Question 1

List the key elements of the promotional mix. Why are they used?

Accepted Answer

The promotional mix is the combination o...

Question 2

What are the strengths/advantages and weaknesses/disadvantages of using personal selling in the promotional mix?

Accepted Answer

Personal selling is the two-way flow of ...

Question 3

The ________ includes advertising, personal selling, sales promotion, public relations, and direct marketing.

Accepted Answer

A)   promotional mix
B)   promotion channel
C)   communication message
D)   marketing matrix
E)   media mixF) A) and B)
G) B) and C)

Question 4

In the hierarchy of effects, the consumer's actual first purchase and use of the product or brand is referred to as the ________ stage.

Accepted Answer

A)   adoption
B)   evaluation
C)   sampling
D)   interest
E)   trialF) All of the above
G) B) and E)

Question 5

Decoding refers to

Accepted Answer

A)   receiving a message within a common field of experience and breaking down that information into small usable units to better interpret its meaning.
B)   having a receiver take a set of symbols, the message, and transform them into an idea.
C)   receiving a message that requires integration of new information to fully understand the intended meaning.
D)   having the sender transform an abstract idea into a set of symbols that can be universally understood.
E)   having a sender take a set of symbols, the message, and transform them into an idea.F) A) and D)
G) B) and D)

Question 6

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes. What form of marketing communication did it use?

Accepted Answer

A)   public relations
B)   personal selling
C)   publicity
D)   sales promotion
E)   advertisingF) D) and E)
G) A) and E)

Question 7

Figure 18-1
-Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J) . The position labeled J is referred to as

Accepted Answer

A)   decoding.
B)   the message.
C)   the fields of experience.
D)   noise.
E)   the feedback loop.F) A) and E)
G) A) and C)

Question 8

What are the strengths/advantages and weaknesses/disadvantages of using sales promotion in the promotional mix?

Accepted Answer

Sales promotion is a short-term induceme...

Question 9

Which of the following messages represents a potential communication error?

Accepted Answer

A)   "Once in-a-lifetime offer!"
B)   "Buy one, get one free!"
C)   "Can't read? Let us help. Free literacy classes."
D)   "Great part-time job opportunity; transportation required."
E)   "Two bottled waters for $3.00 or $1.75 each."F) B) and C)
G) A) and E)

Question 10

________ are the result of organizations' efforts to create profiles of customers so that direct marketing tools, such as e-mail and catalogs, can be directed at specific customers.

Accepted Answer

A)   Databases
B)   Direct order fulfillments
C)   Lead generations
D)   First-mover advantages
E)   Direct order consignmentsF) B) and E)
G) None of the above

Question 11

Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms. She immediately went to the store to purchase the product. In terms of the communication process, the Claritin ad resulted in

Accepted Answer

A)   a stimulus.
B)   an exposure.
C)   a field of experience.
D)   a subconscious impulse.
E)   a response.F) A) and C)
G) None of the above

Question 12

A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species. However, the firm has few resources to promote the film. Which promotional element should it employ?

Accepted Answer

A)   Hire a salesperson to speak to environmental groups.
B)   Ask local radio and television stations to run a favorable story about the film.
C)   Advertise on billboards in each local market.
D)   Invite students to participate in a contest to win free tickets.
E)   Send postcards to all people within a 25-mile radius of a theater showing the movie.F) B) and C)
G) C) and E)

Question 13

In the hierarchy of effects, a favorable experience on the first trial causes the consumer's repeated purchase and use of the product or brand in the ________ stage.

Accepted Answer

A)   evaluation
B)   adoption
C)   awareness
D)   interest
E)   usageF) All of the above
G) A) and B)

Question 14

During which stage of the product life cycle does the marketer spend little money in the promotional mix?

Accepted Answer

A)   decline
B)   maturity
C)   growth
D)   introduction
E)   reminderF) A) and E)
G) B) and E)

Question 15

During the postpurchase stage of the consumer purchase decision process, ________ plays a small role.

Accepted Answer

A)   advertising
B)   personal selling
C)   sales promotion
D)   public relations
E)   direct marketingF) A) and B)
G) B) and C)

Question 16

Figure 18-1
-Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J) . The position labeled Box A is referred to as

Accepted Answer

A)   the message.
B)   the receiver.
C)   the source.
D)   the fields of experience.
E)   feedback.F) B) and C)
G) A) and E)

Question 17

Which of these is a weakness of advertising?

Accepted Answer

A)   It entails extremely high expense per exposure.
B)   It is difficult to get media cooperation.
C)   It entails high absolute costs.
D)   It is easily duplicated.
E)   It can easily lead to promotion wars.F) B) and E)
G) A) and C)

Question 18

The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are complexity, ________, and ancillary services.

Accepted Answer

A)   relevance
B)   focus
C)   risk
D)   meaning
E)   impactF) All of the above
G) C) and D)

Question 19

In a feedback loop, a response refers to

Accepted Answer

A)   the number of times a consumer must hear a message before it can be accurately decoded.
B)   the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process.
C)   the positive or negative feedback that a consumer expresses immediately after exposure to a company's message.
D)   the impact, either positive or negative, that occurs when one consumer interprets a firm's message through word of mouth to another potential consumer using his or her own words.
E)   the length of time required for a typical customer to associate a specific slogan, theme, melody, or logo with a specific product brand.F) None of the above
G) C) and D)

Question 20

The best approach to budgeting is objective and task budgeting, whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and

Accepted Answer

A)   asks the ad agency for an estimate.
B)   asks the media to propose a program.
C)   determines the promotion cost of performing these tasks.
D)   determines what spending level top management will allow for the proposed program.
E)   surveys customers to determine what spending levels they think are appropriate.F) B) and E)
G) C) and D)

Exam 18: Advertising, Sales Promotion, and Public Relations

List the key elements of the promotional mix. Why are they used?

Correct AnswerverifiedThe promotional mix is the combination o...View AnswerShow Answer

In a feedback loop, a response refers to

Correct AnswerverifiedShow Answer

In the hierarchy of effects, a favorable experience on the first trial causes the consumer's repeated purchase and use of the product or brand in the ________ stage.

Correct AnswerverifiedShow Answer

In the hierarchy of effects, the consumer's actual first purchase and use of the product or brand is referred to as the ________ stage.

Correct AnswerverifiedShow Answer

________ are the result of organizations' efforts to create profiles of customers so that direct marketing tools, such as e-mail and catalogs, can be directed at specific customers.

Correct AnswerverifiedShow Answer

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes. What form of marketing communication did it use?

Correct AnswerverifiedShow Answer

A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species. However, the firm has few resources to promote the film. Which promotional element should it employ?

Correct AnswerverifiedShow Answer

Figure 18-1 -Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J) . The position labeled J is referred to as

Correct AnswerverifiedShow Answer

What are the strengths/advantages and weaknesses/disadvantages of using sales promotion in the promotional mix?

Correct AnswerverifiedSales promotion is a short-term induceme...View AnswerShow Answer

Which of these is a weakness of advertising?

Correct AnswerverifiedShow Answer

Decoding refers to

Correct AnswerverifiedShow Answer

Which of the following messages represents a potential communication error?

Correct AnswerverifiedShow Answer

During the postpurchase stage of the consumer purchase decision process, ________ plays a small role.

Correct AnswerverifiedShow Answer

The best approach to budgeting is objective and task budgeting, whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and

Correct AnswerverifiedShow Answer

The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are complexity, ________, and ancillary services.

Correct AnswerverifiedShow Answer

The ________ includes advertising, personal selling, sales promotion, public relations, and direct marketing.

Correct AnswerverifiedShow Answer

Figure 18-1 -Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J) . The position labeled Box A is referred to as

Correct AnswerverifiedShow Answer

What are the strengths/advantages and weaknesses/disadvantages of using personal selling in the promotional mix?

Correct AnswerverifiedPersonal selling is the two-way flow of ...View AnswerShow Answer

During which stage of the product life cycle does the marketer spend little money in the promotional mix?

Correct AnswerverifiedShow Answer

Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms. She immediately went to the store to purchase the product. In terms of the communication process, the Claritin ad resulted in

Correct AnswerverifiedShow Answer

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The promotional mix is the combination o...
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Sales promotion is a short-term induceme...
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Personal selling is the two-way flow of ...
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