Question 1

What three product characteristics should be considered when selecting promotional tools? For each characteristic, give an example of a product where the characteristic is very important.

Accepted Answer

Three specific characteristics that shou...

Question 2

After a receiver responds to a message, the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as

Accepted Answer

A)   encoding.
B)   receiver response.
C)   feedback.
D)   noise.
E)   message loop.F) B) and C)
G) A) and B)

Question 3

Which of these is the best approach to promotion budgeting?

Accepted Answer

A)   objective and task budgeting
B)   percentage of sales budgeting
C)   competitive parity budgeting
D)   all-you-can-afford budgeting
E)   linear forecast budgetingF) All of the above
G) A) and E)

Question 4

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant. In terms of the communication process, the ________ of the information in the product's advertisement is Procter & Gamble, its manufacturer.

Accepted Answer

A)   receiver
B)   source
C)   essence
D)   decoder
E)   communication channelF) B) and C)
G) All of the above

Question 5

List and briefly describe the key elements of the communication process.

Accepted Answer

Communication is the process of conveyin...

Question 6

Allegra is an antihistamine. To create brand awareness, Allegra's manufacturer is offering people who request information about the product a seat cushion to use at their favorite sporting event. Its television ad shows a woman halfheartedly watching a sporting event. The voiceover asks if she is bored or congested. In the next scene, the person is having a great time and is decongested after taking Allegra. This use of the same promotional theme throughout a product's marketing campaign is an example of how marketers use

Accepted Answer

A)   the retailing mix.
B)   integrated marketing communications.
C)   the branding mix.
D)   coordinated channels of communication.
E)   marketing by objectives.F) A) and E)
G) B) and E)

Question 7

Pharmaceutical companies now spend more than $9.6 billion annually on ________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors. This combines a pull strategy with a push one.

Accepted Answer

A)   consumer integrated
B)   doctor cohort
C)   informational DVD
D)   direct-to-consumer
E)   customized onlineF) All of the above
G) A) and C)

Question 8

A primary function of the promotional mix is to

Accepted Answer

A)   explain how to use a product.
B)   persuade consumers to try a product.
C)   inform customers of complementary offerings.
D)   inform customers of pricing changes.
E)   point out flaws in competitors' products.F) C) and D)
G) C) and E)

Question 9

Rebates, coupons, samples, and contests are all examples of

Accepted Answer

A)   endorsements.
B)   sponsorships.
C)   free publicity.
D)   purchase aids.
E)   sales promotions.F) A) and B)
G) A) and C)

Question 10

In terms of a promotional schedule, businesses such as ski resorts, airlines, and professional sports teams are likely to reduce their promotional activity

Accepted Answer

A)   when competitors leave the market.
B)   during the off-season.
C)   only when sales are down more than 10-20 percent.
D)   if they find cheaper social media options to be effective.
E)   when the target audience becomes younger.F) B) and C)
G) B) and D)

Question 11

Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?

Accepted Answer

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

Question 12

In a marketing context, a source refers to

Accepted Answer

A)   any paid form of advertising.
B)   consumers who read, hear, or see the message during the communications process.
C)   a company or person who has information to convey during the communications process.
D)   people with similar understanding and knowledge who are willing to share that knowledge with others.
E)   a group of individuals who are willing to receive information from others.F) None of the above
G) All of the above

Question 13

Which of these is a weakness of direct marketing?

Accepted Answer

A)   high absolute costs
B)   declining customer response rates
C)   inconsistent messages from salespeople
D)   difficult to get media cooperation
E)   easily duplicated and can easily lead to promotion warsF) A) and C)
G) B) and D)

Question 14

In a marketing context, the acronym IMC refers to

Accepted Answer

A)   interactive media convergence.
B)   internal marketing communications.
C)   integrated marketing collaboration.
D)   integrated marketing communications.
E)   international marketing convergence.F) B) and D)
G) A) and D)

Question 15

According to recent research, which consumers are considered "digital natives"?

Accepted Answer

A)   baby boomers
B)   Hispanics
C)   Catholics
D)   college students
E)   people living in the coastal United StatesF) A) and D)
G) B) and D)

Question 16

Press conferences and social media posts are tools used by a firm's ________ department.

Accepted Answer

A)   advertising
B)   sales promotion
C)   direct marketing
D)   public relations
E)   personal sellingF) C) and E)
G) A) and D)

Question 17

Which of these would be least likely to be used for mass selling?

Accepted Answer

A)   advertising
B)   public relations
C)   sales promotion
D)   publicity
E)   personal sellingF) A) and D)
G) All of the above

Question 18

The ________ is used in part used to inform prospective buyers about the benefits of the product.

Accepted Answer

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

Question 19

The practice of ________ is common among college students.

Accepted Answer

A)   media multitasking
B)   Internet addiction
C)   creating user-generated content for brands
D)   focused and extended attention
E)   receiving and responding to direct-response mobile callsF) All of the above
G) C) and D)

Question 20

A promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet is referred to as

Accepted Answer

A)   personal selling.
B)   sales promotion.
C)   publicity.
D)   advertising.
E)   direct marketing.F) B) and C)
G) B) and D)

Exam 18: Advertising, Sales Promotion, and Public Relations

Rebates, coupons, samples, and contests are all examples of

Correct Answer
verified

After a receiver responds to a message, the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as

Correct Answer
verified

The practice of ________ is common among college students.

Correct Answer
verified

What three product characteristics should be considered when selecting promotional tools? For each characteristic, give an example of a product where the characteristic is very important.

Correct Answer
verified
Three specific characteristics that shou...
View Answer

Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?

Correct Answer
verified

List and briefly describe the key elements of the communication process.

Correct Answer
verified
Communication is the process of conveyin...
View Answer

Which of these is a weakness of direct marketing?

Correct Answer
verified

Press conferences and social media posts are tools used by a firm's ________ department.

Correct Answer
verified

According to recent research, which consumers are considered "digital natives"?

Correct Answer
verified

A promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet is referred to as

Correct Answer
verified

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant. In terms of the communication process, the ________ of the information in the product's advertisement is Procter & Gamble, its manufacturer.

Correct Answer
verified

Pharmaceutical companies now spend more than $9.6 billion annually on ________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors. This combines a pull strategy with a push one.

Correct Answer
verified

Which of these is the best approach to promotion budgeting?

Correct Answer
verified

Correct Answer
verified

In a marketing context, a source refers to

Correct Answer
verified

Which of these would be least likely to be used for mass selling?

Correct Answer
verified

A primary function of the promotional mix is to

Correct Answer
verified

In terms of a promotional schedule, businesses such as ski resorts, airlines, and professional sports teams are likely to reduce their promotional activity

Correct Answer
verified

The ________ is used in part used to inform prospective buyers about the benefits of the product.

Correct Answer
verified

In a marketing context, the acronym IMC refers to

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

Rebates, coupons, samples, and contests are all examples of

Correct AnswerverifiedShow Answer

After a receiver responds to a message, the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as

Correct AnswerverifiedShow Answer

The practice of ________ is common among college students.

Correct AnswerverifiedShow Answer

What three product characteristics should be considered when selecting promotional tools? For each characteristic, give an example of a product where the characteristic is very important.

Correct AnswerverifiedThree specific characteristics that shou...View AnswerShow Answer

Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?

Correct AnswerverifiedShow Answer

List and briefly describe the key elements of the communication process.

Correct AnswerverifiedCommunication is the process of conveyin...View AnswerShow Answer

Which of these is a weakness of direct marketing?

Correct AnswerverifiedShow Answer

Press conferences and social media posts are tools used by a firm's ________ department.

Correct AnswerverifiedShow Answer

According to recent research, which consumers are considered "digital natives"?

Correct AnswerverifiedShow Answer

A promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet is referred to as

Correct AnswerverifiedShow Answer

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant. In terms of the communication process, the ________ of the information in the product's advertisement is Procter & Gamble, its manufacturer.

Correct AnswerverifiedShow Answer

Pharmaceutical companies now spend more than $9.6 billion annually on ________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors. This combines a pull strategy with a push one.

Correct AnswerverifiedShow Answer

Which of these is the best approach to promotion budgeting?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In a marketing context, a source refers to

Correct AnswerverifiedShow Answer

Which of these would be least likely to be used for mass selling?

Correct AnswerverifiedShow Answer

A primary function of the promotional mix is to

Correct AnswerverifiedShow Answer

In terms of a promotional schedule, businesses such as ski resorts, airlines, and professional sports teams are likely to reduce their promotional activity

Correct AnswerverifiedShow Answer

The ________ is used in part used to inform prospective buyers about the benefits of the product.

Correct AnswerverifiedShow Answer

In a marketing context, the acronym IMC refers to

Correct AnswerverifiedShow Answer

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Three specific characteristics that shou...
View Answer

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Communication is the process of conveyin...
View Answer

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