STCO 658 FINAL EXAM LATEST -

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STCO 658 FINAL EXAM LATEST -

ACTUAL EXAM (JUST RELEASED) QUESTIONS

AND CORRECT ANSWERS

_____ has long been the cornerstone of brand building efforts for many companies.

• Interactive media
• Mass-media advertising
• Online marketing
• Product placement
• Personal selling - ANSWER-Mass-media advertising

_____ is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services.

• Branding
• Product distribution
• Pricing
• Promotion
• Market segmentation - ANSWER-Promotion

Traditionally, which of the following has been considered an element of the promotional mix? 1 / 4

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• Packaging
• Advertising
• Direct marketing
• Interactive media
• Branding - ANSWER-Advertising

Which of the following elements of the promotional mix is defined as a paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor using predominantly mass media?

• Advertising
• Branding
• Packaging
• Publicity
• Sales promotion - ANSWER-Advertising

Advertising is defined as any:

• paid form of nonpersonal communication about a product, service, or company.
• form of media communication which provides an opportunity for immediate feedback.
• communication that moves a product from one level to another level of the distribution

channel. 2 / 4

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• personal communication from a company's representative to prospective buyers.
• nonpersonal communication about a product or service that is not paid for or run under

identified sponsorship. - ANSWER-paid form of nonpersonal communication about a product, service, or company.

The basic elements that are used to accomplish an organization's marketing communication

objectives are referred to as:

• the marketing mix.
• marketing strategy tools.
• the growth-share matrix.
• the promotional mix.
• the hype cycle. - ANSWER-the promotional mix.

Which the following factors is generally neglected through the use of advertising?

• Ability to reach mass markets
• Low cost per contact
• Ability to create brand images and symbolism
• Immediate feedback
• Control of message content and media placement - ANSWER-Immediate feedback
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4 Which of the following is true of advertising as a form of promotion?

• Low cost per contact
• Non-paid form of promotion
• Sponsor or advertiser not identified
• Immediate feedback and capability to close sales
• Makes use of non-traditional media - ANSWER-Low cost per contact

Clave Inc., a large soap manufacturing firm, has introduced a new soap known as Honeydew. It wants to promote the soap to broad audiences across various countries in a persuasive and cost-effective manner. At the same time, it also wants to enhance the overall company image.It has a promotional budget of about $1,000,000. Which of the following forms of promotion should Clave make use of for the promotion of Honeydew?

• Mass advertising
• Direct marketing
• Personal selling
• Sales promotion
• Publicity - ANSWER-Mass advertising

Which of the following features of direct-response advertising differentiates it from other forms of advertising?

• It provides for immediate feedback from the message recipient.
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