Question 1

Coupons,contests,and sampling are examples of sales promotion activities.

Accepted Answer

A) True 
 B)False

Question 2

Integrated marketing communication simplifies the marketing process by replacing personal selling with extensive use of advertising to create a positive brand image.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A)   marketing mix
B)   promotion mix
C)   communication network
D)   transfer marketingE) A) and B)
F) C) and D)

Question 4

Creating a positive brand image by using all the promotional tools in a comprehensive,unified promotional strategy is called:

Accepted Answer

A)   brand awareness.
B)   brand publicity.
C)   interactive promotional communication.
D)   integrated marketing communication.E) A) and D)
F) All of the above

Question 5

A testimonial represents communication from a customer that praises a firm's products.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is a major strength of direct mail advertising?

Accepted Answer

A)   Low cost
B)   Widespread acceptance by consumers
C)   Subject to few restrictions or regulations
D)   Ability to accurately target specific marketsE) C) and D)
F) A) and B)

Question 7

The development of a unified promotional strategy that uses each element of the promotion mix to create a favorable brand image is the goal of a primary promotional process.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following statements is the most accurate?

Accepted Answer

A)   Advertising helps pay for production costs of newspapers and magazines.
B)   Word of mouth is the most effective form of advertising.
C)   Advertising does not really provide information to consumers;it merely persuades consumers to buy advertised products.
D)   Consumers don't remember good advertisements.E) A) and C)
F) B) and C)

Question 9

Sales promotion involves the long-term strategies firms use to enhance their image by listening to the public.

Accepted Answer

A) True 
 B)False

Question 10

CarGo uses its Web page to target car parts stores and car owners and tell them of the benefits of using their long lasting spark plugs.CarGo apparently uses the Internet:

Accepted Answer

A)   for its push strategy.
B)   for its pull strategy.
C)   for both its push and pull strategies.
D)   for its product placement strategy.E) A) and B)
F) None of the above

Question 11

When developing the promotional campaign for a new product,the first step for a firm is to identify their target market.

Accepted Answer

A) True 
 B)False

Question 12

B2C salespeople spend more time prospecting their customers than do B2B salespeople.

Accepted Answer

A) True 
 B)False

Question 13

Companies that adopt a pull strategy target their promotional efforts toward:

Accepted Answer

A)   consumers.
B)   retailers.
C)   wholesalers.
D)   manufacturers.E) C) and D)
F) A) and C)

Question 14

You are assigned the responsibility to prepare a promotional campaign for a new allergy relief drug produced by the New England Pharmaceutical Corporation.Outline the highlights of applying both (a)a pull strategy and (b)a push strategy.

Accepted Answer

In a pull promotional strategy,heavy adv...

Question 15

Unlike other promotional tools,such as advertising and personal selling,publicity is free.

Accepted Answer

A) True 
 B)False

Question 16

Effective sales promotion efforts focus exclusively on external audiences such as dealers and consumers,since they ultimately decide the fate of a product.

Accepted Answer

A) True 
 B)False

Question 17

People with an unmet need,the authority to buy,and the willingness to listen to a sales message represent a firm's:

Accepted Answer

A)   prospects.
B)   intermediaries.
C)   buyers.
D)   cohorts.E) B) and D)
F) A) and B)

Question 18

Personal selling involves the face-to-face presentation and promotion of products.

Accepted Answer

A) True 
 B)False

Question 19

The first step in the selling process involves prospecting for potential customers and choosing those most likely to buy.

Accepted Answer

A) True 
 B)False

Question 20

Green Space is an organization concerned about preserving forests and wilderness areas.They hope to raise the public's awareness regarding this issue.Green Space can communicate their concern by utilizing advocacy advertising.

Accepted Answer

A) True 
 B)False

Exam 16: Using Effective Promotions

Green Space is an organization concerned about preserving forests and wilderness areas.They hope to raise the public's awareness regarding this issue.Green Space can communicate their concern by utilizing advocacy advertising.

Correct AnswerverifiedShow Answer

Effective sales promotion efforts focus exclusively on external audiences such as dealers and consumers,since they ultimately decide the fate of a product.

Correct AnswerverifiedShow Answer

Sales promotion involves the long-term strategies firms use to enhance their image by listening to the public.

Correct AnswerverifiedShow Answer

Creating a positive brand image by using all the promotional tools in a comprehensive,unified promotional strategy is called:

Correct AnswerverifiedShow Answer

Which of the following statements is the most accurate?

Correct AnswerverifiedShow Answer

Companies that adopt a pull strategy target their promotional efforts toward:

Correct AnswerverifiedShow Answer

A testimonial represents communication from a customer that praises a firm's products.

Correct AnswerverifiedShow Answer

You are assigned the responsibility to prepare a promotional campaign for a new allergy relief drug produced by the New England Pharmaceutical Corporation.Outline the highlights of applying both (a)a pull strategy and (b)a push strategy.

Correct AnswerverifiedIn a pull promotional strategy,heavy adv...View AnswerShow Answer

The development of a unified promotional strategy that uses each element of the promotion mix to create a favorable brand image is the goal of a primary promotional process.

Correct AnswerverifiedShow Answer

Coupons,contests,and sampling are examples of sales promotion activities.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

B2C salespeople spend more time prospecting their customers than do B2B salespeople.

Correct AnswerverifiedShow Answer

Personal selling involves the face-to-face presentation and promotion of products.

Correct AnswerverifiedShow Answer

Integrated marketing communication simplifies the marketing process by replacing personal selling with extensive use of advertising to create a positive brand image.

Correct AnswerverifiedShow Answer

When developing the promotional campaign for a new product,the first step for a firm is to identify their target market.

Correct AnswerverifiedShow Answer

The first step in the selling process involves prospecting for potential customers and choosing those most likely to buy.

Correct AnswerverifiedShow Answer

People with an unmet need,the authority to buy,and the willingness to listen to a sales message represent a firm's:

Correct AnswerverifiedShow Answer

Unlike other promotional tools,such as advertising and personal selling,publicity is free.

Correct AnswerverifiedShow Answer

Which of the following is a major strength of direct mail advertising?

Correct AnswerverifiedShow Answer

CarGo uses its Web page to target car parts stores and car owners and tell them of the benefits of using their long lasting spark plugs.CarGo apparently uses the Internet:

Correct AnswerverifiedShow Answer

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In a pull promotional strategy,heavy adv...
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