ashworth college C16V Online Exam 8 latest 2015 october

Part 1 of 1 – 100.0
Points

Question 1 of 20
5.0 Points
__________ represents the Promotion in the four Ps of a
firm’s marketing mix.
A. Advertising
B. Advertising and
Public Relations
C. Integrated
marketing communications
D. Comprehensive
marketing communications

Question 2 of 20
5.0 Points
Often a(n) __________ accomplishes the task of encoding IMC
messages.
A. advertising
agency
B. consumer interest
group
C. media channel
D. noise reduction
specialist

Question 3 of 20
5.0 Points
One of the difficulties in measuring the effectiveness of
IMC efforts is the __________, where consumers do not act immediately after
receiving a marketing communication.
A. decoding
decomposition effect
B. lagged effect
C. noncommittal
affect
D. viral effect

Question 4 of 20
5.0 Points
Which of the following is the best example of the
increasingly pervasive nature of today’s advertising?
A. Billboards
B. Network
television advertising
C. Pop-up ads on web
sites
D. Direct mail

Question 5 of 20
5.0 Points
The goals of IMC need to:
A. expand as the
advertising budget expands.
B. be explicit and
measurable.
C. be decoded before
they are encoded.
D. include both the
noise effect and the transmitter effect.

Question 6 of 20
5.0 Points
Word-of-mouth:
A. is always the
best advertising.
B. is personal
selling with paid-consumer salespeople.
C. creates an
emotional media mix selling proposition.
D. is not
advertising.

Question 7 of 20
5.0 Points
“Now available. The latest fall fashions,” is an
example of a(n) __________ advertising message.
A. persuasive
B. reminder
C. socially
responsible
D. informative

Question 8 of 20
5.0 Points
The classic “We’re GE, we bring good things to life”
ad campaign was a(n) __________ campaign.
A. product focused
B. consumer
generated
C. primary demand
D. institutional
advertising

Question 9 of 20
5.0 Points
The __________ is the combination of media used and the
frequency of advertising in each medium.
A. media plan
B. media buy
C. media mix
D. communications
plan

Question 10 of 20
5.0 Points
The __________ is the primary federal agency regulating
television, radio, and other electronic advertising.
A. FDA
B. FCC
C. FTC
D. BATF

Question 11 of 20
5.0 Points
__________ are special incentives or excitement-building
programs that encourage consumers to purchase a particular product, typically
used as part of other advertising or personal selling programs.
A. Premiums
B. Trade incentives
C. Sales promotions
D. Push programs

Question 12 of 20
5.0 Points
__________ help consumers make purchase decisions by
offering facts in advertising messages and strong arguments built around
relevant issues explaining key benefits of the firm’s products and services.
A. Emotional appeals

B. Niche marketing
propositions
C. Informational
appeals
D. Flighting appeals

Question 13 of 20
5.0 Points
The role and practice of public relations:
A. should be
included in marketing strategy and plans, even if it only generates
“free” media attention.
B. have changed from
a marketing-research based approval to a more proactive approach.
C. will continue to
diminish and eventually fade away completely.
D. have become more
and more attractive since it costs the firm nothing.

Question 14 of 20
5.0 Points
One of the disadvantages associated with personal selling
is:
A. cold calling is
easier than direct mail advertising.
B. salespeople often
change their message based on consumers’ needs.
C. it is expensive.
D. ethical
considerations get in the way of successful operations.

Question 15 of 20
5.0 Points
One of the reasons why B2B salespeople spend considerable time
qualifying potential customers is:
A. they want to have
absolutely everything in order before approaching a potential customer.
B. the cost of
preparing and making a presentation to most business customers.
C. too many business
buyers at trade shows are really competitive intelligence people from competing
firms.
D. independent
agents get the best leads and therefore company sales force representatives
need to work harder.

Question 16 of 20
5.0 Points
The __________ stage occurs prior to meeting the customer
for the first time and extends the qualification of leads procedure.
A. qualify leads
B. preapproach
C. sales
presentation
D. follow-up

Question 17 of 20
5.0 Points
__________ involves the planning, direction and control of
personal selling activities, including recruitment, selection, training,
motivation, compensation and evaluation of members of the sales force.
A. Human resources
management
B. Integrated
marketing communications management
C. Sales management
D. Marketing
management

Question 18 of 20
5.0 Points
Sales representatives are often compensated, at least in
part, on a percentage of the sales revenue. This percentage is known as a:
A. bonus.
B. sales increment.
C. compensation
increment.
D. commission.

Question 19 of 20
5.0 Points
Sue spent much of her time checking inventories, processing
straight rebuys, setting up displays and making sure everything is going
smoothly. Sue was primarily a(n):
A. business
development specialist.
B. sales support
specialist.
C. order getter.
D. order taker.

Question 20 of 20
5.0 Points
Sales, profits, orders and ratios are all __________
measures that can be used to evaluate sales representatives.
A. subjective
B. objective
C. customer-related
D. cooperative