Question 1

Retro64 distributes free downloadable versions of its computer games for a very short time.These efforts have a primary promotional objective of

Accepted Answer

A) encouraging product trial. 
B) stimulating demand. 
C) identifying prospects. 
D) creating awareness. 
E) reducing sales fluctuations. 
A) encouraging product trial. 
B) stimulating demand. 
C) identifying prospects. 
D) creating awareness. 
E) reducing sales fluctuations.

Question 2

Mister Sub offers customers a card that allows them to have a free sub for every 7 that have been purchased and provides various discounts throughout the year.The primary promotional objective of programs such as this is

Accepted Answer

A) encouraging product trial. 
B) retaining existing customers. 
C) stimulating demand. 
D) combating competitive promotional offers. 
E) reducing sales fluctuations. 
A) encouraging product trial. 
B) retaining existing customers. 
C) stimulating demand. 
D) combating competitive promotional offers. 
E) reducing sales fluctuations.

Question 3

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 4

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

Accepted Answer

A) True 
 B)False

Question 5

Demand for a product category rather than for a specific brand is called primary demand.

Accepted Answer

A) True 
 B)False

Question 6

Threatt Production makes low-priced,convenience products that are widely available.It is most likely to focus its promotion efforts on

Accepted Answer

A) public relations. 
B) personal selling. 
C) viral marketing. 
D) advertising. 
E) sales promotion. 
A) public relations. 
B) personal selling. 
C) viral marketing. 
D) advertising. 
E) sales promotion.

Question 7

Scenario 17.1
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 17.1.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 8

Effective management of integrated marketing communications is based upon

Accepted Answer

A) consumer attitudes towards promotion. 
B) information about customers. 
C) the communication process model. 
D) budgetary allowances. 
E) the firm's organizational structure. 
A) consumer attitudes towards promotion. 
B) information about customers. 
C) the communication process model. 
D) budgetary allowances. 
E) the firm's organizational structure.

Question 9

Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on

Accepted Answer

A) advertising. 
B) word-of-mouth communication. 
C) public relations. 
D) sales promotion. 
E) personal selling. 
A) advertising. 
B) word-of-mouth communication. 
C) public relations. 
D) sales promotion. 
E) personal selling.

Question 10

Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of

Accepted Answer

A) the vice president of sales. 
B) manipulation. 
C) promotion. 
D) information. 
E) sales promotion. 
A) the vice president of sales. 
B) manipulation. 
C) promotion. 
D) information. 
E) sales promotion.

Question 11

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 12

How does sales promotion differ from promotion in general?

Accepted Answer

The answer of How does sales promotion differ from promotion...

Question 13

Measuring the effect of advertising on sales is difficult.

Accepted Answer

A) True 
 B)False

Question 14

Sonya is watching the six o'clock news as she prepares dinner.As commercial breaks come on,Sonya's dinner preparation would be considered __ in the communication process.

Accepted Answer

A) field of experience. 
B) feedback. 
C) noise. 
D) decoding blocker. 
E) interference. 
A) field of experience. 
B) feedback. 
C) noise. 
D) decoding blocker. 
E) interference.

Question 15

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 16

If a message to customers is not properly encoded,what might happen? How can a marketer make sure this does not happen?

Accepted Answer

If a message to customers is not properl

Question 17

A marketer uses pioneer promotion in the introductory stage of the product life cycle,when there are many competitive brands.

Accepted Answer

A) True 
 B)False

Question 18

Promotion tends to

Accepted Answer

A) create needs. 
B) capitalize on existing needs. 
C) be overly focused on the self-actualization needs. 
D) overemphasize physiological and safety needs. 
E) avoid focusing on people's needs. 
A) create needs. 
B) capitalize on existing needs. 
C) be overly focused on the self-actualization needs. 
D) overemphasize physiological and safety needs. 
E) avoid focusing on people's needs.

Question 19

Coupons are a form of sales promotion.

Accepted Answer

A) True 
 B)False

Question 20

Chris sees a television commercial for Arby's promoting its roast beef sandwiches at 5 for $5.95.Later that day he goes to the nearest Arby's for a roast beef feast,but is told that the special offer is not available at that location.Arby's seems to lack

Accepted Answer

A) communication. 
B) promotional efforts. 
C) integrated marketing communications. 
D) channel capacity. 
E) coordinated awareness. 
A) communication. 
B) promotional efforts. 
C) integrated marketing communications. 
D) channel capacity. 
E) coordinated awareness.

Retro64 distributes free downloadable versions of its computer games for a very short time.These efforts have a primary promotional objective of

Mister Sub offers customers a card that allows them to have a free sub for every 7 that have been purchased and provides various discounts throughout the year.The primary promotional objective of programs such as this is

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.

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

Demand for a product category rather than for a specific brand is called primary demand.

Threatt Production makes low-priced,convenience products that are widely available.It is most likely to focus its promotion efforts on

Effective management of integrated marketing communications is based upon

Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on

Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of

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

How does sales promotion differ from promotion in general?

Measuring the effect of advertising on sales is difficult.

Sonya is watching the six o'clock news as she prepares dinner.As commercial breaks come on,Sonya's dinner preparation would be considered __ in the communication process.

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

If a message to customers is not properly encoded,what might happen? How can a marketer make sure this does not happen?

A marketer uses pioneer promotion in the introductory stage of the product life cycle,when there are many competitive brands.

Promotion tends to

Coupons are a form of sales promotion.

Chris sees a television commercial for Arby's promoting its roast beef sandwiches at 5 for $5.95.Later that day he goes to the nearest Arby's for a roast beef feast,but is told that the special offer is not available at that location.Arby's seems to lack

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

Retro64 distributes free downloadable versions of its computer games for a very short time.These efforts have a primary promotional objective of

Mister Sub offers customers a card that allows them to have a free sub for every 7 that have been purchased and provides various discounts throughout the year.The primary promotional objective of programs such as this is

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.

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

Demand for a product category rather than for a specific brand is called primary demand.

Threatt Production makes low-priced,convenience products that are widely available.It is most likely to focus its promotion efforts on

Effective management of integrated marketing communications is based upon

Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on

Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of

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

How does sales promotion differ from promotion in general?

Measuring the effect of advertising on sales is difficult.

Sonya is watching the six o'clock news as she prepares dinner.As commercial breaks come on,Sonya's dinner preparation would be considered __ in the communication process.

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

If a message to customers is not properly encoded,what might happen? How can a marketer make sure this does not happen?

A marketer uses pioneer promotion in the introductory stage of the product life cycle,when there are many competitive brands.

Promotion tends to

Coupons are a form of sales promotion.

Chris sees a television commercial for Arby's promoting its roast beef sandwiches at 5 for $5.95.Later that day he goes to the nearest Arby's for a roast beef feast,but is told that the special offer is not available at that location.Arby's seems to lack

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