Question 1

After watching a 30-second commercial from Jared for fine jewelry, Mariah was certain the necklace she saw would look spectacular with her new formal dress. In terms of the communication process, Mariah engaged in the process of

Accepted Answer

A)   integrating.
B)   sending.
C)   decoding.
D)   messaging.
E)   encoding.F) A) and B)
G) A) and C)

Question 2

A product characteristic known as ________ is relevant to promotional mix decisions and has financial, social, and physical components.

Accepted Answer

A)   risk
B)   complexity
C)   ancillary services
D)   empathy
E)   synergyF) A) and C)
G) B) and E)

Question 3

Field of experience refers to

Accepted Answer

A)   the unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e., the medical profession, legal profession, etc.) .
B)   the designation given to different elements in the communications channel based upon their specific area of expertise (i.e., advertising, publicity, etc.) .
C)   a similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect decoding of the sender's message.
D)   a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect encoding of the sender's message.
E)   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.F) B) and E)
G) None of the above

Question 4

The difficulty with the objective and task approach to promotional budgeting is the judgment required to

Accepted Answer

A)   accurately estimate costs of tasks.
B)   identify appropriate promotion objectives.
C)   accurately determine previous year expenditures and sales.
D)   perform the promotion tasks as intended.
E)   accurately estimate what tasks will accomplish each promotion objective.F) A) and E)
G) D) and E)

Question 5

The European Union passed a consumer privacy law, called the ________, after several years of discussion with the Federation of European Direct Marketing and the UK's Direct Marketing Association.

Accepted Answer

A)   Personal Identity Law
B)   Intellectual Property Act
C)   Data Protection Directive
D)   Credit Protection Act
E)   Shared Information ActF) B) and E)
G) D) and E)

Question 6

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 C represents

Accepted Answer

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

Question 7

In the hierarchy of effects, awareness is defined as

Accepted Answer

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

Question 8

In a marketing context, all of these are channels of communication used to convey a message from a source to a receiver except which?

Accepted Answer

A)   magazine
B)   news release
C)   salesperson
D)   feedback
E)   TVF) B) and E)
G) B) and D)

Question 9

At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

Accepted Answer

A)   introduction
B)   growth
C)   accelerated development
D)   maturity
E)   declineF) All of the above
G) B) and D)

Question 10

All of these are tools used by a firm's public relations department except which?

Accepted Answer

A)   special events
B)   questionnaires
C)   lobbying efforts
D)   annual reports
E)   image managementF) B) and E)
G) A) and E)

Question 11

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.

Accepted Answer

A)   adoption
B)   exploration
C)   awareness
D)   interest
E)   trialF) B) and D)
G) A) and E)

Question 12

A product characteristic known as ________ refers to the technical sophistication of the product and the amount of understanding required to use it.

Accepted Answer

A)   user-friendliness
B)   risk
C)   complexity
D)   ancillary service
E)   accessibilityF) D) and E)
G) A) and B)

Exam 18: Advertising, Sales Promotion, and Public Relations

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 C represents

Correct Answer
verified

A product characteristic known as ________ is relevant to promotional mix decisions and has financial, social, and physical components.

Correct Answer
verified

At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

Correct Answer
verified

In a marketing context, all of these are channels of communication used to convey a message from a source to a receiver except which?

Correct Answer
verified

Field of experience refers to

Correct Answer
verified

The difficulty with the objective and task approach to promotional budgeting is the judgment required to

Correct Answer
verified

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.

Correct Answer
verified

The European Union passed a consumer privacy law, called the ________, after several years of discussion with the Federation of European Direct Marketing and the UK's Direct Marketing Association.

Correct Answer
verified

A product characteristic known as ________ refers to the technical sophistication of the product and the amount of understanding required to use it.

Correct Answer
verified

After watching a 30-second commercial from Jared for fine jewelry, Mariah was certain the necklace she saw would look spectacular with her new formal dress. In terms of the communication process, Mariah engaged in the process of

Correct Answer
verified

All of these are tools used by a firm's public relations department except which?

Correct Answer
verified

In the hierarchy of effects, awareness is defined as

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

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 C represents

Correct AnswerverifiedShow Answer

A product characteristic known as ________ is relevant to promotional mix decisions and has financial, social, and physical components.

Correct AnswerverifiedShow Answer

At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

Correct AnswerverifiedShow Answer

In a marketing context, all of these are channels of communication used to convey a message from a source to a receiver except which?

Correct AnswerverifiedShow Answer

Field of experience refers to

Correct AnswerverifiedShow Answer

The difficulty with the objective and task approach to promotional budgeting is the judgment required to

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

The European Union passed a consumer privacy law, called the ________, after several years of discussion with the Federation of European Direct Marketing and the UK's Direct Marketing Association.

Correct AnswerverifiedShow Answer

A product characteristic known as ________ refers to the technical sophistication of the product and the amount of understanding required to use it.

Correct AnswerverifiedShow Answer

After watching a 30-second commercial from Jared for fine jewelry, Mariah was certain the necklace she saw would look spectacular with her new formal dress. In terms of the communication process, Mariah engaged in the process of

Correct AnswerverifiedShow Answer

All of these are tools used by a firm's public relations department except which?

Correct AnswerverifiedShow Answer

In the hierarchy of effects, awareness is defined as

Correct AnswerverifiedShow Answer

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