Deck 16: Marketing Communication

Question 1

According to your textbook, which of the following companies continues to use mass marketing?

A)Tim Hortons
B)Country Time
C)McDonalds
D)Starbucks

Answer 1

D

Question 2

What does the promotional mix consist of?

A)advertising, publicity, direct marketing, and personal selling
B)advertising, product, promotion, and place
C)advertising, personal selling, sales promotion, and public relations
D)advertising, telemarketing, public relations, and sales promotions

Answer 2

C

Question 3

Saks used advertising, personal selling, public relations, and sales promotion to communicate with its target audience about their new stores opening in the Canadian marketplace. Which of the following describes Saks plan on how to use these tools most effectively?

A)a promotional strategy
B)a selling plan
C)a marketing mix
D)strategic goals

Answer 3

A

Question 4

What is the main function of a promotional strategy?

A)to convince the target customers that a firm's products offer competitive advantages over those of its competition
B)to provide the firm with research information about the success of its marketing effort
C)to create efficient distribution channels
D)to guarantee control over the length of the stages of the product life cycle

Question 5

Martin has just launched a new set of children's books called RugRatReaders. These books are largely indestructible due to the materials they are made from. What does this feature represent?

A)the product's tactical advantage
B)the product's competitive advantage
C)the product's feedback
D)the product's objective strategy

Question 6

Koodo is attempting to add new customers, and retain current ones.Koodo has set out how it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy. What is the name for this plan?

A)a promotional strategy
B)a tactic for communication
C)a mass aggregation strategy
D)a communication objective

Question 7

What two major categories can marketing communication be divided into?

A)interpersonal communication and mass communication
B)advertising and sales presentations
C)social media and press releases
D)store displays and social media

Question 8

Global Television uses billboard, television, magazine, and newspaper advertising to inform television viewers about new episodes of popular television series. Which type of communication does Global use?

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

Question 9

While talking to Mr. and Mrs. Knighton, the appliance salesperson described the refrigerator as "a real money saver" and "a true bargain." What stage was this in the sales process?

A)decoding
B)encoding
C)sending
D)receiving

Question 10

What is the term for communications by marketers that inform, persuade, and remind potential buyers of a product in order to influence an opinion or elicit a response?

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

Question 11

Some people love Apple products. They see their quality, and image is something that appeals to them. What is the marketing term for this?

A)publicity objective
B)marketing differentiator
C)competitive advantage
D)sales promotional theme

Question 12

Radio is most commonly used with which promotional mix element?

A)public relations
B)advertising
C)direct marketing
D)sales promotion

Question 13

Who is the originator of the message in the communication process?

A)the communicator
B)the encoder
C)the channeller
D)the sender

Question 14

Koodo is promoting what it has coined as "shock-free data," which puts consumers in control of their own data usage by sending a text when they are at 50 percent and 100 percent of data used.What are they promoting?

A)a promotional strategy
B)a competitive advantage
C)a mass aggregation strategy
D)a communication objective

Question 15

What is communication to large audiences, usually through a medium such as television or a newspaper called?

A)mass communication
B)feedback-proof communication
C)referential communication
D)public communication

Question 16

The ads for Don Francisco's ground coffee simply state, "The highest quality coffee doesn't have to be expensive." What is the product communicating with promotion?

A)its marketing mix
B)its competitive advantage
C)its researchable objective
D)its promotional theme

Question 17

Through its large-scale buying efforts, market research practices, and transport practices, Walmart is able to ensure that it keeps its prices low. What do these unique features provide Walmart with?

A)competitive advantage
B)marketing mix
C)special benefit
D)promotional plan

Question 18

Rose is responsible for developing a plan for the optimal use of advertising, personal selling, sales promotion, and public relations. What is Rose developing?

A)a promotional strategy
B)a set of promotion goals
C)a marketing mix
D)a communication mix

Question 19

What is the term for the process by which we exchange or share meanings through a common set of symbols?

A)feedback
B)promotion
C)advertising
D)communication

Question 20

According to your textbook, what process is Koodo using to share their marketing message?

A)a promotional strategy
B)a competitive advantage
C)a mass aggregation strategy
D)a communication objective

Question 21

Just as Grace was in sight of a billboard for the Riverbend Antique Mall, a police car drove by with its lights flashing. Grace was so concerned with watching where the police car went that she missed seeing the mall's billboard. In terms of the communication process, what did the police car act as?

A)implicit communication
B)static
C)explicit communication
D)noise

Question 22

The maker of Frank's RedHot pepper sauce spent $25,000 to create an ad that was targeted to consumers. Because it created the ad itself and did not use an ad agency, what did Frank's RedHot sauce engage in?

A)channelling
B)creating noise
C)receiving
D)encoding

Question 23

What are the two major categories of communications?

A)verbal and nonverbal
B)long term and short term
C)mass and interpersonal
D)informative and persuasive

Question 24

Scenario 16-1
Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their websites. A Bag Media representative is making a presentation to several Internet entrepreneurs who are interested in getting traffic to their websites.
Refer to the scenario. What is the company rep engaged in?

A)telemarketing selling
B)interpersonal communication
C)mass communication
D)crowd selling

Question 25

When Castrol Syntec, a premium motor oil, sought a new way to reach its young, car-passionate audience, the brand found its mark with video games. In its first-ever attempt at in-game advertising, Castrol Syntec found a way to show consumers (in a virtual world) the brand's power and performance. In the communication process, what did the game serve as for transmitting the message?

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

Question 26

Which of the following, to a source, is a receiver's response to a message?

A)decoded
B)noise
C)feedback
D)static filled

Question 27

What is interpersonal communication?

A)nonpaid information such as publicity
B)paid communication placed in personal media
C)direct face-to-face communication between two or more people
D)words spoken between two people

Question 28

What is a channel in communication?

A)the only source of noise
B)usually an ad agency or public relations firm
C)someone who places advertising into media
D)any communication medium

Question 29

The manufacturer of Meridian food products spent $25,000 to create an ad that ran in the Thanksgiving issue of a popular cooking magazine. Because it was the originator of the communication process, what role does Meridian play?

A)channel
B)noise filter
C)receiver
D)sender

Question 30

Campbell soup has been promoted with television commercials, radio spots, newspaper coupons, and magazine advertisements. In the communication process, what did these media serve as for transmitting the message?

A)decoders
B)encoders
C)channels
D)receivers

Question 31

What does the communication process consist of?

A)message, media, transmittal, and feedback
B)source, receiver, channel, and transaction
C)encoding, decoding, channel, sender, and receiver
D)comprehension, noise, feedback, and repeat

Question 32

Which of the following is the conversion of the sender's ideas and thoughts into a message?

A)development
B)processing
C)decoding
D)encoding

Question 33

What is the term for anything that interferes with, distorts, or slows the transmission of information?

A)media communication
B)feedback
C)static
D)noise

Question 34

What is the term for the interpretation of the language and symbols sent by the source through a channel?

A)encoding
B)perceiving communication
C)decoding
D)channelling

Question 35

The marketing campaign for Alpo dog food uses posters in veterinarians' offices, radio and television ads, and a website to promote benefits of the dog food. In terms of the communication process, what did Alpo use?

A)several different source of feedback
B)several different channels
C)several different encoders
D)several different decoders

Question 36

For communication to be effective which of the following should happen?

A)Marketing managers should use both interpersonal and mass communications.
B)Marketing managers must ensure a proper match between the message to be conveyed and the target market's attitudes and ideas.
C)Marketers advertising messages should be general enough to cover all ages, social classes, and education levels.
D)Marketers should use televised instead of print communication.

Question 37

Vera ordered the Chihuahua Christmas ornament she saw advertised in the Saturday coupon supplement by phoning the Danbury Mint and placing her order. In terms of the communication process, what was Vera's purchase an example of?

A)feedback
B)noise
C)channelled communication
D)message encoding

Question 38

Refer to the scenario. When one of the Internet entrepreneur ordered its Web address printed on 25,000 bags, what was it an example of?

A)feedback
B)noise
C)indirect transmission
D)nonverbal communication

Question 39

What is encoding?

A)the creation of the original ideas and thoughts of a message
B)the conversion of the sender's ideas and thoughts into a message
C)the transmission of a message
D)the deciphering and understanding of a message

Question 40

Which of the following is one of the basic tasks typically performed by promotion?

A)managing
B)organizing
C)rewarding
D)persuading

Question 41

The Hollymatic Patty Machine grinds and shapes meat into perfectly sized patties using a revolutionary new process that decreases shrinkage. An advertising agency is writing copy for the Hollymatic Patty Machine. Which type of format is it likely to use because the product is so technical?

A)influencer
B)persuasive
C)reminder
D)informative

Question 42

Which marketing function evaluates public attitudes, identifies areas within the organization that are of public interest, and executes a program of action to gain public understanding?

A)public relations
B)advertising
C)implicit communications
D)personal selling

Question 43

Every year, the Discovery Channel has what it calls Shark Week, a weeklong marathon of programs on sharks. In New York, Discovery Channel street teams disguised as Surfers, Bight University faculty, and Bight University "chewleaders" will attack city streets in July visiting morning TV shows, landmarks, and high-traffic areas to promote the series. What would an article in the New York Times on Shark Week and the Discovery Channel's street teams be an example of?

A)a sales promotion
B)publicity
C)advertising
D)a personal sales presentation

Question 44

Innovyx is an email marketing service provider. It has a new ad campaign aimed at changing negative perceptions of email. The ads explain how much cheaper email advertising is than traditional advertising and the high return on investment it can generate if used properly. Finally, the message ends by suggesting that companies that want to promote their products give email a chance to show them what it can do. What does this promotion do?

A)persuade
B)inform
C)remind
D)reward

Question 45

When does persuasion normally become the primary promotion goal?

A)when trying to increase brand awareness
B)when the product enters the growth stage of the product life cycle
C)when selling a highly technical product
D)when reminding consumers where to buy the product

Question 46

When Heinz introduced its ketchup globally, it first had to deal with the fact ketchup is not a household staple outside North America. Heinz had to show foreign users how ketchup can be used. Globally, which type of advertising did Heinz primarily have to rely on?

A)reminder
B)persuasive
C)informative
D)influential

Question 47

Maddie's Beverage Company has recently introduced Wateroos, 250-millilitre servings of water in juice-style containers with straws, to encourage children to drink more water. What is the goal of promotion developed for this new healthy alternative beverage for children?

A)to inform
B)to remind
C)to prompt
D)to influence

Question 48

According to its website, Old Navy shows the spirit and optimism of its clothes through the use of its new "spokesdog" Paco, a shaggy, free-spirited canine. In terms of its one-way communication strategy, how will Old Navy use Paco to reach a large number of people at one time?

A)public relations
B)advertising
C)implicit communications
D)personal selling presentations

Question 49

Wine lovers visit the Summerhill Pyramid Winery in the Okanagan Valley in BC to look at the grapes on the vines, taste wine, and often ride bicycles through the Okanagan. Often there are biking and running events, with many people celebrating the new wines. In terms of a promotional mix, what is this celebration of wine, people, and exercise an example of?

A)advertising and personal selling efforts
B)strategic product promotions and resulting sales
C)sales promotion efforts
D)a public relations strategy and resulting publicity

Question 50

What is the goal of persuasive promotion?

A)to stimulate a purchase or other action
B)to describe available services
C)to remind the consumers of where to buy the product
D)to maintain top-of-mind consumer awareness

Question 51

Which of the following best describes publicity?

A)It is free communication.
B)It is not persuasive with customers.
C)It has to be purchased from the mass media.
D)It has many internal costs to the company associated with it.

Question 52

For many years Canadians have loved their Tim Hortons coffee. Recently, Tim Hortons has expanded its menu. The company has run advertisements that tell consumers they've "always got time for Tim Hortons." Which type of promotion is Tim Hortons using?

A)influence
B)amusement
C)informative
D)reminder

Question 53

What is the collective name for the four major promotional tools (advertising, personal selling, sales promotion, and public relations)?

A)the communication model
B)the advertising model
C)the marketing mix
D)the promotional mix

Question 54

In which of the following situations is informative promotion generally used?

A)when memory stimulus is needed
B)during the early stages of the product life cycle
C)during an attempt to gain the immediate action of a consumer
D)when advertising a simple, nontechnical, mature product

Question 55

Which of the following statements best describes advertising?

A)The signs on the outsides of buses and taxis are not a form of advertising.
B)The cost per contact in advertising is low.
C)Innovative media are not used in advertising.
D)Advertising is any form of communication in which the sponsor is identified.

Question 56

Which of the following is any form of sponsor-identified, impersonal paid mass communication?

A)advertising
B)publicity
C)Facebook promotion
D)nonpaid communication

Question 57

The North American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic. The ads will explain how plastics protect families from food spoilage and contamination. By trying to change customers' perception of plastic packaging, which type of promotion is the council using?

A)reminder
B)persuasive
C)mass
D)diffusive

Question 58

Recently a news report appeared in the mass media stating that the share price for the Best Beer company had reached a new high. What category of promotions would this fall under?

A)personal selling
B)advertising
C)publicity
D)sales promotion

Question 59

Snickers chocolate bars are advertised mainly during large occasions such as the Super Bowl or the Olympics. What is the objective of this type of promotion?

A)influence
B)amusement
C)persuasive
D)reminder

Question 60

What are the three basic tasks of promotion?

A)informing, persuading, and convincing
B)persuading, convincing, and reminding
C)informing, persuading, and reminding
D)persuading, comparing, and reminding

Question 61

Lyndon went to a website that sells barbecue grills and read reviews of several different models. He has requested more information about a Weber grill that appeared to meet his needs, but he is not yet willing to give up his search to find the perfect grill. As far as Weber is concerned, which step of the AIDA concept is Lyndon in?

A)attention
B)liking
C)interest
D)desire

Question 62

During the summer of 2006, Volvo Cars of North America drove traffic to its dealerships via a sweepstakes tied to Walt Disney's summer blockbuster Pirates of the Caribbean: Dead Man's Chest. What was this an example of?

A)a sales promotion
B)publicity
C)advertising
D)a personal sales presentation

Question 63

Which of the following statements best describes the characteristics of the elements in the promotional mix?

A)Control over message content is greatest when public relations is used.
B)The fastest feedback occurs with personal selling.
C)The mode of communication for sales promotion is usually direct and personal.
D)The message flow with advertising is two-way.

Question 64

In terms of the AIDA concept, what is sales promotion most effective at creating?

A)strong desire and purchase intent
B)positive attitudes toward a brand
C)awareness of a product
D)awareness of a product and purchase intent

Question 65

Which of the following statements best describes the characteristics of the elements in the 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)The most feedback is available with personal selling.

Question 66

What does AIDA stand for?

A)attitude, interest, demand, activity
B)attention, interest, desire, action
C)avoidance, interest, desire, acceptance
D)attitudes in developing acquisitions

Question 67

Which of the following statements best describes sales promotions?

A)Public relations cannot effectively be used with sales promotions.
B)Sales promotion is a type of direct marketing.
C)Trade shows, coupons, premiums, and vacation giveaways are types of sales promotions.
D)All sales promotions must be aimed outside the organization.

Question 68

GM recently unveiled a GM Fuel Price Protection Program that caps the per-gallon price consumers pay for gas at $1.99 when they purchase select GM full-size utility and mid-size cars. This is designed to stimulate consumer buying. What is it called?

A)a sales promotion
B)a public relations activity
C)an implicit communication
D)personal selling

Question 69

According to the AIDA concept, what is the first step a marketer must achieve with potential customers?

A)attention
B)action
C)adaptation
D)adoption

Question 70

Which of the following outlines a sequential four-step process for achieving promotional goals?

A)the communication model
B)the hierarchy of impacts
C)the AIDA concept
D)Maslow's hierarchy of needs

Question 71

When Vincent saw Mike's new Iron Horse Yakuza Aniki mountain bike, Vincent immediately knew he wanted to own one just like it someday. According to the AIDA concept, which stage did Vincent enter?

A)action
B)attention
C)interest
D)desire

Question 72

Which of the following best describes the AIDA concept?

A)It assumes that the second step in the purchase-decision process is inertia.
B)It does not explain how all promotions influence purchase decisions.
C)It assumes that consumers regularly go through each stage of the process during all purchases.
D)It indicates that the purchase decision is the same for high-involvement and low-involvement products.

Question 73

Point-of-purchase displays in grocery stores, coupons, premiums, and trial-size packages are most useful when the consumer is near which stage of the AIDA model?

A)liking
B)awareness
C)action
D)knowledge

Question 74

The Steel Recycling Institute (SRI) is an industry association that promotes and sustains the recycling of all steel products. An article in BusinessWeek magazine about how the institute plans to stimulate consumer demand would be an example of which of the following?

A)direct selling
B)publicity
C)event marketing
D)direct mail

Question 75

What is a $1-off coupon for Colgate toothpaste a form of?

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

Question 76

To provide more delivery service to the consumer market, UPS created UPS stores. According to the AIDA model, to create attention for this more convenient and less expensive way to mail packages through UPS, its marketing department should have relied on which element of the promotional mix?

A)public relations
B)sales promotion
C)event sponsorship
D)personal selling

Question 77

Java Jacket is a company that designs and prints ads on the paper jackets that go around hot coffee cups sold in coffee shops. To find clients to advertise on the coffee cup jackets, the company sent a representative to companies like The Wall Street Journal to tell them how their ads on coffee cup jackets would give them inexpensive exposure to a large number of potential customers. How can Java Jacket's activities best be described?

A)as mass communication
B)as implicit communication
C)as personal selling
D)as relationship selling

Question 78

Which of the following best describes the AIDA concept?

A)a promotional tool to reach your target market
B)a model effectively showing that advertising can move people to the purchase stage
C)a model for reaching promotional objectives that outlines a sequential process for effective promotion
D)a budget plan based on the effectiveness of various promotional mixes in achieving certain objectives

Question 79

Which of the following is a purchase situation in which two or more people communicate in an attempt to influence each other?

A)implicit communication
B)personal selling
C)mass communication
D)synergistic communication

Question 80

Which of the following 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