Question 1

American Siding and Windows uses a team of inside sales representatives to contact homeowners by telephone and schedule appointments to provide free estimates on home improvement projects such as new windows, sun rooms, siding, and awnings. The company's promotional efforts can be classified as:

Accepted Answer

A)  direct marketing. 
B)  public relations. 
C)  sponsorship. 
D)  nonpersonal selling.

Question 2

Go Daddy is a company specializing in domain names, website hosting, and other online services for business. They've worked with Danica Patrick, a popular female Indy car racer as a spokesperson for the brand. Go Daddy is using a _____ advertising appeal.

Accepted Answer

A)  celebrity 
B)  fear 
C)  humor 
D)  comparative

Question 3

Noise can also result from distractions within an advertising message itself.

Accepted Answer

A) True 
 B)False

Question 4

Lenova Computers uses _______ to promote their brand of computers and also the Intel chips inside the computers. Both Lenova and Intel benefit because they share the costs of advertising and enhance both brand's images.

Accepted Answer

A)  cross-promotion 
B)  joint marketing 
C)  complementary marketing 
D)  combination promotion

Question 5

When a pharmaceutical company advertises that its product has a greater pain-relieving effect than Tylenol, it is using _____ advertising.

Accepted Answer

A)  cooperative 
B)  comparative 
C)  retail 
D)  institutional

Question 6

The process of communicating promotional messages begins with encoding.

Accepted Answer

A) True 
 B)False

Question 7

​Advertisers like radio for its ability to reach people while they drive because they are a captive audience.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following terms refers to the unpaid placement of significant news about accompany in mass media or social media outlets?

Accepted Answer

A)  Publicity 
B)  Advertising 
C)  Product placement 
D)  Sponsoring

Question 9

Explain the communication process. What are the three tasks that an effective message should accomplish?

Accepted Answer

The answer of Explain the communication process. What are the...

Question 10

The Coffee Hound is a specialty coffee cafe that roasts its own beans and specializes on pour-over coffee drinks. The Coffee Hound hopes to increase its sales of whole and ground beans and offers free samples of flavored coffees daily. The primary objective of offering free samples is to

Accepted Answer

A)  encourage product trial. 
B)  create awareness. 
C)  stimulate demand. 
D)  retain loyal customers.

Question 11

A product's life cycle stage often determines the optimal communication vehicle to utilize. When a product reaches the growth stage, firms should increase advertising expenditures in order to persuade and remind consumers to make purchases.

Accepted Answer

A) True 
 B)False

Question 12

Define publicity. Explain its role in a firm's promotional strategy.

Accepted Answer

The answer of Define publicity. Explain its role in a...

Question 13

A product's life cycle stage often determines the optimal communication vehicle to utilize. When a product reaches the maturity stage, firms should increase advertising and sales promotion expenditures.

Accepted Answer

A) True 
 B)False

Question 14

Sylvia often watches TV while she's cooking dinner and sometimes only catches part of an advertising message as she's multitasking. The distractions of cooking and inability of Sylvia to fully concentrate on the TV means that she might miss advertisements or only catch a partial ad. Which stage of the communication process best describes what happens when Sylvia is exposed to an advertisement while cooking dinner?

Accepted Answer

A)  Noise 
B)  Decoding 
C)  Encoding 
D)  Feedback

Question 15

Celeste is working with a Ford Motor Company, one of her clients to negotiate the use of Ford trucks in an upcoming country music video. This type of paid, nonpersonal communication is known as

Accepted Answer

A)  advertising. 
B)  personal selling. 
C)  direct marketing. 
D)  public relations.

Question 16

Charlie participates in a summer baseball league and his team raises money for uniforms and travel by selling a book that costs $10 and includes a variety of discounts at restaurants and retail outlets in the local area. Charlie often tells his friends that the value of each book is over $250 and only costs $10. Which element of the promotional mix is being utilized with the book?

Accepted Answer

A)  Sales promotion 
B)  Personal selling 
C)  Public relations 
D)  Direct marketing

Question 17

​You are eager to attract a tennis star to appear in the ads for your company's rackets. However, your boss reminds you that it can be very expensive to use celebrity testimonials. Which of the following points do you make to convince her to spend the money?

Accepted Answer

A)  ​This approach can improve our racket's brand recognition. 
B)  ​This approach can boost the believability of our racket's performance. 
C)  ​With a well-known star, there is no risk of marketplace confusion. 
D)  ​With a well-known star, our brand can achieve better recall. 
E)  ​A tennis star is likely to be a credible source of information for our product.

Question 18

Southwest Airlines has an advertising campaign featuring vignettes of passengers titled "Behind Every Seat is a Story". Southwest carefully chose passenger stories to evoke emotions and also connect with a broad group of customers. In this example, Southwest Airlines represents the

Accepted Answer

A)  sender. 
B)  decoder. 
C)  encoder. 
D)  channel.

Question 19

When an organization employs an integrated approach to marketing, it risks sending conflicting information that confuses consumers.

Accepted Answer

A) True 
 B)False

Question 20

Which advertising medium has relatively long lead times and high costs but offers the ability to target a narrowly defined audience?

Accepted Answer

A)  Magazines 
B)  Newspapers 
C)  Television 
D)  Radio

Exam 17: Integrated Marketing Communications

American Siding and Windows uses a team of inside sales representatives to contact homeowners by telephone and schedule appointments to provide free estimates on home improvement projects such as new windows, sun rooms, siding, and awnings. The company's promotional efforts can be classified as:

Go Daddy is a company specializing in domain names, website hosting, and other online services for business. They've worked with Danica Patrick, a popular female Indy car racer as a spokesperson for the brand. Go Daddy is using a _____ advertising appeal.

Noise can also result from distractions within an advertising message itself.

Lenova Computers uses _______ to promote their brand of computers and also the Intel chips inside the computers. Both Lenova and Intel benefit because they share the costs of advertising and enhance both brand's images.

When a pharmaceutical company advertises that its product has a greater pain-relieving effect than Tylenol, it is using _____ advertising.

The process of communicating promotional messages begins with encoding.

​Advertisers like radio for its ability to reach people while they drive because they are a captive audience.

Which of the following terms refers to the unpaid placement of significant news about accompany in mass media or social media outlets?

Explain the communication process. What are the three tasks that an effective message should accomplish?

The Coffee Hound is a specialty coffee cafe that roasts its own beans and specializes on pour-over coffee drinks. The Coffee Hound hopes to increase its sales of whole and ground beans and offers free samples of flavored coffees daily. The primary objective of offering free samples is to

A product's life cycle stage often determines the optimal communication vehicle to utilize. When a product reaches the growth stage, firms should increase advertising expenditures in order to persuade and remind consumers to make purchases.

Define publicity. Explain its role in a firm's promotional strategy.

A product's life cycle stage often determines the optimal communication vehicle to utilize. When a product reaches the maturity stage, firms should increase advertising and sales promotion expenditures.

Celeste is working with a Ford Motor Company, one of her clients to negotiate the use of Ford trucks in an upcoming country music video. This type of paid, nonpersonal communication is known as

​You are eager to attract a tennis star to appear in the ads for your company's rackets. However, your boss reminds you that it can be very expensive to use celebrity testimonials. Which of the following points do you make to convince her to spend the money?

Southwest Airlines has an advertising campaign featuring vignettes of passengers titled "Behind Every Seat is a Story". Southwest carefully chose passenger stories to evoke emotions and also connect with a broad group of customers. In this example, Southwest Airlines represents the

When an organization employs an integrated approach to marketing, it risks sending conflicting information that confuses consumers.

Which advertising medium has relatively long lead times and high costs but offers the ability to target a narrowly defined audience?

Advertisers like radio for its ability to reach people while they drive because they are a captive audience.

You are eager to attract a tennis star to appear in the ads for your company's rackets. However, your boss reminds you that it can be very expensive to use celebrity testimonials. Which of the following points do you make to convince her to spend the money?