Question 1

Figure 18-6
-The promotion decision process is divided into three phases. In Figure 18-6 above, Box C 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 2

A nonpersonal, indirectly paid presentation of an organization, product, or service that can take the form of a news story, editorial, or product announcement is referred to as

Accepted Answer

A)  direct sales. 
B)  publicity. 
C)  direct marketing. 
D)  a public service announcement. 
E)  personal selling. 
A)  direct sales. 
B)  publicity. 
C)  direct marketing. 
D)  a public service announcement. 
E)  personal selling.

Question 3

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 Box A 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 4

A common way to assess the effectiveness of all promotion expenditures during the past year is to calculate

Accepted Answer

A)  a break-even point. 
B)  a promotion-to-sales ratio. 
C)  ROI. 
D)  a promotion-to-expenses ratio. 
E)  an advertising-to-sales promotion ratio. 
A)  a break-even point. 
B)  a promotion-to-sales ratio. 
C)  ROI. 
D)  a promotion-to-expenses ratio. 
E)  an advertising-to-sales promotion ratio.

Question 5

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

Accepted Answer

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

Question 6

In a marketing communication context, the message refers to

Accepted Answer

A)  product information regarding benefits and usage from receiver to the sender outside the channel of communication. 
B)  the slogan or tagline of a specific product. 
C)  proprietary information linking a specific product to a promotional campaign. 
D)  the information sent by a source to a receiver during the communication process. 
E)  a television or radio commercial from the buyer to the seller. 
A)  product information regarding benefits and usage from receiver to the sender outside the channel of communication. 
B)  the slogan or tagline of a specific product. 
C)  proprietary information linking a specific product to a promotional campaign. 
D)  the information sent by a source to a receiver during the communication process. 
E)  a television or radio commercial from the buyer to the seller.

Question 7

In the prepurchase stage of the consumer journey, which promotional element is most important?

Accepted Answer

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

Question 8

In the postpurchase stage of the consumer journey, advertising and personal selling help

Accepted Answer

A)  reduce the need for personal contact. 
B)  support the public relations element, which plays a major role. 
C)  sales discounting requirements. 
D)  reduce the buyer's postpurchase anxiety. 
E)  shorten the time consumers take to adopt a product. 
A)  reduce the need for personal contact. 
B)  support the public relations element, which plays a major role. 
C)  sales discounting requirements. 
D)  reduce the buyer's postpurchase anxiety. 
E)  shorten the time consumers take to adopt a product.

Question 9

Ann's young son suffers from allergies and complains about his watery eyes and sneezing. When Ann saw an ad for a new drug that counters these symptoms in Martha Stewart Living magazine, she planned to ask his doctor about this product on her son's next visit. Ann is at which stage in the hierarchy of effects?

Accepted Answer

A)  She is the trial stage and will move to the interest stage soon. 
B)  She has moved quickly from the awareness stage to the interest stage. 
C)  She was in the consumer development stage and will more than likely move to the transition stage. 
D)  She is in the evaluation stage and will move to the interest stage soon. 
E)  She was in the interest stage and then moved quickly to the diffusion stage. 
A)  She is the trial stage and will move to the interest stage soon. 
B)  She has moved quickly from the awareness stage to the interest stage. 
C)  She was in the consumer development stage and will more than likely move to the transition stage. 
D)  She is in the evaluation stage and will move to the interest stage soon. 
E)  She was in the interest stage and then moved quickly to the diffusion stage.

Question 10

For a message to be communicated effectively, the sender and receiver must have a mutually shared field of experience, which means a similar ________ they apply to the message.

Accepted Answer

A)  positioning 
B)  national, regional, or ethnic origin 
C)  understanding and knowledge 
D)  feeling 
E)  set of psychographics 
A)  positioning 
B)  national, regional, or ethnic origin 
C)  understanding and knowledge 
D)  feeling 
E)  set of psychographics

Question 11

Sales promotions cannot be the sole basis for a promotional campaign because

Accepted Answer

A)  all sales promotions have legal time limit restrictions to prevent unfair trade practices. 
B)  gains from sales promotions are often temporary and sales drop off when they end. 
C)  sales promotions are too costly and soon become a financial liability. 
D)  sales promotions are traditionally handled by outside firms and not the manufacturer, which often results in a significant loss of profit. 
E)  consumers obtain an inflated impression of a product's actual value or worth. 
A)  all sales promotions have legal time limit restrictions to prevent unfair trade practices. 
B)  gains from sales promotions are often temporary and sales drop off when they end. 
C)  sales promotions are too costly and soon become a financial liability. 
D)  sales promotions are traditionally handled by outside firms and not the manufacturer, which often results in a significant loss of profit. 
E)  consumers obtain an inflated impression of a product's actual value or worth.

Question 12

Personal selling refers to

Accepted Answer

A)  a customer-directed flow of communications, 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 unique needs of a target market based on age, gender, ethnicity, or occupation. 
D)  the two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision. 
E)  any spoken (rather than visual or print) attempt to promote a product for the purpose of making a sale. 
A)  a customer-directed flow of communications, 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 unique needs of a target market based on age, gender, ethnicity, or occupation. 
D)  the two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision. 
E)  any spoken (rather than visual or print) attempt to promote a product for the purpose of making a sale.

Question 13

Errors in communication can occur in several ways, including which of these?

Accepted Answer

A)  A properly encoded message is sent through the wrong channel and never makes it to the receiver. 
B)  In an attempt to be creative, the encoder creates a message with too much noise. 
C)  The communications channel is not properly funded. 
D)  The message is considered too ordinary because there is too broad a field of experience. 
E)  There is no interest on the part of the receiver because the product itself is inadequate. 
A)  A properly encoded message is sent through the wrong channel and never makes it to the receiver. 
B)  In an attempt to be creative, the encoder creates a message with too much noise. 
C)  The communications channel is not properly funded. 
D)  The message is considered too ordinary because there is too broad a field of experience. 
E)  There is no interest on the part of the receiver because the product itself is inadequate.

Question 14

Figure 18-1
-Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J). The position labeled F 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 15

After awareness in the hierarchy of effects is

Accepted Answer

A)  interest. 
B)  informing. 
C)  involvement. 
D)  trial. 
E)  evaluation. 
A)  interest. 
B)  informing. 
C)  involvement. 
D)  trial. 
E)  evaluation.

Question 16

Wasted coverage can be reduced by which of method of promotion?

Accepted Answer

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

Question 17

The promotional objective of the introduction stage of the product life cycle is to ________ consumers in order to increase their level of awareness of the product offering.

Accepted Answer

A)  inform 
B)  persuade 
C)  appeal to 
D)  remind 
E)  sway 
A)  inform 
B)  persuade 
C)  appeal to 
D)  remind 
E)  sway

Question 18

In terms of product characteristics, the greater the risk, the greater the need for ________ as a key element of the promotional mix.

Accepted Answer

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

Question 19

In the purchase stage of the consumer journey, research indicates that ________ activities shorten the time consumers take to adopt a product or service.

Accepted Answer

A)  public relations 
B)  direct marketing 
C)  advertising 
D)  product sampling 
E)  social media 
A)  public relations 
B)  direct marketing 
C)  advertising 
D)  product sampling 
E)  social media

Question 20

The billboards that Sony uses to advertise its PlayStation 5 video game console are

Accepted Answer

A)  channels of communication. 
B)  messages. 
C)  noise. 
D)  feedback loops. 
E)  sources. 
A)  channels of communication. 
B)  messages. 
C)  noise. 
D)  feedback loops. 
E)  sources.

Exam 18: Advertising, Sales Promotion, and Public Relations

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

A nonpersonal, indirectly paid presentation of an organization, product, or service that can take the form of a news story, editorial, or product announcement is referred to as

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 Box A represents

A common way to assess the effectiveness of all promotion expenditures during the past year is to calculate

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

In a marketing communication context, the message refers to

In the prepurchase stage of the consumer journey, which promotional element is most important?

In the postpurchase stage of the consumer journey, advertising and personal selling help

For a message to be communicated effectively, the sender and receiver must have a mutually shared field of experience, which means a similar ________ they apply to the message.

Sales promotions cannot be the sole basis for a promotional campaign because

Personal selling refers to

Errors in communication can occur in several ways, including which of these?

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

After awareness in the hierarchy of effects is

Wasted coverage can be reduced by which of method of promotion?

The promotional objective of the introduction stage of the product life cycle is to ________ consumers in order to increase their level of awareness of the product offering.

In terms of product characteristics, the greater the risk, the greater the need for ________ as a key element of the promotional mix.

In the purchase stage of the consumer journey, research indicates that ________ activities shorten the time consumers take to adopt a product or service.

The billboards that Sony uses to advertise its PlayStation 5 video game console are

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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