Ch 14-15
66) Display media includes ________.
E) billboards
79) In most cases, what is the most expensive promotion tool?
B) personal selling
54) A charitable trust's appeal which states, "While you are trying to figure out what to get the man who has everything, don't forget the man who has nothing" is an example of a(n) ________ appeal.
D) moral
75) Which of the following is the most logical budget-setting method?
D) objective-and-task method
36) A consumer is reading a magazine with an advertisement, but due to a loud sound he is distracted from reading the advertisement and is not able to grasp its key points. In the context of the communication process, this unplanned static or distortion is called ________.
A) noise
71) Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.
A) percentage-of-sales
89) Using a(n) ________ strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product.
A) pull
91) Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy.
A) pull; push
34) In the communication process, the reaction of the receiver after being exposed to a message is called the ________.
A) response
6) Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations?
A) sales promotion
83) Suppose Amazon.com has offered you free shipping on your next purchase of more than $35. This offer is an example of ________.
A) sales promotion
56) A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims.
A) two-sided
64) A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products. This is an example of ________.
C) buzz marketing
29) The decision to use a cleaning genie to communicate the strength and power of "Mr. Clean" cleaning liquid represents the ________ process of the communication model.
B) encoding
43) Which of the following is the first step in developing an effective integrated communications and promotion program?
B) identifying the target audience
23) To carefully integrate and coordinate the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products, some companies appoint a(n) ________.
B) marketing communications director
32) Which of the following terms best represents the communication channel which a company uses to move its advertising messages from sender to receiver?
B) media
76) Which budgeting method entails defining specific promotion goals, determining the necessary tasks, and estimating the costs to determine a promotion budget?
B) objective-and-task method
40) In the communication process, the more the sender's field of experience ________ that of the receiver, the more ________ the message is likely to be.
B) overlaps with; effective
8) Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to wholesalers and individual customers. This is an example of ________.
B) personal selling
80) Which of the following promotional tools is the most effective in building up buyers' preferences, convictions, and actions?
B) personal selling
50) A message showing a product's quality, economy, value, or performance is an example of a(n) ________ appeal.
B) rational
4) The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.
B) sales promotion
63) ________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.
C) Buzz marketing
78) Which of the following is most likely a shortcoming of advertising?
C) It is impersonal and lacks the direct persuasiveness of company salespeople.
16) Which of the following statements is true regarding the old mass-media communications model?
C) Many viewers are gaining control of message exposure through DVRs.
7) ________ includes sales presentations, trade shows, and incentive programs.
C) Personal selling
88) The manufacturer of Crest toothpaste provides free samples of its toothpaste to dentists and encourages them to distribute these samples to their patients and to inform the patients about advantages of using Crest. The manufacturer of Crest toothpaste is using ________.
C) a push strategy
65) Nonpersonal communication channels include major media, ________, and events.
C) atmospheres
17) Companies often fail to integrate their various communications to consumers because ________.
C) communications often come from different parts of the company
72) Which of the following methods is used by companies to set their advertising budgets based on the industry average?
C) competitive-parity method
22) Excel Enterprises uses a Web site, online social networks, and print advertisements to promote its products. Since Excel Enterprises practices integrated marketing communications, all these different brand contacts maintain ________ in design and tone.
C) consistency
96) The FTC has adopted a three-day cooling-off rule to give special protection to ________.
C) customers who were not seeking a product
86) Which promotional tool is the most immediate, customized, and interactive?
C) direct marketing
51) An appeal which attempts to stir up either negative or positive sentiments that can motivate purchase is called a(n) ________ appeal.
C) emotional
42) Marketing communicators must be good at ________ messages that take into account how the target audience ________ them.
C) encoding; decodes
35) When a customer lets a producer know something about its products or advertising, the customer is providing ________.
C) feedback
21) Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog, print ads, and Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all aspects. From this information, we can infer that Delia's is using ________.
C) integrated marketing communication
49) The AIDA model identifies the characteristics of an effective ________.
C) marketing message
30) A(n) ________ is a set of symbols that the sender transmits.
C) message
60) Communication through a telephone call is considered a part of a(n) ________ communication channel.
C) personal
59) Which of the following terms best describes the channels through which two or more people communicate directly with each other, including face to face, mail, e-mail, texting, or an Internet chat?
C) personal communication channel
85) A newspaper article announced that Connect Wireless, the sixth-largest wireless carrier in a country, was changing its name to M-Mobile and that to begin the makeover process it had replaced spokesperson Robert Garmon with Catherine Naylor. Which of the following elements of a promotion mix is represented in this example?
C) public relations
87) Under which promotional mix strategy does the producer direct its marketing activities (primarily advertising and consumer promotion) toward channel members to induce them to carry the product and promote it to final consumers?
C) push strategy
67) ________ are staged occurrences that communicate messages to target audiences.
D) Events
74) Which of the following statements is most likely true regarding the competitive-parity method?
D) In this method, promotion budgets are set to match competitors' outlays.
37) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new makeup. In terms of the communication model, the sender of this message is ________.
D) Maybelline
81) ________ consists of strong short-term incentives that invite and reward quick responses from customers.
D) Sales promotion
61) Which of the following statements is true about personal communication channels?
D) Word-of-mouth influence uses a personal communication channel.
53) Moral appeals ________.
D) are directed to an audience's sense of what is "right" and "proper"
25) While using integrated marketing communications, the communications process should start with a(n) ________.
D) audit of all potential customer touch points
46) Among the buyer-readiness stages, the first stage is ________.
D) awareness
15) Companies are doing less ________ and more ________ as a result of the explosive developments in communication technologies to better target smaller customer segments.
D) broadcasting; narrowcasting
82) Which of the following is a sales promotion tool?
D) coupons
24) In order to avoid shortsightedness, today marketers are moving toward viewing communications as managing the ________ over time.
D) customer relationship
33) In a communication process, a receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as ________.
D) decoding
10) Which of the following promotion categories is most likely to use the promotion tools of press releases, sponsorships, events, and Web pages?
D) public relations
5) Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events?
D) public relations
26) Which of the following is one of the four major communication functions?
D) response
31) In the communication process, an actual HP printer/fax machine advertisement would be considered ________.
D) the message
57) Which of the following advertising slogans most likely represents a two-sided argument?
E) There are some things money can't buy. For everything else, there's MasterCard.
12) Which of the following statements is true regarding today's marketing communications?
E) Today's consumers are better informed about products and services.
90) Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their auto body shops to use Glasis paint is an example of how a company uses ________.
E) a pull strategy
69) While using the "________ method" for setting an advertising budget, a company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising.
E) affordable
93) A large retailer advertised a sewing machine for $179. However, when consumers tried to buy the advertised machine, the seller downplayed its features, placed faulty machines on showroom floors, understated the machine's performance, and took other actions in an attempt to convince buyers to buy a more expensive machine. In this case, which of the following types of advertising is used by the retailer?
E) bait-and-switch
2) Which of the following is one of the five major promotion tools?
E) direct marketing
58) A marketer making decisions about the headline, copy, illustration, and colors for a print ad is determining the message ________.
E) format
97) When starting their business, John and Barb would most likely have benefitted from understanding ________.
E) integrated marketing communications
14) Which of the following is a specialized and highly targeted media that an advertiser might use to reach smaller customer segments?
E) online social networks
20) Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________.
E) the same message, look, and feel
62) Personal communications about a product between target buyers and neighbors, friends, family members, associates, and other consumers, are known as ________.
E) word-of-mouth influence
77) Which of the following statements is most likely true regarding the objective-and-task method of budget-setting?
A) It forces management to spell out its assumptions about the relationship between the money spent and promotion results.
94) Which of the following would be classified as bait-and-switch advertising?
A) advertising a cheaper brand but making only a more expensive one available to customers
44) While developing an effective integrated communication, once the target audience has been defined, marketers must ________.
A) determine the desired response
18) Consumers today receive commercial messages from a broad range of sources. However, consumers ________ the way marketers do.
A) don't distinguish between message sources
55) One of the message structure issues that a marketer must handle is whether to ________.
A) draw a conclusion or not
52) Which of the following appeals is based on the idea that consumers often feel before they think?
A) emotional appeal
13) Shifting away from mass marketing, marketers are developing ________ which are designed to build closer relationships with customers in more narrowly defined micromarkets.
A) focused marketing programs
19) Today several companies are adopting the concept of ________, which carefully combines and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.
A) integrated marketing communications
99) Advertising involves a personal presentation by the firm's sales force for the purpose of making sales and building customer relationships.
Answer: FALSE
27) ________ refers to the process of putting thought into symbolic form.
B) Encoding
70) Which of the following statements is true regarding the affordable method for setting a promotion budget?
B) It completely ignores the effects of promotion on sales.
38) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new makeup. In terms of the communication model, the medium of this ad is ________.
B) Ladies' Home Journal
84) ________ is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do.
B) Public relations
95) Under the ________ Act, sellers cannot favor certain customers through their use of trade promotions.
B) Robinson-Patman
3) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.
B) advertising
47) Boson Corp. is introducing consumers to its new car with the help of an advertisement campaign. This introductory campaign most likely aims to affect the ________ stage of buyer-readiness.
B) awareness
45) The six stages consumers normally pass through on their way to making a purchase are known as the ________ stages.
B) buyer-readiness
68) To ________, a marketer would most likely ask target audience members whether they remember the message, how many times they saw it, and what points they remember.
B) collect feedback
48) In the AIDA model, the D stands for ________.
B) desire
9) Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the Internet?
B) direct marketing
28) HP's advertising agency assembles words and illustrations into an advertisement that convey the company's intended brand message. In the context of the communication process, HP is ________.
B) encoding
92) John Deere does very little promoting of its lawn mowers and garden tractors to final consumers. Instead, John Deere's sales force works with Lowe's, Home Depot, independent dealers, and other channel members, who in turn sell John Deere products to final consumers. According to this information, which of the following promotion mix strategies is being used by John Deere?
C) push strategy
98) In a recent radio spot, John and Barb gave a quick explanation of Sparkle's cleaning process and a description of the value consumers receive for their money. This is an example of a(n) ________ appeal.
C) rational
11) Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.
C) the Internet
73) Sam, the owner of a small company, learned that a competitor was planning to spend $150,000 on promotion in the next financial year. As soon as he learned this, Sam called his finance manager and said, "I want to spend $150,000 on promotion next year." In this case, which method of promotional budgeting is used by Sam?
C) the competitive-parity method
39) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new makeup. In the context of the communication model, measuring which of the following would be the best way for the source to measure feedback?
C) the number of people who redeem the coupon
1) A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this communications mix?
C) the promotion mix
41) To communicate effectively, a marketing communicator should most likely ________.
C) understand the consumer's field of experience