Question 1

Identify the objective of trade promotions.

Accepted Answer

Trade promotions are primarily aimed at encouraging distribution channels, such as retailers and wholesalers, to carry and promote a product.

Question 2

Which of the following is true about direct marketing?

Accepted Answer

Direct marketing often involves unsolicited contact, such as emails, phone calls, or mail, which can be perceived as intrusive or annoying by many customers. This can lead to a negative reaction towards the brand or company employing these tactics.

Question 3

Companies often receive feedback from user groups who form their own electronic clubs who can form a collective opinion and quickly supply information about new or developing products.These electronic clubs are known as:

Accepted Answer

The term "listservs" refers to electronic mailing lists where members can communicate with each other about a specific topic or interest. These groups can be used for product feedback and reviews. The other options (A, C, and D) are all synonyms for "free" in German, and are not relevant to the question.

Question 4

Promotions targeting channels of distribution in an effort to get the channels to carry and promote the product are known as:

Accepted Answer

Trade promotions are specifically designed to target channels of distribution, such as wholesalers and retailers, to encourage them to carry and promote the product. These promotions can include incentives such as discounts, free products, or point-of-purchase displays to help persuade the channels to promote the product. Integrated marketing communications refer to the coordinated efforts to communicate a consistent message to a target audience, while consumer-oriented promotions focus on targeting the end consumer. Catalogue marketing refers to the use of catalogues to showcase and sell products. Therefore, the best choice in this scenario would be trade promotions.

Question 5

If we plot the traditional trade-off between richness and reach with reach plotted on the X-axis and richness on the Y-axis,identify the channel of communication that would be at the upper left of the line.

Accepted Answer

Personal selling is characterized by high richness because it involves direct, face-to-face interaction, allowing for detailed, personalized communication. However, it has low reach because it is limited to one-on-one or small group interactions, placing it at the upper left of the trade-off line between richness and reach.

Question 6

Which of the following is not a way to implement direct marketing?

Accepted Answer

Sales promotion is not a way to implement direct marketing. Direct marketing refers to any marketing that is direct in nature and aimed at individual customers, while sales promotion is a marketing technique that aims to increase sales in the short term through incentives such as discounts, coupons, or contests. While sales promotion can be effective in generating immediate sales, it is not considered a form of direct marketing because it is not targeted at individual customers in a personalized way.

Question 7

Which of the following statements is true regarding integrated marketing communications (IMC)?

Accepted Answer

IMC coordinates different elements of the marketing mix to prevent customer confusion from conflicting messages. IMC aims to deliver a consistent brand message across all marketing channels and touchpoints, such as advertising, promotions, public relations, direct marketing, and personal selling. This helps to build brand awareness, loyalty, and equity, and to enhance the overall effectiveness and efficiency of the marketing efforts. However, price can still be an important factor in the communication mix, as it affects the perceived value and positioning of the brand.

Question 8

Identify the element of communication process that can be the creative part of an advertisement or Web site.

Accepted Answer

Encoding refers to the process of translating the intended message into language, symbols, or images that will be perceived by the target audience. This is where the creative part of an advertisement or website comes into play, as the message is crafted in a unique and attention-grabbing way to effectively communicate with the audience.

Question 9

Which of the following statements is true regarding advertising?

Accepted Answer

Advertising is typically used to build sales in the long term rather than for short-term gains. It can often take time to see the full impact of advertising efforts on sales.

Question 10

Mass media,which includes television,newspapers,radio,direct mail,billboards,magazines,and the Internet are often referred to as ________ channels of communication.

Accepted Answer

Mass media channels are considered nonpersonal because they reach a large, anonymous audience and do not involve direct interaction between sender and receiver.

Question 11

Communication activities that provide extra incentives to customers or the sales force to achieve a short-term objective are called:

Accepted Answer

Sales promotion refers to communication activities that encourage customers or the sales force to make a purchase or achieve a specific goal within a short period of time. This often involves offering incentives, such as discounts, coupons, or prizes, to motivate desired behavior. Advertising, integrated marketing communication, and public relations are all forms of communication, but they do not necessarily focus on short-term objectives or offer extra incentives.

Question 12

Which of the following statements is true about mass media?

Accepted Answer

Mass media refers to channels of communication that reach a large audience at the same time, such as television, radio, newspapers, and magazines. Television advertising is a common example of mass media as it reaches a broad audience simultaneously. Personal channels of communication, such as phone calls or emails, are not considered mass media. Sales force is also not considered mass media as it involves direct personal communication with potential customers. B-to-B companies usually spend a lower percentage on mass media compared to consumer-product companies, as their target audience is more specific and limited.

Question 13

________ has traditionally been defined as any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor.

Accepted Answer

Advertising is the only option that fits the definition provided, which includes the key elements of being paid, nonpersonal, and sponsored by an identified sponsor. Sales promotion, personal selling, and public

Question 14

Identify the approach that uses friends and neighbors as the sales force.

Accepted Answer

Direct sales involve using individuals or teams to sell products or services directly to customers. Using friends and neighbors as the sales force falls under this approach.

Question 15

Which of the following best describes any communication form that sends messages directly to a target market with the anticipation of an immediate or short-term response?

Accepted Answer

Direct marketing is a type of communication that targets a specific audience with the goal of eliciting an immediate response, such as a purchase or a request for more information. Radio and newspaper advertising may reach a target market, but they do not necessarily seek an immediate response. Public relations is focused on managing a company's reputation and image rather than directly promoting a product or service to a target market.

Question 16

Which of the following is an example of a personal channel of communication?

Accepted Answer

Sales force is a personal channel of communication as it involves direct communication between a sales representative and the customer. Newspapers, Internet, and direct mail are all examples of non-personal channels of communication.

Question 17

Which of the following is one of the factors related to richness of communication?

Accepted Answer

The possibility of customization is one of the factors related to richness of communication. This refers to the ability to tailor the message to the specific needs and preferences of the audience, which can increase the effectiveness and richness of the communication. The other options do not directly relate to richness of communication.

Question 18

A person watching a television commercial at home is distracted by a crying baby.In the communication process,the crying baby can be cited as an example of:

Accepted Answer

In the communication process, noise refers to any external factor that interferes with the message being sent and received. In this case, the crying baby is a type of noise that is causing a distraction for the person watching the television commercial.

Question 19

Which of the following best describes a communication activity that includes elements such as coupons,point-of-purchase savings,sweepstakes,rebates,and free samples?

Accepted Answer

A communication activity that includes coupons, point-of-purchase savings, sweepstakes, rebates, and free samples is known as consumer-oriented promotions. This type of promotion is aimed at increasing consumer demand and encouraging consumers to make purchases. It is often used as a short-term tactic to boost sales and build brand awareness. Trade promotion, on the other hand, includes promotional activities that are targeted at the trade, such as retailers and distributors. Advertising refers to non-personal communication about a product or service through various media channels. Direct-mail marketing involves sending promotional materials directly to potential customers through the mail.

Question 20

________ involves sending letters or catalogues to reach potential customers.

Accepted Answer

Direct mail marketing involves sending letters or catalogues to reach potential customers. Advertising refers to promoting a product, service, or brand through various channels such as television, radio, print media, or online platforms. Personal selling involves selling a product or service face-to-face to potential customers. Telemarketing is a form of marketing where businesses contact potential customers over the phone to sell their products or services. Therefore, the best choice is A, direct mail marketing.

Quiz 10: Communications and Advertising Strategy