Question 1

The absolute dollar outlay for advertising is usually low.

Accepted Answer

A) True 
 B)False

Question 2

When a marketer makes an effort in promotion to point out the strengths and benefits of a specific brand,it is an attempt to build ____ demand.

Accepted Answer

A) primary 
B) secondary 
C) selective 
D) economic 
E) competitive

Question 3

Andrea receives an e-mail from her sister-in-law that is actually a recommendation for a website with a demonstration of a new home hair-coloring system.She later discovers that her sister-in-law received a free trial kit for passing Andrea's and four other friends' e-mail addresses along to the marketer.This is known as

Accepted Answer

A) viral marketing. 
B) buzz marketing. 
C) guerilla marketing. 
D) a word-of-mouth pyramid. 
E) personal advertising.

Question 4

Advertising is an inflexible promotional method.

Accepted Answer

A) True 
 B)False

Question 5

When Hamburger Helper introduced its Oven Varieties,it gave special offers to supermarkets to purchase the new product and supplemented these offers with consumer advertising.Hamburger Helper's primary objective is to

Accepted Answer

A) facilitate reseller support. 
B) reduce sales fluctuations. 
C) combat competitive promotional efforts. 
D) encourage product trial. 
E) retain loyal customers.

Question 6

What is integrated marketing communications? Explain its purpose.

Accepted Answer

The answer of What is integrated marketing communications? Explain its...

Question 7

One reason that promotion suffers from widespread criticism is that promotional efforts are highly visible and affect our everyday lives.

Accepted Answer

A) True 
 B)False

Question 8

Companies tend to view promotion from many vantage points.Which of the following alternatives is most accurate?

Accepted Answer

A) Promotion costs cause product costs to be higher. 
B) Promotion activities make up the bulk of marketing. 
C) The role of promotion is to stimulate product demand. 
D) Promotion should be directed toward numerous audiences. 
E) Most promotional efforts are performed through advertising.

Question 9

The receiver's response to the decoded message is called noise.

Accepted Answer

A) True 
 B)False

Question 10

When Blue-ray disc players were first introduced to the market,what would the logical choice for promotion have been?

Accepted Answer

A) Selective demand 
B) Pioneer promotion 
C) Comparative promotion 
D) Primary demand promotion 
E) Retention promotion

Question 11

When a push policy is used in promotion of a particular product,the producer promotes the product only to the next channel member.

Accepted Answer

A) True 
 B)False

Question 12

Pioneer promotion is most likely to be used during the ____ stage of the product life cycle,while competitive advertising is likely to be used during the ____ stage.

Accepted Answer

A) maturity;growth 
B) decline;maturity 
C) growth;maturity 
D) introduction;growth 
E) introduction;maturity

Question 13

Rapid feedback enables communicators to quickly improve the effectiveness of their communication.

Accepted Answer

A) True 
 B)False

Question 14

The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products.This is an example of

Accepted Answer

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

Question 15

If promotion does not do its job of stimulating demand,then the

Accepted Answer

A) price of the promoted product is likely to increase. 
B) price of the promoted product will remain reasonably stable. 
C) price of the promoted product will decrease. 
D) cost of promotion will decline. 
E) cost will remain about the same.

Question 16

Newspaper ads for Blue Haven Pools offer discounted prices during October and discounted cleaning supplies for hot tubs in March,are examples of which of the following uses of promotion?

Accepted Answer

A) Retaining loyal customers 
B) Promoting new product uses 
C) Making salespeople more effective 
D) Stimulating primary demand 
E) Reducing sales fluctuations

Question 17

Deceptive promotional practices today are common because of a lack of regulation.

Accepted Answer

A) True 
 B)False

Question 18

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered

Accepted Answer

A) communication noise. 
B) communication links. 
C) communication resources. 
D) communication channels. 
E) decoding sources.

Question 19

An activity and/or material that offers added value or incentive to resellers,salespeople,or consumers is

Accepted Answer

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

Question 20

If a manufacturer decides to use a push policy to promote its products,it is most likely to focus its efforts on

Accepted Answer

A) retailers. 
B) wholesalers. 
C) ultimate consumers. 
D) other producers. 
E) institutional users.

Exam 17: Integrated Marketing Communications

The absolute dollar outlay for advertising is usually low.

When a marketer makes an effort in promotion to point out the strengths and benefits of a specific brand,it is an attempt to build ____ demand.

Advertising is an inflexible promotional method.

When Hamburger Helper introduced its Oven Varieties,it gave special offers to supermarkets to purchase the new product and supplemented these offers with consumer advertising.Hamburger Helper's primary objective is to

What is integrated marketing communications? Explain its purpose.

One reason that promotion suffers from widespread criticism is that promotional efforts are highly visible and affect our everyday lives.

Companies tend to view promotion from many vantage points.Which of the following alternatives is most accurate?

The receiver's response to the decoded message is called noise.

When Blue-ray disc players were first introduced to the market,what would the logical choice for promotion have been?

When a push policy is used in promotion of a particular product,the producer promotes the product only to the next channel member.

Pioneer promotion is most likely to be used during the stage of the product life cycle,while competitive advertising is likely to be used during the stage.

Rapid feedback enables communicators to quickly improve the effectiveness of their communication.

The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products.This is an example of

If promotion does not do its job of stimulating demand,then the

Newspaper ads for Blue Haven Pools offer discounted prices during October and discounted cleaning supplies for hot tubs in March,are examples of which of the following uses of promotion?

Deceptive promotional practices today are common because of a lack of regulation.

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered

An activity and/or material that offers added value or incentive to resellers,salespeople,or consumers is

If a manufacturer decides to use a push policy to promote its products,it is most likely to focus its efforts on