Advertising and Sales Promotion Online MCQ Set 13

QN01. ______________ is defined as being cash or gifts to dealers or their sales forces to "push" the manufacturer's goods.

  1. A display allowance
  2. A price-off
  3. A spiff
  4. Push money
Answer

(D)Push money

QN02. If an advertiser were to use corporate stationery, brochures, signs, and business cards to advance the public relations interests of the company, they would be using which of the following forms of PR?

  1. Slick-back materials
  2. Audiovisual materials
  3. Corporate identity materials
  4. Public service materials
Answer

(C)Corporate identity materials

QN03. If a company wants to build a good "corporate image," it will probably use which of the following marketing communications mix tools?

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

(B)Public relations

QN04. 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.

QN05. ______________ is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

  1. The promotion mix
  2. Integrated international affairs
  3. Integrated marketing communications
  4. Integrated demand characteristics
Answer

(C)Integrated marketing communications

QN06. Which of the following promotional tools is often the most effective tool at certain stages in the buying process, particularly in building up buyers' preferences, convictions, and actions?

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

(B)Personal selling

QN07. Some of the earliest traces of what could be called advertising were found in:

  1. Colonial New York.
  2. 16th century England.
  3. 2nd century China.
  4. Ancient Rome.
Answer

(D)Ancient Rome.

QN08. If Sony tries to convince consumers that its brand of computer disks is the best quality for the money, it is using which of the following forms of advertising?

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

(D)Persuasive advertising

QN09. 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.

QN10. Which of the following promotional tools is thought to be the most expensive to use?

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

(B)Personal selling

QN11. 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

QN12. 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

QN13. Advertising is considered as a ______________ form of communication

  1. Personal
  2. Non personal
  3. Inter personal
  4. Intra personal
Answer

(B)Non personal

QN14. Advertising research tries to avoid ______________ ads

  1. In effective
  2. Effective
  3. Expensive
  4. Unappealing
Answer

(A)In effective

QN15. Advertising is an important source of revenue to ______________

  1. Advertisers
  2. Advertising company
  3. Media
  4. Government
Answer

(C)Media

QN16. The word advertising is means turning of ______________ to something

  1. Desire
  2. Attraction
  3. Attention
  4. Interest
Answer

(C)Attention

QN17. Incentives offered to the consumer to buy the product is known as

  1. Publicity
  2. Advertisement
  3. Media
  4. Sales promotion
Answer

(D)Sales promotion

QN18. Another name for a company's marketing communications mix is:

  1. the advertising program.
  2. the sales force.
  3. the image mix.
  4. the promotion mix.
Answer

(D)the promotion mix.

QN19. 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.

QN20. 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.

QN21. Which of the following promotional tools is thought to be the most expensive to use?

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

(B)personal selling

QN22. 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

QN23. Some of the earliest traces of what could be called advertising were found in:

  1. Colonial new york.
  2. 16th century england.
  3. 2nd century china.
  4. Ancient rome.
Answer

(D)Ancient rome.

QN24. 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.

QN25. The first step in using the objective-and-task promotional budgeting method is to:

  1. Define specific advertising tools that can be afforded.
  2. Analyze competitive budgets for perceived weaknesses.
  3. Calculate last year's sales percentages.
  4. Define specific objectives.
Answer

(D)Define specific objectives.

QN26. In terms of execution styles, a family seated at the dinner table enjoying the advertised product would be an example of which of the following types of advertising?

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

(A)Slice of life

QN27. The measure of how many times the average person in the target market is exposed to the message is called:

  1. Reach.
  2. Frequency.
  3. Impact.
  4. Performance.
Answer

(B)Frequency.

QN28. To be effective, ads should have some form of pattern (given that more than one ad is going to be used). If an advertiser were to schedule ads evenly over a given period of time, this pattern would be called:

  1. Pulsing.
  2. Flow.
  3. Rollout.
  4. Continuity.
Answer

(D)Continuity.

QN29. Which type of sales promotion uses free samples, coupons, and rebates?

  1. Consumer promotion
  2. Trade promotion
  3. Sales force promotion
  4. Place promotion
Answer

(A)Consumer promotion

QN30. Manufacturers direct most of their sales promotional dollars toward which of the following groups?

  1. consumers
  2. retailers and wholesalers
  3. lobbyists
  4. publics such as shareholders
Answer

(B)retailers and wholesalers

QN31. All of the following would be considered to be functions performed in public relations EXCEPT:

  1. Press relations.
  2. Public affairs.
  3. Bribery (when necessary).
  4. Lobbying.
Answer

(C)Bribery (when necessary).

QN32. ______________ 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

QN33. The shift from ______________ has had a dramatic impact on marketing communications.

  1. Brand management to value management
  2. Media manipulation to media control
  3. Mass marketing to segmented marketing
  4. Mass marketing to global marketing
Answer

(C)Mass marketing to segmented marketing

QN34. 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

QN35. 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

QN36. All of the following are commonly recognized promotion budget formats EXCEPT:

  1. The affordable method.
  2. The LIFO method.
  3. The percentage-of-sales method.
  4. The objective-and-task method.
Answer

(B)The LIFO method.

QN37. A specialized institution which offers professionaisled advertising services to company is known as

  1. Advertising
  2. Message
  3. Media
  4. Ad agency
Answer

(D)Ad agency

QN38. The central theme of media planning is ______________

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

(A)Message dissemination

QN39. The large volume of advertising in a society is known as ______________

  1. Advertising clutter
  2. Advertising revolution
  3. Mass advertising
  4. Large scale advertising
Answer

(A)Advertising clutter

QN40. The strategy that encourages dealers and distributors to sell a product is known as

  1. Push
  2. Pull
  3. Combination
  4. Marketing
Answer

(A)Push

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