Question 1

Green River ordinances restrict:

Accepted Answer

A)  activities of door-to-door sales people who represent firms located outside the affected city. 
B)  False or misleading advertisements, about a product's environmental impact. 
C)  abuses in the handling of promotional allowances. 
D)  promotion of products that cause pollution or harm the environment. 
E)  unfair competitive advertising practices. 
A)  activities of door-to-door sales people who represent firms located outside the affected city. 
B)  False or misleading advertisements, about a product's environmental impact. 
C)  abuses in the handling of promotional allowances. 
D)  promotion of products that cause pollution or harm the environment. 
E)  unfair competitive advertising practices.

Question 2

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. In terms of the communication process, when Ty recommends this product, who encodes the message?

Accepted Answer

A)  Ty Pennington 
B)  the pharmacy company that produces the ADHD drug 
C)  the pharmacy industry 
D)  the newspapers that run the ad for the drug 
E)  the advertising agency that created the ad campaign 
A)  Ty Pennington 
B)  the pharmacy company that produces the ADHD drug 
C)  the pharmacy industry 
D)  the newspapers that run the ad for the drug 
E)  the advertising agency that created the ad campaign

Question 3

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.
-An article in an investment newspaper targeted to Southeast Asians announced the company had monthly revenues of $1 million before opening an additional 30 franchises. Which promotion method does this exemplify?

Accepted Answer

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

Question 4

Organizations that have adopted the integrated marketing communication (IMC) approach tend to:

Accepted Answer

A)  have an awareness of the target's audience's information sources. 
B)  have an understanding of what the audience knows and believes. 
C)  use a promotional effort in which personal selling, advertising, sales promotion, and public relations are coordinated. 
D)  have a common communication goal that extends to all the various promotional tools used. 
E)  have all the above characteristics. 
A)  have an awareness of the target's audience's information sources. 
B)  have an understanding of what the audience knows and believes. 
C)  use a promotional effort in which personal selling, advertising, sales promotion, and public relations are coordinated. 
D)  have a common communication goal that extends to all the various promotional tools used. 
E)  have all the above characteristics.

Question 5

Green River ordinances maintain healthy levels of competition between local and outside merchants.

Accepted Answer

A) True 
 B)False

Question 6

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. In terms of the communication process, when Ty recommends this product, who is the message source?

Accepted Answer

A)  Ty Pennington 
B)  the pharmacy company that produces the ADHD drug 
C)  the pharmacy industry 
D)  the newspapers that run the ad for the drug 
E)  the advertising agency that created the ad campaign 
A)  Ty Pennington 
B)  the pharmacy company that produces the ADHD drug 
C)  the pharmacy industry 
D)  the newspapers that run the ad for the drug 
E)  the advertising agency that created the ad campaign

Question 7

PacSun developed a retail plan to appeal to a teen market looking for fashionable casual wear. It uses a variety of coordinated promotional methods including contests, web sites with teen-oriented news, a gift registry, and interviews with surfing celebrities to reach its target market. As a result, its strategic growth plan is supported by a promotional mix that can be described as a(n):

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 8

In France, Nike is online with a micro-sitemicro-site to promote its Air Max shoes. It is features four excellent videos created by Olivier Megaton , and an online competition which allows people to win the shoes by referring ten friends. Nike is using _____ to promote its Air Max shoes in France.

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 9

A pull strategy is:

Accepted Answer

A)  a promotional strategy that is limited to aggregated markets. 
B)  aimed at end users. 
C)  aimed at retailers and wholesalers. 
D)  often used by agent middlemen. 
E)  used to shorten the channel of distribution. 
A)  a promotional strategy that is limited to aggregated markets. 
B)  aimed at end users. 
C)  aimed at retailers and wholesalers. 
D)  often used by agent middlemen. 
E)  used to shorten the channel of distribution.

Question 10

Yesterday Budi received a promotional letter that promised he would receive $5,000 if he would put a $5 bill in an envelope, mail it to the person at the top of the list, remove that person from the list add his own name to the bottom of the list, and mail the letter to five of his friends. This illegal chain letter would fall under the jurisdiction of the:

Accepted Answer

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

Question 11

When Malachi learned he can call Dillard's department store and place a phone order for Estee Lauder perfume, he was in the perception stage of the hierarchy of effects.

Accepted Answer

A) True 
 B)False

Question 12

Publicity is a special form of public relations.

Accepted Answer

A) True 
 B)False

Question 13

Sales promotion:

Accepted Answer

A)  is a demand-stimulating activity. 
B)  supplements advertising. 
C)  is typically a temporary incentive. 
D)  facilitates personal selling. 
E)  is accurately described by all of the above. 
A)  is a demand-stimulating activity. 
B)  supplements advertising. 
C)  is typically a temporary incentive. 
D)  facilitates personal selling. 
E)  is accurately described by all of the above.

Question 14

Which of the following statements about the basic communication process is True?

Accepted Answer

A)  Messages are always encoded and decoded using the same frame of reference. 
B)  Messages are more likely to be understood if feedback is avoided. 
C)  Printed message channels are unaffected by noise. 
D)  Fundamentally, the communication process requires only four elements. 
E)  Noise cannot be reduced in the message channel. 
A)  Messages are always encoded and decoded using the same frame of reference. 
B)  Messages are more likely to be understood if feedback is avoided. 
C)  Printed message channels are unaffected by noise. 
D)  Fundamentally, the communication process requires only four elements. 
E)  Noise cannot be reduced in the message channel.

Question 15

A firm that sets its promotional budget by matching the promotional expenditures of competitors can find this strategy detrimental if:

Accepted Answer

A)  neither the competitor nor the matching firm is using the campaign concept. 
B)  both the competitor and the matching firm have identical strategic planning. 
C)  the buildup approach is later used by the competitor. 
D)  the competition has different marketing objectives. 
E)  any of the above occur. 
A)  neither the competitor nor the matching firm is using the campaign concept. 
B)  both the competitor and the matching firm have identical strategic planning. 
C)  the buildup approach is later used by the competitor. 
D)  the competition has different marketing objectives. 
E)  any of the above occur.

Question 16

According to the text, what is the ultimate determinant of the promotional mix?

Accepted Answer

A)  the size of the marketing department 
B)  the funds available for promotion 
C)  the nature of the product to be promoted 
D)  the length of the distribution channel 
E)  the type of packaging 
A)  the size of the marketing department 
B)  the funds available for promotion 
C)  the nature of the product to be promoted 
D)  the length of the distribution channel 
E)  the type of packaging

Question 17

Which promotional strategy is most often used in the decline stage of the product life cycle?

Accepted Answer

A)  stimulate primary demand 
B)  dramatically increase the intensity of personal selling 
C)  use advertising to replace other promotional activities 
D)  concentrate on publicity because it's free 
E)  cut back all promotional efforts except when attempting to revitalize the product 
A)  stimulate primary demand 
B)  dramatically increase the intensity of personal selling 
C)  use advertising to replace other promotional activities 
D)  concentrate on publicity because it's free 
E)  cut back all promotional efforts except when attempting to revitalize the product

Question 18

Designing an effective promotional mix involves making a number of strategic decisions about:

Accepted Answer

A)  stage in the product's life cycle. 
B)  amount of money available for promotion. 
C)  objective of the promotion effort. 
D)  target audience. 
E)  all of the above. 
A)  stage in the product's life cycle. 
B)  amount of money available for promotion. 
C)  objective of the promotion effort. 
D)  target audience. 
E)  all of the above.

Question 19

How does viral marketing differ from word-of-mouth communication?

Accepted Answer

A)  In terms of the promotional mix, viral marketing is most closely related to publicity, while word-of-mouth is most like sales promotions. 
B)  Word-of-mouth communications is ethical and legal, but the Federal Trade Commission is studiouslyinvestigating the legal ramifications of viral marketing. 
C)  The channel for all word-of-mouth communication is personal contact, and the channel for all viral marketing is the Internet. 
D)  The advertiser intentionally stimulates viral marketing; the advertiser cannot control word-of-mouth communication. 
E)  Word-of-mouth communication has a sponsor, and viral marketing does not. 
A)  In terms of the promotional mix, viral marketing is most closely related to publicity, while word-of-mouth is most like sales promotions. 
B)  Word-of-mouth communications is ethical and legal, but the Federal Trade Commission is studiouslyinvestigating the legal ramifications of viral marketing. 
C)  The channel for all word-of-mouth communication is personal contact, and the channel for all viral marketing is the Internet. 
D)  The advertiser intentionally stimulates viral marketing; the advertiser cannot control word-of-mouth communication. 
E)  Word-of-mouth communication has a sponsor, and viral marketing does not.

Question 20

Organizations that have adopted the integrated marketing communication (IMC) approach tend to:

Accepted Answer

A)  have increased market share as a primary organizational goal. 
B)  use undifferentiated market strategy. 
C)  treat the various forms of promotion as disconnected segments competing for target markets. 
D)  have a common communication goal that extends to all the various promotional tools used. 
E)  have all the above characteristics. 
A)  have increased market share as a primary organizational goal. 
B)  use undifferentiated market strategy. 
C)  treat the various forms of promotion as disconnected segments competing for target markets. 
D)  have a common communication goal that extends to all the various promotional tools used. 
E)  have all the above characteristics.

Green River ordinances restrict:

Organizations that have adopted the integrated marketing communication (IMC) approach tend to:

Green River ordinances maintain healthy levels of competition between local and outside merchants.

In France, Nike is online with a micro-sitemicro-site to promote its Air Max shoes. It is features four excellent videos created by Olivier Megaton , and an online competition which allows people to win the shoes by referring ten friends. Nike is using _____ to promote its Air Max shoes in France.

A pull strategy is:

When Malachi learned he can call Dillard's department store and place a phone order for Estee Lauder perfume, he was in the perception stage of the hierarchy of effects.

Publicity is a special form of public relations.

Sales promotion:

Which of the following statements about the basic communication process is True?

A firm that sets its promotional budget by matching the promotional expenditures of competitors can find this strategy detrimental if:

According to the text, what is the ultimate determinant of the promotional mix?

Which promotional strategy is most often used in the decline stage of the product life cycle?

Designing an effective promotional mix involves making a number of strategic decisions about:

How does viral marketing differ from word-of-mouth communication?

Organizations that have adopted the integrated marketing communication (IMC) approach tend to:

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

Green River ordinances restrict:

Organizations that have adopted the integrated marketing communication (IMC) approach tend to:

Green River ordinances maintain healthy levels of competition between local and outside merchants.

In France, Nike is online with a micro-sitemicro-site to promote its Air Max shoes. It is features four excellent videos created by Olivier Megaton , and an online competition which allows people to win the shoes by referring ten friends. Nike is using _____ to promote its Air Max shoes in France.

A pull strategy is:

When Malachi learned he can call Dillard's department store and place a phone order for Estee Lauder perfume, he was in the perception stage of the hierarchy of effects.

Publicity is a special form of public relations.

Sales promotion:

Which of the following statements about the basic communication process is True?

A firm that sets its promotional budget by matching the promotional expenditures of competitors can find this strategy detrimental if:

According to the text, what is the ultimate determinant of the promotional mix?

Which promotional strategy is most often used in the decline stage of the product life cycle?

Designing an effective promotional mix involves making a number of strategic decisions about:

How does viral marketing differ from word-of-mouth communication?

Organizations that have adopted the integrated marketing communication (IMC) approach tend to:

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