Advertising and Sales Promotion Online MCQ Set 12

QN01. Which tool of the promotional mix is defined as any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor?

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

(A)advertising

QN02. ______________ is direct communications with carefully targeted individual consumers to obtain an immediate response.

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

(C)Direct marketing

QN03. Two major factors are changing the face of today's communications. One of these factors is the fact that:

  1. costs of promotion are rising.
  2. mass markets are fragmented and marketers are shifting away from mass marketing.
  3. global communications are not growing rapidly enough.
  4. marcom managers have achieved more power and control.
Answer

(B)mass markets are fragmented and marketers are shifting away from mass marketing.

QN04. IMC, as presented in the text and in context with promotion, stands for:

  1. international manufacturing capacity.
  2. international monetary consistency.
  3. integrated marketing communications.
  4. integrated marketing corporations.
Answer

(C)integrated marketing communications.

QN05. The concept of ______________ suggests that the company must blend the promotion tools carefully into a coordinated promotion mix.

  1. public relations
  2. integrated market planning
  3. integrated marketing communications
  4. global cultural imperatives
Answer

(C)integrated marketing communications

QN06. 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

QN07. A ______________ is a promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand If the strategy is successful, consumer demand will move the product through the channel.

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

(B)Pull strategy

QN08. Which of the following WOULD NOT be one of the primary advertising objectives as classified by primary purpose?

  1. To inform
  2. To persuade
  3. To remind
  4. To make profits
Answer

(D)To make profits

QN09. One of the arguments that supports the competitive-parity method for budgeting promotions is that:

  1. It is the fairest budget method.
  2. It is generally the cheapest method of allocating funds.
  3. Competitor's budgets represent the collective wisdom of the industry.
  4. It is the easiest budget method to use on a global basis.
Answer

(C)Competitor's budgets represent the collective wisdom of the industry.

QN10. Advertising appeals should have three characteristics. All of the following are among those characteristics EXCEPT:

  1. Be meaningful.
  2. Be tasteful.
  3. Be believable.
  4. Be distinctive.
Answer

(B)Be tasteful.

QN11. The first thing a reader notices in a printed advertising is the:

  1. Headline.
  2. Illustration.
  3. Copy.
  4. Format.
Answer

(B)Illustration.

QN12. The advantages of audience selectivity, no ad competition, and personalization apply to which type of media?

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

(C)Direct mail

QN13. ______________ is short-term incentives to encourage purchase or sales of a product or service.

  1. Advertising
  2. Sales promotion
  3. Online advertising
  4. Public relations
Answer

(B)Sales promotion

QN14. Which of the following consumer-promotion tools is the most effective, but most expensive, way to introduce a new product?

  1. Coupons
  2. Price packs
  3. Contests
  4. Samples
Answer

(D)Samples

QN15. Which type of promotion uses buying allowances, push money, and free goods?

  1. consumer promotion
  2. trade promotion
  3. sales force promotion
  4. place promotion
Answer

(B)trade promotion

QN16. Despite its potential strengths, public relations is often described as as:

  1. Unethical business.
  2. Marketing stepchild.
  3. Corrupt practice.
  4. Cost drain that is not fruitful.
Answer

(B)Marketing stepchild.

QN17. 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

QN18. The personal presentation by the firm's sales force for the purpose of making sales and building customer relationships is called:

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

(A)Personal selling.

QN19. 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.

QN20. The concept of ______________ suggests that the company must blend the promotion tools carefully into a coordinated promotion mix.

  1. Public relations
  2. Integrated market planning
  3. Integrated marketing communications
  4. Global cultural imperatives
Answer

(C)Integrated marketing communications

QN21. No matter which form of direct marketing might be used by a promotional manager, All of the forms have several characteristics in common. Which of the following WOULD NOT be among those characteristics?

  1. Nonpublic
  2. Immediate
  3. Producer controlled
  4. Interactive
Answer

(C)Producer controlled

QN22. 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

QN23. ______________ is used heavily when introducing a new product category.

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

(D)Informative advertising

QN24. Advertising aims at ______________

  1. Product selling
  2. Marketing
  3. Customer relation
  4. Mass communication
Answer

(D)Mass communication

QN25. 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

QN26. Evaluation of an ad before it is transmitted to the audience is known as ______________

  1. Pre testing
  2. Post testing
  3. Concurrent testing
  4. Advertising research
Answer

(A)Pre testing

QN27. Promotions that are aimed at intermediary in the distribution channel are known as

  1. Trade promotions
  2. Sales promotion
  3. Consumer promotion
  4. Sale force promotion
Answer

(A)Trade promotions

QN28. Evaluation of an ad before it is transmitted to the audience is known as ______________

  1. Pre testing
  2. Post testing
  3. Concurrent testing
  4. Advertising research
Answer

(A)Pre testing

QN29. Advertisement that uses the fame of popular person is known as

  1. Celebrity Ad
  2. Customer Ad
  3. Publicity
  4. None of these
Answer

(A)Celebrity Ad

QN30. 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

QN31. Although the promotion mix is the company's primary communication activity, the ______________ must be coordinated for greatest communication impact.

  1. organizational culture
  2. entire marketing mix
  3. demand mix
  4. profit variables in a company
Answer

(B)entire marketing mix

QN32. Current trends in communications and promotions indicate that companies are doing less:

  1. marketing and more promotion.
  2. broadcasting and more narrowcasting.
  3. selling and more advertising.
  4. communication and more manipulation.
Answer

(B)broadcasting and more narrowcasting.

QN33. 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

QN34. ______________ is well suited to highly targeted marketing efforts and to building one-to-one customer relationships.

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

(D)Direct marketing

QN35. 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.

QN36. 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

QN37. No matter how big the advertising budget, advertising can succeed only if commercials:

  1. Are economically feasible.
  2. Gain attention and communicate well.
  3. Are acceptable on a global level.
  4. Are artistically pleasing.
Answer

(B)Gain attention and communicate well.

QN38. In terms of execution styles, which type of advertising might show how a product contributes to a person's workout and health regime?

  1. Slice of life
  2. Lifestyle
  3. Mood or imagery
  4. Personality symbol
Answer

(B)Lifestyle

QN39. ______________ has the advantage of being high in selectivity, low cost, immediacy, and interactive capabilities.

  1. Direct mail
  2. Outdoor
  3. Online
  4. Radio
Answer

(C)Online

QN40. All of the following are considered to be consumer-promotion tools EXCEPT:

  1. Samples.
  2. Push money.
  3. Coupons.
  4. Patronage reward.
Answer

(B)Push money.

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