51-57

Front 1

51.) The popular "Got Milk" campaign was designed to boost the entire dairy industry instead of endorsing one particular brand. This type of promotion is called
A) name recognition B) media dominance C) primary demand D) media exposure

Back 1

C) Primary Demand

Front 2

52. Nike uses sports stars to increase sales by enhancing the public's ______ demand for their brand
A)secondary B) selective C) primary D) marketplace

Back 2

B) Selective

Front 3

53. The most basic form of promotion is______
A) order processing and advertising
B) personal selling
C) creative selling and sales promotion D) advertising and creative selling

Back 3

B) Personal Selling

Front 4

54. When a firm tries to differentiate its product, it often applies a concept known as
A) positioning
B) the marketing mix
C) personal selling
D) product valuation

Back 4

A) Positioning

Front 5

55. An airline advertises a low fare for flights between Chicago and Los Angeles. However, to get the low fare you have to leave before 7 a.m or after 9 p.m. What is the airline's promotional objective? A) Accentuate the product's value
B) Provide information
C)Stabilize sales
D) Differentiate the product

Back 5

C) Stabilize sales

Front 6

56. A company runs ads pointing out that its products feature longer warranties than its competitor's products. The objective of the promotional strategy is to
A) differentiate the product
B) stabilize sales
C) provide information
D) Accentuate the product's value

Back 6

D) Accentuate the product's value

Front 7

57. A paid, non-personal sales communication usually directed at a large number of potential buyers is
A) the media mix
B), sales promotion
C) advertising
D) publicity

Back 7

C) Advertising