Question 1

Discuss the importance of feedback in the communication process in the context of promotional messages.

Accepted Answer

The receiver's response to a promotional

Question 2

When potential buyers call up to place their orders after seeing a telemarketing promotional message for a product,it is an example of:

Accepted Answer

A)  encoding. 
B)  decoding. 
C)  noise. 
D)  feedback. 
A)  encoding. 
B)  decoding. 
C)  noise. 
D)  feedback.

Question 3

Focused public relations activities that directly support marketing goals are called _____.

Accepted Answer

A) noise 
B) advertising 
C) promotion 
D) publicity 
E) sales promotion
F)guerrilla marketing
G)posttesting
H)split runs
I)cooperative advertising
J)marketing public relations
K)media scheduling
L)pretesting
M)informative advertising
N)persuasive advertising
O)retail advertising
P)missiles
Q)cross-promotion
R)interactive advertising
S)sponsorship
T)institutional marketing 
A) noise 
B) advertising 
C) promotion 
D) publicity 
E) sales promotion
F)guerrilla marketing
G)posttesting
H)split runs
I)cooperative advertising
J)marketing public relations
K)media scheduling
L)pretesting
M)informative advertising
N)persuasive advertising
O)retail advertising
P)missiles
Q)cross-promotion
R)interactive advertising
S)sponsorship
T)institutional marketing

Question 4

Which of the following methods develops a promotional budget based on a sound evaluation of the firm's promotional goals?

Accepted Answer

A)  The fixed-sum-per-unit method 
B)  The meeting competition method 
C)  The percentage-of-sales method 
D)  The task-objective method 
A)  The fixed-sum-per-unit method 
B)  The meeting competition method 
C)  The percentage-of-sales method 
D)  The task-objective method

Question 5

Which of the following terms best represents an interpersonal influence process that involves a seller's promotional presentation conducted on a face-to-face basis with the buyer?

Accepted Answer

A)  Social referencing 
B)  Personal selling 
C)  Mass marketing 
D)  Advertising 
A)  Social referencing 
B)  Personal selling 
C)  Mass marketing 
D)  Advertising

Question 6

Which of the following acts as the source of the message communicated to the receiver in the communication process?

Accepted Answer

A)  Decoder 
B)  Sender 
C)  Messenger 
D)  Sponsor 
A)  Decoder 
B)  Sender 
C)  Messenger 
D)  Sponsor

Question 7

Advertising that reinforces previous promotional activity by keeping the name of a good,service,organization,person,place,idea,or cause before the public is called _____ advertising.

Accepted Answer

A)  ambush 
B)  reminder 
C)  informative 
D)  guerrilla 
A)  ambush 
B)  reminder 
C)  informative 
D)  guerrilla

Question 8

Reminder advertising is typically used during the growth stage and the early part of the maturity stage of the product lifecycle.

Accepted Answer

A) True 
 B)False

Question 9

Advertising attempts to condition consumers to adopt favorable viewpoints toward a promotional message.

Accepted Answer

A) True 
 B)False

Question 10

Explain the communication process.What are the three tasks that an effective message should accomplish?

Accepted Answer

In the communication process,the sender

Question 11

Personal selling is the most novel form of promotion.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is a posttest that assesses advertising effectiveness after it has appeared in a print or broadcast medium?

Accepted Answer

A)  Miller test 
B)  Unaided recall test 
C)  Risk-utility test 
D)  Oakes test 
A)  Miller test 
B)  Unaided recall test 
C)  Risk-utility test 
D)  Oakes test

Question 13

What is an advertising campaign? How do you think current technology might help a marketer with the success of an advertising campaign?

Accepted Answer

An advertising campaign is a series of d

Question 14

The aspect of public relations most directly related to promoting a firm's products is publicity.

Accepted Answer

A) True 
 B)False

Question 15

Successful interactive advertising adds value by offering the viewer more than just product-related information.

Accepted Answer

A) True 
 B)False

Question 16

Define promotional mix.Discuss personal selling as a component of promotional mix.

Accepted Answer

Promotional mix is defined as a subset o

Question 17

Promotion of a concept,an idea,a philosophy,or the goodwill of an industry,company,organization,person,geographic location,or government agency is called _____ advertising.

Accepted Answer

A)  institutional 
B)  product 
C)  retail 
D)  cooperative 
A)  institutional 
B)  product 
C)  retail 
D)  cooperative

Question 18

Discuss the major types of advertising media.

Accepted Answer

1.Television: It offers mass coverage an

Question 19

The function of an IMC strategy ends with delivering promotional messages to intended audiences.

Accepted Answer

A) True 
 B)False

Question 20

_____ are methods of testing alternate ads by dividing a cable TV audience using two different ads,and then evaluating the relative effectiveness of each.

Accepted Answer

A) noise 
B) advertising 
C) promotion 
D) publicity 
E) sales promotion
F)guerrilla marketing
G)posttesting
H)split runs
I)cooperative advertising
J)marketing public relations
K)media scheduling
L)pretesting
M)informative advertising
N)persuasive advertising
O)retail advertising
P)missiles
Q)cross-promotion
R)interactive advertising
S)sponsorship
T)institutional marketing 
A) noise 
B) advertising 
C) promotion 
D) publicity 
E) sales promotion
F)guerrilla marketing
G)posttesting
H)split runs
I)cooperative advertising
J)marketing public relations
K)media scheduling
L)pretesting
M)informative advertising
N)persuasive advertising
O)retail advertising
P)missiles
Q)cross-promotion
R)interactive advertising
S)sponsorship
T)institutional marketing

Exam 16: Integrated Marketing Communications, Advertising, and Public Relations

Discuss the importance of feedback in the communication process in the context of promotional messages.

When potential buyers call up to place their orders after seeing a telemarketing promotional message for a product,it is an example of:

Focused public relations activities that directly support marketing goals are called _____.

Which of the following methods develops a promotional budget based on a sound evaluation of the firm's promotional goals?

Which of the following terms best represents an interpersonal influence process that involves a seller's promotional presentation conducted on a face-to-face basis with the buyer?

Which of the following acts as the source of the message communicated to the receiver in the communication process?

Advertising that reinforces previous promotional activity by keeping the name of a good,service,organization,person,place,idea,or cause before the public is called _____ advertising.

Reminder advertising is typically used during the growth stage and the early part of the maturity stage of the product lifecycle.

Advertising attempts to condition consumers to adopt favorable viewpoints toward a promotional message.

Explain the communication process.What are the three tasks that an effective message should accomplish?

Personal selling is the most novel form of promotion.

Which of the following is a posttest that assesses advertising effectiveness after it has appeared in a print or broadcast medium?

What is an advertising campaign? How do you think current technology might help a marketer with the success of an advertising campaign?

The aspect of public relations most directly related to promoting a firm's products is publicity.

Successful interactive advertising adds value by offering the viewer more than just product-related information.

Define promotional mix.Discuss personal selling as a component of promotional mix.

Promotion of a concept,an idea,a philosophy,or the goodwill of an industry,company,organization,person,geographic location,or government agency is called _____ advertising.

Discuss the major types of advertising media.

The function of an IMC strategy ends with delivering promotional messages to intended audiences.

_____ are methods of testing alternate ads by dividing a cable TV audience using two different ads,and then evaluating the relative effectiveness of each.

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Social Media: Living in the Connected World

E-Business: Managing the Customer Experience

Consumer Behavior

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Marketing Channels and Supply Chain Management

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