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.
Date: September 3rd, 2020
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.
Date: September 3rd, 2020
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 […]
Date: September 3rd, 2020
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.
Date: September 3rd, 2020
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.
Date: September 3rd, 2020
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.
Date: September 3rd, 2020
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 […]
Date: September 3rd, 2020
QUESTION Another high-end fashion designer has refused offers to create a less expensive clothing line, believing that doing so would reduce sales of her most expensive creations. Which of the following approaches is likely to be most effective at addressing her concern? A) creating less expensive versions of dresses but not accessories B) limiting less […]
Date: September 3rd, 2020
QUESTION Which of the following, if true, weakens the CEO’s argument? A) Historically, technology companies have been able to leverage higher market shares to earn long-term profits. B) Profits can be earned using captive-product pricing techniques, such as maintaining high margins on accessories. C) A high number of bugs in the initial release of an […]
Date: September 3rd, 2020
QUESTION Distribution channels are systems for conveying goods from producers to consumers. Indicate whether the statement is true or false. ANSWER Answer: TRUE Explanation: A distribution channel, also known as a marketing channel, is a system for conveying goods or services from producers to consumers.
Date: September 3rd, 2020
