Question 1

Figure 16-1
  
-In Figure 16-1, the position labeled "B" is referred to as .

Accepted Answer

A) the source 
B) encoding 
C) the message 
D) the receiver 
A) the source 
B) encoding 
C) the message 
D) the receiver

Question 2

Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms. She called her doctor and asked for a prescription. In terms of the communication process, Ann had a__________ to the Claritin ad.

Accepted Answer

A) response 
B) source reaction 
C) noise filter 
D) feedback source 
A) response 
B) source reaction 
C) noise filter 
D) feedback source

Question 3

Which method of promotion budgeting would most likely be used by small businesses?

Accepted Answer

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

Question 4

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in:

Accepted Answer

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

Question 5

Which of the promotional elements has the potential to create promotion wars, be easily abused, and easily duplicated?

Accepted Answer

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

Question 6

Reference: 16-03
Figure 16-4
  
-In Figure 16-4, the line element of the promotion mix that is least important in the purchase stage of the buying decision, is labelled 'D.' This refers to:

Accepted Answer

A) communication 
B) advertising 
C) sales promotion 
D) public relations 
A) communication 
B) advertising 
C) sales promotion 
D) public relations

Question 7

For a message to be communicated effectively, the sender and receiver must have a mutually shared:

Accepted Answer

A) length and breadth of experience with a given product. 
B) area of expertise. 
C) field of experience. 
D) promotional mix. 
A) length and breadth of experience with a given product. 
B) area of expertise. 
C) field of experience. 
D) promotional mix.

Question 8

Which of the promotional elements has the inherent weaknesses of being temporary, losing effectiveness in time, and causing customers to question the product's value?

Accepted Answer

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

Question 9

No matter what the specific objective might be, from building awareness to increasing repeat purchases, promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, cover a specified time period, and:

Accepted Answer

A) appeal to intermediaries. 
B) be measurable. 
C) be humorous. 
D) rely on fear. 
A) appeal to intermediaries. 
B) be measurable. 
C) be humorous. 
D) rely on fear.

Question 10

Purina Dog Chow runs several television advertisements that focuses on 'them' versus 'us' which compares their competitor products to the latest Purina product. This type of advertising would be most effective during which stage?

Accepted Answer

A) growth 
B) decline 
C) introduction 
D) incubation 
A) growth 
B) decline 
C) introduction 
D) incubation

Question 11

Discuss how the use of direct mobile marketing will become more important in the future.

Accepted Answer

The answer of Discuss how the use of direct mobile...

Question 12

In which of the following situations would use of the competitive parity budget-setting method be most appropriate?

Accepted Answer

A) Two or more companies are introducing a totally new product to the market. 
B) Two or more companies exist in an oligopoly, and are planning on a product diversification strategy. 
C) Two or more companies exist in pure competition and compete on the basis of product differentiation. 
D) Two or more companies are competing with similar products and similar promotional goals. 
A) Two or more companies are introducing a totally new product to the market. 
B) Two or more companies exist in an oligopoly, and are planning on a product diversification strategy. 
C) Two or more companies exist in pure competition and compete on the basis of product differentiation. 
D) Two or more companies are competing with similar products and similar promotional goals.

Question 13

Wasted coverage can most easily be reduced by which of the methods of promotion?

Accepted Answer

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

Question 14

Royal Bank of Canada's annual report to shareholders is an example of:

Accepted Answer

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

Question 15

Figure 16-3
  
-The promotional objective of the decline stage of the product life cycle as shown in Figure 16-3 is to _.

Accepted Answer

A) persuade 
B) compare 
C) inform 
D) Firms traditionally do not promote a product during its decline stage. 
A) persuade 
B) compare 
C) inform 
D) Firms traditionally do not promote a product during its decline stage.

Question 16

Which of the following statements describes a disadvantage associated with personal selling?

Accepted Answer

A) A salesperson cannot control to whom a presentation is made. 
B) Presentations often provide little opportunity for consumer feedback. 
C) There may be inconsistency from one salesperson to another. 
D) Personal selling permits far too much wasted coverage. 
A) A salesperson cannot control to whom a presentation is made. 
B) Presentations often provide little opportunity for consumer feedback. 
C) There may be inconsistency from one salesperson to another. 
D) Personal selling permits far too much wasted coverage.

Question 17

According to Estelle Metayer, a Competia privacy expert, 62% of consumers are vulnerable to security attacks because they:

Accepted Answer

A) use free Wi-Fi sites. 
B) over-share on social media. 
C) don't use secure payment methods online. 
D) do not change their passwords often enough. 
A) use free Wi-Fi sites. 
B) over-share on social media. 
C) don't use secure payment methods online. 
D) do not change their passwords often enough.

Question 18

All of the following are essential aspects of social media promotions that engage customers EXCEPT:

Accepted Answer

A) posting relevant content about the benefits of the product. 
B) being current and timely with all interactions. 
C) responding to feedback and comments that are positive only. 
D) supplementing text with photos and videos. 
A) posting relevant content about the benefits of the product. 
B) being current and timely with all interactions. 
C) responding to feedback and comments that are positive only. 
D) supplementing text with photos and videos.

Question 19

In the Doritos Locos Tacos campaign, Taco Bell spent their promotional mix dollars in:

Accepted Answer

A) Traditional media (60%), Digital media (20%), and New media (20%). 
B) Traditional media (50%)and Digital media (50%). 
C) Traditional media (30%), Digital media (60%), and New media (10%). 
D) Traditional media (70%), Digital media (20%), and New media (10%). 
A) Traditional media (60%), Digital media (20%), and New media (20%). 
B) Traditional media (50%)and Digital media (50%). 
C) Traditional media (30%), Digital media (60%), and New media (10%). 
D) Traditional media (70%), Digital media (20%), and New media (10%).

Question 20

L'Oréal created an advertisement for its Visible Lift makeup. In terms of the communication process, the __________in the ad for Visible Lift makeup informed
Prospective customers that the makeup reduced fine facial lines after 30 days of use and evened out skin tones.

Accepted Answer

A) source 
B) message 
C) channel 
D) decoder 
A) source 
B) message 
C) channel 
D) decoder

Figure 16-1 -In Figure 16-1, the position labeled "B" is referred to as .

Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms. She called her doctor and asked for a prescription. In terms of the communication process, Ann had a__________ to the Claritin ad.

Which method of promotion budgeting would most likely be used by small businesses?

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in:

Which of the promotional elements has the potential to create promotion wars, be easily abused, and easily duplicated?

Reference: 16-03 Figure 16-4 -In Figure 16-4, the line element of the promotion mix that is least important in the purchase stage of the buying decision, is labelled 'D.' This refers to:

For a message to be communicated effectively, the sender and receiver must have a mutually shared:

Which of the promotional elements has the inherent weaknesses of being temporary, losing effectiveness in time, and causing customers to question the product's value?

No matter what the specific objective might be, from building awareness to increasing repeat purchases, promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, cover a specified time period, and:

Purina Dog Chow runs several television advertisements that focuses on 'them' versus 'us' which compares their competitor products to the latest Purina product. This type of advertising would be most effective during which stage?

Discuss how the use of direct mobile marketing will become more important in the future.

In which of the following situations would use of the competitive parity budget-setting method be most appropriate?

Wasted coverage can most easily be reduced by which of the methods of promotion?

Royal Bank of Canada's annual report to shareholders is an example of:

Figure 16-3 -The promotional objective of the decline stage of the product life cycle as shown in Figure 16-3 is to _.

Which of the following statements describes a disadvantage associated with personal selling?

According to Estelle Metayer, a Competia privacy expert, 62% of consumers are vulnerable to security attacks because they:

All of the following are essential aspects of social media promotions that engage customers EXCEPT:

In the Doritos Locos Tacos campaign, Taco Bell spent their promotional mix dollars in:

L'Oréal created an advertisement for its Visible Lift makeup. In terms of the communication process, the __________in the ad for Visible Lift makeup informed Prospective customers that the makeup reduced fine facial lines after 30 days of use and evened out skin tones.

Creating Customer Value, Relationships, and Experiences Through Marketing

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility for Sustainable Marketing

Consumer Behaviour

Understanding Organizations As Customers

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: the Strategic Marketing Process

Using Social Media and Mobile Marketing to Connect With Consumers

Filters

Exam 16: Integrated Marketing Communications and Direct Marketing

Figure 16-1 -In Figure 16-1, the position labeled "B" is referred to as .

Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms. She called her doctor and asked for a prescription. In terms of the communication process, Ann had a__________ to the Claritin ad.

Which method of promotion budgeting would most likely be used by small businesses?

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in:

Which of the promotional elements has the potential to create promotion wars, be easily abused, and easily duplicated?

Reference: 16-03 Figure 16-4 -In Figure 16-4, the line element of the promotion mix that is least important in the purchase stage of the buying decision, is labelled 'D.' This refers to:

For a message to be communicated effectively, the sender and receiver must have a mutually shared:

Which of the promotional elements has the inherent weaknesses of being temporary, losing effectiveness in time, and causing customers to question the product's value?

No matter what the specific objective might be, from building awareness to increasing repeat purchases, promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, cover a specified time period, and:

Purina Dog Chow runs several television advertisements that focuses on 'them' versus 'us' which compares their competitor products to the latest Purina product. This type of advertising would be most effective during which stage?

Discuss how the use of direct mobile marketing will become more important in the future.

In which of the following situations would use of the competitive parity budget-setting method be most appropriate?

Wasted coverage can most easily be reduced by which of the methods of promotion?

Royal Bank of Canada's annual report to shareholders is an example of:

Figure 16-3 -The promotional objective of the decline stage of the product life cycle as shown in Figure 16-3 is to _.

Which of the following statements describes a disadvantage associated with personal selling?

According to Estelle Metayer, a Competia privacy expert, 62% of consumers are vulnerable to security attacks because they:

All of the following are essential aspects of social media promotions that engage customers EXCEPT:

In the Doritos Locos Tacos campaign, Taco Bell spent their promotional mix dollars in:

L'Oréal created an advertisement for its Visible Lift makeup. In terms of the communication process, the __________in the ad for Visible Lift makeup informed Prospective customers that the makeup reduced fine facial lines after 30 days of use and evened out skin tones.

Creating Customer Value, Relationships, and Experiences Through Marketing

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility for Sustainable Marketing

Consumer Behaviour

Understanding Organizations As Customers

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: the Strategic Marketing Process

Using Social Media and Mobile Marketing to Connect With Consumers

Filters