27 + Mcqs in General McqOptions

1.	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

2.	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

3.	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

4.	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

5.	__________________ 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

6.	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

7.	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

8.	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

9.	________________ 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

10.	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

11.	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

12.	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

13.	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

14.	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

15.	_________________ 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

16.	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

17.	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

18.	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

19.	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

20.	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

21.	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

22.	_________________ 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

23.	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

24.	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

25.	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

26.	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

27.	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

Explore topic-wise MCQs in Testing Subject.

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?

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?

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:

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

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

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

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.

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

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

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):

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

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

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

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):

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

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 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?

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

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

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

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

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

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?

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

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

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