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Exam 18: Advertising, Sales Promotion, and Public Relations

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Question 81

Multiple Choice

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Which of these is a strength of publicity?

A) Publicity can receive immediate feedback.
B) Publicity can provide the target audience with complex information.
C) Publicity can prepare messages quickly.
D) Publicity is an efficient means for reaching large numbers of people.
E) Publicity often has the highest credibility in the consumer's mind.

F) None of the above
G) C) and D)

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Question 82

Multiple Choice

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A marketing manager at an auto company computed its promotion-to-sales ratio, that of the major competitor, and the auto industry itself. She found that the company's ratio was 2.8 percent, the competitor's ratio was 4.5 percent, and the auto industry average was 6.7 percent. She then realized

A) she was spending too little on promotional efforts.
B) she needed to explain these numbers to her boss, especially in relation to the industry.
C) the competitor shortly would be taking market share from the company.
D) she spent her promotional dollars effectively.
E) overall the industry was wasting money on ineffective sales promotions such as cash-back offers.

F) B) and E)
G) None of the above

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Question 83

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Figure 18-1 -Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J). Identify and briefly describe each of the 10 elements.

The information sent by a source to a receiver during the communication process is referred to as

When Tonya had her baby at a local hospital, she was given a diaper bag with samples of Enfamil baby formula. These free samples are examples of

Amanda received a postcard from a local wellness spa. The card invited her to attend an invitation-only open house and receive a 20 percent discount on her first service scheduled that day. She went to the spa later in the week to consider getting a facial. With respect to Amanda, the postcard from the spa was a form of direct marketing used to

Which of these tasks is completed during the planning phase of an IMC program?

An important factor in developing successful IMC programs is to create a process that facilitates their design and use. A tool used to evaluate a company's current process is the IMC

The growing concern about ________ has led to a decline in direct marketing response rates among some customer groups.

Which promotional element is particularly important to business buyers?

Each year, advertisers spend millions of dollars during the U.S. Super Bowl football game broadcast. These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle. Unfortunately, during the advertisements, many viewers might 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.

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

Like personal selling, ________ often consists of interactive communication.

One researcher estimates that "an organization with sales between $200 million and $500 million will need three _________" to successfully implement an IMC program.

Advertising, sales promotion, and public relations are often said to use ________ because they are used with groups of prospective buyers.

Development of the promotion program focuses on the four Ws. What are they?

During the postpurchase stage of the consumer purchase decision process, ________ in the form of coupons can help encourage repeat purchases from satisfied first-time triers.

A restaurant review published in the local newspaper is an example of

Communication is the process of conveying a message to others and it requires six elements, including which of these?

________ is advisable for all marketing communications to ensure that messages will be decoded properly.