OBJECTIVE TYPE QUESTIONS Unit I 1. The term "marketing mix" describes___________________ 2. All marketing activities that attempt to stimulate quick buyer action or immediate sales of a product are known as______________ 3. The __________ component of attitudes focuses on behavioral tendencies. 4. Newsletters, catalogues, and invitations to organisation-sponsored events are most closely associated with the marketing mix activity of___________________ 5. _____ is an individual acting for a company by performing one or more of the following activities: prospecting, communicating, servicing, and information-gathering 6. _____ includes displays, discounts, coupons, and demonstrations. 7. Sales promotion A salesperson might be an _____ (order getter) 8. You choose to use the AIDA model of consumersâ response hierarchy models. In the cognitive stage of the AIDA model, your campaign is designed just to ________.(gain attention ) 9. _____ is defined as the analysis, planning, implementation, and control of sales force activities. (sales force management) 10. Under the _____, each salesperson is assigned to an exclusive geographic area and sells the companyâs full line of products or services to all customers in that territory (territorial sales force) 11. _____ use the phone to find new leads and qualify prospects for their field sales force or to sell and service accounts directly.(Telemarketers) 12. _____ is the first step in the selling process. (Pre-approach) 13. During the _____ step of the selling process, the salesperson tells the âproduct storyâ to the buyer, highlighting customer benefits. (follow-up) 14. Setting the competitive positioning for the product and creating a detailed marketing mix is called______________( marketing positioning) 15. Modern salespeople build __________________ by listening to their customers, assessing customer needs, and organizing the companyâs efforts to solve customer problems. (relationships) 16. The element of the compensation mix for salespeople that refers to commissions or bonuses is the___________________( variable amount) 17. Personal selling involves persuading _________ to buy the goods 18. The ultimate objective of personal selling is ________ 19. The most important element of personal selling is ________ interaction. 20. Supply of information to customers makes personal selling an ______ process. (i) customers; (ii) to promote sell of products, (iii) face-to-face; (iv) educative True/False 1. The salesperson must often approach a few prospects to get just a few sales. Answer: (False) 2. In direct marketing, the key is to wait a while before seeking an immediate response from carefully targeted customers. Answer: (True) 3. When Lexus sells cars using its high-quality dealer network, it is using direct marketing. Answer: (False) 4. Personal selling helps manufacturers to improve their products based on suggestions made by sellers. 5. Customers do not have immediate solution of their problems regarding a product from the salesman. 6. Personal selling leads to creation of new customers only for the existing products. 7. Better use of product is not the result of personal selling. 8. Customers can not make complaint to the salesman about a product. 9. Knowledge of product is not necessary to make one a good salesman. 10. A good salesman should have imagination, initiative and alertness. (i) True; (ii) False; (iii) False; (iv) False; (v) False (i) False; (ii) True; Unit II 1. _____ is the nationâs largest advertiser (P & G) 2. _____ define(s) the job that advertising must do in the total market program.(Advertising objectives) 3. _____ Advertising is used heavily when introducing a new product category. The objective is to build primary demand (Informative) 4. _____ becomes more important as competition increases. The companyâs objective is to build selective demand.(Persuasive advertising) 5. After determining its advertising objectives, the companyâs next step is to _____. (set its advertising budget) 6. Mass-media advertising routinely invests _____ of dollars in reaching tens of millions of customers with a single ad. (millions) 7. The most logical budget-setting method is the _____ method. It deals more with specific promotion goals and accomplishments. (objective-and-task ) 8. Coca-Cola television ads primarily are comparison advertising.(False; p. 371; Challenging) 9. Informative ads are used primarily in the growth stage of the product life cycle. (False; p. 371; Easy) 10. Percentage-of-sales method wrongly views sales as the cause of promotion rather than the result. (True; p. 372; Moderate) The most logical budget-setting method is the _____ method. It deals more with specific promotion goals and accomplishments. (objective-and-task ) 11. The awareness and attitudes created by advertising campaigns do not generally affect the success of direct sales pitches. (False) 12. _____ were started in the mid-to-late 1800s by salespeople and brokers who worked for the media and received a commission for selling advertising space to companies. Eventually, they grew closer to the advertisers than to the media. (Advertising agencies) 13. Traditionally, __________________ has been the cornerstone of brand-building efforts. ( mass-media advertising) 14. The best-known and most widely discussed form of promotion is____________(advertising) 15. _____ Advertising is targeted at individuals who influence the purchase of goods and services used to make other products. (industrial) 16. If a companyâs 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 promotion forms? (advertising) 17. Determining the promotion budget on the basis of financial availability of capital is characteristic of which budget methods? ( affordable method) 18. In the market that your product competes within, there is very low channel support and many hard-to-reach customers. As a rule then, your budget for your marketing communications program should be ________. (higher) 19. Advertising can be used to build up a long-term image for a product or trigger quick sales. (True) 20. A one-time mailing offering a cookware item to a consumer is an example of a ________.( single-vehicle, single-stage campaign) 21. Companies must consider several factors in developing their communications mix: type of product market, consumer readiness to make a purchase, and the stage in the ________. ( product life cycle) 22. A major part of audience analysis is assessing the current image of the company, its product, and its ________.(competitors ) 23. A clothing store that sets their advertising budget by following the major competitor and adding an additional 15 percent is using the __________ method. (competitive parity) 24. There are eight steps in developing an effective communicationâs program. (True) 25. Formulating the communications to achieve the desired response will require solving three problems: what to say, how to say it, and how to pay for it. ( False) 26. Companies that sell their products to different cultures or in different countries do not need to worry about varying their message. (False) 27. Communication tools vary in cost-effectiveness at different stages of buyer readiness. ________ And publicity play the most important role in the awareness-building stage. (advertising) 28. Advertising can be used to build up long-term image for a product and usually contains the qualities of impersonality, amplified expressiveness, and ________. (pervasiveness ) 29. Some persuasive advertising has become _____, in which a company directly or indirectly compares its brand with one or more other brands. (comparative advertising) 30. Avis positioned itself against market-leading Hertz by claiming, âWeâre number two, so we try harder.â This is an example of _____. (comparative advertising) Unit iii 1. What is the name of an element of advertising strategy? (Selecting advertising media). 2. The cost of advertising for most products is especially high during _____. (late-night programming) 3. According to one advertising executive, a commercial has to cut through the clutter and seize the viewer in _____, or theyâre gone. (less than one second) 4. Television advertisers regularly pay $2 million or more for 30 seconds of advertising during a popular prime-time program.(False) 5. Advertising media costs _____ from country to country. (differ vastly) 6. ______ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time. (Reach) 7. Companies are doing less _____ and more _____ as a result of an explosion of more focused media that better match todayâs targeting strategies. (broadcasting; narrowcasting ) 8. The advertiser must decide on the desired media impactâthe _____ of a message through a given medium. (qualitative value) 9. Network television advertising is very expensive. The media planner looks both at the total cost of using a medium and at the _____. (cost per exposure) 10. Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. All of the following benefit greatly from this shift, except _____. (network television) 11. _____ have (has) undergone resurgence in recent years. Gone are the ugly eyesores of the past; in their place we now see cleverly designed colorful attention grabbers. They are a fraction of the cost of other major media. (Billboards) 12. In selecting media vehicles, the planner must balance media cost measures against several media impact factors. First, the planner should balance costs against the media vehicleâs _____. (audience quality) 13. The advertiser has to choose the pattern of the ads. _____ means scheduling ads evenly within a given period. _____ means scheduling ads unevenly over a given time period. (Continuity; Pulsing) 14. The advertiser has to choose the pattern of the ads. _____, scheduling ads unevenly, builds awareness that is intended to be carried over to the next advertising period. (Pulsing) 15. Reach is a measure of how many times the average person in the target market is exposed to the message.(False) 16. The media planner has to know the reach, frequency, and impact of each ad. (True) 17. Advertisers look for media that showcase the product effectively. Fashions are best advertised on television, and automobile performance is best in color magazines.(False) 18. Pulsing means scheduling ads evenly over a given period of time.(False) 19. If an advertiser wants flexibility, timeliness, good local market coverage, broad acceptability, an high believability, the advertiser will probably choose which type of mass media ?( newspapers) 20. The influence of mass media on public opinion is as direct, powerful, and automatic as supposed. (False ) 21. Media coordination can occur across and within media types. A multiple media campaign deployed within a tightly defined time frame can increase message _________ and impact. (reach ) 22. ________ channels consists of neighbors, friends, family members, and associates talking to target buyers. (Social) 23. strength of radio advertising is ___________. 24. The concept of effective reach states that fewer exposures to advertisements are required for brands with higher market shares and ___________(greater customer loyalty) 25. In a _________ advertising schedule, advertising is used during every period of the campaign, but the amount of advertising varies considerably from period to period. (Pulsing) 26. Selecting efficient channels to carry the message becomes more difficult as channels of communication become more fragmented and cluttered. (True) 27. Mass communications affect personal attitudes and behavior through a two-step process. (True) 28. Internet marketers are using ________ as a form of word of mouth, or word of mouse, to draw attention to their sites (viral marketing) 29. Media coordination can occur across and within media types. A multiple media campaign deployed within a tightly defined time frame can increase message _________ and impact. (reach) 30. Television viewers were pretty much a captive audience for advertisers until _____ were invented Unit iv 1. _____ is the first step in creating effective advertising messagesâdeciding what general message will be communicated to consumers. (Message strategy) 2. Developing an effective message strategy begins with identifying _____ that can be used as advertising appeals. (customer benefits) 3. _____ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress. (Message strategy statements) 4. The advertiser must develop a compelling _____that will bring the message strategy to life in a distinctive and memorable way. At this stage, simple message ideas become great ad campaigns. (big idea) 5. When simple message ideas become great ad campaigns, usually the _____ and the _____ will team up to generate many creative concepts, hoping that one of these concepts will turn out to be the big idea.(copywriter; art director) 6. The big idea or the creative concept may emerge as a(n) _____, a phrase, or a combination of the two. (visualization) 7. Advertising appeals should have three characteristics. Which is not one of these characteristics? (They all must show lifestyle.) 8. The creative people must find the best style, tone, words, and format for executing the message. _____ is the style that shows one or more typical people using the product in a normal setting. (Slice of life) 9. In an ad, the second thing the reader notices is the _____. It must effectively entice the right people to read the block of text. (Headline) 10. In advertising strategy, the creative department first created good advertisements, and then the media department selected the best media. This system always works very well. (False) 11. One way to measure the _____ effect of advertising is to ______ past sales and past advertising expenditures. (sales; compare) 12. According to an ad executive profiled in the textbook, a commercial has to cut through the clutter and seize the viewers in one to three seconds, or theyâre gone.(True) 13. The three characteristics for advertising appeals are: meaningful, believable, and distinctive.(True) 14. Slice of life, lifestyle, and personality symbol are all parts of public relations.(False) 15. Technical expertise, scientific evidence, and testimonial evidence are all examples of the execution styles that the creative people use in advertising products.(True) 16. The copy is the main block of text in an ad. (True) 17. Developing an effective message strategy begins with identifying customer ___________ that can be used as advertising appeals. ( benefits) 18. In evaluating messages for advertising, telling how the product is better than the competing brands aims at making the ad:____________( distinctive.) 19. 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?(slice of life) 20. 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? (personality symbol) 21. The commercials for pain remedies that promise quick relief to your âaches and painsâ is an example of what type of creative strategy (rational) 22. Establishing a product category, such as electric cars, as necessary to remove or satisfy a perceived discrepancy between a current motivational state and a desired emotional state is an example of a ________. (category need) 23. In measuring communication results, senior managers want to know the outcomes and revenues from their communications investments. ( True) 24. An informational appeal elaborates on product or service attributes or benefits.(True) 25. In measuring the effectiveness of a firmâs communications investment, ultimately ________ measures capture the real payoff. (behavior-change ) 26. Communicators use positive emotional appeals to attract consumer attention and raise their ________ with an ad. (involvement) 27. Using sex appeal can generally evoke______________ responses(emotional) 28. ________ is the set of beliefs, ideas, and impressions a person hold regarding an object (image) 29. A detergent that advertises how clean it gets clothes is appealing to the __________ consumer need.(functional) 30. Image is a set of beliefs, ideas, and impressions a person holds regarding an object. Images are âstickyâ; they persist long after the organization has changed. (True) Unit V 1. _____ consists of short-term incentives to encourage the purchase or sale of a product or service. This offers reasons to buy it now.(Sales promotion) 2. They are targeted toward final buyers, retailers and wholesalers, business customers, and members of the sales force. They account for 74 percent of all marketing expenditures and their goal is to stimulate earlier or stronger market response. What type of promotion is it? (Sales promotions.) 3. The growing use of sales promotion has resulted in _____. (promotion clutter) 4. Out of the main consumer promotion tools, which is (are) the most effective? (Sampling.) 5. Out of the main consumer promotion tools, which is (are) the most costly? (Sampling.) 6. _____ offer consumers savings off the regular price of a product. The reduced prices are marked by the producer directly on the label or package. They stimulate short-term sales.(Price packs) 7. _____ are goods offered either free or at low cost as an incentive to buy a product. (Premiums) 8. In a recent study, 71 percent of all consumers surveyed were either carrying or wearing a(n) _____. These have the advertiserâs name on them. (advertising specialty) 9. Manufacturers direct more sales promotion dollars toward _____ than to _____. (retailers and wholesalers; consumers) 10. Manufacturers may offer a(n) _____ in return for the retailerâs agreement to feature the manufacturerâs products in some way. (allowance) 11. Business promotion tools are used for all of the following except to _____. (generate more manufacturers) 12. Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of _____. (public relations) 13. _____ use several tools. Some of these are: the news, speeches, and special events. (Public relations professionals) 14. Sales promotion consists of short-term incentives to encourage purchases or sales of a product or service. (True) 15. An e-mail from Amazon.com that offers free shipping on your next purchase of more than $35 is an example of sales promotion. (True) 16. The most expensive consumer promotion tool is sampling. (True) 17. Toro ran a clever preseason promotion on some of its snow blower models, offering money back if the snowfall in the buyerâs market area turned out to be below average. This is an example of price packs.(False) 18. Quaker Oats inserted $5 million worth of gold and silver coins in Ken-L Ration dog food packages. This is an example of patronage rewards.(False) 19. POP promotions include displays and demonstrations that take place at the point of purchase or sale.(True) 20. Manufacturers direct more sales promotion dollars toward consumers than toward retailers. (False) 21. Ideally, Modern Tool & Die Companyâs advertising message strategy will follow directly from the companyâs _____ strategy.(broader positioning) 22. Sales promotion consists of short-term incentives to encourage purchases or sales of a product or service.(True) 23. An e-mail from Amazon.com that offers free shipping on your next purchase of more than $35 is an example of sales promotion. (True) 24. The most effective consumer promotion tool is sampling (True) 25. Sales promotions targeted to the ultimate users of a product such as sampling, coupons, contests, or sweepstakes are known as_____________(consumer promotion). 26. The premise surrounding public relations and publicity is that news stories and features about your companyâs product is more authentic and ________ to readers than advertisements. (credible ) 27. Sales promotions tools offer three distinctive benefits to marketers. Among these benefits are communication, invitation, and ________. (incentive) 28. The growing use of sales promotion has resulted in _____. (promotion clutter) 29. The objective for trade promotions is To get retailers to carry new items and more inventory(true/false) 30. Business promotion tools are used for generate business leads (true /false)