Question 1

Which of the following outlines a sequential four-step process for achieving promotional goals?

Accepted Answer

A)  communication model 
B)  hierarchy of impacts 
C)  AIDA concept 
D)  Maslow's hierarchy of needs 
E)  Schramm's model 
A)  communication model 
B)  hierarchy of impacts 
C)  AIDA concept 
D)  Maslow's hierarchy of needs 
E)  Schramm's model

Question 2

A channel in communication is:

Accepted Answer

A)  the only source of noise 
B)  the same as in distribution 
C)  usually an ad agency or public relations firm 
D)  someone who places advertising into media 
E)  any communication medium 
A)  the only source of noise 
B)  the same as in distribution 
C)  usually an ad agency or public relations firm 
D)  someone who places advertising into media 
E)  any communication medium

Question 3

The Hollymatic Patty Machine grinds and shapes meat into perfectly sized patties using a revolutionary new process that decreases shrinkage.The advertising agency is writing copy for the Hollymatic Patty Machine and has decided on a(n)_____ format because the product is so technical.

Accepted Answer

A)  influencer 
B)  persuasive 
C)  reminder 
D)  reseller 
E)  informative 
A)  influencer 
B)  persuasive 
C)  reminder 
D)  reseller 
E)  informative

Question 4

NutriFoods is concerned that its advertising messages are not getting through to the target market as intended.Its radio ads contain music that its target market does not like,and its spokesperson has a very nasally voice that sounds like he has a perpetual cold.These are examples of noise in the communications process.

Accepted Answer

A) True 
 B)False

Question 5

The AIDA concept can be used to explain how all promotions influence purchase decisions.

Accepted Answer

A) True 
 B)False

Question 6

There are several factors that affect the choice of promotional mix.Name five of these factors.

Accepted Answer

The answer of There are several factors that affect the...

Question 7

The four major promotional tools (advertising,personal selling,sales promotion,and public relations)are known collectively as the:

Accepted Answer

A)  communication model 
B)  advertising campaign 
C)  marketing mix 
D)  publicity four 
E)  promotional mix 
A)  communication model 
B)  advertising campaign 
C)  marketing mix 
D)  publicity four 
E)  promotional mix

Question 8

_____ is anything that interferes with,distorts,or slows the transmission of information.

Accepted Answer

A)  Media communication 
B)  Feedback 
C)  Static 
D)  Nonpaid communication 
E)  Noise 
A)  Media communication 
B)  Feedback 
C)  Static 
D)  Nonpaid communication 
E)  Noise

Question 9

Which of the following statements about the characteristics of the elements in the promotional mix is true?

Accepted Answer

A)  The speed of feedback is delayed in sales promotion,advertising,and personal selling. 
B)  Message flexibility is greatest with advertising. 
C)  The message flow is two-way in public relations,sales promotions,and personal selling. 
D)  The most feedback is available with personal selling. 
E)  The sponsor is identified in public relations,advertising,and personal selling. 
A)  The speed of feedback is delayed in sales promotion,advertising,and personal selling. 
B)  Message flexibility is greatest with advertising. 
C)  The message flow is two-way in public relations,sales promotions,and personal selling. 
D)  The most feedback is available with personal selling. 
E)  The sponsor is identified in public relations,advertising,and personal selling.

Question 10

The marketing campaign for Alpo dog food uses posters in veterinarians' offices,radio and television ads,as well as a Web site to promote benefits of the dog food.In terms of the communication process,Alpo used several different:

Accepted Answer

A)  source of feedback 
B)  channels 
C)  encoders 
D)  decoders 
E)  noise interrupters 
A)  source of feedback 
B)  channels 
C)  encoders 
D)  decoders 
E)  noise interrupters

Question 11

_____ is the method of carefully coordinating all promotional activities to produce a consistent,unified message that is customer focused.

Accepted Answer

A)  Interpersonal and mass communications (IM
C) approach 
B)  Promotional mixing 
C)  Integrated marketing communications 
D)  Creative selling 
E)  Relationship marketing 
A)  Interpersonal and mass communications (IM
C) approach 
B)  Promotional mixing 
C)  Integrated marketing communications 
D)  Creative selling 
E)  Relationship marketing

Question 12

Persuasion normally becomes the primary promotion goal when:

Accepted Answer

A)  a firm is trying to increase brand awareness 
B)  the product enters the growth stage of the product life cycle 
C)  selling a highly technical product 
D)  reminding consumers where to buy the product 
E)  new products are in early stages of the product life cycle 
A)  a firm is trying to increase brand awareness 
B)  the product enters the growth stage of the product life cycle 
C)  selling a highly technical product 
D)  reminding consumers where to buy the product 
E)  new products are in early stages of the product life cycle

Question 13

Fans of Cheerwine cherry-flavored cola are able to explain why Cheerwine is superior to any other type of cherry cola.They are scattered throughout the southeastern United States and are extremely brand loyal.The characteristics of this target market indicate that a promotional mix with _____ should be used.

Accepted Answer

A)  less publicity and sales promotion and more personal selling 
B)  more advertising and sales promotion and less personal selling 
C)  more sales promotion and personal selling and less advertising 
D)  less sales promotion and more advertising and personal selling 
E)  more advertising and less sales promotion and public relations 
A)  less publicity and sales promotion and more personal selling 
B)  more advertising and sales promotion and less personal selling 
C)  more sales promotion and personal selling and less advertising 
D)  less sales promotion and more advertising and personal selling 
E)  more advertising and less sales promotion and public relations

Question 14

SCENARIOS
Cable TV
It wasn't so long ago that cable swaggered around the television industry as the upstart threatening the broadcast networks.Now,cable is old news.The antagonist is the satellite dish with the capability of delivering hundreds of channels and offering an array of movies and sports events.The technology is known as direct broadcast satellite,or DBS.The new challenger has shaken awake the "sleeping giant" cable industry,which has hit the airwaves with some of the most aggressive advertisements the television industry has seen.The ads emphasize the downside of disconnecting cable and choosing to purchase a satellite dish.One commercial opened with a man on a couch joined by his wife with a large bowl of popcorn.They snuggle in front of their TV set,hooked to up to DBS.She seemed excited about their new system and exclaimed,"So this is it?" She then asked how much the satellite dish cost.When her husband answered,the excitement was off."There's no monthly fee?" she asked."No more than cable," he responded.When she requests to watch the news,he sheepishly said,"Uh,can't get local news." At the end of the commercial,the spokesperson for the cable industry declared,"These days when everyone is promising you the future of television,isn't it nice to know you already have it."
-Refer to Methodist Church.The ad campaign will use _____ communication.

Accepted Answer

A)  mass 
B)  interpersonal 
C)  direct 
D)  hierarchical 
E)  functional 
A)  mass 
B)  interpersonal 
C)  direct 
D)  hierarchical 
E)  functional

Question 15

Veterinarian Richard Dixon places his service's advertising messages on outdoor signs and in the yellow pages of the phone book.These communications are directed at the _____,the person who will decode the message.

Accepted Answer

A)  sender 
B)  receiver 
C)  encoder 
D)  channeler 
E)  communicator 
A)  sender 
B)  receiver 
C)  encoder 
D)  channeler 
E)  communicator

Question 16

To get more retailers to stock their products,Rust-Oleum paint developed a strong advertising campaign aimed at consumers.The ads show creative ways to use paint to make homes more attractive and emphasize the facts the paint doesn't chip,peel,or fade.Rust-Oleum is using a _____ promotional strategy.

Accepted Answer

A)  push 
B)  channel 
C)  reinforcement 
D)  pull 
E)  kinetic 
A)  push 
B)  channel 
C)  reinforcement 
D)  pull 
E)  kinetic

Question 17

Advertising is any form of impersonal,one-way mass communication in which the sponsor is identified.

Accepted Answer

A) True 
 B)False

Question 18

SCENARIOS
Cable TV
It wasn't so long ago that cable swaggered around the television industry as the upstart threatening the broadcast networks.Now,cable is old news.The antagonist is the satellite dish with the capability of delivering hundreds of channels and offering an array of movies and sports events.The technology is known as direct broadcast satellite,or DBS.The new challenger has shaken awake the "sleeping giant" cable industry,which has hit the airwaves with some of the most aggressive advertisements the television industry has seen.The ads emphasize the downside of disconnecting cable and choosing to purchase a satellite dish.One commercial opened with a man on a couch joined by his wife with a large bowl of popcorn.They snuggle in front of their TV set,hooked to up to DBS.She seemed excited about their new system and exclaimed,"So this is it?" She then asked how much the satellite dish cost.When her husband answered,the excitement was off."There's no monthly fee?" she asked."No more than cable," he responded.When she requests to watch the news,he sheepishly said,"Uh,can't get local news." At the end of the commercial,the spokesperson for the cable industry declared,"These days when everyone is promising you the future of television,isn't it nice to know you already have it."
-Refer to Cable TV.The cable industry's ad campaigns are designed to communicate to a large audience via television and radio.It uses _____ communication.

Accepted Answer

A)  mass 
B)  clutter 
C)  interpersonal 
D)  intrapersonal 
E)  public 
A)  mass 
B)  clutter 
C)  interpersonal 
D)  intrapersonal 
E)  public

Question 19

What are the three basic tasks of promotion? For each of these three tasks,give two specific promotions examples of how that task might be accomplished.

Accepted Answer

INFORM @#IMG-DLM& PE

Question 20

_____ is a purchase situation in which two or more people communicate in an attempt to influence each other.

Accepted Answer

A)  Implicit communication 
B)  Personal selling 
C)  Mass communication 
D)  Public relations 
E)  Synergisitc communication 
A)  Implicit communication 
B)  Personal selling 
C)  Mass communication 
D)  Public relations 
E)  Synergisitc communication

Which of the following outlines a sequential four-step process for achieving promotional goals?

A channel in communication is:

The Hollymatic Patty Machine grinds and shapes meat into perfectly sized patties using a revolutionary new process that decreases shrinkage.The advertising agency is writing copy for the Hollymatic Patty Machine and has decided on a(n)_____ format because the product is so technical.

The AIDA concept can be used to explain how all promotions influence purchase decisions.

There are several factors that affect the choice of promotional mix.Name five of these factors.

The four major promotional tools (advertising,personal selling,sales promotion,and public relations)are known collectively as the:

_____ is anything that interferes with,distorts,or slows the transmission of information.

Which of the following statements about the characteristics of the elements in the promotional mix is true?

The marketing campaign for Alpo dog food uses posters in veterinarians' offices,radio and television ads,as well as a Web site to promote benefits of the dog food.In terms of the communication process,Alpo used several different:

_____ is the method of carefully coordinating all promotional activities to produce a consistent,unified message that is customer focused.

Persuasion normally becomes the primary promotion goal when:

Veterinarian Richard Dixon places his service's advertising messages on outdoor signs and in the yellow pages of the phone book.These communications are directed at the _____,the person who will decode the message.

Advertising is any form of impersonal,one-way mass communication in which the sponsor is identified.

What are the three basic tasks of promotion? For each of these three tasks,give two specific promotions examples of how that task might be accomplished.

_____ is a purchase situation in which two or more people communicate in an attempt to influence each other.

An Overview of Marketing

Strategic Planning for Competitive Advantag

Social Responsibility, ethics, and the Marketing Environment

Developing a Global Vision27

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels and Supply Chain Management

Retailing

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Internet Marketing

Customer Relationship Management

Filters

Exam 14: Integrated Marketing Communications

Which of the following outlines a sequential four-step process for achieving promotional goals?

A channel in communication is:

The Hollymatic Patty Machine grinds and shapes meat into perfectly sized patties using a revolutionary new process that decreases shrinkage.The advertising agency is writing copy for the Hollymatic Patty Machine and has decided on a(n)_____ format because the product is so technical.

The AIDA concept can be used to explain how all promotions influence purchase decisions.

There are several factors that affect the choice of promotional mix.Name five of these factors.

The four major promotional tools (advertising,personal selling,sales promotion,and public relations)are known collectively as the:

_____ is anything that interferes with,distorts,or slows the transmission of information.

Which of the following statements about the characteristics of the elements in the promotional mix is true?

The marketing campaign for Alpo dog food uses posters in veterinarians' offices,radio and television ads,as well as a Web site to promote benefits of the dog food.In terms of the communication process,Alpo used several different:

_____ is the method of carefully coordinating all promotional activities to produce a consistent,unified message that is customer focused.

Persuasion normally becomes the primary promotion goal when:

Veterinarian Richard Dixon places his service's advertising messages on outdoor signs and in the yellow pages of the phone book.These communications are directed at the _____,the person who will decode the message.

Advertising is any form of impersonal,one-way mass communication in which the sponsor is identified.

What are the three basic tasks of promotion? For each of these three tasks,give two specific promotions examples of how that task might be accomplished.

_____ is a purchase situation in which two or more people communicate in an attempt to influence each other.

An Overview of Marketing

Strategic Planning for Competitive Advantag

Social Responsibility, ethics, and the Marketing Environment

Developing a Global Vision27

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels and Supply Chain Management

Retailing

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Internet Marketing

Customer Relationship Management

Filters