 |
| 1 | |
_____ is defined as all personal and impersonal efforts by a seller or the seller's representative to inform, persuade, or remind a target audience. |
| | A) | Advertising management |
| | B) | Selling |
| | C) | Persuasive communication |
| | D) | Dyadic communication |
| | E) | Promotion |
|
|
|
| 2 | |
The fact Aaron Rents, a organization that leases furniture and appliances to consumers, is the sponsor of a NASCAR race in north Alabama is an example of which type of promotion? |
| | A) | direct marketing |
| | B) | public relations |
| | C) | advertising |
| | D) | direct selling |
| | E) | sales promotion |
|
|
|
| 3 | |
The college recruiter who visits a high school campus to convince its leading scorer to play basketball for his university is involved in what type of promotion? |
| | A) | direct marketing |
| | B) | publicity |
| | C) | personal selling |
| | D) | public relations |
| | E) | none of the above |
|
|
|
| 4 | |
An advertising agency has developed and implemented an IMC program for a manufacturer of children's clothing. What should it do next? |
| | A) | evaluate the program |
| | B) | ask the client for repeat business |
| | C) | ask the client for a testimonial |
| | D) | coordinate the IMC elements |
| | E) | remove all barriers to successful IMC implementation |
|
|
|
| 5 | |
The logo for a newly formed management consulting firm is a small blue and orange fish. The logo is supposed to tell consumers that this new consulting firm knows how "to swim with the sharks." The selection of this logo took place during which part of the communication process? |
| | A) | feedback |
| | B) | responding |
| | C) | noise creation |
| | D) | decoding |
| | E) | encoding |
|
|
|
| 6 | |
With which stage of the communication process in promotion would the recipient's frame of reference be most important? |
| | A) | feedback |
| | B) | transmitting |
| | C) | noise creation |
| | D) | decoding |
| | E) | channeling |
|
|
|
| 7 | |
When deciding on the promotional mix, an organization needs to consider: |
| | A) | its target market |
| | B) | the amount of money available for promotion |
| | C) | nature of the product |
| | D) | objective of the promotion effort |
| | E) | all of the above |
|
|
|
| 8 | |
Teflon is a Dupont product that creates a no-stick surface on cookware. Dupont ran an ad to encourage purchase of pans coated with Teflon and to encourage consumers to ask their retailers to carry the pans. This would be an example of a _____ strategy. |
| | A) | pull |
| | B) | divestment |
| | C) | push |
| | D) | trade |
| | E) | gravitational |
|
|
|
| 9 | |
Liqui-Shield is the first carpet brand with a permanent polyethylene barrier built right into the backing. Now spills and pet accidents cannot penetrate into the padding-thus, eliminative harmful molds, mildew, and odors. According to the hierarchy of effects, the promotion used to introduce this new type of carpet would have which of the following as its objective? |
| | A) | make consumer like its product |
| | B) | create customer awareness of the product |
| | C) | purchase of the carpet |
| | D) | create a preference for the Liqui-Shield brand |
| | E) | convince consumers to buy Liqui-Shield the next time they purchase carpet |
|
|
|
| 10 | |
Which of the following is a least expensive form of sponsored marketing communications? |
| | A) | publicity |
| | B) | viral marketing |
| | C) | sales promotion |
| | D) | word-of-mouth communication |
| | E) | public relations |
|
|
|
| 11 | |
Liqui-Shield is the first carpet brand with a permanent polyethylene barrier built right into the backing. Now spills and pet accidents cannot penetrate into the padding-thus, eliminative harmful molds, mildew, and odors. According to promotional strategies based on a product's life-cycle stage, its manufacturer should: |
| | A) | place a heavy emphasis on personal selling |
| | B) | use advertising to persuade customers to buy now |
| | C) | stimulate selective demand |
| | D) | let the middlemen pay most of the promotional expenses |
| | E) | focus on reminder advertising |
|
|
|
| 12 | |
Which of the following is a common method for establishing promotional budgets? |
| | A) | executive judgment |
| | B) | sales force composite |
| | C) | percentage of sales |
| | D) | market-factor analysis |
| | E) | all of the above |
|
|
|
| 13 | |
If an advertiser is guilty of deliberately using misleading or deceiving promotional practices which have negatively affected its competitors, which government agency will prosecute the advertiser? |
| | A) | Council of Better Business Bureaus |
| | B) | National Advertising Division of the Department of Justice |
| | C) | Food and Drug Administration |
| | D) | U.S. Postal Service |
| | E) | Federal Trade Commission |
|
|
|
| 14 | |
There are many diet aids on the market. They promise immediate weight loss without exercise or a change in diet. Each is accompanied by a testimonial from a satisfied user. If you pay close attention, you will notice that each ad also contains the statement, "Results may vary." More than likely, this statement is included to prevent the FTC from requiring the dietary aid distributor from having to: |
| | A) | run corrective advertising. |
| | B) | engage in competitive advertising. |
| | C) | guarantee truth-in-advertising. |
| | D) | engage in comparative advertising. |
| | E) | engage in self-regulation. |
|
|
|
| 15 | |
The _____ would make it illegal for a toothpaste manufacturer to claim that its product replaced annual visits to the family dentist. The law would perceive the claim as false. |
| | A) | Robinson-Patman Act |
| | B) | Federal Trade Commission Act |
| | C) | Wheeler-Lea Amendment |
| | D) | Lanham Trademark Act |
| | E) | Consumer Protection Act |
|
|
.