Question 1

The role of promotion is to communicate.

Accepted Answer

A) True 
 B)False

Question 2

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 3

Identify the major objectives of promotion.

Accepted Answer

The answer of Identify the major objectives of promotion....

Question 4

While the specific communication vehicles employed in promotion have not changed,the fundamental role of promotion is changing.

Accepted Answer

A) True 
 B)False

Question 5

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 6

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 7

The cost of ____ is usually substantially lower than the cost of ____.

Accepted Answer

A) stimulating primary demand;stimulating selective demand 
B) identifying prospects;encouraging product trial 
C) retaining existing customers;acquiring new customers 
D) comparative advertising;pioneer promotion 
E) personal selling;public relations 
A) stimulating primary demand;stimulating selective demand 
B) identifying prospects;encouraging product trial 
C) retaining existing customers;acquiring new customers 
D) comparative advertising;pioneer promotion 
E) personal selling;public relations

Question 8

Ashley is currently working on a video to introduce a new line of athletic wear for women.She is using signs and symbols to represent the concept and meaning of the new athletic wear.Ashley is most likely working on the ____ for this promotional video.

Accepted Answer

A) the communication strategy. 
B) the coding process. 
C) the decoding process. 
D) the conversion process. 
E) the communications channel. 
A) the communication strategy. 
B) the coding process. 
C) the decoding process. 
D) the conversion process. 
E) the communications channel.

Question 9

Proxemic communication is communication through touching.

Accepted Answer

A) True 
 B)False

Question 10

Because we are exposed to so much promotion in our daily lives,and the purpose of promoting goods is to persuade people to buy them,a common criticism is that promotion encourages materialism.

Accepted Answer

A) True 
 B)False

Question 11

Promotion can assist salespeople in finding likely sales prospects.

Accepted Answer

A) True 
 B)False

Question 12

A common form of tactile communication in U.S.business activities is

Accepted Answer

A) hugging. 
B) kissing. 
C) handshaking. 
D) eye contact. 
E) head nodding. 
A) hugging. 
B) kissing. 
C) handshaking. 
D) eye contact. 
E) head nodding.

Question 13

Claire Nevsky is in charge of advertising for her company and has produced a 30-second television spot to promote one of the company's new products.One of her assistants just out of college believes that the commercial has too much visual and audio information packed into such a small amount of time.The assistant is specifically concerned about limits in the receiver's

Accepted Answer

A) noise. 
B) coding process. 
C) encoding. 
D) channel capacity. 
E) feedback. 
A) noise. 
B) coding process. 
C) encoding. 
D) channel capacity. 
E) feedback.

Question 14

Which of the following are personal informal exchanges of communication that customers share with one another about products,brands,and companies?

Accepted Answer

A) Guerilla communication 
B) Word-of-mouth communication 
C) Buzz marketing 
D) Viral marketing 
E) Conversational promotion 
A) Guerilla communication 
B) Word-of-mouth communication 
C) Buzz marketing 
D) Viral marketing 
E) Conversational promotion

Question 15

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 16

Communication is a sharing of meaning.

Accepted Answer

A) True 
 B)False

Question 17

Scenario 17.2
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 17.2.If the manufacturers of Whizz were to partner with Whirlpool to place a bottle of Whizz in each new washer that is purchased during the first year,this would be an example of

Accepted Answer

A) advertising. 
B) sales promotion. 
C) viral marketing. 
D) packaging. 
E) publicity-based public relations. 
A) advertising. 
B) sales promotion. 
C) viral marketing. 
D) packaging. 
E) publicity-based public relations.

Question 18

Communication can be viewed as a circular process because

Accepted Answer

A) during feedback,the receiver can be viewed as the source of the message while the original source becomes the receiver. 
B) the message goes from encoding by the source to decoding by the receiver. 
C) during a personal selling situation,both verbal and nonverbal feedback can be very fast and immediate. 
D) channel capacity is determined by the least efficient component. 
E) the message goes from person to person. 
A) during feedback,the receiver can be viewed as the source of the message while the original source becomes the receiver. 
B) the message goes from encoding by the source to decoding by the receiver. 
C) during a personal selling situation,both verbal and nonverbal feedback can be very fast and immediate. 
D) channel capacity is determined by the least efficient component. 
E) the message goes from person to person.

Question 19

A consumer contest is an example of

Accepted Answer

A) personal selling. 
B) sales promotion. 
C) social media. 
D) indirect selling. 
E) public relations. 
A) personal selling. 
B) sales promotion. 
C) social media. 
D) indirect selling. 
E) public relations.

Question 20

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.

The role of promotion is to communicate.

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

Identify the major objectives of promotion.

While the specific communication vehicles employed in promotion have not changed,the fundamental role of promotion is changing.

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

Selective demand is demand for a

The cost of is usually substantially lower than the cost of .

Ashley is currently working on a video to introduce a new line of athletic wear for women.She is using signs and symbols to represent the concept and meaning of the new athletic wear.Ashley is most likely working on the ____ for this promotional video.

Proxemic communication is communication through touching.

Because we are exposed to so much promotion in our daily lives,and the purpose of promoting goods is to persuade people to buy them,a common criticism is that promotion encourages materialism.

Promotion can assist salespeople in finding likely sales prospects.

A common form of tactile communication in U.S.business activities is

Which of the following are personal informal exchanges of communication that customers share with one another about products,brands,and companies?

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.

Communication is a sharing of meaning.

Communication can be viewed as a circular process because

A consumer contest is an example of

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

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

Developing and Managing Products

Services Marketing

Branding and Packaging

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 17: Integrated Marketing Communications

The role of promotion is to communicate.

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

Identify the major objectives of promotion.

While the specific communication vehicles employed in promotion have not changed,the fundamental role of promotion is changing.

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

Selective demand is demand for a

The cost of ____ is usually substantially lower than the cost of ____.

Ashley is currently working on a video to introduce a new line of athletic wear for women.She is using signs and symbols to represent the concept and meaning of the new athletic wear.Ashley is most likely working on the ____ for this promotional video.

Proxemic communication is communication through touching.

Because we are exposed to so much promotion in our daily lives,and the purpose of promoting goods is to persuade people to buy them,a common criticism is that promotion encourages materialism.

Promotion can assist salespeople in finding likely sales prospects.

A common form of tactile communication in U.S.business activities is

Which of the following are personal informal exchanges of communication that customers share with one another about products,brands,and companies?

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.

Communication is a sharing of meaning.

Communication can be viewed as a circular process because

A consumer contest is an example of

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

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

Developing and Managing Products

Services Marketing

Branding and Packaging

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

The cost of is usually substantially lower than the cost of .