1. Another name for a company’s marketing communications mix is:
Correct : D. the promotion mix.
2. Which tool of the promotional mix is defined as any paid form of nonpersonal
presentation and promotion of ideas, goods, or services by an identified sponsor?
Correct : A. advertising
3. The _______________________ is the specific mix of advertising, personal selling,
sales promotion, public relations, and direct marketing tools that the company uses to pursue its advertising and marketing objectives.
Correct : C. marketing communications mix
4. Which tool of the promotional mix consists of short-term incentives to encourage the
purchase or sale of a product or service?
Correct : D. sales promotion
5. If a company wants to build a good “corporate image,” it will probably use which
of the following marketing communications mix tools?
Correct : B. public relations
6. _________________ is direct communications with carefully targeted individual
consumers to obtain an immediate response.
Correct : C. Direct marketing
7. There is an increasing amount of commerce being done via the Internet. With respect
to the promotional mix, which of the following categories would be most directly concerned with Internet commerce?
Correct : C. direct marketing
8. The personal presentation by the firm’s sales force for the purpose of making sales
and building customer relationships is called:
Correct : A. personal selling.
9. Which of the following major promotional tools use press relations, product
publicity, corporate communications, lobbying, and public service to communicate information?
Correct : B. public relations
10. Which of the following major promotional tools use the telephone, mail, fax,
e-mail, and the Internet to communicate directly with specific consumers?
Correct : C. direct marketing
11. Although the promotion mix is the company’s primary communication activity, the
__________________ must be coordinated for greatest communication impact.
Correct : B. entire marketing mix
12. Two major factors are changing the face of today’s communications. One of these
factors is the fact that:
Correct : B. mass markets are fragmented and marketers are shifting away from mass marketing.
13. The shift from ________________________ has had a dramatic impact on
marketing communications.
Correct : C. mass marketing to segmented marketing
14. ____________ fragmentation has resulted in media fragmentation.
Correct : A. Market
15. For many years mass-media advertising was king among promotion variables.
Today, this form of advertising appears to be giving way to:
Correct : B. other elements of the promotion mix.
16. Current trends in communications and promotions indicate that companies are
doing less:
Correct : B. broadcasting and more narrowcasting.
17. IMC, as presented in the text and in context with promotion, stands for:
Correct : C. integrated marketing communications.
18. _________________ is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
Correct : C. Integrated marketing communications
19. All of the following are cited by the text as limitations or challenges to marketers
trying to use the Web to build brands EXCEPT:
Correct : A. the higher expense of Web advertising versus traditional advertising.
20. Integrated marketing communications involves identifying the target audience and shaping a well-coordinated promotional program to elicit the desired audience response. Too often, however: (Select the MOST CORRECT statement.)
Correct : C. marketing communications focus on overcoming immediate awareness, image, or preference problems.
21. The communications process should start with:
Correct : B. an audit of all the potential contacts target customers have with the company and its brands.
22. The concept of ______________ suggests that the company must blend the
promotion tools carefully into a coordinated promotion mix.
Correct : C. integrated marketing communications
23. If a company’s objective were to reach masses of buyers that were geographically
dispersed at a low cost per exposure, the company would likely choose which of the following promotion forms?
Correct : A. advertising
24. Which of the following promotional forms is often described as being too impersonal
and only a one-way communication form?
Correct : A. advertising
25. Which of the following promotional tools is often the most effective tool at certain
stages in the buying process, particularly in building up buyers’ preferences, convictions, and actions?
Correct : B. personal selling
26. Which of the following promotional tools is thought to be the most expensive to use?
Correct : B. personal selling
27. Personal selling is an expensive form of promotion. For example, research shows
that personal selling costs companies _______ per sales call.
Correct : A. $170
28. The promotion tool that may include coupons, contests, premiums, and other means
of attracting consumer attention is best described as being which of the following?
Correct : D. sales promotion
29. Which of the following promotional tools can reach many prospects who otherwise
avoid salespeople and is received as news rather than as a sales-directed communication?
Correct : C. public relations
30. The promotional tool that marketers tend to underuse or use only as an afterthought
is best described as being which of the following?
Correct : C. public relations
31. No matter which form of direct marketing might be used by a promotional manager,
all of the forms have several characteristics in common. Which of the following WOULD NOT be among those characteristics?
Correct : C. producer controlled
32. __________________ is well suited to highly targeted marketing efforts and to
building one-to-one customer relationships.
Correct : D. Direct marketing
33. A ________________ is a promotion strategy that calls for using the sales force and
trade promotion to move the product through channels.
Correct : A. push strategy
34. A __________________ is a promotion strategy that calls for spending a lot on
advertising and consumer promotion to build up consumer demand. If the strategy is successful, consumer demand will move the product through the channel.
Correct : B. pull strategy
35. Which of the following strategies is usually followed by B2C companies with respect
to promotion strategy?
Correct : B. pull strategy
36. Which of the following strategies is usually followed by B2B companies with respect
to promotion strategy?
Correct : A. push strategy
37. Some of the earliest traces of what could be called advertising were found in:
Correct : D. ancient Rome.
38. Advertising reaches almost all facets of business in the United States. It has been
estimated that advertising runs an annual bill of ________________ in the United States alone.
Correct : B. $244 billion
39. Marketing management must make four important decisions when developing an
advertising program. All of the following would be among those decisions EXCEPT:
Correct : C. setting procedures for an advertising culture audit.
40. The first step in developing an advertising program should be to:
Correct : A. set advertising objectives.
41. A specific communication task to be accomplished with a specific target audience
during a specific period of time is called an:
Correct : B. advertising objective.
42. Which of the following WOULD NOT be one of the primary advertising objectives
as classified by primary purpose?
Correct : D. to make profits
43. ___________________ is used heavily when introducing a new product
category.
Correct : D. Informative advertising
44. Building selective demand is the objective of which type of advertising?
Correct : B. persuasive advertising
45. If Sony tries to convince consumers that its brand of computer disks is the best
quality for the money, it is using which of the following forms of advertising?
Correct : D. persuasive advertising
46. When Avis positioned itself against market-leading Hertz by claiming, “We’re
number two, so we try harder,” it was using which of the following forms of advertising?
Correct : D. comparative advertising
47. Keeping consumers thinking about the product is the objective for which type of
advertising?
Correct : C. reminder advertising.
48. After determining its advertising objectives, a company next sets its ____________
for each product.
Correct : B. advertising budget
49. All of the following are commonly recognized promotion budget formats EXCEPT:
Correct : B. the LIFO method.
50. Determining the promotion budget on the basis of financial availability of capital is characteristic of which of the following budget methods?
Correct : A. affordable method
51. Which of the following budget methods ignores the effects of promotion on sales?
Correct : A. affordable method
52. Which of the following promotional budget methods wrongly views sales as the
cause of promotion rather than as the result?
Correct : B. percentage-of-sales method
53. Setting the promotion budget so as to match the budgets of the competition is
characteristic of which of the following budget methods?
Correct : C. competitive-parity method
54. One of the arguments that supports the competitive-parity method for budgeting
promotions is that:
Correct : C. competitor’s budgets represent the collective wisdom of the industry.
55. The most logical budget setting method is found in the list below. Which is it?
Correct : D. objective-and-task method
56. The first step in using the objective-and-task promotional budgeting method is to:
Correct : D. define specific objectives.
57. According to the chapter, all of the following have promoted the importance of the
media-planning function EXCEPT:
Correct : B. the development of the Internet.
58. No matter how big the advertising budget, advertising can succeed only if
commercials:
Correct : B. gain attention and communicate well.
59. Developing an effective message strategy begins with identifying customer
___________ that can be used as advertising appeals.
Correct : D. benefits
60. Advertising appeals should have three characteristics. All of the following are among
those characteristics EXCEPT:
Correct : B. be tasteful.
61. In evaluating messages for advertising, pointing out the benefits that make the
product more desirable or interesting to consumers ensures that the message will be:
Correct : A. meaningful.
62. In evaluating messages for advertising, telling how the product is better than the
competing brands aims at making the ad:
Correct : B. distinctive.
63. In terms of execution styles, a family seated at the dinner table enjoying the
advertised product would be an example of which of the following types of advertising?
Correct : A. slice of life
64. In terms of execution styles, which type of advertising might show how a product
contributes to a person’s workout and health regime?
Correct : B. lifestyle
65. In terms of execution styles, which type of advertising makes no claim about the
product except to suggest that the product is part of such feelings as love or beauty?
Correct : C. mood or imagery
66. When a company chooses to use an animated character such as the Jolly Green Giant
or Garfield the Cat in their commercial, they are using which of the following advertising execution formats?
Correct : D. personality symbol
67. The first thing a reader notices in a printed advertising is the:
Correct : B. illustration.
68. The measure of the percentage of people in the target market who are exposed to the
ad campaign during a given period of time is called:
Correct : A. reach.
69. The measure of how many times the average person in the target market is exposed to
the message is called:
Correct : B. frequency.
70. Media planners consider many factors when making their media choices. According
to the text, all of the following factors would be considered EXCEPT:
Correct : A. the fashionability of the media.
71. If an advertiser wants flexibility, timeliness, good local market coverage, broad
acceptability, and high believability, the advertiser will probably choose which of the following mass media types?
Correct : A. newspapers
72. _________________ combine(s) sight, sound, and motion; appeals to the senses; and,
has a low cost per exposure as advantages.
Correct : B. Television
73. The advantages of audience selectivity, no ad competition, and personalization apply
to which type of media?
Correct : C. direct mail
74. ________________ has the advantage of being high in selectivity, low cost,
immediacy, and interactive capabilities.
Correct : C. Online
75. Which of the following mass media forms has the disadvantages of long
ad-purchase lead time, high cost, no guarantee of position?
Correct : C. magazines
76. To be effective, ads should have some form of pattern (given that more than one ad is going to be used). If an advertiser were to schedule ads evenly over a given period of time, this pattern would be called:
Correct : D. continuity.
77. A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs is called a(n):
Correct : C. advertising agency.
78. The largest U.S. advertising agency is ____________ with an annual gross
income of $1.8 billion on billings.
Correct : D. McCann-Erikson Worldwide
79. All of the following are benefits of a standardization policy in global advertising
EXCEPT:
Correct : C. an attention to local differences in various global markets.
80. _________________ is short-term incentives to encourage purchase or sales of a
product or service.
Correct : B. Sales promotion
81. Several factors have contributed to the rapid growth of sales promotion. All of the
factors listed below have played a part in that growth EXCEPT:
Correct : C. a relaxing of government regulations governing sales promotion.
82. Which type of sales promotion uses free samples, coupons, and rebates?
Correct : A. consumer promotion
83. All of the following are considered to be consumer-promotion tools EXCEPT:
Correct : B. push money.
84. Which of the following consumer-promotion tools is the most effective, but most
expensive, way to introduce a new product?
Correct : D. samples
85. ___________ are certificates that give buyers a saving when they purchase
specified products.
Correct : C. Coupons
86. If a retailer were to offer the consumer a “two for one” deal in purchasing
merchandise, which of the following sales promotional techniques would have been used?
Correct : D. price packs
87. If Cheerios includes a free toy from a Disney movie in its cereal boxes as an
incentive to purchase cereal, which of the following forms of sales promotion was used?
Correct : B. premiums
88. If an advertiser were to give consumers useful articles (imprinted with the
advertiser’s name) as gifts (such a pen or calendar), which of the following sales promotional forms would the advertiser be using?
Correct : D. advertising specialties
89. Manufacturers direct most of their sales promotional dollars toward which of the
following groups?
Correct : B. retailers and wholesalers
90. __________ is defined as being cash or gifts to dealers or their sales forces to
“push” the manufacturer’s goods.
Correct : D. Push money
91. Which type of promotion uses buying allowances, push money, and free goods?
Correct : B. trade promotion
92. The type of trade-promotion tool in which the manufacturer takes a fixed amount
off the list price on each case purchased during a stated period of time is called a(n):
Correct : A. discount.
93. The type of trade-promotion discount in which manufacturers agree to reduce the
price to the retailer in exchange for the retailer’s agreement to feature the manufacturer’s products in some way is called a(n):
Correct : B. allowance.
94. ________________ is a major promotion function whose objective is to build good
relations with the company’s various publics.
Correct : C. Public relations
95. All of the following would be considered to be functions performed in public
relations EXCEPT:
Correct : C. bribery (when necessary).
96. Despite its potential strengths, public relations is often described as a(n):
Correct : B. marketing stepchild.
97. All of the following would be considered to be major public relations tools
EXCEPT:
Correct : C. testifying.
98. If an advertiser were to use corporate stationery, brochures, signs, and business
cards to advance the public relations interests of the company, they would be using which of the following forms of PR?
Correct : C. corporate identity materials
99. Which of the following is Vocational attributes of a salesman ?
Correct : A. Knowledge of the product (
100. Which one of the following is the correct answer ?
Correct : C. Payment is the final stage of Purchase and sale transaction (