Deck 13: Promotion I: Advertising: One to Many Marketing Communications

Question 1

In terms of the communication model, ________ is the process whereby a receiver assigns meaning to a message.

A) sourcing
B) encoding
C) decoding
D) feedback
E) receiving

Answer 1

C

Question 2

In the communication model, the ________ can be any organization or individual that intercepts and interprets a message.

A) medium
B) receiver
C) source
D) encoder
E) noise source

Answer 2

B

Question 3

A company is implementing ________ when it airs a television commercial to millions.

A) interactive marketing
B) viral marketing
C) mass communication
D) personal communication
E) buzz

Answer 3

C

Question 4

Which of the following is NOT one of the four main roles performed by marketing communication?

A) to inform
B) to entertain
C) to persuade
D) to remind
E) to build relationships

Question 5

With which type of marketing communication does the marketer have the lowest level of control over the message?

A) word-of-mouth communication
B) advertising
C) public relations
D) direct marketing
E) personal selling

Question 6

According to the communication model, ________ is the process of translating an idea into a form of communication that will convey the desired meaning.

A) sourcing
B) messaging
C) encoding
D) signifying
E) sending

Question 7

The communication model acknowledges that messages can be blocked by ________, which is anything that interferes with effective communication.

A) media
B) feedback
C) noise
D) encoding
E) decoding

Question 8

Direct marketing is a type of ________.

A) inbound marketing
B) public relations
C) word-of-mouth marketing
D) outbound marketing
E) social media

Question 9

________ is the element of the promotion mix that involves direct interaction between a company representative and a customer.

A) Word-of-mouth communication
B) Public relations
C) Advertising
D) Personal selling
E) Sales promotion

Question 10

Which of the following is NOT a form of one-to-one marketing?

A) social networking
B) direct marketing
C) database marketing
D) trade sales promotion activities
E) personal selling

Question 11

With which type of marketing communication does the marketer have the greatest level of control over the message?

A) word-of-mouth communication
B) advertising
C) public relations
D) direct marketing
E) personal selling

Question 12

________ components of the promotion mix do not seek a short-term increase in sales. Instead, with these communication activities, the company tries to maintain a positive image of an organization and its products.

A) Personal selling
B) Sales promotion
C) Public relations
D) Word-of-mouth
E) Direct marketing

Question 13

Which of the following combines traditional marketing communication activities with social media and other online buzz-building activities?

A) mass communication
B) public relations
C) multichannel promotion strategy
D) outbound marketing
E) inbound marketing

Question 14

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.

A) direct marketing
B) integrated marketing
C) competitive marketing
D) the promotion mix
E) the marketing mix

Question 15

________ is a strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences.

A) Integrated marketing communications (IMC)
B) Word-of-mouth communication
C) Mass communication
D) Database marketing
E) Experiential marketing

Question 16

According to the communication model, the ________ is an organization or individual that sends a message.

A) medium
B) source
C) messenger
D) feedback
E) decoder

Question 17

The use of short-term incentives to encourage the immediate purchase or sale of a product or service is called ________.

A) indirect marketing
B) sales promotion
C) personal selling
D) public relations
E) advertising

Question 18

Which of the following statements about advertising is true?

A) Advertising is personal communication from an identified sponsor using the mass media.
B) Consumers perceive advertising as always having a high level of credibility.
C) Advertising can be used to establish and reinforce a distinctive brand identity.
D) Advertising tends to be comparatively inexpensive.
E) Advertising always relies on factual information.

Question 19

In terms of the communication model, ________ is a reaction to a message that helps the source gauge the effectiveness of the message.

A) noise
B) feedback
C) translating
D) encoding
E) decoding

Question 20

The coordination of marketing communication efforts to influence attitudes or behavior is known as ________.

A) promotion
B) advertising
C) marketing
D) public relations
E) the communication model

Question 21

Like sales promotion, public relations components of the promotion mix are used to create short-term increases in sales.

Question 22

The communications model is an effective way to look at traditional marketing communications, but not new word-of-mouth communications.

Question 23

Through word-of-mouth communication, consumers look to each other for product information and recommendations.

Question 24

The process of developing the Nike logo "Just Do It" as a way to communicate the power and capability of people who wear Nike shoes is an example of encoding, as defined by the communication model.

Question 25

The decision to use a genie to communicate the strength and power of Mr. Clean cleaning liquid is representative of the ________ process of the communication model.

A) sourcing
B) encoding
C) feedback
D) decoding
E) messaging

Question 26

Which of the following best explains why a 40-year-old woman and a 15-year-old boy would interpret an ad for an age-minimizing makeup differently?

A) They do not have access to the same media.
B) They are not equally susceptible to noise.
C) They follow different communication models.
D) They have different frames of reference.
E) One is not as likely as the other to provide feedback.

Question 27

In the communication model, noise is anything that interferes with effective communication.

Question 28

In terms of the communication model, the animated M&M candies in television commercials ________.

A) represent the source
B) provide feedback
C) represent the medium
D) introduce noise
E) decode the message

Question 29

A newspaper article reported on a lawsuit in which independent coffee shops accused a national chain of coffee shops of engaging in an illegal conspiracy to drive them out of business. What promotion element would the national chain of coffee shops most likely use to improve its corporate image, which has been tarnished by these accusations?

A) sales promotion
B) personal selling
C) public relations
D) direct marketing
E) word-of-mouth communication

Question 30

Chevrolet runs a promotion whereby consumers can redeem two free ski lift tickets at their local dealer through a test-drive promotion. According to the communication model, the people coming into the dealership to test-drive a vehicle are the ________.

A) encoders
B) message
C) source
D) medium
E) feedback

Question 31

In the communication model, the message is the actual communication that bounces back from the receiver to the sender.

Question 32

A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________.

A) sales promotion
B) personal selling
C) public relations
D) direct marketing
E) advertising

Question 33

Virtually everything an organization says and does is a form of marketing communication.

Question 34

Marketers have more control over the message through outbound marketing than through inbound marketing.

Question 35

An ad for a Dior fragrance featuring Natalie Portman appeared in Vogue magazine. In terms of the communication model, the medium of this ad is ________.

A) Natalie Portman
B) Vogue
C) Vogue readers who purchase Dior products
D) Dior
E) the target market to whom Natalie Portman appeals

Question 36

A new pizza restaurant is opening in town. The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening. The owners of the restaurant are using ________.

A) mass communication
B) a push strategy
C) word-of-mouth communication
D) public relations
E) one-to-one marketing

Question 37

By definition, personal selling takes place in face to face.

Question 38

Personal selling is less effective but more cost efficient than advertising.

Question 39

An email from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of ________.

A) sales promotion
B) personal selling
C) public relations
D) stealth marketing
E) viral marketing

Question 40

Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, its website, and its retail outlets. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues. From this information, you can infer that Delia's is using ________.

A) viral marketing
B) stealth marketing
C) integrated marketing communication
D) word-of-mouth marketing
E) mass communication

Question 41

Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.

A) percentage-of-sales
B) competitive-parity
C) bottom-up
D) objective-task
E) push-pull

Question 42

The series of steps through which a marketer attempts to guide a consumer is called the ________.

A) promotional mix
B) marketing mix
C) hierarchy of effects
D) AIDA model
E) push-pull model

Question 43

Why should a company be concerned about integrating communications from different sources within the company?

Question 44

After determining its communication objectives, the company's next step in developing a promotional plan is to ________.

A) identify the target audiences
B) determine its marketing communication budget
C) design the promotion mix
D) decide on a push or pull strategy
E) identify its product's phase in the product life cycle

Question 45

Which of the following is an example of a bottom-up technique for developing promotional budgets?

A) the competitive-parity method
B) the objective-task method
C) the percentage-of-sales method
D) the pull-push method
E) the AIDA method

Question 46

In which step of the hierarchy of effects would a marketer most likely rely on samples and coupons?

A) create awareness
B) inform the market
C) create desire
D) encourage purchase
E) build loyalty

Question 47

Which promotional mix strategy directs marketing efforts toward final consumers?

A) push
B) pull
C) hierarchy of effects
D) permission marketing
E) crowdsourcing

Question 48

The ________ method of promotional budgeting is based on determining the level of spending necessary to accomplish specific promotion goals.

A) percentage-of-sales
B) competitive-parity
C) top-down
D) pull-push
E) objective-task

Question 49

Which of the following is the last step in the hierarchy of effects?

A) create demand
B) create desire
C) encourage purchase
D) build loyalty
E) inform the market

Question 50

Of the different possible components of the promotion mix, the effectiveness of ________ activities are typically the easiest to evaluate.

A) advertising
B) public relations
C) social media
D) sales promotion
E) buzz-building

Question 51

Why might a company address the issue of noise, as defined in the communication model, by purchasing a block of pages in a magazine to advertise its brand?

Question 52

Explain why effective communication occurs only when the source and the receiver have a mutual frame of reference.

Question 53

Which of the following is an example of a top-down budgeting technique used to determine how much a firm will allocate to its promotional activities?

A) the objective-task method
B) the percentage-of-sales method
C) the push-pull method
D) the AIDA method
E) the price lining method

Question 54

Which method of setting an advertising budget is based on analyzing competitors' spending?

A) the percentage-of-sales method
B) the top-down method
C) the bottom-up method
D) the objective-task method
E) the competitive-parity method

Question 55

The ________ step in the hierarchy of effects calls for marketers to tell the target market that there is a new brand on the market, often by using simple advertising that pushes the brand name in a variety of media.

A) awareness
B) knowledge
C) demand
D) desire
E) purchase

Question 56

What is integrated marketing communication (IMC)? Explain how it differs from more traditional marketing communication approaches.

Question 57

The background for a Benadryl allergy medication ad appearing in the magazine Better Homes and Gardens shows green grass and lovely flowers. The headline states "Benadryl is 54 percent more effective than the leading prescription." At the bottom of the ad, in small print, is an explanation of how the effectiveness of Benadryl was determined. The ad also shows a package of Benadryl so consumers can easily recognize it at the store. Identify the different components of the communication model for this advertisement.

Question 58

Which of the following is NOT a step in the hierarchy of effects?

A) create awareness
B) inform the market
C) create demand
D) create desire
E) build loyalty

Question 59

In one section of the Sunday newspaper there are four-color, magazine-style advertisements for different stores. Each of these advertisements informs consumers of the products being marketed at sale prices during the coming week. How are these magazine-style advertisements examples of the implementation of sale promotions?

Question 60

Which promotional mix strategy directs marketing efforts toward market channel members?

A) push
B) pull
C) hierarchy of effects
D) permission marketing
E) crowdsourcing

Question 61

A florist who decides to budget five percent of last year's sales for promotional activities is using which of the following budgeting techniques?

A) bottom-up
B) objective-task
C) competitive-parity
D) percentage-of-sales
E) push-pull

Question 62

Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________.

A) viral marketing
B) stealth marketing
C) buzz marketing
D) a push strategy
E) a pull strategy

Question 63

Which of the following is the type of advertising run by the media without charge?

A) product advertisements
B) advocacy advertisements
C) public service advertisements
D) institutional advertisements
E) local advertisements

Question 64

An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth. The manufacturer of Crest toothpaste was using ________.

A) viral marketing
B) stealth marketing
C) a push strategy
D) a pull strategy
E) public relations

Question 65

In comparison to sales promotion activities, it is easier to determine the effectiveness of traditional advertising.

Question 66

Which of the following is true of advocacy advertising?

A) It is also known as public-service advertising.
B) It is primarily used to support sales promotion activities.
C) It is used only for non-profit causes.
D) It is intended to inform customers about a new product.
E) It is intended to influence public opinion.

Question 67

If the pull strategy is effective, consumers will then demand the product from channel members, who will, in turn, demand it from producers.

Question 68

Which of the following is true of institutional advertising?

A) It is also known as public-service advertising.
B) It describes products as customer services.
C) It is primarily used to support sales promotion activities.
D) It promotes the activities or point of view of an organization.
E) It is used only by non-profit and government organizations.

Question 69

Toward the end of the fiscal year, the owner of a small company came back from lunch concerned because he had learned that a business targeting his same customer base was planning on spending $150,000 on promotion. As soon as he arrived at the office, he called his financial manager and said, "I want to budget $150,000 for next year's promotion." Which method of promotional budgeting did the owner want to use?

A) the objective-task method
B) the percentage-of-sales method
C) the competitive-parity method
D) the bottom-up method
E) the pull-push method

Question 70

Marketers can choose from two basic strategies: push or pull. Compare these two strategies.

Question 71

The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate assumptions about the relationship between dollars spent and promotion results.

Question 72

Through ________, viewers can watch their favorite television shows on mobile devices.

A) multichannel promotion
B) authenticated streaming
C) do-it-yourself ads
D) native advertising
E) embedded marketing

Question 73

Which of the following is defined as nonpersonal communication paid for by an identified sponsor using mass media?

A) public relations
B) direct marketing
C) direct selling
D) advertising
E) sales promotion

Question 74

What promotional efforts might a marketer be likely to employ if the communication objective was to create desire for the product?

Question 75

What type of advertising delivers a message that focuses on a specific good or service?

A) retail advertising
B) product advertising
C) institutional advertising
D) corporate advertising
E) advocacy advertising

Question 76

Multichannel promotion strategies combine traditional advertising, sales promotion, public relations, and direct marketing activities with social media or other digital communication activities.

Question 77

Allyson Godwin plans on setting up a small business where she will offer quilting lessons, sell material and quilting kits that she will create, and market her own creations. Last year her quilting skills earned her $2,000. She estimates that quilting as a full-time business will earn $10,000 during her first year. She has budgeted five percent of her sales estimate to be spent on promotion. What promotion method is Godwin using? What are the advantages and disadvantages of this method?

Question 78

Coca-Cola's Minute Maid unit is introducing a new premium fruit beverage. The primary promotional objective of marketing communications for the new product should be to create awareness.

Question 79

Business-to-consumer companies are more likely to emphasize a ________ strategy, while business-to-business companies are more likely to emphasize a ________ strategy.

A) pull; push
B) push; pull
C) push; pulse
D) pulse; pull
E) pulse; push

Question 80

What promotional efforts might a marketer be likely to employ if the communication objective was to encourage purchase of the product?