Chapter 15 Practice Quiz

Which of the following is not a factor that would be considered noise in the communication process?

A message was repeated very frequently on radio and television

Which of the following statements regarding direct marketing is most accurate?

Many customers believe direct marketing saves time, is entertaining, and offers privacy.

Central to integrated marketing communications (IMC) is

a consistent message across all audiences.

In the hierarchy of effects, the first stage is known as

awareness Explanation:The five stages in the hierarchy of effects are: awareness, interest, evaluation, trial, and adoption. Awareness is the consumer's ability to recognize and remember the product or brand name

At which stage in the product life cycle would a company spend little money on promotion?

decline -Explanation: The decline stage in the product life cycle is usually a period of phaseout for the product, and little money is spent on the promotional mix. See Figure 15-3 in the textbook

Fitness trackers are in the growth stage of the product life cycle. A manufacturer selling one of these devices would most likely use advertising to

differentiate one brand of device from another. -Explanation: In the growth stage, the need is to persuade buyers, and advertising's role is to gain brand preference by distinguishing the product from others. See Figure 15-3 in the textbook.

Factors such as the need for improved reliability and security in postal systems and new government regulations represent important challenges for ________ in the global market.

direct marketing

The promotional mix consists of communication tools that include advertising, public relations, sales promotion, personal selling, and

direct marketing -Explanation: Promotion is an element of the marketing mix. The promotional element consists of communication tools that include advertising, personal selling, sales promotion, public relations, and direct marketing.

Some well-known message problems have occurred when U.S. companies have taken their messages to cultures with different ________, resulting in misinterpretations

fields of experience -Explanation: For the message to be communicated effectively, the sender and receiver must have a shared field of experience—a similar understanding and knowledge they apply to the message. Without it, misinterpretations are likely.

Four Seasons Hotels sell private residences in several of their properties and send direct mail to prospective residents asking them to request additional information on the telephone or through a website. In terms of direct marketing, this is known as

lead generation -Explanation: Lead generation is the result of an offer designed to generate interest in a product or service and a request for additional information.

A marketing manager had a goal to improve market share for his paper plates by 2 percent in the coming year, and he felt he'd need to run television ads for two months as well as create a social media campaign in order to accomplish this. He priced the advertising he planned to use and set the budget accordingly, using which promotional budgeting technique?

objective and task budgeting -Explanation: The best approach to budgeting is objective and task budgeting, whereby the company (1) determines its promotion objectives, (2) outlines the tasks it will undertake to accomplish those objectives, and (3) determines the promotion cost of performing those tasks.

Which element of the promotional mix is characterized by a customized interaction that is extremely expensive but very persuasive and likely to yield immediate feedback?

personal selling -Explanation: These are characteristics of personal selling. See Figure 15-2 in the textbook.

One step in evaluation of the promotion program is to

post-test the promotion -Explanation: Evaluating the promotion program includes posttesting the promotion and making needed changes. See Figure 15-5 in the textbook.

Which element of the promotional mix often has the highest level of credibility in consumers' minds?

public relations -Explanation: An advantage of publicity is credibility. When you read a favorable story about a company's product from an unpaid source (such as a glowing restaurant review), there is a tendency to believe it. See Figure 15-2 in the textbook.

When a pharmaceutical company places an ad in a home and garden magazine for its new arthritis drug, it is using a ________ strategy.

pull

If ________ are conducted continuously, they lose their effectiveness.

sales promotions

Which of the following occurs during the planning stage of the promotion decision process?

set the budget - Explanation: During the planning phase, a firm will identify the target audience, specify the promotion objectives, set the budget, select the right promotional tools, design the promotion, and schedule the promotion. See Figure 15-5 in the textbook.

A North Face ad shows a rock climber hanging underneath a treacherous overhang, with the tagline, "Never stop exploring." In terms of the communication process, the ________ would be North Face.

source Explanation: The source in the communication process may be a company or person who has information to convey, which is North Face in this example.

Mass selling is

the opposite of customized interaction, meaning a single message is delivered to the whole group of prospective buyers

What is the promotional objective of the introduction stage of the product life cycle?

to inform -Explanation: Providing information to consumers in an effort to increase their level of awareness is the primary promotional objective in the introduction stage of the product life cycle. In general, all the promotional mix elements are used at this time. See Figure 15-3 in the textbook.