Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
113) Which of the following statements describes a key difference between advertising and
publicity?
A) Publicity is more expensive on a cost-per-contact basis than advertising.
B) Publicity is easily controlled by the user while advertising is not.
C) Advertising is usually directly paid, and publicity is indirectly paid.
D) Advertising provides an immediate feedback loop, and publicity does not.
E) Publicity results in less credibility with consumers than advertising does.
114) A restaurant review published in the local newspaper is an example of
A) publicity.
B) sales promotion.
C) advertising.
D) direct marketing.
E) personal selling.
115) Which of the following is a strength of publicity?
A) Publicity can receive immediate feedback.
B) Publicity can provide the target audience with complex information.
C) Publicity can prepare messages quickly.
D) Publicity is an efficient means for reaching large numbers of people.
E) Publicity is often the most credible source in the consumer's mind.
116) Which of the following is a weakness of publicity?
117) Although the lack of control means that it is rarely the main element of a promotional
campaign, ________ is an important part of most of them.
A) publicity
B) advertising
C) personal selling
D) sales promotion
E) direct marketing
118) Research indicates that publicity followed by advertising with the same message
A) undermines the credibility of the first message and therefore lessons its effect.
B) increases the positive response to the message.
C) decreases the positive response to the message even if it is delivered by a well-known
spokesperson.
D) is less effective than publicity followed by a sales promotion, such as a contest or product
sample.
E) is no more or less effective than when used alone.
119) The local radio station broadcast a story about a dry cleaner who requested coat donations.
The company offered to clean the coats and deliver them to people in need. The various
addresses of the dry cleaner chain were also broadcast so that donations could be dropped off.
Since this featured business did not pay for this exposure, it benefited from
A) advertising.
B) direct marketing.
C) personal selling.
D) publicity.
E) sales promotion.
120) 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.
121) A small agrichemical laboratory with a very small marketing budget develops a seed that
produces grass that grows two inches high and no higher. Which promotional element should it
use to communicate its discovery?
A) advertising
B) personal selling
C) sales promotion
D) publicity
E) missionary sales
122) Lonely Planet's travel guides, including volumes like Italy, have been indispensable for
travelers throughout the world since they describe out-of-the-way, inexpensive restaurants and
hotels. These guides provide invaluable ________ to the establishments, though they cannot pay
to be included.
A) direct sales
B) publicity
C) direct marketing
D) personnel selling
E) public service announcement
123) 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.
124) 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.
125) Rebates, coupons, samples, and contests are all examples of
A) endorsements.
B) sponsorships.
C) free publicity.
D) purchase aids.
E) sales promotions.
126) All of the following are examples of sales promotion tools except which?
A) samples
B) sweepstakes
C) coupons
D) catalogs
E) rebates
127) Sales promotions cannot be the sole basis for a promotional campaign because
A) all sales promotions have legal time limit restrictions to prevent unfair trade practices.
B) gains from sales promotion are often temporary and sales drop off when it ends.
C) sales promotions are too costly and soon become a financial liability.
D) sales promotions are traditionally handled by outside firms and not the manufacturer, which
often results in a significant loss of profit.
E) consumers obtain an inflated impression of a product's actual value or worth.
128) If used continuously, which of the following promotional elements will most likely lose its
effectiveness?
A) advertising
B) personal selling
C) sales promotion
D) publicity
E) direct marketing
129) 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) messages lack credibility with consumers
E) effectiveness diminishes when used continuously
130) When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket,
you are being influenced primarily by which promotional element?
A) advertising
B) sales promotion
C) public relations
D) publicity
E) personal selling
131) When Tonya had her baby at a local hospital, she was given a diaper bag with samples of
Enfamil baby formula. These free samples are examples of
A) free advertising.
B) personal selling.
C) sales promotions.
D) free publicity.
E) direct sales.
132) Procter & Gamble introduced Old Spice High Endurance antiperspirant, targeted to teenage
boys who don't watch much TV. P&G handed out samples at skateboarding events and
sponsored a contest for the "high school football player of the year." P&G emphasized which
promotional element in this example?
A) sales promotion
B) advertising
C) personal selling
D) public relations
E) word of mouth
133) A food warehouse store got a very good buy on a brand of frozen orange juice and, rather
than maintain it as extra inventory, needs to sell it quickly to consumers. Which promotional
element should be used?
A) advertising
B) personal selling
C) publicity
D) sales promotion
E) direct marketing
134) Ford Motor Co. partnered with Toby Keith to offer consumers a chance to win a 2018 Ford
F-150 and "a VIP weekend experience for you and three guests in Cabo San Lucas, where you'll
get to hang with Toby at his hideaway." Which promotional element is being used here?
A) advertising
B) personal selling
C) publicity
D) sales promotion
E) direct marketing
135) A promotion alternative that uses direct communication with consumers to generate a
response in the form of an order, a request for further information, or a visit to a retail outlet is
referred to as
A) personal selling.
B) sales promotion.
C) publicity.
D) advertising.
E) direct marketing.
136) Direct marketing refers to
A) individualized communications programs specifically designed with a single customer in
mind because the item being sold is unique to that customer.
B) a promotional alternative that uses direct communication with consumers to generate a
response in the form of an order, a request for further information, or a visit to a retail outlet.
C) a new form of retail outlet with convenient locations.
D) a sales strategy whereby the exchange takes place at the time of engagement, such as selling
produce at a local farmer's market.
E) a form of communication management that seeks to influence the feelings, opinions, or beliefs
held by customers, prospective customers, stockholders, suppliers, employees, and other publics
about a company and its products or services.
137) All of the following are examples of direct marketing tools except which?
A) direct mail
B) telephone solicitations
C) rebates
D) catalogs
E) direct-response ads on TV
138) Like personal selling, ________ often consists of interactive communication.
A) direct marketing
B) advertising
C) a sales promotion
D) publicity
E) a public service announcement
139) Direct marketing has the advantage of being ________ to match the needs of specific target
markets.
A) priced
B) standardized
C) customized
D) engaged
E) integrated
140) Which of the following is a strength of direct marketing?
A) Direct marketing can be adapted quickly to facilitate customer relationships.
B) Direct marketing is often the most credible source in the consumer's mind.
C) Direct marketing can provide complex information.
D) Direct marketing can quickly grow or maintain market share as needed.
E) Direct marketing is a low-cost means of reaching the target market.
141) Which of the following is a weakness of direct marketing?
A) Direct marketing is a relatively untargeted method of trying to reach potential customers.
B) Messages using direct marketing may differ between direct mailings, confusing the target
market.
C) Direct marketing is expensive and time consuming due to the development and maintenance
of a database.
D) For direct marketing, it is difficult to get media cooperation.
E) Direct marketing can lead to promotion wars.
142) Which of the following is a weakness of direct marketing?
143) A major weakness of ________ as a form of promotion is that it requires expensive
database management.
A) advertising
B) personal selling
C) sales promotion
D) publicity
E) direct marketing
144) The growing concern about ________ has led to a decline in direct marketing response
rates among some customer groups.
A) government regulation
B) privacy
C) landfill waste
D) postal rates
E) fraud
145) All of the following factors are used to balance the elements of the promotional mix except
which?
A) the channel of distribution
B) the product's life cycle
C) the decision stage of the buyer
D) the different departments responsible for implementing the sales promotion tactics
E) the characteristics of the product
146) Which of the following statements regarding the promotional mix is most accurate?
A) For maximum impact, funding for promotions should be equally divided among the five
elements of the promotional mix.
B) The promotional mix can be influenced by the target audience for the promotion, the stage of
the product's life cycle, the characteristics of the product, the decision stage of the buyer, and the
channel of distribution.
C) Regardless of which other elements are selected, advertising must be included in every
promotional decision in order for an IMC campaign to be successful.
D) Decisions regarding the promotional mix should be left to each manager in the marketing
department who knows best what to do for his or her own specialty.
E) It is not necessary to have a coordinated goal for an IMC campaign provided each department
has a goal of its own.
147) Promotional programs are directed at all of the following except which?
A) the industrial distributor
B) the wholesaler
C) the competition
D) the retailer
E) the ultimate consumer
148) According to recent research, which consumers are considered "digital natives"?
A) baby boomers
B) Hispanics
C) Catholics
D) college students
E) people living in the coastal United States
149) Marketers can communicate best with college students by
A) using cable TV ads since this demographic watches TV more than any other medium.
B) adding mobile media to their IMC campaigns.
C) placing ads on Sirius XM radio.
D) using "Twitter Jockeys."
E) discouraging media multitasking.
150) All of the following guidelines help ensure the success of mobile marketing except which?
A) Campaigns should match product characteristics to the needs, preferences, and lifestyles of
the consumer.
B) Communications should facilitate multitasking.
C) Create a mobile-ready app that is flashy and fun.
D) Mobile apps should help shoppers make price comparisons.
E) Communication should include extensive text and images to explain the purpose and value of
the brand.
151) The practice of ________ is common among college students.
A) media multitasking
B) Internet addiction
C) creating user-generated content for brands
D) focused and extended attention
E) receiving and responding to direct-response mobile calls
