OBJECTIVE TYPE QUESTIONS

Unit I
1. The term "marketing mix" describes___________________
2. All marketing activities that attempt to stimulate quick buyer action or immediate sales of
a product are known as______________
3. The __________ component of attitudes focuses on behavioral tendencies.
4. Newsletters, catalogues, and invitations to organisation-sponsored events are most
closely associated with the marketing mix activity of___________________
5. _____ is an individual acting for a company by performing one or more of the following
activities: prospecting, communicating, servicing, and information-gathering
6. _____ includes displays, discounts, coupons, and demonstrations.
7. Sales promotion A salesperson might be an _____ (order getter)
8. You choose to use the AIDA model of consumers response hierarchy models. In the cognitive
stage of the AIDA model, your campaign is designed just to ________.(gain attention )
9. _____ is defined as the analysis, planning, implementation, and control of sales force
activities. (sales force management)
10. Under the _____, each salesperson is assigned to an exclusive geographic area and sells
the companys full line of products or services to all customers in that territory (territorial
sales force)
11. _____ use the phone to find new leads and qualify prospects for their field sales force or
to sell and service accounts directly.(Telemarketers)
12. _____ is the first step in the selling process. (Pre-approach)
13. During the _____ step of the selling process, the salesperson tells the product story to
the buyer, highlighting customer benefits. (follow-up)
14. Setting the competitive positioning for the product and creating a detailed marketing mix
is called______________( marketing positioning)
15. Modern salespeople build __________________ by listening to their customers,
assessing customer needs, and organizing the companys efforts to solve customer
problems. (relationships)
16. The element of the compensation mix for salespeople that refers to commissions or
bonuses is the___________________( variable amount)
17. Personal selling involves persuading _________ to buy the goods
18. The ultimate objective of personal selling is ________
19. The most important element of personal selling is ________ interaction.
20. Supply of information to customers makes personal selling an ______ process. (i)
customers; (ii) to promote sell of products, (iii) face-to-face; (iv) educative



True/False
1. The salesperson must often approach a few prospects to get just a few sales. Answer:
(False)
2. In direct marketing, the key is to wait a while before seeking an immediate response from
carefully targeted customers. Answer: (True)
3. When Lexus sells cars using its high-quality dealer network, it is using direct marketing.
Answer: (False)
4. Personal selling helps manufacturers to improve their products based on suggestions
made by sellers.
5. Customers do not have immediate solution of their problems regarding a product from
the salesman.
6. Personal selling leads to creation of new customers only for the existing products.
7. Better use of product is not the result of personal selling.
8. Customers can not make complaint to the salesman about a product.
9. Knowledge of product is not necessary to make one a good salesman.
10. A good salesman should have imagination, initiative and alertness. (i) True; (ii) False;
(iii) False; (iv) False; (v) False (i) False; (ii) True;

Unit II
1. _____ is the nations largest advertiser (P & G)
2. _____ define(s) the job that advertising must do in the total market program.(Advertising
objectives)
3. _____ Advertising is used heavily when introducing a new product category. The objective is
to build primary demand (Informative)
4. _____ becomes more important as competition increases. The companys objective is to
build selective demand.(Persuasive advertising)
5. After determining its advertising objectives, the companys next step is to _____. (set its
advertising budget)
6. Mass-media advertising routinely invests _____ of dollars in reaching tens of millions of
customers with a single ad. (millions)
7. The most logical budget-setting method is the _____ method. It deals more with specific
promotion goals and accomplishments. (objective-and-task )
8. Coca-Cola television ads primarily are comparison advertising.(False; p. 371; Challenging)
9. Informative ads are used primarily in the growth stage of the product life cycle. (False; p.
371; Easy)
10. Percentage-of-sales method wrongly views sales as the cause of promotion rather than the
result. (True; p. 372; Moderate) The most logical budget-setting method is the _____
method. It deals more with specific promotion goals and accomplishments. (objective-and-
task )
11. The awareness and attitudes created by advertising campaigns do not generally
affect the success of direct sales pitches. (False)
12. _____ were started in the mid-to-late 1800s by salespeople and brokers who worked for the
media and received a commission for selling advertising space to companies. Eventually,
they grew closer to the advertisers than to the media. (Advertising agencies)
13. Traditionally, __________________ has been the cornerstone of brand-building
efforts. ( mass-media advertising)
14. The best-known and most widely discussed form of promotion is____________(advertising)
15. _____ Advertising is targeted at individuals who influence the purchase of goods and
services used to make other products. (industrial)
16. If a companys objective were to reach masses of buyers that were geographically dispersed
at a low cost per exposure, the company would likely choose which of the promotion forms?
(advertising)
17. Determining the promotion budget on the basis of financial availability of capital is
characteristic of which budget methods? ( affordable method)
18. In the market that your product competes within, there is very low channel support and
many hard-to-reach customers. As a rule then, your budget for your marketing
communications program should be ________. (higher)
19. Advertising can be used to build up a long-term image for a product or trigger quick sales.
(True)
20. A one-time mailing offering a cookware item to a consumer is an example of a
________.( single-vehicle, single-stage campaign)
21. 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 ________. ( product life cycle)
22. A major part of audience analysis is assessing the current image of the company, its
product, and its ________.(competitors )
23. A clothing store that sets their advertising budget by following the major competitor
and adding an additional 15 percent is using the __________ method. (competitive
parity)
24. There are eight steps in developing an effective communications program. (True)
25. Formulating the communications to achieve the desired response will require solving three
problems: what to say, how to say it, and how to pay for it. ( False)
26. Companies that sell their products to different cultures or in different countries do
not need to worry about varying their message. (False)
27. Communication tools vary in cost-effectiveness at different stages of buyer
readiness. ________ And publicity play the most important role in the awareness-
building stage. (advertising)
28. Advertising can be used to build up long-term image for a product and usually
contains the qualities of impersonality, amplified expressiveness, and ________.
(pervasiveness )
29. Some persuasive advertising has become _____, in which a company directly or indirectly
compares its brand with one or more other brands. (comparative advertising)
30. Avis positioned itself against market-leading Hertz by claiming, Were number two, so we
try harder. This is an example of _____. (comparative advertising)

Unit iii
1. What is the name of an element of advertising strategy? (Selecting advertising media).
2. The cost of advertising for most products is especially high during _____. (late-night programming)
3. According to one advertising executive, a commercial has to cut through the clutter and seize the
viewer in _____, or theyre gone. (less than one second)
4. Television advertisers regularly pay $2 million or more for 30 seconds of advertising during a popular
prime-time program.(False)
5. Advertising media costs _____ from country to country. (differ vastly)
6. ______ is a measure of the percentage of people in the target market who are exposed to the ad
campaign during a given period of time. (Reach)
7. Companies are doing less _____ and more _____ as a result of an explosion of more focused media
that better match todays targeting strategies. (broadcasting; narrowcasting )
8. The advertiser must decide on the desired media impactthe _____ of a message through a given
medium. (qualitative value)
9. Network television advertising is very expensive. The media planner looks both at the total cost of
using a medium and at the _____. (cost per exposure)
10. Advertisers are increasingly shifting larger portions of their budgets to media that cost less and
target more effectively. All of the following benefit greatly from this shift, except _____. (network
television)
11. _____ have (has) undergone resurgence in recent years. Gone are the ugly eyesores of the past; in
their place we now see cleverly designed colorful attention grabbers. They are a fraction of the cost
of other major media. (Billboards)
12. In selecting media vehicles, the planner must balance media cost measures against several media
impact factors. First, the planner should balance costs against the media vehicles _____. (audience
quality)
13. The advertiser has to choose the pattern of the ads. _____ means scheduling ads evenly within a
given period. _____ means scheduling ads unevenly over a given time period. (Continuity; Pulsing)
14. The advertiser has to choose the pattern of the ads. _____, scheduling ads unevenly, builds
awareness that is intended to be carried over to the next advertising period. (Pulsing)
15. Reach is a measure of how many times the average person in the target market is exposed to the
message.(False)
16. The media planner has to know the reach, frequency, and impact of each ad. (True)
17. Advertisers look for media that showcase the product effectively. Fashions are best advertised on
television, and automobile performance is best in color magazines.(False)
18. Pulsing means scheduling ads evenly over a given period of time.(False)
19. If an advertiser wants flexibility, timeliness, good local market coverage, broad acceptability, an
high believability, the advertiser will probably choose which type of mass media ?( newspapers)
20. The influence of mass media on public opinion is as direct, powerful, and automatic as
supposed. (False )
21. Media coordination can occur across and within media types. A multiple media campaign deployed
within a tightly defined time frame can increase message _________ and impact. (reach )
22. ________ channels consists of neighbors, friends, family members, and associates talking to
target buyers. (Social)
23. strength of radio advertising is ___________.
24. The concept of effective reach states that fewer exposures to advertisements are required
for brands with higher market shares and ___________(greater customer loyalty)
25. In a _________ advertising schedule, advertising is used during every period of the
campaign, but the amount of advertising varies considerably from period to period.
(Pulsing)
26. Selecting efficient channels to carry the message becomes more difficult as channels of
communication become more fragmented and cluttered. (True)
27. Mass communications affect personal attitudes and behavior through a two-step process.
(True)
28. Internet marketers are using ________ as a form of word of mouth, or word of mouse, to
draw attention to their sites (viral marketing)
29. Media coordination can occur across and within media types. A multiple media campaign deployed
within a tightly defined time frame can increase message _________ and impact. (reach)
30. Television viewers were pretty much a captive audience for advertisers until _____ were invented

Unit iv

1. _____ is the first step in creating effective advertising messagesdeciding what general
message will be communicated to consumers. (Message strategy)
2. Developing an effective message strategy begins with identifying _____ that can be used as
advertising appeals. (customer benefits)
3. _____ tend to be plain, straightforward outlines of benefits and positioning points that the
advertiser wants to stress. (Message strategy statements)
4. The advertiser must develop a compelling _____that will bring the message strategy to life in a
distinctive and memorable way. At this stage, simple message ideas become great ad
campaigns. (big idea)
5. When simple message ideas become great ad campaigns, usually the _____ and the _____ will
team up to generate many creative concepts, hoping that one of these concepts will turn out to
be the big idea.(copywriter; art director)
6. The big idea or the creative concept may emerge as a(n) _____, a phrase, or a combination of
the two. (visualization)
7. Advertising appeals should have three characteristics. Which is not one of these characteristics?
(They all must show lifestyle.)
8. The creative people must find the best style, tone, words, and format for executing the
message. _____ is the style that shows one or more typical people using the product in a normal
setting. (Slice of life)
9. In an ad, the second thing the reader notices is the _____. It must effectively entice the right
people to read the block of text. (Headline)
10. In advertising strategy, the creative department first created good advertisements, and then the
media department selected the best media. This system always works very well. (False)
11. One way to measure the _____ effect of advertising is to ______ past sales and past advertising
expenditures. (sales; compare)
12. According to an ad executive profiled in the textbook, a commercial has to cut through the
clutter and seize the viewers in one to three seconds, or theyre gone.(True)
13. The three characteristics for advertising appeals are: meaningful, believable, and
distinctive.(True)
14. Slice of life, lifestyle, and personality symbol are all parts of public relations.(False)
15. Technical expertise, scientific evidence, and testimonial evidence are all examples of the
execution styles that the creative people use in advertising products.(True)
16. The copy is the main block of text in an ad. (True)
17. Developing an effective message strategy begins with identifying customer ___________ that
can be used as advertising appeals. ( benefits)
18. In evaluating messages for advertising, telling how the product is better than the competing
brands aims at making the ad:____________( distinctive.)
19. In terms of execution styles, a family seated at the dinner table enjoying the advertised product
would be an example of which of the following types of advertising?(slice of life)
20. When a company chooses to use an animated character such as the Jolly Green Giant or Garfield
the Cat in their commercial, they are using which of the following advertising execution
formats? (personality symbol)
21. The commercials for pain remedies that promise quick relief to your aches and pains is an
example of what type of creative strategy (rational)
22. Establishing a product category, such as electric cars, as necessary to remove or satisfy a
perceived discrepancy between a current motivational state and a desired emotional
state is an example of a ________. (category need)
23. In measuring communication results, senior managers want to know the outcomes and
revenues from their communications investments. ( True)
24. An informational appeal elaborates on product or service attributes or benefits.(True)
25. In measuring the effectiveness of a firms communications investment, ultimately
________ measures capture the real payoff. (behavior-change )
26. Communicators use positive emotional appeals to attract consumer attention and raise
their ________ with an ad. (involvement)
27. Using sex appeal can generally evoke______________ responses(emotional)
28. ________ is the set of beliefs, ideas, and impressions a person hold regarding an object
(image)
29. A detergent that advertises how clean it gets clothes is appealing to the __________
consumer need.(functional)
30. Image is a set of beliefs, ideas, and impressions a person holds regarding an object.
Images are sticky; they persist long after the organization has changed. (True)

Unit V


1. _____ consists of short-term incentives to encourage the purchase or sale of a product or
service. This offers reasons to buy it now.(Sales promotion)
2. They are targeted toward final buyers, retailers and wholesalers, business customers, and
members of the sales force. They account for 74 percent of all marketing expenditures and their
goal is to stimulate earlier or stronger market response. What type of promotion is it? (Sales
promotions.)
3. The growing use of sales promotion has resulted in _____. (promotion clutter)
4. Out of the main consumer promotion tools, which is (are) the most effective? (Sampling.)
5. Out of the main consumer promotion tools, which is (are) the most costly? (Sampling.)
6. _____ offer consumers savings off the regular price of a product. The reduced prices are
marked by the producer directly on the label or package. They stimulate short-term sales.(Price
packs)
7. _____ are goods offered either free or at low cost as an incentive to buy a product. (Premiums)
8. In a recent study, 71 percent of all consumers surveyed were either carrying or wearing a(n)
_____. These have the advertisers name on them. (advertising specialty)
9. Manufacturers direct more sales promotion dollars toward _____ than to _____. (retailers and
wholesalers; consumers)
10. Manufacturers may offer a(n) _____ in return for the retailers agreement to feature the
manufacturers products in some way. (allowance)
11. Business promotion tools are used for all of the following except to _____. (generate more
manufacturers)
12. Lobbying, or building and maintaining relations with legislators and government officials to
influence legislation and regulation, is part of _____. (public relations)
13. _____ use several tools. Some of these are: the news, speeches, and special events. (Public
relations professionals)
14. Sales promotion consists of short-term incentives to encourage purchases or sales of a product
or service. (True)
15. An e-mail from Amazon.com that offers free shipping on your next purchase of more than $35
is an example of sales promotion. (True)
16. The most expensive consumer promotion tool is sampling. (True)
17. Toro ran a clever preseason promotion on some of its snow blower models, offering money
back if the snowfall in the buyers market area turned out to be below average. This is an
example of price packs.(False)
18. Quaker Oats inserted $5 million worth of gold and silver coins in Ken-L Ration dog food
packages. This is an example of patronage rewards.(False)
19. POP promotions include displays and demonstrations that take place at the point of purchase
or sale.(True)
20. Manufacturers direct more sales promotion dollars toward consumers than toward retailers.
(False)
21. Ideally, Modern Tool & Die Companys advertising message strategy will follow directly from the
companys _____ strategy.(broader positioning)
22. Sales promotion consists of short-term incentives to encourage purchases or sales of a product
or service.(True)
23. An e-mail from Amazon.com that offers free shipping on your next purchase of more than $35
is an example of sales promotion. (True)
24. The most effective consumer promotion tool is sampling (True)
25. Sales promotions targeted to the ultimate users of a product such as sampling, coupons,
contests, or sweepstakes are known as_____________(consumer promotion).
26. The premise surrounding public relations and publicity is that news stories and features about
your companys product is more authentic and ________ to readers than advertisements.
(credible )
27. Sales promotions tools offer three distinctive benefits to marketers. Among these
benefits are communication, invitation, and ________. (incentive)
28. The growing use of sales promotion has resulted in _____. (promotion clutter)
29. The objective for trade promotions is To get retailers to carry new items and more
inventory(true/false)
30. Business promotion tools are used for generate business leads (true /false)