Deck 15: Marketing Communications

Question 1

Sales promotion's greatest strength is in creating strong desire and purchase intent.

Answer 1

 True

Question 2

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

Answer 2

 False

Question 3

Consumers making routine buying decisions are more extensively involved in the decision-making process than consumers making complex buying decisions.

Answer 3

 False

Question 4

Print advertising does not involve using the Internet.

Question 5

Owned media is often used as another term for content marketing.

Question 6

Publicity refers to the public information about a company,product,service,or issue appearing in the mass media as a news item.

Question 7

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

A)​Upselling
B)Production
C)Promotion
D)​Encoding

Question 8

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

Question 9

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

Question 10

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 those 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 11

Personal selling is not required when buyers are well informed and geographically dispersed.

Question 12

Advertising increases as a product enters the decline stage of its life cycle.

Question 13

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

Question 14

Social media rely on the idea of repetition of the brand message.

Question 15

Print advertising can be used to sell goods and services to potential customers who are hard to locate.

Question 16

The managers at Pork Farm Inc.,a meat packing company,want to create more consumer demand for the company's products that are being overshadowed by its competitors.They have a meeting to decide the effective communication strategies that can be used to increase the popularity of Pork Farm Inc.'s products among customers by highlighting their company's products.In this scenario,the managers at Pork Farm Inc.are developing a _____.

A)​promotional strategy
B)distribution strategy
C)service strategy
D)​price strategy

Question 17

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

Question 18

Earned media is a category of promotional tactic based on a public relations or publicity model that gets customers talking about products or services.

Question 19

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

A)​Evaluation
B)Research
C)Analysis
D)​Communication

Question 20

Bag 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.Bag TV uses _____ to promote its television programs.

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

Question 21

_____ is designed to stimulate a purchase or an action.

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

Question 22

A proper promotional mix is one that:

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

Question 23

A difference between interpersonal communication and mass communication is that:

A)​noise level is high in interpersonal communication, whereas it is low in mass communication.
B)reception level is high in interpersonal communication, whereas it is low in mass communication.
C)senders receive indirect feedback in interpersonal communication, whereas they receive direct feedback in mass communication.
D)​in interpersonal communication, a company does not know the people with whom it is trying to communicate, whereas in mass communication, a company knows the people personally.

Question 24

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

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

Question 25

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

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

Question 26

Which of the following statements is true of sales promotions?

A)​It is a long-run 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 27

Wild Plus,a television channel dedicated to wildlife,wanted to promote its new wildlife adventure series.The series received wide coverage in newspapers and on television,which created awareness about Wild Plus and led to a large viewership.Wild Plus engaged in:

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

Question 28

Threads Inc.,an apparel manufacturing company,employs personal selling to market goods.Its employees handcraft products that are then marketed by a professional team.In this case,which of the following strategies can be adopted by Threads Inc.?

A)​Generating large amounts of publicity quickly
B)Refraining from educating the public about the company's goals and objectives
C)Making planned presentations to prospective buyers
D)​Refraining from advertising and public relations

Question 29

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

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

Question 30

An objective of a seller engaging in personal selling is:

A)to increase the cost of the product that is being sold.​
B)to persuade a buyer to accept a point of view.
C)to use social media sites to talk with large audiences.
D)​to make a one-time sale rather than a long-term relationship.

Question 31

_____ is based on the traditional advertising model,whereby a brand offers money for media space.

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

Question 32

A benefit of advertising is that:

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 33

Unlike traditional methods of personal selling,relationship selling:

A)​focuses on accomplishing the objectives of a salesperson.
B)focuses on making quick sales that stimulate immediate increases in demand.
C)focuses on maintaining a loyal relationship between a salesperson and a customer.
D)​focuses on creating a win-lose situation as the objectives of the seller are at the expense of the buyer.

Question 34

Which of the following is a characteristic of the elements of a promotional mix?

A)​All elements of the promotional mix entail direct, one-way communication.
B)Managerial emphasis is the minimum for the most important element in the promotional mix.
C)The most important promotional element receives the least funding in the promotional mix.
D)​Data influences how marketers distribute funding among the various elements of the promotional mix.

Question 35

_____ consists of all marketing activities that stimulate consumer purchasing and dealer effectiveness.

A)​Sales promotion
B)Publicity
C)Personal selling
D)​Advertising

Question 36

Advent Automobiles Inc.launches a new sport utility vehicle (SUV).It 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 Inc.is the _____.

A)​sender
B)decoder
C)consumer
D)​receiver

Question 37

As receivers in the communication process,marketers:

A)​inform and remind the target market of new and existing products.
B)listen to the target market in order to develop appropriate messages.
C)persuade the target market to buy a company's products.
D)​promote the purchase of goods and services.

Question 38

Dernz Inc.,a food manufacturing company,markets 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 Dernz's ketchup instead of other brands' ketchup.In this scenario,Dernz Inc.must employ _____.

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

Question 39

The objective of public relations is:

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 40

_____ seeks to convert an existing need into a want or to stimulate interest in a new product.

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

Question 41

Briefly explain how the elements of the promotional mix affect the target audience.

Question 42

Write a note on interpersonal and mass communication.

Question 43

A _____ requires a manufacturer to focus its promotional efforts on end consumers.

A)​push strategy
B)print marketing strategy
C)pull strategy
D)​service strategy

Question 44

Doodle Inc.,a renowned interior design services company,tries to increase its customer base through Web presence.It regularly posts its interior decorations on its Web site,and its followers can review the designs,suggest changes,and recommend the company to their friends.This results in electronic word of mouth advertising.Doodle uses social media as a(n)_____.

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

Question 45

As a product reaches the growth stage of its life cycle,_____.

A)sales promotion can be reduced​
B)advertising and public relations play no role in the promotional mix
C)early trial of the product is encouraged
D)​mass advertising is used rather than target marketing

Question 46

Explain the different stages of the product life cycle.

Question 47

Which of the following statements is true of buying decisions?

A)​The type of buying decision does not affect the promotional mix of an organization.
B)Consumers are the not involved in complex buying decisions.
C)Print advertising may be used for high-involvement purchase decisions.
D)​Personal selling is most effective in helping consumers in routine decisions.

Question 48

Briefly explain the integrated marketing communications (IMC)concept.What are the reasons for its growing popularity?

Question 49

A difference between paid media and earned media is that unlike paid media,earned media:

A)​is based on the traditional advertising model.
B)requires a brand to purchase media space.
C)uses display advertising on Web sites for promotion.
D)​is created when people talk and share content on social media.

Question 50

Which of the following strategies can be used by a firm that uses a pull strategy?

A)​Offering aggressive discounts for retailers to buy its products
B)Using trade advertising
C)Offering heavy sampling and introductory consumer advertising
D)​Selling products to wholesalers

Question 51

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, while personal selling is very slow in dispersing a message to a large audience.
B)Social media entails two-way communication, while personal selling entails one-way communication.
C)Social media is a means of interpersonal communication, while personal selling is a means of mass communication.
D)​Social media provides opportunity for immediate feedback, while personal selling does not provide opportunity for direct feedback.

Question 52

_____ is a promotional element with a very low cost per contact.

A)​Social media
B)Personal selling
C)Public relations
D)​Sales promotion

Question 53

Roar Bros.,a beverage manufacturing firm,has recently launched a new energy drink.To make consumers aware of the new drink and to stimulate their interest in it,the managers at Roar Bros.want to use owned media to promote their new product.In this case,the managers at Roar Bros.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 Web site.
C)pay for advertising in television, magazine, radio, or newspaper.
D)​use display advertising on Web sites and pay-per-click advertising on search engines.

Question 54

Describe informative promotion with examples.

Question 55

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 model
D)​SWOT matrix

Question 56

Briefly explain the AIDA model.

Question 57

Which of the following is a reason for the increasing popularity of the integrated marketing communications (IMC)concept?

A)​More selectively segmented markets have replaced the traditional broad market groups.
B)Marketers have discontinued the use of online advertising due to its lack of measurability.
C)Proliferation of thousands of media choices beyond traditional television has made promotion easier.
D)​Marketers have increased their advertisement spending for promotional techniques that generate gradual sales responses.

Question 58

Which of the following is a difference between a push and a pull strategy?

A)​Social media is used in a push strategy, while personal selling is used in a pull strategy.
B)Wholesalers are targeted in a push strategy, while end consumers are targeted in a pull strategy.
C)A push strategy focuses on content marketing, while a pull strategy focuses on offering aggressive discounts.
D)​No intermediaries are involved in a push strategy, while wholesalers and retailers are involved in a pull strategy.

Question 59

The basic goal of promotion during the introduction stage of the product life cycle is:

A)to limit personal selling at the retail level.​
B)to target advertising to specific potential buyers.
C)to reduce the costs incurred in mass advertising.
D)​to inform the target audience that the product is available.

Question 60

Fournotts Bros.is a firm that designs and manufactures women's apparel.It sells its merchandise to retailers to handle them.Given this information,which of the following statements is true of Fournotts Bros.?

A)​Its retailers convince consumers to buy Fournotts Bros.'s products.
B)It uses a pull strategy to sell its merchandise.
C)It uses introductory consumer advertising as a part of its strategy.
D)​It focuses its promotional efforts on end consumers or opinion leaders.