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Exam 14: Marketing Communications

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Question 91

True/False

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Coupons are sent to consumers by direct mail.

A) True
B) False

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verified

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Question 92

True/False

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The first step in personal selling is to reach potential buyers and to choose the most likely prospects.

A) True
B) False

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Question 93

Multiple Choice

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Advertising that concentrates on the specific attributes of the product-its brand, style, and type-is an example of

Which of the following makes radio a potentially effective advertising medium?

In some situations, a firm may find that no available advertising medium reaches the target market effectively.

McDonald's wants to launch a campaign promoting its new gargantuan-sized meals.Since McDonald's will be launching the new size nationally, it will want to use a mix of ____ and ____.

Most local firms use immediate-response advertising.

All of the following are factors in setting advertising rates for radio advertising except

R&P Inc. R&P Inc.is an emerging company that wants to focus on personal selling, sales promotion, and public relations activities.R&P's management understands that personal selling is about the personal communication aimed at customers, but they feel that determining more specifics about the products they sell will allow them to better achieve their goal.Another important route they would like to take is to learn more about the various types of sales promotion.Finally, management would like to focus more on publicity-based PR.By concentrating on these areas, the company believes that it will be able to successfully create a promotional campaign. -Refer to R&P Inc.R&P management knows that ____ is the most effective and least expensive means of communicating product information to a large number of individuals and organisations.

A punchcard that an ice cream store punches for each ice cream purchase and allows one free cone after five purchases is an example of a premium.

Driscoe, Inc., is in the process of developing an advertising campaign for its new product.It has identified the group to whom it will direct advertisements and has drafted the advertising objectives.Which of the following is not an advertising objective and thus should be deleted from the list?

A promotion mix can be defined as communication about an organisation and its products that is intended to inform, persuade, or remind target market members.

A(n) ____ is an extended commercial that may demonstrate a product's features and benefits in detail.

A primary benefit of magazine advertising is the advertisement's life span.

R&P Inc. R&P Inc.is an emerging company that wants to focus on personal selling, sales promotion, and public relations activities.R&P's management understands that personal selling is about the personal communication aimed at customers, but they feel that determining more specifics about the products they sell will allow them to better achieve their goal.Another important route they would like to take is to learn more about the various types of sales promotion.Finally, management would like to focus more on publicity-based PR.By concentrating on these areas, the company believes that it will be able to successfully create a promotional campaign. -Refer to R&P Inc.R&P management could use sales promotions for any of the following objectives except

A major disadvantage of using newspapers for advertising is their short life spans.

Advertising whose purpose is to increase the demand for all brands of a good or service is called

Automobile manufacturers advertise their cars on the Internet, radio, television, and billboards; in newspapers and magazines; and by direct mail.In this example, radio, TV, newspapers, magazines, and direct mail are called advertising

David believes that all promotional activities should be completely eliminated.What commonly held misconception does David likely have about promotion?

Gary-Wheaton Bank is increasing its number of branches and expanding banking services in the Chicago suburbs.Management wants to advertise in Time because it offers ___ editions.