Question 1

Firms that link the purchase of their product to philanthropic efforts practice cause-related marketing.

Accepted Answer

A) True 
 B)False

Question 2

Retro64 distributes free downloadable versions of its computer games for a very short time. These efforts have a primary promotional objective of

Accepted Answer

A) encouraging product trial. 
B) stimulating demand. 
C) identifying prospects. 
D) creating awareness. 
E) reducing sales fluctuations. 
A) encouraging product trial. 
B) stimulating demand. 
C) identifying prospects. 
D) creating awareness. 
E) reducing sales fluctuations.

Question 3

Identify and describe the four major promotion mix elements.

Accepted Answer

The answer of Identify and describe the four major promotion...

Question 4

An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to

Accepted Answer

A) combat competitive promotional efforts. 
B) stimulate demand. 
C) reduce sales fluctuations. 
D) encourage product trial. 
E) retain loyal customers. 
A) combat competitive promotional efforts. 
B) stimulate demand. 
C) reduce sales fluctuations. 
D) encourage product trial. 
E) retain loyal customers.

Question 5

When Hamburger Helper introduced its Oven Varieties, it gave special offers to supermarkets to purchase the new product and supplemented these offers with consumer advertising. Hamburger Helper's primary objective is to

Accepted Answer

A) facilitate reseller support. 
B) reduce sales fluctuations. 
C) combat competitive promotional efforts. 
D) encourage product trial. 
E) retain loyal customers. 
A) facilitate reseller support. 
B) reduce sales fluctuations. 
C) combat competitive promotional efforts. 
D) encourage product trial. 
E) retain loyal customers.

Question 6

One truth about promotion is that it raises prices.

Accepted Answer

A) True 
 B)False

Question 7

Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient?

Accepted Answer

A) Advertising 
B) Public relations 
C) Sales management 
D) Sales promotion 
E) Personal selling 
A) Advertising 
B) Public relations 
C) Sales management 
D) Sales promotion 
E) Personal selling

Question 8

Kinesic communication is an element in which type of promotional method?

Accepted Answer

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

Question 9

Newspaper ads for Blue Haven Pools offer discounted prices during October and discounted cleaning supplies for hot tubs in March, are examples of which of the following uses of promotion?

Accepted Answer

A) Retaining loyal customers 
B) Promoting new product uses 
C) Making salespeople more effective 
D) Stimulating primary demand 
E) Reducing sales fluctuations 
A) Retaining loyal customers 
B) Promoting new product uses 
C) Making salespeople more effective 
D) Stimulating primary demand 
E) Reducing sales fluctuations

Question 10

____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.

Accepted Answer

A) Stakeholder management 
B) Personal selling 
C) Integrated marketing communications 
D) Sales promotion 
E) Public relations 
A) Stakeholder management 
B) Personal selling 
C) Integrated marketing communications 
D) Sales promotion 
E) Public relations

Question 11

If a marketer of a perfume ad develops a commercial involving a man being attracted to a woman who wears a particular perfume, it is attempting to influence one's need for

Accepted Answer

A) love and affection. 
B) safety. 
C) self-esteem. 
D) self-actualization. 
E) respect from others. 
A) love and affection. 
B) safety. 
C) self-esteem. 
D) self-actualization. 
E) respect from others.

Question 12

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered

Accepted Answer

A) communication noise. 
B) communication links. 
C) communication resources. 
D) communication channels. 
E) decoding sources. 
A) communication noise. 
B) communication links. 
C) communication resources. 
D) communication channels. 
E) decoding sources.

Question 13

Pioneer promotion is most likely to be used during the ____ stage of the product life cycle, while competitive advertising is likely to be used during the ____ stage.

Accepted Answer

A) maturity; growth 
B) decline; maturity 
C) growth; maturity 
D) introduction; growth 
E) introduction; maturity 
A) maturity; growth 
B) decline; maturity 
C) growth; maturity 
D) introduction; growth 
E) introduction; maturity

Question 14

Promotion of products tends to keep their prices high.

Accepted Answer

A) True 
 B)False

Question 15

What is the overall role of promotion?

Accepted Answer

A) To stimulate product demand 
B) To identify prospects 
C) To retain loyal customers 
D) To encourage product trial 
E) To reduce sales fluctuations 
A) To stimulate product demand 
B) To identify prospects 
C) To retain loyal customers 
D) To encourage product trial 
E) To reduce sales fluctuations

Question 16

While the specific communication vehicles employed in promotion have not changed, the fundamental role of promotion is changing.

Accepted Answer

A) True 
 B)False

Question 17

Ashley is currently working on a video to introduce a new line of athletic wear for women. She is using signs and symbols to represent the concept and meaning of the new athletic wear. Ashley is most likely working on the ____ for this promotional video.

Accepted Answer

A) the communication strategy. 
B) the coding process. 
C) the decoding process. 
D) the conversion process. 
E) the communications channel. 
A) the communication strategy. 
B) the coding process. 
C) the decoding process. 
D) the conversion process. 
E) the communications channel.

Question 18

Coupons are a form of sales promotion.

Accepted Answer

A) True 
 B)False

Question 19

Selective demand is demand for a

Accepted Answer

A) general type of product. 
B) particular brand. 
C) new product. 
D) competitor's product. 
E) service. 
A) general type of product. 
B) particular brand. 
C) new product. 
D) competitor's product. 
E) service.

Question 20

How does sales promotion differ from promotion in general?

Accepted Answer

The answer of How does sales promotion differ from promotion...

Exam 17: Integrated Marketing Communications

Firms that link the purchase of their product to philanthropic efforts practice cause-related marketing.

Retro64 distributes free downloadable versions of its computer games for a very short time. These efforts have a primary promotional objective of

Identify and describe the four major promotion mix elements.

An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to

When Hamburger Helper introduced its Oven Varieties, it gave special offers to supermarkets to purchase the new product and supplemented these offers with consumer advertising. Hamburger Helper's primary objective is to

One truth about promotion is that it raises prices.

Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient?

Kinesic communication is an element in which type of promotional method?

Newspaper ads for Blue Haven Pools offer discounted prices during October and discounted cleaning supplies for hot tubs in March, are examples of which of the following uses of promotion?

____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.

If a marketer of a perfume ad develops a commercial involving a man being attracted to a woman who wears a particular perfume, it is attempting to influence one's need for

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered

Pioneer promotion is most likely to be used during the ____ stage of the product life cycle, while competitive advertising is likely to be used during the ____ stage.

Promotion of products tends to keep their prices high.

What is the overall role of promotion?

While the specific communication vehicles employed in promotion have not changed, the fundamental role of promotion is changing.

Ashley is currently working on a video to introduce a new line of athletic wear for women. She is using signs and symbols to represent the concept and meaning of the new athletic wear. Ashley is most likely working on the ____ for this promotional video.

Coupons are a form of sales promotion.

Selective demand is demand for a

How does sales promotion differ from promotion in general?

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

Pioneer promotion is most likely to be used during the stage of the product life cycle, while competitive advertising is likely to be used during the stage.