mkt chapter 17 practice

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 created a(n) __________.
a. stimulus
b. exposure
c. field of experience
d. subconscious impulse
e. response

response

Melissa saw an ad promoting Vermont as a tourist destination and a great place to live. The ad contained a postage-paid reply card that could be used to request more information. In terms of the communication process, the mailing in of the postcard with a request for further information is an example of __________.
a. a stimulus
b. a field of experience
c. a response
d. noise
e. a feedback loop

response

Mary's Cookies submitted an ad to the local newspaper with a coupon stating that a dozen cookies cost $2.99. The newspaper instead printed the price on the coupon as $29.99. Consequently, no customers came in to buy cookies by using the coupon. The factor working against effective communication between Mary and her target market in this case was most likely the result of __________.
a. feedback disruption
b. noise
c. a decoding error
d. a communication barrier
e. message interference

noise

The marketing manager from a heavy-equipment manufacturer in Dallas, Texas, was attending an international trade show in Japan. There were many prospective customers from different countries who seemed interested in the firm's product. However, they had difficulty following the manager's explanations of product features due to his heavy Texas drawl. In this case, the accent would be considered __________.
a. an encoding error
b. a decoding error
c. culture shock
d. noise
e. distortion

noise

Each year, advertisers spend millions of dollars during the Super Bowl half-time show. These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle. Unfortunately, during the half-time festivities, many viewers dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers. The desire for food and drink is an example of __________, which inhibits effective communication.
a. distraction
b. diversion
c. ineffective encoding
d. information overload
e. noise

noise

The __________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.
a. product
b. price
c. place
d. promotional
e. advertising

promotional

The promotional mix refers to
a. the three underlying appeals used that make promotions effective: (1) sex appeal, (2) humor appeal, and (3) fear appeal.
b. the combination of both paid and non-paid marketing tools used to promote product interest.
c. the set of promotional tools designed to motivate prospective buyers to purchase products and services: (1) awareness, (2) interest, (3) evaluation, (4) trial, and (5) adoption.
d. the composition of the objectives of the promotion: (1) to inform, (2) to persuade, (3) to remind, and (4) to phase out.
e. the combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product.

e

The combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product is referred to as the __________.
a. promotion channel
b. channel of communication
c. marketing matrix
d. promotional mix
e. media mix

d

In a marketing context, the acronym IMC refers to __________.
a. interactive media convergence
b. internal marketing communications
c. integrated marketing collaboration
d. integrated marketing communications
e. international marketing communications

d

The concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences is referred to as __________.
a. the media mix
b. the marketing matrix
c. the promotional blend
d. marketing by objectives (MBO)
e. integrated marketing communications (IMC)

e

Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide
a. a promotional channel.
b. a communications message.
c. a consistent message across audiences.
d. a media mix useful to all types of companies.
e. a marketing matrix.

c

By taking consumer expectations into consideration, integrated marketing communications (IMC) is a key element in a company's __________ strategy.
a. generic business
b. retail life cycle
c. market segmentation
d. sustainable development
e. customer experience management

e

Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because
a. its strategy includes using all types of promotional activities that deliver a consistent message.
b. it does not want to reach any member of its target audience more than once to conserve resources.
c. IMC is less expensive than other forms of promotion such as public service announcements.
d. if it didn't, Disney would have to use indirect personal selling.
e. it is more concerned about frequency of attendance than geographic reach.

a

Allegra is an antihistamine. To create brand awareness, the company 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 half-heartedly 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 company's marketing campaign is an example of how marketers use __________.
a. the retailing mix
b. integrated marketing communications (IMC)
c. the branding mix
d. coordinated channels of communication
e. marketing by objectives (MBO)

b

The process of conveying a message to others that requires six elements—a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding—is referred to as __________.
a. exchange
b. dialogue
c. communication
d. advertising
e. feedback

c

A source refers to
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.

c

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.
a. receiver
b. source
c. message
d. decoder
e. communication channel

b

In a marketing context, a message refers to
a. product information regarding, benefits, price, and usage found on a product's package.
b. the slogan or tagline of a specific product.
c. proprietary information linking a specific product to a promotional campaign.
d. the information sent by a source to a receiver during the communication process.
e. a television or radio commercial from the buyer to the seller.

d

Procter & Gamble Co. created an advertisement for its Old Spice Red Zone antiperspirant. In terms of the communication process, the __________ in the ad informed prospective customers that the antiperspirant offered more protection than the Old Spice High Endurance brand.
a. lesson
b. message
c. memo
d. source
e. feedback

b

A channel of communication refers to
a. the selection of either paid or non-paid forms of information dissemination.
b. a similar understanding and knowledge that a sender and receiver apply to a message.
c. an open-ended dialogue between the marketing department and the firm responsible for developing the IMC program.
d. a social network-based forum that allows customers to communicate their likes, dislikes, suggestions, and concerns to an organization 24 hours a day, 365 days a year.
e. the means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process.

e

All of the following are channels of communication that convey a message from a source to a receiver EXCEPT:
a. magazine
b. news release
c. salesperson
d. chief marketing office (CMO)
e. TV

d

L'Oréal created an advertisement for its Visible Lift makeup. Glamour magazine, in which the ad for the L'Oréal Visible Lift makeup appeared, is an example of (a) __________.
a. message
b. noise
c. feedback loop
d. source
e. channel of communication

e

The billboards that Sony uses to advertise its PlayStation 3 video game console are __________.
a. channels of communication
b. messages
c. noise
d. feedback loops
e. sources

a

Consumers who read, hear, or see the message sent by a source during the communication process are referred to as __________.
a. purchasers
b. the target market
c. receivers
d. sources
e. encoders

c

In the communication process, the 18- to 34-year-old men who see a NASCAR TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called __________.
a. purchasers
b. the target market
c. wasted coverage
d. receivers
e. encoders

d

The process of having the sender transform an idea into a set of symbols during the communication process is referred to as __________.
a. decoding
b. encrypting
c. message formation
d. advertising
e. encoding

e

In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the transformation of this idea into an ad campaign is an example of __________.
a. noise
b. receiving
c. encoding
d. decoding
e. messaging

c

When Procter & Gamble bought the Old Spice brand in 1990, it planned to transform the old, stagnating brand into a men's "personal-care powerhouse." The ads that P&G developed shed the older-man image and now appeal to the 18 to 34 age group. In terms of the communication process, P&G had to __________ its idea to create the message shown to the new target market.
a. respond
b. discuss
c. decode
d. encode
e. feedback

d

The process of having the receiver take a set of symbols, the message, and transforming them back to an idea during the communication process is referred to as __________.
a. decoding
b. encoding
c. integrating
d. back translation
e. transformation

a

After watching a 30-second commercial from Jarrod's fine jewelry, Mariah was certain the brooch she saw would look spectacular on her new evening dress. In terms of the communication process, Mariah engaged in the task of __________.
a. integrating
b. sending
c. decoding
d. messaging
e. encoding

d

Which of the following messages represents a potential communication error?
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 apiece."

c

A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as __________.
a. common ground
b. field of experience
c. McLuhanism
d. hermeneutics
e. back translation

b

When an English-speaker reads the KFC slogan "Finger-lickin' good!," he or she interprets this as an indication that the food tastes very good. When this slogan was translated into Chinese, the Chinese-speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing __________.
a. product consumption behaviors
b. fields of experience
c. channels of communication
d. educational systems
e. advertising appeals

b

Cardiac Science is a California-based company that makes defibrillators, heart monitors, and other medical equipment. It is preparing to market its products in Greece. The company's marketing manager is responsible for the promotional campaign in Greece, and she wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience. Which of the following is the best example of a communications problem that might arise because her field of experience is different from that of her audience?
a. The name of the product, when translated into Greek, has an unintentional meaning.
b. Her target audience is strongly ethnocentric.
c. The trade journals in which the company wants to run its ads do not accept ads from foreign companies.
d. A Greek bureaucrat who is responsible for determining that the Cardiac Science products meet national standards has taken a personal dislike to her.
e. The ads are in trade journals that Greek hospital administrators don't read.

a

The marketing professor wanted to do everything possible to ensure that her students understood her lectures. Accordingly, she used examples of marketing activities that most students were familiar with. For example, the professor discussed the marketing exchanges between students and grocers, college bookstores, convenience stores, and clothiers. The examples used by the professor were her attempt to __________ her message to encourage better understanding on the part of her students.
a. create common ground for
b. create noise in
c. effectively decode
d. develop a mutually shared field of experience with
e. back translate

d

In the feedback loop, the impact the message has on the receiver's knowledge, attitude, or behaviors during the communications process is referred to as __________.
a. feedback
b. a field of experience
c. noise
d. a response
e. a hierarchy of effects

d

A paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as __________.
a. sales promotion
b. publicity
c. advertising
d. direct marketing
e. mass communication

c

What is the nature of the "paid" aspect of advertising?
a. Fees are paid for space or time.
b. Fees are paid to salespeople as either salaries or commissions.
c. Fees are paid to creative arts contributors but there is no direct payment to media.
d. There is a wide range of fees paid depending upon the promotion selected.
e. The primary costs are now associated with communication through mail, telephone, or the Internet.

a

Which of the following statements about advertising is most accurate?
a. Advertising has limited control as to when and where an advertisement will be used.
b. Advertising allows a firm to reach a mass market.
c. A key advantage of advertising is its ability to use customized interactions.
d. Advertising can be a very effective "attention getter" especially for new products, but has little impact for repeat buys.
e. Advertising is one of the least costly forms of promotion because it reaches a pretested market.

b

Which of the following is an inherent strength of advertising?
a. Advertising provides immediate feedback.
b. Advertising can deliver complex information.
c. Advertising can create messages quickly.
d. Advertising is an efficient means for reaching large numbers of people.
e. Advertising is often the most credible source of information for consumers

d

Which of the following is an inherent weakness of advertising?
a. extremely high expense per exposure
b. difficult to get media cooperation
c. high absolute costs
d. easily duplicated
e. can easily lead to promotion wars

c

Which of the following statements describes a key difference between advertising and public relations?
a. Public relations is more expensive on a cost-per-contact basis than advertising.
b. Public relations is usually directly paid while advertising is usually indirectly paid.
c. Advertising is usually directly paid while public relations is usually indirectly paid.
d. Advertising provides an immediate feedback loop while public relations does not.
e. Public relations always has a much greater reach than advertising.

c

When Sears places a multiple-page booklet in the local newspaper about its President's Day sale, it is using which element of the promotional mix?
a. advertising
b. sales promotion
c. publicity
d. personal selling
e. direct marketing

a

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?
a. public relations
b. personal selling
c. publicity
d. sales promotion
e. advertising

e

The two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision is referred to as
a. sales promotion.
b. personal selling.
c. direct selling.
d. advertising.
e. public relations.

b

Which of the following is an inherent strength of personal selling?
a. Personal selling can provide the target audience with complex information.
b. Personal selling has low seller involvement.
c. Personal selling can prepare messages quickly.
d. Personal selling is an efficient means for reaching large numbers of people.
e. Personal selling is often the most credible source in the consumer's mind.

a

Which of the following in an inherent weakness of personal selling?
a. It is difficult to receive good feedback.
b. It is difficult to get media cooperation.
c. Messages may differ between salespeople.
d. It can be easily duplicated.
e. It can can easily lead to promotion wars.

c

Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?
a. advertising
b. personal selling
c. public relations
d. sales promotion
e. publicity

b

Which of these promotional elements has the inherent weakness of extremely high expense per exposure?
a. advertising
b. sales promotion
c. publicity
d. direct marketing
e. personal selling

e

Which of the following statements describes a disadvantage associated with personal selling?
a. Presentations often provide little opportunity for consumer feedback.
b. Personal selling permits too much wasted coverage.
c. There may be inconsistency in the presentation of the message from one salesperson to another.
d. A salesperson cannot control to whom a presentation is made.
e. Personal selling is subject to extensive federal, state, and company regulation

c

When a company telephones people to ask them to contribute to the Police Benevolent Association (PBA), the calling company is using __________.
a. advertising
b. personal selling
c. sales promotion
d. public relations
e. publicity

b

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in __________.
a. missionary sales
b. sales promotion
c. public relations
d. personal selling
e. a public service announcement

d

Businesses vary as to the amount of security they require or can afford to access their computer files. A company that sells a complete line of firewalls, from a no-frills version to one that uses complex retinal scans, would most likely employ which promotional element to effectively promote its product to businesses?
a. personal selling
b. advertising
c. sales promotion
d. public relations
e. social media

a

Lenox China Co. would like to get its annual Christmas ornament series into Macy's department stores. Macy's has a buyer in New York City who makes decisions on its giftware. Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?
a. advertising
b. sales promotion
c. personal selling
d. public relations
e. advertising and public relations

c

A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services is referred to as __________.
a. sales promotion
b. publicity
c. advertising
d. public relations
e. personal selling

d

Press conferences and image management are tools used by a firm's __________ department.
a. advertising
b. sales promotion
c. direct marketing
d. public relations
e. personal selling

d

A nonpersonal, indirectly paid presentation of an organization, product, or service that can take the form of a news story, editorial, or product announcement is referred to as __________.
a. direct sales
b. publicity
c. direct marketing
d. a public service announcement
e. personal selling

b

Travelers throughout the world have relied on Frommer's guides such as Italy from $90 a Day. These books outline out-of-the-way, inexpensive restaurants and hotel, giving invaluable _________ to these establishments.
a. direct sales
b. publicity
c. direct marketing
d. personnel selling
e. public service announcements

b

A restaurant review published in the local newspaper is an example of __________.
a. publicity
b. sales promotion
c. advertising
d. direct marketing
e. personal selling

a

Which of the following is an inherent strength of publicity?
a. It can receive immediate feedback.
b. It can provide the target audience with complex information.
c. It can prepare messages quickly.
d. It is an efficient means for reaching large numbers of people.
e. It is often the most credible source in the consumer's mind.

e

Which of the following is an inherent weakness of publicity?
a. high absolute costs
b. difficult to receive good feedback
c. easily duplicated
d. a lack of user control over it
e. can easily lead to promotion wars

d

The local radio station broadcast a story about a dry-cleaner that had requested coat donations. The company offered to clean the coats and deliver them to people in need. The various addresses of the dry-cleaner chain were also broadcast so that donations could be dropped off. Since this featured business did not pay for this exposure, it benefited from __________.
a. advertising
b. direct marketing
c. personal selling
d. publicity
e. sales promotion

d

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

b

Imagine a small agrichemical laboratory with a very small marketing budget develops a seed that produces grass that grows two inches high and no higher. Which promotional element should it use to communicate its discovery?
a. advertising
b. personal selling
c. sales promotion
d. publicity
e. missionary sales

d

Although the lack of control means that it is rarely the main element of a promotional campaign, __________ is an important element of most promotional campaigns.
a. publicity
b. advertising
c. personal selling
d. sales promotion
e. direct marketing

a

Research indicates that publicity followed by advertising with the same message
a. undermines the credibility of the first message and therefore lessons its effect.
b. increases the positive response to the message.
c. increases the positive response to the message when it is delivered by a well-known spokesperson.
d. is less effective than publicity followed by a sales promotion with a similar theme.
e. is no more or less effective than when used alone.

b

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as __________.
a. customer incentive
b. customer enticement
c. free publicity
d. sales promotion
e. purchase incentive

d

Coupons, rebates, samples, and sweepstakes are all examples of __________.
a. endorsements
b. sponsorships
c. free publicity
d. purchase aids
e. sales promotions

e

All of the following are examples of sales promotion tools EXCEPT:
a. samples
b. sweepstakes
c. BOGOs
d. catalogs
e. rebates

d

Sales promotions cannot be the sole basis for a promotional campaign because
a. all sales promotions have legal time limit restrictions to prevent unfair trade practices.
b. gains from the sales promotion are often temporary and sales drop off when it ends.
c. sales promotions are too costly and soon become a financial liability.
d. sales promotions are traditionally handled by outside firms and not the manufacturer, which often results in a significant loss of profit.
e. consumers obtain an inflated impression of a product's actual value or worth.

b

If used continuously, which of the following promotional elements will most likely lose its effectiveness?
a. advertising
b. personal selling
c. sales promotion
d. publicity
e. direct marketing

c

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket, you are being influenced primarily by __________.
a. advertising
b. sales promotion
c. public relations
d. publicity
e. personal selling

b

DLS Cosmetics is trying to create brand awareness by sending households free samples of its products as well as coupons. These free samples and coupons are examples of __________.
a. free advertising
b. personal selling
c. sales promotions
d. free publicity
e. direct sales

c

Procter & Gamble introduced Old Spice High Endurance antiperspirant, targeted to teen-aged boys who don't watch much TV. P&G did grassroots marketing, including handing out samples at skateboarding events and sponsoring a contest for high-school football player of the year. P&G emphasized which promotional element in this example?
a. sales promotion
b. advertising
c. personal selling
d. public relations
e. word-of-mouth

a

A food warehouse store got a very good buy on a brand of frozen orange juice and, rather than maintain it as extra inventory, needs to sell it quickly to consumers. Which promotional element should be used?
a. advertising
b. personal selling
c. publicity
d. sales promotion
e. direct marketing

d

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 __________.
a. personal selling
b. sales promotion
c. publicity
d. advertising
e. direct marketing

E

All of the following are examples of direct marketing tools EXCEPT:
a. e-mail solicitations
b. telephone solicitations
c. Groupon
d. catalogs
e. direct response ads on TV

c

Which of the following is an inherent strength of direct marketing?
a. Direct marketing can be adapted quickly to facilitate customer relationships.
b. Direct marketing is often the most credible source in the consumer's mind.
c. Direct marketing can provide complex information.
d. Direct marketing can quickly stimulate and maintain market share.
e. Direct marketing is a low cost means of reaching the target market.

a

Which of the following is an inherent weakness of direct marketing?
a. It is a low cost means of reaching the target market.
b. Its messages may differ between direct mailings, confusing the target market.
c. It is expensive and time consuming to develop and maintain a database.
d. It is difficult to get media cooperation.
e. It can lead to promotion wars.

c

Which of the following is an inherent weakness of direct marketing?
a. high absolute costs
b. declining customer response
c. differing messages between salespeople
d. difficult to get media cooperation
e. easily duplicated and can easily lead to promotion wars

b

Which of the following promotional elements requires expensive database management and often experiences declining response rates?
a. advertising
b. personal selling
c. sales promotion
d. publicity
e. direct marketing

e

Like personal selling, __________ often consists of interactive communication.
a. direct marketing
b. advertising
c. a sales promotion
d. publicity
e. a public service announcement

a

Which promotional element is particularly important to business buyers?
a. public relations
b. publicity
c. sales promotion
d. rebates
e. personal selling

e

Many promotional efforts are focused towards __________, who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.
a. sales personnel
b. ultimate consumers
c. intermediaries
d. repeat buyers
e. nonprospects

c

In terms of product characteristics, the greater the risk, the greater the need for __________ as a key element of the promotional mix.
a. advertising
b. personal selling
c. sales promotion
d. publicity
e. public relations

b

With many industrial products and consumer purchases, ancillary services are an important consideration in selecting the promotional mix. The role of __________ is important to establish the seller's reputation. However, __________ is essential for building buyer confidence and providing evidence of customer service.
a. direct marketing; personal selling
b. personal selling; direct marketing
c. advertising; personal selling
d. sales promotion; advertising
e. public relations; direct marketing

c

In the prepurchase stage of the consumer purchase decision process,
a. trade promotions are more effective than personal selling.
b. publicity is the most effective promotion tool.
c. advertising is more helpful than personal selling.
d. personal selling is more effective than advertising.
e. personal selling is the most effective way to communicate with potential buyers.

c

During the postpurchase stage of the consumer purchase decision process, marketers want to reduce postpurchase anxiety for their customers. Which of the following would be most useful for accomplishing this objective?
a. advertising only
b. personal selling only
c. sales promotion and advertising
d. publicity and advertising
e. advertising and personal selling

e

A push strategy is when a manufacturer
a. advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide advertising campaigns.
b. directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product.
c. forces a retailer to promote its products by placing national ads in local newspapers.
d. directs its efforts in the form of advertising and sales promotions to ultimate consumers to encourage them to ask the retailer for the product.
e. directs retailers to promote one product over another to help balance fluctuations in inventory.

b

Chrysler Corporation provides support and incentives for its Chrysler and Jeep dealers. Through a multilevel program, Chrysler provides incentives to reward dealers for meeting sales goals. Dealers receive an incentive when they are near a goal, another when they reach a goal, and a larger incentive if they exceed sales projections. All of these actions are intended to encourage Chrysler dealers to __________ the Chrysler products through the channel to consumers.
a. dump
b. pull
c. unload
d. no haggle
e. push

e

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a(n) __________.
a. push strategy
b. intense strategy
c. inertia strategy
d. exclusivity strategy
e. pull strategy

e

The manufacturers of drugs encourage patients to learn more about the drugs and ask for them by name from the doctor. The manufacturers of these drugs are using a(n) __________ promotional strategy.
a. pull
b. intense
c. push
d. inertia
e. exclusive

a

The first decision in developing the promotion program is to __________.
a. set the budget
b. state the mission
c. identify the target audience
d. select the appeal
e. select the media

c

During the evaluation phase of an IMC program, a firm will __________ and make needed changes.
a. posttest the promotion
b. design the promotion
c. state the mission
e. carry out the promotion
d. identify possible advertising or promotional firms

a

During the implementation phase of an IMC program, a firm will pretest the promotion and __________.
a. posttest the promotion
b. design the promotion
c. state the mission
d. carry out the promotion
e. identify possible advertising or promotional firms

d

The _________ is defined as the group of prospective buyers toward which a promotion program is directed.
a. directed audience
b. intended audience
c. promotion audience
d. selling audience
e. target audience

e

For a promotional campaign, the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as _________.
a. the purchase continuum
b. the hierarchy of effects
c. the product life cycle
d. the consumer purchasing scale
e. Maslow's hierarchy

b

For a promotional campaign, hierarchy of effects refers to the stages a prospective buyer goes through, which include:
a. awareness, interest, evaluation, trial, and rejection.
b. interest, adoption, and brand loyalty.
c. cognitive, affective, and behavioral.
d. awareness, interest, evaluation, trial, and adoption.
e. see an ad, try the product, and buy the product.

d

The first stage in the hierarchy of effects is __________.
a. interest
b. awareness
c. adoption
d. trial
e. evaluation

b

The second stage in the hierarchy of effects is __________.
a. interest
b. awareness
c. adoption
d. trial
e. evaluation

a

The fourth stage in the hierarchy of effects is __________.
a. interest
b. awareness
c. adoption
d. trial
e. evaluation

d

The fifth stage in the hierarchy of effects is __________.
a. interest
b. awareness
c. adoption
d. trial
e. evaluation

c

In the hierarchy of effects, the consumer's ability to recognize and remember the product or brand name is referred to as the _________ stage.
a. adoption
b. evaluation
c. awareness
d. interest
e. trial

c

In the hierarchy of effects, an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the _________ stage.
a. adoption
b. evaluation
c. awareness
d. interest
e. trial

d

Ann's young son suffers from allergies and complains about his watery eyes and drowsiness. Ann felt bad because she thought there was nothing she could do to help him. When Ann saw the ad for a new drug that counters these symptoms in Martha Stewart Living magazine, she vowed to ask his doctor about this product on her son's next visit. Ann is at which stage in the hierarchy of effects?
a. She is the trial stage and will move to the interest stage soon.
b. She has moved quickly from the awareness stage to the interest stage.
c. She was in the consumer development stage and will more than likely move to the transition stage.
d. She is in the evaluation stage and will move to the interest stage soon.
e. She was in the interest stage and then moved quickly to the diffusion stage.

b

In the hierarchy of effects, the consumer's appraisal of the product or brand on important attributes is referred to as the _________ stage.
a. evaluation
b. adoption
c. awareness
d. interest
e. trial

a

In the hierarchy of effects, the consumer's actual first purchase and use of the product or brand is referred to as the _________ stage.
a. adoption
b. evaluation
c. awareness
d. interest
e. trial

e

CoolMax is a fabric made by DuPont. It is used in the manufacture of exercise clothes because it keeps the user "cool and dry." The ads for the fabric in health and fitness magazines convinced Kumar to buy a pair of Thorlo CoolMax walking crew socks made of the material. Since he had never before owned anything made with CoolMax, Kumar was in which stage of the hierarchy of effects?
a. trial
b. diffusion
c. innovation
d. evaluation
e. interest

a

In the hierarchy of effects, the consumer's repeated purchase and use of the product or brand is referred to as the _________ stage.
a. evaluation
b. adoption
c. awareness
d. interest
e. trial

b

All of the following are methods described in the textbook that firms use to set their promotion budgets EXCEPT:
a. objective and task.
b. number (#) of unit of sales.
c. competitive parity.
d. percentage ( percent) of sales.
e. all-you-can-afford.

b

A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold, is referred to as __________ budgeting.
a. percentage of sales
b. competitive parity
c. all-you-can-afford
d. objective and task
e. linear forecast

a

A major fallacy of __________ budgeting is that by tying a promotion budget to sales, a company may reduce the amount it spends on promotion when it actually needs to spend more.
a. competitive parity
b. all-you-can-afford
c. objective and task
d. linear forecast
e. percentage of sales

e

Imagine you have overheard the owner of a medium-sized manufacturing company saying, "We had a good year, and I think next year will be even better. I'm going to raise this year's promotion budget 4.5 percent based on last year's gross sales. That will let me do more advertising than the 3.5 percent I budgeted last year." From this information, the manufacturer is using __________ budgeting.
a. percentage of sales
b. competitive parity
c. all-you-can-afford
d. objective and task
e. linear forecast

a

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as __________ budgeting.
a. percentage of sales
b. competitive parity
c. all-you-can-afford
d. objective and task
e. linear forecast

b

Another name for competitive parity budgeting is __________ budgeting.
a. linear forecast
b. all-you-can-afford
c. share of market
d. comparative
e. matched media

c

Allocation of funds to promotion only after all other budget items are covered is referred to as
a. percentage of sales budgeting.
b. all-you-can-afford budgeting.
c. competitive parity budgeting.
d. objective and task budgeting.
e. linear forecast budgeting.

b

Which method of promotion budgeting would most likely be used by small businesses?
a. all-you-can-afford budgeting
b. percentage of sales budgeting
c. competitive parity budgeting
d. objective and task budgeting
e. linear forecast budgeting

a

Imagine a small retailer saying, "Well, after budgeting for all of our expenses for next year, we still have about $7,500 remaining for emergencies. Let's budget 20 percent of that amount for advertising." What budgeting technique is the small retailer using?
a. percentage of sales budgeting
b. competitive parity budgeting
c. objective and task budgeting
d. all-you-can-afford budgeting
e. linear forecast budgeting

d

Which of the following is the best approach to promotion budgeting?
a. objective and task budgeting
b. percentage of sales budgeting
c. competitive parity budgeting
d. all-you-can-afford budgeting
e. linear forecast budgeting

a

Which form of promotion budgeting most closely relates to the marketing concept?
a. percentage of sales budgeting
b. competitive parity budgeting
c. all-you-can-afford budgeting
d. objective and task budgeting
e. linear forecast budgeting

d

All of the following are forms of direct marketing EXCEPT:
a. catalogs
b. in-store free samples
c. telemarketing
d. paid searches
e. direct mail

b

The result of an offer designed to generate interest in a product or service and a request for additional information is referred to as _________.
a. direct orders
b. lead generation
c. traffic generation
d. indirect orders
e. prospecting

b

A paid advertisement for the Texas Department of Economic Development—Tourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website, or use a toll-free number to request more information about vacation destinations in Texas. The primary purpose of this ad was __________.
a. direct order fulfillment
b. to make a public service announcement
c. indirect order generation
d. lead generation
e. digital communication

d

Amazon.com, a successful online retailer, manages an extensive database that includes customers' names and their tastes in books, among other products. This information is used to determine which products are suggested to each customer. This is an example of how Amazon.com uses
a. advertising.
b. sales promotion.
c. direct marketing.
d. publicity.
e. personal selling.

c

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mkt chapter 17 practice

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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 created a(n) __________.
a. stimulus
b. exposure
c. field of experience
d. subconscious impulse
e. response

response

Melissa saw an ad promoting Vermont as a tourist destination and a great place to live. The ad contained a postage-paid reply card that could be used to request more information. In terms of the communication process, the mailing in of the postcard with a request for further information is an example of __________.
a. a stimulus
b. a field of experience
c. a response
d. noise
e. a feedback loop

response

Mary’s Cookies submitted an ad to the local newspaper with a coupon stating that a dozen cookies cost $2.99. The newspaper instead printed the price on the coupon as $29.99. Consequently, no customers came in to buy cookies by using the coupon. The factor working against effective communication between Mary and her target market in this case was most likely the result of __________.
a. feedback disruption
b. noise
c. a decoding error
d. a communication barrier
e. message interference

noise

The marketing manager from a heavy-equipment manufacturer in Dallas, Texas, was attending an international trade show in Japan. There were many prospective customers from different countries who seemed interested in the firm’s product. However, they had difficulty following the manager’s explanations of product features due to his heavy Texas drawl. In this case, the accent would be considered __________.
a. an encoding error
b. a decoding error
c. culture shock
d. noise
e. distortion

noise

Each year, advertisers spend millions of dollars during the Super Bowl half-time show. These marketers hope to reach the millions of sports enthusiasts tuned into the NFL’s greatest spectacle. Unfortunately, during the half-time festivities, many viewers dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers. The desire for food and drink is an example of __________, which inhibits effective communication.
a. distraction
b. diversion
c. ineffective encoding
d. information overload
e. noise

noise

The __________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.
a. product
b. price
c. place
d. promotional
e. advertising

promotional

The promotional mix refers to
a. the three underlying appeals used that make promotions effective: (1) sex appeal, (2) humor appeal, and (3) fear appeal.
b. the combination of both paid and non-paid marketing tools used to promote product interest.
c. the set of promotional tools designed to motivate prospective buyers to purchase products and services: (1) awareness, (2) interest, (3) evaluation, (4) trial, and (5) adoption.
d. the composition of the objectives of the promotion: (1) to inform, (2) to persuade, (3) to remind, and (4) to phase out.
e. the combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product.

e

The combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product is referred to as the __________.
a. promotion channel
b. channel of communication
c. marketing matrix
d. promotional mix
e. media mix

d

In a marketing context, the acronym IMC refers to __________.
a. interactive media convergence
b. internal marketing communications
c. integrated marketing collaboration
d. integrated marketing communications
e. international marketing communications

d

The concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences is referred to as __________.
a. the media mix
b. the marketing matrix
c. the promotional blend
d. marketing by objectives (MBO)
e. integrated marketing communications (IMC)

e

Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide
a. a promotional channel.
b. a communications message.
c. a consistent message across audiences.
d. a media mix useful to all types of companies.
e. a marketing matrix.

c

By taking consumer expectations into consideration, integrated marketing communications (IMC) is a key element in a company’s __________ strategy.
a. generic business
b. retail life cycle
c. market segmentation
d. sustainable development
e. customer experience management

e

Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because
a. its strategy includes using all types of promotional activities that deliver a consistent message.
b. it does not want to reach any member of its target audience more than once to conserve resources.
c. IMC is less expensive than other forms of promotion such as public service announcements.
d. if it didn’t, Disney would have to use indirect personal selling.
e. it is more concerned about frequency of attendance than geographic reach.

a

Allegra is an antihistamine. To create brand awareness, the company 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 half-heartedly 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 company’s marketing campaign is an example of how marketers use __________.
a. the retailing mix
b. integrated marketing communications (IMC)
c. the branding mix
d. coordinated channels of communication
e. marketing by objectives (MBO)

b

The process of conveying a message to others that requires six elements—a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding—is referred to as __________.
a. exchange
b. dialogue
c. communication
d. advertising
e. feedback

c

A source refers to
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.

c

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.
a. receiver
b. source
c. message
d. decoder
e. communication channel

b

In a marketing context, a message refers to
a. product information regarding, benefits, price, and usage found on a product’s package.
b. the slogan or tagline of a specific product.
c. proprietary information linking a specific product to a promotional campaign.
d. the information sent by a source to a receiver during the communication process.
e. a television or radio commercial from the buyer to the seller.

d

Procter & Gamble Co. created an advertisement for its Old Spice Red Zone antiperspirant. In terms of the communication process, the __________ in the ad informed prospective customers that the antiperspirant offered more protection than the Old Spice High Endurance brand.
a. lesson
b. message
c. memo
d. source
e. feedback

b

A channel of communication refers to
a. the selection of either paid or non-paid forms of information dissemination.
b. a similar understanding and knowledge that a sender and receiver apply to a message.
c. an open-ended dialogue between the marketing department and the firm responsible for developing the IMC program.
d. a social network-based forum that allows customers to communicate their likes, dislikes, suggestions, and concerns to an organization 24 hours a day, 365 days a year.
e. the means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process.

e

All of the following are channels of communication that convey a message from a source to a receiver EXCEPT:
a. magazine
b. news release
c. salesperson
d. chief marketing office (CMO)
e. TV

d

L’Oréal created an advertisement for its Visible Lift makeup. Glamour magazine, in which the ad for the L’Oréal Visible Lift makeup appeared, is an example of (a) __________.
a. message
b. noise
c. feedback loop
d. source
e. channel of communication

e

The billboards that Sony uses to advertise its PlayStation 3 video game console are __________.
a. channels of communication
b. messages
c. noise
d. feedback loops
e. sources

a

Consumers who read, hear, or see the message sent by a source during the communication process are referred to as __________.
a. purchasers
b. the target market
c. receivers
d. sources
e. encoders

c

In the communication process, the 18- to 34-year-old men who see a NASCAR TV commercial advertising P&G’s Old Spice High Endurance antiperspirant are called __________.
a. purchasers
b. the target market
c. wasted coverage
d. receivers
e. encoders

d

The process of having the sender transform an idea into a set of symbols during the communication process is referred to as __________.
a. decoding
b. encrypting
c. message formation
d. advertising
e. encoding

e

In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the transformation of this idea into an ad campaign is an example of __________.
a. noise
b. receiving
c. encoding
d. decoding
e. messaging

c

When Procter & Gamble bought the Old Spice brand in 1990, it planned to transform the old, stagnating brand into a men’s "personal-care powerhouse." The ads that P&G developed shed the older-man image and now appeal to the 18 to 34 age group. In terms of the communication process, P&G had to __________ its idea to create the message shown to the new target market.
a. respond
b. discuss
c. decode
d. encode
e. feedback

d

The process of having the receiver take a set of symbols, the message, and transforming them back to an idea during the communication process is referred to as __________.
a. decoding
b. encoding
c. integrating
d. back translation
e. transformation

a

After watching a 30-second commercial from Jarrod’s fine jewelry, Mariah was certain the brooch she saw would look spectacular on her new evening dress. In terms of the communication process, Mariah engaged in the task of __________.
a. integrating
b. sending
c. decoding
d. messaging
e. encoding

d

Which of the following messages represents a potential communication error?
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 apiece."

c

A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as __________.
a. common ground
b. field of experience
c. McLuhanism
d. hermeneutics
e. back translation

b

When an English-speaker reads the KFC slogan "Finger-lickin’ good!," he or she interprets this as an indication that the food tastes very good. When this slogan was translated into Chinese, the Chinese-speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing __________.
a. product consumption behaviors
b. fields of experience
c. channels of communication
d. educational systems
e. advertising appeals

b

Cardiac Science is a California-based company that makes defibrillators, heart monitors, and other medical equipment. It is preparing to market its products in Greece. The company’s marketing manager is responsible for the promotional campaign in Greece, and she wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience. Which of the following is the best example of a communications problem that might arise because her field of experience is different from that of her audience?
a. The name of the product, when translated into Greek, has an unintentional meaning.
b. Her target audience is strongly ethnocentric.
c. The trade journals in which the company wants to run its ads do not accept ads from foreign companies.
d. A Greek bureaucrat who is responsible for determining that the Cardiac Science products meet national standards has taken a personal dislike to her.
e. The ads are in trade journals that Greek hospital administrators don’t read.

a

The marketing professor wanted to do everything possible to ensure that her students understood her lectures. Accordingly, she used examples of marketing activities that most students were familiar with. For example, the professor discussed the marketing exchanges between students and grocers, college bookstores, convenience stores, and clothiers. The examples used by the professor were her attempt to __________ her message to encourage better understanding on the part of her students.
a. create common ground for
b. create noise in
c. effectively decode
d. develop a mutually shared field of experience with
e. back translate

d

In the feedback loop, the impact the message has on the receiver’s knowledge, attitude, or behaviors during the communications process is referred to as __________.
a. feedback
b. a field of experience
c. noise
d. a response
e. a hierarchy of effects

d

A paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as __________.
a. sales promotion
b. publicity
c. advertising
d. direct marketing
e. mass communication

c

What is the nature of the "paid" aspect of advertising?
a. Fees are paid for space or time.
b. Fees are paid to salespeople as either salaries or commissions.
c. Fees are paid to creative arts contributors but there is no direct payment to media.
d. There is a wide range of fees paid depending upon the promotion selected.
e. The primary costs are now associated with communication through mail, telephone, or the Internet.

a

Which of the following statements about advertising is most accurate?
a. Advertising has limited control as to when and where an advertisement will be used.
b. Advertising allows a firm to reach a mass market.
c. A key advantage of advertising is its ability to use customized interactions.
d. Advertising can be a very effective "attention getter" especially for new products, but has little impact for repeat buys.
e. Advertising is one of the least costly forms of promotion because it reaches a pretested market.

b

Which of the following is an inherent strength of advertising?
a. Advertising provides immediate feedback.
b. Advertising can deliver complex information.
c. Advertising can create messages quickly.
d. Advertising is an efficient means for reaching large numbers of people.
e. Advertising is often the most credible source of information for consumers

d

Which of the following is an inherent weakness of advertising?
a. extremely high expense per exposure
b. difficult to get media cooperation
c. high absolute costs
d. easily duplicated
e. can easily lead to promotion wars

c

Which of the following statements describes a key difference between advertising and public relations?
a. Public relations is more expensive on a cost-per-contact basis than advertising.
b. Public relations is usually directly paid while advertising is usually indirectly paid.
c. Advertising is usually directly paid while public relations is usually indirectly paid.
d. Advertising provides an immediate feedback loop while public relations does not.
e. Public relations always has a much greater reach than advertising.

c

When Sears places a multiple-page booklet in the local newspaper about its President’s Day sale, it is using which element of the promotional mix?
a. advertising
b. sales promotion
c. publicity
d. personal selling
e. direct marketing

a

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?
a. public relations
b. personal selling
c. publicity
d. sales promotion
e. advertising

e

The two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision is referred to as
a. sales promotion.
b. personal selling.
c. direct selling.
d. advertising.
e. public relations.

b

Which of the following is an inherent strength of personal selling?
a. Personal selling can provide the target audience with complex information.
b. Personal selling has low seller involvement.
c. Personal selling can prepare messages quickly.
d. Personal selling is an efficient means for reaching large numbers of people.
e. Personal selling is often the most credible source in the consumer’s mind.

a

Which of the following in an inherent weakness of personal selling?
a. It is difficult to receive good feedback.
b. It is difficult to get media cooperation.
c. Messages may differ between salespeople.
d. It can be easily duplicated.
e. It can can easily lead to promotion wars.

c

Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer’s reaction to the message?
a. advertising
b. personal selling
c. public relations
d. sales promotion
e. publicity

b

Which of these promotional elements has the inherent weakness of extremely high expense per exposure?
a. advertising
b. sales promotion
c. publicity
d. direct marketing
e. personal selling

e

Which of the following statements describes a disadvantage associated with personal selling?
a. Presentations often provide little opportunity for consumer feedback.
b. Personal selling permits too much wasted coverage.
c. There may be inconsistency in the presentation of the message from one salesperson to another.
d. A salesperson cannot control to whom a presentation is made.
e. Personal selling is subject to extensive federal, state, and company regulation

c

When a company telephones people to ask them to contribute to the Police Benevolent Association (PBA), the calling company is using __________.
a. advertising
b. personal selling
c. sales promotion
d. public relations
e. publicity

b

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in __________.
a. missionary sales
b. sales promotion
c. public relations
d. personal selling
e. a public service announcement

d

Businesses vary as to the amount of security they require or can afford to access their computer files. A company that sells a complete line of firewalls, from a no-frills version to one that uses complex retinal scans, would most likely employ which promotional element to effectively promote its product to businesses?
a. personal selling
b. advertising
c. sales promotion
d. public relations
e. social media

a

Lenox China Co. would like to get its annual Christmas ornament series into Macy’s department stores. Macy’s has a buyer in New York City who makes decisions on its giftware. Which promotional element would be most appropriate for Lenox to use to reach the Macy’s buyer?
a. advertising
b. sales promotion
c. personal selling
d. public relations
e. advertising and public relations

c

A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services is referred to as __________.
a. sales promotion
b. publicity
c. advertising
d. public relations
e. personal selling

d

Press conferences and image management are tools used by a firm’s __________ department.
a. advertising
b. sales promotion
c. direct marketing
d. public relations
e. personal selling

d

A nonpersonal, indirectly paid presentation of an organization, product, or service that can take the form of a news story, editorial, or product announcement is referred to as __________.
a. direct sales
b. publicity
c. direct marketing
d. a public service announcement
e. personal selling

b

Travelers throughout the world have relied on Frommer’s guides such as Italy from $90 a Day. These books outline out-of-the-way, inexpensive restaurants and hotel, giving invaluable _________ to these establishments.
a. direct sales
b. publicity
c. direct marketing
d. personnel selling
e. public service announcements

b

A restaurant review published in the local newspaper is an example of __________.
a. publicity
b. sales promotion
c. advertising
d. direct marketing
e. personal selling

a

Which of the following is an inherent strength of publicity?
a. It can receive immediate feedback.
b. It can provide the target audience with complex information.
c. It can prepare messages quickly.
d. It is an efficient means for reaching large numbers of people.
e. It is often the most credible source in the consumer’s mind.

e

Which of the following is an inherent weakness of publicity?
a. high absolute costs
b. difficult to receive good feedback
c. easily duplicated
d. a lack of user control over it
e. can easily lead to promotion wars

d

The local radio station broadcast a story about a dry-cleaner that had requested coat donations. The company offered to clean the coats and deliver them to people in need. The various addresses of the dry-cleaner chain were also broadcast so that donations could be dropped off. Since this featured business did not pay for this exposure, it benefited from __________.
a. advertising
b. direct marketing
c. personal selling
d. publicity
e. sales promotion

d

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

b

Imagine a small agrichemical laboratory with a very small marketing budget develops a seed that produces grass that grows two inches high and no higher. Which promotional element should it use to communicate its discovery?
a. advertising
b. personal selling
c. sales promotion
d. publicity
e. missionary sales

d

Although the lack of control means that it is rarely the main element of a promotional campaign, __________ is an important element of most promotional campaigns.
a. publicity
b. advertising
c. personal selling
d. sales promotion
e. direct marketing

a

Research indicates that publicity followed by advertising with the same message
a. undermines the credibility of the first message and therefore lessons its effect.
b. increases the positive response to the message.
c. increases the positive response to the message when it is delivered by a well-known spokesperson.
d. is less effective than publicity followed by a sales promotion with a similar theme.
e. is no more or less effective than when used alone.

b

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as __________.
a. customer incentive
b. customer enticement
c. free publicity
d. sales promotion
e. purchase incentive

d

Coupons, rebates, samples, and sweepstakes are all examples of __________.
a. endorsements
b. sponsorships
c. free publicity
d. purchase aids
e. sales promotions

e

All of the following are examples of sales promotion tools EXCEPT:
a. samples
b. sweepstakes
c. BOGOs
d. catalogs
e. rebates

d

Sales promotions cannot be the sole basis for a promotional campaign because
a. all sales promotions have legal time limit restrictions to prevent unfair trade practices.
b. gains from the sales promotion are often temporary and sales drop off when it ends.
c. sales promotions are too costly and soon become a financial liability.
d. sales promotions are traditionally handled by outside firms and not the manufacturer, which often results in a significant loss of profit.
e. consumers obtain an inflated impression of a product’s actual value or worth.

b

If used continuously, which of the following promotional elements will most likely lose its effectiveness?
a. advertising
b. personal selling
c. sales promotion
d. publicity
e. direct marketing

c

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket, you are being influenced primarily by __________.
a. advertising
b. sales promotion
c. public relations
d. publicity
e. personal selling

b

DLS Cosmetics is trying to create brand awareness by sending households free samples of its products as well as coupons. These free samples and coupons are examples of __________.
a. free advertising
b. personal selling
c. sales promotions
d. free publicity
e. direct sales

c

Procter & Gamble introduced Old Spice High Endurance antiperspirant, targeted to teen-aged boys who don’t watch much TV. P&G did grassroots marketing, including handing out samples at skateboarding events and sponsoring a contest for high-school football player of the year. P&G emphasized which promotional element in this example?
a. sales promotion
b. advertising
c. personal selling
d. public relations
e. word-of-mouth

a

A food warehouse store got a very good buy on a brand of frozen orange juice and, rather than maintain it as extra inventory, needs to sell it quickly to consumers. Which promotional element should be used?
a. advertising
b. personal selling
c. publicity
d. sales promotion
e. direct marketing

d

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 __________.
a. personal selling
b. sales promotion
c. publicity
d. advertising
e. direct marketing

E

All of the following are examples of direct marketing tools EXCEPT:
a. e-mail solicitations
b. telephone solicitations
c. Groupon
d. catalogs
e. direct response ads on TV

c

Which of the following is an inherent strength of direct marketing?
a. Direct marketing can be adapted quickly to facilitate customer relationships.
b. Direct marketing is often the most credible source in the consumer’s mind.
c. Direct marketing can provide complex information.
d. Direct marketing can quickly stimulate and maintain market share.
e. Direct marketing is a low cost means of reaching the target market.

a

Which of the following is an inherent weakness of direct marketing?
a. It is a low cost means of reaching the target market.
b. Its messages may differ between direct mailings, confusing the target market.
c. It is expensive and time consuming to develop and maintain a database.
d. It is difficult to get media cooperation.
e. It can lead to promotion wars.

c

Which of the following is an inherent weakness of direct marketing?
a. high absolute costs
b. declining customer response
c. differing messages between salespeople
d. difficult to get media cooperation
e. easily duplicated and can easily lead to promotion wars

b

Which of the following promotional elements requires expensive database management and often experiences declining response rates?
a. advertising
b. personal selling
c. sales promotion
d. publicity
e. direct marketing

e

Like personal selling, __________ often consists of interactive communication.
a. direct marketing
b. advertising
c. a sales promotion
d. publicity
e. a public service announcement

a

Which promotional element is particularly important to business buyers?
a. public relations
b. publicity
c. sales promotion
d. rebates
e. personal selling

e

Many promotional efforts are focused towards __________, who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.
a. sales personnel
b. ultimate consumers
c. intermediaries
d. repeat buyers
e. nonprospects

c

In terms of product characteristics, the greater the risk, the greater the need for __________ as a key element of the promotional mix.
a. advertising
b. personal selling
c. sales promotion
d. publicity
e. public relations

b

With many industrial products and consumer purchases, ancillary services are an important consideration in selecting the promotional mix. The role of __________ is important to establish the seller’s reputation. However, __________ is essential for building buyer confidence and providing evidence of customer service.
a. direct marketing; personal selling
b. personal selling; direct marketing
c. advertising; personal selling
d. sales promotion; advertising
e. public relations; direct marketing

c

In the prepurchase stage of the consumer purchase decision process,
a. trade promotions are more effective than personal selling.
b. publicity is the most effective promotion tool.
c. advertising is more helpful than personal selling.
d. personal selling is more effective than advertising.
e. personal selling is the most effective way to communicate with potential buyers.

c

During the postpurchase stage of the consumer purchase decision process, marketers want to reduce postpurchase anxiety for their customers. Which of the following would be most useful for accomplishing this objective?
a. advertising only
b. personal selling only
c. sales promotion and advertising
d. publicity and advertising
e. advertising and personal selling

e

A push strategy is when a manufacturer
a. advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide advertising campaigns.
b. directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product.
c. forces a retailer to promote its products by placing national ads in local newspapers.
d. directs its efforts in the form of advertising and sales promotions to ultimate consumers to encourage them to ask the retailer for the product.
e. directs retailers to promote one product over another to help balance fluctuations in inventory.

b

Chrysler Corporation provides support and incentives for its Chrysler and Jeep dealers. Through a multilevel program, Chrysler provides incentives to reward dealers for meeting sales goals. Dealers receive an incentive when they are near a goal, another when they reach a goal, and a larger incentive if they exceed sales projections. All of these actions are intended to encourage Chrysler dealers to __________ the Chrysler products through the channel to consumers.
a. dump
b. pull
c. unload
d. no haggle
e. push

e

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a(n) __________.
a. push strategy
b. intense strategy
c. inertia strategy
d. exclusivity strategy
e. pull strategy

e

The manufacturers of drugs encourage patients to learn more about the drugs and ask for them by name from the doctor. The manufacturers of these drugs are using a(n) __________ promotional strategy.
a. pull
b. intense
c. push
d. inertia
e. exclusive

a

The first decision in developing the promotion program is to __________.
a. set the budget
b. state the mission
c. identify the target audience
d. select the appeal
e. select the media

c

During the evaluation phase of an IMC program, a firm will __________ and make needed changes.
a. posttest the promotion
b. design the promotion
c. state the mission
e. carry out the promotion
d. identify possible advertising or promotional firms

a

During the implementation phase of an IMC program, a firm will pretest the promotion and __________.
a. posttest the promotion
b. design the promotion
c. state the mission
d. carry out the promotion
e. identify possible advertising or promotional firms

d

The _________ is defined as the group of prospective buyers toward which a promotion program is directed.
a. directed audience
b. intended audience
c. promotion audience
d. selling audience
e. target audience

e

For a promotional campaign, the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as _________.
a. the purchase continuum
b. the hierarchy of effects
c. the product life cycle
d. the consumer purchasing scale
e. Maslow’s hierarchy

b

For a promotional campaign, hierarchy of effects refers to the stages a prospective buyer goes through, which include:
a. awareness, interest, evaluation, trial, and rejection.
b. interest, adoption, and brand loyalty.
c. cognitive, affective, and behavioral.
d. awareness, interest, evaluation, trial, and adoption.
e. see an ad, try the product, and buy the product.

d

The first stage in the hierarchy of effects is __________.
a. interest
b. awareness
c. adoption
d. trial
e. evaluation

b

The second stage in the hierarchy of effects is __________.
a. interest
b. awareness
c. adoption
d. trial
e. evaluation

a

The fourth stage in the hierarchy of effects is __________.
a. interest
b. awareness
c. adoption
d. trial
e. evaluation

d

The fifth stage in the hierarchy of effects is __________.
a. interest
b. awareness
c. adoption
d. trial
e. evaluation

c

In the hierarchy of effects, the consumer’s ability to recognize and remember the product or brand name is referred to as the _________ stage.
a. adoption
b. evaluation
c. awareness
d. interest
e. trial

c

In the hierarchy of effects, an increase in the consumer’s desire to learn about some of the features of the product or brand is referred to as the _________ stage.
a. adoption
b. evaluation
c. awareness
d. interest
e. trial

d

Ann’s young son suffers from allergies and complains about his watery eyes and drowsiness. Ann felt bad because she thought there was nothing she could do to help him. When Ann saw the ad for a new drug that counters these symptoms in Martha Stewart Living magazine, she vowed to ask his doctor about this product on her son’s next visit. Ann is at which stage in the hierarchy of effects?
a. She is the trial stage and will move to the interest stage soon.
b. She has moved quickly from the awareness stage to the interest stage.
c. She was in the consumer development stage and will more than likely move to the transition stage.
d. She is in the evaluation stage and will move to the interest stage soon.
e. She was in the interest stage and then moved quickly to the diffusion stage.

b

In the hierarchy of effects, the consumer’s appraisal of the product or brand on important attributes is referred to as the _________ stage.
a. evaluation
b. adoption
c. awareness
d. interest
e. trial

a

In the hierarchy of effects, the consumer’s actual first purchase and use of the product or brand is referred to as the _________ stage.
a. adoption
b. evaluation
c. awareness
d. interest
e. trial

e

CoolMax is a fabric made by DuPont. It is used in the manufacture of exercise clothes because it keeps the user "cool and dry." The ads for the fabric in health and fitness magazines convinced Kumar to buy a pair of Thorlo CoolMax walking crew socks made of the material. Since he had never before owned anything made with CoolMax, Kumar was in which stage of the hierarchy of effects?
a. trial
b. diffusion
c. innovation
d. evaluation
e. interest

a

In the hierarchy of effects, the consumer’s repeated purchase and use of the product or brand is referred to as the _________ stage.
a. evaluation
b. adoption
c. awareness
d. interest
e. trial

b

All of the following are methods described in the textbook that firms use to set their promotion budgets EXCEPT:
a. objective and task.
b. number (#) of unit of sales.
c. competitive parity.
d. percentage ( percent) of sales.
e. all-you-can-afford.

b

A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold, is referred to as __________ budgeting.
a. percentage of sales
b. competitive parity
c. all-you-can-afford
d. objective and task
e. linear forecast

a

A major fallacy of __________ budgeting is that by tying a promotion budget to sales, a company may reduce the amount it spends on promotion when it actually needs to spend more.
a. competitive parity
b. all-you-can-afford
c. objective and task
d. linear forecast
e. percentage of sales

e

Imagine you have overheard the owner of a medium-sized manufacturing company saying, "We had a good year, and I think next year will be even better. I’m going to raise this year’s promotion budget 4.5 percent based on last year’s gross sales. That will let me do more advertising than the 3.5 percent I budgeted last year." From this information, the manufacturer is using __________ budgeting.
a. percentage of sales
b. competitive parity
c. all-you-can-afford
d. objective and task
e. linear forecast

a

Allocating funds to promotion by matching the competitor’s absolute level of spending or the proportion per point of market share is referred to as __________ budgeting.
a. percentage of sales
b. competitive parity
c. all-you-can-afford
d. objective and task
e. linear forecast

b

Another name for competitive parity budgeting is __________ budgeting.
a. linear forecast
b. all-you-can-afford
c. share of market
d. comparative
e. matched media

c

Allocation of funds to promotion only after all other budget items are covered is referred to as
a. percentage of sales budgeting.
b. all-you-can-afford budgeting.
c. competitive parity budgeting.
d. objective and task budgeting.
e. linear forecast budgeting.

b

Which method of promotion budgeting would most likely be used by small businesses?
a. all-you-can-afford budgeting
b. percentage of sales budgeting
c. competitive parity budgeting
d. objective and task budgeting
e. linear forecast budgeting

a

Imagine a small retailer saying, "Well, after budgeting for all of our expenses for next year, we still have about $7,500 remaining for emergencies. Let’s budget 20 percent of that amount for advertising." What budgeting technique is the small retailer using?
a. percentage of sales budgeting
b. competitive parity budgeting
c. objective and task budgeting
d. all-you-can-afford budgeting
e. linear forecast budgeting

d

Which of the following is the best approach to promotion budgeting?
a. objective and task budgeting
b. percentage of sales budgeting
c. competitive parity budgeting
d. all-you-can-afford budgeting
e. linear forecast budgeting

a

Which form of promotion budgeting most closely relates to the marketing concept?
a. percentage of sales budgeting
b. competitive parity budgeting
c. all-you-can-afford budgeting
d. objective and task budgeting
e. linear forecast budgeting

d

All of the following are forms of direct marketing EXCEPT:
a. catalogs
b. in-store free samples
c. telemarketing
d. paid searches
e. direct mail

b

The result of an offer designed to generate interest in a product or service and a request for additional information is referred to as _________.
a. direct orders
b. lead generation
c. traffic generation
d. indirect orders
e. prospecting

b

A paid advertisement for the Texas Department of Economic Development—Tourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state’s website, or use a toll-free number to request more information about vacation destinations in Texas. The primary purpose of this ad was __________.
a. direct order fulfillment
b. to make a public service announcement
c. indirect order generation
d. lead generation
e. digital communication

d

Amazon.com, a successful online retailer, manages an extensive database that includes customers’ names and their tastes in books, among other products. This information is used to determine which products are suggested to each customer. This is an example of how Amazon.com uses
a. advertising.
b. sales promotion.
c. direct marketing.
d. publicity.
e. personal selling.

c

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