Question 1

To encourage potential buyers to take its new Model 3 sedan for a test drive,BMW posts a video on its website of the Model 3 speeding down a winding mountain road.This is an example of ______.

Accepted Answer

A)   single-customer marketing
B)   advertising
C)   publicity
D)   personal selling
E)   sales promotionF) C) and E)
G) C) and D)

Question 2

Compared with other promotion methods,PERSONAL SELLING

Accepted Answer

A)   is less expensive when the target customers are numerous and widespread.
B)   is less effective in overcoming sales resistance.
C)   is less flexible in adapting to customers' needs and attitudes.
D)   provides more immediate feedback.
E)   All of these alternatives are correct.F) A) and C)
G) B) and C)

Question 3

In addition to mail,direct-response promotion may include websites,broadcast,e-mail,and interactive media.

Accepted Answer

A) True 
 B)False  True

Question 4

Which of the following statements about the communication process is True?

Accepted Answer

A)   The source is the sender of the message.
B)   The receiver is the potential customer.
C)   Encoding is done by the source.
D)   The receiver does decoding.
E)   All of these statements about the communication process are True.F) A) and C)
G) A) and B)

Question 5

In the 30-minute TV infomercial for a new type of "home gym equipment," a toll-free 800 number is prominently displayed across the bottom of the screen.This is an example of ______ promotion.

Accepted Answer

A)   latent-response
B)   delayed-response
C)   indirect-response
D)   laggard-response
E)   direct-responseF) B) and E)
G) A) and B)

Question 6

Communication often breaks down because the receiver's decoded message is different than the message the source encoded.

Accepted Answer

A) True 
 B)False

Question 7

Deciding on the right promotion blend should be the job of the advertising manager.

Accepted Answer

A) True 
 B)False  False

Question 8

Direct spoken communication between sellers and potential customers is personal selling.

Accepted Answer

A) True 
 B)False

Question 9

The best way to reach EARLY adopters is through

Accepted Answer

A)   impersonal and scientific information media.
B)   salespeople and mass media.
C)   innovators.
D)   the mass media.
E)   opinion leaders.F) C) and D)
G) B) and D)

Question 10

Direct-response promotion targets specific individuals who respond directly.

Accepted Answer

A) True 
 B)False

Question 11

The source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver is termed as

Accepted Answer

A)   transmutation.
B)   exposition.
C)   decoding.
D)   encoding.
E)   recoding.F) A) and B)
G) D) and E) D

Question 12

Relative to other promotion methods,_____ can usually be implemented quickly and get results sooner.

Accepted Answer

A)   mass selling
B)   advertising
C)   publicity
D)   personal selling
E)   sales promotionF) A) and C)
G) A) and E)

Question 13

Regarding Product Life Cycles and Promotion ______.

Accepted Answer

A)   During market introduction, the basic promotion objective is to remind.
B)   In sales decline, the amount spent on promotion usually increases as firms use reminder promotion to increase demand.
C)   Persuading becomes important in the market growth stage.
D)   In market maturity, more competitors enter the market and the promotion emphasis must now shift to building selective demand for the firm's own brand.
E)   Promotion blends have to be constant at different life-cycle stages.F) C) and E)
G) A) and B)

Question 14

The traditional communication process does NOT include

Accepted Answer

A)   response.
B)   receiver.
C)   encoding.
D)   feedback.
E)   source.F) C) and E)
G) A) and E)

Question 15

Which of the following statements about innovators is not true?

Accepted Answer

A)   Innovators tend to rely on impersonal and scientific information sources, or other innovators, rather than salespeople.
B)   Innovators often search for information on the Internet, read articles in technical publications, or look for informative ads in special interest magazines.
C)   Innovators tend to be young and well educated and are eager to try a new idea.
D)   Innovators need strong social pressure from their own peer group before they adopt a new product.
E)   Innovators are also constituted by specialized business firms who are willing to take the risk of doing something new.F) C) and D)
G) B) and E)

Question 16

A potential customer watches a TV ad for the new BMW 7-series sedan during the highly-rated Academy Awards program.In the traditional communication model,the potential customer is the

Accepted Answer

A)   source
B)   message channel
C)   receiver
D)   encoderE) A) and D)
F) None of the above

Question 17

Which of the following defines the characteristic of publicity?

Accepted Answer

A)   It is generally less useful than advertising for promoting a truly new product.
B)   It is mass selling that avoids paying media costs.
C)   It is any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor.
D)   It is more expensive than all other promotion methods.
E)   It is more flexible than personal selling.F) A) and E)
G) B) and C)

Question 18

Which of the following is not true of laggards or non-adopters?

Accepted Answer

A)   Laggards or non-adopters are usually the smallest businesses with the least specialization.
B)   Laggards or non-adopters tend to be older and less well educated.
C)   Laggards or non-adopters rely mainly on other laggards for information.
D)   Laggards or non-adopters are suspicious of new ideas.
E)   Laggards or non-adopters are likely to be mobile and have contacts outside their social group.F) A) and D)
G) B) and D)

Question 19

A producer using very aggressive promotion to get final consumers to ask intermediaries for a new product has ______.

Accepted Answer

A)   a pulling policy
B)   a target marketing policy
C)   a selective distribution policy
D)   a pushing policy
E)   an intensive distribution policyF) B) and E)
G) B) and C)

Question 20

An advertising manager is trying to decide what words to use in a magazine ad for the new Ford Focus.In the traditional communication model,the ad manager is the ______.

Accepted Answer

A)   source
B)   receiver
C)   noise
D)   encoder
E)   decoderF) A) and C)
G) A) and E)

Exam 15: Promotion-Introduction to Integrated Marketing Communications

To encourage potential buyers to take its new Model 3 sedan for a test drive,BMW posts a video on its website of the Model 3 speeding down a winding mountain road.This is an example of ______.

Correct AnswerverifiedShow Answer

Compared with other promotion methods,PERSONAL SELLING

Correct AnswerverifiedShow Answer

In addition to mail,direct-response promotion may include websites,broadcast,e-mail,and interactive media.

Correct AnswerverifiedTrue

Which of the following statements about the communication process is True?

Correct AnswerverifiedShow Answer

In the 30-minute TV infomercial for a new type of "home gym equipment," a toll-free 800 number is prominently displayed across the bottom of the screen.This is an example of ______ promotion.

Correct AnswerverifiedShow Answer

Communication often breaks down because the receiver's decoded message is different than the message the source encoded.

Correct AnswerverifiedShow Answer

Deciding on the right promotion blend should be the job of the advertising manager.

Correct AnswerverifiedFalse

Direct spoken communication between sellers and potential customers is personal selling.

Correct AnswerverifiedShow Answer

The best way to reach EARLY adopters is through

Correct AnswerverifiedShow Answer

Direct-response promotion targets specific individuals who respond directly.

Correct AnswerverifiedShow Answer

The source deciding what it wants to say and translating it into words or symbols that will have the same meaning to the receiver is termed as

Correct AnswerverifiedD

Relative to other promotion methods,_____ can usually be implemented quickly and get results sooner.

Correct AnswerverifiedShow Answer

Regarding Product Life Cycles and Promotion ______.

Correct AnswerverifiedShow Answer

The traditional communication process does NOT include

Correct AnswerverifiedShow Answer

Which of the following statements about innovators is not true?

Correct AnswerverifiedShow Answer

A potential customer watches a TV ad for the new BMW 7-series sedan during the highly-rated Academy Awards program.In the traditional communication model,the potential customer is the

Correct AnswerverifiedShow Answer

Which of the following defines the characteristic of publicity?

Correct AnswerverifiedShow Answer

Which of the following is not true of laggards or non-adopters?

Correct AnswerverifiedShow Answer

A producer using very aggressive promotion to get final consumers to ask intermediaries for a new product has ______.

Correct AnswerverifiedShow Answer

An advertising manager is trying to decide what words to use in a magazine ad for the new Ford Focus.In the traditional communication model,the ad manager is the ______.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
True

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
False

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
D

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified