Question 1

Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that make up a firm's

Accepted Answer

A)   cooperative advertising.
B)   marketing mix.
C)   media strategy.
D)   promotional mix.
E)   communication source.F) D) and E)
G) All of the above

Question 2

The promotional objective of the maturity stage of the product life cycle is to

Accepted Answer

A)   inform.
B)   persuade.
C)   remind.
D)   sway.
E)   convince.F) A) and E)
G) D) and E)

Question 3

The design of the promotion will play a primary role in determining the message that is communicated to the audience. Successful designs rely in part on

Accepted Answer

A)   accurately estimating costs of tasks.
B)   identifying appropriate objectives.
C)   accurately estimating what task will accomplish each objective.
D)   obtaining insights regarding consumers' interests and behavior.
E)   evaluating staff on task performance.F) A) and E)
G) A) and B)

Question 4

A new prescription drug on the market helps reduce common allergy symptoms. Ads for the medicine in magazines and in medical journals would be primarily used to

Accepted Answer

A)   remind customers that such a product exists.
B)   increase the level of customer awareness and interest for the product.
C)   differentiate the product from all other allergy medications.
D)   support a product penetration pricing strategy.
E)   help in harvesting the product.F) A) and E)
G) B) and E)

Question 5

Figure 18-2
-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 18-2 above, the promotional element labeled B represents

Accepted Answer

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

Question 6

"To persuade" is the promotional objective of which stage of the product life cycle?

Accepted Answer

A)   early growth
B)   growth
C)   accelerated development
D)   maturity
E)   introductionF) A) and B)
G) B) and E)

Question 7

Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix. How does the importance of advertising, personal selling, and sales promotion change as a consumer moves through stages of the decision process?

Accepted Answer

The importance of advertising, personal selling, and sales promotions varies with the three stages in the consumer purchase decision process. In the prepurchase stage, advertising is more helpful than personal selling because advertising informs the potential customer of the existence of the product and the seller. Sales promotion can encourage trial through the use of free samples. At the purchase stage, the need to close the sale increases the importance of personal selling. Sales promotion in the form of coupons, deals, point-of-purchase displays, and rebates can be very helpful in encouraging demand. In the postpurchase stage, the salesperson and advertising are important to help reduce the buyer's postpurchase anxiety. Sales promotion in the form of coupons can encourage repeat purchases from satisfied first-time triers. See Figure 18-4.

Question 8

Lonely Planet's travel guides, including volumes like Italy, have been indispensable for travelers throughout the world since they describe out-of-the-way, inexpensive restaurants and hotels. These guides provide invaluable ________ to the establishments, though they cannot pay to be included.

Accepted Answer

A)   direct sales
B)   publicity
C)   direct marketing
D)   personnel selling
E)   public service announcementF) A) and B)
G) A) and C)

Question 9

Direct marketing refers to

Accepted Answer

A)   individualized communications programs specifically designed with a single customer in mind because the item being sold is unique to that customer.
B)   a promotional 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.
C)   a new form of retail outlet with convenient locations.
D)   a sales strategy whereby the exchange takes place at the time of engagement, such as selling produce at a local farmer's market.
E)   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.F) A) and B)
G) B) and C)

Question 10

In the hierarchy of effects, evaluation refers to

Accepted Answer

A)   the consumer's ability to recognize and remember the product or brand name.
B)   the consumer's appraisal of the product or brand on important attributes.
C)   an increase in the consumer's desire to learn about some of the features of the product or brand.
D)   a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand.
E)   the consumer's first actual purchase and use of the product or brand.F) A) and D)
G) B) and D)

Question 11

The promotional objective of the growth stage of the product life cycle is to ________ consumers in what is often an intensely competitive environment.

Accepted Answer

A)   inform
B)   remind
C)   update
D)   persuade
E)   swayF) B) and C)
G) None of the above

Question 12

Traffic generation is

Accepted Answer

A)   the outcome of an offer designed to motivate people to visit a business.
B)   the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.
C)   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.
D)   the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information.
E)   an increase in the amount of foot traffic in a retail establishment that coincides with a new advertising campaign.F) B) and C)
G) A) and E) A

Question 13

In the hierarchy of effects, adoption refers to

Accepted Answer

A)   the point at which the consumer accepts the integrity of the manufacturer and the reliability of the product.
B)   the consumer's appraisal of the product or brand on the majority of important attributes.
C)   an increase in the consumer's desire to learn about some of the features of the product or brand.
D)   the consumer's actual first purchase and use of the product or brand.
E)   the consumer's repeated purchase and use of the product or brand after a favorable experience on the first trial.F) All of the above
G) A) and B)

Question 14

In the purchase stage of the consumer journey, ________ gives consumers control over the process.

Accepted Answer

A)   public relations
B)   direct marketing
C)   advertising
D)   product sampling
E)   social mediaF) B) and C)
G) B) and E)

Question 15

Businesses vary as to the amount of security they require or can afford to protect their digital 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?

Accepted Answer

A)   personal selling
B)   advertising
C)   sales promotion
D)   public relations
E)   social mediaF) A) and D)
G) A) and B)

Question 16

In the communication process, noise refers to

Accepted Answer

A)   any unsolicited response from consumers or potential consumers regarding a company's message.
B)   any communication with consumers who are not in the target audience.
C)   extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process.
D)   the use of colors, words, sounds, or images that make an otherwise simple message more complex.
E)   a unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e., the medical profession, legal profession, etc.) .F) B) and C)
G) B) and D)

Question 17

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 in Greece 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?

Accepted Answer

A)   The name of the product, when translated into Greek, has an unintended 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.F) B) and E)
G) A) and E)

Question 18

The European Union passed a law called the E-Privacy Directive to

Accepted Answer

A)   provide explicit data privacy laws for website owners.
B)   protect intellectual property.
C)   increase data transparency.
D)   reduce the instances of hacking.
E)   allow consumers to access their search records.F) All of the above
G) B) and E)

Question 19

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as

Accepted Answer

A)   customer incentive.
B)   customer enticement.
C)   free publicity.
D)   sales promotion.
E)   purchase incentive.F) A) and B)
G) C) and E)

Question 20

In the communication process, the viewers of a NASCAR race who see a TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called

Accepted Answer

A)   decoders.
B)   the target market.
C)   wasted coverage.
D)   receivers.
E)   encoders.F) A) and E)
G) B) and E)

Exam 18: Advertising, Sales Promotion, and Public Relations

Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that make up a firm's

Correct Answer
verified

The promotional objective of the maturity stage of the product life cycle is to

Correct Answer
verified

The design of the promotion will play a primary role in determining the message that is communicated to the audience. Successful designs rely in part on

Correct Answer
verified

A new prescription drug on the market helps reduce common allergy symptoms. Ads for the medicine in magazines and in medical journals would be primarily used to

Correct Answer
verified

Figure 18-2 -To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 18-2 above, the promotional element labeled B represents

Correct Answer
verified
B

"To persuade" is the promotional objective of which stage of the product life cycle?

Correct Answer
verified

Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix. How does the importance of advertising, personal selling, and sales promotion change as a consumer moves through stages of the decision process?

Lonely Planet's travel guides, including volumes like Italy, have been indispensable for travelers throughout the world since they describe out-of-the-way, inexpensive restaurants and hotels. These guides provide invaluable ________ to the establishments, though they cannot pay to be included.

Correct Answer
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Direct marketing refers to

Correct Answer
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In the hierarchy of effects, evaluation refers to

Correct Answer
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The promotional objective of the growth stage of the product life cycle is to ________ consumers in what is often an intensely competitive environment.

Correct Answer
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Traffic generation is

Correct Answer
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A

In the hierarchy of effects, adoption refers to

Correct Answer
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In the purchase stage of the consumer journey, ________ gives consumers control over the process.

Correct Answer
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In the communication process, noise refers to

Correct Answer
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Correct Answer
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The European Union passed a law called the E-Privacy Directive to

Correct Answer
verified

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as

Correct Answer
verified

In the communication process, the viewers of a NASCAR race who see a TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that make up a firm's

Correct AnswerverifiedShow Answer

The promotional objective of the maturity stage of the product life cycle is to

Correct AnswerverifiedShow Answer

The design of the promotion will play a primary role in determining the message that is communicated to the audience. Successful designs rely in part on

Correct AnswerverifiedShow Answer

A new prescription drug on the market helps reduce common allergy symptoms. Ads for the medicine in magazines and in medical journals would be primarily used to

Correct AnswerverifiedShow Answer

Figure 18-2 -To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 18-2 above, the promotional element labeled B represents

Correct AnswerverifiedB

"To persuade" is the promotional objective of which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix. How does the importance of advertising, personal selling, and sales promotion change as a consumer moves through stages of the decision process?

Lonely Planet's travel guides, including volumes like Italy, have been indispensable for travelers throughout the world since they describe out-of-the-way, inexpensive restaurants and hotels. These guides provide invaluable ________ to the establishments, though they cannot pay to be included.

Correct AnswerverifiedShow Answer

Direct marketing refers to

Correct AnswerverifiedShow Answer

In the hierarchy of effects, evaluation refers to

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The promotional objective of the growth stage of the product life cycle is to ________ consumers in what is often an intensely competitive environment.

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Traffic generation is

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In the hierarchy of effects, adoption refers to

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In the purchase stage of the consumer journey, ________ gives consumers control over the process.

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In the communication process, noise refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The European Union passed a law called the E-Privacy Directive to

Correct AnswerverifiedShow Answer

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as

Correct AnswerverifiedShow Answer

In the communication process, the viewers of a NASCAR race who see a TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called

Correct AnswerverifiedShow Answer

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B

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A

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