Question 1

Which of the following statements about advertising is most accurate?

Accepted Answer

Advertising is a mass-market tool that enables a business to reach a large audience. It has the potential to reach a greater number of people at a lower cost per exposure.

Question 2

A paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as __________.

Accepted Answer

Advertising is a form of communication where an identified sponsor pays for a message to reach a target audience through various media channels, such as television, radio, print, internet, and outdoor billboards. Sales promotion involves short-term incentives to boost sales, publicity is unpaid media coverage of an organization, product, or service, direct marketing is a form of personalized communication to a specific target audience, and mass communication refers to the distribution of information to a large audience through various media channels.

Question 3

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled D represents __________.

Accepted Answer

The answer of

-To communicate with consumers, a company can...

Question 4

In the communication process, printing mistakes that affect the meaning of a newspaper advertisement, or using words or pictures that fail to communicate the message clearly, are referred to as

Accepted Answer

The answer of In the communication process, printing mistakes that...

Question 5

Advertising refers to

Accepted Answer

Advertising is any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. Option A is correct but not complete, as it does not mention that it is paid communication. Option B refers to sales promotion, not advertising. Option C refers to market segmentation, not advertising. Option E refers to personal selling, not advertising.

Question 6

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled E represents __________.

Accepted Answer

The answer of

-To communicate with consumers, a company can...

Question 7

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled B represents __________.

Accepted Answer

The promotional element labeled B in the figure is personal selling, which involves direct interaction between salespeople and potential customers.

Question 8

Which of the following statements about advertising is most accurate?

Accepted Answer

While advertisers may not have complete control over when and how often their advertisements will be placed, they do have some control over who the message is sent to through targeted advertising. Additionally, FCC regulations limit certain types of content in advertising, but overall, advertisers have a significant amount of control over the message they want to convey. Advertising can be costly, especially if it involves significant pretesting, so D is not accurate. Customized interactions can be a benefit of advertising, but it is not the key advantage, so B is not accurate.

Question 9

In a promotional sense, customized interaction is exemplified by

Accepted Answer

The answer of In a promotional sense, customized interaction is...

Question 10

Advertising, sales promotion, and public relations are often said to use __________ because they are used with groups of prospective buyers.

Accepted Answer

Mass selling is the use of advertising, sales promotion, and public relations to reach a large group of potential customers, rather than individualized selling or customized selling. Mass selling is often used to create brand awareness and generate interest in a product or service.

Question 11

Each year, advertisers spend millions of dollars during the Super Bowl half-time show. These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle. Unfortunately, during the half-time festivities, many viewers dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers. The desire for food and drink is an example of __________, which inhibits effective communication.

Accepted Answer

The answer of Each year, advertisers spend millions of dollars...

Question 12

Which of the following types of promotion uses customized interaction?

Accepted Answer

Direct marketing involves communicating directly with individuals through various channels such as email, direct mail, and personalized messages. This type of promotion uses customized interaction to target specific individuals with tailored messages and offers.

Question 13

Mary's Cookies put an ad in the local newspaper with a coupon stating that a dozen cookies cost $2.99. The newspaper instead printed the price on the coupon as $29.99. Consequently, no customers came in to buy cookies using the coupon. The communication issue between Mary and her target market in this case was most likely the result of __________.

Accepted Answer

Noise refers to any distortion or error in the communication process that leads to a misunderstanding, such as the incorrect printing of the price in the newspaper.

Question 14

Which of the following types of promotion uses customized interaction?

Accepted Answer

Personal selling involves customized interaction between the salesperson and the customer, making it the only option among the given types of promotion that uses customized interaction. Advertising, public relations, sales promotion, and publicity all involve mass communication efforts that may not be personalized to each individual customer.

Question 15

What is the nature of the "paid" aspect of advertising?

Accepted Answer

The paid aspect of advertising involves paying fees for space or time in the chosen medium. This could include fees for advertisements in print media, commercials on television or radio, or sponsored content on websites.

Question 16

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled C represents __________.

Accepted Answer

The promotional element labeled C represents public relations, which involves building and maintaining positive relationships with the public and media through various tactics such as press releases, events, and sponsorships.

Question 17

Which of the following statements about advertising is most accurate?

Accepted Answer

Advertising is a powerful tool for communicating specific product benefits to prospective buyers. It allows marketers to target specific demographics and convey important messaging about the features and benefits of their products or services. Effective advertising campaigns can help build brand awareness, generate leads, and increase sales. While advertising does require an investment of time and money, the benefits of an effective campaign often far outweigh the costs.

Question 18

Which of the following would be LEAST likely to be used for mass selling?

Accepted Answer

Personal selling involves direct interaction with individual customers, making it less suitable for mass selling compared to the other options, which target larger audiences.

Question 19

The marketing manager from a heavy-equipment manufacturer in Dallas, Texas was attending an international trade show in Japan. There were many prospective customers from different countries who seemed interested in the firm's product. However, they had difficulty following the manager's explanations of product features due to his heavy Texas drawl. In this case, the accent would be considered __________.

Accepted Answer

The answer of The marketing manager from a heavy-equipment manufacturer...

Question 20

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled Box A represents __________.

Accepted Answer

The answer of

-To communicate with consumers, a company can...

Quiz 14: Integrated Marketing Communications and Direct Marketing

Which of the following statements about advertising is most accurate?

A paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as __________.

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled D represents __________.

In the communication process, printing mistakes that affect the meaning of a newspaper advertisement, or using words or pictures that fail to communicate the message clearly, are referred to as

Advertising refers to

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled E represents __________.

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled B represents __________.

Which of the following statements about advertising is most accurate?

In a promotional sense, customized interaction is exemplified by

Advertising, sales promotion, and public relations are often said to use __________ because they are used with groups of prospective buyers.

Which of the following types of promotion uses customized interaction?

Which of the following types of promotion uses customized interaction?

What is the nature of the "paid" aspect of advertising?

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled C represents __________.

Which of the following statements about advertising is most accurate?

Which of the following would be LEAST likely to be used for mass selling?

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled Box A represents __________.