Question 1

In a marketing communication context, the message refers to

Accepted Answer

A)   product information regarding benefits and usage from receiver to the sender outside the channel of communication.
B)   the slogan or tagline of a specific product.
C)   proprietary information linking a specific product to a promotional campaign.
D)   the information sent by a source to a receiver during the communication process.
E)   a television or radio commercial from the buyer to the seller.F) A) and D)
G) A) and C)

Question 2

A nonpersonal, indirectly paid presentation of an organization, product, or service that can take the form of a news story, editorial, or product announcement is referred to as

Accepted Answer

A)   direct sales.
B)   publicity.
C)   direct marketing.
D)   a public service announcement.
E)   personal selling.F) A) and D)
G) A) and B)

Question 3

In terms of product characteristics, the greater the risk, the greater the need for ________ as a key element of the promotional mix.

Accepted Answer

A)   advertising
B)   personal selling
C)   sales promotion
D)   publicity
E)   public relationsF) B) and D)
G) B) and C)

Question 4

Figure 18-2
-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 18-2 above, the promotional element labeled Box A represents

Accepted Answer

A)   advertising.
B)   personal selling.
C)   public relations.
D)   sales promotion.
E)   direct marketing.F) B) and E)
G) A) and C)

Question 5

In the prepurchase stage of the consumer journey, which promotional element is most important?

Accepted Answer

A)   public relations
B)   communication
C)   advertising
D)   sales promotion
E)   personal sellingF) C) and D)
G) A) and D)

Question 6

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

Accepted Answer

A)   introduction
B)   growth
C)   maturity
D)   accelerated development
E)   early growthF) A) and C)
G) C) and D)

Question 7

In the purchase stage of the consumer journey, research indicates that ________ activities shorten the time consumers take to adopt a product or service.

Accepted Answer

A)   public relations
B)   direct marketing
C)   advertising
D)   product sampling
E)   social mediaF) D) and E)
G) C) and D)

Question 8

In the postpurchase stage of the consumer journey, advertising and personal selling help

Accepted Answer

A)   reduce the need for personal contact.
B)   support the public relations element, which plays a major role.
C)   sales discounting requirements.
D)   reduce the buyer's postpurchase anxiety.
E)   shorten the time consumers take to adopt a product.F) A) and D)
G) C) and D)

Question 9

Personal selling refers to

Accepted Answer

A)   a customer-directed flow of communications, often in a face-to-face encounter, designed to promote a product with the purpose of making a sale.
B)   an individualized communications program specifically designed for a single customer because the item being sold is unique to that person.
C)   a mass selling approach that has been tailored to meet the unique needs of a target market based on age, gender, ethnicity, or occupation.
D)   the two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision.
E)   any spoken (rather than visual or print)  attempt to promote a product for the purpose of making a sale.F) C) and E)
G) A) and E)

Question 10

A common way to assess the effectiveness of all promotion expenditures during the past year is to calculate

Accepted Answer

A)   a break-even point.
B)   a promotion-to-sales ratio.
C)   ROI.
D)   a promotion-to-expenses ratio.
E)   an advertising-to-sales promotion ratio.F) D) and E)
G) B) and D)

Question 11

Sales promotions cannot be the sole basis for a promotional campaign because

Accepted Answer

A)   all sales promotions have legal time limit restrictions to prevent unfair trade practices.
B)   gains from sales promotions are often temporary and sales drop off when they end.
C)   sales promotions are too costly and soon become a financial liability.
D)   sales promotions are traditionally handled by outside firms and not the manufacturer, which often results in a significant loss of profit.
E)   consumers obtain an inflated impression of a product's actual value or worth.F) A) and B)
G) A) and E)

Question 12

Errors in communication can occur in several ways, including which of these?

Accepted Answer

A)   A properly encoded message is sent through the wrong channel and never makes it to the receiver.
B)   In an attempt to be creative, the encoder creates a message with too much noise.
C)   The communications channel is not properly funded.
D)   The message is considered too ordinary because there is too broad a field of experience.
E)   There is no interest on the part of the receiver because the product itself is inadequate.F) C) and E)
G) B) and E)

Question 13

The billboards that Sony uses to advertise its PlayStation 5 video game console are

Accepted Answer

A)   channels of communication.
B)   messages.
C)   noise.
D)   feedback loops.
E)   sources.F) All of the above
G) A) and E)

Question 14

Figure 18-6
-The promotion decision process is divided into three phases. In Figure 18-6 above, Box C refers to the ________ phase.

Accepted Answer

A)   planning
B)   forecasting
C)   evaluation
D)   realization
E)   implementationF) B) and C)
G) D) and E)

Question 15

Wasted coverage can be reduced by which of method of promotion?

Accepted Answer

A)   sales promotion
B)   public relations
C)   advertising
D)   public service announcements
E)   personal sellingF) None of the above
G) C) and D)

Question 16

For a message to be communicated effectively, the sender and receiver must have a mutually shared field of experience, which means a similar ________ they apply to the message.

Accepted Answer

A)   positioning
B)   national, regional, or ethnic origin
C)   understanding and knowledge
D)   feeling
E)   set of psychographicsF) B) and D)
G) A) and E)

Question 17

The promotional objective of the introduction stage of the product life cycle is to ________ consumers in order to increase their level of awareness of the product offering.

Accepted Answer

A)   inform
B)   persuade
C)   appeal to
D)   remind
E)   swayF) A) and B)
G) None of the above

Question 18

Ann's young son suffers from allergies and complains about his watery eyes and sneezing. When Ann saw an ad for a new drug that counters these symptoms in Martha Stewart Living magazine, she planned to ask his doctor about this product on her son's next visit. Ann is at which stage in the hierarchy of effects?

Accepted Answer

A)   She is the trial stage and will move to the interest stage soon.
B)   She has moved quickly from the awareness stage to the interest stage.
C)   She was in the consumer development stage and will more than likely move to the transition stage.
D)   She is in the evaluation stage and will move to the interest stage soon.
E)   She was in the interest stage and then moved quickly to the diffusion stage.F) C) and E)
G) A) and E)

Question 19

Figure 18-1
-Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J) . The position labeled F is referred to as

Accepted Answer

A)   decoding.
B)   the receiver.
C)   the fields of experience.
D)   response.
E)   feedback.F) D) and E)
G) A) and B)

Question 20

After awareness in the hierarchy of effects is

Accepted Answer

A)   interest.
B)   informing.
C)   involvement.
D)   trial.
E)   evaluation.F) C) and E)
G) C) and D)

Exam 18: Advertising, Sales Promotion, and Public Relations

In the purchase stage of the consumer journey, research indicates that ________ activities shorten the time consumers take to adopt a product or service.

Correct Answer
verified

Wasted coverage can be reduced by which of method of promotion?

Correct Answer
verified

In the prepurchase stage of the consumer journey, which promotional element is most important?

Correct Answer
verified

For a message to be communicated effectively, the sender and receiver must have a mutually shared field of experience, which means a similar ________ they apply to the message.

Correct Answer
verified

A common way to assess the effectiveness of all promotion expenditures during the past year is to calculate

Correct Answer
verified

Personal selling refers to

Correct Answer
verified

In a marketing communication context, the message refers to

Correct Answer
verified

Figure 18-2 -To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 18-2 above, the promotional element labeled Box A represents

Correct Answer
verified

The billboards that Sony uses to advertise its PlayStation 5 video game console are

Correct Answer
verified

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

Correct Answer
verified

In terms of product characteristics, the greater the risk, the greater the need for ________ as a key element of the promotional mix.

Correct Answer
verified

After awareness in the hierarchy of effects is

Correct Answer
verified

Correct Answer
verified

The promotional objective of the introduction stage of the product life cycle is to ________ consumers in order to increase their level of awareness of the product offering.

Correct Answer
verified

Sales promotions cannot be the sole basis for a promotional campaign because

Correct Answer
verified

In the postpurchase stage of the consumer journey, advertising and personal selling help

Correct Answer
verified

Figure 18-1 -Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J) . The position labeled F is referred to as

Correct Answer
verified

Figure 18-6 -The promotion decision process is divided into three phases. In Figure 18-6 above, Box C refers to the ________ phase.

Correct Answer
verified

Errors in communication can occur in several ways, including which of these?

Correct Answer
verified

A nonpersonal, indirectly paid presentation of an organization, product, or service that can take the form of a news story, editorial, or product announcement is referred to as

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

In the purchase stage of the consumer journey, research indicates that ________ activities shorten the time consumers take to adopt a product or service.

Correct AnswerverifiedShow Answer

Wasted coverage can be reduced by which of method of promotion?

Correct AnswerverifiedShow Answer

In the prepurchase stage of the consumer journey, which promotional element is most important?

Correct AnswerverifiedShow Answer

For a message to be communicated effectively, the sender and receiver must have a mutually shared field of experience, which means a similar ________ they apply to the message.

Correct AnswerverifiedShow Answer

A common way to assess the effectiveness of all promotion expenditures during the past year is to calculate

Correct AnswerverifiedShow Answer

Personal selling refers to

Correct AnswerverifiedShow Answer

In a marketing communication context, the message refers to

Correct AnswerverifiedShow Answer

Figure 18-2 -To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 18-2 above, the promotional element labeled Box A represents

Correct AnswerverifiedShow Answer

The billboards that Sony uses to advertise its PlayStation 5 video game console are

Correct AnswerverifiedShow Answer

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

Correct AnswerverifiedShow Answer

In terms of product characteristics, the greater the risk, the greater the need for ________ as a key element of the promotional mix.

Correct AnswerverifiedShow Answer

After awareness in the hierarchy of effects is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The promotional objective of the introduction stage of the product life cycle is to ________ consumers in order to increase their level of awareness of the product offering.

Correct AnswerverifiedShow Answer

Sales promotions cannot be the sole basis for a promotional campaign because

Correct AnswerverifiedShow Answer

In the postpurchase stage of the consumer journey, advertising and personal selling help

Correct AnswerverifiedShow Answer

Figure 18-1 -Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J) . The position labeled F is referred to as

Correct AnswerverifiedShow Answer

Figure 18-6 -The promotion decision process is divided into three phases. In Figure 18-6 above, Box C refers to the ________ phase.

Correct AnswerverifiedShow Answer

Errors in communication can occur in several ways, including which of these?

Correct AnswerverifiedShow Answer

A nonpersonal, indirectly paid presentation of an organization, product, or service that can take the form of a news story, editorial, or product announcement is referred to as

Correct AnswerverifiedShow Answer

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