Question 1

According to the text, the four forms of promotion are:

Accepted Answer

A)  advertising, personal selling, public relations, and publicity. 
B)  publicity and public relations, personal selling, advertising, and sales promotion,. 
C)  promotional planning, promotional budgeting, promotional implementation, and promotional control. 
D)  personal selling, advertising, publicity, public relations, and price discounts. 
E)  advertising, personal selling, public relations, and packaging. 
A)  advertising, personal selling, public relations, and publicity. 
B)  publicity and public relations, personal selling, advertising, and sales promotion,. 
C)  promotional planning, promotional budgeting, promotional implementation, and promotional control. 
D)  personal selling, advertising, publicity, public relations, and price discounts. 
E)  advertising, personal selling, public relations, and packaging. B

Question 2

How a message is decoded depends upon the capability and interests of the message recipient.

Accepted Answer

A) True 
 B)False  True

Question 3

_____ represents stages a buyer goes though in moving toward a purchase, with each stage describing a possible goal or effect of promotion.

Accepted Answer

A)  The hierarchy of effects 
B)  Maslow's hierarchy 
C)  The buyers' continuum 
D)  A buying matrix 
E)  A perceptual map 
A)  The hierarchy of effects 
B)  Maslow's hierarchy 
C)  The buyers' continuum 
D)  A buying matrix 
E)  A perceptual map A

Question 4

Many people are hesitant about buying electronic equipment because it seems prices are decreasing weekly. No one wants to buy a computer today and found out next week that he or she could have purchased the exact same computer for $200 less. According to Circuit City ads, if one of its customers finds the item he or she purchased at a lower price within 30 days of the purchase, Circuit City will refund the difference. In terms of the hierarchy of effects, this action by Circuit City is intended to create:

Accepted Answer

A)  preference. 
B)  knowledge. 
C)  awareness. 
D)  liking. 
E)  conviction. 
A)  preference. 
B)  knowledge. 
C)  awareness. 
D)  liking. 
E)  conviction.

Question 5

The _____ method is the soundest basis for establishing a promotional budget.

Accepted Answer

A)  task or objective 
B)  percentage of sales 
C)  use all available funds 
D)  trading down 
E)  follow competition 
A)  task or objective 
B)  percentage of sales 
C)  use all available funds 
D)  trading down 
E)  follow competition

Question 6

In terms of economic theory, the role of promotion is to:

Accepted Answer

A)  force customers to buy the product. 
B)  persuade customers they need the product. 
C)  remind customers of the product's existence. 
D)  inform customers about the product's features, advantages, and benefits. 
E)  change the location and shape of the demand curve for a product. 
A)  force customers to buy the product. 
B)  persuade customers they need the product. 
C)  remind customers of the product's existence. 
D)  inform customers about the product's features, advantages, and benefits. 
E)  change the location and shape of the demand curve for a product.

Question 7

The Wheeler-Lea Amendment:

Accepted Answer

A)  established the Federal Trade Commission to oversee the activities of advertisers engaged in intrastate commerce. 
B)  allows the FTC to take action when an unfair competitive act injures the public, regardless of the effect . this competitive practice may have on a competitor. 
C)  defines how products should be labeled. 
D)  legalized resale price maintenance in interstate commerce. 
E)  outlaws any form of price discrimination. 
A)  established the Federal Trade Commission to oversee the activities of advertisers engaged in intrastate commerce. 
B)  allows the FTC to take action when an unfair competitive act injures the public, regardless of the effect . this competitive practice may have on a competitor. 
C)  defines how products should be labeled. 
D)  legalized resale price maintenance in interstate commerce. 
E)  outlaws any form of price discrimination.

Question 8

The Telephone Consumer Protection Act:

Accepted Answer

A)  prohibits telemarketing calls to work places. 
B)  requires telemarketers to keep a "do-not-call" list of consumers who request not to receive their telephone solicitations. 
C)  is enforced by the Federal Trade Commission. 
D)  made False claims by telemarketers illegal. 
E)  requires telemarketers to provide their name, address, and phone number before beginning any sales presentation. 
A)  prohibits telemarketing calls to work places. 
B)  requires telemarketers to keep a "do-not-call" list of consumers who request not to receive their telephone solicitations. 
C)  is enforced by the Federal Trade Commission. 
D)  made False claims by telemarketers illegal. 
E)  requires telemarketers to provide their name, address, and phone number before beginning any sales presentation.

Question 9

Invacare Corp. makes high-tech wheelchairs, hand-cycles, crutches, home-care beds, and other home-medical equipment. Its goal is to use an IMC approach to become the Nike of its industry. Its _____ of its IMC effort included the sponsorship of 80 disabled athletes including the 2002 winner of Australia's female athlete of the year.

Accepted Answer

A)  implementation 
B)  evaluation 
C)  management 
D)  directing 
E)  controlling 
A)  implementation 
B)  evaluation 
C)  management 
D)  directing 
E)  controlling

Question 10

For which of the following products would advertising be the most appropriate primary promotional tool?

Accepted Answer

A)  dentists' chairs 
B)  prepackaged cakes and pies 
C)  freezer display units for supermarkets 
D)  CD-ROM that contains information on all cases pertaining to sports law between the years 1900 and 2000 
E)  a Ferris wheel 
A)  dentists' chairs 
B)  prepackaged cakes and pies 
C)  freezer display units for supermarkets 
D)  CD-ROM that contains information on all cases pertaining to sports law between the years 1900 and 2000 
E)  a Ferris wheel

Question 11

Suppose you are in the market for a new tractor, and you are a NASCAR racing fan. There are several different brands on the market, but you notice only John Deere sponsors a racing team that participates on the NASCAR circuit. Because you are a fan of NASCAR, the sponsorship of a racing team is a promotion that will probably move you to which stage of the hierarchy of effects?

Accepted Answer

A)  preference 
B)  knowledge 
C)  awareness 
D)  liking 
E)  conviction 
A)  preference 
B)  knowledge 
C)  awareness 
D)  liking 
E)  conviction

Question 12

In Thailand's impoverished northeast, fried insects have traditionally been a popular food, especially during the long dry seasons. It is a taste that migrant workers from the region have carried with them to Bangkok and elsewhere in Thailand. These migrants have been able to buy fried insects from small tattered-looking pushcarts. Then an entrepreneur decided to reposition the fried insects as a snack option to rival French fries, popcorn, and ice cream, give them a branded image, and market them to the middle class. The entrepreneur is calling his franchise operation Insects Inter (Insects International) and after six months of business, there were 60 Insects Inter franchises. Each franchisee is given a kiosk painted in the company colors with the company logo--a smiling cocoanut worm wearing a chef's hat. Its employees wear uniforms in the same colors as the kiosks and with the same logo. In fact, the logo appears on everything associated with the company. Insects Inter is planning on expanding operations to Indonesia and Korea.
-In terms of the communication process in promotion, Insects Inter was engaged in nonverbal _____ when its owner decided what colors the company would use on its kiosks and uniforms and designed its logo.

Accepted Answer

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

Question 13

Sometimes the task or objective method of establishing a promotional budget is called the _____ method.

Accepted Answer

A)  available funds 
B)  buildup 
C)  regulated 
D)  competitive match 
E)  per-unit-of-sales 
A)  available funds 
B)  buildup 
C)  regulated 
D)  competitive match 
E)  per-unit-of-sales

Question 14

SunGro Horticulture produces potting soils and fertilizers that are sold in the consumer market. Its advertising in a magazine targeted to companies that sell bedding plants and other gardening supplies to consumers is more than likely an example of a _____ strategy.

Accepted Answer

A)  push 
B)  terminal 
C)  direct 
D)  pull 
E)  gravitational 
A)  push 
B)  terminal 
C)  direct 
D)  pull 
E)  gravitational

Question 15

What are Printers' Ink statutes?

Accepted Answer

A)  federal laws prohibiting False advertising claims 
B)  state laws that regulate political advertising 
C)  state laws which support the activities of the Food and Drug Administration (FD
A)  
D)  state laws that punish "unTrue, deceptive, or misleading" advertising 
E)  restrictions on the use of promotional discounts 
A)  federal laws prohibiting False advertising claims 
B)  state laws that regulate political advertising 
C)  state laws which support the activities of the Food and Drug Administration (FD
A)  
D)  state laws that punish "unTrue, deceptive, or misleading" advertising 
E)  restrictions on the use of promotional discounts

Question 16

The best method for establishing a promotional budget is the task or objective method.

Accepted Answer

A) True 
 B)False

Question 17

In terms of the hierarchy of effects, the objective of an ad for Beechnut baby food in which Beechnut compared its nutritional value to Gerber baby food was to create consumer:

Accepted Answer

A)  preference. 
B)  knowledge. 
C)  awareness. 
D)  liking. 
E)  conviction. 
A)  preference. 
B)  knowledge. 
C)  awareness. 
D)  liking. 
E)  conviction.

Question 18

_____ _____ _____ effort is a strategic business process used to plan, develop, execute, and evaluate  coordinated communication with an organization's publics.

Accepted Answer

Integrated

Question 19

In Thailand's impoverished northeast, fried insects have traditionally been a popular food, especially during the long dry seasons. It is a taste that migrant workers from the region have carried with them to Bangkok and elsewhere in Thailand. These migrants have been able to buy fried insects from small tattered-looking pushcarts. Then an entrepreneur decided to reposition the fried insects as a snack option to rival French fries, popcorn, and ice cream, give them a branded image, and market them to the middle class. The entrepreneur is calling his franchise operation Insects Inter (Insects International) and after six months of business, there were 60 Insects Inter franchises. Each franchisee is given a kiosk painted in the company colors with the company logo--a smiling cocoanut worm wearing a chef's hat. Its employees wear uniforms in the same colors as the kiosks and with the same logo. In fact, the logo appears on everything associated with the company. Insects Inter is planning on expanding operations to Indonesia and Korea.
-In terms of the communication process in promotion, the astounding sales growth of branded fried insects in Thailand is an example of:

Accepted Answer

A)  noise. 
B)  clutter. 
C)  feedback. 
D)  sourcing. 
E)  responding. 
A)  noise. 
B)  clutter. 
C)  feedback. 
D)  sourcing. 
E)  responding.

Question 20

Because of the type of customer as well as the geographic scope of the market, a manufacturer of slate mining equipment will most likely rely on _____ as the primary ingredient in its promotional mix.

Accepted Answer

A)  publicity 
B)  personal selling 
C)  sales promotion 
D)  public relations 
E)  advertising 
A)  publicity 
B)  personal selling 
C)  sales promotion 
D)  public relations 
E)  advertising

According to the text, the four forms of promotion are:

How a message is decoded depends upon the capability and interests of the message recipient.

_____ represents stages a buyer goes though in moving toward a purchase, with each stage describing a possible goal or effect of promotion.

The _____ method is the soundest basis for establishing a promotional budget.

In terms of economic theory, the role of promotion is to:

The Wheeler-Lea Amendment:

The Telephone Consumer Protection Act:

For which of the following products would advertising be the most appropriate primary promotional tool?

Sometimes the task or objective method of establishing a promotional budget is called the _____ method.

SunGro Horticulture produces potting soils and fertilizers that are sold in the consumer market. Its advertising in a magazine targeted to companies that sell bedding plants and other gardening supplies to consumers is more than likely an example of a _____ strategy.

What are Printers' Ink statutes?

The best method for establishing a promotional budget is the task or objective method.

In terms of the hierarchy of effects, the objective of an ad for Beechnut baby food in which Beechnut compared its nutritional value to Gerber baby food was to create consumer:

___ _ ___ effort is a strategic business process used to plan, develop, execute, and evaluate coordinated communication with an organization's publics.

Because of the type of customer as well as the geographic scope of the market, a manufacturer of slate mining equipment will most likely rely on _____ as the primary ingredient in its promotional mix.

The Field of Marketing

The Dynamic Marketing Environment

Global Markets and Marketing

Consumer Markets and Buying Behavior

Business Markets and Buying Behavior

Marketing Research and Market Information

Product Planning and Development

Product-Mix Strategies

Brands, Packaging, and Other Product Features

Services Marketing

Price Determination

Pricing Strategies

Channels of Distribution

Retailing

Wholesaling and Physical Distribution

Personal Selling and Sales Management

Advertising, Sales Promotion, and Public Relations

Strategic Marketing Planning

Marketing Implementation and Evaluation

Marketing and the Information Economy

Market Segmentation Targeting and Positioning

Filters

Exam 17: Integrated Marketing Communications

According to the text, the four forms of promotion are:

How a message is decoded depends upon the capability and interests of the message recipient.

_____ represents stages a buyer goes though in moving toward a purchase, with each stage describing a possible goal or effect of promotion.

The _____ method is the soundest basis for establishing a promotional budget.

In terms of economic theory, the role of promotion is to:

The Wheeler-Lea Amendment:

The Telephone Consumer Protection Act:

For which of the following products would advertising be the most appropriate primary promotional tool?

Sometimes the task or objective method of establishing a promotional budget is called the _____ method.

SunGro Horticulture produces potting soils and fertilizers that are sold in the consumer market. Its advertising in a magazine targeted to companies that sell bedding plants and other gardening supplies to consumers is more than likely an example of a _____ strategy.

What are Printers' Ink statutes?

The best method for establishing a promotional budget is the task or objective method.

In terms of the hierarchy of effects, the objective of an ad for Beechnut baby food in which Beechnut compared its nutritional value to Gerber baby food was to create consumer:

_____ _____ _____ effort is a strategic business process used to plan, develop, execute, and evaluate coordinated communication with an organization's publics.

Because of the type of customer as well as the geographic scope of the market, a manufacturer of slate mining equipment will most likely rely on _____ as the primary ingredient in its promotional mix.

The Field of Marketing

The Dynamic Marketing Environment

Global Markets and Marketing

Consumer Markets and Buying Behavior

Business Markets and Buying Behavior

Marketing Research and Market Information

Product Planning and Development

Product-Mix Strategies

Brands, Packaging, and Other Product Features

Services Marketing

Price Determination

Pricing Strategies

Channels of Distribution

Retailing

Wholesaling and Physical Distribution

Personal Selling and Sales Management

Advertising, Sales Promotion, and Public Relations

Strategic Marketing Planning

Marketing Implementation and Evaluation

Marketing and the Information Economy

Market Segmentation Targeting and Positioning

Filters

___ _ ___ effort is a strategic business process used to plan, develop, execute, and evaluate coordinated communication with an organization's publics.