Deck 15: Marketing Communications

Question 1

Owned media is also called content marketing.

Answer 1

True

Question 2

Consumers making routine buying decisions are more extensively involved in the decision-making process than consumers making complex buying decisions.

Answer 2

False

Question 3

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

Answer 3

False

Question 4

Personal selling is not required when buyers are well informed and geographically dispersed.

Question 5

Sales promotion's greatest strength is in creating strong desire and purchase intent.

Question 6

Print advertising can be used to sell goods and services to potential customers who are hard to locate.

Question 7

Personal selling, unlike other promotional mix elements, is independent of the Internet.

Question 8

To increase its revenue, Sky Airlines, an airline company, decides to promote well-known brands in its in-flight magazine. These brands would pay a fixed price to Sky Airlines to print their promotional messages in the magazine. In the context of the promotional mix, the in-flight magazine is being used for _____.

A)direct selling
B)public relations
C)personal selling
D)advertising

Question 9

The researchers at Beans Inc., a coffee manufacturing company, developed a new variety of high-quality ground coffee. The new variety was priced at a comparatively lower price than the other varieties of coffee available in the market. Therefore, the advertisements for the product stated, "The highest quality coffee does not have to be expensive." This is an example of communicating a product's _____.

A)marketing mix
B)product parity
C)competitive advantage
D)competitive parity

Question 10

Wild Plus, a television channel dedicated to wildlife, wanted to promote its new wildlife adventure series. The series was given wide coverage in newspapers and on television after the channel promoted it, which created awareness about Wild Plus and led to a large viewership. In this case, Wild Plus engaged in:

A)advertising.
B)personal selling.
C)public relations.
D)sales promotion.

Question 11

As organizations do not directly pay for publicity, it can be viewed as free.

Question 12

Advertising is increased as a product enters the decline stage of its life cycle.

Question 13

Print advertising does not involve using the Internet.

Question 14

Earned media is controlled by the brand but continuously keeps the customer and his or her needs in mind as it creates videos, blog posts, contests, photos, and other pieces of content.

Question 15

Social media are a more immediate form of two-way communication than personal selling.

Question 16

Social media rely on the repetition of the brand message.

Question 17

_____ plays a very important role in how marketers distribute funding among their promotional mix tactics.

A)Data
B)Strategy
C)Noise
D)Publicity

Question 18

Noise refers to anything that interferes with, distorts, or slows down the transmission of information.

Question 19

A company that offers the same services as its competition has a competitive advantage.

Question 20

Which of the following statements is true of marketers as senders in the communication process?

A)They adapt existing messages.
B)They listen to the demands of target markets.
C)They spot new communication opportunities.
D)They remind the target markets to take action.

Question 21

Which of the following statements is a difference between interpersonal communication and mass communication?

A)Noise level is high in interpersonal communication, whereas it is low in mass communication.
B)Reception level is high in interpersonal communication, whereas it is low in mass communication.
C)In interpersonal communication, senders receive indirect feedback, whereas in mass communication, senders receive direct feedback.
D)In interpersonal communication, a company does not know the people with whom it is trying to communicate, whereas in mass communication, a company knows the people personally.

Question 22

Dernz Inc., a food manufacturing company, markets its tomato ketchup globally. As its consumers are well aware of the uses of ketchup, the company does not have to generate product awareness. The company, however, wishes to focus on convincing consumers to buy Dernz's ketchup instead of other brands' ketchup. In this scenario, Dernz Inc. must employ _____.

A)reminder promotion
B)persuasive promotion
C)informative promotion
D)connective promotion

Question 23

_____ includes media such as television, magazine, outdoor, radio, or newspaper advertising.

A)Paid media
B)Owned media
C)Earned media
D)Free media

Question 24

Which of the following is a difference between a push strategy and a pull strategy?

A)Social media are used in a push strategy, whereas personal selling is used in a pull strategy.
B)Wholesalers are targeted in a push strategy, whereas end consumers are targeted in a pull strategy.
C)A push strategy focuses on content marketing, whereas a pull strategy focuses on offering aggressive discounts.
D)No intermediaries are involved in a push strategy, whereas wholesalers and retailers are involved in a pull strategy.

Question 25

Which of the following statements is true of sales promotion?

A)It includes experiential marketing whereby marketers create events that enable customers to connect with brands.
B)It includes a planned presentation to one or more prospective buyers for the purpose of making a sale.
C)It consists of impersonal, one-way mass communication about a product or organization that is paid for by a marketer.
D)It includes public information about a company, product, service, or issue appearing in the mass media as a news item.

Question 26

A _____ requires a manufacturer to focus its promotional efforts on end consumers or opinion leaders.

A)push strategy
B)print marketing strategy
C)pull strategy
D)service strategy

Question 27

Doodle Inc., a renowned interior design services company, tries to increase its customer base through increased web presence. It regularly posts its interior decorations on its website, and its followers can review the designs, suggest changes, and recommend the company to their friends. This results in electronic word-of-mouth advertising. Doodle uses social media as _____.

A)paid media
B)earned media
C)owned media
D)free media

Question 28

King's Crown, a beverage company, has launched a new energy drink. It sponsors a marathon in the city as part of its promotional strategy. It also issues a press release about the sponsorship and persuades media reporters of different newspapers to print it. King's Crown is generating _____.

A)a marketing mix
B)loyalty
C)a sales response
D)publicity

Question 29

Which of the following statements is true of buying decisions?

A)The type of buying decision does not affect the promotional mix of an organization.
B)Consumers are not involved in complex buying decisions.
C)Print advertising may be used for high-involvement purchase decisions.
D)Personal selling is most effective in helping consumers in routine decisions.

Question 30

Which of the following statements is a characteristic of sales promotion?

A)It is a long-run tool used by marketers.
B)It complements advertising by yielding faster sales responses.
C)It is allotted less marketing money than advertising.
D)It uses personal selling, advertising, and public relations.

Question 31

Bag TV, a commercial television broadcast network, uses billboards, television, magazines, and newspaper advertising to create awareness about upcoming shows and to inform viewers about the new episodes of its existing shows. Bag TV uses _____ to promote its television programs.

A)intrapersonal communication
B)mass communication
C)intergroup communication
D)interpersonal communication

Question 32

Advent Automobiles Inc. has launched a new sport utility vehicle (SUV). It develops a marketing message and places advertisements in the leading newspapers and on social media sites to inform consumers about the new SUV and its various features. In the context of the communication process, Advent Automobiles is the _____.

A)sender
B)decoder
C)consumer
D)receiver

Question 33

Threads Inc., an apparel manufacturer, employs personal selling to market goods. Its employees handcraft products that are then marketed by a professional team. In this case, which of the following strategies should be adopted by Threads Inc.?

A)It should generate large amounts of publicity quickly.
B)It should refrain from educating the public about the company's objectives.
C)It should make planned presentations to prospective buyers.
D)It should refrain from advertising and public relations.

Question 34

The _____ is a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with a promotional message.

A)BCG matrix
B)IMC model
C)AIDA concept
D)SWOT matrix

Question 35

During the _____ of the product life cycle, the basic goal of promotion is to inform the target audience that the product is available.

A)growth stage
B)decline stage
C)maturity stage
D)introduction stage

Question 36

The managers of Pork Farm Inc., a meat-packing company, want to create more consumer demand for the company's products that are not as popular as its competitors. They have a meeting to decide on the effective communication strategies that can be used to increase the popularity of Pork Farm Inc.'s products among customers. They want to do this by advertising their company's products. In this scenario, the managers of Pork Farm Inc. are developing the _____.

A)promotional strategy
B)distribution strategy
C)service strategy
D)price strategy

Question 37

_____ refers to communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.

A)Upselling
B)Production
C)Promotion
D)Encoding

Question 38

Which of the following statements is a benefit of advertising?

A)It has a very low cost per contact.
B)It facilitates consumer empowerment.
C)It provides opportunity for immediate feedback from consumers.
D)It creates a long-term, committed relationship between a salesperson and a customer.

Question 39

In the context of the promotional mix, _____ attempts to persuade the buyer to accept a point of view.

A)relationship selling
B)personal selling
C)sales promotion
D)media promotion

Question 40

Which of the following statements is true of a proper promotional mix?

A)It does not use advertising.
B)It entails indirect, one-way communication.
C)It works for all products of a company.
D)It meets the needs of a target market.

Question 41

Explain the different stages of the product life cycle.

Question 42

Which of the following statements is true of informative promotion?

A)It is designed to stimulate a purchase or an action to purchase.
B)It is used to keep the product and brand name in the public's mind.
C)It seeks to convert an existing need into a want or to stimulate interest in a new product.
D)It seeks to form relationships with customers and potential customers through technological ties.

Question 43

Roar Bros., a beverage manufacturing firm, recently launched a new energy drink. To make consumers aware of the new drink and to stimulate their interest in it, the managers want to use owned media to promote the new product. In this case, the managers will most likely:

A)make short commercials for the energy drink and upload it on YouTube.
B)encourage customers to share reviews about the energy drink on the firm's website.
C)pay for advertising in television, magazine, radio, or newspaper.
D)use display advertising on websites and pay-per-click advertising on search engines.

Question 44

Which of the following statements is true of communication?

A)It is a plan for the optimal use of the elements of promotion.
B)It is a strategic study of materials in order to form conclusions.
C)It is a systematic measurement of a subject's merits or shortcomings.
D)It is a process of sharing meaning through a common set of symbols.

Question 45

Which of the following statements is the objective of public relations?

A)To create the promotional mix for an organization
B)To educate the public about a company's goals and objectives
C)To receive direct feedback from customers
D)To facilitate consumer empowerment

Question 46

Briefly explain the AIDA model.

Question 47

Explain interpersonal and mass communication.

Question 48

Fournott is a firm that designs and manufactures women's apparel. It sells its merchandise to retailers for them to handle. Given this information, which of the following statements is true of Fournott?

A)Its retailers convince consumers to buy Fournott's products.
B)It uses a pull strategy to sell its merchandise.
C)It uses introductory consumer advertising as part of its strategy.
D)It focuses its promotional efforts on end consumers or opinion leaders.

Question 49

Which of the following statements is true of persuasive promotion?

A)It is designed to stimulate a purchase or an action.
B)It is used to keep the product and brand name in the public's mind.
C)It seeks to convert an existing need into a want or to stimulate interest in a new product.
D)It seeks to form relationships with customers and potential customers through technological ties.

Question 50

Briefly explain the integrated marketing communications (IMC) concept. What are the reasons for its growing popularity?

Question 51

The _____ is the combination of advertising, personal selling, sales promotion, social media, and public relations and is used to reach the target market and fulfill an organization's overall goals.

A)product mix
B)retailing mix
C)distribution mix
D)promotional mix

Question 52

Describe informative promotion with examples.

Question 53

Briefly explain how the elements of the promotional mix affect the target audience.

Question 54

Which of the following statements is true of personal selling?

A)It is increasingly dependent on the Internet.
B)It is increasingly focused on customer loyalty.
C)It attempts to create a long-term relationship with the buyer.
D)It focuses on creating a win-lose outcome with the buyer.

Question 55

Which of the following statements is a difference between paid media and earned media?

A)Paid media is based on the traditional advertising model, whereas earned media is based on a publicity or public relations model.
B)Paid media gets people to talk about the brand, whereas earned media requires a brand to purchase media space.
C)Paid media uses media coverage through word of mouth, whereas earned media uses display advertising on websites for promotion.
D)Paid media is created when people talk and share content on social media, whereas earned media includes radio or newspaper advertising.

Question 56

Which of the following is a reason for the increasing popularity of the integrated marketing communications concept?

A)More selectively segmented markets have replaced the traditional broad market groups that marketers promoted to in years past.
B)Marketers have discontinued the use of online advertising because of its lack of measurability.
C)The proliferation of thousands of media choices beyond traditional television has made promotion easier.
D)Marketers have increased their advertisement spending for promotional techniques that generate gradual sales responses.

Question 57

Which of the following is a difference between social media and personal selling?

A)Social media can disperse a message quickly to a wide audience, whereas personal selling is very slow in dispersing a message to a large audience.
B)Social media entail two-way communication, whereas personal selling entails one-way communication.
C)Social media are a means of interpersonal communication, whereas personal selling is a means of mass communication.
D)Social media provide opportunity for immediate feedback, whereas personal selling does not provide opportunity for direct feedback.

Question 58

In the _____ of the product life cycle, the promotional strategy is to emphasize the product's differential advantage over the competition.

A)growth stage
B)decline stage
C)maturity stage
D)introduction stage

Question 59

Which of the following is part of a pull strategy?

A)Offering aggressive discounts to retailers
B)Using trade advertising
C)Offering heavy sampling and introductory consumer advertising
D)Selling products to wholesalers

Question 60

Which of the following statements is a characteristic of social media?

A)They have a very low cost per contact.
B)They can find customers that are hard to locate.
C)They rely on repetition of the message during promotions.
D)They position information as strictly entertaining and less valuable.