Question 1

A(n)_____ is the combination of advertising,personal selling,sales promotion,social media,and public relations that are used to reach the target market and fulfill an organization's overall goals.​

Accepted Answer

A)  communication model
B)  ​advertising campaign
C)  ​marketing mix
D)  promotional mix D

Question 2

YouTube is an example of a microblog.

Accepted Answer

A) True 
 B)False  False

Question 3

Social media are used by marketers as a way to extend the benefits of their traditional media.

Accepted Answer

A) True 
 B)False  True

Question 4

Cover Board Inc.is a company that designs and prints advertisements on coffee sleeves used on cups sold in coffee shops.To find clients to advertise on the coffee cup sleeves,the company sends a representative to other companies to explain them the benefits of advertising on these sleeves.In this case,which of the following promotional strategies is used by Cover Board Inc.?

Accepted Answer

A)  Mass communication
B)  Implicit communication
C)  Personal selling
D)  Sales promotion

Question 5

Arise Food Corporation displays posters in supermarkets to promote its new range of pasta sauces.Which of the following stages of the communication process is the company engaged in during the course of promoting its products?

Accepted Answer

A)  Customizing
B)  Decoding
C)  Receiving
D)  Encoding

Question 6

Social media prohibits consumers' interaction with other consumers.

Accepted Answer

A) True 
 B)False

Question 7

The fishing lures produced by Fun Lite Corporation are unique in that they are handcrafted.Advertising by the company emphasizes the point that how its lures,unlike others,are all handcrafted.This feature is the company's:

Accepted Answer

A)  publicity objective.
B)  marketing differentiator.
C)  competitive advantage.
D)  one-to-one marketing advantage.

Question 8

_____ refers to communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence an opinion or elicit a response.​

Accepted Answer

A)  Distributive communication
B)  ​Perceptual communication
C)  ​Promotion
D)  Transmission

Question 9

Social media are non-ubiquitous.

Accepted Answer

A) True 
 B)False

Question 10

What are the two types of buying decisions? Which buying decision calls attention to a brand by the most effective promotion?

Accepted Answer

The answer of What are the two types of buying...

Question 11

Which of the following statements is true of the characteristics of the elements in a promotional mix?

Accepted Answer

A)  The speed of feedback is delayed in sales promotion,advertising,and personal selling.
B)  Message flexibility is greatest with advertising.
C)  The message flow is two-way in public relations,sales promotions,and personal selling.
D)  Important promotional ingredients tend to receive the most funding.

Question 12

Which of the following statements is true of a promotional mix?

Accepted Answer

A)  Control over message content is greatest when public relations is used.
B)  A large audience is best reached with personal selling.
C)  In advertising,the sponsor or company is identified.
D)  The mode of communication for sales promotion is usually direct and personal.

Question 13

The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or a retailer to carry and sell particular merchandise is known as a _____ strategy.​

Accepted Answer

A)  strong-arm​
B)  ​kinetic
C)  ​pull
D)  push

Question 14

A television channel promotes its new reality show through print and broadcast advertising as well as personal appearances by show participants in promotional events,Web sites,and merchandise signed by the participants.To make sure that all of the promotional messages are coordinated,the television channel should use the:

Accepted Answer

A)  integrated marketing communications approach.
B)  integrated communications management approach.
C)  AIDA model.
D)  interpersonal and mass communications approach.

Question 15

The National Pork Board of the United States wants to create more consumer demand for pork products.The board decides on how to use advertising,public relations,personal selling,sales promotion,and social media to create a coordinated plan that will become an integral part of the its marketing functions.Thus,the board is developing a _____.​

Accepted Answer

A)  promotional strategy
B)  ​tactic for communication
C)  ​mass aggregation strategy
D)  competitive advantage

Question 16

Traditional methods of personal selling include a planned presentation to one or more prospective buyers for the purpose of making a sale.

Accepted Answer

A) True 
 B)False

Question 17

An advertisement in a trade magazine targeted toward veterinarians urges them to prescribe the drug Hepato for cats and dogs with damaged livers.This advertisement was placed by the product's manufacturer.This advertisement is an example of how manufacturers use a(n)_____ strategy.​

Accepted Answer

A)  kinetic​
B)  ​pull
C)  ​push
D)  advertorial

Question 18

A beverage company plans to launch a new energy drink.It decides to partly sponsor a marathon in the city.It places billboards and posters describing the new drink throughout the marathon route.Company representatives distribute flyers to people arriving to watch the marathon.The company also issues press releases as part of the product launch.Therefore,the company is executing a:

Accepted Answer

A)  sales promotion campaign.
B)  personal selling campaign.
C)  target marketing strategy.
D)  public relations strategy.

Question 19

__________consists of all marketing activities that stimulate consumer purchasing,such as coupons,contests,free samples,and trade shows.

Accepted Answer

The answer of __________consists of all marketing activities that stimulate...

Question 20

The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are:

Accepted Answer

A)  public relations and reminder advertising.
B)  sales promotion and public relations.
C)  personal selling and persuasive advertising.
D)  sales promotion and personal selling.

Exam 16: Marketing Communications

A(n) _____ is the combination of advertising,personal selling,sales promotion,social media,and public relations that are used to reach the target market and fulfill an organization's overall goals.

YouTube is an example of a microblog.

Social media are used by marketers as a way to extend the benefits of their traditional media.

Arise Food Corporation displays posters in supermarkets to promote its new range of pasta sauces.Which of the following stages of the communication process is the company engaged in during the course of promoting its products?

Social media prohibits consumers' interaction with other consumers.

The fishing lures produced by Fun Lite Corporation are unique in that they are handcrafted.Advertising by the company emphasizes the point that how its lures,unlike others,are all handcrafted.This feature is the company's:

_____ refers to communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence an opinion or elicit a response.

Social media are non-ubiquitous.

What are the two types of buying decisions? Which buying decision calls attention to a brand by the most effective promotion?

Which of the following statements is true of the characteristics of the elements in a promotional mix?

Which of the following statements is true of a promotional mix?

The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or a retailer to carry and sell particular merchandise is known as a _____ strategy.

Traditional methods of personal selling include a planned presentation to one or more prospective buyers for the purpose of making a sale.

An advertisement in a trade magazine targeted toward veterinarians urges them to prescribe the drug Hepato for cats and dogs with damaged livers.This advertisement was placed by the product's manufacturer.This advertisement is an example of how manufacturers use a(n) _____ strategy.

__________consists of all marketing activities that stimulate consumer purchasing,such as coupons,contests,free samples,and trade shows.

The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are:

Exam 16: Marketing Communications

A(n) _____ is the combination of advertising,personal selling,sales promotion,social media,and public relations that are used to reach the target market and fulfill an organization's overall goals.​

YouTube is an example of a microblog.

Social media are used by marketers as a way to extend the benefits of their traditional media.

Arise Food Corporation displays posters in supermarkets to promote its new range of pasta sauces.Which of the following stages of the communication process is the company engaged in during the course of promoting its products?

Social media prohibits consumers' interaction with other consumers.

The fishing lures produced by Fun Lite Corporation are unique in that they are handcrafted.Advertising by the company emphasizes the point that how its lures,unlike others,are all handcrafted.This feature is the company's:

_____ refers to communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence an opinion or elicit a response.​

Social media are non-ubiquitous.

What are the two types of buying decisions? Which buying decision calls attention to a brand by the most effective promotion?

Which of the following statements is true of the characteristics of the elements in a promotional mix?

Which of the following statements is true of a promotional mix?

The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or a retailer to carry and sell particular merchandise is known as a _____ strategy.​

Traditional methods of personal selling include a planned presentation to one or more prospective buyers for the purpose of making a sale.

An advertisement in a trade magazine targeted toward veterinarians urges them to prescribe the drug Hepato for cats and dogs with damaged livers.This advertisement was placed by the product's manufacturer.This advertisement is an example of how manufacturers use a(n) _____ strategy.​

__________consists of all marketing activities that stimulate consumer purchasing,such as coupons,contests,free samples,and trade shows.

The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are:

A(n) _____ is the combination of advertising,personal selling,sales promotion,social media,and public relations that are used to reach the target market and fulfill an organization's overall goals.

_____ refers to communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence an opinion or elicit a response.

The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or a retailer to carry and sell particular merchandise is known as a _____ strategy.

An advertisement in a trade magazine targeted toward veterinarians urges them to prescribe the drug Hepato for cats and dogs with damaged livers.This advertisement was placed by the product's manufacturer.This advertisement is an example of how manufacturers use a(n) _____ strategy.