Question 1

The first step in the public relations process is to ensure that everyone in the organization understands the firm's position on key issues. With this information widely available, efforts can be made to persuade the public of the firm's virtues.

Accepted Answer

A) True 
 B)False

Question 2

Because television advertising is so expensive, it is less popular than in the past, and it now ranks sixth in total advertising expenditures.

Accepted Answer

A) True 
 B)False

Question 3

________ refers to the face-to-face presentation and promotion of goods and services. This also includes searching for prospects and providing follow-up services.

Accepted Answer

A)   Word-of-mouth promotion
B)   Personal selling
C)   Public relations
D)   Internal marketingE) B) and C)
F) All of the above

Question 4

One of the distinct differences between ________ and other forms of advertising is the fact that the medium used allows for a dialogue exchange of information between buyers and sellers, instead of a monologue type approach.

Accepted Answer

A)   product placement
B)   direct mail
C)   interactive promotion
D)   infomercialsE) B) and C)
F) A) and D)

Question 5

Advertising reaches a national audience more effectively than it communicates with a local market.

Accepted Answer

A) True 
 B)False

Question 6

One of the benefits of advertising online is that it provides a way to link firms and customers so that they can learn more about each other.

Accepted Answer

A) True 
 B)False

Question 7

Persuading others to buy your product represents the only goal of effective selling.

Accepted Answer

A) True 
 B)False

Question 8

Virtual trade shows are not effective at promoting tangible goods; therefore they promote services rather than tangible products.

Accepted Answer

A) True 
 B)False

Question 9

Businesses always welcome publicity because it presents the name of the firm and its products to the public for free.

Accepted Answer

A) True 
 B)False

Question 10

The effectiveness of direct mail advertising suffers from

Accepted Answer

A)   its inflexibility.
B)   the limited length of the message.
C)   the consumer perception that it is junk mail.
D)   its inability to target specific markets.E) A) and D)
F) B) and C)

Question 11

In the seven-step B2B selling process, the selection of potential customers is known as

Accepted Answer

A)   prospecting.
B)   synchronizing.
C)   articulating.
D)   qualifying.E) C) and D)
F) A) and B)

Question 12

When it comes to reaching global markets, evidence supports the conclusion that the "one size fits all" approach to promotional mix design is best.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

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

Question 14

PR firms find that their services can be enhanced and improved by listening to the public in different forums including social media.

Accepted Answer

A) True 
 B)False

Question 15

Advertising covers the major production costs of television and radio programs.

Accepted Answer

A) True 
 B)False

Question 16

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities, such as trade shows, event sponsorships, and contests, is known as

Accepted Answer

A)   publicity.
B)   public relations.
C)   every day low prices.
D)   sales promotion.E) C) and D)
F) B) and C)

Question 17

The total annual expenditures on advertising in the United States

Accepted Answer

A)   peaked last year at approximately $700 billion.
B)   has declined significantly as firms utilize different online promotional opportunities.
C)   is about $420 billion.
D)   has been capped at $300 billion by a government stimulus package.E) All of the above
F) A) and B)

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

Compared to effective comparative advertising, publicity is generally considered less believable.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following offers the greatest potential for meaningful interaction between buyers and sellers?

Accepted Answer

A)   testimonials
B)   infomercials
C)   product placement
D)   online advertisingE) A) and B)
F) B) and D)

Exam 16: Using Effective Promotions

PR firms find that their services can be enhanced and improved by listening to the public in different forums including social media.

Correct AnswerverifiedShow Answer

Because television advertising is so expensive, it is less popular than in the past, and it now ranks sixth in total advertising expenditures.

Correct AnswerverifiedShow Answer

Which of the following offers the greatest potential for meaningful interaction between buyers and sellers?

Correct AnswerverifiedShow Answer

In the seven-step B2B selling process, the selection of potential customers is known as

Correct AnswerverifiedShow Answer

Persuading others to buy your product represents the only goal of effective selling.

Correct AnswerverifiedShow Answer

Advertising covers the major production costs of television and radio programs.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

One of the benefits of advertising online is that it provides a way to link firms and customers so that they can learn more about each other.

Correct AnswerverifiedShow Answer

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities, such as trade shows, event sponsorships, and contests, is known as

Correct AnswerverifiedShow Answer

The first step in the public relations process is to ensure that everyone in the organization understands the firm's position on key issues. With this information widely available, efforts can be made to persuade the public of the firm's virtues.

Correct AnswerverifiedShow Answer

Businesses always welcome publicity because it presents the name of the firm and its products to the public for free.

Correct AnswerverifiedShow Answer

One of the distinct differences between ________ and other forms of advertising is the fact that the medium used allows for a dialogue exchange of information between buyers and sellers, instead of a monologue type approach.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

When it comes to reaching global markets, evidence supports the conclusion that the "one size fits all" approach to promotional mix design is best.

Correct AnswerverifiedShow Answer

The effectiveness of direct mail advertising suffers from

Correct AnswerverifiedShow Answer

________ refers to the face-to-face presentation and promotion of goods and services. This also includes searching for prospects and providing follow-up services.

Correct AnswerverifiedShow Answer

The total annual expenditures on advertising in the United States

Correct AnswerverifiedShow Answer

Virtual trade shows are not effective at promoting tangible goods; therefore they promote services rather than tangible products.

Correct AnswerverifiedShow Answer

Compared to effective comparative advertising, publicity is generally considered less believable.

Correct AnswerverifiedShow Answer

Advertising reaches a national audience more effectively than it communicates with a local market.

Correct AnswerverifiedShow Answer

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