Question 1

Viral marketing is most closely related to which of the following?

Accepted Answer

A)  direct marketing
B)  experiential marketing
C)  word of mouth marketing
D)  public relations
E)  guerilla marketingF) B) and E)
G) A) and D)

Question 2

Which of the following is true about database marketing?

Accepted Answer

A)  It does not facilitate cross- selling.
B)  It is exchange- oriented.
C)  It is interactive.
D)  It is used primarily in business- to- business marketing.
E)  It focuses on the generation of lists of customers for cold calling.F) C) and D)
G) B) and D)

Question 3

The process of developing the Nike logo "Just Do It" as a way to communicate the power and capability of people who wear Nike shoes is an example of encoding,as defined by the communication model.

Accepted Answer

A) True 
 B)False

Question 4

The percentage- of- sales method of setting a communication budget wrongly treats sales as a cause of promotion rather than a result.

Accepted Answer

A) True 
 B)False

Question 5

Marketers can choose from two basic strategies: push or pull.Compare these two strategies.

Accepted Answer

Using the pull strategy,the producer dir...

Question 6

In the AIDA model,the D stands for .

Accepted Answer

A)  do- it- yourself
B)  desire
C)  decoding
D)  data
E)  demandF) D) and E)
G) A) and B)

Question 7

A company's total promotion mix consists of the specific blends of five different parts.Name and define these parts.

Accepted Answer

Advertising is any nonpersonal presentat...

Question 8

Which of the following is typically true during the introduction stage of the product life cycle?

Accepted Answer

A)  Personal selling is the primary promotional tool in the consumer market.
B)  Publicity is not effective.
C)  Sales promotion is more successful than advertising.
D)  Sales promotion is used to encourage trial.
E)  The pull strategy is implemented more frequently than the push strategy.F) A) and B)
G) A) and C)

Question 9

An advertisement that focuses on a product's positive attributes and reasons that customers should buy it is a .

Accepted Answer

A)  comparative message
B)  loyalty message
C)  one- sided message
D)  push message
E)  two- sided messageF) B) and D)
G) None of the above

Question 10

In one section of the Sunday newspaper there are four- color,magazine- style advertisements for different stores.Each of these advertisements informs consumers of the products being marketed at sale prices during the coming week.How are these magazine- style advertisements the implementation of sale promotions?

Accepted Answer

Sale promotions are programs such as con...

Question 11

Briefly explain how word of mouth,viral marketing,and consumer- generated media are related.

Accepted Answer

Using consumer- generated media is a new...

Question 12

A florist who decides to budget five percent of last year's sales for promotional activities is using which of the following budgeting techniques?

Accepted Answer

A)  objective- task
B)  competitive- parity
C)  percentage- of- sales
D)  bottom- up
E)  push- pullF) None of the above
G) B) and C)

Question 13

Briefly describe some of the ethical problems that can be associated with buzz marketing and how companies have dealt with these issues.

Accepted Answer

Some buzz marketing activities have been...

Question 14

A new pizza restaurant is opening in town.The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening.The owners of the restaurant are implementing a strategy.

Accepted Answer

A)  personal appeal
B)  push
C)  mass appeal
D)  public relations
E)  buzzF) A) and B)
G) A) and C)

Question 15

is the element of the promotion mix that involves direct interaction between a company representative and a customer.

Accepted Answer

A)  Public relations
B)  Word of mouth
C)  Sales promotion
D)  Advertising
E)  Personal sellingF) A) and D)
G) A) and C)

Question 16

In seeking to develop relationships with customers,a firm practicing IMC would be most likely to measure success by .

Accepted Answer

A)  its partner relationships
B)  brand awareness
C)  share of market
D)  channel of distribution efficiencies
E)  share of customerF) A) and D)
G) A) and B)

Question 17

Which of the following types of communication programs is typically the easiest to evaluate?

Accepted Answer

A)  public relations
B)  advertising
C)  sales promotion
D)  guerrilla marketing
E)  word of mouth marketingF) C) and D)
G) B) and D)

Question 18

Advertising has some shortcomings.What is NOT one of them?

Accepted Answer

A)  It does not make the audience feel the need to respond.
B)  It is impersonal.
C)  It carries on one- way communication with the audience.
D)  It can be very costly.
E)  It does not allow the marketer control over when the message will appear.F) A) and D)
G) None of the above

Question 19

Which of the following statements about database marketing is true?

Accepted Answer

A)  Database marketing is measurable.
B)  Database marketing is synonymous with transactional marketing.
C)  Database marketing focuses on keeping current customers.
D)  Database marketing makes cross- selling unnecessary.
E)  Database marketing creates one- way communication.F) C) and D)
G) A) and B)

Question 20

Advertising,sales promotion,personal selling,public relations,and direct marketing are all .

Accepted Answer

A)  promotional tools used for push strategies but not pull strategies
B)  promotional tools adapted for use in mass marketing
C)  communications channels that should be integrated under the concept of integrated marketing communications
D)  promotional tools used for pull strategies but not push strategies
E)  communications channels focused more on interactive marketing than traditional marketingF) B) and E)
G) All of the above

Exam 12: Catch the Buzz: Promotional Strategy and Integrated Marketing Communication

A company's total promotion mix consists of the specific blends of five different parts.Name and define these parts.

Correct Answer
verified
Advertising is any nonpersonal presentat...
View Answer

A new pizza restaurant is opening in town.The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening.The owners of the restaurant are implementing a strategy.

Correct Answer
verified

In seeking to develop relationships with customers,a firm practicing IMC would be most likely to measure success by .

Correct Answer
verified

Correct Answer
verified
Sale promotions are programs such as con...
View Answer

is the element of the promotion mix that involves direct interaction between a company representative and a customer.

Correct Answer
verified

Briefly describe some of the ethical problems that can be associated with buzz marketing and how companies have dealt with these issues.

Correct Answer
verified
Some buzz marketing activities have been...
View Answer

Briefly explain how word of mouth,viral marketing,and consumer- generated media are related.

Correct Answer
verified
Using consumer- generated media is a new...
View Answer

An advertisement that focuses on a product's positive attributes and reasons that customers should buy it is a .

Correct Answer
verified

Advertising has some shortcomings.What is NOT one of them?

Correct Answer
verified

Viral marketing is most closely related to which of the following?

Correct Answer
verified

Which of the following is typically true during the introduction stage of the product life cycle?

Correct Answer
verified

Advertising,sales promotion,personal selling,public relations,and direct marketing are all .

Correct Answer
verified

The percentage- of- sales method of setting a communication budget wrongly treats sales as a cause of promotion rather than a result.

Correct Answer
verified

Which of the following statements about database marketing is true?

Correct Answer
verified

The process of developing the Nike logo "Just Do It" as a way to communicate the power and capability of people who wear Nike shoes is an example of encoding,as defined by the communication model.

Correct Answer
verified

Which of the following is true about database marketing?

Correct Answer
verified

Marketers can choose from two basic strategies: push or pull.Compare these two strategies.

Correct Answer
verified
Using the pull strategy,the producer dir...
View Answer

In the AIDA model,the D stands for .

Correct Answer
verified

Which of the following types of communication programs is typically the easiest to evaluate?

Correct Answer
verified

A florist who decides to budget five percent of last year's sales for promotional activities is using which of the following budgeting techniques?

Correct Answer
verified

Exam 12: Catch the Buzz: Promotional Strategy and Integrated Marketing Communication

A company's total promotion mix consists of the specific blends of five different parts.Name and define these parts.

Correct AnswerverifiedAdvertising is any nonpersonal presentat...View AnswerShow Answer

A new pizza restaurant is opening in town.The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening.The owners of the restaurant are implementing a strategy.

Correct AnswerverifiedShow Answer

In seeking to develop relationships with customers,a firm practicing IMC would be most likely to measure success by .

Correct AnswerverifiedShow Answer

Correct AnswerverifiedSale promotions are programs such as con...View AnswerShow Answer

is the element of the promotion mix that involves direct interaction between a company representative and a customer.

Correct AnswerverifiedShow Answer

Briefly describe some of the ethical problems that can be associated with buzz marketing and how companies have dealt with these issues.

Correct AnswerverifiedSome buzz marketing activities have been...View AnswerShow Answer

Briefly explain how word of mouth,viral marketing,and consumer- generated media are related.

Correct AnswerverifiedUsing consumer- generated media is a new...View AnswerShow Answer

An advertisement that focuses on a product's positive attributes and reasons that customers should buy it is a .

Correct AnswerverifiedShow Answer

Advertising has some shortcomings.What is NOT one of them?

Correct AnswerverifiedShow Answer

Viral marketing is most closely related to which of the following?

Correct AnswerverifiedShow Answer

Which of the following is typically true during the introduction stage of the product life cycle?

Correct AnswerverifiedShow Answer

Advertising,sales promotion,personal selling,public relations,and direct marketing are all .

Correct AnswerverifiedShow Answer

The percentage- of- sales method of setting a communication budget wrongly treats sales as a cause of promotion rather than a result.

Correct AnswerverifiedShow Answer

Which of the following statements about database marketing is true?

Correct AnswerverifiedShow Answer

The process of developing the Nike logo "Just Do It" as a way to communicate the power and capability of people who wear Nike shoes is an example of encoding,as defined by the communication model.

Correct AnswerverifiedShow Answer

Which of the following is true about database marketing?

Correct AnswerverifiedShow Answer

Marketers can choose from two basic strategies: push or pull.Compare these two strategies.

Correct AnswerverifiedUsing the pull strategy,the producer dir...View AnswerShow Answer

In the AIDA model,the D stands for .

Correct AnswerverifiedShow Answer

Which of the following types of communication programs is typically the easiest to evaluate?

Correct AnswerverifiedShow Answer

A florist who decides to budget five percent of last year's sales for promotional activities is using which of the following budgeting techniques?

Correct AnswerverifiedShow Answer

Correct Answer
verified
Advertising is any nonpersonal presentat...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Sale promotions are programs such as con...
View Answer

Correct Answer
verified

Correct Answer
verified
Some buzz marketing activities have been...
View Answer

Correct Answer
verified
Using consumer- generated media is a new...
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

Correct Answer
verified

Correct Answer
verified
Using the pull strategy,the producer dir...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified