Principles of Marketing Ch 14

Which of the following is a weakness of advertising? A) Advertising is a very expensive promotional tool. B) Advertising sends positive messages about the seller's size. C) Advertising sends positive messages about the seller's popularity. D) Consumers view advertised products as being more legitimate. E) Advertising sends positive messages about the seller's success.

A) Advertising is a very expensive promotional tool.

Which of the following statements is true of personal selling? A) Firms with business customers rely much more on personal selling than on advertising B) A sales force requires a shorter-term commitment than does advertising. C) Personal selling includes a wide assortment of tools-coupons, contests, discounts, and premiums. D) Personal selling does not allow customer relationships to spring up. E) Personal selling can reach large masses.

A) Firms with business customers rely much more on personal selling than on advertising

Which of the following is a trend in marketing communications? A) Large advertisers are increasingly moving toward a "digital-first" approach. B) TV advertising has significantly increased. C) Large advertisers rely more and more on print advertising. D) Ad spending on radio has increased. E) Mass marketing has led to new mass-media communication models.

A) Large advertisers are increasingly moving toward a "digital-first" approach.

The communications process should start with ________ of all the potential touch points between target customers and the company. A) an audit B) shared images C) print ads D) TV ads E) Instagram stories

A) an audit

Salespeople must follow the rules of "fair competition." Most states have enacted deceptive sales acts that spell out what is not allowed. For example, salespeople may not lie to consumers or mislead them about a product. To avoid ________, salespeople's statements must match advertising claims. A) bait-and-switch practices B) comparing an offer to its competitors' offer C) high-pressure selling D) the three-day cooling off rule E) favoring certain customers over others through trade promotions

A) bait-and-switch practices

Marketing communication goes beyond specific promotion tools. The product design, price, package, and the stores that sell it-all communicate something to buyers. Thus, although the promotion mix is the company's primary engagement and communications activity, the entire marketing mix-promotion and product, price, and place-must be ________ for greatest impact. A) coordinated B) encoded C) decoded D) correctly placed E) digitalized

A) coordinated

A recent study showed that more than two-thirds of marketers now plan video ad campaigns that stretch across viewing platforms such as traditional TV and digital, mobile, and social media. Such ________ campaigns combine TV's vast reach with digital's superior targeting, interaction, and engagement. A) cross-platform B) pull strategy C) vertical diversification D) content marketing E) buzz marketing

A) cross-platform

Advances in ________ have caused remarkable changes in the ways companies and customers communicate with each other. A) digital technology B) mass-media C) content marketing D) personal selling E) channel marketing

A) digital technology

Which of the following appeals is based on the idea that consumers often feel before they think? A) emotional appeal B) rational appeal C) structural appeal D) standardized appeal E) integrated appeal

A) emotional appeal

Advocates of ________ claim they are better than rational messages at drawing attention and create strong beliefs. A) emotional appeals B) consumer appeals C) intellectual arguments D) personal-communication channels E) cross-platform campaigns

A) emotional appeals

The best messages consist of words and symbols that are ________ to the receiver. A) familiar B) unfamiliar C) advertised D) translated E) sent

A) familiar

A high-profile news event could overshadow an ad or video, or a breaking story about the negative health effects of carbonated drinks could blunt Coca-Cola's message. 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) percentage-of-sales B) integrated C) competitive-parity D) objective-and-task E) regression

A) percentage-of-sales

The ________ wrongly views sales as the cause of promotion rather than as the result. A) percentage-of-sales method B) affordable method C) competitive-parity method D) objective-and-task method E) push method

A) percentage-of-sales method

One of the message structure issues that a marketer must handle is whether to ________. A) present the strongest arguments first or last B) make a moral appeal or not C) use the pull strategy or push strategy D) diversify vertically or horizontally E) use mass marketing or niche marketing

A) present the strongest arguments first or last

Business-to-consumer companies usually put more of their funds into advertising, followed by sales promotion, personal selling, and then public relations. For example, P&G spends in the range of $8.6 billion each year on U.S. consumer advertising to create brand preferences and use a ________ to get customers into stores that carry its products. A) pull strategy B) blitz strategy C) push strategy D) discount strategy E) marketing strategy

A) pull strategy

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 B) push; pull C) pulse; pull D) blitz; pull E) push; blitz

A) pull; push

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 B) personal selling C) a public relations strategy D) horizontal diversification E) a pull strategy

A) sales promotion

________ involve(s) cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities. A) Personal communication channels B) Buzz marketing C) Nonpersonal communication channels D) Message format E) Moral appeals

B) Buzz marketing

________ refers to the process of putting thought into symbolic form. A) Sending B) Encoding C) Decoding D) Receiving E) Feedback

B) Encoding

Which of the following is NOT a drawback of advertising? A) Advertising can be very costly. B) It can reach large masses of geographically dispersed buyers. C) Mass media advertising lacks the direct persuasiveness of salespeople. D) Mass media advertising is impersonal. E) It can only take messages to an audience with no interactive exchange.

B) It can reach large masses of geographically dispersed buyers.

Which of the following statements is true regarding the affordable method for setting a promotion budget? A) It is mostly used by large businesses. B) It completely ignores the effects of promotion on sales. C) It tends to place promotion first among spending priorities. D) It leads to a certain annual promotion budget. E) It almost always results in overspending.

B) It completely ignores the effects of promotion on sales.

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In terms of the communication model, the medium of this ad is ________. A) Gigi Hadid B) Ladies' Home Journal C) readers who redeem the $2-off coupon D) Maybelline E) the target market to which Gigi Hadid appeals

B) Ladies' Home Journal

________ allows all kinds of customer relationships to spring up, ranging from matter-of-fact selling relationships to personal friendships. A) Public relations B) Personal selling C) Advertising D) Sales promotion E) Direct marketing

B) Personal selling

________ that is framed as "news and events" can reach prospects who avoid sales-directed approaches such as the personal selling and advertisements. A) Differentiated marketing B) Public relations C) Direct marketing D) Sales promotion E) Personal selling

B) Public relations

Nonpersonal communication channels include major media, ________, and events. A) sales calls B) atmospheres C) buzz marketing D) word-of-mouth influence E) phone calls

B) atmospheres

Greenlight Financial Technology took extraordinary measures. It spent nearly $7 million on a Super Bowl LVI ad titled "I'll Take It." The goal of the ad was to "shine a light on the world of money for families and empower parents to raise financially-smart kids." In the context for the five A's, this is an example of ________. A) act B) awareness C) appeal D) ask E) advocacy

B) awareness

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. A) select a message source B) collect feedback C) select a message channel D) plan a media purchase E) design a marketing appeal

B) collect feedback

The key is to ________ traditional mass media with online, mobile, and social media to best engage customers, communicate the brand message, and enhance the customer's brand experiences. A) prioritize B) integrate C) utilize D) design E) spend on

B) integrate

A Colgate ad campaign urges people to "Close the tap while brushing" their teeth. One ad shows a young boy in a developing economy with a water bucket atop his head, noting, "What you waste in two minutes is all his family needs for a day." This is an example of a(n) ________ appeal. A) rational B) moral C) social D) economic E) financial

B) moral

Lawyers' offices and banks are designed to communicate confidence and other qualities valued by clients. Events are staged occurrences that communicate messages to target audiences. Brands arrange shows and exhibits, public tours, and other events. These are all examples of ________. A) personal communication channels B) nonpersonal communication channels C) buzz marketing D) word-of-mouth influence E) feedback

B) nonpersonal communication channels

This budgeting method entails (1) defining specific promotion objectives, (2) determining the tasks needed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget. This method is called the ________. A) competitive-parity method B) objective-and-task method C) percentage-of-sales method D) affordable method E) promotional method

B) objective-and-task method

Which budgeting method entails defining specific promotion goals, determining the necessary tasks, and estimating the costs to determine a promotion budget? A) percentage-of-sales method B) objective-and-task method C) affordable method D) exponential task method E) competitive-parity method

B) objective-and-task method

Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to wholesalers and individual customers. This is an example of ________. A) sales promotion B) personal selling C) public relations D) direct and digital marketing E) advertising

B) personal selling

Which of the following is NOT one of the promotion mix tools? A) advertising B) positioning C) sales promotion D) personal selling E) public relations

B) positioning

An Aleve ad claims: "More pills doesn't mean more pain relief. Aleve has the strength to keep back, body, and arthritis pain away all day with fewer pills than Tylenol." This ad makes a(n) ________ appeal. A) structural B) rational C) emotional D) moral E) standard

B) rational

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 does Sam use? A) the objective-and-task method B) the competitive-parity method C) the percentage-of-sales method D) the affordable method E) the pull-push method

B) the competitive-parity method

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-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? A) the number of subscribers to Ladies' Home Journal B) the number of people who make up the target market C) the number of people who redeem the coupon D) the number of people who have purchased Maybelline products in the past E) the number of people to whom Gigi Hadid is an appealing spokesperson

C) the number of people who redeem the coupon

Each category of ________ involves specific tools. For example, advertising includes digital, broadcast, print, outdoor, and other forms. Sales promotion includes discounts, coupons, displays, demonstrations, and events. Personal selling includes sales presentations, trade shows, and incentive programs. Public relations includes news updates, stories, sponsorships, events, and webpages. A) the product mix B) digital mix C) the promotion mix D) the price mix E) the marketing mix

C) the promotion mix

Personal communication channels are effective because of all of the following reasons EXCEPT ________. A) they allow for personal addressing and feedback B) they are not controlled C) they include major media, atmospheres, and events D) they include independent experts E) they include friends and family

C) they include major media, atmospheres, and events

Reese's Peanut Butter Cup ads feature the brand's familiar orange, yellow, and brown colors with text overlaying images of the classic candy. They feature clever headlines that unite the candy's two distinctive ingredients, such as "Chocolate and peanut butter walked into a bar. The rest is history." This example shows all of the following EXCEPT which one? A) Communicators plan every detail carefully. B) Color alone can significantly enhance message recognition for a brand. C) The marketing communicator needs a strong format for the message. D) Advertisers cannot entice viewers into mentally interacting with the ad. E) To attract attention, advertisers can use novelty and contrast.

D) Advertisers cannot entice viewers into mentally interacting with the ad.

Which of the following statements is most likely true regarding the competitive-parity method? A) This method involves starting with total revenues, deducting operating expenses and capital outlays, and then devoting some portion of the remaining funds to advertising. B) It is based on the availability of funds rather than on opportunities. C) It wrongly views sales as the cause of promotion rather than as the result. D) In this method, promotion budgets are set to match competitors' outlays. E) This method involves setting the promotion budget at a certain percentage of current or forecasted sales.

D) In this method, promotion budgets are set to match competitors' outlays.

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In terms of the communication model, the sender of this message is ________. A) Gigi Hadid B) Ladies' Home Journal C) readers who redeem the $2-off coupon D) Maybelline E) the target market to which Gigi Hadid appeals

D) Maybelline

________ refers to customer interactions by the firm's sales force to engage customers, make sales, and build customer relationships. A) Sales promotion B) Advertising C) Direct and digital marketing D) Personal selling E) Public relations

D) Personal selling

Which of the following statements is true about personal communication channels? A) A magazine advertisement exemplifies the use of a personal communication channel. B) All personal communication channels are directly controlled by a company. C) Personal communication channels do not allow sending and receiving of feedback. D) Word-of-mouth influence uses a personal communication channel. E) A billboard message exemplifies the use of a personal communication channel.

D) Word-of-mouth influence uses a personal communication channel.

Marketing communicators must know what ________ and what ________. A) products they wish to sell; audiences they want to target B) distribution channel(s) they wish to use; timing they need C) advertising media they will use; message they will send D) audiences they wish to reach; responses they want E) message they will send; feedback they expect

D) audiences they wish to reach; responses they want

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 ________. A) a reverse marketing activity B) nonpersonal marketing C) sales promotion D) buzz marketing E) direct marketing

D) buzz marketing

Which of the following is an advantage to sales promotion? Sales promotion effects ________. A) can be short lived B) are weaker than advertising effects in creating long-run brand preferences C) are weaker than advertising effects in creating long-term customer relationships D) can boost sagging sales E) attract existing customers who simply stock up at a lower price

D) can boost sagging sales

Excel Enterprises uses a website, 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. A) variety B) simplicity C) creativity D) consistency E) flexibility

D) consistency

HP's advertising agency assembles words and illustrations into an advertisement that conveys the company's intended brand message. In the context of the communication process, HP is ________. A) messaging B) decoding C) sending D) encoding E) responding

D) encoding

While developing an effective integrated communication, once the target audience has been defined, marketers must do all these steps EXCEPT ________. A) determine the desired response B) collect feedback C) choose the media through which to send a message D) identify potential distractions E) design a message

D) identify potential distractions

Content marketing managers create, inspire, and share brand messages and conversations with customers across a fluid mix of all of the following communication channels EXCEPT ________. A) paid B) owned C) earned D) management E) shared

D) management

Communications programs need to be developed for specific niches, individuals, and ________. A) genders B) countries C) departments D) products E) segments

D) products

Activities designed to engage the company's various publics and build good relations with them are called ________. A) direct and digital marketing B) sales promotion C) personal selling D) public relations E) publicity

D) public relations

Which of the following includes news updates, stories, sponsorships, events, and webpages? A) sales promotion B) direct and digital marketing C) horizontal diversification D) public relations E) advertising

D) public relations

John and Barb could have drawn attention to their services in several ways by using effective integrated marketing communications. Which of the following is NOT a part of an IMC strategy? A) public relations B) personal selling C) direct marketing D) strategic planning E) sales promotion

D) strategic planning

In the communication process, an actual HP printer/fax machine advertisement would be considered ________. A) encoding B) decoding C) the product D) the message E) the medium

D) the message

Noise, the result of unplanned distortion during the communication process, could have all of the following effects EXCEPT ________. A) the customer getting distracted B) the receiver getting a weaker message than the one sent C) the receiver getting a different message than the one sent D) the receiver hearing all key points E) the receiver missing the key points

D) the receiver hearing all key points

A marketing communicator starts with a clear target audience in mind. The target audience will affect all of the following EXCEPT ________. A) what will be said B) how it will be said C) when it will be said D) whether it will be translated E) who will say it

D) whether it will be translated

The Federal Trade Commission (FTC) has adopted a three-day cooling-off rule. Under this rule, customers who agree in their own homes, workplace, dormitory, or facilities rented by the seller on a temporary basis-such as hotel rooms, convention centers, and restaurants-to buy something costing more than $25 have all of the below EXCEPT ________. A) 72 hours to cancel a contract B) 72 hours to return merchandise C) 10 days to pay for the merchandise, hotel, or restaurant fee D) 72 hours to get their money back E) no questions asked about the return or cancellation

C) 10 days to pay for the merchandise, hotel, or restaurant fee

________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities. A) Sales promotion B) Indirect marketing C) Buzz marketing D) Stealth marketing E) Public relations

C) Buzz marketing

________ refers to creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned, and shared communications channels and media. A) Public relations B) Magazines C) Content marketing D) The internet E) Personal selling

C) Content marketing

________ are media that carry messages with minimal personal contact or feedback. They include major media, atmospheres, and events. A) Shared communication channels B) Earned communication channels C) Nonpersonal communication channels D) Nonverbal communication channels E) Owned communication channels

C) Nonpersonal communication channels

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 ________. A) sales promotion B) direct marketing C) a push strategy D) a pull strategy E) a vertical diversification strategy

C) a push strategy

Which of the following methods is used by companies to set their advertising budgets based on the industry average? A) percentage-of-sales method B) affordable method C) competitive-parity method D) objective-and-task method E) regression method

C) competitive-parity method

Barb and John should take all of the following steps for Sparkle EXCEPT ________. A) identify the target audience B) determine the communication objectives C) conduct survey research D) design a message E) select a strong message format

C) conduct survey research

To develop an effective integrated communications and promotion program, marketers must do all of the following EXCEPT ________. A) identify the target audience B) determine the communication objectives C) designate a communications manager D) design a message E) select the message source

C) designate a communications manager

Which promotional tool is the most immediate, customized, and interactive? A) segmented advertising B) sales promotion C) direct marketing D) horizontal diversification E) public relations

C) direct marketing

The ASPCA does a great job of raising money and support by designing ________ television, print, and digital advertising that highlights the plight of suffering animals. Its ads tug at people's heartstrings while encouraging them to contribute to animal welfare support or to adopt a shelter animal. A) rational B) structural C) emotional D) moral E) standard

C) emotional

Coca-Cola's research shows that consumers notice and remember the ad, post messages to Coca-Cola on its social media sites praising or criticizing the ad, or refer to the content on their own social media pages. This is an example of ________, the part of the receiver's response communicated back to the sender. A) an emotional appeal B) messaging C) feedback D) encoding E) a response

C) feedback

Delia's is a clothing retailer that targets teenage girls. The company runs coordinated promotions for its catalogs, website, and retail outlets. It uses the same models in its catalog, print ads, and website. 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 ________. A) buzz marketing B) experiential marketing C) integrated marketing communication D) word-of-mouth marketing E) database marketing

C) integrated marketing communication

Two or more people communicate directly with each other and might communicate face-to-face, on the phone, via mail or email, on social media, or even through texting or chat. This is called a ________ communication channel. A) wireless B) nonverbal C) personal D) nonpersonal E) digital

C) personal

A newspaper article announced that Connect Wireless 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? A) sales promotion B) advertising C) public relations D) personal selling E) direct marketing

C) public relations

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? A) public relations strategy B) direct marketing strategy C) push strategy D) blitz strategy E) pull strategy

C) push strategy

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. A) emotional B) standard C) rational D) moral E) social

C) rational

Many firms hire celebrities to appear in their advertisements. Which step of the communication process is represented? A) collecting feedback B) designing a message C) selecting the message source D) determining the communication objectives E) choosing the media

C) selecting the message source

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. A) push strategies B) direct and digital marketing C) the internet D) personal selling E) public relations

C) the internet

A marketing communications director has overall responsibility for the company's communications efforts.

true

Advertising involves any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

true

Cross-platform campaigns combine TV's core strength-vast reach-with digital's superior targeting, interaction, and engagement.

true

Direct and digital marketing includes catalogs, direct mail, social media, and mobile marketing.

true

Feedback on marketing communications may suggest changes in the marketing mix.

true

Integrated marketing communications calls for recognizing all communications channels where the customer may encounter the company and its brands.

true

The integrated marketing communication ties together all of the company's messages and images.

true

The product design, price, package, and the stores that sell it-all communicate something to buyers.

true

Which of the following advertising slogans most likely represents a two-sided argument? A) Breakfast of champions B) Good to the last drop C) A diamond is forever D) The ultimate driving machine E) The next big thing is already here

E) The next big thing is already here

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) word-of-mouth influence B) public relations C) buzz marketing D) a push strategy E) a pull strategy

E) a pull strategy

L'Oréal, Hershey, and Unilever increased their digital advertising more than 100 percent over the previous year. In fact, consumer package goods brands are expected to increase their digital advertising spending by more than 50 percent over the next five years. These examples show all of the following EXCEPT ________. A) they have equal portions of the advertising budget B) advertisers are moving toward a digital approach C) television advertising has flattened D) new communication models have emerged E) ad spending in newspapers has increased

E) ad spending in newspapers has increased

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. A) integrated B) moving-average C) competitive-parity D) percentage-of-sales E) affordable

E) affordable

Which of the following is NOT one of the five A's of the customer journey? A) appeal B) awareness C) act D) ask E) answer

E) answer

The decision to use an NBA star player to communicate the desirability of Nike basketball shoes represents the ________ process of the communication model. A) sourcing B) messaging C) acknowledging D) decoding E) encoding

E) encoding

In the message ________, advertisers can use novelty and contrast; eye-catching pictures and headlines; distinctive formats; message size and position; and color, shape, and movement to attract attention. A) structure B) content C) medium D) channel E) format

E) format

When starting their business, John and Barb would most likely have benefitted from understanding ________. A) social media B) buzz marketing C) public relations campaigns D) network television advertising E) integrated marketing communications

E) integrated marketing communications

All of the following describe today's consumers EXCEPT ________. A) digitally connected B) better informed C) use mobile apps D) more communications-empowered E) rely more on marketer-supplied information

E) rely more on marketer-supplied information

Personal communications about a product between target buyers and neighbors, friends, family members, associates, and other consumers, are known as ________. A) personal selling B) direct marketing C) public relations D) buzz marketing E) word-of-mouth influence

E) word-of-mouth influence

Rational appeals are often used to urge people to support social causes, such as a cleaner environment or helping the disadvantaged.

false

The "Stop. Think. Tylenol." ad slogan is an example of a moral appeal.

false

The affordable method of setting advertising budgets takes into consideration the effects of promotion on sales.

false

The shift toward digital communication allows companies to keep control of message exposure.

false

A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims. A) one-sided B) two-sided C) moral D) emotional E) structured

B) two-sided