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100
Which statement is true about regulating international promotional activities? A. Most countries have a system of checks and balances to verify that promotion regulations are fair. B. Businesses must submit all promotional materials to the International Ad Coalition for approval. C. Governments bear the sole responsibility of monitoring promotional materials and regulations. D. A business must understand that the laws governing promotional activities vary by country.
What is A business must understand that the laws governing promotional activities vary by country.
100
A small retail chain that sells specialized products for sports enthusiasts is located in a resort area that receives most of its business during the summer. To increase year-round sales, management wants to use direct-mail advertising. What format should you recommend that the retail chain use? A. Computer kiosks B. Cable television shopping channels C. Box-holder flyers D. Niche catalogs
What is Niche catalogs
100
What is a common communications channel used in public relations? A. Billboards B. Trade shows C. Product displays D. Press releases
What is Press releases
100
When writing a letter of inquiry, when should you identify the purpose of your letter? A. Once the recipient has agreed to meet with you B. After describing your company C. At the beginning of your letter D. After identifying what prompted your inquiry (such as an advertisement)
What is At the beginning of your letter
100
What is an example of marketing information that a business could gather by surveying its customers? A. Planned product improvements B. The company's current market share C. Location of the company's market D. Financial status of competitors
What is Location of the company's market
200
Which of the following best describes the relationship of promotion and marketing: A. Subsidiary B. Interrelated C. Dependent D. One to one
What is Interrelated
200
What is a common thread among all direct advertising strategies? A. They try to get consumers' attention by communicating in the most unusual ways possible. B. They use a proven creative technique with a strong headline and a little copy. C. They communicate with all consumers as one group with common likes and dislikes. D. They intend to motivate the consumer to take action.
What is They intend to motivate the consumer to take action.
200
What communication channels is a corporation's public-relations department most likely to use to maintain positive relationships with shareholders? A. Press releases, online social networks, and print advertisements B. Newsletters, annual reports, and the company's web site C. News conferences, consumer blogs, and employee manuals. D. Policy manuals, commercials, and sponsorships
What is Newsletters, annual reports, and the company's web site
200
Determine whether the following is a true statement: It is important for the promotional message to be factual. A. False, it must only be memorable. B. True, it should alter facts as necessary. C. False, it need not be based on facts. D. True, it must be based on facts.
What is True, it must be based on facts.
200
Which characteristic of useful marketing information is represented by the statement "The benefits of using the information should be greater than the expense of gathering the data used to generate this information"? A. Timeliness B. Accessibility C. Relevancy D. Cost-effectiveness
What is Cost-effectiveness
300
What is a benefit to businesses of positive word-of-mouth communication? A. Increased product mix B. Decreased advertising costs C. Increased sales D. Decreased operating expense
What is Increased sales
300
What is an example of a successful direct-response advertisement? A. A person orders an exercise machine by telephone after viewing an infomercial. B. A movie theater shows several previews of new films and video releases. C. A popular tourist attraction places a billboard in a remote location. D. A local grocer distributes discount coupons to local businesses.
What is A person orders an exercise machine by telephone after viewing an infomercial.
300
The reason for using certain communications channels, such as coupons, in sales promotion is to A. create long-term demand. B. generate an immediate response. C. persuade customers to remain loyal. D. advertise a new product
What is generate an immediate response.
300
Advertising that promotes the support a bank gives to community projects is __________ advertising. A. promotional B. prestige C. institutional D. service
What is institutional
300
What is an internal source of marketing information for a business? A. Government planning agencies B. Inventory records C. Public libraries D. Trade journals
What is Inventory records
400
What best describes the goal of amplified word-of-mouth? A. Improving the best quality of goods and services the business offers. B. Encouraging customers to provide both positive and negative feedback C. Building loyal relationships with the customers D. Providing information to activists to share with others.
What is Providing information to activists to share with others
400
Ben recently purchased a cellular telephone. The manufacturer provided a form and a special code with the telephone's packaging. Ben completed the form, copied his sales receipt, and mailed these items back to the manufacturer along with the part of the packaging that contained the special code. Within six weeks, Ben recieved a $50 check from the telephone manufacturer. What type of sales-promotion technique was used? A. Warranty B. Coupon C. Sweepstakes D. Rebate
What is Rebate
400
The use of communications channels in public-relations activities is an important part of A. targeting customers. B. marketing products. C. advertising an image. D. providing information.
What is providing information.
400
Which of the following situations most accurately depicts a promotional ethical issue in relation to children: A. A television commercial portrays preschool-age children eating breakfast. B. A print ad in a national teen magazine shows a girl modeling fashionable outerwear. C. A radio spot announces an upcoming concert for preteens during the morning time slot. D. A newscast teaser televises graphic film clips of a war zone during prime-time viewing.
What is A newscast teaser televises graphic film clips of a war zone during prime-time viewing.
400
In planning marketing activities and in making marketing decisions, marketers use a variety of data gathered by a(n) A. inventory control system. B. double-entry bookkeeping system. C. file of employee records. D. marketing-information management system.
What is marketing-information management system.
500
Alexandria has been using Look-So-Good cosmetics for several years and would not consider changing brands. In fact, Alexandria likes the cosmetics so much that she has become an advocate for the cosmetic company. She tells everyone about the features and benefits of Look-So-Good products, and encourages them to try the cosmetics. What type of word-of-mouth marketing is Alexandria using? A. Mobile marketing B. Organic marketing C. Shill marketing D. Virtual marketing
What is Organic marketing
500
During one scene of a popular television show, an actor pours a box of brand-name cereal into a bowl and begins to eat it. What does this exemplify? A. Brand awareness B. Product placement C. Brand identification D. Product programming
What is Product placement
500
What is a reason why a businessperson might write a letter of inquiry? A. To forward a document B. To acknowledge an order C. To request an appointment D. To complain about a product
What is To request an appointment
500
Banner and pop-up ads impact the way audiences receive promotional information. These types of messages exist because of the following technological development: A. HTMT B. Euronet C. URL D. Internet
What is Internet
500
Your company has asked you to make recommendations for new hardware and software to replace the existing marketing-information system. What should you recommend? A. The largest system available for future expansion B. Software that is secure and accessible only to you C. Software that decision makers can use with minimum training D. Software that everyone in the company can use to collect and process data
What is Software that decision makers can use with minimum training