Question 1

What is the function of informing, persuading, and influencing the consumer's purchase decision called?

Accepted Answer

A)  salesmanship 
B)  advertising 
C)  promotion 
D)  communication

Question 2

Encoding, decoding, and feedback are all aspects of communication that are controllable by a company in the promotion process.

Accepted Answer

A) True 
 B)False

Question 3

Best Buy is advertising a specific brand of GPS car navigational system as a present for the holiday season. The television ad benefits both companies. What type of advertising is this an example of?

Accepted Answer

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

Question 4

What is an outcome of the interactive characteristic of direct marketing?

Accepted Answer

A)  development of databases with wide market segments 
B)  tailoring of individual responses by marketers to meet consumers' needs 
C)  easy assessment of a consumer's feelings towards a call to action to purchase the product 
D)  building of relationships with existing customers but not new consumers

Question 5

What is the oldest form of promotion?

Accepted Answer

A)  product placement 
B)  personal selling 
C)  guerrilla marketing 
D)  ambush marketing

Question 6

What is the goal of persuasive advertising?

Accepted Answer

A)  It reinforces the effect of previous promotional activity. 
B)  It increases demand for an existing good or service, organization, or concept. 
C)  It develops initial demand for a newly introduced product. 
D)  It is used primarily in the maturity and decline stages of the product life cycle.

Question 7

What method sets specific corporate goals and determines the appropriate promotional activities for each goal as the two-step process used in developing the promotional budget?

Accepted Answer

A)  marginal analysis 
B)  economies of scale 
C)  the fixed-sum-per-unit 
D)  the task-objective

Question 8

Which of the following is NOT a variable of the promotional mix?

Accepted Answer

A)  nature of the product 
B)  positioning of competitive products 
C)  stage of the product life cycle 
D)  product price

Question 9

"Public relations" is the relationship a firm has with organizations or individuals with whom interaction may occur. This includes society at large.

Accepted Answer

A) True 
 B)False

Question 10

How much of an industrial firm's budget is generally invested in personal selling compared with producers of consumer goods?

Accepted Answer

A)  smaller portion in personal selling than invested in publicity 
B)  smaller portion in personal selling than invested in advertising 
C)  approximately equal amounts in personal selling and non-personal selling 
D)  larger portion in personal selling than invested in advertising

Question 11

Due to its focused and controlled message, traditional advertising is usually more effective at reaching the niche target market than direct marketing.

Accepted Answer

A) True 
 B)False

Question 12

What does the D indicate in the AIDA concept?

Accepted Answer

A)  delivery of the promotional message 
B)  decoding the message 
C)  desire for the product being promoted 
D)  decision to listen to the message

Question 13

Match each item to the statement or sentence listed below.
a.noise
b.advertising
c.promotion
d.publicity
e.sales promotion
f.guerrilla marketing
g.posttesting
h.split runs
i.cooperative advertising
j.marketing public relations
k.media scheduling
l.pretesting
m.informative advertising
n.persuasive advertising
o.retail advertising
p.missiles
q.cross-promotion
r.interactive advertising
s.sponsorship
t.institutional marketing
-Ineffective promotional appeals, inappropriate advertising media, or poor radio or television reception that interferes with the transmission of the message and reduce its effectiveness are examples of _____ in a communication channel.

Accepted Answer

The answer of Match each item to the statement or...

Question 14

Traditional advertising may cost more than a sponsorship, but it is a better way for a marketer to create an individual message containing an introduction, theme, and conclusion.

Accepted Answer

A) True 
 B)False

Question 15

In its second year of operation, Dean's Specialty Foods earned $1 million in sales revenues, with $100,000 in promotional expenses. Dean's is budgeting an additional $30,000 in expenditures for the coming year in anticipation of sales revenues rising to $1.3 million. The budget process used by Dean's is called the percentage-of-sales method.

Accepted Answer

A) True 
 B)False

Question 16

The effectiveness of promotional spending is best determined by the methods of direct sales results tests and indirect evaluations.

Accepted Answer

A) True 
 B)False

Question 17

Identify the five variables that impact a company's decision about which elements (personal selling and nonpersonal selling) will be used in the promotional mix.

Accepted Answer

The answer of Identify the five variables that impact a...

Question 18

Which of the following would be considered advertising?

Accepted Answer

A)  point-of-purchase display of gum 
B)  billboard promoting Honda cars 
C)  coupon clipped from the newspaper 
D)  sample of a product left on your doorstep

Question 19

What are the narrowly focused public relations activities usually called that are designed to directly support the company's marketing goals?

Accepted Answer

A)  publicity stunts 
B)  marketing public relations 
C)  nonmarketing public relations 
D)  integrated marketing communications

Question 20

What is one of the fastest-growing media alternatives because it can provide immediate information and entertainment at home, at work, and in the car?

Accepted Answer

A)  newspaper 
B)  magazine 
C)  radio 
D)  outdoor advertising

Exam 14: Integrated Marketing Communications, Advertising, and Digital Communications

What is the function of informing, persuading, and influencing the consumer's purchase decision called?

Encoding, decoding, and feedback are all aspects of communication that are controllable by a company in the promotion process.

Best Buy is advertising a specific brand of GPS car navigational system as a present for the holiday season. The television ad benefits both companies. What type of advertising is this an example of?

What is an outcome of the interactive characteristic of direct marketing?

What is the oldest form of promotion?

What is the goal of persuasive advertising?

What method sets specific corporate goals and determines the appropriate promotional activities for each goal as the two-step process used in developing the promotional budget?

Which of the following is NOT a variable of the promotional mix?

"Public relations" is the relationship a firm has with organizations or individuals with whom interaction may occur. This includes society at large.

How much of an industrial firm's budget is generally invested in personal selling compared with producers of consumer goods?

Due to its focused and controlled message, traditional advertising is usually more effective at reaching the niche target market than direct marketing.

What does the D indicate in the AIDA concept?

Traditional advertising may cost more than a sponsorship, but it is a better way for a marketer to create an individual message containing an introduction, theme, and conclusion.

The effectiveness of promotional spending is best determined by the methods of direct sales results tests and indirect evaluations.

Identify the five variables that impact a company's decision about which elements (personal selling and nonpersonal selling) will be used in the promotional mix.

Which of the following would be considered advertising?

What are the narrowly focused public relations activities usually called that are designed to directly support the company's marketing goals?

What is one of the fastest-growing media alternatives because it can provide immediate information and entertainment at home, at work, and in the car?