Question 1

The greatest weakness to publicity as a promotional tool is that:

Accepted Answer

A)   it relies on the effectiveness of the public relations director.
B)   it cannot be done too often.
C)   it is the indirect payment aspect that results in less control.
D)   the target market is often too diffuse.E) B) and C)
F) A) and D)

Question 2

The greatest weakness of publicity as a tool of the promotional mix is the lack of control over how the message is encoded and the timing of the message.

Accepted Answer

A) True 
 B)False

Question 3

Noise in the channel of communication can be created by the sender or by the channel itself.

Accepted Answer

A) True 
 B)False

Question 4

Working through the channel of distribution with promotional efforts is referred to as what promotional strategy?

Accepted Answer

A)   Intermediary
B)   Pull
C)   Push
D)   VerticalE) A) and D)
F) C) and D)

Question 5

When buyers are somewhat aware of the service or product and have financial resources, advertising can be most effective.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is not an objective for event marketing?

Accepted Answer

A)   Market share
B)   Image enhancement
C)   Brand awareness
D)   SalesE) A) and C)
F) A) and D)

Question 7

Primary demand refers to which of the following?

Accepted Answer

A)   Demand for one product as opposed to the competing product
B)   Demand for the product in the introduction stage but not the growth stage
C)   Demand evidenced by the opinion leaders
D)   Demand for the product classE) A) and D)
F) All of the above

Question 8

When patients post a story about the great care they received at a medical group on their own Facebook page, this might be considered earned media.

Accepted Answer

A) True 
 B)False

Question 9

For sampling to be effective, the:

Accepted Answer

A)   consumer should want to try the product.
B)   product should be easily accessible.
C)   trial size should not be too large.
D)   product or service should be noticeably better than the competition.E) A) and C)
F) C) and D)

Question 10

Fear appeals can backfire when:

Accepted Answer

A)   the spokesperson is not scary enough.
B)   the message is so extreme that it is not credible.
C)   the audience does not understand the source of the threat.
D)   the target audience does not believe they can escape the threat being presented.E) None of the above
F) A) and B)

Question 11

Which of the following is not an advantage of personal selling over advertising?

Accepted Answer

A)   It allows the organization to have more control over who sees its message.
B)   Any misunderstanding of the message can be corrected.
C)   It is the least costly form of promotion.
D)   All of these are advantages.E) C) and D)
F) B) and C)

Question 12

Owned media are all media owned by third-party, for-profit organizations.

Accepted Answer

A) True 
 B)False

Question 13

In the prepurchase stage, which promotional tool plays a significant role in affecting or influencing the buyer?

Accepted Answer

A)   Advertising
B)   Personal sales
C)   Advertising and personal selling
D)   All of these are correct.E) None of the above
F) B) and C)

Question 14

As media costs on television have risen dramatically, the cost per contact of advertising is far higher than personal selling.

Accepted Answer

A) True 
 B)False

Question 15

In a pull strategy, the intermediaries pull the customer to the manufacturer.

Accepted Answer

A) True 
 B)False

Question 16

Patients of female physicians have been found to talk more.

Accepted Answer

A) True 
 B)False

Question 17

The major challenge with using humor as an emotional approach in messaging is that this emotion is often specific to the individual.

Accepted Answer

A) True 
 B)False

Question 18

Selective demand refers to which of the following?

Accepted Answer

A)   Demand for a specific brand
B)   Demand for the product class
C)   Demand for a product category
D)   Demand for evoked set of goodsE) C) and D)
F) B) and D)

Question 19

Moderate fear appeals have been found to be effective in inducing positive behavior change in low-involvement situations.

Accepted Answer

A) True 
 B)False

Question 20

E-detailing can be defined as the asynchronous presentation of goods and services.

Accepted Answer

A) True 
 B)False

Exam 12: Promotion

Patients of female physicians have been found to talk more.

Correct AnswerverifiedShow Answer

Primary demand refers to which of the following?

Correct AnswerverifiedShow Answer

The greatest weakness to publicity as a promotional tool is that:

Correct AnswerverifiedShow Answer

For sampling to be effective, the:

Correct AnswerverifiedShow Answer

Working through the channel of distribution with promotional efforts is referred to as what promotional strategy?

Correct AnswerverifiedShow Answer

The major challenge with using humor as an emotional approach in messaging is that this emotion is often specific to the individual.

Correct AnswerverifiedShow Answer

In a pull strategy, the intermediaries pull the customer to the manufacturer.

Correct AnswerverifiedShow Answer

When patients post a story about the great care they received at a medical group on their own Facebook page, this might be considered earned media.

Correct AnswerverifiedShow Answer

Fear appeals can backfire when:

Correct AnswerverifiedShow Answer

When buyers are somewhat aware of the service or product and have financial resources, advertising can be most effective.

Correct AnswerverifiedShow Answer

Which of the following is not an advantage of personal selling over advertising?

Correct AnswerverifiedShow Answer

The greatest weakness of publicity as a tool of the promotional mix is the lack of control over how the message is encoded and the timing of the message.

Correct AnswerverifiedShow Answer

Selective demand refers to which of the following?

Correct AnswerverifiedShow Answer

E-detailing can be defined as the asynchronous presentation of goods and services.

Correct AnswerverifiedShow Answer

Moderate fear appeals have been found to be effective in inducing positive behavior change in low-involvement situations.

Correct AnswerverifiedShow Answer

Owned media are all media owned by third-party, for-profit organizations.

Correct AnswerverifiedShow Answer

Which of the following is not an objective for event marketing?

Correct AnswerverifiedShow Answer

Noise in the channel of communication can be created by the sender or by the channel itself.

Correct AnswerverifiedShow Answer

In the prepurchase stage, which promotional tool plays a significant role in affecting or influencing the buyer?

Correct AnswerverifiedShow Answer

As media costs on television have risen dramatically, the cost per contact of advertising is far higher than personal selling.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified