Question 1

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

Accepted Answer

Public relations components of the promotion mix focus on building long-term relationships and enhancing the reputation of the company, rather than creating short-term increases in sales.

Question 2

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

Accepted Answer

The communications model can also be used to understand new word-of-mouth communications, as it includes both sender and receiver elements, message transmission, feedback, and noise. The model can be adapted to fit various forms of communication, including social media and viral marketing.

Question 3

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

Accepted Answer

Word-of-mouth communication involves individuals sharing information about products with each other, including recommendations and personal experiences. This type of communication is based on trust between consumers and is often seen as a more credible source of product information compared to advertising or other forms of marketing.

Question 4

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.

Accepted Answer

Encoding is the process of turning thoughts and ideas into symbols or language that can be understood by others. Developing the Nike slogan "Just Do It" is an example of encoding because it involves turning the concept of Nike shoes empowering individuals into a catchy phrase that communicates that message to consumers.

Question 5

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.

Accepted Answer

The decision to use a genie as a symbol to represent the strength and power of Mr. Clean cleaning liquid is a part of the encoding process of the communication model. Encoding involves converting the message into symbols or language that will be understood by the receiver. In this case, the marketers are using a symbol, the genie, to convey the intended message to the target audience.

Question 6

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?

Accepted Answer

A 40-year-old woman and a 15-year-old boy would have different frames of reference due to their age and life experience. The woman may be more self-conscious about signs of aging, while the boy may not yet be concerned about such things. Therefore, they would interpret the ad differently based on their individual frames of reference.

Question 7

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

Accepted Answer

Noise can be anything that affects the transmission or reception of a message, including physical, psychological or semantic barriers.

Question 8

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

Accepted Answer

The animated M&M candies in television commercials represent the source of the communication by conveying the message of the brand to the audience.

Question 9

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?

Accepted Answer

The national chain of coffee shops would most likely use public relations to improve its corporate image in response to the accusations of engaging in an illegal conspiracy to drive independent coffee shops out of business. This involves using various communication channels, such as press releases, social media, and events, to create a positive image and relationship with the public. It allows the company to address the accusations and showcase its commitment to ethical and fair business practices.

Question 10

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 ________.

Accepted Answer

The people coming into the dealership to test-drive a vehicle are providing feedback in the communication model, as their actions indicate a response to the promotion.

Question 11

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

Accepted Answer

In the communication model, the message is the information or idea that is transmitted from the sender to the receiver. It is not the communication that bounces back from the receiver to the sender.

Question 12

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 ________.

Accepted Answer

Regional salespeople represent personal selling, which involves direct communication between salespeople and customers.

Question 13

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

Accepted Answer

This statement is true as every action, whether it is a product launch, customer service interaction, website design or a social media post, communicates something about the organization to its stakeholders and the public. Therefore, all these actions are a form of marketing communication.

Question 14

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

Accepted Answer

Outbound marketing includes strategies like advertising, direct mail, and cold calling where marketers can control the message they are sending to potential customers. Inbound marketing, such as content marketing or social media, relies on creating valuable and engaging content to attract and engage prospects, but the control over the message is more in the hands of the audience.

Question 15

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 ________.

Accepted Answer

The medium of the ad is the Vogue magazine in which it appeared. The other options are either the sender (Dior) or the receiver (Natalie Portman, Vogue readers, target market) of the message.

Question 16

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 ________.

Accepted Answer

The owners of the pizza restaurant are using mass communication by placing an advertisement in the town newspaper to announce their opening date.

Question 17

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

Accepted Answer

Personal selling can occur through various channels, including face-to-face, over the phone, or via digital communication platforms.

Question 18

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

Accepted Answer

Personal selling is more effective than advertising as it allows for direct interaction with the customer and the salesperson can tailor their approach to the individual's needs. However, personal selling can be more expensive than advertising due to the cost of hiring and training salespeople, travel expenses, and the time required to make sales calls.

Question 19

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

Accepted Answer

This is an example of a sales promotion, as it is a limited-time offer meant to encourage customers to make a purchase of at least $35 to receive free shipping.

Question 20

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 ________.

Accepted Answer

The information provided implies that Delia's is using integrated marketing communication, which involves coordinating various marketing tools and messages to deliver a clear and consistent message to the target audience.

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