Deck 15: Marketing Communications

Question 1

Which of the following is included in the promotional mix?

A) Personal selling
B) Price
C) Product
D) Place

Answer 1

A

Question 2

Marketers are senders of messages and do not act as receivers.

Answer 2

False

Question 3

Communication by marketers that informs,persuades,and reminds potential buyers of a product to influence an opinion or elicit a response is called ____________.

A) direct selling
B) promotion
C) the marketing mix
D) target marketing

Answer 3

B

Question 4

The researchers at Beans Inc.,a coffee manufacturing company,developed a new variety of high-quality ground coffee.The new variety was priced at a comparatively lower price than the other varieties of coffee available in the market.Therefore,the advertisements for the product stated,"The highest quality coffee does not have to be expensive." This is an example of communicating a product's _____.

A) marketing mix
B) product parity
C) competitive advantage
D) competitive parity

Question 5

Which of the following cannot be considered a competitive advantage of a firm?

A) High product quality
B) Same level of service as offered by a competitor
C) Rapid delivery
D) Low prices

Question 6

Which of the following is the originator of the message within the communication process?

A) Sender
B) Message channel
C) Decoder
D) Receiver

Question 7

Promotional strategies have changed a great deal over the years as many targeted customer segments have become more difficult to reach.

Question 8

Which term refers to direct,face-to-face communication between two or more people?

A) Mass communication
B) Interpersonal communication
C) Message transmission
D) Encoding

Question 9

Which of the following is NOT true of promotional strategies?

A) Promotional strategies have remained stagnant over a period of years.
B) Targeted customer segments have become more difficult to reach.
C) In today's competitive world,marketers should think more creatively to survive.
D) Most modern campaigns utilize a variety of newer tactics.

Question 10

____________ is the process by which meanings are exchanged or shared through a common set of symbols.

A) Promotion
B) Promotional strategy
C) Communication
D) Encoding

Question 11

A company that offers the same services as its competition has a competitive advantage.

Question 12

Zee TV,a commercial television broadcast network,uses billboards,television,magazines,and newspaper advertising to create awareness about upcoming shows and to inform viewers about the new episodes of its existing shows.Zee TV uses _____ to promote its television programs.

A) intrapersonal communication
B) mass communication
C) intergroup communication
D) interpersonal communication

Question 13

Which of the following is a characteristic of interpersonal communication?

A) It involves communicating a concept or message to large audiences.
B) It is directed to consumers as a whole.
C) The marketers cannot notice the immediate reactions of the consumers.
D) When talking,people see the other person's reaction and can respond almost immediately.

Question 14

Which is true about the process of communication?

A) Most marketing communications are a two-way process.
B) Encoding the message refers to receiver's interpretation of message.
C) Advertisement and sales presentations are examples of decoding the message.
D) Customer plays the role of sender in the communication process.

Question 15

With regards to the communication process,which term refers to the conversion of a sender's ideas and thoughts into a message,usually in the form of words or signs?

A) Encoding
B) Decoding
C) Media channel
D) Interpersonal communication

Question 16

A plan for the optimal use of promotional elements-such as advertising,public relations,personal selling,sales promotion,and social media-is known as a ___________.

A) promotional strategy
B) competitive advantage
C) marketing mix
D) promotional mix

Question 17

Which of the following statements is true of marketers as senders in the communication process?

A) They adapt existing messages.
B) They listen to the demands of target markets.
C) They spot new communication opportunities.
D) They remind the target markets to take action.

Question 18

The managers of Pork Farm Inc.,a meat-packing company,want to create more consumer demand for the company's products that are not as popular as its competitors.They have a meeting to decide on the effective communication strategies that can be used to increase the popularity of Pork Farm Inc.'s products among customers.They want to do this by advertising their company's products.In this scenario,the managers of Pork Farm Inc.are developing the _____.

A) promotional strategy
B) differentiation strategy
C) service strategy
D) price strategy

Question 19

_____ refers to communication by marketers that informs,persuades,and reminds potential buyers of a product to influence an opinion or elicit a response.

A) Upselling
B) Direct selling
C) Promotion
D) Encoding

Question 20

A set of unique aspects of an organization that causes target consumers to patronize its rather than its competitors is called a ____________.

A) promotional strategy
B) competitive advantage
C) marketing mix
D) promotional mix

Question 21

With reference to message transmission,in which case is the reception of the message normally high?

A) When a sales pitch is given by a sales representative to a potential client
B) When the message is communicated through mass media
C) When the message is cluttered by noise
D) When the message is communicated through newspapers or television

Question 22

Encoding the message encompasses all of the following except

A) advertisement.
B) press release.
C) sales presentation.
D) retail store.

Question 23

Which of the following is true about the use of social media in promotion?

A) It seeks to convert an existing need into a want or to stimulate interest in a new product.
B) It is designed to stimulate a purchase or an action.
C) It becomes the main promotion goal when the product enters the growth stage of its life cycle.
D) It aims to form relationships with customers and potential customers.

Question 24

Noise refers to anything that interferes with,distorts,or slows down the transmission of information.

Question 25

Persuasive promotion is used to keep the product and brand name in the public's mind.

Question 26

Ketchup King,a food manufacturing company,markets its tomato ketchup globally.As its consumers are well aware of the uses of ketchup,the company does not have to generate product awareness.The company,however,wishes to focus on convincing consumers to buy Ketchup King's ketchup instead of other brands' ketchup.In this scenario,Ketchup King must employ _____.

A) reminder promotion
B) persuasive promotion
C) informative promotion
D) connective promotion

Question 27

Discuss interpersonal communication and mass communication and how they are different from each other.

Question 28

Which of the following forms of promotion is generally more prevalent during the early stages of the product life cycle?

A) Informative promotion
B) Persuasive promotion
C) Relationship-based promotion
D) All of these are correct.

Question 29

In the context of communication process,which of the following serves to transmit the message?

A) Facial gestures
B) Radio
C) Newspaper
D) All of these are correct

Question 30

Because of the impact of Internet and social media,consumers are now able to become senders as opposed to only brands being senders.

Question 31

Which of the following is NOT a goal of promotion?

A) Inform the target audience.
B) Connect with the audience.
C) Persuade the target audience.
D) Discourage the audience from buying competitors' products.

Question 32

Advent Automobiles Inc.has launched a new sport utility vehicle (SUV).It's advertising firm develops a marketing message and places advertisements in leading newspapers and on social media sites to inform consumers about the new SUV and its various features.In the context of the communication process,Advent Automobiles is the _____.

A) sender
B) decoder
C) encoder
D) receiver

Question 33

The interpretation of the language and symbols sent by the source through a channel is called _______.

A) channel
B) encoding
C) decoding
D) sender

Question 34

A medium of communication-such as a voice,radio,or newspaper-for transmitting a message is called _____________.

A) a channel
B) encoding
C) decoding
D) a sender

Question 35

Any clutter from competitors' messages or other distractions in the environment does not influence the effectiveness of the mass-communication effort.

Question 36

Which of the following generally tends to increase consumers' comprehension of marketing communication?

A) Selective exposure,distortion,and retention of communication
B) Consumers' biases,needs,experiences,and knowledge
C) Differences in age,social class,education,culture,and ethnicity of the target audience
D) Bright colors and bold graphics of the advertisement

Question 37

Which of the following becomes the main goal of promotion when the product enters the growth stage of its life cycle?

A) Reminder promotion
B) Persuasive promotion
C) Informative promotion
D) Connective promotion

Question 38

Which of the following statements is true of persuasive promotion?

A) It is designed to stimulate a purchase or an action.
B) It is used to keep the product and brand name in the public's mind.
C) It seeks to convert an existing need into a want or to stimulate interest in a new product.
D) It seeks to form relationships with customers and potential customers through technological ties.

Question 39

Which of the following is true about the feedback process of communication?

A) Feedback takes place before the process of decoding.
B) With the increase in online advertising and social media,marketers are able to get more feedback via the Internet.
C) Feedback cannot be nonverbal.
D) Indirect feedback does not help mass communicators to decide whether to continue,modify,or drop a message.

Question 40

Which of the following statements is true of informative promotion?

A) It is designed to stimulate a purchase or an action to purchase.
B) It is used to keep the product and brand name in the public's mind.
C) It seeks to convert an existing need into a want or to stimulate interest in a new product.
D) It seeks to form relationships with customers and potential customers through technological ties.

Question 41

The _____ is the combination of advertising,personal selling,sales promotion,social media,and public relations and is used to reach the target market and fulfill an organization's overall goals.

A) product mix
B) retailing mix
C) distribution mix
D) promotional mix

Question 42

A new category of promotional tactic based on brands becoming publishers of their own content to maximize the brands' value to customers is called ____________.

A) owned media
B) earned media
C) paid media
D) unpaid media

Question 43

Which form of promotion is most suitable to promote complex and technical products such as automobiles,computers,and investment services?

A) Reminder promotion
B) Persuasive promotion
C) Informative promotion
D) Connective promotion

Question 44

To increase its revenue,Frankfin,an airline company,decides to promote well-known brands in its in-flight magazine.These brands would pay a fixed price to Frankfin to print their promotional messages in the magazine.As part of the promotional mix,the in-flight magazine is being used for _____.

A) direct selling
B) public relations
C) personal selling
D) advertising

Question 45

Which of the following statements is the objective of public relations?

A) To create the promotional mix for an organization
B) To educate the public about a company's goals and objectives
C) To receive direct feedback from customers
D) To facilitate consumer empowerment

Question 46

_____ plays a very important role in how marketers decide to distribute funding among their promotional mix tactics.

A) Data
B) Competitor
C) Noise
D) Government policy

Question 47

Wild Plus,a television channel dedicated to wildlife,wanted to promote its new wildlife adventure series.The series was given wide coverage in newspapers and on television after the channel promoted it,which created awareness about Wild Plus and led to a large viewership.In this case,Wild Plus engaged in

A) advertising.
B) personal selling.
C) public relations.
D) sales promotion.

Question 48

The marketing function that evaluates public attitudes,identifies areas within the organization the public may be interested in,and executes a program of action to earn public understanding and acceptance is called ___________.

A) public relations
B) publicity
C) advertising
D) sales promotion

Question 49

Which type of media is based on is the traditional advertising model in which a brand funds the media space?

A) Owned media
B) Earned media
C) Paid media
D) Unpaid media

Question 50

Which of the following is true about earned media?

A) The idea behind earned media is to get people talking about the brand-whether through media coverage or through word of mouth.
B) Earned media includes magazine,outdoor,radio,newspaper advertising, or display advertising on a website.
C) Earned media is controlled by the brand but continuously keeps the customer and his or her needs in mind as it creates videos,blog posts,contests,photos,and other pieces of content.
D) Earned a new form of promotional tactic where brands are becoming publishers of their own content in order to maximize the brand's value to customers as well as increase their search rank in Google.

Question 51

Which of the following consists of all marketing activities-other than personal selling,advertising,and public relations-that stimulate consumer purchasing and dealer effectiveness?

A) Public relations
B) Publicity
C) Advertising
D) Sales promotion

Question 52

Informative promotion typically becomes the main promotion goal when the product enters the growth stage of its life cycle.

Question 53

Which of the following statements is true of a proper promotional mix?

A) It does not use advertising.
B) It entails indirect,one-way communication.
C) It works for all products of a company.
D) It meets the needs of a target market.

Question 54

Decor,a renowned interior design services company,tries to increase its customer base through increased web presence on its site.It regularly posts photos of the spaces it has designed and encourages its followers to review its designs,and recommend the company to their friends.When these promotional efforts result in electronic word-of-mouth advertising,this is known as ___________________.

A) paid media
B) earned media
C) owned media
D) free media

Question 55

King's Crown,a beverage company,has launched a new energy drink.It sponsors a marathon in the city as part of its promotional strategy.It also issues a press release about the sponsorship and persuades media reporters of different newspapers to print it.King's Crown is generating _____.

A) a marketing mix
B) loyalty
C) a sales response
D) publicity

Question 56

Which of the following promotional approaches is most commonly used by toothpaste brands and other consumer products that are well-established?

A) Reminder promotion
B) Persuasive promotion
C) Informative promotion
D) Connective promotion

Question 57

Discuss informative promotion and provide examples that illustrate successful promotion of goods,services,and the support of nonprofit organizations.

Question 58

Which statement describes a benefit of advertising?

A) It has a very low cost per contact.
B) It facilitates consumer empowerment.
C) It provides opportunity for immediate feedback from consumers.
D) It creates a long-term,committed relationship between a salesperson and a customer.

Question 59

Which term refers to the combination of promotional tools-including advertising,public relations,personal selling,sales promotion,and social media-that are used to reach the target market and fulfill the organization's overall goals?

A) Promotional mix
B) Communication
C) Coding and decoding
D) Informative promotion

Question 60

Which of the following is true of public relations?

A) It has the advantage of being able to reach the masses.
B) It helps an organization communicate with its customers,suppliers,stockholders,government officials,employees,and the community in which it operates.
C) It is generally a short-run tool used to stimulate immediate increases in demand.
D) It is a purchase situation involving a personal,paid-for communication between two people in an attempt to influence each other.

Question 61

Threads Inc.,an apparel manufacturer,employs personal selling to market goods.Its employees handcraft products that are marketed by a professional team.In this case,which of the following tactics should Threads Inc.adopt?

A) It should generate large amounts of publicity quickly.
B) It should refrain from educating the public about the company's objectives.
C) It should make planned presentations to prospective buyers.
D) It should refrain from advertising and public relations.

Question 62

Which of the following statements describes personal selling?

A) It has an increased dependence on the Internet.
B) It does not focus on customer loyalty.
C) It does not focus on creating a long-term relationship with the buyer.
D) It focuses on creating a win-lose outcome with the buyer.

Question 63

In the context of the promotional mix,_____ attempts to persuade the buyer to accept a point of view.

A) relationship selling
B) personal selling
C) sales promotion
D) media promotion

Question 64

As per the modern methods of personal selling,it emphasizes a win-win outcome and building long term relationships rather than on making a one-time sale.

Question 65

Advertising,public relations,and sales promotion are generally impersonal,one-way means of mass communication.

Question 66

Social media are a more immediate form of two-way communication than personal selling.

Question 67

Earned media is a new form of promotional tactic where brands are becoming publishers of their own content in order to maximize the brand's value to customers as well as increase their search rank in Google.

Question 68

Roar Bros.,a beverage manufacturing firm,recently launched a new energy drink.To make consumers aware of the new drink and to stimulate their interest in it,the managers want to use owned media to promote the new product.In this case,the managers will most likely

A) make short commercials for the energy drink and upload it on YouTube.
B) encourage customers to share reviews about the energy drink on the firm's website.
C) pay for advertising in television,magazine,radio,or newspaper.
D) use display advertising on websites and pay-per-click advertising on search engines.

Question 69

Sales promotion consists of all marketing activities-including personal selling,advertising,and public relations-that stimulate consumer purchasing and dealer effectiveness.

Question 70

As organizations do not directly pay for publicity,it can be viewed as free.

Question 71

_____ includes media such as television,magazine,outdoor,radio,or newspaper advertising.

A) Paid media
B) Owned media
C) Earned media
D) Free media

Question 72

Personal selling,unlike other promotional mix elements,is independent of the Internet.

Question 73

The _____ is a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with a promotional message.

A) BCG matrix
B) IMC model
C) AIDA concept
D) SWOT matrix

Question 74

Which of the following is a difference between social media and personal selling?

A) Social media can disperse a message quickly to a wide audience,whereas personal selling is very slow in dispersing a message to a large audience.
B) Social media entail two-way communication,whereas personal selling entails one-way communication.
C) Social media are a means of interpersonal communication,whereas personal selling is a means of mass communication.
D) Social media provide opportunity for immediate feedback,whereas personal selling does not provide opportunity for direct feedback.

Question 75

Owned media is also called content marketing.

Question 76

Public relations is an impersonal form of one-way mass communication about a product or organization that is paid for by the marketer.

Question 77

Which statement describes an element of sales promotion?

A) It is a long-term tool used by marketers.
B) It complements advertising by yielding faster sales responses.
C) It is allotted less marketing money than advertising.
D) It uses personal selling,advertising,and public relations.

Question 78

Discuss the elements of the promotional mix and how they influence the target audience.

Question 79

Which of the following is NOT a component of AIDA model?

A) Attention
B) Demand
C) Interest
D) Action

Question 80

Earned media is controlled by the brand but continuously keeps the customer and his or her needs in mind as it creates videos,blog posts,contests,photos,and other pieces of content.