Deck 18: Advertising, Sales Promotion, and Public Relations

Question 1

The process of conveying a message to others that requires six elements-a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding-is referred to as

A) exchange.
B) dialogue.
C) communication.
D) advertising.
E) feedback.

Answer 1

C

Question 2

The promotional mix includes which of these?

A) segmentation
B) direct marketing
C) merchandising
D) branding
E) people

Answer 2

B

Question 3

The ________ includes advertising, personal selling, sales promotion, public relations, and direct marketing.

A) promotional mix
B) promotion channel
C) communication message
D) marketing matrix
E) media mix

Answer 3

A

Question 4

Communication is the process of conveying a message to others and it requires six elements: __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

A) a concept
B) a brand
C) a slogan
D) a source
E) an offer

Question 5

By taking the consumer journey and consumer expectations into consideration, integrated marketing communications (IMC) becomes a key element in a company's ________ strategy.

A) generic business
B) retail life cycle
C) market segmentation
D) sustainable development
E) customer experience management

Question 6

All of these were Taco Bell marketing tactics designed to appeal to its target market for its new IMC campaign exceptwhich?

A) themed Party Packs containing tacos and burritos
B) TV advertising about the "reBELLion"
C) Twitter announcement that "The taco #reBELLion has begun"
D) partnership with Impossible for free samples
E) reBELLious merchandise available for purchase online

Question 7

The ________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.

A) product
B) price
C) place
D) promotion
E) advertising

Question 8

The promotional mix refers to

A) the three underlying appeals used that make promotions effective: sex appeal, humor appeal, and fear appeal.
B) the combination of both paid and nonpaid marketing tools used to promote product interest.
C) the set of promotional tools designed to motivate prospective buyers to purchase products and services: awareness, interest, evaluation, trial, and adoption.
D) the composition of the objectives of the promotion: to inform, to persuade, to remind, and to phase out.
E) the combination of one or more communication tools used to inform prospective buyers about the benefits of the product, persuade them to try it, and remind them later about the benefits they enjoyed by using the product.

Question 9

The combination of one or more communication tools used to inform prospective buyers about the benefits of the product, persuade them to try it, and remind them later about the benefits they enjoyed by using the product is referred to as the

A) promotion channel.
B) channel of communication.
C) marketing matrix.
D) promotional mix.
E) media mix.

Question 10

The concept of designing marketing communications programs that coordinate all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing-to provide a consistent message across all audiences is referred to as

A) the media mix.
B) the marketing matrix.
C) the promotional blend.
D) marketing by objectives.
E) integrated marketing communications.

Question 11

To promote its theme parks to groups, Disney uses advertising, direct marketing, social media, and sales promotions with other companies such as McDonald's. In other words, Disney uses

A) the media mix.
B) the marketing matrix.
C) the promotional blend.
D) marketing by objectives.
E) integrated marketing communications.

Question 12

Communication is the process of conveying a message to others and it requires six elements, including which of these?

A) a receiver
B) a signal
C) a brand
D) a slogan
E) an offer

Question 13

A primary function of the promotional mix is to

A) explain how to use a product.
B) persuade consumers to try a product.
C) inform customers of complementary offerings.
D) inform customers of pricing changes.
E) point out flaws in competitors' products.

Question 14

Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide a

A) promotional channel.
B) unique statement of purpose.
C) consistent message across audiences.
D) media mix useful to all types of companies.
E) marketing matrix.

Question 15

Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that make up a firm's

A) cooperative advertising.
B) marketing mix.
C) media strategy.
D) promotional mix.
E) communication source.

Question 16

The ________ is used in part used to inform prospective buyers about the benefits of the product.

A) promotional mix
B) promotion channel
C) communication channel
D) marketing mix
E) media mix

Question 17

Promotion represents one element in the marketing mix. Promotion consists of communication tools, including advertising, direct marketing , sales promotion, public relations, and

A) channels.
B) merchandising.
C) personal selling.
D) innovation.
E) branding.

Question 18

Allegra is an antihistamine. To create brand awareness, Allegra's manufacturer is offering people who request information about the product a seat cushion to use at their favorite sporting event. Its television ad shows a woman halfheartedly watching a sporting event. The voiceover asks if she is bored or congested. In the next scene, the person is having a great time and is decongested after taking Allegra. This use of the same promotional theme throughout a product's marketing campaign is an example of how marketers use

A) the retailing mix.
B) integrated marketing communications.
C) the branding mix.
D) coordinated channels of communication.
E) marketing by objectives.

Question 19

In a marketing context, the acronym IMC refers to

A) interactive media convergence.
B) internal marketing communications.
C) integrated marketing collaboration.
D) integrated marketing communications.
E) international marketing convergence.

Question 20

Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because

A) its strategy includes using several types of promotional activities to deliver a consistent message.
B) it does not want to reach any member of its target audience more than once to conserve resources.
C) IMC is less expensive than other forms of promotion, such as public service announcements.
D) if it didn't, Disney would have to use indirect personal selling.
E) it is more concerned about frequency of attendance than geographic reach.

Question 21

Figure 18-1

-Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J). The positions labeled H and I are referred to as

A) encoding and decoding.
B) the message and noise.
C) the fields of experience and noise.
D) feedback and response.
E) the message and feedback.

Question 22

The information sent by a source to a receiver during the communication process is referred to as

A) an advertisement.
B) publicity.
C) a message.
D) feedback.
E) a missive.

Question 23

A message is conveyed by means of a ________ such as a salesperson, advertising media, or public relations tools.

A) distribution network
B) field of experience
C) channel of communication
D) direct feedback loop
E) vehicle

Question 24

Figure 18-1

-Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J). The position labeled B is referred to as

A) the message.
B) the receiver.
C) the source.
D) encoding.
E) feedback.

Question 25

Figure 18-1

-Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J). The position labeled C is referred to as

A) the message.
B) the receiver.
C) the fields of experience.
D) encoding.
E) feedback.

Question 26

Figure 18-1

-Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J). The position labeled E is referred to as

A) decoding.
B) the receiver.
C) the fields of experience.
D) response.
E) feedback.

Question 27

Figure 18-1

-Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J). The position labeled D is referred to as

A) decoding.
B) the receiver.
C) the fields of experience.
D) encoding.
E) feedback.

Question 28

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant. In terms of the communication process, the ________ of the information in the product's advertisement is Procter & Gamble, its manufacturer.

A) receiver
B) source
C) essence
D) decoder
E) communication channel

Question 29

A channel of communication refers to

A) the selection of either paid or nonpaid forms of information dissemination.
B) a similar understanding and knowledge that a sender and receiver apply to a message.
C) an open-ended dialogue between the marketing department and the firm responsible for developing the IMC program.
D) a social network-based forum that allows customers to communicate their likes, dislikes, suggestions, and concerns to an organization 24 hours a day, 365 days a year.
E) the means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process.

Question 30

Figure 18-1

-Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J). The position labeled G is referred to as

A) decoding.
B) noise.
C) the fields of experience.
D) response.
E) feedback.

Question 31

Procter & Gamble Co. created an advertisement for its Old Spice Krakengard Wild antiperspirant. In terms of the communication process, the ________ in the ad informed prospective customers that the antiperspirant offered more protection than other brands.

A) lesson
B) message
C) meme
D) source
E) feedback

Question 32

Figure 18-1

-Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J). The position labeled J is referred to as

A) decoding.
B) the message.
C) the fields of experience.
D) noise.
E) the feedback loop.

Question 33

Figure 18-1

-Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J). The position labeled Box A is referred to as

A) the message.
B) the receiver.
C) the source.
D) the fields of experience.
E) feedback.

Question 34

In a marketing context, a source refers to

A) any paid form of advertising.
B) consumers who read, hear, or see the message during the communications process.
C) a company or person who has information to convey during the communications process.
D) people with similar understanding and knowledge who are willing to share that knowledge with others.
E) a group of individuals who are willing to receive information from others.

Question 35

A company or person who has information to convey during the communication process is referred to as

A) an encryptor.
B) a message carrier.
C) a channel.
D) a receiver.
E) a source.

Question 36

L'Oréal created an advertisement for its Visible Lift makeup. Glamour magazine, in which the ad for the L'Oréal Visible Lift makeup appeared, is an example of

A) a message.
B) noise.
C) a feedback loop.
D) a source.
E) a channel of communication.

Question 37

Communication is the process of conveying a message to others and it requires six elements. Which process is one of these elements?

A) identifying
B) rationalizing
C) targeting
D) branding
E) encoding

Question 38

In a marketing communication context, the message refers to

A) product information regarding benefits and usage from receiver to the sender outside the channel of communication.
B) the slogan or tagline of a specific product.
C) proprietary information linking a specific product to a promotional campaign.
D) the information sent by a source to a receiver during the communication process.
E) a television or radio commercial from the buyer to the seller.

Question 39

In a marketing context, all of these are channels of communication used to convey a message from a source to a receiver except which?

A) magazine
B) news release
C) salesperson
D) feedback
E) TV

Question 40

Figure 18-1

-Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J). The position labeled F is referred to as

A) decoding.
B) the receiver.
C) the fields of experience.
D) response.
E) feedback.

Question 41

Errors in communication can occur in several ways, including which of these?

A) A properly encoded message is sent through the wrong channel and never makes it to the receiver.
B) In an attempt to be creative, the encoder creates a message with too much noise.
C) The communications channel is not properly funded.
D) The message is considered too ordinary because there is too broad a field of experience.
E) There is no interest on the part of the receiver because the product itself is inadequate.

Question 42

For a message to be communicated effectively, the sender and receiver must have a mutually shared field of experience, which means a similar ________ they apply to the message.

A) positioning
B) national, regional, or ethnic origin
C) understanding and knowledge
D) feeling
E) set of psychographics

Question 43

In the communication process, the viewers of a NASCAR race who see a TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called

A) decoders.
B) the target market.
C) wasted coverage.
D) receivers.
E) encoders.

Question 44

After watching the 30-minute infomercial on Oxy-Clean, Sarah was certain the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Sarah was ________ the message from Oxy-Clean.

A) integrating
B) transforming
C) translating
D) decoding
E) encoding

Question 45

Cardiac Science is a California-based company that makes defibrillators, heart monitors, and other medical equipment. It is preparing to market its products in Greece. The company's marketing manager in Greece wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience. Which of the following is the best example of a communications problem that might arise because her field of experience is different from that of her audience?

A) The name of the product, when translated into Greek, has an unintended meaning.
B) Her target audience is strongly ethnocentric.
C) The trade journals in which the company wants to run its ads do not accept ads from foreign companies.
D) A Greek bureaucrat who is responsible for determining that the Cardiac Science products meet national standards has taken a personal dislike to her.
E) The ads are in trade journals that Greek hospital administrators don't read.

Question 46

Which of the following messages represents a potential communication error?

A) "Once in-a-lifetime offer!"
B) "Buy one, get one free!"
C) "Can't read? Let us help. Free literacy classes."
D) "Great part-time job opportunity; transportation required."
E) "Two bottled waters for $3.00 or $1.75 each."

Question 47

The process of having the receiver take a set of symbols, the message, and transform them into an idea during the communication process is referred to as

A) decoding.
B) encoding.
C) integrating.
D) back translation.
E) transformation.

Question 48

Consumers who read, hear, or see the message sent by a source during the marketing communication process are referred to as

A) decoders.
B) the target market.
C) receivers.
D) sources.
E) encoders.

Question 49

Field of experience refers to

A) the unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e., the medical profession, legal profession, etc.).
B) the designation given to different elements in the communications channel based upon their specific area of expertise (i.e., advertising, publicity, etc.).
C) a similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect decoding of the sender's message.
D) a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect encoding of the sender's message.
E) a similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process.

Question 50

A marketing professor wanted to do everything possible to ensure that her students understood her lectures. Accordingly, she used examples of marketing activities with which most students were familiar. For example, the professor discussed the marketing exchanges between students and grocers, college bookstores, convenience stores, and clothiers. The examples used by the professor were her attempt to ________ her message to encourage better understanding on the part of her students.

A) use feedback within
B) create noise in
C) effectively decode
D) identify a mutually shared field of experience for
E) back translate

Question 51

A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as

A) common ground.
B) field of experience.
C) precise abstraction.
D) heuristics.
E) back translation.

Question 52

A ________ consists of a response and feedback.

A) feedback loop
B) consequence
C) source reaction
D) primary cause and effect
E) concept effect

Question 53

Decoding refers to

A) receiving a message within a common field of experience and breaking down that information into small usable units to better interpret its meaning.
B) having a receiver take a set of symbols, the message, and transform them into an idea.
C) receiving a message that requires integration of new information to fully understand the intended meaning.
D) having the sender transform an abstract idea into a set of symbols that can be universally understood.
E) having a sender take a set of symbols, the message, and transform them into an idea.

Question 54

When an English speaker reads the KFC slogan "Finger-lickin' good!" he or she interprets this as an indication that the food tastes very good. When this slogan was translated into Chinese, the Chinese speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing

A) product consumption behaviors.
B) fields of experience.
C) channels of communication.
D) educational systems.
E) advertising appeals.

Question 55

The process of a sender transforming an idea into a set of symbols during the communication process is referred to as

A) decoding.
B) encrypting.
C) message formation.
D) advertising.
E) encoding.

Question 56

In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the transformation of this idea into an ad campaign is an example of

A) noise.
B) receiving.
C) encoding.
D) decoding.
E) messaging.

Question 57

When Procter & Gamble bought the Old Spice brand in 1990, it planned to transform the old, stagnating brand into a men's "personal-care powerhouse." The ads that P&G developed shed the older-man image and now appeal to 18- to 34-year-olds. In terms of the communication process, P&G had to ________ its idea to deliver the message to the new target market.

A) respond
B) discuss
C) decode
D) encode
E) feedback

Question 58

After watching a 30-second commercial from Jared for fine jewelry, Mariah was certain the necklace she saw would look spectacular with her new formal dress. In terms of the communication process, Mariah engaged in the process of

A) integrating.
B) sending.
C) decoding.
D) messaging.
E) encoding.

Question 59

The billboards that Sony uses to advertise its PlayStation 5 video game console are

A) channels of communication.
B) messages.
C) noise.
D) feedback loops.
E) sources.

Question 60

In a marketing context, receivers are

A) only those consumers who read, hear, or see a message about a product or service and then choose to buy it.
B) consumers who read, hear, or see the message sent by a source during the communication process.
C) a firm that obtains a basic message or theme from its advertising agency and translates that vision into a usable IMC campaign.
D) promotional firms that select the best channels through which to convey advertising messages.
E) customers who read, hear, or see the message sent by a source and interpret it as intended rather than fitting it to their individual beliefs.

Question 61

Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms. She immediately went to the store to purchase the product. In terms of the communication process, the Claritin ad resulted in

A) a stimulus.
B) an exposure.
C) a field of experience.
D) a subconscious impulse.
E) a response.

Question 62

In the communication process, noise refers to

A) any unsolicited response from consumers or potential consumers regarding a company's message.
B) any communication with consumers who are not in the target audience.
C) extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process.
D) the use of colors, words, sounds, or images that make an otherwise simple message more complex.
E) a unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e., the medical profession, legal profession, etc.).

Question 63

In the communication process, printing mistakes that affect the meaning of a newspaper advertisement, or using words or pictures that fail to communicate the message clearly, are referred to as

A) noise.
B) clutter.
C) disruptions.
D) distortions.
E) misrepresentations.

Question 64

The marketing manager from a heavy-equipment manufacturer in Dallas, Texas, was attending an international trade show in Japan. There were many prospective customers from different countries who seemed interested in the firm's product. However, they had difficulty following the manager's explanations of product features due to his heavy Texas drawl. In this case, the accent would be considered

A) an encoding error.
B) a decoding error.
C) culture shock.
D) noise.
E) distortion.

Question 65

Advertising, sales promotion, and public relations are often said to use ________ because they are used with groups of prospective buyers.

A) cooperative selling
B) mass selling
C) customized selling
D) collection selling
E) paid selling

Question 66

After a receiver responds to a message, the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as

A) encoding.
B) receiver response.
C) feedback.
D) noise.
E) message loop.

Question 67

Each year, advertisers spend millions of dollars during the U.S. Super Bowl football game broadcast. These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle. Unfortunately, during the advertisements, many viewers might dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers. The desire for food and drink is an example of ________, which inhibits effective communication.

A) distraction
B) diversion
C) ineffective encoding
D) information overload
E) noise

Question 68

Figure 18-2

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 18-2 above, the promotional element labeled C represents

A) advertising.
B) personal selling.
C) public relations.
D) sales promotion.
E) direct marketing.

Question 69

________ is advisable for all marketing communications to ensure that messages will be decoded properly.

A) Use of an observable receiver
B) Customization
C) Elimination of the channel
D) Pretesting
E) Omitting the feedback loop

Question 70

Araceli saw an ad promoting Vermont as a tourist destination and a great place to live. The ad contained a postage-paid reply card that could be used to request more information. In terms of the communication process, mailing in the postcard with a request for further information is an example of

A) a stimulus.
B) a field of experience.
C) a response.
D) noise.
E) a feedback loop.

Question 71

Figure 18-2

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 18-2 above, the promotional element labeled B represents

A) advertising.
B) personal selling.
C) public relations.
D) sales promotion.
E) direct marketing.

Question 72

Figure 18-2

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 18-2 above, the promotional element labeled D represents

A) advertising.
B) personal selling.
C) public relations.
D) sales promotion.
E) direct marketing.

Question 73

In the feedback loop of the communication process, feedback refers to

A) the sender's interpretation of the response that indicates whether the message was decoded and understood as intended.
B) the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process.
C) a mutually shared understanding and knowledge the sender and receiver apply to a message so that it can be communicated effectively during the communication process in the message loop.
D) any unsolicited response from consumers or potential consumers regarding a company's message.
E) extraneous factors that can work against effective communication by distorting a message or the feedback received.

Question 74

Figure 18-2

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 18-2 above, the promotional element labeled E represents

A) advertising.
B) personal selling.
C) public relations.
D) sales promotion.
E) direct marketing.

Question 75

Which of these would be least likely to be used for mass selling?

A) advertising
B) public relations
C) sales promotion
D) publicity
E) personal selling

Question 76

In the feedback loop, the impact the message has on the receiver's knowledge, attitude, or behaviors during the communications process is referred to as

A) feedback.
B) a field of experience.
C) noise.
D) a response.
E) a hierarchy of effects.

Question 77

In a feedback loop, a response refers to

A) the number of times a consumer must hear a message before it can be accurately decoded.
B) the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process.
C) the positive or negative feedback that a consumer expresses immediately after exposure to a company's message.
D) the impact, either positive or negative, that occurs when one consumer interprets a firm's message through word of mouth to another potential consumer using his or her own words.
E) the length of time required for a typical customer to associate a specific slogan, theme, melody, or logo with a specific product brand.

Question 78

Mary's Cookies submitted an ad to the local newspaper with a coupon stating that a dozen cookies cost $2.99. The newspaper instead printed the price on the coupon as $29.99. Consequently, no customers came in to buy cookies using the coupon. The factor working against effective communication between Mary and her target market in this case was most likely

A) feedback disruption.
B) noise.
C) a decoding error.
D) a communication barrier.
E) message interference.

Question 79

In a promotional sense, customized interaction is exemplified by

A) the creation of unique products based upon the needs and wants of individual consumers.
B) the translation of a company's message into multiple languages for use in advertising in different countries or regions.
C) personal selling between a seller and a prospective buyer that can include face-to-face, telephone, and interactive electronic communication.
D) the creation of different promotional campaigns based on gender, age, or ethnicity.
E) the use of different images (such as the covers of Sports Illustrated) to reach different product groupings.

Question 80

Figure 18-2

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 18-2 above, the promotional element labeled Box A represents

A) advertising.
B) personal selling.
C) public relations.
D) sales promotion.
E) direct marketing.