Question 1

In the communication model, the ________ can be any organization or individual that intercepts and interprets a message.

Accepted Answer

A) medium 
B) receiver 
C) source 
D) encoder 
E) noise source 
A) medium 
B) receiver 
C) source 
D) encoder 
E) noise source

Question 2

The communications model is an effective way to look at traditional marketing communications, but not for new buzz building activities.

Accepted Answer

A) True 
 B)False

Question 3

As a part of IMC, marketers do which of the following?

Accepted Answer

A) use only one or two elements of the promotion mix at a time 
B) identify what information customers want and how, when, and where they want it 
C) focus on one-to-one marketing to the exclusion of mass marketing 
D) focus on increasing profit margins rather than lifetime value of a customer 
E) produce promotions in-house instead of using outside agencies 
A) use only one or two elements of the promotion mix at a time 
B) identify what information customers want and how, when, and where they want it 
C) focus on one-to-one marketing to the exclusion of mass marketing 
D) focus on increasing profit margins rather than lifetime value of a customer 
E) produce promotions in-house instead of using outside agencies

Question 4

An email from Amazon.com offers free shipping on your next purchase of more than $35.This is an example of ________.

Accepted Answer

A) sales promotion 
B) personal selling 
C) public relations 
D) stealth marketing 
E) viral marketing 
A) sales promotion 
B) personal selling 
C) public relations 
D) stealth marketing 
E) viral marketing

Question 5

Which of the following is true of virtual worlds?

Accepted Answer

A) They are among the most popular product review sites. 
B) They are likely to replace Twitter. 
C) They are the most popular tool for stealth marketing campaigns. 
D) They are a booming marketplace for virtual goods paid for in actual money. 
E) They use "dashboards" so businesses can monitor the locations of avatars. 
A) They are among the most popular product review sites. 
B) They are likely to replace Twitter. 
C) They are the most popular tool for stealth marketing campaigns. 
D) They are a booming marketplace for virtual goods paid for in actual money. 
E) They use "dashboards" so businesses can monitor the locations of avatars.

Question 6

In the communication model, the message is the actual communication that bounces back from the receiver to the sender.

Accepted Answer

A) True 
 B)False

Question 7

Personal selling is less effective but more cost-efficient than advertising.

Accepted Answer

A) True 
 B)False

Question 8

Brand ambassadors are volunteers spreading a company's brand message, while brand evangelists are paid employees using stealth marketing tactics to spread a company's brand message.

Accepted Answer

A) True 
 B)False

Question 9

Why should a company be concerned about integrating communications from different sources within the company?

Accepted Answer

Customers won't separate confl

Question 10

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup.In terms of the communication model, the medium of this ad is ________.

Accepted Answer

A) Melina Kanakaredes 
B) Ladies' Home Journal 
C) readers who redeem the $1-off coupon 
D) Maybelline 
E) the target market to whom Melina Kanakaredes appeals 
A) Melina Kanakaredes 
B) Ladies' Home Journal 
C) readers who redeem the $1-off coupon 
D) Maybelline 
E) the target market to whom Melina Kanakaredes appeals

Question 11

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 ________.

Accepted Answer

A) direct marketing 
B) integrated marketing 
C) competitive marketing 
D) the promotion mix 
E) target marketing 
A) direct marketing 
B) integrated marketing 
C) competitive marketing 
D) the promotion mix 
E) target marketing

Question 12

For marketers, which of the following is associated with the feedback stage of the communication model?

Accepted Answer

A) the variety of media available to carry the message 
B) the use of frame-of-reference encoding 
C) the need for continuous quantitative measurement 
D) the need to seek out customer complaints 
E) the need to check the reality of customers' unsolicited feedback 
A) the variety of media available to carry the message 
B) the use of frame-of-reference encoding 
C) the need for continuous quantitative measurement 
D) the need to seek out customer complaints 
E) the need to check the reality of customers' unsolicited feedback

Question 13

According to the communication model, the ________ is an organization or individual that sends a message.

Accepted Answer

A) medium 
B) source 
C) messenger 
D) feedback 
E) decoder 
A) medium 
B) source 
C) messenger 
D) feedback 
E) decoder

Question 14

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 ________.

Accepted Answer

A) viral marketing 
B) stealth marketing 
C) a push strategy 
D) a pull strategy 
E) public relations 
A) viral marketing 
B) stealth marketing 
C) a push strategy 
D) a pull strategy 
E) public relations

Question 15

What promotional efforts would a marketer be likely to employ if the communication objective was to create desire for the product?

Accepted Answer

When the marketer's communication object

Question 16

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 ________.

Accepted Answer

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

Question 17

Viral marketing is most closely related to which of the following?

Accepted Answer

A) buzz building 
B) personal selling 
C) shilling 
D) public relations 
E) direct marketing 
A) buzz building 
B) personal selling 
C) shilling 
D) public relations 
E) direct marketing

Question 18

Identify an important difference for marketers between Twitter and Facebook.

Accepted Answer

Facebook requires users to be recognized

Question 19

Compare the traditional one-to-many marketing communication model to the updated many-to-many communication model.What has caused the shift? What are the advantages and disadvantages of the new model for marketers?

Accepted Answer

The traditional marketing model of one-t

Question 20

Viral marketing primarily uses which of the following communication channels?

Accepted Answer

A) billboards 
B) print media 
C) radio 
D) cable television 
E) the Internet 
A) billboards 
B) print media 
C) radio 
D) cable television 
E) the Internet

In the communication model, the ________ can be any organization or individual that intercepts and interprets a message.

The communications model is an effective way to look at traditional marketing communications, but not for new buzz building activities.

As a part of IMC, marketers do which of the following?

An email from Amazon.com offers free shipping on your next purchase of more than $35.This is an example of ________.

Which of the following is true of virtual worlds?

In the communication model, the message is the actual communication that bounces back from the receiver to the sender.

Personal selling is less effective but more cost-efficient than advertising.

Brand ambassadors are volunteers spreading a company's brand message, while brand evangelists are paid employees using stealth marketing tactics to spread a company's brand message.

Why should a company be concerned about integrating communications from different sources within the company?

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup.In terms of the communication model, the medium of this ad is ________.

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 ________.

For marketers, which of the following is associated with the feedback stage of the communication model?

According to the communication model, the ________ is an organization or individual that sends a message.

What promotional efforts would a marketer be likely to employ if the communication objective was to create desire for the product?

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 ________.

Viral marketing is most closely related to which of the following?

Identify an important difference for marketers between Twitter and Facebook.

Compare the traditional one-to-many marketing communication model to the updated many-to-many communication model.What has caused the shift? What are the advantages and disadvantages of the new model for marketers?

Viral marketing primarily uses which of the following communication channels?

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

In the communication model, the ________ can be any organization or individual that intercepts and interprets a message.

The communications model is an effective way to look at traditional marketing communications, but not for new buzz building activities.

As a part of IMC, marketers do which of the following?

An email from Amazon.com offers free shipping on your next purchase of more than $35.This is an example of ________.

Which of the following is true of virtual worlds?

In the communication model, the message is the actual communication that bounces back from the receiver to the sender.

Personal selling is less effective but more cost-efficient than advertising.

Brand ambassadors are volunteers spreading a company's brand message, while brand evangelists are paid employees using stealth marketing tactics to spread a company's brand message.

Why should a company be concerned about integrating communications from different sources within the company?

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup.In terms of the communication model, the medium of this ad is ________.

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 ________.

For marketers, which of the following is associated with the feedback stage of the communication model?

According to the communication model, the ________ is an organization or individual that sends a message.

What promotional efforts would a marketer be likely to employ if the communication objective was to create desire for the product?

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 ________.

Viral marketing is most closely related to which of the following?

Identify an important difference for marketers between Twitter and Facebook.

Compare the traditional one-to-many marketing communication model to the updated many-to-many communication model.What has caused the shift? What are the advantages and disadvantages of the new model for marketers?

Viral marketing primarily uses which of the following communication channels?

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