Question 1

A sharing of meaning defines

Accepted Answer

Communication is defined as the sharing of meaning between at least two people. Promotion is a specific type of communication aimed at increasing sales or awareness of a product or service, but does not necessarily involve shared meaning. Information is the conveyance of factual or objective data, but does not imply a shared understanding. Noise and interference refers to anything that disrupts or distorts the intended communication, but does not necessarily involve any sharing of meaning. Therefore, choice E (communication) is the best answer.

Question 2

Compared to advertising, what are the major advantages and limitations of personal selling?

Accepted Answer

Personal selling has both advantages and limitations when compared with advertising. Advertising is general communication aimed at a relatively large target audience, whereas personal selling involves more specific communication directed at one or several individuals. Reaching one person through personal selling costs considerably more than through advertising, but personal selling efforts often have greater impact on customers. Personal selling also provides immediate feedback, allowing marketers to adjust their messages to improve communication. Such interaction helps them determine and respond to customers' information needs.

Question 3

In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication

Accepted Answer

In the communication process, the source is the originator of the message. In this case, Gillette is the source because they are the ones creating and sending the message that their product is "the best a man can get."

Question 4

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

Accepted Answer

Integrated marketing communications (IMC) is the coordination and integration of all promotional tools and communication techniques to provide a consistent and persuasive message about a brand or product. IMC involves creating a seamless and cohesive experience for the customer through the use of different media channels such as advertising, public relations, direct marketing, sales promotion, and personal selling. The goal of IMC is to deliver a clear and consistent message across all marketing channels to maximize the impact of promotional efforts.

Question 5

Select three criticisms of promotion, and provide defenses to refute them.

Accepted Answer

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Question 6

Identify the major objectives of promotion.

Accepted Answer

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Question 7

How does sales promotion differ from promotion in general?

Accepted Answer

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Question 8

Discuss the impact that social media has had on the strategy for promotion.

Accepted Answer

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Question 9

Why is face-to-face communication more flexible in comparison with digital, web-based, or telephone communications when marketing a new or existing product?

Accepted Answer

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Question 10

What are the differences in trying to stimulate primary demand versus selective demand?

Accepted Answer

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Question 11

What is integrated marketing communications? Explain its purpose.

Accepted Answer

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Question 12

In what ways can promotion be used to reduce sales fluctuations?

Accepted Answer

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Question 13

Discuss the major factors that affect the selection of promotion mix elements.

Accepted Answer

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Question 14

If FedEx decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx would likely be striving to practice

Accepted Answer

If FedEx decided to outsource all of its marketing efforts to a company that specializes in advertising, sales promotion activities, and public relations, it would be striving for integrated marketing communications. Integrated marketing communications involve using multiple promotional tools and channels to convey a consistent message that resonates with the target audience. By outsourcing their marketing efforts to a company that specializes in these areas, FedEx can ensure that their messaging across all channels is consistent and effective.

Question 15

Alton is reading a magazine ad for a new cologne. In the ad, he sees little more than a photo of a man riding horseback on a beach, and the name of the new cologne, Rugged. In this situation, Alton is a ___, one who ___.

Accepted Answer

Alton is a receiver because he is the one who is interpreting or "decoding" the message conveyed through the magazine ad for the new cologne.

Question 16

Explain what product placement is and discuss its growing popularity within entertainment media.

Accepted Answer

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Question 17

Identify and describe the four major promotion mix elements.

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Question 18

Explain the communication process.

Accepted Answer

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Question 19

A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a

Accepted Answer

The definition given describes the role of a source of communication. The source is the originator of the message and intends to share it with a receiver or audience. The other options (communications channel, relay channel, decoder, sender) are also involved in communication but do not fit the given description as accurately as the source.

Question 20

Why is public relations an important form of communication about a company? Discuss negative public relations, and give an example.

Accepted Answer

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Quiz 16: Integrated Marketing Communications