Question 1

Business products usually require a heavy emphasis on advertising in the growth and maturity phases.

Accepted Answer

A) True 
 B)False

Question 2

All of the following are reasons a company would likely emphasize advertising in its promotion mix except

Accepted Answer

A)  The company's promotion budget is extensive 
B)  The size of the product's target market consists of millions of consumers 
C)  The company's products are seasonal in nature 
D)  The company's customers are dispersed across a vast region 
E)  The company has chosen exclusive distribution for its products 
A)  The company's promotion budget is extensive 
B)  The size of the product's target market consists of millions of consumers 
C)  The company's products are seasonal in nature 
D)  The company's customers are dispersed across a vast region 
E)  The company has chosen exclusive distribution for its products

Question 3

When encoding a message, the source should use signs or symbols that are new to the audience.

Accepted Answer

A) True 
 B)False

Question 4

Promotion helps consumers because it

Accepted Answer

A)  costs billions of dollars each year, which stimulates the U.S. economy. 
B)  always stresses wholesome values, which benefits society. 
C)  persuades consumers to make the right choices. 
D)  informs consumers and places them in a position to specify the products that they seek. 
E)  tends to be informative and not persuasive. 
A)  costs billions of dollars each year, which stimulates the U.S. economy. 
B)  always stresses wholesome values, which benefits society. 
C)  persuades consumers to make the right choices. 
D)  informs consumers and places them in a position to specify the products that they seek. 
E)  tends to be informative and not persuasive.

Question 5

When an individual goes out and buys a product after having seen or read an advertisement for it, feedback is occurring.

Accepted Answer

A) True 
 B)False

Question 6

How does sales promotion differ from promotion in general?

Accepted Answer

Sales promotion is an activity or materi

Question 7

Promotion of products tends to keep their prices high.

Accepted Answer

A) True 
 B)False

Question 8

Public relations is nonpersonal communication in news story form about an organization, or its products, or both, transmitted through a mass medium at no charge.

Accepted Answer

A) True 
 B)False

Question 9

One truth about promotion is that it raises prices.

Accepted Answer

A) True 
 B)False

Question 10

Selective demand is demand for a

Accepted Answer

A)  general type of product. 
B)  particular brand. 
C)  new product. 
D)  competitor's product. 
E)  service. 
A)  general type of product. 
B)  particular brand. 
C)  new product. 
D)  competitor's product. 
E)  service.

Question 11

To gain maximum benefit from promotional efforts, marketers must strive to

Accepted Answer

A)  become directly involved rather than indirectly involved. 
B)  obtain information about the marketing environment through their MIS. 
C)  realize the needs of their target market and try to meet them. 
D)  properly plan, implement, coordinate, and control communications. 
E)  use promotion during the growth stage of the product's life cycle. 
A)  become directly involved rather than indirectly involved. 
B)  obtain information about the marketing environment through their MIS. 
C)  realize the needs of their target market and try to meet them. 
D)  properly plan, implement, coordinate, and control communications. 
E)  use promotion during the growth stage of the product's life cycle.

Question 12

If Domino's uses digital media along with more traditional newspaper ads to create a more synchronized and consistent message for customers, it is most likely engaging in

Accepted Answer

A)  personal selling. 
B)  communication feedback. 
C)  the entire promotion mix. 
D)  public communications management. 
E)  integrated marketing communications. 
A)  personal selling. 
B)  communication feedback. 
C)  the entire promotion mix. 
D)  public communications management. 
E)  integrated marketing communications.

Question 13

Product placement is a form of advertising that strategically locates products or product promotions within entertainment media to reach the product's target market(s).

Accepted Answer

A) True 
 B)False

Question 14

Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of

Accepted Answer

A)  stimulating demand. 
B)  reducing sales fluctuations. 
C)  combating competitive promotional efforts. 
D)  facilitating reseller support. 
E)  retaining loyal customers. 
A)  stimulating demand. 
B)  reducing sales fluctuations. 
C)  combating competitive promotional efforts. 
D)  facilitating reseller support. 
E)  retaining loyal customers.

Question 15

If the push policy is used in promoting a product, the firm

Accepted Answer

A)  promotes directly to consumers. 
B)  promotes only to the next marketing institution down the marketing channel. 
C)  promotes the product to wholesalers only. 
D)  promotes the product to retailers only. 
E)  will be assured of having an effective promotional mix. 
A)  promotes directly to consumers. 
B)  promotes only to the next marketing institution down the marketing channel. 
C)  promotes the product to wholesalers only. 
D)  promotes the product to retailers only. 
E)  will be assured of having an effective promotional mix.

Question 16

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, then 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. Suppose that Toyota has decided to contract with the producer of the next James Bond 007 movie to use one of its new vehicles in a chase scene. This would best be an example of

Accepted Answer

A)  sales promotion. 
B)  word-of-mouth promotion. 
C)  product placement. 
D)  viral marketing. 
E)  publicity. 
A)  sales promotion. 
B)  word-of-mouth promotion. 
C)  product placement. 
D)  viral marketing. 
E)  publicity.

Question 17

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

Accepted Answer

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

Question 18

Which of the following is a key factor used to determine a product's promotion mix?

Accepted Answer

A)  Push and pull channel policies 
B)  Sales representatives' compensation 
C)  Competitors' product prices 
D)  Regulatory requirements 
E)  Management bias and preferences 
A)  Push and pull channel policies 
B)  Sales representatives' compensation 
C)  Competitors' product prices 
D)  Regulatory requirements 
E)  Management bias and preferences

Question 19

As Emily prepares the script for a radio commercial for her boutique, she is engaging in the ____ stage of the communication process.

Accepted Answer

A)  encoding 
B)  sourcing 
C)  decoding 
D)  sending 
E)  receiving 
A)  encoding 
B)  sourcing 
C)  decoding 
D)  sending 
E)  receiving

Question 20

In New Mexico rainstorms often occur in the summer season (also known as "monsoon season"). Outside of summer, it is not uncommon to find umbrellas at reduced prices. Stores likely reduce these prices to

Accepted Answer

A)  encourage product trial. 
B)  stimulate demand. 
C)  give customers a good deal. 
D)  reduce sales fluctuations. 
E)  retain loyal customers. 
A)  encourage product trial. 
B)  stimulate demand. 
C)  give customers a good deal. 
D)  reduce sales fluctuations. 
E)  retain loyal customers.

Business products usually require a heavy emphasis on advertising in the growth and maturity phases.

All of the following are reasons a company would likely emphasize advertising in its promotion mix except

When encoding a message, the source should use signs or symbols that are new to the audience.

Promotion helps consumers because it

When an individual goes out and buys a product after having seen or read an advertisement for it, feedback is occurring.

How does sales promotion differ from promotion in general?

Promotion of products tends to keep their prices high.

Public relations is nonpersonal communication in news story form about an organization, or its products, or both, transmitted through a mass medium at no charge.

One truth about promotion is that it raises prices.

Selective demand is demand for a

To gain maximum benefit from promotional efforts, marketers must strive to

If Domino's uses digital media along with more traditional newspaper ads to create a more synchronized and consistent message for customers, it is most likely engaging in

Product placement is a form of advertising that strategically locates products or product promotions within entertainment media to reach the product's target market(s).

Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of

If the push policy is used in promoting a product, the firm

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

Which of the following is a key factor used to determine a product's promotion mix?

As Emily prepares the script for a radio commercial for her boutique, she is engaging in the ____ stage of the communication process.

In New Mexico rainstorms often occur in the summer season (also known as "monsoon season"). Outside of summer, it is not uncommon to find umbrellas at reduced prices. Stores likely reduce these prices to

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

Business products usually require a heavy emphasis on advertising in the growth and maturity phases.

All of the following are reasons a company would likely emphasize advertising in its promotion mix except

When encoding a message, the source should use signs or symbols that are new to the audience.

Promotion helps consumers because it

When an individual goes out and buys a product after having seen or read an advertisement for it, feedback is occurring.

How does sales promotion differ from promotion in general?

Promotion of products tends to keep their prices high.

Public relations is nonpersonal communication in news story form about an organization, or its products, or both, transmitted through a mass medium at no charge.

One truth about promotion is that it raises prices.

Selective demand is demand for a

To gain maximum benefit from promotional efforts, marketers must strive to

If Domino's uses digital media along with more traditional newspaper ads to create a more synchronized and consistent message for customers, it is most likely engaging in

Product placement is a form of advertising that strategically locates products or product promotions within entertainment media to reach the product's target market(s).

Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of

If the push policy is used in promoting a product, the firm

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

Which of the following is a key factor used to determine a product's promotion mix?

As Emily prepares the script for a radio commercial for her boutique, she is engaging in the ____ stage of the communication process.

In New Mexico rainstorms often occur in the summer season (also known as "monsoon season"). Outside of summer, it is not uncommon to find umbrellas at reduced prices. Stores likely reduce these prices to

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