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Which of the following is true of direct marketing?


A) Its marketing message is fixed and does not change according to the customer's requirements.
B) It is suited for highly targeted marketing efforts and for building one-to-one customer relationships.
C) It is brought out it in the form of company news rather than as a sales-directed communication.
D) It does not involve any direct interaction between the company and its customers.
E) It meets the needs of mass buyers who are geographically spread out simultaneously.

F) A) and E)
G) None of the above

Correct Answer

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Which of the following types of promotion tools requires the most interaction with a customer?


A) advertising
B) personal selling
C) sales promotion
D) public relations
E) direct marketing

F) B) and C)
G) A) and B)

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Which of the following is true of public relations in the U.S.?


A) It is used to provide quick incentives to customers to buy the company's product.
B) It is not a sales-directed form of communication.
C) It involves a dedicated sales force selling products by directly meeting the customers.
D) It cannot be used to dramatize the product or company.
E) It is the most widely used form of promotional tool.

F) All of the above
G) A) and B)

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Gustaves Electronics are a leading brand in kitchen appliances.Recently,the company released a new line of blenders called Amalgee.But the sales of Amalgee did not meet the expected figures.To boost sales,Gustaves decided to give scratch-and-win coupons to all buyers,with a chance to win a three-day trip to the Carribean for the lucky buyer.Which of the following elements of the promotion mix did Gustaves utilize to boost Amalgee's sales?


A) public relations
B) crowdsourcing
C) advertising
D) sales promotion
E) personal selling

F) A) and D)
G) B) and E)

Correct Answer

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Which of the following is true of an integrated marketing communications system?


A) It dictates all communications between shareholders and board of directors of a company.
B) It facilitates designing a product based on different feedback received from customers and production engineers.
C) It involves helping suppliers in identifying the right raw materials for a specific product.
D) It helps in integrating all company resources to create accurate forecasting information.
E) It ties together all of the company's messages and images of the product.

F) B) and D)
G) A) and E)

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Which of the following is an example of a firm utilizing public relations?


A) a firm using its personal sales force at an expo to sell its products
B) a firm mailing its catalogue directly to its customers
C) a firm informing its customers of special discounts on its Web site
D) a firm declaring a product recall on its Web site
E) a firm publishing a new ad exclusively online

F) A) and B)
G) B) and C)

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Pearl Sands Resort and Spa is a popular summer attraction located in hilly town of Rockten.The spa usually attracts customers in the summer.During the pre-summer period,Pearl Sands Resort began sponsoring shows on TV,and putting up billboards around Rockten and surrounding towns advertising the resort.The ads hinted at the coming summer,and how the resort has always been the place to go for a welcome break from everyday life.Which of the following types of advertising did Pearl Sands Resort use?


A) comparative advertising
B) persuasive advertising
C) personalized advertising
D) reminder advertising
E) classified advertising

F) B) and D)
G) D) and E)

Correct Answer

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How is spending on advertising calculated in the affordable method of setting an advertising budget?


A) based on the company's objectives set for accomplishment
B) based on an amount remaining after operating expenses and capital outlays are deducted from total revenues
C) based on a certain percentage of current or forecasted sales
D) based on a percentage of the unit sales price
E) based on matching a competitors advertising outlays

F) A) and E)
G) A) and B)

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The ________ style of advertising shows ordinary people clearly using a product in a normal setting.


A) personality symbol
B) slice of life
C) mood or image
D) testimonial evidence
E) technical expertise

F) A) and B)
G) C) and E)

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Continuity,as an ad pattern,means scheduling ads unevenly over a given time period.

A) True
B) False

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The Remington Car Company is planning a release of new line of hybrid electric vehicles called the Electron.The car promises superior mileage and speed,while not harming the environment.If Remington decides to use advertising as the promotional tool during the car's launch,which of the following would constitute an advertisement for the Electron?


A) a front-page notice of the release of the Electron in all leading newspapers with a caption - "Green Speed"
B) a press conference to discuss the various safety issues, actual mileage, and environmental features of the Electron
C) dedicated sales personnel at dealer showrooms explaining the qualities of the Electron to potential customers
D) having the Electron released only to select places and businesses that are concerned with environmental-friendly causes
E) a buyers-only lottery where an Electron buyer has a chance of winning a second Electron on a selected date

F) A) and E)
G) A) and B)

Correct Answer

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The Zavyr Corporation,a manufacturer of electronics products,is planning to release a new product into the market.They are hoping to tap into a new market of commercial tracking devices.The product to be released,FindIt,is unlike previous tracking devices in that it is virtually unnoticeable and cheap.But FindIt will primarily only help to find objects lost within a living space,as it has a low frequency detection range.Which of the following kinds of techniques would suit the Zavyr Corporation for advertising FindIt?


A) informative advertising
B) reminder advertising
C) classified advertising
D) comparative advertising
E) personalized advertising

F) C) and E)
G) C) and D)

Correct Answer

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The creation and placement of newsworthy information by a PR department in the news media to attract attention to a person,product,or service is known as product lobbying.

A) True
B) False

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Give an example of a method marketers use to avoid advertisement cluttering.

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(Students' answers may vary.The answer g...

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What are the different functions of a PR department?

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PR departments may perform any or all of...

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Which of the following is a disadvantage of using magazines as an advertising medium?


A) low pass-along readership
B) high cost per exposure
C) low geographic and demographic selectivity
D) low credibility and prestige
E) low-quality reproduction

F) A) and D)
G) C) and E)

Correct Answer

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Which of the following issues faced by a company can be solved by an integrated marketing communications system?


A) miscommunications between shareholders
B) mismanagement in inventory stocking by vendors
C) errors by engineers in the production chain
D) blurred brand perceptions of consumers
E) delayed delivery of materials by suppliers

F) A) and E)
G) A) and D)

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Using a character that represents the product in the advertisement is an example of an endorsement.

A) True
B) False

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Lizar Telecommunications are manufactures of cell phones and related accessories.Michael Starr,a movie director,contacted Lizar to help fund his new movie.Lizar agreed to provide funding on the condition that Lizar cell phones be used in the movie,and that the brand be prominent in its scenes.What kind of advertising technique has Lizar adopted here?


A) geofencing
B) advertainment
C) product placement
D) vertical integration
E) subliminal advertising

F) A) and B)
G) A) and D)

Correct Answer

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Explain the use of sales promotions as a promotion mix tool.

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Sales promotion includes a wide assortme...

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