MKTG Exam 4 – Study Guide, Practice Questions & Exam Review
A company's total marketing communications mix consists of a special blend of advertising,
sales promotion, public relations, personal selling, direct marketing tools. This is the -
✔✔Promotion Mix
Which of the following is not a factor in the changes occurring in today's marketing
communications? - ✔✔Mass media no longer captures the majority of promotional budget
The promotional tool that results in the most credible and believable message is - ✔✔Public
Relations
A _______ strategy calls for promoting extensively to final consumers. When effective,
consumers will ask their retailers for the product, the retails ask the wholesales for it, who ask
the producers - ✔✔PULL
Which of the following are the 3 characteristics an advertising appeal should have? -
✔✔Meaningful, believable, and distinctive
LED TV's are relatively new products on the market. There are not many competitors and many
consumers....which type of advertising? - ✔✔Informative Advertising
The most logical method of setting a promotion budget is the ______ method whereby the
company sets its budget on what it wants to accomplish with the promotion? - ✔✔Objective
and task
An ad shows a college student uses her laptop to take notes during class, send emails to her
grandparents, pay bills, and research a paper? Which execution style is being used? - ✔✔The
slice of life
, The measure of how many times the average person in the target market is exposed to the
message is called: - ✔✔Frequency
You want advertising medium that offers high audience selectivity, flexibility, no ad competition
within the same medium, and allows personalization. Which medium is best? - ✔✔Direct Mail
Public relations departments may perform all of the following functions except: - ✔✔Product
Advertising
P&G encourages customers to discuss its products with each other online through blogs
initiated by P&G. This is which PR tool? - ✔✔Buzz Marketing
Which of the following promotion tools involves interpersonal interactions with customers and
prospects to make sales and maintain customer relationships? - ✔✔Personal Selling
When a firm sets out to analyze, plan, implement, and control sales force activities it is
undertaking ____________ - ✔✔Sales force management
Your organization has a number of large volume customer accounts that demand exceptional
service. The products marketed by your firm are complex. Such a situation calls for a(n): -
✔✔Team selling approach
Pharmaceutical companies employ sales people who visit doctors: - ✔✔Outside sales force
Sales training programs generally teach sales recruits to do all of the following except: -
✔✔Calculate sales commission
Bobby must sell 5 programs per month. This is a sales _________ - ✔✔Quota
A company's total marketing communications mix consists of a special blend of advertising,
sales promotion, public relations, personal selling, direct marketing tools. This is the -
✔✔Promotion Mix
Which of the following is not a factor in the changes occurring in today's marketing
communications? - ✔✔Mass media no longer captures the majority of promotional budget
The promotional tool that results in the most credible and believable message is - ✔✔Public
Relations
A _______ strategy calls for promoting extensively to final consumers. When effective,
consumers will ask their retailers for the product, the retails ask the wholesales for it, who ask
the producers - ✔✔PULL
Which of the following are the 3 characteristics an advertising appeal should have? -
✔✔Meaningful, believable, and distinctive
LED TV's are relatively new products on the market. There are not many competitors and many
consumers....which type of advertising? - ✔✔Informative Advertising
The most logical method of setting a promotion budget is the ______ method whereby the
company sets its budget on what it wants to accomplish with the promotion? - ✔✔Objective
and task
An ad shows a college student uses her laptop to take notes during class, send emails to her
grandparents, pay bills, and research a paper? Which execution style is being used? - ✔✔The
slice of life
, The measure of how many times the average person in the target market is exposed to the
message is called: - ✔✔Frequency
You want advertising medium that offers high audience selectivity, flexibility, no ad competition
within the same medium, and allows personalization. Which medium is best? - ✔✔Direct Mail
Public relations departments may perform all of the following functions except: - ✔✔Product
Advertising
P&G encourages customers to discuss its products with each other online through blogs
initiated by P&G. This is which PR tool? - ✔✔Buzz Marketing
Which of the following promotion tools involves interpersonal interactions with customers and
prospects to make sales and maintain customer relationships? - ✔✔Personal Selling
When a firm sets out to analyze, plan, implement, and control sales force activities it is
undertaking ____________ - ✔✔Sales force management
Your organization has a number of large volume customer accounts that demand exceptional
service. The products marketed by your firm are complex. Such a situation calls for a(n): -
✔✔Team selling approach
Pharmaceutical companies employ sales people who visit doctors: - ✔✔Outside sales force
Sales training programs generally teach sales recruits to do all of the following except: -
✔✔Calculate sales commission
Bobby must sell 5 programs per month. This is a sales _________ - ✔✔Quota
