CHAPTER 13
INTEGRATED MARKETING COMMUNICATIONS: ADVERTISING,
SALES PROMOTION, AND PUBLIC RELATIONS
MULTIPLE CHOICE
QUESTIONS
1. Another name for a
company’s marketing communications mix is:
a. the advertising program.
b. the sales force.
c. the image mix.
d. the promotion mix.
Answer: (d)
Difficulty: (1) Page:
470
2. Which tool of the
promotional mix is defined as any paid form of nonpersonal
presentation and
promotion of ideas, goods, or services by an identified sponsor?
a. advertising
b. public relations
c. direct marketing
d. sales promotion
Answer: (a)
Difficulty: (2) Page:
470
3. The
_______________________ is the specific mix of advertising, personal selling,
sales promotion,
public relations, and direct marketing tools that the company uses to
pursue its
advertising and marketing objectives.
a. value mix
b. integrated dealer mix
c. marketing communications mix
d. marketing control mix
Answer: (c)
Difficulty: (1) Page:
470
4. Which tool of the
promotional mix consists of short-term incentives to encourage the
purchase or sale
of a product or service?
a. advertising
b. public relations
c. direct marketing
d.
sales promotion
Answer: (d)
Difficulty: (2) Page:
470
5. If a company wants
to build a good “corporate image,” it will probably use which
of the following
marketing communications mix tools?
a. advertising
b. public relations
c. direct marketing
d. sales promotion
Answer: (b)
Difficulty: (1) Page:
470
6. _________________
is direct communications with carefully targeted individual
consumers to
obtain an immediate response.
a. Personal selling
b. Public relations
c. Direct marketing
d. Sales promotion
Answer: (c)
Difficulty: (1) Page:
470
7. There is an
increasing amount of commerce being done via the Internet. With respect
to the
promotional mix, which of the following categories would be most directly
concerned with
Internet commerce?
a. advertising
b. public relations
c. direct marketing
d. sales promotion
Answer: (c)
Difficulty: (1) Page:
470
8. The personal
presentation by the firm’s sales force for the purpose of making sales
and building
customer relationships is called:
a. personal selling.
b. public relations.
c. direct marketing.
d. sales promotion.
Answer: (a)
Difficulty: (1) Page:
470
9. Which of the
following major promotional tools use press relations, product
publicity,
corporate communications, lobbying, and public service to communicate
information?
a. advertising
b. public relations
c. direct marketing
d. sales promotion
Answer: (b)
Difficulty: (1) Page:
470
10. Which of the following major promotional tools use the
telephone, mail, fax,
e-mail, and the
Internet to communicate directly with specific consumers?
a. advertising
b. public relations
c. direct marketing
d. sales promotion
Answer: (c)
Difficulty: (1) Page:
470
11. Although the promotion mix is the company’s primary
communication activity, the
__________________ must be coordinated for greatest communication
impact.
a. organizational culture
b. entire marketing mix
c. demand mix
d. profit variables in a company
Answer: (b)
Difficulty: (2) Page:
470
12. Two major factors are changing the face of today’s
communications. One of these
factors is the
fact that:
a. costs of promotion are rising.
b. mass markets are fragmented and marketers are
shifting away from mass
marketing.
c. global communications are not growing rapidly
enough.
d. marcom managers have achieved more power and
control.
Answer: (b)
Difficulty: (2) Page:
471
13. The shift from
________________________ has had a dramatic impact on
marketing
communications.
a. brand management to value management
b. media manipulation to media control
c. mass marketing to segmented marketing
d. mass marketing to global marketing
Answer: (c)
Difficulty: (3) Page:
471
14. ____________ fragmentation has resulted in media
fragmentation.
a. Market
b. Purchasing
c. Product
d. Public relations
Answer: (a)
Difficulty: (2) Page:
472
15. For many years mass-media advertising was king among
promotion variables.
Today, this form
of advertising appears to be giving way to:
a. product differentiation.
b. other elements of the promotion mix.
c. nonmanipulative variables.
d. a move away from promotion.
Answer: (b)
Difficulty: (3) Page:
472
16. Current trends in communications and promotions indicate
that companies are
doing less:
a. marketing and more promotion.
b. broadcasting and more narrowcasting.
c. selling and more advertising.
d. communication and more manipulation.
Answer: (b) Difficulty:
(3) Page: 472
17. IMC, as presented in the text and in context with
promotion, stands for:
a.
international manufacturing capacity.
b. international monetary consistency.
c. integrated marketing communications.
d. integrated marketing corporations.
Answer: (c)
Difficulty: (1) Page:
472
18. _________________ 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.
a. The promotion mix
b. Integrated international affairs
c. Integrated marketing communications
d. Integrated demand characteristics
Answer: (c)
Difficulty: (2) Page:
472
19. All of the following are cited by the text as
limitations or challenges to marketers
trying to use the
Web to build brands EXCEPT:
a. the higher expense of Web advertising versus
traditional advertising.
b. the Internet doesn’t build mass brand
awareness.
c. the Web’s format and quality constraints.
d. difficulty in achieving advertising-like
solutions on the Web.
Answer: (a)
Difficulty: (2) Page:
473, 474, Marketing at Work 13-1
20. Integrated marketing communications involves identifying
the target audience
and shaping a
well-coordinated promotional program to elicit the desired audience
response. Too often, however: (Select the most correct statement.)
a. costs are too high and profits are too low.
b. personnel cannot cope with these
responsibilities.
c. marketing communications focus on overcoming
immediate awareness, image,
or
preference problems.
d. integrated communications do not work in the
global environment because of
regulations.
Answer: (c)
Difficulty: (3) Page: 474,
375
21. The communications process should start with:
a. a basic belief about the communication piece.
b. an audit of all the potential contacts target
customers have with the company and
its brands.
c. an evaluation of the history of advertising
used by the firm.
d. hiring communications experts to handle the
communication problems of the firm.
Answer: (b)
Difficulty: (2) Page:
475
22. The concept of ______________ suggests that the company
must blend the
promotion tools
carefully into a coordinated promotion mix.
a. public relations
b. integrated market planning
c. integrated marketing communications
d. global cultural imperatives
Answer: (c)
Difficulty: (2) Page:
475
23. 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
Answer: (a)
Difficulty: (2) Page:
476
24. Which of the following promotional forms is often
described as being too impersonal
and only a
one-way communication form?
a. advertising
b. personal selling
c. public relations
d. sales promotion
Answer: (a)
Difficulty: (2) Page:
476
25. 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
Answer: (b)
Difficulty: (2) Page:
476
26. Which of the following promotional tools is thought to
be the most expensive to use?
a. advertising
b. personal selling
c. public relations
d. sales promotion
Answer: (b)
Difficulty: (3) Page:
476
27. Personal selling is an expensive form of promotion. For example, research shows
that personal
selling costs companies _______ per sales call.
a. $170
b. $140
c. $100
d. $75
Answer: (a)
Difficulty: (3) Page:
476
28. 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
Answer: (d)
Difficulty: (2) Page:
476
29. Which of the following promotional tools can reach many
prospects who otherwise
avoid salespeople
and is received as news rather than as a sales-directed
communication?
a. advertising
b. personal selling
c. public relations
d. sales promotion
Answer: (c)
Difficulty: (2) Page:
477
30. The promotional tool that marketers tend to underuse 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
Answer: (c)
Difficulty: (2) Page:
477
31. 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?
a. nonpublic
b. immediate
c. producer controlled
d. interactive
Answer: (c)
Difficulty: (3) Page:
477
32. __________________ 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
Answer: (d)
Difficulty: (2) Page:
477
33. A ________________ is a promotion strategy that calls
for using the sales force and
trade promotion
to move the product through channels.
a. push strategy
b. pull strategy
c. blocking strategy
d. integrated strategy
Answer: (a)
Difficulty: (2) Page:
477, 478, Figure 13-2
34. 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
Answer: (b)
Difficulty: (2) Page:
477, 478, Figure 13-2
35. Which of the following strategies is usually followed by
B2C companies with respect
to promotion
strategy?
a. push strategy
b. pull strategy
c. blocking strategy
d. integrated strategy
Answer: (b)
Difficulty: (3) Page:
477, 478, Figure 13-2
36. Which of the following strategies is usually followed by
B2B companies with respect
to promotion
strategy?
a. push strategy
b. pull strategy
c. blocking strategy
d. integrated strategy
Answer: (a)
Difficulty: (3) Page:
477, 478, Figure 13-2
37. Some of the earliest traces of what could be called
advertising were found in:
a. Colonial New York.
b. 16th century England.
c. 2nd century China.
d. ancient Rome.
Answer: (d)
Difficulty: (2) Page:
478
38. Advertising reaches almost all facets of business in the
United States. It has been
estimated that
advertising runs an annual bill of ________________ in the United
States alone.
a. $2 billion
b. $244 billion
c. $25 billion
d. $150 billion
Answer: (b)
Difficulty: (2) Page:
478
39. Marketing management must make four important decisions
when developing an
advertising
program. All of the following would be
among those decisions
EXCEPT:
a. setting advertising objectives.
b. setting the advertising budget.
c. setting procedures for an advertising culture
audit.
d. developing advertising strategy.
Answer: (c)
Difficulty: (1) Page:
479, Figure 13-3
40. 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.
Answer: (a)
Difficulty: (2) Page:
479, Figure 13-3
41. A specific communication task to be accomplished with a
specific target audience
during a specific
period of time is called an:
a. advertising campaign.
b. advertising objective.
c. advertising criterion.
d. advertising evaluation.
Answer: (b)
Difficulty: (3) Page:
479
42. Which of the following WOULD NOT be one of the
primary advertising objectives
as classified by
primary purpose?
a. to inform
b. to persuade
c. to remind
d. to make profits
Answer: (d)
Difficulty: (2) Page:
479
43. ___________________ is used heavily when introducing a
new product
category.
a. Persuasive advertising
b. Inferential advertising
c. Reminder advertising
d. Informative advertising
Answer: (d)
Difficulty: (1) Page:
479
44. Building selective demand is the objective of which type
of advertising?
a. informative advertising
b. persuasive advertising
c. reminder advertising
d.
demand-driven advertising
Answer: (b)
Difficulty: (3) Page:
479
45. 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?
a. informative advertising
b. psychological advertising
c. reminder advertising
d. persuasive advertising
Answer: (d)
Difficulty: (3) Page:
479
46. When Avis positioned itself against market-leading Hertz
by claiming, “We’re
number two, so we
try harder,” it was using which of the following forms of
advertising?
a. informative advertising
b. psychological advertising
c. reminder advertising
d. comparative advertising
Answer: (d)
Difficulty: (2) Page:
479
47. Keeping consumers thinking about the product is the
objective for which type of
advertising?
a. informative advertising.
b. psychological advertising.
c. reminder advertising.
d. persuasive advertising.
Answer: (c)
Difficulty: (1) Page:
480
48. After determining its advertising objectives, a company
next sets its ____________
for each product.
a. advertising strategy
b. advertising budget
c. advertising goals
d. advertising format
Answer: (b)
Difficulty: (2) Page:
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49. All of the following are commonly recognized promotion
budget formats EXCEPT:
a. the affordable method.
b. the LIFO method.
c. the percentage-of-sales method.
d. the objective-and-task method.
Answer: (b)
Difficulty: (2) Page:
480
50. 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
Answer: (a)
Difficulty: (2) Page:
480
51. Which of the following budget methods ignores the
effects of promotion on sales?
a. affordable method
b. percentage-of-sales method
c. competitive-parity method
d. objective-and-task method
Answer: (a)
Difficulty: (3) Page:
480
52. Which of the following promotional budget methods
wrongly views sales as the
cause of promotion
rather than as the result?
a. affordable method
b. percentage-of-sales method
c. competitive-parity method
d. objective-and-task method
Answer: (b)
Difficulty: (2) Page:
481
53. Setting the promotion budget so as to match the budgets
of the competition 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
Answer: (c)
Difficulty: (1) Page:
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54. One of the arguments that supports the
competitive-parity method for budgeting
promotions is
that:
a. it is the fairest budget method.
b. it is generally the cheapest method of
allocating funds.
c. competitor’s budgets represent the collective
wisdom of the industry.
d. it is the easiest budget method to use on a
global basis.
Answer: (c)
Difficulty: (2) Page:
481
55. The most logical budget setting method is found in the
list below. Which is it?
a. affordable method
b. percentage-of-sales method
c. competitive-parity method
d. objective-and-task method
Answer: (d)
Difficulty: (2) Page:
481
56. The first step in using the objective-and-task
promotional budgeting method is to:
a. define specific advertising tools that can be
afforded.
b. analyze competitive budgets for perceived
weaknesses.
c. calculate last year’s sales percentages.
d. define specific objectives.
Answer: (d)
Difficulty: (2) Page:
482
57. According to the chapter, all of the following have
promoted the importance of the
media-planning
function EXCEPT:
a. media fragmentation.
b. the development of the Internet.
c. soaring media costs.
d. more focused target marketing strategies.
Answer: (b)
Difficulty: (3) Page:
482
58. 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.
Answer: (b)
Difficulty: (2) Page:
483
59. Developing an effective message strategy begins with
identifying customer
___________ that
can be used as advertising appeals.
a. demographics
b. lifestyles
c. psychographics
d. benefits
Answer: (d)
Difficulty: (3) Page:
484
60. Advertising appeals should have three
characteristics. All of the following
are among
those characteristics
EXCEPT:
a. be meaningful.
b. be tasteful.
c. be believable.
d. be distinctive.
Answer: (b)
Difficulty: (2) Page:
484
61. In evaluating messages for advertising, pointing out the
benefits that make the
product more
desirable or interesting to consumers ensures that the message will be:
a. meaningful.
b. distinctive.
c. believable.
d. remembered.
Answer: (a)
Difficulty: (2) Page:
484
62. In evaluating messages for advertising, telling how the
product is better than the
competing brands
aims at making the ad:
a. meaningful.
b. distinctive.
c. believable.
d. remembered.
Answer: (b)
Difficulty: (2) Page:
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63. 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
Answer: (a)
Difficulty: (2) Page:
487
64. In terms of execution styles, which type of advertising
might show how a product
contributes to a
person’s workout and health regime?
a. slice of life
b. lifestyle
c. mood or imagery
d. personality symbol
Answer: (b)
Difficulty: (2) Page:
487
65. In terms of execution styles, which type of advertising
makes no claim about the
product except to
suggest that the product is part of such feelings as love or beauty?
a. slice of life
b. lifestyle
c. mood or imagery
d. personality symbol
Answer: (c)
Difficulty: (2) Page:
487
66. When a company chooses to use an animated character such
as the Jolly Green Giant
or Garfield the
Cat in their commercial, they are using which of the following
advertising
execution formats?
a. testimonial evidence
b. lifestyle
c. mood or imagery
d. personality symbol
Answer: (d)
Difficulty: (2) Page:
487
67. The first thing a reader notices in a printed
advertising is the:
a. headline.
b. illustration.
c. copy.
d. format.
Answer: (b)
Difficulty: (2) Page:
488
68. The measure of the percentage of people in the target
market who are exposed to the
ad campaign during
a given period of time is called:
a. reach.
b. frequency.
c. impact.
d. performance.
Answer: (a)
Difficulty: (2) Page:
488
69. The measure of how many times the average person in the
target market is exposed to
the message is
called:
a. reach.
b. frequency.
c. impact.
d. performance.
Answer: (b)
Difficulty: (1) Page:
488
70. Media planners consider many factors when making their
media choices. According
to the text, all
of the following factors would be considered EXCEPT:
a. the fashionability of the media.
b. the media habits of target consumers.
c. the nature of the product.
d. the type of message to be used.
Answer: (a)
Difficulty: (1) Page:
489
71. If an advertiser wants flexibility, timeliness, good
local market coverage, broad
acceptability,
and high believability, the advertiser will probably choose which of the
following mass
media types?
a. newspapers
b. television
c. direct mail
d. radio
Answer: (a)
Difficulty: (3) Page:
489, Table 13-2
72. _________________ combine(s) sight, sound, and motion;
appeals to the senses; and,
has a low cost
per exposure as advantages.
a. Newspapers
b. Television
c. Direct mail
d. Radio
Answer: (b)
Difficulty: (2) Page:
489, Table 13-2
73. The advantages of audience selectivity, no ad
competition, and personalization apply
to which type of
media?
a. newspapers
b. television
c. direct mail
d. radio
Answer: (c)
Difficulty: (2) Page:
489, Table 13-2
74. ________________ has the advantage of being high in
selectivity, low cost,
immediacy, and
interactive capabilities.
a. Direct mail
b. Outdoor
c. Online
d. Radio
Answer: (c)
Difficulty: (2) Page:
489, Table 13-2
75. Which of the following mass media forms has the
disadvantages of long
ad-purchase lead
time, high cost, no guarantee of position?
a. newspapers
b.
television
c. magazines
d. radio
Answer: (c)
Difficulty: (2) Page:
489, Table 13-2
76. To be effective, ads should have some form of pattern
(given that more than one
ad is going to be
used). If an advertiser were to schedule
ads evenly over a given
period of time,
this pattern would be called:
a. pulsing.
b. flow.
c. rollout.
d. continuity.
Answer: (d)
Difficulty: (2) Page:
490
77. A marketing services firm that assists companies in planning,
preparing,
implementing, and
evaluating all or portions of their advertising programs is
called a(n):
a. marketing control group.
b. product services unit.
c. advertising agency.
d. situation consultant.
Answer: (c)
Difficulty: (1) Page:
493
78. The largest U.S. advertising agency is ____________ with
an annual gross
income of $1.8
billion on billings.
a. J. Walter Thompson
b. Saatchi & Saatchi
c. BBD&O Global
d. McCann-Erikson Worldwide
Answer: (d)
Difficulty: (3) Page:
493
79. All of the following are benefits of a standardization
policy in global advertising
EXCEPT:
a. lower advertising costs.
b. greater global advertising coordination.
c. an attention to local differences in various
global markets.
d. more consistent worldwide image.
Answer: (c)
Difficulty: (2) Page:
493
80. _________________ is short-term incentives to encourage
purchase or sales of a
product or
service.
a.
Advertising
b. Sales promotion
c. Online advertising
d. Public relations
Answer: (b)
Difficulty: (1) Page:
495
81. Several factors have contributed to the rapid growth of
sales promotion. All of the
factors listed
below have played a part in that growth EXCEPT:
a. greater pressure to increase sales.
b. more competition and a decline in
differentiation of brands.
c. a relaxing of government regulations
governing sales promotion.
d. advertising efficiency has declined.
Answer: (c)
Difficulty: (3) Page:
496
82. Which type of sales promotion uses free samples,
coupons, and rebates?
a. consumer promotion
b. trade promotion
c. sales force promotion
d. place promotion
Answer: (a)
Difficulty: (1) Page:
497
83. All of the following are considered to be
consumer-promotion tools EXCEPT:
a. samples.
b. push money.
c. coupons.
d. patronage reward.
Answer: (b)
Difficulty: (2) Page:
497
84. Which of the following consumer-promotion tools is the
most effective, but most
expensive, way to
introduce a new product?
a. coupons
b. price packs
c. contests
d. samples
Answer: (d)
Difficulty: (3) Page:
497
85. ___________ are certificates that give buyers a saving
when they purchase
specified
products.
a. Samples
b. Premiums
c. Coupons
d. Patronage rewards
Answer: (c)
Difficulty: (1) Page:
497
86. If a retailer were to offer the consumer a “two for one”
deal in purchasing
merchandise,
which of the following sales promotional techniques would have
been used?
a. samples
b. premiums
c. coupons
d. price packs
Answer: (d)
Difficulty: (2) Page: 498
87. If Cheerios includes a free toy from a Disney movie in
its cereal boxes as an
incentive to
purchase cereal, which of the following forms of sales promotion
was used?
a. samples
b. premiums
c. coupons
d. price packs
Answer: (b)
Difficulty: (2) Page:
498, 499
88. If an advertiser were to give consumers useful articles
(imprinted with the
advertiser’s
name) as gifts (such a pen or calendar), which of the following
sales promotional
forms would the advertiser be using?
a. samples
b. premiums
c. point-of-purchase promotions
d. advertising specialties
Answer: (d)
Difficulty: (2) Page:
499
89. Manufacturers direct most of their sales promotional
dollars toward which of the
following groups?
a. consumers
b. retailers and wholesalers
c. lobbyists
d. publics such as shareholders
Answer: (b)
Difficulty: (2) Page:
499
90. __________ is defined as being cash or gifts to dealers
or their sales forces to
“push” the
manufacturer’s goods.
a. A display allowance
b. A price-off
c. A spiff
d. Push money
Answer: (d)
Difficulty: (1) Page:
499, 500
91. Which type of promotion uses buying allowances, push
money, and free goods?
a. consumer promotion
b. trade promotion
c. sales force promotion
d. place promotion
Answer: (b)
Difficulty: (1) Page:
499
92. The type of trade-promotion tool in which the
manufacturer takes a fixed amount
off the list
price on each case purchased during a stated period of time is called a(n):
a. discount.
b. allowance.
c. premium.
d. rebate.
Answer: (a)
Difficulty: (2) Page:
499
93. The type of trade-promotion discount in which
manufacturers agree to reduce the
price to the
retailer in exchange for the retailer’s agreement to feature the
manufacturer’s
products in some way is called a(n):
a. discount.
b. allowance.
c. premium.
d. rebate.
Answer: (b)
Difficulty: (2) Page:
499
94. ________________ is a major promotion function whose
objective is to build good
relations with
the company’s various publics.
a. Advertising
b. Direct marketing
c. Public relations
d. Specialty events
Answer: (c)
Difficulty: (1) Page:
501
95. All of the following would be considered to be functions
performed in public
relations EXCEPT:
a. press relations.
b. public affairs.
c. bribery (when necessary).
d. lobbying.
Answer: (c)
Difficulty: (1) Page:
501
96. Despite its potential strengths, public relations is
often described as a(n):
a. unethical business.
b. marketing stepchild.
c. corrupt practice.
d. cost drain that is not fruitful.
Answer: (b)
Difficulty: (2) Page:
502
97. All of the following would be considered to be major
public relations tools
EXCEPT:
a.
news.
b. speeches.
c. testifying.
d. special events such as news conferences.
Answer:
(c) Difficulty: (2)
Page: 503
cards to advance
the public relations interests of the company, they would be
using which of
the following forms of PR?
a.
slick-back materials
b. audiovisual materials
c. corporate identity materials
d. public service materials
Answer: (c) Difficulty: (2) Page: 504
b. audiovisual materials
c. corporate identity materials
d. public service materials
Answer: (c) Difficulty: (2) Page: 504
TRUE/FALSE
QUESTIONS
99. According to evaluations of American Standard’s
integrated direct-marketing
campaign, the key
to success was to get customers who had made inquires to
purchase at least
$400 of merchandise.
Answer: (False)
Difficulty: (2) Page:
469
100. Direct marketing is any paid form of nonpersonal
presentation and promotion of
ideas, goods, or
services by an identified sponsor.
Answer: (False)
Difficulty: (2) Page:
470
101. As a form of promotion, personal selling is a personal
presentation by the firm’s
sales force for
the purpose of making sales and building customer relationships.
Answer: (True)
Difficulty: (1) Page:
470
102. Short-term incentives to encourage the purchase or sale
of a product or
service is called
public relations.
Answer: (False)
Difficulty: (1) Page:
470
103. Vast improvements in information technology are
speeding marketing
communications
toward segmented marketing.
Answer: (True)
Difficulty: (2) Page:
471
104. Market fragmentation has also resulted in profit
fragmentation.
Answer: (False)
Difficulty: (2) Page:
472
105. Today, companies are doing less broadcasting and more
narrowcasting.
Answer: (True)
Difficulty: (1) Page:
472
106. Integrated marketing communications means that all
communications (such as
public relations,
sales promotion, and direct marketing) have been adapted to
television.
Answer: (False)
Difficulty: (2) Page:
472
107. One of the chief limitations of the Internet with
respect to communication is
format and quality constraints.
Answer: (True)
Difficulty: (2) Page:
473, Marketing at Work 13-1
108. The communications process should begin with a creative
spark--a big bang.
Answer: (False)
Difficulty: (2) Page:
475
109. If you want to get a mass audience, newspaper is where
you have to be.
Answer: (False)
Difficulty: (3) Page:
476
110. One of the shortcomings of advertising is that it is
impersonal and cannot be
as directly
persuasive as a company’s salespeople.
Answer: (True)
Difficulty: (1) Page:
476
111. Personal selling is the most expensive promotion tool.
Answer: (True)
Difficulty: (2) Page:
476
112. If a company were to use coupons, contests, and
premiums, they would be using
some of the
various forms of advertising.
Answer: (False)
Difficulty: (2) Page:
476
113. Direct marketing is nonpublic.
Answer: (True)
Difficulty: (2) Page:
477
114. The push strategy of promotion suggests a promotion
strategy that calls for
spending a lot
(pushing) on advertising and consumer promotions to build up
consumer demand.
Answer: (False)
Difficulty: (2) Page:
477, 478, Figure 13-2
115. B2B marketers tend to use a push strategy (push more),
putting more funds into
personal selling,
followed by sales promotion, advertising, and public relations.
Answer: (True)
Difficulty: (2) Page:
478
116. Advertising can be traced back to the very beginnings
of recorded history.
Answer: (True)
Difficulty: (1) Page:
478
117. The largest U.S. advertiser is General Motors.
Answer: (True)
Difficulty: (2) Page:
478
118. Building primary demand is one of the possible
objectives of persuasive
advertising.
Answer: (False)
Difficulty: (2) Page:
479, 480, Table 13-1
119. Advertising objectives can be classified by primary
purpose--such as do you eat,
wear, or drive
it.
Answer: (False)
Difficulty: (3) Page:
479
120. The affordable method of establishing an advertising
budget is valuable because
it appreciates
the impact of promotion on sales.
Answer: (False)
Difficulty: (2) Page:
480
121. One of the arguments to support the competitive-parity
method of setting
advertising
budgets is that spending what competitors spend helps to prevent
promotion wars.
Answer: (True)
Difficulty: (2) Page:
481
122. One of the characteristics of an advertising appeal is
that it should be price-
oriented.
Answer: (False)
Difficulty: (2) Page:
484
123. Snowboarding using a Burton Snow Board could be a theme
incorporated into
a lifestyle
commercial.
Answer: (True)
Difficulty: (1) Page:
487
124. In mood or image advertising, no claim is made about
the product except through
suggestion.
Answer: (True)
Difficulty: (2) Page:
487
125. Reach is a measure of how many times the average person
in the target market is
exposed to the
message.
Answer: (False)
Difficulty: (1) Page:
488
126. Some of the very real problems with direct mail are
high absolute costs, high clutter,
fleeting
exposure, and less audience selectivity.
Answer: (False)
Difficulty: (3) Page:
489, Table 13-2
127. If a company wants the advantage of no ad competition
within the same medium
when picking a
media form for advertising, they would choose direct mail.
Answer: (True)
Difficulty: (2) Page:
489, Table 13-2
128. If a company wants the advantage of high repeat
exposure, low cost, low
message
competition, and good positional selectivity when picking a media form
for advertising,
they would choose radio.
Answer: (False)
Difficulty: (3) Page:
489, Table 13-2
129. Pulsing means scheduling ads unevenly over a given time
period.
Answer: (True)
Difficulty: (1) Page:
490
130. Sales effects of advertising are often easier to
measure than the communication
effects.
Answer: (False)
Difficulty: (2) Page:
492
131. The largest U.S. advertising agency is now J. Walter
Thompson International.
Answer: (False)
Difficulty: (2) Page:
493
132. Most international advertisers think globally and act
locally.
Answer: (True)
Difficulty: (1) Page:
493
133. Sales promotion offers reasons to buy in the future
since the buyer will probably
not buy now.
Answer: (False)
Difficulty: (1) Page:
495
134. An example of a consumer promotion tool is an
allowance.
Answer: (False)
Difficulty: (2) Page:
497-499
135. Price packs are like coupons except that the price
reduction occurs after the
purchase rather
than at the retail outlet.
Answer: (False)
Difficulty: (2) Page:
498
136. Kroger’s grocery stores agreed to feature Coca-Cola
products in three end-of-
aisle displays
for two weeks in October. In return,
Coca-Cola agreed to reduce
the price of
their products to Kroger’s by five cents a carton. This would be called
an allowance.
Answer: (True)
Difficulty: (2) Page:
499
137. Push money is a bribe in most circumstances and is
deemed illegal by the
Federal Trade
Commission.
Answer: (False)
Difficulty: (2) Page:
499, 500
138. One of the functions of advertising is to head off
unfavorable rumors, stories,
and events that
might negatively impact a firm and its goods and services.
Answer: (False)
Difficulty: (2) Page:
501
139. The public affairs role of public relations activities
is to build and maintain
national or local
community relations.
Answer: (True)
Difficulty: (1) Page:
501
140. Public relations is often described as a marketing
stepchild because of its
limited and
scattered use.
Answer: (True)
Difficulty: (1) Page:
502
141. One of the difficulties in transferring marketing and
communications functions to
the Internet and
a company’s Web site is the inability of these Web sites to
perform an adequate public relations role.
Answer: (False)
Difficulty: (2) Page:
504
