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Like personal selling, __________ has the advantage of being customized to match the needs of specific target markets. Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers.


A) advertising
B) a sales promotion
C) publicity
D) direct marketing
E) a public service announcement

Correct Answer

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The promotional mix refers to


A) the three underlying appeals used that make promotions effective: (1) sex appeal; (2) humor appeal; and (3) fear appeal.
B) the combination of both paid and non-paid marketing tools used to promote product interest.
C) the set of promotional tools designed to motivate prospective buyers to purchase products and services: (1) awareness; (2) interest; (3) evaluation; (4) trial; and (5) adoption.
D) the composition of the objectives of the promotion: (1) to inform; (2) to persuade; (3) to remind; and (4) to phase out.
E) the combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product; (2) persuade them to try it; and (3) remind them later about the benefits they enjoyed by using the product.

Correct Answer

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Percentage of sales budgeting refers to


A) matching a competitor's absolute level of spending or the proportion per point of market share.
B) allocating funds to a promotion only after all other budget items are covered.
C) allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
D) determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks.
E) allocating funds to a promotion based on expected profits generated from it.

Correct Answer

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A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species. However, the firm has few resources to promote the film. Which promotional element should it employ?


A) Hire a salesperson to speak to environmental groups.
B) Ask local radio and television stations to run a favorable story about the film.
C) Advertise on billboards in each local market.
D) Invite students to participate in a contest to win free tickets.
E) Send postcards to all people within a 25-mile radius of a theater showing the movie

Correct Answer

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Albert Searchware is a type of search engine used at company websites to handle customer questions. The firm is trying to determine what promotional strategy should be employed with its flagship product. It has determined that search engine software is in the growth stage of its product life cycle. Which of the following options should it employ?


A) Devote 40 percent of the promotional budget to sales promotion that supply the public with demonstration CDs to prove the merits of Albert Searchware.
B) Spend 30 percent of the budget in the effort to generate publicity for Albert Searchware.
C) Use the majority of its promotional budget on advertising that focuses on brand differences.
D) Use a balanced budget and spend equally for each of the four promotional choices in an attempt to even out sales growth.
E) Encourage its tech support staff to emphasize the superiority of Albert Searchware and its after-sale support.

Correct Answer

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The formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by


A) Total marketing costs.
B) Marginal revenue.
C) Average revenue.
D) Net sales.
E) Total sales.

Correct Answer

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A __________ consists of a response and feedback.


A) feedback loop
B) consequence
C) source reaction
D) primary significance
E) concept effect

Correct Answer

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The marketing manager from a heavy-equipment manufacturer in Dallas, Texas was attending an international trade show in Japan. There were many prospective customers from different countries who seemed interested in the firm's product. However, they had difficulty following the manager's explanations of product features due to his heavy Texas drawl. In this case, the accent would be considered __________.


A) an encoding error
B) a decoding error
C) culture shock
D) noise
E) distortion

Correct Answer

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Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?


A) advertising
B) sales promotion
C) publicity
D) personal selling
E) direct marketing

Correct Answer

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In the communication process, printing mistakes that affect the meaning of a newspaper advertisement, or using words or pictures that fail to communicate the message clearly, are referred to as


A) noise.
B) clutter.
C) feedback.
D) distortions.
E) annoyances.

Correct Answer

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Competitive parity budgeting refers to


A) matching a competitor's absolute level of spending or the proportion per point of market share.
B) allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
C) allocating funds to a promotion only after all other budget items are covered.
D) determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks.
E) allocating funds to a promotion based on expected profits generated from it.

Correct Answer

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According to the textbook, __________ recently won Advertising Age magazine's coveted Media Agency of the Year award.


A) 72 and Sunny
B) Carat
C) Fallon
D) LatinWorks
E) Disney

Correct Answer

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Advertising refers to


A) any nonpersonal, indirectly paid presentation of an organization, service, or product.
B) a short-term inducement of value offered to arouse interest in buying a product or service.
C) methods used to identify a target market for a particular product or service.
D) any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
E) any unpaid form of personal presentation of products and services.

Correct Answer

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When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in __________.


A) missionary sales
B) sales promotion
C) public relations
D) personal selling
E) a public service announcement

Correct Answer

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Sales promotion refers to


A) a short-term inducement of value offered to arouse interest in buying a product or service.
B) a single-themed IMC campaign employing multiple advertising and personal selling strategies.
C) individualized communications programs that are specifically designed with a single customer in mind because the item being sold is unique to that customer.
D) a long-term inducement of value offered to build and sustain loyal customer relationships.
E) a sequence of value inducements aimed at retaining channel members.

Correct Answer

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Mary's Cookies put an ad in the local newspaper with a coupon stating that a dozen cookies cost $2.99. The newspaper instead printed the price on the coupon as $29.99. Consequently, no customers came in to buy cookies using the coupon. The communication issue between Mary and her target market in this case was most likely the result of __________.


A) feedback disruption
B) noise
C) a decoding error
D) a communication barrier
E) message interference

Correct Answer

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What is best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?

Correct Answer

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The best approach to budgeting is object...

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A short-term inducement of value offered to arouse interest in buying a product or service is referred to as __________.


A) customer incentive
B) customer enticement
C) free publicity
D) sales promotion
E) purchase incentive

Correct Answer

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What is the nature of the "paid" aspect of advertising?


A) Fees are paid for space or time in the medium.
B) Fees are paid to salespeople as either salaries or commissions.
C) Fees are paid to creative arts contributors but there is no direct payment to media.
D) There is a wide range of fees paid depending upon the promotion selected.
E) The primary costs are now associated with communication through mail, telephone, or the Internet.

Correct Answer

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Which of the following weaknesses is associated with sales promotions?


A) high absolute costs
B) messages differ between the sales promotion tools
C) difficult to get media cooperation
D) can easily lead to promotion wars
E) its effectiveness diminishes when used continuously

Correct Answer

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Showing 141 - 160 of 302

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