Question 1

A stay-at-home mom is watching a "soap opera" on TV when a commercial for a new type of kitchen cleaning product by Procter and Gamble is presented.She considers whether the new product will clean better than her existing cleaning products.In the traditional communication model,the mom is the ______.

Accepted Answer

A)   decoder
B)   source
C)   noise
D)   encoder
E)   message channel

Question 2

A document archiving company develops its promotional budget based on detailed plans from the tasks to be accomplished by its marketing campaign.The company is most likely to be using which of the following methods of promotional budget planning?

Accepted Answer

A)   Percentage method
B)   Task method
C)   Historical patterns method
D)   Ratio method
E)   Discount method

Question 3

When a telemarketer calls a college student on the phone and offers a one-year subscription to Business Week at a 50 percent discount,this is an example of ______.

Accepted Answer

A)   personal selling
B)   mass selling
C)   publicity
D)   sales promotion
E)   advertising

Question 4

GEICO's aggressive advertising campaign of the late 1990s was designed to accomplish which of the following objectives?

Accepted Answer

A)   Target the low-risk market of federal employees
B)   Win customers away from established competitors
C)   Target the high-risk market of military personnel
D)   Enable the company to avoid filing bankruptcy
E)   Continue widespread recognition of the brand

Question 5

Which of the following statements about advertising spending is NOT TRUE?

Accepted Answer

A)   Advertising in newspapers or on TV is a form of mass selling.
B)   Personal selling can be expensive, so it is often combined with mass selling and sales promotion.
C)   Placing a video on a company website or YouTube is a form of publicity.
D)   On average, more money is spent on advertising that on personal selling or sales promotion.
E)   Sales promotion can be aimed at final consumers, a company's own sales force, wholesalers or retailers.

Question 6

Promotion to business customers emphasizes personal selling.

Accepted Answer

A) True 
 B)False

Question 7

Identify the true statement pertaining to publicity.

Accepted Answer

A)   It is any paid form of nonpersonal presentation of ideas, goods, or services by a sponsor.
B)   It is the main form of mass selling which includes only the use of traditional media.
C)   If a firm has a really new message, publicity may be less useful than advertising.
D)   It includes posts on a company's website, viral videos, word-of-mouth communication, a company's Facebook page, and its "tweets" on Twitter.
E)   It tries to attract attention to the firm and its offerings by paying substantial media costs.

Question 8

The four promotion jobs of the AIDA model are to get Attention,to hold Interest,to arouse Desire,and to obtain Action.

Accepted Answer

A) True 
 B)False

Question 9

The adoption curve emphasizes the relations among groups and shows that individuals in some groups act as leaders in accepting a new idea.

Accepted Answer

A) True 
 B)False

Question 10

Any distraction that reduces the effectiveness of the communication process is called

Accepted Answer

A)   resonance.
B)   static.
C)   clutter.
D)   interference.
E)   noise.

Question 11

Budgeting for promotion expenditures by computing a percentage of past or expected sales

Accepted Answer

A)   is the most common method of setting the promotion budget.
B)   is a complex method of budgeting.
C)   will increase promotional expenditures when business is poor.
D)   is especially suitable for new products.
E)   none of these alternatives is correct.

Question 12

When a salesperson for Procter and Gamble calls on key wholesalers to explain why they should stock and sell a new type of Procter and Gamble shampoo to retailers,this is an example of

Accepted Answer

A)   pulling
B)   AIDA
C)   encoding
D)   pushing
E)   decoding

Question 13

During the market growth stage of the product life cycle,a producer would focus promotional efforts on creating ______ demand for its own brand.

Accepted Answer

A)   Competitive
B)   Customer
C)   Selective
D)   Discerning
E)   Persuasive

Question 14

A marketing manager can choose from only two promotion methods-personal selling and mass selling.

Accepted Answer

A) True 
 B)False

Question 15

The right promotion blend depends on what the firm want to accomplish-so the objective must be clearly defined.

Accepted Answer

A) True 
 B)False

Question 16

A small pet supply company assigns its sales manager to make the strategic decision regarding what blend of promotion methods the company should use for the coming year.Is the sales manager an appropriate choice for the role in this company?

Accepted Answer

A)   Yes, because the sales manager is likely to have a great deal of experience in public relations
B)   Yes, because the sales manager most likely functions as the company's marketing manager
C)   No, because the sales manager is focused on managing the company's mass-selling effort
D)   No, because the sales manager will likely hire an outside agency to develop company ads
E)   No, because the sales manager is likely to be less experienced than other managers at this job

Question 17

A producer of household batteries for flashlights,radios,and other small electronic devices wants to increase its sales relative to its competitors.The company enters into an arrangement with a supplier of bicycles to develop an incentive for retail buyers to order more batteries.Salespeople for the battery company tell each buyer that for every 20 cases of batteries ordered,the buyer will get a new bicycle.The buyer can keep the bicycle,or use it as part of an in-store contest promotion.The battery company's promotion effort aimed at retail buyers is

Accepted Answer

A)   pushing in the channel.
B)   pulling by customers.
C)   integrated marketing communications.
D)   buyer-initiated communication.
E)   None of these is a good answer.

Question 18

In promotion to final consumers,

Accepted Answer

A)   advertising, publicity, and sales promotion are the dominant promotion methods.
B)   aggressive personal selling is usually found only in expensive channel systems.
C)   reminder ads may be all the promotion that is needed for products that have won brand preference or insistence.
D)   personal selling is effective for consumer electronics and automobiles.
E)   All of these alternatives are correct.

Question 19

Early adopters

Accepted Answer

A)   tend to rely on information sources that are not controlled by marketers.
B)   tend to be opinion leaders.
C)   are the first adoption curve group to buy a product.
D)   are commonly called buzz agents.
E)   all of these alternatives are correct.

Question 20

Identify the traditional communication process.

Accepted Answer

A)   Source-Encoding-Message channel-Decoding-Receiver-Feedback
B)   Source-Encoding-Message channel-Receiver-Feedback
C)   Source-Encoding-Message channel-Noise-Receiver-Feedback
D)   Source-Message channel-Decoding-Receiver-Feedback
E)   Source-Noise-Message channel-Receiver-Feedback

Exam 15: Promotion-Introduction to Integrated Marketing Communications

The right promotion blend depends on what the firm want to accomplish-so the objective must be clearly defined.

Correct Answer
verified

Promotion to business customers emphasizes personal selling.

Correct Answer
verified

A document archiving company develops its promotional budget based on detailed plans from the tasks to be accomplished by its marketing campaign.The company is most likely to be using which of the following methods of promotional budget planning?

Correct Answer
verified

Budgeting for promotion expenditures by computing a percentage of past or expected sales

Correct Answer
verified

In promotion to final consumers,

Correct Answer
verified

Identify the true statement pertaining to publicity.

Correct Answer
verified

A marketing manager can choose from only two promotion methods-personal selling and mass selling.

Correct Answer
verified

Which of the following statements about advertising spending is NOT TRUE?

Correct Answer
verified

When a telemarketer calls a college student on the phone and offers a one-year subscription to Business Week at a 50 percent discount,this is an example of ______.

Correct Answer
verified

During the market growth stage of the product life cycle,a producer would focus promotional efforts on creating ______ demand for its own brand.

Correct Answer
verified

The adoption curve emphasizes the relations among groups and shows that individuals in some groups act as leaders in accepting a new idea.

Correct Answer
verified

Any distraction that reduces the effectiveness of the communication process is called

Correct Answer
verified

A small pet supply company assigns its sales manager to make the strategic decision regarding what blend of promotion methods the company should use for the coming year.Is the sales manager an appropriate choice for the role in this company?

Correct Answer
verified

When a salesperson for Procter and Gamble calls on key wholesalers to explain why they should stock and sell a new type of Procter and Gamble shampoo to retailers,this is an example of

Correct Answer
verified

Correct Answer
verified

GEICO's aggressive advertising campaign of the late 1990s was designed to accomplish which of the following objectives?

Correct Answer
verified

Early adopters

Correct Answer
verified

The four promotion jobs of the AIDA model are to get Attention,to hold Interest,to arouse Desire,and to obtain Action.

Correct Answer
verified

Correct Answer
verified

Identify the traditional communication process.

Correct Answer
verified

Exam 15: Promotion-Introduction to Integrated Marketing Communications

The right promotion blend depends on what the firm want to accomplish-so the objective must be clearly defined.

Correct AnswerverifiedShow Answer

Promotion to business customers emphasizes personal selling.

Correct AnswerverifiedShow Answer

A document archiving company develops its promotional budget based on detailed plans from the tasks to be accomplished by its marketing campaign.The company is most likely to be using which of the following methods of promotional budget planning?

Correct AnswerverifiedShow Answer

Budgeting for promotion expenditures by computing a percentage of past or expected sales

Correct AnswerverifiedShow Answer

In promotion to final consumers,

Correct AnswerverifiedShow Answer

Identify the true statement pertaining to publicity.

Correct AnswerverifiedShow Answer

A marketing manager can choose from only two promotion methods-personal selling and mass selling.

Correct AnswerverifiedShow Answer

Which of the following statements about advertising spending is NOT TRUE?

Correct AnswerverifiedShow Answer

When a telemarketer calls a college student on the phone and offers a one-year subscription to Business Week at a 50 percent discount,this is an example of ______.

Correct AnswerverifiedShow Answer

During the market growth stage of the product life cycle,a producer would focus promotional efforts on creating ______ demand for its own brand.

Correct AnswerverifiedShow Answer

The adoption curve emphasizes the relations among groups and shows that individuals in some groups act as leaders in accepting a new idea.

Correct AnswerverifiedShow Answer

Any distraction that reduces the effectiveness of the communication process is called

Correct AnswerverifiedShow Answer

A small pet supply company assigns its sales manager to make the strategic decision regarding what blend of promotion methods the company should use for the coming year.Is the sales manager an appropriate choice for the role in this company?

Correct AnswerverifiedShow Answer

When a salesperson for Procter and Gamble calls on key wholesalers to explain why they should stock and sell a new type of Procter and Gamble shampoo to retailers,this is an example of

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

GEICO's aggressive advertising campaign of the late 1990s was designed to accomplish which of the following objectives?

Correct AnswerverifiedShow Answer

Early adopters

Correct AnswerverifiedShow Answer

The four promotion jobs of the AIDA model are to get Attention,to hold Interest,to arouse Desire,and to obtain Action.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Identify the traditional communication process.

Correct AnswerverifiedShow Answer

Correct Answer
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