24) Promotion has expanded beyond advertising, sales promotions, and personal selling to
include ________.
A) Database marketing
B) Direct marketing
C) Alternative marketing
D) E-active marketing
E) All of the above
Learning Obj.: LO 1
AACSB: Analytical thinking
25) The decision to hire advertising agencies or freelance artists depends on all of the following
except ________.
A) The size of the company and its advertising budget
B) In-house capacity
C) Owner preferences
D) The timeline of the advertising campaign
E) None of the above is an exception.
Learning Obj.: LO 3
AACSB: Analytical thinking
26) Brochures are an example of ________ material.
A) Non-print
B) Video
C) Audio
D) Collateral
E) All of the above
Learning Obj.: LO 4
AACSB: Analytical thinking
27) “Undercover,” deceptive marketing efforts are also called ________ marketing.
A) Viral
B) Electronic
C) Institutional
D) Stealth
E) Social
Learning Obj.: LO 8
AACSB: Analytical thinking
7
28) USP stands for which of the following?
A) Unique Selling Proposition
B) Unitary Selling Proposition
C) Unique Selling Position
D) Unique Sales Proposition
E) Universal Selling Proposition
Learning Obj.: LO 1
AACSB: Analytical thinking
29) The ________ analysis is a process that includes research into target markets and the
promotional strategies to reach them.
A) Promotions opportunity
B) SWOT
C) marketing
D) Marketing research
E) publicity
Learning Obj.: LO 2
AACSB: Analytical thinking
30) Which of the following are not included in Kenneth Clow’s and Donald Baack’s five steps of
promotions opportunity analysis?
A) Conduct a communications market analysis.
B) Establish communications objectives.
C) Create a communications budget.
D) Prepare promotional strategies.
E) Create ways to promote to secondary markets.
Learning Obj.: LO 2
AACSB: Analytical thinking
31) Offering coupons may provide an incentive to try your product or service for the first time.
Learning Obj.: LO 5
AACSB: Analytical thinking
32) Brand spiraling means that companies use conventional approaches through print and
broadcast media to drive traffic to their on-line sites.
Learning Obj.: LO 8
AACSB: Analytical thinking
8
33) Online advertising typically takes the form of banner advertisements on Web sites.
Learning Obj.: LO 8
AACSB: Analytical thinking
34) The primary focus of database marketing is on relationship-building rather than sales.
Learning Obj.: LO 7
AACSB: Analytical thinking
35) A press release is an announcement sent to the media to generate publicity and states the
who, what, when, where, and why of a story.
Learning Obj.: LO 9
AACSB: Analytical thinking
36) Twitter is an example of macroblogging.
Learning Obj.: LO 8
AACSB: Analytical thinking
37) The calculation of lifetime value is generally done in ten-year increments over, say, twenty or
thirty years.
Learning Obj.: LO 7
AACSB: Analytical thinking
38) Promotional tools are best used when the strategy calls for a highly targeted, time-limited
boost in response.
Learning Obj.: LO 5
AACSB: Analytical thinking
39) Buzz marketing is another name for word-of-mouth marketing.
Learning Obj.: LO 7
AACSB: Analytical thinking
9
40) Data mining is a labor-intensive process used to analyze and sort the data, to identify your
best existing customers, and to model those who might become excellent customers.
Learning Obj.: LO 7
AACSB: Analytical thinking
41) When using e-mail marketing, provide your customers with opt-out options.
Learning Obj.: LO 7
AACSB: Analytical thinking
42) The number and variety of online social networks has grown phenomenally in recent years
and is expected to have little growth in the near future.
Learning Obj.: LO 8
AACSB: Analytical thinking
43) Lifestyle marketing aligns with traditional demographic approaches.
Learning Obj.: LO 6
AACSB: Analytical thinking
44) The use of trade show exhibits is a proven promotional strategy for consumer companies.
Learning Obj.: LO 5
AACSB: Analytical thinking
45) J. Conrad Levinson coined the term guerilla marketing in 1984 with his book of the same
title, meaning original, unconventional, and inexpensive small-business strategies.
Learning Obj.: LO 6
AACSB: Analytical thinking
10
46) Think of a guerilla marketing idea. How can it be beneficial to your business?
Learning Obj.: LO 6
AACSB: Analytical thinking
47) How would you build positive public relations for your business?
Learning Obj.: LO 9
AACSB: Analytical thinking
48) If you had to choose one, would your choice be broadcast or print media? Support your
choice.
Learning Obj.: LO 4
AACSB: Analytical thinking
49) What are the objectives of advertising?
Learning Obj.: LO 3
AACSB: Analytical thinking
50) Write a press release using the example in the chapter as a guide.
Learning Obj.: LO 9
AACSB: Application of knowledge
11