Advertising and Sales Promotion

161. If an advertiser were to use corporate stationery, brochures, signs, and business cards to advance the public relations interests of the company, they would be using which of the following forms of PR?

  1. Slick-back materials
  2. Audiovisual materials
  3. Corporate identity materials
  4. Public service materials
Correct answer: (C)
Corporate identity materials

162. If a company wants to build a good "corporate image," it will probably use which of the following marketing communications mix tools?

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

163. Two major factors are changing the face of today's communications. One of these factors is the fact that:

  1. Costs of promotion are rising.
  2. Mass markets are fragmented and marketers are shifting away from mass Marketing.
  3. Global communications are not growing rapidly enough.
  4. Marcom managers have achieved more power and control.
Correct answer: (B)
Mass markets are fragmented and marketers are shifting away from mass Marketing.

164. ______________ is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

  1. The promotion mix
  2. Integrated international affairs
  3. Integrated marketing communications
  4. Integrated demand characteristics
Correct answer: (C)
Integrated marketing communications

165. Which of the following promotional tools is often the most effective tool at certain stages in the buying process, particularly in building up buyers' preferences, convictions, and actions?

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

166. Some of the earliest traces of what could be called advertising were found in:

  1. Colonial New York.
  2. 16th century England.
  3. 2nd century China.
  4. Ancient Rome.
Correct answer: (D)
Ancient Rome.

167. If Sony tries to convince consumers that its brand of computer disks is the best quality for the money, it is using which of the following forms of advertising?

  1. Informative advertising
  2. Psychological advertising
  3. Reminder advertising
  4. Persuasive advertising
Correct answer: (D)
Persuasive advertising

168. 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.

169. Which of the following promotional tools is thought to be the most expensive to use?

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

170. Which of the following WOULD NOT be one of the primary advertising objectives as classified by primary purpose?

  1. To inform
  2. To persuade
  3. To remind
  4. To make profits
Correct answer: (D)
To make profits
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