Question 1

Demand for a product category rather than for a specific brand is called primary demand.

Accepted Answer

A) True 
 B)False  True

Question 2

A promotion mix is a blend of four possible ingredients, which are advertising, personal selling, public relations, and sales promotion.

Accepted Answer

A) True 
 B)False  True

Question 3

Pioneer promotion neither emphasizes brand names nor compares brands.

Accepted Answer

A) True 
 B)False  True

Question 4

Why is communication an important concept in marketing a new or existing product?

Accepted Answer

Communication is an important concept in

Question 5

If integrated marketing communications works as intended, customers should receive clear and consistent messages.

Accepted Answer

A) True 
 B)False

Question 6

Public relations

Accepted Answer

A) should be used mostly to counteract any competitive promotions or negative publicity. 
B) is an element of promotion that should be handled on a continuous basis. 
C) should be used solely to respond to emergencies that could significantly damage the company's reputation. 
D) is paid communication that helps enhance a company's image by highlighting its philanthropic efforts. 
E) is generally not given much weight because the information is generated by the company itself. 
A) should be used mostly to counteract any competitive promotions or negative publicity. 
B) is an element of promotion that should be handled on a continuous basis. 
C) should be used solely to respond to emergencies that could significantly damage the company's reputation. 
D) is paid communication that helps enhance a company's image by highlighting its philanthropic efforts. 
E) is generally not given much weight because the information is generated by the company itself.

Question 7

When a firm uses mass communication, feedback is rapid.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is the best example of the promotional objective of combating competitive promotional efforts?

Accepted Answer

A) Joy advertises that its dish soap has more suds than Dawn, Sunlight, and other leading dish soaps. 
B) Joe Boxer and Kmart collaborate to promote Joe Boxer's lines of clothing and housewares. 
C) The Pork Council advertises pork as the "other white meat" and a healthier alternative to beef. 
D) After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks. 
E) Hyundai offers 10-year/100,000 mile warranties on its vehicles in order to give customers confidence in its brand name and automotive offerings. 
A) Joy advertises that its dish soap has more suds than Dawn, Sunlight, and other leading dish soaps. 
B) Joe Boxer and Kmart collaborate to promote Joe Boxer's lines of clothing and housewares. 
C) The Pork Council advertises pork as the "other white meat" and a healthier alternative to beef. 
D) After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks. 
E) Hyundai offers 10-year/100,000 mile warranties on its vehicles in order to give customers confidence in its brand name and automotive offerings.

Question 9

In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication

Accepted Answer

A) receiver. 
B) transmitter. 
C) decoder. 
D) source. 
E) noise. 
A) receiver. 
B) transmitter. 
C) decoder. 
D) source. 
E) noise.

Question 10

Albott Laboratories offers ceramic coffee mugs to its physician customers when it promotes a new drug. This example illustrates Albott's use of which one of the following elements of the promotion mix?

Accepted Answer

A) Packaging 
B) Personal selling 
C) Sales promotion 
D) Public relations 
E) Telemarketing 
A) Packaging 
B) Personal selling 
C) Sales promotion 
D) Public relations 
E) Telemarketing

Question 11

When a push policy is used in promotion of a particular product, the producer promotes the product only to the next channel member.

Accepted Answer

A) True 
 B)False

Question 12

Product placement is a form of advertising that strategically locates products or product promotions within entertainment media to reach the product's target market(s).

Accepted Answer

A) True 
 B)False

Question 13

During the decoding process, the

Accepted Answer

A) intensity of the transmission becomes stronger. 
B) receiver attempts to convert signs or symbols into concepts and ideas. 
C) source attempts to convert signs or symbols into concepts and ideas. 
D) source converts meaning into a series of signs or symbols that represent ideas or concepts. 
E) receiver filters noise from the feedback. 
A) intensity of the transmission becomes stronger. 
B) receiver attempts to convert signs or symbols into concepts and ideas. 
C) source attempts to convert signs or symbols into concepts and ideas. 
D) source converts meaning into a series of signs or symbols that represent ideas or concepts. 
E) receiver filters noise from the feedback.

Question 14

An attempt to create a trend or acceptance of a product through word-of-mouth communication is called

Accepted Answer

A) guerilla marketing. 
B) viral marketing. 
C) buzz marketing. 
D) personal publicity. 
E) conversational promotion. 
A) guerilla marketing. 
B) viral marketing. 
C) buzz marketing. 
D) personal publicity. 
E) conversational promotion.

Question 15

Selective demand is demand for a certain brand.

Accepted Answer

A) True 
 B)False

Question 16

Promotion to encourage trial use attempts to retain loyal customers.

Accepted Answer

A) True 
 B)False

Question 17

In one corner of its magazine advertisement for office copiers, Lexmark places a small box asking for the names and addresses of individuals or companies seeking more information. Lexmark has included this box to facilitate ____ for this communication.

Accepted Answer

A) decoding 
B) feedback 
C) encoding 
D) perceptual attention 
E) noise reduction 
A) decoding 
B) feedback 
C) encoding 
D) perceptual attention 
E) noise reduction

Question 18

If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion

Accepted Answer

A) forces people to spend too much. 
B) forces prices to go up. 
C) encourages materialism. 
D) creates needs. 
E) can be harmful. 
A) forces people to spend too much. 
B) forces prices to go up. 
C) encourages materialism. 
D) creates needs. 
E) can be harmful.

Question 19

Advertising is one element of the promotion mix that is too expensive for small business firms.

Accepted Answer

A) True 
 B)False

Question 20

The use of heavy advertising in the promotion mix is least likely to occur in which product life cycle stage?

Accepted Answer

A) Introduction 
B) Decline 
C) Maturity 
D) Growth 
E) Plateau 
A) Introduction 
B) Decline 
C) Maturity 
D) Growth 
E) Plateau

Exam 17: Integrated Marketing Communications

Demand for a product category rather than for a specific brand is called primary demand.

A promotion mix is a blend of four possible ingredients, which are advertising, personal selling, public relations, and sales promotion.

Pioneer promotion neither emphasizes brand names nor compares brands.

Why is communication an important concept in marketing a new or existing product?

If integrated marketing communications works as intended, customers should receive clear and consistent messages.

Public relations

When a firm uses mass communication, feedback is rapid.

Which of the following is the best example of the promotional objective of combating competitive promotional efforts?

In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication

Albott Laboratories offers ceramic coffee mugs to its physician customers when it promotes a new drug. This example illustrates Albott's use of which one of the following elements of the promotion mix?

When a push policy is used in promotion of a particular product, the producer promotes the product only to the next channel member.

Product placement is a form of advertising that strategically locates products or product promotions within entertainment media to reach the product's target market(s).

During the decoding process, the

An attempt to create a trend or acceptance of a product through word-of-mouth communication is called

Selective demand is demand for a certain brand.

Promotion to encourage trial use attempts to retain loyal customers.

In one corner of its magazine advertisement for office copiers, Lexmark places a small box asking for the names and addresses of individuals or companies seeking more information. Lexmark has included this box to facilitate ____ for this communication.

If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion

Advertising is one element of the promotion mix that is too expensive for small business firms.

The use of heavy advertising in the promotion mix is least likely to occur in which product life cycle stage?

An Overview of Strategic Marketing

Planning Implementing and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets: Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts

Developing and Managing Products

Services Marketing

Branding and Packaging

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing, and Wholesaling

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters