Question 1

Media impact is the qualitative value of message exposure through a given medium.

Accepted Answer

A) True 
 B)False  True

Question 2

Which of the following best describes the personality symbol style of advertising?

Accepted Answer

A)   using ordinary people to show how a product affects them in their daily lives
B)   using scientific evidence to support claims about a product in an advertisement
C)   using an animated character or mascot to represent a product in an advertisement
D)   using a technical expert to recommend a product in an advertisement
E)   using a celebrity to endorse a product in an advertisementF) D) and E)
G) C) and D)

Question 3

In a push promotion strategy, the producer promotes a product to channel members who in turn promote it to final consumers.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is true of direct and digital marketing?

Accepted Answer

A)   Its marketing message is fixed and does not change according to the customer's requirements.
B)   It is suited for highly targeted marketing efforts and for building one-to-one customer relationships.
C)   It is presented as company news rather than as a sales-directed communication.
D)   It does not involve any interaction between the company and its customers.
E)   It is an impersonal promotion tool that hinders two-way communication.F) A) and B)
G) A) and C)

Question 5

Greentech is launching a line of miniature solar chargers for laptops, cellphones, and other electronic devices. The chargers are compact, affordable and the green energy technology is a value-added benefit for both the company and consumers. Which of the following would qualify as an advertisement for Greentech's new solar chargers?

Accepted Answer

A)   a front-page notice of the release of Greentech's solar chargers in all leading newspapers
B)   a press conference to discuss the various benefits, including environmental feature
C)   the use of dedicated sales personnel to explain the qualities of the new solar chargers to retailers
D)   an endorsement by a national environmental organization to tout the benefits of the new solar chargers
E)   an online lottery where interested buyers have a chance to win a prizeF) D) and E)
G) A) and C) A

Question 6

Which method of setting advertising budgets best helps management think about the relationship between promotion spending, selling price, and profit per unit?

Accepted Answer

A)   adaptive-control method
B)   objective-and-task method
C)   competitive-parity method
D)   affordable method
E)   percentage-of-sales methodF) None of the above
G) A) and B)

Question 7

What methods of setting advertising budgets are directly based on company revenues? What are the disadvantages of such methods?

Accepted Answer

One of the methods of setting advertisin...

Question 8

Lush Lawns, a new landscaping company, uses the same logo and shade of green in all forms of communication including its online ads, truck signage, Web site, and business cards. Which technique is being used by Lush Lawns to promote its business?

Accepted Answer

A)   logistics information management
B)   inventory control segmentation
C)   niche market penetration
D)   integrated marketing communications
E)   global marketing managementF) A) and B)
G) A) and C)

Question 9

Public relations can have a strong impact on public awareness at a much lower cost than advertising can.

Accepted Answer

A) True 
 B)False

Question 10

Power Pro, a leading manufacturer of lawn and garden equipment, releases a new line of cordless, lightweight, electric weed trimmers. To boost sales, Power Pro issues a 50 percent off coupon to the first 100 buyers at all Home Depot stores in the Northeast. Which element of the promotion mix has Power Pro used in this scenario?

Accepted Answer

A)   public relations
B)   crowdsourcing
C)   advertising
D)   sales promotion
E)   personal sellingF) A) and D)
G) A) and E)

Question 11

Persuasive advertising helps to maintain customer relationships and keep consumers thinking about the product.

Accepted Answer

A) True 
 B)False

Question 12

The objective of ________ advertising is to build primary demand.

Accepted Answer

A)   reminder
B)   comparative
C)   personal
D)   informative
E)   persuasiveF) A) and E)
G) C) and D)

Question 13

Which of the following is an example of a combination of sales promotions and direct marketing?

Accepted Answer

A)   a company giving discounts on their product prices in order to gain a brand image
B)   a company releasing a nationwide television ad about every buyer having a chance to win a lottery prize
C)   a company holding a press conference to talk about their new product
D)   a company's sales representatives meeting customers directly to present customized offerings
E)   a company sending an e-mail to a customer about a discount on a product during a holiday seasonF) B) and C)
G) B) and E)

Question 14

Newspapers, as a medium of advertising, provide poor local market coverage.

Accepted Answer

A) True 
 B)False

Question 15

Explain the use of sales promotions as a promotion mix tool.

Accepted Answer

Sales promotion includes a wide assortme...

Question 16

What are the different functions of a public relations (PR)department?

Accepted Answer

PR departments may perform any or all of...

Question 17

Which of the following promotion mix approaches involves a producer promoting a product to different channel members who in turn promote the product to customers?

Accepted Answer

A)   direct marketing
B)   a push strategy
C)   the publish-subscribe method
D)   a pull strategy
E)   vertical integrationF) C) and D)
G) B) and D)

Question 18

In a promotion mix, ________ performs the functions of building a good rapport with entities outside the company, building up a good corporate image, and handling unfavorable rumors and events.

Accepted Answer

A)   personal selling
B)   sales promotion
C)   direct marketing
D)   advertising
E)   public relationsF) C) and E)
G) B) and D)

Question 19

Which of the following is true of public relations?

Accepted Answer

A)   It provides quick incentives to make product purchases.
B)   It emphasizes news and events rather than sales
C)   It involves training a dedicated sales force to meet customers.
D)   It cannot be used to dramatize a product or company.
E)   It is the most widely used promotional tool.F) A) and D)
G) None of the above B

Question 20

Watson Insurance is an insurance company that provides coverage for personal property and bodily injury. The company offers customized policy options for individual customers. High levels of interaction with customers are needed so that the company can provide the best customized service possible. What kind of promotional tool will best help Watson Insurance to sell its policies to its target customers?

Accepted Answer

(Students' answers may vary. The answer ...

Exam 12: Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Media impact is the qualitative value of message exposure through a given medium.

Correct Answer
verified
True

Which of the following best describes the personality symbol style of advertising?

Correct Answer
verified

In a push promotion strategy, the producer promotes a product to channel members who in turn promote it to final consumers.

Correct Answer
verified

Which of the following is true of direct and digital marketing?

Correct Answer
verified

Correct Answer
verified
A

Which method of setting advertising budgets best helps management think about the relationship between promotion spending, selling price, and profit per unit?

Correct Answer
verified

What methods of setting advertising budgets are directly based on company revenues? What are the disadvantages of such methods?

Correct Answer
verified
One of the methods of setting advertisin...
View Answer

Lush Lawns, a new landscaping company, uses the same logo and shade of green in all forms of communication including its online ads, truck signage, Web site, and business cards. Which technique is being used by Lush Lawns to promote its business?

Correct Answer
verified

Public relations can have a strong impact on public awareness at a much lower cost than advertising can.

Correct Answer
verified

Correct Answer
verified

Persuasive advertising helps to maintain customer relationships and keep consumers thinking about the product.

Correct Answer
verified

The objective of ________ advertising is to build primary demand.

Correct Answer
verified

Which of the following is an example of a combination of sales promotions and direct marketing?

Correct Answer
verified

Newspapers, as a medium of advertising, provide poor local market coverage.

Correct Answer
verified

Explain the use of sales promotions as a promotion mix tool.

Correct Answer
verified
Sales promotion includes a wide assortme...
View Answer

What are the different functions of a public relations (PR)department?

Correct Answer
verified
PR departments may perform any or all of...
View Answer

Which of the following promotion mix approaches involves a producer promoting a product to different channel members who in turn promote the product to customers?

Correct Answer
verified

In a promotion mix, ________ performs the functions of building a good rapport with entities outside the company, building up a good corporate image, and handling unfavorable rumors and events.

Correct Answer
verified

Which of the following is true of public relations?

Correct Answer
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B

Correct Answer
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(Students' answers may vary. The answer ...
View Answer

Exam 12: Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Media impact is the qualitative value of message exposure through a given medium.

Correct AnswerverifiedTrue

Which of the following best describes the personality symbol style of advertising?

Correct AnswerverifiedShow Answer

In a push promotion strategy, the producer promotes a product to channel members who in turn promote it to final consumers.

Correct AnswerverifiedShow Answer

Which of the following is true of direct and digital marketing?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedA

Which method of setting advertising budgets best helps management think about the relationship between promotion spending, selling price, and profit per unit?

Correct AnswerverifiedShow Answer

What methods of setting advertising budgets are directly based on company revenues? What are the disadvantages of such methods?

Correct AnswerverifiedOne of the methods of setting advertisin...View AnswerShow Answer

Lush Lawns, a new landscaping company, uses the same logo and shade of green in all forms of communication including its online ads, truck signage, Web site, and business cards. Which technique is being used by Lush Lawns to promote its business?

Correct AnswerverifiedShow Answer

Public relations can have a strong impact on public awareness at a much lower cost than advertising can.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Persuasive advertising helps to maintain customer relationships and keep consumers thinking about the product.

Correct AnswerverifiedShow Answer

The objective of ________ advertising is to build primary demand.

Correct AnswerverifiedShow Answer

Which of the following is an example of a combination of sales promotions and direct marketing?

Correct AnswerverifiedShow Answer

Newspapers, as a medium of advertising, provide poor local market coverage.

Correct AnswerverifiedShow Answer

Explain the use of sales promotions as a promotion mix tool.

Correct AnswerverifiedSales promotion includes a wide assortme...View AnswerShow Answer

What are the different functions of a public relations (PR)department?

Correct AnswerverifiedPR departments may perform any or all of...View AnswerShow Answer

Which of the following promotion mix approaches involves a producer promoting a product to different channel members who in turn promote the product to customers?

Correct AnswerverifiedShow Answer

In a promotion mix, ________ performs the functions of building a good rapport with entities outside the company, building up a good corporate image, and handling unfavorable rumors and events.

Correct AnswerverifiedShow Answer

Which of the following is true of public relations?

Correct AnswerverifiedB

Correct Answerverified(Students' answers may vary. The answer ...View AnswerShow Answer

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True

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A

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One of the methods of setting advertisin...
View Answer

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Sales promotion includes a wide assortme...
View Answer

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PR departments may perform any or all of...
View Answer

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B

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(Students' answers may vary. The answer ...
View Answer