Two major factors are changing the face of today s communications. One of these factors is the fact that:

global communications are not growing rapidly enough.

mass markets are fragmented and marketers are shifting away from mass marketing.

global communications are not growing rapidly enough.

marcom managers have achieved more power and control.

For many years mass-media advertising was king among promotion variables. Today, this form of advertising appears to be giving way to:

other elements of the promotion mix.

The shift from ________________________ has had a dramatic impact on marketing communications.

mass marketing to global marketing

brand management to value management

media manipulation to media control

mass marketing to segmented marketing

mass marketing to global marketing

Current trends in communications and promotions indicate that companies are doing less:

broadcasting and more narrowcasting.

communication and more manipulation.

All of the following are cited by the text as limitations or challenges to marketers trying to use the Web to build brands EXCEPT:

the Internet doesn t build mass brand awareness.

the higher expense of Web advertising versus traditional advertising.

the Internet doesn t build mass brand awareness.

the Web s format and quality constraints.

difficulty in achieving advertising-like solutions on the Web.

The concept of ______________ suggests that the company must blend the promotion tools carefully into a coordinated promotion mix.

integrated marketing communications

One of the arguments that supports the competitive-parity method for budgeting promotions is that:

it is the easiest budget method to use on a global basis.

it is the fairest budget method.

it is generally the cheapest method of allocating funds.

competitor s budgets represent the collective wisdom of the industry.

it is the easiest budget method to use on a global basis.

76 + Mcqs in Advertising and Salesmanship in Bachelor of Business Administration (BBA) Page 1 McqOptions

1.	___________________ is used heavily when introducing a new product category.
A.	Persuasive advertising
B.	Inferential advertising
C.	Reminder advertising
D.	Informative advertising
Answer» E.

Discussion

2.	The _______________________ is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing tools that the company uses to pursue its advertising and marketing objectives.
A.	value mix
B.	integrated dealer mix
C.	marketing communications mix
D.	marketing control mix
Answer» D. marketing control mix

Discussion

3.	Which tool of the promotional mix consists of short-term incentives to encourage the purchase or sale of a product or service?
A.	advertising
B.	public relations
C.	direct marketing
D.	sales promotion
Answer» E.

Discussion

4.	Which tool of the promotional mix is defined as any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor?
A.	advertising
B.	public relations
C.	direct marketing
D.	sales promotion
Answer» B. public relations

Discussion

5.	_________________ is direct communications with carefully targeted individual consumers to obtain an immediate response.
A.	Personal selling
B.	Public relations
C.	Direct marketing
D.	Sales promotion
Answer» D. Sales promotion

Discussion

6.	If a company wants to build a good corporate image, it will probably use which of the following marketing communications mix tools?
A.	advertising
B.	public relations
C.	direct marketing
D.	sales promotion
Answer» C. direct marketing

Discussion

7.	Which of the following major promotional tools use press relations, product publicity, corporate communications, lobbying, and public service to communicate information?
A.	advertising
B.	public relations
C.	direct marketing
D.	sales promotion
Answer» C. direct marketing

Discussion

8.	There is an increasing amount of commerce being done via the Internet. With respect to the promotional mix, which of the following categories would be most directly concerned with Internet commerce?
A.	advertising
B.	public relations
C.	direct marketing
D.	sales promotion
Answer» D. sales promotion

Discussion

9.	The personal presentation by the firm s sales force for the purpose of making sales and building customer relationships is called:
A.	personal selling.
B.	public relations.
C.	direct marketing.
D.	sales promotion.
Answer» B. public relations.

Discussion

10.	Which of the following major promotional tools use the telephone, mail, fax, e-mail, and the Internet to communicate directly with specific consumers?
A.	advertising
B.	public relations
C.	direct marketing
D.	sales promotion
Answer» D. sales promotion

Discussion

11.	Two major factors are changing the face of today s communications. One of these factors is the fact that:
A.	costs of promotion are rising.
B.	mass markets are fragmented and marketers are shifting away from mass marketing.
C.	global communications are not growing rapidly enough.
D.	marcom managers have achieved more power and control.
Answer» C. global communications are not growing rapidly enough.

Discussion

12.	For many years mass-media advertising was king among promotion variables. Today, this form of advertising appears to be giving way to:
A.	product differentiation.
B.	other elements of the promotion mix.
C.	nonmanipulative variables.
D.	a move away from promotion.
Answer» C. nonmanipulative variables.

Discussion

13.	The shift from ________________________ has had a dramatic impact on marketing communications.
A.	brand management to value management
B.	media manipulation to media control
C.	mass marketing to segmented marketing
D.	mass marketing to global marketing
Answer» D. mass marketing to global marketing

Discussion

14.	Current trends in communications and promotions indicate that companies are doing less:
A.	marketing and more promotion.
B.	broadcasting and more narrowcasting.
C.	selling and more advertising.
D.	communication and more manipulation.
Answer» C. selling and more advertising.

Discussion

15.	Although the promotion mix is the company s primary communication activity, the __________________ must be coordinated for greatest communication impact.
A.	organizational culture
B.	entire marketing mix
C.	demand mix
D.	profit variables in a company
Answer» C. demand mix

Discussion

16.	___________ are certificates that give buyers a saving when they purchase specified products.
A.	Samples
B.	Premiums
C.	Coupons
D.	Patronage rewards
Answer» D. Patronage rewards

Discussion

17.	All of the following are cited by the text as limitations or challenges to marketers trying to use the Web to build brands EXCEPT:
A.	the higher expense of Web advertising versus traditional advertising.
B.	the Internet doesn t build mass brand awareness.
C.	the Web s format and quality constraints.
D.	difficulty in achieving advertising-like solutions on the Web.
Answer» B. the Internet doesn t build mass brand awareness.

Discussion

18.	If a company s 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 following promotion forms?
A.	advertising
B.	personal selling
C.	public relations
D.	sales promotion
Answer» B. personal selling

Discussion

19.	Which of the following promotional forms is often described as being too impersonal and only a one-way communication form?
A.	advertising
B.	personal selling
C.	public relations
D.	sales promotion
Answer» B. personal selling

Discussion

20.	The concept of ______________ suggests that the company must blend the promotion tools carefully into a coordinated promotion mix.
A.	public relations
B.	integrated market planning
C.	integrated marketing communications
D.	global cultural imperatives
Answer» D. global cultural imperatives

Discussion

21.	The promotion tool that may include coupons, contests, premiums, and other means of attracting consumer attention is best described as being which of the following?
A.	advertising
B.	personal selling
C.	public relations
D.	sales promotion
Answer» E.

Discussion

22.	The measure of how many times the average person in the target market is exposed to the message is called:
A.	reach.
B.	frequency.
C.	impact.
D.	performance.
Answer» C. impact.

Discussion

23.	A __________________ is a promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand. If the strategy is successful, consumer demand will move the product through the channel.
A.	push strategy
B.	pull strategy
C.	blocking strategy
D.	integrated strategy
Answer» C. blocking strategy

Discussion

24.	A ________________ is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.
A.	push strategy
B.	pull strategy
C.	blocking strategy
D.	integrated strategy
Answer» B. pull strategy

Discussion

25.	Personal selling is an expensive form of promotion. For example, research shows that personal selling costs companies _______ per sales call.
A.	$170
B.	$140
C.	$100
D.	$75
Answer» B. $140

Discussion

26.	__________ is defined as being cash or gifts to dealers or their sales forces to push the manufacturer s goods.
A.	A display allowance
B.	A price-off
C.	A spiff
D.	Push money
Answer» E.

Discussion

27.	__________________ is well suited to highly targeted marketing efforts and to building one-to-one customer relationships.
A.	Advertising
B.	Public relations
C.	Sales promotion
D.	Direct marketing
Answer» E.

Discussion

28.	Which of the following promotional budget methods wrongly views sales as the cause of promotion rather than as the result?
A.	affordable method
B.	percentage-of-sales method
C.	competitive-parity method
D.	objective-and-task method
Answer» C. competitive-parity method

Discussion

29.	Which of the following strategies is usually followed by B2B companies with respect to promotion strategy?
A.	push strategy
B.	pull strategy
C.	blocking strategy
D.	integrated strategy
Answer» B. pull strategy

Discussion

30.	If a retailer were to offer the consumer a two for one deal in purchasing merchandise, which of the following sales promotional techniques would have been used?
A.	samples
B.	premiums
C.	coupons
D.	price packs
Answer» E.

Discussion

31.	If an advertiser were to give consumers useful articles (imprinted with the advertiser s name) as gifts (such a pen or calendar), which of the following sales promotional forms would the advertiser be using?
A.	samples
B.	premiums
C.	point-of-purchase promotions
D.	advertising specialties
Answer» E.

Discussion

32.	The type of trade-promotion discount in which manufacturers agree to reduce the price to the retailer in exchange for the retailer s agreement to feature the manufacturer s products in some way is called a(n):
A.	discount.
B.	allowance.
C.	premium.
D.	rebate.
Answer» C. premium.

Discussion

33.	________________ has the advantage of being high in selectivity, low cost, immediacy, and interactive capabilities.
A.	Direct mail
B.	Outdoor
C.	Online
D.	Radio
Answer» D. Radio

Discussion

34.	The measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time is called:
A.	reach.
B.	frequency.
C.	impact.
D.	performance.
Answer» B. frequency.

Discussion

35.	One of the arguments that supports the competitive-parity method for budgeting promotions is that:
A.	it is the fairest budget method.
B.	it is generally the cheapest method of allocating funds.
C.	competitor s budgets represent the collective wisdom of the industry.
D.	it is the easiest budget method to use on a global basis.
Answer» D. it is the easiest budget method to use on a global basis.

Discussion

36.	In terms of execution styles, which type of advertising might show how a product contributes to a person s workout and health regime?
A.	slice of life
B.	lifestyle
C.	mood or imagery
D.	personality symbol
Answer» C. mood or imagery

Discussion

37.	The advantages of audience selectivity, no ad competition, and personalization apply to which type of media?
A.	newspapers
B.	television
C.	direct mail
D.	radio
Answer» D. radio

Discussion

38.	A specific communication task to be accomplished with a specific target audience during a specific period of time is called an:
A.	advertising campaign.
B.	advertising objective.
C.	advertising criterion.
D.	advertising evaluation.
Answer» C. advertising criterion.

Discussion

39.	If an advertiser were to use corporate stationery, brochures, signs, and business cards to advance the public relations interests of the company, they would be using which of the following forms of PR?
A.	slick-back materials
B.	audiovisual materials
C.	corporate identity materials
D.	public service materials
Answer» D. public service materials

Discussion

40.	Which of the following WOULD NOT be one of the primary advertising objectives as classified by primary purpose?
A.	to inform
B.	to persuade
C.	to remind
D.	to make profits
Answer» E.

Discussion

41.	After determining its advertising objectives, a company next sets its ____________ for each product.
A.	advertising strategy
B.	advertising budget
C.	advertising goals
D.	advertising format
Answer» C. advertising goals

Discussion

42.	________________ is a major promotion function whose objective is to build good relations with the company s various publics.
A.	Advertising
B.	Direct marketing
C.	Public relations
D.	Specialty events
Answer» D. Specialty events

Discussion

43.	Which of the following strategies is usually followed by B2C companies with respect to promotion strategy?
A.	push strategy
B.	pull strategy
C.	blocking strategy
D.	integrated strategy
Answer» C. blocking strategy

Discussion

44.	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?
A.	slice of life
B.	lifestyle
C.	mood or imagery
D.	personality symbol
Answer» B. lifestyle

Discussion

45.	Keeping consumers thinking about the product is the objective for which type of advertising?
A.	informative advertising.
B.	psychological advertising.
C.	reminder advertising.
D.	persuasive advertising.
Answer» D. persuasive advertising.

Discussion

46.	_________________ is short-term incentives to encourage purchase or sales of a product or service.
A.	Advertising
B.	Sales promotion
C.	Online advertising
D.	Public relations
Answer» C. Online advertising

Discussion

47.	If an advertiser wants flexibility, timeliness, good local market coverage, broad acceptability, and high believability, the advertiser will probably choose which of the following mass media types?
A.	newspapers
B.	television
C.	direct mail
D.	radio
Answer» B. television

Discussion

48.	If Sony tries to convince consumers that its brand of computer disks is the best quality for the money, it is using which of the following forms of advertising?
A.	informative advertising
B.	psychological advertising
C.	reminder advertising
D.	persuasive advertising
Answer» E.

Discussion

49.	The type of trade-promotion tool in which the manufacturer takes a fixed amount off the list price on each case purchased during a stated period of time is called a(n):
A.	discount.
B.	allowance.
C.	premium.
D.	rebate.
Answer» B. allowance.

Discussion

50.	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?
A.	testimonial evidence
B.	lifestyle
C.	mood or imagery
D.	personality symbol
Answer» E.

Discussion

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

___________________ is used heavily when introducing a new product category.

The _______________________ is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing tools that the company uses to pursue its advertising and marketing objectives.

Which tool of the promotional mix consists of short-term incentives to encourage the purchase or sale of a product or service?

Which tool of the promotional mix is defined as any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor?

_________________ is direct communications with carefully targeted individual consumers to obtain an immediate response.

If a company wants to build a good corporate image, it will probably use which of the following marketing communications mix tools?

Which of the following major promotional tools use press relations, product publicity, corporate communications, lobbying, and public service to communicate information?

There is an increasing amount of commerce being done via the Internet. With respect to the promotional mix, which of the following categories would be most directly concerned with Internet commerce?

The personal presentation by the firm s sales force for the purpose of making sales and building customer relationships is called:

Which of the following major promotional tools use the telephone, mail, fax, e-mail, and the Internet to communicate directly with specific consumers?

Two major factors are changing the face of today s communications. One of these factors is the fact that:

For many years mass-media advertising was king among promotion variables. Today, this form of advertising appears to be giving way to:

The shift from ________________________ has had a dramatic impact on marketing communications.

Current trends in communications and promotions indicate that companies are doing less:

Although the promotion mix is the company s primary communication activity, the __________________ must be coordinated for greatest communication impact.

___________ are certificates that give buyers a saving when they purchase specified products.

All of the following are cited by the text as limitations or challenges to marketers trying to use the Web to build brands EXCEPT:

If a company s 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 following promotion forms?

Which of the following promotional forms is often described as being too impersonal and only a one-way communication form?

The concept of ______________ suggests that the company must blend the promotion tools carefully into a coordinated promotion mix.

The promotion tool that may include coupons, contests, premiums, and other means of attracting consumer attention is best described as being which of the following?

The measure of how many times the average person in the target market is exposed to the message is called:

A __________________ is a promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand. If the strategy is successful, consumer demand will move the product through the channel.

A ________________ is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.

Personal selling is an expensive form of promotion. For example, research shows that personal selling costs companies _______ per sales call.

__________ is defined as being cash or gifts to dealers or their sales forces to push the manufacturer s goods.

__________________ is well suited to highly targeted marketing efforts and to building one-to-one customer relationships.

Which of the following promotional budget methods wrongly views sales as the cause of promotion rather than as the result?

Which of the following strategies is usually followed by B2B companies with respect to promotion strategy?

If a retailer were to offer the consumer a two for one deal in purchasing merchandise, which of the following sales promotional techniques would have been used?

If an advertiser were to give consumers useful articles (imprinted with the advertiser s name) as gifts (such a pen or calendar), which of the following sales promotional forms would the advertiser be using?

The type of trade-promotion discount in which manufacturers agree to reduce the price to the retailer in exchange for the retailer s agreement to feature the manufacturer s products in some way is called a(n):

________________ has the advantage of being high in selectivity, low cost, immediacy, and interactive capabilities.

The measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time is called:

One of the arguments that supports the competitive-parity method for budgeting promotions is that:

In terms of execution styles, which type of advertising might show how a product contributes to a person s workout and health regime?

The advantages of audience selectivity, no ad competition, and personalization apply to which type of media?

A specific communication task to be accomplished with a specific target audience during a specific period of time is called an:

If an advertiser were to use corporate stationery, brochures, signs, and business cards to advance the public relations interests of the company, they would be using which of the following forms of PR?

Which of the following WOULD NOT be one of the primary advertising objectives as classified by primary purpose?

After determining its advertising objectives, a company next sets its ____________ for each product.

________________ is a major promotion function whose objective is to build good relations with the company s various publics.

Which of the following strategies is usually followed by B2C companies with respect to promotion strategy?

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?

Keeping consumers thinking about the product is the objective for which type of advertising?

_________________ is short-term incentives to encourage purchase or sales of a product or service.

If an advertiser wants flexibility, timeliness, good local market coverage, broad acceptability, and high believability, the advertiser will probably choose which of the following mass media types?

If Sony tries to convince consumers that its brand of computer disks is the best quality for the money, it is using which of the following forms of advertising?

The type of trade-promotion tool in which the manufacturer takes a fixed amount off the list price on each case purchased during a stated period of time is called a(n):

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?