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Exam 15: Marketing Communications

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Question 1

Multiple Choice

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Which of the following is included in the promotional mix?

A) Personal selling
B) Price
C) Product
D) Place

E) B) and C)
F) A) and B)

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Question 2

Multiple Choice

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King's Crown,a beverage company,has launched a new energy drink.It sponsors a marathon in the city as part of its promotional strategy.It also issues a press release about the sponsorship and persuades media reporters of different newspapers to print it.King's Crown is generating _____.

A) a marketing mix
B) loyalty
C) a sales response
D) publicity

E) B) and D)
F) B) and C)

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Question 3

Essay

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Discuss the integrated marketing communications (IMC)concept and why is it needed.What are the reasons for its growing popularity?

Which of the following is NOT a goal of promotion?

Social media are a more immediate form of two-way communication than personal selling.

Sales promotion consists of all marketing activities-including personal selling,advertising,and public relations-that stimulate consumer purchasing and dealer effectiveness.

The managers of Pork Farm Inc.,a meat-packing company,want to create more consumer demand for the company's products that are not as popular as its competitors.They have a meeting to decide on the effective communication strategies that can be used to increase the popularity of Pork Farm Inc.'s products among customers.They want to do this by advertising their company's products.In this scenario,the managers of Pork Farm Inc.are developing the _____.

Ketchup King,a food manufacturing company,markets its tomato ketchup globally.As its consumers are well aware of the uses of ketchup,the company does not have to generate product awareness.The company,however,wishes to focus on convincing consumers to buy Ketchup King's ketchup instead of other brands' ketchup.In this scenario,Ketchup King must employ _____.

_____ refers to communication by marketers that informs,persuades,and reminds potential buyers of a product to influence an opinion or elicit a response.

Marketers are senders of messages and do not act as receivers.

Print advertising does not involve using the Internet.

Advertising is increased as a product enters the decline stage of its life cycle.

Which of the following statements is true of informative promotion?

Which of the following statements describes personal selling?

Which of the following forms of promotion is generally more prevalent during the early stages of the product life cycle?

In the context of the promotional mix,_____ attempts to persuade the buyer to accept a point of view.

Which of the following is true of public relations?

Any clutter from competitors' messages or other distractions in the environment does not influence the effectiveness of the mass-communication effort.

Owned media is also called content marketing.

The interpretation of the language and symbols sent by the source through a channel is called _______.