Advertising and Salesmanship MCQs : This section focuses on the "Advertising and Salesmanship". These Multiple Choice Questions (MCQs) should be practiced to improve the Advertising and Salesmanship skills required for various interviews (campus interview, walk-in interview, company interview), placement, entrance exam and other competitive examinations.
Question 1
Which tool of the promotional mix is defined as any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor?
A. advertising
B. public relations
C. direct marketing
D. sales promotion
Question 2
Which tool of the promotional mix consists of short-term incentives to encourage the purchase or sale of a product or service?
A. advertising
B. public relations
C. direct marketing
D. sales promotion
Question 3
_________________ is direct communications with carefully targeted individual consumers to obtain an immediate response.
A. Personal selling
B. Public relations
C. Direct marketing
D. Sales promotion
Question 4
Which of the following major promotional tools use press relations, product publicity, corporate communications, lobbying, and public service to communicate information?
A. advertising
B. public relations
C. direct marketing
D. sales promotion
Question 5
The shift from ________________________ has had a dramatic impact on marketing communications.
A. brand management to value management
B. media manipulation to media control
C. mass marketing to segmented marketing
D. mass marketing to global marketing
Question 6
____________ fragmentation has resulted in media fragmentation.
A. Market
B. Purchasing
C. Product
D. Public relations
Question 7
For many years mass-media advertising was king among promotion variables. Today, this form of advertising appears to be giving way to:
A. product differentiation.
B. other elements of the promotion mix.
C. nonmanipulative variables.
D. a move away from promotion.
Question 8
Current trends in communications and promotions indicate that companies are doing less:
A. marketing and more promotion.
B. broadcasting and more narrowcasting.
C. selling and more advertising.
D. communication and more manipulation.
Question 9
IMC, as presented in the text and in context with promotion, stands for:
A. international manufacturing capacity.
B. international monetary consistency.
C. integrated marketing communications.
D. integrated marketing corporations.
Question 10
_________________ is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
A. The promotion mix
B. Integrated international affairs
C. Integrated marketing communications
D. Integrated demand characteristics
Question 11
All of the following are cited by the text as limitations or challenges to marketers trying to use the Web to build brands EXCEPT:
A. the higher expense of Web advertising versus traditional advertising.
B. the Internet doesn’t build mass brand awareness.
C. the Web’s format and quality constraints.
D. difficulty in achieving advertising-like solutions on the Web.
Question 12
Integrated marketing communications involves identifying the target audience and shaping a well-coordinated promotional program to elicit the desired audience response. Too often, however: (Select the MOST CORRECT statement.)
A. costs are too high and profits are too low.
B. personnel cannot cope with these responsibilities.
C. marketing communications focus on overcoming immediate awareness, image, or preference problems.
D. integrated communications do not work in the global environment because of regulations.
Question 13
The communications process should start with:
A. a basic belief about the communication piece.
B. an audit of all the potential contacts target customers have with the company and its brands.
C. an evaluation of the history of advertising used by the firm.
D. hiring communications experts to handle the communication problems of the firm.
Question 14
The concept of ______________ suggests that the company must blend the promotion tools carefully into a coordinated promotion mix.
A. public relations
B. integrated market planning
C. integrated marketing communications
D. global cultural imperatives
Question 15
If a company’s objective were to reach masses of buyers that were geographically dispersed at a low cost per exposure, the company would likely choose which of the following promotion forms?
A. advertising
B. personal selling
C. public relations
D. sales promotion
Question 16
Which of the following promotional forms is often described as being too impersonal and only a one-way communication form?
A. advertising
B. personal selling
C. public relations
D. sales promotion
Question 17
Which of the following promotional tools is often the most effective tool at certain stages in the buying process, particularly in building up buyers’ preferences, convictions, and actions?
A. advertising
B. personal selling
C. public relations
D. sales promotion
Question 18
Which of the following promotional tools is thought to be the most expensive to use?
A. advertising
B. personal selling
C. public relations
D. sales promotion
Question 19
Personal selling is an expensive form of promotion. For example, research shows that personal selling costs companies _______ per sales call.
A. $170
B. $140
C. $100
D. $75
Question 20
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?
A. advertising
B. personal selling
C. public relations
D. sales promotion
Question 21
Which of the following promotional tools can reach many prospects who otherwise avoid salespeople and is received as news rather than as a sales-directed communication?
A. advertising
B. personal selling
C. public relations
D. sales promotion
Question 22
The promotional tool that marketers tend to underuse or use only as an afterthought is best described as being which of the following?
A. advertising
B. personal selling
C. public relations
D. sales promotion
Question 23
No matter which form of direct marketing might be used by a promotional manager, all of the forms have several characteristics in common. Which of the following WOULD NOT be among those characteristics?
A. nonpublic
B. immediate
C. producer controlled
D. interactive
Question 24
__________________ is well suited to highly targeted marketing efforts and to building one-to-one customer relationships.
A. Advertising
B. Public relations
C. Sales promotion
D. Direct marketing
Question 25
A ________________ is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.
A. push strategy
B. pull strategy
C. blocking strategy
D. integrated strategy
Question 26
A __________________ 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, consumer demand will move the product through the channel.
A. push strategy
B. pull strategy
C. blocking strategy
D. integrated strategy
Question 27
Which of the following strategies is usually followed by B2C companies with respect to promotion strategy?
A. push strategy
B. pull strategy
C. blocking strategy
D. integrated strategy
Question 28
Which of the following strategies is usually followed by B2B companies with respect to promotion strategy?
A. push strategy
B. pull strategy
C. blocking strategy
D. integrated strategy
Question 29
Some of the earliest traces of what could be called advertising were found in:
A. Colonial New York.
B. 16th century England.
C. 2nd century China.
D. ancient Rome.
Question 30
Advertising reaches almost all facets of business in the United States. It has been estimated that advertising runs an annual bill of ________________ in the United States alone.
A. $2 billion
B. $244 billion
C. $25 billion
D. $150 billion
Question 31
Marketing management must make four important decisions when developing an advertising program. All of the following would be among those decisions EXCEPT:
A. setting advertising objectives.
B. setting the advertising budget.
C. setting procedures for an advertising culture audit.
D. developing advertising strategy.
Question 32
A specific communication task to be accomplished with a specific target audience during a specific period of time is called an:
A. advertising campaign.
B. advertising objective.
C. advertising criterion.
D. advertising evaluation.
Question 33
Which of the following WOULD NOT be one of the primary advertising objectives as classified by primary purpose?
A. to inform
B. to persuade
C. to remind
D. to make profits
Question 34
___________________ is used heavily when introducing a new product category.
A. Persuasive advertising
B. Inferential advertising
C. Reminder advertising
D. Informative advertising
Question 35
Building selective demand is the objective of which type of advertising?
A. informative advertising
B. persuasive advertising
C. reminder advertising
D. demand-driven advertising
Question 36
If Sony tries to convince consumers that its brand of computer disks is the best quality for the money, it is using which of the following forms of advertising?
A. informative advertising
B. psychological advertising
C. reminder advertising
D. persuasive advertising
Question 37
When Avis positioned itself against market-leading Hertz by claiming, “We’re number two, so we try harder,” it was using which of the following forms of advertising?
A. informative advertising
B. psychological advertising
C. reminder advertising
D. comparative advertising
Question 38
After determining its advertising objectives, a company next sets its ____________ for each product.
A. advertising strategy
B. advertising budget
C. advertising goals
D. advertising format
Question 39
All of the following are commonly recognized promotion budget formats EXCEPT:
A. the affordable method.
B. the LIFO method.
C. the percentage-of-sales method.
D. the objective-and-task method.
Question 40
Determining the promotion budget on the basis of financial availability of capital is characteristic of which of the following budget methods?
A. affordable method
B. percentage-of-sales method
C. competitive-parity method
D. objective-and-task method
Question 41
Which of the following budget methods ignores the effects of promotion on sales?
A. affordable method
B. percentage-of-sales method
C. competitive-parity method
D. objective-and-task method
Question 42
Which of the following promotional budget methods wrongly views sales as the cause of promotion rather than as the result?
A. affordable method
B. percentage-of-sales method
C. competitive-parity method
D. objective-and-task method
Question 43
Setting the promotion budget so as to match the budgets of the competition is characteristic of which of the following budget methods?
A. affordable method
B. percentage-of-Sales method
C. competitive-parity method
D. objective-and-task method
Question 44
One of the arguments that supports the competitive-parity method for budgeting promotions is that:
A. it is the fairest budget method.
B. it is generally the cheapest method of allocating funds.
C. competitor’s budgets represent the collective wisdom of the industry.
D. it is the easiest budget method to use on a global basis.
Question 45
The most logical budget setting method is found in the list below. Which is it?
A. affordable method
B. percentage-of-sales method
C. competitive-parity method
D. objective-and-task method
Question 46
The first step in using the objective-and-task promotional budgeting method is to:
A. define specific advertising tools that can be afforded.
B. analyze competitive budgets for perceived weaknesses.
C. calculate last year’s sales percentages.
D. define specific objectives.
Question 47
According to the chapter, all of the following have promoted the importance of the media-planning function EXCEPT:
A. media fragmentation.
B. the development of the Internet.
C. soaring media costs.
D. more focused target marketing strategies.
Question 48
No matter how big the advertising budget, advertising can succeed only if commercials:
A. are economically feasible.
B. gain attention and communicate well.
C. are acceptable on a global level.
D. are artistically pleasing.
Question 49
Developing an effective message strategy begins with identifying customer ___________ that can be used as advertising appeals.
A. demographics
B. lifestyles
C. psychographics
D. benefits
Question 50
Advertising appeals should have three characteristics. All of the following are among those characteristics EXCEPT:
A. be meaningful.
B. be tasteful.
C. be believable.
D. be distinctive.
Question 51
In evaluating messages for advertising, pointing out the benefits that make the product more desirable or interesting to consumers ensures that the message will be:
A. meaningful.
B. distinctive.
C. believable.
D. remembered.
Question 52
In evaluating messages for advertising, telling how the product is better than the competing brands aims at making the ad:
A. meaningful.
B. distinctive.
C. believable.
D. remembered.
Question 53
In terms of execution styles, a family seated at the dinner table enjoying the advertised product would be an example of which of the following types of advertising?
A. slice of life
B. lifestyle
C. mood or imagery
D. personality symbol
Question 54
In terms of execution styles, which type of advertising might show how a product contributes to a person’s workout and health regime?
A. slice of life
B. lifestyle
C. mood or imagery
D. personality symbol
Question 55
In terms of execution styles, which type of advertising makes no claim about the product except to suggest that the product is part of such feelings as love or beauty?
A. slice of life
B. lifestyle
C. mood or imagery
D. personality symbol
Question 56
When a company chooses to use an animated character such as the Jolly Green Giant or Garfield the Cat in their commercial, they are using which of the following advertising execution formats?
A. testimonial evidence
B. lifestyle
C. mood or imagery
D. personality symbol
Question 57
The first thing a reader notices in a printed advertising is the:
A. headline.
B. illustration.
C. copy.
D. format.
Question 58
The measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time is called:
A. reach.
B. frequency.
C. impact.
D. performance.
Question 59
The measure of how many times the average person in the target market is exposed to the message is called:
A. reach.
B. frequency.
C. impact.
D. performance.
Question 60
Media planners consider many factors when making their media choices. According to the text, all of the following factors would be considered EXCEPT:
A. the fashionability of the media.
B. the media habits of target consumers.
C. the nature of the product.
D. the type of message to be used.
Question 61
If an advertiser wants flexibility, timeliness, good local market coverage, broad acceptability, and high believability, the advertiser will probably choose which of the following mass media types?
A. newspapers
B. television
C. direct mail
D. radio
Question 62
_________________ combine(s) sight, sound, and motion; appeals to the senses; and, has a low cost per exposure as advantages.
A. Newspapers
B. Television
C. Direct mail
D. Radio
Question 63
The advantages of audience selectivity, no ad competition, and personalization apply to which type of media?
A. newspapers
B. television
C. direct mail
D. radio
Question 64
________________ has the advantage of being high in selectivity, low cost, immediacy, and interactive capabilities.
A. Direct mail
B. Outdoor
C. Online
D. Radio
Question 65
Which of the following mass media forms has the disadvantages of long ad-purchase lead time, high cost, no guarantee of position?
A. newspapers
B. television
C. magazines
D. radio
Question 66
To be effective, ads should have some form of pattern (given that more than one ad is going to be used). If an advertiser were to schedule ads evenly over a given period of time, this pattern would be called:
A. pulsing.
B. flow.
C. rollout.
D. continuity.
Question 67
A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs is called a(n):
A. marketing control group.
B. product services unit.
C. advertising agency.
D. situation consultant.
Question 68
The largest U.S. advertising agency is ____________ with an annual gross income of $1.8 billion on billings.
A. J. Walter Thompson
B. Saatchi & Saatchi
C. BBD&O Global
D. McCann-Erikson Worldwide
Question 69
All of the following are benefits of a standardization policy in global advertising EXCEPT:
A. lower advertising costs.
B. greater global advertising coordination.
C. an attention to local differences in various global markets.
D. more consistent worldwide image.
Question 70
_________________ is short-term incentives to encourage purchase or sales of a product or service.
A. Advertising
B. Sales promotion
C. Online advertising
D. Public relations
Question 71
Several factors have contributed to the rapid growth of sales promotion. All of the factors listed below have played a part in that growth EXCEPT:
A. greater pressure to increase sales.
B. more competition and a decline in differentiation of brands.
C. a relaxing of government regulations governing sales promotion.
D. advertising efficiency has declined.
Question 72
Which type of sales promotion uses free samples, coupons, and rebates?
A. consumer promotion
B. trade promotion
C. sales force promotion
D. place promotion
Question 73
All of the following are considered to be consumer-promotion tools EXCEPT:
A. samples.
B. push money.
C. coupons.
D. patronage reward.
Question 74
Which of the following consumer-promotion tools is the most effective, but most expensive, way to introduce a new product?
A. coupons
B. price packs
C. contests
D. samples
Question 75
___________ are certificates that give buyers a saving when they purchase specified products.
A. Samples
B. Premiums
C. Coupons
D. Patronage rewards
Question 76
If a retailer were to offer the consumer a “two for one” deal in purchasing merchandise, which of the following sales promotional techniques would have been used?
A. samples
B. premiums
C. coupons
D. price packs
Question 77
If Cheerios includes a free toy from a Disney movie in its cereal boxes as an incentive to purchase cereal, which of the following forms of sales promotion was used?
A. samples
B. premiums
C. coupons
D. price packs
Question 78
If an advertiser were to give consumers useful articles (imprinted with the advertiser’s name) as gifts (such a pen or calendar), which of the following sales promotional forms would the advertiser be using?
A. samples
B. premiums
C. point-of-purchase promotions
D. advertising specialties
Question 79
Manufacturers direct most of their sales promotional dollars toward which of the following groups?
A. consumers
B. retailers and wholesalers
C. lobbyists
D. publics such as shareholders
Question 80
__________ is defined as being cash or gifts to dealers or their sales forces to “push” the manufacturer’s goods.
A. A display allowance
B. A price-off
C. A spiff
D. Push money
Question 81
Which type of promotion uses buying allowances, push money, and free goods?
A. consumer promotion
B. trade promotion
C. sales force promotion
D. place promotion
Question 82
The type of trade-promotion tool in which the manufacturer takes a fixed amount off the list price on each case purchased during a stated period of time is called a(n):
A. discount.
B. allowance.
C. premium.
D. rebate.
Question 83
The type of trade-promotion discount in which manufacturers agree to reduce the price to the retailer in exchange for the retailer’s agreement to feature the manufacturer’s products in some way is called a(n):
A. discount.
B. allowance.
C. premium.
D. rebate.
Question 84
________________ is a major promotion function whose objective is to build good relations with the company’s various publics.
A. Advertising
B. Direct marketing
C. Public relations
D. Specialty events
Question 85
All of the following would be considered to be functions performed in public relations EXCEPT:
A. press relations.
B. public affairs.
C. bribery (when necessary).
D. lobbying.
Question 86
Despite its potential strengths, public relations is often described as a(n):
A. unethical business.
B. marketing stepchild.
C. corrupt practice.
D. cost drain that is not fruitful.
Question 87
All of the following would be considered to be major public relations tools EXCEPT:
A. news.
B. speeches.
C. testifying.
D. special events such as news conferences.
Question 88
If an advertiser were to use corporate stationery, brochures, signs, and business cards to advance the public relations interests of the company, they would be using which of the following forms of PR?
A. slick-back materials
B. audiovisual materials
C. corporate identity materials
D. public service materials
Question 89
Which of the following is Vocational attributes of a salesman ?
A. Knowledge of the product (
B. Capacity of hard labour (
C. Eloquence (
D. None of these .
Question 90
Which one of the following is the correct answer ?
A. Payment is the second stage of Purchase and sale transaction (
B. Payment is the first stage of Purchase and sale transaction (
C. Payment is the final stage of Purchase and sale transaction (
D. All of these.
Question 91
Which of the following is not correct regarding 'Advertising` ?
A. It helps to increase standard of living (
B. It creates the demand of the product (
C. It increases the demand of product (
D. It is a wasteful expenditure
Question 92
Which of the following reason Advertisement expenditure will be considered as wasteful expenditure ?
A. It insists to misuse of money (
B. It helps to balance between demand and supply (
C. It helps in quick turnover of goods (
D. None of these
Question 93
Which of the following is not a quality of a good salesman ?
A. Eloquence (
B. Sociability (
C. Lazy (
D. None of these
Question 94
Which of the following is a correct statement ?
A. Everybody gets trade discount (
B. Only buyers can get trade discount
C. Trade discount is recorded in Books of Accounts (
D. None of these
Question 95
Which of the following statement is correct regarding ' Trade Discount' ?
A. It is deducted from List price (
B. It is deducted from Net price (
C. Everybody get this discount (
D. None of these
Question 96
Which of the following statement is correct regarding ' Cash Discount' ?
A. It is deducted from net price (
B. It is deducted from List price (
C. It is not recorded in books of accounts (
D. None of these
Question 97
Which of the following statement is correct regarding 'Credit Note' ?
A. Return from Customers (
B. Return to Seller
C. Goods lost in accident (
D. None of these
Question 98
Which of the following statement is correct regarding 'Debit Note' ?
A. Return from Customers (
B. Return to Seller
C. Goods lost in accident (
D. None of these
Question 99
Which of the following statement is correct regarding Advertisement?
A. Creates demand (
B. No importance (
C. Increase Price (
D. None of these
Question 100
Which of the following is a correct statement ?
A. Salesmanship is a mass oriented media (
B. Advertisement is a person oriented media (
C. Advertisement is a part of Publicity (
D. None of these
Question 101
Sample distribution is a part of ____
A. Advertisement (
B. Sales promotion (
C. Salesmanship (
D. None of these
Question 102
Which of the following is a correct statement?
A. The motive of Advertisement is to do business (
B. The objective of Advertisement is Religious (
C. The objective of Publicity may be Religious
D. None of these
Question 103
Which of the following statement is correct?
A. Advertisement is not a part of Publicity (
B. Advertisement is a part of Publicity (
C. Publicity is a part of Advertisement (
D. None of these
Question 104
Which of the following is the general quality of a salesman ?
A. Knowledge of the product (
B. Training (
C. Eloquence (
D. None of these