Question 1

AIDA is an acronym for Attention-Interest-Desire-Action.

Accepted Answer

A) True 
 B)False

Question 2

_____ is communications by marketers that inform,persuade,and remind potential buyers of a product in order to influence an opinion or elicit a response.

Accepted Answer

A)  Distributive communication 
B)  Perceptual communication 
C)  Statistically-provable advertising 
D)  Promotion 
E)  Publicity 
A)  Distributive communication 
B)  Perceptual communication 
C)  Statistically-provable advertising 
D)  Promotion 
E)  Publicity

Question 3

The maker of Mayfield ice cream simply states,"It is the best you've ever tasted." This is an example of how a product creates a:

Accepted Answer

A)  unique selling proposition 
B)  comparative differentiation 
C)  competitive advantage 
D)  researchable objective 
E)  promotional theme 
A)  unique selling proposition 
B)  comparative differentiation 
C)  competitive advantage 
D)  researchable objective 
E)  promotional theme

Question 4

What are the three basic tasks of promotion?

Accepted Answer

A)  informing,persuading,and convincing 
B)  persuading,convincing,and reminding 
C)  informing,convincing,and reminding 
D)  informing,persuading,and reminding 
E)  persuading,comparing,and reminding 
A)  informing,persuading,and convincing 
B)  persuading,convincing,and reminding 
C)  informing,convincing,and reminding 
D)  informing,persuading,and reminding 
E)  persuading,comparing,and reminding

Question 5

What is promotion? Why is it a vital part of a company's marketing mix?

Accepted Answer

Promotion is communication by marketers

Question 6

The ultimate objective of any promotion is a purchase or some other activity.A model for reaching promotional objectives is called the AIDA concept.What does this acronym stand for? Describe what marketing actions might take place in each stage of this model.

Accepted Answer

AIDA stands for Attention-Interest-Desir

Question 7

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.How might the United Methodist Church benefit from use of the integrated marketing concept (IMC)?

Accepted Answer

A)  Ads built using the IMC concept are not as closely regulated by the Federal Trade Commission. 
B)  Noise can be eliminated from the communication channel with the use of IMC concepts. 
C)  Correct decoding is guaranteed with the application of IMC concepts. 
D)  The application of IMC concepts allows marketers to reach a more fragmented market. 
E)  None of these statements explains how the United Methodist Church could benefit from use of the integrated marketing concept (IM
C) . 
A)  Ads built using the IMC concept are not as closely regulated by the Federal Trade Commission. 
B)  Noise can be eliminated from the communication channel with the use of IMC concepts. 
C)  Correct decoding is guaranteed with the application of IMC concepts. 
D)  The application of IMC concepts allows marketers to reach a more fragmented market. 
E)  None of these statements explains how the United Methodist Church could benefit from use of the integrated marketing concept (IM
C) .

Question 8

The promotional mix consists of:

Accepted Answer

A)  advertising,publicity,direct marketing,and personal selling 
B)  public relations,direct marketing,personal selling,and publicity 
C)  product,promotion,price,and place 
D)  advertising,personal selling,sales promotion,and public relations 
E)  advertising,telemarketing,public relations,and sales promotions 
A)  advertising,publicity,direct marketing,and personal selling 
B)  public relations,direct marketing,personal selling,and publicity 
C)  product,promotion,price,and place 
D)  advertising,personal selling,sales promotion,and public relations 
E)  advertising,telemarketing,public relations,and sales promotions

Question 9

An ad in a trade magazine targeted to veterinarians urges them to prescribe Hepato for cats and dogs with damaged livers.This ad was placed by the product's manufacturer.This ad is an example of how manufacturers use a(n)_____ strategy.

Accepted Answer

A)  kinetic 
B)  pull 
C)  inertia 
D)  advertorial 
E)  push 
A)  kinetic 
B)  pull 
C)  inertia 
D)  advertorial 
E)  push

Question 10

Informative promotion is generally used:

Accepted Answer

A)  when memory stimulus is needed 
B)  when the brand name is well-known to consumers 
C)  during the early stages of the product life cycle 
D)  during an attempt to gain the immediate action of a consumer 
E)  when advertising a simple,nontechnical,mature product 
A)  when memory stimulus is needed 
B)  when the brand name is well-known to consumers 
C)  during the early stages of the product life cycle 
D)  during an attempt to gain the immediate action of a consumer 
E)  when advertising a simple,nontechnical,mature product

Question 11

Allyson Brown is trying to develop a promotional mix for her firm's new product,a sophisticated modular sunporch designed for use all year.She reasons that because her product is complex and carries high financial risks for consumers,the mix should concentrate on personal selling.

Accepted Answer

A) True 
 B)False

Question 12

To provide more delivery service to the consumer market,UPS created UPS stores.According to the AIDA model,to create attention for this more convenient way and less expensive way to mail packages through UPS,its marketing department should have relied on which element of the promotion mix?

Accepted Answer

A)  public relations 
B)  sales promotion 
C)  event sponsorship 
D)  personal selling 
E)  direct marketing 
A)  public relations 
B)  sales promotion 
C)  event sponsorship 
D)  personal selling 
E)  direct marketing

Question 13

Ernest has three engineering degrees.He has hired an interior decorator to update his home.He is tremendously frustrated when he asks what he thinks are simple questions about weight-bearing walls and insulation requirements,and the designer is unable to understand.Yet Ernest has the same problems when the designer starts talking about mauve,cerise,and magenta.Why is the communication process not working in this instance?

Accepted Answer

A)  The designer is not intelligent enough to understand engineering. 
B)  Noise is interfering with both encoding and decoding. 
C)  The wrong medium has been used. 
D)  The sender and receiver do not share overlapping frames of reference. 
E)  Personal selling should not be used to market this type of product. 
A)  The designer is not intelligent enough to understand engineering. 
B)  Noise is interfering with both encoding and decoding. 
C)  The wrong medium has been used. 
D)  The sender and receiver do not share overlapping frames of reference. 
E)  Personal selling should not be used to market this type of product.

Question 14

The promotional mix is made up of a blend of four promotional tools.Name and briefly define each of these four tools.

Accepted Answer

ADVERTISING is a form of impersonal,one-

Question 15

When it comes to steak sauce,Lawry's was specifically designed to cling to the steak and be less runny than other brands of steak sauce.Its thickness is the way its manufacturer creates a competitive advantage for the steak sauce.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following statements about the AIDA model is true?

Accepted Answer

A)  The AIDA model explains why public relations is the most important element in the promotion mix. 
B)  Advertising is most effective at the purchase stage of the AIDA model. 
C)  Certain promotional tools are more effective at certain stages of the AIDA model. 
D)  Sales promotion is not helpful during the attention stage of the AIDA model. 
E)  The promotional mix should not be influenced by the AIDA model. 
A)  The AIDA model explains why public relations is the most important element in the promotion mix. 
B)  Advertising is most effective at the purchase stage of the AIDA model. 
C)  Certain promotional tools are more effective at certain stages of the AIDA model. 
D)  Sales promotion is not helpful during the attention stage of the AIDA model. 
E)  The promotional mix should not be influenced by the AIDA model.

Question 17

Promotion is communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence their opinion or elicit a response.

Accepted Answer

A) True 
 B)False

Question 18

Publicity is free.

Accepted Answer

A) True 
 B)False

Question 19

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.The actual doll,which was given away as a premium,is an example of:

Accepted Answer

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

Question 20

What is the most effective promotion mix to use with products that are convenience goods and purchased routinely?

Accepted Answer

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

AIDA is an acronym for Attention-Interest-Desire-Action.

_____ is communications by marketers that inform,persuade,and remind potential buyers of a product in order to influence an opinion or elicit a response.

The maker of Mayfield ice cream simply states,"It is the best you've ever tasted." This is an example of how a product creates a:

What are the three basic tasks of promotion?

What is promotion? Why is it a vital part of a company's marketing mix?

The ultimate objective of any promotion is a purchase or some other activity.A model for reaching promotional objectives is called the AIDA concept.What does this acronym stand for? Describe what marketing actions might take place in each stage of this model.

The promotional mix consists of:

An ad in a trade magazine targeted to veterinarians urges them to prescribe Hepato for cats and dogs with damaged livers.This ad was placed by the product's manufacturer.This ad is an example of how manufacturers use a(n)_____ strategy.

Informative promotion is generally used:

Allyson Brown is trying to develop a promotional mix for her firm's new product,a sophisticated modular sunporch designed for use all year.She reasons that because her product is complex and carries high financial risks for consumers,the mix should concentrate on personal selling.

To provide more delivery service to the consumer market,UPS created UPS stores.According to the AIDA model,to create attention for this more convenient way and less expensive way to mail packages through UPS,its marketing department should have relied on which element of the promotion mix?

The promotional mix is made up of a blend of four promotional tools.Name and briefly define each of these four tools.

When it comes to steak sauce,Lawry's was specifically designed to cling to the steak and be less runny than other brands of steak sauce.Its thickness is the way its manufacturer creates a competitive advantage for the steak sauce.

Which of the following statements about the AIDA model is true?

Promotion is communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence their opinion or elicit a response.

Publicity is free.

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.The actual doll,which was given away as a premium,is an example of:

What is the most effective promotion mix to use with products that are convenience goods and purchased routinely?

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

AIDA is an acronym for Attention-Interest-Desire-Action.

_____ is communications by marketers that inform,persuade,and remind potential buyers of a product in order to influence an opinion or elicit a response.

The maker of Mayfield ice cream simply states,"It is the best you've ever tasted." This is an example of how a product creates a:

What are the three basic tasks of promotion?

What is promotion? Why is it a vital part of a company's marketing mix?

The ultimate objective of any promotion is a purchase or some other activity.A model for reaching promotional objectives is called the AIDA concept.What does this acronym stand for? Describe what marketing actions might take place in each stage of this model.

The promotional mix consists of:

An ad in a trade magazine targeted to veterinarians urges them to prescribe Hepato for cats and dogs with damaged livers.This ad was placed by the product's manufacturer.This ad is an example of how manufacturers use a(n)_____ strategy.

Informative promotion is generally used:

Allyson Brown is trying to develop a promotional mix for her firm's new product,a sophisticated modular sunporch designed for use all year.She reasons that because her product is complex and carries high financial risks for consumers,the mix should concentrate on personal selling.

To provide more delivery service to the consumer market,UPS created UPS stores.According to the AIDA model,to create attention for this more convenient way and less expensive way to mail packages through UPS,its marketing department should have relied on which element of the promotion mix?

The promotional mix is made up of a blend of four promotional tools.Name and briefly define each of these four tools.

When it comes to steak sauce,Lawry's was specifically designed to cling to the steak and be less runny than other brands of steak sauce.Its thickness is the way its manufacturer creates a competitive advantage for the steak sauce.

Which of the following statements about the AIDA model is true?

Promotion is communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence their opinion or elicit a response.

Publicity is free.

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.The actual doll,which was given away as a premium,is an example of:

What is the most effective promotion mix to use with products that are convenience goods and purchased routinely?

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