76. Direct mail advertising sends messages through
Audio
Video
Mail
None of these
Answer.3. Mail
Explanation:
In direct mail, advertising and other types of messages are delivered through the mail. Mail order is a particular way of doing business, like retail or personal selling. A mail-order business delivers its products through the mail.
77. Which of the following is more of the personal medium of advertisement?
Internet Advertisement
Broadcast Media
Direct Mail Advertising
Print Media
Answer.3. Direct Mail Advertising
Explanation:
Direct Mail Advertising is more of the personal medium of advertisement.
In direct mail, advertising and other types of messages are delivered through the mail. Mail order is a particular way of doing business, like retail or personal selling. A mail-order business delivers its products through the mail.
78. Independent organization of creative people for advertisement and promotional tools is called
Advertisement Makers
Advertisement Creators
Advertisement Developers
Advertisement Agency
Answer.4. Advertisement Agency
Explanation:
Advertising Agencies is defined as an advertising agency as an independent organization of creative people and business people who specialize in developing and preparing advertising plans, advertisements, and other promotional tools. The agency purchases advertising space and time in various media on behalf of its clients.
79. Which tool of the promotional mix consists of short-term incentives to encourage the purchase or sale of a product or service?
Advertising
Public relations
Direct marketing
Sales promotion
Answer.4. Sales promotion
Explanation:
Sales promotion is a type of Pull marketing technique.
Sales promotion is a short-term incentive to encourage the purchase or sale of a product or service.
If a firm introduces a product that is new in the market or which is not receiving a lot of attention, then it promotes this product to customers via sales promotions.
When a brand wants to increase the sales of its products, it uses Sales promotion. The brand can increase sales by attracting new customers to their products or by retaining the old customers by various means.
The company can also motivate the dealers and distributors of their channel to perform better for their brand and to get their stock moving.
80. If a company wants to build a good “corporate image,” it will probably use which of the following marketing communications mix tools?
Advertising
Public relations
Direct marketing
Sales promotion
Answer.2. Public relations
Explanation:
Public relations is the function of building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events
81. _____ is direct communications with carefully targeted individual consumers to obtain an immediate response.
Personal selling
Public relations
Direct marketing
Sales promotion
Answer.3. Direct marketing
Explanation:
Direct marketing is Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships.
It is a form of advertising that specifically targets a person or company to generate new business, raise the profile of an organization or product, or make a sale. Direct mail, telemarketing, and email marketing are all popular types of direct marketing.
82. Which of the following promotional forms is often described as being too impersonal and only a one-way communication form?
Advertising
Personal selling
Public relations
Sales promotion
Answer.1. Advertising
Explanation:
Advertising is an important paid form of non-personal presentation and promotion. It is a means of reaching the masses at a relatively low cost per exposure. It reaches people geographically dispersed and can be repeated several times. However, advertisements are impersonal as they address a large audience. They permit only one-way communication.
83. The promotion tool that may include coupons, contests, premiums, and other means of attracting consumer attention is best described as being which of the following?
Advertising
Personal selling
Public relations
Sales promotion
Answer.4. Sales promotion
Explanation:
Sales promotion is usually a set of short-term or temporary market or sales incentives that induces or encourages the purchase, trial, or sales of a hospitality product, service, or membership.
These sales or market incentives come in a variety of forms including promotional events, coupons, contests, price reductions, premiums refunds/rebates, bonus packs or purchases, frequency programs, point of purchase displays, and cooperative advertising.
84. A __________ is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.
Push strategy
Pull strategy
Blocking strategy
Integrated strategy
Answer.1. Push strategy
Explanation:
Push strategy is the promotion efforts that are directed at the channel members to induce them to purchase the products and sell them to the final consumer. This is done through personal selling and trade promotions.
or
A push strategy is a promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to the wholesalers, the wholesalers promote to retailers, and the retailers promote it to consumers
85. Which of the following strategies is usually followed by B2C companies with respect to promotion strategy?
Push strategy
Pull strategy
Blocking strategy
Integrated strategy
Answer.2. Pull strategy
Explanation:
A pull strategy 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, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.
Pull strategies are usually followed by B2C companies with respect to promotion strategy.
86. Which of the following strategies is usually followed by B2B companies with respect to promotion strategy?
Push strategy
Pull strategy
Blocking strategy
Integrated strategy
Answer.1. Push strategy
Explanation:
Push strategy is the promotion efforts that are directed at the channel members to induce them to purchase the products and sell them to the final consumer. This is done through personal selling and trade promotions.
B2B marketers tend to “push” more, putting more of their funds into personal selling, followed by sales promotion, and advertising. and public relations. In general. personal selling is used more heavily with expensive and risky goods and in markets with fewer and larger sellers.
87. Marketing management must make four important decisions when developing an advertising program. All of the following would be among those decisions EXCEPT:
Setting advertising objectives
Conducting advertising culture audit
Setting the advertising budget
Developing advertising strategy
Answer.2. Conducting advertising culture audit
Explanation:
Marketing management is the way to find out the opportunities which are profitable and create these opportunities by satisfying the customers.
Marketing management must make four important decisions when developing an advertising program:
Setting advertising objectives
Setting advertising budgets
Developing advertising strategy
Message decisions
Media decisions
Evaluating advertising campaigns
88. The first step in developing an advertising program should be to:
Set advertising objectives
Set the advertising budget
Evaluate advertising campaigns
Develop advertising strategy
Answer.1. Set advertising objectives
Explanation:
Setting Advertising Objectives is the first step is to set advertising objectives. These objectives should be based on past decisions about the target market, positioning, and marketing mix, which define the job that advertising must do in the total marketing program.
An advertising objective is a specific communication task to be accomplished with a specific target audience during a specified period of time.
89. A specific communication task to be accomplished with a specific target audience during a specific period of time is called an:
Advertising campaign
Advertising objective
Advertising criterion
Advertising evaluation
Answer.2. Advertising objective
Explanation:
An advertising objective is a specific communication task to be accomplished with a specific target audience during a specified period of time.
Setting Advertising Objectives is the first step is to set advertising objectives. These objectives should be based on past decisions about the target market, positioning, and marketing mix, which define the job that advertising must do in the total marketing program.
90. Which of the following WOULD NOT be one of the primary advertising objectives as classified by primary purpose?
To inform
To persuade
To remind
To make profits
Answer.4. To make profits
Explanation:
Advertising objectives can be classified by primary purpose as:
Informativé advertising is advertising used to inform consumers about a new product or feature and to build primary demand.
Persuasive advertising is advertising used to build selective demand for a brand by persuading consumers that it offers the best quality for their money.
Comparative advertising is advertising that compares one brand directly or indirectly to one or more other brands.
Reminder advertising is advertising used to keep consumers thinking about a product.
