Question 1

In the communication model, noise is anything that interferes with effective communication.

Accepted Answer

A) True 
 B)False

Question 2

The percentage-of-sales method of setting a communication budget wrongly treats sales as a cause of promotion rather than a result.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following statements about advertising is true?

Accepted Answer

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

Question 4

A company has developed over-the-counter eye drops to alleviate cataract problems in senior dogs and cats.It is the first product of its type to enter the marketplace.What promotional mix would the company most likely use with this new product? Why?

Accepted Answer

In the introduction phase, the objective

Question 5

In terms of the communication model, ________ is a reaction to a message that helps the source gauge the effectiveness of the message.

Accepted Answer

A) looping 
B) feedback 
C) translating 
D) encoding 
E) decoding 
A) looping 
B) feedback 
C) translating 
D) encoding 
E) decoding

Question 6

Which of the following refers to Internet-based platforms that allow users to create their own content and share it with others who access these sites?

Accepted Answer

A) integrated media 
B) social media 
C) virtual media 
D) stealth media 
E) geospatial platforms 
A) integrated media 
B) social media 
C) virtual media 
D) stealth media 
E) geospatial platforms

Question 7

In the maturity phase of the product life cycle, the primary promotional objective is to ________.

Accepted Answer

A) create product awareness 
B) encourage product trial 
C) build product credibility 
D) inform the public of product benefits 
E) persuade consumers to switch brands 
A) create product awareness 
B) encourage product trial 
C) build product credibility 
D) inform the public of product benefits 
E) persuade consumers to switch brands

Question 8

The decision to use a cleaning genie to communicate the strength and power of Mr.Clean cleaning liquid is representative of the ________ process of the communication model.

Accepted Answer

A) sourcing 
B) encoding 
C) feedback 
D) decoding 
E) messaging 
A) sourcing 
B) encoding 
C) feedback 
D) decoding 
E) messaging

Question 9

Which of the following statements about the competitive-parity method of budgeting is true?

Accepted Answer

A) It is the most commonly used bottom-up method for budgeting. 
B) It works because it relies on dynamic market shares that change annually. 
C) It is the only top-down budgeting method used to determine promotional budgets. 
D) It is considered the most logical budgeting method. 
E) It mirrors the best thinking of others in the business. 
A) It is the most commonly used bottom-up method for budgeting. 
B) It works because it relies on dynamic market shares that change annually. 
C) It is the only top-down budgeting method used to determine promotional budgets. 
D) It is considered the most logical budgeting method. 
E) It mirrors the best thinking of others in the business.

Question 10

Activities that deliberately deceive consumers or involve lying on behalf of clients are referred to as ________.

Accepted Answer

A) virtual marketing 
B) viral marketing 
C) buzz marketing 
D) stealth marketing 
E) word of mouth marketing 
A) virtual marketing 
B) viral marketing 
C) buzz marketing 
D) stealth marketing 
E) word of mouth marketing

Question 11

What promotional efforts would a marketer be likely to employ if the communication objective was to encourage purchase of the product?

Accepted Answer

When the marketer's communication object

Question 12

Contests and coupons are both types of ________.

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 13

By definition, personal selling takes place in person.

Accepted Answer

A) True 
 B)False

Question 14

Advertising has some shortcomings.What is NOT one of them?

Accepted Answer

A) It is impersonal. 
B) It can be very costly. 
C) It does not allow the marketer control over when the message will appear. 
D) It sometimes suffers from a credibility problem. 
E) It does not make the audience feel the need to respond. 
A) It is impersonal. 
B) It can be very costly. 
C) It does not allow the marketer control over when the message will appear. 
D) It sometimes suffers from a credibility problem. 
E) It does not make the audience feel the need to respond.

Question 15

In terms of the communication model, ________ is the process whereby a receiver assigns meaning to a message.

Accepted Answer

A) sourcing 
B) encoding 
C) decoding 
D) feedback 
E) receiving 
A) sourcing 
B) encoding 
C) decoding 
D) feedback 
E) receiving

Question 16

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 targeted to the same customers as his 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?

Accepted Answer

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

Question 17

What type of promotional effort would a marketer likely use for a product in the decline phase?

Accepted Answer

Because sales drop off, a marketer would

Question 18

In which step of the hierarchy of effects would a marketer most likely use celebrity endorsements and status appeals?

Accepted Answer

A) create awareness 
B) inform the market 
C) create desire 
D) encourage purchase 
E) build loyalty 
A) create awareness 
B) inform the market 
C) create desire 
D) encourage purchase 
E) build loyalty

Question 19

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 ________.

Accepted Answer

A) public service activities 
B) shilling 
C) evangelist marketing 
D) stealth marketing 
E) direct marketing 
A) public service activities 
B) shilling 
C) evangelist marketing 
D) stealth marketing 
E) direct marketing

Question 20

Which of the following is NOT a traditional form of marketing communication?

Accepted Answer

A) public relations 
B) out-of-home 
C) strategic positioning 
D) advertising 
E) sales promotion 
A) public relations 
B) out-of-home 
C) strategic positioning 
D) advertising 
E) sales promotion

In the communication model, noise is anything that interferes with effective communication.

The percentage-of-sales method of setting a communication budget wrongly treats sales as a cause of promotion rather than a result.

Which of the following statements about advertising is true?

A company has developed over-the-counter eye drops to alleviate cataract problems in senior dogs and cats.It is the first product of its type to enter the marketplace.What promotional mix would the company most likely use with this new product? Why?

In terms of the communication model, ________ is a reaction to a message that helps the source gauge the effectiveness of the message.

Which of the following refers to Internet-based platforms that allow users to create their own content and share it with others who access these sites?

In the maturity phase of the product life cycle, the primary promotional objective is to ________.

The decision to use a cleaning genie to communicate the strength and power of Mr.Clean cleaning liquid is representative of the ________ process of the communication model.

Which of the following statements about the competitive-parity method of budgeting is true?

Activities that deliberately deceive consumers or involve lying on behalf of clients are referred to as ________.

What promotional efforts would a marketer be likely to employ if the communication objective was to encourage purchase of the product?

Contests and coupons are both types of ________.

By definition, personal selling takes place in person.

Advertising has some shortcomings.What is NOT one of them?

In terms of the communication model, ________ is the process whereby a receiver assigns meaning to a message.

What type of promotional effort would a marketer likely use for a product in the decline phase?

In which step of the hierarchy of effects would a marketer most likely use celebrity endorsements and status appeals?

Which of the following is NOT a traditional form of 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

In the communication model, noise is anything that interferes with effective communication.

The percentage-of-sales method of setting a communication budget wrongly treats sales as a cause of promotion rather than a result.

Which of the following statements about advertising is true?

A company has developed over-the-counter eye drops to alleviate cataract problems in senior dogs and cats.It is the first product of its type to enter the marketplace.What promotional mix would the company most likely use with this new product? Why?

In terms of the communication model, ________ is a reaction to a message that helps the source gauge the effectiveness of the message.

Which of the following refers to Internet-based platforms that allow users to create their own content and share it with others who access these sites?

In the maturity phase of the product life cycle, the primary promotional objective is to ________.

The decision to use a cleaning genie to communicate the strength and power of Mr.Clean cleaning liquid is representative of the ________ process of the communication model.

Which of the following statements about the competitive-parity method of budgeting is true?

Activities that deliberately deceive consumers or involve lying on behalf of clients are referred to as ________.

What promotional efforts would a marketer be likely to employ if the communication objective was to encourage purchase of the product?

Contests and coupons are both types of ________.

By definition, personal selling takes place in person.

Advertising has some shortcomings.What is NOT one of them?

In terms of the communication model, ________ is the process whereby a receiver assigns meaning to a message.

What type of promotional effort would a marketer likely use for a product in the decline phase?

In which step of the hierarchy of effects would a marketer most likely use celebrity endorsements and status appeals?

Which of the following is NOT a traditional form of 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