Question 1

Jeff started a pet care centre.First,he compiled a list of people in his neighbourhood who had pets,and then he used the Internet to send messages to all these people to let them know of the services he was offering.This is an example of:
A) cause-related marketing.
B) direct mail.
C) DRTV.
D) a kiosk.
E) media buy.

Accepted Answer

This is an example of direct mail, as Jeff used the Internet to send messages directly to people in his neighbourhood who had pets. Cause-related marketing involves a partnership between a for-profit business and a non-profit organization for mutual benefit. DRTV (Direct Response Television) involves using television advertising to encourage viewers to take immediate action. A kiosk is a self-service machine often found in public places, and media buy refers to the process of purchasing advertising space in various media outlets.

Question 2

Which of the following refers to an agent or intermediary with which the sender works to develop the marketing communication?
A) Receiver
B) Decoder
C) Transmitter
D) Creator
E) Sender

Accepted Answer

The transmitter in marketing communication refers to the agent or intermediary that the sender uses to format and convey their message effectively to the target audience. This could be an advertising agency, a marketing firm, or any entity that helps in crafting and transmitting the communication.

Question 3

Which of the following is a paid form of communication from an identifiable source,delivered through a communication channel,and designed to persuade the receiver to take some action,now or in the future?
A) Tracking
B) Pretesting
C) Advertising
D) Decoding
E) Feedback loop

Accepted Answer

The definition given is that of advertising, which is a paid form of communication aimed at persuading the receiver to take action. Tracking refers to monitoring the progress of a campaign, pretesting is about testing the effectiveness of a message before launching it, decoding is the process of interpreting a message, and feedback loop is about receiving feedback on the effectiveness of a message.

Question 4

A company claims its weight-reduction drug causes a weight loss of 10 kilograms in seven days with no exercise.The company creates 30-minute infomercials explaining the benefit of this drug.The infomercial provides a mail address for interested customers.This is an example of:
A) a catalogue.
B) direct mail.
C) DRTV.
D) a kiosk.
E) cause-related marketing.

Accepted Answer

This is an example of direct response television (DRTV) as the company is using a 30-minute infomercial to directly sell its weight-reduction drug to customers and providing a mail address for interested customers to respond. The other options (catalogue, direct mail, kiosk, and cause-related marketing) do not accurately describe this scenario.

Question 5

A company that manufactures computers wants to project its products' advantages.It uses broadcasting media to reach customers.It pays a fee to a broadcasting channel to feature its product.The aim of the company is to persuade customers to buy its computers.Which of the following is being exemplified in this scenario?
A) Event sponsorship
B) Weblog
C) Advertising
D) Cause-related marketing
E) Personal selling

Accepted Answer

The scenario describes a company paying a fee to a broadcasting channel to feature its product with the aim of persuading customers to buy its computers, which is an example of advertising.

Question 6

A company manufactures and sells high-end furniture.It compiles a list of all the products it offers and then mails the list to all its customers.Customers can select what they want and then order the product.This is an example of:
A) a catalogue.
B) media buy.
C) DRTV.
D) a kiosk.
E) personal selling.

Accepted Answer

This is an example of a catalogue, as the company has compiled a list of all its products and mailed it to its customers for them to choose from and order.

Question 7

Which of the following refers to a targeted form of communication distributed to a prospective customer's mailbox or inbox?
A) Cause-related marketing
B) Direct mail
C) DRTV
D) Kiosks
E) Personal selling

Accepted Answer

Direct mail is a targeted form of communication distributed directly to a prospective customer's mailbox or inbox. Cause-related marketing refers to marketing initiatives that align with a particular cause or social issue, DRTV refers to direct response television advertising, kiosks are physical interactive booths used for marketing, and personal selling involves in-person communication between a salesperson and a potential customer.

Question 8

The process of converting a sender's ideas into a message,which could be verbal,visual,or both is called:
A) noise.
B) encoding.
C) decoding.
D) a communication channel.
E) a feedback loop.

Accepted Answer

The process of converting a sender's ideas into a message is called encoding. This involves selecting the appropriate words, visuals, or other symbols to convey the intended message. Therefore, choice B - encoding - is the correct answer. Noise refers to any factors that may interfere with the transmission or reception of a message, while decoding involves interpreting or understanding the message. Communication channels refer to the various ways in which messages can be conveyed, and feedback loops involve the process of receiving responses or reactions to a message.

Question 9

A company selling exclusive handcrafted gift items compiles a list of products it offers and mails the list to all its customers.Customers can use the list to order the product of their choice.This is an example of:
A) a catalogue.
B) media buy.
C) DRTV.
D) a kiosk.
E) personal selling.

Accepted Answer

The company mailing out a list of products for customers to order from is an example of a catalogue. A catalogue is a printed or online listing of products offered by a company that customers can order from directly.

Question 10

A two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision is called:
A) frequency.
B) media buy.
C) impression.
D) public relations.
E) personal selling.

Accepted Answer

The two-way flow of communication between a buyer and a seller is an essential aspect of personal selling, which is a form of direct marketing that involves face-to-face interaction between a salesperson and a prospective customer with the aim of influencing their purchase decision. Options A, B, C, and D are not accurate descriptions of this communication process.

Question 11

Which of the following allows a receiver to communicate with the sender and thereby informs the sender whether the message was received and interpreted properly?
A) Noise
B) Encoding
C) Decoding
D) The communication channel
E) The feedback loop

Accepted Answer

The feedback loop allows the receiver to communicate with the sender and provide information on whether the message was received and interpreted properly.

Question 12

A company selling beauty products does not sell its goods in any retail outlets.Instead it relies on salespeople to sell door to door.Salespeople simplify the buying process by providing information and services that save customers' time and effort.This is an example of:
A) a catalogue.
B) direct mail.
C) DRTV.
D) a kiosk.
E) personal selling.

Accepted Answer

This scenario describes personal selling, where salespeople directly communicate with potential customers in order to sell products or services.

Question 13

A clothing line chooses a sports star to endorse its products.It pays a fee to a broadcasting channel to air the endorsement.The aim of airing the endorsement is to persuade customers to buy its products.This is an example of:
A) weblog.
B) cause-related marketing.
C) advertising.
D) event sponsorship.
E) personal selling.

Accepted Answer

This is an example of advertising, which involves paying for a message to be communicated to a target audience through various media channels, in this case, a broadcasting channel. The purpose of the message is to persuade customers to buy the products, and the endorser, a sports star, is meant to add credibility and influence to the message.

Question 14

The firm from which an integrated marketing communications (IMC)message originates is called a:
A) receiver.
B) decoder.
C) transmitter.
D) creator.
E) sender.

Accepted Answer

The firm from which an integrated marketing communications (IMC) message originates is referred to as the sender, as it is the entity that sends or communicates the message to the intended audience.

Question 15

Any interference that stems from competing messages,a lack of clarity in the message,or a flaw in the medium is called:
A) noise.
B) frequency.
C) decoding.
D) a communication channel.
E) a feedback loop.

Accepted Answer

Noise is any interference that affects the communication process and can cause distortion or confusion in the message. This can be due to various factors, such as external distractions or technical issues with the medium of communication. The other options, such as frequency, decoding, communication channels, or feedback loops, are all related to different aspects of the communication process but do not specifically refer to interference or distortion in the message.

Question 16

Mary starts a beauty salon.She conducts a door-to-door survey to gauge the number of people who use beauty care products.She compiles a list and then uses the Internet to send messages to all these people to let them know about the services offered at her beauty salon.This is an example of:
A) a catalogue.
B) direct mail.
C) DRTV.
D) a kiosk.
E) personal selling.

Accepted Answer

This is an example of direct mail, as Mary is sending messages directly to potential customers through the internet. A catalogue would be a physical booklet or pamphlet, DRTV is direct response TV advertising, a kiosk is a physical touchpoint used for information or transactions, and personal selling involves face-to-face communication with customers.

Question 17

The person who reads,hears,or sees and processes the information contained in the IMC message or advertisement is referred to as the:
A) receiver.
B) decoder.
C) transmitter.
D) creator.
E) sender.

Accepted Answer

The receiver is the person who processes the information contained in the IMC message or advertisement. They are the intended audience for the message and are crucial in the communication process. The decoder is responsible for interpreting the message, but that role is still part of the larger role of the receiver. The transmitter and creator are responsible for sending the message, but they are not the ones receiving and processing it.

Question 18

A company manufactures laundry detergent.The company relies on door-to-door salespeople who provide information and services that save the customers time and effort.This is an example of:
A) a weblog.
B) direct mail.
C) DRTV.
D) a kiosk.
E) personal selling.

Accepted Answer

The description provided fits the definition of personal selling, where salespeople directly interact with customers to provide information about the product and services that save time and effort. Door-to-door salespeople are a classic example of personal selling.

Question 19

The process by which the receiver interprets the sender's message is called:
A) noise.
B) frequency.
C) decoding.
D) a communication channel.
E) a feedback loop.

Accepted Answer

Decoding is the process in which the receiver assigns meaning to the message sent by the sender. This is one of the key steps in the communication process, as it determines whether the message is understood correctly or not.

Question 20

A medium-print,broadcast,the Internet-that carries messages is called:
A) noise.
B) frequency.
C) an impression.
D) a communication channel.
E) a feedback loop.

Accepted Answer

A communication channel is any medium through which communication occurs, such as print, broadcast, or the Internet. Noise refers to any interference or distortion in the message, frequency is a measure of how often the message is transmitted, an impression is a measurement of audience size, and a feedback loop is the process of receiving and responding to input from the audience.

Quiz 14: Strategic Pricing Methods

Jeff started a pet care centre.First,he compiled a list of people in his neighbourhood who had pets,and then he used the Internet to send messages to all these people to let them know of the services he was offering.This is an example of:

Which of the following refers to an agent or intermediary with which the sender works to develop the marketing communication?

Which of the following is a paid form of communication from an identifiable source,delivered through a communication channel,and designed to persuade the receiver to take some action,now or in the future?

A company claims its weight-reduction drug causes a weight loss of 10 kilograms in seven days with no exercise.The company creates 30-minute infomercials explaining the benefit of this drug.The infomercial provides a mail address for interested customers.This is an example of:

A company manufactures and sells high-end furniture.It compiles a list of all the products it offers and then mails the list to all its customers.Customers can select what they want and then order the product.This is an example of:

Which of the following refers to a targeted form of communication distributed to a prospective customer's mailbox or inbox?

The process of converting a sender's ideas into a message,which could be verbal,visual,or both is called:

A company selling exclusive handcrafted gift items compiles a list of products it offers and mails the list to all its customers.Customers can use the list to order the product of their choice.This is an example of:

A two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision is called:

Which of the following allows a receiver to communicate with the sender and thereby informs the sender whether the message was received and interpreted properly?

A company selling beauty products does not sell its goods in any retail outlets.Instead it relies on salespeople to sell door to door.Salespeople simplify the buying process by providing information and services that save customers' time and effort.This is an example of:

A clothing line chooses a sports star to endorse its products.It pays a fee to a broadcasting channel to air the endorsement.The aim of airing the endorsement is to persuade customers to buy its products.This is an example of:

The firm from which an integrated marketing communications (IMC) message originates is called a:

Any interference that stems from competing messages,a lack of clarity in the message,or a flaw in the medium is called:

Mary starts a beauty salon.She conducts a door-to-door survey to gauge the number of people who use beauty care products.She compiles a list and then uses the Internet to send messages to all these people to let them know about the services offered at her beauty salon.This is an example of:

The person who reads,hears,or sees and processes the information contained in the IMC message or advertisement is referred to as the:

A company manufactures laundry detergent.The company relies on door-to-door salespeople who provide information and services that save the customers time and effort.This is an example of:

The process by which the receiver interprets the sender's message is called:

A medium-print,broadcast,the Internet-that carries messages is called: