Question 1

An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is

Accepted Answer

A) advertising. 
B) personal selling. 
C) public relations. 
D) sales promotion. 
E) packaging. 
A) advertising. 
B) personal selling. 
C) public relations. 
D) sales promotion. 
E) packaging.

Question 2

Advertising is a paid form of nonpersonal communication.

Accepted Answer

A) True 
 B)False

Question 3

The two main reasons for criticism of promotional activities are that promotion

Accepted Answer

A) has some flaws, and it is deceptive. 
B) is deceptive, and it causes prices to rise. 
C) pervades our daily lives, and it creates needs in us. 
D) creates needs in us, and it encourages materialism. 
E) has some flaws, and it pervades our daily lives. 
A) has some flaws, and it is deceptive. 
B) is deceptive, and it causes prices to rise. 
C) pervades our daily lives, and it creates needs in us. 
D) creates needs in us, and it encourages materialism. 
E) has some flaws, and it pervades our daily lives.

Question 4

Discuss the impact that social media has had on the strategy for promotion.

Accepted Answer

The answer of Discuss the impact that social media has...

Question 5

A small percentage of promotion efforts are fraudulent.

Accepted Answer

A) True 
 B)False

Question 6

If promotion does not do its job of stimulating demand, then the

Accepted Answer

A) price of the promoted product is likely to increase. 
B) price of the promoted product will remain reasonably stable. 
C) price of the promoted product will decrease. 
D) cost of promotion will decline. 
E) cost will remain about the same. 
A) price of the promoted product is likely to increase. 
B) price of the promoted product will remain reasonably stable. 
C) price of the promoted product will decrease. 
D) cost of promotion will decline. 
E) cost will remain about the same.

Question 7

Several forms of promotion can be used to complement personal selling efforts.

Accepted Answer

A) True 
 B)False

Question 8

The role of promotion is to communicate.

Accepted Answer

A) True 
 B)False

Question 9

A news story about a product is an example of sales promotion.

Accepted Answer

A) True 
 B)False

Question 10

In what ways can promotion be used to reduce sales fluctuations?

Accepted Answer

The answer of In what ways can promotion be used...

Question 11

Advertising, personal selling, sales promotion, and public relations are called

Accepted Answer

A) promotion mix ingredients. 
B) marketing mix components. 
C) characteristics of a product. 
D) advertising tools. 
E) nonpersonal communication. 
A) promotion mix ingredients. 
B) marketing mix components. 
C) characteristics of a product. 
D) advertising tools. 
E) nonpersonal communication.

Question 12

A spokesperson for Mott's apple juice encourages television audiences to use its juice in the winter by serving it hot with a cinnamon stick. In this instance, Mott's is using promotion to

Accepted Answer

A) stimulate primary demand. 
B) offset competitors' promotional efforts. 
C) facilitate reseller support. 
D) retain loyal customers. 
E) reduce sales fluctuations. 
A) stimulate primary demand. 
B) offset competitors' promotional efforts. 
C) facilitate reseller support. 
D) retain loyal customers. 
E) reduce sales fluctuations.

Question 13

Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate?

Accepted Answer

A) Promotion costs cause product costs to be higher. 
B) Promotion activities make up the bulk of marketing. 
C) The role of promotion is to stimulate product demand. 
D) Promotion should be directed toward numerous audiences. 
E) Most promotional efforts are performed through advertising. 
A) Promotion costs cause product costs to be higher. 
B) Promotion activities make up the bulk of marketing. 
C) The role of promotion is to stimulate product demand. 
D) Promotion should be directed toward numerous audiences. 
E) Most promotional efforts are performed through advertising.

Question 14

The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of

Accepted Answer

A) sales promotion. 
B) direct marketing. 
C) personal selling. 
D) publicity. 
E) social media. 
A) sales promotion. 
B) direct marketing. 
C) personal selling. 
D) publicity. 
E) social media.

Question 15

A breakfast cereal maker most likely will not use personal selling to promote its product.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following industries is most likely to employ combative promotional efforts?

Accepted Answer

A) Fast food 
B) Computer laptops 
C) Tax-preparation services 
D) Universities 
E) Automotive 
A) Fast food 
B) Computer laptops 
C) Tax-preparation services 
D) Universities 
E) Automotive

Question 17

Communication can be viewed as a circular process because

Accepted Answer

A) during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver. 
B) the message goes from encoding by the source to decoding by the receiver. 
C) during a personal selling situation, both verbal and nonverbal feedback can be very fast and immediate. 
D) channel capacity is determined by the least efficient component. 
E) the message goes from person to person. 
A) during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver. 
B) the message goes from encoding by the source to decoding by the receiver. 
C) during a personal selling situation, both verbal and nonverbal feedback can be very fast and immediate. 
D) channel capacity is determined by the least efficient component. 
E) the message goes from person to person.

Question 18

The Barrister's Deli decides to run advertisements for its lunch specials on a local FM radio station. Marketing research later reveals that the restaurant's target market listens primarily to satellite radio stations. This promotion program suffered from an error in the selection of

Accepted Answer

A) shared symbols. 
B) targeted customers. 
C) communication channel. 
D) decoded meanings. 
E) noise minimizers. 
A) shared symbols. 
B) targeted customers. 
C) communication channel. 
D) decoded meanings. 
E) noise minimizers.

Question 19

Each communication channel has a limit on the volume of information it can handle effectively. This limit is called

Accepted Answer

A) transmission load. 
B) feedback. 
C) encoding. 
D) noise. 
E) channel capacity. 
A) transmission load. 
B) feedback. 
C) encoding. 
D) noise. 
E) channel capacity.

Question 20

Scenario 17.2
Use the following to answer the questions.
The manufacturers of Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these methods however, and have asked for your advice.
-Refer to Scenario 17.2. If the manufacturers of Whizz were to partner with Whirlpool to place a bottle of Whizz in each new washer that is purchased during the first year, this would be an example of

Accepted Answer

A) advertising. 
B) sales promotion. 
C) viral marketing. 
D) packaging. 
E) publicity-based public relations. 
A) advertising. 
B) sales promotion. 
C) viral marketing. 
D) packaging. 
E) publicity-based public relations.

An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is

Advertising is a paid form of nonpersonal communication.

The two main reasons for criticism of promotional activities are that promotion

Discuss the impact that social media has had on the strategy for promotion.

A small percentage of promotion efforts are fraudulent.

If promotion does not do its job of stimulating demand, then the

Several forms of promotion can be used to complement personal selling efforts.

The role of promotion is to communicate.

A news story about a product is an example of sales promotion.

In what ways can promotion be used to reduce sales fluctuations?

Advertising, personal selling, sales promotion, and public relations are called

A spokesperson for Mott's apple juice encourages television audiences to use its juice in the winter by serving it hot with a cinnamon stick. In this instance, Mott's is using promotion to

Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate?

The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of

A breakfast cereal maker most likely will not use personal selling to promote its product.

Which of the following industries is most likely to employ combative promotional efforts?

Communication can be viewed as a circular process because

The Barrister's Deli decides to run advertisements for its lunch specials on a local FM radio station. Marketing research later reveals that the restaurant's target market listens primarily to satellite radio stations. This promotion program suffered from an error in the selection of

Each communication channel has a limit on the volume of information it can handle effectively. This limit is called

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

Exam 17: Integrated Marketing Communications

An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is

Advertising is a paid form of nonpersonal communication.

The two main reasons for criticism of promotional activities are that promotion

Discuss the impact that social media has had on the strategy for promotion.

A small percentage of promotion efforts are fraudulent.

If promotion does not do its job of stimulating demand, then the

Several forms of promotion can be used to complement personal selling efforts.

The role of promotion is to communicate.

A news story about a product is an example of sales promotion.

In what ways can promotion be used to reduce sales fluctuations?

Advertising, personal selling, sales promotion, and public relations are called

A spokesperson for Mott's apple juice encourages television audiences to use its juice in the winter by serving it hot with a cinnamon stick. In this instance, Mott's is using promotion to

Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate?

The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of

A breakfast cereal maker most likely will not use personal selling to promote its product.

Which of the following industries is most likely to employ combative promotional efforts?

Communication can be viewed as a circular process because

The Barrister's Deli decides to run advertisements for its lunch specials on a local FM radio station. Marketing research later reveals that the restaurant's target market listens primarily to satellite radio stations. This promotion program suffered from an error in the selection of

Each communication channel has a limit on the volume of information it can handle effectively. This limit is called

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