Question 1

The typical purpose for all promotion used during the decline stage of the product life cycle when the company has no plans to rejuvenate it is to:

Accepted Answer

A)  remind. 
B)  create awareness. 
C)  arouse interest. 
D)  persuade. 
E)  inform. 
A)  remind. 
B)  create awareness. 
C)  arouse interest. 
D)  persuade. 
E)  inform.

Question 2

Which of the following statements about pull strategies is True?

Accepted Answer

A)  A pull strategy usually includes a lot of personal selling. 
B)  Pull strategies are frequently used by manufacturers of consumer convenience goods. 
C)  Pull strategies are aimed at retailers and wholesalers. 
D)  Pull strategies should not be used in conjunction with push strategies. 
E)  A pull strategy usually emphasizes sales contests and trade shows. 
A)  A pull strategy usually includes a lot of personal selling. 
B)  Pull strategies are frequently used by manufacturers of consumer convenience goods. 
C)  Pull strategies are aimed at retailers and wholesalers. 
D)  Pull strategies should not be used in conjunction with push strategies. 
E)  A pull strategy usually emphasizes sales contests and trade shows.

Question 3

What is the name for state laws that punish unTrue, misleading, or deceptive advertising?

Accepted Answer

A)  Printers' Ink statutes 
B)  the Green River ordinances 
C)  the Better Business Bureau regulations 
D)  Chamber of Commerce rules and regulations 
E)  State Trade Commission policies and procedures 
A)  Printers' Ink statutes 
B)  the Green River ordinances 
C)  the Better Business Bureau regulations 
D)  Chamber of Commerce rules and regulations 
E)  State Trade Commission policies and procedures

Question 4

From a marketer's perspective, the primary roles of promotion is to:

Accepted Answer

A)  change the location and shape of the demand curve for a product. 
B)  affect the demand elasticity for a product. 
C)  inform, persuade, and remind prospective and current customers about a product. 
D)  increase a product's sales volume at any given price. 
E)  increase the attractiveness of a product so that quantity demanded will decline very little if price goes up. 
A)  change the location and shape of the demand curve for a product. 
B)  affect the demand elasticity for a product. 
C)  inform, persuade, and remind prospective and current customers about a product. 
D)  increase a product's sales volume at any given price. 
E)  increase the attractiveness of a product so that quantity demanded will decline very little if price goes up.

Question 5

The Federal Trade Commission uses consent orders to get advertisers to:

Accepted Answer

A)  self-regulate. 
B)  monitor their professional selling activities. 
C)  show how their ad dollars benefit society. 
D)  stop making deceptive advertising claims. 
E)  limit the amount of advertising on Saturday morning television programs. 
A)  self-regulate. 
B)  monitor their professional selling activities. 
C)  show how their ad dollars benefit society. 
D)  stop making deceptive advertising claims. 
E)  limit the amount of advertising on Saturday morning television programs.

Question 6

An ad on the back cover of a trade journal for Aqufoam water-soluble flower bricks encourages florist to use this brand of bricks for arranging flowers instead of Oasis when making floral arrangements for customers. The ad is directly aimed at retail florists. This ad is 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 7

Green River ordinances:

Accepted Answer

A)  require a company that has run deceptive advertising to run corrective advertising. 
B)  insulate local businesses from outside competition. 
C)  operate in cases of fraudulent advertising. 
D)  involve interstate situations. 
E)  outlaw price discrimination. 
A)  require a company that has run deceptive advertising to run corrective advertising. 
B)  insulate local businesses from outside competition. 
C)  operate in cases of fraudulent advertising. 
D)  involve interstate situations. 
E)  outlaw price discrimination.

Question 8

_____ involves creating a situation in which consumers spread information about a company or brand to other people.

Accepted Answer

A)  Viral marketing 
B)  Circular marketing 
C)  Dyadic communication 
D)  Echoing 
E)  Circular communication 
A)  Viral marketing 
B)  Circular marketing 
C)  Dyadic communication 
D)  Echoing 
E)  Circular communication

Question 9

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. When Zach saw the logo, he thought of a rainbow and thought the company might be trying to express the idea of calm after the storm. In terms of the communication process, Zach was engaged in:

Accepted Answer

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

Question 10

Because of a high unit value and a low rate of turnover, retailers such as motor home dealers often use the percentage-of-sales method for calculating advertising budgets.

Accepted Answer

A) True 
 B)False

Question 11

A 35-cents-off coupon for sugar-free Nestlés Signatures Turtles chocolate candy:

Accepted Answer

A)  is an example of reminder advertising. 
B)  is designed to stimulate long-term demand. 
C)  supplements an advertising campaign for the candy. 
D)  should be perceived as a long-term incentive. 
E)  is accurately described by all of the above. 
A)  is an example of reminder advertising. 
B)  is designed to stimulate long-term demand. 
C)  supplements an advertising campaign for the candy. 
D)  should be perceived as a long-term incentive. 
E)  is accurately described by all of the above.

Question 12

How can a parka manufacturer substantiate its ads that state the parka will keep you warm outside when it's so cold that hot water freezes as soon as it's exposed to the air?

Accepted Answer

A)  submit its test results 
B)  put a disclaimer in its ads 
C)  give away free parkas to its retailers 
D)  offer its purchasers free mittens 
E)  consent to remove the ad from all media 
A)  submit its test results 
B)  put a disclaimer in its ads 
C)  give away free parkas to its retailers 
D)  offer its purchasers free mittens 
E)  consent to remove the ad from all media

Question 13

The Telephone Consumer Protection Act prohibits marketers from sending advertising to fax machines or through e-mail without first obtaining the recipient's permission.

Accepted Answer

A) True 
 B)False

Question 14

Aiming promotion at middlemen is called a:

Accepted Answer

A)  push strategy. 
B)  intermediary strategy. 
C)  channel strategy. 
D)  pull strategy. 
E)  gravitational strategy. 
A)  push strategy. 
B)  intermediary strategy. 
C)  channel strategy. 
D)  pull strategy. 
E)  gravitational strategy.

Question 15

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 Web site where you can go to learn more about how the medication has helped Ty and can help you is an example of a _____ strategy for the drug's manufacturer.

Accepted Answer

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

Question 16

Stacey did not see the ad for Lipton Natural Brew iced tea mixes in Better Homes & Gardens because an article on growing peonies on the page opposite the Lipton ad attracted her attention. In terms of the communication process, the article on peonies was _____ for the Lipton message.

Accepted Answer

A)  an action 
B)  a response 
C)  noise 
D)  a decoding device 
E)  an encoding device 
A)  an action 
B)  a response 
C)  noise 
D)  a decoding device 
E)  an encoding device

Question 17

After the grand opening of her clothes consignment shop, Tonya Jackson had $1,500 left for advertising and any other promotion she wanted to do. Jackson was using the _____ method for promotional budgeting.

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 18

The hierarchy of effects:

Accepted Answer

A)  specifies the effect different levels of brand loyalty can have on the purchase process. 
B)  is the term used to describe the various needs that motivate consumers. 
C)  describes how a product's movement through its product life cycle affects consumers. 
D)  is the six stages a buyer goes through in moving toward a purchase. 
E)  describes how consumers perceive promotions of products as they move through their product life cycles. 
A)  specifies the effect different levels of brand loyalty can have on the purchase process. 
B)  is the term used to describe the various needs that motivate consumers. 
C)  describes how a product's movement through its product life cycle affects consumers. 
D)  is the six stages a buyer goes through in moving toward a purchase. 
E)  describes how consumers perceive promotions of products as they move through their product life cycles.

Question 19

A visitor to the Internet auction eBay can easily send a friend information about an item currently being auctioned by simply hitting a key and typing in the friend's e-mail address. The friend can then visit the site and examine the item for sale and decide if he or she wants to bid on it. This spreading of information about a product or service with little input from the Internet company is called:

Accepted Answer

A)  viral marketing. 
B)  circular marketing. 
C)  word-of-mouth communication. 
D)  echoing. 
E)  circular communication. 
A)  viral marketing. 
B)  circular marketing. 
C)  word-of-mouth communication. 
D)  echoing. 
E)  circular communication.

Question 20

Across all businesses, more money is spent on personal selling than on any other form of promotion.

Accepted Answer

A) True 
 B)False

The typical purpose for all promotion used during the decline stage of the product life cycle when the company has no plans to rejuvenate it is to:

Which of the following statements about pull strategies is True?

What is the name for state laws that punish unTrue, misleading, or deceptive advertising?

From a marketer's perspective, the primary roles of promotion is to:

The Federal Trade Commission uses consent orders to get advertisers to:

Green River ordinances:

_____ involves creating a situation in which consumers spread information about a company or brand to other people.

Because of a high unit value and a low rate of turnover, retailers such as motor home dealers often use the percentage-of-sales method for calculating advertising budgets.

A 35-cents-off coupon for sugar-free Nestlés Signatures Turtles chocolate candy:

How can a parka manufacturer substantiate its ads that state the parka will keep you warm outside when it's so cold that hot water freezes as soon as it's exposed to the air?

The Telephone Consumer Protection Act prohibits marketers from sending advertising to fax machines or through e-mail without first obtaining the recipient's permission.

Aiming promotion at middlemen is called a:

Stacey did not see the ad for Lipton Natural Brew iced tea mixes in Better Homes & Gardens because an article on growing peonies on the page opposite the Lipton ad attracted her attention. In terms of the communication process, the article on peonies was _____ for the Lipton message.

After the grand opening of her clothes consignment shop, Tonya Jackson had $1,500 left for advertising and any other promotion she wanted to do. Jackson was using the _____ method for promotional budgeting.

The hierarchy of effects:

Across all businesses, more money is spent on personal selling than on any other form of promotion.

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 typical purpose for all promotion used during the decline stage of the product life cycle when the company has no plans to rejuvenate it is to:

Which of the following statements about pull strategies is True?

What is the name for state laws that punish unTrue, misleading, or deceptive advertising?

From a marketer's perspective, the primary roles of promotion is to:

The Federal Trade Commission uses consent orders to get advertisers to:

Green River ordinances:

_____ involves creating a situation in which consumers spread information about a company or brand to other people.

Because of a high unit value and a low rate of turnover, retailers such as motor home dealers often use the percentage-of-sales method for calculating advertising budgets.

A 35-cents-off coupon for sugar-free Nestlés Signatures Turtles chocolate candy:

How can a parka manufacturer substantiate its ads that state the parka will keep you warm outside when it's so cold that hot water freezes as soon as it's exposed to the air?

The Telephone Consumer Protection Act prohibits marketers from sending advertising to fax machines or through e-mail without first obtaining the recipient's permission.

Aiming promotion at middlemen is called a:

Stacey did not see the ad for Lipton Natural Brew iced tea mixes in Better Homes & Gardens because an article on growing peonies on the page opposite the Lipton ad attracted her attention. In terms of the communication process, the article on peonies was _____ for the Lipton message.

After the grand opening of her clothes consignment shop, Tonya Jackson had $1,500 left for advertising and any other promotion she wanted to do. Jackson was using the _____ method for promotional budgeting.

The hierarchy of effects:

Across all businesses, more money is spent on personal selling than on any other form of promotion.

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