Chapter 11 Practice Quiz

Apple's famous 1984 commercial, aired during the 1984 Super Bowl, exemplifies which execution style? A. Fantasy advertisement B. Slice-of-life commercial C. Personality or symbol advertising D. Celebrity endorsement

A. Fantasy advertisement

Which is the most philosophically and practically justifiable approach to developing a promotional budget? A. Objective and task B. Competitive response C. Percent of sales D. Intuition and instinct

A. Objective and task

Which approach to budgeting takes a backward view of promotion, assuming sales produce promotion versus promotion producing sales? A. Percentage of sales B. Intuition and instinct C. Objective and task D. Competitive response

A. Percentage of sales

What is one of the major benefits of direct response advertising? A. Results can be tracked to measure effectiveness. B. It helps reduce the possibility of channel conflict. C. It is the least expensive form of promotion. D. It increases retailer involvement.

A. Results can be tracked to measure effectiveness.

The first step in the personal selling process is A. prospecting. B. preparation. C. presentation. D. practice.

A. prospecting.

The use of characters such as the gecko on Geico commercials is an example of A. symbol advertising. B. institutional advertising. C. product branding. D. comparative advertising.

A. symbol advertising.

Frequency differs from reach in that it is A. the average number of times an audience sees an advertisement. B. the rapidity in which an advertisement is shown over a 30-minute time span. C. the impact that an advertisement has on an audience. D. the percentage of viewers who see an advertisement at a given time.

A. the average number of times an audience sees an advertisement.

Pioneering advertising is incorporated at what stage of the product life cycle? A. Maturity B. Introduction C. Extension D. Growth

B. Introduction

Which execution style category can be inexpensive to produce and has clear brand messaging, although it may struggle to keep audience attention? A. Slice of life commercials B. Straight sell C. Testimonials D. Demonstrations

B. Straight sell

This model postulates that people must pass through cognitive and emotional states before taking an action. A. The basic communications model B. The hierarchy of effects model C. The liking and preference model D. The awareness and knowledge model

B. The hierarchy of effects model

Experienced salespeople often say the biggest mistake beginning salespeople make is A. failing to use the proper script. B. not asking for the order. C. not making enough cold calls. D. not anticipating common objections.

B. not asking for the order.

The process of transitioning from customer objections to closing the sale often involves A. presenting a formal purchase order for signature. B. using trial closes. C. specifying a time frame for making the decision. D. scheduling a follow-up meeting.

B. using trial closes.

Which of the following is the best example of a sales-related objective? A. A 20% increase in monthly store foot traffic B. A 30% increase in target market product awareness C. A 10% increase in market share D. A 15% increase in social media likes

C. A 10% increase in market share

Public relations encompasses which of the following? A. Continuous and ongoing crisis management B. The organization's general life as a citizen of the communities in which it operates C. All of these D. Determining stakeholder attitudes and fostering understanding between stakeholders and the organization

C. All of these

Which are considered to be traditional personalized promotional tools? A. Television and radio B. Digital media and technology C. Personal selling and direct marketing D. Magazines and newspapers

C. Personal selling and direct marketing

Which of the following is the best example of advertising's lagged effect? A. Dan's Financial Services must decide on its advertising budget months before it will see any return on investment. B. Companies see diminishing returns when the same advertisements are run over and over again. C. When Bonita inherits a considerable sum of money, she seeks out the help of a financial advisory firm for which she remembers receiving a mail flyer months ago. D. Our Community magazine requires companies to purchase ads in their monthly flyer months before the printed circular is mailed.

C. When Bonita inherits a considerable sum of money, she seeks out the help of a financial advisory firm for which she remembers receiving a mail flyer months ago.

Relying on a single tool to communicate with customers is often A. the optimal approach to promotional spending. B. cost-effective. C. ineffective. D. a properly-sequenced approach to promotions.

C. ineffective.

Which is a common guideline for creative advertisements? A. It must be capable of multiple executions. B. It must be attention getting. C. It must be detailed enough to be tested in advance. D. All of these

D. All of these

How should social and digital tools and technology should be considered in your overall marketing mix? A. As the most important elements of the mix B. As necessary tools given changes in media preference C. As accounting for the bulk of your promotional spending D. As related, but distinct, elements

D. As related, but distinct, elements

Levi's "Circles" television commercial shows people of various ages, races, and ethnicities wearing Levi's brand clothing and dancing to the song "Makeba." Which term best describes this advertisement? A. Comparative B. Pioneering C. Direct response D. Institutional

D. Institutional

What is a potential negative consequence of salespeople having a boundary spanning job? A. They must learn many skills and apply them in constantly changing circumstances. B. The job is not routine and can vary markedly from day to day. C. The job requires great flexibility, adaptability and innovativeness. D. They may develop divided loyalties between their company and their customers.

D. They may develop divided loyalties between their company and their customers.

What is the relationship between reach and frequency when a male consumer watching the super bowl is forced to watch a cover girl commercial during the half time break? A. Effective exposure B. Underexposure C. Over exposure D. Waste coverage

D. Waste coverage

Promotion to an individual consumer that includes an offer, information to justify the purchase, and a method for customers to respond is known as A. adaptive selling. B. personal selling. C. communication. D. direct marketing.

D. direct marketing.

A goal of sales promotions is to A. create customer loyalty. B. increase impulse buying. C. drive traffic in stores. D. encourage quick transactions.

D. encourage quick transactions.