____ should be the guiding force for development of the overall marketing communications strategy and of objectives for each element of the promotional mix.

A. Communication objectives

B. Sales objectives

C. Marketing objectives

D. Promotional objectives

E. Production objectives

Answer: A

_____ are planned marketing communication messages created by the company such as advertisements, websites, news/press releases, packaging, brochures, and sales promotion etc.

A. Distributive touch points

B. Public relations

C. Company created touch points

D. Intrinsic touch points

E. Extrinsic touch points

Answer: C

_____ is nonpersonal communication neither directly paid for nor run under identified sponsorship.

A. Advertising

B. Sales promotion

C. Publicity

D. Public relations

E. Personal selling

Answer: C

_____ includes those marketing activities that provide extra value or incentives for purchasing a product such as coupons and premiums. 

A. Direct marketing

B. Advertising

C. Public relations

D. Sales promotion

E. Brand equity

Answer: D

_____ is a tool of direct marketing that is used to call customers directly and attempt to sell the products and services, or qualify them as sales leads.

A. Advertising

B. Buzz marketing

C. Telemarketing

D. Direct response marketing

E. Door-to-door selling

Answer: C

____ advertising is targeted to marketing channel members such as wholesalers, distributors, and retailers in order to encourage them to stock more of a particular brand.

A. National

B. Selective-demand

C. Professional

D. Trade

E. Retail

Answer: D

DocStock, a company that manufactures stethoscopes, has placed an ad in DocsMag, a magazine targeted at doctors. This is an example of:

A. business-to-business advertising.

B. trade advertising.

C. professional advertising.

D. primary-demand advertising.

E. direct action advertising.

Answer: C

Ads for Wagner Brake Products, Champion spark plugs, MOOG chassis parts, and Keystone wheels in Tire Review, a journal written and published especially for owners/operators of auto shops, are examples of _____ advertising.

A. retail

B. direct-response

C. business-to-business

D. direct - mail

E. primary-demand

Answer: C

____ advertising is targeted at individuals who influence the purchase of goods and services used to make other products.

A. Professional

B. Primary demand

C. Retail

D. Business-to-Business

E. Direct-response

Answer: D

Which of the following is an example of retail advertising? 

A. Advertisement of a health drink 'Complan' that compares its benefits against its competitor 'Bournvita'.

B. Beef council stimulating the demand for beef through an ad.

C. Advertisement of Coca-Cola placed in Progressive grocer, a trade magazine to promote Coca-Cola to food store managers.

D. Lufthansa ad that appears in the newspapers all across the country.

E. A newspaper ad for a 3 day discount in a restaurant located in the outskirts of San Diego.

Answer: E

Which of the following best describes selective-demand advertising? 

A. Advertisement of 'Complan' that compares its benefits against its competitor 'Bournvita'.

B. Beef council stimulating the demand for beef through an ad.

C. Advertisement of Coca-Cola placed in progressive grocer, a trade magazine to promote Coca-Cola to food store managers.

D. Lufthansa ad that appears in the newspapers all across the country.

E. Ad for a 3 day discount in a restaurant located in San Diego which appears in the local newspaper.

Answer: A

The National Egg Coordination Committee has for years now been promoting the benefits of eggs and their importance in one's diet through its ads, which are aired in many nations. Which type of advertising is it making use of?

A. National advertising

B. Professional advertising

C. Primary-demand advertising

D. Selective-demand advertising

E. Trade advertising

Answer: C

Amul, a food product marketing organization, has come up with new global ads that promote the benefits of drinking milk as well as demonstrates the various uses of milk. This is an example of: 

A. trade advertising.

B. primary-demand advertising.

C. secondary-dem

and advertising.

D. retail advertising.

E. professional advertising.

Answer: B

____ advertising focuses on creating demand for a specific company's brand.

A. Primary-demand

B. Selective-demand

C. Trade

D. Secondary-demand

E. Industrial

Answer: B

Primary-demand advertising is designed to:

A. draw particular attention to a particular branded item.

B. stimulate demand for a general product class or industry.

C. help launch a specific line extension.

D. compare two or more competitors in a real world situation.

E. create a market share gain for the industry leader.

Answer: B

Retail/Local advertising often takes the form of:

A. trade advertising.

B. selective-demand advertising.

C. bait and switch advertising.

D. direct-action advertising.

E. indirect response advertising.

Answer: D

A used bookstore that runs an ad which announces a "12-hour, everything must go" sale is using:

A. homogeneous marketing.

B. direct-response advertising.

C. a direct-action promotion.

D. an indirect-response advertising.

E. bait and switch advertising.

Answer: C

Which of the following is true about retail advertising?

A. It is done by large companies on a nationwide basis or in most regions of the country.

B. It takes the form of direct-response advertising.

C. It is done to build store traffic and sales.

D. It designed to stimulate demand for the general product class or entire industry.

E. It is targeted to marketing channel members such as wholesalers, distributors, and retailers.

Answer: C

Advertising done by Target, Kohl's, and Macy's for the purpose of building store traffic and encouraging consumers to make a purchase now is known as _____ advertising.

A. trade

B. facultative

C. cooperative

D. direct-action

E. direct-response

Answer: D

Big bazaar, a supermarket in India, recently placed an ad in the newspapers circulated in Bangalore city that it would provide 10 vegetables at a flat rate of Rs.10 to consumers from Monday to Wednesday between 1 p.m. and 3 p.m. at select locations in the Bangalore city. Which of the following types of advertising did it make use of?

A. National advertising

B. Trade advertising

C. Retail advertising

D. Primary-demand advertising

E. Direct response advertising

Answer: C