Question 1

Interactive promotion

Accepted Answer

A)   attempts to create a dialogue between buyers and sellers.
B)   transforms the approach from "working with" to "promoting to" customers.
C)   fails to build long-term relationships with customers.
D)   is an increasingly important element of the personal selling mix.E) All of the above
F) A) and B)

Question 2

Despite its name, Choco Central is located in a small shopping center far from customers. However, the company enjoys outstanding business because satisfied customers share their enjoyable experiences at Choco Central with their friends and relatives. Choco Central apparently benefits from positive

Accepted Answer

A)   trade advertising.
B)   word of mouth.
C)   sales promotion.
D)   public relations.E) C) and D)
F) A) and B)

Question 3

A testimonial represents communication from a customer that praises a firm's products.

Accepted Answer

A) True 
 B)False

Question 4

Mobile technology allows marketers to promote products to consumers through smartphones using text alerts.

Accepted Answer

A) True 
 B)False

Question 5

Institutional advertising creates an attractive image for an organization rather than for a product.

Accepted Answer

A) True 
 B)False

Question 6

Global advertising can save companies money in research and ad design.

Accepted Answer

A) True 
 B)False

Question 7

Trade shows represent sales promotion programs designed to create product enthusiasm from distributors and dealers.

Accepted Answer

A) True 
 B)False

Question 8

Even though advances in mobile media present some interesting opportunities, marketers expect that traditional promotions such as television advertising will dominate promotional efforts over the long term.

Accepted Answer

A) True 
 B)False

Question 9

Coupons, contests, and sampling are examples of sales promotion activities.

Accepted Answer

A) True 
 B)False

Question 10

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) None of the above
F) A) and D)

Question 11

The purpose of institutional advertising is to create an attractive image for an organization.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following statements is the most accurate?

Accepted Answer

A)   Advertising helps pay for production costs of newspapers and magazines.
B)   Word of mouth is the most effective form of advertising.
C)   Advertising does not really provide information to consumers; it merely persuades consumers to buy advertised products.
D)   Consumers don't remember good advertisements.E) B) and C)
F) None of the above

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

The last step in creating a promotional campaign is to evaluate the effectiveness of each element of the promotional mix.

Accepted Answer

A) True 
 B)False

Question 15

Compared to other promotional tools, publicity

Accepted Answer

A)   costs more.
B)   offers the firm little control over the message.
C)   prevents a response from competitive firms.
D)   is the easiest to manage.E) None of the above
F) All of the above

Question 16

Newspapers, radio, and directories are usually attractive to local advertisers.

Accepted Answer

A) True 
 B)False

Question 17

The approach step of the selling process attempts to

Accepted Answer

A)   qualify potential customers who are willing and able to buy.
B)   build credibility and establish rapport.
C)   close the sale.
D)   learn about potential customers and their wants and needs.E) B) and D)
F) All of the above

Question 18

Compared to advertising, publicity offers a firm greater control over when and how often the message is communicated.

Accepted Answer

A) True 
 B)False

Question 19

Caroline has developed a new advertising message for one of her firm's new products. She has sent copies of the ad to all of the salespeople in the firm and asked them to stress the benefits mentioned in the ad when they call on their customers. Finally, the ad includes a free sample coupon to encourage people to try this new product. She is attempting to create one positive, unified brand image for the new product. Caroline is practicing brand communication.

Accepted Answer

A) True 
 B)False

Question 20

One problem with newspaper advertisements is that they have a short life span.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

Correct Answer
verified

Even though advances in mobile media present some interesting opportunities, marketers expect that traditional promotions such as television advertising will dominate promotional efforts over the long term.

Correct Answer
verified

Despite its name, Choco Central is located in a small shopping center far from customers. However, the company enjoys outstanding business because satisfied customers share their enjoyable experiences at Choco Central with their friends and relatives. Choco Central apparently benefits from positive

Correct Answer
verified

Newspapers, radio, and directories are usually attractive to local advertisers.

Correct Answer
verified

The purpose of institutional advertising is to create an attractive image for an organization.

Correct Answer
verified

Interactive promotion

Correct Answer
verified

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

Correct Answer
verified

Compared to advertising, publicity offers a firm greater control over when and how often the message is communicated.

Correct Answer
verified

The approach step of the selling process attempts to

Correct Answer
verified

Coupons, contests, and sampling are examples of sales promotion activities.

Correct Answer
verified

Which of the following statements is the most accurate?

Correct Answer
verified

Compared to other promotional tools, publicity

Correct Answer
verified

Trade shows represent sales promotion programs designed to create product enthusiasm from distributors and dealers.

Correct Answer
verified

Mobile technology allows marketers to promote products to consumers through smartphones using text alerts.

Correct Answer
verified

One problem with newspaper advertisements is that they have a short life span.

Correct Answer
verified

Global advertising can save companies money in research and ad design.

Correct Answer
verified

The last step in creating a promotional campaign is to evaluate the effectiveness of each element of the promotional mix.

Correct Answer
verified

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

Correct Answer
verified

Institutional advertising creates an attractive image for an organization rather than for a product.

Correct Answer
verified

A testimonial represents communication from a customer that praises a firm's products.

Correct Answer
verified

Exam 16: Using Effective Promotions

Correct AnswerverifiedShow Answer

Even though advances in mobile media present some interesting opportunities, marketers expect that traditional promotions such as television advertising will dominate promotional efforts over the long term.

Correct AnswerverifiedShow Answer

Despite its name, Choco Central is located in a small shopping center far from customers. However, the company enjoys outstanding business because satisfied customers share their enjoyable experiences at Choco Central with their friends and relatives. Choco Central apparently benefits from positive

Correct AnswerverifiedShow Answer

Newspapers, radio, and directories are usually attractive to local advertisers.

Correct AnswerverifiedShow Answer

The purpose of institutional advertising is to create an attractive image for an organization.

Correct AnswerverifiedShow Answer

Interactive promotion

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Compared to advertising, publicity offers a firm greater control over when and how often the message is communicated.

Correct AnswerverifiedShow Answer

The approach step of the selling process attempts to

Correct AnswerverifiedShow Answer

Coupons, contests, and sampling are examples of sales promotion activities.

Correct AnswerverifiedShow Answer

Which of the following statements is the most accurate?

Correct AnswerverifiedShow Answer

Compared to other promotional tools, publicity

Correct AnswerverifiedShow Answer

Trade shows represent sales promotion programs designed to create product enthusiasm from distributors and dealers.

Correct AnswerverifiedShow Answer

Mobile technology allows marketers to promote products to consumers through smartphones using text alerts.

Correct AnswerverifiedShow Answer

One problem with newspaper advertisements is that they have a short life span.

Correct AnswerverifiedShow Answer

Global advertising can save companies money in research and ad design.

Correct AnswerverifiedShow Answer

The last step in creating a promotional campaign is to evaluate the effectiveness of each element of the promotional mix.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Institutional advertising creates an attractive image for an organization rather than for a product.

Correct AnswerverifiedShow Answer

A testimonial represents communication from a customer that praises a firm's products.

Correct AnswerverifiedShow Answer

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