Ch12 pop quiz for group

________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

• Direct marketing

• Personal selling

• Sales promotion

• Advertising

• Public relations

Which of the following is a disadvantage of advertising?

• It only provides one-way communication with customers.

• It reaches targeted customers too slowly in most cases.

• It does not allow dramatization of the brand or company.

• It can be too customized and only attracts small, niche markets.

• It is the most costly promotion tool for companies.

Which of the following types of promotion tools requires a considerable degree of personal interaction with a customer?

• public relations

• television advertising

• sales promotion

• personal selling

• digital advertising

Surf's Up, a family-owned business, offers a free surf lesson with the purchase of any surfboard over $200 during the month of May. This is an example of which promotion mix element?

• public relations

• sales promotion

• direct and digital marketing

• personal selling

• advertising

Which of the following is true of direct and digital marketing?

• It is suited for highly targeted marketing efforts and for building one-to-one customer relationships.

• Its marketing message is fixed and does not change according to the customer's requirements.

• It is presented as company news rather than as a sales-directed communication.

• It is an impersonal promotion tool that hinders two-way communication.

• It does not involve any interaction between the company and its customers.

Which of the following is the first step in developing an advertising program?

• developing a brand message

• evaluating advertising campaigns

• setting the advertising budget

• setting advertising objectives

• developing an advertising strategy

The objective of ________ advertising is to build primary demand.

• reminder

• persuasive

• personal

• informative

• comparative

Which method of setting advertising budgets best helps management think about the relationship between promotion spending, selling price, and profit per unit?

• competitive-parity method

• objective-and-task method

• affordable method

• adaptive-control method

• percentage-of-sales method

In the competitive-parity method of setting an advertising budget, the budget is set based on ________.

• the amount spent by similar companies in the same industry

• objectives set by the company and the cost required to accomplish them

• a percentage of current sales

• the total revenues that a company makes

• a percentage of future sales

According to Elaboration Likelihood Model, the central route processing involves a _________ level of elaboration and audience scrutinizes the message’s contents because of a ______ motivation level. 

• high, high

• high, low

• low, high

• low, low