Question 1

A paid form of nonpersonal communications, about an organization, its products, or its activities that is transmitted through a mass medium to a target audience is called

Accepted Answer

Advertising is a paid form of nonpersonal communications about an organization, its products, or its activities that is transmitted through a mass medium to a target audience.

Question 2

If the product is a new complex technology that requires a great deal of explanation, its promotional mix will most likely

Accepted Answer

Finally, if the product is a new complex technology that requires a great deal of explanation, the promotional mix will likely focus heavily on personal selling so that potential buyers can have their questions answered.

Question 3

Identify a nonpersonal form of communication that seeks to influence the attitudes, feelings, and opinions of customers, noncustomers, stockholders, suppliers, employees, and political bodies about the organization.

Accepted Answer

Public relations is a nonpersonal form of communication that seeks to influence the attitudes, feelings, and opinions of customers, noncustomers, stockholders, suppliers, employees, and political bodies about the organization.

Question 4

_____ is becoming an important goal of marketing communications because modern technology makes information gathering more practical.

Accepted Answer

Identifying prospects is becoming an increasingly important goal of marketing communications because modern technology makes information gathering much more practical, even in large consumer markets.

Question 5

The nonpersonal promotional effort for a new soft drink is less likely to rely on

Accepted Answer

If the product is a new soft drink, promotional effort is likely to rely more on advertising, sales promotion, and public relations.

Question 6

Which of the following is not true of the strategic goal of retaining customers?

Accepted Answer

It costs far more to attract a new customer than to retain an existing customer.

Question 7

Marketers create positive and distinct images through

Accepted Answer

A major way marketers create positive and distinct images is through marketing communications.

Question 8

Positive images can create value for customers by adding

Accepted Answer

Positive images can even create value for customers by adding meaning to products.

Question 9

Which of the following is a personal form of communication?

Accepted Answer

There are five elements of the promotion mix, four of which are nonpersonal forms of communication (advertising, sales promotion, public relations, and direct marketing), and one, personal selling, which is a personal form of communication.

Question 10

All of the following are important goals of marketing communications except

Accepted Answer

Strategic goals of marketing communication: Create awareness about the product, build positive images, identify prospects, build channel relationships, and retain customers.

Question 11

The promotion mix of which of the following products is most likely to contain short-run incentives?

Accepted Answer

If the product is more established but the objective is to stabilize sales during a nonpeak season, the promotion mix will likely contain short-run incentives (sales promotions) for people to buy the product immediately.

Question 12

Retailers can support manufacturers by

Accepted Answer

Retailers support manufacturers when they feature brands in their ads to attract buyers.

Question 13

An activity or material that offers customers, sales personnel, or resellers a direct inducement for purchasing a product is called

Accepted Answer

Sales promotion is an activity or material that offers customers, sales personnel, or resellers a direct inducement for purchasing a product.

Question 14

This refers to the combination and types of nonpersonal and personal communication the organization puts forth during a specified period.

Accepted Answer

The promotion mix concept refers to the combination and types of nonpersonal and personal communication the organization puts forth during a specified period.

Question 15

A nonpaid form of nonpersonal communication about the organization and its products that is transmitted through a mass medium in the form of a news story is referred to as

Accepted Answer

Publicity is a nonpaid form of nonpersonal communication about the organization and its products that is transmitted through a mass medium in the form of a news story.

Question 16

All of the following are promotional efforts undertaken when a new product is introduced in the market, except

Accepted Answer

Promotional effort is likely to rely more on advertising, sales promotion, and public relations (publicity) in order to (1) make potential buyers aware of the product, (2) inform these buyers about the benefits of the product, (3) convince buyers of the product's value, and (4) entice buyers to purchase the product.

Question 17

This refers to a face-to-face communication with potential buyers to inform them about, and persuade them to buy an organization's products and services.

Accepted Answer

Personal selling is face-to-face communication with potential buyers to inform them about and persuade them to buy an organization's product.

Question 18

Which of the following statements about personal selling is true?

Accepted Answer

Personal selling is face-to-face communication with potential buyers to inform them about and persuade them to buy an organization's product.

Question 19

This paid form of nonpersonal communications may use media such as outdoor displays, car cards, directories, etc., to reach out to a target audience.

Accepted Answer

Advertising might use television, radio, newspapers, magazines, outdoor displays, car cards, or directories.

Question 20

Building relationships with wholesalers and retailers would pertain to which of the following strategic goals of marketing communication?

Accepted Answer

An important goal of marketing communications is to build a relationship with the organization's channel members.

Quiz 8: Integrated Marketing Communications : Advertising, Sales Promotion, Public Relations, and Direct Marketing

A paid form of nonpersonal communications, about an organization, its products, or its activities that is transmitted through a mass medium to a target audience is called

If the product is a new complex technology that requires a great deal of explanation, its promotional mix will most likely

Identify a nonpersonal form of communication that seeks to influence the attitudes, feelings, and opinions of customers, noncustomers, stockholders, suppliers, employees, and political bodies about the organization.

_____ is becoming an important goal of marketing communications because modern technology makes information gathering more practical.

The nonpersonal promotional effort for a new soft drink is less likely to rely on

Which of the following is not true of the strategic goal of retaining customers?

Marketers create positive and distinct images through

Positive images can create value for customers by adding

Which of the following is a personal form of communication?

All of the following are important goals of marketing communications except

The promotion mix of which of the following products is most likely to contain short-run incentives?

Retailers can support manufacturers by

An activity or material that offers customers, sales personnel, or resellers a direct inducement for purchasing a product is called

This refers to the combination and types of nonpersonal and personal communication the organization puts forth during a specified period.

A nonpaid form of nonpersonal communication about the organization and its products that is transmitted through a mass medium in the form of a news story is referred to as

All of the following are promotional efforts undertaken when a new product is introduced in the market, except

This refers to a face-to-face communication with potential buyers to inform them about, and persuade them to buy an organization's products and services.

Which of the following statements about personal selling is true?

This paid form of nonpersonal communications may use media such as outdoor displays, car cards, directories, etc., to reach out to a target audience.

Building relationships with wholesalers and retailers would pertain to which of the following strategic goals of marketing communication?