Question 1

Promotion of products tends to keep their prices high.

Accepted Answer

A) True 
 B)False

Question 2

One positive aspect of promotion is that it informs consumers about product uses, features, benefits, prices, and locations where the products can be bought.

Accepted Answer

A) True 
 B)False

Question 3

A sharing of meaning defines

Accepted Answer

A) promotion. 
B) information. 
C) noise. 
D) interference. 
E) communication. 
A) promotion. 
B) information. 
C) noise. 
D) interference. 
E) communication.

Question 4

If FedEx decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx 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 5

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 6

For many consumers, the pages near the back of magazines with dozens of very small black and white advertisements exceed their

Accepted Answer

A) channel capacity. 
B) threshold of awareness. 
C) decoding abilities. 
D) transmission limitations. 
E) noise limit. 
A) channel capacity. 
B) threshold of awareness. 
C) decoding abilities. 
D) transmission limitations. 
E) noise limit.

Question 7

Feedback does not exist for mass communication.

Accepted Answer

A) True 
 B)False

Question 8

Subway is conducting a contest in which customers are asked to name a new sandwich. The winner gets a free sandwich each day for one year and an appearance in one of the company's TV commercials. This contest illustrates Subway's use of the ____ elements of the promotion mix.

Accepted Answer

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

Question 9

If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool?

Accepted Answer

A) People are more likely to believe a human being than a print ad. 
B) TV and radio ads are not feasible for smaller companies. 
C) It can achieve more sales through business customers than through individual consumers. 
D) It is easier to measure a salesperson's effects on sales than advertising's effects on sales. 
E) The firm is charging a higher price to cover the expensive salaries of its salespeople. 
A) People are more likely to believe a human being than a print ad. 
B) TV and radio ads are not feasible for smaller companies. 
C) It can achieve more sales through business customers than through individual consumers. 
D) It is easier to measure a salesperson's effects on sales than advertising's effects on sales. 
E) The firm is charging a higher price to cover the expensive salaries of its salespeople.

Question 10

You are the marketing manager for a company that makes and markets designer sunglasses. Recently, your boss suggested to you that the company should try to get its sunglasses worn by more actors and actresses in movies. He asked you to look into what it would take to make that happen.Which of following promotion activities is your boss referring to with this idea? ​

Accepted Answer

A) Advertising 
B) Personal selling 
C) Public relations 
D) Product sponsorship 
E) Product placement 
A) Advertising 
B) Personal selling 
C) Public relations 
D) Product sponsorship 
E) Product placement

Question 11

Marketers of highly seasonal products tend to have more irregular use of

Accepted Answer

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

Question 12

Laws, government regulations, and industry self-regulation ______________ deceptive promotion.

Accepted Answer

A) have done nothing to decrease 
B) have caused an increase in 
C) have eliminated all 
D) have helped decrease 
E) have created new forms of 
A) have done nothing to decrease 
B) have caused an increase in 
C) have eliminated all 
D) have helped decrease 
E) have created new forms of

Question 13

Public relations is a set of tools to be used primarily during crises.

Accepted Answer

A) True 
 B)False

Question 14

A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a

Accepted Answer

A) communications channel. 
B) source. 
C) relay channel. 
D) decoder. 
E) sender. 
A) communications channel. 
B) source. 
C) relay channel. 
D) decoder. 
E) sender.

Question 15

__________ is anything that reduces an integrated marketing communication's clarity and accuracy.

Accepted Answer

A) Feedback 
B) Channel capacity 
C) Noise 
D) Communication channel 
E) Coding process 
A) Feedback 
B) Channel capacity 
C) Noise 
D) Communication channel 
E) Coding process

Question 16

Why is public relations an important form of communication about a company? Discuss negative public relations, and give an example.

Accepted Answer

Public relations is a broad set of commu

Question 17

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 18

Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates

Accepted Answer

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

Question 19

The receiver's response to the decoded message is called noise.

Accepted Answer

A) True 
 B)False

Question 20

Identify and describe the four major promotion mix elements.

Accepted Answer

The four possible elements of a promotio

Promotion of products tends to keep their prices high.

One positive aspect of promotion is that it informs consumers about product uses, features, benefits, prices, and locations where the products can be bought.

A sharing of meaning defines

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

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

For many consumers, the pages near the back of magazines with dozens of very small black and white advertisements exceed their

Feedback does not exist for mass communication.

Subway is conducting a contest in which customers are asked to name a new sandwich. The winner gets a free sandwich each day for one year and an appearance in one of the company's TV commercials. This contest illustrates Subway's use of the ____ elements of the promotion mix.

If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool?

Marketers of highly seasonal products tend to have more irregular use of

Laws, government regulations, and industry self-regulation ______________ deceptive promotion.

Public relations is a set of tools to be used primarily during crises.

A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a

__________ is anything that reduces an integrated marketing communication's clarity and accuracy.

Why is public relations an important form of communication about a company? Discuss negative public relations, and give an example.

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

Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates

The receiver's response to the decoded message is called noise.

Identify and describe the four major promotion mix elements.

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, Branding and Packaging

Developing and Managing Products

Services Marketing

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 16: Integrated Marketing Communications

Promotion of products tends to keep their prices high.

One positive aspect of promotion is that it informs consumers about product uses, features, benefits, prices, and locations where the products can be bought.

A sharing of meaning defines

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

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

For many consumers, the pages near the back of magazines with dozens of very small black and white advertisements exceed their

Feedback does not exist for mass communication.

Subway is conducting a contest in which customers are asked to name a new sandwich. The winner gets a free sandwich each day for one year and an appearance in one of the company's TV commercials. This contest illustrates Subway's use of the ____ elements of the promotion mix.

If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool?

Marketers of highly seasonal products tend to have more irregular use of

Laws, government regulations, and industry self-regulation ______________ deceptive promotion.

Public relations is a set of tools to be used primarily during crises.

A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a

__________ is anything that reduces an integrated marketing communication's clarity and accuracy.

Why is public relations an important form of communication about a company? Discuss negative public relations, and give an example.

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

Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates

The receiver's response to the decoded message is called noise.

Identify and describe the four major promotion mix elements.

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, Branding and Packaging

Developing and Managing Products

Services Marketing

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