Question 1

The promotional method most commonly used for highly personal items is personal selling.

Accepted Answer

A) True 
 B)False

Question 2

Each communication channel has a limit on the volume of information it can handle effectively.This limit is called

Accepted Answer

A)  transmission load. 
B)  feedback. 
C)  encoding. 
D)  noise. 
E)  channel capacity. 
A)  transmission load. 
B)  feedback. 
C)  encoding. 
D)  noise. 
E)  channel capacity.

Question 3

Some critics,including consumer groups and government officials,suggest that certain products should not be promoted because they

Accepted Answer

A)  cost too much. 
B)  are illegal. 
C)  are potentially harmful. 
D)  do not last. 
E)  are not competitive. 
A)  cost too much. 
B)  are illegal. 
C)  are potentially harmful. 
D)  do not last. 
E)  are not competitive.

Question 4

Communication through the use of brochures,annual reports,event sponsorships,and news stores is referred to as

Accepted Answer

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

Question 5

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered

Accepted Answer

A)  noise. 
B)  communication links. 
C)  communication resources. 
D)  communication channels. 
E)  decoding sources. 
A)  noise. 
B)  communication links. 
C)  communication resources. 
D)  communication channels. 
E)  decoding sources.

Question 6

Factors such as climate,seasons,and holidays tend to lead to the promotional objective of

Accepted Answer

A)  combating competitive promotional offers. 
B)  facilitating reseller support. 
C)  encouraging product trial. 
D)  retaining loyal customers. 
E)  reducing sales fluctuations. 
A)  combating competitive promotional offers. 
B)  facilitating reseller support. 
C)  encouraging product trial. 
D)  retaining loyal customers. 
E)  reducing sales fluctuations.

Question 7

During the introduction stage of the product life cycle,which type of promotion would a firm focus on?

Accepted Answer

A)  Reminder 
B)  Competitive 
C)  Comparative 
D)  Pioneer 
E)  Repetitive 
A)  Reminder 
B)  Competitive 
C)  Comparative 
D)  Pioneer 
E)  Repetitive

Question 8

Several forms of promotion can be used to complement personal selling efforts.

Accepted Answer

A) True 
 B)False

Question 9

If a company has very limited promotional resources,it is most likely to use mainly personal selling.

Accepted Answer

A) True 
 B)False

Question 10

Although a radio announcer can read several hundred words a minute,a one-minute advertising message should not exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates.This illustrates the ____ consideration in effective communication.

Accepted Answer

A)  transmission load 
B)  feedback 
C)  encoding 
D)  noise 
E)  channel capacity 
A)  transmission load 
B)  feedback 
C)  encoding 
D)  noise 
E)  channel capacity

Question 11

Frequently,Burger King restaurants offer 32-ounce glasses depicting currently popular movie characters free with the purchase of a large drink.This example illustrates Burger King's use of which one of the following elements of the promotion mix?

Accepted Answer

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

Question 12

Public relations is nonpersonal communication in news story form about an organization,or its products,or both,transmitted through a mass medium at no charge.

Accepted Answer

A) True 
 B)False

Question 13

The message that a source originally encodes and the meaning a receiver ultimately decodes

Accepted Answer

A)  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)  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 14

When a push policy is used in promoting a particular product,the producer promotes the product directly to consumers.

Accepted Answer

A) True 
 B)False

Question 15

Advertising is an inflexible promotional method.

Accepted Answer

A) True 
 B)False

Question 16

A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____ advertising.

Accepted Answer

A)  unfair 
B)  illegal 
C)  deceptive 
D)  push 
E)  pull 
A)  unfair 
B)  illegal 
C)  deceptive 
D)  push 
E)  pull

Question 17

Threatt Production makes low-priced,convenience products that are widely available.It is most likely to focus its promotion efforts on

Accepted Answer

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

Question 18

The process of putting one's thoughts (meaning)into signs (symbols)is called

Accepted Answer

A)  decoding. 
B)  noise. 
C)  interference. 
D)  transmission. 
E)  the coding process. 
A)  decoding. 
B)  noise. 
C)  interference. 
D)  transmission. 
E)  the coding process.

Question 19

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 20

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.

Exam 16: Integrated Marketing Communications

The promotional method most commonly used for highly personal items is personal selling.

Each communication channel has a limit on the volume of information it can handle effectively.This limit is called

Some critics,including consumer groups and government officials,suggest that certain products should not be promoted because they

Communication through the use of brochures,annual reports,event sponsorships,and news stores is referred to as

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered

Factors such as climate,seasons,and holidays tend to lead to the promotional objective of

During the introduction stage of the product life cycle,which type of promotion would a firm focus on?

Several forms of promotion can be used to complement personal selling efforts.

If a company has very limited promotional resources,it is most likely to use mainly personal selling.

Although a radio announcer can read several hundred words a minute,a one-minute advertising message should not exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates.This illustrates the ____ consideration in effective communication.

Frequently,Burger King restaurants offer 32-ounce glasses depicting currently popular movie characters free with the purchase of a large drink.This example illustrates Burger King's use of which one of the following elements of the promotion mix?

Public relations is nonpersonal communication in news story form about an organization,or its products,or both,transmitted through a mass medium at no charge.

The message that a source originally encodes and the meaning a receiver ultimately decodes

When a push policy is used in promoting a particular product,the producer promotes the product directly to consumers.

Advertising is an inflexible promotional method.

A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____ advertising.

Threatt Production makes low-priced,convenience products that are widely available.It is most likely to focus its promotion efforts on

The process of putting one's thoughts (meaning)into signs (symbols)is called

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

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

Strategic Marketing Management

Developing and Implementing Marketing Strategies

The Global Marketing Environment

Information for Marketing Decisions

Selecting Target Markets

Consumer Behavior

Business Buying Behavior

International Marketing

Digital Marketing and Social Media

Product Decisions

Strategic Product Management

Services Marketing

Strategic Management of Branding and Packaging

A Supply Chain Management and Marketing Channels

B Supply Chain Management and Marketing Channels

A Retailing,wholesaling and Direct Marketing

B Retailing,wholesaling and Direct Marketing

Advertising and Publicrelations

Personal Selling and Sales Promotion

Strategic Pricing Management

Pricingdecisions

Global Issues,social Responsibility and Marketing

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