Question 1

Which of the following statements is a characteristic of social media?

Accepted Answer

A) They have a very low cost per contact. 
B) They can find customers that are hard to locate. 
C) They rely on repetition of the message during promotions. 
D) They position information as strictly entertaining and less valuable. 
A) They have a very low cost per contact. 
B) They can find customers that are hard to locate. 
C) They rely on repetition of the message during promotions. 
D) They position information as strictly entertaining and less valuable. A

Question 2

A _____ requires a manufacturer to focus its promotional efforts on end consumers or opinion leaders.

Accepted Answer

A) push strategy 
B) print marketing strategy 
C) pull strategy 
D) service strategy 
A) push strategy 
B) print marketing strategy 
C) pull strategy 
D) service strategy C

Question 3

A company that offers the same services as its competition has a competitive advantage.

Accepted Answer

A) True 
 B)False  False

Question 4

Personal selling, unlike other promotional mix elements, is independent of the Internet.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is a difference between a push strategy and a pull strategy?

Accepted Answer

A) Social media are used in a push strategy, whereas personal selling is used in a pull strategy. 
B) Wholesalers are targeted in a push strategy, whereas end consumers are targeted in a pull strategy. 
C) A push strategy focuses on content marketing, whereas a pull strategy focuses on offering aggressive discounts. 
D) No intermediaries are involved in a push strategy, whereas wholesalers and retailers are involved in a pull strategy. 
A) Social media are used in a push strategy, whereas personal selling is used in a pull strategy. 
B) Wholesalers are targeted in a push strategy, whereas end consumers are targeted in a pull strategy. 
C) A push strategy focuses on content marketing, whereas a pull strategy focuses on offering aggressive discounts. 
D) No intermediaries are involved in a push strategy, whereas wholesalers and retailers are involved in a pull strategy.

Question 6

Sales promotion's greatest strength is in creating strong desire and purchase intent.

Accepted Answer

A) True 
 B)False

Question 7

The researchers at Beans Inc., a coffee manufacturing company, developed a new variety of high-quality ground coffee. The new variety was priced at a comparatively lower price than the other varieties of coffee available in the market. Therefore, the advertisements for the product stated, "The highest quality coffee does not have to be expensive." This is an example of communicating a product's _____.

Accepted Answer

A) marketing mix 
B) product parity 
C) competitive advantage 
D) competitive parity 
A) marketing mix 
B) product parity 
C) competitive advantage 
D) competitive parity

Question 8

The _____ is a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with a promotional message.

Accepted Answer

A) BCG matrix 
B) IMC model 
C) AIDA concept 
D) SWOT matrix 
A) BCG matrix 
B) IMC model 
C) AIDA concept 
D) SWOT matrix

Question 9

Briefly explain the integrated marketing communications (IMC) concept. What are the reasons for its growing popularity?

Accepted Answer

Answers will vary. Integrated marketing

Question 10

_____ plays a very important role in how marketers distribute funding among their promotional mix tactics.

Accepted Answer

A) Data 
B) Strategy 
C) Noise 
D) Publicity 
A) Data 
B) Strategy 
C) Noise 
D) Publicity

Question 11

Owned media is also called content marketing.

Accepted Answer

A) True 
 B)False

Question 12

Bag TV, a commercial television broadcast network, uses billboards, television, magazines, and newspaper advertising to create awareness about upcoming shows and to inform viewers about the new episodes of its existing shows. Bag TV uses _____ to promote its television programs.

Accepted Answer

A) intrapersonal communication 
B) mass communication 
C) intergroup communication 
D) interpersonal communication 
A) intrapersonal communication 
B) mass communication 
C) intergroup communication 
D) interpersonal communication

Question 13

Social media are a more immediate form of two-way communication than personal selling.

Accepted Answer

A) True 
 B)False

Question 14

Threads Inc., an apparel manufacturer, employs personal selling to market goods. Its employees handcraft products that are then marketed by a professional team. In this case, which of the following strategies should be adopted by Threads Inc.?

Accepted Answer

A) It should generate large amounts of publicity quickly. 
B) It should refrain from educating the public about the company's objectives. 
C) It should make planned presentations to prospective buyers. 
D) It should refrain from advertising and public relations. 
A) It should generate large amounts of publicity quickly. 
B) It should refrain from educating the public about the company's objectives. 
C) It should make planned presentations to prospective buyers. 
D) It should refrain from advertising and public relations.

Question 15

Persuasive promotion is used to keep the product and brand name in the public's mind.

Accepted Answer

A) True 
 B)False

Question 16

_____ includes media such as television, magazine, outdoor, radio, or newspaper advertising.

Accepted Answer

A) Paid media 
B) Owned media 
C) Earned media 
D) Free media 
A) Paid media 
B) Owned media 
C) Earned media 
D) Free media

Question 17

Which of the following is a reason for the increasing popularity of the integrated marketing communications concept?

Accepted Answer

A) More selectively segmented markets have replaced the traditional broad market groups that marketers promoted to in years past. 
B) Marketers have discontinued the use of online advertising because of its lack of measurability. 
C) The proliferation of thousands of media choices beyond traditional television has made promotion easier. 
D) Marketers have increased their advertisement spending for promotional techniques that generate gradual sales responses. 
A) More selectively segmented markets have replaced the traditional broad market groups that marketers promoted to in years past. 
B) Marketers have discontinued the use of online advertising because of its lack of measurability. 
C) The proliferation of thousands of media choices beyond traditional television has made promotion easier. 
D) Marketers have increased their advertisement spending for promotional techniques that generate gradual sales responses.

Question 18

Fournott is a firm that designs and manufactures women's apparel. It sells its merchandise to retailers for them to handle. Given this information, which of the following statements is true of Fournott?

Accepted Answer

A) Its retailers convince consumers to buy Fournott's products. 
B) It uses a pull strategy to sell its merchandise. 
C) It uses introductory consumer advertising as part of its strategy. 
D) It focuses its promotional efforts on end consumers or opinion leaders. 
A) Its retailers convince consumers to buy Fournott's products. 
B) It uses a pull strategy to sell its merchandise. 
C) It uses introductory consumer advertising as part of its strategy. 
D) It focuses its promotional efforts on end consumers or opinion leaders.

Question 19

Noise refers to anything that interferes with, distorts, or slows down the transmission of information.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following statements is true of marketers as senders in the communication process?

Accepted Answer

A) They adapt existing messages. 
B) They listen to the demands of target markets. 
C) They spot new communication opportunities. 
D) They remind the target markets to take action. 
A) They adapt existing messages. 
B) They listen to the demands of target markets. 
C) They spot new communication opportunities. 
D) They remind the target markets to take action.

Which of the following statements is a characteristic of social media?

A _____ requires a manufacturer to focus its promotional efforts on end consumers or opinion leaders.

A company that offers the same services as its competition has a competitive advantage.

Personal selling, unlike other promotional mix elements, is independent of the Internet.

Which of the following is a difference between a push strategy and a pull strategy?

Sales promotion's greatest strength is in creating strong desire and purchase intent.

The _____ is a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with a promotional message.

Briefly explain the integrated marketing communications (IMC) concept. What are the reasons for its growing popularity?

_____ plays a very important role in how marketers distribute funding among their promotional mix tactics.

Owned media is also called content marketing.

Bag TV, a commercial television broadcast network, uses billboards, television, magazines, and newspaper advertising to create awareness about upcoming shows and to inform viewers about the new episodes of its existing shows. Bag TV uses _____ to promote its television programs.

Social media are a more immediate form of two-way communication than personal selling.

Threads Inc., an apparel manufacturer, employs personal selling to market goods. Its employees handcraft products that are then marketed by a professional team. In this case, which of the following strategies should be adopted by Threads Inc.?

Persuasive promotion is used to keep the product and brand name in the public's mind.

_____ includes media such as television, magazine, outdoor, radio, or newspaper advertising.

Which of the following is a reason for the increasing popularity of the integrated marketing communications concept?

Fournott is a firm that designs and manufactures women's apparel. It sells its merchandise to retailers for them to handle. Given this information, which of the following statements is true of Fournott?

Noise refers to anything that interferes with, distorts, or slows down the transmission of information.

Which of the following statements is true of marketers as senders in the communication process?

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management and Marketing Channels

Retailing

Advertising, Public Relations, and Sales Promotion

Personal Selling and Sales Management

Social Media and Marketing

Pricing Concepts

Filters

Exam 15: Marketing Communications

Which of the following statements is a characteristic of social media?

A _____ requires a manufacturer to focus its promotional efforts on end consumers or opinion leaders.

A company that offers the same services as its competition has a competitive advantage.

Personal selling, unlike other promotional mix elements, is independent of the Internet.

Which of the following is a difference between a push strategy and a pull strategy?

Sales promotion's greatest strength is in creating strong desire and purchase intent.

The _____ is a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with a promotional message.

Briefly explain the integrated marketing communications (IMC) concept. What are the reasons for its growing popularity?

_____ plays a very important role in how marketers distribute funding among their promotional mix tactics.

Owned media is also called content marketing.

Bag TV, a commercial television broadcast network, uses billboards, television, magazines, and newspaper advertising to create awareness about upcoming shows and to inform viewers about the new episodes of its existing shows. Bag TV uses _____ to promote its television programs.

Social media are a more immediate form of two-way communication than personal selling.

Threads Inc., an apparel manufacturer, employs personal selling to market goods. Its employees handcraft products that are then marketed by a professional team. In this case, which of the following strategies should be adopted by Threads Inc.?

Persuasive promotion is used to keep the product and brand name in the public's mind.

_____ includes media such as television, magazine, outdoor, radio, or newspaper advertising.

Which of the following is a reason for the increasing popularity of the integrated marketing communications concept?

Fournott is a firm that designs and manufactures women's apparel. It sells its merchandise to retailers for them to handle. Given this information, which of the following statements is true of Fournott?

Noise refers to anything that interferes with, distorts, or slows down the transmission of information.

Which of the following statements is true of marketers as senders in the communication process?

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management and Marketing Channels

Retailing

Advertising, Public Relations, and Sales Promotion

Personal Selling and Sales Management

Social Media and Marketing

Pricing Concepts

Filters