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-Consider the M&Ms image above. Which promotional element is Mars, the marketer of M&Ms, using to promote its product? A) advertising B) personal selling C) sales promotion D) publicity E) direct marketing -Consider the M&Ms image above. Which promotional element is Mars, the marketer of M&Ms, using to promote its product?


A) advertising
B) personal selling
C) sales promotion
D) publicity
E) direct marketing

Correct Answer

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Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, a message, a channel of communication, a receiver, and __________.


A) a concept
B) an offer
C) a slogan
D) a brand
E) the processes of encoding and decoding

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A promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet is referred to as __________.


A) personal selling
B) sales promotion
C) publicity
D) advertising
E) direct marketing

Correct Answer

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Decoding refers to


A) receiving a message within a common field of experience and breaking down that information into small useable units to better interpret its meaning.
B) having a receiver take a set of symbols, the message, and transform them back to an idea.
C) receiving a message that requires integration of new information to fully understand the intended meaning.
D) having the sender transform an abstract idea into a set of symbols that can be universally understood.
E) having a sender take a set of symbols, the message, and transform them back to an idea.

Correct Answer

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The promotional mix includes advertising, personal selling, sales promotion, __________, and direct marketing.


A) public relations
B) infomercials
C) merchandising
D) word-of-mouth
E) publicity

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Identify and discuss four methods used to set the promotion budget.

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(1) Percentage of sales. In the percenta...

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Businesses vary as to the amount of security they require or can afford in order to protect their computer files. A company that sells a complete line of firewalls, from a no-frills version to one that uses complex retinal scans, would most likely employ which promotional element to effectively promote its product to businesses?


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

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Explain what the hierarchy of effects is. List and explain the five stages.

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The hierarchy of effects is the sequence...

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When an English-speaker reads the KFC slogan "Finger-lickin' good!," he or she interprets this as an indication that the food tastes very good. When this slogan was translated into Chinese, the Chinese-speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing __________.


A) product consumption behaviors
B) fields of experience
C) channels of communication
D) educational systems
E) advertising appeals

Correct Answer

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Which of the following is an inherent weakness of direct marketing?


A) high absolute costs
B) declining customer response rates
C) messages may differ between salespeople
D) difficult to get media cooperation
E) easily duplicated and can easily lead to promotion wars

Correct Answer

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In a marketing context, the acronym IMC refers to __________.


A) interactive media convergence
B) internal marketing communications
C) integrated marketing collaboration
D) integrated marketing communications
E) international marketing communications

Correct Answer

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In the feedback loop, feedback refers to


A) the sender's interpretation of the response that indicates whether the message was decoded and understood as intended.
B) the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process.
C) a mutually shared understanding and knowledge the sender and receiver apply to a message so that it can be communicated effectively during the communication process in the message loop.
D) any unsolicited response from consumers or potential consumers regarding a company's message.
E) extraneous factors that can work against effective communication by distorting a message or the feedback received.

Correct Answer

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A new version of the Data Protection Directive, called the __________, will address new developments such as social networks and cloud computing and take effect in 2016.


A) General Data Protection Regulation
B) Personal Identity Law
C) Intellectual Property Act
D) Credit Protection Act
E) Shared Information Act

Correct Answer

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The marketing professor wanted to do everything possible to ensure that her students understood her lectures. Accordingly, she used examples of marketing activities that most students were familiar with. For example, the professor discussed the marketing exchanges between students and grocers, college bookstores, convenience stores, and clothiers. The examples used by the professor were her attempt to __________ her message to encourage better understanding on the part of her students.


A) create common ground for
B) create noise in
C) effectively decode
D) use shared fields of experience with
E) back translate

Correct Answer

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The promotion-to-sales ratio is a(n) __________ budgeting method.


A) competitive parity
B) all-you-can-afford
C) percentage of sales
D) objective and task
E) linear forecast

Correct Answer

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When Sears places a multiple-page booklet in the local newspaper about its President's Day sale, it is using which element of the promotional mix?


A) advertising
B) sales promotion
C) publicity
D) personal selling
E) direct marketing

Correct Answer

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By taking consumer expectations into consideration, integrated marketing communications (IMC) is a key element in a company's __________ strategy.


A) generic business
B) retail life cycle
C) market segmentation
D) sustainable development
E) customer experience management

Correct Answer

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-Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J) . The position labeled B is referred to as __________. A) the source B) the message C) the receiver D) encoding E) feedback -Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J) . The position labeled B is referred to as __________.


A) the source
B) the message
C) the receiver
D) encoding
E) feedback

Correct Answer

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A paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as __________.


A) sales promotion
B) publicity
C) advertising
D) direct marketing
E) mass communication

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What value does direct marketing provide customers?

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Large portions of the U.S. population us...

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