Question 1

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 promotional 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 2

The goal of persuasive promotion is to:

Accepted Answer

A) stimulate a purchase or an action. 
B) increase brand awareness. 
C) describe available services. 
D) remind the consumers of where to buy the product. 
E) maintain top-of-mind consumer awareness.

Question 3

All of the following are examples of sales promotion EXCEPT:

Accepted Answer

A) coupons. 
B) cards. 
C) free samples. 
D) contests. 
E) trade shows.

Question 4

NutriFoods is concerned that its advertising messages are not getting through to the target market as intended.Its radio ads contain music that its target market does not like,and its spokesperson has a very nasal voice that sounds as though he has a perpetual cold.These are examples of noise in the communications process.

Accepted Answer

A) True 
 B)False

Question 5

What is the most effective promotional 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

Question 6

RugRatReaders
Greg Martin has developed his own line of children's books.The books are written for children ages 3 to 6 and are produced using cotton fiber as pages,rendering them "nearly" indestructible.This unique feature makes Martin's books superior to the competition.His products are called RugRatReaders.Martin has decided to advertise the books to his target market (women with children ages 3 to 6)via radio.He does not have a formal advertising budget,but he will spend whatever money he has in the bank after producing the books each month.His message will focus on the product and its unique features.Martin has been having problems getting retailers to stock his new product.It is Martin's hope that consumers will go to their local bookstores and ask for the RugRatReaders.
-Refer to RugRatReaders.According to the AIDA model,the first step Martin must achieve with his target market is:

Accepted Answer

A) attention. 
B) interest. 
C) liking. 
D) desire. 
E) action.

Question 7

What is the basic definition of communication? What are two forms of communication? Give specific examples of these two forms and indicate how a company could use each of them.

Accepted Answer

The answer of What is the basic definition of communication?...

Question 8

In 2008,the NBC television network used advertising,personal selling,public relations,and sales promotion to communicate with its target audience about its new show My Own Worst Enemy.The television network's _____ described its plan on how to use these tools most effectively.

Accepted Answer

A) mass communication mix 
B) promotional strategy 
C) selling plan 
D) marketing mix 
E) strategic goals

Question 9

You are the promotions manager for a small,financially strapped company.Describe how a lack of funds affects the use of each of the promotional tools.Describe the trade-offs that occur between funds available and other aspects of promotion.

Accepted Answer

The answer of You are the promotions manager for a...

Question 10

Social media include all of the following EXCEPT:

Accepted Answer

A) blogs 
B) LinkedIn 
C) a pop-up ad on the ESPN Web site 
D) YouTube 
E) All of the above are examples of social media.

Question 11

The ads for Don Francisco's ground coffee simply state,"The highest quality coffee doesn't have to be expensive." This is an example of how a product communicates its _____ with promotion.

Accepted Answer

A) marketing mix 
B) comparative differentiation 
C) competitive advantage 
D) researchable objective 
E) promotional theme

Question 12

The AIDA concept:

Accepted Answer

A) assumes that the second step in the purchase-decision process is inertia. 
B) does not explain how all promotions influence purchase decisions. 
C) assumes that consumers regularly go through each stage of the process during all purchases. 
D) indicates that the purchase decision is the same for high-involvement and low-involvement products. 
E) is accurately described by none of the choices.

Question 13

A U.S.manager is working with some Indonesians who do not speak English.In attempting to exchange information,they are using symbols to assign meanings to the facts the manager hopes to convey.This is an example of communication.

Accepted Answer

A) True 
 B)False

Question 14

Amtrak
Amtrak is taking the gloves off in advertisements and belittling its major competition,which is airline shuttles.Amtrak's new name for its Metroliner is The Smart Shuttle.Gone are ads that were inwardly 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 believes 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.Television,radio,print,and out-of-home media represent the _____ in the communication process used by Amtrak.

Accepted Answer

A) feedback loop 
B) channel 
C) encoder 
D) receiver 
E) communicator

Question 15

Nature Valley uses popular magazines,radio,and cable television to promote its brand of trail mix.Nature Valley uses mass communication.

Accepted Answer

A) True 
 B)False

Question 16

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

The answer of The ultimate objective of any promotion is...

Question 17

The coded messages in the True Blood campaign were designed to get attention.The DVDs at the film festival and the Blockbuster rentals were designed to inform and instill desire to watch the show.The True Blood campaign was using the goals of promotion tactic.

Accepted Answer

A) True 
 B)False

Question 18

The manufacturer of Meridian yam products spent $25,000 to create an ad that ran in the Thanksgiving issue of a popular cooking magazine.Because it was the originator of the communication process,Meridian acted as a:

Accepted Answer

A) channel. 
B) noise filter. 
C) receiver. 
D) decoder. 
E) sender.

Question 19

Just as Grace was in sight of a billboard for the Riverbend Antique Mall,a police car drove by with its lights flashing.Grace was so concerned with watching where the police car went that she totally missed seeing the mall's billboard.In terms of the communication process,the police car acted as:

Accepted Answer

A) media interruptus. 
B) negative feedback. 
C) static. 
D) explicit communication. 
E) noise.

Question 20

Which of the following is LEAST likely to be a factor that would determine the nature of the promotional mix?

Accepted Answer

A) Stage in the product life cycle 
B) Target market characteristics 
C) Funds available for promotion 
D) Use of a push or pull strategy 
E) Size of the company

Exam 16: Integrated Marketing Communications

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

The goal of persuasive promotion is to:

All of the following are examples of sales promotion EXCEPT:

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

What is the basic definition of communication? What are two forms of communication? Give specific examples of these two forms and indicate how a company could use each of them.

In 2008,the NBC television network used advertising,personal selling,public relations,and sales promotion to communicate with its target audience about its new show My Own Worst Enemy.The television network's _____ described its plan on how to use these tools most effectively.

You are the promotions manager for a small,financially strapped company.Describe how a lack of funds affects the use of each of the promotional tools.Describe the trade-offs that occur between funds available and other aspects of promotion.

Social media include all of the following EXCEPT:

The ads for Don Francisco's ground coffee simply state,"The highest quality coffee doesn't have to be expensive." This is an example of how a product communicates its _____ with promotion.

The AIDA concept:

A U.S.manager is working with some Indonesians who do not speak English.In attempting to exchange information,they are using symbols to assign meanings to the facts the manager hopes to convey.This is an example of communication.

Nature Valley uses popular magazines,radio,and cable television to promote its brand of trail mix.Nature Valley uses mass communication.

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 coded messages in the True Blood campaign were designed to get attention.The DVDs at the film festival and the Blockbuster rentals were designed to inform and instill desire to watch the show.The True Blood campaign was using the goals of promotion tactic.

The manufacturer of Meridian yam products spent $25,000 to create an ad that ran in the Thanksgiving issue of a popular cooking magazine.Because it was the originator of the communication process,Meridian acted as a:

Just as Grace was in sight of a billboard for the Riverbend Antique Mall,a police car drove by with its lights flashing.Grace was so concerned with watching where the police car went that she totally missed seeing the mall's billboard.In terms of the communication process,the police car acted as:

Which of the following is LEAST likely to be a factor that would determine the nature of the promotional mix?