Question 1

________ includes sales presentations, trade shows, and incentive programs.

Accepted Answer

A)  Direct and digital marketing 
B)  Sales promotion 
C)  Personal selling 
D)  Public relations 
E)  Advertising

Question 2

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In the context of the communication model, measuring which of the following would be the best way for the source to measure feedback?

Accepted Answer

A)  the number of subscribers to Ladies' Home Journal 
B)  the number of people who make up the target market 
C)  the number of people who redeem the coupon 
D)  the number of people who have purchased Maybelline products in the past 
E)  the number of people to whom Gigi Hadid is an appealing spokesperson

Question 3

The four major communication functions are encoding, decoding, response, and noise.

Accepted Answer

A) True 
 B)False

Question 4

To ________, a marketer would most likely ask target audience members whether they remember the message, how many times they saw it, and what points they remember.

Accepted Answer

A)  select a message source 
B)  collect feedback 
C)  select a message channel 
D)  plan a media purchase 
E)  design a marketing appeal

Question 5

What role does message format play in print advertisements?

Accepted Answer

The answer of What role does message format play in...

Question 6

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.

Accepted Answer

A)  direct and digital marketing 
B)  sales promotion 
C)  personal selling 
D)  public relations 
E)  publicity

Question 7

In most cases, what is the most expensive promotion tool?

Accepted Answer

A)  advertising 
B)  personal selling 
C)  mass media 
D)  public relations 
E)  publicity

Question 8

A(n) ________ is a set of symbols that the sender transmits.

Accepted Answer

A)  encoder 
B)  feedback loop 
C)  message 
D)  media 
E)  decoder

Question 9

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In terms of the communication model, the sender of this message is ________.

Accepted Answer

A)  Gigi Hadid 
B)  Ladies' Home Journal 
C)  readers who redeem the $2-off coupon 
D)  Maybelline 
E)  the target market to which Gigi Hadid appeals

Question 10

Which of the following is one of the four major communication functions?

Accepted Answer

A)  coordination 
B)  distribution 
C)  noise 
D)  response 
E)  preference

Question 11

Because personal selling involves developing relationships, it is acceptable for salespeople to stretch claims they make about a product's advantages.

Accepted Answer

A) True 
 B)False

Question 12

Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all ________.

Accepted Answer

A)  have equal portions of the advertising budget 
B)  use independent communications directors 
C)  develop separate marketing objectives 
D)  engage the same target audience 
E)  deliver a clear, consistent, and compelling message

Question 13

Describe the significance of public relations as a promotion tool.

Accepted Answer

The answer of Describe the significance of public relations as...

Question 14

Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.

Accepted Answer

A)  push strategies 
B)  direct and digital marketing 
C)  the Internet 
D)  personal selling 
E)  public relations

Question 15

Communications programs need to be developed for specific niches, individuals, and ________.

Accepted Answer

A)  genders 
B)  countries 
C)  departments 
D)  products 
E)  segments

Question 16

In the communication process, an actual HP printer/fax machine advertisement would be considered ________.

Accepted Answer

A)  encoding 
B)  decoding 
C)  the product 
D)  the message 
E)  the medium

Question 17

Which buyer-readiness stage are consumers in when they are feeling favorable about the product?

Accepted Answer

A)  preference 
B)  conviction 
C)  knowledge 
D)  purchasing 
E)  liking

Question 18

Direct and digital marketing includes catalogs, e-mail, direct mail, social media, and mobile marketing.

Accepted Answer

A) True 
 B)False

Question 19

Excel Enterprises uses a Web site, online social networks, and print advertisements to promote its products. Since Excel Enterprises practices integrated marketing communications, all these different brand contacts maintain ________ in design and tone.

Accepted Answer

A)  variety 
B)  simplicity 
C)  creativity 
D)  consistency 
E)  flexibility

Question 20

Which of the following promotional tools is the most effective in building up buyers' preferences, convictions, and actions?

Accepted Answer

A)  mass-market advertising 
B)  sales promotion 
C)  segmented advertising 
D)  personal selling 
E)  public relations

Exam 14: Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

________ includes sales presentations, trade shows, and incentive programs.

The four major communication functions are encoding, decoding, response, and noise.

To ________, a marketer would most likely ask target audience members whether they remember the message, how many times they saw it, and what points they remember.

What role does message format play in print advertisements?

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.

In most cases, what is the most expensive promotion tool?

A(n) ________ is a set of symbols that the sender transmits.

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In terms of the communication model, the sender of this message is ________.

Which of the following is one of the four major communication functions?

Because personal selling involves developing relationships, it is acceptable for salespeople to stretch claims they make about a product's advantages.

Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all ________.

Describe the significance of public relations as a promotion tool.

Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.

Communications programs need to be developed for specific niches, individuals, and ________.

In the communication process, an actual HP printer/fax machine advertisement would be considered ________.

Which buyer-readiness stage are consumers in when they are feeling favorable about the product?

Direct and digital marketing includes catalogs, e-mail, direct mail, social media, and mobile marketing.

Excel Enterprises uses a Web site, online social networks, and print advertisements to promote its products. Since Excel Enterprises practices integrated marketing communications, all these different brand contacts maintain ________ in design and tone.

Which of the following promotional tools is the most effective in building up buyers' preferences, convictions, and actions?