Question 1

For communication to be effective:

Accepted Answer

A)  marketing managers should use both interpersonal and mass communications 
B)  all steps of the communications process model must take place 
C)  marketing managers must ensure a proper match between the message to be conveyed and the target market's attitudes and ideas 
D)  advertising messages must be general enough to cover all ages,social classes,and education levels 
E)  marketers should use televised instead of print communication

Question 2

All of the following are reasons why the concept of integrated marketing communications (IMC)is growing in popularity EXCEPT:

Accepted Answer

A)  The proliferation of thousands of media choices beyond the traditional media has made promotion a complicated task. 
B)  The shift to more Internet-based information search by consumers. 
C)  Critics of promotion have suggested that uncoordinated promotion is wasteful and inefficient. 
D)  Marketers have slashed their advertising spending in favor of promotional techniques that generate immediate sales responses and have more easily measured effects. 
E)  The mass market has fragmented.

Question 3

From the consumer's point of view,a company's communications are already integrated,no matter how the company itself defines them.

Accepted Answer

A) True 
 B)False

Question 4

Because dishwashers are in the maturity stage of their product life cycle,which promotional mix element should NOT be emphasized in the marketing of this product?

Accepted Answer

A)  Public relations 
B)  Persuasive advertising 
C)  Sales promotion 
D)  Reminder advertising 
E)  Personal selling

Question 5

Just as Terri was driving in sight of a billboard for Chipotle Mexican Grill,a small child darted out into the street in front of her.Terri was so concerned with avoiding the child that she totally missed the restaurant's billboard.In terms of the communication process,the small child acted as:

Accepted Answer

A)  the decoder 
B)  negative feedback 
C)  static 
D)  the receiver 
E)  noise

Question 6

Shawn wanted to increase sales at his jewelry store,Murphey's Jewelers.After analyzing his sales figures,he decided to give away $50 gift certificates for local businesses to give to their employees."Many people used the gift certificates as credit toward more expensive items," explains Shawn.He used a(n)_____ strategy.

Accepted Answer

A)  pull 
B)  push 
C)  kinetic 
D)  inertia 
E)  cash-flow

Question 7

Which of the following statements about the impact of blogger and social media on the communication model is CORRECT?

Accepted Answer

A)  Feedback gathered via social media is largely impersonal and numbers-driven. 
B)  Social media enables marketers to personalize the feedback channel by opening the door for direct conversation with consumers. 
C)  The impact of social media on marketing has been negligible at best. 
D)  The information generated by market research is much more "natural" as that gleaned from bloggers. 
E)  All of the above are correct.

Question 8

The person who decodes a message in the communication process is called the:

Accepted Answer

A)  target 
B)  audience 
C)  channel 
D)  receiver 
E)  recipient

Question 9

The receiver's response to a message is _____ to the source.

Accepted Answer

A)  decoded 
B)  noise 
C)  feedback 
D)  channeled 
E)  static filled

Question 10

Compare and contrast push and pull strategies.Which strategy would be most appropriate for a new cat food product offered by Purina,which already has several cat food products on the market?

Accepted Answer

The answer of Compare and contrast push and pull strategies.Which...

Question 11

When Castrol Syntec,a premium motor oil,sought a new way to reach its young,car-passionate audience,the brand found its mark with video games.In its first-ever attempt at in-game advertising,Castrol Syntec found a way to show consumers (in a virtual world)the brand's power and performance.In the communication process,the game served as a(n)_____ for transmitting the message.

Accepted Answer

A)  sender 
B)  decoder 
C)  encoder 
D)  channel 
E)  receiver

Question 12

Lansky sells 60 different knife and garden tool sharpeners.It uses aggressive personal selling and sales promotions to encourage intermediaries to carry and sell its sharpener.Lansky is using a pull strategy.

Accepted Answer

A) True 
 B)False

Question 13

One way of conveying a message that the receiver will hear properly is to use abstract words and pictures.

Accepted Answer

A) True 
 B)False

Question 14

Amtrak is taking the gloves off in advertisements and belittling its major competition,which is the airline shuttles.Amtrak's new name for its Metroliner is The Smart Shuttle.Gone are ads that were inner-directed and sold the Metroliner on its leisurely pace.In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign,which includes television,radio,print,billboards,and posters in commuter railroad cars,targets business travelers,who,Amtrak says,incorrectly believe the train takes far longer than the airplane to travel between two cities.One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam.Another shows a business traveler lumbering into the airport during a snowstorm.The announcer says,"Schedule a meeting.Take the shuttle.Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs.The announcer continues,"Schedule a meeting.Take the Metroliner.Then cross your legs."
-Refer to Amtrak.Amtrak's careful coordination of all of its promotional activities to present a single,focused communication to its consumers is an example of:

Accepted Answer

A)  coordinational promotion 
B)  promotional mixing 
C)  integrated marketing communications 
D)  creative selling 
E)  processed marketing

Question 15

Interpersonal communication is:

Accepted Answer

A)  nonpaid information such as publicity 
B)  paid communication placed in personal media 
C)  long-distance communication between a business and its target market 
D)  direct face-to-face communication between two or more people 
E)  noise-free communication

Question 16

_____ is the conversion of the sender's ideas and thoughts into a message.

Accepted Answer

A)  Development 
B)  Envelopment 
C)  Processing 
D)  Decoding 
E)  Encoding

Question 17

Because marketers do not control consumers' comments on social media sites such as Twitter and Facebook:

Accepted Answer

A)  there is a chance that comments and postings will be negative 
B)  any comments consumers leave are virtually useless to marketers 
C)  a filtered feedback channel has been created 
D)  most consumers do not trust the comments they read there 
E)  any feedback marketers receive there will be impersonal

Question 18

Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions?

Accepted Answer

A)  Personal selling 
B)  Reminder advertising 
C)  Sales promotion 
D)  Public relations 
E)  Informative advertising

Question 19

_____ is any form of impersonal (one way)paid communication in which the sponsor or company is identified.

Accepted Answer

A)  Advertising 
B)  Publicity 
C)  Promotion 
D)  Public relations 
E)  Nonpaid communication

Question 20

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

Exam 16: Promotional Planning for Competitive Advantage

For communication to be effective:

All of the following are reasons why the concept of integrated marketing communications (IMC) is growing in popularity EXCEPT:

From the consumer's point of view,a company's communications are already integrated,no matter how the company itself defines them.

Because dishwashers are in the maturity stage of their product life cycle,which promotional mix element should NOT be emphasized in the marketing of this product?

Just as Terri was driving in sight of a billboard for Chipotle Mexican Grill,a small child darted out into the street in front of her.Terri was so concerned with avoiding the child that she totally missed the restaurant's billboard.In terms of the communication process,the small child acted as:

Which of the following statements about the impact of blogger and social media on the communication model is CORRECT?

The person who decodes a message in the communication process is called the:

The receiver's response to a message is _____ to the source.

Compare and contrast push and pull strategies.Which strategy would be most appropriate for a new cat food product offered by Purina,which already has several cat food products on the market?

Lansky sells 60 different knife and garden tool sharpeners.It uses aggressive personal selling and sales promotions to encourage intermediaries to carry and sell its sharpener.Lansky is using a pull strategy.

One way of conveying a message that the receiver will hear properly is to use abstract words and pictures.

Interpersonal communication is:

_____ is the conversion of the sender's ideas and thoughts into a message.

Because marketers do not control consumers' comments on social media sites such as Twitter and Facebook:

Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions?

_____ is any form of impersonal (one way) paid communication in which the sponsor or company is identified.

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