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Publicity refers to the public information about a company,product,service,or issue appearing in the mass media as a news item.

A) True
B) False

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Which of the following is a difference between a push and a pull strategy?


A) ​Social media is used in a push strategy, while personal selling is used in a pull strategy.
B) Wholesalers are targeted in a push strategy, while end consumers are targeted in a pull strategy.
C) A push strategy focuses on content marketing, while a pull strategy focuses on offering aggressive discounts.
D) ​No intermediaries are involved in a push strategy, while wholesalers and retailers are involved in a pull strategy.

E) None of the above
F) C) and D)

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The objective of public relations is:


A) ​to create the promotional mix for an organization.
B) to educate the public about a company's goals and objectives.
C) to receive direct feedback from customers.
D) ​to facilitate consumer empowerment.

E) A) and D)
F) None of the above

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Threads Inc.,an apparel manufacturing company,employs personal selling to market goods.Its employees handcraft products that are then marketed by a professional team.In this case,which of the following strategies can be adopted by Threads Inc.?


A) ​Generating large amounts of publicity quickly
B) Refraining from educating the public about the company's goals and objectives
C) Making planned presentations to prospective buyers
D) ​Refraining from advertising and public relations

E) B) and D)
F) All of the above

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Briefly explain how the elements of the promotional mix affect the target audience.

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Answers will vary.The elements of the pr...

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Which of the following strategies can be used by a firm that uses a pull strategy?


A) ​Offering aggressive discounts for retailers to buy its products
B) Using trade advertising
C) Offering heavy sampling and introductory consumer advertising
D) ​Selling products to wholesalers

E) B) and D)
F) All of the above

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Which of the following is a reason for the increasing popularity of the integrated marketing communications (IMC) concept?


A) ​More selectively segmented markets have replaced the traditional broad market groups.
B) Marketers have discontinued the use of online advertising due to its lack of measurability.
C) Proliferation of thousands of media choices beyond traditional television has made promotion easier.
D) ​Marketers have increased their advertisement spending for promotional techniques that generate gradual sales responses.

E) None of the above
F) A) and D)

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Unlike traditional methods of personal selling,relationship selling:


A) ​focuses on accomplishing the objectives of a salesperson.
B) focuses on making quick sales that stimulate immediate increases in demand.
C) focuses on maintaining a loyal relationship between a salesperson and a customer.
D) ​focuses on creating a win-lose situation as the objectives of the seller are at the expense of the buyer.

E) A) and B)
F) B) and D)

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Fournotts Bros.is a firm that designs and manufactures women's apparel.It sells its merchandise to retailers to handle them.Given this information,which of the following statements is true of Fournotts Bros.?


A) ​Its retailers convince consumers to buy Fournotts Bros.'s products.
B) It uses a pull strategy to sell its merchandise.
C) It uses introductory consumer advertising as a part of its strategy.
D) ​It focuses its promotional efforts on end consumers or opinion leaders.

E) None of the above
F) A) and D)

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_____ refers to communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence an opinion or elicit a response.


A) ​Upselling
B) Production
C) Promotion
D) ​Encoding

E) B) and C)
F) C) and D)

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_____ consists of all marketing activities that stimulate consumer purchasing and dealer effectiveness.


A) ​Sales promotion
B) Publicity
C) Personal selling
D) ​Advertising

E) B) and D)
F) B) and C)

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Explain the different stages of the product life cycle.

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Answers will vary.A product's stage in i...

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The managers at Pork Farm Inc.,a meat packing company,want to create more consumer demand for the company's products that are being overshadowed by its competitors.They have a meeting to decide the effective communication strategies that can be used to increase the popularity of Pork Farm Inc.'s products among customers by highlighting their company's products.In this scenario,the managers at Pork Farm Inc.are developing a _____.


A) ​promotional strategy
B) distribution strategy
C) service strategy
D) ​price strategy

E) A) and B)
F) All of the above

Correct Answer

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Doodle Inc.,a renowned interior design services company,tries to increase its customer base through Web presence.It regularly posts its interior decorations on its Web site,and its followers can review the designs,suggest changes,and recommend the company to their friends.This results in electronic word of mouth advertising.Doodle uses social media as a(n) _____.


A) ​paid media
B) earned media
C) owned media
D) ​free media

E) B) and D)
F) None of the above

Correct Answer

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As a product reaches the growth stage of its life cycle,_____.


A) sales promotion can be reduced​
B) advertising and public relations play no role in the promotional mix
C) early trial of the product is encouraged
D) ​mass advertising is used rather than target marketing

E) B) and C)
F) A) and B)

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Describe informative promotion with examples.

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Answers will vary.Informative promotion ...

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Social media are a more immediate form of two-way communication than personal selling.

A) True
B) False

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A difference between interpersonal communication and mass communication is that:


A) ​noise level is high in interpersonal communication, whereas it is low in mass communication.
B) reception level is high in interpersonal communication, whereas it is low in mass communication.
C) senders receive indirect feedback in interpersonal communication, whereas they receive direct feedback in mass communication.
D) ​in interpersonal communication, a company does not know the people with whom it is trying to communicate, whereas in mass communication, a company knows the people personally.

E) None of the above
F) A) and C)

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A company that offers the same services as its competition has a competitive advantage.

A) True
B) False

Correct Answer

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_____ is based on the traditional advertising model,whereby a brand offers money for media space.


A) ​Paid media
B) Owned media
C) Earned media
D) ​Free media

E) None of the above
F) A) and B)

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