Question 1

Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because

Accepted Answer

A)  its strategy includes using several types of promotional activities to deliver a consistent message. 
B)  it does not want to reach any member of its target audience more than once to conserve resources. 
C)  IMC is less expensive than other forms of promotion, such as public service announcements. 
D)  if it didn't, Disney would have to use indirect personal selling. 
E)  it is more concerned about frequency of attendance than geographic reach. 
A)  its strategy includes using several types of promotional activities to deliver a consistent message. 
B)  it does not want to reach any member of its target audience more than once to conserve resources. 
C)  IMC is less expensive than other forms of promotion, such as public service announcements. 
D)  if it didn't, Disney would have to use indirect personal selling. 
E)  it is more concerned about frequency of attendance than geographic reach.

Question 2

Figure 18-2
-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 18-2 above, the promotional element labeled E represents

Accepted Answer

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

Question 3

If used continuously, which of these promotional elements will most likely lose its effectiveness?

Accepted Answer

A)  advertising 
B)  personal selling 
C)  sales promotion 
D)  publicity 
E)  direct marketing 
A)  advertising 
B)  personal selling 
C)  sales promotion 
D)  publicity 
E)  direct marketing

Question 4

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as ________ budgeting.

Accepted Answer

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

Question 5

A small agrichemical laboratory with a very small marketing budget develops a seed that produces grass that grows two inches high and no higher. Which promotional element should it use to communicate its discovery?

Accepted Answer

A)  advertising 
B)  personal selling 
C)  sales promotion 
D)  publicity 
E)  missionary sales 
A)  advertising 
B)  personal selling 
C)  sales promotion 
D)  publicity 
E)  missionary sales

Question 6

Which of these is a strength of direct marketing?

Accepted Answer

A)  Direct marketing can be adapted quickly to facilitate customer relationships. 
B)  Direct marketing is often the most credible source in the consumer's mind. 
C)  Direct marketing can provide complex information. 
D)  Direct marketing can quickly grow or maintain market share as needed. 
E)  Direct marketing is a low-cost means of reaching the target market. 
A)  Direct marketing can be adapted quickly to facilitate customer relationships. 
B)  Direct marketing is often the most credible source in the consumer's mind. 
C)  Direct marketing can provide complex information. 
D)  Direct marketing can quickly grow or maintain market share as needed. 
E)  Direct marketing is a low-cost means of reaching the target market.

Question 7

Albert Searchware is a type of search engine used at company websites to handle customer questions. The firm is trying to determine what promotional strategy should be employed with its flagship product. It has determined that search engine software is in the growth stage of its product life cycle. Which of the following options should it employ?

Accepted Answer

A)  Devote 40 percent of the promotional budget to a sales promotion that supplies the public with demonstration CDs to prove the merits of its software. 
B)  Spend 30 percent of the budget in the effort to generate publicity for its software. 
C)  Use the majority of its promotional budget on advertising that focuses on brand differences. 
D)  Use a balanced budget and spend equally for each of the four promotional choices in an attempt to even out sales growth. 
E)  Encourage its tech support staff to emphasize the superiority of its software and its after-sale support. 
A)  Devote 40 percent of the promotional budget to a sales promotion that supplies the public with demonstration CDs to prove the merits of its software. 
B)  Spend 30 percent of the budget in the effort to generate publicity for its software. 
C)  Use the majority of its promotional budget on advertising that focuses on brand differences. 
D)  Use a balanced budget and spend equally for each of the four promotional choices in an attempt to even out sales growth. 
E)  Encourage its tech support staff to emphasize the superiority of its software and its after-sale support.

Question 8

Which of these is a weakness of direct marketing?

Accepted Answer

A)  Direct marketing is a relatively untargeted method of trying to reach potential customers. 
B)  Messages using direct marketing may differ between direct mailings, confusing the target market. 
C)  Direct marketing is expensive and time-consuming due to the development and maintenance of a database. 
D)  For direct marketing, it is difficult to get media cooperation. 
E)  Direct marketing can lead to promotion wars. 
A)  Direct marketing is a relatively untargeted method of trying to reach potential customers. 
B)  Messages using direct marketing may differ between direct mailings, confusing the target market. 
C)  Direct marketing is expensive and time-consuming due to the development and maintenance of a database. 
D)  For direct marketing, it is difficult to get media cooperation. 
E)  Direct marketing can lead to promotion wars.

Question 9

The Olympics have become a very visible example of a comprehensive integrated communication program. For organizers, primary importance is placed on

Accepted Answer

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

Question 10

During the implementation phase of an IMC program, a firm will pretest the promotion and

Accepted Answer

A)  posttest the promotion. 
B)  design the promotion. 
C)  state the mission. 
D)  carry out the promotion. 
E)  identify possible advertising or promotional firms. 
A)  posttest the promotion. 
B)  design the promotion. 
C)  state the mission. 
D)  carry out the promotion. 
E)  identify possible advertising or promotional firms.

Question 11

Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle?

Accepted Answer

A)  introduction 
B)  growth 
C)  accelerated development 
D)  early growth 
E)  maturity 
A)  introduction 
B)  growth 
C)  accelerated development 
D)  early growth 
E)  maturity

Question 12

Public relations refers to

Accepted Answer

A)  a seller-directed flow of communication, often in a face-to-face encounter, designed to promote a product with the purpose of making a sale. 
B)  an individualized communications program specifically designed for a single customer because the item being sold is unique to that person. 
C)  a mass selling approach that has been tailored to meet the more select needs of a target market based on age, gender, ethnicity, or occupation. 
D)  a form of communication that is intended to counteract any negative information or misinformation that has been instigated by competitors or disgruntled customers. 
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 seller-directed flow of communication, often in a face-to-face encounter, designed to promote a product with the purpose of making a sale. 
B)  an individualized communications program specifically designed for a single customer because the item being sold is unique to that person. 
C)  a mass selling approach that has been tailored to meet the more select needs of a target market based on age, gender, ethnicity, or occupation. 
D)  a form of communication that is intended to counteract any negative information or misinformation that has been instigated by competitors or disgruntled customers. 
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.

Question 13

A ________ consists of a response and feedback.

Accepted Answer

A)  feedback loop 
B)  consequence 
C)  source reaction 
D)  primary cause and effect 
E)  concept effect 
A)  feedback loop 
B)  consequence 
C)  source reaction 
D)  primary cause and effect 
E)  concept effect

Question 14

An offer that contains all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction may result in

Accepted Answer

A)  a direct order. 
B)  lead generation. 
C)  traffic generation. 
D)  data compilation. 
E)  a prospect bid. 
A)  a direct order. 
B)  lead generation. 
C)  traffic generation. 
D)  data compilation. 
E)  a prospect bid.

Question 15

A marketing professor wanted to do everything possible to ensure that her students understood her lectures. Accordingly, she used examples of marketing activities with which most students were familiar. For example, the professor discussed the marketing exchanges between students and grocers, college bookstores, convenience stores, and clothiers. The examples used by the professor were her attempt to ________ her message to encourage better understanding on the part of her students.

Accepted Answer

A)  use feedback within 
B)  create noise in 
C)  effectively decode 
D)  identify a mutually shared field of experience for 
E)  back translate 
A)  use feedback within 
B)  create noise in 
C)  effectively decode 
D)  identify a mutually shared field of experience for 
E)  back translate

Question 16

Figure 18-6
-The promotion decision process is divided into three phases. In Figure 18-6 above, Box A refers to the ________ phase.

Accepted Answer

A)  planning 
B)  forecasting 
C)  evaluation 
D)  realization 
E)  implementation 
A)  planning 
B)  forecasting 
C)  evaluation 
D)  realization 
E)  implementation

Question 17

When you buy Crest toothpaste at your local supermarket because you have a 50-cents-off coupon for it, even though that is not your regular brand, you are being influenced primarily by which promotional element?

Accepted Answer

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

Question 18

A company or person who has information to convey during the communication process is referred to as

Accepted Answer

A)  an encryptor. 
B)  a message carrier. 
C)  a channel. 
D)  a receiver. 
E)  a source. 
A)  an encryptor. 
B)  a message carrier. 
C)  a channel. 
D)  a receiver. 
E)  a source.

Question 19

When employing a pull strategy, a manufacturer

Accepted Answer

A)  advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide advertising campaigns. 
B)  forces a retailer to promote its product by placing national brand ads in local newspapers. 
C)  directs the promotional mix at ultimate consumers to encourage them to ask retailers for the product. 
D)  directs the promotional mix toward channel members to gain their cooperation in ordering and stocking the product. 
E)  directs retailers to promote one product over another to help balance fluctuations in inventory. 
A)  advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide advertising campaigns. 
B)  forces a retailer to promote its product by placing national brand ads in local newspapers. 
C)  directs the promotional mix at ultimate consumers to encourage them to ask retailers for the product. 
D)  directs the promotional mix toward channel members to gain their cooperation in ordering and stocking the product. 
E)  directs retailers to promote one product over another to help balance fluctuations in inventory.

Question 20

The process of conveying a message to others that requires six elements-a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding-is referred to as

Accepted Answer

A)  exchange. 
B)  dialogue. 
C)  communication. 
D)  advertising. 
E)  feedback. 
A)  exchange. 
B)  dialogue. 
C)  communication. 
D)  advertising. 
E)  feedback.

Exam 18: Advertising, Sales Promotion, and Public Relations

Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because

Figure 18-2 -To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 18-2 above, the promotional element labeled E represents

If used continuously, which of these promotional elements will most likely lose its effectiveness?

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as ________ budgeting.

A small agrichemical laboratory with a very small marketing budget develops a seed that produces grass that grows two inches high and no higher. Which promotional element should it use to communicate its discovery?

Which of these is a strength of direct marketing?

Which of these is a weakness of direct marketing?

The Olympics have become a very visible example of a comprehensive integrated communication program. For organizers, primary importance is placed on

During the implementation phase of an IMC program, a firm will pretest the promotion and

Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle?

Public relations refers to

A ________ consists of a response and feedback.

An offer that contains all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction may result in

Figure 18-6 -The promotion decision process is divided into three phases. In Figure 18-6 above, Box A refers to the ________ phase.

When you buy Crest toothpaste at your local supermarket because you have a 50-cents-off coupon for it, even though that is not your regular brand, you are being influenced primarily by which promotional element?

A company or person who has information to convey during the communication process is referred to as

When employing a pull strategy, a manufacturer

The process of conveying a message to others that requires six elements-a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding-is referred to as

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

Filters