Marketing Management Chapter 13

The decision to use a genie to communicate the strength and power of Mr. Clean cleaning liquid is representative of the ________ process of the communication model. A) encoding B) decoding C) messaging D) feedback E) sourcing

A) encoding

Product advertising ________. A) focuses on a specific good B) promotes the point of view of a company C) includes advocacy advertising D) emphasizes the activities of an organization E) may take the form of PSAs

A) focuses on a specific good

The one-to-one model ________. A) includes personal selling B) benefits from consumer sales promotions C) is exemplified by word-of-mouth communication D) employs evangelical marketing techniques E) is the traditional communication model

A) includes personal selling

A company is implementing ________ when it airs a television commercial to millions. A) buzz B) viral marketing C) mass communication D) personal communication E) interactive marketing

C) mass communication

Street furniture advertising and transit advertising are both examples of ________. A) earned media B) geo-targeting C) out-of-home media D) mobile advertising E) place-based media

C) out-of-home media

A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________. A) sales promotion B) advertising C) personal selling D) direct marketing E) public relations

C) personal selling

Which is an example of the one-to-many approach? A) social media B) database marketing C) personal selling D) email advertising E) direct marketing

C) personal selling

An email from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of ________. A) viral marketing B) personal selling C) sales promotion D) stealth marketing E) public relations

C) sales promotion

Which advertising agency specialist is responsible for acting as the voice of the consumer in creating effective advertising? A) the media planner B) the creative director C) the account planner D) the account executive E) the art director

C) the account planner

Toward the end of the fiscal year, the owner of a small company came back from lunch concerned because he had learned that a business targeting his same customer base was planning on spending $150,000 on promotion. As soon as he arrived at the office, he called his financial manager and said, "I want to budget $150,000 for next year's promotion." Which method of promotional budgeting did the owner want to use? A) the percentage-of-sales method B) the pull-push method C) the objective-task method D) the competitive-parity method E) the bottom-up method

C) the competitive-parity method

________ is a fancy term for an opt-in incentive to join an email mailing list. A) Inbound marketing B) Word-of-mouth marketing C) Promotion mix D) Ethical bribe E) Outbound marketing

D) Ethical bribe

Which of the following statements about magazines as an advertising medium is true? A) Magazines have not benefited from advances in communication technologies. B) Magazines typically use a mass marketing strategy. C) Magazines have poor reproduction quality if images. D) Magazines have long lead times and deadlines that can reduce flexibility. E) Magazines do not accept local advertising.

D) Magazines have long lead times and deadlines that can reduce flexibility.

In terms of the communication model, ________ is a reaction to a message that helps the source gauge the effectiveness of the message. A) decoding B) translating C) encoding D) noise E) feedback

E) feedback

The use of short-term incentives to encourage the immediate purchase or sale of a product or service is called ________. A) personal selling B) advertising C) public relations D) indirect marketing E) sales promotion

E) sales promotion

With which type of marketing communication does the marketer have the lowest level of control over the message? A) personal selling B) advertising C) direct marketing D) public relations E) word-of-mouth communication

E) word-of-mouth communication

________ can be classified by primary purpose, such as to inform, persuade, or remind. A) Message objectives B) Budget objectives C) Media plans D) Creative briefs E) Creative strategies

A) Message objectives

________ marketing refers to messages that come from the organization and are intended for those who have agreed to receive them. A) Outbound B) Promotion C) Ethical D) Inbound E) Database

A) Outbound

________ is the element of the promotion mix that involves direct interaction between a company representative and a customer. A) Personal selling B) Word-of-mouth communication C) Advertising D) Sales promotion E) Public relations

A) Personal selling

An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth. The manufacturer of Crest toothpaste was using ________. A) a push strategy B) public relations C) viral marketing D) stealth marketing E) a pull strategy

A) a push strategy

Advertising account managers are typically responsible for which of the following? A) acting as liaison between the agency and client B) identifying the most effective vehicles for the advertising campaign C) posttesting advertisements D) writing the advertising E) collecting data to make informed strategic decisions

A) acting as liaison between the agency and client

Which of the following is a technique for measuring the impact of an advertisement during the final step of developing an advertising campaign? A) aided recall B) search engine optimization C) monetizing D) placement E) reach

A) aided recall

Which promotional effort would most likely be used in the creating desire step of the hierarchy of effects? A) celebrity endorsements B) point-of-purchase displays C) product placement D) repetitive advertising E) personal selling

A) celebrity endorsements

The ________ is a fancy way of saying "keep up with the Joneses." A) competitive-parity method B) objective-task method C) push-pull decision D) hierarchy of effects E) percentage-of-sales method

A) competitive-parity method

Which of the following is a method of creating user-generated content? A) crowdsourcing B) slice-of-life C) greenwashing D) testimonials E) puffery

A) crowdsourcing

In terms of the communication model, ________ is the process whereby a receiver assigns meaning to a message. A) decoding B) feedback C) receiving D) encoding E) sourcing

A) decoding

An ad for Ford did not advertise a car, but instead explained the meaning of the company's slogan, "no boundaries." This ad is an example of ________. A) institutional advertising B) sales promotion C) advocacy advertising D) product advertising E) retail advertising

A) institutional advertising

The ________ approach argues that consumers come in contact with a company or brand many different ways before, after, and during a purchase. A) integrated marketing communications B) multichannel promotion C) promotion D) four Ps E) word-of-mouth communication

A) integrated marketing communications

A new pizza restaurant is opening in town. The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening. The owners of the restaurant are using ________. A) public relations B) mass communication C) a push strategy D) word-of-mouth communication E) one-to-one marketing

A) mass communication

The communication model acknowledges that messages can be blocked by ________, which is anything that interferes with effective communication. A) noise B) encoding C) decoding D) feedback E) media

A) noise

Which promotional mix strategy directs marketing efforts toward final consumers? A) pull B) hierarchy of effects C) push D) crowdsourcing E) permission marketing

A) pull

Which department is responsible for analyzing information about consumers to develop sensible strategies? A) research and marketing B) programmatic advertising C) creative services D) account management E) media planning

A) research and marketing

Apple ran ads featuring real people who had switched from Microsoft Windows PCs to Macs. When companies use people, actors, or sports celebrities to express the product's effectiveness, what kind of execution format is being used? A) testimonial B) unique selling proposition C) comparative D) slice of life E) lifestyle

A) testimonial

The percentage-of-sales method is an example of a ________ budgeting technique. A) top-down B) hierarchy of effects C) push D) bottom-up E) pull

A) top-down

Which of the following is a posttesting technique used by telephone survey or personal interview to determine whether a person remembers seeing an ad during a specified period without giving the person the name of the brand? A) unaided recall B) attitudinal measure C) permission marketing D) conversion rate E) corrective advertising

A) unaided recall

Which is NOT an example of a consumer sales promotion? A) viral buzz B) coupon C) product sample D) rebate E) game

A) viral buzz

Which of the following should be the first step of developing an advertising campaign? A) draft the creative brief B) understand the target audience C) set the budget objectives D) select the execution format E) establish the advertising message

B) understand the target audience

Which of the following statements about advertising is true? A) Advertising is personal communication from an identified sponsor using the mass media. B) Advertising can be used to establish and reinforce a distinctive brand identity. C) Advertising always relies on factual information. D) Advertising tends to be comparatively inexpensive. E) Consumers perceive advertising as always having a high level of credibility.

B) Advertising can be used to establish and reinforce a distinctive brand identity.

Which of the following is true of advocacy advertising? A) It is primarily used to support sales promotion activities. B) It is intended to influence public opinion. C) It is used only for non-profit causes. D) It is intended to inform customers about a new product. E) It is also known as public-service advertising.

B) It is intended to influence public opinion.

Which is true about identifying the target audience? A) The most important target audience are friends and family who influence the intended consumer. B) Marketers must communicate with a variety of stakeholders that influence the target market. C) The intended customer should receive the same amount of attention as the other stakeholders. D) Consumers only learn about a new product from the company that produces it. E) There is never more than one audience marketers are trying to reach.

B) Marketers must communicate with a variety of stakeholders that influence the target market.

________ is a measure of the percentage of people in the target market who are exposed to the media vehicle at least once during a given time period. A) Frequency B) Reach C) Exposure D) Impression E) Gross rating

B) Reach

Which of the following advertising situations would LEAST likely be considered puffery? A) a sleepy mom who wakes up to a gray day, drinks a cup of coffee, and then looks out her window to see golden sunshine, beautiful flowers blooming, songbirds singing, and a rainbow on the horizon B) a retired couple drinking a vitamin and protein shake and then going bicycling C) a mouthwash that claims to make your mouth feel its freshest D) children growing into attractive adults as a result of drinking milk E) toned thighs and legs as a result of using the Thigh Master for only 15 minutes each day

B) a retired couple drinking a vitamin and protein shake and then going bicycling

A(n) ________ provides most or all of the services needed to mount an advertising campaign. A) creative services agency B) full-service agency C) in-house agency D) limited-service agency E) institutional agency

B) full-service agency

When developing a promotional plan, a company should ________ before establishing the communication objectives. A) determine the marketing communication budget B) identify the target audience C) evaluate the effectiveness of the communication program D) allocate the marketing communication budget E) design the promotion mix

B) identify the target audience

A company is implementing ________ when it airs a television commercial to millions. A) buzz B) mass communication C) interactive marketing D) personal communication E) viral marketing

B) mass communication

A florist who decides to budget five percent of last year's sales for promotional activities is using which of the following budgeting techniques? A) push-pull B) percentage-of-sales C) objective-task D) bottom-up E) competitive-parity

B) percentage-of-sales

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) push-pull B) percentage-of-sales C) bottom-up D) competitive-parity E) objective-task

B) percentage-of-sales

Many gas stations now have self-service pumps with small televisions that broadcast short news and entertainment spots, along with advertisements, as customers pump their gas. The ads reach this captive audience through the use of ________ media. A) mobile B) place-based C) permission D) owned E) native

B) place-based

In terms of the communication model, the animated M&M candies in television commercials ________. A) represent the medium B) represent the source C) provide feedback D) introduce noise E) decode the message

B) represent the source

Which of the following is NOT one of the four main roles performed by marketing communication? A) to persuade B) to entertain C) to inform D) to remind E) to build relationships

B) to entertain

Research from the Data and Marketing Association (DMA) found that the direct mail household response rate increased to about ________ % in 2017. A) 20 B) 12 C) 5 D) 10 E) 17

C) 5

________ is a collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items. A) Paid media B) Direct mail C) A catalog D) Pop-up advertising E) Direct-response advertising

C) A catalog

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states, "There are places that are so awesome and so killer that you'd like to tell the whole world about them. But please, don't." This ad uses the ________ appeal. A) straight-forward B) fear C) lifestyle D) testimonial E) slice-of-life

C) Lifestyle

________ components of the promotion mix do not seek a short-term increase in sales. Instead, with these communication activities, the company tries to maintain a positive image of an organization and its products. A) Word-of-mouth B) Direct marketing C) Public relations D) Sales promotion E) Personal selling

C) Public relations

________ is the execution format that depicts typical people using the product in an everyday setting. A) Fantasy B) Testimonial C) Slice of life D) Lifestyle E) Demonstration

C) Slice of life

An ad for a Dior fragrance featuring Natalie Portman appeared in Vogue magazine. In terms of the communication model, the medium of this ad is ________. A) Natalie Portman B) the target market to whom Natalie Portman appeals C) Vogue D) Vogue readers who purchase Dior products E) Dior

C) Vogue

With which type of marketing communication does the marketer have the greatest level of control over the message? A) personal selling B) word-of-mouth communication C) advertising D) public relations E) direct marketing

C) advertising

Direct marketing ________. A) is a form of one-to-many marketing communication B) does not provide specific feedback about what worked and what didn't work C) allows marketers to know almost immediately if the pitch worked D) spending is expected to decrease from 2019 to 2020 E) does not seek to elicit requests for further information

C) allows marketers to know almost immediately if the pitch worked

Through ________, viewers can watch their favorite television shows on mobile devices. A) embedded marketing B) do-it-yourself ads C) authenticated streaming D) multichannel promotion E) native advertising

C) authenticated streaming

The ________ step in the hierarchy of effects calls for marketers to tell the target market that there is a new brand on the market, often by using simple advertising that pushes the brand name in a variety of media. A) knowledge B) demand C) awareness D) purchase E) desire

C) awareness

The last step in the hierarchy of effects is to ________. A) encourage trial B) create awareness C) build loyalty D) inform the market E) create desire

C) build loyalty

Product placements in television programs and movies are examples of ________. A) native advertising B) advergaming C) embedded marketing D) authenticated streaming E) user-generated content

C) embedded marketing

Rather than focus on a specific brand, ________ advertising promotes the activities, personality, or point of view of a company or organization. A) retail B) local C) institutional D) product E) streaming

C) institutional

For which of the following products would a continuous advertising schedule be most appropriate? A) heaters B) swimming pool chemicals C) lightbulbs D) ski goggles E) mosquito repellent

C) lightbulbs

Which of the following would be the best medium for an advertisement encouraging customers to come to a local retailer's sidewalk sale this weekend? A) network television B) magazine C) local newspaper D) directory E) advergaming

C) local newspaper

Which of the following statements about radio as an advertising medium is true? A) Radio is defined as a place-based medium. B) National radio advertising opportunities are simple to purchase. C) Radio advertising is typically quite expensive. D) One advantage of radio advertising is its flexibility. E) Radio prohibits the use of segmentation strategies.

D) One advantage of radio advertising is its flexibility.

________ advertisements are messages in the public interest, run by the media at no charge, that seek to change attitudes and behavior toward a social issue. A) Product B) Advocacy C) Corporate D) Public service E) Local

D) Public service

Which of the following best explains why a 40-year-old woman and a 15-year-old boy would interpret an ad for an age-minimizing makeup differently? A) They are not equally susceptible to noise. B) They do not have access to the same media. C) One is not as likely as the other to provide feedback. D) They have different frames of reference. E) They follow different communication models.

D) They have different frames of reference

________ refers to the mood or attitude an advertisement conveys. A) Unique selling proposition B) Execution format C) Creative technique D) Tonality E) Appeal

D) Tonality

U-Frame-It is a small company that has hired a local ad agency to put together an advertising campaign. Which of the following questions should be addressed before the others? A) Which type of media is most appropriate for U-Frame-It ads? B) How does U-Frame-It's competition advertise? C) What percentage of the budget should be for U-Frame-It radio ads? D) What are the message objectives of U-Frame-It's products? E) What type of appeal will work best for U-Frame-It's products?

D) What are the message objectives of U-Frame-It's products?

Puffery is a term for a(n) ________. A) straightforward promotional message B) emotional appeal to customers C) value-added promotion D) claim of superiority that cannot be proven or disproven E) subliminal appeal to customers

D) claim of superiority that cannot be proven or disproven

Chevrolet runs a promotion whereby consumers can redeem two free ski lift tickets at their local dealer through a test-drive promotion. According to the communication model, the people coming into the dealership to test-drive a vehicle are the ________. A) message B) medium C) encoders D) feedback E) source

D) feedback

Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, its website, and its retail outlets. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues. From this information, you can infer that Delia's is using ________. A) stealth marketing B) word-of-mouth marketing C) mass communication D) integrated marketing communication E) viral marketing

D) integrated marketing communication

Which department is responsible for determining which communication vehicles are the most effective and recommending the most efficient means to deliver the ad by deciding where, when, and how often it will appear? A) programmatic advertising B) creative services C) research and marketing D) media planning E) account management

D) media planning

Which of the following is a sponsored message that mimics the normal content of the media vehicle in which it appears? A) in-app advertising B) support media C) authenticated streaming D) native advertising E) paid media

D) native advertising

The ________ method of promotional budgeting is based on determining the level of spending necessary to accomplish specific promotion goals. A) percentage-of-sales B) pull-push C) top-down D) objective-task E) competitive-parity

D) objective-task

A television commercial for Post Select cereal is an example of which of the following? A) sales promotion B) retail advertising C) institutional advertising D) product advertising E) direct selling

D) product advertising

Which of the following is NOT considered user-generated content (UCG)? A) do-it-yourself ad B) consumer-to-consumer discussion C) consumer comment D) professional Internet ad E) customer review

D) professional Internet ad

The coordination of marketing communication efforts to influence attitudes or behavior is known as ________. A) marketing B) public relations C) advertising D) promotion E) the communication model

D) promotion

A newspaper article reported on a lawsuit in which independent coffee shops accused a national chain of coffee shops of engaging in an illegal conspiracy to drive them out of business. What promotion element would the national chain of coffee shops most likely use to improve its corporate image, which has been tarnished by these accusations? A) sales promotion B) word-of-mouth communication C) personal selling D) public relations E) direct marketing

D) public relations

Business-to-consumer companies are more likely to emphasize a ________ strategy, while business-to-business companies are more likely to emphasize a ________ strategy. A) push; pulse B) push; pull C) pulse; push D) pull; push E) pulse; pull

D) pull; push

Which promotional mix strategy directs marketing efforts toward market channel members? A) hierarchy of effects B) permission marketing C) pull D) push E) crowdsourcing

D) push

In the communication model, the ________ can be any organization or individual that intercepts and interprets a message. A) noise source B) medium C) encoder D) receiver E) source

D) receiver

Of the different possible components of the promotion mix, the effectiveness of ________ activities are typically the easiest to evaluate. A) public relations B) advertising C) buzz-building D) sales promotion E) social media

D) sales promotion

Jell-O ads contain the phrase "Make some magic." All Ace Hardware store ads contain the statement "Life is an ongoing project." The American Dairy Farmers run ads that say, "Ahh, the power of cheese." These are all examples of ________. A) unique selling propositions (USPs) B) slice-of-life appeals C) testimonials D) slogans E) jingles

D) slogans

You are looking to advertise your new product, and you want good mass-marketing coverage that allows you to show the product in use. You should go with ________ as your advertising medium. A) place-based media B) advergaming C) directories D) television E) branded entertainment

D) television

Which is an example of a bottom-up budgeting technique? A) the percentage-of-sales method B) the hierarchy of effects C) the push strategy D) the objective-task method E) the competitive-parity method

D) the objective-task method

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. This is also called ________. A) direct marketing B) the marketing mix C) competitive marketing D) the promotion mix E) integrated marketing

D) the promotion mix

________ is any one-to-one communication to a consumer or business recipient designed to generate a response in the form of an order, a request for further information, or a visit to a store or other place of business for purchase of a product. A) Do-it-yourself advertising B) Earned media C) User-generated content D) Mobile advertising E) Direct marketing

E) Direct marketing

________ pricing is the illegal practice of advertising one price and then, by the time the sale is completed, presenting a total to which additional hidden fees have added. A) Greenwashing B) UGC C) Corrective D) Puffery E) Drip

E) Drip

________ advertising informs us about store hours, locations, and products that are available or on sale. A) Corporate B) Product C) Advocacy D) Public service E) Local

E) Local

________ refers to the promotional and other e-commerce activities transmitted over mobile phones and other mobile devices, such as smartphones and tablets with phone capabilities. A) Direct-response TV B) Telemarketing C) In-app advertising D) Direct mail E) M-commerce

E) M-commerce

Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________. A) a push strategy B) viral marketing C) stealth marketing D) buzz marketing E) a pull strategy

E) a pull strategy

A(n) ________ is a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in various media over a period of time. A) integrated marketing communication campaign B) sales promotion C) mass marketing plan D) media schedule E) advertising campaign

E) advertising campaign

Avis positioned itself against market-leading Hertz by claiming, "We're number two, so we try harder." This is an example of ________. A) demonstration advertising B) a slice-of-life appeal C) reminder advertising D) a lifestyle appeal E) comparative advertising

E) comparative advertising

The creative strategy for an advertising campaign is summarized in a(n) ________. A) message objective B) media plan C) account plan D) agency contract E) creative brief

E) creative brief

An agency's creative director, copywriters, and art director make up the ________ department. A) research B) media planning C) marketing D) account management E) creative services

E) creative services

Word of mouth or buzz on social media is also referred to as ________. A) rich media B) unaided recall C) owned media D) native advertising E) earned media

E) earned media