Question 1

The coupon for Jell-O pudding snacks is intended to encourage consumers to buy now. It is an example of a _____ _____, an element of the promotional mix.

Accepted Answer

The answer of The coupon for Jell-O pudding snacks is...

Question 2

The most important factor contributing to the success of an integrated marketing communication (IMC) approach to promotion is the:

Accepted Answer

A)  creation of a marcom manager. 
B)  support of top management. 
C)  creation of a customer database. 
D)  creation of multitasking teams. 
E)  restructuring of the organizational hierarchy. 
A)  creation of a marcom manager. 
B)  support of top management. 
C)  creation of a customer database. 
D)  creation of multitasking teams. 
E)  restructuring of the organizational hierarchy.

Question 3

When Lansing Gardening Supplies opened its retail store, it spent a total of $18,000 on promotional flyers, four-color direct mail postcards, an on-screen ad at a local movie theater, wooden nickels offering a 10 percent discount, and ads in local newspaper. This information suggests Lansing is attempting to use a(n):

Accepted Answer

A)  total marketing plan. 
B)  IMC approach to promotion. 
C)  feedback-intensive plan. 
D)  stimulus/response selling. 
E)  two-way communication program. 
A)  total marketing plan. 
B)  IMC approach to promotion. 
C)  feedback-intensive plan. 
D)  stimulus/response selling. 
E)  two-way communication program.

Question 4

In economic terms, the purpose of promotion is to change the location and the shape of the _____ _____  for a company's product.

Accepted Answer

The answer of In economic terms, the purpose of promotion...

Question 5

What is the relationship between promotion and strategic marketing planning?

Accepted Answer

A)  All members at each level of the distribution channel should coordinate their promotional efforts. 
B)  Separate personal selling and advertising departments produce a healthy, competitive spirit. 
C)  Promotion should strongly reflect a firm's strategic marketing plan. 
D)  Promotional activities are the same for companies with substitute products, such as typewriter . companies and computer manufacturers. 
E)  A company should treat all of its promotional efforts as a complete subsystem independent of other marketing mix elements. 
A)  All members at each level of the distribution channel should coordinate their promotional efforts. 
B)  Separate personal selling and advertising departments produce a healthy, competitive spirit. 
C)  Promotion should strongly reflect a firm's strategic marketing plan. 
D)  Promotional activities are the same for companies with substitute products, such as typewriter . companies and computer manufacturers. 
E)  A company should treat all of its promotional efforts as a complete subsystem independent of other marketing mix elements.

Question 6

_____ is promotion that is not paid for and has the credibility of editorial material.

Accepted Answer

A)  Publicity 
B)  Personal selling 
C)  Non-budgeted advertising 
D)  Sales promotion 
E)  Advertising 
A)  Publicity 
B)  Personal selling 
C)  Non-budgeted advertising 
D)  Sales promotion 
E)  Advertising

Question 7

The Home Depot ad found in the sports section of the newspaper and aimed at soon-to-be-married males is an example of a push strategy.

Accepted Answer

A) True 
 B)False

Question 8

Viral marketing:

Accepted Answer

A)  is another term for word-of-mouth communication. 
B)  is a derogatory term for telemarketing. 
C)  refers to the transmission of information about a company from one person to another with little input from the company. 
D)  refers to multilevel marketing schemes. 
E)  is the term used for poorly planned sales promotions. 
A)  is another term for word-of-mouth communication. 
B)  is a derogatory term for telemarketing. 
C)  refers to the transmission of information about a company from one person to another with little input from the company. 
D)  refers to multilevel marketing schemes. 
E)  is the term used for poorly planned sales promotions.

Question 9

The _____ _____ _____ represents the six stages a buyer goes through in moving toward a purchase, and  each defines a possible goal or effect of promotion.

Accepted Answer

hierarchy

Question 10

There are four basic methods of determining the promotional budget. Of these, which is unsound and illogical because it assumes promotion is a result of sales and not the reverse?

Accepted Answer

A)  task or objective 
B)  percentage of sales 
C)  available funds 
D)  buildup method 
E)  follow competition 
A)  task or objective 
B)  percentage of sales 
C)  available funds 
D)  buildup method 
E)  follow competition

Question 11

Which of the following statements about push strategies is True?

Accepted Answer

A)  A manufacturer who uses a push strategy would direct promotional efforts toward middlemen. 
B)  A small manufacturer who could not afford to advertise extensively should avoid a push strategy. 
C)  Producers' push strategies are aimed at end users. 
D)  Consumer-products firms avoid push strategies. 
E)  Push strategies are primarily used by national manufacturers of consumer convenience goods. 
A)  A manufacturer who uses a push strategy would direct promotional efforts toward middlemen. 
B)  A small manufacturer who could not afford to advertise extensively should avoid a push strategy. 
C)  Producers' push strategies are aimed at end users. 
D)  Consumer-products firms avoid push strategies. 
E)  Push strategies are primarily used by national manufacturers of consumer convenience goods.

Question 12

At the One-Shot Camera Store, Sunill saw a display of Kodak pictures highlighting the most unforgettable moments of the Olympic games. Sunill can own a poster copy of the display if he purchases Kodak film and mails the proof of purchase plus $3.95 to Kodak. The poster is an example of which form of promotion?

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

Question 13

Campbell's Chunky soup is the Official Soup of the NFL. Its print and broadcast ads featuring NFL football players invite customers to buy Chunky soup and "Help Tackle Hunger." If a customer redeems a Campbell's Chunky soup coupon found in its print ads, Campbell's will donate $.05 to America's Second Harvest food banks and food-rescue organizations across America up to a total donation of $100,000. For more information on either the NFL or Second Harvest, consumers are invited to visit the Campbell's Web site. Store displays of life-sized NFL players were also created. Campbell has designed a(n) _____  to promote Chunky soup.

Accepted Answer

A)  strategic communication system 
B)  integrated marketing communication (IM
C)  effort 
C)  sales promotion plan 
D)  communication hierarchy 
E)  advertising plan 
A)  strategic communication system 
B)  integrated marketing communication (IM
C)  effort 
C)  sales promotion plan 
D)  communication hierarchy 
E)  advertising plan

Question 14

Full utilization of an IMC approach typically requires an organization to make no major changes in its structure, its method of conducting research, or its leadership.

Accepted Answer

A) True 
 B)False

Question 15

When the Federal Trade Commission determines advertising is deceptive, it requests that the advertiser sign a _____ _____, which amounts to an agreement to stop making the deceptive claim.

Accepted Answer

The answer of When the Federal Trade Commission determines advertising...

Question 16

The Florida Department of Citrus ran ads that urged cooks to replace oils and refined sugars with healthy citrus concentrates and juices. According to the ads, this was a way "to add nutrients to any dish without sacrificing flavor." The Department of Citrus used promotion to _____ or to convince consumers to use more citrus concentrates and juices.

Accepted Answer

A)  inform 
B)  persuade 
C)  cue consumer perceptions 
D)  stimulate secondary demand 
E)  remind 
A)  inform 
B)  persuade 
C)  cue consumer perceptions 
D)  stimulate secondary demand 
E)  remind

Question 17

Invacare Corp. makes home-medical equipment. It has designed a new medallion logo, which is a pair of arcs designed to express vitality, energy, and an embrace. In terms of the communication process, the artist who designed the new logo was engaged in:

Accepted Answer

A)  feedback. 
B)  responding. 
C)  noise creation. 
D)  decoding. 
E)  encoding. 
A)  feedback. 
B)  responding. 
C)  noise creation. 
D)  decoding. 
E)  encoding.

Question 18

In terms of economic theory, the basic purpose of promotion is to:

Accepted Answer

A)  make demand for a specific product more elastic. 
B)  change the shape and location of the demand curve for a company's product. 
C)  stimulate perfect competition. 
D)  establish a price at the point where marginal revenue equals marginal cost. 
E)  make demand elastic when price increases. 
A)  make demand for a specific product more elastic. 
B)  change the shape and location of the demand curve for a company's product. 
C)  stimulate perfect competition. 
D)  establish a price at the point where marginal revenue equals marginal cost. 
E)  make demand elastic when price increases.

Question 19

Because of the type of customer, a producer of _____ will most likely use personal selling as the main ingredient in its promotional mix.

Accepted Answer

A)  coal barges 
B)  cowboy hats 
C)  bridles and saddles 
D)  book shelves 
E)  flea collars 
A)  coal barges 
B)  cowboy hats 
C)  bridles and saddles 
D)  book shelves 
E)  flea collars

Question 20

An organization's _____ _____ refers to the way it combines personal selling, advertising, sales  promotion, public relations, and publicity to achieve its marketing objectives.

Accepted Answer

The answer of An organization's _____ _____ refers to the...

The coupon for Jell-O pudding snacks is intended to encourage consumers to buy now. It is an example of a _ _, an element of the promotional mix.

The most important factor contributing to the success of an integrated marketing communication (IMC) approach to promotion is the:

In economic terms, the purpose of promotion is to change the location and the shape of the _ _ for a company's product.

What is the relationship between promotion and strategic marketing planning?

_____ is promotion that is not paid for and has the credibility of editorial material.

The Home Depot ad found in the sports section of the newspaper and aimed at soon-to-be-married males is an example of a push strategy.

Viral marketing:

The ___ _ ___ represents the six stages a buyer goes through in moving toward a purchase, and each defines a possible goal or effect of promotion.

There are four basic methods of determining the promotional budget. Of these, which is unsound and illogical because it assumes promotion is a result of sales and not the reverse?

Which of the following statements about push strategies is True?

Full utilization of an IMC approach typically requires an organization to make no major changes in its structure, its method of conducting research, or its leadership.

When the Federal Trade Commission determines advertising is deceptive, it requests that the advertiser sign a _ _, which amounts to an agreement to stop making the deceptive claim.

Invacare Corp. makes home-medical equipment. It has designed a new medallion logo, which is a pair of arcs designed to express vitality, energy, and an embrace. In terms of the communication process, the artist who designed the new logo was engaged in:

In terms of economic theory, the basic purpose of promotion is to:

Because of the type of customer, a producer of _____ will most likely use personal selling as the main ingredient in its promotional mix.

An organization's _ _ refers to the way it combines personal selling, advertising, sales promotion, public relations, and publicity to achieve its marketing objectives.

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

The coupon for Jell-O pudding snacks is intended to encourage consumers to buy now. It is an example of a _____ _____, an element of the promotional mix.

The most important factor contributing to the success of an integrated marketing communication (IMC) approach to promotion is the:

In economic terms, the purpose of promotion is to change the location and the shape of the _____ _____ for a company's product.

What is the relationship between promotion and strategic marketing planning?

_____ is promotion that is not paid for and has the credibility of editorial material.

The Home Depot ad found in the sports section of the newspaper and aimed at soon-to-be-married males is an example of a push strategy.

Viral marketing:

The _____ _____ _____ represents the six stages a buyer goes through in moving toward a purchase, and each defines a possible goal or effect of promotion.

There are four basic methods of determining the promotional budget. Of these, which is unsound and illogical because it assumes promotion is a result of sales and not the reverse?

Which of the following statements about push strategies is True?

Full utilization of an IMC approach typically requires an organization to make no major changes in its structure, its method of conducting research, or its leadership.

When the Federal Trade Commission determines advertising is deceptive, it requests that the advertiser sign a _____ _____, which amounts to an agreement to stop making the deceptive claim.

Invacare Corp. makes home-medical equipment. It has designed a new medallion logo, which is a pair of arcs designed to express vitality, energy, and an embrace. In terms of the communication process, the artist who designed the new logo was engaged in:

In terms of economic theory, the basic purpose of promotion is to:

Because of the type of customer, a producer of _____ will most likely use personal selling as the main ingredient in its promotional mix.

An organization's _____ _____ refers to the way it combines personal selling, advertising, sales promotion, public relations, and publicity to achieve its marketing objectives.

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

The coupon for Jell-O pudding snacks is intended to encourage consumers to buy now. It is an example of a _ _, an element of the promotional mix.

In economic terms, the purpose of promotion is to change the location and the shape of the _ _ for a company's product.

The ___ _ ___ represents the six stages a buyer goes through in moving toward a purchase, and each defines a possible goal or effect of promotion.

When the Federal Trade Commission determines advertising is deceptive, it requests that the advertiser sign a _ _, which amounts to an agreement to stop making the deceptive claim.

An organization's _ _ refers to the way it combines personal selling, advertising, sales promotion, public relations, and publicity to achieve its marketing objectives.