Chapter 9 Promotion(IMC-Integrated Marketing Communication) 1)The first buyer-readiness stage is. A)awareness B)knowledge C)liking D)conviction

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1 Chapter 9 Promotion(IMC-Integrated Marketing Communication) 1)The first buyer-readiness stage is. A)awareness B)knowledge C)liking D)conviction 2)Sales promotion involves building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. 3)If a company wanted to reach a geographically dispersed population, frequently, and at a low cost per exposure, then the company should use. A) advertising B) personal selling C) sales promotion D) public relations 4)Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events? A) sales promotion B) personal selling C) direct marketing D) public relations 5)Which of the following statements is true regarding today's marketing communications? A) Today's consumers are better informed about products and services. B) More customers have started relying on marketer-supplied information rather than finding out information on their own. C) Network television, magazines, newspapers, and other traditional mass media continue to increase their dominance. D) Focused marketing programs, which are designed to build closer relationships with customers in more narrowly defined micromarkets, are no longer used by marketers. 6)Delia's is a clothing retailer that targets teenage girls. The company runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog, print ads, and Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all aspects. From this information, we can infer that Delia's is using. 1

2 A) buzz marketing B) experiential marketing C) integrated marketing communication D) word-of-mouth marketing 7)HP's advertising agency assembles words and illustrations into an advertisement that conveys the company's intended brand message. In the context of the communication process, HP is. A) messaging B) decoding C) sending D) encoding 8) In a communication process, a receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as. A) integrating B) reciprocating C) acknowledging D) decoding 9)In the communication process, the reaction of the receiver after being exposed to a message is called the. A) response B) disturbance C) noise D) code 10)Marketing communicators must be good at messages that take into account how the target audience them. A) delivering; encodes B) sending; encodes C) encoding; decodes D) retrieving; perceives 11)A message showing a product's quality, economy, value, or performance is an example of a(n) appeal. A) structural B) rational C) emotional D) moral 2

3 12)Moral appeals. A) relate to the audience's self-interest by showing that the product will produce the desired benefits B) attempt to stir up either negative or positive emotions that can motivate purchase C) range from love, joy, and humor to fear and guilt D) are directed to an audience's sense of what is "right" and "proper" 13) Which of the following statements is true about personal communication channels? A) A magazine advertisement exemplifies the use of a personal communication channel. B) All personal communication channels are directly controlled by a company. C) Personal communication channels do not allow sending and receiving of feedback. D) Word-of-mouth influence uses a personal communication channel. 14) If the pull strategy is effective, then consumers will demand the product from channel members, who will in turn demand it from producers. 15)Which of the following statements is true regarding the affordable method for setting a promotion budget? A) It is mostly used by large businesses. B) It completely ignores the effects of promotion on sales. C) It tends to place promotion first among spending priorities. D) It leads to a certain annual promotion budget. 16)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) percentage-of-sales B) integrated C) competitive-parity D) objective-and-task 17)Which of the following methods is used by companies to set their advertising budgets based on the industry average? A) percentage-of-sales method B) affordable method C) competitive-parity method D) objective-and-task method 3

4 18)Sam, the owner of a small company, learned that a competitor was planning to spend $150,000 on promotion in the next financial year. As soon as he learned this, Sam called his finance manager and said, "I want to spend $150,000 on promotion next year." In this case, which method of promotional budgeting does Sam use? A) the objective-and-task method B) the competitive-parity method C) the percentage-of-sales method D) the affordable method 19)Which of the following is the most logical budget-setting method? A) percentage-of-sales method B) affordable method C) competitive-parity method D) objective-and-task method 20)Which of the following is most likely a shortcoming of advertising? A) It is the most expensive promotion tool. B) It cannot reach masses of geographically dispersed buyers. C) It is impersonal and lacks the direct persuasiveness of company salespeople. D) It cannot trigger quick sales. 21) is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do. A) Differentiated marketing B) Public relations C) Direct marketing D) Sales promotion 22)A newspaper article announced that Connect Wireless, the sixth-largest wireless carrier in a country, was changing its name to M-Mobile and that to begin the makeover process it had replaced spokesperson Robert Garmon with Catherine Naylor. Which of the following elements of a promotion mix is represented in this example? A) sales promotion B) advertising C) public relations D) personal selling 23)Which promotional tool is the most immediate, customized, and interactive? A) segmented advertising 4

5 B) sales promotion C) direct marketing D) horizontal diversification 24)Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their auto body shops to use Glasis paint is an example of how a company uses. A) word-of-mouth influence B) public relations C) a pull strategy D) a push strategy 25)John Deere does very little promoting of its lawn mowers and garden tractors to final consumers. Instead, John Deere's sales force works with Lowe's, Home Depot, independent dealers, and other channel members, who in turn sell John Deere products to final consumers. According to this information, which of the following promotion mix strategies is being used by John Deere? A) public relations strategy B) direct marketing strategy C) push strategy D) blitz strategy 26) As mass markets have fragmented, marketers have shifted away from mass marketing. 27) New communications technologies such as cell phones and the Internet give companies new media for interacting with targeted consumers, but these new technologies also give consumers more control over the advertising messages they receive. 28) Large-scale advertising conveys a positive message about the seller's size, popularity, and success. 29)The percentage-of-sales method wrongly views sales as the cause of promotion rather than as the result. 30) Decoding is the process by which a sender puts his or her thoughts into a symbolic form. Answer: FALSE 5