Question 1

A car company sent three automobile magazines some technical information and explanations about the features of its innovative new model. One of the magazines later printed a story about the car. This is an example of:

Accepted Answer

This is an example of publicity because the magazine independently chose to write a story about the car based on the information provided by the car company, rather than the car company directly paying for or actively promoting the story.

Question 2

Personal selling is more appropriate than mass selling when:

Accepted Answer

Personal selling is more appropriate than mass selling when immediate feedback is desirable. Personal selling allows for immediate feedback as the salesperson can directly interact with the customer and adjust their approach based on the customer's response. The other options do not necessarily favor personal selling over mass selling.

Question 3

Advertising

Accepted Answer

Advertising involves paid communication aimed at promoting goods, services or ideas, whereas publicity is an unpaid form of communication through media channels. Therefore, advertising must be paid for, while publicity is "free."

Question 4

Personal selling

Accepted Answer

Personal selling is a one-on-one communication between the seller and the potential customer. It involves direct conversation, which makes it more flexible and allows the seller to answer questions and address concerns in real-time.

Question 5

A computer software company sent three computer magazines some information about the latest release of its popular software program. One of the magazines printed a story about the new version. This is an example of:

Accepted Answer

This is an example of publicity, as the magazine printed a story about the new software program without receiving payment for it.

Question 6

MASS SELLING, in contrast to personal selling:

Accepted Answer

Mass selling is less expensive when the target customers are numerous and scattered, as it can reach many people at once through various media channels. However, it does not provide immediate feedback and is less flexible in adapting to customers' needs and attitudes as compared to personal selling. Therefore, all of the above statements are correct.

Question 7

Personal selling:

Accepted Answer

Personal selling involves direct communication between a salesperson and a potential customer, which allows for immediate feedback from the customer. The other options are incorrect as personal selling involves direct communication, is often combined with other aspects of the promotion mix, and can be relatively expensive compared to other forms of promotion.

Question 8

To encourage potential customers to buy a recently-released book, Amazon.com provides online reviews written by others who have already read the new book. This is an example of:

Accepted Answer

This is an example of publicity as Amazon.com is using third-party endorsements (reviews from readers) to promote the product. Advertising, personal selling, and sales promotion all involve direct communication from the seller to potential buyers, whereas in this case, the communication is indirect through online reviews. Single-customer marketing would involve tailoring marketing efforts to individual customers based on their unique needs and preferences, which is not happening in this situation.

Question 9

To encourage potential buyers to take its new Model 3 sedan for a test drive, BMW posts a video on its Web site of the Model 3 speeding down a winding mountain road. This is an example of:

Accepted Answer

Publicity is any unpaid form of promotion that stimulates interest, creates a favorable image, or advances the public relations of a company or its products.

Question 10

Compared with other promotion methods, PERSONAL SELLING:

Accepted Answer

Personal selling provides more immediate feedback compared to other promotion methods. This is because salespeople can directly interact with customers and receive immediate responses, allowing them to adjust their approach and tailor their message to better suit the customer's needs. Other promotion methods such as advertising or public relations do not offer this same level of immediate feedback.

Question 11

"Advertising":

Accepted Answer

Advertising is any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor. It is a form of mass selling but not the only one, and it is different from sales promotion, which involves the use of samples, coupons, and contests. Direct spoken communication between sellers and potential customers is referred to as personal selling.

Question 12

Publicity efforts:

Accepted Answer

Publicity efforts are aimed to attract attention to the firm without having to pay media costs. They can be more effective than advertising if a firm has a really new message. Publicity can be more credible and valuable than advertising in helping a customer solve a problem. Therefore, all of the above options are correct.

Question 13

"Advertising":

Accepted Answer

Advertising is generally less expensive than personal selling for reaching large audiences, is a paid nonpersonal presentation by an identified seller, is distinct from publicity, and is less flexible than personal selling.

Question 14

To encourage potential buyers to purchase a ticket to its upcoming concert, a rock band posts a YouTube video of an earlier performance on the Web site of its next performance. This is an example of:

Accepted Answer

Publicity is any unpaid form of promotion that stimulates interest in a product, service, or idea. In this case, the rock band is posting a video of an earlier performance on the Web site of its next performance in order to generate interest in the upcoming concert and encourage potential buyers to purchase tickets.

Question 15

"Personal selling:"

Accepted Answer

Personal selling involves direct spoken communication between sellers and potential customers.

Question 16

Identify the true statement pertaining to publicity.

Accepted Answer

Posting videos on YouTube and writing blogs are both examples of ways that a company can use publicity to its advantage. Option A describes advertising, not publicity. Option B is incorrect because traditional media is not the only means of mass selling, and publicity does not necessarily involve mass selling. Option C is incorrect because in some cases, publicity may be more credible than advertising, particularly if the message is seen as newsworthy or if it is endorsed by a credible source. Option E is also incorrect because publicity is typically unpaid and aims to generate attention through free or earned media coverage, rather than paying for media placements.

Question 17

_____ is communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior.

Accepted Answer

Promotion refers to the communication of information about a product or service to potential customers or others in the distribution channel to influence their attitudes and behavior. This can include advertising, personal selling, sales promotions, public relations and direct marketing. Price, product, place and process are other elements of the marketing mix, but they do not specifically refer to communication with the target audience.

Question 18

When a telemarketer calls a college student on the phone and offers a one-year subscription to BUSINESS WEEK at a 50 percent discount, this is an example of:

Accepted Answer

Personal selling involves direct interaction between a seller and a potential customer, typically through face-to-face communication, over the phone, or via email, to sell a product or service. In this scenario, the telemarketer's call to offer a subscription at a discount is a direct interaction aimed at making a sale, which classifies it as personal selling.

Question 19

Regarding promotion methods, which of the following statements is TRUE?

Accepted Answer

Personal selling allows for immediate feedback as it involves direct interaction between the salesperson and the customer. Publicity may not be effective for really new products as they may not have an established reputation or brand awareness. Advertising can be tailored to the individual needs and attitudes of target customers through the use of targeted advertising messages and channels. Sales promotion activities can produce results quickly, unlike advertising which may take longer to generate a response.

Question 20

"Publicity":

Accepted Answer

Publicity is a form of mass selling that does not involve paying media costs, as it is not a paid form of promotion like advertising.

Quiz 14: Promotion-Introduction to Integrated Marketing Communications

A car company sent three automobile magazines some technical information and explanations about the features of its innovative new model. One of the magazines later printed a story about the car. This is an example of:

Personal selling is more appropriate than mass selling when:

Advertising

Personal selling

A computer software company sent three computer magazines some information about the latest release of its popular software program. One of the magazines printed a story about the new version. This is an example of:

MASS SELLING, in contrast to personal selling:

Personal selling:

To encourage potential customers to buy a recently-released book, Amazon.com provides online reviews written by others who have already read the new book. This is an example of:

To encourage potential buyers to take its new Model 3 sedan for a test drive, BMW posts a video on its Web site of the Model 3 speeding down a winding mountain road. This is an example of:

Compared with other promotion methods, PERSONAL SELLING:

"Advertising":

Publicity efforts:

"Advertising":

To encourage potential buyers to purchase a ticket to its upcoming concert, a rock band posts a YouTube video of an earlier performance on the Web site of its next performance. This is an example of:

"Personal selling:"

Identify the true statement pertaining to publicity.

_____ is communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior.

When a telemarketer calls a college student on the phone and offers a one-year subscription to BUSINESS WEEK at a 50 percent discount, this is an example of:

Regarding promotion methods, which of the following statements is TRUE?

"Publicity":