Question 1

Funny ads are a consumer favorite because humor is not risky.

Accepted Answer

Humor can be risky in advertising as it may not resonate with all audiences and can sometimes offend or alienate potential customers.

Question 2

Publicity and word­of­mouth are powerful forms of product promotion.

Accepted Answer

Publicity and word-of-mouth can greatly impact a product's success as they can create buzz and interest among potential consumers.

Question 3

Marketers can control every message that every consumer sees or hears about their products.

Accepted Answer

Marketers cannot control every message that every consumer sees or hears about their products as there are various external factors like word-of-mouth, customer reviews, media coverage, and social media mentions that can influence consumer perceptions and attitudes towards a brand or product.

Question 4

Integrated marketing communication is used to coordinate the delivery of a consistent message to consumers through multiple promotional channels.

Accepted Answer

Integrated marketing communication, or IMC, aims to deliver a unified and consistent message through various platforms such as advertising, public relations, direct marketing, and social media. This approach helps enhance brand awareness and build relationships with customers by providing a cohesive and compelling message across all promotional channels.

Question 5

A positioning statement is a non­paid message found in a news article.

Accepted Answer

A positioning statement is actually a paid message that a company uses to articulate its unique value proposition and differentiate itself from competitors. It is typically used in advertising or marketing materials, and is not found in a news article.

Question 6

Paulo asked his friend, Melanie, to recommend a local dentist. Melanie had just seen an ad for Dr. Davison, a local dentist, and gave Paulo the phone number. This demonstrates power of publicity.

Accepted Answer

The answer of Paulo asked his friend, Melanie, to recommend...

Question 7

Claotenlsyu.mer tolerance for impersonal corporate communication has increased

Accepted Answer

There is no evidence or data to suggest that consumer tolerance for impersonal corporate communication has increased. In fact, consumers often prefer personalized and engaging interactions.

Question 8

Changes in technology have given consumers the power to control how and when they interact with media.

Accepted Answer

With the rise of technology and the widespread use of devices such as smartphones and tablets, consumers now have the ability to choose which media they consume, when they consume it, and how they consume it. This has led to a shift in power from media companies to consumers, as they now have more control over their media experiences.

Question 9

To build a successful promotional message, a marketer has to understand how his or her product is different from and better than the competition.

Accepted Answer

Understanding the unique selling proposition and competitive advantage of a product is essential for crafting an effective promotional message that can persuade customers to choose it over competitors' offerings.

Question 10

Big ideas that result from the creative development process are typically based on an economical or financial premise.

Accepted Answer

Big ideas that result from the creative development process can be based on a variety of premises, including social, environmental, cultural, or personal perspectives. The premise does not necessarily have to be economical or financial in nature.

Question 11

Lisa is planning to buy a Drof automobile. She has already visited the Drof website and is paying more attention to Drof ads in magazines and on television. She is planning on visiting a Drof dealership in the next few days to talk to a salesperson. If Drof uses integrated marketing communication, its goal will be to coordinate the messages Lisa receives through each of these sources.

Accepted Answer

Integrated marketing communication aims to create consistency and coordination across different marketing channels and messages to ensure that customers like Lisa receive a unified brand experience.

Question 12

One effective way for a firm to promote its products is to identify the key points of contact between its products and the target market, and then focus its efforts on those areas.

Accepted Answer

This is true because by focusing on the key points of contact between the products and target market, the firm can effectively communicate the value of its products and increase the likelihood of sales.

Question 13

Natural Juices has based its message on the concept that its juices are "Tastefully nutritious." The aim is to let customers know that its products provide a tasty way to get needed vitamins and minerals. This is an example of a big idea that is based on a rational premise.

Accepted Answer

The statement correctly identifies that the big idea of Natural Juices is based on a rational premise - that their juices are nutritious and tasty.

Question 14

Home Depot's "More savings. More doing." is an example of a rational big idea.

Accepted Answer

Home Depot's slogan promotes practicality and tangible benefits, such as saving money and accomplishing tasks, which aligns with a rational big idea approach.

Question 15

Tfohre mraaprikde tpearcs et oo fi ntcercehansoel othgeicira lu sceh aonf gtee chhanso cloregayt eidn aa nn eeeffdo artn tdo arne aocphp ao rbturonaitdyer range of consumers­with the right product, at the right time, with the right message.

Accepted Answer

The statement mentions the importance of reaching a broad range of consumers with the right product, at the right time, with the right message, indicating that it is true.

Question 16

Tsphaew bneisnt gb ibgo pthr oimmiottaitoonr si daenads phaarvoed ieenst.renched themselves in popular culture,

Accepted Answer

This statement is true. Sphinxes have indeed entrenched themselves in popular culture throughout history, appearing in various forms of art, literature, and media.

Question 17

Using integrated marketing communication involves creating different product messages for different media in order to adjust for the unique strengths and weaknesses of each medium.

Accepted Answer

Integrated marketing communication involves creating a consistent message across all media to ensure a unified brand experience, rather than tailoring different messages for each medium.

Question 18

Effective product promotion requires that everyone who creates and manages promotional messages has free access to information about the customer, the product, the competition, the market, and the organization's strategy.

Accepted Answer

This is true because having access to information about the customer, product, competition, market, and organization's strategy allows for the development of targeted and impactful promotional messages. Without this information, promotional efforts may not effectively reach the target audience or differentiate the product from competitors.

Question 19

A successful big idea always translates well across cultures.

Accepted Answer

Culture plays a major role in how individuals perceive and respond to ideas. A big idea may be successful in one culture but may not necessarily translate well to another culture. Factors such as language, values, beliefs, and traditions can affect the acceptance and effectiveness of an idea. Therefore, it is important to consider cultural differences when developing and implementing big ideas across different regions.

Question 20

Finofro er fmfiactiieonnt liyn cao cmommupna incya tminugs tp broem reosttiroinc temde. ssages, the lateral flow of

Accepted Answer

The sentence is a jumble of words and letters, making it nonsensical and not a coherent statement.

Quiz 12: Product and Promotion: Creating and Communicating Value

Funny ads are a consumer favorite because humor is not risky.

Publicity and wordofmouth are powerful forms of product promotion.

Marketers can control every message that every consumer sees or hears about their products.

Integrated marketing communication is used to coordinate the delivery of a consistent message to consumers through multiple promotional channels.

A positioning statement is a nonpaid message found in a news article.

Paulo asked his friend, Melanie, to recommend a local dentist. Melanie had just seen an ad for Dr. Davison, a local dentist, and gave Paulo the phone number. This demonstrates power of publicity.

Claotenlsyu.mer tolerance for impersonal corporate communication has increased

Changes in technology have given consumers the power to control how and when they interact with media.

To build a successful promotional message, a marketer has to understand how his or her product is different from and better than the competition.

Big ideas that result from the creative development process are typically based on an economical or financial premise.

One effective way for a firm to promote its products is to identify the key points of contact between its products and the target market, and then focus its efforts on those areas.

Natural Juices has based its message on the concept that its juices are "Tastefully nutritious." The aim is to let customers know that its products provide a tasty way to get needed vitamins and minerals. This is an example of a big idea that is based on a rational premise.

Home Depot's "More savings. More doing." is an example of a rational big idea.

Tfohre mraaprikde tpearcs et oo fi ntcercehansoel othgeicira lu sceh aonf gtee chhanso cloregayt eidn aa nn eeeffdo artn tdo arne aocphp ao rbturonaitdyer range of consumerswith the right product, at the right time, with the right message.

Tsphaew bneisnt gb ibgo pthr oimmiottaitoonr si daenads phaarvoed ieenst.renched themselves in popular culture,

Using integrated marketing communication involves creating different product messages for different media in order to adjust for the unique strengths and weaknesses of each medium.

Effective product promotion requires that everyone who creates and manages promotional messages has free access to information about the customer, the product, the competition, the market, and the organization's strategy.

A successful big idea always translates well across cultures.

Finofro er fmfiactiieonnt liyn cao cmommupna incya tminugs tp broem reosttiroinc temde. ssages, the lateral flow of

Quiz 12: Product and Promotion: Creating and Communicating Value

Funny ads are a consumer favorite because humor is not risky.

Publicity and word­of­mouth are powerful forms of product promotion.

Marketers can control every message that every consumer sees or hears about their products.

Integrated marketing communication is used to coordinate the delivery of a consistent message to consumers through multiple promotional channels.

A positioning statement is a non­paid message found in a news article.

Paulo asked his friend, Melanie, to recommend a local dentist. Melanie had just seen an ad for Dr. Davison, a local dentist, and gave Paulo the phone number. This demonstrates power of publicity.

Claotenlsyu.mer tolerance for impersonal corporate communication has increased

Changes in technology have given consumers the power to control how and when they interact with media.

To build a successful promotional message, a marketer has to understand how his or her product is different from and better than the competition.

Big ideas that result from the creative development process are typically based on an economical or financial premise.

One effective way for a firm to promote its products is to identify the key points of contact between its products and the target market, and then focus its efforts on those areas.

Natural Juices has based its message on the concept that its juices are "Tastefully nutritious." The aim is to let customers know that its products provide a tasty way to get needed vitamins and minerals. This is an example of a big idea that is based on a rational premise.

Home Depot's "More savings. More doing." is an example of a rational big idea.

Tfohre mraaprikde tpearcs et oo fi ntcercehansoel othgeicira lu sceh aonf gtee chhanso cloregayt eidn aa nn eeeffdo artn tdo arne aocphp ao rbturonaitdyer range of consumers­with the right product, at the right time, with the right message.

Tsphaew bneisnt gb ibgo pthr oimmiottaitoonr si daenads phaarvoed ieenst.renched themselves in popular culture,

Using integrated marketing communication involves creating different product messages for different media in order to adjust for the unique strengths and weaknesses of each medium.

Effective product promotion requires that everyone who creates and manages promotional messages has free access to information about the customer, the product, the competition, the market, and the organization's strategy.

A successful big idea always translates well across cultures.

Finofro er fmfiactiieonnt liyn cao cmommupna incya tminugs tp broem reosttiroinc temde. ssages, the lateral flow of

Publicity and wordofmouth are powerful forms of product promotion.

A positioning statement is a nonpaid message found in a news article.

Tfohre mraaprikde tpearcs et oo fi ntcercehansoel othgeicira lu sceh aonf gtee chhanso cloregayt eidn aa nn eeeffdo artn tdo arne aocphp ao rbturonaitdyer range of consumerswith the right product, at the right time, with the right message.