Question 1

Publicity refers to

Accepted Answer

A)   a nonpersonal, indirectly paid presentation of an organization, product, or service.
B)   a short-term inducement of value offered to arouse interest in buying a product or service.
C)   methods used to get a nonpersonal, directly paid presentation of a company or its products.
D)   a paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
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) C) and D)
G) None of the above

Question 2

In the hierarchy of effects, interest 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) None of the above
G) A) and B)

Question 3

Direct marketing has the advantage of being ________ to match the needs of specific target markets.

Accepted Answer

A)   priced
B)   standardized
C)   customized
D)   engaged
E)   integratedF) B) and C)
G) All of the above

Question 4

What is the nature of the "paid" aspect of advertising?

Accepted Answer

A)   Fees are paid for space or time in the medium.
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 associated with data transmission for telephone or the Internet.F) A) and C)
G) A) and E)

Question 5

Which of these statements regarding the promotional mix is most accurate?

Accepted Answer

A)   For maximum impact, funding for promotions should be equally divided among the five elements of the promotional mix.
B)   The promotional mix can be influenced by the target audience, the stage of the product's life cycle, product characteristics, the decision stage of the buyer, and the channel of distribution.
C)   Regardless of which other elements are selected, advertising must be included in every promotional decision in order for an IMC campaign to be successful.
D)   Decisions regarding the promotional mix should be left to each manager in the marketing department who knows best what to do for his or her own specialty.
E)   It is not necessary to have a coordinated goal for an IMC campaign provided each department has a goal of its own.F) All of the above
G) B) and D)

Question 6

The promotional mix includes which of these?

Accepted Answer

A)   segmentation
B)   direct marketing
C)   merchandising
D)   branding
E)   peopleF) C) and D)
G) None of the above

Question 7

A paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as

Accepted Answer

A)   sales promotion.
B)   publicity.
C)   advertising.
D)   direct marketing.
E)   mass communication.F) A) and E)
G) All of the above

Question 8

Amazon.com, a successful online retailer, manages an extensive customer database that is used to determine which products are suggested to each customer. Some data are collected from the customer; other data are collected from the businesses where purchases are made. Which of the following customer data are typically collected from the customer?

Accepted Answer

A)   brand
B)   price
C)   media use
D)   model
E)   quantityF) B) and D)
G) A) and B)

Question 9

Figure 18-5
-Channel A in Figure 18-5 above represents which type of promotional channel strategy?

Accepted Answer

A)   direct
B)   indirect
C)   push
D)   pull
E)   verticalF) All of the above
G) A) and E)

Question 10

Ford Motor Company provides support and incentives for its Ford and Lincoln dealers worldwide. Through a multilevel program, Ford 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 dealers to ________ the Ford products through the channel to consumers.

Accepted Answer

A)   dump
B)   pull
C)   unload
D)   no haggle
E)   pushF) A) and D)
G) B) and C)

Question 11

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.

Accepted Answer

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

Question 12

Figure 18-1
-Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J) . The position labeled E is referred to as

Accepted Answer

A)   decoding.
B)   the receiver.
C)   the fields of experience.
D)   response.
E)   feedback.F) A) and B)
G) A) and D)

Question 13

Explain what the hierarchy of effects is. List and explain the five stages.

Accepted Answer

The hierarchy of effects is the sequence...

Question 14

Allocating funds to promotion whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and determines the promotion cost of performing these tasks is referred to as

Accepted Answer

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

Question 15

Figure 18-1
-Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J) . The position labeled C is referred to as

Accepted Answer

A)   the message.
B)   the receiver.
C)   the fields of experience.
D)   encoding.
E)   feedback.F) B) and E)
G) C) and E)

Question 16

When a furniture company employs designers that meet with customers to advise them on home decoration, the company is using

Accepted Answer

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

Question 17

Which stage of the product life cycle is usually a period of phase-out for the product, when little money is spent in the promotional mix?

Accepted Answer

A)   introduction
B)   growth
C)   maturity
D)   decline
E)   terminationF) A) and B)
G) A) and C)

Question 18

All products go through a product life cycle of ________ stages:

Accepted Answer

A)   two; new and improved.
B)   two; growth and decline.
C)   three; new, improved, and obsolete.
D)   four; awareness, interest, trial, and adoption.
E)   four; introduction, growth, maturity, and decline.F) A) and E)
G) C) and D)

Question 19

Consumers who read, hear, or see the message sent by a source during the marketing communication process are referred to as

Accepted Answer

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

Question 20

Integrated marketing communications (IMC)  programs coordinate a variety of promotion alternatives to provide a

Accepted Answer

A)   promotional channel.
B)   unique statement of purpose.
C)   consistent message across audiences.
D)   media mix useful to all types of companies.
E)   marketing matrix.F) A) and C)
G) A) and E)

Exam 18: Advertising, Sales Promotion, and Public Relations

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.

Correct Answer
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Explain what the hierarchy of effects is. List and explain the five stages.

Correct Answer
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The hierarchy of effects is the sequence...
View Answer

Correct Answer
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Figure 18-5 -Channel A in Figure 18-5 above represents which type of promotional channel strategy?

Correct Answer
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The promotional mix includes which of these?

Correct Answer
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Publicity refers to

Correct Answer
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A paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as

Correct Answer
verified

Which stage of the product life cycle is usually a period of phase-out for the product, when little money is spent in the promotional mix?

Correct Answer
verified

In the hierarchy of effects, interest refers to

Correct Answer
verified

Consumers who read, hear, or see the message sent by a source during the marketing communication process are referred to as

Correct Answer
verified

Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide a

Correct Answer
verified

Figure 18-1 -Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J) . The position labeled E is referred to as

Correct Answer
verified

Direct marketing has the advantage of being ________ to match the needs of specific target markets.

Correct Answer
verified

Figure 18-1 -Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J) . The position labeled C is referred to as

Correct Answer
verified

What is the nature of the "paid" aspect of advertising?

Correct Answer
verified

Correct Answer
verified

When a furniture company employs designers that meet with customers to advise them on home decoration, the company is using

Correct Answer
verified

Allocating funds to promotion whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and determines the promotion cost of performing these tasks is referred to as

Correct Answer
verified

Which of these statements regarding the promotional mix is most accurate?

Correct Answer
verified

All products go through a product life cycle of ________ stages:

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

Correct AnswerverifiedShow Answer

Explain what the hierarchy of effects is. List and explain the five stages.

Correct AnswerverifiedThe hierarchy of effects is the sequence...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Figure 18-5 -Channel A in Figure 18-5 above represents which type of promotional channel strategy?

Correct AnswerverifiedShow Answer

The promotional mix includes which of these?

Correct AnswerverifiedShow Answer

Publicity refers to

Correct AnswerverifiedShow Answer

A paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as

Correct AnswerverifiedShow Answer

Which stage of the product life cycle is usually a period of phase-out for the product, when little money is spent in the promotional mix?

Correct AnswerverifiedShow Answer

In the hierarchy of effects, interest refers to

Correct AnswerverifiedShow Answer

Consumers who read, hear, or see the message sent by a source during the marketing communication process are referred to as

Correct AnswerverifiedShow Answer

Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide a

Correct AnswerverifiedShow Answer

Figure 18-1 -Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J) . The position labeled E is referred to as

Correct AnswerverifiedShow Answer

Direct marketing has the advantage of being ________ to match the needs of specific target markets.

Correct AnswerverifiedShow Answer

Figure 18-1 -Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J) . The position labeled C is referred to as

Correct AnswerverifiedShow Answer

What is the nature of the "paid" aspect of advertising?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

When a furniture company employs designers that meet with customers to advise them on home decoration, the company is using

Correct AnswerverifiedShow Answer

Allocating funds to promotion whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and determines the promotion cost of performing these tasks is referred to as

Correct AnswerverifiedShow Answer

Which of these statements regarding the promotional mix is most accurate?

Correct AnswerverifiedShow Answer

All products go through a product life cycle of ________ stages:

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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The hierarchy of effects is the sequence...
View Answer

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