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 has a high level of credibility in the consumer’s mind.
116) Which of the following is a weakness of publicity?
A) Publicity has high absolute costs.
B) Publicity is difficult to receive good feedback.
C) Publicity is easily duplicated.
D) There is a lack of control for the marketer.
E) Publicity can easily lead to promotion wars.
117) ________ have grown dramatically and allow public discussions of almost any company
activity, so many public relations departments now focus on facilitating and responding to them.
A) Lobbying efforts
B) Press releases
C) Social media
D) Negative ads
E) Public service announcements
118) 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
119) Research indicates that publicity followed by advertising with the same message
A) undermines the credibility of the first message and therefore lessens its effect.
B) increases the positive response to the message.
C) increases the retention of the message but only 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 effective than either used alone.
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 promotions are often temporary and sales drop off when they end.
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) requires special packaging and distribution channels
E) effectiveness diminishes when used continuously
130) When you buy Crest toothpaste at your local supermarket because you have a 50-cents-off
coupon for it, even though that is not your regular brand, 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 obtained a very good price on a brand of frozen orange juice and,
rather than maintain it as extra inventory, wanted 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 held the One Tough Ride Sweepstakes in partnership with the PBR (Professional Bull
Riding) World Finals. Participants entered by online for the chance to win a new 2018 Ford F-
Series truck of his or her choice and a VIP trip for two to the PBR World Finals in Vegas. Which
promotional element was Ford using here?
A) advertising
B) personal selling
C) sales promotion
D) publicity
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?
A) high absolute costs
B) declining customer response rates
C) inconsistent messages from salespeople
D) difficult to get media cooperation
E) easily duplicated and can easily lead to promotion wars
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) Which of the following factors is used to balance the elements in the promotional mix?
A) competitor’s actions
B) the product’s life cycle
C) the firm’s core values
D) the market research tools that have been used
E) the characteristics of the buyer
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, 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” in the sense
that they have grown up with technology?
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) Firms should 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 features and benefits
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
152) Which promotional element is particularly important to business buyers?
A) public relations
B) publicity
C) sales promotion
D) rebates
E) personal selling
153) Many promotional efforts are focused on ________, who help coordinate promotional
campaigns sponsored by the manufacturer and provide marketing advice and expertise.
A) sales personnel
B) ultimate consumers
C) intermediaries
D) repeat buyers
E) nonprospects