Question 1

Which of the following is an advantage of magazine advertising?

Accepted Answer

A)   Short exposure time
B)   Ability to quickly change message
C)   Superior color
D)   Relatively short lifeE) All of the above
F) B) and D)

Question 2

Slapstick Films advertises their movies on TV programs their target market of 21-30 year olds typically watch.Slapstick Films believes the best way of reaching its customers is through a ________ strategy.

Accepted Answer

A)   push
B)   pull
C)   product placement
D)   word-of-mouthE) None of the above
F) B) and C) B

Question 3

Personal selling involves more than presenting the product and closing the deal.Other activities include the search for new prospects and follow-up services after the sale.

Accepted Answer

A) True 
 B)False

Question 4

A promotional campaign begins by:

Accepted Answer

A)   identifying a target market.
B)   defining the objectives for each element of the promotion mix.
C)   determining a promotional budget.
D)   developing a unifying message.E) A) and D)
F) All of the above

Question 5

The total annual expenditures on advertising in the United States:

Accepted Answer

A)   peaked last year at approximately $70 billion.
B)   have declined significantly as firms utilize the promotional opportunities of the Internet.
C)   is very close to $300 billion.
D)   have been capped at $200 billion by the government stimulus package.E) A) and D)
F) B) and C)

Question 6

After adopting integrated marketing communication,Madison Furniture puts less emphasis on public relations,sales promotion,and personal selling,and concentrates on advertising designed to provide a uniform message to all markets.

Accepted Answer

A) True 
 B)False

Question 7

The purpose of a __________ is to move the selling process toward an actual product purchase.

Accepted Answer

A)   follow up
B)   closing
C)   trial close
D)   commissionE) None of the above
F) C) and D)

Question 8

The use of infomercials represents an effective use of advertising dollars.

Accepted Answer

A) True 
 B)False  True

Question 9

The popularity of the Internet enables companies to decrease their emphasis on traditional promotional tools such as TV advertising.

Accepted Answer

A) True 
 B)False

Question 10

While testimonials effectively promote products to new customers,they are not effective in reaching existing customers.

Accepted Answer

A) True 
 B)False

Question 11

The number one advertising medium in terms of total dollar expenditures is newspapers.

Accepted Answer

A) True 
 B)False

Question 12

Businesses always welcome publicity because it presents the name of the firm and its products to the public for free.

Accepted Answer

A) True 
 B)False

Question 13

Carolina Insurance wants to create a more interactive approach to advertising in order to build strong relationships with their customers.Which of the following represents the preferred advertising medium to achieve their goal?

Accepted Answer

A)   The Internet
B)   Radio
C)   Newspapers
D)   Trade showsE) C) and D)
F) A) and B)

Question 14

The popularity of infomercials has declined in recent years.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following statements is most accurate?

Accepted Answer

A)   Sales promotions are targeted both internally and externally.
B)   Sales promotion efforts are directed at nonprofit organizations.
C)   Dealers are inappropriate targets of sales promotion activities.
D)   The goal of sales promotion activities is to create consumer awareness.E) B) and C)
F) None of the above

Question 16

In the seven step B2B selling process,the selection of potential customers is known as:

Accepted Answer

A)   prospecting.
B)   synchronizing.
C)   articulating.
D)   qualifying.E) None of the above
F) B) and C) D

Question 17

The strategy of directing advertising and sales promotion toward consumers to stimulate them to request the products from their local retailers is called a:

Accepted Answer

A)   pull strategy.
B)   segmentation strategy.
C)   push strategy.
D)   product placement strategy.E) A) and C)
F) B) and D)

Question 18

Advertising reaches a national audience more effectively than it communicates with a local market.

Accepted Answer

A) True 
 B)False

Question 19

There are millions of blogs on the Internet today but the number of new blogs seems to have peaked meaning blogs will decrease steadily over the next few years.

Accepted Answer

A) True 
 B)False

Question 20

TV programs devoted exclusively to promoting goods and services are called:

Accepted Answer

A)   testimonials.
B)   infomercials.
C)   interactive TV.
D)   online computer advertising.E) A) and B)
F) A) and C)

Exam 16: Using Effective Promotions

Which of the following is an advantage of magazine advertising?

Correct AnswerverifiedShow Answer

Slapstick Films advertises their movies on TV programs their target market of 21-30 year olds typically watch.Slapstick Films believes the best way of reaching its customers is through a ________ strategy.

Correct AnswerverifiedB

Personal selling involves more than presenting the product and closing the deal.Other activities include the search for new prospects and follow-up services after the sale.

Correct AnswerverifiedShow Answer

A promotional campaign begins by:

Correct AnswerverifiedShow Answer

The total annual expenditures on advertising in the United States:

Correct AnswerverifiedShow Answer

After adopting integrated marketing communication,Madison Furniture puts less emphasis on public relations,sales promotion,and personal selling,and concentrates on advertising designed to provide a uniform message to all markets.

Correct AnswerverifiedShow Answer

The purpose of a __________ is to move the selling process toward an actual product purchase.

Correct AnswerverifiedShow Answer

The use of infomercials represents an effective use of advertising dollars.

Correct AnswerverifiedTrue

The popularity of the Internet enables companies to decrease their emphasis on traditional promotional tools such as TV advertising.

Correct AnswerverifiedShow Answer

While testimonials effectively promote products to new customers,they are not effective in reaching existing customers.

Correct AnswerverifiedShow Answer

The number one advertising medium in terms of total dollar expenditures is newspapers.

Correct AnswerverifiedShow Answer

Businesses always welcome publicity because it presents the name of the firm and its products to the public for free.

Correct AnswerverifiedShow Answer

Carolina Insurance wants to create a more interactive approach to advertising in order to build strong relationships with their customers.Which of the following represents the preferred advertising medium to achieve their goal?

Correct AnswerverifiedShow Answer

The popularity of infomercials has declined in recent years.

Correct AnswerverifiedShow Answer

Which of the following statements is most accurate?

Correct AnswerverifiedShow Answer

In the seven step B2B selling process,the selection of potential customers is known as:

Correct AnswerverifiedD

The strategy of directing advertising and sales promotion toward consumers to stimulate them to request the products from their local retailers is called a:

Correct AnswerverifiedShow Answer

Advertising reaches a national audience more effectively than it communicates with a local market.

Correct AnswerverifiedShow Answer

There are millions of blogs on the Internet today but the number of new blogs seems to have peaked meaning blogs will decrease steadily over the next few years.

Correct AnswerverifiedShow Answer

TV programs devoted exclusively to promoting goods and services are called:

Correct AnswerverifiedShow Answer

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True

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D

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