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Figure 15-2
75) To communicate with consumers, a company can use one or more of five promotion
alternatives. In Figure 15-2 above, the promotional element labeled Box A represents
A) advertising.
B) personal selling.
C) public relations.
D) sales promotion.
E) direct marketing.
76) To communicate with consumers, a company can use one or more of five promotion
alternatives. In Figure 15-2 above, the promotional element labeled B represents
A) advertising.
B) personal selling.
C) public relations.
D) sales promotion.
E) direct marketing.
77) To communicate with consumers, a company can use one or more of five promotion
alternatives. In Figure 15-2 above, the promotional element labeled C represents
A) advertising.
B) personal selling.
C) public relations.
D) sales promotion.
E) direct marketing.
78) To communicate with consumers, a company can use one or more of five promotion
alternatives. In Figure 15-2 above, the promotional element labeled D represents
A) advertising.
B) personal selling.
C) public relations.
D) sales promotion.
E) direct marketing.
79) To communicate with consumers, a company can use one or more of five promotion
alternatives. In Figure 15-2 above, the promotional element labeled E represents
A) advertising.
B) personal selling.
C) public relations.
D) sales promotion.
E) direct marketing.
80) Advertising, sales promotion, and public relations are often said to use ________ because
they are used with groups of prospective buyers.
A) cooperative selling
B) mass selling
C) customized selling
D) collection selling
E) paid selling
81) Which of the following would be least likely to be used for mass selling?
A) advertising
B) public relations
C) sales promotion
D) publicity
E) personal selling
82) In a promotional sense, customized interaction is exemplified by
A) the creation of unique products based upon the needs and wants of individual consumers.
B) the translation of a company's message into multiple languages for use in advertising in
different countries or regions.
C) personal selling between a seller and a prospective buyer that can include face-to-face,
telephone, and interactive electronic communication.
D) the creation of different promotional campaigns based on gender, age, or ethnicity.
E) the use of different images (such the covers of Sports Illustrated) to reach different product
groupings.
83) Which of the following types of promotion uses customized interaction?
A) advertising
B) direct marketing
C) public relations
D) sales promotion
E) publicity
84) Advertising refers to
A) any nonpersonal, indirectly paid presentation of an organization, service, or product.
B) a short-term inducement of value offered to arouse interest in buying a product or service.
C) methods used to identify a target market for a particular product or service.
D) any paid form of nonpersonal communication about an organization, product, service, or idea
by an identified sponsor.
E) any unpaid form of personal presentation of products and services.
85) A paid form of nonpersonal communication about an organization, product, service, or idea
by an identified sponsor is referred to as
A) sales promotion.
B) publicity.
C) advertising.
D) direct marketing.
E) mass communication.
86) What is the nature of the "paid" aspect of advertising?
A) Fees are paid for space or time in the medium.
B) Fees are paid to salespeople as either salaries or commissions.
C) Fees are paid to creative arts contributors, but there is no direct payment to media.
D) There is a wide range of fees paid depending upon the promotion selected.
E) The primary costs are now associated with data transmission for phone or the Internet.
87) Which of the following statements about advertising is most accurate?
A) Advertising can communicate specific product benefits to prospective buyers.
B) Advertising has limited control as to when and where an advertisement will appear.
C) A key advantage of advertising is its ability to use customized interactions.
D) Advertising can be a very effective attention-getter, especially for new products, but has little
impact for repeat purchases.
E) Advertising is one of the least costly forms of promotion because it reaches a mass market.
88) Which of the following statements about advertising is most accurate?
A) Advertisers have limited control as to when and how often their advertisements will be
placed.
B) A key advantage of advertising is its ability to use customized interactions.
C) Advertisers have very limited control over what it can say due to FCC regulations.
D) Advertising is the least costly form of promotion because ads go through significant
pretesting.
E) Through advertising, a company can control what it says and, to some extent, to whom the
message is sent.
89) Which of the following is a strength of advertising?
A) Advertising provides immediate feedback.
B) Advertising is very inexpensive.
C) Advertising can create messages quickly.
D) Advertising is an efficient means for reaching large numbers of people.
E) Advertising is often the most credible source of information for consumers.
90) Which of the following is a weakness of advertising?
A) It entails extremely high expense per exposure.
B) It is difficult to get media cooperation.
C) It entails high absolute costs.
D) It is easily duplicated.
E) It can easily lead to promotion wars.
91) Which of the following statements describes a key difference between advertising and public
relations?
A) Public relations is more expensive on a cost-per-contact basis than advertising.
B) Public relations is usually directly paid while advertising is usually indirectly paid.
C) Advertising is usually directly paid while public relations is usually indirectly paid.
D) Advertising provides an immediate feedback loop while public relations does not.
E) Public relations always has a much greater reach than advertising.
92) When Macy's places a link to its website with a coupon for its President's Day sale on an
online lifestyle website, it is using which element of the promotional mix?
A) advertising
B) sales promotion
C) publicity
D) personal selling
E) direct marketing
93) New Balance recently spent $13 million for time on television and space in selected
magazines to promote its athletic shoes. What form of marketing communication did it use?
A) public relations
B) personal selling
C) publicity
D) sales promotion
E) advertising
94) The two-way flow of communication between a buyer and a seller, often in a face-to-face
encounter, designed to influence the purchase decision of a person or group is referred to as
A) sales promotion.
B) personal selling.
C) direct selling.
D) advertising.
E) public relations.
95) Personal selling refers to
A) a customer-directed flow of communications, often in a face-to-face encounter, designed to
promote a product with the purpose of making a sale.
B) an individualized communications program specifically designed for a single customer
because the item being sold is unique to that person.
C) a mass selling approach that has been tailored to meet the unique needs of a target market
based on age, gender, ethnicity, or occupation.
D) the two-way flow of communication between a buyer and a seller, often in a face-to-face
encounter, designed to influence the purchase decision of a person or group.
E) any spoken (rather than visual or print) attempt to promote a product for the purpose of
making a sale.
52
96) Which of the following is a strength of personal selling?
A) Personal selling can be very persuasive.
B) Personal selling has low seller involvement.
C) Personal selling can prepare messages quickly.
D) Personal selling is an efficient means for reaching large numbers of people.
E) Personal selling is often the most credible source in the consumer's mind.
97) Which of the following is a weakness of personal selling?
A) It can be difficult to receive good feedback with personal selling.
B) It can be difficult to get media cooperation.
C) It is extremely expensive per exposure.
D) Personal selling can be easily duplicated.
E) Personal selling can easily lead to promotion wars.
98) Communication with consumers who are not in the target audience is referred to as
A) excess coverage.
B) wasted coverage.
C) exhaustive coverage.
D) squandered coverage.
E) dissipated coverage.
99) Wasted coverage can be reduced by which of method of promotion?
A) sales promotion
B) public relations
C) advertising
D) public service announcements
E) personal selling
100) Which promotional mix alternative has the advantage of allowing the seller to see or hear
the potential buyer's reaction to the message?
A) advertising
B) personal selling
C) public relations
D) sales promotion
E) publicity
101) Which of the following describes a disadvantage associated with personal selling?
A) Presentations often provide little opportunity for consumer feedback.
B) Personal selling permits too much wasted coverage.
C) There may be inconsistency in the presentation of the message from one salesperson to
another.
D) A salesperson cannot control to whom a presentation is made.
E) Personal selling is subject to extensive federal, state, and company regulation.
102) Which of these promotional elements has the highest cost-per-contact or exposure?
A) advertising
B) personal selling
C) sales promotion
D) publicity
E) public service announcements
103) When a furniture company employs designers that meet with customers to advise them on
home decoration, the company is using
A) advertising.
B) personal selling.
C) sales promotion.
D) public relations.
E) publicity.
104) When a representative for Pfizer calls on doctors to explain the benefits of its newest drug
to treat type II diabetes, she is engaging in
A) primary sales.
B) sales promotion.
C) public relations.
D) personal selling.
E) coercive marketing.
105) Businesses vary as to the amount of security they require or can afford to protect their
computer files. A company that sells a complete line of firewalls, from a no-frills version to one
that uses complex retinal scans, would most likely employ which promotional element to
effectively promote its product to businesses?
A) personal selling
B) advertising
C) sales promotion
D) public relations
E) social media
106) Lenox China Co. would like to get its annual Christmas ornament series into Macy's
department stores. Macy's has a buyer in New York City who makes decisions on its giftware.
Which promotional element would be most appropriate for Lenox to use to reach the Macy's
buyer?
A) advertising
B) sales promotion
C) personal selling
D) public relations
E) advertising and public relations
107) 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 is referred to as
A) sales promotion.
B) publicity.
C) advertising.
D) public relations.
E) personal selling.
108) Public relations refers to
A) a seller-directed flow of communication, often in a face-to-face encounter, designed to
promote a product with the purpose of making a sale.
B) an individualized communications program specifically designed for a single customer
because the item being sold is unique to that person.
C) a mass selling approach that has been tailored to meet the more select needs of a target market
based on age, gender, ethnicity, or occupation.
D) a form of communication that is intended to counteract any negative information or
misinformation that has been instigated by competitors or disgruntled customers.
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.
109) Press conferences and social media posts are tools used by a firm's ________ department.
A) advertising
B) sales promotion
C) direct marketing
D) public relations
E) personal selling
110) All of the following are tools used by a firm's public relations department except which?
A) special events
B) questionnaires
C) lobbying efforts
D) annual reports
E) image management
111) Publicity refers to
A) a nonpersonal, indirectly paid presentation of an organization, product, or service.
B) a short-term inducement of value offered to arouse interest in buying a product or service.
C) methods used to get a nonpersonal, directly paid presentation of a company or its products.
D) a paid form of nonpersonal communication about an organization, product, service, or idea by
an identified sponsor.
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.
112) A nonpersonal, indirectly paid presentation of an organization, product, or service that can
take the form of a news story, editorial, or product announcement is referred to as
A) direct sales.
B) publicity.
C) direct marketing.
D) a public service announcement.
E) personal selling.
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 usually indirectly paid.
D) Advertising provides an immediate feedback loop, and publicity does not.
E) Publicity results in less credibility with consumers than advertising does.
