Question 1

This form of consumer promotion is used where customers are offered discounts from the product's regular price.

Accepted Answer

A)  Price deals 
B)  Bonus packs 
C)  Sweepstakes/contests 
D)  Samples

Question 2

Which of the following is not a rationale behind companies' efforts to cut back on trade and other promotions?

Accepted Answer

A)  Not to force brand-loyal customers to pay unusually high prices when a product isn't on special. 
B)  To allow consumers to benefit from a lower average shelf price. 
C)  To improve efficiencies in manufacturing and distribution systems. 
D)  To encourage retailers to take a portion of the trade allowance money as profit.

Question 3

Which of the following is not a procedure for evaluating specific advertisements?

Accepted Answer

A)  Recognition tests 
B)  Theatre tests 
C)  Opinion tests 
D)  Market test.

Question 4

All of the following are focus areas of traditional marketing communication efforts except

Accepted Answer

A)  product claims. 
B)  communication specialists. 
C)  making transactions. 
D)  creating core competencies.

Question 5

Southern Elegance is a catering company. It has recently added staff and expanded its services and wants to advertise its services to businesses in the area. It has narrowed its media choices down to direct mailing and the local newspaper. Which of the following statements provides the catering company with usable information for making its decision?

Accepted Answer

A)  The newspaper is a good choice because of the intense coverage of local markets. 
B)  Direct mail is a less expensive medium to use than newspapers. 
C)  Direct mail offers audience selectivity, flexibility, and a high "pass-along" readership. 
D)  The newspaper is flexible, timely, and has a long life.

Question 6

A company that manufactures cosmetics introduces a new product. To popularize this product, they use unauthorized mailing lists to reach consumers. Concerns relating to which element of marketing communications is being discussed here?

Accepted Answer

A)  Advertising 
B)  Public relations 
C)  Sales promotion 
D)  Mass media

Question 7

Which of the following statements about personal selling is true?

Accepted Answer

A)  It is a paid form of communication about an organization, its products, or its activities that is transmitted through a mass medium. 
B)  It is a nonpersonal form of communication that seeks to influence the attitudes, feelings, and opinions of customers, noncustomers, and stockholders. 
C)  It is face-to-face communication with potential buyers to inform them about and persuade them to buy an organization's product. 
D)  It can take the form of direct mail, online marketing, catalogs, outdoor displays, telemarketing, and direct response advertising.

Question 8

Which of the following is a concern related to public relations in marketing communications?

Accepted Answer

A)  Cutting ad budgets to fund price promotions. 
B)  Viewing advertising as a discretionary cost. 
C)  Orchestrating news events to present a false appearance. 
D)  Paying slotting allowances to gain retail shelf space.

Question 9

Which of the following promotion tools might be most successful in aiding the comprehension process for potential buyers?

Accepted Answer

A)  Personal selling 
B)  Advertising 
C)  Sales promotion 
D)  Public relation

Question 10

In terms of the communication process, translating the product idea or marketing message into an effective ad is termed as

Accepted Answer

A)  encoding. 
B)  decoding. 
C)  target coding. 
D)  positioning.

Question 11

Which of the following observations about the methods of establishing advertising budgets is true?

Accepted Answer

A)  The per-unit expenditure approach is popular in retailing. 
B)  The percent-of-sales method is popular with higher-priced merchandise, such as automobiles or appliances. 
C)  The competitive parity approach to budgeting is a "leadership" strategy. 
D)  The task approach is often in conjunction with the research approach.

Question 12

Identify the statement that does not pertain to the percent-of-sales approach of determining advertising spending.

Accepted Answer

A)  This method is popular with higher-priced merchandise, such as automobiles or appliances. 
B)  This is one of the most popular rule-of-thumb methods, and its appeal is found in its simplicity. 
C)  In this approach the firm simply takes a percentage figure and applies it to either past or future sales. 
D)  The percent-of-sales approach is popular in retailing.

Question 13

One of the objectives of trade promotions is to

Accepted Answer

A)  stimulate consumers to make repeat purchases. 
B)  reward consumers for brand loyalty. 
C)  serve as a reward to distributors and retailers for past sales efforts. 
D)  encourage consumers to trade up or purchase larger sizes of a product.

Question 14

Which of the following observations is true of the per-unit expenditure method of determining advertising spending?

Accepted Answer

A)  This method is popular with lower-priced merchandise, such as soaps or packaged food. 
B)  This approach attempts to determine the retail price by using production costs as a base. 
C)  In this approach, the firm simply takes a percentage figure and applies it to either past or future sales. 
D)  Per-unit expenditure approach is popular in retailing.

Question 15

This paid form of nonpersonal communications may use media such as outdoor displays, car cards, directories, etc., to reach out to a target audience.

Accepted Answer

A)  Direct marketing 
B)  Advertising 
C)  Personal selling 
D)  Sales promotion

Question 16

Which of the following promotional tool is least likely to produce conviction among potential buyers?

Accepted Answer

A)  Sales promotion 
B)  Personal selling 
C)  Advertising 
D)  Public relations

Question 17

If the product is a new complex technology that requires a great deal of explanation, its promotional mix will most likely

Accepted Answer

A)  focus heavily on personal selling. 
B)  contain short-run incentives. 
C)  rely more on advertising. 
D)  rely on mass media to answer buyer questions.

Question 18

The traditional approach to marketing communications focuses on

Accepted Answer

A)  building and nourishing relationships. 
B)  all stakeholders of the organization. 
C)  independent brand messages. 
D)  corporate mission marketing.

Question 19

Advantages of the radio as a major advertising media include all of the following except

Accepted Answer

A)  audience selectivity via station format. 
B)  mass use. 
C)  standardized rate structures. 
D)  low cost.

Question 20

From a strategy standpoint, this is a "followership" technique.

Accepted Answer

A)  Competitive parity 
B)  Per-unit expenditure 
C)  Percent of sales 
D)  The research approach

Exam 8: Integrated Marketing Communications : Advertising, Sales Promotion, Public Relations, and Direct Marketing