1) A company's total marketing communications mix consists of
a special blend of advertising, sales promotion, public relations, personal
selling, and direct-marketing tools that the company uses to communicate
customer value and build customer relationships. This is also called ________.
A) direct marketing
B) integrated marketing
C) the promotion mix
D) competitive marketing
E) target marketing
Answer: C
Diff: 1 Page
Ref: 408
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-1
2) The use of short-term incentives to encourage the purchase
or sale of a product or service is called ________.
A) direct marketing
B) sales promotion
C) personal selling
D) public relations
E) publicity
Answer: B
Diff: 2 Page
Ref: 408
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-1
3) Any paid form of nonpersonal presentation and promotion of
ideas, goods, or services by an identified sponsor is called ________.
A) sales promotion
B) advertising
C) direct marketing
D) personal selling
E) public relations
Answer: B
Diff: 1 Page
Ref: 408
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-1
4) Which of the five major promotion tools includes building
up a positive corporate image and handling unfavorable stories and events?
A) sales promotion
B) personal selling
C) direct marketing
D) public relations
E) advertising
Answer: D
Diff: 2 Page
Ref: 408
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-1
5) Which of the following is NOT a major category in a
company's promotion mix?
A) sales promotion
B) strategic positioning
C) direct marketing
D) public relations
E) advertising
Answer: B
Diff: 2 Page
Ref: 408
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-1
6) Which major promotion category makes use of catalogs,
telephone marketing, kiosks, and the Internet?
A) sales promotion
B) direct marketing
C) publicity
D) public relations
E) advertising
Answer: B
Diff: 2 Page
Ref: 408
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-1
7) Which major promotion category makes use of displays,
discounts, coupons, and demonstrations?
A) sales promotion
B) direct marketing
C) publicity
D) public relations
E) advertising
Answer: A
Diff: 2 Page
Ref: 408
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-1
8) The promotion mix is the company's primary communication
activity; the marketing mix must be coordinated for the greatest communication
impact. What is NOT included in the entire marketing mix?
A) product
B) competitor
C) price
D) place
E) promotion
Answer: B
Diff: 2 Page
Ref: 403
Skill: Concept
Objective: 14-1
9) 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.
A) marketing communications
B) direct marketing
C) the Internet and other technologies
D) mass market media
E) informative advertising
Answer: C
Diff: 1 Page
Ref: 409
AACSB: Use of
Information Technology
Skill: Concept
Objective: 14-2
10) Which of the following is NOT a factor in the changes
occurring in today's marketing communications?
A) Mass markets have fragmented, and marketers are shifting
away from mass marketing.
B) Improvements in communication technologies are changing
how companies and customers communicate with each other.
C) Companies routinely invest millions of dollars in the mass
media.
D) Mass media no longer capture the majority of promotional
budgets.
E) Today's consumers are better informed about products and
services.
Answer: D
Diff: 3 Page
Ref: 410
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-2
11) Moving away from ________, marketers have been shifting
toward highly focused marketing, spawning a new generation of more specialized
and highly targeted communications efforts.
A) mass marketing
B) advertising
C) direct marketing
D) pull strategies
E) push strategies
Answer: A
Diff: 2 Page
Ref: 409
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-2
12) Which of the following is NOT an example of a specialized
and highly targeted media that an advertiser might use to reach smaller
customer segments?
A) cable television channels
B) e-mail
C) cell phone content
D) network television
E) online social networks
Answer: D
Diff: 2 Page
Ref: 409
AACSB: Use of
Information Technology
Skill: Concept
Objective: 14-2
13) Companies are doing less ________ and more ________ as a
result of an explosion of more focused media that better match today's
targeting strategies.
A) marketing; media
B) media; sales
C) narrowcasting; broadcasting
D) broadcasting; narrowcasting
E) advertising; word-of-mouth
Answer: D
Diff: 2 Page
Ref: 409
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-2
14) All of the following are reasons that marketers are
losing confidence in television advertising EXCEPT which one?
A) TV ad spending is rising at a slower rate than online ad
spending.
B) TV and other mass media no longer capture the lion share
of promotional budgets.
C) Many viewers are using video streaming or DVRs.
D) Mass media costs are rising.
E) TV audience size is on the decline.
Answer: B
Diff: 3 Page
Ref: 410
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-2
15) Companies often fail to integrate their various
communications to consumers because ________.
A) historically consumers have been able to distinguish
between message sources
B) advertising departments are reluctant to work with public
relations professionals
C) communications often come from different parts of the
company
D) personal selling and sales promotion are in direct
conflict
E) they have overemphasized the concept of brand contact
Answer: C
Diff: 2 Page
Ref: 410
AACSB: Communication Abilities
Skill: Concept
Objective: 14-2
16) Consumers today receive commercial messages from a broad
range of sources. However, consumers ________ the way marketers do.
A) don't distinguish between message sources
B) are able to differentiate among messages sources
C) don't care about buzz marketing
D) are not able to block out messages
E) block them all out
Answer: A
Diff: 2 Page
Ref: 410
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-2
17) More companies are adopting the concept of ________,
which carefully integrates and coordinates the company's many communication
channels to deliver a clear, consistent, and compelling message about the
organization and its brands.
A) integrated marketing communications
B) integrated personal selling
C) integrated competitive methods
D) nonpersonal communication channels
E) buzz marketing
Answer: A
Diff: 1 Page
Ref: 412
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-2
18) Advertising, sales promotion, personal selling, public
relations, and direct marketing are all ________.
A) communications channels that should be integrated under
the concept of integrated marketing communications
B) communications channels focused more on narrowcasting than
broadcasting
C) promotional tools used for push strategies but not pull
strategies
D) promotional tools used for pull strategies but not push
strategies
E) promotional tools adapted for use in mass marketing
Answer: A
Diff: 2 Page
Ref: 413
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-2
19) Integrated marketing communications require a company's
mass-market advertisements, Web site, e-mail, and personal selling
communications to all have ________.
A) equal portions of the advertising budget
B) independent communications directors
C) separate marketing objectives
D) the same target audience
E) the same message, look, and feel
Answer: E
Diff: 2 Page
Ref: 412
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-2
20) To produce better communications consistency, a unified
company image, and greater sales impact, some companies employ a(n) ________.
A) advertising agency
B) marketing communications director
C) public relations specialist
D) personal sales force
E) media planner
Answer: B
Diff: 2 Page
Ref: 414
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-2
21) Integrated marketing communications produces better
communications ________ and greater ________ impact.
A) consistency; sales
B) sales; consistency
C) marketing; competitive
D) variety; production
E) branding; quality
Answer: A
Diff: 2 Page
Ref: 414
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-2
22) Today, marketers are moving toward viewing communications
as managing the ________ over time.
A) advertising agency
B) nonpersonal communication channels
C) word-of-mouth influence
D) customer relationship
E) product life cycle
Answer: D
Diff: 2 Page
Ref: 414
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
23) Using integrated marketing communications, the
communications process should start with ________.
A) an advertising strategy
B) the competitive-parity method
C) public relations
D) an audit of all potential customer touch points
E) publicity
Answer: D
Diff: 3 Page Ref: 414
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
24) Which of the following is NOT one of the four major
communication functions?
A) feedback
B) encoding
C) noise
D) response
E) decoding
Answer: C
Diff: 2 Page Ref:
414
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
25) The communication channel a company uses to move its
advertising messages from sender to receiver is called the ________.
A) message
B) media
C) encoder
D) communicator
E) feedback loop
Answer: B
Diff: 2 Page
Ref: 415
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
26) The receiver assigns meaning to the symbols encoded by a
company in its advertisements through a process known as ________.
A) disencoding
B) feedback
C) acknowledgement
D) decoding
E) response
Answer: D
Diff: 2 Page
Ref: 415
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
27) In the communication process, the reaction of the
receiver after being exposed to a message is called the ________.
A) response
B) answer
C) noise
D) feedback
E) decoding
Answer: A
Diff: 1 Page
Ref: 415
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
28) When a customer lets a producer know something about its
products or advertising, the customer is providing ________.
A) decoding
B) noise
C) feedback
D) encoding
E) reverse marketing
Answer: C
Diff: 2 Page
Ref: 415
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
29) A consumer is reading a magazine with an advertisement,
but is distracted from reading the advertisement or its key points. This
unplanned static or distortion during the communication process is called
________.
A) noise
B) distraction
C) feedback
D) response
E) decoding
Answer: A
Diff: 2 Page
Ref: 415
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
30) In the communication process, the more the sender's field
of experience ________ that of the receiver, the more ________ the message is
likely to be.
A) varies from; distinguishable
B) overlaps with; effective
C) connects with; ineffective
D) coincides with; creative
E) departs from; direct
Answer: B
Diff: 3 Page
Ref: 415
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
31) To communicate effectively, a marketing communicator must
________ the consumer's field of experience.
A) compete with
B) share
C) understand
D) create
E) reference
Answer: C
Diff: 2 Page
Ref: 415
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
32) Marketing communicators must be good at ________ messages
that take into account how the target audience ________ them.
A) delivering; encodes
B) sending; encodes
C) encoding; decodes
D) retrieving; perceives
E) decoding; receives
Answer: C
Diff: 3 Page
Ref: 415
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
33) Marketing communicators must do all of the following
EXCEPT ________.
A) identify the target audience
B) deliver products to the customer
C) determine the communication objectives
D) collect feedback
E) choose the media through which to send a message
Answer: B
Diff: 2 Page
Ref: 415
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
34) In the AIDA model, the D stands for ________.
A) demand
B) desire
C) data
D) do-it-yourself
E) decoding
Answer: B
Diff: 2 Page
Ref: 417
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
35) The AIDA model identifies the characteristics of an
effective ________.
A) advertising budget
B) channel of communication
C) marketing message
D) marketing mix
E) marketing response
Answer: C
Diff: 2 Page
Ref: 417
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
36) The six ________ stages that consumers normally pass
through on their way to making a purchase begin with awareness and end with
purchase.
A) personal readiness
B) buyer-readiness
C) objective readiness
D) market readiness
E) supplier readiness
Answer: B
Diff: 1 Page
Ref: 416
Skill: Concept
Objective: 14-3
37) The six buyer-readiness stages include all of the
following EXCEPT ________.
A) awareness
B) knowledge
C) conviction
D) liking
E) hesitation
Answer: E
Diff: 2 Page
Ref: 416
Skill: Concept
Objective: 14-3
38) In the model of buyer-readiness stages, the first stage
is ________.
A) preference
B) knowledge
C) liking
D) awareness
E) insistence
Answer: D
Diff: 1 Page
Ref: 416
Skill: Concept
Objective: 14-3
39) All of the following are strategies a marketer would use
to lead consumers into making the final step toward a purchase EXCEPT which
one?
A) offer special promotional prices
B) offer add-on features
C) offer premiums
D) use extensive "teaser" advertising
E) offer rebates
Answer: D
Diff: 2 Page
Ref: 417
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
40) A message showing a product's quality, economy, value, or
performance is called a(n) ________ appeal.
A) structural
B) rational
C) emotional
D) moral
E) standard
Answer: B
Diff: 2 Page
Ref: 417
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
41) Marketers using humor in their messages claim that they
attract more attention and create more loyalty and belief in the brand. This
type of message is called a(n) ________ appeal.
A) rational
B) structural
C) emotional
D) moral
E) standard
Answer: C
Diff: 2 Page
Ref: 417
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
42) Though a popular appeal, when used poorly ________ can
detract from comprehension, quickly wear out its welcome, overshadow the
product, or even irritate consumers.
A) humor
B) nonpersonal communication
C) direct marketing
D) integrated marketing
E) noise
Answer: A
Diff: 3 Page
Ref: 418
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
43) Moral appeals are directed to the audience's sense of
what is "right" and ________.
A) proper
B) affordable
C) traditional
D) positive
E) emotional
Answer: A
Diff: 2 Page
Ref: 417
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
44) The communicator must decide how to handle message
structure issues. One issue is whether to ________ or not.
A) draw a conclusion
B) make a moral appeal
C) use the pull strategy
D) use the push strategy
E) avoid competitors
Answer: A
Diff: 3 Page
Ref: 418
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
45) A(n) ________ argument is only likely to be effective
when the audience is highly educated or likely to hear opposing claims or when
the communicator has a negative association to overcome.
A) two-sided
B) one-sided
C) moral
D) emotional
E) scientific
Answer: A
Diff: 3 Page
Ref: 418
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
46) Which of the following represent(s) a two-sided message?
A) Listerine tastes bad twice a day.
B) Heinz Ketchup is slow good.
C) Etonic athletic shoes are built so you can last.
D) A and B
E) none of the above
Answer: D
Diff: 2 Page
Ref: 418
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
47) In designing the message structure, marketers must decide
whether to present the ________ arguments first or last in a message.
A) emotional
B) structural
C) moral
D) strongest
E) scientific
Answer: D
Diff: 2 Page
Ref: 418
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
48) A marketer is making decisions about the headline, copy,
illustration, and colors for a print ad. The marketer is making decisions about
the ________.
A) message structure
B) message content
C) message medium
D) message channel
E) message format
Answer: E
Diff: 2 Page
Ref: 418
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
49) The two broad types of ________ channels are personal and
nonpersonal.
A) marketing
B) competitive
C) communication
D) buyer
E) seller
Answer: C
Diff: 1 Page
Ref: 418
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
50) Communication through the mail is categorized as a(n)
________ communication channel.
A) nonpersonal
B) word-of-mouth
C) personal
D) objective
E) ineffective
Answer: C
Diff: 2 Page
Ref: 419
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
51) Creating word-of-mouth campaigns by cultivating opinion
leaders and getting them to spread information about a product or service to
others in their communities is known as ________.
A) sales promotion
B) indirect marketing
C) buzz marketing
D) stealth marketing
E) public relations
Answer: C
Diff: 1 Page
Ref: 419
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
52) Nonpersonal communication channels include major media,
________, and events.
A) sales calls
B) buzz marketing
C) atmospheres
D) word of mouth
E) e-mail
Answer: C
Diff: 2 Page
Ref: 419
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
53) Vast numbers of consumers are aware of your product. It
is now your goal to enhance preference for your product. You plan to use
nonpersonal communications through print media and display media. This will
include all of the following EXCEPT ________.
A) newspapers
B) magazines
C) Internet "chats"
D) direct mail
E) billboards
Answer: C
Diff: 1 Page
Ref: 419
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
54) To ________, a marketer can ask target audience members
whether they remember the message, how many times they saw it, and what points
they remember.
A) select a message source
B) collect feedback
C) select a message channel
D) plan a media purchase
E) design a marketing appeal
Answer: B
Diff: 2 Page
Ref: 420
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
55) ________ from marketing communications may suggest
changes in the promotion program or in the product offer itself.
A) Encoding
B) Decoding
C) Feedback
D) Noise
E) Shelter
Answer: C
Diff: 2 Page
Ref: 420
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
56) Companies use all of the following methods to set their
advertising budget EXCEPT the ________.
A) objective-and-task method
B) integrated method
C) competitive-parity method
D) percentage-of-sales method
E) affordable method
Answer: B
Diff: 1 Page
Ref: 423
Skill: Concept
Objective: 14-4
57) Using the ________ method for setting an advertising
budget, the company starts with total revenues, deducts operating expenses and
capital outlays, and then devotes some portion of the remaining funds to
advertising.
A) integrated
B) moving-average
C) competitive-parity
D) percentage-of-sales
E) affordable
Answer: E
Diff: 2 Page Ref: 423
Skill: Concept
Objective: 14-4
58) Though the ________ method of setting an advertising
budget is simple to use and helps management think about the relationships
among promotion spending, selling price, and profit per unit, it wrongly views
sales as the cause of promotion rather than the result.
A) percentage-of-sales
B) integrated
C) competitive-parity
D) objective-and-task
E) regression
Answer: A
Diff: 2 Page
Ref: 423
Skill: Concept
Objective: 14-4
59) Which method of setting an advertising budget is based on
analyzing competitors' spending?
A) percentage-of-sales method
B) affordable method
C) competitive-parity method
D) objective-and-task method
E) regression method
Answer: C
Diff: 1 Page
Ref: 423
Skill: Concept
Objective: 14-4
60) Perhaps the most logical budget-setting method is the
________ method because it is based on spending necessary to accomplish
specific promotion goals.
A) percentage-of-sales
B) affordable
C) competitive-parity
D) objective-and-task
E) exponential smoothing
Answer: D
Diff: 2 Page
Ref: 424
Skill: Concept
Objective: 14-4
61) Advertising has some shortcomings. What is NOT one of
them?
A) It is impersonal.
B) It can be very costly.
C) It slowly reaches many people.
D) It carries on one-way communication with the audience.
E) It does not make audience members feel the need to
respond.
Answer: C
Diff: 3 Page
Ref: 424
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-4
62) ________ is the company's most expensive promotion tool.
A) Advertising
B) Personal selling
C) Mass media
D) Public relations
E) Publicity
Answer: B
Diff: 3 Page
Ref: 425
Skill: Concept
Objective: 14-4
63) Which promotional tool is most effective in building up
buyers' preferences, convictions, and, most importantly, actions?
A) mass-market advertising
B) personal selling
C) segmented advertising
D) sales promotion
E) public relations
Answer: B
Diff: 2 Page
Ref: 424
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-4
64) Sales promotion features a wide assortment of tools.
Which of the following is NOT one of these tools?
A) contests
B) premiums
C) catalogs
D) coupons
E) cents-off deals
Answer: C
Diff: 2 Page
Ref: 425
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-4
65) "Buy it now" is the message of ________.
A) personal selling
B) advertising
C) a nonpersonal communication channel
D) sales promotion
E) publicity
Answer: D
Diff: 2 Page
Ref: 425
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-4
66) ________ consists of strong short-term incentives that
invite and reward quick responses from customers.
A) A patronage reward
B) A segmented promotion
C) Advertising
D) Sales promotion
E) Publicity
Answer: D
Diff: 1 Page
Ref: 425
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-4
67) ________ is very believable because news stories,
features, sponsorships, and events seem more real and believable to readers
than ads do.
A) The competitive-parity method
B) Public relations
C) Personal communication
D) Nonpersonal communication
E) Personal selling
Answer: B
Diff: 2 Page
Ref: 425
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-4
68) Which promotional tool is described as nonpublic,
immediate, customized, and interactive?
A) segmented advertising
B) sales promotion
C) direct marketing
D) brand contacts
E) public relations
Answer: C
Diff: 2 Page
Ref: 425
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-4
69) Which promotional mix strategy directs marketing efforts
toward final consumers?
A) pull
B) blitz
C) push
D) buzz
E) pulse
Answer: A
Diff: 1 Page
Ref: 425
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-4
70) Which promotional mix strategy directs marketing efforts
toward market channel members?
A) pull
B) blitz
C) push
D) buzz
E) pulse
Answer: C
Diff: 1 Page
Ref: 425
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-4
71) Business-to-consumer companies are more likely to
emphasize a ________ promotion strategy, while business-to-business companies
are more likely to emphasize a ________ promotion strategy.
A) pull; push
B) push; pull
C) pulse; pull
D) continuity; pulse
E) pulse; continuity
Answer: A
Diff: 2 Page
Ref: 426
Skill: Concept
Objective: 14-4
72) In the introduction stage of the product life cycle, a
combination of ________ is best for producing high awareness.
A) indirect marketing and personal selling
B) advertising and public relations
C) public relations and personal selling
D) personal selling and direct marketing
E) direct marketing and sales promotion
Answer: B
Diff: 2 Page
Ref: 426
Skill: Concept
Objective: 14-4
73) Which of the following would be classified as bait-and-switch
advertising?
A) advertising a cheaper brand but only making a more
expensive one available to customers
B) raising a product's prices
C) attempting to charge less for a brand than for
manufacturers' brands
D) advertising service packages that cannot actually be
provided
E) favoring certain customers over others through trade
promotions
Answer: A
Diff: 2 Page
Ref: 427
AACSB: Ethical
Understanding and Reasoning Abilities
Skill: Concept
Objective: 14-4
74) A company's salespeople should always follow the rules of
________.
A) high-pressure selling
B) societal marketing
C) competition
D) fair competition
E) cooling-down
Answer: D
Diff: 2 Page
Ref: 428
AACSB: Ethical
Understanding and Reasoning Abilities
Skill: Concept
Objective: 14-4
75) The FTC has adopted a three-day cooling-off rule to give
special protection to ________.
A) customers who purchased because of deceptive advertising
B) customers who purchased because of bait-and-switch tactics
C) customers who were not seeking a product
D) resellers who do not receive proportionately equal
treatment from manufacturers
E) resellers who are not covered by the Robinson-Patnam Act
Answer: C
Diff: 2 Page
Ref: 428
AACSB: Ethical
Understanding and Reasoning Abilities
Skill: Concept
Objective: 14-4
76) A.Y. McDonald, a manufacturer of pumps and plumbing
valves, employs regional salespeople to sell its products to wholesalers and
cities. This is an example of ________.
A) sales promotion
B) personal selling
C) public relations
D) direct marketing
E) advertising
Answer: B
Diff: 1 Page
Ref: 408
AACSB: Analytic Skills
Skill: Application
Objective: 14-1
77) Harpo Enterprises maintains the Oprah Winfrey show, a Web
site, and O magazine. Because Harpo Enterprises practices integrated
marketing communications, these different brand contacts all maintain ________
in design and tone.
A) variety
B) feedback
C) consistency
D) creativity
E) convenience
Answer: C
Diff: 2 Page
Ref: 412
AACSB: Analytic Skills
Skill: Application
Objective: 14-2
78)
Delia's is a clothing retailer that targets teenage girls. It runs coordinated
promotions for its catalogs, Web site, and retail outlets. It uses the same
models in its catalog and in its print ads as well as on its Web site. Delia's
works to make sure its public relations activities as well as its sales
promotions harmonize with its advertising in all venues. From this information,
you can infer that Delia's is using ________.
A) buzz marketing
B) experiential marketing
C) integrated marketing communication
D) word-of-mouth marketing
E) database marketing
Answer: C
Diff: 2 Page
Ref: 412
AACSB: Analytic Skills
Skill: Application
Objective: 14-2
79) HP's advertising agency assembles words and illustrations
into an advertisement that will convey the company's intended brand message. In
the communication process, HP is ________.
A) messaging
B) encoding
C) sending
D) decoding
E) responding
Answer: B
Diff: 2 Page
Ref: 415
AACSB: Communication
Abilities
Skill: Application
Objective: 14-3
80) The decision to use a cleaning genie to communicate the
strength and power of Mr. Clean cleaning liquid is representative of the
________ process of the communication model.
A) sourcing
B) encoding
C) signifying
D) decoding
E) messaging
Answer: B
Diff: 2 Page
Ref: 415
AACSB: Communication
Abilities
Skill: Application
Objective: 14-3
81) In the communication process, an actual HP printer/fax
machine advertisement is called ________.
A) encoding
B) decoding
C) noise
D) the message
E) the medium
Answer: D
Diff: 2 Page
Ref: 415
AACSB: Communication
Abilities
Skill: Application
Objective: 14-3
82) An ad for Maybelline age-minimizing makeup in Ladies'
Home Journal magazine featured actress Melina Kanakaredes and offered
readers a $1-off coupon when they try the new makeup. In terms of the
communication model, the sender of this message is ________.
A) Melina Kanakaredes
B) Ladies' Home Journal
C) readers who redeem the $1-off coupon
D) Maybelline
E) the target market to whom Melina Kanakaredes appeals
Answer: D
Diff: 2 Page
Ref: 415
AACSB: Analytic Skills
Skill: Application
Objective: 14-3
83) An ad for Maybelline age-minimizing makeup in Ladies'
Home Journal magazine featured actress Melina Kanakaredes and offered
readers a $1-off coupon when they try the new makeup. In terms of the
communication model, the medium of this ad is ________.
A) Melina Kanakaredes
B) Ladies' Home Journal
C) readers who redeem the $1-off coupon
D) Maybelline
E) the target market to whom Melina Kanakaredes appeals
Answer: B
Diff: 2 Page
Ref: 415
AACSB: Analytic Skills
Skill: Application
Objective: 14-3
84) Mercy University's initial ads for the school's new MBA
program are most likely intended to create ________.
A) liking
B) awareness
C) preference
D) insistence
E) conviction
Answer: B
Diff: 2 Page
Ref: 416
AACSB: Analytic Skills
Skill: Application
Objective: 14-3
85) When a car maker wants to introduce a new model, it is
most likely to begin with an extensive ________ advertising campaign to create
name familiarity and interest.
A) sales promotion
B) competitive
C) teaser
D) moral appeal
E) two-sided
Answer: C
Diff: 2 Page
Ref: 416
AACSB: Reflective
Thinking Skills
Skill: Application
Objective: 14-3
86) An example of a(n) ________ appeal is the Salvation Army
appeal, "While you are trying to figure out what to get the man who has
everything, don't forget the man who has nothing."
A) emotional
B) awareness
C) rational
D) moral
E) standard
Answer: D
Diff: 2 Page
Ref: 417
AACSB: Analytic Skills
Skill: Application
Objective: 14-3
87) A manufacturer of a variety of technological devices
asked its marketing department to develop inexpensive methods of building and
maintaining brand awareness and excitement. The marketing department then
recruited consumers who were early adopters of technological devices to spread
the word about the company's new products. This is an example of ________.
A) public service activities
B) nonpersonal marketing
C) buzz marketing
D) sales promotion
E) direct marketing
Answer: C
Diff: 3 Page
Ref: 419
AACSB: Analytic Skills
Skill: Application
Objective: 14-3
88) Toward the end of the fiscal year, the owner of a small
company came back from lunch concerned because he had learned that a business
targeting the same customers as his was planning on spending $150,000 on
promotion. As soon as he arrived at the office, he called his financial manager
and said, "I want to budget $150,000 for next year's promotion."
Which method of promotional budgeting did the owner want to use?
A) the objective-and-task method
B) the percentage-of-sales method
C) the competitive-parity method
D) the bottom-up method
E) the pull-push method
Answer: C
Diff: 2 Page
Ref: 423
AACSB: Analytic Skills
Skill: Application
Objective: 14-4
89) An e-mail from Amazon.com offers free shipping on your
next purchase of more than $35. This is an example of ________.
A) sales promotion
B) personal selling
C) public relations
D) an advertising objective
E) a push strategy
Answer: A
Diff: 2 Page
Ref: 425
AACSB: Analytic Skills
Skill: Application
Objective: 14-4
90) A newspaper article announced that VoiceStream Wireless,
the nation's sixth-largest wireless carrier, was changing its name to T-Mobile
and that to begin the makeover process it had replaced spokesperson Jamie Lee
Curtis with Catherine Zeta-Jones. Of which element of the promotion mix is this
an example?
A) sales promotion
B) advertising
C) public relations
D) personal selling
E) product
Answer: C
Diff: 2 Page
Ref: 425
AACSB: Analytic Skills
Skill: Application
Objective: 14-4
91) An ad in a professional journal targeted to an audience
of dentists asked dentists to recommend Crest toothpaste to their patients. It
offered toothpaste samples that dentists could buy at cost to give to their
patients to encourage patients to take better care of their teeth. The
manufacturer of Crest toothpaste was using ________.
A) personal selling
B) direct marketing
C) a push strategy
D) a pull strategy
E) public relations
Answer: C
Diff: 2 Page
Ref: 425
AACSB: Analytic Skills
Skill: Application
Objective: 14-4
92) Glasis is a type of paint made specifically for use on
cars. An ad in Motor Trend magazine advising consumers to request their
body shops use Glasis paint is an example of how a company uses ________.
A) word-of-mouth influence
B) public relations
C) buzz marketing
D) a push strategy
E) a pull strategy
Answer: E
Diff: 2 Page
Ref: 425
AACSB: Analytic Skills
Skill: Application
Objective: 14-4
93) Management of a company that adheres to the principle of
integrated marketing communications is most likely to believe which of the
following?
A) The use of multiple marketing communications channels is
advantageous.
B) The use of a single marketing communications channel is
advantageous.
C) Long-term relationships with customers are best nurtured
through sales promotion.
D) Long-term relationships with customers are best nurtured
through public relations.
E) Short-term relationships with customers are more
profitable than long-term relationships with customers.
Answer: A
Diff: 2 Page
Ref: 412
AACSB: Reflective
Thinking Skills
Skill: Synthesis
Objective: 14-2
94) Tara Keegan owns Live Well, a small chain of health
stores offering a variety of natural health products and related services. In
order to implement integrated marketing communications, Tara has hired a
marketing communications director, whose job it will be to ensure that each ________
will deliver a consistent and positive message about the company.
A) public relations message
B) brand contact
C) advertisement
D) logo
E) media vehicle
Answer: B
Diff: 2 Page
Ref: 414
AACSB: Reflective
Thinking Skills
Skill: Synthesis
Objective: 14-2
95) An ad for Maybelline age-minimizing makeup in Ladies'
Home Journal magazine featured actress Melina Kanakaredes and offered
readers a $1-off coupon when they try the new makeup. In terms of the
communication model, which of the following would be the best way for the
source to measure feedback?
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 were exposed to the ad
E) the number of people to whom Melina Kanakaredes is an
appealing spokesperson
Answer: C
Diff: 2 Page
Ref: 415
AACSB: Reflective
Thinking Skills
Skill: Critical
Thinking
Objective: 14-3
96) Mariah Goldberg, a marketing manager for a manufacturer
of children's toys, is looking for ways to reach potential customers who
typically avoid salespeople and advertisements. Which of the following would be
the most economical promotional tool for Mariah to use?
A) sales promotion
B) personal selling
C) public relations
D) direct marketing
E) brand contacts
Answer: C
Diff: 3 Page
Ref: 425
AACSB: Reflective
Thinking Skills
Skill: Critical
Thinking
Objective: 14-4
97) Clean and Clear, a large producer of all-natural hair
care and beauty products, is most likely to use which of the promotion mix
strategies to gain increased shelf space in stores and to gain increased
customer sales?
A) push only
B) pull only
C) push and pull
D) pulse
E) continuity
Answer: C
Diff: 2 Page
Ref: 426
AACSB: Reflective
Thinking Skills
Skill: Critical
Thinking
Objective: 14-4
98) A maker of vitamin drinks wants to compete with the
leading brands in the category and has decided to use a heavy push strategy,
putting most of the brand's marketing budget into trade and consumer sales
promotion. Which of the following is a potential disadvantage of this approach?
A) A new marketing communications model is quickly replacing
mass marketing.
B) Mass media campaigns are increasingly more expensive.
C) It may be difficult to identify meaningful product
differences in advertising.
D) Retail giants may be reluctant to respond to the strategy.
E) The strategy may spark a spiral of price-slashing that
will undercut the brand's future for short-term gains.
Answer: E
Diff: 3 Page
Ref: 425
AACSB: Reflective
Thinking Skills
Skill: Synthesis
Objective: 14-4
Refer to the scenario below to answer the following
questions.
John Mayes opened Sparkle Janitorial in 2005. John began by
acquiring two contracts for office cleaning services from two local
manufacturing facilities. For two years, John and his wife, Barb, performed the
cleaning services alone. After acquiring three additional cleaning contracts in
2007, John hired two employees.
"Up to that point, we had room to grow but we really had
no advertising plan," John stated. "We were relying mostly on
word-of-mouth."
By 2010, Barb hired another two full-time employees to begin
Sparkle's new endeavor: carpet cleaning in homes and offices.
"Competition was getting tough for both of our services
at that point," Barb added. "We ran a local radio spot three times
each week. Then we had an advertiser print coupons on placemats. That gave us a
little more exposure." John
and Barb Mayes admit that they never realized the value of a sound promotional
plan before now. "We wish we would have put together something catchy with
a jingle long before now," they said.
99) Which of the following would be the LEAST effective way
for John and Barb to reach new potential customers?
A) word-of-mouth influence
B) buzz marketing
C) public relations
D) network television advertising
E) direct marketing
Answer: D
Diff: 2 Page
Ref: 424
AACSB: Reflective
Thinking Skills
Skill: Critical
Thinking
Objective: 14-4
100) In a recent radio spot, John and Barb gave a quick
explanation of Sparkle's cleaning process and a description of the value
consumers receive for their money. This is an example of a(n) ________.
A) emotional appeal
B) standard appeal
C) rational appeal
D) moral appeal
E) social appeal
Answer: C
Diff: 2 Page
Ref: 417
AACSB: Analytic Skills
Skill: Application
Objective: 14-3
101) A company's marketing communications mix is also called
its promotion mix.
Answer: TRUE
Diff: 1 Page
Ref: 408
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-1
102) Sales promotion makes use of press releases and special
events.
Answer: FALSE
Diff: 2 Page
Ref: 408
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-1
103) Mass markets have fragmented; thus, marketers are
shifting away from mass marketing.
Answer: TRUE
Diff: 2 Page
Ref: 409
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-2
104) Though mass marketing was effective in past decades,
large companies no longer routinely invest large chunks of their advertising
budgets in mass media outlets such as television and magazines.
Answer: FALSE
Diff: 2 Page
Ref: 410
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-2
105) New communications technologies such as cell phones and
the Internet give companies new media for interacting with targeted consumers,
but these new technologies also give consumers more control over the
advertising messages they receive.
Answer: TRUE
Diff: 2 Page
Ref: 409
AACSB: Use of
Information Technology
Skill: Concept
Objective: 14-2
106) Mass marketers can expect consumers to distinguish
between commercial message sources to maintain a clear image of a company and
its brands.
Answer: FALSE
Diff: 2 Page Ref:
410
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-2
107) The integrated marketing concept ties together all of
the company's messages and images.
Answer: TRUE
Diff: 1 Page
Ref: 412
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-2
108) Integrated marketing communications allows different
brand messages to be developed by different departments within an organization.
Answer: FALSE
Diff: 2 Page
Ref: 412
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-2
109) A marketing communications director has overall
responsibility for the company's communications efforts.
Answer: TRUE
Diff: 2 Page
Ref: 414
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-2
110) The communications process should start with mass media
advertising to reach many consumers.
Answer: FALSE
Diff: 2 Page
Ref: 414
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
111) The four major communication functions are encoding,
decoding, response, and noise.
Answer: FALSE
Diff: 2 Page
Ref: 414
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
112) Encoding is the process by which the receiver assigns
meaning to symbols.
Answer: FALSE
Diff: 2 Page
Ref: 415
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
113) Decoding is the process of putting thought into symbolic
form.
Answer: FALSE
Diff: 2 Page
Ref: 415
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
114) Awareness, knowledge, and preference are buyer-readiness
stages.
Answer: TRUE
Diff: 2 Page
Ref: 416
Skill: Concept
Objective: 14-3
115) There are three
types of appeal from which marketers may choose as they design their message
content. These types are rational, emotional, and moral appeals.
Answer: TRUE
Diff: 2 Page
Ref: 417
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
116) Buzz marketing involves cultivating opinion leaders and
getting them to spread information about a product or service to others in
their communities.
Answer: TRUE
Diff: 1 Page
Ref: 419
AACSB: Communication
Abilities
Skill: Concept
Objective: 14-3
117) The percentage-of-sales method wrongly views sales as
the cause of promotion rather than the result.
Answer: TRUE
Diff: 2 Page
Ref: 423
Skill: Concept
Objective: 14-4
118) The affordable method sets promotion budgets to match
competitors' outlays.
Answer: FALSE
Diff: 2 Page
Ref: 423
Skill: Concept
Objective: 14-4
119) Large-scale advertising conveys a positive message about
the seller's size, popularity, and success.
Answer: TRUE
Diff: 2 Page
Ref: 424
Skill: Concept
Objective: 14-4
120) If the pull strategy is effective, consumers will then
demand the product from channel members, who will in turn demand it from
producers.
Answer: TRUE
Diff: 2 Page
Ref: 425
Skill: Concept
Objective: 14-4
121) Vast improvements in information technology are speeding
the movement toward segmented marketing.
Answer: TRUE
Diff: 3 Page
Ref: 409
AACSB: Use of
Information Technology
Skill: Synthesis
Objective: 14-2
122) "Teaser" advertising is most closely
associated with the buyer-readiness stage of liking a product.
Answer: FALSE
Diff: 3 Page
Ref: 416
AACSB: Analytic Skills
Skill: Application
Objective: 14-3
123) The "Stop. Think. Tylenol." ad is an example
of a moral appeal.
Answer: FALSE
Diff: 2 Page
Ref: 417
AACSB: Analytic Skills
Skill: Application
Objective: 14-3
124) Advertisements for prescription drugs often feature
potential benefits and negative side effects that consumers may experience with
use of the medication. These ads present two-sided arguments.
Answer: TRUE
Diff: 2 Page
Ref: 418
AACSB: Analytic Skills
Skill: Application
Objective: 14-3
125) A recent trend toward more push than pull in the mixes
of consumer-goods companies may achieve short-run sales at the expense of brand
equity.
Answer: TRUE
Diff: 3 Page
Ref: 426
AACSB: Reflective
Thinking Skills
Skill: Application
Objective: 14-4
126) A company's marketing communications mixalso called its
promotion mixblends five different parts. Name and define these parts.
Answer: Advertising is
any paid-for or nonpersonal presentation and promotion of ideas, goods, or
services by an identified sponsor. Sales promotion includes short-term
incentives to encourage the purchase or sale of a product or service. Public
relations includes building good relations with the company's various publics
by obtaining favorable publicity, building up a good corporate image, and
handling or heading off unfavorable rumors, stories, or events. Personal
selling includes a personal presentation by the firm's sales force for the
purpose of making sales and building customer relationships. Direct marketing
includes direct connections with carefully targeted individual consumers to
obtain an immediate response and cultivate lasting customer relationships.
Diff: 2 Page
Ref: 408
AACSB: Communication
Abilities
Skill: Application
Objective: 14-1
127) Why are profound changes in marketing communications
creating both exciting and scary times for marketing communicators?
Answer: In the past,
marketers relied heavily on mass marketing. Today, however, mass markets have
fragmented, consumers are better informed, and sweeping changes in technology
have changed how companies and consumers communicate with each other. These
three factors have led to a new marketing communications model that is
specialized to reach smaller customer segments with messages that are more personalized.
Mass marketing can no longer be solely relied upon to deliver a marketer's
message. Although these changes may frighten marketing communicators, these
changes afford tremendous opportunities to reach new customers and strengthen
relationships with existing customers.
Diff: 3 Page
Ref: 409-410
AACSB: Reflective
Thinking Skills
Skill: Critical
Thinking
Objective: 14-2
128) Explain the concept of integrated marketing
communications (IMC).
Answer: IMC calls for
recognizing all contact points where the customer may encounter the company and
its brands. A company wants to deliver a consistent and positive message with
each contact. IMC ties together all of the company's messages and images,
avoiding the confusion that can arise from customers receiving varied messages
from a variety of media.
Diff: 2 Page
Ref: 412
AACSB: Communication
Abilities
Skill: Application
Objective: 14-2
129) Name and define the four major communication functions.
Answer: Encoding is
the process of putting thought into symbolic form. Decoding is the process by
which the receiver assigns meaning to the symbols encoded by the sender. In
addition, response refers to the reactions of the receiver after being exposed
to the message. Feedback is the part of the receiver's response communicated
back to the sender.
Diff: 2 Page
Ref: 414-415
AACSB: Communication
Abilities
Skill: Application
Objective: 14-3
130) The background for a Benadryl allergy medication ad
appearing in the magazine Better Homes and Gardens shows green grass and
lovely flowers. The headline states "Benadryl is 54 percent more effective
than the leading prescription." At the bottom of the ad, in small print,
is an explanation of how the effectiveness of Benadryl was determined. The ad
also shows a package of Benadryl so consumers can easily recognize it at the
store. Identify the different components of the communication model for this
advertisement.
Answer: The marketers
of Benadryl are the sender. These marketers encoded their ideas into the actual
message, which includes the images and text of the advertisement. The medium
for this communication is the page in Better Homes and Gardens. The
receiver is anyone reading the magazine who sees this page of advertising; the
receiver may or may not decode the message in the way the marketers intended.
Noise could pop up at any stage of the communication process.
Diff: 2 Page
Ref: 415
AACSB: Analytic Skills
Skill: Application
Objective: 14-3
131) Outline the steps in developing effective marketing
communications.
Answer: In preparing
marketing communications, the marketer's first task is to identify the target
audience and its characteristics. Next, the market has to determine the
communication objectives and define the response sought, whether it is
awareness, knowledge, liking, preference, conviction, or purchase. Then a
message should be constructed with an effective content and structure. Media
must be selected, both for personal and nonpersonal communication. The marketer
should find highly credible sources to deliver messages. Finally, the
communicator must collect feedback by watching how much of the market becomes
aware, tries the product, and is satisfied in the process.
Diff: 3 Page
Ref: 415
AACSB: Analytic Skills
Skill: Application
Objective: 14-3
132) Describe the six buyer-readiness stages along with
marketing strategies that may be used at each stage.
Answer: The six
buyer-readiness stages are awareness, knowledge, liking, preference,
conviction, and purchase. A marketer might use "teaser" ads to create
interest and curiosity at the awareness stage. Next, marketers want to inform
potential buyers of the product's high quality and its many features. Beyond
knowledge, marketers want to move consumers to have stronger feelings about the
product, going from liking to preference to conviction, or believing that a
product is the best for them. A combination of promotion tools can be used to
create positive feelings and a customer connection with the brand. The final
stage is purchase, which marketers may influence through the use of premiums,
add-ons, or rebates.
Diff: 3 Page
Ref: 416-417
AACSB: Analytic Skills
Skill: Application
Objective: 14-3
133) Describe four common methods used to set the total budget
for advertising.
Answer: Using the
affordable method, a company sets a promotion budget at the level it thinks it
can afford. Using the percentage-of-sales method, a company sets a promotion
budget at a certain percentage of current or forecasted sales. Using the
competitive-parity method, a company sets a promotion budget based on
competitors' outlays. Using an objective-and-task method, a company sets a
promotion budget based on what it wants to accomplish with promotion.
Diff: 2 Page
Ref: 423-424
AACSB: Analytic Skills
Skill: Application
Objective: 14-4
134) Marketers can choose from two basic promotion mix
strategiespush promotion or pull promotion. Compare these two strategies.
Answer: Using the pull
strategy, the producer directs its marketing activities toward final consumers
to induce them to buy the product; if the pull strategy is effective, consumers
will then demand the product from channel members, who will in turn demand it
from producers. Using a push strategy, the producer focuses instead on the
channel members, persuading them to carry the product and promote it to final
consumers.
Diff: 2 Page
Ref: 425
AACSB: Reflective
Thinking Skills
Skill: Critical
Thinking
Objective: 14-4
135) Explain how advertising may change as a product moves
from the introductory stage to the growth stage of the product life cycle.
Answer: Because there
may be little awareness or little information generated about products in the
introductory stage of the life cycle, marketers may spend large amounts of
promotional dollars toward creating awareness. As the product moves into the
growth stage, many competitors may enter the market in an attempt to move the
product out of the way; in such cases, marketers may continue spending large
amounts of promotional dollars for advertising. However, at this point, the
marketer may decide to attempt to persuade consumers to buy based on specific
product or company attributes, or to compare the product with competing
products in an attempt to convince consumers that their product is superior. At
the decline stage, advertising is kept at a reminder level.
Diff: 3 Page
Ref: 426
AACSB: Reflective
Thinking Skills
Skill: Critical
Thinking
Objective: 14-4
136) How are advertising and direct marketing different?
Answer: Advertising is
the nonpersonal promotion of ideas, goods, or services, while direct marketing
is the promotion of ideas, goods, or services to carefully targeted
individuals.
Diff: 2 Page
Ref: 408
AACSB: Reflective
Thinking Skills
Skill: Critical
Thinking
Objective: 14-1
137) How can marketers benefit from media fragmentation?
Answer: Media
fragmentation is represented through an explosion of more focused media that
better match today's targeting strategies; media fragmentation allows the
marketer to better reach the targeted consumers through more specific media
options.
Diff: 2 Page
Ref: 409
AACSB: Reflective
Thinking Skills
Skill: Critical
Thinking
Objective: 14-2
138) How does advertising spending on television commercials
compare to spending on Internet advertising?
Answer: Though
spending on Internet advertising is increasing more rapidly, almost half of all
U.S. advertising dollars are still spent on television.
Diff: 2 Page
Ref: 410
AACSB: Reflective
Thinking Skills
Skill: Application
Objective: 14-2
139) Why should a company be concerned about integrating
communications from different sources within the company?
Answer: Customers
won't separate conflicting or varying messages from different sources within a
company, so failing to integrate communications could lead to blurred consumer
brand perceptions.
Diff: 2 Page
Ref: 410
AACSB: Reflective
Thinking Skills
Skill: Critical
Thinking
Objective: 14-2
140) How do integrated marketing communications (IMC) build
brand identity?
Answer: IMC builds
brand identity and strong customer relationships by tying together all of the
company's messages and images.
Diff: 2 Page
Ref: 412
AACSB: Reflective
Thinking Skills
Skill: Application
Objective: 14-2
141) Why is the consumer's field of experience of interest to
a marketer?
Answer: The marketing
communicator must understand the consumer's field of experience in order to
create promotional messages that will be decoded as the sender intends them to
be understood.
Diff: 3 Page
Ref: 415
AACSB: Communication
Abilities
Skill: Critical
Thinking
Objective: 14-3
142) In the communication process, what is noise and why is
it important?
Answer: Noise is the
unplanned static or distortion during the communication process, which results
in the receiver getting a different message than the one the sender sent. The
consumer is distracted and misses the key point.
Diff: 2 Page
Ref: 415
AACSB: Reflective
Thinking Skills
Skill: Application
Objective: 14-3
143) Describe the three types of appeals marketers use.
Answer: Rational
appeals relate to the consumer's self-interest; emotional appeals attempt to
stir up either positive or negative emotions; moral appeals are directed to the
consumer's sense of what is "right" and "proper."
Diff: 3 Page
Ref: 417
AACSB: Reflective
Thinking Skills
Skill: Application
Objective: 14-3
144) What role does message format play in print
advertisements?
Answer: In a print ad,
for example, the headline, copy, illustrations, and color are critical. To
attract attention, the advertiser may use novelty, contrasts, or eye-catching
headlines.
Diff: 2 Page
Ref: 418
AACSB: Communication
Abilities
Skill: Application
Objective: 14-3
145) Why do marketers value opinion leaders?
Answer: Opinion
leaders are people whose opinions are sought by others. Marketers rely on
opinion leaders to positively influence the spread of product or service
acceptance through a market.
Diff: 2 Page Ref: 419
AACSB: Reflective
Thinking Skills
Skill: Application
Objective: 14-3
146) Explain how the message source affects consumers'
perceptions of the message.
Answer: The message
source will affect how the consumer perceives the message. For example, highly
credible sources-such as certain newspapers-will be more persuasive. In some
cases, the use of celebrity testimonials works well to persuade consumers to
make the purchase.
Diff: 2 Page
Ref: 420
AACSB: Reflective
Thinking Skills
Skill: Application
Objective: 14-3
147) When is it most advisable to predominantly use
advertising in a promotion mix?
Answer: Advertising
works well when the marketer's goal is to reach geographically dispersed groups
of consumers. In addition, advertising works well when the marketer wants to
control the intended message geared toward a specific group of consumers.
Advertising also allows the marketer to repeat a message many times.
Diff: 2 Page
Ref: 424
AACSB: Reflective
Thinking Skills
Skill: Critical
Thinking
Objective: 14-4
148) When is it advisable to predominantly use personal
selling in a promotion mix?
Answer: Personal
selling works well when the marketer's goal is to build up buyers' preferences,
convictions, and actions. Personal selling allows marketers to build personal
relationships with the prospective buyers and allows marketers to provide
demonstrations directly to an intended audience. Many industrial companies
prefer personal selling to other promotional tools.
Diff: 2 Page Ref: 424
AACSB: Reflective
Thinking Skills
Skill: Critical
Thinking
Objective: 14-4
149) When is it advisable to predominantly use sales
promotions in a promotion mix?
Answer: Sales
promotions are used to invite and reward quick response. Sales promotions are
short-lived; therefore, sales promotions are used when the marketer intends to
make a quick, dramatic impact on an intended audience with the use of coupons,
samples, contest, etc.
Diff: 2 Page
Ref: 425
AACSB: Reflective
Thinking Skills
Skill: Critical
Thinking
Objective: 14-4
150) Describe the FTC three-day cooling off rule.
Answer: The three-day
cooling-off rule gives special protection to customers who are not seeking
products. Under this rule, customers who agree in their own homes to buy
something costing more than $25 have 72 hours in which to cancel a contract or
return merchandise and get their money back, no questions asked.
Diff: 3 Page
Ref: 428
AACSB: Ethical
Understanding and Reasoning Abilities
Skill: Application
Objective: 14-4
No comments:
Post a Comment