Question 1

A 35-cents-off coupon for Swanson chicken broth is a form of:

Accepted Answer

A coupon is a form of sales promotion because it is a direct incentive given to customers to encourage them to purchase a particular product.

Question 2

Which of the following statements about advertising is true?

Accepted Answer

The answer of Which of the following statements about advertising...

Question 3

_____ is the process by which we exchange or share meanings through a common set of symbols.People also assign meanings to feelings,ideas,facts,and attitudes.

Accepted Answer

Communication is the process of exchanging or sharing meanings through a common set of symbols. It involves sending and receiving messages and assigning meanings to feelings, ideas, facts, and attitudes. Feedback, promotion, advertising, and publicity are all aspects or forms of communication, but they do not encompass the entire process.

Question 4

Interpersonal communication is:

Accepted Answer

Interpersonal communication refers to direct communication between two or more people.

Question 5

_____ is a purchase situation in which two or more people communicate in an attempt to influence each other.

Accepted Answer

Personal selling is a purchase situation in which two or more people communicate in an attempt to influence each other. Implicit communication refers to subtle or indirect communication, while mass communication refers to communication to a large, often undefined audience. Public relations involves managing the reputation of a company or organization through earned media and other strategies. Synergistic communication refers to communication that results in the combination of ideas or efforts for a greater impact. None of these options fully capture the concept of two or more people attempting to influence each other in a purchase situation, which is best described as personal selling.

Question 6

Lee Apparel,maker of Lee Dungarees,created the Buddy Lee doll in the 1920s.It continued using the doll in its promotional mix and giving out Buddy Lee dolls to customers until 1964.The actual doll,which was given away as a premium,is an example of:

Accepted Answer

The Buddy Lee doll was given away as a premium to customers, which is a common tactic in sales promotions.

Question 7

The American Plastics Council wants to create more consumer demand for products that are packaged in plastic.An article in Business Week magazine about how the council plans to stimulate consumer demand would be an example of:

Accepted Answer

The article in Business Week magazine is an example of publicity, as it is a form of unpaid communication intended to generate interest and attention for the American Plastics Council's cause (stimulating consumer demand for plastic packaging).

Question 8

Publicity:

Accepted Answer

Publicity may have many internal costs associated with it, such as hiring a public relations firm or dedicating employees to manage and monitor public relations efforts. It is not necessarily free communication and it is not guaranteed to be positive or persuasive with customers. Additionally, negative publicity can certainly damage a company.

Question 9

Public information about a company,good,or service appearing in the mass media as a news item is:

Accepted Answer

Publicity refers to the free coverage that a company, product, or service receives in the media. It is not paid advertising or personal selling, and it is a form of mass communication. Sales promotion, on the other hand, typically involves the use of incentives and promotions to encourage customers to make a purchase.

Question 10

While talking to Mr.and Mrs.Knighton,the appliance salesperson described the refrigerator as "a real moneysaver" and "a true bargain," but he also kept looking down at his feet and shuffling around.His nonverbal cues:

Accepted Answer

The nonverbal cues of looking down and shuffling around are part of how the salesperson is communicating to the Knightons. They may indicate nervousness or lack of confidence, which could affect how the Knightons perceive the sales pitch. However, these cues do not necessarily create subservient selling or differential disadvantages, nor are they a type of marketing mix feedback.

Question 11

A local exterminator uses the image of a large dead cockroach to communicate its service.The pictures of the dead insect appear on transit boards throughout the community.This is a form of:

Accepted Answer

The use of images of dead cockroaches on transit boards throughout the community is a clear form of advertising as it is an attempt to promote the service of the local exterminator to potential customers. It is not implicit communication as the message being conveyed is clear and direct, nor is it sales promotion as there are no special offers or discounts being advertised. While it may indirectly improve the company's image, it is not primarily focused on public relations. Lastly, while it may generate some attention and media coverage, it is not traditional publicity as it is not disseminated through the news media.

Question 12

Which of the following statements about sales promotions is true?

Accepted Answer

Trade shows, coupons, premiums, and vacation giveaways are all examples of sales promotions. Option A is incorrect as public relations can be used in conjunction with sales promotions to create a more comprehensive marketing campaign. Option B is partially correct but not the best answer as sales promotion is considered a form of promotion but not necessarily a part of direct marketing. Option C is incorrect as sales promotions are typically short-term stimulation tools. Option E is incorrect as sales promotions can also be used internally to encourage employees to meet specific goals or targets.

Question 13

In 2004,Atlanta once again hosted the Peachtree Road Race,a running event that attracts many world-calibre racers.This year after numerous requests from Georgians,the race officials sanctioned a race conducted in Iraq so that soldiers from the state would not have to miss the annual event.The winners of the Mideast race as well as scenes of the actual race were televised.In terms of a promotional mix,this Iraqi Peachtree was as example of:

Accepted Answer

The Iraqi Peachtree race was a public relations strategy aimed at generating publicity and promoting a positive image of the race officials and their willingness to support soldiers from Georgia who were stationed in Iraq. The televised coverage of the race and the winners was a result of this strategy.

Question 14

Frank's RedHot hot sauce created a "Sing the Blues" contest.Participants were asked to write original lyrics about Frank's RedHot sauce set to their favorite tune and submit their songs to the manufacturer.The writer of the winning song received a free all-expense paid trip to a House of Blues.This is an example of:

Accepted Answer

This activity is a sales promotion as it directly encourages customers to purchase Frank's RedHot hot sauce through the contest and the incentive of winning a free trip. It is not advertising as it involves consumer participation and creativity, and it is not personal selling as it is not done through direct interaction with customers.

Question 15

The marketing function that evaluates public attitudes,identifies areas within the organization that are of public interest,and executes a program of action to gain public understanding is:

Accepted Answer

The marketing function described in the question is most closely related to public relations. Public relations involves managing the spread of information between an organization and the public, and typically involves activities such as media relations, crisis communication, and community outreach. The other options listed - advertising, implicit communications, personal selling, and sales promotion - do not necessarily involve evaluating public attitudes or executing a program of action to gain public understanding, and are typically more focused on direct marketing or communication with customers.

Question 16

Java Jacket is a company that designs and prints ads on the paper jackets that go around hot coffee cups sold in coffee shops.To find clients to advertise on the coffee cup jackets,the company sent a representative to companies like Warner Brothers,eBay.com,and The Wall Street Journal to tell them how their ads on coffee cup jackets would give them inexpensive exposure to a large number of potential customers.Java Jacket's activities can best be described as:

Accepted Answer

Java Jacket is utilizing personal selling by sending a representative to pitch their advertising services to potential clients in person.

Question 17

Lee Apparel,maker of Lee Dungarees,created the Buddy Lee doll in the 1920s.It continued using the doll in its promotional mix and giving out Buddy Lee dolls to customers until 1964.After a 40 year absence,Lee once again began using the doll in its promotions of Lee Dungarees to the 17- to 24-year old market.The re-introduction of the Buddy Lee doll and people's reaction to it was the subject of a lengthy article in Business 2.0 magazine.The news article was an example of:

Accepted Answer

The article in Business 2.0 magazine about the re-introduction of the Buddy Lee doll is an example of publicity, which is non-paid communication through media outlets to generate awareness and interest in a product or brand. It is not a sales promotion, advertising, implicit communication, or personal sales presentations.

Question 18

_____ consists of all marketing activities that stimulate consumer purchasing such as coupons,contests,free samples,and trade shows.

Accepted Answer

Sales promotion consists of various short-term marketing activities that are designed to stimulate consumer purchasing, such as coupons, contests, free samples, trade shows, and other similar tactics. Publicity, personal selling, advertising, and sponsorship are also important marketing activities, but they do not necessarily focus specifically on stimulating consumer purchasing in the way that sales promotion does.

Question 19

_____ is any form of sponsor-identified,paid mass communication.

Accepted Answer

Advertising is the only option that specifically mentions payment by a sponsor for the communication. Publicity refers to unpaid attention from media outlets, promotion could include non-paid tactics like coupons and sales, and public relations is focused on maintaining and improving a company's reputation. Nonpaid communication is a broad category that includes all of these options.

Question 20

The two major categories of communications are:

Accepted Answer

The two major categories of communications are mass communication, which includes messages sent through channels such as television, radio, and the internet, and interpersonal communication, which includes messages sent between individuals or groups. Verbal and nonverbal, direct and indirect, long-term and short-term, and informative and persuasive are all important aspects of communication but do not fully encompass the two major categories.

Quiz 14: Integrated Marketing Communications