Question 1

A company that offers the same services as its competition has a competitive advantage.

Accepted Answer

A) True 
 B)False

Question 2

Threads Inc.,an apparel manufacturer,employs personal selling to market goods.Its employees handcraft products that are marketed by a professional team.In this case,which of the following tactics should Threads Inc.adopt?

Accepted Answer

A)   It should generate large amounts of publicity quickly.
B)   It should refrain from educating the public about the company's objectives.
C)   It should make planned presentations to prospective buyers.
D)   It should refrain from advertising and public relations.E) C) and D)
F) A) and B)

Question 3

Which of the following is true about earned media?

Accepted Answer

A)   The idea behind earned media is to get people talking about the brand-whether through media coverage or through word of mouth.
B)   Earned media includes magazine,outdoor,radio,newspaper advertising, or display advertising on a website.
C)   Earned media is controlled by the brand but continuously keeps the customer and his or her needs in mind as it creates videos,blog posts,contests,photos,and other pieces of content.
D)   Earned a new form of promotional tactic where brands are becoming publishers of their own content in order to maximize the brand's value to customers as well as increase their search rank in Google.E) None of the above
F) C) and D)

Question 4

Which of the following is a difference between social media and personal selling?

Accepted Answer

A)   Social media can disperse a message quickly to a wide audience,whereas personal selling is very slow in dispersing a message to a large audience.
B)   Social media entail two-way communication,whereas personal selling entails one-way communication.
C)   Social media are a means of interpersonal communication,whereas personal selling is a means of mass communication.
D)   Social media provide opportunity for immediate feedback,whereas personal selling does not provide opportunity for direct feedback.E) C) and D)
F) None of the above

Question 5

Persuasive promotion is used to keep the product and brand name in the public's mind.

Accepted Answer

A) True 
 B)False

Question 6

Earned media is a new form of promotional tactic where brands are becoming publishers of their own content in order to maximize the brand's value to customers as well as increase their search rank in Google.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is a reason for the increasing popularity of the integrated marketing communications concept?

Accepted Answer

A)   More selectively segmented markets have replaced the traditional broad market groups to which marketers promoted in the past.
B)   Marketers are discontinuing the use of online advertising because it lacks measurability.
C)   The proliferation of thousands of media choices beyond traditional television has made promotion easier.
D)   Marketers have increased their advertisement spending for promotional techniques that generate gradual sales responses.E) C) and D)
F) A) and B)

Question 8

Print advertising can be used to sell goods and services to potential customers who are hard to locate.

Accepted Answer

A) True 
 B)False

Question 9

Sales promotion's greatest strength is in creating strong desire and purchase intent.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following illustrate a difference between a push strategy and a pull strategy?

Accepted Answer

A)   Social media are used in a push strategy,whereas personal selling is used in a pull strategy.
B)   Wholesalers are targeted in a push strategy,whereas end consumers are targeted in a pull strategy.
C)   A push strategy focuses on content marketing,whereas a pull strategy focuses on offering aggressive discounts.
D)   No intermediaries are involved in a push strategy,whereas wholesalers and retailers are involved in a pull strategy.E) B) and C)
F) None of the above

Question 11

Which of the following is the originator of the message within the communication process?

Accepted Answer

A)   Sender
B)   Message channel
C)   Decoder
D)   ReceiverE) C) and D)
F) All of the above

Question 12

Which statement describes a benefit of advertising?

Accepted Answer

A)   It has a very low cost per contact.
B)   It facilitates consumer empowerment.
C)   It provides opportunity for immediate feedback from consumers.
D)   It creates a long-term,committed relationship between a salesperson and a customer.E) A) and D)
F) A) and B)

Question 13

Decor,a renowned interior design services company,tries to increase its customer base through increased web presence on its site.It regularly posts photos of the spaces it has designed and encourages its followers to review its designs,and recommend the company to their friends.When these promotional efforts result in electronic word-of-mouth advertising,this is known as ___________________.

Accepted Answer

A)   paid media
B)   earned media
C)   owned media
D)   free mediaE) All of the above
F) None of the above

Question 14

Explain the different stages of the product life cycle and how marketers adjust their promotion mix for the most successful impact at each stage.

Accepted Answer

Answers will vary.A product's stage in i...

Question 15

Which of the following is NOT true of promotional strategies?

Accepted Answer

A)   Promotional strategies have remained stagnant over a period of years.
B)   Targeted customer segments have become more difficult to reach.
C)   In today's competitive world,marketers should think more creatively to survive.
D)   Most modern campaigns utilize a variety of newer tactics.E) C) and D)
F) B) and D)

Question 16

Which of the following consists of all marketing activities-other than personal selling,advertising,and public relations-that stimulate consumer purchasing and dealer effectiveness?

Accepted Answer

A)   Public relations
B)   Publicity
C)   Advertising
D)   Sales promotionE) A) and B)
F) B) and C)

Question 17

Which of the following is true of social media?

Accepted Answer

A)   Social media are a strong way to gain attention and interest in a brand.
B)   If content goes viral,it can then reach a massive audience.
C)   Social media are also effective at engaging customers to maintain interest in the brand.
D)   All of these are correct.E) B) and D)
F) A) and B)

Question 18

Which form of promotion is most suitable to promote complex and technical products such as automobiles,computers,and investment services?

Accepted Answer

A)   Reminder promotion
B)   Persuasive promotion
C)   Informative promotion
D)   Connective promotionE) A) and D)
F) A) and C)

Question 19

Which of the following statements is true of persuasive promotion?

Accepted Answer

A)   It is designed to stimulate a purchase or an action.
B)   It is used to keep the product and brand name in the public's mind.
C)   It seeks to convert an existing need into a want or to stimulate interest in a new product.
D)   It seeks to form relationships with customers and potential customers through technological ties.E) B) and D)
F) B) and C)

Question 20

To increase its revenue,Frankfin,an airline company,decides to promote well-known brands in its in-flight magazine.These brands would pay a fixed price to Frankfin to print their promotional messages in the magazine.As part of the promotional mix,the in-flight magazine is being used for _____.

Accepted Answer

A)   direct selling
B)   public relations
C)   personal selling
D)   advertisingE) B) and C)
F) None of the above

Exam 15: Marketing Communications

Correct Answer
verified

Sales promotion's greatest strength is in creating strong desire and purchase intent.

Correct Answer
verified

Persuasive promotion is used to keep the product and brand name in the public's mind.

Correct Answer
verified

A company that offers the same services as its competition has a competitive advantage.

Correct Answer
verified

Which form of promotion is most suitable to promote complex and technical products such as automobiles,computers,and investment services?

Correct Answer
verified

Which statement describes a benefit of advertising?

Correct Answer
verified

To increase its revenue,Frankfin,an airline company,decides to promote well-known brands in its in-flight magazine.These brands would pay a fixed price to Frankfin to print their promotional messages in the magazine.As part of the promotional mix,the in-flight magazine is being used for _____.

Correct Answer
verified

Which of the following is true of social media?

Correct Answer
verified

Which of the following statements is true of persuasive promotion?

Correct Answer
verified

Threads Inc.,an apparel manufacturer,employs personal selling to market goods.Its employees handcraft products that are marketed by a professional team.In this case,which of the following tactics should Threads Inc.adopt?

Correct Answer
verified

Explain the different stages of the product life cycle and how marketers adjust their promotion mix for the most successful impact at each stage.

Correct Answer
verified
Answers will vary.A product's stage in i...
View Answer

Print advertising can be used to sell goods and services to potential customers who are hard to locate.

Correct Answer
verified

Earned media is a new form of promotional tactic where brands are becoming publishers of their own content in order to maximize the brand's value to customers as well as increase their search rank in Google.

Correct Answer
verified

Which of the following is a reason for the increasing popularity of the integrated marketing communications concept?

Correct Answer
verified

Which of the following is true about earned media?

Correct Answer
verified

Which of the following is the originator of the message within the communication process?

Correct Answer
verified

Which of the following consists of all marketing activities-other than personal selling,advertising,and public relations-that stimulate consumer purchasing and dealer effectiveness?

Correct Answer
verified

Which of the following illustrate a difference between a push strategy and a pull strategy?

Correct Answer
verified

Which of the following is NOT true of promotional strategies?

Correct Answer
verified

Which of the following is a difference between social media and personal selling?

Correct Answer
verified

Exam 15: Marketing Communications

Correct AnswerverifiedShow Answer

Sales promotion's greatest strength is in creating strong desire and purchase intent.

Correct AnswerverifiedShow Answer

Persuasive promotion is used to keep the product and brand name in the public's mind.

Correct AnswerverifiedShow Answer

A company that offers the same services as its competition has a competitive advantage.

Correct AnswerverifiedShow Answer

Which form of promotion is most suitable to promote complex and technical products such as automobiles,computers,and investment services?

Correct AnswerverifiedShow Answer

Which statement describes a benefit of advertising?

Correct AnswerverifiedShow Answer

To increase its revenue,Frankfin,an airline company,decides to promote well-known brands in its in-flight magazine.These brands would pay a fixed price to Frankfin to print their promotional messages in the magazine.As part of the promotional mix,the in-flight magazine is being used for _____.

Correct AnswerverifiedShow Answer

Which of the following is true of social media?

Correct AnswerverifiedShow Answer

Which of the following statements is true of persuasive promotion?

Correct AnswerverifiedShow Answer

Threads Inc.,an apparel manufacturer,employs personal selling to market goods.Its employees handcraft products that are marketed by a professional team.In this case,which of the following tactics should Threads Inc.adopt?

Correct AnswerverifiedShow Answer

Explain the different stages of the product life cycle and how marketers adjust their promotion mix for the most successful impact at each stage.

Correct AnswerverifiedAnswers will vary.A product's stage in i...View AnswerShow Answer

Print advertising can be used to sell goods and services to potential customers who are hard to locate.

Correct AnswerverifiedShow Answer

Earned media is a new form of promotional tactic where brands are becoming publishers of their own content in order to maximize the brand's value to customers as well as increase their search rank in Google.

Correct AnswerverifiedShow Answer

Which of the following is a reason for the increasing popularity of the integrated marketing communications concept?

Correct AnswerverifiedShow Answer

Which of the following is true about earned media?

Correct AnswerverifiedShow Answer

Which of the following is the originator of the message within the communication process?

Correct AnswerverifiedShow Answer

Which of the following consists of all marketing activities-other than personal selling,advertising,and public relations-that stimulate consumer purchasing and dealer effectiveness?

Correct AnswerverifiedShow Answer

Which of the following illustrate a difference between a push strategy and a pull strategy?

Correct AnswerverifiedShow Answer

Which of the following is NOT true of promotional strategies?

Correct AnswerverifiedShow Answer

Which of the following is a difference between social media and personal selling?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
Answers will vary.A product's stage in i...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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