Q&A Hero

Q: Which of the following is an inherent strength of direct marketing? A. direct marketing can be adapted quickly to facilitate customer relationships B. direct marketing is often the most credible source in the consumer's mind C. direct marketing can provide complex information D. direct marketing can quickly stimulate and maintain market share E. direct marketing is a low cost means of reaching the target market

Q: Like personal selling, __________ has the advantage of being customized to match the needs of specific target markets. Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers. A. advertising B. a sales promotion C. publicity D. direct marketing E. a public service announcement

Q: Direct marketing has the advantage of being __________ to match the needs of specific target markets. A. priced B. uniform C. customized D. engaged E. integrated

Q: Like personal selling, __________ often consists of interactive communication. A. direct marketing B. advertising C. a sales promotion D. publicity E. a public service announcement

Q: All of the following are examples of direct marketing tools EXCEPT: A. e-mail solicitations B. telephone solicitations C. Groupon D. catalogs E. direct response ads on TV

Q: Direct marketing refers to A. individualized communications programs specifically designed with a single customer in mind because the item being sold is unique to that customer. B. a promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet. C. communication between a seller and a prospective buyer that can include face-to-face, telephone, and interactive electronic communication. D. a sales strategy whereby the exchange takes place at the time of engagement, such as selling produce at a local farmer's market. E. a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.

Q: A promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet is referred to as __________. A. personal selling B. sales promotion C. publicity D. advertising E. direct marketing

Q: Ford held a Ford Focus Sweepstakes in partnership with 3M Racing. Participants entered by email or by liking Ford's Facebook page for a chance to win a custom 2012 Ford Focus. Which promotional element was Ford using to promote its partnership with 3M Racing and NASCAR driver Greg Biffle, who was featured in announcements? A. advertising B. personal selling C. sales promotion D. publicity E. direct marketing

Q: M&Ms Image Consider the M&Ms image above. Which promotional element is Mars, the marketer of M&Ms, using to promote its product? A. advertising B. personal selling C. sales promotion D. publicity E. direct marketing

Q: A food warehouse store got a very good buy on a brand of frozen orange juice and, rather than maintain it as extra inventory, prefers to sell it quickly to consumers. Which promotional element should be used? A. advertising B. personal selling C. publicity D. sales promotion E. direct marketing

Q: Procter & Gamble introduced Old Spice High Endurance antiperspirant, targeted to teenage boys who don't watch much TV. P&G did grassroots marketing including handing out samples at skateboarding events and sponsoring a contest for the "high-school football player of the year." P&G emphasized which promotional element in this example? A. sales promotion B. advertising C. personal selling D. public relations E. word-of-mouth

Q: DLS Cosmetics is trying to create brand awareness by sending households free samples of its products. These free samples are examples of __________. A. free advertising B. personal selling C. sales promotions D. free publicity E. direct sales

Q: When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket, you are being influenced primarily by which promotional element? A. advertising B. sales promotion C. public relations D. publicity E. personal selling

Q: Which of the following weaknesses is associated with sales promotions? A. high absolute costs B. messages differ between the sales promotion tools C. difficult to get media cooperation D. can easily lead to promotion wars E. its effectiveness diminishes when used continuously

Q: If used continuously, which of the following promotional elements will most likely lose its effectiveness? A. advertising B. personal selling C. sales promotion D. publicity E. direct marketing

Q: Sales promotions cannot be the sole basis for a promotional campaign because A. all sales promotions have legal time limit restrictions to prevent unfair trade practices. B. gains from sales promotion are often temporary and sales drop off when it ends. C. sales promotions are too costly and soon become a financial liability. D. sales promotions are traditionally handled by outside firms and not the manufacturer, which often results in a significant loss of profit. E. consumers obtain an inflated impression of a product's actual value or worth.

Q: All of the following are examples of sales promotion tools EXCEPT: A. samples B. sweepstakes C. BOGOs D. catalogs E. rebates

Q: Coupons, rebates, samples, and sweepstakes are all examples of __________. A. endorsements B. sponsorships C. free publicity D. purchase aids E. sales promotions

Q: Sales promotion refers to A. a short-term inducement of value offered to arouse interest in buying a product or service. B. a single-themed IMC campaign employing multiple advertising and personal selling strategies. C. individualized communications programs that are specifically designed with a single customer in mind because the item being sold is unique to that customer. D. a long-term inducement of value offered to build and sustain loyal customer relationships. E. a sequence of value inducements aimed at retaining channel members.

Q: A short-term inducement of value offered to arouse interest in buying a product or service is referred to as __________. A. customer incentive B. customer enticement C. free publicity D. sales promotion E. purchase incentive

Q: Frommer's France Image Consider the Frommer's France image above. Travelers throughout the world have relied on Frommer's guides, which outline out-of-the-way, inexpensive restaurants and hotels. This guide provides invaluable __________ to these establishments. A. direct sales B. publicity C. direct marketing D. personnel selling E. public service announcement

Q: A small agrichemical laboratory with a very small marketing budget develops a seed that produces grass that grows two-inches high and no higher. Which promotional element should it use to communicate its discovery? A. advertising B. personal selling C. sales promotion D. publicity E. missionary sales

Q: A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species. However, the firm has few resources to promote the film. Which promotional element should it employ? A. Hire a salesperson to speak to environmental groups. B. Ask local radio and television stations to run a favorable story about the film. C. Advertise on billboards in each local market. D. Invite students to participate in a contest to win free tickets. E. Send postcards to all people within a 25-mile radius of a theater showing the movie.

Q: The local radio station broadcast a story about a dry-cleaner that requested coat donations. The company offered to clean the coats and deliver them to people in need. The various addresses of the dry-cleaner chain were also broadcast so that donations could be dropped off. Since this featured business did not pay for this exposure, it benefited from __________. A. advertising B. direct marketing C. personal selling D. publicity E. sales promotion

Q: Research indicates that publicity followed by advertising with the same messageA. undermines the credibility of the first message and therefore lessons its effect.B. increases the positive response to the message.C. decreases the positive response to the message even if it is delivered by a well-known spokesperson.D. is less effective than publicity followed by a sales promotion, such as a contest or product sample.E. is no more or less effective than when used alone.

Q: Although the lack of control means that it is rarely the main element of a promotional campaign, __________ is an important element of most promotional campaigns. A. publicity B. advertising C. personal selling D. sales promotion E. direct marketing

Q: Which of the following is an inherent weakness of publicity? A. it has high absolute costs B. it is difficult to receive good feedback C. it is easily duplicated D. there is a lack of user control over it E. it can easily lead to promotion wars

Q: Which of the following is an inherent strength of publicity? A. it can receive immediate feedback B. it can provide the target audience with complex information C. it can prepare messages quickly D. it is an efficient means for reaching large numbers of people E. it is often the most credible source in the consumer's mind

Q: A restaurant review published in the local newspaper is an example of __________. A. publicity B. sales promotion C. advertising D. direct marketing E. personal selling

Q: Which of the following statements describes a key difference between advertising and publicity? A. Publicity is more expensive on a cost-per-contact basis than advertising. B. Publicity includes direct payments to media, and advertising is usually indirectly paid. C. Advertising provides an immediate feedback loop, and publicity does not. D. A firm using publicity has less control over it than advertising. E. Advertising is usually directly paid, while publicity's main costs are indirect, associated with staff.

Q: A nonpersonal, indirectly paid presentation of an organization, product, or service that can take the form of a news story, editorial, or product announcement is referred to as (a) __________. A. direct sales B. publicity C. direct marketing D. public service announcement E. personal selling

Q: Publicity refers to A. a nonpersonal, indirectly paid presentation of an organization, product, or service. B. a short-term inducement of value offered to arouse interest in buying a product or service. C. methods used to get a nonpersonal, directly paid presentation of a company or its products. D. a paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. E. a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.

Q: All of the following are tools used by a firm's public relations department EXCEPT: A. annual reports. B. contests. C. lobbying efforts. D. press conferences. E. image management.

Q: Press conferences and image management are tools used by a firm's __________ department. A. advertising B. sales promotion C. direct marketing D. public relations E. personal selling

Q: Public relations refers to A. a seller-directed flow of communication, often in a face-to-face encounter, designed to promote a product with the purpose of making a sale. B. an individualized communications program specifically designed for a single customer because the item being sold is unique to that person. C. a mass selling approach that has been be tailored to meet the more select needs of a target market based on age, gender, ethnicity, or occupation. D. a form of communication that is intended to counteract any negative information or misinformation that has been fomented by competitors or disgruntled customers. E. a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.

Q: A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services is referred to as __________. A. sales promotion B. publicity C. advertising D. public relations E. personal selling

Q: Lenox China Co. would like to get its annual Christmas ornament series into Macy's department stores. Macy's has a buyer in New York City who makes decisions on its giftware. Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer? A. advertising B. sales promotion C. personal selling D. public relations E. advertising and public relations

Q: Businesses vary as to the amount of security they require or can afford in order to protect their computer files. A company that sells a complete line of firewalls, from a no-frills version to one that uses complex retinal scans, would most likely employ which promotional element to effectively promote its product to businesses? A. personal selling B. advertising C. sales promotion D. public relations E. social media

Q: When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in __________. A. missionary sales B. sales promotion C. public relations D. personal selling E. a public service announcement

Q: When a company uses telemarketers to call people and ask them to contribute to the Police Benevolent Association (PBA), the company is using __________. A. advertising B. personal selling C. sales promotion D. public relations E. publicity

Q: Which of these promotional elements has the highest cost-per-contact or exposure? A. advertising B. personal selling C. sales promotion D. publicity E. public service announcements

Q: Which of the following statements describes a disadvantage associated with personal selling?A. Presentations often provide little opportunity for consumer feedback.B. Personal selling permits too much wasted coverage.C. There may be inconsistency in the presentation of the message from one salesperson to another.D. A salesperson cannot control to whom a presentation is made.E. Personal selling is subject to extensive federal, state, and company regulation.

Q: Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message? A. advertising B. personal selling C. public relations D. sales promotion E. publicity

Q: Wasted coverage can best be reduced by using which of method of promotion? A. sales promotion B. public relations C. advertising D. public service announcements E. personal selling

Q: Communication with consumers who are not in the target audience is referred to as __________. A. excess coverage B. wasted coverage C. exhaustive coverage D. squandered coverage E. dissipated coverage

Q: Which of the following is an inherent weakness of personal selling? A. difficult to receive good feedback B. difficult to get media cooperation C. messages may differ between salespeople D. easily duplicated E. can easily lead to promotion wars

Q: Which of the following is an inherent strength of personal selling? A. personal selling can provide the target audience with complex information B. personal selling has low seller involvement C. personal selling can prepare messages quickly D. personal selling is an efficient means for reaching large numbers of people E. personal selling is often the most credible source in the consumer's mind

Q: Personal selling refers to A. a customer-directed flow of communications, often in a face-to-face encounter, designed to promote a product with the purpose of making a sale. B. an individualized communications program specifically designed for a single customer because the item being sold is unique to that person. C. a mass selling approach that has been be tailored to meet the unique needs of a target market based on age, gender, ethnicity, or occupation. D. the two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision. E. any spoken (rather than visual or print) attempt to promote a product for the purpose of making a sale.

Q: The two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision is referred to as A. sales promotion. B. personal selling. C. direct selling. D. advertising. E. public relations.

Q: New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes. What form of marketing communication did it use? A. public relations B. personal selling C. publicity D. sales promotion E. advertising

Q: When Sears places a multiple-page booklet in the local newspaper about its President's Day sale, it is using which element of the promotional mix? A. advertising B. sales promotion C. publicity D. personal selling E. direct marketing

Q: Which of the following statements describes a key difference between advertising and public relations? A. Public relations is more expensive on a cost-per-contact basis than advertising. B. Public relations is usually directly paid while advertising is usually indirectly paid. C. Advertising provides an immediate feedback loop while public relations does not. D. Advertising is usually directly paid while public relations has no direct payment to the media. E. Public relations always has a much greater reach than advertising.

Q: Which of the following is an inherent weakness of advertising? A. extremely high expense per exposure B. difficult to get media cooperation C. high absolute costs D. easily duplicated E. can easily lead to promotion wars

Q: Which of the following is an inherent strength of advertising? A. advertising provides immediate feedback B. advertising can deliver complex information C. advertising can create messages quickly D. advertising is an efficient means for reaching large numbers of people - the mass market E. advertising is often the most credible source of information for consumers

Q: Which of the following statements about advertising is most accurate? A. Advertisers have limited control as to when and how often their advertisements will be placed. B. A key advantage of advertising is its ability to use customized interactions. C. Advertisers have very limited control over what it can say due to FCC regulations. D. Advertising is the least costly form of promotion because ads go through significant pretesting. E. Through advertising, a company can control, to some extent, to whom the message is sent.

Q: Which of the following statements about advertising is most accurate? A. Advertising has limited control as to when and where an advertisement will be used. B. Advertising allows a firm to reach a mass market. C. A key advantage of advertising is its ability to use customized interactions. D. Advertising can be a very effective attention getter for new products, but has little impact for repeat buys. E. Advertising is one of the least costly forms of promotion because it reaches a pretested market.

Q: Which of the following statements about advertising is most accurate? A. Advertising can communicate specific product benefits to prospective buyers. B. Advertising has limited control as to when and where an advertisement will be used. C. A key advantage of advertising is its ability to use customized interactions. D. Advertising can be a very effective "attention getter" especially for new products, but has little impact for repeat purchases. E. Advertising is one of the least costly forms of promotion because it reaches a mass market.

Q: What is the nature of the "paid" aspect of advertising? A. Fees are paid for space or time in the medium. B. Fees are paid to salespeople as either salaries or commissions. C. Fees are paid to creative arts contributors but there is no direct payment to media. D. There is a wide range of fees paid depending upon the promotion selected. E. The primary costs are now associated with communication through mail, telephone, or the Internet.

Q: A paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as __________. A. sales promotion B. publicity C. advertising D. direct marketing E. mass communication

Q: Advertising refers to A. any nonpersonal, indirectly paid presentation of an organization, service, or product. B. a short-term inducement of value offered to arouse interest in buying a product or service. C. methods used to identify a target market for a particular product or service. D. any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. E. any unpaid form of personal presentation of products and services.

Q: Which of the following types of promotion uses customized interaction? A. advertising B. direct marketing C. public relations D. sales promotion E. publicity

Q: Which of the following types of promotion uses customized interaction? A. advertising B. public relations C. sales promotion D. personal selling E. publicity

Q: In a promotional sense, customized interaction is exemplified by A. the creation of unique products based upon the needs and wants of individual consumers. B. the translation of a company's message into multiple languages for use in advertising in different countries or regions. C. personal selling between a seller and a prospective buyer that can include face-to-face, telephone, and interactive electronic communication. D. the creation of different promotional campaigns based on gender, age, or ethnicity. E. the use of different images (such the covers of Sports Illustrated) to reach different product groupings.

Q: Which of the following would be LEAST likely to be used for mass selling? A. advertising B. public relations C. sales promotion D. publicity E. personal selling

Q: Advertising, sales promotion, and public relations are often said to use __________ because they are used with groups of prospective buyers. A. cooperative selling B. mass selling C. customized selling D. collection selling E. paid selling

Q: Figure 14-2 To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled E represents __________. A. advertising B. personal selling C. public relations D. sales promotion E. direct marketing

Q: Figure 14-2 To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled D represents __________. A. advertising B. personal selling C. public relations D. sales promotion E. direct marketing

Q: Figure 14-2 To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled C represents __________. A. advertising B. personal selling C. public relations D. sales promotion E. direct marketing

Q: Figure 14-2 To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled B represents __________. A. advertising B. personal selling C. public relations D. sales promotion E. direct marketing

Q: Figure 14-2 To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled Box A represents __________. A. advertising B. personal selling C. public relations D. sales promotion E. direct marketing

Q: Each year, advertisers spend millions of dollars during the Super Bowl half-time show. These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle. Unfortunately, during the half-time festivities, many viewers dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers. The desire for food and drink is an example of __________, which inhibits effective communication. A. distraction B. diversion C. ineffective encoding D. information overload E. noise

Q: The marketing manager from a heavy-equipment manufacturer in Dallas, Texas was attending an international trade show in Japan. There were many prospective customers from different countries who seemed interested in the firm's product. However, they had difficulty following the manager's explanations of product features due to his heavy Texas drawl. In this case, the accent would be considered __________. A. an encoding error B. a decoding error C. culture shock D. noise E. distortion

Q: Mary's Cookies put an ad in the local newspaper with a coupon stating that a dozen cookies cost $2.99. The newspaper instead printed the price on the coupon as $29.99. Consequently, no customers came in to buy cookies using the coupon. The communication issue between Mary and her target market in this case was most likely the result of __________. A. feedback disruption B. noise C. a decoding error D. a communication barrier E. message interference

Q: In the communication process, printing mistakes that affect the meaning of a newspaper advertisement, or using words or pictures that fail to communicate the message clearly, are referred to as A. noise. B. clutter. C. feedback. D. distortions. E. annoyances.

Q: In the communication process, noise refers to A. any unsolicited response from consumers or potential consumers regarding a company's message. B. any communication with consumers who are not in the target audience. C. extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process. D. the use of colors, words, sounds, or images that make an otherwise simple message more complex. E. a unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e. the medical profession, legal profession, etc.).

Q: __________ is advisable for all marketing communications to ensure(s) that messages will be decoded properly. A. Encoding B. Customization C. Feedback D. Pretesting E. The feedback loop

Q: In the feedback loop, feedback refers toA. the sender's interpretation of the response that indicates whether the message was decoded and understood as intended.B. the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process.C. a mutually shared understanding and knowledge the sender and receiver apply to a message so that it can be communicated effectively during the communication process in the message loop.D. any unsolicited response from consumers or potential consumers regarding a company's message.E. extraneous factors that can work against effective communication by distorting a message or the feedback received.

Q: After a receiver responds to a message, the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as __________. A. encoding B. receiver response C. feedback D. noise E. message loop

Q: Melissa saw an ad promoting Vermont as a tourist destination and a great place to live. The ad contained a postage-paid reply card that could be used to request more information. In terms of the communication process, the mailing in of the postcard with a request for further information is an example of __________. A. a stimulus B. a field of experience C. a response D. noise E. a feedback loop

Q: Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms. She immediately went to the store to purchase the product. In terms of the communication process, the Claritin ad created a(n) __________. A. stimulus B. exposure C. field of experience D. subconscious impulse E. response