Advertising and Sales Promotion

151. Current trends in communications and promotions indicate that companies are doing less:

  1. marketing and more promotion.
  2. broadcasting and more narrowcasting.
  3. selling and more advertising.
  4. communication and more manipulation.
Correct answer: (B)
broadcasting and more narrowcasting.

152. Which of the following promotional forms is often described as being too impersonal and only a one-way communication form?

  1. advertising
  2. personal selling
  3. public relations
  4. sales promotion
Correct answer: (A)
advertising

153. ______________ is well suited to highly targeted marketing efforts and to building one-to-one customer relationships.

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

154. The first step in developing an advertising program should be to:

  1. Set advertising objectives.
  2. Set the advertising budget.
  3. Evaluate advertising campaigns.
  4. Develop advertising strategy.
Correct answer: (A)
Set advertising objectives.

155. After determining its advertising objectives, a company next sets its ______________ for each product.

  1. Advertising strategy
  2. Advertising budget
  3. Advertising goals
  4. Advertising format
Correct answer: (B)
Advertising budget

156. No matter how big the advertising budget, advertising can succeed only if commercials:

  1. Are economically feasible.
  2. Gain attention and communicate well.
  3. Are acceptable on a global level.
  4. Are artistically pleasing.
Correct answer: (B)
Gain attention and communicate well.

157. In terms of execution styles, which type of advertising might show how a product contributes to a person's workout and health regime?

  1. Slice of life
  2. Lifestyle
  3. Mood or imagery
  4. Personality symbol
Correct answer: (B)
Lifestyle

158. ______________ has the advantage of being high in selectivity, low cost, immediacy, and interactive capabilities.

  1. Direct mail
  2. Outdoor
  3. Online
  4. Radio
Correct answer: (C)
Online

159. All of the following are considered to be consumer-promotion tools EXCEPT:

  1. Samples.
  2. Push money.
  3. Coupons.
  4. Patronage reward.
Correct answer: (B)
Push money.

160. ______________ is defined as being cash or gifts to dealers or their sales forces to "push" the manufacturer's goods.

  1. A display allowance
  2. A price-off
  3. A spiff
  4. Push money
Correct answer: (D)
Push money
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