Question 1: Which of the following statements is true about personal communication channels?

All personal communication channels are directly controlled by a company.

A billboard message exemplifies the use of a personal communication channel.

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.

Question 2: __________ is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do.

Personal selling

Public relations

Direct marketing

Sales promotion

Differentiated marketing

Question 3: 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 __________.

responding

encoding

decoding

messaging

sending

Question 4: In most cases, what is the most expensive promotion tool?

Advertising

Personal selling

Publicity

Public relations

Mass media

Question 5: An appeal that attempts to stir up either negative or positive sentiments that can motivate purchase is called a(n) __________ appeal.

structural

moral

rational

standard

Question 6: The term "media multitaskers" refers to __________.

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 medium

Question 7: Which of the following is an advantage of using newspapers as an advertising medium?

Broad acceptability

Good reproduction quality

Large pass-along audience

Long life

No ad competition within the same medium

Question 8: 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?

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 producers

Question 9: Which of the following statements is most likely true about radio as an advertising medium?

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.

Question 10: A Spanish-language channel runs its ads only in Hispanic neighborhoods. This is an example of __________.

buzz marketing

personal selling

narrowcasting

media multitasking

broadcasting

Question 11: Which of the following is an advantage of using a sales force automation system?

Improves customer service

Eliminates the need for an inside sales force

Records major competitor's sales

Eliminates employee attrition

Lowers sales team training costs

Question 12: Which of the following questions would help a marketer evaluate the return on a sales promotion investment?

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?

Question 13: Which of the following factors has most likely contributed to the rapid growth of sales promotion, particularly in consumer markets?

Rising hostility toward large firms

Declining advertising efficiency

Increasing popularity of e-procurement

Increasing number of international firms

Declining interest in quality

Question 14: 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?

Point-of-purchase promotion

Mass marketing

Solution selling

Event marketing

Advertising specialties

Question 15: 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?

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 firm

Question 16: __________ involves sending an offer, announcement, reminder, or other item to a person at a particular address.

Direct-mail marketing

Kiosk marketing

Online marketing

Telemarketing

Ambush marketing

Question 17: Which of the following terms refers to a 30-minute television advertising program that markets a single product?

Social media

Blog

Infomercial

Telemarketing

Digital catalog

Question 18: Why does direct-mail marketing most likely remain a popular promotional tool for marketers?

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.

Question 19: Why are historically online shops such as Zappos.com adding catalogs to their marketing methods?

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 catalogs

Question 20: 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?

Direct-response television marketing

Kiosk marketing

Catalog marketing

Social media marketing

Direct-mail marketing