Question 1

Dominic is a salesperson for Partners Publishing. His activities are part of Partners' promotion mix.

Accepted Answer

A) True 
 B)False

Question 2

When an organization uses advertising to create an attractive image for itself, this type of advertising is called

Accepted Answer

A)   retail advertising.
B)   trade advertising.
C)   comparison advertising.
D)   institutional advertising.E) A) and C)
F) All of the above

Question 3

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 D)
F) None of the above

Question 4

One of the distinct differences between ________ and other forms of advertising is the fact that the medium used allows for a dialogue exchange of information between buyers and sellers, instead of a monologue type approach.

Accepted Answer

A)   product placement
B)   direct mail
C)   interactive promotion
D)   infomercialsE) A) and C)
F) A) and D)

Question 5

When a manufacturer advertises to wholesalers and retailers in an attempt to encourage them to carry its products, it is engaging in institutional advertising.

Accepted Answer

A) True 
 B)False

Question 6

One way to see that publicity is handled well by the media is to

Accepted Answer

A)   pay for it.
B)   establish a friendly relationship with media representatives.
C)   write good press releases that attract attention.
D)   ask for the best location or time in the medium under consideration.E) A) and B)
F) A) and C)

Question 7

Firms with a very limited advertising budget would be very unlikely to use ________ advertising.

Accepted Answer

A)   Internet
B)   radio
C)   outdoor
D)   televisionE) C) and D)
F) None of the above

Question 8

Technology allows firms to listen to customers' wants, track their purchases, provide them with better service, and give them more access to information.

Accepted Answer

A) True 
 B)False

Question 9

Blake's client expressed her concerns and questioned some of the details of the sales proposal once he completed his sales presentation. An effective salesperson would

Accepted Answer

A)   downplay these objections and push to close the sale as quickly as possible to avoid the endless questions that some customers ask.
B)   address her concerns and develop a better relationship.
C)   consider revising the presentation so that next time customer concerns and objections can be avoided.
D)   bring in the top executives of the company to close the sale.E) None of the above
F) A) and B)

Question 10

The activity that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executes a program of action and information to earn public understanding and acceptance is called

Accepted Answer

A)   public research.
B)   public relations.
C)   public communication.
D)   public advocacy.E) B) and D)
F) A) and B)

Question 11

Compared to effective comparative advertising, publicity is generally considered less believable.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following statements about global advertising is most correct?

Accepted Answer

A)   Epic Electronics should avoid advertising in foreign markets and rely instead on other elements of its promotion mix, such as personal selling and public relations.
B)   Television is the best advertising medium for Epic Electronics to promote its products in foreign countries.
C)   Global advertising involves developing a single promotional strategy that can be implemented worldwide.
D)   Given the lower incomes of consumers in many foreign countries, the best way to promote Epic Electronics is utilizing a low-price strategy.E) None of the above
F) All of the above

Question 13

At an Epic Electronics retail store, management knows the value of reassuring their current customers that they made the right choice when they decided to give Epic their business. Testimonials would be an effective promotional activity to confirm the purchase decisions of Epic's customers.

Accepted Answer

A) True 
 B)False

Question 14

The purpose of interactive promotion is to create a monologue that convinces customers to act quickly.

Accepted Answer

A) True 
 B)False

Question 15

The major complaint with advertising is that it provides no real benefits to the public.

Accepted Answer

A) True 
 B)False

Question 16

Today's public relations departments

Accepted Answer

A)   focus more on advertising and less on publicity.
B)   are downsizing as firms emphasize personal selling to promote their products.
C)   are more actively listening to customers and helping to solve their problems.
D)   avoid relationships with the media and government officials.E) C) and D)
F) A) and D)

Question 17

Which of the following helps explain the popularity of infomercials?

Accepted Answer

A)   interactive nature of the presentation
B)   ability to clearly demonstrate the product's benefits
C)   use of an inexperienced salesperson who is believable
D)   impact of favorable government testimonials on potential buyersE) B) and D)
F) B) and C)

Question 18

When developing the promotional campaign for a new product, the first step for a firm is to identify their target market.

Accepted Answer

A) True 
 B)False

Question 19

As customers walk into Leopard Prints clothing store, they are approached by a salesperson who immediately greets and asks, "May I help you?" Studies indicate that this is an effective opening in the B2C sales process.

Accepted Answer

A) True 
 B)False

Question 20

________ encourages people to tell other people about goods or services they have enjoyed.

Accepted Answer

A)   Personal selling
B)   Publicity
C)   A trade show
D)   Word-of-mouth promotionE) None of the above
F) B) and C)

Exam 16: Using Effective Promotions

The purpose of interactive promotion is to create a monologue that convinces customers to act quickly.

Correct AnswerverifiedShow Answer

________ encourages people to tell other people about goods or services they have enjoyed.

Correct AnswerverifiedShow Answer

Firms with a very limited advertising budget would be very unlikely to use ________ advertising.

Correct AnswerverifiedShow Answer

At an Epic Electronics retail store, management knows the value of reassuring their current customers that they made the right choice when they decided to give Epic their business. Testimonials would be an effective promotional activity to confirm the purchase decisions of Epic's customers.

Correct AnswerverifiedShow Answer

Which of the following statements about global advertising is most correct?

Correct AnswerverifiedShow Answer

The major complaint with advertising is that it provides no real benefits to the public.

Correct AnswerverifiedShow Answer

As customers walk into Leopard Prints clothing store, they are approached by a salesperson who immediately greets and asks, "May I help you?" Studies indicate that this is an effective opening in the B2C sales process.

Correct AnswerverifiedShow Answer

Dominic is a salesperson for Partners Publishing. His activities are part of Partners' promotion mix.

Correct AnswerverifiedShow Answer

One way to see that publicity is handled well by the media is to

Correct AnswerverifiedShow Answer

Which of the following statements is most accurate?

Correct AnswerverifiedShow Answer

When developing the promotional campaign for a new product, the first step for a firm is to identify their target market.

Correct AnswerverifiedShow Answer

When a manufacturer advertises to wholesalers and retailers in an attempt to encourage them to carry its products, it is engaging in institutional advertising.

Correct AnswerverifiedShow Answer

The activity that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executes a program of action and information to earn public understanding and acceptance is called

Correct AnswerverifiedShow Answer

Technology allows firms to listen to customers' wants, track their purchases, provide them with better service, and give them more access to information.

Correct AnswerverifiedShow Answer

Compared to effective comparative advertising, publicity is generally considered less believable.

Correct AnswerverifiedShow Answer

Blake's client expressed her concerns and questioned some of the details of the sales proposal once he completed his sales presentation. An effective salesperson would

Correct AnswerverifiedShow Answer

One of the distinct differences between ________ and other forms of advertising is the fact that the medium used allows for a dialogue exchange of information between buyers and sellers, instead of a monologue type approach.

Correct AnswerverifiedShow Answer

Which of the following helps explain the popularity of infomercials?

Correct AnswerverifiedShow Answer

When an organization uses advertising to create an attractive image for itself, this type of advertising is called

Correct AnswerverifiedShow Answer

Today's public relations departments

Correct AnswerverifiedShow Answer

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