selling.
D)   advertising media.
E)   out-of-home advertising.F) B) and C)
G) B) and E)

Question 18

If Home Depot, Delta Faucets, and Armstrong Floor Coverings pay for a television show about remodeling a kitchen on the Home and Garden Network, these companies are ____ the show.

Accepted Answer

A)   buying time spots for
B)   purchasing network time for
C)   creating infomercials for
D)   sponsoring
E)   advertisingF) All of the above
G) C) and E)

Question 19

The advertising objectives are the ____ of the advertising campaign.

Accepted Answer

A)   steps
B)   goals
C)   evaluation
D)   features
E)   selling pointsF) A) and C)
G) B) and D)

Question 20

The objectives of public relations are to create and maintain a favorable public image.

Accepted Answer

A) True 
 B)False

Exam 15: Developing Integrated Marketing Communications

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

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

Compare and contrast institutional advertising and primary-demand advertising. Which type is the BP's "Still Working, Still Committed" campaign? Defend your answer.

Correct AnswerAnswered by ExamLex AIInstitutional advertising and primary-de...View AnswerShow Answer

What types of public-relations tools can organizations use?

Correct AnswerAnswered by ExamLex AIOrganizations can use a variety of publi...View AnswerShow Answer

A promotion mix can be defined as communication about an organization and its products that is intended to inform, persuade, or remind target market members.

Correct AnswerverifiedShow Answer

____ advertising is illegal or unacceptable in some countries.

Correct AnswerverifiedShow Answer

The advertising objectives are the ____ of the advertising campaign.

Correct AnswerverifiedShow Answer

Advertising designed to enhance a firm's image or reputation is called

Correct AnswerverifiedShow Answer

The Air Store, a retail outlet for fans and air conditioners, increased its advertising during the recent unusually hot summer days to encourage customers to make purchases quickly. This type of advertising is called ____ advertising.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

National and local firms may buy ____ time on a single station that covers a particular geographic selling area.

Correct AnswerverifiedShow Answer

The objectives of public relations are to create and maintain a favorable public image.

Correct AnswerverifiedShow Answer

The most expensive but most adaptable method of the promotion mix is

Correct AnswerverifiedShow Answer

Which of the following is an advantage of magazine advertising?

Correct AnswerverifiedShow Answer

If Home Depot, Delta Faucets, and Armstrong Floor Coverings pay for a television show about remodeling a kitchen on the Home and Garden Network, these companies are ____ the show.

Correct AnswerverifiedShow Answer

Missionary selling consists of processing the purchases of customers who have essentially decided what they wish to buy.

Correct AnswerverifiedShow Answer

Advertising geared toward attracting not only customers but also potential investors and employees is classified as ____ advertising.

Correct AnswerverifiedShow Answer

Mattel wants to announce some new educational benefits associated with one of its new product lines. The company writes a report of about 300 words and sends it to the media. This is called a

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Why is the concept of integrated marketing communications becoming more accepted?

Correct AnswerAnswered by ExamLex AIThe concept of integrated marketing comm...View AnswerShow Answer

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Institutional advertising and primary-de...
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Organizations can use a variety of publi...
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The concept of integrated marketing comm...
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