Chapter 08 Test Bank
1. All the activities that communicate the value of a product and persuade customers to buy it is referred to as
A. salesmanship.
B. advertising.
2. The marketing mix element where most of an organization’s communications with the marketplace occurs is
3. Which of the following is not an element of the promotion mix?
A. personal selling
B. public relations
4. Which element of the promotion mix refers to the set of nonpersonal communication tools designed to stimulate quicker and
more frequent purchases of a product?
5. As a promotion mix element, public relations refers to
D. advertising focused on promoting the company’s image with its customers.
E. the two-way flow of personal communication between the firm and its customers.
6. What is the name of the promotional strategy that involves coordinating the various promotion mix elements to provide
consumers with a clear and consistent message about a firm’s products?
A. integrated promotion mix
B. integrated promotion concept
7. Mars, Inc., makers of Snickers candy bars launched its You’re Not You When You’re Hungry promotion campaign. The
company’s television commercials portrayed regular people disguised as celebrities behaving badly because they were hungry.
Along with the commercials, print ads were released featuring inversion illusions showing the difference between someone
whose hunger is satisfied and someone whose hunger is clearly not. In addition, the print ads included a coupon for a Snickers
candy bar. This type of promotional strategy is referred to as
A. an integrated promotion mix.
B. an integrated advertising mix.
8. The goal of an integrated marketing communications strategy is to coordinate the various promotion mix elements to
9. Nonpersonal promotional communication about goods, services, or ideas that is paid for by the firm identified in the
communication is referred to as
A. publicity.
B. direct marketing.
10. What two key words in the definition of advertising are crucial to understanding how advertising fits into the promotion mix?
A. paid and communication
11. A collection of coordinated advertisements that share a single theme is called
A. an advertising concept.
B. a marketing mix.
12. The three primary objectives of an advertising campaign are
A. to entertain, to remind, and to sell.
B. to excite, to entice, and to engage.
13. What type of advertising attempts to develop initial demand for a product?
A. persuasive
B. reminder
14. What type of advertising attempts to increase demand for an existing product?
15. What type of advertising is common during the growth stage of the product life cycle as firms compete directly and attempt to
take market share from one another?
A. informative
B. reminder
16. Reminder advertising is most common during which stage of the product life cycle?
17. As outlined in your text, think about the percentage of global advertising delivered by each major medium. Which advertising
medium is projected to double in its use in the future?
18. According to your text, what do people think of first when they hear the term marketing?
A. newspaper advertising
B. public relations
19. What is offered by your text as a reason for the decreased viewership of top-rated TV programs?
20. The dissemination of information to a fairly small, select audience that is defined by its shared values, preferences, or
demographic attributes is referred to as
A. prospecting.
B. personal selling.
21. Compare the following forms of advertising to determine which one is an example of narrowcasting.
A. an advertisement for Halloween costumes in the Sunday newspaper
B. a billboard advertisement for Miller Lite beer
22. High cost is the biggest disadvantage to which form of advertising?
A. Internet
B. billboard
23. The advertising technique in which a company promotes its products through appearances on television shows, movies, or
other media is called
A. joint marketing.
B. indirect marketing.
24. In the Twilight series movies, main character Edward Cullen can be seen driving a Volvo car. This is an example of
A. media marketing.
B. direct marketing.
25. While viewing a webpage for outdoor gear, Phil noticed a graphic display advertising skateboards at low prices. When he
clicked on the ad, it took him to a different website where the skateboards were listed for sale. This is an example of what type of
Internet advertising?
26. You placed an order online at Staples.com for a printer and ink cartridges. As part of the checkout process, you were asked
to provide your e-mail address. Now you receive e-mails from Staples.com regarding products you might like. This is an
example of
27. Direct marketing refers to advertising that
A. is used in the introductory stage of the product life cycle to attempt to develop initial demand for a product.
B. seeks to keep the product before the public in an effort to reinforce previous promotional activity.
28. High-involvement consumer products, such as a house or a car, benefit most from which form of advertising?
A. outdoor
B. television
29. Which of the following is not an advantage of magazine/newspaper advertising?
A. its potential for narrowcasting
B. its ability for small businesses to advertise their goods to the local community
30. Marketers divide magazines into which two types of categories?
A. general-interest and specific-interest
B. men’s and women’s
31. One advantage to using magazines as an advertising medium is
A. the relatively short timeframe necessary to place an ad.
32. One of the advantages of radio as an advertising medium is that it
A. is audio-only.
B. doesn’t require marketers to segment an audience.
33. When marketers segment consumers by the type of radio station they listen to and then air their advertisements accordingly,
it is a form of
A. concentrating.
B. podcasting.
34. Traditionally, the biggest disadvantage of radio advertising has been that radio ads
A. are expensive.
B. have a narrow transmission.
35. According to your text, all of the following technological advances have created disadvantages for radio advertising
EXCEPT
A. smartphones.
B. digital presets.
36. Billboards, skywriting, and ads on the sides of buses are all forms of
A. print advertising.
B. social media advertising.
37. Compare the following forms of advertising and select the medium that is generally the cheapest form.
A. radio advertising
B. television advertising
38. Which of the following is NOT a disadvantage of outdoor advertising?
A. limited space for messages
B. wasted coverage
39. Which of the following is a nontraditional form of advertising?
A. advertisements that are painted on the side of a building
B. advertisements that show up on web pages
40. The bulk of a firm’s promotion budget is allocated to
A. publicity.
B. personal selling activities.
41. The goal of sales promotion is to
A. inform the consumer of the product’s benefits.
B. build a trusting relationship with a customer over a long period of time.
42. What is the most common type of sales promotion?
43. As a sales promotion tactic, why do marketers prefer using rebates?
44. A new specialty tea shop opened up in town. In order to lure customers into the store, the owners sent their most popular
teabag to 5,000 potential customers. This is an example of
A. a rebate.
B. a loyalty program.
45. At a local fair, Ford hosted a booth and brought several models of its cars for customers to sit in and look at up close.
Customers were then encouraged to fill out a comment card letting Ford know what their favorite model car was. At the end of
the fair, one comment card would be chosen by the company and that person would win the car of their choice. This is an
example of
46. Sales promotions that allow consumers to accumulate points or other benefits for doing business with the same company
are known as
47. A trade sales promotion that typically involves paying retailers for financial losses associated with consumer sales
promotions or reimbursing a retailer for an in-store or local expense to promote a specific product is known as
48. The two-way flow of communication between a salesperson and a customer that is paid for by the firm and seeks to
influence the customer’s purchase decision is referred to as
49. Tristan has been calling on the same customer for years. He handles all of the company’s orders and quickly resolves any
issues that may come up. On occasion, Tristan takes some of the company employees out to dinner and has even given them
tickets to local sporting events. Tristan is involved in
50. The single most effective approach for establishing and developing a personal relationship with the customer is through
51. What is the aim of a public relations campaign?
A. to communicate directly with the consumer in an effort to provoke a response
B. to coordinate promotion mix elements to provide a consistent message about the firm
52. Which of the following is not a tool for public relations?
A. speeches
B. annual reports
C. brochures
53. Which public relations tool provides a forum for the organization to share with its stakeholders what it has achieved over the
past year?
54. Which public relations tool is typically intended to inform and engage the public?
A. annual reports
B. sales presentations
55. Disseminating unpaid news items through some form of media to gain attention or support is referred to as
56. What is the major disadvantage of publicity as a promotion mix tool?
57. In the early 2000s, the Mattel Company was faced with a major problem with some of its toys due to faulty magnets and high
levels of lead-based paint. When the company realized it was facing a serious problem, it immediately involved federal agencies
on product safety, recalled millions of toys from the shelves, and launched a massive campaign to inform consumers about the
recall. In addition, the company set up a crisis link on its webpage and posted updates regularly. Mattel‘s actions can be
classified as
A. consumer fraud.
B. poor public relations.
58. Which of the following helps to set a baseline measure for marketers in order to evaluate an advertising campaign?
A. a recall test
B. a recognition test
59. To measure the effectiveness of an advertising campaign, marketers typically conduct a(n) _______ before the ad campaign
begins and a(n) _______ after the campaign.
60. Desiree is in charge of measuring a print ad’s success. She assembles a group of consumers, shows the print ad to them
and asks if they remember seeing the ad. Desiree is conducting a(n)