MKT 220 Test 6

Chapter 17

Chapter 17

Chapter 18

Chapter 18

Chapter 19

Chapter 19

The Dyson Company, manufacturer of high-priced vacuum cleaners, has developed a promotional program with both push and pull policies. Dyson only sells its products through retailers who carry high-end household electronics items. For the push policy, Dyson will most likely use ____________; for the pull policy, Dyson will use ___________. a. A bonus to the retailer for every Dyson vacuum sold; personal selling done by the retailer's employees. b. Advertising and personal selling; rebates to the customer. c. Sales promotion; personal selling done by the retailer's employees. d. Personal selling done by the retailer; rebates to the customer. e. Direct marketing; discounts to the retailer.

a. A bonus to the retailer for every Dyson vacuum sold; personal selling done by the retailer's employees.

Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm's agency. "We have the best customer service in town, and I feel that is what we should be hanging our hats on," he states. This statement is most appropriate for use in which of the following stages of campaign development? a. Creating the platform b. Identifying the target c. Developing the media plan d. Defining objectives e. Determining the appropriations

a. Creating the platform

When Blue-ray disc players were first introduced to the market, what would the logical choice for promotion have been? a. Pioneer promotion b. Primary demand promotion c. Selective demand d. Comparative promotion e. Retention promotion

a. Pioneer promotion

Jose Suarez has been hired as sales manager at a new firm and is trying to come up with a sales force compensation method. He would like to have selling expenses relate directly to sales resources, an aggressive sales force, and minimization of nonselling tasks. What compensation method(s) would best fulfill his requirements? a. Straight commission b. Combination c. Salary plus a bonus d. Straight salary plus generous fringe benefits e. Straight salary

a. Straight commission

What is the overall role of promotion? a. To stimulate product demand b. To reduce sales fluctuations c. To encourage product trial d. To retain loyal customers e. To identify prospects

a. To stimulate product demand

Maria Martinez works for a cosmetics manufacturer and is responsible for ensuring that retailers have adequate quantities of products when they need them. However, she is directing much of her effort toward helping the retailers promote the products. She would be characterized as belonging to which group of salespeople? a. Trade salespeople b. Order getters c. Field order takers d. Advisory salespeople e. Technical salespeople

a. Trade salespeople

Tyler is a purchasing agent for Kellogg's. He is currently negotiating with his suppliers to receive a _______, which is a temporary price reduction to resellers for purchasing specified quantities of a product. a. a buying allowance. b. a discount. c. a merchandise allowance. d. push money allowance. e. a buy-back allowance.

a. a buying allowance.

As Quaker Oats tries to decide how to introduce its new line of breakfast bars, it considers all the advantages and disadvantages of the various consumer sales promotion methods. After careful consideration, Quaker Oats decides to use ____, which are the most widely used form of consumer sales promotion. a. coupons b. point-of-purchase displays c. rebates d. cents-off offers e. free samples

a. coupons

Cheyenne calls to see if her customer's new hardwood floors were installed correctly a. during the follow-up step. b. after she receives cash payment from that customer. c. the next time she makes a sales call to that customer. d. near the end of the sales presentation. e. immediately after the closing.

a. during the follow-up step.

When Hamburger Helper introduced its Oven Varieties, it gave special offers to supermarkets to purchase the new product and supplemented these offers with consumer advertising. Hamburger Helper's primary objective is to a. facilitate reseller support. b. combat competitive promotional efforts. c. encourage product trial. d. retain loyal customers. e. reduce sales fluctuations.

a. facilitate reseller support.

Todd is developing a print advertisement for Afflac. He knows that the ______ is a critical component of the copy because _____. a. headline; It is often the only part of the advertisement that is read. b. headline; it determines the final layout design. c. slogan; it links the artwork to the signature. d. tag line; it links the copy to the signature. e. artwork; it takes up the most space.

a. headline; It is often the only part of the advertisement that is read.

In recent years the proportion of promotional dollars spent on sales promotion has a. increased relative to advertising. b. remained constant. c. declined slightly, and the proportion spent on advertising has declined as well. d. declined slightly, and the proportion spent on advertising has increased. e. increased, and the proportion spent on advertising has risen as well.

a. increased relative to advertising.

Chloe is employed by an advertising agency and is currently working on the advertising platform for a client. Most often, the method of determining platform issues is to use the opinions of _____; however, the most effective method is to use _____. a. individuals at the advertising agency; a survey of customers. b. individuals at the advertising agency; opinions of advertising experts. c. marketers in the industry; a survey of customers. d. advertising experts; opinions of personnel within the firm. e. marketers in the industry; opinions of personnel within the firm.

a. individuals at the advertising agency; a survey of customers.

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines a. integrated marketing communications. b. kinesic communication. c. tactile communication. d. communication. e. proxemic communication.

a. integrated marketing communications.

Pioneer promotion is most likely to be used during the ____ stage of the product life cycle, while competitive advertising is likely to be used during the ____ stage. a. introduction; growth b. introduction; maturity c. decline; maturity d. growth; maturity e. maturity; growth

a. introduction; growth

Recruiting and selection of salespeople should include enough steps to yield the information needed to make accurate selection decisions. However, the stages of the process should be sequenced so that the more expensive steps are a. near the end. b. always completed before anything else. c. never reached. d. paid by the prospects rather than the company. e. near the beginning.

a. near the end.

Creative selling, which requires that salespeople recognize a potential buyer's needs and then provide the prospect with the necessary information, is performed by a. order getters. b. order takers. c. trade salespeople. d. technical salespeople. e. missionary salespeople.

a. order getters.

Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates a. personal selling. b. sales promotion. c. public relations. d. retailing. e. advertising.

a. personal selling.

General Mills used a panel of consumers to evaluate its Cheerios campaign featuring children who read the cereal box and try to persuade their parents to watch their cholesterol. These consumers judged the advertisements prior to the execution of the advertising campaign. This is an example of a(n) a. pretest. b. inquiry. c. recall test. d. posttest. e. recognition test.

a. pretest.

By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate a. primary demand. b. comparison of orange juices. c. secondary demand. d. competition. e. demand elasticity.

a. primary demand.

Aaron Epstein tells his fellow retail salesperson at Zales Jewelers that during the second quarter he is going to sell all the Alance watches he can and use his extra earnings to go to Cancun. He exclaims, "Can you believe the ____ program they have on for this quarter?" a. push money b. sweepstakes c. buying allowance d. dealer loader e. merchandise allowance

a. push money

Ryan Amerson leads his company's clients through the installation procedure of their new industrial equipment. He also helps answer their questions about product characteristics and system design both before and after their purchases. Ryan is a a. technical salesperson. b. systems engineer. c. trade salesperson. d. field order taker. e. missionary salesperson.

a. technical salesperson.

During his presentation to Mrs. French about a high-end gourmet oven, Brian asks, "Would you prefer black or stainless steel?" This is an example of a a. trial close. b. closing argument. c. recommendation. d. referral. e. follow up.

a. trial close.

Andrea receives an e-mail from her sister-in-law that is actually a recommendation for a website with a demonstration of a new home hair-coloring system. She later discovers that her sister-in-law received a free trial kit for passing Andrea's and four other friends' e-mail addresses along to the marketer. This is known as a. viral marketing. b. buzz marketing. c. guerilla marketing. d. a word-of-mouth pyramid. e. personal advertising.

a. viral marketing.

Which of the following is the best example of the promotional objective of combating competitive promotional efforts? a. Joe Boxer and Kmart collaborate to promote Joe Boxer's lines of clothing and housewares. b. After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks. c. Hyundai offers 10-year/100,000 mile warranties on its vehicles in order to give customers confidence in its brand name and automotive offerings. d. The Pork Council advertises pork as the "other white meat" and a healthier alternative to beef. e. Joy advertises that its dish soap has more suds than Dawn, Sunlight, and other leading dish soaps.

b. After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks.

When Volvo's advertising campaign mentions the Volvo CX60 has the highest safety rating of any European sedan, it is using _______ advertising. a. Defensive b. Competitive c. Institutional d. Reminder e. Reinforcement

b. Competitive

Advertising that encourages customers to send in reply cards for additional information aids salespeople in achieving which goal of personal selling? a. Convincing prospects to buy b. Finding prospects c. Following up the sale d. Keeping customers satisfied e. Making the presentation

b. Finding prospects

Jennifer Clarkson, a sales representative for a publisher of college textbooks, had the southern half of the state as a sales territory. Last year, the director of marketing for the publishing company told Jennifer's sales manager to increase her territory to the entire state. Now Jennifer's customers are less satisfied with the company. They are most likely to blame ____ for their reduced level of customer satisfaction. a. the textbook authors b. Jennifer c. the marketing manager d. the company's chief executive officer e. the sales manager

b. Jennifer

Kyle is preparing the promotional plan for Jansport backpacks in early May. This promotion will be executed in the month of August and will be a paid form of nonpersonal communication. It will be communicated to a target audience through a mass medium. Kyle is using the ___ form of promotion. a. sales promotion. b. advertising. c. public relations. d. social media. e. personal selling.

b. advertising.

Rick is a sales representative for Lucent Technologies. He has reviewed a prospect's account and credit history, identified product needs, and gathered the appropriate literature he needs. Rick feels he is ready for the ____ step of the personal selling process. a. objections b. approach c. sales-planning d. preapproach e. presentation

b. approach

Alan is the CEO of Greensprings Landscaping. At the recent budget planning meeting, Alan stated that last year's sales were down from the previous period. He then went on to say that Greensprings would have a budget of $100,000 for advertising in the coming year. In this instance, Alan was using the ____ a. competition-matching approach. b. arbitrary approach. c. objective-and-task approach. d. executive decision process. e. percentage-of-sales approach.

b. arbitrary approach.

If Green Giant wants to provide its resellers with a secondary incentive to stimulate repurchases after an initial consumer coupon campaign for its latest product, it can offer resellers a sum of money for each unit purchased. This type of sales promotion is a a. coupon follow-up campaign. b. buy-back allowance. c. count-and-recount allowance. d. buying allowance. e. scan-back allowance.

b. buy-back allowance.

H&M, a clothing company, communicates to its target customers by advertising in magazines, offering clothing information on its website, creating a periodic online newsletter, Facebook, and Twitter. These vehicles through which the coded message is transmitted from the source, H&M, to the receiver, the prospective customer, is called a(n) a. field of reference. b. communication channel. c. encoder. d. decoder. e. relay channel.

b. communication channel.

If an advertising campaign is aimed at increasing brand awareness and consumers' knowledge of a product's features, the advertising objective should be stated in terms of a. market share. b. communication. c. dollar sales. d. unit sales. e. long-run goals.

b. communication.

Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as a. selective. b. comparative. c. pioneer. d. defensive. e. competitive.

b. comparative.

Heinz uses various techniques such as coupons, free samples, and consumer contests to encourage consumers to try its products. All of these marketing activities are considered a. trade sales promotion methods. b. consumer sales promotion methods. c. consumer incentives. d. buying allowances. e. consumer sweepstakes.

b. consumer sales promotion methods.

As Emily prepares the script for a radio commercial for her boutique, she is engaging in the ____ stage of the communication process. a. sourcing b. encoding c. receiving d. decoding e. sending

b. encoding

Disney decided to run its new commercials for all of its theme parks several times a day for three weeks and then not at all for two weeks. It will then run the commercials again for three more weeks. Disney is using a ____ schedule for its advertising. a. varying b. flighting c. continuous d. pulsing e. beating

b. flighting

Bowflex uses infomercials to demonstrate its fitness products and encourage customers to call and receive a free video with more information about its products. This promotional effort is directed at a. retaining loyal customers. b. identifying prospects. c. encouraging product trial. d. stimulating demand. e. creating awareness.

b. identifying prospects.

Effective management of integrated marketing communications is based upon a. consumer attitudes towards promotion. b. information about customers. c. the communication process model. d. the firm's organizational structure. e. budgetary allowances.

b. information about customers.

The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty, staff, and students are as well as how outstanding its academic programs are. This type of promotion would best be characterized as a. public relations. b. institutional advertising. c. comparative advertising. d. advocacy advertising. e. product advertising.

b. institutional advertising.

The owner of a professional baseball team asks the account representative of an advertising agency to develop an advertising campaign to bring more teenagers to the ballpark. At this point, the account representative logically begins to discuss establishing ____ for the campaign. a. a budget b. objectives c. advertising directives d. the target audience e. a media plan

b. objectives

Kohl's, a department store featuring clothing and housewares, communicates in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called a. free advertising. b. publicity. c. news reporting. d. mass communications. e. public relations.

b. publicity.

When Hershey Dark Chocolate Kisses were introduced, Hershey promoted directly to consumers and told them to ask for the product at their favorite stores. This is an example of a ____ policy. a. push b. pull c. reseller promotional d. customer promotional e. channel promotional

b. pull

An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising. a. reinforcement b. reminder c. institutional d. comparative e. competitive

b. reminder

When a manufacturer rewards retailers based on the number of pieces moved through their scanners, this sales promotion method is known as a a. merchandise allowance. b. scan-back allowance. c. buy-back allowance. d. count-and-recount allowance. e. scan-count allowance.

b. scan-back allowance.

In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication a. transmitter. c c. receiver. d. noise. e. decoder.

b. source.

On a break between classes, Kelley checks her smartphone and enters her contact information on the Publishers Clearing House site. She doubts that she will win $10 million, but she never passes up a chance to participate in a a. lottery. b. sweepstakes. c. consumer contest. d. game of chance. e. sales contest.

b. sweepstakes.

Jana works for Hormel Foods and she frequently sets up special displays and distributes samples of Hormel products to customers in supermarkets. Jana would best be classified as a(n) a. technical salesperson. b. trade salesperson. c. inside order taker. d. missionary salesperson. e. field order taker.

b. trade salesperson.

"Mrs. Brucker, you would agree that this is the most attractive car interior in this price range, wouldn't you?" Cliff Davis, a salesperson at Midtown Ford, was using a(n) ____ when he made this statement. a. bandwagon approach b. trial close c. objective d. follow-up e. referral

b. trial close

Michael is planning a promotional program for AirFam. AirFam is a supplier of new energy-saving engines used to produce air conditioners. His company needs to promote these engines to manufacturers of air conditioners, so he is most likely to use ___, because it provides immediate feedback. The disadvantage is that it is _____ than advertising to reach one customer. a. Direct marketing; less effective b. Sales promotion; more costly c. Personal selling; more costly d. Personal selling; less effective e. Sales promotion; less effective

c. Personal selling; more costly

To announce its development of a solid fuel titanium rocket for the U.S. missile defense system, Unijet management feels it needs to get wide media coverage. Under these circumstances, which of the following would be its best alternative? a. Captioned photograph b. Feature article c. Press conference d. Television advertisement e. Editorial letters

c. Press conference

Newspaper ads for Blue Haven Pools offer discounted prices during October and discounted cleaning supplies for hot tubs in March, are examples of which of the following uses of promotion? a. Retaining loyal customers b. Stimulating primary demand c. Reducing sales fluctuations d. Promoting new product uses e. Making salespeople more effective

c. Reducing sales fluctuations

The advertising department for the Pennzoil Corporation is working on a print advertisement for a new product. At this point, the layout contains a phrase to attract attention, an additional phrase to provide an explanation, an illustration to show the product, and a paragraph to explain the advantages and benefits of the product. What other important element should be included? a. Body copy b. Artwork c. Signature d. Subheadline e. Headline

c. Signature

Olivia is the manager of Human Resources for Zappos.com. She is currently reviewing the sales force compensation method used at Zappos.com to determine if there is a better way to manage compensation. Olivia knows that the ____ method is easy to administer, yields more predictable selling expenses, and provides sales managers with a large degree of control over salespeople. a. Salary plus bonus b. Salary and commission c. Straight salary d. Straight commission and combination e. Straight commission

c. Straight salary

Brands that are promoted through comparative advertising are most likely to be a. primarily services rather than tangible goods. b. market leaders. c. brands that are attempting to compete with market leaders. d. attempting to compete on a nonprice basis. e. competing in a less competitive market.

c. brands that are attempting to compete with market leaders.

Although Maybelline would like to use ____ as a consumer sales promotion method, this method has extremely high labor costs that are more affordable for higher-end make-up companies such as Clinique and Estée Lauder. a. consumer contests b. coupons c. demonstrations d. rebates e. frequent-user incentives

c. demonstrations

In one corner of its magazine advertisement for office copiers, Lexmark places a small box asking for the names and addresses of individuals or companies seeking more information. Lexmark has included this box to facilitate ____ for this communication. a. perceptual attention b. noise reduction c. feedback d. encoding e. decoding

c. feedback

A sales representative for Coca-Cola travels to various restaurants to determine how much syrup the customer needs for the coming period. This sales representative would be classified as a(n) a. trade salesperson. b. missionary salesperson. c. field order taker. d. order getter. e. inside order taker.

c. field order taker.

Sydney won a hot-air balloon ride and dinner for two for being the top revenue-producing mortgage loan officer at her company for the month of October. This contest exemplifies a company's efforts at a. providing training for the sales force. b. increasing sales territories. c. motivating salespeople. d. compensating salespeople. e. promoting salespeople.

c. motivating salespeople.

Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on a. advertising. b. distributor incentives. c. personal selling. d. sales promotions. e. publicity.

c. personal selling.

Tropicana orange juice has a television commercial where a young boy is drinking orange juice at dinner. He remarks that he likes the great taste of Tropicana anytime. The element of the commercial that focuses on drinking orange juice at dinner would be best classified as ________, while the focus on the great taste of Tropicana would be best classified as ___. a. institutional advertising; stimulating primary demand b. comparative advertising; informative advertising c. pioneer advertising; competitive advertising d. comparative advertising; competitive advertising e. product advertising; institutional

c. pioneer advertising; competitive advertising

Tim has just finished compiling a list of potential customers and evaluating their ability, willingness, and authority to buy. He knows his next step in the personal selling process is to a. approach. b. overcome objections. c. preapproach. d. make the presentation. e. prospect.

c. preapproach.

Tara is beginning her week as a sales representative for Logitech Technology. She decides to start the day by developing a list of potential customers, which is called a. preapproaching. b. scouting. c. prospecting. d. screening. e. surveying.

c. prospecting.

Toyota's sponsorship of a major Professional Golf Association tournament would be an example of a(n) ____ tool. a. sales promotion b. publicity c. public relations d. personal selling e. advertising

c. public relations

The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of a. personal selling. b. social media. c. publicity. d. sales promotion. e. direct marketing.

c. publicity.

During the duration of an advertising campaign, Verizon Wireless ran television advertisements at a steady rate throughout the week and intensified its message with newspaper advertising in many major newspapers in the Sunday paper. Verizon Wireless used a(n)____ media schedule. a. alternating b. continuous c. pulsing d. flighting e. multimedia

c. pulsing

When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonald's is utilizing a. guerilla marketing. b. advertising. c. sales promotion. d. personal selling. e. public relations.

c. sales promotion.

Realizing that her firm's sales promotion budget was small and cut by 30 percent for the coming year, Stacey Baronas rules out ____ as playing a role in her sales promotion plan. a. premiums b. point-of-purchase materials c. samples d. coupons e. money refunds

c. samples

Jake, a sales representative is returning from a week on the road. One of his activities this week is to develop ____, which are designed to identify the customers called on and to present detailed information about interaction with those clients. a. Feedback notices b. Sales Invoices c. Expense reports d. Call reports e. Recall files

d. Call reports

Advertising appropriations are largest for which type of product? a. High-priced products b. Specialty goods c. Infrequently purchased goods d. Convenience goods e. Business products

d. Convenience goods

____ are offers of cash to customers who purchase a specific product, and ____ are offers of cash to customers who purchase a specific quantity of a specific product. a. Cents-off; refunds b. Rebates; reimbursements c. Rebates; premiums d. Rebates; money refunds e. Buy-back allowances; money refunds

d. Rebates; money refunds

Nate is preparing to evaluate one of his sales representatives, Julie Hill. His evaluation of her performance for the prior year led to his conclusion that she often lacked key product information at sales presentations. At their upcoming session, he will most likely do which of the following? a. Terminate her. b. Increase her sales quotas. c. Decrease the size of her territory. d. Recommend that she attend a training program. e. Ignore this problem given that her sales results were good.

d. Recommend that she attend a training program.

Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two approaches? a. The former method relies on memory alone, and the latter shows the actual ads. b. One uses a consumer jury; the other uses random individuals. c. The respondents are given class clues in the latter but not in the former. d. The actual ads are shown in the former but not in the latter. e. One is used primarily by the government, and the other is used by private businesses.

d. The actual ads are shown in the former but not in the latter.

When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using a. integrated marketing communications. b. charity marketing. c. charitable promotion. d. cause-related marketing. e. promotion.

d. cause-related marketing.

Although a radio announcer can read several hundred words a minute, a one-minute advertising message should not exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates. This illustrates the ____ consideration in effective communication. a. noise b. encoding c. feedback d. channel capacity e. transmission load

d. channel capacity

Stacey's client group has been gradually shrinking and she is looking for new prospective clients. She has decided to spend a couple of days approaching potential customers without any prior consent. Stacey's method of approach is known as a. repeat contact. b. ambulance chasing. c. referral approach. d. cold canvass. e. door-to-door selling.

d. cold canvass.

Savanna is a sales person for Aeropostale. Her compensation is based on a set salary plus a commission based on sales. Savanna's compensation is based on a(an) a. salary plus bonus program. b. straight commission compensation plan. c. straight salary compensation plan. d. combination compensation plan. e. cafeteria plan.

d. combination compensation plan.

Order-getting activities are divided into two categories: a. order takers and trade sales. b. missionary sales and technical sales. c. inside order sales and field order sales. d. current-customer sales and new-business sales. e. current sales and support sales.

d. current-customer sales and new-business sales.

Carlos generally makes cold calls on businesses to look for new prospects. He has many satisfied customers, but like many salespeople, he does not frequently utilize one of the best ways to find new prospects, which is through a. trade shows. b. other employees. c. friends and coworkers. d. customer referrals. e. past sales.

d. customer referrals.

Sebastian, Kevin's sales manager, points out to him that his last shopper in the housewares department didn't seem interested or involved as he explained the new food processor to her. Sebastian suggests that Kevin use a(n) ____ as part of his presentation next time. a. overcoming objections approach b. trial close c. information pamphlet d. demonstration e. video

d. demonstration

Jamba Juice offers its customers a stamp card that allows them to receive a free smoothie after they have filled an entire card. This is an example of a a. rebate. b. consumer contest. c. free sample. d. frequent-user incentive. e. premium.

d. frequent-user incentive.

Michelle works for a company that sells rotisseries for chicken and other foods. She answers phone calls from customers who see infomercials on TV and call to order the product. Michelle is considered a(n) a. trade salesperson. b. field order taker. c. support person. d. inside order taker. e. order getter.

d. inside order taker.

Chris sees a television commercial for Arby's promoting its roast beef sandwiches at 5 for $5.95. Later that day he goes to the nearest Arby's for a roast beef feast, but is told that the special offer is not available at that location. Arby's seems to lack a. coordinated awareness. b. promotional efforts. c. communication. d. integrated marketing communications. e. channel capacity.

d. integrated marketing communications.

Julie Reese is working on developing a magazine advertisement for Planet Fitness, a health and fitness club. She knows what she wants the advertisement to say and the illustrations she wants to use, but she is having a tough time putting it all together. Julie is having trouble determining the a. storyboard. b. copy. c. artwork. d. layout. e. presentation.

d. layout.

After developing the budget for advertising the Kia Soul automobile, marketing managers at Kia then determined what proportion of that budget would be spent on television, radio, and magazine advertisements based on the cost effectiveness of each. This subsequent allocation of the budget is known as a(n) ____ plan. a. advertisement-allocation b. objective-and-task c. arbitrary allocation d. media e. percent-of-sales

d. media

As Oscar Meyer puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use outdoor advertising will have strong effects on its selection of the advertising a. audience analysis. b. platform. c. budget. d. message. e. objectives.

d. message.

Zack Freedman is an experienced salesperson who has worked for the same company for 20 years. When he is informed that he must attend a training seminar the following Tuesday, he believes it will most likely be about a. the company. b. his customers' companies. c. prospecting. d. new-product information. e. basic selling methods.

d. new-product information.

Sony Corporation has a particular approach for determining its advertising appropriation. A problem with this technique, however, is that the people in the marketing department have difficulty estimating the level of effort needed to achieve certain goals. This problem is characteristic of the ____ approach. a. percent-of-sales b. arbitrary c. match-competition d. objective-and-task e. reliable-appropriation

d. objective-and-task

At one time, Wheaties offered two free golf balls with the purchase of a twin pack of Wheaties cereal featuring Tiger Woods. This is an example of a a. consumer prize. b. free sample. c. free merchandise. d. premium. e. rebate.

d. premium.

Which of the following industries is most likely to employ combative promotional efforts? a. Universities b. Automotive c. Tax-preparation services d. Computer laptops e. Fast food

e. Fast food

Which of the following is least likely to be directly involved in actually making sales? a. Current-customer salesperson b. Order taker c. Field order taker d. Order getter e. Support sales personnel

e. Support sales personnel

Kayla is the owner of a group of women's clothing stores located throughout the midwestern United States. Recently, she made a large purchase from a leading clothing manufacturer, and was given ____, which is a gift to a retailer who purchases a specified quantity of merchandise. a. a buy-back allowance b. a merchandise allowance c. push money d. a premium e. a dealer loader

e. a dealer loader

Ralph Lauren is planning a promotion where it will showcase all of its clothing lines to buyers at retail stores. It also plans to develop a direct marketing campaign that will use social media to introduce its new seasonal styles. Ralph Lauren is using ___ with the retail showcase and ___ with the social media campaign. a. a pull policy; a push policy. b. personal selling; a pull policy. c. guerilla marketing; a push policy. d. publicity; a push policy. e. a push policy; a pull policy.

e. a push policy; a pull policy.

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be considered a(n) a. target audience goal. b. media plan goal. c. percent-of-sales approach. d. advertising platform. e. advertising objective.

e. advertising objective.

All of the following are examples of publicity-based public relations tools except a. feature articles. b. press conferences. c. news stories. d. news releases. e. annual reports.

e. annual reports.

If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the ____ approach. a. industry-standard b. objective-and-task c. arbitrary d. percent-of-sales e. competition-matching

e. competition-matching

If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion a. can be harmful. b. forces people to spend too much. c. forces prices to go up. d. creates needs. e. encourages materialism.

e. encourages materialism.

The two main reasons for criticism of promotional activities are that promotion a. is deceptive, and it causes prices to rise. b. creates needs in us, and it encourages materialism. c. pervades our daily lives, and it creates needs in us. d. has some flaws, and it is deceptive. e. has some flaws, and it pervades our daily lives.

e. has some flaws, and it pervades our daily lives.

As they walk to the car, Erin tells her sales representative, Joachin, that they may need to modify the price structure they just presented to the prospect. Erin bases her statement on the way the prospect folded his arms when Joachin quoted him the prices on the new system. Joachin says he didn't notice. Erin recommends a book on ____ communication to Joachin. a. tactile b. signal c. verbal d. proxemic e. kinesic

e. kinesic

Daphne King of Cleborn Pharmaceuticals tells a sales management class at the state university that her job is to call on doctors and explain the benefits of new prescription drugs that her firm develops. Daphne would call herself a(n) a. trade salesperson. b. technical salesperson. c. order getter. d. order taker. e. missionary salesperson.

e. missionary salesperson.

The public relations department at Lowe's Home Improvement submits one page of typewritten copy to national newspapers and news web sites to announce its one-day, nationwide clean-up-local-parks event. This is an example of a a. public update. b. feature article. c. media bulletin. d. publicity stunt. e. news release.

e. news release.

Sierra is driving to work on I-95 and notices a billboard for new salads at Wendy's. She reads the message and sees the pictures of the new salads. In this case, Sierra is the ____ and Wendy's is the ____ of this communication. a. feedback; noise b. communicatee; communicator c. decoder; coder d. audience; promoter e. receiver; source

e. receiver; source

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ____ advertising. a. comparative b. offensive c. defensive d. institutional e. reinforcement

e. reinforcement

The cost of ____ is usually substantially lower than the cost of ____. a. identifying prospects; encouraging product trial b. personal selling; public relations c. stimulating primary demand; stimulating selective demand d. comparative advertising; pioneer promotion e. retaining existing customers; acquiring new customers

e. retaining existing customers; acquiring new customers

When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build a. pioneer promotion. b. brand awareness. c. primary demand. d. prospects. e. selective demand.

e. selective demand.

Home Depot is interested in knowing how its efforts to act in a socially responsible manner through its Habitat for Humanity and disaster relief efforts have affected stakeholders' views of the company. Home Depot should conduct a(n) a. communications audit. b. publicity audit. c. environmental impact study. d. environmental audit. e. social audit.

e. social audit.