Question 1

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

Accepted Answer

In the communication process, the sender

Question 2

Viewers are likely to practice selective perception and tune out statements they perceive as too strong or not credible.

Accepted Answer

A) True 
 B)False

Question 3

Mass media such as TV ads,while still useful,are no longer the mainstay of marketing campaigns.

Accepted Answer

A) True 
 B)False

Question 4

The secret to choosing the best advertising strategy is developing a message that best positions a firm's product in the audience's mind.

Accepted Answer

A) True 
 B)False

Question 5

The use of unconventional,innovative,and low-cost marketing techniques designed to get consumers' attention in unusual ways is called _____.

Accepted Answer

A) guerrilla marketing 
B) cause marketing 
C) mass marketing 
D) cloud marketing 
A) guerrilla marketing 
B) cause marketing 
C) mass marketing 
D) cloud marketing

Question 6

Which of the following is a disadvantage of using public relations as a promotional strategy?

Accepted Answer

A) It involves much effort directed towards non-marketing oriented goals. 
B) It creates a negative attitude toward a product or company. 
C) It damages the credibility of a product or company. 
D) It is a highly expensive method of promotion. 
A) It involves much effort directed towards non-marketing oriented goals. 
B) It creates a negative attitude toward a product or company. 
C) It damages the credibility of a product or company. 
D) It is a highly expensive method of promotion.

Question 7

Match each item with the correct statement below.
-Advertising by stores that sell goods or services directly to the consuming public is 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 8

When Think Green,a not-for-profit organization,realizes that its campaign for a "go vegan" lifestyle has lost its steam,it decides to renew the campaign by holding an international culinary contest for the best vegan recipe.This is an example of _____ advertising.

Accepted Answer

A) informative 
B) reminder 
C) evaluative 
D) retentive 
A) informative 
B) reminder 
C) evaluative 
D) retentive

Question 9

Which of the following constitutes nonpersonal selling?

Accepted Answer

A) Product placement in a TV show 
B) Face-to-face interaction between a buyer and a seller 
C) Telephonic conversation between a buyer and a seller 
D) A videoconference between a marketer and a customer 
A) Product placement in a TV show 
B) Face-to-face interaction between a buyer and a seller 
C) Telephonic conversation between a buyer and a seller 
D) A videoconference between a marketer and a customer

Question 10

IMC must not only deliver messages to intended audiences but also gather responses from them.

Accepted Answer

A) True 
 B)False

Question 11

_____ advertising includes two-way promotional messages transmitted through communication channels that induce message recipients to participate actively in the promotional effort.

Accepted Answer

A) Comparative 
B) Retail 
C) Interactive 
D) Cooperative 
A) Comparative 
B) Retail 
C) Interactive 
D) Cooperative

Question 12

Which of the following types of MPR responds to an external situation that has potential negative consequences for an organization?

Accepted Answer

A) Active MPR 
B) Passive MPR 
C) Proactive MPR 
D) Reactive MPR 
A) Active MPR 
B) Passive MPR 
C) Proactive MPR 
D) Reactive MPR

Question 13

Paid,nonpersonal communication through various media about a business firm,not-for-profit organization,product,or idea by a sponsor identified in a message intended to inform or persuade members of a particular audience is called _____.

Accepted Answer

A) sales promotion 
B) advertising 
C) product placement 
D) direct marketing 
A) sales promotion 
B) advertising 
C) product placement 
D) direct marketing

Question 14

The process of communicating promotional messages begins with encoding.

Accepted Answer

A) True 
 B)False

Question 15

An IMC strategy helps marketers create a unified personality for the product by choosing the right elements from the promotional mix to send the message.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following types of advertising is most likely to be used in the latter part of the maturity stage and throughout the decline stage of the product lifecycle?

Accepted Answer

A) Informative advertising 
B) Reminder advertising 
C) Associative advertising 
D) Persuasive advertising 
A) Informative advertising 
B) Reminder advertising 
C) Associative advertising 
D) Persuasive advertising

Question 17

In communicating a promotional message,decoding refers to the:

Accepted Answer

A) translation of the message into understandable terms and transmitting it through the communication channel. 
B) receiver's interpretation of the message transmitted through the communication channel. 
C) receiver's response to the message transmitted through the communication channel. 
D) noise that interferes with the transmission of the message through the communication channel. 
A) translation of the message into understandable terms and transmitting it through the communication channel. 
B) receiver's interpretation of the message transmitted through the communication channel. 
C) receiver's response to the message transmitted through the communication channel. 
D) noise that interferes with the transmission of the message through the communication channel.

Question 18

You work for the local public health department and want to assure community residents that the recent meningitis outbreak is under control,and that your staff are working diligently to vaccinate children and to ensure that something like this doesn't occur in the future. ​
​Which type of advertising should the company use?

Accepted Answer

A) ​product advertising 
B) ​reminder advertising 
C) ​informative advertising 
D) ​persuasive advertising 
E) ​institutional advertising 
A) ​product advertising 
B) ​reminder advertising 
C) ​informative advertising 
D) ​persuasive advertising 
E) ​institutional advertising

Question 19

The goal of an ad is to improve the likelihood that a customer will buy a particular good or service.

Accepted Answer

A) True 
 B)False

Question 20

​Jill needs to motivate her promotion team to focus not just on individual messages,but on the benefits of integrating all of the firm's marketing communications.Choose the benefits that Jill should discuss.

Accepted Answer

A) ​Looking at the components of the promotion mix from the customer's point of view 
B) ​Reducing information overload 
C) ​Achieving competitive advantage based on synergy 
D) ​Creating a unified brand personality 
E) ​Reducing interdependence among the elements of the promotion mix 
A) ​Looking at the components of the promotion mix from the customer's point of view 
B) ​Reducing information overload 
C) ​Achieving competitive advantage based on synergy 
D) ​Creating a unified brand personality 
E) ​Reducing interdependence among the elements of the promotion mix

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

Viewers are likely to practice selective perception and tune out statements they perceive as too strong or not credible.

Mass media such as TV ads,while still useful,are no longer the mainstay of marketing campaigns.

The secret to choosing the best advertising strategy is developing a message that best positions a firm's product in the audience's mind.

The use of unconventional,innovative,and low-cost marketing techniques designed to get consumers' attention in unusual ways is called _____.

Which of the following is a disadvantage of using public relations as a promotional strategy?

Match each item with the correct statement below. -Advertising by stores that sell goods or services directly to the consuming public is called _____.

When Think Green,a not-for-profit organization,realizes that its campaign for a "go vegan" lifestyle has lost its steam,it decides to renew the campaign by holding an international culinary contest for the best vegan recipe.This is an example of _____ advertising.

Which of the following constitutes nonpersonal selling?

IMC must not only deliver messages to intended audiences but also gather responses from them.

_____ advertising includes two-way promotional messages transmitted through communication channels that induce message recipients to participate actively in the promotional effort.

Which of the following types of MPR responds to an external situation that has potential negative consequences for an organization?

Paid,nonpersonal communication through various media about a business firm,not-for-profit organization,product,or idea by a sponsor identified in a message intended to inform or persuade members of a particular audience is called _____.

The process of communicating promotional messages begins with encoding.

An IMC strategy helps marketers create a unified personality for the product by choosing the right elements from the promotional mix to send the message.

Which of the following types of advertising is most likely to be used in the latter part of the maturity stage and throughout the decline stage of the product lifecycle?

In communicating a promotional message,decoding refers to the:

The goal of an ad is to improve the likelihood that a customer will buy a particular good or service.

Jill needs to motivate her promotion team to focus not just on individual messages,but on the benefits of integrating all of the firm's marketing communications.Choose the benefits that Jill should discuss.

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

Business-To-Business B2bmarketing

Global Marketing

Market Segmentation, targeting, and Positioning

Marketing Research in the Era of Big Data

Relationship Marketing and Customer Relationship Management Crm

Product and Service Strategies

Developing and Managing Brand and Product Categories

Marketing Channels and Supply Chain Management

Retailers, wholesalers, and Direct Marketers

Personal Selling and Sales Promotion

Pricing Concepts

Pricing Strategies

Developing an Effective Marketing Plan

Financial Analysis in Marketing

Filters

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

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

Viewers are likely to practice selective perception and tune out statements they perceive as too strong or not credible.

Mass media such as TV ads,while still useful,are no longer the mainstay of marketing campaigns.

The secret to choosing the best advertising strategy is developing a message that best positions a firm's product in the audience's mind.

The use of unconventional,innovative,and low-cost marketing techniques designed to get consumers' attention in unusual ways is called _____.

Which of the following is a disadvantage of using public relations as a promotional strategy?

Match each item with the correct statement below. -Advertising by stores that sell goods or services directly to the consuming public is called _____.

When Think Green,a not-for-profit organization,realizes that its campaign for a "go vegan" lifestyle has lost its steam,it decides to renew the campaign by holding an international culinary contest for the best vegan recipe.This is an example of _____ advertising.

Which of the following constitutes nonpersonal selling?

IMC must not only deliver messages to intended audiences but also gather responses from them.

_____ advertising includes two-way promotional messages transmitted through communication channels that induce message recipients to participate actively in the promotional effort.

Which of the following types of MPR responds to an external situation that has potential negative consequences for an organization?

Paid,nonpersonal communication through various media about a business firm,not-for-profit organization,product,or idea by a sponsor identified in a message intended to inform or persuade members of a particular audience is called _____.

The process of communicating promotional messages begins with encoding.

An IMC strategy helps marketers create a unified personality for the product by choosing the right elements from the promotional mix to send the message.

Which of the following types of advertising is most likely to be used in the latter part of the maturity stage and throughout the decline stage of the product lifecycle?

In communicating a promotional message,decoding refers to the:

The goal of an ad is to improve the likelihood that a customer will buy a particular good or service.

​Jill needs to motivate her promotion team to focus not just on individual messages,but on the benefits of integrating all of the firm's marketing communications.Choose the benefits that Jill should discuss.

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

Business-To-Business B2bmarketing

Global Marketing

Market Segmentation, targeting, and Positioning

Marketing Research in the Era of Big Data

Relationship Marketing and Customer Relationship Management Crm

Product and Service Strategies

Developing and Managing Brand and Product Categories

Marketing Channels and Supply Chain Management

Retailers, wholesalers, and Direct Marketers

Personal Selling and Sales Promotion

Pricing Concepts

Pricing Strategies

Developing an Effective Marketing Plan

Financial Analysis in Marketing

Filters

Jill needs to motivate her promotion team to focus not just on individual messages,but on the benefits of integrating all of the firm's marketing communications.Choose the benefits that Jill should discuss.