Question 1

One way of conveying a message that the receiver will hear properly is to use abstract words and pictures.

Accepted Answer

Concrete words and pictures should be used,not abstract.

Question 2

It's been a few years since odor-free paint hit the market,and a paint manufacturer estimates the paint to be in the growth stage of its product life cycle.With all the competition in the industry today,the manufacturer should use promotions that persuade buyers of odor-free paint to purchase its brand over all others.

Accepted Answer

Since the odor-free paint is in the growth stage, it means there is still room for market expansion and the manufacturer should focus on convincing buyers to choose their brand among all the competition. This can be achieved through promotions that highlight the unique features and benefits of their product.

Question 3

Promotion is communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence their opinion or elicit a response.

Accepted Answer

Promotion is indeed a form of communication by marketers that aims to inform, persuade, and remind potential buyers about a product or service, with the ultimate goal of influencing their opinion or eliciting a response.

Question 4

AIDA is an acronym for attention,interest,desire,and action.

Accepted Answer

AIDA is an acronym commonly used in marketing and advertising to describe the stages a customer or consumer goes through before making a purchase. These stages are Attention, Interest, Desire, and Action.

Question 5

Nature Valley uses popular magazines,radio,and cable television to promote its brand of trail mix.Nature Valley uses mass communication.

Accepted Answer

Nature Valley uses popular mass communication channels like magazines, radio, and cable television to promote its brand of trail mix.

Question 6

Maddie's Beverage Company has recently introduced Wateroos,eight-ounce servings of water in juice-style containers with straws,to encourage children to drink more water.Since this product is in the introductory stage of the product life cycle and as yet has no direct competition,Maddie's promotional objective should be persuasion.

Accepted Answer

Early in the life cycle,the primary focus of promotions should be to inform consumers of the product.

Question 7

Black & Mild FT are the only cigars on the market made with "a skillful blend of premium pipe tobaccos and a filter tip for extra smoothness." This feature creates a competitive advantage for the product.

Accepted Answer

A competitive advantage is an aspect of the product that the target market perceives as different from and superior to the competition.

Question 8

Communication via telephone is not considered personal selling because it is not face-to-face.

Accepted Answer

Telemarketing is a form of personal selling.It does allow for immediate interaction.

Question 9

All promotions are designed to inform,persuade,or remind the target audience.

Accepted Answer

Yes, all promotions are designed to inform, persuade, or remind the target audience about a product, service, or brand.

Question 10

Advertising is any form of impersonal,one-way mass communication in which the sponsor or company is identified.

Accepted Answer

This is the definition of advertising and it is true.

Question 11

Publicity is free.

Accepted Answer

Preparing news releases,staging special events,and persuading media to broadcast them cost money.

Question 12

Sales promotion consists of all marketing activities that stimulate consumer buying and dealer effectiveness.

Accepted Answer

Sales promotion is a key component of marketing strategy that aims to increase sales by offering incentives to customers and encouraging dealers to promote products effectively. It can take many forms, such as discounts, coupons, contests, and product demonstrations, and is typically used in conjunction with other marketing activities, such as advertising and personal selling.

Question 13

A U.S.manager is working with some Indonesians who do not speak English.In attempting to exchange information,they are using symbols to assign meanings to the facts the manager hopes to convey.This is an example of communication.

Accepted Answer

The use of symbols to assign meanings to the facts being conveyed is a form of communication, even if verbal language is not being used.

Question 14

Marketers targeting consumers in foreign countries must worry about the translation and possible miscommunication of their promotional messages by other cultures.

Accepted Answer

Marketers need to ensure that their promotional messages are culturally appropriate and accurately translated to avoid miscommunication or offense in foreign markets.

Question 15

A person buying a Valentine's Day gift for a significant other is more likely to go through all of the steps in the AIDA process than a person buying a gift certificate for his or her mail carrier.

Accepted Answer

The present for Valentine's Day is more likely to be a high-involvement purchase,and people engaged in high-involvement purchases typically go through all four stages of the AIDA process.

Question 16

The promotional mix is the combination of promotional tools used to reach the target market and fulfill the organization's overall goals.

Accepted Answer

The promotional mix is a combination of various tools such as advertising, personal selling, sales promotion, direct marketing, and public relations used to reach the target market and achieve organizational objectives.

Question 17

If Charles Schwab Mutual Funds Investment Broker were to study its promotional strategies by looking at sales trends and market research,it would be using direct feedback to evaluate its promotional strategies.

Accepted Answer

Charles Schwab relies on indirect feedback.Direct feedback would imply immediate interaction.

Question 18

Informative promotion is used to keep the product and brand name in the public's mind.

Accepted Answer

This is the function of reminder promotion.

Question 19

NutriFoods is concerned that its advertising messages are not getting through to the target market as intended.Its radio ads contain music that its target market does not like,and its spokesperson has a very nasal voice that sounds as though he has a perpetual cold.These are examples of noise in the communications process.

Accepted Answer

Noise refers to any factor that interferes with the communication process. In this case, the music and spokesperson's voice are examples of noise that can hinder the effectiveness of NutriFoods' advertising messages.

Question 20

Benedick and Taapo are arguing about newspaper publicity.Benedick says favorable publicity is free--hence the phrase,"free publicity." Taapo says that publicity is not free because costs were incurred in developing the public relations materials used by the newspapers.Benedick has a more accurate grasp of the definition of publicity.

Accepted Answer

Publicity is not free.Preparing news releases,staging special events,and persuading media to broadcast them cost money.

Quiz 16: Integrated Marketing Communications