QN1: The Internet, video on demand (VOD), and DVD rentals present which of the following problems for marketers?
A) Consumers are watching less television.
B) Consumers cannot focus on specific messages due to advertising clutter.
C) Audiences are less interested in media consumption.
D) Consumers have more choices about what to watch or not watch.
E) Television advertising is becoming more expensive.
Answer
Answer: D
QN2: The goal of ____ is to make an advertisement so useful or entertaining that people want to watch it.
A) branded entertainment
B) advertainment
C) audience engagement
D) continuity scheduling
E) pulse scheduling
Answer
Answer: B
QN3: Branded Coca-Cola cups have been prominently featured on episodes of American Idol. This is an example of ____.
A) advertising
B) sponsorship
C) consumer-generated messages
D) sales promotion
E) product placement
Answer
Answer: E
QN4: After creating a message strategy statement, the advertiser must develop a compelling ____ that will bring the message strategy to life in a distinctive and memorable way.
A) creative concept
B) customer strategy
C) customer benefit
D) execution style
E) media vehicle
Answer
Answer: A
QN5: Which of the following are the three characteristics an advertising appeal should have?
A) engaging, informative, and stylish
B) trendy, compelling, and appealing
C) meaningful, believable, and distinctive
D) unique, emotional, and entertaining
E) humorous, memorable, and interesting
Answer
Answer: C
QN6: Which message execution style focuses on the company’s skill and knowledge in making the product?
A) endorsement
B) scientific evidence
C) slice of life
D) technical expertise
E) testimonial evidence
Answer
Answer: D
QN7: Advertisements built around dream themes use which type of execution style?
A) mood or image
B) musical
C) fantasy
D) lifestyle
E) personality symbol
Answer
Answer: C
QN8: Which execution style presents survey evidence that a brand is better than other brands?
A) scientific evidence
B) testimonial evidence
C) endorsement
D) technical expertise
E) slice of life
Answer
Answer: A
QN9: Some advertisers use edgy humor in their advertisements in order to break through the commercial clutter. This is an example of an advertisement’s ____.
A) format
B) execution style
C) tone
D) image
E) message strategy
Answer
Answer: C
QN10: Illustrations, the headline, and the copy are three ____ elements of an advertisement.
A) tone
B) mood
C) format
D) reach
E) execution style
Answer
Answer: C
QN11: An amateur 30-second video telling the story of online crafts marketplace Etsy.com exemplifies which growing trend in advertising?
A) YouTube webisodes
B) consumer-generated messages
C) crowdsourcing campaigns
D) consumer-driven promotions
E) competitive consumer messages
Answer
Answer: B
QN12: Of the following, which is most difficult for advertisers to measure?
A) reach
B) frequency
C) click-through rates
D) media engagement
E) media impact
Answer
Answer: D
QN13: For many years, ____ dominated the media mix used by national advertisers.
A) radio and television
B) television and magazines
C) direct mail and billboards
D) radio and digital media
E) newspapers and direct mail
Answer
Answer: B
QN14: Cell phones are one type of ____.
A) digital media
B) consumer-generated media
C) outdoor media
D) indirect media
E) traditional media
Answer
Answer: A
QN15: You are looking to advertise your new product, and you want good mass marketing coverage and low cost per exposure. You should choose ____ as your advertising media.
A) newspaper
B) radio
C) outdoor
D) television
E) direct mail
Answer
Answer: D
QN16: Which of the following statements about magazines as an advertising medium is true?
A) Magazines have long lead times and deadlines that can reduce flexibility.
B) Magazines have not benefited from advances in communication technologies.
C) Magazines typically use a mass marketing strategy.
D) Magazines provide better local coverage than newspapers do.
E) Magazines have poor reproduction quality of images.
Answer
Answer: A
QN17: Which of the following statements about radio as an advertising medium is true?
A) Radio advertising is typically quite expensive.
B) National radio advertising opportunities are simple to purchase.
C) One advantage of radio advertising is its high demographic selectivity.
D) Radio prohibits the use of segmentation strategies.
E) Radio is defined as an outdoor medium.
Answer
Answer: C
QN18: When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ____.
A) cost per thousand persons reached
B) cost of premium offers
C) cost of the magazine it is using
D) profit margin
E) continuity cost
Answer
Answer: A
QN19: When a media planner determines whether an advertisement for diapers should be placed in Parents magazine or Maxim, the planner is evaluating the media vehicle’s ____.
A) audience engagement
B) editorial quality
C) market coverage
D) audience quality
E) cost per exposure
Answer
Answer: D
QN20: Audience quality, audience engagement, and editorial quality are all considerations when a media planner ____.
A) decides on media timing
B) selects an execution style
C) selects a media vehicle
D) evaluates return on investment
E) measures the communication effects of an advertisement
Answer
Answer: C
QN21: To measure the ____ of an ad after it has been aired, the advertiser can evaluate how the ad affected consumer recall, product awareness, and preference.
A) sales effects
B) profit effects
C) communication effects
D) reminder effects
E) comparative effects
Answer
Answer: C
QN22: When nonprofit organizations need financial or volunteer support, they often turn to public relations experts to help them in the area of ____.
A) public affairs
B) press relations
C) investor relations
D) development
E) lobbying
Answer
Answer: D
QN23: News conferences, press tours, and grand openings are examples of ____, a type of tool commonly used by public relations professionals.
A) public service activities
B) special events
C) social networking
D) development
E) investor relations
Answer
Answer: B
QN24: Quaker Oats has been selling oatmeal for many years and is a trusted leader in the oatmeal market. What will be the most likely objective of advertisements for a new flavor of oatmeal being introduced by Quaker Oats?
A) build a company image
B) encourage customers to switch brands
C) correct false impressions
D) maintain customer relationships
E) change customer perceptions
Answer
Answer: D
QN25: When Procter & Gamble (P&G) developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?
A) informative advertising
B) persuasive advertising
C) reminder advertising
D) developmental advertising
E) comparative advertising
Answer
Answer: A
QN26: Apex detergent is relatively undifferentiated from two other detergent brands, Acme and Brighton detergents. Therefore, Apex is most likely to require which of the following?
A) a different target market
B) a new package
C) heavy advertising to set it apart from others
D) a higher price
E) a slice-of-life style
Answer
Answer: C
QN27: An ad for a new convection oven shows a busy professional woman serving dinner to her family. The convection oven is seen in the background, and the headline reads, “The latest development in time travel.” This is an example of what type of execution style?
A) testimonial evidence
B) slice of life
C) fantasy
D) scientific evidence
E) mood or image
Answer
Answer: B
QN28: An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states, “There are places that are so awesome and so killer that you’d like to tell the whole world about them. But please, don’t.” This ad uses the ____ execution style.
A) slice of life
B) lifestyle
C) fantasy
D) scientific evidence
E) personality symbol
Answer
Answer: B
QN29: Which of the following is an example of user-generated content?
A) Toyota’s presence in online communities
B) Nike’s Nike Plus running Web site
C) MasterCard’s use of “Priceless” commercials shot by customers
D) Neiman Marcus’s InCircle Rewards program for its best customers
E) The Lexus Covenant aimed at creating customer delight
Answer
Answer: C
QN30: Capture Cameras is launching a new advertising campaign to demonstrate the quality of its digital cameras. Which media option would give the audience the most control over exposure to the ads?
A) the Internet
B) newspaper
C) TV
D) radio
E) billboard
Answer
Answer: A
QN31: ABC Advertising Agency was recently hired to create an advertising campaign for a local water park. Since the park is only open during the spring and summer months, ____ plays a major role in the firm’s decision about scheduling advertisements.
A) media vehicles
B) continuity
C) audience quality
D) audience engagement
E) media timing
Answer
Answer: E
QN32: The National Pork Board developed the very successful “Pork. The Other White Meat” campaign. The campaign provided nutritional information and pork recipes in an attempt to encourage consumers to view pork as a tasty alternative to poultry and fish. Which of the following functions was the goal of this public relations campaign?
A) influence government regulations on pork
B) gain financial support for pork producers
C) create newsworthy information about pork
D) maintain relationships with pork producers
E) build up a positive image for pork
Answer
Answer: E
QN33: In an attempt to set the company apart from its competitors, United Parcel Service has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is UPS using?
A) buzz marketing
B) corporate logos
C) corporate identity materials
D) product publicity
E) public service materials
Answer
Answer: C
QN34: The advertising agency hired by Mrs. Brown’s Cookie Company has developed a series of commercials about the new cookie flavors created by the company. The head of the marketing department thinks that pulsing would be the most appropriate way to schedule the commercials. What is the potential benefit of pulsing the cookie ads?
A) The ads would achieve maximum awareness.
B) The costs of advertising would be low.
C) Audience quality can be evaluated.
D) Ads can be modified for different demographics.
E) Ad schedules can be adapted based on sales.
Answer
Answer: B
QN35: Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives?
A) Public relations departments are typically large divisions within corporations.
B) The time and costs associated with public relations can be prohibitive.
C) Public relations specialists lack the skills necessary to work with marketing experts.
D) Many public relations professionals see their jobs as communicating, not necessarily brand building.
E) The public relations department only wants to handle stockholders, employees, and government officials.
Answer
Answer: D
QN36: A company’s total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ____.
a. direct marketing
b. integrated marketing
c. the promotion mix
d. competitive marketing
e. target marketing
Answer
Answer: c. the promotion mix
QN37: The use of short-term incentives to encourage the purchase or sale of a product or service is called ____.
a. direct marketing
b. sales promotions
c. personal selling
d. public relations
e. publicity
Answer
Answer: b. sales promotions
QN38: Which of the following is not an aspect of the promotion mix?
a. advertising
b. sales promotions
c. public relations
d. strategic positioning
e. direct marketing
Answer
Answer: d. strategic positioning
QN39: The promotion mix is the company’s primary communication activity; the marketing mix must be coordinated for the greatest communication impact. What is not included in the entire marketing mix?
a. product
b. competitor
c. price
d. place
e. promotion
Answer
Answer: b. competitor
QN40: Today’s consumers do not need to rely on marketer-supplied information about products and services because they can use ____ to seek out a wealth of information.
a. public relations
b. direct marketing
c. the Internet and other technologies
d. mass market media
e. informative advertising
Answer
Answer: c. the Internet and other technologies
QN41: Which of the following is not a factor in the changes occurring in today’s marketing communications?
a. Mass markets have fragmented, and marketers are shifting away from mass marketing.
b. Changes in communication technologies are changing how companies and customers communicate with each other.
c. Mass-media companies routinely invest millions of dollars in the mass media.
d. Mass media no longer capture the majority of promotional budgets.
e. Consumers are better informed about products and services.
Answer
Answer: d. Mass media no longer capture the majority of promotional budgets.
QN42: Which of the following is not an example of a specialized and highly-targeted media that an advertiser might use to reach smaller customer segments?
a. cable television channels
b. e-mail
c. podcasts
d. magazines
e. product placement in video games
Answer
Answer: d. magazines
QN43: Companies are doing less ____ and more ____ as a result of an explosion of more focused media that better match today’s targeting strategies.
a. marketing; media
b. media; sales
c. narrowcasting; broadcasting
d. broadcasting; narrowcasting
e. advertising; word-of-mouth
Answer
Answer: d. broadcasting; narrowcasting
QN44: In the “chaos scenario” predicted by some advertising industry experts, the old mass-media communications model will be increasingly abandoned in favor of ____.
a. public relations
b. direct marketing
c. push and pull strategies
d. the possibilities of new digital technologies
e. buzz marketing
Answer
Answer: d. the possibilities of new digital technologies
QN45: All of the following are reasons that marketers are losing confidence in television advertising except ____.
a. mass media costs continue to increase
b. television offers a high cost per exposure
c. many viewers are using video on demand and TiVo-like systems
d. younger consumers are using different media
e. audience size is on the decline
Answer
Answer: b. television offers a high cost per exposure
QN46: Companies often fail to integrate their various communications to consumers because ____.
a. historically, consumers have been able to distinguish between message sources
b. advertising departments are reluctant to work with public relations professionals
c. communications often come from different parts of the company
d. personal selling and sales promotion are in direct conflict
e. they have failed to understand the concept of brand contact
Answer
Answer: c. communications often come from different parts of the company
QN47: Advertising, sales promotion, personal selling, public relations, and direct marketing are all ____.
a. communications channels that should be integrated under the concept of integrated marketing communications.
b. communications channels focused more on narrowcasting than broadcasting
c. promotional tools used for push strategies but not pull strategies
d. promotional tools used for pull strategies but not push strategies
e. promotional tools adapted for use in mass marketing
Answer
Answer: a. communications channels that should be integrated under the concept of integrated marketing communications.
QN48: The concept of ____ marketing communications suggests that the company must blend the promotion tools carefully into a coordinated ____.
a. affordable; promotion mix
b. integrated; message
c. mass; integration
d. segmented; brand image
e. brand contact; image
Answer
Answer: b. integrated; message
QN49: With the use of integrated marketing communications, a company’s mass-market advertisements, Web site, e-mail, and personal selling communications all have ____.
a. equal portions of the advertising budget
b. independent communications directors
c. separate marketing objectives
d. the same target audience
e. the same message, look, and feel
Answer
Answer: e. the same message, look, and feel
QN50: To produce better communications consistency, a unified company image, and greater sales impact, some companies hire a(n) ____.
a. advertising agency
b. marketing communications director
c. public relations specialist
d. personal sales force
e. media planner
Answer
Answer: b. marketing communications director
QN51: Advertising has some shortcomings. What is not one of them?
a. It is impersonal.
b. It can be very costly.
c. It slowly reaches many people.
d. It carries on one-way communications.
e. It does not make audiences feel the need to respond.
Answer
Answer: c. It slowly reaches many people.
QN52: ___ is the company’s most expensive promotion tool.
a. Advertising
b. Personal selling
c. Mass media
d. Public relations
e. Publicity
Answer
Answer: b. Personal selling
QN53: Which promotional tool is most effective in building up buyers’ preferences, convictions, and, most importantly, actions?
a. mass-market advertising
b. segmented advertising
c. sales promotion
d. public relations
e. personal selling
Answer
Answer: e. personal selling
QN54: Sales promotion includes a wide assortment of tools. Which is not one of these tools?
a. contests
b. premiums
c. telephone surveys
d. coupons
e. cents-off deals
Answer
Answer: c. telephone surveys
QN55: ___ consists of short-term incentives to encourage the purchase or sale of a product or service.
a. A patronage reward
b. A segmented promotion
c. Advertising
d. Sales promotion
e. Publicity
Answer
Answer: d. Sales promotion
QN56: “Buy it now” is the message of ____.
a. personal selling
b. advertising
c. a nonpersonal communication channel
d. sales promotion
e. publicity
Answer
Answer: d. sales promotion
QN57: Which type of promotional tool is nonpublic, immediate, customized, and interactive?
a. segmented advertising
b. sales promotions
c. public relations
d. brand contacts
e. direct marketing
Answer
Answer: e. direct marketing
QN58: Which promotional strategy calls for spending a lot on advertising toward final consumers?
a. push
b. blitz
c. pull
d. buzz
e. pulse
Answer
Answer: c. pull
QN59: Which promotional strategy relies mostly on personal selling and trade promotion toward market channel members?
a. push
b. blitz
c. pull
d. buzz
e. pulse
Answer
Answer: a. push
QN60: Business-to-consumer companies are more likely to emphasize a ____ promotion strategy, while business-to-business companies are more likely to emphasize a ____ promotion strategy.
a. pull; push
b. push; pull
c. pulse; pull
d. continuity; pulse
e. pulse; continuity
Answer
Answer: a. pull; push
QN61: Which of the following is not one of the four important decisions made when developing an advertising program?
a. setting advertising objectives
b. setting the advertising budget
c. developing advertising strategy
d. selecting a target market
e. evaluating advertising campaigns
Answer
Answer: e. evaluating advertising campaigns
QN62: ___ define the task that advertising must do with a specific target audience during a specific period of time.
a. Advertising objectives
b. Advertising budgets
c. Advertising strategies
d. Advertising campaigns
e. Message decisions
Answer
Answer: a. Advertising objectives
QN63: ___ can be classified by primary purpose—whether the aim is to inform, persuade, or remind.
a. Advertising objectives
b. Advertising budgets
c. Advertising strategies
d. Advertising campaigns
e. Advertising logos
Answer
Answer: a. Advertising objectives
QN64: ___ is used heavily when introducing a new product category. The objective is to build primary demand.
a. Persuasive advertising
b. Informative advertising
c. Comparative advertising
d. Patronage advertising
e. Institutional advertising
Answer
Answer: b. Informative advertising
QN65: ___ becomes more important as competition increases. The company’s objective is to build selective demand.
a. Persuasive advertising
b. Informative advertising
c. POP promotion advertising
d. Patronage advertising
e. Reminder-oriented advertising
Answer
Answer: a. Persuasive advertising
QN66: Persuasive advertising becomes ____ when a company directly or indirectly compares its brand with one or more other brands.
a. informative advertising
b. reminder advertising
c. comparative advertising
d. POP promotion advertising
e. institutional advertising
Answer
Answer: c. comparative advertising
QN67: A product in the maturity stage may require ____ advertising.
a. informative
b. comparative
c. persuasive
d. reminder
e. cooperative
Answer
Answer: d. reminder
QN68: Using the ____ method for setting an advertising budget, the company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising.
a. percentage-of-sales
b. affordable
c. competitive-parity
d. objective-and-task
e. moving-average
Answer
Answer: b. affordable
QN69: A company decides on its promotion budget by using four common methods to set the total budget for advertising. What is not one of these methods?
a. the affordable method
b. the percentage-of-sales method
c. the integrated method
d. the competitive-parity method
e. the objective-and-task method
Answer
Answer: c. the integrated method
QN70: Though the ____ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.
a. percentage-of-sales
b. affordable
c. competitive-parity
d. objective-and-task
e. regression
Answer
Answer: a. percentage-of-sales
Answer
Answer: c. competitive-parity method
QN71: The most logical budget-setting method is the ____ method because it is based on accomplishing specific promotion goals.
a. percentage-of-sales
b. affordable
c. competitive-parity
d. objective-and-task
e. exponential smoothing
Answer
Answer: d. objective-and-task
QN72: Traditionally, the creative department developed good advertisements, and then the media department selected the best media for carrying those advertisements to desired target audiences. This often caused ____.
a. sales promotions
b. friction
c. advertising specialty
d. integrated service
e. marketing myopia
Answer
Answer: b. friction
QN73: To succeed, an advertisement must ____.
a. have a significant budget
b. have a high entertainment value
c. have a high frequency
d. make a meaningful appeal
e. gain attention and communicate well
Answer
Answer: e. gain attention and communicate well
QN74: A term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching customer with more engaging messages is ____.
a. Madison & Vine
b. Wall St. & Fifth Ave
c. Buzz marketing
d. opinion leaders
e. DVR zap
Answer
Answer: a. Madison & Vine
QN75: ___ is the first step in creating effective advertising messages—deciding what general message will be communicated to consumers.
a. Eliminating advertising clutter
b. Message strategy
c. Media opportunity
d. Rewarding consumers
e. Selecting the medium
Answer
Answer: b. Message strategy
QN76: ___ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress.
a. Sales promotions
b. Message strategy statements
c. Creative concept statements
d. Big idea statements
e. Branded entertainment plans
Answer
Answer: b. Message strategy statements
QN77: Advertising appeals should have three characteristics. Which is not one of these characteristics?
a. They should be meaningful.
b. They must be believable.
c. They must show lifestyle.
d. They should be distinctive.
e. They should position the brand.
Answer
Answer: c. They must show lifestyle.
QN78: ___ is the message execution style that depicts one or more typical people using the product in a normal setting.
a. lifestyle
b. fantasy
c. slice of life
d. personality symbol
e. testimonial evidence
Answer
Answer: c. slice of life
QN79: Ads that are built around dream themes use which type of execution style?
a. mood or image
b. musical
c. fantasy
d. slice of life
e. scientific evidence
Answer
Answer: c. fantasy
QN80: The goal of ____ is to make ads themselves so entertaining or useful that people want to watch them.
a. branded entertainment
b. advertainment
c. audience engagement
d. continuity scheduling
e. pulse scheduling
Answer
Answer: b. advertainment
QN81: In an ad, the second thing the reader typically notices is the ____, which must effectively entice the target audience to read the block of text.
a. copy
b. illustration
c. headline
d. advertising specialty
e. color
Answer
Answer: c. headline
QN82: The advertiser must decide on the desired media impact, known as the ____ of a message through a given medium.
a. reach
b. illustration
c. qualitative value
d. copy
e. frequency
Answer
Answer: c. qualitative value
QN83: For a long time, ___ has dominated in the media mix of national advertisers.
a. the Internet
b. newspapers
c. television
d. radio
e. direct mail
Answer
Answer: e. direct mail
QN84: Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. All of the following benefit greatly from this shift, except ____.
a. outdoor advertising
b. cable television
c. network television
d. digital satellite television systems
e. Internet advertising
Answer
Answer: c. network television
QN85: The media planner looks both at the total cost of using a medium and at the ___.
a. cost per thousand persons reached
b. cost of premium offers
c. cost of the magazine it is using
d. opportunity cost
e. continuity cost
Answer
Answer: a. cost per thousand persons reached
QN86: ER and ABC World News Tonight are both examples of ____, specific media within each general media type.
a. editorial quality
b. audience attention
c. media vehicles
d. advertising specialty
e. micromedia
Answer
Answer: c. media vehicles
QN87: In selecting media vehicles, the planner must balance media cost measures against several media impact factors. First, the planner should balance costs against the media vehicle’s ____.
a. audience quality
b. audience attention
c. editorial quality
d. timing
e. pass-along audience
Answer
Answer: a. audience quality
QN88: ___ means scheduling ads evenly within a given period. ____ means scheduling ads unevenly over a given time period.
a. Pulsing; Continuity
b. Continuity; Hard hitting
c. Continuity; Pulsing
d. Pulsing; Hard hitting
e. Sequencing; Routing
Answer
Answer: c. Continuity; Pulsing
QN89: Scheduling ads unevenly, or ____, builds awareness that is intended to be carried over to the next advertising period.
a. continuity
b. pulsing
c. hard hitting
d. sequencing
e. segmenting
Answer
Answer: b. pulsing
QN90: One way to measure the ____ effect of advertising is to ____ past sales and past advertising expenditures.
a. sales; compare
b. promotion; disregard
c. copy; disregard
d. sales; disregard
e. profit; identify
Answer
Answer: a. sales; compare
QN91: Which of the following is not a benefit of standardized global advertising?
a. lower advertising costs
b. greater global advertising coordination
c. appeal to different demographics differ
d. consistent worldwide image
e. coordinated message between mass media outlets and online advertising
Answer
Answer: c. appeal to different demographics differ
QN92: Advertising media costs ____ from country to country.
a. differ vastly
b. remain about the same
c. use POP promotions
d. are impossible to compare
e. are usually comparable
Answer
Answer: a. differ vastly
QN93: Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of ____.
a. outdated business ethics
b. press relations
c. press agencies
d. public relations
e. a mass market strategy
Answer
Answer: d. public relations
QN94: Which of the following functions is least likely to be performed by a public relations department?
a. product publicity
b. lobbying
c. public affairs
d. investor relations
e. media vehicle selection
Answer
Answer: e. media vehicle selection
QN95: Which of the following is not a reason that the use of public relations by companies has often been limited and scattered?
a. The cost of public relations can be prohibitive.
b. The public relations department is usually located at corporate headquarters.
c. Many public relations professionals see their jobs as simply communicating, not necessarily brand building.
d. The public relations department is busy dealing with stockholders, employees, government officials, the press, and other publics.
e. Communication between marketing managers and public relations specialists can be difficult.
Answer
Answer: a. The cost of public relations can be prohibitive.
QN96: Logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company trucks are all examples of ____ that can be used to help a company create an identity that the public immediately recognizes.
a. direct marketing
b. social marketing
c. public service activities
d. corporate identity materials
e. special events
Answer
Answer: d. corporate identity materials
QN97: A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ____.
a. sales promotion
b. personal selling
c. public relations
d. direct marketing
e. advertising
Answer
Answer: b. personal selling
QN98: Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services. In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each ____ will deliver a consistent and positive message about the company.
a. public relations message
b. brand contact
c. advertisement
d. logo
e. media vehicle
Answer
Answer: b. brand contact
QN99: An e-mail from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of ____.
a. sales promotion
b. personal selling
c. public relations
d. an advertising objective
e. a push strategy
Answer
Answer: a. sales promotion
QN100: Mariah Goldberg, a marketing manager for a manufacturer of children’s toys, is looking for ways to reach potential customers who typically avoid salespeople and advertisements. Which of the following would be the most economical promotional tool for Mariah to use?
a. direct marketing
b. sales promotions
c. public relations
d. brand contacts
e. personal selling
Answer
Answer: c. public relations
