Question 1

Which of the following statements is the objective of public relations?

Accepted Answer

A) To create the promotional mix for an organization 
B) To educate the public about a company's goals and objectives 
C) To receive direct feedback from customers 
D) To facilitate consumer empowerment 
A) To create the promotional mix for an organization 
B) To educate the public about a company's goals and objectives 
C) To receive direct feedback from customers 
D) To facilitate consumer empowerment

Question 2

Print advertising does not involve using the Internet.

Accepted Answer

A) True 
 B)False

Question 3

Advertising is increased as a product enters the decline stage of its life cycle.

Accepted Answer

A) True 
 B)False

Question 4

Advent Automobiles Inc. has launched a new sport utility vehicle (SUV). It develops a marketing message and places advertisements in the leading newspapers and on social media sites to inform consumers about the new SUV and its various features. In the context of the communication process, Advent Automobiles is the _____.

Accepted Answer

A) sender 
B) decoder 
C) consumer 
D) receiver 
A) sender 
B) decoder 
C) consumer 
D) receiver

Question 5

Which of the following statements is true of buying decisions?

Accepted Answer

A) The type of buying decision does not affect the promotional mix of an organization. 
B) Consumers are not involved in complex buying decisions. 
C) Print advertising may be used for high-involvement purchase decisions. 
D) Personal selling is most effective in helping consumers in routine decisions. 
A) The type of buying decision does not affect the promotional mix of an organization. 
B) Consumers are not involved in complex buying decisions. 
C) Print advertising may be used for high-involvement purchase decisions. 
D) Personal selling is most effective in helping consumers in routine decisions.

Question 6

Print advertising can be used to sell goods and services to potential customers who are hard to locate.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following statements is true of personal selling?

Accepted Answer

A) It is increasingly dependent on the Internet. 
B) It is increasingly focused on customer loyalty. 
C) It attempts to create a long-term relationship with the buyer. 
D) It focuses on creating a win-lose outcome with the buyer. 
A) It is increasingly dependent on the Internet. 
B) It is increasingly focused on customer loyalty. 
C) It attempts to create a long-term relationship with the buyer. 
D) It focuses on creating a win-lose outcome with the buyer.

Question 8

Which of the following statements is a characteristic of sales promotion?

Accepted Answer

A) It is a long-run tool used by marketers. 
B) It complements advertising by yielding faster sales responses. 
C) It is allotted less marketing money than advertising. 
D) It uses personal selling, advertising, and public relations. 
A) It is a long-run tool used by marketers. 
B) It complements advertising by yielding faster sales responses. 
C) It is allotted less marketing money than advertising. 
D) It uses personal selling, advertising, and public relations.

Question 9

Which of the following statements is true of communication?

Accepted Answer

A) It is a plan for the optimal use of the elements of promotion. 
B) It is a strategic study of materials in order to form conclusions. 
C) It is a systematic measurement of a subject's merits or shortcomings. 
D) It is a process of sharing meaning through a common set of symbols. 
A) It is a plan for the optimal use of the elements of promotion. 
B) It is a strategic study of materials in order to form conclusions. 
C) It is a systematic measurement of a subject's merits or shortcomings. 
D) It is a process of sharing meaning through a common set of symbols.

Question 10

Personal selling is not required when buyers are well informed and geographically dispersed.

Accepted Answer

A) True 
 B)False

Question 11

Consumers making routine buying decisions are more extensively involved in the decision-making process than consumers making complex buying decisions.

Accepted Answer

A) True 
 B)False

Question 12

Briefly explain the AIDA model.

Accepted Answer

Answers will vary. The AIDA model propos

Question 13

As organizations do not directly pay for publicity, it can be viewed as free.

Accepted Answer

A) True 
 B)False

Question 14

Dernz Inc., a food manufacturing company, markets its tomato ketchup globally. As its consumers are well aware of the uses of ketchup, the company does not have to generate product awareness. The company, however, wishes to focus on convincing consumers to buy Dernz's ketchup instead of other brands' ketchup. In this scenario, Dernz Inc. must employ _____.

Accepted Answer

A) reminder promotion 
B) persuasive promotion 
C) informative promotion 
D) connective promotion 
A) reminder promotion 
B) persuasive promotion 
C) informative promotion 
D) connective promotion

Question 15

During the _____ of the product life cycle, the basic goal of promotion is to inform the target audience that the product is available.

Accepted Answer

A) growth stage 
B) decline stage 
C) maturity stage 
D) introduction stage 
A) growth stage 
B) decline stage 
C) maturity stage 
D) introduction stage

Question 16

Doodle Inc., a renowned interior design services company, tries to increase its customer base through increased web presence. It regularly posts its interior decorations on its website, and its followers can review the designs, suggest changes, and recommend the company to their friends. This results in electronic word-of-mouth advertising. Doodle uses social media as _____.

Accepted Answer

A) paid media 
B) earned media 
C) owned media 
D) free media 
A) paid media 
B) earned media 
C) owned media 
D) free media

Question 17

_____ refers to communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.

Accepted Answer

A) Upselling 
B) Production 
C) Promotion 
D) Encoding 
A) Upselling 
B) Production 
C) Promotion 
D) Encoding

Question 18

Which of the following statements is true of informative promotion?

Accepted Answer

A) It is designed to stimulate a purchase or an action to purchase. 
B) It is used to keep the product and brand name in the public's mind. 
C) It seeks to convert an existing need into a want or to stimulate interest in a new product. 
D) It seeks to form relationships with customers and potential customers through technological ties. 
A) It is designed to stimulate a purchase or an action to purchase. 
B) It is used to keep the product and brand name in the public's mind. 
C) It seeks to convert an existing need into a want or to stimulate interest in a new product. 
D) It seeks to form relationships with customers and potential customers through technological ties.

Question 19

Describe informative promotion with examples.

Accepted Answer

Answers will vary. Informative promotion

Question 20

Social media rely on the repetition of the brand message.

Accepted Answer

A) True 
 B)False

Which of the following statements is the objective of public relations?

Print advertising does not involve using the Internet.

Advertising is increased as a product enters the decline stage of its life cycle.

Which of the following statements is true of buying decisions?

Print advertising can be used to sell goods and services to potential customers who are hard to locate.

Which of the following statements is true of personal selling?

Which of the following statements is a characteristic of sales promotion?

Which of the following statements is true of communication?

Personal selling is not required when buyers are well informed and geographically dispersed.

Consumers making routine buying decisions are more extensively involved in the decision-making process than consumers making complex buying decisions.

Briefly explain the AIDA model.

As organizations do not directly pay for publicity, it can be viewed as free.

During the _____ of the product life cycle, the basic goal of promotion is to inform the target audience that the product is available.

_____ refers to communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.

Which of the following statements is true of informative promotion?

Describe informative promotion with examples.

Social media rely on the repetition of the brand message.

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 the objective of public relations?

Print advertising does not involve using the Internet.

Advertising is increased as a product enters the decline stage of its life cycle.

Which of the following statements is true of buying decisions?

Print advertising can be used to sell goods and services to potential customers who are hard to locate.

Which of the following statements is true of personal selling?

Which of the following statements is a characteristic of sales promotion?

Which of the following statements is true of communication?

Personal selling is not required when buyers are well informed and geographically dispersed.

Consumers making routine buying decisions are more extensively involved in the decision-making process than consumers making complex buying decisions.

Briefly explain the AIDA model.

As organizations do not directly pay for publicity, it can be viewed as free.

During the _____ of the product life cycle, the basic goal of promotion is to inform the target audience that the product is available.

_____ refers to communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.

Which of the following statements is true of informative promotion?

Describe informative promotion with examples.

Social media rely on the repetition of the brand message.

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