Question 1

Communication to large audiences,usually through a medium such as television or a newspaper,is called _____ communication.

Accepted Answer

A)  mass 
B)  feedback-proof 
C)  referential 
D)  interpersonal 
E)  public 
A)  mass 
B)  feedback-proof 
C)  referential 
D)  interpersonal 
E)  public

Question 2

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

Accepted Answer

A)  Control over message content is greatest when public relations is used. 
B)  A large audience is best reached with personal selling. 
C)  The fastest feedback occurs with personal selling. 
D)  The mode of communication for sales promotion is usually direct and personal. 
E)  The message flow with advertising is two-way. 
A)  Control over message content is greatest when public relations is used. 
B)  A large audience is best reached with personal selling. 
C)  The fastest feedback occurs with personal selling. 
D)  The mode of communication for sales promotion is usually direct and personal. 
E)  The message flow with advertising is two-way.

Question 3

The ultimate objective of any promotion is a purchase or some other activity.One model for reaching promotional objectives is called the AIDA concept.This model proposes that consumers' are moved through four stages by the promotional mix.Suppose you are the promotional manager for the new B-Gone squirrel-proof bird feeders.(Before the B-Gone,there were no feeders on the market that were really squirrel-proof.)This bird feeder is guaranteed to prevent squirrels from reaching and eating its contents.Describe the promotional activities you would recommend in each stage of AIDA model for the B-Gone feeder.Assume that personal selling will NOT be used.

Accepted Answer

ATTENTION.General awareness could be cre

Question 4

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.Keisha is watching television and sees an ad for DBS.Two ads later,she sees the new television ad for her local cable system.When questioned an hour later about advertising she has seen most recently,Keisha remembers a "cable" ad but cannot recall the details.Keisha's inability to recall the ad is most likely caused by _____ in the communication process.

Accepted Answer

A)  feedback 
B)  the use of a channel 
C)  a shared frame of reference 
D)  cognitive dissonance 
E)  noise 
A)  feedback 
B)  the use of a channel 
C)  a shared frame of reference 
D)  cognitive dissonance 
E)  noise

Question 5

Lee Apparel,maker of Lee Dungarees,created the Buddy Lee doll in the 1920s.It continued using the doll in its promotional mix and giving out Buddy Lee dolls to customers until 1964.After a 40 year absence,Lee once again began using the doll in its promotions of Lee Dungarees to the 17- to 24-year old market.The re-introduction of the Buddy Lee doll and people's reaction to it was the subject of a lengthy article in Business 2.0 magazine.The news article was an example of:

Accepted Answer

A)  a sales promotion 
B)  publicity 
C)  advertising 
D)  implicit communications 
E)  a personal sales presentations 
A)  a sales promotion 
B)  publicity 
C)  advertising 
D)  implicit communications 
E)  a personal sales presentations

Question 6

Procter & Gamble uses cents-off campaigns,couponing,and free samples to increase sales of Tide detergent.In other words,it uses a _____ promotional strategy.

Accepted Answer

A)  push 
B)  personal selling 
C)  pull 
D)  reinforcing 
E)  kinetic 
A)  push 
B)  personal selling 
C)  pull 
D)  reinforcing 
E)  kinetic

Question 7

When Heinz introduced its ketchup globally,it had to first deal with the fact ketchup is not a household staple outside the United States.Heinz has had to show foreign users how ketchup can be used.Globally,Heinz has had to rely primarily on _____ advertising.

Accepted Answer

A)  reminder 
B)  persuasive 
C)  informative 
D)  compulsive 
E)  influential 
A)  reminder 
B)  persuasive 
C)  informative 
D)  compulsive 
E)  influential

Question 8

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 church is hoping to see an increase of 3 percent in visitors to Methodist Churches as a result of this ad.In terms of the communication process,this is the desired:

Accepted Answer

A)  noise 
B)  encoding 
C)  reception 
D)  channel 
E)  feedback 
A)  noise 
B)  encoding 
C)  reception 
D)  channel 
E)  feedback

Question 9

Raz and Nasim are arguing about newspaper publicity.Raz says favorable publicity is free--hence the phrase "free publicity." Nasim says that publicity is not free because costs were incurred in developing the public relations materials used by the newspapers.Raz has a more accurate grasp of the definition of publicity.

Accepted Answer

A) True 
 B)False

Question 10

Point-of-purchase displays in grocery stores,coupons,premiums,and trial-size packages are most useful when the consumer is near the _____ stage of the AIDA model.

Accepted Answer

A)  liking 
B)  awareness 
C)  action 
D)  preference 
E)  knowledge 
A)  liking 
B)  awareness 
C)  action 
D)  preference 
E)  knowledge

Question 11

Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their Web sites.A Bag Media representative is making a presentation to several Internet entrepreneurs who are interested in getting traffic to their Web sites.The company rep is engaged in:

Accepted Answer

A)  telemarketing 
B)  interpersonal communication 
C)  publicity 
D)  mass communication 
E)  crowd selling 
A)  telemarketing 
B)  interpersonal communication 
C)  publicity 
D)  mass communication 
E)  crowd selling

Question 12

The manufacturer of Meridian yam products spent $25,000 to create an ad that ran in the Thanksgiving issue of a popular cooking magazine.Because it was the originator of the communication process,Meridian is a(n):

Accepted Answer

A)  channel 
B)  noise filter 
C)  receiver 
D)  decoder 
E)  sender 
A)  channel 
B)  noise filter 
C)  receiver 
D)  decoder 
E)  sender

Question 13

Which of the following statements about advertising is true?

Accepted Answer

A)  The total costs of advertising are typically low. 
B)  The signs on the outsides of buses and taxis are not a form of advertising. 
C)  The cost per contact in advertising is low. 
D)  Innovative media are not used in advertising. 
E)  Advertising is any form of communication in which the sponsor is identified. 
A)  The total costs of advertising are typically low. 
B)  The signs on the outsides of buses and taxis are not a form of advertising. 
C)  The cost per contact in advertising is low. 
D)  Innovative media are not used in advertising. 
E)  Advertising is any form of communication in which the sponsor is identified.

Question 14

When a marketer sends a message to its target market,the marketer must first decode the symbols used

Accepted Answer

A) True 
 B)False

Question 15

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 RugRatReaders.According to the AIDA model,the first step Martin must achieve with his target market is:

Accepted Answer

A)  attention 
B)  interest 
C)  liking 
D)  desire 
E)  action 
A)  attention 
B)  interest 
C)  liking 
D)  desire 
E)  action

Question 16

What is the basic definition of communication? What are two forms of communication? Give specific examples of these two forms and how a company could use each of them.Then explain how your company can avoid miscommunication.

Accepted Answer

Communication is the process by which in

Question 17

Public information about a company,good,or service appearing in the mass media as a news item is:

Accepted Answer

A)  personal selling 
B)  advertising 
C)  mass communications 
D)  publicity 
E)  sales promotion 
A)  personal selling 
B)  advertising 
C)  mass communications 
D)  publicity 
E)  sales promotion

Question 18

When a product is in the growth stage of its product life cycle,:

Accepted Answer

A)  all elements of the promotional mix are equally important 
B)  heavy advertising is used to build brand loyalty 
C)  persuasive and reminder advertising is decreased 
D)  personal selling is ineffective 
E)  personal selling and sales promotions are the major elements of the promotional mix used 
A)  all elements of the promotional mix are equally important 
B)  heavy advertising is used to build brand loyalty 
C)  persuasive and reminder advertising is decreased 
D)  personal selling is ineffective 
E)  personal selling and sales promotions are the major elements of the promotional mix used

Question 19

The two major categories of communications are:

Accepted Answer

A)  verbal and nonverbal 
B)  direct and indirect 
C)  long-term and short-term 
D)  mass and interpersonal 
E)  informative and persuasive 
A)  verbal and nonverbal 
B)  direct and indirect 
C)  long-term and short-term 
D)  mass and interpersonal 
E)  informative and persuasive

Question 20

Which of the following statements about sales promotions is true?

Accepted Answer

A)  Public relations cannot effectively be used with sales promotions. 
B)  Sales promotion is a type of direct marketing. 
C)  Marketers view sales promotions as more effective when they are created as long-term stimulation tools. 
D)  Trade shows,coupons,premiums,and vacation giveaways are types of sales promotions. 
E)  All sales promotions must be aimed outside the organization. 
A)  Public relations cannot effectively be used with sales promotions. 
B)  Sales promotion is a type of direct marketing. 
C)  Marketers view sales promotions as more effective when they are created as long-term stimulation tools. 
D)  Trade shows,coupons,premiums,and vacation giveaways are types of sales promotions. 
E)  All sales promotions must be aimed outside the organization.

Communication to large audiences,usually through a medium such as television or a newspaper,is called _____ communication.

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

Procter & Gamble uses cents-off campaigns,couponing,and free samples to increase sales of Tide detergent.In other words,it uses a _____ promotional strategy.

When Heinz introduced its ketchup globally,it had to first deal with the fact ketchup is not a household staple outside the United States.Heinz has had to show foreign users how ketchup can be used.Globally,Heinz has had to rely primarily on _____ advertising.

Point-of-purchase displays in grocery stores,coupons,premiums,and trial-size packages are most useful when the consumer is near the _____ stage of the AIDA model.

Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their Web sites.A Bag Media representative is making a presentation to several Internet entrepreneurs who are interested in getting traffic to their Web sites.The company rep is engaged in:

The manufacturer of Meridian yam products spent $25,000 to create an ad that ran in the Thanksgiving issue of a popular cooking magazine.Because it was the originator of the communication process,Meridian is a(n):

Which of the following statements about advertising is true?

When a marketer sends a message to its target market,the marketer must first decode the symbols used

What is the basic definition of communication? What are two forms of communication? Give specific examples of these two forms and how a company could use each of them.Then explain how your company can avoid miscommunication.

Public information about a company,good,or service appearing in the mass media as a news item is:

When a product is in the growth stage of its product life cycle,:

The two major categories of communications are:

Which of the following statements about sales promotions is true?

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

Communication to large audiences,usually through a medium such as television or a newspaper,is called _____ communication.

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

Procter & Gamble uses cents-off campaigns,couponing,and free samples to increase sales of Tide detergent.In other words,it uses a _____ promotional strategy.

When Heinz introduced its ketchup globally,it had to first deal with the fact ketchup is not a household staple outside the United States.Heinz has had to show foreign users how ketchup can be used.Globally,Heinz has had to rely primarily on _____ advertising.

Point-of-purchase displays in grocery stores,coupons,premiums,and trial-size packages are most useful when the consumer is near the _____ stage of the AIDA model.

Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their Web sites.A Bag Media representative is making a presentation to several Internet entrepreneurs who are interested in getting traffic to their Web sites.The company rep is engaged in:

The manufacturer of Meridian yam products spent $25,000 to create an ad that ran in the Thanksgiving issue of a popular cooking magazine.Because it was the originator of the communication process,Meridian is a(n):

Which of the following statements about advertising is true?

When a marketer sends a message to its target market,the marketer must first decode the symbols used

What is the basic definition of communication? What are two forms of communication? Give specific examples of these two forms and how a company could use each of them.Then explain how your company can avoid miscommunication.

Public information about a company,good,or service appearing in the mass media as a news item is:

When a product is in the growth stage of its product life cycle,:

The two major categories of communications are:

Which of the following statements about sales promotions is true?

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