Question 1

In the introduction stage of the product life cycle,a combination of is best for producing high awareness.
A)indirect marketing and personal selling
B)personal selling and direct marketing
C)public relations and personal selling
D)direct marketing and sales promotion
E)advertising and public relations

Accepted Answer

In the introduction stage, it is important to create high awareness among the target audience. The best combination for this would be advertising and public relations. Advertising helps to reach a large audience and create brand recall, while public relations helps to generate positive publicity and gain credibility for the brand. Both these methods work together to create maximum exposure for the product during the introduction stage.

Question 2

The use of short- term incentives to encourage the purchase or sale of a product or service is called .
A)sales promotion
B)public relations
C)personal selling
D)direct marketing
E)publicity

Accepted Answer

Sales promotion includes offering incentives to consumers for making a purchase or taking a specific action, such as receiving a discount or bonus. The other options listed (B) public relations, (C) personal selling, (D) direct marketing, and (E) publicity do not involve short-term incentives for purchase or sale.

Question 3

Using integrated marketing communications,the communications process should start with .
A)publicity
B)an advertising strategy
C)public relations
D)an audit of all potential customer touch points
E)the competitive- parity method

Accepted Answer

Integrated marketing communications involves coordinating all communication touch points with customers to create a consistent brand message. Therefore, it is important to start the communications process with an audit of all potential customer touch points. This allows marketers to identify where they need to focus their efforts to create a unified message across all communication channels. Once an audit is complete, marketers can then develop a comprehensive strategy that includes advertising, publicity, and public relations, among other tactics.

Question 4

Integrated marketing communications produces better communications and greater impact.
A)branding;quality
B)sales;consistency
C)variety;production
D)marketing;competitive
E)consistency;sales

Accepted Answer

Integrated marketing communications aim to deliver a consistent message across all marketing channels, which can lead to increased sales.

Question 5

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)encoding
B)decoding
C)responding
D)messaging
E)sending

Accepted Answer

HP is encoding the brand message into words and illustrations through their advertising agency.

Question 6

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)decoding
B)sourcing
C)messaging
D)encoding
E)signifying

Accepted Answer

Encoding is the process of turning thoughts into communication. In this case, using a cleaning genie to represent the strength and power of Mr.Clean is an example of encoding the message into a symbolic form.

Question 7

Advertising has some shortcomings.What is NOT one of them?
A)It carries on one- way communication with the audience.
B)It does not make audience members feel the need to respond.
C)It slowly reaches many people.
D)It can be very costly.
E)It is impersonal.

Accepted Answer

Out of the given options, advertising slowly reaching many people is NOT a shortcoming. The other options are all shortcomings of advertising, for example, one-way communication, lack of audience response, high costs, and impersonal nature.

Question 8

The six buyer- readiness stages include all of the following EXCEPT .
A)liking
B)conviction
C)knowledge
D)hesitation
E)awareness

Accepted Answer

The six buyer-readiness stages are awareness, knowledge, liking, preference, conviction, and purchase. Hesitation is not one of the stages.

Question 9

Moral appeals are directed to the audience's sense of what is "right" and .
A)proper
B)emotional
C)traditional
D)affordable
E)positive

Accepted Answer

Moral appeals are designed to appeal to the audience's sense of what is right, just, or proper.

Question 10

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

Accepted Answer

A.Y. McDonald is employing regional salespeople for personal selling, where they directly interact with potential customers and sell the products to them. This is in contrast to advertising, public relations, sales promotions, and direct marketing, which may involve less direct interaction with the customer.

Question 11

Which of the following represent(s)a two- sided message?
A)Heinz Ketchup is slow good.
B)Listerine tastes bad twice a day.
C)Etonic athletic shoes are built so you can last.
D)A and B
E)none of the above

Accepted Answer

A two-sided message presents both the positive and negative aspects of a product or idea. Choice A only presents a positive message about Heinz ketchup, while choice B only presents a negative message about Listerine. Choice C also only presents a positive message about Etonic shoes. Therefore, the best choice(s) for a two-sided message are A and B because they present both positive and negative aspects of the product.

Question 12

Marketing communicators must be good at messages that take into account how the target audience them.
A)decoding;receives
B)delivering;encodes
C)retrieving;perceives
D)sending;encodes
E)encoding;decodes

Accepted Answer

Marketing communicators must encode messages in a way that the target audience can effectively decode and understand them.

Question 13

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)pull only
B)pulse
C)push and pull
D)continuity
E)push only

Accepted Answer

Clean and Clear would likely use a combination of push and pull strategies to both encourage retailers to stock more of their products (push) and to create consumer demand that pulls the product through the distribution channel.

Question 14

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)departs from;direct
B)varies from;distinguishable
C)overlaps with;effective
D)coincides with;creative
E)connects with;ineffective

Accepted Answer

When the sender's field of experience overlaps with that of the receiver, it means that they share a common understanding of the subject matter being discussed. This results in an effective communication process, as the message is more likely to be clearly and accurately conveyed, understood, and interpreted by the receiver.

Question 15

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)creativity
B)feedback
C)variety
D)convenience
E)consistency

Accepted Answer

Consistency is the best choice because integrated marketing communications requires consistent branding across all channels of communication. Harpo Enterprises maintains consistency in design and tone across their TV show, website, and magazine, ensuring that their brand message is clear and recognizable to their audience.

Question 16

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 medium of this ad is .
A)the target market to whom Melina Kanakaredes appeals
B)readers who redeem the $1- off coupon
C)Maybelline
D)Melina Kanakaredes
E)Ladies' Home Journal

Accepted Answer

The medium of the ad is Ladies' Home Journal magazine since it is the platform through which the ad is being communicated to its readers.

Question 17

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)distraction
C)decoding
D)feedback
E)noise

Accepted Answer

The unplanned static or distortion that distracts the consumer from reading the advertisement is referred to as "noise" in the communication process.

Question 18

Marketing communicators must do all of the following EXCEPT .
A)choose the media through which to send a message
B)collect feedback
C)identify the target audience
D)deliver products to the customer
E)determine the communication objectives

Accepted Answer

Marketing communicators are responsible for creating and delivering messages to potential customers, identifying the target audience, choosing the media to send the message, and determining communication objectives. However, delivering products to the customer is the responsibility of the operations or logistics department.

Question 19

Advertising,sales promotion,personal selling,public relations,and direct marketing are all .
A)promotional tools used for push strategies but not pull strategies
B)promotional tools adapted for use in mass marketing
C)promotional tools used for pull strategies but not push strategies
D)communications channels that should be integrated under the concept of integrated marketing communications
E)communications channels focused more on narrowcasting than broadcasting

Accepted Answer

Advertising, sales promotion, personal selling, public relations, and direct marketing are all part of the promotional mix and should be integrated under the concept of integrated marketing communications. This means that all communication channels should work together to ensure a consistent and coordinated message is delivered to the target audience.

Question 20

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)moral
B)standard
C)emotional
D)structural
E)rational

Accepted Answer

The use of humor in messages is part of the emotional appeal, as it aims to create positive feelings and associations with the brand. This type of appeal is known to be effective in capturing attention and creating stronger connections with the audience. The other options refer to different types of appeals, such as moral (appealing to values and ethics), standard (conforming to social norms), structural (using logical arguments and evidence), and rational (focusing on practical benefits and features).

Quiz 14: Communicating Customer Value

In the introduction stage of the product life cycle,a combination of is best for producing high awareness.

The use of short- term incentives to encourage the purchase or sale of a product or service is called .

Using integrated marketing communications,the communications process should start with .

Integrated marketing communications produces better communications and greater impact.

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 _.

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.

Advertising has some shortcomings.What is NOT one of them?

The six buyer- readiness stages include all of the following EXCEPT .

Moral appeals are directed to the audience's sense of what is "right" and .

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 .

Which of the following represent(s) a two- sided message?

Marketing communicators must be good at messages that take into account how the target audience them.

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?

In the communication process,the more the sender's field of experience that of the receiver,the more _ the message is likely to be.

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.

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 medium of this ad is .

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 _ .

Marketing communicators must do all of the following EXCEPT .

Advertising,sales promotion,personal selling,public relations,and direct marketing are all .

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.