Question 1

Pioneer promotion is most likely to be used during the ____ stage of the product life cycle.

Accepted Answer

A)   maturity
B)   decline
C)   growth
D)   introduction
E)   regression

Question 2

Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates

Accepted Answer

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

Question 3

Certain types of promotion facilitate price competition.

Accepted Answer

A) True 
 B)False

Question 4

Channel capacity is determined by the

Accepted Answer

A)   most efficient component of the communication process.
B)   least efficient component of the communication process.
C)   source.
D)   receiver.
E)   meanings of the message.

Question 5

When feedback occurs, the source becomes the receiver.

Accepted Answer

A) True 
 B)False

Question 6

Mister Sub offers customers a card that allows them to have a free sub for every 7 that have been purchased and provides various discounts throughout the year. The primary promotional objective of programs such as this is

Accepted Answer

A)   encouraging product trial.
B)   retaining existing customers.
C)   stimulating demand.
D)   combating competitive promotional offers.
E)   reducing sales fluctuations.

Question 7

An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is

Accepted Answer

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

Question 8

The absolute dollar outlay for advertising is usually low.

Accepted Answer

A) True 
 B)False

Question 9

If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on

Accepted Answer

A)   retailers.
B)   wholesalers.
C)   ultimate consumers.
D)   other producers.
E)   institutional users.

Question 10

The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of

Accepted Answer

A)   sales promotion.
B)   direct marketing.
C)   personal selling.
D)   publicity.
E)   social media.

Question 11

Promotion of products tends to keep their prices high.

Accepted Answer

A) True 
 B)False

Question 12

The Kia Soul automobile is currently positioned as a vehicle for young adults.  Kia's message to the target market is that it is exciting, youthful, and trendy.  However, Max and his friends who are 20-somethings, just like the music and the hamster spokes characters.  They don't care about the car itself. The message that Kia originally encoded and the meaning Max and his friends ultimately decoded

Accepted Answer

A)   probably contain circular feedback.
B)   may be different because of noise.
C)   are usually exactly the same.
D)   rarely are similar because of feedback.
E)   are collectively termed the communications channel.

Question 13

If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool?

Accepted Answer

A)   People are more likely to believe a human being than a print ad.
B)   TV and radio ads are not feasible for smaller companies.
C)   It can achieve more sales through business customers than through individual consumers.
D)   It is easier to measure a salesperson's effects on sales than advertising's effects on sales.
E)   The firm is charging a higher price to cover the expensive salaries of its salespeople.

Question 14

During the decoding process, the

Accepted Answer

A)   intensity of the transmission becomes stronger.
B)   receiver attempts to convert signs or symbols into concepts and ideas.
C)   source attempts to convert signs or symbols into concepts and ideas.
D)   source converts meaning into a series of signs or symbols that represent ideas or concepts.
E)   receiver filters noise from the feedback.

Question 15

Which of the following is not one of the disadvantages of using advertising as a promotion method?

Accepted Answer

A)   slow feedback
B)   high absolute dollar outlay
C)   high cost per person reached
D)   difficulty in measuring effects on sales
E)   limited time available to communicate message

Question 16

A breakfast cereal maker most likely will not use personal selling to promote its product.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients?

Accepted Answer

A)   The size, geographic distribution, and demographic characteristics
B)   The cultural diversity and population size
C)   The age, sex, religion, and race characteristics
D)   Existing product adoption categories
E)   Existing levels of price consciousness

Question 18

If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion

Accepted Answer

A)   forces people to spend too much.
B)   forces prices to go up.
C)   encourages materialism.
D)   creates needs.
E)   can be harmful.

Question 19

Selective demand is demand for a certain brand.

Accepted Answer

A) True 
 B)False

Question 20

As they walk to the car, Erin tells her sales representative, Joachin, that they may need to modify the price structure they just presented to the prospect. Erin bases her statement on the way the prospect folded his arms when Joachin quoted him the prices on the new system. Joachin says he didn't notice. Erin recommends a book on ____ communication to Joachin.

Accepted Answer

A)   tactile
B)   proxemic
C)   kinesic
D)   verbal
E)   signal

Exam 15: Integrated Marketing Communications

A breakfast cereal maker most likely will not use personal selling to promote its product.

Correct Answer
verified

Promotion of products tends to keep their prices high.

Correct Answer
verified

If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on

Correct Answer
verified

Certain types of promotion facilitate price competition.

Correct Answer
verified

If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool?

Correct Answer
verified

Selective demand is demand for a certain brand.

Correct Answer
verified

Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients?

Correct Answer
verified

The absolute dollar outlay for advertising is usually low.

Correct Answer
verified

During the decoding process, the

Correct Answer
verified

When feedback occurs, the source becomes the receiver.

Correct Answer
verified

Correct Answer
verified

An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is

Correct Answer
verified

Which of the following is not one of the disadvantages of using advertising as a promotion method?

Correct Answer
verified

Correct Answer
verified

Pioneer promotion is most likely to be used during the ____ stage of the product life cycle.

Correct Answer
verified

The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of

Correct Answer
verified

Mister Sub offers customers a card that allows them to have a free sub for every 7 that have been purchased and provides various discounts throughout the year. The primary promotional objective of programs such as this is

Correct Answer
verified

If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion

Correct Answer
verified

Channel capacity is determined by the

Correct Answer
verified

Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates

Correct Answer
verified

Exam 15: Integrated Marketing Communications

A breakfast cereal maker most likely will not use personal selling to promote its product.

Correct AnswerverifiedShow Answer

Promotion of products tends to keep their prices high.

Correct AnswerverifiedShow Answer

If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on

Correct AnswerverifiedShow Answer

Certain types of promotion facilitate price competition.

Correct AnswerverifiedShow Answer

If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool?

Correct AnswerverifiedShow Answer

Selective demand is demand for a certain brand.

Correct AnswerverifiedShow Answer

Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients?

Correct AnswerverifiedShow Answer

The absolute dollar outlay for advertising is usually low.

Correct AnswerverifiedShow Answer

During the decoding process, the

Correct AnswerverifiedShow Answer

When feedback occurs, the source becomes the receiver.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is

Correct AnswerverifiedShow Answer

Which of the following is not one of the disadvantages of using advertising as a promotion method?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Pioneer promotion is most likely to be used during the ____ stage of the product life cycle.

Correct AnswerverifiedShow Answer

The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of

Correct AnswerverifiedShow Answer

Mister Sub offers customers a card that allows them to have a free sub for every 7 that have been purchased and provides various discounts throughout the year. The primary promotional objective of programs such as this is

Correct AnswerverifiedShow Answer

If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion

Correct AnswerverifiedShow Answer

Channel capacity is determined by the

Correct AnswerverifiedShow Answer

Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates

Correct AnswerverifiedShow Answer

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