Question 1

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

Accepted Answer

A)   features that competing products lack.
B)   objectives pertaining to brand awareness.
C)   an analysis of the advertising target.
D)   objectives to improve consumer attitudes.
E)   the appropriate media selections.F) B) and E)
G) None of the above

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A)   sponsoring a show.
B)   buying network time.
C)   buying local time.
D)   buying regional time.
E)   buying spot time.F) D) and E)
G) All of the above

Question 4

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

Accepted Answer

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

Question 5

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 6

Automobile manufacturers advertise their cars on the Internet, radio, television, and billboards; in newspapers and magazines; and by direct mail. In this example, radio, TV, newspapers, magazines, and direct mail are called advertising

Accepted Answer

A)   targets.
B)   campaigns.
C)   strategies.
D)   blitzes.
E)   media.F) C) and E)
G) B) and E)

Question 7

Tyler is searching through his company's files of its customers to choose ones that would most likely be interested in the new product line his company has developed. Which stage of the personal-selling process is this?

Accepted Answer

A)   Making the presentation
B)   Approaching the prospect
C)   Prospecting
D)   Following up
E)   Closing the saleF) C) and D)
G) B) and E)

Question 8

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

Question 9

Information about a company, its employees, or its products that is published or broadcast in the mass media free of charge is called

Accepted Answer

A)   advertising.
B)   publicity.
C)   notoriety.
D)   promotion.
E)   personal selling.F) A) and D)
G) A) and B)

Question 10

To develop a reliable advertising platform for an ad campaign, companies should invest in

Accepted Answer

A)   careful product development.
B)   consumer opinion research.
C)   the media most likely to reach the target market.
D)   a budget larger than will be needed.
E)   an advertising agency.F) A) and D)
G) A) and E)

Question 11

Mass media advertising is used more today because of its low costs and its predictable audience sizes.

Accepted Answer

A) True 
 B)False

Question 12

To announce the acquisition of Snapple Beverage Corp. by the Quaker Oats Company, Quaker executives invited several news organizations to its headquarters to get details on, and ask questions about, the purchase. This is an example of a press conference.

Accepted Answer

A) True 
 B)False

Question 13

First National Bank of Chicago is seeking an independent firm that will plan, produce, and place its ads in local media. First National Bank should look for a(n)

Accepted Answer

A)   advertising agency.
B)   public relations firm.
C)   trade affiliation.
D)   merchants' association.
E)   referral agency.F) None of the above
G) A) and E)

Question 14

Coupons are sent to consumers by direct mail.

Accepted Answer

A) True 
 B)False

Question 15

Does promotion increase prices? Use a specific example to help explain your answer.

Accepted Answer

Promotion does not inherently increase t...

Question 16

Marketers are still unsure about how best to use which of the following media?

Accepted Answer

A)   Television
B)   Banner ads
C)   Infomercials
D)   Social media
E)   RadioF) C) and E)
G) D) and E)

Question 17

Sales promotion methods include all of the following except

Accepted Answer

A)   premiums.
B)   coupons.
C)   rebates.
D)   news releases.
E)   frequent-user incentives.F) A) and E)
G) None of the above

Question 18

JCPenney ran a newspaper ad stating, "We are the friendliest store in town." This is an example of ____ advertising.

Accepted Answer

A)   institutional
B)   primary-demand
C)   comparative
D)   cooperative
E)   long-termF) B) and C)
G) A) and E)

Question 19

An advertisement in which the benefits of using Advil instead of Tylenol are discussed is ____ advertising.

Accepted Answer

A)   advocacy
B)   primary-demand
C)   comparative
D)   reminder
E)   institutionalF) A) and D)
G) A) and E)

Question 20

Describe how and why a point-of-purchase display is set up and used in a retail store.

Accepted Answer

A point-of-purchase display is set up in...

Exam 15: Developing Integrated Marketing Communications

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

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

To develop a reliable advertising platform for an ad campaign, companies should invest in

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Coupons are sent to consumers by direct mail.

Correct AnswerverifiedShow Answer

Sales promotion methods include all of the following except

Correct AnswerverifiedShow Answer

Tyler is searching through his company's files of its customers to choose ones that would most likely be interested in the new product line his company has developed. Which stage of the personal-selling process is this?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Marketers are still unsure about how best to use which of the following media?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Mass media advertising is used more today because of its low costs and its predictable audience sizes.

Correct AnswerverifiedShow Answer

Automobile manufacturers advertise their cars on the Internet, radio, television, and billboards; in newspapers and magazines; and by direct mail. In this example, radio, TV, newspapers, magazines, and direct mail are called advertising

Correct AnswerverifiedShow Answer

An advertisement in which the benefits of using Advil instead of Tylenol are discussed is ____ advertising.

Correct AnswerverifiedShow Answer

To announce the acquisition of Snapple Beverage Corp. by the Quaker Oats Company, Quaker executives invited several news organizations to its headquarters to get details on, and ask questions about, the purchase. This is an example of a press conference.

Correct AnswerverifiedShow Answer

Does promotion increase prices? Use a specific example to help explain your answer.

Correct AnswerAnswered by ExamLex AIPromotion does not inherently increase t...View AnswerShow Answer

JCPenney ran a newspaper ad stating, "We are the friendliest store in town." This is an example of ____ advertising.

Correct AnswerverifiedShow Answer

First National Bank of Chicago is seeking an independent firm that will plan, produce, and place its ads in local media. First National Bank should look for a(n)

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Describe how and why a point-of-purchase display is set up and used in a retail store.

Correct AnswerAnswered by ExamLex AIA point-of-purchase display is set up in...View AnswerShow Answer

Information about a company, its employees, or its products that is published or broadcast in the mass media free of charge is called

Correct AnswerverifiedShow Answer

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Answered by ExamLex AI
Promotion does not inherently increase t...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
Answered by ExamLex AI
A point-of-purchase display is set up in...
View Answer

Correct Answer
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