Question 1

Deceptive promotional practices today are common because of a lack of regulation.

Accepted Answer

A) True 
 B)False

Question 2

Because we are exposed to so much promotion in our daily lives, and the purpose of promoting goods is to persuade people to buy them, a common criticism is that promotion encourages materialism.

Accepted Answer

A) True 
 B)False

Question 3

The Kia Soul automobile is currently positioned as a vehicle for young adults. Kia's message to the target market is that it is exciting, youthful, and trendy. However, Max and his friends who are 20-somethings, just like the music and the hamster spokescharacters. They don't care about the car itself. The message that Kia originally encoded and the meaning Max and his friends ultimately decoded

Accepted Answer

A) probably contain circular feedback. 
B) may be different because of noise. 
C) are usually exactly the same. 
D) rarely are similar because of feedback. 
E) are collectively termed the communications channel. 
A) probably contain circular feedback. 
B) may be different because of noise. 
C) are usually exactly the same. 
D) rarely are similar because of feedback. 
E) are collectively termed the communications channel.

Question 4

Compared to advertising, what are the major advantages and limitations of personal selling?

Accepted Answer

The answer of Compared to advertising, what are the major...

Question 5

Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of

Accepted Answer

A) the vice president of sales. 
B) manipulation. 
C) promotion. 
D) information. 
E) sales promotion. 
A) the vice president of sales. 
B) manipulation. 
C) promotion. 
D) information. 
E) sales promotion.

Question 6

A television advertisement that transmits several types of audio messages and visual materials may be ineffective.

Accepted Answer

A) True 
 B)False

Question 7

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. Since Whizz is a new product, which of the following promotional methods would you least recommend?

Accepted Answer

A) magazine ads. 
B) viral marketing. 
C) television commercials. 
D) a price-reduction sales promotion. 
E) public relations. 
A) magazine ads. 
B) viral marketing. 
C) television commercials. 
D) a price-reduction sales promotion. 
E) public relations.

Question 8

Scenario 17.1
Use the following to answer the questions.
When introducing a new vehicle targeted to the under-30 population, Toyota used several different methods of communication. First, it did research in several large cities to find out who the opinion leaders were in that age group. By visiting the local nightlife, one or two people in each city were selected and given a new vehicle to drive for two weeks. They were told to share information about this new vehicle with their friends. After a few weeks, then a television campaign was launched with commercials introducing the new vehicle. Toyota also placed ads in magazines that were targeted to the under-30 age group, and used drive-by billboards in the large cities near the nightclub areas.
-Refer to Scenario 17.1. Suppose that Toyota has decided to contract with the producer of the next James Bond 007 movie to use one of its new vehicles in a chase scene. This would best be an example of

Accepted Answer

A) sales promotion. 
B) word-of-mouth promotion. 
C) product placement. 
D) viral marketing. 
E) publicity. 
A) sales promotion. 
B) word-of-mouth promotion. 
C) product placement. 
D) viral marketing. 
E) publicity.

Question 9

If FedEx-Kinko's decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx-Kinko's would likely be striving to practice

Accepted Answer

A) one-stop shopping. 
B) more expertise. 
C) pioneer promotional efforts. 
D) competitive promotional programming. 
E) integrated marketing communications. 
A) one-stop shopping. 
B) more expertise. 
C) pioneer promotional efforts. 
D) competitive promotional programming. 
E) integrated marketing communications.

Question 10

If an organization is large and has a large promotional budget, it should utilize all four promotional methods.

Accepted Answer

A) True 
 B)False

Question 11

What are the differences in trying to stimulate primary demand versus selective demand?

Accepted Answer

The answer of What are the differences in trying to...

Question 12

Effective promotional programs require management efforts such as planning, organization, implementation, and control.

Accepted Answer

A) True 
 B)False

Question 13

A marketer uses pioneer promotion in the introductory stage of the product life cycle, when there are many competitive brands.

Accepted Answer

A) True 
 B)False

Question 14

If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on

Accepted Answer

A) retailers. 
B) wholesalers. 
C) ultimate consumers. 
D) other producers. 
E) institutional users. 
A) retailers. 
B) wholesalers. 
C) ultimate consumers. 
D) other producers. 
E) institutional users.

Question 15

Primary demand is defined as

Accepted Answer

A) demand for a product category. 
B) demand for a new product. 
C) consumer awareness of a product category. 
D) stimulating demand for any products. 
E) demand for a particular brand. 
A) demand for a product category. 
B) demand for a new product. 
C) consumer awareness of a product category. 
D) stimulating demand for any products. 
E) demand for a particular brand.

Question 16

Promotion tends to

Accepted Answer

A) create needs. 
B) capitalize on existing needs. 
C) be overly focused on the self-actualization needs. 
D) overemphasize physiological and safety needs. 
E) avoid focusing on people's needs. 
A) create needs. 
B) capitalize on existing needs. 
C) be overly focused on the self-actualization needs. 
D) overemphasize physiological and safety needs. 
E) avoid focusing on people's needs.

Question 17

Claire Nevsky is in charge of advertising for her company and has produced a 30-second television spot to promote one of the company's new products. One of her assistants just out of college believes that the commercial has too much visual and audio information packed into such a small amount of time. The assistant is specifically concerned about limits in the receiver's

Accepted Answer

A) noise. 
B) coding process. 
C) encoding. 
D) channel capacity. 
E) feedback. 
A) noise. 
B) coding process. 
C) encoding. 
D) channel capacity. 
E) feedback.

Question 18

What is integrated marketing communications? Explain its purpose.

Accepted Answer

The answer of What is integrated marketing communications? Explain its...

Question 19

Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies?

Accepted Answer

A) Guerilla communication 
B) Word-of-mouth communication 
C) Buzz marketing 
D) Viral marketing 
E) Conversational promotion 
A) Guerilla communication 
B) Word-of-mouth communication 
C) Buzz marketing 
D) Viral marketing 
E) Conversational promotion

Question 20

If promotion is successful at stimulating demand, it will tend to increase prices.

Accepted Answer

A) True 
 B)False

Deceptive promotional practices today are common because of a lack of regulation.

Because we are exposed to so much promotion in our daily lives, and the purpose of promoting goods is to persuade people to buy them, a common criticism is that promotion encourages materialism.

Compared to advertising, what are the major advantages and limitations of personal selling?

Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of

A television advertisement that transmits several types of audio messages and visual materials may be ineffective.

If FedEx-Kinko's decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx-Kinko's would likely be striving to practice

If an organization is large and has a large promotional budget, it should utilize all four promotional methods.

What are the differences in trying to stimulate primary demand versus selective demand?

Effective promotional programs require management efforts such as planning, organization, implementation, and control.

A marketer uses pioneer promotion in the introductory stage of the product life cycle, when there are many competitive brands.

If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on

Primary demand is defined as

Promotion tends to

What is integrated marketing communications? Explain its purpose.

Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies?

If promotion is successful at stimulating demand, it will tend to increase prices.

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

Deceptive promotional practices today are common because of a lack of regulation.

Because we are exposed to so much promotion in our daily lives, and the purpose of promoting goods is to persuade people to buy them, a common criticism is that promotion encourages materialism.

Compared to advertising, what are the major advantages and limitations of personal selling?

Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of

A television advertisement that transmits several types of audio messages and visual materials may be ineffective.

If FedEx-Kinko's decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx-Kinko's would likely be striving to practice

If an organization is large and has a large promotional budget, it should utilize all four promotional methods.

What are the differences in trying to stimulate primary demand versus selective demand?

Effective promotional programs require management efforts such as planning, organization, implementation, and control.

A marketer uses pioneer promotion in the introductory stage of the product life cycle, when there are many competitive brands.

If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on

Primary demand is defined as

Promotion tends to

What is integrated marketing communications? Explain its purpose.

Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies?

If promotion is successful at stimulating demand, it will tend to increase prices.

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