Question 1

Which of these would be least likely to be used for mass selling?

Accepted Answer

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

Question 2

In a marketing context, a source refers to

Accepted Answer

A)  any paid form of advertising. 
B)  consumers who read, hear, or see the message during the communications process. 
C)  a company or person who has information to convey during the communications process. 
D)  people with similar understanding and knowledge who are willing to share that knowledge with others. 
E)  a group of individuals who are willing to receive information from others.

Question 3

Which of these is a weakness of direct marketing?

Accepted Answer

A)  high absolute costs 
B)  declining customer response rates 
C)  inconsistent messages from salespeople 
D)  difficult to get media cooperation 
E)  easily duplicated and can easily lead to promotion wars

Question 4

In terms of a promotional schedule, businesses such as ski resorts, airlines, and professional sports teams are likely to reduce their promotional activity

Accepted Answer

A)  when competitors leave the market. 
B)  during the off-season. 
C)  only when sales are down more than 10-20 percent. 
D)  if they find cheaper social media options to be effective. 
E)  when the target audience becomes younger.

Question 5

After a receiver responds to a message, the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as

Accepted Answer

A)  encoding. 
B)  receiver response. 
C)  feedback. 
D)  noise. 
E)  message loop.

Question 6

In a marketing context, the acronym IMC refers to

Accepted Answer

A)  interactive media convergence. 
B)  internal marketing communications. 
C)  integrated marketing collaboration. 
D)  integrated marketing communications. 
E)  international marketing convergence.

Question 7

List and briefly describe the key elements of the communication process.

Accepted Answer

The answer of List and briefly describe the key elements...

Question 8

A primary function of the promotional mix is to

Accepted Answer

A)  explain how to use a product. 
B)  persuade consumers to try a product. 
C)  inform customers of complementary offerings. 
D)  inform customers of pricing changes. 
E)  point out flaws in competitors' products.

Question 9

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant. In terms of the communication process, the ________ of the information in the product's advertisement is Procter & Gamble, its manufacturer.

Accepted Answer

A)  receiver 
B)  source 
C)  essence 
D)  decoder 
E)  communication channel

Question 10

Pharmaceutical companies now spend more than $9.6 billion annually on ________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors. This combines a pull strategy with a push one.

Accepted Answer

A)  consumer integrated 
B)  doctor cohort 
C)  informational DVD 
D)  direct-to-consumer 
E)  customized online

Question 11

According to recent research, which consumers are considered "digital natives"?

Accepted Answer

A)  baby boomers 
B)  Hispanics 
C)  Catholics 
D)  college students 
E)  people living in the coastal United States

Question 12

Which of these is the best approach to promotion budgeting?

Accepted Answer

A)  objective and task budgeting 
B)  percentage of sales budgeting 
C)  competitive parity budgeting 
D)  all-you-can-afford budgeting 
E)  linear forecast budgeting

Question 13

Allegra is an antihistamine. To create brand awareness, Allegra's manufacturer is offering people who request information about the product a seat cushion to use at their favorite sporting event. Its television ad shows a woman halfheartedly watching a sporting event. The voiceover asks if she is bored or congested. In the next scene, the person is having a great time and is decongested after taking Allegra. This use of the same promotional theme throughout a product's marketing campaign is an example of how marketers use

Accepted Answer

A)  the retailing mix. 
B)  integrated marketing communications. 
C)  the branding mix. 
D)  coordinated channels of communication. 
E)  marketing by objectives.

Question 14

What three product characteristics should be considered when selecting promotional tools? For each characteristic, give an example of a product where the characteristic is very important.

Accepted Answer

The answer of What three product characteristics should be considered...

Question 15

Press conferences and social media posts are tools used by a firm's ________ department.

Accepted Answer

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

Question 16

The practice of ________ is common among college students.

Accepted Answer

A)  media multitasking 
B)  Internet addiction 
C)  creating user-generated content for brands 
D)  focused and extended attention 
E)  receiving and responding to direct-response mobile calls

Question 17

Rebates, coupons, samples, and contests are all examples of

Accepted Answer

A)  endorsements. 
B)  sponsorships. 
C)  free publicity. 
D)  purchase aids. 
E)  sales promotions.

Question 18

A promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet is referred to as

Accepted Answer

A)  personal selling. 
B)  sales promotion. 
C)  publicity. 
D)  advertising. 
E)  direct marketing.

Question 19

The ________ is used in part used to inform prospective buyers about the benefits of the product.

Accepted Answer

A)  promotional mix 
B)  promotion channel 
C)  communication channel 
D)  marketing mix 
E)  media mix

Question 20

Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?

Accepted Answer

A)  advertising 
B)  sales promotion 
C)  publicity 
D)  personal selling 
E)  direct marketing

Exam 18: Advertising, Sales Promotion, and Public Relations