14 Aug 1.A(n) ________ appeal elaborates on a non-product-related benefit or ima

1.A(n) ________ appeal
elaborates on a non-product-related benefit or image when advertising a
product or service. (Points : 5)

informational

destructive

involving

creative

transformational

Question
2. 2.One of the advantages of television is that it combines sight,
sound, and motion, appealing to the senses, high attention, and high reach.
One of the disadvantages of television is its ________. (Points : 5)

use of the “remote control” to zap through commercials

high clutter

cable channels

fragmented markets

censorship possibilities

Question
3. 3.________ is the specialized knowledge that the communicator
possesses to back the advertising claim. (Points : 5)

Likeability

Source

Expertise

Trustworthiness

Faith

Question
4. 4.Effective salespeople have more than instinct; they are
trained in methods of ________ and ________. (Points : 5)

profitability; analysis

analysis; customer management

customer management; time management

pricing; time management

time; territory management

Question
5. 5.The most important source of information about reps is sales
reports. Sales reports are divided between activity plans and ________.
(Points : 5)

call reports

written objectives

daily plans of action

activity reports

write-ups of activity results

Question
6. 6.Messages delivered by attractive or popular sources can potentially
achieve higher attention and recall. What is important is the
spokesperson’s credibility. Source credibility consists of trustworthiness,
likability, and ________. (Points : 5)

celebrity status

experience

expertise

age

reputation

Question
7. 7.Direct-mail prospects can be identified on the basis of such
variables as age, sex, income, education and ________. (Points : 5)

banking practices

previous mail-order purchases

previous purchases

response to mail-order catalogs

telemarketing response

Question
8. 8.The main advantage of nontraditional media is that a very
precise and-because of the nature of the setting involved-captive audience
often can be reached in a ________ manner. (Points : 5)

new

effective

cost-effective

targeted

individualized

Question
9. 9.Personal communications channels derive their effectiveness
through ________ presentation and feedback. (Points : 5)

effective

group

canned

individualized

persuasion

Question
10. 10.The ________ involves correlating past sales to past
advertising expenditures using advanced statistical techniques in an effort
to measure the sales impact of a given promotional campaign. (Points : 5)

historical approach

experimental design approach

humanist approach

target exposure rate approach

pulsing approach

Question
11. 11.When a relationship management program is properly
implemented, the organization will begin to focus as much on managing its
customers as on managing its ________. (Points : 5)

finances

products

personnel

markets

brands

Question
12. 12.Sales promotions tools offer three distinctive benefits to
marketers. Among these benefits are communication, invitation, and
________. (Points : 5)

credibility

impersonality

exclusion

inclusion

incentive

Question
13. 13.An effectively trained company sales force can make four
important contributions: enthusiasm building, missionary selling, key
account management, and ________. (Points : 5)

customer contacts

relationship selling

direct sales contacts

increased stock position

account management

Question
14. 14.Companies must consider several factors in developing their
communications mix: type of product market, consumer readiness to make a
purchase, and the stage in the ________. (Points : 5)

product life cycle

marketing mix

advertising mix

buying process

none of the above

Question
15. 15.Marketing managers must prepare implementation and control
plans that cover the various elements of the sales promotion program.
________ is the time necessary to prepare the program prior to launching
it. (Points : 5)

Sell-in time

Pretesting

Duration

Lead time

Forwarding

Question
16. 16.Marketing functions must be coordinated to ensure ________
among communications tools. (Points : 5)

significant costs

power

importance

incremental costs

substitutability

Question
17. 17.Salespeople need to know how to recognize closing signs from
the buyer, including physical actions, statements or comments, and
________. (Points : 5)

products

questions

concerns

actions

objections

Question
18. 18.Call centers that initiate calls to prospects and customers
are called _________. (Points : 5)

teleprospecting

telesales

telecoverage

outbound telemarketing

inbound telemarketing

Question
19. 19.Advertising objectives can be classified according to
whether their aim is to inform, persuade, remind, or ________. (Points : 5)

create interest

purchase

create demand

reinforce

introduce

Question
20. 20.Marketers are using creative and unexpected ad placements to
grab consumers’ attentions in ________ advertising. (Points : 5)

market-specific

customer-specific

space

nontraditional

place

1.A(n) ________ appeal
elaborates on a non-product-related benefit or image when advertising a
product or service. (Points : 5)

informational

destructive

involving

creative

transformational

Question
2. 2.One of the advantages of television is that it combines sight,
sound, and motion, appealing to the senses, high attention, and high reach.
One of the disadvantages of television is its ________. (Points : 5)

use of the “remote control” to zap through commercials

high clutter

cable channels

fragmented markets

censorship possibilities

Question
3. 3.________ is the specialized knowledge that the communicator
possesses to back the advertising claim. (Points : 5)

Likeability

Source

Expertise

Trustworthiness

Faith

Question
4. 4.Effective salespeople have more than instinct; they are
trained in methods of ________ and ________. (Points : 5)

profitability; analysis

analysis; customer management

customer management; time management

pricing; time management

time; territory management

Question
5. 5.The most important source of information about reps is sales
reports. Sales reports are divided between activity plans and ________.
(Points : 5)

call reports

written objectives

daily plans of action

activity reports

write-ups of activity results

Question
6. 6.Messages delivered by attractive or popular sources can potentially
achieve higher attention and recall. What is important is the
spokesperson’s credibility. Source credibility consists of trustworthiness,
likability, and ________. (Points : 5)

celebrity status

experience

expertise

age

reputation

Question
7. 7.Direct-mail prospects can be identified on the basis of such
variables as age, sex, income, education and ________. (Points : 5)

banking practices

previous mail-order purchases

previous purchases

response to mail-order catalogs

telemarketing response

Question
8. 8.The main advantage of nontraditional media is that a very
precise and-because of the nature of the setting involved-captive audience
often can be reached in a ________ manner. (Points : 5)

new

effective

cost-effective

targeted

individualized

Question
9. 9.Personal communications channels derive their effectiveness
through ________ presentation and feedback. (Points : 5)

effective

group

canned

individualized

persuasion

Question
10. 10.The ________ involves correlating past sales to past
advertising expenditures using advanced statistical techniques in an effort
to measure the sales impact of a given promotional campaign. (Points : 5)

historical approach

experimental design approach

humanist approach

target exposure rate approach

pulsing approach

Question
11. 11.When a relationship management program is properly
implemented, the organization will begin to focus as much on managing its
customers as on managing its ________. (Points : 5)

finances

products

personnel

markets

brands

Question
12. 12.Sales promotions tools offer three distinctive benefits to
marketers. Among these benefits are communication, invitation, and
________. (Points : 5)

credibility

impersonality

exclusion

inclusion

incentive

Question
13. 13.An effectively trained company sales force can make four
important contributions: enthusiasm building, missionary selling, key
account management, and ________. (Points : 5)

customer contacts

relationship selling

direct sales contacts

increased stock position

account management

Question
14. 14.Companies must consider several factors in developing their
communications mix: type of product market, consumer readiness to make a
purchase, and the stage in the ________. (Points : 5)

product life cycle

marketing mix

advertising mix

buying process

none of the above

Question
15. 15.Marketing managers must prepare implementation and control
plans that cover the various elements of the sales promotion program.
________ is the time necessary to prepare the program prior to launching
it. (Points : 5)

Sell-in time

Pretesting

Duration

Lead time

Forwarding

Question
16. 16.Marketing functions must be coordinated to ensure ________
among communications tools. (Points : 5)

significant costs

power

importance

incremental costs

substitutability

Question
17. 17.Salespeople need to know how to recognize closing signs from
the buyer, including physical actions, statements or comments, and
________. (Points : 5)

products

questions

concerns

actions

objections

Question
18. 18.Call centers that initiate calls to prospects and customers
are called _________. (Points : 5)

teleprospecting

telesales

telecoverage

outbound telemarketing

inbound telemarketing

Question
19. 19.Advertising objectives can be classified according to
whether their aim is to inform, persuade, remind, or ________. (Points : 5)

create interest

purchase

create demand

reinforce

introduce

Question
20. 20.Marketers are using creative and unexpected ad placements to
grab consumers’ attentions in ________ advertising. (Points : 5)

market-specific

customer-specific

space

nontraditional

place

1.A(n) ________ appeal
elaborates on a non-product-related benefit or image when advertising a
product or service. (Points : 5)
informational

destructive

involving

creative

transformational

Question
2. 2.One of the advantages of television is that it combines sight,
sound, and motion, appealing to the senses, high attention, and high reach.
One of the disadvantages of television is its ________. (Points : 5)
use of the “remote control” to zap through commercials

high clutter

cable channels

fragmented markets

censorship possibilities

Question
3. 3.________ is the specialized knowledge that the communicator
possesses to back the advertising claim. (Points : 5)
Likeability

Source

Expertise

Trustworthiness

Faith

Question
4. 4.Effective salespeople have more than instinct; they are
trained in methods of ________ and ________. (Points : 5)
profitability; analysis

analysis; customer management

customer management; time management

pricing; time management

time; territory management

Question
5. 5.The most important source of information about reps is sales
reports. Sales reports are divided between activity plans and ________.
(Points : 5)
call reports

written objectives

daily plans of action

activity reports

write-ups of activity results

Question
6. 6.Messages delivered by attractive or popular sources can potentially
achieve higher attention and recall. What is important is the
spokesperson’s credibility. Source credibility consists of trustworthiness,
likability, and ________. (Points : 5)
celebrity status

experience

expertise

age

reputation

Question
7. 7.Direct-mail prospects can be identified on the basis of such
variables as age, sex, income, education and ________. (Points : 5)
banking practices

previous mail-order purchases

previous purchases

response to mail-order catalogs

telemarketing response

Question
8. 8.The main advantage of nontraditional media is that a very
precise and-because of the nature of the setting involved-captive audience
often can be reached in a ________ manner. (Points : 5)
new

effective

cost-effective

targeted

individualized

Question
9. 9.Personal communications channels derive their effectiveness
through ________ presentation and feedback. (Points : 5)
effective

group

canned

individualized

persuasion

Question
10. 10.The ________ involves correlating past sales to past
advertising expenditures using advanced statistical techniques in an effort
to measure the sales impact of a given promotional campaign. (Points : 5)
historical approach

experimental design approach

humanist approach

target exposure rate approach

pulsing approach

Question
11. 11.When a relationship management program is properly
implemented, the organization will begin to focus as much on managing its
customers as on managing its ________. (Points : 5)
finances

products

personnel

markets

brands

Question
12. 12.Sales promotions tools offer three distinctive benefits to
marketers. Among these benefits are communication, invitation, and
________. (Points : 5)
credibility

impersonality

exclusion

inclusion

incentive

Question
13. 13.An effectively trained company sales force can make four
important contributions: enthusiasm building, missionary selling, key
account management, and ________. (Points : 5)
customer contacts

relationship selling

direct sales contacts

increased stock position

account management

Question
14. 14.Companies must consider several factors in developing their
communications mix: type of product market, consumer readiness to make a
purchase, and the stage in the ________. (Points : 5)
product life cycle

marketing mix

advertising mix

buying process

none of the above

Question
15. 15.Marketing managers must prepare implementation and control
plans that cover the various elements of the sales promotion program.
________ is the time necessary to prepare the program prior to launching
it. (Points : 5)
Sell-in time

Pretesting

Duration

Lead time

Forwarding

Question
16. 16.Marketing functions must be coordinated to ensure ________
among communications tools. (Points : 5)
significant costs

power

importance

incremental costs

substitutability

Question
17. 17.Salespeople need to know how to recognize closing signs from
the buyer, including physical actions, statements or comments, and
________. (Points : 5)
products

questions

concerns

actions

objections

Question
18. 18.Call centers that initiate calls to prospects and customers
are called _________. (Points : 5)
teleprospecting

telesales

telecoverage

outbound telemarketing

inbound telemarketing

Question
19. 19.Advertising objectives can be classified according to
whether their aim is to inform, persuade, remind, or ________. (Points : 5)

create interest

purchase

create demand

reinforce

introduce

Question
20. 20.Marketers are using creative and unexpected ad placements to
grab consumers’ attentions in ________ advertising. (Points : 5)
market-specific

customer-specific

space

nontraditional

place1.A(n) ________ appeal
elaborates on a non-product-related benefit or image when advertising a
product or service. (Points : 5)
informational

destructive

involving

creative

transformational

Question
2. 2.One of the advantages of television is that it combines sight,
sound, and motion, appealing to the senses, high attention, and high reach.
One of the disadvantages of television is its ________. (Points : 5)
use of the “remote control” to zap through commercials

high clutter

cable channels

fragmented markets

censorship possibilities

Question
3. 3.________ is the specialized knowledge that the communicator
possesses to back the advertising claim. (Points : 5)
Likeability

Source

Expertise

Trustworthiness

Faith

Question
4. 4.Effective salespeople have more than instinct; they are
trained in methods of ________ and ________. (Points : 5)
profitability; analysis

analysis; customer management

customer management; time management

pricing; time management

time; territory management

Question
5. 5.The most important source of information about reps is sales
reports. Sales reports are divided between activity plans and ________.
(Points : 5)
call reports

written objectives

daily plans of action

activity reports

write-ups of activity results

Question
6. 6.Messages delivered by attractive or popular sources can potentially
achieve higher attention and recall. What is important is the
spokesperson’s credibility. Source credibility consists of trustworthiness,
likability, and ________. (Points : 5)
celebrity status

experience

expertise

age

reputation

Question
7. 7.Direct-mail prospects can be identified on the basis of such
variables as age, sex, income, education and ________. (Points : 5)
banking practices

previous mail-order purchases

previous purchases

response to mail-order catalogs

telemarketing response

Question
8. 8.The main advantage of nontraditional media is that a very
precise and-because of the nature of the setting involved-captive audience
often can be reached in a ________ manner. (Points : 5)
new

effective

cost-effective

targeted

individualized

Question
9. 9.Personal communications channels derive their effectiveness
through ________ presentation and feedback. (Points : 5)
effective

group

canned

individualized

persuasion

Question
10. 10.The ________ involves correlating past sales to past
advertising expenditures using advanced statistical techniques in an effort
to measure the sales impact of a given promotional campaign. (Points : 5)
historical approach

experimental design approach

humanist approach

target exposure rate approach

pulsing approach

Question
11. 11.When a relationship management program is properly
implemented, the organization will begin to focus as much on managing its
customers as on managing its ________. (Points : 5)
finances

products

personnel

markets

brands

Question
12. 12.Sales promotions tools offer three distinctive benefits to
marketers. Among these benefits are communication, invitation, and
________. (Points : 5)
credibility

impersonality

exclusion

inclusion

incentive

Question
13. 13.An effectively trained company sales force can make four
important contributions: enthusiasm building, missionary selling, key
account management, and ________. (Points : 5)
customer contacts

relationship selling

direct sales contacts

increased stock position

account management

Question
14. 14.Companies must consider several factors in developing their
communications mix: type of product market, consumer readiness to make a
purchase, and the stage in the ________. (Points : 5)
product life cycle

marketing mix

advertising mix

buying process

none of the above

Question
15. 15.Marketing managers must prepare implementation and control
plans that cover the various elements of the sales promotion program.
________ is the time necessary to prepare the program prior to launching
it. (Points : 5)
Sell-in time

Pretesting

Duration

Lead time

Forwarding

Question
16. 16.Marketing functions must be coordinated to ensure ________
among communications tools. (Points : 5)
significant costs

power

importance

incremental costs

substitutability

Question
17. 17.Salespeople need to know how to recognize closing signs from
the buyer, including physical actions, statements or comments, and
________. (Points : 5)
products

questions

concerns

actions

objections

Question
18. 18.Call centers that initiate calls to prospects and customers
are called _________. (Points : 5)
teleprospecting

telesales

telecoverage

outbound telemarketing

inbound telemarketing

Question
19. 19.Advertising objectives can be classified according to
whether their aim is to inform, persuade, remind, or ________. (Points : 5)

create interest

purchase

create demand

reinforce

introduce

Question
20. 20.Marketers are using creative and unexpected ad placements to
grab consumers’ attentions in ________ advertising. (Points : 5)
market-specific

customer-specific

space

nontraditional

place

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