Question 1

In terms of the communications process, Tyler's redemption of the Baskin-Robbins $1.99-off-coupon for a double cone would be an example of:

Accepted Answer

A)  mass communications. 
B)  feedback. 
C)  noise. 
D)  nonpersonal selling. 
E)  a decoding device. 
A)  mass communications. 
B)  feedback. 
C)  noise. 
D)  nonpersonal selling. 
E)  a decoding device.

Question 2

Looking at all businesses combined, more money is spent on _____ than on any other 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 3

An advertiser hopes its promotion will make the demand for its products more elastic when the price increases.

Accepted Answer

A) True 
 B)False

Question 4

Today many advertising experts argue that accountants ought to classify advertising as a(n) ______ on the income statement instead of as an operating expense.

Accepted Answer

A)  cost of goods sold 
B)  opportunity cost 
C)  capital investment 
D)  MRO expense 
E)  account payable 
A)  cost of goods sold 
B)  opportunity cost 
C)  capital investment 
D)  MRO expense 
E)  account payable

Question 5

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

Accepted Answer

A)  stimulate primary demand 
B)  concentrate on publicity because it's free 
C)  cut back all promotional efforts except when attempting to revitalize the product 
D)  use advertising as a tool to persuade rather than to disseminate information 
E)  use advertising to provide information rather than to remind 
A)  stimulate primary demand 
B)  concentrate on publicity because it's free 
C)  cut back all promotional efforts except when attempting to revitalize the product 
D)  use advertising as a tool to persuade rather than to disseminate information 
E)  use advertising to provide information rather than to remind

Question 6

Which part of the communication process was used by the individual who wrote the copy for a Reach toothbrush advertisement?

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 7

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

Accepted Answer

A)  The message transmission occurs when an ad is created. 
B)  Noise does not influence nonverbal communication. 
C)  When the message symbols are decoded, they are given meaning. 
D)  Only the transmission stage can be affected by noise. 
E)  Channeling is part of the communications process. 
A)  The message transmission occurs when an ad is created. 
B)  Noise does not influence nonverbal communication. 
C)  When the message symbols are decoded, they are given meaning. 
D)  Only the transmission stage can be affected by noise. 
E)  Channeling is part of the communications process.

Question 8

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.
-What promotional role are its employees performing when they try to persuade someone to buy a Insects Inter franchise?

Accepted Answer

A)  salespeople 
B)  gatekeepers 
C)  reminders 
D)  publicists 
E)  sponsors 
A)  salespeople 
B)  gatekeepers 
C)  reminders 
D)  publicists 
E)  sponsors

Question 9

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

Accepted Answer

A)  the length of time required for marketing research 
B)  the target audience 
C)  the availability of human resources 
D)  how quickly a new paper product can be developed 
E)  the manufacturer's market share 
A)  the length of time required for marketing research 
B)  the target audience 
C)  the availability of human resources 
D)  how quickly a new paper product can be developed 
E)  the manufacturer's market share

Question 10

A _____ strategy is a promotion program primarily aimed at middlemen.

Accepted Answer

The answer of A _____ strategy is a promotion program...

Question 11

Loopholes in the Federal Trade Commission Act led to enactment in 1938 of the:

Accepted Answer

A)  Wheeler-Lea Amendment. 
B)  Robinson-Patman Amendment. 
C)  Food and Drug Administration Act. 
D)  Sherman Antitrust Act. 
E)  Interstate Commerce Amendment. 
A)  Wheeler-Lea Amendment. 
B)  Robinson-Patman Amendment. 
C)  Food and Drug Administration Act. 
D)  Sherman Antitrust Act. 
E)  Interstate Commerce Amendment.

Question 12

A manufacturer's push strategy is:

Accepted Answer

A)  often used to promote convenience goods. 
B)  a promotional strategy that is limited to aggregated markets. 
C)  aimed at retailers and/or wholesalers. 
D)  used to shorten the channel of distribution. 
E)  aimed at end users. 
A)  often used to promote convenience goods. 
B)  a promotional strategy that is limited to aggregated markets. 
C)  aimed at retailers and/or wholesalers. 
D)  used to shorten the channel of distribution. 
E)  aimed at end users.

Question 13

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, the people who go to their doctor's office and ask for information on this new drug are providing?

Accepted Answer

A)  encoding information 
B)  decoding push 
C)  feedback 
D)  promotion push 
E)  noise 
A)  encoding information 
B)  decoding push 
C)  feedback 
D)  promotion push 
E)  noise

Question 14

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.
-The Insects Inter franchises are encouraged to compete against each other for rewards that are given out on the basis of sales volume, profit levels, and improvement. Which promotion method does this competition 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 15

The Federal Trade Commission Act:

Accepted Answer

A)  requires advertisers to use comparative advertising. 
B)  prohibits unfair methods of competition. 
C)  controls how personal sales calls are conducted. 
D)  prohibits competitive advertising. 
E)  outlaws price discrimination for the purpose of new-product introduction. 
A)  requires advertisers to use comparative advertising. 
B)  prohibits unfair methods of competition. 
C)  controls how personal sales calls are conducted. 
D)  prohibits competitive advertising. 
E)  outlaws price discrimination for the purpose of new-product introduction.

Question 16

Which of the following is NOT a common barrier to the acceptance and implementation of an integrated marketing communication (IMC) approach to promotion?

Accepted Answer

A)  In some organizations, promotional functions are carried out in different departments. 
B)  Some organizations still adhere to the believe that promotion is an imprecise activity and that any effort . to control and coordinate promotion would be unproductive. 
C)  In some organizations, there is simply a strong resistance to any kind of change in the promotion used. 
D)  The cost of implementing an IMC program is viewed as a greater expense than any expected profits. 
E)  Within some organizations, there is a lack of internal communication and coordination. 
A)  In some organizations, promotional functions are carried out in different departments. 
B)  Some organizations still adhere to the believe that promotion is an imprecise activity and that any effort . to control and coordinate promotion would be unproductive. 
C)  In some organizations, there is simply a strong resistance to any kind of change in the promotion used. 
D)  The cost of implementing an IMC program is viewed as a greater expense than any expected profits. 
E)  Within some organizations, there is a lack of internal communication and coordination.

Question 17

The Robinson-Patman Act:

Accepted Answer

A)  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. 
B)  established the Federal Trade Commission. 
C)  defines how products should be labeled. 
D)  legalized resale price maintenance in interstate commerce. 
E)  outlawed certain forms of price discrimination. 
A)  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. 
B)  established the Federal Trade Commission. 
C)  defines how products should be labeled. 
D)  legalized resale price maintenance in interstate commerce. 
E)  outlawed certain forms of price discrimination.

Question 18

In a trade journal aimed at supermarket managers, bottled Dannon natural spring water announced that it was the 2 brand in the nation and that it had a great new bottle design that was attracting a lot of consumer attention. The primary purpose of this ad was to:

Accepted Answer

A)  increase the number of consumers who were brand loyal to Dannon. 
B)  inform middlemen about Dannon bottled water. 
C)  encourage consumer adoption of Dannon bottled water. 
D)  create consumer interest in Dannon bottled water. 
E)  persuade consumers to buy Dannon bottled water. 
A)  increase the number of consumers who were brand loyal to Dannon. 
B)  inform middlemen about Dannon bottled water. 
C)  encourage consumer adoption of Dannon bottled water. 
D)  create consumer interest in Dannon bottled water. 
E)  persuade consumers to buy Dannon bottled water.

Question 19

At the desire stage of the hierarchy of effects, a consumer wants to buy and needs to be convinced it would be a wise decision.

Accepted Answer

A) True 
 B)False

Question 20

A bottled water producer that ran comparative ads claiming its water was 50 percent purer than the water supplied by another bottler and then could not prove its claim would find itself in violation of the:

Accepted Answer

A)  Printers' Ink statutes. 
B)  Federal Trade Commission Act. 
C)  Robinson-Patman Act. 
D)  Trademark Law Revision Act. 
E)  Wheeler-Lea Act. 
A)  Printers' Ink statutes. 
B)  Federal Trade Commission Act. 
C)  Robinson-Patman Act. 
D)  Trademark Law Revision Act. 
E)  Wheeler-Lea Act.

In terms of the communications process, Tyler's redemption of the Baskin-Robbins $1.99-off-coupon for a double cone would be an example of:

Looking at all businesses combined, more money is spent on _____ than on any other form of promotion.

An advertiser hopes its promotion will make the demand for its products more elastic when the price increases.

Today many advertising experts argue that accountants ought to classify advertising as a(n) ______ on the income statement instead of as an operating expense.

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

Which part of the communication process was used by the individual who wrote the copy for a Reach toothbrush advertisement?

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

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

A _____ strategy is a promotion program primarily aimed at middlemen.

Loopholes in the Federal Trade Commission Act led to enactment in 1938 of the:

A manufacturer's push strategy is:

The Federal Trade Commission Act:

Which of the following is NOT a common barrier to the acceptance and implementation of an integrated marketing communication (IMC) approach to promotion?

The Robinson-Patman Act:

In a trade journal aimed at supermarket managers, bottled Dannon natural spring water announced that it was the 2 brand in the nation and that it had a great new bottle design that was attracting a lot of consumer attention. The primary purpose of this ad was to:

At the desire stage of the hierarchy of effects, a consumer wants to buy and needs to be convinced it would be a wise decision.

A bottled water producer that ran comparative ads claiming its water was 50 percent purer than the water supplied by another bottler and then could not prove its claim would find itself in violation of the:

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

In terms of the communications process, Tyler's redemption of the Baskin-Robbins $1.99-off-coupon for a double cone would be an example of:

Looking at all businesses combined, more money is spent on _____ than on any other form of promotion.

An advertiser hopes its promotion will make the demand for its products more elastic when the price increases.

Today many advertising experts argue that accountants ought to classify advertising as a(n) ______ on the income statement instead of as an operating expense.

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

Which part of the communication process was used by the individual who wrote the copy for a Reach toothbrush advertisement?

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

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

A _____ strategy is a promotion program primarily aimed at middlemen.

Loopholes in the Federal Trade Commission Act led to enactment in 1938 of the:

A manufacturer's push strategy is:

The Federal Trade Commission Act:

Which of the following is NOT a common barrier to the acceptance and implementation of an integrated marketing communication (IMC) approach to promotion?

The Robinson-Patman Act:

In a trade journal aimed at supermarket managers, bottled Dannon natural spring water announced that it was the 2 brand in the nation and that it had a great new bottle design that was attracting a lot of consumer attention. The primary purpose of this ad was to:

At the desire stage of the hierarchy of effects, a consumer wants to buy and needs to be convinced it would be a wise decision.

A bottled water producer that ran comparative ads claiming its water was 50 percent purer than the water supplied by another bottler and then could not prove its claim would find itself in violation of the:

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