Advertising and Sales Promotion Online MCQ Set 11

QN01. All of the following are cited by the text as limitations or challenges to marketers trying to use the Web to build brands EXCEPT:

  1. The higher expense of Web advertising versus traditional advertising.
  2. The Internet doesn't build mass brand awareness.
  3. The Web's format and quality constraints.
  4. Difficulty in achieving advertising-like solutions on the Web.
Answer

(A)The higher expense of Web advertising versus traditional advertising.

QN02. Which of the following promotional forms is often described as being too impersonal and only a one-way communication form?

  1. Advertising
  2. Personal selling
  3. Public relations
  4. Sales promotion
Answer

(A)Advertising

QN03. The promotional tool that marketers tend to underuse or use only as an afterthought Is best described as being which of the following?

  1. Advertising
  2. Personal selling
  3. Public relations
  4. Sales promotion
Answer

(C)Public relations

QN04. A specific communication task to be accomplished with a specific target audience During a specific period of time is called an:

  1. Advertising campaign.
  2. Advertising objective.
  3. Advertising criterion.
  4. Advertising evaluation.
Answer

(B)Advertising objective.

QN05. After determining its advertising objectives, a company next sets its ______________ for each product.

  1. Advertising strategy
  2. Advertising budget
  3. Advertising goals
  4. Advertising format
Answer

(B)Advertising budget

QN06. The sense of attraction created by an ad is known as ______________

  1. Attraction
  2. Appeal
  3. Entertainment
  4. Ad copy
Answer

(B)Appeal

QN07. ______________ fill the communication gap between manufactures and consumers

  1. Advertising media
  2. Information
  3. Message
  4. Advertiser
Answer

(A)Advertising media

QN08. If a company gives false message to the customers, it is known as______________

  1. Deception
  2. Subliminal ads
  3. Obscene ads
  4. Cheating
Answer

(A)Deception

QN09. The inner urge that prompts a person to buy a product is known as

  1. Buying motive
  2. Inspiration
  3. Influence
  4. Desire
Answer

(A)Buying motive

QN10. Ads which are below the entry of conscious mind is known as ______________

  1. Deceptive
  2. Free
  3. Subliminal ads
  4. Local
Answer

(C)Subliminal ads

QN11. Which tool of the promotional mix consists of short-term incentives to encourage the purchase or sale of a product or service?

  1. advertising
  2. public relations
  3. direct marketing
  4. sales promotion
Answer

(D)sales promotion

QN12. Which of the following major promotional tools use press relations, product publicity, corporate communications, lobbying, and public service to communicate information?

  1. advertising
  2. public relations
  3. direct marketing
  4. sales promotion
Answer

(B)public relations

QN13. For many years mass-media advertising was king among promotion variables. Today, this form of advertising appears to be giving way to:

  1. product differentiation.
  2. other elements of the promotion mix.
  3. no manipulative variables.
  4. a move away from promotion.
Answer

(B)other elements of the promotion mix.

QN14. All of the following are cited by the text as limitations or challenges to marketers trying to use the Web to build brands EXCEPT:

  1. the higher expense of Web advertising versus traditional advertising.
  2. the Internet doesn't build mass brand awareness.
  3. the Web's format and quality constraints.
  4. difficulty in achieving advertising-like solutions on the Web
Answer

(A)the higher expense of Web advertising versus traditional advertising.

QN15. If a company's objective were to reach masses of buyers that were geographically dispersed at a low cost per exposure, the company would likely choose which of the following promotion forms?

  1. advertising
  2. personal selling
  3. public relations
  4. sales promotion
Answer

(A)advertising

QN16. The promotional tool that marketers tend to underuse or use only as an afterthought is best described as being which of the following?

  1. advertising
  2. personal selling
  3. public relations
  4. sales promotion
Answer

(C)public relations

QN17. Which of the following strategies is usually followed by b2b companies with respect to promotion strategy?

  1. Push strategy
  2. Pull strategy
  3. Blocking strategy
  4. Integrated strategy
Answer

(A)Push strategy

QN18. Building selective demand is the objective of which type of advertising?

  1. Informative advertising
  2. Persuasive advertising
  3. Reminder advertising
  4. Demand-driven advertising
Answer

(B)Persuasive advertising

QN19. According to the chapter, all of the following have promoted the importance of the media-planning function EXCEPT:

  1. Media fragmentation.
  2. The development of the internet.
  3. Soaring media costs.
  4. More focused target marketing strategies.
Answer

(B)The development of the internet.

QN20. In evaluating messages for advertising, telling how the product is better than the competing brands aims at making the ad:

  1. Meaningful.
  2. Distinctive.
  3. Believable.
  4. Remembered.
Answer

(B)Distinctive.

QN21. Media planners consider many factors when making their media choices. According to the text, all of the following factors would be considered EXCEPT:

  1. The fashionability of the media.
  2. The media habits of target consumers.
  3. The nature of the product.
  4. The type of message to be used.
Answer

(A)The fashionability of the media.

QN22. ______________ combine(s) sight, sound, and motion; appeals to the senses; and, has a low cost per exposure as advantages.

  1. Newspapers
  2. Television
  3. Direct mail
  4. Radio
Answer

(B)Television

QN23. All of the following are benefits of a standardization policy in global advertising EXCEPT:

  1. Lower advertising costs.
  2. Greater global advertising coordination.
  3. An attention to local differences in various global markets.
  4. More consistent worldwide image.
Answer

(C)An attention to local differences in various global markets.

QN24. If a retailer were to offer the consumer a "two for one" deal in purchasing merchandise, which of the following sales promotional techniques would have been used?

  1. samples
  2. premiums
  3. coupons
  4. price packs
Answer

(D)price packs

QN25. ______________ is a major promotion function whose objective is to build good relations with the company's various publics.

  1. Advertising
  2. Direct marketing
  3. Public relations
  4. Specialty events
Answer

(C)Public relations

QN26. All of the following would be considered to be major public relations tools EXCEPT:

  1. News.
  2. Speeches.
  3. Testifying.
  4. Special events such as news conferences.
Answer

(C)Testifying.

QN27. The ______________ is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing tools that the company uses to pursue its advertising and marketing objectives.

  1. Value mix
  2. Integrated dealer mix
  3. Marketing communications mix
  4. Marketing control mix
Answer

(C)Marketing communications mix

QN28. There is an increasing amount of commerce being done via the Internet. With respect to the promotional mix, which of the following categories would be most directly concerned with Internet commerce?

  1. Advertising
  2. Public relations
  3. Direct marketing
  4. Sales promotion
Answer

(C)Direct marketing

QN29. ______________ fragmentation has resulted in media fragmentation.

  1. Market
  2. Purchasing
  3. Product
  4. Public relations
Answer

(A)Market

QN30. Integrated marketing communications involves identifying the target audience and shaping a well-coordinated promotional program to elicit the desired audience response. Too often, however: (Select the MOST CORRECT statement.)

  1. Costs are too high and profits are too low.
  2. Personnel cannot cope with these responsibilities.
  3. Marketing communications focus on overcoming immediate awareness, image, or preference problems.
  4. Integrated communications do not work in the global environment because of regulations.
Answer

(C)Marketing communications focus on overcoming immediate awareness, image, or preference problems.

QN31. Which of the following promotional tools can reach many prospects who otherwise Avoid salespeople and is received as news rather than as a sales-directed communication?

  1. Advertising
  2. Personal selling
  3. Public relations
  4. Sales promotion
Answer

(C)Public relations

QN32. Which of the following strategies is usually followed by B2C companies with respect to promotion strategy?

  1. Push strategy
  2. Pull strategy
  3. Blocking strategy
  4. Integrated strategy
Answer

(B)Pull strategy

QN33. The first step in developing an advertising program should be to:

  1. Set advertising objectives.
  2. Set the advertising budget.
  3. Evaluate advertising campaigns.
  4. Develop advertising strategy.
Answer

(A)Set advertising objectives.

QN34. Keeping consumers thinking about the product is the objective for which type of advertising ?

  1. Informative advertising.
  2. Psychological advertising.
  3. Reminder advertising.
  4. Persuasive advertising.
Answer

(C)Reminder advertising.

QN35. An ad to persuade customers to buy a Product is known as ______________

  1. Persuasive ad
  2. Informative ad
  3. Replacement ad
  4. Reminder ad
Answer

(A)Persuasive ad

QN36. ______________ appeal relates to psychological need of a person

  1. Emotional
  2. Personal
  3. Social
  4. Relational
Answer

(A)Emotional

QN37. Exposure of an ad to sample jury of prospective buyers is

  1. Consumer jury method
  2. Sales area tests
  3. Questionnaire method
  4. Focus group sessions
Answer

(A)Consumer jury method

QN38. Communication activities which provide incentives to customer is known as

  1. Sales promotion
  2. Advertising
  3. Personal selling
  4. Publicity
Answer

(A)Sales promotion

QN39. The central theme of media planning is ______________

  1. Message dissemination
  2. Appeal
  3. Media scheduling
  4. Media selection
Answer

(A)Message dissemination

QN40. The message designed to motivate customers to purchase is known as

  1. Advertisement
  2. Appeal
  3. Motivation ad
  4. Publicity
Answer

(B)Appeal

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