Question 1

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

Accepted Answer

A)   geographic coverage.
B)   the time period specified.
C)   whether advertising is on AM, FM, or both.
D)   the number of people who will actually listen to the commercial.
E)   the number of commercials contracted for.F) C) and E)
G) A) and C)

Question 2

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 organization'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 organizes 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 D)
G) A) and B)

Question 3

When major oil companies advertise to build goodwill rather than to stimulate sales, they are using

Accepted Answer

A)   institutional advertising.
B)   primary-demand advertising.
C)   public relations.
D)   publicity.
E)   selective-demand advertising.F) A) and E)
G) B) and E)

Question 4

Billboards, signs, and transportation vehicle signage are examples of ____ advertising.

Accepted Answer

A)   out-of-home
B)   reminder
C)   cooperative
D)   selective
E)   institutionalF) A) and D)
G) A) and E)

Question 5

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 B)
G) C) and E)

Question 6

Personal selling, a major element in an organization's promotion mix, is a less expensive way to reach consumers than through advertising.

Accepted Answer

A) True 
 B)False

Question 7

Sears would like to promote its new line of dishwashers with the multi-flow system. Since this is a new feature, Sears needs to be able to demonstrate the product. Sears will most likely use

Accepted Answer

A)   publicity.
B)   sales promotion.
C)   the Internet.
D)   trade shows.
E)   advertising.F) B) and C)
G) A) and B)

Question 8

In general, consumer goods will depend on ____; industrial products are more likely to use ____ as the primary focus of their promotion mix.

Accepted Answer

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

Question 9

All of the following are helpful in evaluating the effectiveness of advertising except

Accepted Answer

A)   past sales.
B)   responses to coupon offers.
C)   salespersons' salaries.
D)   consumer surveys by research organizations.
E)   current sales.F) C) and D)
G) A) and C)

Question 10

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) B) and E)
G) A) and C)

Question 11

Although television is the newest advertising medium, it receives by far the largest share of advertising revenue.

Accepted Answer

A) True 
 B)False

Question 12

Would the owner of a small retail grocery store be more likely to advertise Tuesday specials using radio or television? Why?

Accepted Answer

The owner of a small retail grocery stor...

Question 13

Which of the following is true about Yellow Pages advertising?

Accepted Answer

A)   The majority of advertising is used by local advertisers rather than national advertisers.
B)   Nearly all advertising is used by large, national advertisers.
C)   Ads are placed weekly and can consistently be changed.
D)   Fewer than 25 percent of adults read Yellow Page ads approximately once a week.
E)   Yellow Pages ads can be easily changed at any time.F) B) and C)
G) None of the above

Question 14

Industrial products usually are not promoted through personal selling.

Accepted Answer

A) True 
 B)False

Question 15

Both inside and outside order-takers produce most of their company's sales through

Accepted Answer

A)   successful handling of repeat sales.
B)   creative selling techniques.
C)   aggressive solicitation of new customers.
D)   locating prospects.
E)   persuading new customers to try their product or service.F) A) and E)
G) C) and E)

Question 16

Selective-demand advertising aimed at persuading consumers to make purchases within a short time is called ____ advertising.

Accepted Answer

A)   reminder
B)   primary-demand
C)   immediate-response
D)   comparative
E)   cooperativeF) A) and E)
G) B) and D)

Question 17

The market that a store attempts to reach by using newspaper advertising is a(n)

Accepted Answer

A)   primary-demand audience.
B)   national market.
C)   local market.
D)   interested market.
E)   zone market.F) None of the above
G) B) and E)

Question 18

When has Natalie, an industrial supplies salesperson, completed her job with a particular client?

Accepted Answer

A)   When she overcomes the objections of the client
B)   When she closes a sale with the client
C)   Never, as long as she maintains a working relationship with the client
D)   When she follows up with the client to ensure that a correct and timely delivery was made
E)   When she thanks the client for the business and asks for other prospectsF) B) and D)
G) A) and B)

Question 19

Personal selling in support of the sales efforts of other intermediaries is called creative selling.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 15: Developing Integrated Marketing Communications

Which of the following is true about Yellow Pages advertising?

Correct Answer
verified

Selective-demand advertising aimed at persuading consumers to make purchases within a short time is called ____ advertising.

Correct Answer
verified

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

Correct Answer
verified

When major oil companies advertise to build goodwill rather than to stimulate sales, they are using

Correct Answer
verified

Although television is the newest advertising medium, it receives by far the largest share of advertising revenue.

Correct Answer
verified

In general, consumer goods will depend on ; industrial products are more likely to use as the primary focus of their promotion mix.

Correct Answer
verified

All of the following are helpful in evaluating the effectiveness of advertising except

Correct Answer
verified

Both inside and outside order-takers produce most of their company's sales through

Correct Answer
verified

Correct Answer
verified

Personal selling in support of the sales efforts of other intermediaries is called creative selling.

Correct Answer
verified

Sears would like to promote its new line of dishwashers with the multi-flow system. Since this is a new feature, Sears needs to be able to demonstrate the product. Sears will most likely use

Correct Answer
verified

Personal selling, a major element in an organization's promotion mix, is a less expensive way to reach consumers than through advertising.

Correct Answer
verified

Billboards, signs, and transportation vehicle signage are examples of ____ advertising.

Correct Answer
verified

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 Answer
verified

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

Correct Answer
verified

When has Natalie, an industrial supplies salesperson, completed her job with a particular client?

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

The market that a store attempts to reach by using newspaper advertising is a(n)

Correct Answer
verified

Would the owner of a small retail grocery store be more likely to advertise Tuesday specials using radio or television? Why?

Correct Answer
Answered by ExamLex AI
The owner of a small retail grocery stor...
View Answer

Industrial products usually are not promoted through personal selling.

Correct Answer
verified

Exam 15: Developing Integrated Marketing Communications

Which of the following is true about Yellow Pages advertising?

Correct AnswerverifiedShow Answer

Selective-demand advertising aimed at persuading consumers to make purchases within a short time is called ____ advertising.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

When major oil companies advertise to build goodwill rather than to stimulate sales, they are using

Correct AnswerverifiedShow Answer

Although television is the newest advertising medium, it receives by far the largest share of advertising revenue.

Correct AnswerverifiedShow Answer

In general, consumer goods will depend on ____; industrial products are more likely to use ____ as the primary focus of their promotion mix.

Correct AnswerverifiedShow Answer

All of the following are helpful in evaluating the effectiveness of advertising except

Correct AnswerverifiedShow Answer

Both inside and outside order-takers produce most of their company's sales through

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Personal selling in support of the sales efforts of other intermediaries is called creative selling.

Correct AnswerverifiedShow Answer

Sears would like to promote its new line of dishwashers with the multi-flow system. Since this is a new feature, Sears needs to be able to demonstrate the product. Sears will most likely use

Correct AnswerverifiedShow Answer

Personal selling, a major element in an organization's promotion mix, is a less expensive way to reach consumers than through advertising.

Correct AnswerverifiedShow Answer

Billboards, signs, and transportation vehicle signage are examples of ____ advertising.

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 AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

When has Natalie, an industrial supplies salesperson, completed her job with a particular client?

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

The market that a store attempts to reach by using newspaper advertising is a(n)

Correct AnswerverifiedShow Answer

Would the owner of a small retail grocery store be more likely to advertise Tuesday specials using radio or television? Why?

Correct AnswerAnswered by ExamLex AIThe owner of a small retail grocery stor...View AnswerShow Answer

Industrial products usually are not promoted through personal selling.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

In general, consumer goods will depend on ; industrial products are more likely to use as the primary focus of their promotion mix.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
Answered by ExamLex AI
The owner of a small retail grocery stor...
View Answer

Correct Answer
verified