Question 1

Feedback does not exist for mass communication.

Accepted Answer

A) True 
 B)False

Question 2

The absolute dollar outlay for advertising is usually low.

Accepted Answer

A) True 
 B)False

Question 3

Sonya is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Sonya's dinner preparation would be considered __ in the communication process.

Accepted Answer

A)  field of experience. 
B)  feedback. 
C)  noise. 
D)  decoding blocker. 
E)  interference. 
A)  field of experience. 
B)  feedback. 
C)  noise. 
D)  decoding blocker. 
E)  interference.

Question 4

Personal selling tends to cost more than advertising.

Accepted Answer

A) True 
 B)False

Question 5

Scenario 16.1 Use the following to answer the questions.
When introducing a new vehicle targeted to the under-30 population, Toyota used several different methods of communication. First, it did research in several large cities to find out who the opinion leaders were in that age group. By visiting the local nightlife, one or two people in each city were selected and given a new vehicle to drive for two weeks. They were told to share information about this new vehicle with their friends. After a few weeks, a television campaign was launched with commercials introducing the new vehicle. Toyota also placed ads in magazines that were targeted to the under-30 age group, and used drive-by billboards in the large cities near the nightclub areas.
Refer to Scenario 16.1. Which of the following is not an integrated communications tactic used by Toyota?

Accepted Answer

A)  Word-of-mouth communication 
B)  Advertising 
C)  Publicity 
D)  Personal selling 
E)  Sales promotion 
A)  Word-of-mouth communication 
B)  Advertising 
C)  Publicity 
D)  Personal selling 
E)  Sales promotion

Question 6

When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonald's is utilizing

Accepted Answer

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

Question 7

Which of the following is the best example of the promotional objective of combating competitive promotional efforts?

Accepted Answer

A)  Joy advertises that its dish soap has more suds than Dawn, Sunlight, and other leading dish soaps. 
B)  Joe Boxer and Kmart collaborate to promote Joe Boxer's lines of clothing and housewares. 
C)  The Pork Council advertises pork as the "other white meat" and a healthier alternative to beef. 
D)  After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks. 
E)  Hyundai offers 10-year/100,000 mile warranties on its vehicles in order to give customers confidence in its brand name and automotive offerings. 
A)  Joy advertises that its dish soap has more suds than Dawn, Sunlight, and other leading dish soaps. 
B)  Joe Boxer and Kmart collaborate to promote Joe Boxer's lines of clothing and housewares. 
C)  The Pork Council advertises pork as the "other white meat" and a healthier alternative to beef. 
D)  After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks. 
E)  Hyundai offers 10-year/100,000 mile warranties on its vehicles in order to give customers confidence in its brand name and automotive offerings.

Question 8

Michelle recently made a friend from another country who works as a buyer at a large business firm. They get together with a group of friends and have a fun time hanging out. Michelle works at a computer firm, and when she finds out her friend's firm is looking to purchase new computers, she schedules an appointment with her friend. When they get together, Michelle is surprised when her friend quickly kisses her on both cheeks as a form of greeting. She is not sure what to do in return. This type of _________________ is not common in the United States as a form of greeting among new friends or business associates.

Accepted Answer

A)  proxemic communication 
B)  kinesic communication 
C)  tactile communication 
D)  integrated marketing communication 
E)  interpersonal communication 
A)  proxemic communication 
B)  kinesic communication 
C)  tactile communication 
D)  integrated marketing communication 
E)  interpersonal communication

Question 9

Demand for a product category rather than for a specific brand is called primary demand.

Accepted Answer

A) True 
 B)False

Question 10

During the decoding process, the

Accepted Answer

A)  intensity of the transmission becomes stronger. 
B)  receiver attempts to convert signs or symbols into concepts and ideas. 
C)  source attempts to convert signs or symbols into concepts and ideas. 
D)  source converts meaning into a series of signs or symbols that represent ideas or concepts. 
E)  receiver filters noise from the feedback. 
A)  intensity of the transmission becomes stronger. 
B)  receiver attempts to convert signs or symbols into concepts and ideas. 
C)  source attempts to convert signs or symbols into concepts and ideas. 
D)  source converts meaning into a series of signs or symbols that represent ideas or concepts. 
E)  receiver filters noise from the feedback.

Question 11

Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on

Accepted Answer

A)  advertising. 
B)  word-of-mouth communication. 
C)  public relations. 
D)  sales promotion. 
E)  personal selling. 
A)  advertising. 
B)  word-of-mouth communication. 
C)  public relations. 
D)  sales promotion. 
E)  personal selling.

Question 12

You are working with a sales management consultant on ways to improve your company's sales performance. Your company sells high-end consumer products. You and the consultant agree your promotional activities need to include more direct interaction with your customers. Based on this information, which of the elements of promotion should you emphasize more?

Accepted Answer

A)  Advertising 
B)  Sales promotions 
C)  Personal selling 
D)  Public relations 
E)  Discounting 
A)  Advertising 
B)  Sales promotions 
C)  Personal selling 
D)  Public relations 
E)  Discounting

Question 13

When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build

Accepted Answer

A)  primary demand. 
B)  pioneer promotion. 
C)  prospects. 
D)  brand awareness. 
E)  selective demand. 
A)  primary demand. 
B)  pioneer promotion. 
C)  prospects. 
D)  brand awareness. 
E)  selective demand.

Question 14

Factors such as climate, seasons, and holidays tend to lead to the promotional objective of

Accepted Answer

A)  combating competitive promotional offers. 
B)  facilitating reseller support. 
C)  encouraging product trial. 
D)  retaining loyal customers. 
E)  reducing sales fluctuations. 
A)  combating competitive promotional offers. 
B)  facilitating reseller support. 
C)  encouraging product trial. 
D)  retaining loyal customers. 
E)  reducing sales fluctuations.

Question 15

In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication

Accepted Answer

A)  receiver. 
B)  transmitter. 
C)  decoder. 
D)  source. 
E)  noise. 
A)  receiver. 
B)  transmitter. 
C)  decoder. 
D)  source. 
E)  noise.

Question 16

Marketers usually decrease expenditures in advertising for products in the decline stage.

Accepted Answer

A) True 
 B)False

Question 17

When a salesperson varies the physical distance between himself and a customer he is using

Accepted Answer

A)  kinesic communication. 
B)  personal selling. 
C)  tactile communication. 
D)  comfort relations. 
E)  proxemic communication. 
A)  kinesic communication. 
B)  personal selling. 
C)  tactile communication. 
D)  comfort relations. 
E)  proxemic communication.

Question 18

Selective demand is demand for a certain brand.

Accepted Answer

A) True 
 B)False

Question 19

What are the differences in trying to stimulate primary demand versus selective demand?

Accepted Answer

When an organization is the first to int

Question 20

____ links the purchase of an organization's products to support of philanthropic organizations favored by the target market.

Accepted Answer

A)  Promotion 
B)  Cause-related marketing 
C)  Charity-related promotion 
D)  Selective demand promotion 
E)  Charitable nonprofit marketing 
A)  Promotion 
B)  Cause-related marketing 
C)  Charity-related promotion 
D)  Selective demand promotion 
E)  Charitable nonprofit marketing

Feedback does not exist for mass communication.

The absolute dollar outlay for advertising is usually low.

Sonya is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Sonya's dinner preparation would be considered __ in the communication process.

Personal selling tends to cost more than advertising.

When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonald's is utilizing

Which of the following is the best example of the promotional objective of combating competitive promotional efforts?

Demand for a product category rather than for a specific brand is called primary demand.

During the decoding process, the

Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on

When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build

Factors such as climate, seasons, and holidays tend to lead to the promotional objective of

In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication

Marketers usually decrease expenditures in advertising for products in the decline stage.

When a salesperson varies the physical distance between himself and a customer he is using

Selective demand is demand for a certain brand.

What are the differences in trying to stimulate primary demand versus selective demand?

____ links the purchase of an organization's products to support of philanthropic organizations favored by the target market.

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets, Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding, and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing and Wholesaling

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 16: Integrated Marketing Communications

Feedback does not exist for mass communication.

The absolute dollar outlay for advertising is usually low.

Sonya is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Sonya's dinner preparation would be considered __ in the communication process.

Personal selling tends to cost more than advertising.

When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonald's is utilizing

Which of the following is the best example of the promotional objective of combating competitive promotional efforts?

Demand for a product category rather than for a specific brand is called primary demand.

During the decoding process, the

Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on

When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build

Factors such as climate, seasons, and holidays tend to lead to the promotional objective of

In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication

Marketers usually decrease expenditures in advertising for products in the decline stage.

When a salesperson varies the physical distance between himself and a customer he is using

Selective demand is demand for a certain brand.

What are the differences in trying to stimulate primary demand versus selective demand?

____ links the purchase of an organization's products to support of philanthropic organizations favored by the target market.

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets, Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding, and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing and Wholesaling

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters