Chapter 15: Promotional Strategies
Multiple Choice

1.  

Which of the following is not a basic goal for which promotion is used?
To inform
To persuade
To control
To remind

2.  

Which of the following is NOT among the five elements of promotion?
Personal selling
Prospecting
Direct marketing
Public relations

3.  

Which of the following is NOT a type of sales personnel?
Order getters
Order takers
Missionaries
Technical sales people

4.  

A first impression results from which of the following elements?
Appropriate appearance
Opening lines
Attitude and behavior
All of the above

5.  

Following up with customers after a sale helps to ensure ...
customer satisfaction.
repeat sales.
referrals.
all of the above.

6.  

Which of the following is NOT an objective of advertising and direct marketing?
To provide a canned approach
To create product awareness
To create and maintain the image of a product
To stimulate consumer demand

7.  

Successful sales reps follow three important steps. Which of the following is NOT one of them?
Establish a bond.
Use high pressure to make a sale.
Focus on how the buyer can benefit.
Make an artful close.

8.  

Which of the following are not among the listed proven closing techniques?
Turn buyer's objection into a close.
Make the offer available for a limited time.
Suggest a "trial" order.
Use guilt to close a sale.

9.  

Which of the following is a common advertising appeal?
Value appeal
Sex appeal
Celebrity appeal
All of the above

10.  

Advertising that seeks to create goodwill and build company image is known as ...
product advertising.
advocacy advertising.
comparative advertising.
institutional advertising.

11.  

Customer-seller communication in which the customer controls the amount and type of information received is known as ...
advocacy advertising.
interactive advertising.
competitive advertising.
all of the above.

12.  

Which of the following terms applies to an advertiser's level rather than the geographic coverage of the ad?
Local advertising
National advertising
Cooperative advertising
All of the above

13.  

Which advertising medium is constrained by poor graphic quality, short life span, and visual competition?
Magazines
Internet
Direct mail
Newspapers

14.  

Which advertising medium boasts the ability to deliver large amounts of information to narrowly selected audiences; excellent control over message quality; and personalization?
Direct mail
Internet
Television
Magazines

15.  

Which of the following is usually the first step in developing a promotional strategy?
Consider the product's nature and appeal.
Consider the product's position in the life cycle.
Establish a budget.
Consider the size and interests of the target market segments.


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