Question 1

Print advertising does not involve using the Internet.

Accepted Answer

A) True 
 B)False

Question 2

Personal selling is not required when buyers are well informed and geographically dispersed.

Accepted Answer

A) True 
 B)False

Question 3

Consumers making routine buying decisions are more extensively involved in the decision-making process than consumers making complex buying decisions.

Accepted Answer

A) True 
 B)False

Question 4

As organizations do not directly pay for publicity, it can be viewed as free.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A)  Upselling
B)  Production
C)  Promotion
D)  EncodingE) A) and C)
F) A) and D)

Question 6

Which of the following statements is true of buying decisions?

Accepted Answer

A)  The type of buying decision does not affect the promotional mix of an organization.
B)  Consumers are not involved in complex buying decisions.
C)  Print advertising may be used for high-involvement purchase decisions.
D)  Personal selling is most effective in helping consumers in routine decisions.E) C) and D)
F) None of the above

Question 7

Print advertising can be used to sell goods and services to potential customers who are hard to locate.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following statements is true of personal selling?

Accepted Answer

A)  It is increasingly dependent on the Internet.
B)  It is increasingly focused on customer loyalty.
C)  It attempts to create a long-term relationship with the buyer.
D)  It focuses on creating a win-lose outcome with the buyer.E) B) and D)
F) None of the above

Question 9

Which of the following statements is a characteristic of sales promotion?

Accepted Answer

A)  It is a long-run tool used by marketers.
B)  It complements advertising by yielding faster sales responses.
C)  It is allotted less marketing money than advertising.
D)  It uses personal selling, advertising, and public relations.E) A) and B)
F) B) and C)

Question 10

Doodle Inc., a renowned interior design services company, tries to increase its customer base through increased web presence. It regularly posts its interior decorations on its website, and its followers can review the designs, suggest changes, and recommend the company to their friends. This results in electronic word-of-mouth advertising. Doodle uses social media as _____.

Accepted Answer

A)  paid media
B)  earned media
C)  owned media
D)  free mediaE) None of the above
F) All of the above

Question 11

Social media rely on the repetition of the brand message.

Accepted Answer

A) True 
 B)False

Question 12

During the _____ of the product life cycle, the basic goal of promotion is to inform the target audience that the product is available.

Accepted Answer

A)  growth stage
B)  decline stage
C)  maturity stage
D)  introduction stageE) None of the above
F) A) and C)

Question 13

Which of the following statements is true of informative promotion?

Accepted Answer

A)  It is designed to stimulate a purchase or an action to purchase.
B)  It is used to keep the product and brand name in the public's mind.
C)  It seeks to convert an existing need into a want or to stimulate interest in a new product.
D)  It seeks to form relationships with customers and potential customers through technological ties.E) A) and B)
F) None of the above

Question 14

Dernz Inc., 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 Dernz's ketchup instead of other brands' ketchup. In this scenario, Dernz Inc. must employ _____.

Accepted Answer

A)  reminder promotion
B)  persuasive promotion
C)  informative promotion
D)  connective promotionE) B) and D)
F) A) and D)

Question 15

Advent Automobiles Inc. has launched a new sport utility vehicle (SUV) . It develops a marketing message and places advertisements in the leading newspapers and on social media sites to inform consumers about the new SUV and its various features. In the context of the communication process, Advent Automobiles is the _____.

Accepted Answer

A)  sender
B)  decoder
C)  consumer
D)  receiverE) A) and D)
F) B) and C)

Question 16

Describe informative promotion with examples.

Accepted Answer

Answers will vary. Informative promotion...

Question 17

Which of the following statements is true of communication?

Accepted Answer

A)  It is a plan for the optimal use of the elements of promotion.
B)  It is a strategic study of materials in order to form conclusions.
C)  It is a systematic measurement of a subject's merits or shortcomings.
D)  It is a process of sharing meaning through a common set of symbols.E) None of the above
F) All of the above

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

Briefly explain the AIDA model.

Accepted Answer

Answers will vary. The AIDA model propos...

Question 20

Which of the following statements is the objective of public relations?

Accepted Answer

A)  To create the promotional mix for an organization
B)  To educate the public about a company's goals and objectives
C)  To receive direct feedback from customers
D)  To facilitate consumer empowermentE) C) and D)
F) B) and C)

Exam 15: Marketing Communications

Which of the following statements is a characteristic of sales promotion?

Correct Answer
verified

Social media rely on the repetition of the brand message.

Correct Answer
verified

Which of the following statements is true of informative promotion?

Correct Answer
verified

Consumers making routine buying decisions are more extensively involved in the decision-making process than consumers making complex buying decisions.

Correct Answer
verified

Print advertising can be used to sell goods and services to potential customers who are hard to locate.

Correct Answer
verified

Which of the following statements is true of personal selling?

Correct Answer
verified

Correct Answer
verified

Which of the following statements is the objective of public relations?

Correct Answer
verified

Describe informative promotion with examples.

Correct Answer
verified
Answers will vary. Informative promotion...
View Answer

As organizations do not directly pay for publicity, it can be viewed as free.

Correct Answer
verified

Which of the following statements is true of communication?

Correct Answer
verified

Correct Answer
verified

During the _____ of the product life cycle, the basic goal of promotion is to inform the target audience that the product is available.

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Briefly explain the AIDA model.

Correct Answer
verified
Answers will vary. The AIDA model propos...
View Answer

Which of the following statements is true of buying decisions?

Correct Answer
verified

Personal selling is not required when buyers are well informed and geographically dispersed.

Correct Answer
verified

Print advertising does not involve using the Internet.

Correct Answer
verified

Exam 15: Marketing Communications

Which of the following statements is a characteristic of sales promotion?

Correct AnswerverifiedShow Answer

Social media rely on the repetition of the brand message.

Correct AnswerverifiedShow Answer

Which of the following statements is true of informative promotion?

Correct AnswerverifiedShow Answer

Consumers making routine buying decisions are more extensively involved in the decision-making process than consumers making complex buying decisions.

Correct AnswerverifiedShow Answer

Print advertising can be used to sell goods and services to potential customers who are hard to locate.

Correct AnswerverifiedShow Answer

Which of the following statements is true of personal selling?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements is the objective of public relations?

Correct AnswerverifiedShow Answer

Describe informative promotion with examples.

Correct AnswerverifiedAnswers will vary. Informative promotion...View AnswerShow Answer

As organizations do not directly pay for publicity, it can be viewed as free.

Correct AnswerverifiedShow Answer

Which of the following statements is true of communication?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

During the _____ of the product life cycle, the basic goal of promotion is to inform the target audience that the product is available.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Briefly explain the AIDA model.

Correct AnswerverifiedAnswers will vary. The AIDA model propos...View AnswerShow Answer

Which of the following statements is true of buying decisions?

Correct AnswerverifiedShow Answer

Personal selling is not required when buyers are well informed and geographically dispersed.

Correct AnswerverifiedShow Answer

Print advertising does not involve using the Internet.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Answers will vary. Informative promotion...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Answers will vary. The AIDA model propos...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified