Question 1

More companies are adopting the concept of ,which carefully integrates and coordinates the company's many communication channels to deliver a clear,consistent,and compelling message about the organization and its brands.
A)buzz marketing
B)integrated marketing communications
C)nonpersonal communication channels
D)integrated personal selling
E)integrated competitive methods

Accepted Answer

The concept being described is integrated marketing communications (IMC), which involves coordinating and integrating various communication channels (such as advertising, public relations, direct marketing, and social media) to ensure a consistent and effective message about the organization is communicated to the target audience.

Question 2

Which of the following is NOT a factor in the changes occurring in today's marketing communications?
A)Mass media no longer capture the majority of promotional budgets.
B)Improvements in communication technologies are changing how companies and customers communicate with each other.
C)Today's consumers are better informed about products and services.
D)Companies routinely invest millions of dollars in the mass media.
E)Mass markets have fragmented,and marketers are shifting away from mass marketing.

Accepted Answer

The answer of Which of the following is NOT a...

Question 3

is the company's most expensive promotion tool.
A)Publicity
B)Mass media
C)Advertising
D)Public relations
E)Personal selling

Accepted Answer

Personal selling is the most expensive promotion tool because it involves direct interaction between a salesperson and a customer, which requires significant time and resources.

Question 4

Business- to- consumer companies are more likely to emphasize a _ promotion strategy,while business- to- business companies are more likely to emphasize a _ promotion strategy.
A)continuity;pulse
B)pull;push
C)pulse;continuity
D)push;pull
E)pulse;pull

Accepted Answer

The answer of Business- to- consumer companies are more likely...

Question 5

In the model of buyer- readiness stages,the first stage is .
A)knowledge
B)liking
C)insistence
D)awareness
E)preference

Accepted Answer

The first stage in the model of buyer-readiness stages is awareness, which means the potential buyer becomes aware of the product or service. In this stage, the buyer has little or no knowledge about the product, its features, or its benefits. This stage is important for marketers to create awareness and grab the attention of potential buyers. Once the buyer is aware of the product, they can move to the next stage of acquiring more knowledge. Therefore, the best choice is option D, Awareness.

Question 6

The six stages that consumers normally pass through on their way to making a purchase begin with awareness and end with purchase.
A)supplier readiness
B)market readiness
C)buyer- readiness
D)objective readiness
E)personal readiness

Accepted Answer

Buyer-readiness refers to the six stages that consumers go through before making a purchase decision. These stages are awareness, knowledge, liking, preference, conviction, and finally, purchase. None of the other options provided accurately define or describe these stages.

Question 7

Though the method of setting an advertising budget is simple to use and helps
A)objective- and- task
B)percentage- of- sales
C)regression
D)integrated
E)competitive- parity

Accepted Answer

The percentage-of-sales method is a simple approach to setting an advertising budget, where the budget is based on a fixed percentage of past or anticipated sales.

Question 8

The receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as _.
A)disencoding
B)response
C)acknowledgement
D)feedback
E)decoding

Accepted Answer

The process by which the receiver assigns meaning to the symbols encoded by a company in its advertisements is called decoding.

Question 9

A(n)argument is only likely to be effective when the audience is highly educated or likely to hear opposing claims or when the communicator has a negative association to overcome.
A)one- sided
B)emotional
C)two- sided
D)moral
E)scientific

Accepted Answer

Two-sided arguments are effective when the audience is highly educated or likely to hear opposing claims because they present both sides of the argument and provide an opportunity for the audience to compare and evaluate the strengths and weaknesses of each side. This approach is especially effective when the communicator has a negative association to overcome, as it demonstrates a willingness to acknowledge and address opposing viewpoints. One-sided arguments may not be as effective in these situations because they do not provide the audience with a complete picture of the issue. Emotional, moral, and scientific arguments are not necessarily more effective in these situations, as they may not be as relevant to the specific audience or issue at hand.

Question 10

Vast numbers of consumers are aware of your product.It is now your goal to enhance preference for your product.You plan to use nonpersonal communications through print media and display media.This will include all of the following EXCEPT _ _.
A)billboards
B)newspapers
C)direct mail
D)magazines
E)Internet "chats"

Accepted Answer

The question asks for nonpersonal communications through print media and display media. Internet "chats" are not considered as print media or display media. Therefore, E is the answer as it is the only option that is not a valid choice for the given situation.

Question 11

In the AIDA model,the D stands for .
A)decoding
B)data
C)demand
D)do- it- yourself
E)desire

Accepted Answer

In the AIDA model, the D stands for "desire". This refers to the stage where the customer has become interested in the product or service and is now developing a desire or a preference for it. This stage is important as it helps to create an emotional connection with the customer, which can lead to a purchase decision.

Question 12

All of the following are reasons that marketers are losing confidence in television advertising EXCEPT which one?
A)Many viewers are using video streaming or DVRs.
B)TV audience size is on the decline.
C)Mass media costs are rising.
D)TV ad spending is rising at a slower rate than online ad spending.
E)TV and other mass media no longer capture the lion share of promotional budgets.

Accepted Answer

The answer of All of the following are reasons that...

Question 13

Which major promotion category makes use of catalogs,telephone marketing,kiosks,and the Internet?
A)sales promotion
B)direct marketing
C)advertising
D)public relations
E)publicity

Accepted Answer

Direct marketing makes use of catalogs, telephone marketing, kiosks, and the Internet to directly communicate with the target audience and promote products or services.

Question 14

The communication channel a company uses to move its advertising messages from sender to receiver is called the .
A)message
B)feedback loop
C)media
D)communicator
E)encoder

Accepted Answer

The media refers to the specific channels a company uses to deliver its advertising messages to its target audience, such as television, radio, print, digital, or outdoor advertising.

Question 15

An example of a(n)_ appeal is the Salvation Army appeal,"While you are trying to figure
A)rational
B)moral
C)awareness
D)emotional
E)standard

Accepted Answer

The Salvation Army appeal is a moral appeal, as it often appeals to people's sense of duty and ethics to help those in need.

Question 16

The two broad types of _ channels are personal and nonpersonal.
A)buyer
B)seller
C)marketing
D)communication
E)competitive

Accepted Answer

The question is referring to communication channels in the context of marketing, so the correct answer is D) communication. Communication channels can be categorized as personal (such as face-to-face or phone conversations) or nonpersonal (such as mass media or email). Option A) buyer, B) seller, and E) competitive are not relevant to the question, and C) marketing is too broad of a term to specify the type of channels being discussed.

Question 17

Which major promotion category makes use of displays,discounts,coupons,and demonstrations?
A)direct marketing
B)public relations
C)publicity
D)advertising
E)sales promotion

Accepted Answer

Sales promotion is the major promotion category that makes use of displays, discounts, coupons, and demonstrations to promote the sales of a product or service. Direct marketing involves direct communication with the target audience, public relations deals with creating a positive reputation for the brand, publicity focuses on getting media coverage, and advertising involves paid communication through various mediums.

Question 18

Mariah Goldberg,a marketing manager for a manufacturer of children's toys,is looking for ways to reach potential customers who typically avoid salespeople and advertisements.Which of the following would be the most economical promotional tool for Mariah to use?
A)personal selling
B)direct marketing
C)sales promotion
D)brand contacts
E)public relations

Accepted Answer

Public relations is often a cost-effective way to reach potential customers by generating media coverage and building a positive brand image without direct selling or traditional advertising.

Question 19

Companies are doing less and more as a result of an explosion of more focused media that better match today's targeting strategies.
A)media;sales
B)broadcasting;narrowcasting
C)narrowcasting;broadcasting
D)advertising;word- of- mouth
E)marketing;media

Accepted Answer

Broadcasting refers to reaching a large audience through mass media, while narrowcasting refers to targeting a specific group of people with a personalized message. As a result of the explosion of more focused media, companies are shifting away from broadcasting and towards narrowcasting. This allows them to better match their targeting strategies and reach the specific audience they want to reach.

Question 20

consists of strong short- term incentives that invite and reward quick responses from customers.
A)Advertising
B)Publicity
C)A segmented promotion
D)Sales promotion
E)A patronage reward

Accepted Answer

Sales promotion offers immediate incentives to customers to take action, such as limited-time discounts or buy-one-get-one offers. It encourages quick responses and is often used to boost short-term sales.

Quiz 14: Communicating Customer Value

More companies are adopting the concept of ,which carefully integrates and coordinates the company's many communication channels to deliver a clear,consistent,and compelling message about the organization and its brands.

Which of the following is NOT a factor in the changes occurring in today's marketing communications?

is the company's most expensive promotion tool.

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

In the model of buyer- readiness stages,the first stage is .

The six stages that consumers normally pass through on their way to making a purchase begin with awareness and end with purchase.

Though the method of setting an advertising budget is simple to use and helps

The receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as _.

A(n) argument is only likely to be effective when the audience is highly educated or likely to hear opposing claims or when the communicator has a negative association to overcome.

Vast numbers of consumers are aware of your product.It is now your goal to enhance preference for your product.You plan to use nonpersonal communications through print media and display media.This will include all of the following EXCEPT _ _.

In the AIDA model,the D stands for .

All of the following are reasons that marketers are losing confidence in television advertising EXCEPT which one?

Which major promotion category makes use of catalogs,telephone marketing,kiosks,and the Internet?

The communication channel a company uses to move its advertising messages from sender to receiver is called the .

An example of a(n) _ appeal is the Salvation Army appeal,"While you are trying to figure

The two broad types of _ channels are personal and nonpersonal.

Which major promotion category makes use of displays,discounts,coupons,and demonstrations?

Mariah Goldberg,a marketing manager for a manufacturer of children's toys,is looking for ways to reach potential customers who typically avoid salespeople and advertisements.Which of the following would be the most economical promotional tool for Mariah to use?

Companies are doing less and more as a result of an explosion of more focused media that better match today's targeting strategies.

consists of strong short- term incentives that invite and reward quick responses from customers.