Question 1

To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "E" represents __________.

Accepted Answer

The promotional elements labeled in Figure 17-2 above are: advertising (D);personal selling (B);public relations (C);sales promotion (E);and direct marketing (A).NOTE: These elements have been reordered from the order presented in Figure 17-2.

Question 2

Advertising refers to

Accepted Answer

Advertising is defined as any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. This definition specifically mentions that the communication is "paid for," which eliminates options A and E. Option B describes a promotion, not advertising. Option C refers to market segmentation, which is a marketing strategy, but not a part of advertising specifically. Therefore, option D is the best choice.

Question 3

Mary's Cookies submitted an ad to the local newspaper with a coupon stating that a dozen cookies cost $2.99.The newspaper instead printed the price on the coupon as $29.99.Consequently,no customers came in to buy cookies using the coupon.The factor working against effective communication between Mary and her target market in this case was most likely the result of __________.

Accepted Answer

The answer of Mary's Cookies submitted an ad to the...

Question 4

In the communication process,__________ ensure(s)that messages are decoded properly.

Accepted Answer

The answer of In the communication process,__________ ensure(s)that messages are...

Question 5

In the communication process,printing mistakes that affect the meaning of a newspaper advertisement,or using words or pictures that fail to communicate the message clearly,are referred to as

Accepted Answer

Noise refers to any interference or obstacle that distorts or disrupts the clarity of a message in the communication process, such as printing mistakes or unclear words and pictures.

Question 6

The marketing manager from a heavy-equipment manufacturer in Dallas,Texas was attending an international trade show in Japan.There were many prospective customers from different countries who seemed interested in the firm's product.However,they had difficulty following the manager's explanations of product features due to his heavy Texas drawl.In this case,the accent would be considered __________.

Accepted Answer

The answer of The marketing manager from a heavy-equipment manufacturer...

Question 7

Melissa saw an ad promoting Vermont as a tourist destination and a great place to live.The ad contained a postage-paid reply card that could be used to request more information.In terms of the communication process,the mailing in of the postcard with a request for further information is an example of __________.

Accepted Answer

The act of mailing in the postcard with a request for further information is the response in the communication process. The stimulus is the ad promoting Vermont, the field of experience is the individual's background that affects their interpretation of the ad, noise refers to any external or internal factors that may interfere with the communication process, and a feedback loop refers to the ongoing exchange of messages between the sender and receiver.

Question 8

To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "D" represents __________.

Accepted Answer

The promotional elements labeled in Figure 17-2 above are: advertising (D);personal selling (B);public relations (C);sales promotion (E);and direct marketing (A).NOTE: These elements have been reordered from the order presented in Figure 17-2.

Question 9

In a promotional sense,customized interaction refers to

Accepted Answer

Customized interaction in a promotional sense refers to personal selling, which involves direct communication between a seller and a prospective buyer, allowing for tailored interactions that can occur face-to-face, over the phone, or through interactive electronic communication.

Question 10

To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "B" represents __________.

Accepted Answer

The promotional element labeled "B" represents personal selling, which involves direct communication between sales personnel and potential customers to influence their purchase decisions.

Question 11

Each year,advertisers spend millions of dollars during the Super Bowl half-time show.These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle.Unfortunately,during the half-time festivities,many viewers dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers.The desire for food and drink is an example of __________,which inhibits effective communication.

Accepted Answer

The desire for food and drink during the Super Bowl half-time show is an example of "noise," which is anything that interferes with the transmission or reception of a message.

Question 12

To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "A" represents __________.

Accepted Answer

The answer of To communicate with consumers,a company can use...

Question 13

Advertising,sales promotion,and public relations are often said to use __________ because they are used with groups of prospective buyers.

Accepted Answer

Mass selling refers to the use of advertising, sales promotion, and public relations to reach a large group of potential buyers. It is often used in situations where individualized selling is not practical or cost-effective, such as when selling to a mass market or a geographically dispersed audience. Mass selling techniques are typically used to create awareness, generate interest, and stimulate demand for a product or service.

Question 14

Which of the following types of promotion uses customized interaction?

Accepted Answer

Personal selling involves customized interaction between a salesperson and a potential customer, where the salesperson can tailor their messaging and approach based on the customer's needs and preferences. The other types of promotion listed (advertising, public relations, sales promotion, and publicity) may involve some level of customization in terms of message or audience targeting, but they do not typically involve the same level of direct, one-on-one interaction as personal selling.

Question 15

In the communication process,noise refers to

Accepted Answer

Noise in communication refers to any external factor that could distort or disrupt the message being sent or the feedback received. These factors could be physical, semantic, or physiological in nature and could include things like poor reception, language barriers, distractions, or personal biases. Identifying and controlling for noise is crucial in ensuring effective communication between parties. The other choices do not accurately define noise in the communication process.

Question 16

After a receiver responds to a message,the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as __________.

Accepted Answer

Feedback is the sender's interpretation of the receiver's response, indicating whether the message was decoded and understood as intended during the communications process. Encoding is the process of creating a message. Receiver response refers to the response of the receiver to the message. Noise refers to any interference that distorts the message. Message loop is not a commonly used term in communication theory.

Question 17

To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "C" represents __________.

Accepted Answer

The promotional element labeled "C" in Figure 17-2 represents public relations.

Question 18

Which of the following types of promotion uses customized interaction?

Accepted Answer

Direct marketing involves customized interaction between the marketer and the consumer through various channels such as email, social media, and direct mail. This type of promotion allows for personalized messaging tailored to the recipient's preferences and interests.

Question 19

In the feedback loop,feedback refers to

Accepted Answer

Feedback in the feedback loop refers to the response provided by the receiver that helps the sender determine whether the message was received and understood as intended. It is the interpretation of this response by the sender that constitutes the feedback.

Question 20

Which of the following would be LEAST LIKELY to be used for mass selling?

Accepted Answer

Personal selling involves direct interaction with individual customers, making it less suitable for mass selling compared to the other options, which can reach a larger audience simultaneously.

Quiz 17: Integrated Marketing Communications and Direct Marketing

To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "E" represents __________.

Advertising refers to

In the communication process,__________ ensure(s) that messages are decoded properly.

In the communication process,printing mistakes that affect the meaning of a newspaper advertisement,or using words or pictures that fail to communicate the message clearly,are referred to as

To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "D" represents __________.

In a promotional sense,customized interaction refers to

To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "B" represents __________.

To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "A" represents __________.

Advertising,sales promotion,and public relations are often said to use __________ because they are used with groups of prospective buyers.

Which of the following types of promotion uses customized interaction?

In the communication process,noise refers to

After a receiver responds to a message,the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as __________.

To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "C" represents __________.

Which of the following types of promotion uses customized interaction?

In the feedback loop,feedback refers to

Which of the following would be LEAST LIKELY to be used for mass selling?