Advertising and Sales Promotion

131. The advantages of audience selectivity, no ad competition, and personalization apply to which type of media?

  1. Newspapers
  2. Television
  3. Direct mail
  4. Radio
Correct answer: (C)
Direct mail

132. ______________ is short-term incentives to encourage purchase or sales of a product or service.

  1. Advertising
  2. Sales promotion
  3. Online advertising
  4. Public relations
Correct answer: (B)
Sales promotion

133. Which of the following consumer-promotion tools is the most effective, but most expensive, way to introduce a new product?

  1. Coupons
  2. Price packs
  3. Contests
  4. Samples
Correct answer: (D)
Samples

134. Which type of promotion uses buying allowances, push money, and free goods?

  1. consumer promotion
  2. trade promotion
  3. sales force promotion
  4. place promotion
Correct answer: (B)
trade promotion

135. Despite its potential strengths, public relations is often described as as:

  1. Unethical business.
  2. Marketing stepchild.
  3. Corrupt practice.
  4. Cost drain that is not fruitful.
Correct answer: (B)
Marketing stepchild.

136. Which tool of the promotional mix consists of short-term incentives to encourage the purchase or sale of a product or service?

  1. Advertising
  2. Public relations
  3. Direct marketing
  4. Sales promotion
Correct answer: (D)
Sales promotion

137. The personal presentation by the firm's sales force for the purpose of making sales and building customer relationships is called:

  1. Personal selling.
  2. Public relations.
  3. Direct marketing.
  4. Sales promotion.
Correct answer: (A)
Personal selling.

138. For many years mass-media advertising was king among promotion variables. today, this form of advertising appears to be giving way to:

  1. Product differentiation.
  2. Other elements of the promotion mix.
  3. No manipulative variables.
  4. A move away from promotion.
Correct answer: (B)
Other elements of the promotion mix.

139. The concept of ______________ suggests that the company must blend the promotion tools carefully into a coordinated promotion mix.

  1. Public relations
  2. Integrated market planning
  3. Integrated marketing communications
  4. Global cultural imperatives
Correct answer: (C)
Integrated marketing communications

140. No matter which form of direct marketing might be used by a promotional manager, All of the forms have several characteristics in common. Which of the following WOULD NOT be among those characteristics?

  1. Nonpublic
  2. Immediate
  3. Producer controlled
  4. Interactive
Correct answer: (C)
Producer controlled
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