QUESTION If you wanted to remind consumers about the existence of your product, you’d most likely use competitive advertising. Indicate whether the statement is true or false. ANSWER Answer: FALSE Explanation: Reminder advertising reminds consumers of the existence of a product. Competitive advertising promotes a product by comparing it more favorably to rival products.
QUESTION Whereas advertising is paid coverage of a product, publicity is unpaid coverage. Indicate whether the statement is true or false. ANSWER Answer: TRUE Explanation: Advertising a product costs money. Publicity, however, is nearly always free.
QUESTION The first promotional priority is to inform people about a product. Indicate whether the statement is true or false. ANSWER Answer: TRUE Explanation: The first promotional priority is to inform people about a product because they won’t buy something they know nothing about.
QUESTION Reach is the average number of times each member of the audience is exposed to an ad. Indicate whether the statement is true or false. ANSWER Answer: FALSE Explanation: Reach is the number of people within a given population that your ad will reach at least once. Frequency is the average number of […]
QUESTION Consumers are apt to see publicity as less credible than other forms of promotion. Indicate whether the statement is true or false. ANSWER Answer: FALSE Explanation: Because publicity is usually presented in a news format, consumers are apt to see this kind of promotion as more credible than advertising.
QUESTION New media includes online ads, websites, e-direct marketing, and ads on cell phones. Indicate whether the statement is true or false. ANSWER Answer: TRUE Explanation: New media includes online ads, websites, e-direct marketing, and ads on cell phones.
QUESTION Press conferences are sometimes used by PR departments to call media representatives to a press briefing at which they announce new information. Indicate whether the statement is true or false. ANSWER Answer: TRUE Explanation: Some PR departments try to obtain favorable news coverage by holding press conferences, at which they announce new information.
QUESTION Direct-action advertising is best used to slowly develop a desire among consumers for the product. Indicate whether the statement is true or false. ANSWER Answer: FALSE Explanation: Direct-action advertising attempts to stimulate an immediate, or relatively immediate, purchase of a product through such devices as one-day sales, one-time promotions, or announcements of a […]
QUESTION Direct selling is a relatively new way of selling products. Indicate whether the statement is true or false. ANSWER Answer: FALSE Explanation: Direct selling, which consists of face-to-face selling directly to customers in their homes or workplaces, is one of the oldest forms of nonstore retailing.
QUESTION The need-satisfaction presentation is by far the most preferred personal selling approach these days. Indicate whether the statement is true or false. ANSWER Answer: TRUE Explanation: The need-satisfaction presentation, which consists of determining customer needs and then tailoring the presentation to address those needs, is by far the most preferred approach these days.
