Q1. If a company’s objective were to reach masses of buyers that were geographically dispersed at a low cost per exposure, the company would likely choose which of the following promotion forms?
a.advertising
b.personal selling
c.public relations
d.sales promotion
Q2. 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?
a.advertising
b.personal selling
c.public relations
d.sales promotion
e.None of these
Q3. The promotion tool that may include coupons, contests, premiums, and other means of attracting consumer attention is best described as being which of the following?
a.advertising
b.personal selling
c.public relations
d.sales promotion
e.None of these
Q4. The promotional tool that marketers tend to under use or use only as an afterthought is best described as being which of the following?
a.advertising
b.personal selling
c.public relations
d.sales promotion
e.None of these
Q5. __________________ is well suited to highly targeted marketing efforts and to building one-to-one customer relationships.
a.Advertising
b.Public relations
c.Sales promotion
d.Direct marketing
e.None of these
Q6. A __________________ is a promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand. If the strategy is successful, consumer demand will move the product through the channel.
a.push strategy
b.pull strategy
c.blocking strategy
d.integrated strategy
e.None of these
Q7.The first step in developing an advertising program should be to:
a.set advertising objectives.
b.set the advertising budget.
c.evaluate advertising campaigns.
d.develop advertising strategy.
e.None of these
Q8. Determining the promotion budget on the basis of financial availability of capital is characteristic of which of the following budget methods?
a.affordable method
b.percentage-of-sales method
c.competitive-parity method
d.objective-and-task method
e.None of these
Q9. No matter how big the advertising budget, advertising can succeed only if commercials:
a.are economically feasible.
b.gain attention and communicate well.
c.are acceptable on a global level.
d.are artistically pleasing.
e.None of these
Q10. In terms of execution styles, a family seated at the dinner table enjoying the advertised product would be an example of which of the following types of advertising?
a.slice of life
b.lifestyle
c.mood or imagery
d.personality symbol
e.None of these
