Question 1

Personal selling, unlike other promotional mix elements, is independent of the Internet.

Accepted Answer

A) True 
 B)False

Question 2

A company that offers the same services as its competition has a competitive advantage.

Accepted Answer

A) True 
 B)False  False

Question 3

A _____ requires a manufacturer to focus its promotional efforts on end consumers or opinion leaders.

Accepted Answer

A)  push strategy
B)  print marketing strategy
C)  pull strategy
D)  service strategyE) None of the above
F) C) and D) C

Question 4

Briefly explain the integrated marketing communications (IMC) concept. What are the reasons for its growing popularity?

Accepted Answer

Answers will vary. Integrated marketing ...

Question 5

_____ plays a very important role in how marketers distribute funding among their promotional mix tactics.

Accepted Answer

A)  Data
B)  Strategy
C)  Noise
D)  PublicityE) A) and B)
F) None of the above

Question 6

Which of the following statements is a characteristic of social media?

Accepted Answer

A)  They have a very low cost per contact.
B)  They can find customers that are hard to locate.
C)  They rely on repetition of the message during promotions.
D)  They position information as strictly entertaining and less valuable.E) B) and D)
F) All of the above A

Question 7

Noise refers to anything that interferes with, distorts, or slows down the transmission of information.

Accepted Answer

A) True 
 B)False

Question 8

Fournott is a firm that designs and manufactures women's apparel. It sells its merchandise to retailers for them to handle. Given this information, which of the following statements is true of Fournott?

Accepted Answer

A)  Its retailers convince consumers to buy Fournott's products.
B)  It uses a pull strategy to sell its merchandise.
C)  It uses introductory consumer advertising as part of its strategy.
D)  It focuses its promotional efforts on end consumers or opinion leaders.E) A) and C)
F) B) and D)

Question 9

Bag TV, a commercial television broadcast network, uses billboards, television, magazines, and newspaper advertising to create awareness about upcoming shows and to inform viewers about the new episodes of its existing shows. Bag TV uses _____ to promote its television programs.

Accepted Answer

A)  intrapersonal communication
B)  mass communication
C)  intergroup communication
D)  interpersonal communicationE) C) and D)
F) A) and C)

Question 10

Which of the following statements is true of marketers as senders in the communication process?

Accepted Answer

A)  They adapt existing messages.
B)  They listen to the demands of target markets.
C)  They spot new communication opportunities.
D)  They remind the target markets to take action.E) B) and C)
F) A) and D)

Question 11

Which of the following is a difference between a push strategy and a pull strategy?

Accepted Answer

A)  Social media are used in a push strategy, whereas personal selling is used in a pull strategy.
B)  Wholesalers are targeted in a push strategy, whereas end consumers are targeted in a pull strategy.
C)  A push strategy focuses on content marketing, whereas a pull strategy focuses on offering aggressive discounts.
D)  No intermediaries are involved in a push strategy, whereas wholesalers and retailers are involved in a pull strategy.E) B) and D)
F) C) and D)

Question 12

Persuasive promotion is used to keep the product and brand name in the public's mind.

Accepted Answer

A) True 
 B)False

Question 13

Owned media is also called content marketing.

Accepted Answer

A) True 
 B)False

Question 14

_____ includes media such as television, magazine, outdoor, radio, or newspaper advertising.

Accepted Answer

A)  Paid media
B)  Owned media
C)  Earned media
D)  Free mediaE) All of the above
F) B) and C)

Question 15

Social media are a more immediate form of two-way communication than personal selling.

Accepted Answer

A) True 
 B)False

Question 16

Sales promotion's greatest strength is in creating strong desire and purchase intent.

Accepted Answer

A) True 
 B)False

Question 17

Threads Inc., an apparel manufacturer, employs personal selling to market goods. Its employees handcraft products that are then marketed by a professional team. In this case, which of the following strategies should be adopted by Threads Inc.?

Accepted Answer

A)  It should generate large amounts of publicity quickly.
B)  It should refrain from educating the public about the company's objectives.
C)  It should make planned presentations to prospective buyers.
D)  It should refrain from advertising and public relations.E) A) and C)
F) B) and D)

Question 18

The _____ is a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with a promotional message.

Accepted Answer

A)  BCG matrix
B)  IMC model
C)  AIDA concept
D)  SWOT matrixE) A) and D)
F) All of the above

Question 19

The researchers at Beans Inc., a coffee manufacturing company, developed a new variety of high-quality ground coffee. The new variety was priced at a comparatively lower price than the other varieties of coffee available in the market. Therefore, the advertisements for the product stated, "The highest quality coffee does not have to be expensive." This is an example of communicating a product's _____.

Accepted Answer

A)  marketing mix
B)  product parity
C)  competitive advantage
D)  competitive parityE) C) and D)
F) None of the above

Question 20

Which of the following is a reason for the increasing popularity of the integrated marketing communications concept?

Accepted Answer

A)  More selectively segmented markets have replaced the traditional broad market groups that marketers promoted to in years past.
B)  Marketers have discontinued the use of online advertising because of its lack of measurability.
C)  The proliferation of thousands of media choices beyond traditional television has made promotion easier.
D)  Marketers have increased their advertisement spending for promotional techniques that generate gradual sales responses.E) A) and C)
F) None of the above

Exam 15: Marketing Communications

Personal selling, unlike other promotional mix elements, is independent of the Internet.

Correct Answer
verified

A company that offers the same services as its competition has a competitive advantage.

Correct Answer
verified
False

A _____ requires a manufacturer to focus its promotional efforts on end consumers or opinion leaders.

Correct Answer
verified
C

Briefly explain the integrated marketing communications (IMC) concept. What are the reasons for its growing popularity?

Correct Answer
verified
Answers will vary. Integrated marketing ...
View Answer

_____ plays a very important role in how marketers distribute funding among their promotional mix tactics.

Correct Answer
verified

Which of the following statements is a characteristic of social media?

Correct Answer
verified
A

Noise refers to anything that interferes with, distorts, or slows down the transmission of information.

Correct Answer
verified

Fournott is a firm that designs and manufactures women's apparel. It sells its merchandise to retailers for them to handle. Given this information, which of the following statements is true of Fournott?

Correct Answer
verified

Bag TV, a commercial television broadcast network, uses billboards, television, magazines, and newspaper advertising to create awareness about upcoming shows and to inform viewers about the new episodes of its existing shows. Bag TV uses _____ to promote its television programs.

Correct Answer
verified

Which of the following statements is true of marketers as senders in the communication process?

Correct Answer
verified

Which of the following is a difference between a push strategy and a pull strategy?

Correct Answer
verified

Persuasive promotion is used to keep the product and brand name in the public's mind.

Correct Answer
verified

Owned media is also called content marketing.

Correct Answer
verified

_____ includes media such as television, magazine, outdoor, radio, or newspaper advertising.

Correct Answer
verified

Social media are a more immediate form of two-way communication than personal selling.

Correct Answer
verified

Sales promotion's greatest strength is in creating strong desire and purchase intent.

Correct Answer
verified

Threads Inc., an apparel manufacturer, employs personal selling to market goods. Its employees handcraft products that are then marketed by a professional team. In this case, which of the following strategies should be adopted by Threads Inc.?

Correct Answer
verified

The _____ is a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with a promotional message.

Correct Answer
verified

Correct Answer
verified

Which of the following is a reason for the increasing popularity of the integrated marketing communications concept?

Correct Answer
verified

Exam 15: Marketing Communications

Personal selling, unlike other promotional mix elements, is independent of the Internet.

Correct AnswerverifiedShow Answer

A company that offers the same services as its competition has a competitive advantage.

Correct AnswerverifiedFalse

A _____ requires a manufacturer to focus its promotional efforts on end consumers or opinion leaders.

Correct AnswerverifiedC

Briefly explain the integrated marketing communications (IMC) concept. What are the reasons for its growing popularity?

Correct AnswerverifiedAnswers will vary. Integrated marketing ...View AnswerShow Answer

_____ plays a very important role in how marketers distribute funding among their promotional mix tactics.

Correct AnswerverifiedShow Answer

Which of the following statements is a characteristic of social media?

Correct AnswerverifiedA

Noise refers to anything that interferes with, distorts, or slows down the transmission of information.

Correct AnswerverifiedShow Answer

Fournott is a firm that designs and manufactures women's apparel. It sells its merchandise to retailers for them to handle. Given this information, which of the following statements is true of Fournott?

Correct AnswerverifiedShow Answer

Bag TV, a commercial television broadcast network, uses billboards, television, magazines, and newspaper advertising to create awareness about upcoming shows and to inform viewers about the new episodes of its existing shows. Bag TV uses _____ to promote its television programs.

Correct AnswerverifiedShow Answer

Which of the following statements is true of marketers as senders in the communication process?

Correct AnswerverifiedShow Answer

Which of the following is a difference between a push strategy and a pull strategy?

Correct AnswerverifiedShow Answer

Persuasive promotion is used to keep the product and brand name in the public's mind.

Correct AnswerverifiedShow Answer

Owned media is also called content marketing.

Correct AnswerverifiedShow Answer

_____ includes media such as television, magazine, outdoor, radio, or newspaper advertising.

Correct AnswerverifiedShow Answer

Social media are a more immediate form of two-way communication than personal selling.

Correct AnswerverifiedShow Answer

Sales promotion's greatest strength is in creating strong desire and purchase intent.

Correct AnswerverifiedShow Answer

Threads Inc., an apparel manufacturer, employs personal selling to market goods. Its employees handcraft products that are then marketed by a professional team. In this case, which of the following strategies should be adopted by Threads Inc.?

Correct AnswerverifiedShow Answer

The _____ is a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with a promotional message.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following is a reason for the increasing popularity of the integrated marketing communications concept?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
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False

Correct Answer
verified
C

Correct Answer
verified
Answers will vary. Integrated marketing ...
View Answer

Correct Answer
verified

Correct Answer
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A

Correct Answer
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