Question 1

A television commercial describing why Sure antiperspirant works better than Right Guard antiperspirant is an example of primary-demand advertising.

Accepted Answer

A television commercial comparing two specific brands is an example of comparative advertising, not primary-demand advertising. Primary-demand advertising is focused on creating demand for a product category as a whole, rather than promoting a specific brand or product.

Question 2

Personal selling in support of the sales efforts of other intermediaries is called creative selling.

Accepted Answer

Personal selling in support of the sales efforts of other intermediaries is typically referred to as missionary selling, not creative selling. Creative selling involves using innovative and persuasive techniques to sell products or services directly to customers.

Question 3

Order takers handle repeat sales in ways that maintain positive relationships with customers.

Accepted Answer

Order takers aim to maintain positive relationships with customers by handling repeat sales in a courteous and efficient manner. They may also provide personalized service and recommend additional products or services based on the customer's needs and preferences. This helps to build loyalty and trust with the customer, which can lead to future sales and referrals.

Question 4

A primary benefit of magazine advertising is the advertisement's life span.

Accepted Answer

Magazine advertisements have a longer life span compared to other forms of advertising, such as television commercials or online banners. Magazines are often kept and read for months, providing greater exposure for the advertisement.

Question 5

A frequent-user incentive is a gift that a producer offers a customer in return for using its product.

Accepted Answer

The answer of A frequent-user incentive is a gift that...

Question 6

Missionary selling consists of processing the purchases of customers who have essentially decided what they wish to buy.

Accepted Answer

Missionary selling involves promoting products indirectly, often through educating or providing information to potential customers, rather than directly facilitating the purchase of products they have already decided to buy.

Question 7

A punchcard that an ice cream store punches for each ice cream purchase and allows one free cone after five purchases is an example of a premium.

Accepted Answer

This is an example of a loyalty program, not a premium. A premium typically refers to a gift or an item offered as an incentive for purchasing a product, whereas a loyalty program rewards customers for their repeated business.

Question 8

Coupons are sent to consumers by direct mail.

Accepted Answer

Coupons are often sent through direct mail along with other promotional materials or included in coupon booklets.

Question 9

The objectives of public relations are to create and maintain a favorable public image.

Accepted Answer

The objectives of public relations include managing and enhancing the reputation of an organization, creating a positive image, building relationships with stakeholders, and managing communications during times of crisis.

Question 10

Don Martin owns DME Ads Inc.,an advertising agency.At present,the company focuses on advertising only.However,Don plans to expand the company's focus to include all the major elements of an organization's promotional mix.Don feels that expanding the focus in such a way will allow the firm to meet customer needs in a more coordinated fashion.Currently,the firm organizes its work according to the media being used.Don believes this is the most effective way to subdivide advertising.Since television is the most widely used advertising medium,the company spends most of its time on television advertising.DME knows what it takes to get the job done,and it is committed to success.
-Refer to DME Ads Inc.As Don plans to expand the company's focus to other major elements of the promotion mix,which of the following should he focus on if he wants to help his clients create and maintain favorable relationships between them and their various internal and external groups?
A) Word-of-mouth
B) Sales promotion
C) Rebates
D) Public relations
E) Personal selling

Accepted Answer

Public relations is focused on creating and maintaining favorable relationships between an organization and its internal and external groups, making it the appropriate choice for Don's expansion plans.

Question 11

Institutional advertising is by far the most common type of advertising and receives the largest share of advertising expenditures.

Accepted Answer

Institutional advertising is a type of advertising that focuses on promoting the reputation and image of a company, organization, or industry rather than any specific product or service. While it is an important type of advertising, it does not receive the largest share of advertising expenditures. Product advertising, which promotes specific products or services, typically receives the largest share of advertising expenditures.

Question 12

A feature article is a type of publicity that is generally one typed page of about three hundred words.

Accepted Answer

A feature article is a detailed piece of writing that explores a topic in depth, often much longer than 300 words, and is not primarily intended for publicity but rather for informing or entertaining the reader.

Question 13

Determining the location and demographics of people in the advertising target,the content of the message,and the characteristics of the audiences reached by various media is done when creating the advertising message.

Accepted Answer

The answer of Determining the location and demographics of people...

Question 14

The major arguments against advertising are that it is wasteful and that it can be deceptive.

Accepted Answer

The two major arguments against advertising are that it is wasteful (in terms of money spent on creating and airing ads that may not reach the intended audience) and that it can be deceptive (in terms of making false or misleading claims about products or services).

Question 15

Publicity is a free package or container of a product sent to consumers in the mail.

Accepted Answer

Publicity is not a package or container of a product, but rather the act of promoting or advertising that product or brand to the public through media or other means.

Question 16

Most local firms use immediate-response advertising.

Accepted Answer

Immediate-response advertising is commonly used by local firms to generate quick sales or responses from their target audience. It usually involves using call-to-action phrases and urgency tactics to encourage immediate action.

Question 17

Newspapers,magazines,television,radio,and direct mail are all examples of advertising media.

Accepted Answer

These are all examples of different types of advertising media that businesses can use to promote their products or services.

Question 18

Advertising appropriation should be based on the historical average of the company's advertising expenditure.

Accepted Answer

Advertising appropriation should not solely be based on historical average. Other factors like market conditions, business objectives, and competitors' activities should also be considered.

Question 19

Selective-demand advertising is advertising designed to enhance a firm's image or reputation.

Accepted Answer

Selective-demand advertising is aimed at stimulating demand for a specific brand or product, rather than enhancing a firm's image or reputation, which is the goal of institutional advertising.

Question 20

Radio advertising is the most expensive advertising medium.

Accepted Answer

Television advertising is the most expensive advertising medium, followed by print and then radio.

Quiz 13: Distributing and Promoting Products