Question 1

Using a(n) ________ strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product.

Accepted Answer

A)  pull 
B)  blitz 
C)  push 
D)  buzz 
E)  pulse

Question 2

________ consists of strong short-term incentives that invite and reward quick responses from customers.

Accepted Answer

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

Question 3

Refer to the scenario below to answer the following question(s).
John Mayes opened Sparkle Janitorial in 2005. John began his business by acquiring two contracts for office cleaning services from two local manufacturing facilities. For two years, John and his wife, Barb, performed the cleaning services alone. After acquiring three additional cleaning contracts in 2007, John hired two employees. "Up to that point, we had room to grow but we really had no advertising plan," John stated. "We were relying mostly on word-of-mouth."
By 2010, Barb hired another two full-time employees to begin Sparkle's new endeavor: carpet cleaning in homes and offices. "Competition was getting tough for both of our services at that point," Barb added. "We ran a local radio spot three times each week. Then we had an advertiser print coupons on placemats. That gave us a little more exposure."
John and Barb Mayes admit that they did not realize the value of a sound promotional plan earlier. "We wish we would have put together something catchy with a jingle long before now," they said.
-Large-scale advertising conveys a positive message about the seller's size, popularity, and success.

Accepted Answer

A) True 
 B)False

Question 4

Moral appeals ________.

Accepted Answer

A)  relate to the audience's self-interest by showing that the product will produce the desired benefits 
B)  attempt to stir up either negative or positive emotions that can motivate purchase 
C)  range from love, joy, and humor to fear and guilt 
D)  are directed to an audience's sense of what is "right" and "proper" 
E)  are based on the idea that practical benefits are more important for consumers than emotions

Question 5

John Deere does very little promoting of its lawn mowers and garden tractors to final consumers. Instead, John Deere's sales force works with Lowe's, Home Depot, independent dealers, and other channel members, who in turn sell John Deere products to final consumers. According to this information, which of the following promotion mix strategies is being used by John Deere?

Accepted Answer

A)  public relations strategy 
B)  direct marketing strategy 
C)  push strategy 
D)  blitz strategy 
E)  pull strategy

Question 6

Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is one of the four major communication functions?

Accepted Answer

A)  coordination 
B)  distribution 
C)  noise 
D)  response 
E)  preference

Question 8

Which of the following statements is true regarding the old mass-media communications model?

Accepted Answer

A)  Mass-media costs are decreasing. 
B)  Mass-media audiences are increasing. 
C)  Many viewers are gaining control of message exposure through DVRs and video streaming. 
D)  Ad clutter is decreasing. 
E)  Internet ad spending has stagnated and more marketers are shifting toward TV advertising.

Question 9

The integrated marketing concept ties together all of the company's messages and images.

Accepted Answer

A) True 
 B)False

Question 10

Refer to the scenario below to answer the following question(s).
John Mayes opened Sparkle Janitorial in 2005. John began his business by acquiring two contracts for office cleaning services from two local manufacturing facilities. For two years, John and his wife, Barb, performed the cleaning services alone. After acquiring three additional cleaning contracts in 2007, John hired two employees. "Up to that point, we had room to grow but we really had no advertising plan," John stated. "We were relying mostly on word-of-mouth."
By 2010, Barb hired another two full-time employees to begin Sparkle's new endeavor: carpet cleaning in homes and offices. "Competition was getting tough for both of our services at that point," Barb added. "We ran a local radio spot three times each week. Then we had an advertiser print coupons on placemats. That gave us a little more exposure."
John and Barb Mayes admit that they did not realize the value of a sound promotional plan earlier. "We wish we would have put together something catchy with a jingle long before now," they said.
-When starting their business, John and Barb would most likely have benefitted from understanding ________.

Accepted Answer

A)  social media 
B)  buzz marketing 
C)  public relations campaigns 
D)  network television advertising 
E)  integrated marketing communications

Question 11

Which of the following is most likely a shortcoming of advertising?

Accepted Answer

A)  It is the most expensive promotion tool. 
B)  It cannot reach masses of geographically dispersed buyers. 
C)  It is impersonal and lacks the direct persuasiveness of company salespeople. 
D)  It cannot trigger quick sales. 
E)  It cannot be used to build up a long-term image for a product.

Question 12

Refer to the scenario below to answer the following question(s).
John Mayes opened Sparkle Janitorial in 2005. John began his business by acquiring two contracts for office cleaning services from two local manufacturing facilities. For two years, John and his wife, Barb, performed the cleaning services alone. After acquiring three additional cleaning contracts in 2007, John hired two employees. "Up to that point, we had room to grow but we really had no advertising plan," John stated. "We were relying mostly on word-of-mouth."
By 2010, Barb hired another two full-time employees to begin Sparkle's new endeavor: carpet cleaning in homes and offices. "Competition was getting tough for both of our services at that point," Barb added. "We ran a local radio spot three times each week. Then we had an advertiser print coupons on placemats. That gave us a little more exposure."
John and Barb Mayes admit that they did not realize the value of a sound promotional plan earlier. "We wish we would have put together something catchy with a jingle long before now," they said.
-Using a push strategy, the producer directs its marketing activities (primarily advertising and consumer promotion) toward final consumers to induce them to buy the product.

Accepted Answer

A) True 
 B)False

Question 13

To ________, a marketer would most likely ask target audience members whether they remember the message, how many times they saw it, and what points they remember.

Accepted Answer

A)  select a message source 
B)  collect feedback 
C)  select a message channel 
D)  plan a media purchase 
E)  design a marketing appeal

Question 14

HP's advertising agency assembles words and illustrations into an advertisement that conveys the company's intended brand message. In the context of the communication process, HP is ________.

Accepted Answer

A)  messaging 
B)  decoding 
C)  sending 
D)  encoding 
E)  responding

Question 15

What is personal selling? What are the advantages and disadvantages of a firm using personal selling to promote a product or service?

Accepted Answer

The answer of What is personal selling? What are the...

Question 16

Companies are doing less ________ and more ________ as a result of the explosive developments in communication technologies to better target smaller customer segments.

Accepted Answer

A)  personal selling; digital activities 
B)  public relations activities; digital activities 
C)  digital activities; mass marketing 
D)  mass marketing; engagement marketing 
E)  viral marketing; word-of-mouth marketing

Question 17

Which of the following is the first step in developing an effective integrated communications and promotion program?

Accepted Answer

A)  designing a message 
B)  identifying the target audience 
C)  determining the communication objectives 
D)  collecting feedback 
E)  choosing the media through which to send a message

Question 18

Which of the following would be classified as bait-and-switch advertising?

Accepted Answer

A)  advertising a cheaper brand but making only a more expensive one available to customers 
B)  advertising the advantages of a product by comparing it to its competitors 
C)  providing free samples of a product 
D)  providing discount coupons with a product 
E)  favoring certain customers over others through trade promotions

Question 19

Explain the concept of integrated marketing communications (IMC).

Accepted Answer

The answer of Explain the concept of integrated marketing communications...

Question 20

Communication through a telephone call is considered a part of a(n) ________ communication channel.

Accepted Answer

A)  online 
B)  nonverbal 
C)  personal 
D)  nonpersonal 
E)  unidirectional

Exam 14: Engaging Customers and Communicating Customer Value: Integrated Marketing Communications Strategy

Using a(n) ________ strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product.

________ consists of strong short-term incentives that invite and reward quick responses from customers.

Moral appeals ________.

Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.

Which of the following is one of the four major communication functions?

Which of the following statements is true regarding the old mass-media communications model?

The integrated marketing concept ties together all of the company's messages and images.

Which of the following is most likely a shortcoming of advertising?

To ________, a marketer would most likely ask target audience members whether they remember the message, how many times they saw it, and what points they remember.

HP's advertising agency assembles words and illustrations into an advertisement that conveys the company's intended brand message. In the context of the communication process, HP is ________.

What is personal selling? What are the advantages and disadvantages of a firm using personal selling to promote a product or service?

Companies are doing less and more as a result of the explosive developments in communication technologies to better target smaller customer segments.

Which of the following is the first step in developing an effective integrated communications and promotion program?

Which of the following would be classified as bait-and-switch advertising?

Explain the concept of integrated marketing communications (IMC).

Communication through a telephone call is considered a part of a(n) ________ communication channel.