Question 1

When Yoplait Yogurt gives a portion of its profits to breast cancer research, it is using

Accepted Answer

A)  promotion. 
B)  integrated marketing communications. 
C)  charity marketing. 
D)  charitable promotion. 
E)  cause-related marketing. 
A)  promotion. 
B)  integrated marketing communications. 
C)  charity marketing. 
D)  charitable promotion. 
E)  cause-related marketing.

Question 2

If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool?

Accepted Answer

A)  People are more likely to believe a human being than a print ad. 
B)  TV and radio ads are not feasible for smaller companies. 
C)  It can achieve more sales through business customers than through individual consumers. 
D)  It is easier to measure a salesperson's effects on sales than advertising's effects on sales. 
E)  The firm is charging a higher price to cover the expensive salaries of its salespeople. 
A)  People are more likely to believe a human being than a print ad. 
B)  TV and radio ads are not feasible for smaller companies. 
C)  It can achieve more sales through business customers than through individual consumers. 
D)  It is easier to measure a salesperson's effects on sales than advertising's effects on sales. 
E)  The firm is charging a higher price to cover the expensive salaries of its salespeople.

Question 3

Buzz marketing is an attempt to incite publicity and public excitement surrounding a product through a creative event.

Accepted Answer

A) True 
 B)False

Question 4

Promotion to encourage trial uses attempts to retain loyal customers.

Accepted Answer

A) True 
 B)False

Question 5

While promotion does not create needs, it does capitalize on them.

Accepted Answer

A) True 
 B)False

Question 6

Promotion that focuses on creating awareness is only important when introducing a new product to the market.

Accepted Answer

A) True 
 B)False

Question 7

For many consumers, the pages near the back of magazines with dozens of very small black and white advertisements exceed their

Accepted Answer

A)  channel capacity. 
B)  threshold of awareness. 
C)  decoding abilities. 
D)  transmission limitations. 
E)  noise limit. 
A)  channel capacity. 
B)  threshold of awareness. 
C)  decoding abilities. 
D)  transmission limitations. 
E)  noise limit.

Question 8

Explain the communication process.

Accepted Answer

Communication begins with a source. A so

Question 9

Which is the best example of noise that originates with the receiver in the communication process?

Accepted Answer

A)  Sarah drives through a tunnel, and her radio signals become very weak. 
B)  Maria has been studying English for two years and does not understand the symbolism being used in a commercial. 
C)  Kevin simply tunes out pop-up ads on the Internet so that they don't even enter his awareness. 
D)  Because of poor printing, Claire cannot read an advertisement in her local newspaper. 
E)  A mother fails to hear a new commercial for diapers because her new baby is crying. 
A)  Sarah drives through a tunnel, and her radio signals become very weak. 
B)  Maria has been studying English for two years and does not understand the symbolism being used in a commercial. 
C)  Kevin simply tunes out pop-up ads on the Internet so that they don't even enter his awareness. 
D)  Because of poor printing, Claire cannot read an advertisement in her local newspaper. 
E)  A mother fails to hear a new commercial for diapers because her new baby is crying.

Question 10

The phrase, purchase products, includes the acceptance of ideas and issues.

Accepted Answer

A) True 
 B)False

Question 11

The role of promotion is to communicate.

Accepted Answer

A) True 
 B)False

Question 12

Coupons are a form of sales promotion.

Accepted Answer

A) True 
 B)False

Question 13

Deceptive promotional practices today are common because of a lack of regulation.

Accepted Answer

A) True 
 B)False

Question 14

A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of

Accepted Answer

A)  encouraging product trial. 
B)  retaining loyal customers. 
C)  stimulating demand. 
D)  creating awareness. 
E)  identifying prospects. 
A)  encouraging product trial. 
B)  retaining loyal customers. 
C)  stimulating demand. 
D)  creating awareness. 
E)  identifying prospects.

Question 15

The two main reasons for criticism of promotional activities are that promotion

Accepted Answer

A)  has some flaws, and it is deceptive. 
B)  is deceptive, and it causes prices to rise. 
C)  pervades our daily lives, and it creates needs in us. 
D)  creates needs in us, and it encourages materialism. 
E)  has some flaws, and it pervades our daily lives. 
A)  has some flaws, and it is deceptive. 
B)  is deceptive, and it causes prices to rise. 
C)  pervades our daily lives, and it creates needs in us. 
D)  creates needs in us, and it encourages materialism. 
E)  has some flaws, and it pervades our daily lives.

Question 16

Sales promotion activity occurs more during peak selling periods than in off-peak selling periods.

Accepted Answer

A) True 
 B)False

Question 17

A news story about a product is an example of sales promotion.

Accepted Answer

A) True 
 B)False

Question 18

A breakfast cereal maker most likely will not use personal selling to promote its product.

Accepted Answer

A) True 
 B)False

Question 19

Hunt's decided to put a much larger share of its promotion budget into ____ because of the heavy reliance it will be placing on coupons in the second quarter.

Accepted Answer

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

Question 20

Primary demand is defined as

Accepted Answer

A)  demand for a product category. 
B)  demand for a new product. 
C)  consumer awareness of a product category. 
D)  stimulating demand for any products. 
E)  demand for a particular brand. 
A)  demand for a product category. 
B)  demand for a new product. 
C)  consumer awareness of a product category. 
D)  stimulating demand for any products. 
E)  demand for a particular brand.

When Yoplait Yogurt gives a portion of its profits to breast cancer research, it is using

If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool?

Buzz marketing is an attempt to incite publicity and public excitement surrounding a product through a creative event.

Promotion to encourage trial uses attempts to retain loyal customers.

While promotion does not create needs, it does capitalize on them.

Promotion that focuses on creating awareness is only important when introducing a new product to the market.

For many consumers, the pages near the back of magazines with dozens of very small black and white advertisements exceed their

Explain the communication process.

Which is the best example of noise that originates with the receiver in the communication process?

The phrase, purchase products, includes the acceptance of ideas and issues.

The role of promotion is to communicate.

Coupons are a form of sales promotion.

Deceptive promotional practices today are common because of a lack of regulation.

A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of

The two main reasons for criticism of promotional activities are that promotion

Sales promotion activity occurs more during peak selling periods than in off-peak selling periods.

A news story about a product is an example of sales promotion.

A breakfast cereal maker most likely will not use personal selling to promote its product.

Hunt's decided to put a much larger share of its promotion budget into ____ because of the heavy reliance it will be placing on coupons in the second quarter.

Primary demand is defined as

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

When Yoplait Yogurt gives a portion of its profits to breast cancer research, it is using

If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool?

Buzz marketing is an attempt to incite publicity and public excitement surrounding a product through a creative event.

Promotion to encourage trial uses attempts to retain loyal customers.

While promotion does not create needs, it does capitalize on them.

Promotion that focuses on creating awareness is only important when introducing a new product to the market.

For many consumers, the pages near the back of magazines with dozens of very small black and white advertisements exceed their

Explain the communication process.

Which is the best example of noise that originates with the receiver in the communication process?

The phrase, purchase products, includes the acceptance of ideas and issues.

The role of promotion is to communicate.

Coupons are a form of sales promotion.

Deceptive promotional practices today are common because of a lack of regulation.

A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of

The two main reasons for criticism of promotional activities are that promotion

Sales promotion activity occurs more during peak selling periods than in off-peak selling periods.

A news story about a product is an example of sales promotion.

A breakfast cereal maker most likely will not use personal selling to promote its product.

Hunt's decided to put a much larger share of its promotion budget into ____ because of the heavy reliance it will be placing on coupons in the second quarter.

Primary demand is defined as

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