Question 1

If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool?

Accepted Answer

A) People are more likely to believe a human being than a print ad. 
B) TV and radio ads are not feasible for smaller companies. 
C) It can achieve more sales through business customers than through individual consumers. 
D) It is easier to measure a salesperson's effects on sales than advertising's effects on sales. 
E) The firm is charging a higher price to cover the expensive salaries of its salespeople.

Question 2

Channel capacity is determined by the

Accepted Answer

A) most efficient component of the communication process. 
B) least efficient component of the communication process. 
C) source. 
D) receiver. 
E) meanings of the message.

Question 3

_______ offers the potential benefits of cost efficiency, repetition, and adding product value, while _____ is one of its disadvantages.

Accepted Answer

A) public relations; uncontrollability 
B) advertising; slow feedback 
C) personal selling; cost 
D) sales promotion; slow feedback 
E) advertising; media cost

Question 4

The phrase, purchase products, includes the acceptance of ideas and issues.

Accepted Answer

A) True 
 B)False

Question 5

Hunt's decided to put a much larger share of its promotion budget into ____ because of the heavy reliance it will be placing on coupons in the second quarter.

Accepted Answer

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

Question 6

Feedback does not exist for mass communication.

Accepted Answer

A) True 
 B)False

Question 7

Which is the best example of noise that originates with the receiver in the communication process?

Accepted Answer

A) Sarah drives through a tunnel, and her radio signals become very weak. 
B) Maria has been studying English for two years and does not understand the symbolism being used in a commercial. 
C) Kevin simply tunes out pop-up ads on the Internet so that they don't even enter his awareness. 
D) Because of poor printing, Claire cannot read an advertisement in her local newspaper. 
E) A mother fails to hear a new commercial for diapers because her new baby is crying.

Question 8

Channel capacity is determined by the most efficient component of the communication process.

Accepted Answer

A) True 
 B)False

Question 9

____ links the purchase of an organization's products to support of philanthropic organizations favored by the target market.

Accepted Answer

A) Promotion 
B) Cause-related marketing 
C) Charity-related promotion 
D) Selective demand promotion 
E) Charitable nonprofit marketing

Question 10

Promotion helps consumers because it

Accepted Answer

A) costs billions of dollars each year, which stimulates the U.S.economy. 
B) always stresses wholesome values, which benefits society. 
C) persuades consumers to make the right choices. 
D) informs consumers and places them in a position to specify the products that they seek. 
E) tends to be informative and not persuasive.

Question 11

Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates

Accepted Answer

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

Question 12

Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients?

Accepted Answer

A) The size, geographic distribution, and demographic characteristics 
B) The cultural diversity and population size 
C) The age, sex, religion, and race characteristics 
D) Existing product adoption categories 
E) Existing levels of price consciousness

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

The geographic distribution of a firm's customers can affect the combination of promotional methods used.

Accepted Answer

A) True 
 B)False

Question 15

During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ____ in the communication process.

Accepted Answer

A) encoding 
B) bad luck 
C) noise 
D) deflected transmission 
E) poor implementation

Question 16

If a company has very limited promotional resources, it is most likely to use mainly personal selling.

Accepted Answer

A) True 
 B)False

Question 17

The cost of ____ is usually substantially lower than the cost of ____.

Accepted Answer

A) stimulating primary demand; stimulating selective demand 
B) identifying prospects; encouraging product trial 
C) retaining existing customers; acquiring new customers 
D) comparative advertising; pioneer promotion 
E) personal selling; public relations

Question 18

Sales promotion activity occurs more during peak selling periods than in off-peak selling periods.

Accepted Answer

A) True 
 B)False

Question 19

One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often required.

Accepted Answer

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

Question 20

During the nineteenth and early twentieth centuries, promotion was about as accurate as it is today.

Accepted Answer

A) True 
 B)False

Exam 17: Integrated Marketing Communications

If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool?

Channel capacity is determined by the

___ offers the potential benefits of cost efficiency, repetition, and adding product value, while _ is one of its disadvantages.

The phrase, purchase products, includes the acceptance of ideas and issues.

Hunt's decided to put a much larger share of its promotion budget into ____ because of the heavy reliance it will be placing on coupons in the second quarter.

Feedback does not exist for mass communication.

Which is the best example of noise that originates with the receiver in the communication process?

Channel capacity is determined by the most efficient component of the communication process.

____ links the purchase of an organization's products to support of philanthropic organizations favored by the target market.

Promotion helps consumers because it

Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates

Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients?

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

The geographic distribution of a firm's customers can affect the combination of promotional methods used.

During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ____ in the communication process.

If a company has very limited promotional resources, it is most likely to use mainly personal selling.

The cost of is usually substantially lower than the cost of .

Sales promotion activity occurs more during peak selling periods than in off-peak selling periods.

One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often required.

During the nineteenth and early twentieth centuries, promotion was about as accurate as it is today.