Question 1

Which of the following is a service that lets users post short text messages to followers who subscribe to their microblog?

Accepted Answer

A) Second Life 
B) LinkedIn 
C) Facebook 
D) Twitter 
E) Yelp 
A) Second Life 
B) LinkedIn 
C) Facebook 
D) Twitter 
E) Yelp D

Question 2

Which of the following is NOT considered an unethical buzz marketing strategy?

Accepted Answer

A) infiltration 
B) creating evangelist programs 
C) shilling 
D) comment spam 
E) stealth marketing 
A) infiltration 
B) creating evangelist programs 
C) shilling 
D) comment spam 
E) stealth marketing B

Question 3

Which of the following best explains why a forty-year-old woman and a fifteen-year-old boy would interpret an ad for an age-minimizing makeup differently?

Accepted Answer

A) They respond in contrasting ways to different media. 
B) They are not equally susceptible to noise. 
C) They follow different communication models. 
D) They have different frames of reference. 
E) One is not as likely as the other to provide feedback. 
A) They respond in contrasting ways to different media. 
B) They are not equally susceptible to noise. 
C) They follow different communication models. 
D) They have different frames of reference. 
E) One is not as likely as the other to provide feedback. D

Question 4

The ________ step in the hierarchy of effects calls for marketers to inform the target market that there is a new brand on the market using simple, repetitive advertising in a variety of media.

Accepted Answer

A) awareness 
B) knowledge 
C) demand 
D) desire 
E) purchase 
A) awareness 
B) knowledge 
C) demand 
D) desire 
E) purchase

Question 5

________ is a strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences.

Accepted Answer

A) Integrated marketing communications (IM
C)  
B) A push strategy 
C) A pull strategy 
D) Database marketing 
E) Experiential marketing 
A) Integrated marketing communications (IM
C)  
B) A push strategy 
C) A pull strategy 
D) Database marketing 
E) Experiential marketing

Question 6

Unlike direct marketing, personal selling focuses on direct communication with a consumer or business customer.

Accepted Answer

A) True 
 B)False

Question 7

Advertising, sales promotion, public relations, and buzz building activities are all ________.

Accepted Answer

A) channels that should be integrated under the concept of integrated marketing communications 
B) channels focused more on interactive marketing than traditional marketing 
C) promotional tools used for push strategies but not pull strategies 
D) promotional tools used for pull strategies but not push strategies 
E) promotional tools adapted for use in mass marketing 
A) channels that should be integrated under the concept of integrated marketing communications 
B) channels focused more on interactive marketing than traditional marketing 
C) promotional tools used for push strategies but not pull strategies 
D) promotional tools used for pull strategies but not push strategies 
E) promotional tools adapted for use in mass marketing

Question 8

A commercial for Martox compares the speed with which Martox soothes an upset stomach to the speed of Tums antacids.The commercial also emphasizes that Martox is less expensive than Tums.Martox is most likely at which stage of the product life cycle?

Accepted Answer

A) introduction 
B) growth 
C) maturity 
D) awareness 
E) decline 
A) introduction 
B) growth 
C) maturity 
D) awareness 
E) decline

Question 9

According to the communication model, ________ is the process of translating an idea into a form of communication that will convey the desired meaning.

Accepted Answer

A) sourcing 
B) messaging 
C) encoding 
D) signifying 
E) sending 
A) sourcing 
B) messaging 
C) encoding 
D) signifying 
E) sending

Question 10

Delia's is a clothing retailer that targets teenage girls.It runs coordinated promotions for its catalogs, its Web site, 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 ________.

Accepted Answer

A) viral marketing 
B) stealth marketing 
C) integrated marketing communication 
D) word of mouth marketing 
E) database marketing 
A) viral marketing 
B) stealth marketing 
C) integrated marketing communication 
D) word of mouth marketing 
E) database marketing

Question 11

With which type of marketing communication does the marketer have the lowest level of control over the message?

Accepted Answer

A) word-of-mouth communication 
B) advertising 
C) public relations 
D) direct marketing 
E) personal selling 
A) word-of-mouth communication 
B) advertising 
C) public relations 
D) direct marketing 
E) personal selling

Question 12

If the pull strategy is effective, consumers will then demand the product from channel members, who will in turn demand it from producers.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is NOT true about the message in the communication model?

Accepted Answer

A) It may include both verbal and nonverbal elements. 
B) It is the actual communication going from sender to receiver. 
C) It must be carefully crafted to connect with a variety of people when it is delivered through advertising. 
D) It will be understood in the same way by all receivers. 
E) It is often individualized when it is delivered by a salesperson. 
A) It may include both verbal and nonverbal elements. 
B) It is the actual communication going from sender to receiver. 
C) It must be carefully crafted to connect with a variety of people when it is delivered through advertising. 
D) It will be understood in the same way by all receivers. 
E) It is often individualized when it is delivered by a salesperson.

Question 14

Through word-of-mouth communication, consumers look to each other for product information and recommendations.

Accepted Answer

A) True 
 B)False

Question 15

Yelp and TripAdvisor are both examples of ________.

Accepted Answer

A) virtual worlds 
B) geospatial platforms 
C) product review sites 
D) social networking sites 
E) avatars 
A) virtual worlds 
B) geospatial platforms 
C) product review sites 
D) social networking sites 
E) avatars

Question 16

The idea of buzz isn't really new, but the magnifying effect that technology has on the spread of buzz is new.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following social media sites was originally designed to connect college students with their friends?

Accepted Answer

A) Second Life 
B) LinkedIn 
C) Facebook 
D) Twitter 
E) Avatar 
A) Second Life 
B) LinkedIn 
C) Facebook 
D) Twitter 
E) Avatar

Question 18

Which of the following is typically true during the decline stage of the product life cycle?

Accepted Answer

A) Advertising expenses increase. 
B) Sales promotion efforts are increased. 
C) Public relations efforts are the promotional focus. 
D) Personal selling costs are increased. 
E) Spending on all elements of the promotion mix is reduced. 
A) Advertising expenses increase. 
B) Sales promotion efforts are increased. 
C) Public relations efforts are the promotional focus. 
D) Personal selling costs are increased. 
E) Spending on all elements of the promotion mix is reduced.

Question 19

The use of short-term incentives to encourage the immediate purchase or sale of a product or service is called ________.

Accepted Answer

A) indirect marketing 
B) sales promotion 
C) personal selling 
D) public relations 
E) advertising 
A) indirect marketing 
B) sales promotion 
C) personal selling 
D) public relations 
E) advertising

Question 20

Which of the following is NOT one of the four main roles performed by marketing communication?

Accepted Answer

A) to inform 
B) to entertain 
C) to persuade 
D) to remind 
E) to build relationships 
A) to inform 
B) to entertain 
C) to persuade 
D) to remind 
E) to build relationships

Which of the following is a service that lets users post short text messages to followers who subscribe to their microblog?

Which of the following is NOT considered an unethical buzz marketing strategy?

Which of the following best explains why a forty-year-old woman and a fifteen-year-old boy would interpret an ad for an age-minimizing makeup differently?

The ________ step in the hierarchy of effects calls for marketers to inform the target market that there is a new brand on the market using simple, repetitive advertising in a variety of media.

________ is a strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences.

Unlike direct marketing, personal selling focuses on direct communication with a consumer or business customer.

Advertising, sales promotion, public relations, and buzz building activities are all ________.

A commercial for Martox compares the speed with which Martox soothes an upset stomach to the speed of Tums antacids.The commercial also emphasizes that Martox is less expensive than Tums.Martox is most likely at which stage of the product life cycle?

According to the communication model, ________ is the process of translating an idea into a form of communication that will convey the desired meaning.

With which type of marketing communication does the marketer have the lowest level of control over the message?

If the pull strategy is effective, consumers will then demand the product from channel members, who will in turn demand it from producers.

Which of the following is NOT true about the message in the communication model?

Through word-of-mouth communication, consumers look to each other for product information and recommendations.

Yelp and TripAdvisor are both examples of ________.

The idea of buzz isn't really new, but the magnifying effect that technology has on the spread of buzz is new.

Which of the following social media sites was originally designed to connect college students with their friends?

Which of the following is typically true during the decline stage of the product life cycle?

The use of short-term incentives to encourage the immediate purchase or sale of a product or service is called ________.

Which of the following is NOT one of the four main roles performed by marketing communication?

Welcome to the World of Marketing: Create and Deliver Value

Strategic Market Planning: Take the Big Picture

Marketing Research: Gather, Analyze, and Use Information

Consumer Behaviour: How and Why We Buy ?

Business-To-Business Markets: How and Why Organizations Buy?

Sharpen the Focus: Target Marketing Strategies and Customer Relationship

Create the Product

Manage the Product

Price the Product

Advertising, Public Relations, Promotions, Direct Marketing and Personal Selling

Deliver the Value Through Supply Chain Management, Channels of Distribution, and Logistics

Filters

Exam 10: One to Many to Many to Many: Traditional and New Media

Which of the following is a service that lets users post short text messages to followers who subscribe to their microblog?

Which of the following is NOT considered an unethical buzz marketing strategy?

Which of the following best explains why a forty-year-old woman and a fifteen-year-old boy would interpret an ad for an age-minimizing makeup differently?

The ________ step in the hierarchy of effects calls for marketers to inform the target market that there is a new brand on the market using simple, repetitive advertising in a variety of media.

________ is a strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences.

Unlike direct marketing, personal selling focuses on direct communication with a consumer or business customer.

Advertising, sales promotion, public relations, and buzz building activities are all ________.

A commercial for Martox compares the speed with which Martox soothes an upset stomach to the speed of Tums antacids.The commercial also emphasizes that Martox is less expensive than Tums.Martox is most likely at which stage of the product life cycle?

According to the communication model, ________ is the process of translating an idea into a form of communication that will convey the desired meaning.

With which type of marketing communication does the marketer have the lowest level of control over the message?

If the pull strategy is effective, consumers will then demand the product from channel members, who will in turn demand it from producers.

Which of the following is NOT true about the message in the communication model?

Through word-of-mouth communication, consumers look to each other for product information and recommendations.

Yelp and TripAdvisor are both examples of ________.

The idea of buzz isn't really new, but the magnifying effect that technology has on the spread of buzz is new.

Which of the following social media sites was originally designed to connect college students with their friends?

Which of the following is typically true during the decline stage of the product life cycle?

The use of short-term incentives to encourage the immediate purchase or sale of a product or service is called ________.

Which of the following is NOT one of the four main roles performed by marketing communication?

Welcome to the World of Marketing: Create and Deliver Value

Strategic Market Planning: Take the Big Picture

Marketing Research: Gather, Analyze, and Use Information

Consumer Behaviour: How and Why We Buy ?

Business-To-Business Markets: How and Why Organizations Buy?

Sharpen the Focus: Target Marketing Strategies and Customer Relationship

Create the Product

Manage the Product

Price the Product

Advertising, Public Relations, Promotions, Direct Marketing and Personal Selling

Deliver the Value Through Supply Chain Management, Channels of Distribution, and Logistics

Filters