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167. Advertising is a paid form of nonpersonal communication.
a.
True
b.
False
168. Advertising is an inflexible promotional method.
a.
True
b.
False
169. Several forms of promotion can be used to complement personal selling efforts.
a.
True
b.
False
170. The absolute dollar outlay for advertising is usually low.
a.
True
b.
False
171. Measuring the effect of advertising on sales is difficult.
a.
True
b.
False
172. Personal selling makes possible immediate feedback from consumers.
a.
True
b.
False
173. Proxemic communication is communication through touching.
a.
True
b.
False
174. Tactile communication is communication through the movement of head, eyes, arms, hands, legs, or torso.
a.
True
b.
False
175. The phrase, purchase products, includes the acceptance of ideas and issues.
a.
True
b.
False
176. Public relations is a broad set of communication efforts used to create and maintain favorable relationships between
the organizations and its stakeholders.
a.
True
b.
False
177. Public relations is nonpersonal communication in news story form about an organization, or its products, or both,
transmitted through a mass medium at no charge.
a.
True
b.
False
178. Public relations is a set of tools to be used primarily during crises.
a.
True
b.
False
179. A news story about a product is an example of sales promotion.
a.
True
b.
False
180. Coupons are a form of sales promotion.
a.
True
b.
False
181. Sales promotion activity occurs more during peak selling periods than in off-peak selling periods.
a.
True
b.
False
182. An organization's promotion mix is viewed as an unchanging part of the marketing mix.
a.
True
b.
False
183. If an organization is large and has a large promotional budget, it should utilize all four promotional methods.
a.
True
b.
False
184. If a company has very limited promotional resources, it is most likely to use mainly personal selling.
a.
True
b.
False
185. The geographic distribution of a firm's customers can affect the combination of promotional methods used.
a.
True
b.
False
186. The price of a product influences the promotion mix to be used by the producer.
a.
True
b.
False
187. The promotional method most commonly used for highly personal items is personal selling.
a.
True
b.
False
188. A breakfast cereal maker most likely will not use personal selling to promote its product.
a.
True
b.
False
189. Marketers usually decrease expenditures in advertising for products in the decline stage.
a.
True
b.
False
190. Advertising is one element of the promotion mix that is too expensive for small business firms.
a.
True
b.
False
191. When a push policy is used in promotion of a particular product, the producer promotes the product only to the next
channel member.
a.
True
b.
False
192. If a pull policy is used in promoting a product, the producer promotes the product only to the next marketing
institution down the channel.
a.
True
b.
False
193. When a push policy is used in promoting a particular product, the producer promotes the product directly to
consumers.
a.
True
b.
False
194. Word-of-mouth communication is not especially important when people are choosing restaurants and automotive,
medical, and personal services such as hair care.
a.
True
b.
False
195. Successful marketers that understand the significance of word-of-mouth communication seek out opinion leaders and
try to encourage them to try their products in the hope they will spread favorable word about them.
a.
True
b.
False
196. Viral marketing is an attempt to create a trend or acceptance of a product through word-of-mouth communications.
a.
True
b.
False
197. Product placement is a form of advertising that strategically locates products or product promotions within
entertainment media to reach the product's target market(s).
a.
True
b.
False
198. One reason that promotion suffers from widespread criticism is that promotional efforts are highly visible and affect
our everyday lives.
a.
True
b.
False
199. During the nineteenth and early twentieth centuries, promotion was about as accurate as it is today.
a.
True
b.
False
200. A small percentage of promotion efforts are fraudulent.
a.
True
b.
False
201. Deceptive promotional practices today are common because of a lack of regulation.
a.
True
b.
False
202. If promotion is successful at stimulating demand, it will tend to increase prices.
a.
True
b.
False
203. One truth about promotion is that it raises prices.
a.
True
b.
False
204. Certain types of promotion facilitate price competition.
a.
True
b.
False
205. Promotion of products tends to keep their prices high.
a.
True
b.
False
206. While promotion does not create needs, it does capitalize on them.
a.
True
b.
False
207. One positive aspect of promotion is that it informs consumers about product uses, features, benefits, prices, and
locations where the products can be bought.
a.
True
b.
False
208. Because we are exposed to so much promotion in our daily lives, and the purpose of promoting goods is to persuade
people to buy them, a common criticism is that promotion encourages materialism.
a.
True
b.
False
209. Your company is planning to launch a new line of women’s athletic apparel in the next six months. In order to create
some enthusiasm in the market for your new products, you are working with an outside agency on the promotional ads
that will run during some popular sporting events. Which of the following should be the primary objective for these
promotional ads?
a.
Encourage product trial
b.
Create awareness
c.
Reward current customers
d.
Identify prospects
e.
Retain loyal customers
210. You are working with a sales management consultant on ways to improve your company’s sales performance. Your
company sells high-end consumer products. You and the consultant agree your promotional activities need to include
more direct interaction with your customers. Based on this information, which of the elements of promotion should you
emphasize more?
a.
Advertising
b.
Sales promotions
c.
Personal selling
d.
Public relations
e.
Discounting
211. You are leading a meeting of your marketing team where you are deciding on the promotion mix for your flagship
product. You are working your way through the various factors that should be considered when determining an
appropriate promotion mix. You are currently focused on the characteristics of your target market. Because of the nature
of your product, your target market represents millions of potential customers. Which of the following best describes the
appropriate promotion mix for your product?
a.
Your promotion mix should emphasize advertising and sales promotion.
b.
Your promotion mix should emphasize personal selling only.
c.
Your promotion mix should emphasize public relations only.
d.
Your promotion mix should emphasize public relations and personal selling.
e.
Your promotion mix should emphasize sales promotion only.
212. You are the marketing manager for a company that makes and markets designer sunglasses. Recently, your boss
suggested to you that the company should try to get its sunglasses worn by more actors and actresses in movies. He asked
you to look into what it would take to make that happen.
Which of following promotion activities is your boss referring to with this idea?
a.
Advertising
b.
Personal selling
c.
Public relations
d.
Product sponsorship
e.
Product placement
213. You are meeting with the head of a consumer advocacy group that claims your firm’s promotion activities are
causing food prices to rise. Naturally, you disagree with this claim and you are meeting with this individual to make your
case.
Which of the following statements would be a strong defense against this advocacy group’s claim?
a.
Prices are rising because our competitors are not socially conscious.
b.
Promotion can help keep prices lower by facilitating price competition.
c.
We actively promote our products because we have to make a profit.
d.
Promotion is not related to economic factors like prices.
e.
Our promotion activities create jobs so that people can pay the higher prices.
214. Which of the following is a reason integrated marketing communication is increasingly being accepted?
a.
More precisely targeted promotional tools, like the Internet, are available.
b.
Consumers want more communications from marketers.
c.
Upper management is demanding that marketers use it more.
d.
It is a way to meet regulatory requirements.
e.
It guarantees marketing success.
215. __________ is anything that reduces an integrated marketing communication’s clarity and accuracy.
a.
Feedback
b.
Channel capacity
c.
Noise
d.
Communication channel
e.
Coding process
216. Laws, government regulations, and industry self-regulation ______________ deceptive promotion.
a.
have done nothing to decrease
b.
have caused an increase in
c.
have eliminated all
d.
have helped decrease
e.
have created new forms of
217. Which of the following is a major goal of integrated marketing communications?
a.
To better coordinate the firm’s supply chain.
b.
To achieve a specific return on investment.
c.
To dispute competitors’ strengths.
d.
To control the firm’s marketing environment.
e.
To send a consistent message to consumers.
218. In the ______________, signs or symbols are converted by the receiver into concepts and ideas.
a.
message creation process
b.
value creation process
c.
decoding process
d.
marketing process
e.
selling process
219. The overall role of promotion is to ________________and to build and enhance relationships with current and
potential customers.
a.
stimulate product demand
b.
maximize shareholder wealth
c.
achieve a target return
d.
minimize the firm’s variable costs
e.
protect market share
220. _____________ is a paid, non-personal communication about an organization and its products transmitted to a target
audience through mass media.
a.
Personal selling
b.
Sales promotion
c.
Merchandising
d.
Advertising
e.
Public relations
221. Which of the following is a key factor used to determine a product’s promotion mix?
a.
Push and pull channel policies
b.
Sales representatives’ compensation
c.
Competitors’ product prices
d.
Regulatory requirements
e.
Management bias and preferences
222. Word-of-mouth communications are most effective for _______________ products.
a.
mature
b.
inexpensive
c.
convenience
d.
used
e.
personal services
223. Product placement is the strategic location of products ________________.
a.
in television commercials
b.
in print advertisements
c.
within entertainment media content
d.
on billboards in busy intersections
e.
on store shelves
224. Research has found that advertising ___________economic growth.
a.
reduces
b.
slows down
c.
is an obstacle to
d.
can also bring about
e.
is unrelated to
