| 1. |
Another name for a company’s marketing communications mix is: |
| A. | the advertising program. |
| B. | the sales force. |
| C. | the image mix. |
| D. | the promotion mix. |
| Answer» D. the promotion mix. | |
| 2. |
Which tool of the promotional mix is defined as any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor? |
| A. | advertising |
| B. | public relations |
| C. | direct marketing |
| D. | sales promotion |
| Answer» A. advertising | |
| 3. |
The _______________________ is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing tools that the company uses to pursue its advertising and marketing objectives. |
| A. | value mix |
| B. | integrated dealer mix |
| C. | marketing communications mix |
| D. | marketing control mix |
| Answer» C. marketing communications mix | |
| 4. |
Which tool of the promotional mix consists of short-term incentives to encourage the purchase or sale of a product or service? |
| A. | advertising |
| B. | public relations |
| C. | direct marketing |
| D. | sales promotion |
| Answer» D. sales promotion | |
| 5. |
If a company wants to build a good “corporate image,” it will probably use which of the following marketing communications mix tools? |
| A. | advertising |
| B. | public relations |
| C. | direct marketing |
| D. | sales promotion |
| Answer» B. public relations | |
| 6. |
_________________ is direct communications with carefully targeted individual consumers to obtain an immediate response. |
| A. | Personal selling |
| B. | Public relations |
| C. | Direct marketing |
| D. | Sales promotion |
| Answer» C. Direct marketing | |
| 7. |
There is an increasing amount of commerce being done via the Internet. With respect to the promotional mix, which of the following categories would be most directly concerned with Internet commerce? |
| A. | advertising |
| B. | public relations |
| C. | direct marketing |
| D. | sales promotion |
| Answer» C. direct marketing | |
| 8. |
The personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships is called: |
| A. | personal selling. |
| B. | public relations. |
| C. | direct marketing. |
| D. | sales promotion. |
| Answer» A. personal selling. | |
| 9. |
Which of the following major promotional tools use press relations, product publicity, corporate communications, lobbying, and public service to communicate information? |
| A. | advertising |
| B. | public relations |
| C. | direct marketing |
| D. | sales promotion |
| Answer» B. public relations | |
| 10. |
Which of the following major promotional tools use the telephone, mail, fax, e-mail, and the Internet to communicate directly with specific consumers? |
| A. | advertising |
| B. | public relations |
| C. | direct marketing |
| D. | sales promotion |
| Answer» C. direct marketing | |
| 11. |
Although the promotion mix is the company’s primary communication activity, the __________________ must be coordinated for greatest communication impact. |
| A. | organizational culture |
| B. | entire marketing mix |
| C. | demand mix |
| D. | profit variables in a company |
| Answer» B. entire marketing mix | |
| 12. |
Two major factors are changing the face of today’s communications. One of these factors is the fact that: |
| A. | costs of promotion are rising. |
| B. | mass markets are fragmented and marketers are shifting away from mass marketing. |
| C. | global communications are not growing rapidly enough. |
| D. | marcom managers have achieved more power and control. |
| Answer» B. mass markets are fragmented and marketers are shifting away from mass marketing. | |
| 13. |
The shift from ________________________ has had a dramatic impact on marketing communications. |
| A. | brand management to value management |
| B. | media manipulation to media control |
| C. | mass marketing to segmented marketing |
| D. | mass marketing to global marketing |
| Answer» C. mass marketing to segmented marketing | |
| 14. |
____________ fragmentation has resulted in media fragmentation. |
| A. | Market |
| B. | Purchasing |
| C. | Product |
| D. | Public relations |
| Answer» A. Market | |
| 15. |
For many years mass-media advertising was king among promotion variables. Today, this form of advertising appears to be giving way to: |
| A. | product differentiation. |
| B. | other elements of the promotion mix. |
| C. | nonmanipulative variables. |
| D. | a move away from promotion. |
| Answer» B. other elements of the promotion mix. | |
| 16. |
Current trends in communications and promotions indicate that companies are doing less: |
| A. | marketing and more promotion. |
| B. | broadcasting and more narrowcasting. |
| C. | selling and more advertising. |
| D. | communication and more manipulation. |
| Answer» B. broadcasting and more narrowcasting. | |
| 17. |
IMC, as presented in the text and in context with promotion, stands for: |
| A. | international manufacturing capacity. |
| B. | international monetary consistency. |
| C. | integrated marketing communications. |
| D. | integrated marketing corporations. |
| Answer» C. integrated marketing communications. | |
| 18. |
_________________ is the concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. |
| A. | The promotion mix |
| B. | Integrated international affairs |
| C. | Integrated marketing communications |
| D. | Integrated demand characteristics |
| Answer» C. Integrated marketing communications | |
| 19. |
All of the following are cited by the text as limitations or challenges to marketers trying to use the Web to build brands EXCEPT: |
| A. | the higher expense of Web advertising versus traditional advertising. |
| B. | the Internet doesn’t build mass brand awareness. |
| C. | the Web’s format and quality constraints. |
| D. | difficulty in achieving advertising-like solutions on the Web. |
| Answer» A. the higher expense of Web advertising versus traditional advertising. | |
| 20. |
Integrated marketing communications involves identifying the target audience and shaping a well-coordinated promotional program to elicit the desired audience response. Too often, however: (Select the MOST CORRECT statement.) |
| A. | costs are too high and profits are too low. |
| B. | personnel cannot cope with these responsibilities. |
| C. | marketing communications focus on overcoming immediate awareness, image, or preference problems. |
| D. | integrated communications do not work in the global environment because of regulations. |
| Answer» C. marketing communications focus on overcoming immediate awareness, image, or preference problems. | |
| 21. |
The communications process should start with: |
| A. | a basic belief about the communication piece. |
| B. | an audit of all the potential contacts target customers have with the company and its brands. |
| C. | an evaluation of the history of advertising used by the firm. |
| D. | hiring communications experts to handle the communication problems of the firm. |
| Answer» B. an audit of all the potential contacts target customers have with the company and its brands. | |
| 22. |
The concept of ______________ suggests that the company must blend the promotion tools carefully into a coordinated promotion mix. |
| A. | public relations |
| B. | integrated market planning |
| C. | integrated marketing communications |
| D. | global cultural imperatives |
| Answer» C. integrated marketing communications | |
| 23. |
If a company’s objective were to reach masses of buyers that were geographically dispersed at a low cost per exposure, the company would likely choose which of the following promotion forms? |
| A. | advertising |
| B. | personal selling |
| C. | public relations |
| D. | sales promotion |
| Answer» A. advertising | |
| 24. |
Which of the following promotional forms is often described as being too impersonal and only a one-way communication form? |
| A. | advertising |
| B. | personal selling |
| C. | public relations |
| D. | sales promotion |
| Answer» A. advertising | |
| 25. |
Which of the following promotional tools is often the most effective tool at certain stages in the buying process, particularly in building up buyers’ preferences, convictions, and actions? |
| A. | advertising |
| B. | personal selling |
| C. | public relations |
| D. | sales promotion |
| Answer» B. personal selling | |