Question 1

Which of the following weaknesses is associated with sales promotions?

Accepted Answer

A) high absolute costs 
B) messages may differ between salespeople 
C) difficult to get media cooperation 
D) easily duplicated and can easily lead to promotion wars 
E) effectiveness diminishes when used continuously 
A) high absolute costs 
B) messages may differ between salespeople 
C) difficult to get media cooperation 
D) easily duplicated and can easily lead to promotion wars 
E) effectiveness diminishes when used continuously E

Question 2

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as _________.

Accepted Answer

A) sales promotion 
B) publicity 
C) advertising 
D) direct marketing 
E) mass communication 
A) sales promotion 
B) publicity 
C) advertising 
D) direct marketing 
E) mass communication C

Question 3

List the key elements of the promotional mix.Why are they used?

Accepted Answer

The promotional mix is the combination of one or more of the five communication tools: advertising, personal selling, sales promotion, public relations, and direct marketing.All of these tools can be used to (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product.

Question 4

CBS recently created social __________ rooms at CBS.com for programs such as CSI and Survivor, which allows viewers to chat about what they are watching and to offer critical reactions to the program.

Accepted Answer

A) communicating 
B) viewing 
C) speaking 
D) sharing 
E) connect 
A) communicating 
B) viewing 
C) speaking 
D) sharing 
E) connect

Question 5

Channel of communication refers to

Accepted Answer

A) the selection of either paid or non-paid forms of information dissemination. 
B) the selection of either a humorous, sex-based, or fear-based approach when designing messages to sell a product. 
C) open-ended dialogue between the marketing department and other departments that can impact marketing decisions. 
D) an electronics-based forum that allows customers to communicate their likes, dislikes, suggestions, and concerns 24 hours a day, 236 days a year. 
E) the means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process is a channel of communication. 
A) the selection of either paid or non-paid forms of information dissemination. 
B) the selection of either a humorous, sex-based, or fear-based approach when designing messages to sell a product. 
C) open-ended dialogue between the marketing department and other departments that can impact marketing decisions. 
D) an electronics-based forum that allows customers to communicate their likes, dislikes, suggestions, and concerns 24 hours a day, 236 days a year. 
E) the means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process is a channel of communication.

Question 6

Communication is the process of conveying a message to others that requires six elements.These elements include: a(n) __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

Accepted Answer

A) source 
B) concept 
C) trademark 
D) slogan 
E) offer 
A) source 
B) concept 
C) trademark 
D) slogan 
E) offer

Question 7

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools, including sales promotion, public relations, personal selling, direct marketing, and _________.

Accepted Answer

A) human resources 
B) advertising 
C) online networking 
D) special events 
E) conventions 
A) human resources 
B) advertising 
C) online networking 
D) special events 
E) conventions

Question 8

What are the strengths and weaknesses of using publicity in the promotional mix?

Accepted Answer

Publicity is a nonpersonal, indirectly p

Question 9

Which of the following is an inherent strength of publicity?

Accepted Answer

A) immediate feedback 
B) can give complex information 
C) messages can be prepared quickly 
D) efficient means for reaching large numbers of people 
E) often most credible source in the consumer's mind 
A) immediate feedback 
B) can give complex information 
C) messages can be prepared quickly 
D) efficient means for reaching large numbers of people 
E) often most credible source in the consumer's mind

Question 10

Allocation of funds to promotion only after all other budget items are covered is referred to as

Accepted Answer

A) percentage of sales budgeting. 
B) competitive parity budgeting. 
C) all-you-can-afford budgeting. 
D) objective and task budgeting. 
E) relative scale budgeting. 
A) percentage of sales budgeting. 
B) competitive parity budgeting. 
C) all-you-can-afford budgeting. 
D) objective and task budgeting. 
E) relative scale budgeting.

Question 11

The fifth stage in the hierarchy of effects is _________.

Accepted Answer

A) interest 
B) awareness 
C) adoption 
D) trial 
E) evaluation 
A) interest 
B) awareness 
C) adoption 
D) trial 
E) evaluation

Question 12

What are the strengths and weaknesses of using advertising in the promotional mix?

Accepted Answer

There are several advantages to a firm u

Question 13

Direct orders refer to

Accepted Answer

A) a type of advertising promotion where all aspects of the campaign (theme, slogan, etc.) and all necessary promotional materials are provided to retailers with the understanding that they should not be "changed," in order to provide constancy and uniformity. 
B) products that are shipped directly to the point of purchase rather than being stored or distributed through intermediaries. 
C) the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction. 
D) the result of orders that are initiated entirely by an ultimate consumer requesting specific product changes or alterations. 
E) the result of orders that are unique, that cannot be mass produced, and are sold exclusively to one customer. 
A) a type of advertising promotion where all aspects of the campaign (theme, slogan, etc.) and all necessary promotional materials are provided to retailers with the understanding that they should not be "changed," in order to provide constancy and uniformity. 
B) products that are shipped directly to the point of purchase rather than being stored or distributed through intermediaries. 
C) the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction. 
D) the result of orders that are initiated entirely by an ultimate consumer requesting specific product changes or alterations. 
E) the result of orders that are unique, that cannot be mass produced, and are sold exclusively to one customer.

Question 14

FIGURE 15-1  
-Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J").The position labeled "G" is referred to as _________.

Accepted Answer

A) noise 
B) the message 
C) the feedback loop 
D) the fields of experience 
E) feedback 
A) noise 
B) the message 
C) the feedback loop 
D) the fields of experience 
E) feedback

Question 15

Personal selling refers to

Accepted Answer

A) a seller-directed flow of communications often in a face-to-face encounter, designed to promote a product with the purpose of making a sale. 
B) individualized communications programs specifically designed with a single customer in mind because the item being sold is unique to that customer. 
C) a mass selling approach which has been tailored to meet the more select needs of a target market based on age, gender, ethnicity, or occupation. 
D) the two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision. 
E) any spoken (rather than visual or print) attempt to promote a product with the purpose of making a sale. 
A) a seller-directed flow of communications often in a face-to-face encounter, designed to promote a product with the purpose of making a sale. 
B) individualized communications programs specifically designed with a single customer in mind because the item being sold is unique to that customer. 
C) a mass selling approach which has been tailored to meet the more select needs of a target market based on age, gender, ethnicity, or occupation. 
D) the two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision. 
E) any spoken (rather than visual or print) attempt to promote a product with the purpose of making a sale.

Question 16

The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as _________.

Accepted Answer

A) direct orders 
B) indirect orders 
C) lead generation 
D) traffic generation 
E) first mover advantages 
A) direct orders 
B) indirect orders 
C) lead generation 
D) traffic generation 
E) first mover advantages

Question 17

What are the strengths and weaknesses of using personal selling in the promotional mix?

Accepted Answer

Because personal selling usually involve

Question 18

Communication is the process of conveying a message to others that requires six elements.These elements include: a source, a(n) __________, a channel of communication, a receiver, and the processes of encoding and decoding.

Accepted Answer

A) message 
B) concept 
C) trademark 
D) slogan 
E) offer 
A) message 
B) concept 
C) trademark 
D) slogan 
E) offer

Question 19

Allegra is an antihistamine and to create brand awareness it is offering people who request information about the product a cushion to use at their favorite sporting event.Its television ad shows a woman half-heartedly watching some sporting event.The voiceover asks if she is bored or congested.Next scene, the person is having a great time and is uncongested after taking Allegra.This use of the same promotional theme throughout a company's promotion is an example of how marketers use _________.

Accepted Answer

A) media convergence 
B) promotional blend 
C) coordinated communications 
D) marketing by objectives (MBO) 
E) integrated marketing communications (IM
C)  
A) media convergence 
B) promotional blend 
C) coordinated communications 
D) marketing by objectives (MBO) 
E) integrated marketing communications (IM
C)

Question 20

Many prescription drugs such as Lipitor and Zocor now have their own websites to encourage patients to learn more about the drugs and ask for them by name from the doctor.The manufacturers of these drugs are using a(n) __________ promotional strategy.

Accepted Answer

A) pull 
B) push 
C) inertia 
D) intense 
E) exclusive 
A) pull 
B) push 
C) inertia 
D) intense 
E) exclusive

Which of the following weaknesses is associated with sales promotions?

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as _________.

List the key elements of the promotional mix.Why are they used?

CBS recently created social __________ rooms at CBS.com for programs such as CSI and Survivor, which allows viewers to chat about what they are watching and to offer critical reactions to the program.

Channel of communication refers to

Communication is the process of conveying a message to others that requires six elements.These elements include: a(n) __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools, including sales promotion, public relations, personal selling, direct marketing, and _________.

What are the strengths and weaknesses of using publicity in the promotional mix?

Which of the following is an inherent strength of publicity?

Allocation of funds to promotion only after all other budget items are covered is referred to as

The fifth stage in the hierarchy of effects is _________.

What are the strengths and weaknesses of using advertising in the promotional mix?

Direct orders refer to

FIGURE 15-1 -Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J").The position labeled "G" is referred to as _________.

Personal selling refers to

The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as _________.

What are the strengths and weaknesses of using personal selling in the promotional mix?

Communication is the process of conveying a message to others that requires six elements.These elements include: a source, a(n) __________, a channel of communication, a receiver, and the processes of encoding and decoding.

Many prescription drugs such as Lipitor and Zocor now have their own websites to encourage patients to learn more about the drugs and ask for them by name from the doctor.The manufacturers of these drugs are using a(n) __________ promotional strategy.

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Building an Effective Marketing Plan

Filters

Exam 15: Integrated Marketing Communications and Direct Marketing

Which of the following weaknesses is associated with sales promotions?

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as _________.

List the key elements of the promotional mix.Why are they used?

CBS recently created social __________ rooms at CBS.com for programs such as CSI and Survivor, which allows viewers to chat about what they are watching and to offer critical reactions to the program.

Channel of communication refers to

Communication is the process of conveying a message to others that requires six elements.These elements include: a(n) __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools, including sales promotion, public relations, personal selling, direct marketing, and _________.

What are the strengths and weaknesses of using publicity in the promotional mix?

Which of the following is an inherent strength of publicity?

Allocation of funds to promotion only after all other budget items are covered is referred to as

The fifth stage in the hierarchy of effects is _________.

What are the strengths and weaknesses of using advertising in the promotional mix?

Direct orders refer to

FIGURE 15-1 -Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J").The position labeled "G" is referred to as _________.

Personal selling refers to

The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as _________.

What are the strengths and weaknesses of using personal selling in the promotional mix?

Communication is the process of conveying a message to others that requires six elements.These elements include: a source, a(n) __________, a channel of communication, a receiver, and the processes of encoding and decoding.

Many prescription drugs such as Lipitor and Zocor now have their own websites to encourage patients to learn more about the drugs and ask for them by name from the doctor.The manufacturers of these drugs are using a(n) __________ promotional strategy.

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Building an Effective Marketing Plan

Filters