Deck 15: The Communications Mix: Sales Promotions, Merchandising, Public Relations and Publicity

Question 1

The communications mix can indirectly persuade a person to purchase.

Answer 1

True

Question 2

Repetition has been shown to help build awareness and enhance product recall over time.

Answer 2

True

Question 3

The communications mix of marketing can help to increase the tangibility of the product/service mix.

Answer 3

True

Question 4

The most powerful form of communication, particularly in the hospitality industry, is word of mouth.

Question 5

Advertising is the least visible element of the communication mix.

Question 6

The internet has presented a new challenge to marketers.

Question 7

The common theme in the development of advertising is that its success depends upon its ability to address the needs of the consumer.

Question 8

The ultimate goal of marketing communications is to change the way a consumer thinks about a particular brand.

Question 9

A good rule of thumb for percentage spent on advertising in hotels is 5 to 6 percent of forecasted total revenue.

Question 10

In all forms of advertising, including word of mouth, public relations creates the most awareness.

Question 11

The certainty about the duration of the benefits of advertising is that the effects last over a long period of time.

Question 12

Research of a media entity's readership/viewership to ensure that the communication reaches the audience for which it is intended is largely unnecessary and usually a waste of communication dollars.

Question 13

Communications strategies are concerned with the planning, implementing and control of persuasive communication with customers.

Question 14

The first step in the development of a communications strategy is to decide who the target market is.

Question 15

There are no universally accepted standards for determining how much should be spent in a particular product/market situation.

Question 16

Undercover marketing is marketing that is planned, but not actually executed.

Question 17

Successful advertising is just copy and graphics, especially clever copy and graphics.

Question 18

Push/pull strategies are important, particularly for firms like travel agents or tour operators that work closely with intermediaries or other customer providers.

Question 19

To create awareness about a product is an example of a strategic objective.

Question 20

Communication strategies are related to persuasive communications with customers.

Question 21

In the "how often to say it" stage of the communication strategy, the possible strategic elements may depend a lot on effectiveness, reach and .

A) Method
B) Frequency
C) Budget
D) All of the above
E) None of the above

Question 22

The most neglected stage of communications research is:

A) "Where are we now?"
B) "Are we getting there?"
C) "How can we get there?"
D) "Where could we be?"

Question 23

Pathos relates to:

A) Logic
B) Emotions
C) Reasoning
D) Source Credibility

Question 24

Using a strategy means moving the communication mix through distribution channels, while using a
strategy means going directly to the market that will then go through the distribution channels.

A) Pull; push
B) Send; call
C) Push; pull
D) Send; call
E) None of the above

Question 25

There are three basic rules of persuasion that were promulgated by Aristotle centuries ago: logos, pathos and
.

A) Chronos
B) Eros
C) Ethos
D) Kudos
E) None of the above

Question 26

Which one of these is not a step in the adoption model process?

A) Evaluation
B) Awareness
C) Feedback
D) Interest

Question 27

Ethos refers to:

A) Evidence
B) Belief Appeals
C) Source Credibility
D) All of the above
E) None of the above

Question 28

"Why are we there?" refers to:

A) Research of the target market
B) Evaluating the competition
C) A change in the delivery of service
D) An evaluation of the product

Question 29

Other methods for determining marketing budgets are:

A) Competitive level budgets
B) Return on investment
C) Whatever's left over method
D) All of the above
E) None of the above

Question 30

All of the following are broad stages of the communications mix except:

A) Why to say it
B) How to say it
C) When to say it
D) To whom to say it

Question 31

The cumulative effect of advertising depends on:

A) Competitive efforts
B) Loyalty of customers
C) Frequency of purchase
D) All of the above
E) None of the above

Question 32

Advertising is:

A) The least valuable component of the mix
B) Communication that is not paid for
C) The least visible element of the communications mix
D) All of the above
E) None of the above

Question 33

Which one of these is not an element of the communications mix?

A) Sales promotion
B) PR/publicity
C) Personal selling
D) All of the above
E) None of the above

Question 34

The communication process has broad stages:

A) Two
B) Ten
C) Five
D) Six

Question 35

Advertising:

A) Should position the establishment in a desirable marketplace
B) Should be cost- effective
C) Should be consistent with the corporate image
D) All of the above
E) None of the above

Question 36

The three stages of consumer attitudes are affective, cognitive and .

A) Denotative
B) Repetitive
C) Conative
D) None of the above

Question 37

advertising is practiced by many international companies, but often fails to reflect the unique culture of the markets in which it is exposed.

A) Global
B) Regional
C) Local
D) Domestic
E) None of the above

Question 38

The ideal advertisement will do all of the following except:

A) Differentiate the company
B) Promise a benefit that will be provided
C) Capitalize on word- of- mouth advertising
D) Explain advantages and disadvantages

Question 39

The most important goal of advertising is:

A) To change the way consumers think
B) To encourage word- of- mouth advertising
C) To reach and attract new consumers
D) To promote awareness

Question 40

The cumulative effect of advertising depends on customers' frequency of purchase, competitive efforts and
.

A) Income
B) Loyalty
C) Expectations
D) Exposure

Question 41

Effective advertising will increase:

A) Revenues and customer satisfaction
B) Sales promotions and customer discounts
C) Budgets and management input
D) Budgets and employee input

Question 42

"Collateral" as it is discussed in the text refers to:

A) Brochures
B) Direct mail
C) TV spots
D) Both A & B

Question 43

The most common failure in the development of effective advertising is:

A) A reliance on old advertising
B) A lack of research and planning
C) Failing to differentiate your product
D) Not allocating enough dollars

Question 44

Advertising decisions should be based on:

A) How they will affect the customer
B) A superior execution of the advertising
C) What employees like
D) What management likes

Question 45

You are just beginning to collect information for media research in order to develop the optimal communications mix. Make a list of potential questions you could ask about your product/service.

Question 46

Marketing dollars spent on media in a recent five year study has shown a decrease in spending and an increase in spending, according to the text.

A) Internet; newspaper
B) Newspaper; broadcast TV
C) Direct mail; internet
D) Newspaper; internet

Question 47

Who said, "I only know that half of my advertising is working; I just don't know what half."

A) Carter Hale
B) Arthur Nielsen
C) Nathan Brown
D) John Wanamaker

Question 48

The Panama City Beach campaign was included in the text as an example of:

A) Undercover marketing
B) Maslow's Hierarchy of Needs
C) Advertising principles that were accomplished by this effective campaign
D) Advertising principles that were overlooked by this ineffective campaign

Question 49

The three steps for evaluating advertising dollars include:
I. Calculate return on investment
II. Determine the net rate generated by the sales
III. Compare the advertising cost with the results expected
IV. Calculate a rate per loyal customer

A) I, II, IV
B) II, III, IV
C) I, II, III
D) I, III, IV

Question 50

One component of an ideal advertisement is:

A) It will promise a benefit and deliver solutions to customer problems
B) It will align the property or product with the competition
C) It will provide information that is similar to other products in the industry
D) It will create a discount, coupon, or one time deal

Question 51

Describe the six stages of communications strategy as outlined by the textbook and give examples or clarification of each.

Question 52

After all of the phases of the advertising process have been employed, the ultimate question is:

A) "How much did it cost?"
B) "Did it work?"
C) "How will the buzz be created?"
D) "What should we do again?"