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advertising supports a particular view or position on an issue.


A) Advocacy
B) Institutional
C) Comparison
D) Trade

E) None of the above
F) All of the above

Correct Answer

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An effective public relations program informs the public that the firm is responsive to their needs.

A) True
B) False

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To execute an effective promotional strategy, firms are required to choose between a push strategy and a pull strategy.

A) True
B) False

Correct Answer

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Podcasting enables independent producers to create self-published, syndicated "radio shows."

A) True
B) False

Correct Answer

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Viral marketing describes everything from paying people to say positive things on the Internet to schemes where consumers get commissions for directing friends to specific websites.

A) True
B) False

Correct Answer

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The purpose of interactive promotion is to create a monologue that convinces customers to act quickly.

A) True
B) False

Correct Answer

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In terms of total dollars spent, the number one and two advertising media are:


A) broadcast and cable television along with direct mail.
B) the Internet and television.
C) television and newspapers.
D) newspapers and radio.

E) None of the above
F) C) and D)

Correct Answer

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Interactive promotion:


A) attempts to create a dialogue between buyers and sellers.
B) transforms the approach from "working with" to "promoting to" customers.
C) fails to build long term relationships with customers.
D) is an increasingly important element of the personal selling mix.

E) All of the above
F) C) and D)

Correct Answer

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Bob is a salesperson for a firm that markets products in a B2B market. His wife, Sally, is a salesperson for a retail store selling top quality electronics goods. While Bob is likely to be successful using follow up after the sale, Sally should avoid this approach.

A) True
B) False

Correct Answer

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Independent producers can create self-published syndicated "radio shows" using:


A) webcasting.
B) email.
C) podcasting.

D) B) and C)
E) All of the above

Correct Answer

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Free TV and radio broadcasting is made possible by advertising.

A) True
B) False

Correct Answer

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One advantage of magazine advertising is that:


A) the ad must conform to post office regulations.
B) the exposure time is short.
C) the ad is available at the point of purchase.
D) the ad can target specific audiences.

E) All of the above
F) A) and B)

Correct Answer

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One way to see that publicity is handled well by the media is to:


A) pay for it.
B) establish a friendly relationship with media representatives.
C) write good press releases that attract attention.
D) ask for the best location or time in the medium under consideration.

E) B) and C)
F) A) and D)

Correct Answer

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The primary purpose of a pull strategy is to:


A) offer rebates and discounts to retailers and wholesalers.
B) stimulate consumers to ask for a product, which then encourages retailers to stock it.
C) pull the distribution network together to minimize costs and maximize profits.
D) stimulate retailers to stock each product offered by a particular manufacturer.

E) B) and D)
F) None of the above

Correct Answer

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When marketing to consumers in the global, it's important for companies to remember that promoting products:


A) is easy and profitable if they are well-known brands.
B) can be accomplished using a global approach since consumers are more alike than most people think.
C) is best done by using personal selling and product sampling.
D) calls for attention to cultural differences and possible translation problems.

E) A) and C)
F) A) and D)

Correct Answer

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Which of the following is an advantage of magazine advertising?


A) Short exposure time
B) Ability to quickly change message
C) Superior color
D) Relatively short life

E) A) and B)
F) A) and C)

Correct Answer

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The popularity of the Internet enables companies to decrease their emphasis on traditional promotional tools such as TV advertising.

A) True
B) False

Correct Answer

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Nightbrite Company's relies heavily on advertising, personal selling, and a limited use of product sampling.


A) marketing mix
B) promotion mix
C) communication network
D) transfer marketing

E) None of the above
F) All of the above

Correct Answer

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Effective sales promotion activities target:


A) employees only.
B) customers only.
C) employees, dealers and customers.
D) dealers only.

E) A) and B)
F) A) and C)

Correct Answer

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Compared to advertising, publicity offers a firm greater control over when and how often the message is communicated.

A) True
B) False

Correct Answer

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