Marketing 205 Chapter 14

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 B) It is the least logical budget-setting method C) It wrongly views sales as the cause of promotion rather than as the result D) It is the simplest and least time consuming method to use E) It involves setting the promotion budget to match competitors' outlays

A) It forces management to spell out its assumptions about the relationship between the money spent and promotion results

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 B) Encoding C) Feedback D) Response E) Decoding

A) Noise

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) Competitive - parity B) Percentage of Sales C) Regression D) Integrated

B) Percentage of Sales

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 ________. A) Public Relations B) Pull Strategy C) Buzz Marketing D) Push Strategy E) Word-of-Mouth Influence

B) Pull Strategy

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 reduced consumers who were early adopters of technological devices to spread the word about the company's new products. This is an example of ________ . A) Nonpersonal Marketing B) Direct Marketing C) Buzz Marketing D) Sales Promotion E) Reverse Marketing Activity

C) Buzz Marketing

Which of the following statements is true regarding the old mass-media communications model? A) Internet ad spending has stagnated and more marketers are shifting toward TV advertising B) Mass-media costs are decreasing C) Mass-media audiences are increasing D) Many viewers are gaining control of message exposure through DVR's and video streaming E) Ad clutter is decreasing

D) Many viewers are gaining control of message exposure through DVR's and video streaming

Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________ . A) Equal portions of the advertising budget B) Independent communications directors C) Separate marketing objectives D) The same brand message, look, and feel E) The same target audience

D) The same brand message, look, and feel

Which of the following statements is true regarding today's marketing communications? A) More marketers are shifting away from narrowly defined micromarkets and moving toward mass marketing B) Network televison, magazines, newspapers, and other traditional mass media continue to increase their dominance C) Focused marketing programs, which are designed to build closer relationships with customers in more narrowly defined micromarkets, are no longer used by marketers D) Today's consumers are better informed about products and services E) More customers have started relying on marketer-supplied information rather than finding out information on their own

D) Today's consumers are better informed about products and services

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. A) Standard B) Awareness C) Rational D) Structural E) Moral

E) Moral