Name: Class: Date:: Cengage Learning Testing, Powered by Cognero

Name: Class: Date:
Chapter 16
1. YouTube is an example of a microblog.
a. True
b. False
ANSWER: False
RATIONALE: Twitter is an example of a microblog. See 16-4: The Promotional Mix
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.16.04
TOPICS: A-head: The Promotional Mix
Bloom's: Remember
BUSPROG: Analytic
Microblogs
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/1/2015 4:22 PM
CUSTOM ID: CGI: BVYJ92L6UYADJAYR0403
QUESTION ID: JFND-GO4G-G3BU-KOTO
QUESTION GLOBAL ID: GCID-E7BW-1TBP-GB1U-1AJI-GYAS-KQJT-8Y4N-4A5F-8RH1-4AT3-CC4N-4PBW-
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJ1-GBTD-NCDD-8BUG-NPT1-GHSU-
KPDF-CRSS-CPDD-GOSU-CPUF-8RSU-YQBU-GHAU-QCUD-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
2. Social media have become a layer in promotional strategy.

a. True
b. False
ANSWER: True
RATIONALE: Social media have become a layer in promotional strategy. Now marketers are using social
media as integral aspects of their campaigns. See 16-4: The Promotional Mix
POINTS: 1
DIFFICULTY: Easy
Bloom's: Remember
BUSPROG: Analytic
Social Media
CUSTOM ID: CGI: CPBLU68MLQHG2FZ90030
QUESTION ID: JFND-GO4G-G3BU-KOTZ
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJO-C3TS-G3BW-GH5G-CA3T-GOSS-
Cengage Learning Testing, Powered by Cognero Page 1

Name: Class: Date:
Chapter 16
RCTI-8RSS-GC3O-GOSU-KPJZ-8RSU-OPBS-CE5D-GA3O-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
3. Social media are used by marketers as a way to extend the benefits of their traditional media.
a. True
b. False
ANSWER: True
RATIONALE: Social media are used by marketers as a way to extend the benefits of their traditional media.
Businesses use these tools to engage with consumers. See 16-4: The Promotional Mix
POINTS: 1
DIFFICULTY: Easy
Bloom's: Remember
BUSPROG: Analytic
Social Media
CUSTOM ID: CGI: DELNFP6DXUQJ2QDWM955
QUESTION ID: JFND-GO4G-G3BU-KOTS
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJT-GCHD-OCDG-CW4G-C3JW-GCSU-
1ATI-8RSU-1P3T-GOSU-OPDN-CWSS-GQJ1-GTUD-13TZ-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
4. Social media are non-ubiquitous.

a. True
b. False
ANSWER: False
RATIONALE: Social media are ubiquitous, it just depends on how deep they go for each brand. See 16-4:
The Promotional Mix
POINTS: 1
DIFFICULTY: Easy
Bloom's: Remember
BUSPROG: Analytic
Social Media
CUSTOM ID: CGI: GLBFT1XK6LXY5KW3Z764
Name: Class: Date:
Chapter 16
QUESTION ID: JFND-GO4G-G3BU-KOTI

8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJZ-GF1G-G3TZ-GC5D-YPJZ-CESU-
NAUR-CESS-GCTW-GOSU-OAMR-GYSS-CPB1-C31D-1PJZ-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
5. A firm should choose all five promotional elements in its promotional mix and use them in equal degrees.
a. True
b. False
ANSWER: False
RATIONALE: A firm may choose not to use all five promotional elements in its promotional mix, or it may
choose to use them in varying degrees. See 16-7: Factors Affecting the Promotional Mix
POINTS: 1
DIFFICULTY: Moderate
TOPICS: A-head: Factors Affecting the Promotional Mix
Bloom's: Understand
BUSPROG: Analytic
Promotional Mix
CUSTOM ID: CGI: HSZYWYXFYQUX0GWMT931
QUESTION ID: JFND-GO4G-G3BU-KOTW
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJI-GR4U-YC5G-8FUG-RQMF-GOSU-
KPB3-8YSU-E3MD-GOSU-CAMD-COSU-KP5N-CA5U-CCUR-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
6. Promotional mixes do not vary from one product or industry to the next.
a. True
b. False
ANSWER: False
RATIONALE: Promotional mixes vary a great deal from one product and one industry to the next. See 16-7:
Factors Affecting the Promotional Mix
POINTS: 1
Bloom's: Understand
BUSPROG: Analytic
Promotional Mix
Name: Class: Date:
Chapter 16

CUSTOM ID: CGI: JMJV7KYP422KBJL46834
QUESTION ID: JFND-GO4G-G3BU-KQNN
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJT-8RHU-OPUD-8R3D-1CT3-GHSU-
1P3U-8YSU-G3MF-GOSU-RA3Z-GCSS-GQJZ-GAAG-KQMD-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
7. Personal selling, unlike other promotional mix elements, is independent of the Internet.
a. True
b. False
ANSWER: False
RATIONALE: Personal selling, like other promotional mix elements, is increasingly dependent on the
Internet. See 16-4: The Promotional Mix
POINTS: 1
Bloom's: Understand
BUSPROG: Analytic
Personal Selling
CUSTOM ID: CGI: NJXT2YATQ83HUZXNG973
QUESTION ID: JFND-GO4G-G3BU-KQNB
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMR-8RAS-RQJA-GA3G-KCUF-CESU-
QPTO-CESU-NAT1-GOSU-YQB3-CESU-RQBT-CJ1U-OQJA-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
8. Communication via telephone is not considered personal selling because it does not occur face-to-face.
a. True
b. False
ANSWER: False
RATIONALE: Whether it takes place face-to-face or over the phone, personal selling attempts to persuade
the buyer to accept a point of view. See 16-4: The Promotional Mix
POINTS: 1

Name: Class: Date:
Chapter 16

Bloom's: Understand
BUSPROG: Analytic
Personal Selling
CUSTOM ID: CGI: NNMD42FRHKW7ZRPC9120
QUESTION ID: JFND-GO4G-G3BU-KQB3
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMR-8F1G-KC3U-GA5U-RQJO-GESS-
RP5F-CRSS-GP5B-GOSS-CQJA-8RSU-NC3U-CW3G-KAJI-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
9. Podcasting is a form of social media.

a. True
b. False
ANSWER: True
RATIONALE: Social media include blogs, microblogs, podcasting, and social networks. See 16-4: The
Promotional Mix
POINTS: 1
DIFFICULTY: Easy
Bloom's: Remember
BUSPROG: Analytic
Social Media
CUSTOM ID: CGI: QQZZJABKVEM8Q10WF589
QUESTION ID: JFND-GO4G-G3BU-KQBA
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMD-CJTS-EP5F-CEAD-YPJI-GRSS-
RA5D-CRSU-KCTO-GOSS-RPJA-GYSS-GP3Z-8Y3G-C3DG-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
10. Initially, social media tools were used primarily for self-expression.
a. True
b. False
ANSWER: True
RATIONALE: Initially, social media tools were used primarily by individuals for self-expression. See 16-4:
The Promotional Mix
POINTS: 1
Name: Class: Date:
Chapter 16

Bloom's: Understand
BUSPROG: Analytic
Social Media
CUSTOM ID: CGI: SCLK13A9XA9E648LS501
QUESTION ID: JFND-GO4G-G3BU-KQNG
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJT-GT1U-OCTW-GF1G-EP3A-GHSU-
KCDG-8YSS-N3JW-GOSU-OATS-GOSU-E3BT-GW5D-EAJZ-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
11. Social media are promotion tools used to facilitate conversations and other interactions among people online.
a. True
b. False
ANSWER: True
RATIONALE: Social media are promotion tools used to facilitate conversations and other interactions
among people online. When used by marketers, these tools facilitate consumer
empowerment. See 16-4: The Promotional Mix
POINTS: 1
DIFFICULTY: Easy
Bloom's: Remember
BUSPROG: Analytic
Social Media
CUSTOM ID: CGI: WPWDX6RCXLH407TLS716
QUESTION ID: JFND-GO4G-G3BU-KQNF
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJW-GI1U-KC3U-GHAU-GAMF-GRSU-
QAJA-CRSU-NPJU-GOSS-RCUR-CWSU-Y3UB-CO5U-1ATS-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
12. Traditional methods of personal selling include a planned presentation to one or more prospective buyers for the
purpose of making a sale.
a. True
b. False

Name: Class: Date:
Chapter 16
ANSWER: True
RATIONALE: Traditional methods of personal selling include a planned presentation to one or more
prospective buyers for the purpose of making a sale. In the traditional view of personal
selling, the objectives of the salesperson are at the expense of the buyer, creating a win-lose
outcome. See 16-4: The Promotional Mix
POINTS: 1
Bloom's: Understand
BUSPROG: Analytic
Personal Selling
CUSTOM ID: CGI: YKTF4URF4YX98GYUP769
QUESTION ID: JFND-GO4G-G3BU-KQNR
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJW-GA3G-C3TS-GOAG-EQMF-CESU-
OA3S-8YSS-EPUN-GOSS-RAUD-COSS-CAMB-CCHD-QATT-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
13. Social media prohibits consumers' interaction with other consumers.

a. True
b. False
ANSWER: False
RATIONALE: Consumers are able to speak directly to other consumers, the company, and Web
communities. See 16-4: The Promotional Mix
POINTS: 1
Bloom's: Understand
BUSPROG: Analytic
Social Media
CUSTOM ID: CGI: YSYUW0M4LYHT6YNC5888
QUESTION ID: JFND-GO4G-G3BU-KQND
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMG-GAAG-KQMR-CO4U-Q3UD-
GRSS-KAUD-8RSS-KCTA-GOSU-OA3I-GHSU-EC3A-GHHG-CPJA-E7JI-YT4D-JFNN-
Name: Class: Date:
Chapter 16
4OTI-GO4W-NQNBEE
14. Two popular beverage manufacturing companies in different countries merge together to gain strategic advantages.
The merger gives each brand access to a significantly larger market. To effectively reach both markets, the merged
company needs to coordinate its promotional mix to produce a consistent, unified, and customer-focused message. In
other words, the company needs to use:
a. the AIDA model for product promotion.
b. integrated marketing communications.
c. transformational marketing.
d. creative selling.
ANSWER: b
RATIONALE: The company should use integrated marketing communications. Integrated marketing
communications (IMC) is the careful coordination of all promotional messages for a product
or a service to assure the consistency of messages at every contact point at which a company
meets a consumer. See 16-6: Integrated Marketing Communications
POINTS: 1
QUESTION TYPE: Multiple Choice
TOPICS: A-head: Integrated Marketing Communications
Bloom's: Understand
BUSPROG: Analytic
Integrated Marketing Communications
CUSTOM ID: CGI: BFDDQPGUS6LZQ1X43272
QUESTION ID: JFND-GO4G-G3BU-KQBU
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMB-GE4D-RPMB-GJUG-C3BU-GESU-
QPBS-CESU-RQB1-GOSU-CPB3-GHSU-RPTS-GO3U-QQJI-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
15. Which of the following statements is true of a promotional mix?

a. Control over message content is greatest when public relations is used.
b. A large audience is best reached with personal selling.
c. In advertising, the sponsor or company is identified.
d. The mode of communication for sales promotion is usually direct and personal.
ANSWER: c
RATIONALE: In advertising, the sponsor or company is identified. Advertising is an element of a
promotional mix. See 16-4: The Promotional Mix
POINTS: 1
Name: Class: Date:
Chapter 16

Bloom's: Understand
BUSPROG: Analytic
Promotional Mix
CUSTOM ID: CGI: CYTE683GTJQ3DE4WA331
QUESTION ID: JFND-GO4G-G3BU-KQB1
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMB-8R3D-YAJ1-GHAS-EAUF-CWSU-
1QBW-CRSU-NA3I-GOSU-NA31-CCSS-NPBI-CR4U-E3MF-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
16. Wild Plus, a television channel dedicated to wildlife, organizes promotional events in several shopping malls across
the city to promote its new wildlife adventure series. Articles about the new program are also published in local
newspapers. Therefore, Wild Plus is engaged in:
a. promoting sales.
b. generating publicity.
c. personal selling.
d. implicit communications.
ANSWER: b
RATIONALE: Promotional events and articles in newspapers are examples of publicity. Publicity refers to
public information about a company, product, service, or issue appearing in the mass media
as a news item. See 16-4: The Promotional Mix
POINTS: 1
DIFFICULTY: Challenging
Bloom's: Apply
BUSPROG: Reflective Thinking
Public Relations
CUSTOM ID: CGI: DFULQN6FZJTQKZGAY609
QUESTION ID: JFND-GO4G-G3BU-KQBT
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJO-8BUD-NCTS-CW4D-EA5D-CWSU-
GPJ1-8YSS-KA31-GOSU-QAJ1-GESU-EP3W-8FTD-C3TO-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
17. Cover Board Inc. is a company that designs and prints advertisements on coffee sleeves used on cups sold in coffee
shops. To find clients to advertise on the coffee cup sleeves, the company sends a representative to other companies to
explain them the benefits of advertising on these sleeves. In this case, which of the following promotional strategies is
Name: Class: Date:
Chapter 16
used by Cover Board Inc.?
a. Mass communication
b. Implicit communication
c. Personal selling
d. Sales promotion
ANSWER: c
RATIONALE: Cover Board Inc. is engaged in personal selling. Personal selling is a purchase situation
involving a personal, paid-for communication between two people in an attempt to influence
each other. See 16-4: The Promotional Mix
POINTS: 1
Bloom's: Apply
Personal Selling
CUSTOM ID: CGI: EGCTS3ARWD0ZKLNXU106
QUESTION ID: JFND-GO4G-G3BU-KQBO
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJA-GO4G-K3TT-C31G-ECJW-GRSU-
GQB1-CESU-EPBZ-GOSS-RPJO-GESU-QC3A-CA3D-QQBT-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
18. When a product is in the growth stage of its product life cycle, it is necessary to ensure that:
a. all elements of the promotional mix are equally utilized.
b. advertising and public relations continue to remain important.
c. persuasive and reminder advertising are decreased.
d. personal selling is reduced to a large extent.
ANSWER: b
RATIONALE: When a product is in the growth stage of its product life cycle, advertising and public
relations are particularly important. The promotional strategy is to emphasize a product's
differential advantage over the competition. See 16-7: Factors Affecting the Promotional Mix
POINTS: 1
Bloom's: Understand
BUSPROG: Analytic
Product Life Cycle
Name: Class: Date:
Chapter 16

CUSTOM ID: CGI: FSPNHP4SPVNR5FWE9701
QUESTION ID: JFND-GO4G-G3BU-KQBZ
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMN-GBTG-C3UD-CTOU-NCTI-CCSS-
E3UR-8RSU-GAJA-GOSU-G3MD-CESU-1QJI-CCAG-NP33-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
19. Which of the following is a difference between a push and a pull strategy?
a. Social media is used in a push strategy, while personal selling is used in a pull strategy.
b. End consumers are targeted in a push strategy, while wholesalers are targeted in a pull strategy.
c. Push strategies focus on content marketing, while pull strategies focus on personal selling.
d. Retailers are targeted in a push strategy, while opinion leaders are targeted in a pull strategy.
ANSWER: d
RATIONALE: Manufacturers may use aggressive personal selling and trade advertising to convince a
wholesaler or a retailer to carry and sell their merchandise. This approach is known as a push
strategy. A pull strategy stimulates consumer demand to obtain product distribution. See 16-
7: Factors Affecting the Promotional Mix
POINTS: 1
Bloom's: Analyze
BUSPROG: Analytic
Promotion Strategies
CUSTOM ID: CGI: HFKVGRR2CNM2L45QP957
QUESTION ID: JFND-GO4G-G3BU-KQBS
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJZ-8FTG-R3MF-GWAD-RC5G-CRSU-
1AUN-CRSS-NPJT-GOSS-RPTT-8YSU-N3UG-GW3D-1AMN-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
20. To increase its revenues, an airline company decides to sell space on airsickness bags to companies that would like to
use this unique channel for their promotional messages. In terms of the promotional strategy, the airsickness bags are
being used for:
a. integrated marketing communication.
b. personal selling.
c. executing a push strategy.
d. advertising.
ANSWER: d
Name: Class: Date:
Chapter 16
RATIONALE: The airsickness bags are used for advertising. Advertising is any form of impersonal, paid,
one-way mass communication about a product in which the sponsor or company is identified.
See 16-4: The Promotional Mix
POINTS: 1
Bloom's: Apply
Advertising
CUSTOM ID: CGI: LJQPLC8C7VJBALE1Y797
QUESTION ID: JFND-GO4G-G3BU-KQBI
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJS-CW3U-RA3Z-GE3U-RCJZ-CESU-
OC5G-8RSS-C3TU-GOSS-N3TO-GCSU-1C3T-C3TG-GCBS-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
21. Which of the following statements is true of the characteristics of the elements in a promotional mix?
a. The speed of feedback is delayed in sales promotion, advertising, and personal selling.
b. Message flexibility is greatest with advertising.
c. The message flow is two-way in public relations, sales promotions, and personal selling.
d. Important promotional ingredients tend to receive the most funding.
ANSWER: d
RATIONALE: Important promotional ingredients tend to receive the most funding. The more funds
allocated to each promotional ingredient and the more managerial emphasis placed on each
technique, the more important that element is thought to be in the overall mix. See 16-4: The
Promotional Mix
POINTS: 1
Bloom's: Understand
BUSPROG: Analytic
Promotional Mix
CUSTOM ID: CGI: NDYWJKDB2LE3UT1FC967
QUESTION ID: JFND-GO4G-G3BU-KQBW
Name: Class: Date:
Chapter 16
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMF-GHAD-Q3JS-GCHD-KP3T-8RSU-
R3BS-CRSS-KAMG-GOSU-K3DD-CASU-CQMF-CIOU-RPT3-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
22. A television channel promotes its new reality show through print and broadcast advertising as well as personal
appearances by show participants in promotional events, Web sites, and merchandise signed by the participants. To make
sure that all of the promotional messages are coordinated, the television channel should use the:
a. integrated marketing communications approach.
b. integrated communications management approach.
c. AIDA model.
d. interpersonal and mass communications approach.
ANSWER: a
RATIONALE: The television channel must use integrated marketing communications (IMC). Integrated marketing
communications is the careful coordination of all promotional messages for a product or a service to
assure the consistency of messages at every contact point at which a company meets a consumer. See
16-6: Integrated Marketing Communications
POINTS: 1
TOPICS: A-head: Integrated Marketing Communications
Bloom's: Understand
BUSPROG: Analytic
Integrated Marketing Communications
CUSTOM ID: CGI: NRBV9NREUX3804CD1029
QUESTION ID: JFND-GO4G-G3BU-KQKN
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJI-GW3D-OC5D-GYHU-KPBO-GWSU-
CATO-8YSU-E3DR-GOSS-KQBS-8YSU-KP3W-GC4U-GCT3-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
23. Which of the following statements is true of advertising?

a. The total costs of advertising are typically low.
b. The messages in advertising are personalized.
c. The cost per contact in advertising is low.
d. Innovative media are not used in advertising.
ANSWER: c
RATIONALE: The cost per contact in advertising is low. One of the primary benefits of advertising is its
ability to communicate to a large number of people at one time. See 16-4: The Promotional
Mix
POINTS: 1

Name: Class: Date:
Chapter 16

Bloom's: Understand
BUSPROG: Analytic
Advertising
CUSTOM ID: CGI: NWMWN3TYM9DXAZQLD702
QUESTION ID: JFND-GO4G-G3BU-KQKB
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJS-CEAG-CCUD-GT1U-EPJU-COSU-
CC5D-8YSS-KPBA-GOSU-1P3A-GHSU-Y3J3-GJOU-GCT1-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
24. A beverage company plans to launch a new energy drink. It decides to partly sponsor a marathon in the city. It places
billboards and posters describing the new drink throughout the marathon route. Company representatives distribute flyers
to people arriving to watch the marathon. The company also issues press releases as part of the product launch. Therefore,
the company is executing a:
a. sales promotion campaign.
b. personal selling campaign.
c. target marketing strategy.
d. public relations strategy.
ANSWER: d
RATIONALE: The beverage company is executing a public relations strategy. Public relations is the
marketing function that evaluates public attitudes, identifies areas within an organization the
public may be interested in, and executes a program of action to earn public understanding
and acceptance. See 16-4: The Promotional Mix
POINTS: 1
Bloom's: Apply
Public Relations
CUSTOM ID: CGI: PZBMFU3C93LAKTFV8277
QUESTION ID: JFND-GO4G-G3BU-KQJ3
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJ1-CPUD-NCB3-GP1U-Y3J1-GASS-
RA5G-8RSU-KCBA-GOSS-C3TA-CASS-RA3Z-CE5D-QPTW-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

Name: Class: Date:
Chapter 16
25. Which of the following statements is true of sales promotions?
a. Public relations cannot effectively be used with sales promotions.
b. Sales promotion is a type of direct marketing.
c. Marketers view sales promotion as an attempt to create a long-term, committed relationship between
customers and salespersons.
d. Sales promotions include experiential marketing whereby marketers create events that enable customers to
connect with brands.
ANSWER: d
RATIONALE: Sales promotions include experiential marketing whereby marketers create events that enable
customers to connect with brands. Sales promotion is generally a short-run tool used to
stimulate immediate increases in demand. See 16-4: The Promotional Mix
POINTS: 1
Bloom's: Understand
BUSPROG: Analytic
Sales Promotions
CUSTOM ID: CGI: PZNHLPQPTVJE9NZEK000
QUESTION ID: JFND-GO4G-G3BU-KQJA
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMN-8R4G-C3T1-GAHD-EQBZ-GWSU-
1QJZ-CESU-KAMG-GOSS-NCBW-CRSS-K3DD-CO4U-N3T1-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
26. The promotional mix elements that should be emphasized for products moving into the growth stage of the product
life cycle are:
a. public relations and reminder advertising.
b. sales promotion and public relations.
c. personal selling and persuasive advertising.
d. sales promotion and personal selling.
ANSWER: c
RATIONALE: The promotional mix elements that should be emphasized for products moving into the
growth stage of the product life cycle are personal selling and persuasive advertising.
Persuasive promotion is used to build and maintain brand loyalty during the growth stage.
See 16-7: Factors Affecting the Promotional Mix
POINTS: 1
Name: Class: Date:
Chapter 16

Bloom's: Understand
BUSPROG: Analytic
Product Life Cycle
CUSTOM ID: CGI: QWMXBA0NLRZ9P1HNK936
QUESTION ID: JFND-GO4G-G3BU-KQKG
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMF-GA3G-KAUG-GA5D-QAUN-
GESU-GQDB-CRSU-OCB3-GOSU-EPTZ-GASS-EQBU-GE4G-N3UD-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
27. Arise Food Corporation displays posters in supermarkets to promote its new range of pasta sauces. Which of the
following stages of the communication process is the company engaged in during the course of promoting its products?
a. Customizing
b. Decoding
c. Receiving
d. Encoding
ANSWER: d
RATIONALE: Arise Food Corporation is encoding its message using posters. Encoding is the conversion of
the sender's ideas and thoughts into a message, usually in the form of words or signs. See 16-
2: Marketing Communication
POINTS: 1
TOPICS: A-head: Marketing Communication
Bloom's: Apply
Communication Process
CUSTOM ID: CGI: TZBZF5HBV6BQGLHJT268
QUESTION ID: JFND-GO4G-G3BU-KQKF
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMG-GI1D-E3UD-GR5G-C3TO-8YSU-
YPB1-8YSU-EQMR-GOSS-EA5G-CRSU-OQB1-8R4U-1C5N-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
28. The fishing lures produced by Fun Lite Corporation are unique in that they are handcrafted. Advertising by the
company emphasizes the point that how its lures, unlike others, are all handcrafted. This feature is the company's:
a. publicity objective.
b. marketing differentiator.

Name: Class: Date:
Chapter 16
c. competitive advantage.
d. one-to-one marketing advantage.
ANSWER: c
RATIONALE: The main function of a marketer's promotional strategy is to convince target customers that
the goods and services offered provide a competitive advantage over the competition. Fun
Lite Corporation lures have a competitive advantage because of its product's unique features.
See 16-1: The Role of Promotion in the Marketing Mix
POINTS: 1
TOPICS: A-head: The Role of Promotion in the Marketing Mix
Bloom's: Apply
Marketing mix
CUSTOM ID: CGI: WBGNX70UDZJV744BN547
QUESTION ID: JFND-GO4G-G3BU-KQKR
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJW-CAHU-G3UF-CJOS-NQJA-CESS-
CAJU-CESS-N3DN-GOSS-EAJU-CASU-GPTT-CA5G-K3J3-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
29. Which of the following is true of a target market characterized by widely scattered potential customers, highly
informed buyers, and brand-loyal repeat purchasers?
a. It requires a promotional mix with more social media and less sales promotion.
b. It requires a promotional mix with more personal selling and less advertising.
c. It requires a promotional mix with more advertising and less personal selling.
d. It requires a promotional mix with more sales promotion and less social media.
ANSWER: c
RATIONALE: A target market characterized by widely scattered potential customers, highly informed
buyers, and brand-loyal repeat purchasers generally requires a promotional mix with more
advertising and sales promotion and less personal selling. See 16-7: Factors Affecting the
Promotional Mix
POINTS: 1
Bloom's: Understand
BUSPROG: Analytic
Target Markets
Name: Class: Date:
Chapter 16

CUSTOM ID: CGI: WDVPCFB877LQV5628649
QUESTION ID: JFND-GO4G-G3BU-KQKD
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJS-GR3G-CPJT-CITD-KP3U-GASS-
G3JA-CRSU-KQJ1-GOSU-RCDD-CRSU-EQJI-CJ1G-GQJ3-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
30. Which of the following statements is true of the AIDA model?

a. It explains why public relations is the most important element in a promotional mix.
b. It explains how all promotions influence purchase decisions.
c. It discusses how consumers respond to marketing messages.
d. It talks about marketing activities other than advertising, personal selling, and public relations.
ANSWER: c
RATIONALE: The AIDA model proposes that consumers respond to marketing messages in a cognitive,
affective, and conative sequence. See 16-5: Promotional Goals and the AIDA Concept
POINTS: 1
TOPICS: A-head: Promotional Goals and the AIDA Concept
Bloom's: Understand
BUSPROG: Analytic
Promotion strategies
CUSTOM ID: CGI: XTQLCR4K72MB1FVZ4881
QUESTION ID: JFND-GO4G-G3BU-KQJU
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJI-8FUD-GPDB-GEHD-RCBI-GCSU-
YQJW-8RSU-OP5B-GOSS-R3UB-CRSS-NC3I-CT1U-O3B3-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
31. The AIDA concept:

a. does not include personal selling, advertising, and public relations.
b. does not explain how all promotions influence purchase decisions.
c. assumes that consumers regularly go through each stage of the process during all purchases.
d. indicates that a purchase decision is the same for high-involvement and low-involvement products.
ANSWER: b
RATIONALE: The AIDA concept does not explain how all promotions influence purchase decisions. The
model suggests that promotional effectiveness can be measured in terms of consumers
progressing from one stage to the next. See 16-5: Promotional Goals and the AIDA Concept
POINTS: 1
Name: Class: Date:
Chapter 16
TOPICS: A-head: Promotional Goals and the AIDA Concept
Bloom's: Understand
BUSPROG: Analytic
CUSTOM ID: CGI: ZHQY1P2ECT0JMGYSJ866
QUESTION ID: JFND-GO4G-G3BU-KQJ1
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJA-GEAG-KCBS-8R5U-YPT3-8YSS-
R3JZ-8YSU-OPMR-GOSU-GP3U-CWSS-NQJI-GEHD-OA3T-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
32. Treat Bytes Inc., a food product manufacturing company, introduces a new range of protein-rich snacks targeted at
vegetarians. The products have very low levels of fat and cholesterol that make them a healthy source of protein for
vegetarians. These products are unique, and people consider them to be of the highest quality. These unique features of
the products present Treat Bytes Inc. with a__________.
ANSWER: competitive advantage
RATIONALE: The new products offer Treat Bytes Inc. a competitive advantage. A competitive advantage is
the set of unique features of a company and its products that are perceived by the target
market as significant and superior to those of the competition. See 16-1: The Role of
Promotion in the Marketing Mix
POINTS: 1
QUESTION TYPE: Completion
Bloom's: Apply
Marketing mix
CUSTOM ID: CGI: BQAH4MPWQ2VDBE5L0604
QUESTION ID: JFND-GO4G-G3BU-KQJT
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJO-GT1U-GAUR-GTOS-KQBO-
CWSU-EQJZ-CESU-YAUR-GOSS-ECT1-8RSU-YPBZ-GAHS-KCMD-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
33. Advent Automobiles Inc. launches a new sport utility vehicle. The company places advertisements in leading
newspapers and social media sites to reach out to consumers. In the context of the communication process, Advent
Name: Class: Date:
Chapter 16
Automobiles Inc. is the__________.
ANSWER: sender
RATIONALE: Advent Automobiles is the sender of the message in the communication process. The sender
is the originator of a message in a communication process. See 16-2: Marketing
Communication
POINTS: 1
Bloom's: Apply
CUSTOM ID: CGI: CBANY5Q34G1E3373A857
QUESTION ID: JFND-GO4G-G3BU-KQJO
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMN-CJOS-CQJS-CO5S-ECMG-GESU-
YC31-CRSS-KCMD-GOSU-Y3JZ-GOSS-RPJI-GRHG-CQBO-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
34. In 2008, the NBC television network used marketing tools such as advertising, personal selling, public relations, and
sales promotion to communicate with its target audience about its new reality show. The television
network's__________described its plan on how to use these tools most effectively.
ANSWER: promotional strategy
RATIONALE: The NBC television network is engaged in developing a promotional strategy. The elements
of the promotional mix are advertising, public relations, personal selling, sales promotion,
and social media. A promotional strategy is a plan for the optimal use of these elements. See
16-1: The Role of Promotion in the Marketing Mix
POINTS: 1
Bloom's: Apply
Marketing mix
CUSTOM ID: CGI: CMXELZQP41J4K356C891
QUESTION ID: JFND-GO4G-G3BU-KQJZ

Name: Class: Date:
Chapter 16
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJ3-8RAS-NATU-CI1D-YC33-GESU-
NQMF-CESS-KAT1-GOSU-1PDF-COSU-CPMN-GA3D-GAJW-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
35. ABC television network uses billboard, television, magazine, and newspaper advertising to inform viewers about new
episodes of a popular television program. Therefore, ABC television network uses__________communication to promote
the television program.
ANSWER: mass
RATIONALE: ABC television network uses mass communication to promote the new program. Mass
communication involves communicating a concept or message to large audiences. See 16-2:
Marketing Communication
POINTS: 1
Bloom's: Understand
BUSPROG: Analytic
Marketing Communications
CUSTOM ID: CGI: DQMM02V3B4UWN5TKX804
QUESTION ID: JFND-GO4G-G3BU-KQJS
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJU-GTOU-1CBW-GW4U-OC5G-
COSU-NQBI-CESS-GAJ3-GOSU-EQMF-GRSU-EQMN-GWAU-K3UF-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
36. __________is the process by which meanings are exchanged or shared through a common set of symbols.
ANSWER: Communication
RATIONALE: Communication is the process by which meanings are exchanged or shared through a
common set of symbols. People also assign meanings to feelings, ideas, facts, and attitudes.
When a company develops a new product, changes an old one, or simply tries to increase
sales of an existing good or service, it must communicate its selling message to potential
customers. See 16-2: Marketing Communication
POINTS: 1
Bloom's: Remember
BUSPROG: Analytic
Name: Class: Date:
Chapter 16

CUSTOM ID: CGI: FBCDELPNZX909J1ZQ059
QUESTION ID: JFND-GO4G-G3BU-KQJI
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJW-GHAS-NPJI-GO4U-OA3I-GRSU-
QCUB-8YSU-G3B3-GOSU-CATI-CESU-KCDB-GY3U-KAMB-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
37. A manufacturer using the__________promotional strategy focuses its promotional efforts on end consumers.
ANSWER: pull
RATIONALE: A pull strategy stimulates consumer demand to obtain product distribution. Rather than trying
to sell to a wholesaler, the manufacturer using a pull strategy focuses its promotional efforts
on end consumers or opinion leaders. See 16-7: Factors Affecting the Promotional Mix
POINTS: 1
Bloom's: Remember
BUSPROG: Analytic
CUSTOM ID: CGI: JVTF1UR395VT2T21B423
QUESTION ID: JFND-GO4G-G3BU-KQJW
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMB-CA3D-OPJ3-8Y3S-RPTS-CASU-
E3UB-CESU-N3T1-GOSS-EC5D-CRSU-CQBI-GJOU-QPDD-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
38. __________refers to communication by marketers that informs, persuades, and reminds potential buyers of a product
in order to influence an opinion or elicit a response.
ANSWER: Promotion
RATIONALE: Promotion refers to communication by marketers that informs, persuades, and reminds
potential buyers of a product in order to influence an opinion or elicit a response. A
promotional strategy is a plan for the optimal use of the elements of promotion. See 16-1:
The Role of Promotion in the Marketing Mix
POINTS: 1
Bloom's: Remember
BUSPROG: Analytic
Name: Class: Date:
Chapter 16
Promotion
CUSTOM ID: CGI: NEKW3C82HN4BR1KT9797
QUESTION ID: JFND-GO4G-G3BU-KTKN
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMF-8YHS-KCTW-CC4G-KPJO-GASU-
R3MR-CRSU-YPBW-GOSU-NPB1-GHSU-G3MG-GFTU-KPBW-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
39. When Dernz Inc. introduced its ketchup globally, it first had to deal with the fact that ketchup is not a household staple
outside the United States. The company had to show foreign users how ketchup can be used. In this case, Dernz had to
rely primarily on__________advertising to reach out to consumers.
ANSWER: informative
RATIONALE: Dernz had to rely primarily on informative advertising. Informative promotion seeks to
convert an existing need into a want or to stimulate interest in a new product. See 16-3: The
Goals of Promotion
POINTS: 1
TOPICS: A-head: The Goals of Promotion
Bloom's: Apply
CUSTOM ID: CGI: NHKXEGEPKZ5WJH6QF805
QUESTION ID: JFND-GO4G-G3BU-KTKB
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMB-CIOU-QPB1-GJOU-RCMR-COSS-
KPBA-8RSU-G3T1-GOSS-EPJZ-GESU-NPB3-CT1S-RA3U-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
40. A proper promotional mix is one that__________.

ANSWER: meets the needs of the target market
RATIONALE: A proper promotional mix is the one that management believes will meet the needs of the
target market and fulfill an organization's overall goals. See 16-4: The Promotional Mix
POINTS: 1
Name: Class: Date:
Chapter 16
Bloom's: Remember
BUSPROG: Analytic
Promotional Mix
CUSTOM ID: CGI: QQFVHR67RFN68XXHV302
QUESTION ID: JFND-GO4G-G3BU-KTJ3
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJI-CEAS-NPMN-CIUG-CCTZ-CRSU-
YCB3-8YSU-YPUR-GOSS-GQMB-8RSU-O3MR-8FTG-R3BU-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
41. A(n)__________is the combination of advertising, personal selling, sales promotion, social media, and public
relations that are used to reach the target market and fulfill an organization's overall goals.
ANSWER: promotional mix
RATIONALE: A promotional mix consists of advertising, public relations, sales promotion, personal selling,
and social media. A promotional strategy is a plan for the optimal use of these elements of
promotion. See 16-4: The Promotional Mix
POINTS: 1
Bloom's: Remember
BUSPROG: Analytic
Promotional Mix
CUSTOM ID: CGI: QWSYW3DH0MF815L6A205
QUESTION ID: JFND-GO4G-G3BU-KTJA
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJZ-GW4G-NATO-CITD-OP5N-CESS-
GCTW-8RSU-OP3T-GOSU-QAJS-GASS-NAT1-GO3U-NA5D-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
42. The National Pork Board of the United States wants to create more consumer demand for pork products. The board
decides on how to use advertising, public relations, personal selling, sales promotion, and social media to create a
coordinated plan that will become an integral part of the its marketing functions. Thus, the board is developing
a__________.
ANSWER: promotional strategy
RATIONALE: The National Pork Board is developing a promotional strategy. The elements of the
promotional mix are advertising, public relations, personal selling, sales promotion, and
social media. A promotional strategy is a plan for the optimal use of these elements. See 16-
1: The Role of Promotion in the Marketing Mix
POINTS: 1
Name: Class: Date:
Chapter 16
Bloom's: Apply
Promotion
CUSTOM ID: CGI: RVHL2WLCFLS7HDPSU420
QUESTION ID: JFND-GO4G-G3BU-KTKG
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJA-GE4D-KAUF-G71S-RAUF-COSU-
KQBO-CRSU-EA33-GOSU-CPUN-GCSS-R3JS-GP1S-CATZ-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
43. The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or a retailer to
carry and sell particular merchandise is known as a__________strategy.
ANSWER: push
strategy. See 16-7: Factors Affecting the Promotional Mix
POINTS: 1
Bloom's: Remember
BUSPROG: Analytic
CUSTOM ID: CGI: RYGLWK66G9ZV4XEZ5233
QUESTION ID: JFND-GO4G-G3BU-KTKF
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMN-GFOU-Q3TZ-GI1S-EA3Z-8YSU-
KP3U-8RSU-RC33-GOSS-E3B1-GYSS-R3BW-8F1S-CC3T-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
44. The advertisements for ground coffee sold by Khokho's Inc. state, “The highest quality coffee doesn't have to be
expensive." This is an example of how a product communicates its__________.
ANSWER: competitive advantage
RATIONALE: Khokho's Inc. conveys its competitive advantage through its advertisements. A competitive
advantage is the set of unique features of a company and its products that are perceived by
Name: Class: Date:
Chapter 16
the target market as significant and superior to those of the competition. See 16-1: The Role
of Promotion in the Marketing Mix
POINTS: 1
Bloom's: Apply
Marketing mix
CUSTOM ID: CGI: TFLLZU25DR9YD0ELH045
QUESTION ID: JFND-GO4G-G3BU-KTKR
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJW-GTUD-QQMN-GRAU-RAJT-
CWSU-OC5G-CRSS-ECJ3-GOSU-EPT1-GASU-CA5B-GO3D-EPTO-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
45. An advertisement in a trade magazine targeted toward veterinarians urges them to prescribe the drug Hepato for cats
and dogs with damaged livers. This advertisement was placed by the product's manufacturer. This advertisement is an
example of how manufacturers use a(n)__________strategy.
ANSWER: push
POINTS: 1
Bloom's: Apply
CUSTOM ID: CGI: TQXSC32P8UZU2KAGT188
QUESTION ID: JFND-GO4G-G3BU-KTKD
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJ3-8RAG-RPT3-GTTD-1CBT-CRSU-
E3JU-8RSU-R3DF-GOSU-CPTW-GCSU-NCBO-CR5D-NCUB-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
46. __________promotion is designed to stimulate a purchase or an action.

Name: Class: Date:
Chapter 16
ANSWER: Persuasive
RATIONALE: Persuasive promotion is designed to stimulate a purchase or an action. Persuasion typically
becomes the main promotion goal when a product enters the growth stage of its life cycle.
See 16-3: The Goals of Promotion
POINTS: 1
Bloom's: Remember
BUSPROG: Analytic
CUSTOM ID: CGI: YXLDBCKS1DPLMXPGC237
QUESTION ID: JFND-GO4G-G3BU-KTJU
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMR-8RAD-YAUR-GITS-RQDD-GHSS-
R3TO-8RSU-RQJZ-GOSU-CP5N-GRSU-1A3U-COHU-GPUN-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
47. __________consists of all marketing activities that stimulate consumer purchasing, such as coupons, contests, free
samples, and trade shows.
ANSWER: Sales promotion
RATIONALE: Sales promotion consists of all marketing activities that stimulate consumer purchasing.
Trade shows, coupons, premiums, free samples, contests, and vacation giveaways are types
of sales promotions. See 16-4: The Promotional Mix
POINTS: 1
Bloom's: Remember
BUSPROG: Analytic
Sales Promotions
CUSTOM ID: CGI: ZYDGUSF4DSRFY2J0U172
QUESTION ID: JFND-GO4G-G3BU-KTJ1
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMF-GHAD-KCBI-8B1D-E3BW-
GWSU-E3TT-8RSU-NQJS-GOSU-KC31-GWSS-RCDD-CA3U-GPTS-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE

Name: Class: Date:
Chapter 16
48. What are the two types of buying decisions? Which buying decision calls attention to a brand by the most effective
promotion?
ANSWER: The promotional mix also depends on the type of buying decision—for example, a routine
decision or a complex decision. For routine consumer decisions like buying toothpaste, the
most effective promotion calls attention to the brand or reminds the consumer about the
brand. Advertising, and especially sales promotion, are the most productive promotion tools
to use for routine decisions.
POINTS: 1
QUESTION TYPE: Essay
Bloom's: Understand
BUSPROG: Analytic
Consumer Buying Decision Process
CUSTOM ID: CGI: FNJWRE35H2RAFPYDQ351
QUESTION ID: JFND-GO4G-G3BU-KTJT
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJI-GR3G-GCDB-G7TU-YAMB-GESS-
K3MD-CESU-RATA-GOSS-NCMD-GHSU-13BW-GPOU-GC5R-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
49. Explain how a target market is characterized.

ANSWER: A target market characterized by widely scattered potential customers, highly informed
buyers, and brand-loyal repeat purchasers generally requires a promotional mix with more
advertising and sales promotion and less personal selling. Sometimes, however, personal
selling is required even when buyers are well informed and geographically dispersed.
Although industrial installations may be sold to well-educated people with extensive work
experience, salespeople must be present to explain the product and work out the details of the
purchase agreement. Often firms sell goods and services in markets where potential
customers are hard to locate. Print advertising can be used to find them. The reader is invited
to go online, call, or mail in a reply card for more information. As the online queries, calls, or
cards are received, salespeople are sent to visit the potential customers.
POINTS: 1
Bloom's: Understand
BUSPROG: Analytic
Target Markets
Name: Class: Date:
Chapter 16
CUSTOM ID: CGI: FXKRTZ2CJ0VWL7A8V885

QUESTION ID: JFND-GO4G-G3BU-KTJO
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMG-GJOS-RCJ3-CT1D-Y3UG-8RSS-
CP33-8RSU-QQDF-GOSU-QCBU-GWSS-CQBW-GH3U-KAJS-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
50. Explain the different stages in a product's life cycle.

ANSWER: A product's stage in its life cycle is a big factor in designing a promotional mix. During the
introduction stage, the basic goal of promotion is to inform the target audience that the
product is available. Initially, the emphasis is on the general product class—for example,
smartphones. This emphasis gradually changes to gaining attention for a particular brand,
such as Apple, Nokia, Samsung, Sony Ericsson, or Motorola. Typically, both extensive
advertising and public relations inform the target audience of the product class or brand and
heighten awareness levels. Sales promotion encourages early trial of the product, and
personal selling gets retailers to carry the product.When the product reaches the growth stage
of the life cycle, the promotion blend may shift. Often a change is necessary because
different types of potential buyers are targeted. Although advertising and public relations
continue to be major elements of the promotional mix, sales promotion can be reduced
because consumers need fewer incentives to purchase. The promotional strategy is to
emphasize the product's differential advantage over the competition. Persuasive promotion is
used to build and maintain brand loyalty during the growth stage. By this stage, personal
selling has usually succeeded in getting adequate distribution for the product.As the product
reaches the maturity stage of its life cycle, competition becomes fiercer, and thus persuasive
and reminder advertising are emphasized more strongly. Sales promotion comes back into
focus as product sellers try to increase their market share.All promotion, especially
advertising, is reduced as the product enters the decline stage. Nevertheless, personal selling
and sales promotion efforts may be maintained, particularly at the retail level.
POINTS: 1
Bloom's: Understand
BUSPROG: Analytic
Product Life Cycle
CUSTOM ID: CGI: VUYLG0NGM4XSCXJ65577
QUESTION ID: JFND-GO4G-G3BU-KTJZ
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJA-CEAG-R3MB-GW4U-CPBA-CASS-
KAMB-8YSS-E3TI-GOSS-EQJZ-CRSS-K3TZ-CEAG-EATI-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
51. How do consumers make complex buying decisions? Which is the most effective technique in helping customers
make complex decisions?
Name: Class: Date:
Chapter 16
ANSWER: Consumers making complex buying decisions are more extensively involved. They rely on
large amounts of information to help them reach a purchase decision. Personal selling is most
effective in helping these consumers decide. For example, consumers thinking about buying a
car typically research the car online using corporate and third-party Web sites. However, few
people buy a car without visiting the dealership. They depend on a salesperson to provide the
information they need to reach a decision. In addition to online resources, print advertising
may also be used for high-involvement purchase decisions because it can often provide a
large amount of information to the consumer.
POINTS: 1
Bloom's: Analyze
BUSPROG: Analytic
Consumer Buying Decision Process
CUSTOM ID: CGI: YXJAD1H4CC06BRR50804
QUESTION ID: JFND-GO4G-G3BU-KTJS
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJ1-GF1D-NAJT-GTTU-YA3O-GHSU-
CA3I-CRSU-CPJW-GOSU-RC3U-GESU-NAMR-GEHU-YP5B-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
52. Explain the differences between push and pull strategies with examples.
ANSWER: Manufacturers may use aggressive personal selling and trade advertising to convince a
strategy. The wholesaler, in turn, must often push the merchandise forward by persuading the
retailer to handle the goods. The retailer then uses advertising, displays, and other forms of
promotion to convince the consumer to buy the “pushed" products. Walmart uses aggressive
discounts to push products out of its stores. The retailer drastically reduced prices to push
fresh meat, produce, and other healthy options to consumers in low-income areas. The move
proved a win-win strategy; fresh foods generated seventy percent of Walmart's sales growth
in recent years, and since 2011, customers have saved more than $2.3 billion on fresh fruits
and vegetables by shopping at Walmart. This concept also applies to services.At the other
extreme is a pull strategy, which stimulates consumer demand to obtain product distribution.
Rather than trying to sell to the wholesaler, the manufacturer using a pull strategy focuses its
promotional efforts on end consumers or opinion leaders. Social media and content
marketing are the most recent example of pull strategy. The idea is that social media content
does not interrupt a consumer's experience with media. Instead, the content invites customers
to experience it on social media or a Web site. Teva's Unfollow campaign is a good example
of enticing consumers to the content.
POINTS: 1

Name: Class: Date:
Chapter 16

Bloom's: Analyze
BUSPROG: Analytic
CUSTOM ID: CGI: ZTXLFHBFZ2VKEQ9TX076
QUESTION ID: JFND-GO4G-G3BU-KTJI
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJW-GJ1D-GAJS-CC5U-RP5N-8RSS-
KP3O-8RSU-CPJZ-GOSU-Y3T3-COSU-YCJ3-CRHD-RCUD-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
53. _____ refers to communication by marketers that informs, persuades, and reminds potential buyers of a product in
order to influence an opinion or elicit a response.
a. Distributive communication
b. Perceptual communication
c. Promotion
d. Transmission
ANSWER: c
RATIONALE: Promotion refers to communication by marketers that informs, persuades, and reminds
potential buyers of a product in order to influence an opinion or elicit a response. A
promotional strategy is a plan for the optimal use of the elements of promotion. See 16-1:
The Role of Promotion in the Marketing Mix
POINTS: 1
DIFFICULTY: Easy
Bloom's: Remember
BUSPROG: Analytic
Promotion
DATE CREATED: 5/26/2015 1:03 AM
DATE MODIFIED: 5/26/2015 1:06 AM
CUSTOM ID: NEKW3C82HN4BR1KT9797
QUESTION ID: JFND-GO4G-GR3W-KQJA
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMB-CAHU-QCDN-GC3U-RPTZ-
GOSU-RPJS-8YSS-CAJZ-GOSS-NCBZ-GCSS-N3UB-G7TD-GP3I-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
54. The National Pork Board of the United States wants to create more consumer demand for pork products. The board
decides on how to use advertising, public relations, personal selling, sales promotion, and social media to create a
Name: Class: Date:
Chapter 16
coordinated plan that will become an integral part of the its marketing functions. Thus, the board is developing a _____.
a. promotional strategy
b. tactic for communication
c. mass aggregation strategy
d. competitive advantage
ANSWER: a
RATIONALE: The National Pork Board is developing a promotional strategy. The elements of the
promotional mix are advertising, public relations, personal selling, sales promotion, and
social media. A promotional strategy is a plan for the optimal use of these elements. See 16-
1: The Role of Promotion in the Marketing Mix
POINTS: 1
Bloom's: Apply
Promotion
CUSTOM ID: RVHL2WLCFLS7HDPSU420
QUESTION ID: JFND-GO4G-GR3W-KQJO
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJO-CPOS-GQMF-GA4D-KAMR-
CWSU-CCJU-8YSU-NATO-GOSU-EP3O-GESU-QCBO-CR5D-C3BA-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
55. In 2008, the NBC television network used marketing tools such as advertising, personal selling, public relations, and
sales promotion to communicate with its target audience about its new reality show. The television network’s _____
described its plan on how to use these tools most effectively.
a. competitive advantage
b. promotional strategy
c. selling plan
d. pull strategy
ANSWER: b
RATIONALE: The NBC television network is engaged in developing a promotional strategy. The elements
of the promotional mix are advertising, public relations, personal selling, sales promotion,
and social media. A promotional strategy is a plan for the optimal use of these elements. See
16-1: The Role of Promotion in the Marketing Mix
POINTS: 1
Name: Class: Date:
Chapter 16

Bloom's: Apply
Marketing mix
CUSTOM ID: CMXELZQP41J4K356C891
QUESTION ID: JFND-GO4G-GR3W-KTKN
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJU-CWHS-EP33-8R3D-QQB1-8RSU-
EATS-8YSU-YA5R-GOSS-GQJW-GASU-ECTA-GA3D-OQB1-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
56. Treat Bytes Inc., a food product manufacturing company, introduces a new range of protein-rich snacks targeted at
vegetarians. The products have very low levels of fat and cholesterol that make them a healthy source of protein for
vegetarians. These products are unique, and people consider them to be of the highest quality. These unique features of
the products present Treat Bytes Inc. with a _____.
a. differential parity
b. synergistic goal
c. competitive advantage
d. comparative benefit
ANSWER: c
RATIONALE: The new products offer Treat Bytes Inc. a competitive advantage. A competitive advantage is
the set of unique features of a company and its products that are perceived by the target
market as significant and superior to those of the competition. See 16-1: The Role of
Promotion in the Marketing Mix
POINTS: 1
Bloom's: Apply
Marketing mix
CUSTOM ID: BQAH4MPWQ2VDBE5L0604
QUESTION ID: JFND-GO4G-GR3W-KTKR
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJZ-GC4U-NQMR-8R3G-K3BA-GYSS-
KATT-CESU-C3MB-GOSU-OP3Z-GOSU-CPJS-CC5G-RCBI-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
57. The advertisements for ground coffee sold by Khokho’s Inc. state, “The highest quality coffee doesn’t have to be
expensive.” This is an example of how a product communicates its _____.
Name: Class: Date:
Chapter 16
a. marketing mix
b. comparative differentiation
c. competitive advantage
d. researchable objective
ANSWER: c
RATIONALE: Khokho’s Inc. conveys its competitive advantage through its advertisements. A competitive
advantage is the set of unique features of a company and its products that are perceived by
the target market as significant and superior to those of the competition. See 16-1: The Role
of Promotion in the Marketing Mix
POINTS: 1
Bloom's: Apply
Marketing mix
CUSTOM ID: TFLLZU25DR9YD0ELH045
QUESTION ID: JFND-GO4G-GR3W-KTJT
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJZ-8FUD-NA5G-CO3U-QA5N-GHSU-
EAMN-CRSS-GQBO-GOSS-RATT-GASS-RAJW-GC4D-NCUD-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
58. _____ is the process by which meanings are exchanged or shared through a common set of symbols.
a. Promotion
b. Advertising
c. Publicity
d. Communication
ANSWER: d
RATIONALE: Communication is the process by which meanings are exchanged or shared through a
common set of symbols. People also assign meanings to feelings, ideas, facts, and attitudes.
When a company develops a new product, changes an old one, or simply tries to increase
sales of an existing good or service, it must communicate its selling message to potential
customers. See 16-2: Marketing Communication
POINTS: 1
DIFFICULTY: Easy
Bloom's: Remember
Name: Class: Date:
Chapter 16
BUSPROG: Analytic
CUSTOM ID: FBCDELPNZX909J1ZQ059
QUESTION ID: JFND-GO4G-GR3W-KT1B
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJZ-GP1U-NATT-GO3U-1AJT-CWSU-
RP5N-CRSU-ECDG-GOSU-QAJT-GESU-RAJA-GE3S-G3JA-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
59. ABC television network uses billboard, television, magazine, and newspaper advertising to inform viewers about new
episodes of a popular television program. Therefore, ABC television network uses _____ communication to promote the
television program.
a. referential
b. mass
c. factual
d. interpersonal
ANSWER: b
RATIONALE: ABC television network uses mass communication to promote the new program. Mass
communication involves communicating a concept or message to large audiences. See 16-2:
Marketing Communication
POINTS: 1
Bloom's: Understand
BUSPROG: Analytic
CUSTOM ID: DQMM02V3B4UWN5TKX804
QUESTION ID: JFND-GO4G-GR3W-KTTU
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMG-CI1U-RPUG-8R4S-NATO-CWSU-
QCBS-CRSS-GA3W-GOSS-EA5D-GOSU-RA33-CITD-OQMG-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
60. Advent Automobiles Inc. launches a new sport utility vehicle. The company places advertisements in leading
newspapers and social media sites to reach out to consumers. In the context of the communication process, Advent
Automobiles Inc. is the _____.
a. sender
b. decoder

Name: Class: Date:
Chapter 16
c. informer
d. receiver
ANSWER: a
RATIONALE: Advent Automobiles is the sender of the message in the communication process. The sender
is the originator of a message in a communication process. See 16-2: Marketing
Communication
POINTS: 1
Bloom's: Apply
CUSTOM ID: CBANY5Q34G1E3373A857
QUESTION ID: JFND-GO4G-GR3W-KO4G
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJO-GY5G-C3MN-GO3S-CC3A-GESS-
K3TA-CRSU-EAMF-GOSU-QAJZ-GRSU-YCJS-CWAG-NCB1-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
61. When Dernz Inc. introduced its ketchup globally, it first had to deal with the fact that ketchup is not a household staple
outside the United States. The company had to show foreign users how ketchup can be used. In this case, Dernz had to
rely primarily on _____ advertising to reach out to consumers.
a. reminder
b. persuasive
c. informative
d. compulsive
ANSWER: c
RATIONALE: Dernz had to rely primarily on informative advertising. Informative promotion seeks to
convert an existing need into a want or to stimulate interest in a new product. See 16-3: The
Goals of Promotion
POINTS: 1
Bloom's: Apply
Goals of Promotion
Name: Class: Date:
Chapter 16

CUSTOM ID: NHKXEGEPKZ5WJH6QF805
QUESTION ID: JFND-GO4G-GR3W-KO3S
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJI-GOHS-GAJW-CW4D-QP5D-CCSS-
EQJA-8RSS-ECMD-GOSS-RPB3-GASU-CCDB-GCHD-QPBO-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
62. _____ promotion is designed to stimulate a purchase or an action.

a. Connective
b. Reminder
c. Informative
d. Persuasive
ANSWER: d
RATIONALE: Persuasive promotion is designed to stimulate a purchase or an action. Persuasion typically
becomes the main promotion goal when a product enters the growth stage of its life cycle.
See 16-3: The Goals of Promotion
POINTS: 1
DIFFICULTY: Easy
Bloom's: Remember
BUSPROG: Analytic
Goals of Promotion
CUSTOM ID: YXLDBCKS1DPLMXPGC237
QUESTION ID: JFND-GO4G-GR3W-KTNR
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJU-CW3G-CQJS-CPTD-NC5R-GYSU-
1PB3-CESU-KPBO-GOSU-QPDF-GRSU-RP5B-CE3G-NCBI-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
63. A proper promotional mix is one that _____.

a. focuses on using a pull strategy for selling products
b. utilizes all forms of promotion equally
c. focuses on using a push strategy for selling products
d. meets the needs of the target market
ANSWER: d
RATIONALE: A proper promotional mix is the one that management believes will meet the needs of the
target market and fulfill an organization’s overall goals. See 16-4: The Promotional Mix
POINTS: 1
DIFFICULTY: Easy
Name: Class: Date:
Chapter 16

Bloom's: Remember
BUSPROG: Analytic
Promotional Mix
CUSTOM ID: QQFVHR67RFN68XXHV302
QUESTION ID: JFND-GO4G-GR3W-KCNN
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMN-GP1S-RATU-CIOU-KQMD-GHSS-
GAUD-8RSS-RP5D-GOSS-R3DF-GWSU-QCBO-COAU-E3TU-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
64. A(n) _____ is the combination of advertising, personal selling, sales promotion, social media, and public relations that
are used to reach the target market and fulfill an organization’s overall goals.
a. communication model
b. advertising campaign
c. marketing mix
d. promotional mix
ANSWER: d
RATIONALE: A promotional mix consists of advertising, public relations, sales promotion, personal selling,
and social media. A promotional strategy is a plan for the optimal use of these elements of
promotion. See 16-4: The Promotional Mix
POINTS: 1
DIFFICULTY: Easy
Bloom's: Remember
BUSPROG: Analytic
Promotional Mix
CUSTOM ID: QWSYW3DH0MF815L6A205
QUESTION ID: JFND-GO4G-GR3W-KCBS
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJA-COAG-GP3T-C31D-C3MB-GWSS-
KPBO-8YSU-Q3MN-GOSS-GQMD-CESU-GAJI-GH4S-EPJW-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
65. _____ consists of all marketing activities that stimulate consumer purchasing, such as coupons, contests, free samples,
Name: Class: Date:
Chapter 16
and trade shows.
a. Sales promotion
b. Publicity
c. Personal selling
d. Advertising
ANSWER: a
RATIONALE: Sales promotion consists of all marketing activities that stimulate consumer purchasing.
Trade shows, coupons, premiums, free samples, contests, and vacation giveaways are types
of sales promotions. See 16-4: The Promotional Mix
POINTS: 1
DIFFICULTY: Easy
Bloom's: Remember
BUSPROG: Analytic
Sales Promotions
CUSTOM ID: ZYDGUSF4DSRFY2J0U172
QUESTION ID: JFND-GO4G-GR3W-KCKR
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJA-GPTU-EAJZ-CW3D-QCMD-CESS-
RPBW-8YSU-EQBW-GOSU-YC3T-COSU-RPUF-CFTD-CQBT-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
66. The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or a retailer to
carry and sell particular merchandise is known as a _____ strategy.
a. strong-arm
b. kinetic
c. pull
d. push
ANSWER: d
POINTS: 1
DIFFICULTY: Easy
Bloom's: Remember
BUSPROG: Analytic
Name: Class: Date:
Chapter 16
CUSTOM ID: RYGLWK66G9ZV4XEZ5233
QUESTION ID: JFND-GO4G-GR3W-KCJW
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJZ-CWAD-CCTI-CR5D-YPJI-8YSU-
CA3W-8RSU-NPDB-GOSU-CCUG-GRSU-RQBZ-CE4G-KAT3-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
67. A manufacturer using the _____ promotional strategy focuses its promotional efforts on end consumers.
a. reinforcement
b. personal selling
c. push
d. pull
ANSWER: d
RATIONALE: A pull strategy stimulates consumer demand to obtain product distribution. Rather than trying
to sell to a wholesaler, the manufacturer using a pull strategy focuses its promotional efforts
on end consumers or opinion leaders. See 16-7: Factors Affecting the Promotional Mix
POINTS: 1
DIFFICULTY: Easy
Bloom's: Remember
BUSPROG: Analytic
CUSTOM ID: JVTF1UR395VT2T21B423
QUESTION ID: JFND-GO4G-GR3W-KP1F
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMJO-CA3U-KCBU-CEHG-NQMN-
GASS-EPUN-CESU-N3MB-GOSS-GAMN-GASS-G3DR-GA3D-OC3Z-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
68. An advertisement in a trade magazine targeted toward veterinarians urges them to prescribe the drug Hepato for cats
and dogs with damaged livers. This advertisement was placed by the product’s manufacturer. This advertisement is an
example of how manufacturers use a(n) _____ strategy.
a. kinetic
b. pull
c. push
d. advertorial
ANSWER: c
Name: Class: Date:
Chapter 16
POINTS: 1
Bloom's: Apply
CUSTOM ID: TQXSC32P8UZU2KAGT188
QUESTION ID: JFND-GO4G-GR3W-KPTZ
8BTN-4CJO-CO5U-YAJI-G3DI-GWN8-EPRW-EMMR-CTUD-RQB3-C3UD-1CMF-CRSU-
E3TI-8RSU-YC3O-GOSU-EAJU-COSU-R3DF-GTUD-NQBW-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

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2. Social media have become a layer in promotional strategy.

Cengage Learning Testing, Powered by Cognero Page 1

4. Social media are non-ubiquitous.

QUESTION ID: JFND-GO4G-G3BU-KOTI

DATE CREATED: 5/1/2015 4:22 PM

Cengage Learning Testing, Powered by Cognero Page 4

TOPICS: A-head: The Promotional Mix

9. Podcasting is a form of social media.

QUESTION TYPE: True / False

Cengage Learning Testing, Powered by Cognero Page 6

13. Social media prohibits consumers' interaction with other consumers.

15. Which of the following statements is true of a promotional mix?

LEARNING OBJECTIVES: MKTG.LAMB.15.16.04

DATE CREATED: 5/1/2015 4:22 PM

23. Which of the following statements is true of advertising?

Cengage Learning Testing, Powered by Cognero Page 13

HAS VARIABLES: False

Cengage Learning Testing, Powered by Cognero Page 14

TOPICS: A-head: Factors Affecting the Promotional Mix

Cengage Learning Testing, Powered by Cognero Page 16

DATE CREATED: 5/1/2015 4:22 PM

30. Which of the following statements is true of the AIDA model?

31. The AIDA concept:

Cengage Learning Testing, Powered by Cognero Page 20

DATE MODIFIED: 5/1/2015 4:22 PM

40. A proper promotional mix is one that__________.

46. __________promotion is designed to stimulate a purchase or an action.

Cengage Learning Testing, Powered by Cognero Page 27

49. Explain how a target market is characterized.

CUSTOM ID: CGI: FXKRTZ2CJ0VWL7A8V885

50. Explain the different stages in a product's life cycle.

Cengage Learning Testing, Powered by Cognero Page 30

HAS VARIABLES: False

TOPICS: A-head: The Role of Promotion in the Marketing Mix

Cengage Learning Testing, Powered by Cognero Page 35

DATE MODIFIED: 5/26/2015 1:34 AM

62. _____ promotion is designed to stimulate a purchase or an action.

63. A proper promotional mix is one that _____.

QUESTION TYPE: Multiple Choice

Cengage Learning Testing, Powered by Cognero Page 41

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