Question 1 (5 points) Which of the following statements is true about personal
communication channels?Question 1 options: All personal communication channels are directly controlled
by a company. A billboard message exemplifies the use of a personal
communication channel. @Page Ref: 419 A magazine advertisement exemplifies the use of a personal
communication channel. Word-of-mouth influence uses a personal communication
channel. Personal communication channels do not allow sending and
receiving of feedback.SaveQuestion 2 (5 points) __________ is very believable because news stories,
features, sponsorships, and events seem more real and believable to readers
than ads do.Question 2 options: Personal selling Public relations Direct marketing Sales promotion Differentiated marketingSaveQuestion 3 (5 points) HP’s advertising agency assembles words and illustrations
into an advertisement that conveys the company’s intended brand message. In the
context of the communication process, HP is __________.Question 3 options: responding encoding decoding messaging sendingSaveQuestion 4 (5 points) In most cases, what is the most expensive promotion tool?Question 4 options: Advertising Personal selling Publicity Public relations Mass mediaSaveQuestion 5 (5 points) An appeal that attempts to stir up either negative or
positive sentiments that can motivate purchase is called a(n) __________
appeal.Question 5 options: structural moral rational standard emotionalSave________________________________________Question 6 (5 points) The term “media multitaskers” refers to
__________.Question 6 options: ad agencies whose clients are competitors of each other people who absorb more than one medium at a time competing brands that use the same media vehicle media planners who also head the creative department media planners who use more than one advertising mediumSaveQuestion 7 (5 points) Which of the following is an advantage of using newspapers
as an advertising medium?Question 7 options: Broad acceptability Good reproduction quality Large pass-along audience Long life No ad competition within the same mediumSaveQuestion 8 (5 points) The National Pork Board developed “Pork. The Other
White Meat” campaign. The campaign provided nutritional information and
pork recipes in an attempt to encourage people to view pork as a tasty
alternative to poultry and fish. Which of the following functions was the goal
of this public relations campaign?Question 8 options: Influencing government regulations on pork Rebuilding consumer interest in pork Creating newsworthy information about pork Gaining financial support for pork producers Maintaining relationships with pork producersSaveQuestion 9 (5 points) Which of the following statements is most likely true about
radio as an advertising medium?Question 9 options: Radio offers very low audience selectivity. Radio advertising is characterized by good local acceptance. Radio ensures good attention from the target audience. Radio advertising is typically quite expensive. Radio prohibits the use of segmentation strategies.SaveQuestion 10 (5 points) A Spanish-language channel runs its ads only in Hispanic
neighborhoods. This is an example of __________.Question 10 options: buzz marketing personal selling narrowcasting media multitasking broadcastingQuestion 11 (5 points) Which of the following is an advantage of using a sales
force automation system?Question 11 options: Improves customer service Eliminates the need for an inside sales force Records major competitor’s sales Eliminates employee attrition Lowers sales team training costsSaveQuestion 12 (5 points) Which of the following questions would help a marketer
evaluate the return on a sales promotion investment?Question 12 options: Was the sales force successful in filtering out the good
prospects from the poor ones? Did the promotion attract new customers or more purchasing
from current customers? Did customers receive high-quality promotional products? Did customers enjoy the events associated with the
promotion? Were channel intermediaries effectively positioned to ensure
a seamless supply of products?SaveQuestion 13 (5 points) Which of the following factors has most likely contributed
to the rapid growth of sales promotion, particularly in consumer markets?Question 13 options: Rising hostility toward large firms Declining advertising efficiency Increasing popularity of e-procurement Increasing number of international firms Declining interest in qualitySaveQuestion 14 (5 points) Blue Fizz Inc. sponsors every race that takes place at the
Sears Racing Track in Orange County, California. The high-octane racing at Sears
is perfect for Blue Fizz to sell its energy drinks and to establish the desired
brand image of the company. Which type of promotion is evident here?Question 14 options: Point-of-purchase promotion Mass marketing Solution selling Event marketing Advertising specialtiesSaveQuestion 15 (5 points) Eric Brown is a human resource manager in a company selling
and manufacturing personal computers. Who among the following is Eric most
likely to hire as a salesperson if his objective is to minimize training costs
post recruitment?Question 15 options: Henry, a young salesperson with a few months’ experience in
a large MNC Richard, a product developer from a competing firm Nancy, an experienced engineer with no prior experience in
personal selling Samantha, a fresh college graduate Melissa, a proven salesperson from a competing firmSave________________________________________Question 16 (5 points) __________ involves sending an offer, announcement,
reminder, or other item to a person at a particular address.Question 16 options: Direct-mail marketing Kiosk marketing Online marketing Telemarketing Ambush marketingSaveQuestion 17 (5 points) Which of the following terms refers to a 30-minute
television advertising program that markets a single product?Question 17 options: Social media Blog Infomercial Telemarketing Digital catalogSaveQuestion 18 (5 points) Why does direct-mail marketing most likely remain a popular
promotional tool for marketers?Question 18 options: It involves very low marketing costs. It builds long-term customer relationships. It reaches the consumer very quickly. It does not disturb consumers enrolled in the Do Not Call
Registry. It provides something tangible for people to keep.SaveQuestion 19 (5 points) Why are historically online shops such as Zappos.com adding
catalogs to their marketing methods?Question 19 options: To connect with customers in hard-to-reach places To reduce the need for telemarketers To reduce the costs involved in online marketing To drive online sales and services To meet the increased demand in print catalogsSaveQuestion 20 (5 points) Renkel Cosmetics sends a sample of the newest cosmetics line
to all premium members’ addresses. Which of the following best describes
Renkel’s form of marketing?Question 20 options: Direct-response television marketing Kiosk marketing Catalog marketing Social media marketing Direct-mail marketingSavePrevious PageNext Page
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