Question 1

Manufactures often offer a temporary price reduction to stimulate sales known as a price deal.Price deals ________.

Accepted Answer

A)  may be printed on the product package itself
B)  may be a price-off flag or banner on the store shelf
C)  involves giving the customer more product instead of lowering the price
D)  A and B
E)  B and CF) A) and B)
G) A) and C) D

Question 2

________ provides the opportunity for a message to be communicated in a favourable way and to repeat the message as often as it is necessary to have an impact on the receivers.

Accepted Answer

A)  Disintermediation
B)  Aperture
C)  Servicescape
D)  Advertising
E)  Gap analysisF) A) and E)
G) A) and D)

Question 3

Compare the pros and cons of television and radio as media vehicles.

Accepted Answer

Television allows marketers to be flexible and creative and offers high impact due to availability of sight and sound.But audiences are increasingly fragmented,messages have to be repeated frequently to be remembered and costs are rising.Radio is good for selectively targeting audiences and is relatively low cost with short lead times.However listeners often don't pay full attention,each station caters to a relatively small audience and only sound is available.

Question 4

In the communication model,the message ________.

Accepted Answer

A)  may include both verbal and nonverbal elements
B)  is the actual communication going from sender to receiver
C)  is individualised when it is delivered by a salesperson
D)  must be carefully crafted to connect with a variety of people when it is delivered through advertising
E)  All of the aboveF) B) and C)
G) C) and D)

Question 5

Like sales promotion,public relations components of the promotion mix are used to create short-term increases in sales.

Accepted Answer

A) True 
 B)False

Question 6

The basic rule of good public relations is ________.

Accepted Answer

A)  'Let a smile be your umbrella'
B)  'The early bird gets the worm'
C)  'Do something good,then talk about it'
D)  'Don't put all your eggs in one basket'
E)  'A rolling stone gathers no moss'F) B) and E)
G) B) and C)

Question 7

Which of the following is not an element of the promotion mix?

Accepted Answer

A)  Public relations
B)  Personal selling
C)  Product
D)  Sales promotion
E)  AdvertisingF) All of the above
G) A) and C) C

Question 8

When Susan purchased the Barbie dream house for her daughter,she mailed in her receipt and the proof of purchase form off the carton to the manufacturer,Mattel.In six weeks,she received a cheque from Mattel for $5.Mattel used a ________ to refund part of the purchase price.

Accepted Answer

A)  trade promotion
B)  rebate
C)  premium
D)  promotional allowance
E)  cash allowanceF) None of the above
G) A) and B)

Question 9

All of the following are characteristics of both sales promotion and advertising EXCEPT ________.

Accepted Answer

A)  each have an intent to change consumer behaviour or attitudes
B)  each may be crafted to create a long-term positive feeling about a brand,company,or store
C)  both are paid messages from identifiable sponsors
D)  both tend to focus more on short-term term objectives
E)  in some cases sales promotion itself is publicised using a traditional advertising mediumF) B) and C)
G) A) and E)

Question 10

An ad for a specific brand of cereal is an example of ________.

Accepted Answer

A)  one-to-one communication
B)  a sales promotion
C)  direct selling
D)  institutional advertising
E)  product advertisingF) A) and B)
G) All of the above

Question 11

McDonald's decides to have a 'McBurger Day' where 15% of the price of every burger sold is donated to a local charity.They invite local media and celebrities to serve burgers during the day.This is an example of ________.

Accepted Answer

A)  sales promotion
B)  impressions management
C)  sponsorship
D)  cause marketing
E)  public relationsF) A) and E)
G) B) and D)

Question 12

The first task for a media planner is to find out when and where people in the target market are most likely to be exposed to the communication.This is called a/n ________.

Accepted Answer

A)  aperture
B)  receiving signal
C)  encoding site
D)  communication mecca
E)  media settingF) None of the above
G) All of the above

Question 13

A unique selling proposition refers to the specific product features of a competitor's product.

Accepted Answer

A) True 
 B)False

Question 14

For a typical product in the decline phase of the product life cycle,________.

Accepted Answer

A)  money spent on all elements of the promotion mix decreases
B)  advertising expenses for the product will increase
C)  public relations expenses for the product will increase
D)  sales promotion expenses for the product will increase
E)  personal selling expenses for the product will increaseF) B) and C)
G) C) and E)

Question 15

ExxonMobil distributed an article to newspapers and magazines describing how its research team has discovered a new drug that is instrumental in the fight to stop the spread of malaria.The article was an example of a/n ________.

Accepted Answer

A)  lobbying package
B)  image sponsorship
C)  press release
D)  press package
E)  impressions quantificationF) A) and B)
G) A) and C)

Question 16

Advocacy advertising ________.

Accepted Answer

A)  states a firm's position on an issue to sway public opinion
B)  is also called public advertising
C)  does not create feedback
D)  is intended to inform customers about a new product
E)  is primarily used to promote sales promotion activitiesF) C) and D)
G) A) and D)

Question 17

Discuss the similarities and differences between sales promotion and advertising.

Accepted Answer

Both are paid messages from identified s...

Question 18

During the introduction stage of the product life cycle,________.

Accepted Answer

A)  pull strategies are never used
B)  publicity is not effective
C)  personal selling is the primary promotional tool in the consumer market
D)  advertising is used to build awareness
E)  All of the aboveF) C) and D)
G) A) and D)

Question 19

Calvin Klein will often buy a block of advertising pages in a magazine.How is this company striving to eliminate any noise pertaining to their advertisement?

Accepted Answer

Noise is anything that interferes with e...

Question 20

________ are useful if a firm has an immediate objective,such as bolstering sales for a brand quickly or encouraging customers to try a new product.

Accepted Answer

A)  Sponsorships
B)  Billboard advertisements
C)  Public relations activities
D)  Sales promotions
E)  All of the aboveF) A) and D)
G) B) and D)

Exam 11: One-To-Many: Advertising,consumer Sales Promotion and Public Relations

Manufactures often offer a temporary price reduction to stimulate sales known as a price deal.Price deals ________.

Correct Answer
verified
D

________ provides the opportunity for a message to be communicated in a favourable way and to repeat the message as often as it is necessary to have an impact on the receivers.

Correct Answer
verified

Compare the pros and cons of television and radio as media vehicles.

In the communication model,the message ________.

Correct Answer
verified

Like sales promotion,public relations components of the promotion mix are used to create short-term increases in sales.

Correct Answer
verified

The basic rule of good public relations is ________.

Correct Answer
verified

Which of the following is not an element of the promotion mix?

Correct Answer
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C

When Susan purchased the Barbie dream house for her daughter,she mailed in her receipt and the proof of purchase form off the carton to the manufacturer,Mattel.In six weeks,she received a cheque from Mattel for $5.Mattel used a ________ to refund part of the purchase price.

Correct Answer
verified

All of the following are characteristics of both sales promotion and advertising EXCEPT ________.

Correct Answer
verified

An ad for a specific brand of cereal is an example of ________.

Correct Answer
verified

McDonald's decides to have a 'McBurger Day' where 15% of the price of every burger sold is donated to a local charity.They invite local media and celebrities to serve burgers during the day.This is an example of ________.

Correct Answer
verified

The first task for a media planner is to find out when and where people in the target market are most likely to be exposed to the communication.This is called a/n ________.

Correct Answer
verified

A unique selling proposition refers to the specific product features of a competitor's product.

Correct Answer
verified

For a typical product in the decline phase of the product life cycle,________.

Correct Answer
verified

ExxonMobil distributed an article to newspapers and magazines describing how its research team has discovered a new drug that is instrumental in the fight to stop the spread of malaria.The article was an example of a/n ________.

Correct Answer
verified

Advocacy advertising ________.

Correct Answer
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Discuss the similarities and differences between sales promotion and advertising.

Correct Answer
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Both are paid messages from identified s...
View Answer

During the introduction stage of the product life cycle,________.

Correct Answer
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Calvin Klein will often buy a block of advertising pages in a magazine.How is this company striving to eliminate any noise pertaining to their advertisement?

Correct Answer
verified
Noise is anything that interferes with e...
View Answer

________ are useful if a firm has an immediate objective,such as bolstering sales for a brand quickly or encouraging customers to try a new product.

Correct Answer
verified

Exam 11: One-To-Many: Advertising,consumer Sales Promotion and Public Relations

Manufactures often offer a temporary price reduction to stimulate sales known as a price deal.Price deals ________.

Correct AnswerverifiedD

________ provides the opportunity for a message to be communicated in a favourable way and to repeat the message as often as it is necessary to have an impact on the receivers.

Correct AnswerverifiedShow Answer

Compare the pros and cons of television and radio as media vehicles.

In the communication model,the message ________.

Correct AnswerverifiedShow Answer

Like sales promotion,public relations components of the promotion mix are used to create short-term increases in sales.

Correct AnswerverifiedShow Answer

The basic rule of good public relations is ________.

Correct AnswerverifiedShow Answer

Which of the following is not an element of the promotion mix?

Correct AnswerverifiedC

When Susan purchased the Barbie dream house for her daughter,she mailed in her receipt and the proof of purchase form off the carton to the manufacturer,Mattel.In six weeks,she received a cheque from Mattel for $5.Mattel used a ________ to refund part of the purchase price.

Correct AnswerverifiedShow Answer

All of the following are characteristics of both sales promotion and advertising EXCEPT ________.

Correct AnswerverifiedShow Answer

An ad for a specific brand of cereal is an example of ________.

Correct AnswerverifiedShow Answer

McDonald's decides to have a 'McBurger Day' where 15% of the price of every burger sold is donated to a local charity.They invite local media and celebrities to serve burgers during the day.This is an example of ________.

Correct AnswerverifiedShow Answer

The first task for a media planner is to find out when and where people in the target market are most likely to be exposed to the communication.This is called a/n ________.

Correct AnswerverifiedShow Answer

A unique selling proposition refers to the specific product features of a competitor's product.

Correct AnswerverifiedShow Answer

For a typical product in the decline phase of the product life cycle,________.

Correct AnswerverifiedShow Answer

ExxonMobil distributed an article to newspapers and magazines describing how its research team has discovered a new drug that is instrumental in the fight to stop the spread of malaria.The article was an example of a/n ________.

Correct AnswerverifiedShow Answer

Advocacy advertising ________.

Correct AnswerverifiedShow Answer

Discuss the similarities and differences between sales promotion and advertising.

Correct AnswerverifiedBoth are paid messages from identified s...View AnswerShow Answer

During the introduction stage of the product life cycle,________.

Correct AnswerverifiedShow Answer

Calvin Klein will often buy a block of advertising pages in a magazine.How is this company striving to eliminate any noise pertaining to their advertisement?

Correct AnswerverifiedNoise is anything that interferes with e...View AnswerShow Answer

________ are useful if a firm has an immediate objective,such as bolstering sales for a brand quickly or encouraging customers to try a new product.

Correct AnswerverifiedShow Answer

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Both are paid messages from identified s...
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Noise is anything that interferes with e...
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