Question 1

An organization's promotion mix is viewed as an unchanging part of the marketing mix.

Accepted Answer

A) True 
 B)False

Question 2

Pioneer promotion neither emphasizes brand names nor compares brands.

Accepted Answer

A) True 
 B)False

Question 3

Identify the major objectives of promotion.

Accepted Answer

The eight major promotional objectives a

Question 4

A sharing of meaning defines

Accepted Answer

A)  promotion. 
B)  information. 
C)  noise. 
D)  interference. 
E)  communication. 
A)  promotion. 
B)  information. 
C)  noise. 
D)  interference. 
E)  communication.

Question 5

Successful marketers that understand the significance of word-of-mouth communication seek out opinion leaders and try to encourage them to try their products in the hope they will spread favorable communication about them.

Accepted Answer

A) True 
 B)False

Question 6

The receiver's response to the decoded message is called noise.

Accepted Answer

A) True 
 B)False

Question 7

During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ____ in the communication process.

Accepted Answer

A)  encoding 
B)  bad luck 
C)  noise 
D)  deflected transmission 
E)  poor implementation 
A)  encoding 
B)  bad luck 
C)  noise 
D)  deflected transmission 
E)  poor implementation

Question 8

When a push policy is used in promotion of a particular product, the producer promotes the product only to the next channel member.

Accepted Answer

A) True 
 B)False

Question 9

Discuss the impact that social media has had on the strategy for promotion.

Accepted Answer

Electronic word of mouth is particularly

Question 10

The receiver's response to a message is ____ for the source.

Accepted Answer

A)  feedback 
B)  the communications channel 
C)  noise 
D)  channel capacity 
E)  decoding 
A)  feedback 
B)  the communications channel 
C)  noise 
D)  channel capacity 
E)  decoding

Question 11

Pioneer promotion is most likely to be used during the ____ stage of the product life cycle.

Accepted Answer

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

Question 12

Scenario 16.2 Use the following to answer the questions.
The manufacturers of Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these methods, however, and have asked for your advice.
Refer to Scenario 16.2. The makers of Whizz have decided to go to several different colleges and have a contest for the dirtiest shirt. While at the colleges, they will set up several washing machines near the campus bookstore, demonstrating the power of Whizz to get these dirty shirts clean. Each contestant in the dirtiest shirt contest will receive a coupon for a free bottle of Whizz. The winner of the contest will receive a $50 gift card for the college bookstore. This method of promotion is an example of ____, and is used to stimulate ____ demand.

Accepted Answer

A)  viral advertising; primary 
B)  sales promotion; selective 
C)  sales promotion; primary 
D)  product placement; selective 
E)  product placement; primary 
A)  viral advertising; primary 
B)  sales promotion; selective 
C)  sales promotion; primary 
D)  product placement; selective 
E)  product placement; primary

Question 13

Which of the following is a reason integrated marketing communication is increasingly being accepted?

Accepted Answer

A)  More precisely targeted promotional tools, like the Internet, are available. 
B)  Consumers want more communications from marketers. 
C)  Upper management is demanding that marketers use it more. 
D)  It is a way to meet regulatory requirements. 
E)  It guarantees marketing success. 
A)  More precisely targeted promotional tools, like the Internet, are available. 
B)  Consumers want more communications from marketers. 
C)  Upper management is demanding that marketers use it more. 
D)  It is a way to meet regulatory requirements. 
E)  It guarantees marketing success.

Question 14

Discuss the major factors that affect the selection of promotion mix elements.

Accepted Answer

Marketers vary the composition of promot

Question 15

Select three criticisms of promotion, and provide defenses to refute them.

Accepted Answer

Even though promotional activities can h

Question 16

Southwest Airlines began offering sales on flights to South America and Europe. It started promoting these lower-cost flights heavily on television and in print. Not to be outdone, American Airlines started offering its own sales at prices even lower than Southwest Airlines. This refutes which of the following criticisms of promotion?

Accepted Answer

A)  Promotion loses money for businesses. 
B)  Promotion facilitates price competition. 
C)  Promotion is deceptive. 
D)  Promotion increases prices. 
E)  Promotion creates needs. 
A)  Promotion loses money for businesses. 
B)  Promotion facilitates price competition. 
C)  Promotion is deceptive. 
D)  Promotion increases prices. 
E)  Promotion creates needs.

Question 17

Word-of-mouth communication is not especially important when people are choosing restaurants and automotive, medical, and personal services such as hair care.

Accepted Answer

A) True 
 B)False

Question 18

During the 19th and early 20th centuries, promotion was about as accurate as it is today.

Accepted Answer

A) True 
 B)False

Question 19

Red Bull sponsored Red Bull Stratos, a space-diving project in which skydiver Felix Baumgartner sky dived from the Earth's stratosphere. The move fit well with Red Bull's affiliation with extreme sports. This would best be an example of

Accepted Answer

A)  stunt marketing. 
B)  television advertising. 
C)  electronic word-of-mouth marketing. 
D)  product placement. 
E)  buzz marketing. 
A)  stunt marketing. 
B)  television advertising. 
C)  electronic word-of-mouth marketing. 
D)  product placement. 
E)  buzz marketing.

Question 20

A small percentage of promotion efforts are fraudulent.

Accepted Answer

A) True 
 B)False

An organization's promotion mix is viewed as an unchanging part of the marketing mix.

Pioneer promotion neither emphasizes brand names nor compares brands.

Identify the major objectives of promotion.

A sharing of meaning defines

Successful marketers that understand the significance of word-of-mouth communication seek out opinion leaders and try to encourage them to try their products in the hope they will spread favorable communication about them.

The receiver's response to the decoded message is called noise.

During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ____ in the communication process.

When a push policy is used in promotion of a particular product, the producer promotes the product only to the next channel member.

Discuss the impact that social media has had on the strategy for promotion.

The receiver's response to a message is ____ for the source.

Pioneer promotion is most likely to be used during the ____ stage of the product life cycle.

Which of the following is a reason integrated marketing communication is increasingly being accepted?

Discuss the major factors that affect the selection of promotion mix elements.

Select three criticisms of promotion, and provide defenses to refute them.

Word-of-mouth communication is not especially important when people are choosing restaurants and automotive, medical, and personal services such as hair care.

During the 19th and early 20th centuries, promotion was about as accurate as it is today.

Red Bull sponsored Red Bull Stratos, a space-diving project in which skydiver Felix Baumgartner sky dived from the Earth's stratosphere. The move fit well with Red Bull's affiliation with extreme sports. This would best be an example of

A small percentage of promotion efforts are fraudulent.

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

An organization's promotion mix is viewed as an unchanging part of the marketing mix.

Pioneer promotion neither emphasizes brand names nor compares brands.

Identify the major objectives of promotion.

A sharing of meaning defines

Successful marketers that understand the significance of word-of-mouth communication seek out opinion leaders and try to encourage them to try their products in the hope they will spread favorable communication about them.

The receiver's response to the decoded message is called noise.

During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ____ in the communication process.

When a push policy is used in promotion of a particular product, the producer promotes the product only to the next channel member.

Discuss the impact that social media has had on the strategy for promotion.

The receiver's response to a message is ____ for the source.

Pioneer promotion is most likely to be used during the ____ stage of the product life cycle.

Which of the following is a reason integrated marketing communication is increasingly being accepted?

Discuss the major factors that affect the selection of promotion mix elements.

Select three criticisms of promotion, and provide defenses to refute them.

Word-of-mouth communication is not especially important when people are choosing restaurants and automotive, medical, and personal services such as hair care.

During the 19th and early 20th centuries, promotion was about as accurate as it is today.

Red Bull sponsored Red Bull Stratos, a space-diving project in which skydiver Felix Baumgartner sky dived from the Earth's stratosphere. The move fit well with Red Bull's affiliation with extreme sports. This would best be an example of

A small percentage of promotion efforts are fraudulent.

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