1. ______________ is direct communications with carefully targeted individual consumers to obtain
an immediate response.
a) Personal selling
b) Public relations
c) Direct marketing
d) Sales promotion
2. Two major factors are changing the face of today's communications. One of these factors is the fact
that:
a) costs of promotion are rising.
b) mass markets are fragmented and marketers are shifting away from mass marketing.
c) global communications are not growing rapidly enough.
d) marcom managers have achieved more power and control.
3. IMC, as presented in the text and in context with promotion, stands for:
a) international manufacturing capacity.
b) international monetary consistency.
c) integrated marketing communications.
d) integrated marketing corporations.
4. The concept of ______________ suggests that the company must blend the promotion tools
carefully into a coordinated promotion mix.
a) public relations
b) integrated market planning
c) integrated marketing communications
d) global cultural imperatives
5. Which of the following promotional tools can reach many prospects who otherwise avoid
salespeople and is received as news rather than as a sales-directed communication?
a) advertising
b) personal selling
c) public relations
d) sales promotion
6. A ______________ is a promotion strategy that calls for spending a lot on advertising and consumer
promotion to build up consumer demand If the strategy is successful, consumer demand will move the
product through the channel.
a) Push strategy
b) Pull strategy
c) Blocking strategy
d) Integrated strategy
7. Which of the following WOULD NOT be one of the primary advertising objectives as classified by
primary purpose?
a) To inform
b) To persuade
c) To remind
d) To make profits
8. One of the arguments that supports the competitive-parity method for budgeting promotions is
that:
a) It is the fairest budget method.
b) It is generally the cheapest method of allocating funds.
c) Competitor's budgets represent the collective wisdom of the industry.
d) It is the easiest budget method to use on a global basis.
9. Advertising appeals should have three characteristics. All of the following are among those
characteristics EXCEPT:
a) Be meaningful.
b) Be tasteful.
c) Be believable.
d) Be distinctive
10. The first thing a reader notices in a printed advertising is the:
a) Headline.
b) Illustration.
c) Copy.
d) Format.