Question 1

Interference on one's television set during a commercial is an example of noise.

Accepted Answer

A) True 
 B)False

Question 2

When a push policy is used in promotion of a particular product,the producer promotes the product only to the next channel member.

Accepted Answer

A) True 
 B)False

Question 3

Often when a company introduces a new product or line extension,its promotion will focus on ____ in order to initiate the product-adoption process.

Accepted Answer

A)  creating awareness 
B)  stimulating demand 
C)  retaining loyal customers 
D)  combating competitive promotional efforts 
E)  identifying prospects 
A)  creating awareness 
B)  stimulating demand 
C)  retaining loyal customers 
D)  combating competitive promotional efforts 
E)  identifying prospects

Question 4

During a one-minute television ad for Nike,the National Weather Service interrupts to announce a flash flood warning for surrounding counties.Such an occurrence is an example of ____ in the communication process.

Accepted Answer

A)  encoding 
B)  bad luck 
C)  noise 
D)  deflected transmission 
E)  poor implementation 
A)  encoding 
B)  bad luck 
C)  noise 
D)  deflected transmission 
E)  poor implementation

Question 5

One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often required.

Accepted Answer

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

Question 6

What is the difference between a push policy and a pull policy? How is each implemented?

Accepted Answer

A push policy and a pull policy are two

Question 7

The two main reasons for criticism of promotional activities are that promotion

Accepted Answer

A)  has some flaws,and it is deceptive. 
B)  is deceptive,and it causes prices to rise. 
C)  pervades our daily lives,and it creates needs in us. 
D)  creates needs in us,and it encourages materialism. 
E)  has some flaws,and it pervades our daily lives. 
A)  has some flaws,and it is deceptive. 
B)  is deceptive,and it causes prices to rise. 
C)  pervades our daily lives,and it creates needs in us. 
D)  creates needs in us,and it encourages materialism. 
E)  has some flaws,and it pervades our daily lives.

Question 8

Measuring the effect of advertising on sales is difficult.

Accepted Answer

A) True 
 B)False

Question 9

Sara Dickson is concerned about the effectiveness of Magnum,Inc.'s promotional messages,and is seeking an approach with immediate feedback.Sara is most likely to achieve this through

Accepted Answer

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

Question 10

Certain types of promotion facilitate price competition.

Accepted Answer

A) True 
 B)False

Question 11

Effective management of integrated marketing communications is based upon

Accepted Answer

A)  consumer attitudes towards promotion. 
B)  information about customers. 
C)  the communication process model. 
D)  budgetary allowances. 
E)  the firm's organizational structure. 
A)  consumer attitudes towards promotion. 
B)  information about customers. 
C)  the communication process model. 
D)  budgetary allowances. 
E)  the firm's organizational structure.

Question 12

Encoding is the process by which a receiver takes the coded message received from the source and converts it into ideas and concepts.

Accepted Answer

A) True 
 B)False

Question 13

Promotion helps consumers because it

Accepted Answer

A)  costs billions of dollars each year,which stimulates the U.S.economy. 
B)  always stresses wholesome values,which benefits society. 
C)  persuades consumers to make the right choices. 
D)  informs consumers and places them in a position to specify the products that they seek. 
E)  tends to be informative and not persuasive. 
A)  costs billions of dollars each year,which stimulates the U.S.economy. 
B)  always stresses wholesome values,which benefits society. 
C)  persuades consumers to make the right choices. 
D)  informs consumers and places them in a position to specify the products that they seek. 
E)  tends to be informative and not persuasive.

Question 14

Which of the following are personal informal exchanges of communication that customers share with one another about products,brands,and companies?

Accepted Answer

A)  Guerilla communication 
B)  Word-of-mouth communication 
C)  Buzz marketing 
D)  Viral marketing 
E)  Conversational promotion 
A)  Guerilla communication 
B)  Word-of-mouth communication 
C)  Buzz marketing 
D)  Viral marketing 
E)  Conversational promotion

Question 15

A television advertisement that transmits several types of audio messages and visual materials may be ineffective.

Accepted Answer

A) True 
 B)False

Question 16

If a pull policy is to be used in promoting a product,the firm

Accepted Answer

A)  promotes directly to consumers. 
B)  promotes only to the next marketing institution down the marketing channel. 
C)  promotes the product to retail stores only. 
D)  promotes the product to wholesalers only. 
E)  must also use the push policy to be effective. 
A)  promotes directly to consumers. 
B)  promotes only to the next marketing institution down the marketing channel. 
C)  promotes the product to retail stores only. 
D)  promotes the product to wholesalers only. 
E)  must also use the push policy to be effective.

Question 17

What are the differences in trying to stimulate primary demand versus selective demand?

Accepted Answer

The answer of What are the differences in trying to...

Question 18

Use the following to answer the questions.
When introducing a new vehicle targeted to the under-30 population,Toyota used several different methods of communication.First,it did research in several large cities to find out who the opinion leaders were in that age group.By visiting the local nightlife,one or two people in each city were selected and given a new vehicle to drive for two weeks.They were told to share information about this new vehicle with their friends.After a few weeks,then a television campaign was launched with commercials introducing the new vehicle.Toyota also placed ads in magazines that were targeted to the under-30 age group,and used drive-by billboards in the large cities near the nightclub areas.
-Refer to Scenario 16.1.Suppose that Toyota has decided to contract with the producer of the next James Bond 007 movie to use one of its new vehicles in a chase scene.This would best be an example of

Accepted Answer

A)  sales promotion. 
B)  word-of-mouth promotion. 
C)  product placement. 
D)  viral marketing. 
E)  publicity. 
A)  sales promotion. 
B)  word-of-mouth promotion. 
C)  product placement. 
D)  viral marketing. 
E)  publicity.

Question 19

Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of

Accepted Answer

A)  stimulating demand. 
B)  reducing sales fluctuations. 
C)  combating competitive promotional efforts. 
D)  facilitating reseller support. 
E)  retaining loyal customers. 
A)  stimulating demand. 
B)  reducing sales fluctuations. 
C)  combating competitive promotional efforts. 
D)  facilitating reseller support. 
E)  retaining loyal customers.

Question 20

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)  advertising. 
C)  personal selling. 
D)  publicity. 
E)  kinesic communication. 
A)  sales promotion. 
B)  advertising. 
C)  personal selling. 
D)  publicity. 
E)  kinesic communication.

Exam 16: Integrated Marketing Communications

Interference on one's television set during a commercial is an example of noise.

When a push policy is used in promotion of a particular product,the producer promotes the product only to the next channel member.

Often when a company introduces a new product or line extension,its promotion will focus on ____ in order to initiate the product-adoption process.

During a one-minute television ad for Nike,the National Weather Service interrupts to announce a flash flood warning for surrounding counties.Such an occurrence is an example of ____ in the communication process.

One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often required.

What is the difference between a push policy and a pull policy? How is each implemented?

The two main reasons for criticism of promotional activities are that promotion

Measuring the effect of advertising on sales is difficult.

Sara Dickson is concerned about the effectiveness of Magnum,Inc.'s promotional messages,and is seeking an approach with immediate feedback.Sara is most likely to achieve this through

Certain types of promotion facilitate price competition.

Effective management of integrated marketing communications is based upon

Encoding is the process by which a receiver takes the coded message received from the source and converts it into ideas and concepts.

Promotion helps consumers because it

Which of the following are personal informal exchanges of communication that customers share with one another about products,brands,and companies?

A television advertisement that transmits several types of audio messages and visual materials may be ineffective.

If a pull policy is to be used in promoting a product,the firm

What are the differences in trying to stimulate primary demand versus selective demand?

Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of

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

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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