Question 1

In the _____ of the product life cycle, the promotional strategy is to emphasize the product's differential advantage over the competition.

Accepted Answer

A)  growth stage
B)  decline stage
C)  maturity stage
D)  introduction stageE) A) and B)
F) A) and C)

Question 2

In the context of the promotional mix, _____ attempts to persuade the buyer to accept a point of view.

Accepted Answer

A)  relationship selling
B)  personal selling
C)  sales promotion
D)  media promotionE) A) and D)
F) C) and D)

Question 3

Briefly explain how the elements of the promotional mix affect the target audience.

Accepted Answer

Answers will vary. The elements of the p...

Question 4

Which of the following statements is true of a proper promotional mix?

Accepted Answer

A)  It does not use advertising.
B)  It entails indirect, one-way communication.
C)  It works for all products of a company.
D)  It meets the needs of a target market.E) A) and B)
F) B) and D)

Question 5

The managers of Pork Farm Inc., a meat-packing company, want to create more consumer demand for the company's products that are not as popular as its competitors. They have a meeting to decide on the effective communication strategies that can be used to increase the popularity of Pork Farm Inc.'s products among customers. They want to do this by advertising their company's products. In this scenario, the managers of Pork Farm Inc. are developing the _____.

Accepted Answer

A)  promotional strategy
B)  distribution strategy
C)  service strategy
D)  price strategyE) A) and B)
F) A) and C)

Question 6

Which of the following statements is a difference between interpersonal communication and mass communication?

Accepted Answer

A)  Noise level is high in interpersonal communication, whereas it is low in mass communication.
B)  Reception level is high in interpersonal communication, whereas it is low in mass communication.
C)  In interpersonal communication, senders receive indirect feedback, whereas in mass communication, senders receive direct feedback.
D)  In interpersonal communication, a company does not know the people with whom it is trying to communicate, whereas in mass communication, a company knows the people personally.E) B) and D)
F) B) and C)

Question 7

Roar Bros., a beverage manufacturing firm, recently launched a new energy drink. To make consumers aware of the new drink and to stimulate their interest in it, the managers want to use owned media to promote the new product. In this case, the managers will most likely:

Accepted Answer

A)  make short commercials for the energy drink and upload it on YouTube.
B)  encourage customers to share reviews about the energy drink on the firm's website.
C)  pay for advertising in television, magazine, radio, or newspaper.
D)  use display advertising on websites and pay-per-click advertising on search engines.E) A) and B)
F) All of the above

Question 8

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) B) and C)
F) B) and D)

Question 9

Which of the following is part of a pull strategy?

Accepted Answer

A)  Offering aggressive discounts to retailers
B)  Using trade advertising
C)  Offering heavy sampling and introductory consumer advertising
D)  Selling products to wholesalersE) All of the above
F) A) and B)

Question 10

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) A) and B)
F) A) and C)

Question 11

Explain the different stages of the product life cycle.

Accepted Answer

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

Question 12

Explain interpersonal and mass communication.

Accepted Answer

Answers will vary. Communication can be ...

Question 13

Which of the following statements is 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 B)
F) B) and C)

Question 14

Wild Plus, a television channel dedicated to wildlife, wanted to promote its new wildlife adventure series. The series was given wide coverage in newspapers and on television after the channel promoted it, which created awareness about Wild Plus and led to a large viewership. In this case, Wild Plus engaged in:

Accepted Answer

A)  advertising.
B)  personal selling.
C)  public relations.
D)  sales promotion.E) A) and C)
F) B) and C)

Question 15

Which of the following statements is true of sales promotion?

Accepted Answer

A)  It includes experiential marketing whereby marketers create events that enable customers to connect with brands.
B)  It includes a planned presentation to one or more prospective buyers for the purpose of making a sale.
C)  It consists of impersonal, one-way mass communication about a product or organization that is paid for by a marketer.
D)  It includes public information about a company, product, service, or issue appearing in the mass media as a news item.E) A) and D)
F) B) and C)

Question 16

To increase its revenue, Sky Airlines, an airline company, decides to promote well-known brands in its in-flight magazine. These brands would pay a fixed price to Sky Airlines to print their promotional messages in the magazine. In the context 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) A) and D)
F) A) and C)

Question 17

The _____ is the combination of advertising, personal selling, sales promotion, social media, and public relations and is used to reach the target market and fulfill an organization's overall goals.

Accepted Answer

A)  product mix
B)  retailing mix
C)  distribution mix
D)  promotional mixE) A) and C)
F) All of the above

Question 18

King's Crown, a beverage company, has launched a new energy drink. It sponsors a marathon in the city as part of its promotional strategy. It also issues a press release about the sponsorship and persuades media reporters of different newspapers to print it. King's Crown is generating _____.

Accepted Answer

A)  a marketing mix
B)  loyalty
C)  a sales response
D)  publicityE) A) and C)
F) None of the above

Question 19

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.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following statements is a difference between paid media and earned media?

Accepted Answer

A)  Paid media is based on the traditional advertising model, whereas earned media is based on a publicity or public relations model.
B)  Paid media gets people to talk about the brand, whereas earned media requires a brand to purchase media space.
C)  Paid media uses media coverage through word of mouth, whereas earned media uses display advertising on websites for promotion.
D)  Paid media is created when people talk and share content on social media, whereas earned media includes radio or newspaper advertising.E) A) and C)
F) None of the above

Exam 15: Marketing Communications

Which of the following statements is true of persuasive promotion?

Correct Answer
verified

Which of the following statements is a benefit of advertising?

Correct Answer
verified

Which of the following statements is true of a proper promotional mix?

Correct Answer
verified

Which of the following is part of a pull strategy?

Correct Answer
verified

Which of the following statements is true of sales promotion?

Correct Answer
verified

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

Correct Answer
verified

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.

Correct Answer
verified

Explain the different stages of the product life cycle.

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

Which of the following statements is a difference between interpersonal communication and mass communication?

Correct Answer
verified

King's Crown, a beverage company, has launched a new energy drink. It sponsors a marathon in the city as part of its promotional strategy. It also issues a press release about the sponsorship and persuades media reporters of different newspapers to print it. King's Crown is generating _____.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

In the _____ of the product life cycle, the promotional strategy is to emphasize the product's differential advantage over the competition.

Correct Answer
verified

Explain interpersonal and mass communication.

Correct Answer
verified
Answers will vary. Communication can be ...
View Answer

Which of the following statements is a difference between paid media and earned media?

Correct Answer
verified

Correct Answer
verified

The _____ is the combination of advertising, personal selling, sales promotion, social media, and public relations and is used to reach the target market and fulfill an organization's overall goals.

Correct Answer
verified

Briefly explain how the elements of the promotional mix affect the target audience.

Correct Answer
verified
Answers will vary. The elements of the p...
View Answer

Roar Bros., a beverage manufacturing firm, recently launched a new energy drink. To make consumers aware of the new drink and to stimulate their interest in it, the managers want to use owned media to promote the new product. In this case, the managers will most likely:

Correct Answer
verified

In the context of the promotional mix, _____ attempts to persuade the buyer to accept a point of view.

Correct Answer
verified

Exam 15: Marketing Communications

Which of the following statements is true of persuasive promotion?

Correct AnswerverifiedShow Answer

Which of the following statements is a benefit of advertising?

Correct AnswerverifiedShow Answer

Which of the following statements is true of a proper promotional mix?

Correct AnswerverifiedShow Answer

Which of the following is part of a pull strategy?

Correct AnswerverifiedShow Answer

Which of the following statements is true of sales promotion?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Explain the different stages of the product life cycle.

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

Which of the following statements is a difference between interpersonal communication and mass communication?

Correct AnswerverifiedShow Answer

King's Crown, a beverage company, has launched a new energy drink. It sponsors a marathon in the city as part of its promotional strategy. It also issues a press release about the sponsorship and persuades media reporters of different newspapers to print it. King's Crown is generating _____.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In the _____ of the product life cycle, the promotional strategy is to emphasize the product's differential advantage over the competition.

Correct AnswerverifiedShow Answer

Explain interpersonal and mass communication.

Correct AnswerverifiedAnswers will vary. Communication can be ...View AnswerShow Answer

Which of the following statements is a difference between paid media and earned media?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The _____ is the combination of advertising, personal selling, sales promotion, social media, and public relations and is used to reach the target market and fulfill an organization's overall goals.

Correct AnswerverifiedShow Answer

Briefly explain how the elements of the promotional mix affect the target audience.

Correct AnswerverifiedAnswers will vary. The elements of the p...View AnswerShow Answer

Roar Bros., a beverage manufacturing firm, recently launched a new energy drink. To make consumers aware of the new drink and to stimulate their interest in it, the managers want to use owned media to promote the new product. In this case, the managers will most likely:

Correct AnswerverifiedShow Answer

In the context of the promotional mix, _____ attempts to persuade the buyer to accept a point of view.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Answers will vary. Communication can be ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Answers will vary. The elements of the p...
View Answer

Correct Answer
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Correct Answer
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