2

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 ________. CKN
A)
the promotion mix
B)
target marketing
C)
competitive marketing
D)
integrated marketing
E)
direct marketing
Answer:
2.
The use of short-term incentives to encourage the purchase or sale of a product or service is called
________.
A)
publicity
B)
direct marketing
C)
sales promotion
D)
public relations
E)
personal selling
Answer:
3.
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an
identified sponsor is called ________. CKN
A)
sales promotion
B)
advertising
C)
personal selling
D)
direct marketing
E)
public relations
Answer:
4.
Which of the five major promotion tools includes building up a positive corporate image and
handling unfavorable stories and events? CKN
A)
personal selling
B)
direct marketing
C)
advertising
D)
sales promotion
E)
public relations
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 432
Created On: May 20 2007
Modified On: Jun 4 2011
AACSB: Communication abilities
Skill: Concept
Objective: 14-1
User1:
User2:
5.
Which of the following is NOT a major category in a company's promotion mix? CKN
A)
public relations
B)
advertising
C)
sales promotion
D)
strategic positioning
E)
direct marketing
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 432
Skill: Concept
Objective: 14-1
User1:
User2:
6.
Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the
Internet?
A)
public relations
B)
publicity
C)
advertising
D)
sales promotion
E)
direct marketing CKN
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 432
Skill: Concept
Objective: 14-1
User1:
User2:
7.
Which major promotion category makes use of displays, discounts, coupons, and demonstrations?
A)
direct marketing
B)
advertising
C)
public relations
D)
publicity
E)
sales promotion
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 432
Skill: Concept
Objective: 14-1
User1:
User2:
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)
place
B)
promotion
C)
price
D)
product
E)
competitor
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 432
AACSB:
Skill: Concept
Objective: 14-1
User1:
User2:
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)
mass market media
C)
the Internet and other technologies
D)
direct marketing
E)
informative advertising
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 1
Type: MC
WS: 0
Var: 1
Page Ref: 433
AACSB: Use of information technology
Skill: Concept
Objective: 14-2
User1:
User2:
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)
Companies routinely invest millions of dollars in the mass media.
C)
Mass media no longer capture the majority of promotional budgets.
D)
Today's consumers are better informed about products and services. CKN
E)
Improvements in communication technologies are changing how companies and customers

communicate with each other.
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 3
Type: MC
WS: 0
Var: 1
Page Ref: 434
Skill: Concept
Objective: 14-2
User1:
User2:
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)
push strategies
B)
direct marketing
C)
pull strategies
D)
mass marketing
E)
advertising
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 433
Skill: Concept
Objective: 14-2
User1:
User2:
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)
cell phone content
B)
network television
C)
e-mail
D)
online social networks
E)
cable television channels
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 433

AACSB: Use of information technology
Skill: Concept
Objective: 14-2
User1:
User2:
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)
broadcasting; narrowcasting
B)
narrowcasting; broadcasting
C)
marketing; media
D)
advertising; word-of-mouth
E)
media; sales
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 433
Skill: Concept
Objective: 14-2
User1:
User2:
14.
All of the following are reasons that marketers are losing confidence in television advertising EXCEPT
which one?
A)
TV and other mass media no longer capture the lion share of promotional budgets.
B)
TV audience size is on the decline.
C)
Many viewers are using video streaming or DVRs.
D)
Mass media costs are rising.
E)
TV ad spending is rising at a slower rate than online ad spending.
Answer:
A
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 3
Type: MC
WS: 0
Var: 1
Page Ref: 434
Skill: Concept
Objective: 14-2
User1:
User2:
15.
Companies often fail to integrate their various communications to consumers because ________.
A)
they have overemphasized the concept of brand contact
B)
historically consumers have been able to distinguish between message sources
C)
personal selling and sales promotion are in direct conflict
D)
advertising departments are reluctant to work with public relations professionals
E)
communications often come from different parts of the company
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 434
Skill: Concept
Objective: 14-2
User1:
User2:
16.
Consumers today receive commercial messages from a broad range of sources. However, consumers
________ the way marketers do.
A)
don't care about buzz marketing
B)
block them all out
C)
don't distinguish between message sources
D)
are not able to block out messages
E)
are able to differentiate among messages sources
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 434

Skill: Concept
Objective: 14-2
User1:
User2:
17.
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)
buzz marketing
B)
integrated personal selling
C)
nonpersonal communication channels
D)
integrated marketing communications
E)
integrated competitive methods
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 1
Type: MC
WS: 0
Var: 1
Page Ref: 436
Skill: Concept
Objective: 14-2
User1:
User2:
18.
Advertising, sales promotion, personal selling, public relations, and direct marketing are all
________.
A)
communications channels focused more on narrowcasting than broadcasting CKN
B)
promotional tools used for pull strategies but not push strategies
C)
communications channels that should be integrated under the concept of integrated marketing
communications
D)
promotional tools used for push strategies but not pull strategies
E)
promotional tools adapted for use in mass marketing
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 437
Skill: Concept
Objective: 14-2
User1:
User2:
19.
Integrated marketing communications require a company's mass-market advertisements, Web site,

e-mail, and personal selling communications to all have ________. ckn
A)
independent communications directors

B)
equal portions of the advertising budget
C)
separate marketing objectives
D)
the same target audience
E)
the same message, look, and feel
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 436
Skill: Concept
Objective: 14-2
User1:
User2:
20.
To produce better communications consistency, a unified company image, and greater sales impact,
some companies employ a(n) ________.
A)
public relations specialist
B)
marketing communications director ckn
C)
advertising agency
D)
personal sales force
E)
media planner
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 438
Skill: Concept
Objective: 14-2
User1:
User2:
21.
Integrated marketing communications produces better communications ________ and greater

________ impact.
A)
branding; quality
B)
variety; production
C)
sales; consistency
D)
marketing; competitive
E)
consistency; sales
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 438
Skill: Concept
Objective: 14-2
User1:
User2:
22.
Today, marketers are moving toward viewing communications as managing the ________ over time.
A)
customer relationship
B)
nonpersonal communication channels
C)
product life cycle
D)
advertising agency
E)
word-of-mouth influence
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 438
Skill: Concept
Objective: 14-3
User1:
User2:
23.
Using integrated marketing communications, the communications process should start with
________.
A)
public relations
B)
publicity
C)
the competitive-parity method
D)
an audit of all potential customer touch points
E)
an advertising strategy ckn
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 3
Type: MC
WS: 0
Var: 1
Page Ref: 438
Skill: Concept
Objective: 14-3
User1:
User2:
24.
Which of the following is NOT one of the four major communication functions?
A)
feedback
B)
encoding
C)
response
D)
noise
E)
decoding
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 438
Skill: Concept
Objective: 14-3
User1:
User2:
25.
The communication channel a company uses to move its advertising messages from sender to
receiver is called the ________.
A)
communicator
B)
encoder
C)
feedback loop CKN
D)
message
E)
media
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 439
Skill: Concept
Objective: 14-3
User1:
User2:
26.
The receiver assigns meaning to the symbols encoded by a company in its advertisements through a
process known as ________.
A)
response
B)
feedback
C)
decoding
D)
disencoding
E)
acknowledgement
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 439
Skill: Concept
Objective: 14-3
User1:
User2:
27.
In the communication process, the reaction of the receiver after being exposed to a message is
called the ________.
A)
decoding
B)
answer
C)
feedback
D)
response CKN
E)
noise
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 1
Type: MC
WS: 0
Var: 1
Page Ref: 439

Skill: Concept
Objective: 14-3
User1:
User2:
28.
When a customer lets a producer know something about its products or advertising, the customer is
providing ________.
A)
encoding
B)
reverse marketing
C)
feedback
D)
noise
E)
decoding
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 439
Skill: Concept
Objective: 14-3
User1:
User2:
29.
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)
response
B)
noise
C)
decoding
D)
distraction
E)
feedback
Answer:
B
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 439
Skill: Concept
Objective: 14-3
User1:
User2:
30.
In the communication process, the more the sender's field of experience ________ that of the
receiver, the more ________ the message is likely to be.
A)
connects with; ineffective
B)
varies from; distinguishable
C)
departs from; direct
D)
overlaps with; effective
E)
coincides with; creative
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 3
Type: MC
WS: 0
Var: 1
Page Ref: 439
Skill: Concept
Objective: 14-3
User1:
User2:
31.
To communicate effectively, a marketing communicator must ________ the consumer's field of

experience.
A)
reference
B)
create
C)
compete with
D)
share
E)
understand
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 439

Skill: Concept
Objective: 14-3
User1:
User2:
32.
Marketing communicators must be good at ________ messages that take into account how the
target audience ________ them. CKN
A)
retrieving; perceives
B)
sending; encodes
C)
encoding; decodes
D)
decoding; receives
E)
delivering; encodes
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 3
Type: MC
WS: 0
Var: 1
Page Ref: 439
Skill: Concept
Objective: 14-3
User1:
User2:
33.
Marketing communicators must do all of the following EXCEPT ________.
A)
choose the media through which to send a message
B)
determine the communication objectives
C)
identify the target audience
D)
deliver products to the customer
E)
collect feedback
Answer:
D
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 439
Skill: Concept
Objective: 14-3
User1:
User2:
34.
In the AIDA model, the D stands for ________.
A)
data
B)
do-it-yourself
C)
desire
D)
demand
E)
decoding
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 441
Created On: Nov 4 2008
Skill: Concept
Objective: 14-3
User1:
User2:
35.
The AIDA model identifies the characteristics of an effective ________.
A)
channel of communication
B)
marketing mix
C)
marketing response
D)
marketing message
E)
advertising budget
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 441

Skill: Concept
Objective: 14-3
User1:
User2:
36.
The six ________ stages that consumers normally pass through on their way to making a purchase
begin with awareness and end with purchase.
A)
objective readiness
B)
market readiness
C)
buyer-readiness
D)
supplier readiness
E)
personal readiness
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 1
Type: MC
WS: 0
Var: 1
Page Ref: 440
AACSB:
Skill: Concept
Objective: 14-3
User1:
User2:
37.
The six buyer-readiness stages include all of the following EXCEPT ________.
A)
awareness
B)
liking
C)
hesitation
D)
conviction
E)
knowledge
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 440
AACSB:
Skill: Concept
Objective: 14-3
User1:
User2:
38.
In the model of buyer-readiness stages, the first stage is ________.
A)
knowledge
B)
preference
C)
liking
D)
insistence
E)
awareness
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 1
Type: MC
WS: 0
Var: 1
Page Ref: 440
AACSB:
Skill: Concept
Objective: 14-3
User1:
User2:
39.
All of the following are strategies a marketer would use to lead consumers into making the final step
toward a purchase EXCEPT which one?
A)
offer premiums
B)
use extensive "teaser" advertising
C)
offer rebates
D)
offer special promotional prices
E)
offer add-on features
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 441
AACSB: Communication
Skill: Concept
Objective: 14-3
User1:
User2:
40.
A message showing a product's quality, economy, value, or performance is called a(n) ________
appeal.
A)
emotional
B)
structural
C)
rational
D)
standard
E)
moral CKN
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 441
Skill: Concept
Objective: 14-3
User1:
User2:
41.
Marketers using humor in their messages claim that they attract more attention and create more
loyalty and belief in the brand. This type of message is called a(n) ________ appeal.
A)
structural
B)
standard
C)
rational
D)
moral
E)
emotional
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 441
Skill: Concept
Objective: 14-3
User1:
User2:
42.
Though a popular appeal, when used poorly ________ can detract from comprehension, quickly
wear out its welcome, overshadow the product, or even irritate consumers.
A)
nonpersonal communication
B)
humor
C)
noise
D)
direct marketing
E)
integrated marketing
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 3
Type: MC
WS: 0
Var: 1
Page Ref: 442
Skill: Concept
Objective: 14-3
User1:
User2:
43.
Moral appeals are directed to the audience's sense of what is "right" and ________.
A)
traditional
B)
emotional
C)
proper
D)
positive
E)
affordable
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 441
Skill: Concept
Objective: 14-3
User1:
User2:
44.
The communicator must decide how to handle message structure issues. One issue is whether to
________ or not.
A)
use the push strategy
B)
draw a conclusion
C)
use the pull strategy
D)
avoid competitors
E)
make a moral appeal
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 3
Type: MC
WS: 0
Var: 1
Page Ref: 442
Skill: Concept
Objective: 14-3
User1:
User2:
45.
A(n) ________ argument is only likely to be effective when the audience is highly educated or likely
to hear opposing claims or when the communicator has a negative association to overcome.
A)
scientific
B)
moral
C)
two-sided
D)
one-sided
E)
emotional
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 3
Type: MC
WS: 0
Var: 1
Page Ref: 442
Skill: Concept
Objective: 14-3
User1:
User2:
46.
Which of the following represent(s) a two-sided message?
A)
Listerine tastes bad twice a day.
B)
Heinz Ketchup is slow good.
C)
Etonic athletic shoes are built so you can last.
D)
A and B
E)
none of the above
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 442
Skill: Concept
Objective: 14-3
User1:
User2:
47.
In designing the message structure, marketers must decide whether to present the ________
arguments first or last in a message.
A)
emotional
B)
structural
C)
strongest
D)
scientific
E)
moral
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 442
Skill: Concept
Objective: 14-3
User1:
User2:
48.
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 channel
B)
message content
C)
message medium
D)
message structure
E)
message format
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 442
Skill: Concept
Objective: 14-3
User1:
User2:
49.
The two broad types of ________ channels are personal and nonpersonal.
A)
buyer
B)
competitive
C)
communication
D)
marketing CKN
E)
seller
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 1
Type: MC
WS: 0
Var: 1
Page Ref: 442
Skill: Concept
Objective: 14-3
User1:
User2:
50.
Communication through the mail is categorized as a(n) ________ communication channel.

A)
word-of-mouth
B)
ineffective
C)
objective
D)
personal
E)
nonpersonal
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 443

Skill: Concept
Objective: 14-3
User1:
User2:
51.
Creating word-of-mouth campaigns by cultivating opinion leaders and getting them to spread
information about a product or service to others in their communities is known as ________.
A)
indirect marketing
B)
public relations
C)
sales promotion
D)
buzz marketing
E)
stealth marketing
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 1
Type: MC
WS: 0
Var: 1
Page Ref: 443
Skill: Concept
Objective: 14-3
User1:
User2:
52.
Nonpersonal communication channels include major media, ________, and events.
A)
sales calls
B)
word of mouth
C)
e-mail
D)
atmospheres
E)
buzz marketing
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 443
Skill: Concept
Objective: 14-3
User1:
User2:
53.
Vast numbers of consumers are aware of your product. It is now your goal to enhance preference for
your product. You plan to use nonpersonal communications through print media and display media.
This will include all of the following EXCEPT ________.
A)
billboards
B)
magazines
C)
Internet "chats"
D)
newspapers
E)
direct mail
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 1
Type: MC
WS: 0
Var: 1
Page Ref: 443
Skill: Concept
Objective: 14-3
User1:
User2:
54.
To ________, a marketer can ask target audience members whether they remember the message,
how many times they saw it, and what points they remember.
A)
plan a media purchase
B)
select a message channel
C)
select a message source
D)
collect feedback
E)
design a marketing appeal
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 444

Skill: Concept
Objective: 14-3
User1:
User2:
55.
________ from marketing communications may suggest changes in the promotion program or in
the product offer itself.
A)
Decoding
B)
Feedback
C)
Encoding
D)
Shelter
E)
Noise
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 444
Skill: Concept
Objective: 14-3
User1:
User2:
56.
Companies use all of the following methods to set their advertising budget EXCEPT the ________.
A)
percentage-of-sales method
B)
objective-and-task method
C)
integrated method
D)
affordable method
E)
competitive-parity method
Answer:
C
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 1
Type: MC
WS: 0
Var: 1
Page Ref: 447
AACSB:
Skill: Concept
Objective: 14-4
User1:
User2:
57.
Using the ________ method for setting an advertising budget, the company starts with total
revenues, deducts operating expenses and capital outlays, and then devotes some portion of the
remaining funds to advertising.
A)
integrated
B)
affordable
C)
moving-average
D)
percentage-of-sales
E)
competitive-parity
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 447
AACSB:
Skill: Concept
Objective: 14-4
User1:
User2:
58.
Though the ________ method of setting an advertising budget is simple to use and helps
management think about the relationships among promotion spending, selling price, and profit per
unit, it wrongly views sales as the cause of promotion rather than the result.
A)
regression
B)
objective-and-task
C)
percentage-of-sales
D)
integrated
E)
competitive-parity
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 447
AACSB:
Skill: Concept
Objective: 14-4
User1:
User2:
59.
Which method of setting an advertising budget is based on analyzing competitors' spending?
A)
affordable method
B)
competitive-parity method
C)
percentage-of-sales method
D)
objective-and-task method
E)
regression method
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 1
Type: MC
WS: 0
Var: 1
Page Ref: 447
AACSB:
Skill: Concept
Objective: 14-4
User1:
User2:
60.
Perhaps the most logical budget-setting method is the ________ method because it is based on
spending necessary to accomplish specific promotion goals.
A)
objective-and-task
B)
percentage-of-sales
C)
affordable
D)
exponential smoothing
E)
competitive-parity
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 448
AACSB:
Skill: Concept
Objective: 14-4
User1:
User2:
61.
Advertising has some shortcomings. What is NOT one of them?
A)
It is impersonal.
B)
It slowly reaches many people.
C)
It does not make audience members feel the need to respond.
D)
It carries on one-way communication with the audience.
E)
It can be very costly.
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 3
Type: MC
WS: 0
Var: 1
Page Ref: 448
Skill: Concept
Objective: 14-4
User1:
User2:
62.
________ is the company's most expensive promotion tool.
A)
Personal selling
B)
Public relations
C)
Publicity
D)
Advertising
E)
Mass media
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 3
Type: MC
WS: 0
Var: 1
Page Ref: 449
AACSB:
Skill: Concept
Objective: 14-4
User1:
User2:
63.
Which promotional tool is most effective in building up buyers' preferences, convictions, and, most
importantly, actions?
A)
segmented advertising
B)
personal selling
C)
public relations
D)
sales promotion
E)
mass-market advertising
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 448
Skill: Concept
Objective: 14-4
User1:
User2:
64.
Sales promotion features a wide assortment of tools. Which of the following is NOT one of these
tools?
A)
premiums
B)
contests
C)
catalogs
D)
cents-off deals
E)
coupons
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 449
Skill: Concept
Objective: 14-4
User1:
User2:
65.
"Buy it now" is the message of ________.

A)
personal selling
B)
advertising
C)
publicity
D)
a nonpersonal communication channel
E)
sales promotion
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 449

Skill: Concept
Objective: 14-4
User1:
User2:
66.
________ consists of strong short-term incentives that invite and reward quick responses from
customers.
A)
Advertising
B)
Publicity
C)
A segmented promotion
D)
A patronage reward
E)
Sales promotion
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 1
Type: MC
WS: 0
Var: 1
Page Ref: 449
Skill: Concept
Objective: 14-4
User1:
User2:
67.
________ 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)
Personal selling
C)
Public relations
D)
Personal communication
E)
Nonpersonal communication
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 449
Skill: Concept
Objective: 14-4
User1:
User2:
68.
Which promotional tool is described as nonpublic, immediate, customized, and interactive?
A)
public relations
B)
segmented advertising
C)
brand contacts
D)
direct marketing
E)
sales promotion
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 449
Skill: Concept
Objective: 14-4
User1:
User2:
69.
Which promotional mix strategy directs marketing efforts toward final consumers?
A)
blitz
B)
pull
C)
pulse
D)
buzz
E)
push
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 1
Type: MC
WS: 0
Var: 1
Page Ref: 449

Skill: Concept
Objective: 14-4
User1:
User2:
70.
Which promotional mix strategy directs marketing efforts toward market channel members?
A)
pulse
B)
blitz
C)
pull
D)
buzz
E)
push
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 1
Type: MC
WS: 0
Var: 1
Page Ref: 449
Skill: Concept
Objective: 14-4
User1:
User2:
71.
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)
pulse; continuity
B)
pull; push
C)
pulse; pull
D)
push; pull
E)
continuity; pulse
Answer:
B
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 450
AACSB:
Skill: Concept
Objective: 14-4
User1:
User2:
72.
In the introduction stage of the product life cycle, a combination of ________ is best for producing
high awareness.
A)
advertising and public relations
B)
direct marketing and sales promotion
C)
indirect marketing and personal selling
D)
public relations and personal selling
E)
personal selling and direct marketing
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 450
AACSB:
Skill: Concept
Objective: 14-4
User1:
User2:
73.
Which of the following would be classified as bait-and-switch advertising?
A)
advertising service packages that cannot actually be provided
B)
raising a product's prices
C)
favoring certain customers over others through trade promotions
D)
advertising a cheaper brand but only making a more expensive one available to customers
E)
attempting to charge less for a brand than for manufacturers' brands
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 451

AACSB: Ethical understanding and reasoning abilities
Skill: Concept
Objective: 14-4
User1:
User2:
74.
A company's salespeople should always follow the rules of ________.
A)
fair competition
B)
cooling-down
C)
high-pressure selling
D)
societal marketing
E)
competition
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 452
Skill: Concept
Objective: 14-4
User1:
User2:
75.
The FTC has adopted a three-day cooling-off rule to give special protection to ________.
A)
customers who were not seeking a product
B)
resellers who are not covered by the Robinson-Patnam Act
C)
customers who purchased because of bait-and-switch tactics
D)
resellers who do not receive proportionately equal treatment from manufacturers
E)
customers who purchased because of deceptive advertising
Answer:
A
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 452
Skill: Concept
Objective: 14-4
User1:
User2:
76.
A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell
its products to wholesalers and cities. This is an example of ________.
A)
sales promotion
B)
advertising
C)
direct marketing
D)
personal selling
E)
public relations
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 1
Type: MC
WS: 0
Var: 1
Page Ref: 432
AACSB: Analytic skills
Skill: Application
Objective: 14-1
User1:
User2:
77.
Harpo Enterprises maintains the Oprah Winfrey show, a Web site, and O magazine. Because Harpo
Enterprises practices integrated marketing communications, these different brand contacts all
maintain ________ in design and tone.
A)
variety
B)
convenience
C)
creativity
D)
feedback
E)
consistency
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 436
Skill: Application
Objective: 14-2
User1:
User2:
78.
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)
database marketing
B)
word-of-mouth marketing
C)
experiential marketing
D)
buzz marketing
E)
integrated marketing communication
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 436
Skill: Application
Objective: 14-2
User1:
User2:
79.
HP's advertising agency assembles words and illustrations into an advertisement that will convey the
company's intended brand message. In the communication process, HP is ________.
A)
messaging
B)
encoding
C)
decoding
D)
sending
E)
responding
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 439
Skill: Application
Objective: 14-3
User1:
User2:
80.
The decision to use a cleaning genie to communicate the strength and power of Mr. Clean cleaning
liquid is representative of the ________ process of the communication model.
A)
sourcing
B)
decoding
C)
signifying
D)
messaging
E)
encoding
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 439

Skill: Application
Objective: 14-3
User1:
User2:
81.
In the communication process, an actual HP printer/fax machine advertisement is called ________.
A)
the message
B)
noise
C)
decoding
D)
encoding
E)
the medium
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 439
Skill: Application
Objective: 14-3
User1:
User2:
82.
An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress
Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of
the communication model, the sender of this message is ________.
A)
Melina Kanakaredes
B)
readers who redeem the $1-off coupon
C)
the target market to whom Melina Kanakaredes appeals
D)
Maybelline
E)
Ladies' Home Journal
Answer:
D
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 439
Skill: Application
Objective: 14-3
User1:
User2:
83.
the communication model, the medium of this ad is ________.
A)
readers who redeem the $1-off coupon
B)
Ladies' Home Journal

C)
Melina Kanakaredes
D)
Maybelline
E)
the target market to whom Melina Kanakaredes appeals
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 439
Skill: Application
Objective: 14-3
User1:
User2:
84.
Mercy University's initial ads for the school's new MBA program are most likely intended to create
________.
A)
liking
B)
conviction
C)
awareness
D)
insistence
E)
preference
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 440

Skill: Application
Objective: 14-3
User1:
User2:
85.
When a car-maker wants to introduce a new model, it is most likely to began with an extensive
________ advertising campaign to create name familiarity and interest.
A)
competitive
B)
moral appeal
C)
two-sided
D)
teaser
E)
sales promotion
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 440
AACSB: Reflective thinking skills
Skill: Application
Objective: 14-3
User1:
User2:
86.
An example of a(n) ________ appeal is the Salvation Army appeal, "While you are trying to figure out
what to get the man who has everything, don't forget the man who has nothing."
A)
emotional
B)
rational
C)
moral
D)
awareness
E)
standard
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 441
Skill: Application
Objective: 14-3
User1:
User2:
87.
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)
buzz marketing
B)
direct marketing
C)
nonpersonal marketing
D)
sales promotion
E)
public service activities
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 3
Type: MC
WS: 0
Var: 1
Page Ref: 443
Skill: Application
Objective: 14-3
User1:
User2:
88.
Toward the end of the fiscal year, the owner of a small company came back from lunch concerned
because he had learned that a business targeting the same customers as his was planning on
spending $150,000 on promotion. As soon as he arrived at the office, he called his financial manager
and said, "I want to budget $150,000 for next year's promotion." Which method of promotional
budgeting did the owner want to use?
A)
the percentage-of-sales method
B)
the objective-and-task method
C)
the competitive-parity method
D)
the bottom-up method
E)
the pull-push method
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 447
Skill: Application
Objective: 14-4
User1:
User2:
89.
An e-mail from Amazon.com offers free shipping on your next purchase of more than $35. This is an
example of ________.
A)
a push strategy
B)
an advertising objective
C)
sales promotion
D)
personal selling
E)
public relations
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 449
Skill: Application
Objective: 14-4
User1:
User2:
90.
A newspaper article announced that VoiceStream Wireless, the nation's sixth-largest wireless carrier,
was changing its name to T-Mobile and that to begin the makeover process it had replaced
spokesperson Jamie Lee Curtis with Catherine Zeta-Jones. Of which element of the promotion mix is
this an example?
A)
product
B)
personal selling
C)
sales promotion
D)
public relations
E)
advertising
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 449
Skill: Application
Objective: 14-4
User1:
User2:
91.
An ad in a professional journal targeted to an audience of dentists asked dentists to recommend

Crest toothpaste to their patients. It offered toothpaste samples that dentists could buy at cost to
give to their patients to encourage patients to take better care of their teeth. The manufacturer of
Crest toothpaste was using ________.
A)
direct marketing
B)
a push strategy
C)
public relations
D)
a pull strategy
E)
personal selling
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 449

Skill: Application
Objective: 14-4
User1:
User2:
92.
Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising
consumers to request their body shops use Glasis paint is an example of how a company uses
________.
A)
B)
a push strategy
C)
buzz marketing
D)
a pull strategy
E)
public relations
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 449
Skill: Application
Objective: 14-4
User1:
User2:
93.
Management of a company that adheres to the principle of integrated marketing communications is

most likely to believe which of the following?
A)
The use of multiple marketing communications channels is advantageous.
B)
Long-term relationships with customers are best nurtured through public relations.
C)
Long-term relationships with customers are best nurtured through sales promotion.
D)
Short-term relationships with customers are more profitable than long-term relationships with
customers.
E)
The use of a single marketing communications channel is advantageous.
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 436
Skill: Synthesis
Objective: 14-2
User1:
User2:
94.
Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health
products and related services. In order to implement integrated marketing communications, Tara
has hired a marketing communications director, whose job it will be to ensure that each ________
will deliver a consistent and positive message about the company.
A)
brand contact
B)
logo
C)
public relations message
D)
advertisement
E)
media vehicle
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 438

Skill: Synthesis
Objective: 14-2
User1:
User2:
95.
the communication model, which of the following would be the best way for the source to measure
feedback?
A)
the number of people who make up the target market
B)
the number of people who were exposed to the ad
C)
the number of people to whom Melina Kanakaredes is an appealing spokesperson
D)
the number of subscribers to Ladies' Home Journal
E)
the number of people who redeem the coupon
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 439
Skill: Critical Thinking
Objective: 14-3
User1:
User2:
96.
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)
direct marketing
B)
public relations
C)
brand contacts
D)
sales promotion
E)
personal selling
Answer:
B
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 3
Type: MC
WS: 0
Var: 1
Page Ref: 449
Objective: 14-4
User1:
User2:
97.
Clean and Clear, a large producer of all-natural hair care and beauty products, is most likely to use
which of the promotion mix strategies to gain increased shelf space in stores and to gain increased
customer sales?
A)
push and pull
B)
pulse
C)
pull only
D)
continuity
E)
push only
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 450
Objective: 14-4
User1:
User2:
98.
A maker of vitamin drinks wants to compete with the leading brands in the category and has decided
to use a heavy push strategy, putting most of the brand's marketing budget into trade and consumer
sales promotion. Which of the following is a potential disadvantage of this approach?
A)
Mass media campaigns are increasingly more expensive.
B)
Retail giants may be reluctant to respond to the strategy.
C)
A new marketing communications model is quickly replacing mass marketing.
D)
The strategy may spark a spiral of price-slashing that will undercut the brand's future for short-term
gains.
E)
It may be difficult to identify meaningful product differences in advertising.
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 3
Type: MC
WS: 0
Var: 1
Page Ref: 449
Skill: Synthesis
Objective: 14-4
User1:
User2:
Refer to the scenario below to answer the following questions. John Mayes opened Sparkle
Janitorial in 2005. John began by acquiring two contracts for office cleaning services from two local
manufacturing facilities. For two years, John and his wife, Barb, performed the cleaning services
alone. After acquiring three additional cleaning contracts in 2007, John hired two employees. "Up
to that point, we had room to grow but we really had no advertising plan," John stated. "We were
relying mostly on word-of-mouth." By 2010, Barb hired another two full-time employees to
begin Sparkle's new endeavor: carpet cleaning in homes and offices. "Competition was getting
tough for both of our services at that point," Barb added. "We ran a local radio spot three times each
week. Then we had an advertiser print coupons on placemats. That gave us a little more exposure."
John and Barb Mayes admit that they never realized the value of a sound promotional plan
before now. "We wish we would have put together something catchy with a jingle long before now,"
they said.
99.
Which of the following would be the LEAST effective way for John and Barb to reach new potential
customers?
A)
public relations
B)
C)
direct marketing
D)
buzz marketing
E)
network television advertising
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 448
Objective: 14-4
User1:
User2:
100.
In a recent radio spot, John and Barb gave a quick explanation of Sparkle's cleaning process and a
description of the value consumers receive for their money. This is an example of a(n) ________.
A)
rational appeal
B)
emotional appeal
C)
social appeal
D)
standard appeal
E)
moral appeal
Answer:
Explanation:
A)
B)
C)
D)
E)
Comment:
Diff: 2
Type: MC
WS: 0
Var: 1
Page Ref: 441
Created On: Dec 2 2008

Skill: Application
Objective: 14-3
User1:
User2:

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the promotion mix

Page Ref: 432

Created On: May 20 2007

Modified On: Jun 4 2011

AACSB: Communication abilities

Created On: May 20 2007

Modified On: Jun 4 2011

AACSB: Communication abilities

direct marketing CKN

Page Ref: 432

Created On: May 20 2007

Modified On: Jun 4 2011

AACSB: Communication abilities

Page Ref: 432

Created On: May 20 2007

Modified On: Jun 4 2011

AACSB: Communication abilities

Page Ref: 432

Created On: May 20 2007

Modified On: Jun 4 2011

mass market media

the Internet and other technologies

Page Ref: 433

Created On: May 20 2007

Modified On: Jun 4 2011

AACSB: Use of information technology

Companies routinely invest millions of dollars in the mass media.

Mass media no longer capture the majority of promotional budgets.

Improvements in communication technologies are changing how companies and customers

Page Ref: 434

Created On: May 20 2007

Modified On: Jun 4 2011

AACSB: Communication abilities

Page Ref: 433

Created On: May 20 2007

Modified On: Jun 4 2011

AACSB: Communication abilities

cell phone content

online social networks

cable television channels

Page Ref: 433

Created On: May 20 2007

Modified On: Jun 4 2011

Page Ref: 433

Created On: May 20 2007

Modified On: Jun 4 2011

AACSB: Communication abilities

TV audience size is on the decline.

Many viewers are using video streaming or DVRs.

Mass media costs are rising.

TV ad spending is rising at a slower rate than online ad spending.

Page Ref: 434

Created On: May 20 2007

Modified On: Jun 4 2011

AACSB: Communication abilities

they have overemphasized the concept of brand contact

historically consumers have been able to distinguish between message sources

advertising departments are reluctant to work with public relations professionals