Question 1

Vicky works as a salesperson for Lands' End.Her duties consist of taking customer orders over the telephone and ensuring that the information is properly entered so that customers will receive the products they need.Vicky is a(n)

Accepted Answer

A)   order-getter.
B)   missionary salesperson.
C)   prospector.
D)   outside order-taker.
E)   inside order-taker.F) A) and E)
G) A) and D)

Question 2

If a company sends a representative to your home who tries to sell you a vacuum cleaner, this company is using

Accepted Answer

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

Question 3

A frequent-user incentive is a gift that a producer offers a customer in return for using its product.

Accepted Answer

A) True 
 B)False

Question 4

Communication that is intended to inform, persuade, or remind an organisation's target markets about the organisation and its products is called promotion.

Accepted Answer

A) True 
 B)False

Question 5

Jacobs Enterprises, a large firm, wants to reach a national market for its new product.Which advertising medium would be most appropriate for this purpose?

Accepted Answer

A)   Television
B)   Newspapers
C)   Radio
D)   Billboards
E)   BlimpsF) A) and C)
G) A) and B) A

Question 6

Advertising may be broadly classified into three groups:

Accepted Answer

A)   selective demand, creative, primary demand.
B)   point of purchase, personal, institutional.
C)   publicity, point-of-purchase, personal.
D)   selective demand, institutional, primary demand.
E)   selective demand, institutional, point of purchase.F) A) and B)
G) A) and C)

Question 7

Which of the following is not an advantage of newspaper advertising?

Accepted Answer

A)   It reaches a broad audience locally.
B)   It provides only local coverage.
C)   It is timely.
D)   It has a short life span.
E)   It is reasonable in cost.F) B) and E)
G) A) and B)

Question 8

Advertising geared toward attracting not only customers but also potential investors and employees is classified as ____ advertising.

Accepted Answer

A)   institutional
B)   Personal
C)   selective-demand
D)   Political
E)   comparativeF) C) and D)
G) B) and E)

Question 9

If the Early Bird Dry Cleaners displays a sign in the window of its store that says it will take any competitor's coupons, it is trying to

Accepted Answer

A)   neutralise competitive promotional efforts.
B)   stabilise irregular sales patterns.
C)   reinforce advertising.
D)   encourage trial purchases of the product.
E)   draw new customers.F) A) and B)
G) A) and C)

Question 10

Suppose the company you work for wants to use publicity to raise public awareness of the company's products.Which of the following would be among the issues addressed in its publicity releases?

Accepted Answer

A)   Changes in credit terms
B)   Visits by famous persons
C)   Athletic events
D)   Employment gains
E)   New uses for old productsF) A) and E)
G) C) and D) E

Question 11

Vitalink Company does marketing research and then plans, creates, and places various forms of paid communications about its clients' products and services.Vitalink Company is a(n)

Accepted Answer

A)   publicist.
B)   advertising medium.
C)   marketing broker.
D)   promotion specialist.
E)   advertising agency.F) A) and D)
G) B) and C)

Question 12

____ advertising is illegal or unacceptable in some countries.

Accepted Answer

A)   Personal
B)   Cooperative
C)   Comparative
D)   Selective demand
E)   Immediate-responseF) A) and B)
G) A) and E)

Question 13

Television advertising rates are based on the geographic area of coverage of the station's signal.

Accepted Answer

A) True 
 B)False

Question 14

An advertisement in which the benefits of using Advil instead of Tylenol are discussed is ____ advertising.

Accepted Answer

A)   Advocacy
B)   primary-demand
C)   Comparative
D)   Reminder
E)   institutionalF) B) and E)
G) B) and D)

Question 15

After Jeremy has made his sales presentation and answered the prospect's objections, he says, "When would you like to take delivery of the copier?" This is called a

Accepted Answer

A)   trial closing.
B)   follow-up.
C)   slick seller.
D)   clincher.
E)   negotiation for delivery terms.F) A) and E)
G) C) and D)

Question 16

Like newspaper ads and unlike magazine advertising, television advertising

Accepted Answer

A)   provides for a combination of sight and sound.
B)   provides for excellent photography.
C)   has a short life.
D)   is the most accessible medium.
E)   has a long life.F) None of the above
G) A) and C)

Question 17

The most adaptable of all promotion methods is personal selling because the message can be modified to suit the individual buyer.

Accepted Answer

A) True 
 B)False  True

Question 18

If McDonald's website was green and black and did not feature the golden arches, Ronald McDonald and gang, or the company's food selections, McDonald's would have failed to use

Accepted Answer

A)   integrated marketing communications.
B)   public relations.
C)   a promotion mix.
D)   primary-demand advertising.
E)   coordinated strategic planning.F) B) and D)
G) A) and B)

Question 19

Blackwelder Co.calls a meeting to announce to the media that it is hiring a new CEO and changing the company name to Natural Basics.The company will distribute additional materials at this meeting, which is called a

Accepted Answer

A)   news release.
B)   press conference.
C)   publicity affair.
D)   promotional campaign.
E)   media exclusive.F) All of the above
G) None of the above

Question 20

Sponsoring programmes on public television is an example of

Accepted Answer

A)   point-of-purchase activity.
B)   sales promotion.
C)   public-relations activity.
D)   community service activity.
E)   cooperative advertising.F) None of the above
G) A) and D)

Exam 14: Marketing Communications

Vicky works as a salesperson for Lands' End.Her duties consist of taking customer orders over the telephone and ensuring that the information is properly entered so that customers will receive the products they need.Vicky is a(n)

Correct AnswerverifiedShow Answer

If a company sends a representative to your home who tries to sell you a vacuum cleaner, this company is using

Correct AnswerverifiedShow Answer

A frequent-user incentive is a gift that a producer offers a customer in return for using its product.

Correct AnswerverifiedShow Answer

Communication that is intended to inform, persuade, or remind an organisation's target markets about the organisation and its products is called promotion.

Correct AnswerverifiedShow Answer

Jacobs Enterprises, a large firm, wants to reach a national market for its new product.Which advertising medium would be most appropriate for this purpose?

Correct AnswerverifiedA

Advertising may be broadly classified into three groups:

Correct AnswerverifiedShow Answer

Which of the following is not an advantage of newspaper advertising?

Correct AnswerverifiedShow Answer

Advertising geared toward attracting not only customers but also potential investors and employees is classified as ____ advertising.

Correct AnswerverifiedShow Answer

If the Early Bird Dry Cleaners displays a sign in the window of its store that says it will take any competitor's coupons, it is trying to

Correct AnswerverifiedShow Answer

Suppose the company you work for wants to use publicity to raise public awareness of the company's products.Which of the following would be among the issues addressed in its publicity releases?

Correct AnswerverifiedE

Vitalink Company does marketing research and then plans, creates, and places various forms of paid communications about its clients' products and services.Vitalink Company is a(n)

Correct AnswerverifiedShow Answer

____ advertising is illegal or unacceptable in some countries.

Correct AnswerverifiedShow Answer

Television advertising rates are based on the geographic area of coverage of the station's signal.

Correct AnswerverifiedShow Answer

An advertisement in which the benefits of using Advil instead of Tylenol are discussed is ____ advertising.

Correct AnswerverifiedShow Answer

After Jeremy has made his sales presentation and answered the prospect's objections, he says, "When would you like to take delivery of the copier?" This is called a

Correct AnswerverifiedShow Answer

Like newspaper ads and unlike magazine advertising, television advertising

Correct AnswerverifiedShow Answer

The most adaptable of all promotion methods is personal selling because the message can be modified to suit the individual buyer.

Correct AnswerverifiedTrue

If McDonald's website was green and black and did not feature the golden arches, Ronald McDonald and gang, or the company's food selections, McDonald's would have failed to use

Correct AnswerverifiedShow Answer

Blackwelder Co.calls a meeting to announce to the media that it is hiring a new CEO and changing the company name to Natural Basics.The company will distribute additional materials at this meeting, which is called a

Correct AnswerverifiedShow Answer

Sponsoring programmes on public television is an example of

Correct AnswerverifiedShow Answer

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A

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E

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True

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