Question 1

Missionary selling consists of processing the purchases of customers who have essentially decided what they wish to buy.

Accepted Answer

Missionary selling involves promoting products indirectly, often through educating or providing information to potential customers, rather than directly facilitating the purchase of products they have already decided to buy.

Question 2

Direct-mail advertising is the most selective medium for reaching a specific audience.

Accepted Answer

Direct-mail advertising allows for pinpoint targeting based on factors such as demographics, location, and past purchasing behavior. This makes it one of the most selective mediums for reaching a specific audience.

Question 3

Determining the location and demographics of people in the advertising target, the content of the message, and the characteristics of the audiences reached by various media is done when creating the advertising message.

Accepted Answer

The answer of Determining the location and demographics of people...

Question 4

Advertising leads to the development of new and improved products, greater product choices, and lower consumer prices.

Accepted Answer

Advertising helps to create a demand for various products and creates competition among companies to develop and offer new and improved products, which leads to greater product choices and lower consumer prices.

Question 5

A banner ad is a rectangular graphic that appears at the top of a magazine cover.

Accepted Answer

A banner ad is a rectangular graphic that appears on a website or online platform, not on a magazine cover.

Question 6

Production companies, research organisations, media firms, and commercial artists are just a few of the people involved with executing an advertising campaign.

Accepted Answer

Yes, production companies, research organisations, media firms, and commercial artists are some of the people involved in executing an advertising campaign.

Question 7

The most accessible medium in the UK is the radio.

Accepted Answer

According to a 2019 survey by Ofcom, radio had the highest weekly reach (88.3%) among all media platforms in the UK.

Question 8

Only a small percentage of Yellow Pages advertising is used by local advertisers as opposed to national advertisers.

Accepted Answer

The answer of Only a small percentage of Yellow Pages...

Question 9

Although television is the newest advertising medium, it receives by far the largest share of advertising revenue.

Accepted Answer

Television is not the newest advertising medium; digital/online advertising is newer and has been growing rapidly in terms of advertising revenue share.

Question 10

Personal selling in support of the sales efforts of other intermediaries is called creative selling.

Accepted Answer

Personal selling in support of the sales efforts of other intermediaries is typically referred to as missionary selling, not creative selling. Creative selling involves using innovative and persuasive techniques to sell products or services directly to customers.

Question 11

The use of social media has minimally decreased in the last few years.

Accepted Answer

The statement is not accurate as social media usage has actually increased in recent years.

Question 12

Network time can be effectively used by independent local firms.

Accepted Answer

The answer of Network time can be effectively used by...

Question 13

Television advertising rates are based on the geographic area of coverage of the station's signal.

Accepted Answer

The answer of Television advertising rates are based on the...

Question 14

Social media is typically a very high-cost advertising medium.

Accepted Answer

Social media advertising can actually be very cost effective compared to traditional advertising mediums. Advertisers can target specific demographics and interests, and can set their own budget for campaigns.

Question 15

Order-takers handle repeat sales in ways that maintain positive relationships with customers.

Accepted Answer

Order-takers are responsible for handling repeat sales and maintaining positive relationships with customers. They do this by being attentive to customer needs, providing personalized service, maintaining open lines of communication, and ensuring that orders are fulfilled accurately and on time. Repeat sales are a key source of revenue for many companies, and order-takers play a critical role in ensuring that customers remain loyal and satisfied.

Question 16

The most adaptable of all promotion methods is personal selling because the message can be modified to suit the individual buyer.

Accepted Answer

Personal selling involves direct communication between the seller and the buyer, which allows for greater flexibility in presenting the sales message and adapting it to the specific needs and preferences of individual buyers. This makes personal selling one of the most adaptable methods of promotion.

Question 17

The major arguments against advertising are that it is wasteful and that it can be deceptive.

Accepted Answer

Many critics argue that advertising is wasteful because companies spend millions of dollars on ads that may not actually increase sales or may only have a short-term impact. Additionally, advertising can be deceptive if it uses false or exaggerated claims about a product.

Question 18

Radio advertising is the most expensive advertising medium.

Accepted Answer

Radio advertising is not the most expensive advertising medium. Other mediums like TV and print advertising can be more expensive depending on the target audience, time slot, and the size of the ad space.

Question 19

Advertising appropriation should be based on the historical average of the company's advertising expenditure.

Accepted Answer

Advertising appropriation should be based on a variety of factors, including the company's marketing objectives, target audience, competitive environment, and available budget. Simply relying on the historical average of advertising expenditure may not be the most effective approach.

Question 20

Out-of-home advertising includes direct-mail, magazines, and newspapers.

Accepted Answer

Out-of-home advertising refers to advertising that reaches consumers while they are outside of their homes, such as billboards, transit ads, and digital displays. Direct-mail, magazines, and newspapers are considered as print media.

Quiz 14: Marketing Communications