76 + Mcqs in Advertising and Salesmanship Page 2 McqOptions

51.	In evaluating messages for advertising, pointing out the benefits that make the product more desirable or interesting to consumers ensures that the message will be:
A.	meaningful.
B.	distinctive.
C.	believable.
D.	remembered.
Answer» B. distinctive.

Discussion

52.	When Avis positioned itself against market-leading Hertz by claiming, We re number two, so we try harder, it was using which of the following forms of advertising?
A.	informative advertising
B.	psychological advertising
C.	reminder advertising
D.	comparative advertising
Answer» E.

Discussion

53.	All of the following would be considered to be functions performed in public relations EXCEPT:
A.	press relations.
B.	public affairs.
C.	bribery (when necessary).
D.	lobbying.
Answer» D. lobbying.

Discussion

54.	In evaluating messages for advertising, telling how the product is better than the competing brands aims at making the ad:
A.	meaningful.
B.	distinctive.
C.	believable.
D.	remembered.
Answer» C. believable.

Discussion

55.	If Cheerios includes a free toy from a Disney movie in its cereal boxes as an incentive to purchase cereal, which of the following forms of sales promotion was used?
A.	samples
B.	premiums
C.	coupons
D.	price packs
Answer» C. coupons

Discussion

56.	According to the chapter, all of the following have promoted the importance of the media-planning function EXCEPT:
A.	media fragmentation.
B.	the development of the Internet.
C.	soaring media costs.
D.	more focused target marketing strategies.
Answer» C. soaring media costs.

Discussion

57.	All of the following would be considered to be major public relations tools EXCEPT:
A.	news.
B.	speeches.
C.	testifying.
D.	special events such as news conferences.
Answer» D. special events such as news conferences.

Discussion

58.	The largest U.S. advertising agency is ____________ with an annual gross income of $1.8 billion on billings.
A.	J. Walter Thompson
B.	Saatchi & Saatchi
C.	BBD&O Global
D.	McCann-Erikson Worldwide
Answer» E.

Discussion

59.	In terms of execution styles, which type of advertising makes no claim about the product except to suggest that the product is part of such feelings as love or beauty?
A.	slice of life
B.	lifestyle
C.	mood or imagery
D.	personality symbol
Answer» D. personality symbol

Discussion

60.	Setting the promotion budget so as to match the budgets of the competition is characteristic of which of the following budget methods?
A.	affordable method
B.	percentage-of-Sales method
C.	competitive-parity method
D.	objective-and-task method
Answer» D. objective-and-task method

Discussion

61.	Which of the following mass media forms has the disadvantages of long ad-purchase lead time, high cost, no guarantee of position?
A.	newspapers
B.	television
C.	magazines
D.	radio
Answer» D. radio

Discussion

62.	Media planners consider many factors when making their media choices. According to the text, all of the following factors would be considered EXCEPT:
A.	the fashionability of the media.
B.	the media habits of target consumers.
C.	the nature of the product.
D.	the type of message to be used.
Answer» B. the media habits of target consumers.

Discussion

63.	Advertising reaches almost all facets of business in the United States. It has been estimated that advertising runs an annual bill of ________________ in the United States alone.
A.	$2 billion
B.	$244 billion
C.	$25 billion
D.	$150 billion
Answer» C. $25 billion

Discussion

64.	Developing an effective message strategy begins with identifying customer ___________ that can be used as advertising appeals.
A.	demographics
B.	lifestyles
C.	psychographics
D.	benefits
Answer» E.

Discussion

65.	No matter how big the advertising budget, advertising can succeed only if commercials:
A.	are economically feasible.
B.	gain attention and communicate well.
C.	are acceptable on a global level.
D.	are artistically pleasing.
Answer» C. are acceptable on a global level.

Discussion

66.	All of the following are benefits of a standardization policy in global advertising EXCEPT:
A.	lower advertising costs.
B.	greater global advertising coordination.
C.	an attention to local differences in various global markets.
D.	more consistent worldwide image.
Answer» D. more consistent worldwide image.

Discussion

67.	_________________ combine(s) sight, sound, and motion; appeals to the senses; and, has a low cost per exposure as advantages.
A.	Newspapers
B.	Television
C.	Direct mail
D.	Radio
Answer» C. Direct mail

Discussion

68.	Marketing management must make four important decisions when developing an advertising program. All of the following would be among those decisions EXCEPT:
A.	setting advertising objectives.
B.	setting the advertising budget.
C.	setting procedures for an advertising culture audit.
D.	developing advertising strategy.
Answer» D. developing advertising strategy.

Discussion

69.	Advertising appeals should have three characteristics. All of the following are among those characteristics EXCEPT:
A.	be meaningful.
B.	be tasteful.
C.	be believable.
D.	be distinctive.
Answer» C. be believable.

Discussion

70.	Several factors have contributed to the rapid growth of sales promotion. All of the factors listed below have played a part in that growth EXCEPT:
A.	greater pressure to increase sales.
B.	more competition and a decline in differentiation of brands.
C.	a relaxing of government regulations governing sales promotion.
D.	advertising efficiency has declined.
Answer» D. advertising efficiency has declined.

Discussion

71.	No matter which form of direct marketing might be used by a promotional manager, all of the forms have several characteristics in common. Which of the following WOULD NOT be among those characteristics?
A.	nonpublic
B.	immediate
C.	producer controlled
D.	interactive
Answer» D. interactive

Discussion

72.	Manufacturers direct most of their sales promotional dollars toward which of the following groups?
A.	consumers
B.	retailers and wholesalers
C.	lobbyists
D.	publics such as shareholders
Answer» C. lobbyists

Discussion

73.	Which of the following promotional tools can reach many prospects who otherwise avoid salespeople and is received as news rather than as a sales-directed communication?
A.	advertising
B.	personal selling
C.	public relations
D.	sales promotion
Answer» D. sales promotion

Discussion

74.	Which of the following consumer-promotion tools is the most effective, but most expensive, way to introduce a new product?
A.	coupons
B.	price packs
C.	contests
D.	samples
Answer» E.

Discussion

75.	The promotional tool that marketers tend to underuse or use only as an afterthought is best described as being which of the following?
A.	advertising
B.	personal selling
C.	public relations
D.	sales promotion
Answer» D. sales promotion

Discussion

76.	Which of the following promotional tools is often the most effective tool at certain stages in the buying process, particularly in building up buyers preferences, convictions, and actions?
A.	advertising
B.	personal selling
C.	public relations
D.	sales promotion
Answer» C. public relations

Discussion

Explore topic-wise MCQs in Bachelor of Business Administration (BBA).

In evaluating messages for advertising, pointing out the benefits that make the product more desirable or interesting to consumers ensures that the message will be:

When Avis positioned itself against market-leading Hertz by claiming, We re number two, so we try harder, it was using which of the following forms of advertising?

All of the following would be considered to be functions performed in public relations EXCEPT:

In evaluating messages for advertising, telling how the product is better than the competing brands aims at making the ad:

If Cheerios includes a free toy from a Disney movie in its cereal boxes as an incentive to purchase cereal, which of the following forms of sales promotion was used?

According to the chapter, all of the following have promoted the importance of the media-planning function EXCEPT:

All of the following would be considered to be major public relations tools EXCEPT:

The largest U.S. advertising agency is ____________ with an annual gross income of $1.8 billion on billings.

In terms of execution styles, which type of advertising makes no claim about the product except to suggest that the product is part of such feelings as love or beauty?

Setting the promotion budget so as to match the budgets of the competition is characteristic of which of the following budget methods?

Which of the following mass media forms has the disadvantages of long ad-purchase lead time, high cost, no guarantee of position?

Media planners consider many factors when making their media choices. According to the text, all of the following factors would be considered EXCEPT:

Advertising reaches almost all facets of business in the United States. It has been estimated that advertising runs an annual bill of ________________ in the United States alone.

Developing an effective message strategy begins with identifying customer ___________ that can be used as advertising appeals.

No matter how big the advertising budget, advertising can succeed only if commercials:

All of the following are benefits of a standardization policy in global advertising EXCEPT:

_________________ combine(s) sight, sound, and motion; appeals to the senses; and, has a low cost per exposure as advantages.

Marketing management must make four important decisions when developing an advertising program. All of the following would be among those decisions EXCEPT:

Advertising appeals should have three characteristics. All of the following are among those characteristics EXCEPT:

Several factors have contributed to the rapid growth of sales promotion. All of the factors listed below have played a part in that growth EXCEPT:

No matter which form of direct marketing might be used by a promotional manager, all of the forms have several characteristics in common. Which of the following WOULD NOT be among those characteristics?

Manufacturers direct most of their sales promotional dollars toward which of the following groups?

Which of the following promotional tools can reach many prospects who otherwise avoid salespeople and is received as news rather than as a sales-directed communication?

Which of the following consumer-promotion tools is the most effective, but most expensive, way to introduce a new product?

The promotional tool that marketers tend to underuse or use only as an afterthought is best described as being which of the following?

Which of the following promotional tools is often the most effective tool at certain stages in the buying process, particularly in building up buyers preferences, convictions, and actions?