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Question 1 Which of the following is NOT an example of sales promotion?

Question 1      
  Which of the following is NOT an example of sales promotion?  
    
   a.a small toy in "kids' packs" at a Wendy's fast-food restaurant.  
   b.a half-page ad in the telephone Yellow Pages for a security service.  
   c.an auto bumper sticker that says "Buy American."  
   d.samples of a new brand of cheese given away at a supermarket.  
   e.a display of fishing equipment by a sporting goods store in a shopping mall.  
   Question 2    
  In its ads, General Mills highlights the advantages of its Milk 'n Cereal breakfast bars over Kellogg's breakfast bars. This is ____________ advertising.  
    
   a.comparative  
   b.primary  
   c.selective  
   d.reminder  
   e.institutional  
   Question 3    
  The brand manager who puts together a promotion blend for Yummy Mondaes should:  
    
   a.realize that the right blend depends more on what customers expect than what the firm wants to accomplish.  
   b.determine who the firm is trying to influence.  
   c.determine the one right promotion blend and then implement it.  
   d.be primarily concerned with informing rather than persuading.  
   Question 4    
  Integrated direct-response promotion:  
    
   a.isn't necessary or useful when the channel of distribution involves middlemen.  
   b.is usually part of a pushing effort rather than part of a pulling approach.  
   c.focuses on achieving a measurable, direct response from specific target customers.  
   d.All of the above are true.  
   e.None of the above is true.  
   Question 5    
  A manufacturer of computer printers has decided to add scanners to its line. Which kind of advertising should it stress if it wants to persuade consumers to buy its brand of more or less similar scanners?  
    
   a.reminder  
   b.cooperative  
   c.pioneering  
   d.institutional  
   e.indirect competitive  
   Question 6    
  Which of the following is NOT an example of sales promotion?  
    
   a.a banner ad on AOL's stock page.  
   b.a bumper sticker that says, "Drink more milk."  
   c.samples of a new low-fat snack cracker given away at a supermarket.  
   d.a display of fishing equipment by a sporting goods store in a shopping mall.  
   e.a small toy in a kid's "happy meal" at McDonald's.  
   Question 7    
  ______________ advertising tries to develop goodwill for a company or even an industry--instead of a specific product.  
    
   a.Primary demand  
   b.Selective demand  
   c.Institutional  
   d.Persuading  
   e.Pioneering  
   Question 8      
  An integrated direct-response promotion is most likely to be effective if:  
    
   a.it is used by a nonprofit organization rather than a firm.  
   b.other elements of the promotion blend are not integrated.  
   c.it involves one-way communications between a firm and its target customer.  
   d.it relies on a CRM database to target specific individuals.  
   e.None of the above is a good answer.  
   Question 9  
  Regarding adoption curve groups, which of the following is TRUE?  
    
   a.By the time the early majority buy a product it is usually in the market maturity stage of the product life cycle.  
   b.The early adopters have many contacts outside their own social group, and are important in spreading information to laggards.  
   c.Business firms in the late majority group tend to be conservative, smaller-sized firms with little specialization.  
   d.The laggard group may be slow to adopt, but it is so large that it is very important to reach them.  
   e.None of the above is true.  
   Question 10      
  The MOST COMMON method of setting the marketing budget is to:  
    
   a.use PERT approaches.  
   b.estimate what competitors are spending.  
   c.determine the cost of the tasks to be accomplished.  
   d.use all uncommitted revenue.  
   e.use some predetermined percentage of past or forecast sales.

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