Deck 16: Marketing Communications

Question 1

Cover Board Inc.is a company that designs and prints advertisements on coffee sleeves used on cups sold in coffee shops.To find clients to advertise on the coffee cup sleeves,the company sends a representative to other companies to explain them the benefits of advertising on these sleeves.In this case,which of the following promotional strategies is used by Cover Board Inc.?

A)Mass communication
B)Implicit communication
C)Personal selling
D)Sales promotion

Answer 1

C

Question 2

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)End consumers are targeted in a push strategy,while wholesalers are targeted in a pull strategy.
C)Push strategies focus on content marketing,while pull strategies focus on personal selling.
D)Retailers are targeted in a push strategy,while opinion leaders are targeted in a pull strategy.

Answer 2

D

Question 3

Traditional methods of personal selling include a planned presentation to one or more prospective buyers for the purpose of making a sale.

Answer 3

True

Question 4

Social media are used by marketers as a way to extend the benefits of their traditional media.

Question 5

When a product is in the growth stage of its product life cycle,it is necessary to ensure that:

A)all elements of the promotional mix are equally utilized.
B)advertising and public relations continue to remain important.
C)persuasive and reminder advertising are decreased.
D)personal selling is reduced to a large extent.

Question 6

A firm should choose all five promotional elements in its promotional mix and use them in equal degrees.

Question 7

Social media have become a layer in promotional strategy.

Question 8

Social media are promotion tools used to facilitate conversations and other interactions among people online.

Question 9

Communication via telephone is not considered personal selling because it does not occur face-to-face.

Question 10

Wild Plus,a television channel dedicated to wildlife,organizes promotional events in several shopping malls across the city to promote its new wildlife adventure series.Articles about the new program are also published in local newspapers.Therefore,Wild Plus is engaged in:

A)promoting sales.
B)generating publicity.
C)personal selling.
D)implicit communications.

Question 11

YouTube is an example of a microblog.

Question 12

Social media prohibits consumers' interaction with other consumers.

Question 13

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

A)Control over message content is greatest when public relations is used.
B)A large audience is best reached with personal selling.
C)In advertising,the sponsor or company is identified.
D)The mode of communication for sales promotion is usually direct and personal.

Question 14

Promotional mixes do not vary from one product or industry to the next.

Question 15

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

Question 16

To increase its revenues,an airline company decides to sell space on airsickness bags to companies that would like to use this unique channel for their promotional messages.In terms of the promotional strategy,the airsickness bags are being used for:

A)integrated marketing communication.
B)personal selling.
C)executing a push strategy.
D)advertising.

Question 17

Initially,social media tools were used primarily for self-expression.

Question 18

Two popular beverage manufacturing companies in different countries merge together to gain strategic advantages.The merger gives each brand access to a significantly larger market.To effectively reach both markets,the merged company needs to coordinate its promotional mix to produce a consistent,unified,and customer-focused message.In other words,the company needs to use:

A)the AIDA model for product promotion.
B)integrated marketing communications.
C)transformational marketing.
D)creative selling.

Question 19

Social media are non-ubiquitous.

Question 20

Podcasting is a form of social media.

Question 21

A proper promotional mix is one that__________.

Question 22

Advent Automobiles Inc.launches a new sport utility vehicle.The company places advertisements in leading newspapers and social media sites to reach out to consumers.In the context of the communication process,Advent Automobiles Inc.is the__________.

Question 23

Which of the following statements is true of advertising?

A)The total costs of advertising are typically low.
B)The messages in advertising are personalized.
C)The cost per contact in advertising is low.
D)Innovative media are not used in advertising.

Question 24

A television channel promotes its new reality show through print and broadcast advertising as well as personal appearances by show participants in promotional events,Web sites,and merchandise signed by the participants.To make sure that all of the promotional messages are coordinated,the television channel should use the:

A)integrated marketing communications approach.
B)integrated communications management approach.
C)AIDA model.
D)interpersonal and mass communications approach.

Question 25

Which of the following statements is true of the characteristics of the elements in a promotional mix?

A)The speed of feedback is delayed in sales promotion,advertising,and personal selling.
B)Message flexibility is greatest with advertising.
C)The message flow is two-way in public relations,sales promotions,and personal selling.
D)Important promotional ingredients tend to receive the most funding.

Question 26

Treat Bytes Inc. ,a food product manufacturing company,introduces a new range of protein-rich snacks targeted at vegetarians.The products have very low levels of fat and cholesterol that make them a healthy source of protein for vegetarians.These products are unique,and people consider them to be of the highest quality.These unique features of the products present Treat Bytes Inc.with a__________.

Question 27

The fishing lures produced by Fun Lite Corporation are unique in that they are handcrafted.Advertising by the company emphasizes the point that how its lures,unlike others,are all handcrafted.This feature is the company's:

A)publicity objective.
B)marketing differentiator.
C)competitive advantage.
D)one-to-one marketing advantage.

Question 28

Which of the following statements is true of the AIDA model?

A)It explains why public relations is the most important element in a promotional mix.
B)It explains how all promotions influence purchase decisions.
C)It discusses how consumers respond to marketing messages.
D)It talks about marketing activities other than advertising,personal selling,and public relations.

Question 29

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

Question 30

The AIDA concept:

A)does not include personal selling,advertising,and public relations.
B)does not explain how all promotions influence purchase decisions.
C)assumes that consumers regularly go through each stage of the process during all purchases.
D)indicates that a purchase decision is the same for high-involvement and low-involvement products.

Question 31

Arise Food Corporation displays posters in supermarkets to promote its new range of pasta sauces.Which of the following stages of the communication process is the company engaged in during the course of promoting its products?

A)Customizing
B)Decoding
C)Receiving
D)Encoding

Question 32

Which of the following is true of a target market characterized by widely scattered potential customers,highly informed buyers,and brand-loyal repeat purchasers?

A)It requires a promotional mix with more social media and less sales promotion.
B)It requires a promotional mix with more personal selling and less advertising.
C)It requires a promotional mix with more advertising and less personal selling.
D)It requires a promotional mix with more sales promotion and less social media.

Question 33

In 2008,the NBC television network used marketing tools such as advertising,personal selling,public relations,and sales promotion to communicate with its target audience about its new reality show.The television network's__________described its plan on how to use these tools most effectively.

Question 34

The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are:

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

Question 35

__________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.

Question 36

Which of the following statements is true of sales promotions?

A)Public relations cannot effectively be used with sales promotions.
B)Sales promotion is a type of direct marketing.
C)Marketers view sales promotion as an attempt to create a long-term,committed relationship between customers and salespersons.
D)Sales promotions include experiential marketing whereby marketers create events that enable customers to connect with brands.

Question 37

A manufacturer using the__________promotional strategy focuses its promotional efforts on end consumers.

Question 38

ABC television network uses billboard,television,magazine,and newspaper advertising to inform viewers about new episodes of a popular television program.Therefore,ABC television network uses__________communication to promote the television program.

Question 39

A beverage company plans to launch a new energy drink.It decides to partly sponsor a marathon in the city.It places billboards and posters describing the new drink throughout the marathon route.Company representatives distribute flyers to people arriving to watch the marathon.The company also issues press releases as part of the product launch.Therefore,the company is executing a:

A)sales promotion campaign.
B)personal selling campaign.
C)target marketing strategy.
D)public relations strategy.

Question 40

When Dernz Inc.introduced its ketchup globally,it first had to deal with the fact that ketchup is not a household staple outside the United States.The company had to show foreign users how ketchup can be used.In this case,Dernz had to rely primarily on__________advertising to reach out to consumers.

Question 41

The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or a retailer to carry and sell particular merchandise is known as a__________strategy.

Question 42

How do consumers make complex buying decisions? Which is the most effective technique in helping customers make complex decisions?

Question 43

An advertisement in a trade magazine targeted toward veterinarians urges them to prescribe the drug Hepato for cats and dogs with damaged livers.This advertisement was placed by the product's manufacturer.This advertisement is an example of how manufacturers use a(n)__________strategy.

Question 44

Treat Bytes Inc. ,a food product manufacturing company,introduces a new range of protein-rich snacks targeted at vegetarians.The products have very low levels of fat and cholesterol that make them a healthy source of protein for vegetarians.These products are unique,and people consider them to be of the highest quality.These unique features of the products present Treat Bytes Inc.with a _____.​

A)differential parity​
B)​synergistic goal
C)​competitive advantage
D)comparative benefit

Question 45

_____ 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)Distributive communication
B)​Perceptual communication
C)​Promotion
D)Transmission

Question 46

What are the two types of buying decisions? Which buying decision calls attention to a brand by the most effective promotion?

Question 47

The advertisements for ground coffee sold by Khokho's Inc.state,"The highest quality coffee doesn't have to be expensive." This is an example of how a product communicates its _____.​

A)marketing mix​
B)​comparative differentiation
C)​competitive advantage
D)researchable objective

Question 48

The advertisements for ground coffee sold by Khokho's Inc.state,"The highest quality coffee doesn't have to be expensive." This is an example of how a product communicates its__________.

Question 49

A(n)__________is the combination of advertising,personal selling,sales promotion,social media,and public relations that are used to reach the target market and fulfill an organization's overall goals.

Question 50

The National Pork Board of the United States wants to create more consumer demand for pork products.The board decides on how to use advertising,public relations,personal selling,sales promotion,and social media to create a coordinated plan that will become an integral part of the its marketing functions.Thus,the board is developing a__________.

Question 51

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

A)Promotion
B)​Advertising
C)​Publicity
D)Communication

Question 52

Explain how a target market is characterized.

Question 53

In 2008,the NBC television network used marketing tools such as advertising,personal selling,public relations,and sales promotion to communicate with its target audience about its new reality show.The television network's _____ described its plan on how to use these tools most effectively.​

A)competitive advantage
B)​promotional strategy
C)​selling plan
D)pull strategy

Question 54

__________promotion is designed to stimulate a purchase or an action.

Question 55

Explain the differences between push and pull strategies with examples.

Question 56

Advent Automobiles Inc.launches a new sport utility vehicle.The company places advertisements in leading newspapers and social media sites to reach out to consumers.In the context of the communication process,Advent Automobiles Inc.is the _____.​

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

Question 57

The National Pork Board of the United States wants to create more consumer demand for pork products.The board decides on how to use advertising,public relations,personal selling,sales promotion,and social media to create a coordinated plan that will become an integral part of the its marketing functions.Thus,the board is developing a _____.​

A)promotional strategy
B)​tactic for communication
C)​mass aggregation strategy
D)competitive advantage

Question 58

Explain the different stages in a product's life cycle.

Question 59

__________consists of all marketing activities that stimulate consumer purchasing,such as coupons,contests,free samples,and trade shows.

Question 60

ABC television network uses billboard,television,magazine,and newspaper advertising to inform viewers about new episodes of a popular television program.Therefore,ABC television network uses _____ communication to promote the television program.​

A)referential​
B)​mass
C)​factual
D)interpersonal

Question 61

_____ consists of all marketing activities that stimulate consumer purchasing,such as coupons,contests,free samples,and trade shows.

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

Question 62

When Dernz Inc.introduced its ketchup globally,it first had to deal with the fact that ketchup is not a household staple outside the United States.The company had to show foreign users how ketchup can be used.In this case,Dernz had to rely primarily on _____ advertising to reach out to consumers.​

A)reminder
B)​persuasive
C)​informative
D)compulsive

Question 63

_____ promotion is designed to stimulate a purchase or an action.​

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

Question 64

A manufacturer using the _____ promotional strategy focuses its promotional efforts on end consumers.​

A)reinforcement
B)​personal selling
C)​push
D)pull

Question 65

An advertisement in a trade magazine targeted toward veterinarians urges them to prescribe the drug Hepato for cats and dogs with damaged livers.This advertisement was placed by the product's manufacturer.This advertisement is an example of how manufacturers use a(n)_____ strategy.​

A)kinetic​
B)​pull
C)​push
D)advertorial

Question 66

The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or a retailer to carry and sell particular merchandise is known as a _____ strategy.​

A)strong-arm​
B)​kinetic
C)​pull
D)push

Question 67

A(n)_____ is the combination of advertising,personal selling,sales promotion,social media,and public relations that are used to reach the target market and fulfill an organization's overall goals.​

A)communication model
B)​advertising campaign
C)​marketing mix
D)promotional mix

Question 68

A proper promotional mix is one that _____.​

A)focuses on using a pull strategy for selling products
B)​utilizes all forms of promotion equally
C)focuses on using a push strategy for selling products​
D)meets the needs of the target market