2) The use of short-term incentives to encourage the purchase or sale of a product or service iscalled ________.A) direct marketingB) sales promotionC) personal sellingD) public relationsE) publicity

3) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by anidentified sponsor is called ________.A) sales promotionB) advertisingC) direct marketingD) personal sellingE) public relations

4) Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?A) sales promotionB) personal sellingC) direct marketingD) public relationsE) advertising

5) Which of the following is NOT a major category in a company's promotion mix?A) sales promotionB) strategic positioningC) direct marketingD) public relationsE) advertising

6) Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the Internet?A) sales promotionB) direct marketingC) publicityD) public relationsE) advertising

7) Which major promotion category makes use of displays, discounts, coupons, and demonstrations?A) sales promotionB) direct marketingC) publicityD) public relationsE) advertising

8) The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact. What is NOT included in the entire marketing mix?A) productB) competitorC) priceD) placeE) promotion

9) Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.A) marketing communicationsB) direct marketingC) the Internet and other technologiesD) mass market mediaE) informative advertising

13) Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies.A) marketing; mediaB) media; salesC) narrowcasting; broadcastingD) broadcasting; narrowcastingE) advertising; word-of-mouth

14) All of the following are reasons that marketers are losing confidence in television advertising EXCEPT which one?A) TV ad spending is rising at a slower rate than online ad spending.B) TV and other mass media no longer capture the lion share of promotional budgets.C) Many viewers are using video streaming or DVRs.D) Mass media costs are rising.E) TV audience size is on the decline.

15) Companies often fail to integrate their various communications to consumers because ________.A) historically consumers have been able to distinguish between message sourcesB) advertising departments are reluctant to work with public relations professionalsC) communications often come from different parts of the companyD) personal selling and sales promotion are in direct conflictE) they have overemphasized the concept of brand contact

16) Consumers today receive commercial messages from a broad range of sources. However, consumers ________ the way marketers do.A) don't distinguish between message sourcesB) are able to differentiate among messages sourcesC) don't care about buzz marketingD) are not able to block out messagesE) block them all out

17) More companies are adopting the concept of ________, which carefully integrates and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.A) integrated marketing communicationsB) integrated personal sellingC) integrated competitive methodsD) nonpersonal communication channelsE) buzz marketing

18) Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________.A) communications channels that should be integrated under the concept of integrated marketing communicationsB) communications channels focused more on narrowcasting than broadcastingC) promotional tools used for push strategies but not pull strategiesD) promotional tools used for pull strategies but not push strategiesE) promotional tools adapted for use in mass marketing

19) Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________.A) equal portions of the advertising budgetB) independent communications directorsC) separate marketing objectivesD) the same target audienceE) the same message, look, and feel

20) To produce better communications consistency, a unified company image, and greater sales impact, some companies employ a(n) ________.A) advertising agencyB) marketing communications directorC) public relations specialistD) personal sales forceE) media planner

21) Integrated marketing communications produces better communications ________ and greater ________ impact.A) consistency; salesB) sales; consistencyC) marketing; competitiveD) variety; productionE) branding; quality

22) Today, marketers are moving toward viewing communications as managing the ________ over time.A) advertising agencyB) nonpersonal communication channelsC) word-of-mouth influenceD) customer relationshipE) product life cycle

23) Using integrated marketing communications, the communications process should start with ________.A) an advertising strategyB) the competitive-parity methodC) public relationsD) an audit of all potential customer touch pointsE) publicity

24) Which of the following is NOT one of the four major communication functions?A) feedbackB) encodingC) noiseD) responseE) decoding

25) The communication channel a company uses to move its advertising messages from sender to receiver is called the ________.A) messageB) mediaC) encoderD) communicatorE) feedback loop

26) The receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as ________.A) disencodingB) feedbackC) acknowledgementD) decodingE) response

27) In the communication process, the reaction of the receiver after being exposed to a message is called the ________.A) responseB) answerC) noiseD) feedbackE) decoding

28) When a customer lets a producer know something about its products or advertising, the customer is providing ________.A) decodingB) noiseC) feedbackD) encodingE) reverse marketing

29) A consumer is reading a magazine with an advertisement, but is distracted from reading the advertisement or its key points. This unplanned static or distortion during the communication process is called ________.A) noiseB) distractionC) feedbackD) responseE) decoding

30) In the communication process, the more the sender's field of experience ________ that of the receiver, the more ________ the message is likely to be.A) varies from; distinguishableB) overlaps with; effectiveC) connects with; ineffectiveD) coincides with; creativeE) departs from; direct

31) To communicate effectively, a marketing communicator must ________ the consumer's field of experience.A) compete withB) shareC) understandD) createE) reference

32) Marketing communicators must be good at ________ messages that take into account how the target audience ________ them.A) delivering; encodesB) sending; encodesC) encoding; decodesD) retrieving; perceivesE) decoding; receives

33) Marketing communicators must do all of the following EXCEPT ________.A) identify the target audienceB) deliver products to the customerC) determine the communication objectivesD) collect feedbackE) choose the media through which to send a message

34) In the AIDA model, the D stands for ________.A) demandB) desireC) dataD) do-it-yourselfE) decoding

35) The AIDA model identifies the characteristics of an effective ________.A) advertising budgetB) channel of communicationC) marketing messageD) marketing mixE) marketing response

36) The six ________ stages that consumers normally pass through on their way to making a purchase begin with awareness and end with purchase.A) personal readinessB) buyer-readinessC) objective readinessD) market readinessE) supplier readiness

37) The six buyer-readiness stages include all of the following EXCEPT ________.A) awarenessB) knowledgeC) convictionD) likingE) hesitation

38) In the model of buyer-readiness stages, the first stage is ________.A) preferenceB) knowledgeC) likingD) awarenessE) insistence

39) All of the following are strategies a marketer would use to lead consumers into making the final step toward a purchase EXCEPT which one?A) offer special promotional pricesB) offer add-on featuresC) offer premiumsD) use extensive "teaser" advertisingE) offer rebates

40) A message showing a product's quality, economy, value, or performance is called a(n) ________ appeal.A) structuralB) rationalC) emotionalD) moralE) standard

41) Marketers using humor in their messages claim that they attract more attention and create more loyalty and belief in the brand. This type of message is called a(n) ________ appeal.A) rationalB) structuralC) emotionalD) moralE) standard

42) Though a popular appeal, when used poorly ________ can detract from comprehension, quickly wear out its welcome, overshadow the product, or even irritate consumers.A) humorB) nonpersonal communicationC) direct marketingD) integrated marketingE) noise

43) Moral appeals are directed to the audience's sense of what is "right" and ________.A) properB) affordableC) traditionalD) positiveE) emotional

44) The communicator must decide how to handle message structure issues. One issue is whether to ________ or not.A) draw a conclusionB) make a moral appealC) use the pull strategyD) use the push strategyE) avoid competitors

45) A(n) ________ argument is only likely to be effective when the audience is highly educated or likely to hear opposing claims or when the communicator has a negative association to overcome.A) two-sidedB) one-sidedC) moralD) emotionalE) scientific

46) Which of the following represent(s) a two-sided message? A) Listerine tastes bad twice a day.B) Heinz Ketchup is slow good. C) Etonic athletic shoes are built so you can last. D) A and B E) none of the above

47) In designing the message structure, marketers must decide whether to present the ________ arguments first or last in a message.A) emotionalB) structural C) moral D) strongestE) scientific

48) A marketer is making decisions about the headline, copy, illustration, and colors for a print ad. The marketer is making decisions about the ________.A) message structureB) message contentC) message mediumD) message channelE) message format

49) The two broad types of ________ channels are personal and nonpersonal.A) marketingB) competitiveC) communicationD) buyerE) seller

50) Communication through the mail is categorized as a(n) ________ communication channel.A) nonpersonalB) word-of-mouthC) personalD) objectiveE) ineffective

51) Creating word-of-mouth campaigns by cultivating opinion leaders and getting them to spread information about a product or service to others in their communities is known as ________.A) sales promotionB) indirect marketingC) buzz marketingD) stealth marketingE) public relations

52) Nonpersonal communication channels include major media, ________, and events.A) sales callsB) buzz marketingC) atmospheresD) word of mouthE) e-mail

53) Vast numbers of consumers are aware of your product. It is now your goal to enhance preference for your product. You plan to use nonpersonal communications through print media and display media. This will include all of the following EXCEPT ________.A) newspapersB) magazinesC) Internet "chats"D) direct mailE) billboards

54) To ________, a marketer can ask target audience members whether they remember the message, how many times they saw it, and what points they remember.A) select a message sourceB) collect feedbackC) select a message channelD) plan a media purchaseE) design a marketing appeal

55) ________ from marketing communications may suggest changes in the promotion program or in the product offer itself.A) EncodingB) DecodingC) FeedbackD) NoiseE) Shelter

56) Companies use all of the following methods to set their advertising budget EXCEPT the ________.A) objective-and-task methodB) integrated methodC) competitive-parity methodD) percentage-of-sales methodE) affordable method

57) Using the ________ method for setting an advertising budget, the company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising.A) integratedB) moving-averageC) competitive-parityD) percentage-of-salesE) affordable

58) Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.A) percentage-of-salesB) integratedC) competitive-parityD) objective-and-taskE) regression

59) Which method of setting an advertising budget is based on analyzing competitors' spending?A) percentage-of-sales methodB) affordable methodC) competitive-parity methodD) objective-and-task methodE) regression method

60) Perhaps the most logical budget-setting method is the ________ method because it is based on spending necessary to accomplish specific promotion goals.A) percentage-of-salesB) affordableC) competitive-parityD) objective-and-taskE) exponential smoothing

61) Advertising has some shortcomings. What is NOT one of them?A) It is impersonal.B) It can be very costly.C) It slowly reaches many people.D) It carries on one-way communication with the audience.E) It does not make audience members feel the need to respond.

62) ________ is the company's most expensive promotion tool.A) AdvertisingB) Personal sellingC) Mass mediaD) Public relationsE) Publicity

63) Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions?A) mass-market advertisingB) personal sellingC) segmented advertisingD) sales promotionE) public relations

64) Sales promotion features a wide assortment of tools. Which of the following is NOT one of these tools?A) contestsB) premiumsC) catalogsD) couponsE) cents-off deals

65) "Buy it now" is the message of ________.A) personal sellingB) advertisingC) a nonpersonal communication channelD) sales promotionE) publicity

66) ________ consists of strong short-term incentives that invite and reward quick responses from customers.A) A patronage rewardB) A segmented promotionC) AdvertisingD) Sales promotionE) Publicity

67) ________ is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do.A) The competitive-parity methodB) Public relationsC) Personal communicationD) Nonpersonal communicationE) Personal selling

68) Which promotional tool is described as nonpublic, immediate, customized, and interactive?A) segmented advertisingB) sales promotionC) direct marketingD) brand contactsE) public relations

69) Which promotional mix strategy directs marketing efforts toward final consumers?A) pullB) blitzC) pushD) buzzE) pulse

70) Which promotional mix strategy directs marketing efforts toward market channel members?A) pullB) blitzC) pushD) buzzE) pulse

71) Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy.A) pull; pushB) push; pullC) pulse; pullD) continuity; pulseE) pulse; continuity

72) In the introduction stage of the product life cycle, a combination of ________ is best for producing high awareness.A) indirect marketing and personal sellingB) advertising and public relationsC) public relations and personal sellingD) personal selling and direct marketingE) direct marketing and sales promotion

73) Which of the following would be classified as bait-and-switch advertising?A) advertising a cheaper brand but only making a more expensive one available to customersB) raising a product's pricesC) attempting to charge less for a brand than for manufacturers' brandsD) advertising service packages that cannot actually be providedE) favoring certain customers over others through trade promotions

74) A company's salespeople should always follow the rules of ________.A) high-pressure sellingB) societal marketingC) competitionD) fair competitionE) cooling-down

75) The FTC has adopted a three-day cooling-off rule to give special protection to ________.A) customers who purchased because of deceptive advertisingB) customers who purchased because of bait-and-switch tacticsC) customers who were not seeking a productD) resellers who do not receive proportionately equal treatment from manufacturersE) resellers who are not covered by the Robinson-Patnam Act

76) 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 ________.A) sales promotionB) personal sellingC) public relationsD) direct marketingE) advertising

77) Harpo Enterprises maintains the Oprah Winfrey show, a Web site, and O magazine. Because Harpo Enterprises practices integrated marketing communications, these different brand contacts all maintain ________ in design and tone.A) varietyB) feedbackC) consistencyD) creativityE) convenience

78) Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog and in its print ads as well as on its Web site. 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 ________.A) buzz marketingB) experiential marketingC) integrated marketing communicationD) word-of-mouth marketingE) database marketing

79) HP's advertising agency assembles words and illustrations into an advertisement that will convey the company's intended brand message. In the communication process, HP is ________.A) messagingB) encodingC) sendingD) decodingE) responding

80) The decision to use a cleaning genie to communicate the strength and power of Mr. Clean cleaning liquid is representative of the ________ process of the communication model.A) sourcingB) encodingC) signifyingD) decodingE) messaging

81) In the communication process, an actual HP printer/fax machine advertisement is called ________.A) encodingB) decodingC) noiseD) the messageE) the medium

82) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, the sender of this message is ________.A) Melina KanakaredesB) Ladies' Home JournalC) readers who redeem the $1-off couponD) MaybellineE) the target market to whom Melina Kanakaredes appeals

83) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, the medium of this ad is ________.A) Melina KanakaredesB) Ladies' Home JournalC) readers who redeem the $1-off couponD) MaybellineE) the target market to whom Melina Kanakaredes appeals

84) Mercy University's initial ads for the school's new MBA program are most likely intended to create ________.A) likingB) awarenessC) preferenceD) insistenceE) conviction

85) When a car maker wants to introduce a new model, it is most likely to begin with an extensive ________ advertising campaign to create name familiarity and interest.A) sales promotionB) competitiveC) teaserD) moral appealE) two-sided

86) An example of a(n) ________ appeal is the Salvation Army appeal, "While you are trying to figure out what to get the man who has everything, don't forget the man who has nothing."A) emotionalB) awarenessC) rationalD) moralE) standard

87) A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products. This is an example of ________.A) public service activitiesB) nonpersonal marketingC) buzz marketingD) sales promotionE) direct marketing

88) Toward the end of the fiscal year, the owner of a small company came back from lunch concerned because he had learned that a business targeting the same customers as his was planning on spending $150,000 on promotion. As soon as he arrived at the office, he called his financial manager and said, "I want to budget $150,000 for next year's promotion." Which method of promotional budgeting did the owner want to use?A) the objective-and-task methodB) the percentage-of-sales methodC) the competitive-parity methodD) the bottom-up methodE) the pull-push method

89) An e-mail from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of ________.A) sales promotionB) personal sellingC) public relationsD) an advertising objectiveE) a push strategy

90) A newspaper article announced that VoiceStream Wireless, the nation's sixth-largest wireless carrier, was changing its name to T-Mobile and that to begin the makeover process it had replaced spokesperson Jamie Lee Curtis with Catherine Zeta-Jones. Of which element of the promotion mix is this an example?A) sales promotionB) advertisingC) public relationsD) personal sellingE) product

) An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth. The manufacturer of Crest toothpaste was using ________.A) personal sellingB) direct marketingC) a push strategyD) a pull strategyE) public relations

Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________.A) word-of-mouth influenceB) public relationsC) buzz marketingD) a push strategyE) a pull strategy

Management of a company that adheres to the principle of integrated marketing communications is most likely to believe which of the following? A) The use of multiple marketing communications channels is advantageous. B) The use of a single marketing communications channel is advantageous. C) Long-term relationships with customers are best nurtured through sales promotion. D) Long-term relationships with customers are best nurtured through public relations. E) Short-term relationships with customers are more profitable than long-term relationships with customers.

A) The use of multiple marketing communications channels is

Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services. In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each ________ will deliver a consistent and positive message about the company.A) public relations messageB) brand contactC) advertisementD) logoE) media vehicle

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, which of the following would be the best way for the source to measure feedback?A) the number of subscribers to Ladies' Home JournalB) the number of people who make up the target marketC) the number of people who redeem the couponD) the number of people who were exposed to the adE) the number of people to whom Melina Kanakaredes is an appealing spokesperson

96) Mariah Goldberg, a marketing manager for a manufacturer of children's toys, is looking for ways to reach potential customers who typically avoid salespeople and advertisements. Which of the following would be the most economical promotional tool for Mariah to use? A) sales promotion B) personal selling C) public relations D) direct marketing E) brand contacts

97) Clean and Clear, a large producer of all-natural hair care and beauty products, is most likely to use which of the promotion mix strategies to gain increased shelf space in stores and to gain increased customer sales?A) push onlyB) pull onlyC) push and pullD) pulseE) continuity

98) A maker of vitamin drinks wants to compete with the leading brands in the category and has decided to use a heavy push strategy, putting most of the brand's marketing budget into trade and consumer sales promotion. Which of the following is a potential disadvantage of this approach?A) A new marketing communications model is quickly replacing mass marketing.B) Mass media campaigns are increasingly more expensive.C) It may be difficult to identify meaningful product differences in advertising.D) Retail giants may be reluctant to respond to the strategy.E) The strategy may spark a spiral of price-slashing that will undercut the brand's future for short-term gains.

99) Which of the following would be the LEAST effective way for John and Barb to reach new potential customers?A) word-of-mouth influenceB) buzz marketingC) public relationsD) network television advertisingE) direct marketing

100) In a recent radio spot, John and Barb gave a quick explanation of Sparkle's cleaning process and a description of the value consumers receive for their money. This is an example of a(n) ________.A) emotional appealB) standard appealC) rational appealD) moral appealE) social appeal