Question 1

Publicity is free.

Accepted Answer

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

Question 2

Benedict and Taapo are arguing about newspaper publicity.Benedict 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.Benedict 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.

Question 3

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 4

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

Accepted Answer

Mass communication refers to the use of various media channels to reach a large audience, and Nature Valley's use of popular magazines, radio, and cable television fits this definition.

Question 5

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

Accepted Answer

Selling over the phone is a form of personal selling.It does allow for immediate interaction.

Question 6

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

Accepted Answer

All promotions are created with the intention of informing, persuading, or reminding the target audience, whether it's a product, service, or idea.

Question 7

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

This is an example of nonverbal communication, where symbols are used to convey meanings without the use of a common spoken language.

Question 8

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

The statement is true - Black & Mild FT cigars are indeed the only ones made with a blend of premium pipe tobaccos and a filter tip for extra smoothness, which sets them apart from other cigars on the market.

Question 9

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 10

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 11

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

Accepted Answer

This statement is true, as cultural differences can affect the interpretation and reception of promotional messages in different markets. Marketers must carefully consider language, idioms, symbolism, values, and customs when adapting their messages to local cultures. Failure to do so can result in misunderstandings, offense, or rejection of the product or brand.

Question 12

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 13

Advertising is impersonal,one-way mass communication about a product or organization that is paid for by a marketer.

Accepted Answer

This is the correct definition of advertising, which emphasizes that it is a form of communication that is not interactive or personalized, and that it is financed by companies or individuals who want to promote their products or brands.

Question 14

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 15

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

The described situations are examples of noise in the communications process, which can interfere with the intended message getting through to the target market.

Question 16

Sales promotion consists of all marketing activities other than personal selling,advertising,and public relations that stimulate consumer buying and dealer effectiveness.

Accepted Answer

Sales promotion includes activities such as coupons, discounts, samples, loyalty programs, and trade shows that are designed to induce consumer buying and improve dealer effectiveness, but it does not include personal selling, advertising, or public relations.

Question 17

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 a marketing communication strategy which aims at informing, persuading, and reminding potential buyers about a product or service in order to influence their opinion or elicit a response.

Question 18

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

Accepted Answer

AIDA is indeed an acronym for attention, interest, desire, and action, which are the four stages in the process of advertising and marketing communication.

Question 19

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

The statement suggests that the odor-free paint is in the growth stage of its product life cycle, which means that it is still gaining market acceptance and experiencing increasing sales. In this stage, it is common for companies to use promotional strategies to persuade customers to choose their brand over competitors. Therefore, it is appropriate for the manufacturer to use promotions to encourage buyers to purchase their odor-free paint.

Question 20

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 promotional tools such as advertising, direct marketing, personal selling, sales promotion, and public relations used to reach the target market and achieve the organization's overall goals.

Quiz 29: Marketing Communications