Question 1

A paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as

Accepted Answer

A)  sales promotion. 
B)  publicity. 
C)  advertising. 
D)  direct marketing. 
E)  mass communication. 
A)  sales promotion. 
B)  publicity. 
C)  advertising. 
D)  direct marketing. 
E)  mass communication.

Question 2

What is the nature of the "paid" aspect of advertising?

Accepted Answer

A)  Fees are paid for space or time in the medium. 
B)  Fees are paid to salespeople as either salaries or commissions. 
C)  Fees are paid to creative arts contributors, but there is no direct payment to media. 
D)  There is a wide range of fees paid depending upon the promotion selected. 
E)  The primary costs are associated with data transmission for telephone or the Internet. 
A)  Fees are paid for space or time in the medium. 
B)  Fees are paid to salespeople as either salaries or commissions. 
C)  Fees are paid to creative arts contributors, but there is no direct payment to media. 
D)  There is a wide range of fees paid depending upon the promotion selected. 
E)  The primary costs are associated with data transmission for telephone or the Internet.

Question 3

Which stage of the product life cycle is usually a period of phase-out for the product, when little money is spent in the promotional mix?

Accepted Answer

A)  introduction 
B)  growth 
C)  maturity 
D)  decline 
E)  termination 
A)  introduction 
B)  growth 
C)  maturity 
D)  decline 
E)  termination

Question 4

The promotional mix includes which of these?

Accepted Answer

A)  segmentation 
B)  direct marketing 
C)  merchandising 
D)  branding 
E)  people 
A)  segmentation 
B)  direct marketing 
C)  merchandising 
D)  branding 
E)  people

Question 5

When a furniture company employs designers that meet with customers to advise them on home decoration, the company is using

Accepted Answer

A)  advertising. 
B)  personal selling. 
C)  sales promotion. 
D)  public relations. 
E)  publicity. 
A)  advertising. 
B)  personal selling. 
C)  sales promotion. 
D)  public relations. 
E)  publicity.

Question 6

Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide a

Accepted Answer

A)  promotional channel. 
B)  unique statement of purpose. 
C)  consistent message across audiences. 
D)  media mix useful to all types of companies. 
E)  marketing matrix. 
A)  promotional channel. 
B)  unique statement of purpose. 
C)  consistent message across audiences. 
D)  media mix useful to all types of companies. 
E)  marketing matrix.

Question 7

Ford Motor Company provides support and incentives for its Ford and Lincoln dealers worldwide. Through a multilevel program, Ford provides incentives to reward dealers for meeting sales goals. Dealers receive an incentive when they are near a goal, another when they reach a goal, and a larger incentive if they exceed sales projections. All of these actions are intended to encourage dealers to ________ the Ford products through the channel to consumers.

Accepted Answer

A)  dump 
B)  pull 
C)  unload 
D)  no haggle 
E)  push 
A)  dump 
B)  pull 
C)  unload 
D)  no haggle 
E)  push

Question 8

Direct marketing has the advantage of being ________ to match the needs of specific target markets.

Accepted Answer

A)  priced 
B)  standardized 
C)  customized 
D)  engaged 
E)  integrated 
A)  priced 
B)  standardized 
C)  customized 
D)  engaged 
E)  integrated

Question 9

Allocating funds to promotion whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and determines the promotion cost of performing these tasks is referred to as

Accepted Answer

A)  percentage of sales budgeting. 
B)  competitive parity budgeting. 
C)  all-you-can-afford budgeting. 
D)  linear forecast budgeting. 
E)  objective and task budgeting. 
A)  percentage of sales budgeting. 
B)  competitive parity budgeting. 
C)  all-you-can-afford budgeting. 
D)  linear forecast budgeting. 
E)  objective and task budgeting.

Question 10

Amazon.com, a successful online retailer, manages an extensive customer database that is used to determine which products are suggested to each customer. Some data are collected from the customer; other data are collected from the businesses where purchases are made. Which of the following customer data are typically collected from the customer?

Accepted Answer

A)  brand 
B)  price 
C)  media use 
D)  model 
E)  quantity 
A)  brand 
B)  price 
C)  media use 
D)  model 
E)  quantity

Question 11

With many industrial products and consumer purchases, ancillary services are an important consideration in selecting the promotional mix. The role of ________ is important to establish the seller's reputation. However, ________ is essential for building buyer confidence and providing evidence of customer service.

Accepted Answer

A)  sales promotion; personal selling 
B)  personal selling; direct marketing 
C)  advertising; personal selling 
D)  sales promotion; advertising 
E)  public relations; direct marketing 
A)  sales promotion; personal selling 
B)  personal selling; direct marketing 
C)  advertising; personal selling 
D)  sales promotion; advertising 
E)  public relations; direct marketing

Question 12

Figure 18-1
-Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J). The position labeled C is referred to as

Accepted Answer

A)  the message. 
B)  the receiver. 
C)  the fields of experience. 
D)  encoding. 
E)  feedback. 
A)  the message. 
B)  the receiver. 
C)  the fields of experience. 
D)  encoding. 
E)  feedback.

Question 13

In the hierarchy of effects, interest refers to

Accepted Answer

A)  the consumer's ability to recognize and remember the product or brand name. 
B)  the consumer's appraisal of the product or brand on important attributes. 
C)  an increase in the consumer's desire to learn about some of the features of the product or brand. 
D)  a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand. 
E)  the consumer's first actual purchase and use of the product or brand. 
A)  the consumer's ability to recognize and remember the product or brand name. 
B)  the consumer's appraisal of the product or brand on important attributes. 
C)  an increase in the consumer's desire to learn about some of the features of the product or brand. 
D)  a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand. 
E)  the consumer's first actual purchase and use of the product or brand.

Question 14

Consumers who read, hear, or see the message sent by a source during the marketing communication process are referred to as

Accepted Answer

A)  decoders. 
B)  the target market. 
C)  receivers. 
D)  sources. 
E)  encoders. 
A)  decoders. 
B)  the target market. 
C)  receivers. 
D)  sources. 
E)  encoders.

Question 15

Figure 18-1
-Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J). The position labeled E is referred to as

Accepted Answer

A)  decoding. 
B)  the receiver. 
C)  the fields of experience. 
D)  response. 
E)  feedback. 
A)  decoding. 
B)  the receiver. 
C)  the fields of experience. 
D)  response. 
E)  feedback.

Question 16

Explain what the hierarchy of effects is. List and explain the five stages.

Accepted Answer

The hierarchy of effects is the sequence

Question 17

All products go through a product life cycle of ________ stages:

Accepted Answer

A)  two; new and improved. 
B)  two; growth and decline. 
C)  three; new, improved, and obsolete. 
D)  four; awareness, interest, trial, and adoption. 
E)  four; introduction, growth, maturity, and decline. 
A)  two; new and improved. 
B)  two; growth and decline. 
C)  three; new, improved, and obsolete. 
D)  four; awareness, interest, trial, and adoption. 
E)  four; introduction, growth, maturity, and decline.

Question 18

Which of these statements regarding the promotional mix is most accurate?

Accepted Answer

A)  For maximum impact, funding for promotions should be equally divided among the five elements of the promotional mix. 
B)  The promotional mix can be influenced by the target audience, the stage of the product's life cycle, product characteristics, the decision stage of the buyer, and the channel of distribution. 
C)  Regardless of which other elements are selected, advertising must be included in every promotional decision in order for an IMC campaign to be successful. 
D)  Decisions regarding the promotional mix should be left to each manager in the marketing department who knows best what to do for his or her own specialty. 
E)  It is not necessary to have a coordinated goal for an IMC campaign provided each department has a goal of its own. 
A)  For maximum impact, funding for promotions should be equally divided among the five elements of the promotional mix. 
B)  The promotional mix can be influenced by the target audience, the stage of the product's life cycle, product characteristics, the decision stage of the buyer, and the channel of distribution. 
C)  Regardless of which other elements are selected, advertising must be included in every promotional decision in order for an IMC campaign to be successful. 
D)  Decisions regarding the promotional mix should be left to each manager in the marketing department who knows best what to do for his or her own specialty. 
E)  It is not necessary to have a coordinated goal for an IMC campaign provided each department has a goal of its own.

Question 19

Figure 18-5
-Channel A in Figure 18-5 above represents which type of promotional channel strategy?

Accepted Answer

A)  direct 
B)  indirect 
C)  push 
D)  pull 
E)  vertical 
A)  direct 
B)  indirect 
C)  push 
D)  pull 
E)  vertical

Question 20

Publicity refers to

Accepted Answer

A)  a nonpersonal, indirectly paid presentation of an organization, product, or service. 
B)  a short-term inducement of value offered to arouse interest in buying a product or service. 
C)  methods used to get a nonpersonal, directly paid presentation of a company or its products. 
D)  a paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. 
E)  a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services. 
A)  a nonpersonal, indirectly paid presentation of an organization, product, or service. 
B)  a short-term inducement of value offered to arouse interest in buying a product or service. 
C)  methods used to get a nonpersonal, directly paid presentation of a company or its products. 
D)  a paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. 
E)  a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.

Exam 18: Advertising, Sales Promotion, and Public Relations

A paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as

What is the nature of the "paid" aspect of advertising?

Which stage of the product life cycle is usually a period of phase-out for the product, when little money is spent in the promotional mix?

The promotional mix includes which of these?

When a furniture company employs designers that meet with customers to advise them on home decoration, the company is using

Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide a

Direct marketing has the advantage of being ________ to match the needs of specific target markets.

Allocating funds to promotion whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and determines the promotion cost of performing these tasks is referred to as

Figure 18-1 -Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J). The position labeled C is referred to as

In the hierarchy of effects, interest refers to

Consumers who read, hear, or see the message sent by a source during the marketing communication process are referred to as

Figure 18-1 -Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J). The position labeled E is referred to as

Explain what the hierarchy of effects is. List and explain the five stages.

All products go through a product life cycle of ________ stages:

Which of these statements regarding the promotional mix is most accurate?

Figure 18-5 -Channel A in Figure 18-5 above represents which type of promotional channel strategy?

Publicity refers to

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: the Strategic Marketing Proces

Building an Effective Marketing Plan

Financial Aspects of Marketing

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