Question 1

Which of the following is not a public relations tool?

Accepted Answer

A)   Press conference
B)   News release
C)   Sponsorship programme
D)   Trade show
E)   Captioned photographF) C) and D)
G) A) and B)

Question 2

All of the following are categories of promotion except

Accepted Answer

A)   managerial relations.
B)   advertising.
C)   public relations.
D)   personal selling.
E)   sales promotion.F) C) and D)
G) A) and B)

Question 3

You are in charge of advertising for a golf course in the Southwest.The owner of the course is convinced that once-a-week advertising in the local newspaper will be the most effective method.You feel obligated to warn him that newspaper advertising

Accepted Answer

A)   has a short life span because people usually read it and then discard it.
B)   is one of the most expensive forms of advertising available.
C)   is likely to reach people outside the golf course's market area.
D)   is untimely and therefore unlikely to provide any benefit.
E)   has become almost worthless with all advertising moving to the Internet.F) B) and E)
G) A) and D)

Question 4

Marketers tend to design promotional communication for wider audiences rather than for a specific group.

Accepted Answer

A) True 
 B)False

Question 5

When Fashion Fair Cosmetics offers marketing assistance to resellers that buy its products, it is engaging in what type of promotion technique?

Accepted Answer

A)   Bribery
B)   Consumer sales promotion technique
C)   Consumer product promotion technique
D)   Trade sales promotion method
E)   Bait-and-switch methodF) A) and B)
G) A) and C)

Question 6

Kevin Johnson sits at a customer hotline phone at Microsoft and answers calls from customers who just purchased new Microsoft products.He would be what type of sales employee?

Accepted Answer

A)   Inside order-taker
B)   Missionary salesperson
C)   Technical salesperson
D)   Trade salesperson
E)   Order-taking salespersonF) C) and E)
G) B) and E)

Question 7

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

Question 8

Which of the following is not a category in which the largest number of coupons are distributed?

Accepted Answer

A)   Paper products
B)   Medications
C)   Alcohol
D)   Frozen food
E)   CondimentsF) A) and B)
G) D) and E)

Question 9

The use of social media has minimally decreased in the last few years.

Accepted Answer

A) True 
 B)False

Question 10

The primary concern of the media planner is to

Accepted Answer

A)   ensure that the budget is large enough to pay for the various media chosen for the campaign.
B)   reach the largest possible number of persons in the advertising target for each euro spent.
C)   ensure that the words and illustrations used in the ad are meaningful and appealing to the target market.
D)   ensure that the choice of words and illustrations used are appropriate for the choice of medium being used.
E)   execute a successful ad campaign without going over the budget.F) B) and C)
G) A) and E)

Question 11

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

Question 12

As you are browsing the Internet, you open the website for Forbes.com to find an article for class.As the website is opening, an advertisement for IBM opens up on your screen.This is a(n)

Accepted Answer

A)   interstitial ad.
B)   flag ad.
C)   banner ad.
D)   button ad.
E)   keyword ad.F) A) and B)
G) A) and E)

Question 13

Institutional advertising is by far the most common type of advertising and receives the largest share of advertising expenditures.

Accepted Answer

A) True 
 B)False

Question 14

For Minute Maid's new line of juice drinks to be successful, the company developed a promotion mix to reach a wide audience.The most effective promotion mix for reaching a wide audience would include ____ and ____.

Accepted Answer

A)   advertising; publicity
B)   advertising; sales promotion
C)   sales promotion; personal selling
D)   sales promotion; publicity
E)   personal selling; advertisingF) A) and E)
G) B) and E)

Question 15

A local dance school wants to create a billboard to try to increase enrollment for its classes, which frequently start during the year.Since learning about advertising in your Business 101 class, you would most likely recommend which of the following for the billboard?

Accepted Answer

A)   Simply writing the name of the dance school and its phone number in black letters on a white billboard
B)   Showing a picture of smiling dancers with the name of the dance school and the words "Enroll Today!"
C)   Providing a comprehensive list of the various dance classes offered and the names of the dance instructors
D)   Showing the schedule for all upcoming classes and the phone number and e- mail address to register
E)   Having a picture of a previous dance class in their costumes from last year's recital and no text messageF) A) and E)
G) D) and E)

Question 16

The Professional Businesswomen's Association on your campus has chosen to use direct mail to advertise its fee-based seminars.The president of the association has asked you to attend a planning meeting, where you will indicate the factors important to the success of direct-mail advertising.Which of the following will you explain to the group?

Accepted Answer

A)   Newspaper advertising is really more selective than direct-mail advertising.
B)   The success of direct-mail advertising depends on having appropriate and current mailing lists.
C)   Magazine advertising is more prestigious than direct-mail advertising.
D)   Direct-mail advertising consists of short promotional messages on posters and signs.
E)   Direct mail, while effective, is not as selective as magazines.F) C) and E)
G) All of the above

Question 17

Advertising appropriation should be based on the historical average of the company's advertising expenditure.

Accepted Answer

A) True 
 B)False

Question 18

Your company's greatest need is to employ salespeople who will be responsible for selling the firm's products to new customers and increasing sales to present customers.For this reason, you recommend that the company hire which type of salesperson?

Accepted Answer

A)   Order-taker
B)   Missionary
C)   Trade
D)   Order-getter
E)   TechnicalF) None of the above
G) C) and D)

Question 19

Interior Designs is a small home interior decorating company.It has a very limited budget for promotion and needs to be able to measure the effectiveness of its promotion easily.These objectives will best be achieved through

Accepted Answer

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

Question 20

SME Ads Inc.(SME) 
Steven Monahan owns SME Ads Inc., an advertising agency.At present, the company focuses on advertising only.However, Steven plans to expand the company's focus to include all the major elements of an organisation's promotional mix.Steven feels that expanding the focus in such a way will allow the firm to meet customer needs in a more coordinated fashion.Currently, the firm organises its work according to the media being used.Steven believes this is the most effective way to subdivide advertising.Since television is the most widely used advertising medium, the company spends most of its time on television advertising.SME knows what it takes to get the job done, and it is committed to success.
-Refer to SME Ads Inc.Given that television ranks number one in total advertising revenue, if a client is interested in reaching a national audience, SME should advise the client to buy which of the following?

Accepted Answer

A)   Network time
B)   Yellow page sponsorship
C)   Order-getter
D)   Local time
E)   Personal sellingF) B) and E)
G) C) and E)

Exam 14: Marketing Communications

Your company's greatest need is to employ salespeople who will be responsible for selling the firm's products to new customers and increasing sales to present customers.For this reason, you recommend that the company hire which type of salesperson?

Correct Answer
verified

For Minute Maid's new line of juice drinks to be successful, the company developed a promotion mix to reach a wide audience.The most effective promotion mix for reaching a wide audience would include and .

Correct Answer
verified

The primary concern of the media planner is to

Correct Answer
verified

The use of social media has minimally decreased in the last few years.

Correct Answer
verified

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 Answer
verified

You are in charge of advertising for a golf course in the Southwest.The owner of the course is convinced that once-a-week advertising in the local newspaper will be the most effective method.You feel obligated to warn him that newspaper advertising

Correct Answer
verified

Advertising appropriation should be based on the historical average of the company's advertising expenditure.

Correct Answer
verified

Which of the following is not a public relations tool?

Correct Answer
verified

Marketers tend to design promotional communication for wider audiences rather than for a specific group.

Correct Answer
verified

Correct Answer
verified

Which of the following is not a category in which the largest number of coupons are distributed?

Correct Answer
verified

Institutional advertising is by far the most common type of advertising and receives the largest share of advertising expenditures.

Correct Answer
verified

When Fashion Fair Cosmetics offers marketing assistance to resellers that buy its products, it is engaging in what type of promotion technique?

Correct Answer
verified

All of the following are categories of promotion except

Correct Answer
verified

Interior Designs is a small home interior decorating company.It has a very limited budget for promotion and needs to be able to measure the effectiveness of its promotion easily.These objectives will best be achieved through

Correct Answer
verified

Kevin Johnson sits at a customer hotline phone at Microsoft and answers calls from customers who just purchased new Microsoft products.He would be what type of sales employee?

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

A local dance school wants to create a billboard to try to increase enrollment for its classes, which frequently start during the year.Since learning about advertising in your Business 101 class, you would most likely recommend which of the following for the billboard?

Correct Answer
verified

As you are browsing the Internet, you open the website for Forbes.com to find an article for class.As the website is opening, an advertisement for IBM opens up on your screen.This is a(n)

Correct Answer
verified

Exam 14: Marketing Communications

Your company's greatest need is to employ salespeople who will be responsible for selling the firm's products to new customers and increasing sales to present customers.For this reason, you recommend that the company hire which type of salesperson?

Correct AnswerverifiedShow Answer

For Minute Maid's new line of juice drinks to be successful, the company developed a promotion mix to reach a wide audience.The most effective promotion mix for reaching a wide audience would include ____ and ____.

Correct AnswerverifiedShow Answer

The primary concern of the media planner is to

Correct AnswerverifiedShow Answer

The use of social media has minimally decreased in the last few years.

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

You are in charge of advertising for a golf course in the Southwest.The owner of the course is convinced that once-a-week advertising in the local newspaper will be the most effective method.You feel obligated to warn him that newspaper advertising

Correct AnswerverifiedShow Answer

Advertising appropriation should be based on the historical average of the company's advertising expenditure.

Correct AnswerverifiedShow Answer

Which of the following is not a public relations tool?

Correct AnswerverifiedShow Answer

Marketers tend to design promotional communication for wider audiences rather than for a specific group.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following is not a category in which the largest number of coupons are distributed?

Correct AnswerverifiedShow Answer

Institutional advertising is by far the most common type of advertising and receives the largest share of advertising expenditures.

Correct AnswerverifiedShow Answer

When Fashion Fair Cosmetics offers marketing assistance to resellers that buy its products, it is engaging in what type of promotion technique?

Correct AnswerverifiedShow Answer

All of the following are categories of promotion except

Correct AnswerverifiedShow Answer

Interior Designs is a small home interior decorating company.It has a very limited budget for promotion and needs to be able to measure the effectiveness of its promotion easily.These objectives will best be achieved through

Correct AnswerverifiedShow Answer

Kevin Johnson sits at a customer hotline phone at Microsoft and answers calls from customers who just purchased new Microsoft products.He would be what type of sales employee?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A local dance school wants to create a billboard to try to increase enrollment for its classes, which frequently start during the year.Since learning about advertising in your Business 101 class, you would most likely recommend which of the following for the billboard?

Correct AnswerverifiedShow Answer

As you are browsing the Internet, you open the website for Forbes.com to find an article for class.As the website is opening, an advertisement for IBM opens up on your screen.This is a(n)

Correct AnswerverifiedShow Answer

Correct Answer
verified

For Minute Maid's new line of juice drinks to be successful, the company developed a promotion mix to reach a wide audience.The most effective promotion mix for reaching a wide audience would include and .

Correct Answer
verified

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