1. Which of the following major promotional tools use press relations, product publicity, corporate
communications, lobbying, and public service to communicate information?
a) advertising
b) public relations
c) direct marketing
d) sales promotion
2. For many years mass-media advertising was king among promotion variables. Today, this form of
advertising appears to be giving way to:
a) product differentiation.
b) other elements of the promotion mix.
c) no manipulative variables.
d) a move away from promotion.
3. All of the following are cited by the text as limitations or challenges to marketers trying to use the
Web to build brands EXCEPT:
a) the higher expense of Web advertising versus traditional advertising.
b) the Internet doesn't build mass brand awareness.
c) the Web's format and quality constraints.
d) difficulty in achieving advertising-like solutions on the Web
4. If a company's 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 following promotion forms?
a) advertising
b) personal selling
c) public relations
d) sales promotion
5. The promotional tool that marketers tend to underuse or use only as an afterthought is best
described as being which of the following?
a) advertising
b) personal selling
c) public relations
d) sales promotion
6. Which of the following strategies is usually followed by b2b companies with respect to promotion
strategy?
a) Push strategy
b) Pull strategy
c) Blocking strategy
d) Integrated strategy
7. Building selective demand is the objective of which type of advertising?
a) Informative advertising
b) Persuasive advertising
c) Reminder advertising
d) Demand-driven advertising
8. According to the chapter, all of the following have promoted the importance of the media-planning
function EXCEPT
a) Media fragmentation.
b) The development of the internet.
c) Soaring media costs.
d) More focused target marketing strategies.
9. . In evaluating messages for advertising, telling how the product is better than the competing brands
aims at making the ad:
a) Meaningful.
b) Distinctive.
c) Believable.
d) Remembered.
10. Media planners consider many factors when making their media choices. According to the text, all
of the following factors would be considered EXCEPT:
a) The fashionability of the media.
b) The media habits of target consumers.
c) The nature of the product
d) The type of message to be used.