Question 1

Personal selling is:

Accepted Answer

A) a non-personal, indirectly paid presentation of an organization, service, or product. 
B) a short-term inducement of value offered to arouse interest in buying a good or service. 
C) the two-way flow of communication between a buyer and a seller, designed to influence a person's or group's purchase decision. 
D) a paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor. 
A) a non-personal, indirectly paid presentation of an organization, service, or product. 
B) a short-term inducement of value offered to arouse interest in buying a good or service. 
C) the two-way flow of communication between a buyer and a seller, designed to influence a person's or group's purchase decision. 
D) a paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor.

Question 2

A rapidly growing trend in marketing communications is:

Accepted Answer

A) direct mobile. 
B) direct social media. 
C) direct engagement. 
D) indirect social media. 
A) direct mobile. 
B) direct social media. 
C) direct engagement. 
D) indirect social media.

Question 3

Figure: 16-1  
-In Figure 16-1,the position labeled "D" is referred to as __________.

Accepted Answer

A) the source 
B) the message 
C) decoding 
D) the fields of experience 
A) the source 
B) the message 
C) decoding 
D) the fields of experience

Question 4

After reading the daily newspaper,the restaurant owner said,"The owner of Fellini's House of Noodles ran a quarter-page ad in today's paper.We'll just have to find enough money to run our own ad day after tomorrow." What budgeting technique is the restaurant owner most likely using?

Accepted Answer

A) relative scale budgeting 
B) sell you can afford budgeting 
C) competitive parity budgeting 
D) comparative budgeting 
A) relative scale budgeting 
B) sell you can afford budgeting 
C) competitive parity budgeting 
D) comparative budgeting

Question 5

Which of the following would be LEAST likely to be used for mass selling?

Accepted Answer

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

Question 6

Figure: 16-1  
-In Figure 16-1,the position labeled "E" is referred to as __________.

Accepted Answer

A) the source 
B) the message 
C) the receiver 
D) the fields of experience 
A) the source 
B) the message 
C) the receiver 
D) the fields of experience

Question 7

L'Oréal created an advertisement for its Visible Life makeup.The magazine in which the ad for L'Oréal Visible Lift makeup appeared is a:

Accepted Answer

A) communication channel. 
B) message. 
C) decoder. 
D) source. 
A) communication channel. 
B) message. 
C) decoder. 
D) source.

Question 8

Experts suggest that today's marketplace could be described as the:

Accepted Answer

A) social media marketplace 
B) personal marketplace 
C) age of social networks 
D) age of engagement 
A) social media marketplace 
B) personal marketplace 
C) age of social networks 
D) age of engagement

Question 9

Like many consumer products manufacturers,Frito-Lay gives its resellers discounts to encourage them to carry and promote its products.When doing so,Frito-Lay uses a(n)_____ strategy.

Accepted Answer

A) intensity 
B) push 
C) inertia 
D) gravity 
A) intensity 
B) push 
C) inertia 
D) gravity

Question 10

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket,you demonstrated the efficacy of Crest's:

Accepted Answer

A) advertising 
B) sales promotion 
C) public relations 
D) publicity 
A) advertising 
B) sales promotion 
C) public relations 
D) publicity

Question 11

Which element of the promotional mix has the inherent weakness of high absolute costs and an inability to obtain direct feedback?

Accepted Answer

A) advertising 
B) personal selling 
C) sales promotion 
D) publicity 
A) advertising 
B) personal selling 
C) sales promotion 
D) publicity

Question 12

Johnny calls Evan to discuss the latest happenings in the hockey game.'The latest happenings in the hockey game' would be considered which part of the communication process?

Accepted Answer

A) Source material. 
B) Promotional material. 
C) The message. 
D) Feedback. 
A) Source material. 
B) Promotional material. 
C) The message. 
D) Feedback.

Question 13

Advertising is:

Accepted Answer

A) non-personal, indirectly paid presentation of an organization, service, or product. 
B) a short-term inducement of value offered to arouse interest in buying a good or service. 
C) a method used to get a non-personal, indirectly paid presentation of a company or its products. 
D) any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor. 
A) non-personal, indirectly paid presentation of an organization, service, or product. 
B) a short-term inducement of value offered to arouse interest in buying a good or service. 
C) a method used to get a non-personal, indirectly paid presentation of a company or its products. 
D) any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor.

Question 14

Albert Corporate Searchware is a type of search engine that companies use at their websites to handle customer questions.When promoting the product,Albert must be aware of how each of the following affect(s)which promotional elements should be used EXCEPT:

Accepted Answer

A) the complexity of the product 
B) the ancillary services needed to use the product 
C) the financial risks associated with making such a major purchase 
D) the promotional budget 
A) the complexity of the product 
B) the ancillary services needed to use the product 
C) the financial risks associated with making such a major purchase 
D) the promotional budget

Question 15

While walking along Robson Street in Vancouver,you receive a notification on your phone from Starbucks (you have their app),that says: "Fifty cents off your next purchase,expires in 20 minutes!" This is a form of _______________ and ______________.

Accepted Answer

A) direct mobile marketing/public service announcement 
B) indirect communication/publicity 
C) direct phone marketing/advertising 
D) direct mobile marketing/sales promotion 
A) direct mobile marketing/public service announcement 
B) indirect communication/publicity 
C) direct phone marketing/advertising 
D) direct mobile marketing/sales promotion

Question 16

Hyundai developed its "Smart is in" advertising campaign based on extensive consumer research.In terms of the communication process,the _____ for the information in the "Smart is in" advertisements is Hyundai,its producer.

Accepted Answer

A) communication channel 
B) source 
C) decoder 
D) message 
A) communication channel 
B) source 
C) decoder 
D) message

Question 17

Many companies are now sending messages to mobile phones as part of their direct mobile marketing strategy.These messages are often:

Accepted Answer

A) emails 
B) text messages (short message service, SMS) 
C) alerts from cell phone providers 
D) very lengthy 
A) emails 
B) text messages (short message service, SMS) 
C) alerts from cell phone providers 
D) very lengthy

Question 18

Which form of promotion budgeting most closely relates to the marketing concept?

Accepted Answer

A) percentage of sales budgeting 
B) competitive parity budgeting 
C) all-you-can-afford 
D) objective and task budgeting 
A) percentage of sales budgeting 
B) competitive parity budgeting 
C) all-you-can-afford 
D) objective and task budgeting

Question 19

Which of these promotional elements has the inherent weakness of extremely high expenses per exposure?

Accepted Answer

A) advertising 
B) personal selling 
C) sales promotion 
D) publicity 
A) advertising 
B) personal selling 
C) sales promotion 
D) publicity

Question 20

An advantage of publicity is its:

Accepted Answer

A) credibility. 
B) control. 
C) empathy. 
D) intrusiveness. 
A) credibility. 
B) control. 
C) empathy. 
D) intrusiveness.

Personal selling is:

A rapidly growing trend in marketing communications is:

Figure: 16-1 -In Figure 16-1,the position labeled "D" is referred to as __________.

After reading the daily newspaper,the restaurant owner said,"The owner of Fellini's House of Noodles ran a quarter-page ad in today's paper.We'll just have to find enough money to run our own ad day after tomorrow." What budgeting technique is the restaurant owner most likely using?

Which of the following would be LEAST likely to be used for mass selling?

Figure: 16-1 -In Figure 16-1,the position labeled "E" is referred to as __________.

L'Oréal created an advertisement for its Visible Life makeup.The magazine in which the ad for L'Oréal Visible Lift makeup appeared is a:

Experts suggest that today's marketplace could be described as the:

Like many consumer products manufacturers,Frito-Lay gives its resellers discounts to encourage them to carry and promote its products.When doing so,Frito-Lay uses a(n)_____ strategy.

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket,you demonstrated the efficacy of Crest's:

Which element of the promotional mix has the inherent weakness of high absolute costs and an inability to obtain direct feedback?

Johnny calls Evan to discuss the latest happenings in the hockey game.'The latest happenings in the hockey game' would be considered which part of the communication process?

Advertising is:

Albert Corporate Searchware is a type of search engine that companies use at their websites to handle customer questions.When promoting the product,Albert must be aware of how each of the following affect(s)which promotional elements should be used EXCEPT:

While walking along Robson Street in Vancouver,you receive a notification on your phone from Starbucks (you have their app),that says: "Fifty cents off your next purchase,expires in 20 minutes!" This is a form of _ and .

Hyundai developed its "Smart is in" advertising campaign based on extensive consumer research.In terms of the communication process,the _____ for the information in the "Smart is in" advertisements is Hyundai,its producer.

Many companies are now sending messages to mobile phones as part of their direct mobile marketing strategy.These messages are often:

Which form of promotion budgeting most closely relates to the marketing concept?

Which of these promotional elements has the inherent weakness of extremely high expenses per exposure?

An advantage of publicity is its:

Marketing: Customer Value, satisfaction, relationships, and Experiences

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Consumer Behaviour

Organizational Markets and Buyer Behaviour

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Using Social Media to Connect With Consumers

Filters

Exam 16: Integrated Marketing Communications and Direct Marketing

Personal selling is:

A rapidly growing trend in marketing communications is:

Figure: 16-1 -In Figure 16-1,the position labeled "D" is referred to as __________.

After reading the daily newspaper,the restaurant owner said,"The owner of Fellini's House of Noodles ran a quarter-page ad in today's paper.We'll just have to find enough money to run our own ad day after tomorrow." What budgeting technique is the restaurant owner most likely using?

Which of the following would be LEAST likely to be used for mass selling?

Figure: 16-1 -In Figure 16-1,the position labeled "E" is referred to as __________.

L'Oréal created an advertisement for its Visible Life makeup.The magazine in which the ad for L'Oréal Visible Lift makeup appeared is a:

Experts suggest that today's marketplace could be described as the:

Like many consumer products manufacturers,Frito-Lay gives its resellers discounts to encourage them to carry and promote its products.When doing so,Frito-Lay uses a(n)_____ strategy.

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket,you demonstrated the efficacy of Crest's:

Which element of the promotional mix has the inherent weakness of high absolute costs and an inability to obtain direct feedback?

Johnny calls Evan to discuss the latest happenings in the hockey game.'The latest happenings in the hockey game' would be considered which part of the communication process?

Advertising is:

Albert Corporate Searchware is a type of search engine that companies use at their websites to handle customer questions.When promoting the product,Albert must be aware of how each of the following affect(s)which promotional elements should be used EXCEPT:

While walking along Robson Street in Vancouver,you receive a notification on your phone from Starbucks (you have their app),that says: "Fifty cents off your next purchase,expires in 20 minutes!" This is a form of _______________ and ______________.

Hyundai developed its "Smart is in" advertising campaign based on extensive consumer research.In terms of the communication process,the _____ for the information in the "Smart is in" advertisements is Hyundai,its producer.

Many companies are now sending messages to mobile phones as part of their direct mobile marketing strategy.These messages are often:

Which form of promotion budgeting most closely relates to the marketing concept?

Which of these promotional elements has the inherent weakness of extremely high expenses per exposure?

An advantage of publicity is its:

Marketing: Customer Value, satisfaction, relationships, and Experiences

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Consumer Behaviour

Organizational Markets and Buyer Behaviour

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Using Social Media to Connect With Consumers

Filters

While walking along Robson Street in Vancouver,you receive a notification on your phone from Starbucks (you have their app),that says: "Fifty cents off your next purchase,expires in 20 minutes!" This is a form of _ and .