Answers from MCQs

Question 1

According to the integrated marketing approach to promotion, personal selling should be viewed as a:

Answer 1

partner with the other elements of the promotional mix.

Question 2

Personal selling differs from other forms of promotional communications because it uses _____ communications and the other elements of the promotional mix do not.

Answer 2

dyadic

Question 3

The sales force is a major party of the integrated marketing communications (IMC) mix, when:

Answer 3

advertising media do not provide effective links with target markets

Question 4

The personal selling area is constantly evolving from the impact of technology. Which of these is not one of the traditional seven steps of selling?

Answer 4

negotiation

Question 5

A salesperson who wants to create a long-term bond with a customer should use:

Answer 5

relationship marketing

Question 6

In which type of industry would you be most likely to find missionary sales reps?

Answer 6

industries where the manufacturer uses a distributor

Question 7

After Humphrey purchased a new digital camera for his vacation, the retail sales clerk asked if he would also like to buy digital cards on which he could store the pictures until he was back at his computer again. The sales clerk has just engaged in:

Answer 7

cross-selling

Question 8

Which of the following is a disadvantage associated with the use of personal selling?

Answer 8

poor reach

Question 9

A manufacturer could combine personal selling and _____ if it got a national newspaper to run a series of articles describing a new product it was developing, that was made of recycled materials, and then instructed its salespeople to mail the news article, along with a personal card, to each customer they thought might be interested in buying the new product.

Answer 9

public relations activities

Question 10

A manufacturer could combine personal selling and _____ if it got a national newspaper to run a series of articles describing a new product it was developing, that was made of recycled materials, and then instructed its salespeople to mail the news article, along with a personal card, to leads they thought might be interested in buying the new product.

Answer 10

direct marketing

Question 11

The number of sales calls made, selling expenses and percentage of goods returned are all examples of _____ measures of a salesperson’s performance.

Answer 11

quantitative

Question 12

Which of the following is not an example of a criterion that can be used to evaluate a salesperson’s performance?

Answer 12

new-product development

Question 13

What does it mean when the text describes sales promotions as acceleration tools?

Answer 13

Sales promotions are designed to speed up the sales process.

Question 14

The fact consumers have become less brand loyal and are purchasing more on the basis of price has resulted in:

Answer 14

the use of more sales promotions

Question 15

Worldspan, a travel company, has sponsored SEC, Big Ten and Mountain West sports for years. Worldspan uses its sponsorships to develop relationships with universities and with their graduates. In other words, its uses its sales promotion to:

Answer 15

target specific markets

Question 16

Which of the following is the best example of a product that is suitable for sampling?

Answer 16

dry pet food

Question 17

Redbull had cans of its energiser drinks to give out to attendees at the National Skateboarding Championship Games. This would have been an example of _____ sampling.

Answer 17

event

Question 18

The toys found in McDonald’s Happy Meal boxes are a classic example of a:

Answer 18

free premium

Question 19

Clear Channel radio stations ran a _____, a type of _____ in which it offered listeners a chance to win $2 million if they were the correct caller after they heard Elton John’s voice say, ‘Call now for your chance at $2 million’.

Answer 19

sweepstake; consumer promotion

Question 20

Which of the following statements about how contests and incentives are used as trade promotions is true?

Answer 20

Contests and incentives can be tied to product sales, new account placements or merchandising efforts.

Question 21

Buying allowances are used because they are:

Answer 21

• easy to implement
• well-accepted by resellers
• an effective way to encourage resellers to buy a manufacturer’s products

Question 22

A few years ago Dannon introduced a yoghurt-based drink which never hit a forecasted level of minimum sales. Some supermarkets demanded Dannon pay ______ to cover the costs associated with stocking, maintaining inventories and pulling the product off the shelves.

Answer 22

failure fees

Question 23

Marketing public relations (MPR) functions add value to the integrated marketing communication (IMC) program by:

Answer 23

• creating advertising news where there is no product news
• providing information to opinion leaders
• building marketing excitement before media advertising breaks

Question 24

Which of the following is an example of a disadvantage associated with the use of marketing public relations (MPR)?

Answer 24

There are no standard effectiveness measures for MPR.

Question 25

Once research has been conducted and the target audiences identified, the public relations program must be developed and delivered to the receivers. Which of the following is not an example of a PR tool used for this purpose?

Answer 25

product placement

Question 26

Which of the following statements about public relations is true?

Answer 26

The key to effective public relations is to establish a good program, worthy of public interest, and to manage it properly.

Question 27

Publicity:

Answer 27

is the generation of news about a person or product that appears in broadcast or print media

Question 28

The two major problems that arise from the use of publicity deal with:

Answer 28

timing and accuracy

Question 29

Handy Homes employed 116 athletes who participated in the Beijing Olympics. The retailer gave them money and time off to make their dreams a reality. The Handy Homes ads showed its athlete-employees preparing to leave for the Olympics and saying good-bye to co-workers. These ads can be categorised as:

Answer 29

image advertising

Question 30

Handy Homes employed 116 athletes who participated in the Beijing Olympics. The retailer gave them money and time off to make their dreams a reality. The Handy Homes ads, showing its athlete-employees preparing to leave for the Olympics and saying good-bye to co-workers, would be an example of:

Answer 30

corporate advertising

Question 31

Roughly 100 million mobile phones are discarded each year in Europe alone. This results in tens of thousands of tonnes of waste each year. One phone retailer has set up a recycling program in which they accept used mobiles from customers, sell the reusable parts and recycle the other components (resins, plastics and glass), sending them to China where they are reused. An ad, sponsored by the retailer, trying to enlist customers and other computer resellers to recycle to preserve the environment, would be an example of:

Answer 31

advocacy advertising

Question 32

AngloGold, the South African gold mining company, sponsors a charity that works to prevent AIDS and to treat those who are already stricken with the disease. The company made a large donation to an AIDS organisation and has promised continued support. An ad describing these activities and asking others for additional support would be an example of:

Answer 32

cause-related advertising

Question 33

Which of the following statements about the use of the internet in an IMC program is true?

Answer 33

The internet has had a major impact on the media landscape and the way marketers communicate with customers.

Question 34

Reasons for the ‘digital revolution’ include consumers’ desire for ____________ and __________________.

Answer 34

information; control over information they receive

Question 35

When major corporations first began to conduct business on the internet, they put up websites primarily for the purpose of:

Answer 35

providing information

Question 36

Which of the following is an example of a communications objective for marketing on the internet?

Answer 36

• create awareness
• generate interest
• stimulate trial

Question 37

Which of the following is not an internet communication objective?

Answer 37

develop consumer demographic profiles

Question 38

In the adoption of new products by consumers, the internet has been found to be an effective medium to _________________.

Answer 38

stimulate trial

Question 39

There are two types of internet sponsorships:

Answer 39

regular and content

Question 40

Personalisation is closely related to:

Answer 40

webcasting technologies

Question 41

The fastest growing form of advertising on the internet is:

Answer 41

paid search or search engine advertising

Question 42

Which of the following statements about internet terminology is true?

Answer 42

The use of streaming video is an example of rich media.

Question 43

Which of the following describes a disadvantage associated with use of the internet as an advertising medium?

Answer 43

the potential for annoyance

Question 44

the potential for annoyance

Answer 44

the growing use of consumer credit cards

Question 45

Clean & Pure (C&P) developed a tagline for its night cream: ‘Always clean and pure’. To support its new tagline, C&P sent postcards to customers listed in an in-house database. The postcards showed the C&P logo and the words ‘It’s coming. 06/12’. The first step C&P should have taken to implement this direct marketing program was to:

Answer 45

establish the program’s objectives

Question 46

Australia Post recommends direct marketers use an RFM scoring method for determining the effectiveness of their databases. The ‘M’ in RFM stands for:

Answer 46

monetary transactions between the company and the customer

Question 47

In the _____ to direct marketing, the medium is used directly to obtain an order. The goal is to generate an immediate sale when the ad is shown.

Answer 47

one-step approach

Question 48

Clean & Pure (C&P) developed a tagline for its night cream: ‘Always clean and pure’. To support its new tagline, C&P sent postcards to customers listed in an in-house database. The postcards showed the C&P logo and the words ‘It’s coming. 06/12’. This in-house database was used as:

Answer 48

a mailing list

Question 49

Whiskas cat food mailed a packet of catnip seed to every person who visited its website. The visit to the website had triggered a donation to Whiskas Homeward Bound program, which supports cat shelters across the nation. The seed packet was Whiskas’ way to thank each visitor. With the catnip seeds, a note advised consumers to visit www.whiskas.com.au if they wanted to create a cat-friendly garden. The mailing of the catnip, plus a note inviting consumers back to the website, illustrates the use of _____ on the internet.

Answer 49

direct marketing

Question 50

What is the simplest way to determine the effectiveness of a direct-marketing program?

Answer 50

Count the number of responses generated.

Question 51

Broadcast commercials for Readers Digest, advising viewers to watch their mail for sweepstakes coupons from Readers Digest, is an example of:

Answer 51

support advertising

Question 52

The three forms of direct selling are the party plan, repetitive person-to-person selling and:

Answer 52

non-repetitive person-to-person selling

Question 53

What does it mean when an advertiser expresses concern about direct marketing providing selective reach?

Answer 53

The advertiser is concerned about waste coverage.

Question 54

Which of the following is a disadvantage associated with direct marketing?

Answer 54

increasing postal rates

Question 55

A manufacturer of riding equipment used an Olympic gold medallist in its ads because it believed an equestrian champion shown using its equipment would attract the attention of non-users. If it were discovered at a later date that the rider had fed his horse some illegal drug to enhance its performance and the Olympic Committee stripped him of his gold medal, the riding equipment manufacturer would have a problem with:

Answer 55

source factor

Question 56

Which of the following is not an example of a field posttest?

Answer 56

portfolio tests

Question 57

Conducting evaluative research on advertising is not easy. To simplify the task, twenty-one of the largest advertising agencies in the United States created a set of nine principles called PACT. The acronym PACT stands for:

Answer 57

positioning advertising copy testing

Question 58

Which of the following statements describes a weakness associated with focus group research?

Answer 58

The results are not quantifiable.

Question 59

A marketer of vitamin and mineral supplements targeted to people over 50 has developed an ad in which it implies that older people who take its supplements have the desire and the vigour to engage in sexual activities in the most unusual places. Using what kind of pretests would the marketer discover whether many older people consider the ad offensive?

Answer 59

comprehension and reaction tests

Question 60

A consumer jury has been asked to rate a series of automobile commercials. Many members of the jury grew up during the 1980s and really like heavy metal bands. Only one of the commercials uses a heavy metal sound track. They ranked this commercial as their favourite even though they also admitted that the car was difficult to see in the commercial lighting and the copy was boring. The _____ caused them to like the commercial based on a single attribute.

Answer 60

halo effect

Question 61

The primary advantage of using a dummy advertising vehicle to pretest finished ads is:

Answer 61

its ability to approximate a more natural setting than other testing methods

Question 62

Eye tracking:

Answer 62

• can identify strengths and weaknesses of ads
• has been used to measure the effectiveness of internet advertising
• is used to determine which element of the ad is attracting attention

Question 63

The most popular method of posttesting an ad’s effectiveness in the broadcasting industry is:

Answer 63

DAR tests

Question 64

The advantage of test marketing ads is:

Answer 64

realism

Question 65

For tracking studies to successfully measure an ad’s effectiveness:

Answer 65

The research objectives should be properly defined.

Question 66

Digital platforms are playing an increasingly important part in IMC. Which one of these is not an example of digital platforms?

Answer 66

netbooks, tablets, Facebook

Question 67

A movie production company that has made a big budget science fiction movie will more than likely want to promote the movie on the SciFi channel because of the very specialised market that channel targets. In other words, the movie production company wants to use:

Answer 67

narrowcasting

Question 68

Whirlpool, an appliance manufacturer, developed a washer that is environmentally-friendly. Even though Whirlpool is excited about the prospects for the new product, it realises most consumers will consider the product boring. The Whirlpool agency has developed an extremely creative ad for the new washer that makes use of sight and sound to create a perception of how exciting it can be to do something good for the earth without having to expend any extra effort. What media do you recommend for this ad?

Answer 68

tv

Question 69

Charlene enjoys watching TV programs on the History channels and the Discovery channels and sometimes has a hard time choosing which programs to watch. She will often start with one program and move to another as soon as commercials begin. Then she will move to yet another show at start of the next commercial break. Charlene engages in:

Answer 69

zapping

Question 70

The cost of buying TV advertising time varies depending on the:

Answer 70

time of day and the particular TV program

Question 71

Mazda has run several commercials in which it shows stunt drivers making Mazda automobiles do nearly impossible manoeuvres to show audiences how Mazda will respond for them in more normal driving situations. Each commercial has the same young boy saying, ‘Zoom. Zoom’. Imagine a radio commercial for Mazda in which the sounds of revving engines in the background are overlaid with the voice of the young boy saying the same thing. This would be the use of a technique called:

Answer 71

image transfer

Question 72

Australasian Dirt Bike, Men’s Health and Cosmopolitan magazines are all examples of _____ magazines because they are purchased by the general public for information and/or entertainment.

Answer 72

consumer

Question 73

In a full-page ad for Vaseline Intensive Care lotion, there is a picture of a woman in a strapless gown with the slogan, ‘Why should your face get all the good stuff?’ The ad extends to the end of the page with no white margins. This ad uses:

Answer 73

bleed page

Question 74

Deborah subscribes to Australian Crafts, a magazine that provides instructions on crafts such as soap making, tatting and cane weaving. She saves every issue and often uses them as reference material. The way Deborah uses this publication demonstrates which advantage of magazines as an advertising medium?

Answer 74

permanence

Question 75

When an advertiser uses a split run, it is taking advantage of which benefit offered by magazines?

Answer 75

services

Question 76

A small company is marketing a line of fluorescent-coloured duct tape. It wants to target skateboarders because duct tape is a popular way of repairing battered boards. The company also thinks its product has value to crafters as decorative trim. Furthermore, it sees do-it-yourselfers as a third market for the tape. Which of the following techniques could it use to most efficiently market its tape?

Answer 76

use a magazine network

Question 77

The major types of newspaper advertising are:

Answer 77

display and classified

Question 78

In most areas of the country, at least 50 per cent of the households read a daily newspaper. Which advantage of newspapers as an advertising medium does this fact describe?

Answer 78

extensive penetration

Question 79

_____ are used to reach those people in the target market that primary media may not have reached and to reinforce or support their messages:

Answer 79

alternative media

Question 80

Outdoor advertising includes street furniture, billboards and:

Answer 80

transit advertising

Question 81

Advertising that is moved around on scooter trailers is:

Answer 81

a mobile billboard

Question 82

Geographic selectivity, a high degree of frequency, long length of exposure and low absolute and relative costs are all advantages of:

Answer 82

out-of-home advertising

Question 83

A major reason for the continued success of outdoor advertising is:

Answer 83

it has a very effective CPM (cost per thousand)

Question 84

Which of the following advertising media is described as non-intrusive?

Answer 84

yellow pages

Question 85

Lack of clutter, demographic selectivity and high recall levels are all advantages of:

Answer 85

cinema advertising

Question 86

The fact the characters on the television show Neighbours frequently drank Schweppes beverages is an example of:

Answer 86

product placement

Question 87

Which of the following statements about media planning is true?

Answer 87

Media planning is a process which means a number of decisions are made, each of which can be altered or abandoned as the plan develops.

Question 88

Which of the following is a problem that contributes to the difficulty associated with media planning?

Answer 88

inconsistent terminology

Question 89

The index number is considered a good indicator of:

Answer 89

market potential

Question 90

Which of the following is an example of an internal factor that can influence media planning?

Answer 90

managerial and administrative capabilities

Question 91

When an ad for items to celebrate the Chinese New Year is published in a local newspaper that reaches everyone in a community—not just its Chinese population, _____ has occurred:

Answer 91

waste coverage

Question 92

Timex watches are advertised during December, when they are frequently purchased as gifts, and at graduation time for the same reason. At other times of the year, you will not see ads for Timex watches. Timex uses a _____ schedule for its advertising.

Answer 92

flighting

Question 93

If an ad promoting the newest Brad Pitt movie is placed on two television shows, the total number of people exposed to the ad once is called:

Answer 93

unduplicated reach

Question 94

Which of the following products will need to maximise reach, particularly unduplicated reach, to create awareness for the product in as many people as possible?

Answer 94

Band-Aid liquid bandages, a new product

Question 95

Which of the following is an example of a media factor that is important in determining frequency levels?

Answer 95

clutter

Question 96

Why does an effective media strategy require a degree of flexibility?

Answer 96

• as a result of market threats
• due to the availability of media
• due to changes in media or media vehicle

Question 97

Assume the cost of a full-page ad in Fit magazine is $20 000, and the publication has a circulation of 98 000, and assume the cost of a full-page ad in Fitness magazine is $17 000, and its circulation is 82 500. Which of the following statements describes this situation?

Answer 97

With all things being equal, it costs slightly more to advertise in Fitness than it does in Fit.

Question 98

Handy Homes’ development of a new slogan, ‘You can do it. We can help,’ is a(n) _____ that is part of its strategy to communicate a stronger commitment to customer service.

Answer 98

creative tactic

Question 99

Band-Aid brand bandages communicates its _____, ‘The better healing bandage’, in all of its advertising and other promotional efforts.

Answer 99

campaign theme

Question 100

In a one-sided message:

Answer 100

only positive attributes or benefits are communicated

Question 101

Advertising creativity:

Answer 101

can break through competitive clutter

Question 102

When Omega introduced the Omega Elite 452, it was the first energy-saving washing machine that was turbo-charged. The machine uses only 15.8 litres of water while a conventional machine uses 42.4 litres. Furthermore, the machine spins clothes at 1200 rpm, which means clothes spend less time in the dryer. The fact that the washing machine is environmentally-friendly is its:

Answer 102

unique selling proposition

Question 103

Taps are a utilitarian item that most people take for granted. In fact, for most people, a tap is a tap. But Corinthian would like you to think differently about its taps. Corinthian-brand taps are advertised as ‘Beautifully engineered’ and designed for people who appreciate beauty and want it in all facets of their lives. Ads for Corinthian brand taps use:

Answer 103

image advertising

Question 104

Anyone who has watched the Olympics recognises the stand on which first, second and third place winners stand to receive their medals. An ad for Mercedes-Benz shows such an award stand in a crowded arena. The second and third medallists are in place, but where the gold medallist is to stand is vacant. Then there is the slogan for Mercedes-Benz: ‘Once you’ve driven one, there’s no turning back’. The implication is that the gold medallist is now behind the wheel of an E-Class Mercedes and doesn’t care about receiving a gold medal. Mercedes-Benz used _____ to show how exciting it is to drive an E-class Mercedes.

Answer 104

inherent drama

Question 105

An ad promoting South Australia to tourists shows the stereotypical family having fun together playing on the beach. Because the purpose of the ad is to make consumers believe a trip to South Australia would create the same feelings of joy for their families, the ad is an example of a _____ ad.

Answer 105

transformational

Question 106

When Lyndon Johnson ran for US President against Barry Goldwater, the Johnson campaign ran ads showing a child plucking the petals from a daisy with an atomic explosion in the background. This was to reinforce the belief that Goldwater would start a nuclear war. This ad is an example of the use of a _____ appeal.

Answer 106

fear appeal

Question 107

The ad shows a woman with a red nose, wiping her nose with a ‘normal’ tissue. The voice-over compares the effect of Kleenex aloe-vera tissues to ‘normal’ tissues. This ad is an example of:

Answer 107

comparative advertising

Question 108

For which of the following products would you most likely see the advertiser using a slice-of-life execution method?

Answer 108

disposable nappies

Question 109

The basic components of a print ad are the:

Answer 109

headline, the body copy, the visual or illustration and the layout

Question 110

Subheads

Answer 110

are used to enhance the readability of the message by highlighting key sales points

Question 111

The visual portion of a print ad:

Answer 111

• must attract attention to the ad
• must work in a synergistic fashion with the headlines and the body copy
• communicates the advertising message by itself in some print ads

Question 112

The storyboard for a TV commercial most closely relates to the _____ used in print advertising.

Answer 112

layout

Question 113

What is an animatic?

Answer 113

a videotape of the storyboard along with soundtrack

Question 114

Which of the following statements about client evaluation and approval of creative work is true?

Answer 114

The evaluation process must determine if the creative approach is appropriate for the client’s target audience.