Ch11 Using Promotion To Communicate With Complete Test Bank

Applied Marketing, 2e (Padgett)

Chapter 11 Using Promotion to Communicate with Customers

1) Effective promotion should include which of the following?

A) Advertising on television and in social media

B) A catchy slogan or jingle

C) Multiple communication channels

D) All of these

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

2) How should social and digital tools and technology should be considered in your overall marketing mix?

A) As related, but distinct, elements

B) As necessary tools given changes in media preference

C) As the most important elements of the mix

D) As accounting for the bulk of your promotional spending

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

3) Which are considered to be traditional personalized promotional tools?

A) Television and radio

B) Magazines and newspapers

C) Digital media and technology

D) Personal selling and direct marketing

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

4) This model postulates that people must pass through cognitive and emotional states before taking an action.

A) The hierarchy of effects model

B) The basic communications model

C) The liking and preference model

D) The awareness and knowledge model

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

5) Contest entries, website hits, and social media likes are examples of

A) communications objectives.

B) digital objectives.

C) non-sales behavioral objectives.

D) non-promotional objectives.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

6) Promotion is the set of marketing communication activities designed to inform and persuade groups of people. These people are limited to

A) existing customers.

B) potential customers.

C) your primary target markets.

D) important groups of people, primarily customers.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

7) Relying on a single tool to communicate with customers is often

A) ineffective.

B) cost-effective.

C) the optimal approach to promotional spending.

D) a properly-sequenced approach to promotions.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

8) With what does a properly planned and executed IMC strategy begin?

A) Promotion mix

B) Overall marketing or brand strategy

C) Promotion and communications strategy

D) Brand messaging strategy

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

9) Promotional objectives can be stated using which types of metrics?

A) Psychological or behavioral

B) Reach or frequency

C) Sales or profits

D) Defined or implied

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

10) What is the primary focus of communications objectives?

A) Non-sales behavior

B) Persuading customers to purchase a product or service

C) Reach and frequency

D) How well a promotional activity conveys information and meaning to a target market

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

11) Which approach to budgeting takes a backward view of promotion, assuming sales produce promotion versus promotion producing sales?

A) Objective and task

B) Competitive response

C) Percentage of sales

D) Intuition and instinct

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

12) A set of marketing communication activities designed to inform and persuade important groups of people, primarily customers, is a(n)

A) promotion.

B) promotion mix.

C) integrated marketing communications (IMC).

D) sales related objective.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

13) A useful way to categorize promotion objectives is using

A) the Hierarchy of Effects model.

B) cognitive variables.

C) affective variables.

D) behavioral variables.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

14) Which of the following is NOT a part of the hierarchy of effects?

A) Attention

B) Knowledge

C) Liking

D) Preference

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

15) Which of the following promotional objectives focuses on how promotions can impact a target market?

A) Communication objective

B) Sales objective

C) Marketing objective

D) Advertising objective

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

16) A key to the success of promotions is for marketing managers to determine

A) a promotional budget.

B) a communication plan.

C) an ad spending strategy.

D) a social media campaign.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

17) Which of the following is a traditional, group tool in an integrated marketing communications (IMC) strategy?

A) Direct marketing

B) Digital media

C) Personal selling

D) Sales promotion

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

18) The combination of promotional tools to develop synergies among them is referred to as a(n)

A) promotion mix.

B) integrated marketing communications strategy.

C) hierarchy of effects model.

D) boundary spanning.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

19) Which has added greatly to the complexity of the promotion function?

A) The introduction of cable TV channels.

B) The decline in readership among magazines and newspapers.

C) Integrating digital communication with more traditional channels.

D) The new trend toward Integrated Marketing Communications.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

20) Promotional activities should be focused

A) exclusively on members of the target market.

B) as broadly as possible to include all prospective buyer.

C) on anyone with whom the company wants to exchange.

D) on users of the media selected for promotional efforts.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

21) Encouraging participation beyond simple communication relates to which elements of the promotional mix?

A) Digital media and technology

B) Integrated marketing communications

C) The entire promotional mix

D) Direct marketing

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

22) Which is the most philosophically and practically justifiable approach to developing a promotional budget?

A) Intuition and instinct

B) Objective and task

C) Percent of sales

D) Competitive response

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Communication

Standard 2: Bloom's || Analysis

23) Why is it often difficult to estimate the financial returns from promotional expenditures?

A) Promotions often have a cumulative effect that's difficult to measure at a given point in time.

B) It's impossible to accurately measure wasted reach.

C) Frequency objectives often go unmet.

D) The objective of most advertising is not related to increasing sales.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Analysis

24) Which is NOT a group tool?

A) Direct Marketing

B) Advertising

C) Sales promotions

D) Public relations

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Analysis

25) Which is NOT a personalized tool?

A) Business sales

B) Personal selling

C) Direct marketing

D) Sales promotion

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Analysis

26) Digital media and technology are categorized as which type of tool in the promotion mix?

A) Traditional

B) Group

C) Personalized

D) Outside traditional

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Analysis

27) What does the promotion mix send to the target customer?

A) Brand messaging strategy

B) Communication channel

C) Traditional tools

D) Brand message

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Analysis

28) Awareness and knowledge can be categorized as

A) affective variables.

B) behavioral variable.

C) sales related objective.

D) communications objectives.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Analysis

29) Liking and preference can be categorized as

A) cognitive variables.

B) communication objectives.

C) sales related objective.

D) behavioral variable.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Analysis

30) Sales related objectives could be expressed in

A) absolute terms.

B) relative terms.

C) percent of growth.

D) All of these

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Application

31) Why is it hard to link sales to advertising?

A) Other factors affect sales

B) Sales are based on assumptions

C) Advertising is expensive and hard to quantify

D) Product orders are turned in

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Application

32) How many promotional budget-setting methods are there?

A) 2

B) 4

C) 5

D) 6

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Analysis

33) Which promotional budget-setting method is used without any actual quantitative data?

A) Intuition and instinct

B) Percent of sales

C) Competitive responses

D) Objective and task

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Application

34) Which promotional budget-setting method is used after sales occur?

A) Intuition and instinct

B) Percent of sales

C) Competitive responses

D) Objective and task

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Application

35) A promotional budget set based on the outside environment is mostly likely

A) intuition and instinct.

B) percent of sales.

C) competitive responses.

D) objective and task.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Application

36) A promotional budget based strictly on the future is most likely

A) intuition and instinct.

B) percent of sales.

C) competitive responses.

D) objective and task.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Application

37) Which of the following statements best describes the setting of promotional objectives?

A) Financial returns from promotional expenditures are easily estimated using the hierarchy of effects model.

B) The hierarchy of effects model postulates that people must pass through three cognitive states and one affective state before taking action.

C) Promotional objectives fall into one of three categories: sales-related, non-sales behavioral, or communication.

D) Promotional objectives must focus directly on the financial performance of the firm.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

38) Which of the following is the best example of a cognitive variable in the hierarchy of effects model?

A) Claire likes Product D because it is a symbol of status.

B) Renaldo learns from his hair stylist that Product A is great for curly hair.

C) Deshawn purchases Product E because he like the advertisements.

D) Yael favors Product C over Product B even though B is cheaper.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

39) Which of the following is the best example of advertising's lagged effect?

A) When Bonita inherits a considerable sum of money, she seeks out the help of a financial advisory firm for which she remembers receiving a mail flyer months ago.

B) Dan's Financial Services must decide on its advertising budget months before it will see any return on investment.

C) Our Community magazine requires companies to purchase ads in their monthly flyer months before the printed circular is mailed.

D) Companies see diminishing returns when the same advertisements are run over and over again.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

40) Which of the following statements most accurately describes non-sales behavioral objectives?

A) Variables include social media likes, website hits, and contest entries.

B) Targets are expressed in relative terms and absolute terms.

C) Collection of variables typically requires expensive marketing research.

D) Variables do not focus directly on firm financial performance, which is a disadvantage of this type of objective.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

41) Which of the following statements best describes working with promotional budgets?

A) The most philosophically and practically justifiable is the percent of sales method.

B) Many managers prefer formulaic approaches that require little time or effort.

C) A disadvantage of most budgets is that they do not allow managers to monitor the progress of promotional campaigns.

D) The competitive response method focuses on internally defined objectives.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

42) Which of the following is the best example of an affective variable in the hierarchy of effects model?

A) Justine favors Product W because it provides the best value for her money.

B) Natalia has heard of Product X and its great benefits, but has yet to try it for herself.

C) Viktor purchases Product Y because it's what his family always used at home.

D) Diego recognizes that Product Z is a waste of money, but buys it anyway.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

43) Which of the following is the best example of a sales-related objective?

A) A 30% increase in target market product awareness

B) A 10% increase in market share

C) A 20% increase in monthly store foot traffic

D) A 15% increase in social media likes

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

44) When a consumer purchases a product after moving through cognitive and affective variables, how would you classify the consumer in terms of the hierarchy of effects model?

A) Awareness

B) Liking

C) Affective

D) Action

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Synthesis

45) A consumer at Target sees a display of a new brand of hairspray marked 10% off if purchased during the debut period. The consumer passes on the purchase during that trip but wants to remember to buy the product when her current spray is empty. The promotional objective here is

A) sales related.

B) sales behavioral.

C) lagged.

D) communication.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Synthesis

46) You work in marketing for a cookware manufacturer. You have recently partnered with a famous chef and are debuting a line of cookware and bakeware. In August, you begin running advertisements in magazines targeted to foodies, cooks, and homemakers. By October, your boss says you that you have not met your sales-related objectives. What is the best way to respond?

A) Remind the boss of the lagged effect of sales. Suggest that you delay making any changes because you believe sales will improve as people begin to focus on cooking and entertaining for the winter holidays.

B) Suggest that you switch from the objective and task method of budget setting to the intuition and instinct method. Your gut instinct is that products sales will improve this winter.

C) Suggest performing some marketing research to determine how many of your target customers have awareness or knowledge of your cookware and what percentage like it or prefer it to the competition. These cognitive and affective variables are the key to behavioral variables (e.g., sales).

D) Remind the boss that you are using only group promotional tools. Suggest that you add a more personalized approach like direct marketing.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

47) You work in marketing for a multinational fast-food restaurant that sells Mexican-American food. You recently oversaw the creation of a series of advertisements featuring a chihuahua acting as spokesperson for your chain. The ads have become a viral sensation. Marketing research has shown that consumers are more aware and knowledgeable of your restaurant than ever and say they like your products and prefer them to the competition. You view the ad campaign as a success, but company management does not. What is the most likely reason for your disagreement?

A) You focused on communication objectives–and successfully conferred your information and meaning–but these assume sales will follow eventually. It is likely that your advertisements did not positively affect the firm's financial performance.

B) You focused on non-sales behavioral objectives–and successfully created a viral sensation–but the marketing research did not denote how those behaviors would eventually lead to sales.

C) You used corporate image advertising but created a negative image of the company by using a dog to promote food products for the human market.

D) Your advertising execution style is viewed as outdated by Millennials and Gen Z, which make up the primary market for fast food restaurants.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

48) Which form of advertising is designed to build the general reputation of the organization and create goodwill toward the company and its brands?

A) Public relations

B) Institutional advertising

C) Traditional advertising

D) Competitive advertising

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

49) Comparative advertising focuses on which approach?

A) Comparing your product to that of your competition

B) Comparing how you are now to how you'll be after purchase

C) Comparing product benefits to product costs

D) All of these

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

50) Maximizing exposure of the advertising message to the target audience while minimizing waste coverage is the definition of

A) traditional advertising.

B) media strategy.

C) promotional mix.

D) non-traditional advertising.

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

51) Adding incentives or inducements for consumers to buy products sooner, rather than later, describes

A) trade sales promotions.

B) urgency advertising.

C) direct marketing.

D) consumer sales promotions.

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

52) Public relations encompasses which of the following?

A) Determining stakeholder attitudes and fostering understanding between stakeholders and the organization

B) Continuous and ongoing crisis management

C) The organization's general life as a citizen of the communities in which it operates

D) All of these

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

53) What do marketers use to target segments of customers based on customer characteristics and communication objectives?

A) Group promotion

B) Marketing mix

C) Integrated marketing communications

D) Marketing strategy

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

54) Which of the following statements concerning press releases is true?

A) News outlets will re-write releases according to accepted journalistic standards before publication.

B) Companies coordinate press releases with their social media presence.

C) Most press releases include a media kit.

D) They are not the primary public relations tool.

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

55) A paid, nonpersonal communication by a sponsor to an audience is

A) advertising.

B) institutional advertising.

C) corporate image advertising.

D) product advertising.

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

56) The form that creative ideas take is referred to as

A) execution style.

B) straight sell.

C) demonstrations.

D) creativity in advertising.

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

57) Pioneering advertising is incorporated at what stage of the product life cycle?

A) Introduction

B) Growth

C) Maturity

D) Extension

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

58) Which of the following is a type of product advertising?

A) Comparative advertising

B) Pioneering advertising

C) Institutional advertising

D) Compatible advertising

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

59) A goal of sales promotions is to

A) encourage quick transactions.

B) increase impulse buying.

C) drive traffic in stores.

D) create customer loyalty.

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

60) What is the purpose of loyalty programs such as the ones used by airlines and hotels?

A) Developing long-term relationships

B) Offering attractive discounts

C) Creating a memorable consumer journey

D) Expanding the customer experience

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

61) Which of the following is the purpose of trade shows?

A) Generating sales leads

B) Testing market products

C) Conducting on-site research

D) Cultivating new relationships

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

62) Companies can use which form of advertising to strengthen their brands?

A) Institutional advertising

B) Traditional advertising

C) Digital marketing

D) Social media advertising

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

63) The first step in the personal selling process is

A) prospecting.

B) preparation.

C) practice.

D) presentation.

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

64) Which type of advertising stimulates primary demand for products or services?

A) Advocacy

B) Competitive

C) Pioneering

D) Comparative

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

65) Which of the following consumer sales promotions is defined as a small gift sent to consumers who provide proofs of purchase?

A) Free premium

B) Contest

C) Sweepstakes

D) Sampling

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

66) Advertising that stimulates primary demand when product categories are new

A) occurs early in the PLC.

B) has a goal of promoting the category versus the brand.

C) is called pioneering advertising.

D) All of these

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

67) What is one of the major benefits of direct response advertising?

A) It increases retailer involvement.

B) It helps reduce the possibility of channel conflict.

C) Results can be tracked to measure effectiveness.

D) It is the least expensive form of promotion.

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

68) Which is a common guideline for creative advertisements?

A) It must be attention getting.

B) It must be capable of multiple executions.

C) It must be detailed enough to be tested in advance.

D) All of these

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Application

69) Which execution style category can be inexpensive to produce and has clear brand messaging, although it may struggle to keep audience attention?

A) Straight sell

B) Demonstrations

C) Testimonials

D) Slice of life commercials

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Application

70) Apple's famous 1984 commercial, aired during the 1984 Super Bowl, exemplifies which execution style?

A) Slice-of-life commercial

B) Personality or symbol advertising

C) Celebrity endorsement

D) Fantasy advertisement

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Application

71) What is true of reach and frequency with a limited budget?

A) They are inversely related to one another.

B) They are mutually exclusive objectives of an advertising campaign.

C) Most plans eliminate waste coverage.

D) All of these

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

72) What is true of most consumer sales promotions?

A) The majority of coupons are redeemed during the promotional period.

B) Bonus packs are the most cost-effective form of sales promotion.

C) They are intended to produce quick transactions between buyers and sellers.

D) Contest and sweepstakes are, essentially, the same thing.

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Analysis

73) Which of the following statements concerning public relations is true?

A) The public image of a company has little impact on marketing efforts.

B) It can be used as a promotional tool to build positive feelings about a brand.

C) It focuses on the company's target market to the exclusion of other stakeholders.

D) It relates primarily to crisis management.

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

74) Why should competitive advertising be used carefully?

A) It reminds the target market of the competitor and their offerings.

B) It can backfire if potential customers see the comparisons as unnecessary or unfair.

C) It can result in competitors responding with negative claims about a firm.

D) All of these

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Analysis

75) As reach increases, ________ decreases.

A) frequency

B) exposure

C) media budget line

D) waste coverage

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Analysis

76) As frequency increases, ________ decreases.

A) frequency

B) reach

C) media budget line

D) waste coverage

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Analysis

77) Sampling is considered a

A) consumer sales promotion.

B) trade promotion.

C) public relation marketing.

D) promotional allowance.

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

78) An advertising campaign used by an oil company to show their care and concern for a clean environment is an example of

A) institutional advertising.

B) product advertising.

C) crisis management.

D) advocacy advertising.

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

79) A celebrity's effectiveness as an endorser depends on

A) the celebrity's image fitting the product brand's positioning.

B) the celebrity's following on social media.

C) the celebrity's ability to have a high public profile.

D) the celebrity's brand and past success as an endorser.

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

80) The use of characters such as the gecko on Geico commercials is an example of

A) symbol advertising.

B) institutional advertising.

C) comparative advertising.

D) product branding.

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

81) Frequency differs from reach in that it is

A) the average number of times an audience sees an advertisement.

B) the percentage of viewers who see an advertisement at a given time.

C) the impact that an advertisement has on an audience.

D) the rapidity in which an advertisement is shown over a 30-minute time span.

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

82) What is a key decision media planners must be able to make?

A) Match the demographics of the target market to various media

B) Develop a budget that supports the advertising that must be conducted

C) Select the most effective mediums for showcasing the product

D) Coordinate the use of digital media with traditional media

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

83) The small bottle of shampoo that guests find when they arrive at their hotel room is an example of what type of sales promotion?

A) Sampling

B) Product placement

C) On-site promotions

D) In-house advertising

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

84) Marketers are able to target members of supply chains by engaging in which of the following?

A) Trade promotions

B) Sampling

C) Entertainment

D) Networking

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

85) Which of the following is NOT a way that personal selling is distinguished from mass marketing promotions?

A) Personal selling is proven to be the most persuasive technique.

B) Personal selling is interactive, two-way communication.

C) Personal selling offers immediate feedback.

D) The personal selling message can be adapted to various situations.

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

86) Levi's "Circles" television commercial shows people of various ages, races, and ethnicities wearing Levi's brand clothing and dancing to the song "Makeba." Which term best describes this advertisement?

A) Pioneering

B) Direct response

C) Comparative

D) Institutional

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

87) Which of the following statements accurately describes media strategy in advertising?

A) It typically takes years of experience before marketers are able to perfectly solve the basic media planning problem.

B) Reach is the average number of times members of the target audience see an advertisement.

C) Marketers are finding it easier to handle the basic media problem as communication outlets increase in number and size.

D) Reach and frequency are inversely related to one another.

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

88) For many years, Pepsi has aligned itself with the NFL Super Bowl and its halftime show. The stadium is covered with Pepsi advertisements and retail stores carry point-of-purchase displays suggesting PepsiCo products be consumed while watching the game. Which type of consumer sales promotion is best exemplified by Pepsi?

A) Sponsorship

B) Premium

C) Sweepstakes

D) Sampling

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

89) Which of the following statements most accurately describes trade promotion?

A) Retailers appreciate companies who offer spiffs to their salespeople because it encourages sales efforts and enthusiasm.

B) Trade shows represent the worst return on marketing investment for many B2B sellers.

C) Trade promotion can involve incentives to induce customers to buy more.

D) Cooperative advertising is an important aspect of most training programs.

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

90) Which of the following statements accurately describes sales promotions and competition?

A) Creating sales promotions that become a sustainable competitive advantage is the most effective way to meet competitive pressures.

B) Most marketers believe sales promotions are unnecessary, even when faced with intensive competition.

C) It is cheaper to recruit new customers than to keep existing customers happy.

D) While most promotional activities are easily copied by competitors, loyalty programs are a good investment.

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

91) Which of the following statements accurately describes marketing public relations?

A) Public relations tools are often used to build brand loyalty.

B) Press conferences are the primary public relations tool.

C) Press releases are enhanced media kits.

D) Digital media content should be used to tout product or service issues only.

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

92) What is the relationship between reach and frequency when a male consumer watching the super bowl is forced to watch a cover girl commercial during the half time break?

A) Underexposure

B) Effective exposure

C) Over exposure

D) Waste coverage

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Synthesis

93) You work in marketing for a vacuum cleaner company and have been tasked with increasing sales to Millennials. Your boss suggests creating print and televised product advertisements that demonstrate the features and performance of the vacuums. What is the best way to respond?

A) Gently explain to the boss that Millennials view traditional methods of promotion as outdated and would respond negatively. Such ads would be ineffective and a waste of money.

B) Suggest using advocacy advertising wherein you show the products, perhaps in use, and tout the company's involvement with animal rescue organizations.

C) Agree with his plan in part, but instead of demonstrations, you suggest using a Millennial-like celebrity to endorse the product.

D) Suggest using a direct marketing promotional tool like email or telemarketing to ensure reaching the specific target market—Millennials.

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

94) You are the brand manager for a new cold breakfast cereal and are tasked with creating advertising. Since your cereal appeals mostly to children, but will be purchased by parents, what is the best way to proceed?

A) Create a cartoon character that appeals to children, who influence purchasing decisions, but create content that details the cereal's nutritional benefits to the parents.

B) Create a family-centric, slice-of-life commercial that appeals to parents who ultimately make grocery purchasing decisions.

C) Create an advocacy advertisement focusing on the company's involvement with the farming community.

D) Create an advertisement with an endorsement by a celebrity parent or by a popular, fictional parent (perhaps one from a children's show).

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

95) Which form of promotion involves direct, two-way communication?

A) Sales promotion

B) Personal selling

C) Television

D) Radio

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

96) A carefully scripted and practiced sales presentation describes which approach?

A) Canned sales presentation

B) Adaptive selling

C) Objectives anticipation

D) Field sales

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

97) The process of transitioning from customer objections to closing the sale often involves

A) scheduling a follow-up meeting.

B) presenting a formal purchase order for signature.

C) specifying a time frame for making the decision.

D) using trial closes.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

98) The most important determinant of a mobile promotion is

A) autodial technology.

B) the timing of the call.

C) relevance.

D) using text versus voice.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

99) The media selected for direct marketing must match all of the following EXCEPT

A) offer.

B) customer.

C) sales promotion.

D) message.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

100) Which is true regarding business purchases?

A) Most occur at a retail location.

B) They result from a promotion that actively targets consumer groups.

C) The seller often initiates the purchase.

D) They typically involve a short purchase process.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

101) The world's leading cloud-based customer relationship management software platform used by salespeople is

A) Microsoft Cloud.

B) Amazon Cloud.

C) Salesforce.

D) Sales Cloud.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

102) Personal selling is primarily directed at which type of customers?

A) Business

B) Stay-at-home parents

C) Party planning accounts

D) Geographically-concentrated target markets

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

103) Any selling activity that involves direct interaction between a buyer and seller is

A) personal selling.

B) adaptive selling.

C) direct marketing.

D) communication.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

104) Promotion to an individual consumer that includes an offer, information to justify the purchase, and a method for customers to respond is known as

A) personal selling.

B) adaptive selling.

C) direct marketing.

D) communication.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

105) A key goal of personal selling is to

A) build long-term relationships.

B) persuade others.

C) network.

D) build a brand.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

106) Which of the following is a main reason to use direct marketing?

A) It is measurable.

B) It is highly reliable.

C) It is inexpensive to use.

D) It strengthens a company's brand.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

107) Which of the following terms describes the first step in the personal selling process–that of identifying and qualifying potential customers?

A) Boundary spanning

B) Snowballing

C) Prospecting

D) Preparation

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

108) Step six in the personal selling process helps the salesperson transition from meeting customer objections to closing the sale. It is referred to as a(n)

A) trial close.

B) adaptive sell.

C) approach.

D) pre-approach.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

109) How would the flow of communication in personal selling be categorized?

A) It entails a one-way flow of information from seller to buyer.

B) There is often a delay in feedback from the buyer.

C) It is easily duplicated through other channels.

D) The interaction is direct and two-way.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Application

110) Experienced salespeople often say the biggest mistake beginning salespeople make is

A) not asking for the order.

B) not anticipating common objections.

C) not making enough cold calls.

D) failing to use the proper script.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Application

111) The most important component of qualifying a potential buyer is

A) using the snowballing technique with current customers.

B) properly executing the pre-approach.

C) determining whether the prospect has a real need for the product.

D) being able to schedule an appointment through the gatekeeper.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

112) When is mobile direct marketing most effective?

A) When the marketer utilizes a local area code in the caller ID.

B) When the marketer ties customer preferences to location and time.

C) When the marketer utilizes autodial technology to maximize customer contacts.

D) All of these.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

113) Which of the following statements is true regarding direct marketing response devices?

A) The response options should include a QR code that links to the company's website.

B) The response options should generate attention and awareness.

C) The response options should maximize customer convenience.

D) The response options should include by mail for older consumers.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Analysis

114) Which of the following statements is true regarding creativity in direct response?

A) Creativity can sometimes detract from effectiveness.

B) Creativity is generally less important than it is in other forms of promotion.

C) Creativity is typically more important than the offer itself.

D) Creativity more closely adheres to specific rules for the medium.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Analysis

115) How can coupons be most effectively utilized as part of a direct marketing campaign?

A) They can be tied to individual consumer behavior.

B) They can be included as part of a direct mail package to increase responsiveness.

C) They can improve generating trial on new product introductions.

D) They can aid in new customer acquisition.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Application

116) Why would smaller brands with less general brand recognition turn to direct marketing?

A) It is personalized at the individual level.

B) It offers the potential for fine-tuning the offer.

C) Response is based primarily on the offer.

D) It is the most affordable compared to other promotional tools.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Analysis

117) What is a potential negative consequence of salespeople having a boundary spanning job?

A) The job is not routine and can vary markedly from day to day.

B) They may develop divided loyalties between their company and their customers.

C) They must learn many skills and apply them in constantly changing circumstances.

D) The job requires great flexibility, adaptability and innovativeness.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Analysis

118) Phone and telemarketing calls are considered

A) direct response advertising.

B) direct marketing.

C) personal selling.

D) boundary spanning.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Analysis

119) How many steps are there in closing a personal selling activity?

A) 3

B) 4

C) 7

D) 6

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Communication

Standard 2: Bloom's || Analysis

120) A salesperson needs to adjust their presentation when they encounter unexpected situations or questions from a client. This is an example of

A) adaptive selling.

B) negotiations.

C) comparative selling.

D) persuasive adaptation.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

121) Direct marketing differs from direct response in that it

A) is personalized.

B) presents information at the individual level.

C) relies on data collection and analysis.

D) is costly and highly dependable.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

122) The use of direct mail is effective because of which of the following reasons?

A) It allows for the use of mail pieces, which contain more information.

B) It allows for more precise sorting by zip code.

C) It allows for the use of multiple and persuasive colors in the mailings.

D) It allows for the use of various sizes and shapes of the materials.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

123) Which of the following is a disadvantage of using catalogs as a direct marketing tool?

A) Lacks a relevant product assortment

B) Fails to capture the audience's attention

C) Inability to be flexible with price discrimination

D) Inability to coordinate with other e-commerce activities

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

124) Which of the following statements accurately describes personal selling?

A) Career sellers enjoy the routineness of the job.

B) Interaction is direct and two-way.

C) Performance is difficult to quantify objectively.

D) Feedback lag time can create job stress.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

125) Park sells commercial laundry services. He has a list of several potential customers in his selling area and knows these businesses are open to hiring a new and better cleaning company. Today, he is researching the companies on social media. Which step in the personal selling process is Park currently completing?

A) Pre-approach

B) Approach

C) Adaptive selling

D) Preparation

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

126) Which of the following statements accurately describes a direct marketing promotional tool?

A) Direct mail is most effective when messages are creative and brief.

B) Catalogs with large assortments and a broader target market are more effective than those with a focused product line.

C) Relevance is the most important determinant of promotion via mobile devices.

D) Telemarketing is decreasing because the process has become cumbersome and slow.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

127) Which of the following statements accurately describes direct marketing?

A) It is a form of group promotion.

B) It is difficult to measure.

C) It is unregulated.

D) It is less dependent on brands than other forms of promotion.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

128) In virtually all cases, marketers advertise to build sales, though there are different avenues for doing so. Which of the following represents advertising whose intent is not to build sales?

A) Institutional advertising designed to create goodwill toward the brand.

B) Advocacy advertising highlighting the company's commitment to a social cause.

C) Anonymous contributions to Public Service Announcements (PSAs).

D) Advertising designed to facilitate customer interaction on the company's social media platforms.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Evaluation

129) Which approach would you consider a sales representative at a jewelry store to take?

A) Personal selling

B) Direct marketing

C) Personalized promotion

D) Public relations

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Synthesis

130) What would you expect the relationship to be between selling a high-risk product and a low-risk product using personal selling?

A) High-risk is more likely to be sold using personal selling

B) Low-risk is more likely to be sold using personal selling

C) Low-risk and high-risk are equally as likely

D) High-risk is less likely to be sold using personal selling

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Synthesis

131) Blue Apron sending out a mailer for 10% off the first box if you sign up now using the mailer code could help the company do which of the follow?

A) Narrow the audience for better results

B) Have a two-way interaction

C) Communicate directly

D) Adjust sales presentations

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Synthesis

132) You are the brand manager for a popular shampoo. Sales are good. Customers are loyal. You are tasked with increasing market share. What is the best promotional tool for accomplishing your goal?

A) Create a series of cents-off coupons that will run in local newspapers, in magazines, and on the backs of mass merchandiser receipts.

B) Use retail technology to identify shampoo users who have purchased multiple brands. Then create a cents-off coupon that will appear on the backs of mass merchandiser receipts.

C) Create a contest requiring customers to send in UPC code as proof of purchase.

D) Hand out sample bottles at retail stores where shoppers are likely to browse the shampoo aisle.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

133) You work in marketing for a manufacturer of water sports equipment. When a new model of kayak is developed, you are tasked with introducing its and touting its features to all the outdoor equipment retailers who may choose to carry it. What is the most efficient and effective way to accomplish your goal?

A) Use personal selling by having members of your company's sales team pitch the product to as many retailers as possible. Include the retailer's sales personnel so that they can communicate similarly with customers.

B) Create a direct mail piece to be distributed to all pertinent retailers.

C) Use public relations by creating a media kit that includes a press release about the kayak.

D) Hold a training program for all outdoor retailers in a location known for kayaking, like Jackson Hole, Wyoming. Include the retailer's sales personnel so that they can communicate product benefits with customers.

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

134) Describe the hierarchy of effects and how a consumer reaches taking an action to go to a store/buy a product. Give an example scenario of a consumer going through the stages.

Learning Objective: 11.1 Explain the promotional mix, promotional objectives, and options for setting promotional budgets.

Section Reference: Managing the Promotion Mix

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

135) What are reach and frequency and explain how they are related. Why is effective exposure important?

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Evaluation

136) How are non-sales behavioral objectives structured to eventually lead to sales?

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

137) Why does the goal of advertising change as a product cycles through the product life cycle?

Learning Objective: 11.2 Outline the common types of group promotion, including advertising, sales promotion, and public relations.

Section Reference: Group Promotion

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

138) You believe you've completed answering all the objections by a potential buyer; however, your trial close does not produce a positive response. What would you do now?

Learning Objective: 11.3 Describe the common types of personalized promotion, including personal selling and direct marketing.

Section Reference: Personalized Promotion

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

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