Advertising and Sales Promotion 101. ______________ combine(s) sight, sound, and motion; appeals to the senses; and, has a low cost per exposure as advantages.
Newspapers Television Direct mail Radio View answer Correct answer: (B)
102. All of the following are benefits of a standardization policy in global advertising EXCEPT:
Lower advertising costs. Greater global advertising coordination. An attention to local differences in various global markets. More consistent worldwide image. View answer Correct answer: (C)
103. If a retailer were to offer the consumer a "two for one" deal in purchasing merchandise, which of the following sales promotional techniques would have been used?
samples premiums coupons price packs View answer Correct answer: (D)
104. ______________ is a major promotion function whose objective is to build good relations with the company's various publics.
Advertising Direct marketing Public relations Specialty events View answer Correct answer: (C)
105. All of the following would be considered to be major public relations tools EXCEPT:
News. Speeches. Testifying. Special events such as news conferences. View answer Correct answer: (C)
106. The ______________ is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing tools that the company uses to pursue its advertising and marketing objectives.
Value mix Integrated dealer mix Marketing communications mix Marketing control mix View answer Correct answer: (C)
107. There is an increasing amount of commerce being done via the Internet. With respect to the promotional mix, which of the following categories would be most directly concerned with Internet commerce?
Advertising Public relations Direct marketing Sales promotion View answer Correct answer: (C)
108. ______________ fragmentation has resulted in media fragmentation.
Market Purchasing Product Public relations View answer Correct answer: (A)
109. Integrated marketing communications involves identifying the target audience and shaping a well-coordinated promotional program to elicit the desired audience response. Too often, however: (Select the MOST CORRECT statement.)
Costs are too high and profits are too low. Personnel cannot cope with these responsibilities. Marketing communications focus on overcoming immediate awareness, image, or preference problems. Integrated communications do not work in the global environment because of regulations. View answer Correct answer: (C)
110. Which of the following promotional tools can reach many prospects who otherwise Avoid salespeople and is received as news rather than as a sales-directed communication?
Advertising Personal selling Public relations Sales promotion View answer Correct answer: (C)