Question 1

Which statement describes a benefit of advertising?

Accepted Answer

A)  It has a very low cost per contact. 
B)  It facilitates consumer empowerment. 
C)  It provides opportunity for immediate feedback from consumers. 
D)  It creates a long-term,committed relationship between a salesperson and a customer. 
A)  It has a very low cost per contact. 
B)  It facilitates consumer empowerment. 
C)  It provides opportunity for immediate feedback from consumers. 
D)  It creates a long-term,committed relationship between a salesperson and a customer.

Question 2

Which of the following consists of all marketing activities-other than personal selling,advertising,and public relations-that stimulate consumer purchasing and dealer effectiveness?

Accepted Answer

A)  Public relations 
B)  Publicity 
C)  Advertising 
D)  Sales promotion 
A)  Public relations 
B)  Publicity 
C)  Advertising 
D)  Sales promotion

Question 3

A company that offers the same services as its competition has a competitive advantage.

Accepted Answer

A) True 
 B)False

Question 4

Explain the different stages of the product life cycle and how marketers adjust their promotion mix for the most successful impact at each stage.

Accepted Answer

Answers will vary.A product's stage in i

Question 5

Which of the following illustrate a difference between a push strategy and a pull strategy?

Accepted Answer

A)  Social media are used in a push strategy,whereas personal selling is used in a pull strategy. 
B)  Wholesalers are targeted in a push strategy,whereas end consumers are targeted in a pull strategy. 
C)  A push strategy focuses on content marketing,whereas a pull strategy focuses on offering aggressive discounts. 
D)  No intermediaries are involved in a push strategy,whereas wholesalers and retailers are involved in a pull strategy. 
A)  Social media are used in a push strategy,whereas personal selling is used in a pull strategy. 
B)  Wholesalers are targeted in a push strategy,whereas end consumers are targeted in a pull strategy. 
C)  A push strategy focuses on content marketing,whereas a pull strategy focuses on offering aggressive discounts. 
D)  No intermediaries are involved in a push strategy,whereas wholesalers and retailers are involved in a pull strategy.

Question 6

Sales promotion's greatest strength is in creating strong desire and purchase intent.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is the originator of the message within the communication process?

Accepted Answer

A)  Sender 
B)  Message channel 
C)  Decoder 
D)  Receiver 
A)  Sender 
B)  Message channel 
C)  Decoder 
D)  Receiver

Question 8

Which of the following is NOT true of promotional strategies?

Accepted Answer

A)  Promotional strategies have remained stagnant over a period of years. 
B)  Targeted customer segments have become more difficult to reach. 
C)  In today's competitive world,marketers should think more creatively to survive. 
D)  Most modern campaigns utilize a variety of newer tactics. 
A)  Promotional strategies have remained stagnant over a period of years. 
B)  Targeted customer segments have become more difficult to reach. 
C)  In today's competitive world,marketers should think more creatively to survive. 
D)  Most modern campaigns utilize a variety of newer tactics.

Question 9

Persuasive promotion is used to keep the product and brand name in the public's mind.

Accepted Answer

A) True 
 B)False

Question 10

Earned media is a new form of promotional tactic where brands are becoming publishers of their own content in order to maximize the brand's value to customers as well as increase their search rank in Google.

Accepted Answer

A) True 
 B)False

Question 11

Decor,a renowned interior design services company,tries to increase its customer base through increased web presence on its site.It regularly posts photos of the spaces it has designed and encourages its followers to review its designs,and recommend the company to their friends.When these promotional efforts result in electronic word-of-mouth advertising,this is known as ___________________.

Accepted Answer

A)  paid media 
B)  earned media 
C)  owned media 
D)  free media 
A)  paid media 
B)  earned media 
C)  owned media 
D)  free media

Question 12

Which of the following is a reason for the increasing popularity of the integrated marketing communications concept?

Accepted Answer

A)  More selectively segmented markets have replaced the traditional broad market groups to which marketers promoted in the past. 
B)  Marketers are discontinuing the use of online advertising because it lacks measurability. 
C)  The proliferation of thousands of media choices beyond traditional television has made promotion easier. 
D)  Marketers have increased their advertisement spending for promotional techniques that generate gradual sales responses. 
A)  More selectively segmented markets have replaced the traditional broad market groups to which marketers promoted in the past. 
B)  Marketers are discontinuing the use of online advertising because it lacks measurability. 
C)  The proliferation of thousands of media choices beyond traditional television has made promotion easier. 
D)  Marketers have increased their advertisement spending for promotional techniques that generate gradual sales responses.

Question 13

Which of the following statements is true of persuasive promotion?

Accepted Answer

A)  It is designed to stimulate a purchase or an action. 
B)  It is used to keep the product and brand name in the public's mind. 
C)  It seeks to convert an existing need into a want or to stimulate interest in a new product. 
D)  It seeks to form relationships with customers and potential customers through technological ties. 
A)  It is designed to stimulate a purchase or an action. 
B)  It is used to keep the product and brand name in the public's mind. 
C)  It seeks to convert an existing need into a want or to stimulate interest in a new product. 
D)  It seeks to form relationships with customers and potential customers through technological ties.

Question 14

Which of the following is true about earned media?

Accepted Answer

A)  The idea behind earned media is to get people talking about the brand-whether through media coverage or through word of mouth. 
B)  Earned media includes magazine,outdoor,radio,newspaper advertising, or display advertising on a website. 
C)  Earned media is controlled by the brand but continuously keeps the customer and his or her needs in mind as it creates videos,blog posts,contests,photos,and other pieces of content. 
D)  Earned a new form of promotional tactic where brands are becoming publishers of their own content in order to maximize the brand's value to customers as well as increase their search rank in Google. 
A)  The idea behind earned media is to get people talking about the brand-whether through media coverage or through word of mouth. 
B)  Earned media includes magazine,outdoor,radio,newspaper advertising, or display advertising on a website. 
C)  Earned media is controlled by the brand but continuously keeps the customer and his or her needs in mind as it creates videos,blog posts,contests,photos,and other pieces of content. 
D)  Earned a new form of promotional tactic where brands are becoming publishers of their own content in order to maximize the brand's value to customers as well as increase their search rank in Google.

Question 15

Which of the following is a difference between social media and personal selling?

Accepted Answer

A)  Social media can disperse a message quickly to a wide audience,whereas personal selling is very slow in dispersing a message to a large audience. 
B)  Social media entail two-way communication,whereas personal selling entails one-way communication. 
C)  Social media are a means of interpersonal communication,whereas personal selling is a means of mass communication. 
D)  Social media provide opportunity for immediate feedback,whereas personal selling does not provide opportunity for direct feedback. 
A)  Social media can disperse a message quickly to a wide audience,whereas personal selling is very slow in dispersing a message to a large audience. 
B)  Social media entail two-way communication,whereas personal selling entails one-way communication. 
C)  Social media are a means of interpersonal communication,whereas personal selling is a means of mass communication. 
D)  Social media provide opportunity for immediate feedback,whereas personal selling does not provide opportunity for direct feedback.

Question 16

To increase its revenue,Frankfin,an airline company,decides to promote well-known brands in its in-flight magazine.These brands would pay a fixed price to Frankfin to print their promotional messages in the magazine.As part of the promotional mix,the in-flight magazine is being used for _____.

Accepted Answer

A)  direct selling 
B)  public relations 
C)  personal selling 
D)  advertising 
A)  direct selling 
B)  public relations 
C)  personal selling 
D)  advertising

Question 17

Threads Inc.,an apparel manufacturer,employs personal selling to market goods.Its employees handcraft products that are marketed by a professional team.In this case,which of the following tactics should Threads Inc.adopt?

Accepted Answer

A)  It should generate large amounts of publicity quickly. 
B)  It should refrain from educating the public about the company's objectives. 
C)  It should make planned presentations to prospective buyers. 
D)  It should refrain from advertising and public relations. 
A)  It should generate large amounts of publicity quickly. 
B)  It should refrain from educating the public about the company's objectives. 
C)  It should make planned presentations to prospective buyers. 
D)  It should refrain from advertising and public relations.

Question 18

Print advertising can be used to sell goods and services to potential customers who are hard to locate.

Accepted Answer

A) True 
 B)False

Question 19

Which form of promotion is most suitable to promote complex and technical products such as automobiles,computers,and investment services?

Accepted Answer

A)  Reminder promotion 
B)  Persuasive promotion 
C)  Informative promotion 
D)  Connective promotion 
A)  Reminder promotion 
B)  Persuasive promotion 
C)  Informative promotion 
D)  Connective promotion

Question 20

Which of the following is true of social media?

Accepted Answer

A)  Social media are a strong way to gain attention and interest in a brand. 
B)  If content goes viral,it can then reach a massive audience. 
C)  Social media are also effective at engaging customers to maintain interest in the brand. 
D)  All of these are correct. 
A)  Social media are a strong way to gain attention and interest in a brand. 
B)  If content goes viral,it can then reach a massive audience. 
C)  Social media are also effective at engaging customers to maintain interest in the brand. 
D)  All of these are correct.

Which statement describes a benefit of advertising?

Which of the following consists of all marketing activities-other than personal selling,advertising,and public relations-that stimulate consumer purchasing and dealer effectiveness?

A company that offers the same services as its competition has a competitive advantage.

Explain the different stages of the product life cycle and how marketers adjust their promotion mix for the most successful impact at each stage.

Which of the following illustrate a difference between a push strategy and a pull strategy?

Sales promotion's greatest strength is in creating strong desire and purchase intent.

Which of the following is the originator of the message within the communication process?

Which of the following is NOT true of promotional strategies?

Persuasive promotion is used to keep the product and brand name in the public's mind.

Earned media is a new form of promotional tactic where brands are becoming publishers of their own content in order to maximize the brand's value to customers as well as increase their search rank in Google.

Which of the following is a reason for the increasing popularity of the integrated marketing communications concept?

Which of the following statements is true of persuasive promotion?

Which of the following is true about earned media?

Which of the following is a difference between social media and personal selling?

To increase its revenue,Frankfin,an airline company,decides to promote well-known brands in its in-flight magazine.These brands would pay a fixed price to Frankfin to print their promotional messages in the magazine.As part of the promotional mix,the in-flight magazine is being used for _____.

Threads Inc.,an apparel manufacturer,employs personal selling to market goods.Its employees handcraft products that are marketed by a professional team.In this case,which of the following tactics should Threads Inc.adopt?

Print advertising can be used to sell goods and services to potential customers who are hard to locate.

Which form of promotion is most suitable to promote complex and technical products such as automobiles,computers,and investment services?

Which of the following is true of social media?

An Overview of Marketing

Strategic Planning and Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management and Marketing Channels

Retailing

Advertising,public Relations,and Sales Promotion

Personal Selling and Sales Management

Social Media and Marketing

Pricing Concepts

Filters

Exam 15: Marketing Communications

Which statement describes a benefit of advertising?

Which of the following consists of all marketing activities-other than personal selling,advertising,and public relations-that stimulate consumer purchasing and dealer effectiveness?

A company that offers the same services as its competition has a competitive advantage.

Explain the different stages of the product life cycle and how marketers adjust their promotion mix for the most successful impact at each stage.

Which of the following illustrate a difference between a push strategy and a pull strategy?

Sales promotion's greatest strength is in creating strong desire and purchase intent.

Which of the following is the originator of the message within the communication process?

Which of the following is NOT true of promotional strategies?

Persuasive promotion is used to keep the product and brand name in the public's mind.

Earned media is a new form of promotional tactic where brands are becoming publishers of their own content in order to maximize the brand's value to customers as well as increase their search rank in Google.

Which of the following is a reason for the increasing popularity of the integrated marketing communications concept?

Which of the following statements is true of persuasive promotion?

Which of the following is true about earned media?

Which of the following is a difference between social media and personal selling?

To increase its revenue,Frankfin,an airline company,decides to promote well-known brands in its in-flight magazine.These brands would pay a fixed price to Frankfin to print their promotional messages in the magazine.As part of the promotional mix,the in-flight magazine is being used for _____.

Threads Inc.,an apparel manufacturer,employs personal selling to market goods.Its employees handcraft products that are marketed by a professional team.In this case,which of the following tactics should Threads Inc.adopt?

Print advertising can be used to sell goods and services to potential customers who are hard to locate.

Which form of promotion is most suitable to promote complex and technical products such as automobiles,computers,and investment services?

Which of the following is true of social media?

An Overview of Marketing

Strategic Planning and Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management and Marketing Channels

Retailing

Advertising,public Relations,and Sales Promotion

Personal Selling and Sales Management

Social Media and Marketing

Pricing Concepts

Filters