Question 1

Which of the following is LEAST likely to be a consideration when determining the appropriate promotional mix for a paper manufacturer?

Accepted Answer

A)  the nature of the product 
B)  the amount of money available for promotion 
C)  the availability of human resources 
D)  the nature of the market 
E)  the stage of the product's life cycle 
A)  the nature of the product 
B)  the amount of money available for promotion 
C)  the availability of human resources 
D)  the nature of the market 
E)  the stage of the product's life cycle

Question 2

Which of the following federal agencies has jurisdiction over telemarketing?

Accepted Answer

A)  the Federal Trade Commission 
B)  the Food and Drug Administration 
C)  the U.S. Postal Service 
D)  the U.S. Department of Justice 
E)  the Federal Communications Commission 
A)  the Federal Trade Commission 
B)  the Food and Drug Administration 
C)  the U.S. Postal Service 
D)  the U.S. Department of Justice 
E)  the Federal Communications Commission

Question 3

What kind of promotional activities will management tend to use for a product in the introductory stage of its life cycle?

Accepted Answer

A)  It would make little use of trade shows or exhibits. 
B)  It would stress the stimulation of primary demand. 
C)  It would stress the stimulation of selective demand. 
D)  It would promote the advantages of its brand over other competitive brands. 
E)  It would use very little personal selling. 
A)  It would make little use of trade shows or exhibits. 
B)  It would stress the stimulation of primary demand. 
C)  It would stress the stimulation of selective demand. 
D)  It would promote the advantages of its brand over other competitive brands. 
E)  It would use very little personal selling.

Question 4

Ty Pennington, the popular host on Extreme Home Makeover, a television show designed to help a family in need by providing them with a completely new home in a week, has recently become a spokesperson for a drug for people who have been diagnosed as ADHD. The newspaper, magazine, and Web articles about Pennington's problems with ADHD and his gratitude to the makers of this medicine are examples of:

Accepted Answer

A)  publicity. 
B)  personal selling. 
C)  sales promotion. 
D)  an infomercial. 
E)  advertising. 
A)  publicity. 
B)  personal selling. 
C)  sales promotion. 
D)  an infomercial. 
E)  advertising.

Question 5

Why is the task or objective method of establishing a promotion budget often called the buildup method?

Accepted Answer

A)  because it creates an IMC budget out of fragmented departmental budgts 
B)  because it is most suited for the integrated methods of costing (IM
C)  approach 
C)  because it is always developed by line personnel 
D)  because of the way the budget is constructed 
E)  because the total promotional budget for all competitors equals 100 percent 
A)  because it creates an IMC budget out of fragmented departmental budgts 
B)  because it is most suited for the integrated methods of costing (IM
C)  approach 
C)  because it is always developed by line personnel 
D)  because of the way the budget is constructed 
E)  because the total promotional budget for all competitors equals 100 percent

Question 6

The promotion objective of the manufacturer of Corner Bay Smoked Salmon dip is to create awareness of the brand. To evaluate the effectiveness of the company's promotional campaign, it could use:

Accepted Answer

A)  focus groups with supermarket managers. 
B)  orders from its direct-mail campaign. 
C)  customer inquiries on where the dip can be purchased. 
D)  sales volume. 
E)  how well its retailers use its support tools. 
A)  focus groups with supermarket managers. 
B)  orders from its direct-mail campaign. 
C)  customer inquiries on where the dip can be purchased. 
D)  sales volume. 
E)  how well its retailers use its support tools.

Question 7

Once a consumer enters the conviction stage of the hierarchy of effects,:

Accepted Answer

A)  the purchase stage immediately follows. 
B)  the consumer tries to reduce cognitive dissonance. 
C)  the actual purchase may be postponed indefinitely. 
D)  situational factors will not hinder the immediate purchase. 
E)  the consumer will make a repeat purchase of the product. 
A)  the purchase stage immediately follows. 
B)  the consumer tries to reduce cognitive dissonance. 
C)  the actual purchase may be postponed indefinitely. 
D)  situational factors will not hinder the immediate purchase. 
E)  the consumer will make a repeat purchase of the product.

Question 8

Under which of the following circumstances would it be most appropriate for an organization to determine its promotional budget using the available-funds method?

Accepted Answer

A)  when demand exceeds plant capacity 
B)  when the company views promotion as an operating expense 
C)  when an obsolete product enters the decline stage of its product life cycle 
D)  when advertising is the key ingredient of a company's promotional mix 
E)  when a new, well-financed company introduces a new product 
A)  when demand exceeds plant capacity 
B)  when the company views promotion as an operating expense 
C)  when an obsolete product enters the decline stage of its product life cycle 
D)  when advertising is the key ingredient of a company's promotional mix 
E)  when a new, well-financed company introduces a new product

Question 9

Promotion aimed at end users is called 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 10

To be effective, promotional activities must be coordinated with the other elements of the marketing mix--product planning, pricing, and distribution.

Accepted Answer

A) True 
 B)False

Question 11

For which of the following products would personal selling be the primary promotional tool?

Accepted Answer

A)  supercomputers 
B)  gas grills 
C)  movie theater tickets 
D)  portable televisions 
E)  bottled water 
A)  supercomputers 
B)  gas grills 
C)  movie theater tickets 
D)  portable televisions 
E)  bottled water

Question 12

Which of the following laws had the broadest influence on the use of promotional messages in interstate commerce?

Accepted Answer

A)  Promotional Control Act 
B)  Robinson-Patman Act 
C)  Federal Trade Commission Act 
D)  Sherman Antitrust Act 
E)  Interstate Commerce Act of 1934 
A)  Promotional Control Act 
B)  Robinson-Patman Act 
C)  Federal Trade Commission Act 
D)  Sherman Antitrust Act 
E)  Interstate Commerce Act of 1934

Question 13

When introducing Yoo-Hoo candy bars, the manufacturer of Yoo-Hoo chocolate drink ran ads claiming "If you liked the drink, you'd love the bar." In terms of the hierarchy of effects, Yoo-Hoo was trying to move consumers to the _____ stage for the new product.

Accepted Answer

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

Question 14

According to the text, which of the following methods of determining the promotional budget is probably the most widely used?

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 15

Cease-and-desist orders:

Accepted Answer

A)  are not a form of punitive action against a fraudulent advertiser. 
B)  are handed out by the Federal Trade Commission. 
C)  are monitored by the Better Business Bureau. 
D)  require the advertiser be counseled by the National Advertising Review Board. 
E)  are not effective enforcement tools. 
A)  are not a form of punitive action against a fraudulent advertiser. 
B)  are handed out by the Federal Trade Commission. 
C)  are monitored by the Better Business Bureau. 
D)  require the advertiser be counseled by the National Advertising Review Board. 
E)  are not effective enforcement tools.

Question 16

Easy-Off is a recognized brand of over cleaner. It has begun producing a tough stain remover similar to several others currently on the market. Tough stain cleaners are selling well as a product category. Promotional strategy for the new Easy-Off product should most likely be designed to:

Accepted Answer

A)  use sales promotions to gain trial customers. 
B)  stimulate primary demand for the product. 
C)  remind customers of the quality of the Easy-Off brand. 
D)  use a push strategy. 
E)  devote large sums to personal selling. 
A)  use sales promotions to gain trial customers. 
B)  stimulate primary demand for the product. 
C)  remind customers of the quality of the Easy-Off brand. 
D)  use a push strategy. 
E)  devote large sums to personal selling.

Question 17

As she was driving down the state highway, Nancy did not see the Longhorn Steak billboard because a deer jumped in the path of her car. Within the communication process, the deer is an example of  _____.

Accepted Answer

The answer of As she was driving down the state...

Question 18

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.
-Since all of the promotional elements used by Insects Inter are strategically designed to coordinate its promotional mix with product planning, pricing, and distribution, it could be said Insects Inter uses:

Accepted Answer

A)  integrated marketing communications. 
B)  mixed media strategy. 
C)  campaign integration. 
D)  team selling. 
E)  systems communication. 
A)  integrated marketing communications. 
B)  mixed media strategy. 
C)  campaign integration. 
D)  team selling. 
E)  systems communication.

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.
-Whether in Thailand, Indonesia, or Korea, the first task of any promotional effort for Insects Inter is to:

Accepted Answer

A)  inform customers of how good and how nutritious Insects Inters fried insects are. 
B)  persuade middle class customers to eat bugs. 
C)  cue consumer perceptions. 
D)  stimulate selective demand. 
E)  remind customers of the Insects Inter brand. 
A)  inform customers of how good and how nutritious Insects Inters fried insects are. 
B)  persuade middle class customers to eat bugs. 
C)  cue consumer perceptions. 
D)  stimulate selective demand. 
E)  remind customers of the Insects Inter brand.

Question 20

What do the Council of Better Business Bureaus and the National Advertising Division (NAD) have in common?

Accepted Answer

A)  They both issue cease-and-desist orders to fraudulent advertisers. 
B)  They both can review and substantiate questionable ads. 
C)  They are both private organizations, which monitor advertising for misleading claims. 
D)  They are both governmental agencies that oversee the production of corrective advertising. 
E)  They have nothing in common. 
A)  They both issue cease-and-desist orders to fraudulent advertisers. 
B)  They both can review and substantiate questionable ads. 
C)  They are both private organizations, which monitor advertising for misleading claims. 
D)  They are both governmental agencies that oversee the production of corrective advertising. 
E)  They have nothing in common.

Which of the following is LEAST likely to be a consideration when determining the appropriate promotional mix for a paper manufacturer?

Which of the following federal agencies has jurisdiction over telemarketing?

What kind of promotional activities will management tend to use for a product in the introductory stage of its life cycle?

Why is the task or objective method of establishing a promotion budget often called the buildup method?

The promotion objective of the manufacturer of Corner Bay Smoked Salmon dip is to create awareness of the brand. To evaluate the effectiveness of the company's promotional campaign, it could use:

Once a consumer enters the conviction stage of the hierarchy of effects,:

Under which of the following circumstances would it be most appropriate for an organization to determine its promotional budget using the available-funds method?

Promotion aimed at end users is called a _____ strategy.

To be effective, promotional activities must be coordinated with the other elements of the marketing mix--product planning, pricing, and distribution.

For which of the following products would personal selling be the primary promotional tool?

Which of the following laws had the broadest influence on the use of promotional messages in interstate commerce?

When introducing Yoo-Hoo candy bars, the manufacturer of Yoo-Hoo chocolate drink ran ads claiming "If you liked the drink, you'd love the bar." In terms of the hierarchy of effects, Yoo-Hoo was trying to move consumers to the _____ stage for the new product.

According to the text, which of the following methods of determining the promotional budget is probably the most widely used?

Cease-and-desist orders:

Easy-Off is a recognized brand of over cleaner. It has begun producing a tough stain remover similar to several others currently on the market. Tough stain cleaners are selling well as a product category. Promotional strategy for the new Easy-Off product should most likely be designed to:

As she was driving down the state highway, Nancy did not see the Longhorn Steak billboard because a deer jumped in the path of her car. Within the communication process, the deer is an example of _____.

What do the Council of Better Business Bureaus and the National Advertising Division (NAD) have in common?

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

Which of the following is LEAST likely to be a consideration when determining the appropriate promotional mix for a paper manufacturer?

Which of the following federal agencies has jurisdiction over telemarketing?

What kind of promotional activities will management tend to use for a product in the introductory stage of its life cycle?

Why is the task or objective method of establishing a promotion budget often called the buildup method?

The promotion objective of the manufacturer of Corner Bay Smoked Salmon dip is to create awareness of the brand. To evaluate the effectiveness of the company's promotional campaign, it could use:

Once a consumer enters the conviction stage of the hierarchy of effects,:

Under which of the following circumstances would it be most appropriate for an organization to determine its promotional budget using the available-funds method?

Promotion aimed at end users is called a _____ strategy.

To be effective, promotional activities must be coordinated with the other elements of the marketing mix--product planning, pricing, and distribution.

For which of the following products would personal selling be the primary promotional tool?

Which of the following laws had the broadest influence on the use of promotional messages in interstate commerce?

When introducing Yoo-Hoo candy bars, the manufacturer of Yoo-Hoo chocolate drink ran ads claiming "If you liked the drink, you'd love the bar." In terms of the hierarchy of effects, Yoo-Hoo was trying to move consumers to the _____ stage for the new product.

According to the text, which of the following methods of determining the promotional budget is probably the most widely used?

Cease-and-desist orders:

Easy-Off is a recognized brand of over cleaner. It has begun producing a tough stain remover similar to several others currently on the market. Tough stain cleaners are selling well as a product category. Promotional strategy for the new Easy-Off product should most likely be designed to:

As she was driving down the state highway, Nancy did not see the Longhorn Steak billboard because a deer jumped in the path of her car. Within the communication process, the deer is an example of _____.

What do the Council of Better Business Bureaus and the National Advertising Division (NAD) have in common?

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