Chap 14

QN=1 A company’s total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.
a. direct marketing
b. integrated marketing
c. the promotion mix
d. competitive marketing
e. target marketing
c
QN=2 The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.
a. direct marketing
b. sales promotion
c. personal selling
d. public relations
e. publicity
b
QN=3 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.
a. sales promotion
b. advertising
c. direct marketing
d. personal selling
e. public relations
b
QN=4 Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?
a. sales promotion
b. personal selling
c. direct marketing
d. public relations
e. advertising
d
QN=5 Which of the following is NOT a major category in a company’s promotion mix?
a. sales promotion
b. strategic positioning
c. direct marketing
d. public relations
e. advertising
b
QN=6 Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the Internet?
a. sales promotion
b. direct marketing
c. publicity
d. public relations
e. advertising
b
QN=7 Which major promotion category makes use of displays, discounts, coupons, and demonstrations?

a. sales promotion
b. direct marketing
c. publicity
d. public relations
e. advertising

a
QN=8 The promotion mix is the company’s primary communication activity; the marketing mix must be coordinated for the greatest communication impact. What is NOT included in the entire marketing mix?

a. product
b. competitor
c. price
d. place
e. promotion

b
QN=9 Today’s consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.

a. marketing communications
b. direct marketing
c. the Internet and other technologies
d. mass market media
e. informative advertising

c
QN=10 Which of the following is NOT a factor in the changes occurring in today’s marketing communications?

a. Mass markets have fragmented, and marketers are shifting away from mass marketing.
b. Improvements in communication technologies are changing how companies and customers communicate with each other.
c. Companies routinely invest millions of dollars in the mass media.
d. Mass media no longer capture the majority of promotional budgets.
e. Today’s consumers are better informed about products and services.

d
QN=11 Moving away from ________, marketers have been shifting toward highly focused marketing, spawning a new generation of more specialized and highly targeted communications efforts.

a. mass marketing
b. advertising
c. direct marketing
d. pull strategies
e. push strategies

a
QN=12 Which of the following is NOT an example of a specialized and highly targeted media that an advertiser might use to reach smaller customer segments?

a. cable television channels
b. e-mail
c. cell phone content
d. network television
e. online social networks

d
QN=13 Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today’s targeting strategies.

a. marketing; media
b. media; sales
c. narrowcasting; broadcasting
d. broadcasting; narrowcasting
e. advertising; word-of-mouth
f.

d
QN=14 All of the following are reasons that marketers are losing confidence in television advertising EXCEPT which one?

a. TV ad spending is rising at a slower rate than online ad spending.
b. TV and other mass media no longer capture the lion share of promotional budgets.
c. Many viewers are using video streaming or DVRs.
d. Mass media costs are rising.
e. TV audience size is on the decline.

b
QN=15 Companies often fail to integrate their various communications to consumers because ________.

a. historically consumers have been able to distinguish between message sources
b. advertising departments are reluctant to work with public relations professionals
c. communications often come from different parts of the company
d. personal selling and sales promotion are in direct conflict
e. they have overemphasized the concept of brand contact

c
QN=16 More companies are adopting the concept of ________, which carefully integrates and coordinates the company’s many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.

a. integrated marketing communications
b. integrated personal selling
c. integrated competitive methods
d. nonpersonal communication channels
e. buzz marketing

a
QN=17 Integrated marketing communications produces better communications ________ and greater ________ impact.

a. consistency; sales
b. sales; consistency
c. marketing; competitive
d. variety; production
e. branding; quality

a
QN=18 Today, marketers are moving toward viewing communications as managing the ________ over time.

a. advertising agency
b. nonpersonal communication channels
c. word-of-mouth influence
d. customer relationship
e. product life cycle

d
QN=19 Using integrated marketing communications, the communications process should start with ________.

a. an advertising strategy
b. the competitive-parity method
c. public relations
d. an audit of all potential customer touch points
e. publicity

d
QN=20 The communication channel a company uses to move its advertising messages from sender to receiver is called the ________.

a. message
b. media
c. encoder
d. communicator
e. feedback loop

b
QN=21 In the communication process, the reaction of the receiver after being exposed to a message is called the ________.

a. response
b. answer
c. noise
d. feedback
e. decoding

a
QN=22 A consumer is reading a magazine with an advertisement, but is distracted from reading the advertisement or its key points. This unplanned static or distortion during the communication process is called ________.

a. noise
b. distraction
c. feedback
d. response
e. decoding

a
QN=23 In the AIDA model, the D stands for ________.

a. demand
b. desire
c. data
d. do-it-yourself
e. decoding

b
QN=24 A marketer is making decisions about the headline, copy, illustration, and colors for a print ad. The marketer is making decisions about the ________.

a. message structure
b. message content
c. message medium
d. message channel
e. message format

e
QN=25 Nonpersonal communication channels include major media, ________, and events.

a. sales calls
b. buzz marketing
c. atmospheres
d. word of mouth
e. e-mail

c
QN=26 Which promotional tool is most effective in building up buyers’ preferences, convictions, and, most importantly, actions?

a. mass-market advertising
b. personal selling
c. segmented advertising
d. sales promotion
e. public relations

b
QN=27 “Buy it now” is the message of ________.

a. personal selling
b. advertising
c. a nonpersonal communication channel
d. sales promotion
e. publicity

d
QN=28 ________ is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do.

a. The competitive-parity method
b. Public relations
c. Personal communication
d. Nonpersonal communication
e. Personal selling

b
QN=29 Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy.

a. pull; push
b. push; pull
c. pulse; pull
d. continuity; pulse
e. pulse; continuity

a
QN=30 In the introduction stage of the product life cycle, a combination of ________ is best for producing high awareness.

a. indirect marketing and personal selling
b. advertising and public relations
c. public relations and personal selling
d. personal selling and direct marketing
e. direct marketing and sales promotion

b
QN=31 Delia’s is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog and in its print ads as well as on its Web site. Delia’s works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues. From this information, you can infer that Delia’s is using ________.

a. buzz marketing
b. experiential marketing
c. integrated marketing communication
d. word-of-mouth marketing
e. database marketing

c
QN=32 A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company’s new products. This is an example of ________.

a. public service activities
b. nonpersonal marketing
c. buzz marketing
d. sales promotion
e. direct marketing

c
QN=33 An e-mail from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of ________.

a. sales promotion
b. personal selling
c. public relations
d. an advertising objective
e. a push strategy

a
QN=34 Mariah Goldberg, a marketing manager for a manufacturer of children’s toys, is looking for ways to reach potential customers who typically avoid salespeople and advertisements. Which of the following would be the most economical promotional tool for Mariah to use?

a. sales promotion
b. personal selling
c. public relations
d. direct marketing
e. brand contacts

c