Question 1

According to the AIDA model, promotion should try to change Attitudes, shape Intentions, arouse Desire, and cause Activity.

Accepted Answer

A) True 
 B)False

Question 2

Spoken communication with large numbers of customers at the same time is mass selling.

Accepted Answer

A) True 
 B)False

Question 3

The LATE MAJORITY:

Accepted Answer

A)   make a lot of use of mass media.
B)   respond more to social pressure from other late adopters than to salespeople.
C)   make a lot of use of salespeople.
D)   use salespeople and have much contact with the early majority.
E)   have a lot of contact with early adopters.F) A) and C)
G) B) and E)

Question 4

GEICO's aggressive advertising campaign of the late 1990s was designed to accomplish which of the following objectives?

Accepted Answer

A)   Target the low-risk market of federal employees
B)   Win customers away from established competitors
C)   Target the high-risk market of military personnel
D)   Enable the company to avoid filing bankruptcy
E)   Continue widespread recognition of the brandF) B) and E)
G) A) and B)

Question 5

An innovator is more likely to rely on information from an impersonal source (such as an article in a scientific magazine) than from a company's salesperson.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is NOT an example of sales promotion?

Accepted Answer

A)   A small toy in a "kid's pack" at a Wendy's fast-food restaurant.
B)   A half-page ad in the telephone Yellow Pages for a security service.
C)   An auto bumper sticker that says "Buy American."
D)   Samples of a new brand of cheese given away at a supermarket.
E)   A display of fishing equipment by a sporting goods store in a shopping mall.F) A) and B)
G) C) and E)

Question 7

Gillette spent $100 million in its first year of advertising for a new type of razor and blades. All of its advertising was directed at final consumers in the hope that these consumers would go to retailers and ask for the product by name. This is an example of:

Accepted Answer

A)   Pulling.
B)   AIDA.
C)   Encoding.
D)   Pushing.
E)   Decoding.F) A) and E)
G) B) and E)

Question 8

Which of the following statements about innovators is not true?

Accepted Answer

A)   Innovators tend to rely on impersonal and scientific information sources, or other innovators, rather than salespeople.
B)   Innovators often search for information on the Internet, read articles in technical publications, or look for informative ads in special interest magazines.
C)   Innovators tend to be young and well educated and are eager to try a new idea.
D)   Innovators need strong social pressure from their own peer group before they adopt a new product.
E)   Innovators are also constituted by specialized business firms who are willing to take the risk of doing something new.F) All of the above
G) A) and D)

Question 9

The total cost of mass media may force a small firm to use promotion alternatives that are more expensive on a per contact basis.

Accepted Answer

A) True 
 B)False

Question 10

The basic idea behind integrated marketing communications is that it is critical for all of the different firms in a channel of distribution for a product to have an input in developing the advertising campaign for the product.

Accepted Answer

A) True 
 B)False

Question 11

Kelly Stich, marketing manager for Yummy Ice Cream Products, is thinking about some of her products and her promotion plans for the coming year. Yummy Ice Cream Products is introducing a new ice cream treat called PlanetSavers. This treat uses ice cream produced with environmentally friendly processes that save energy and protect the ozone. Yummy plans to send articles to magazines, local newspapers, and environmental groups that explain the environmentally safer treat. The product also has a unique texture and different flavor.
Stich wants to use counter cards and in-store signs to let people know about Cherry Walrus, the company's new flavor. She is also developing sales training materials that will teach ice cream scoopers in Yummy's ice cream stores to promote the product. Right after Cherry Walrus is introduced each store will also hand out coupons that are good for one day only.
Yummy Mondaes is a product that has been around for 25 years. It is Yummy's take on the classic ice cream sundae, but white-brownie and coffee-flavored crumbles are added to make it extra special. The company sells this product in one and two quart containers through major grocery store chains. It relies on personal selling and price discounts to retailers to move more of the product. The company does very little consumer promotion for this product.
Yummy Fudge on a Stick is a new product of fudge-flavored ice cream on a stick. Yummy plans to sell it through retail grocery stores also and is launching an aggressive advertising program that will use television, radio, newspaper, magazines, and the Internet. Most of its promotion will be directed at consumers.
Two years ago the company introduced Yummy Fruit on a Stick, an all-natural frozen fruit product on a stick. The product category has been popular, continues to grow, and is in the market growth stage of the product life cycle.
The promotion for Yummy Mondaes is a good example of:

Accepted Answer

A)   pushing.
B)   direct-response promotion.
C)   pulling.
D)   integrated marketing communications.
E)   noise in the communication process.F) C) and D)
G) All of the above

Question 12

Promotion to business customers emphasizes personal selling.

Accepted Answer

A) True 
 B)False

Question 13

The adoption curve concept is most closely related to which of the following?

Accepted Answer

A)   "noise" in the communication process
B)   sales promotion aimed at a company's own sales force
C)   the product life cycle
D)   selective demand
E)   the AIDA modelF) None of the above
G) A) and B)

Question 14

In customer-initiated interactive communication, marketers must stand up and grab attention in order to be selected by the customer.

Accepted Answer

A) True 
 B)False

Question 15

The early majority group

Accepted Answer

A)   tends to have the greatest contact with salespeople.
B)   tends to cling to the status quo and think it's the safe way.
C)   prefers to do things the way they have been done in the past and are very suspicious of new ideas.
D)   tends to avoid risk and waits to consider a new idea after many early adopters have tried it-and liked it.
E)   can help the promotion effort by spreading word-of-mouth information and advice among other consumers.F) D) and E)
G) A) and D)

Question 16

During the sales decline stage

Accepted Answer

A)   the total amount spent on promotion usually decreases as firms try to cut costs to remain profitable.
B)   firms do not need targeted promotion to reach customers.
C)   personal selling will probably dominate the promotion blends of consumer products firms.
D)   promotion emphasis shifts from stimulating selective demand to building primary demand.
E)   sales promotion is primarily targeted at intermediaries to get them interested in selling the product.F) B) and D)
G) B) and E)

Question 17

Integrated direct-response promotion:

Accepted Answer

A)   got its start when the introduction of TV made it possible for firms to use broadcast advertising to reach mass markets.
B)   is an alternative to integrated marketing communications, which are used when direct-response is not required.
C)   takes many forms, but it always involves the use of mail advertising.
D)   is usually part of a pushing effort rather than part of a pulling approach.
E)   None of these alternatives is true for integrated direct-response promotion.F) B) and E)
G) C) and E)

Question 18

Producers and wholesalers that target business customers typically emphasize

Accepted Answer

A)   publicity.
B)   mass selling.
C)   personal selling.
D)   advertising.
E)   sales promotions.F) A) and B)
G) C) and D)

Question 19

Early adopters are respected by their peers-and often are opinion leaders-so what they think about a product is especially important for reaching later adopter groups.

Accepted Answer

A) True 
 B)False

Question 20

In the customer-initiated communication process, marketing managers should simply ignore online information they do not create.

Accepted Answer

A) True 
 B)False

Exam 13: Promotionintroduction to Integrated Marketing Communications

According to the AIDA model, promotion should try to change Attitudes, shape Intentions, arouse Desire, and cause Activity.

Correct Answer
verified

Spoken communication with large numbers of customers at the same time is mass selling.

Correct Answer
verified

In the customer-initiated communication process, marketing managers should simply ignore online information they do not create.

Correct Answer
verified

The LATE MAJORITY:

Correct Answer
verified

The adoption curve concept is most closely related to which of the following?

Correct Answer
verified

An innovator is more likely to rely on information from an impersonal source (such as an article in a scientific magazine) than from a company's salesperson.

Correct Answer
verified

Promotion to business customers emphasizes personal selling.

Correct Answer
verified

The total cost of mass media may force a small firm to use promotion alternatives that are more expensive on a per contact basis.

Correct Answer
verified

Early adopters are respected by their peers-and often are opinion leaders-so what they think about a product is especially important for reaching later adopter groups.

Correct Answer
verified

Producers and wholesalers that target business customers typically emphasize

Correct Answer
verified

Which of the following statements about innovators is not true?

Correct Answer
verified

Which of the following is NOT an example of sales promotion?

Correct Answer
verified

The basic idea behind integrated marketing communications is that it is critical for all of the different firms in a channel of distribution for a product to have an input in developing the advertising campaign for the product.

Correct Answer
verified

The early majority group

Correct Answer
verified

Correct Answer
verified

Integrated direct-response promotion:

Correct Answer
verified

During the sales decline stage

Correct Answer
verified

GEICO's aggressive advertising campaign of the late 1990s was designed to accomplish which of the following objectives?

Correct Answer
verified

In customer-initiated interactive communication, marketers must stand up and grab attention in order to be selected by the customer.

Correct Answer
verified

Gillette spent $100 million in its first year of advertising for a new type of razor and blades. All of its advertising was directed at final consumers in the hope that these consumers would go to retailers and ask for the product by name. This is an example of:

Correct Answer
verified

Exam 13: Promotionintroduction to Integrated Marketing Communications

According to the AIDA model, promotion should try to change Attitudes, shape Intentions, arouse Desire, and cause Activity.

Correct AnswerverifiedShow Answer

Spoken communication with large numbers of customers at the same time is mass selling.

Correct AnswerverifiedShow Answer

In the customer-initiated communication process, marketing managers should simply ignore online information they do not create.

Correct AnswerverifiedShow Answer

The LATE MAJORITY:

Correct AnswerverifiedShow Answer

The adoption curve concept is most closely related to which of the following?

Correct AnswerverifiedShow Answer

An innovator is more likely to rely on information from an impersonal source (such as an article in a scientific magazine) than from a company's salesperson.

Correct AnswerverifiedShow Answer

Promotion to business customers emphasizes personal selling.

Correct AnswerverifiedShow Answer

The total cost of mass media may force a small firm to use promotion alternatives that are more expensive on a per contact basis.

Correct AnswerverifiedShow Answer

Early adopters are respected by their peers-and often are opinion leaders-so what they think about a product is especially important for reaching later adopter groups.

Correct AnswerverifiedShow Answer

Producers and wholesalers that target business customers typically emphasize

Correct AnswerverifiedShow Answer

Which of the following statements about innovators is not true?

Correct AnswerverifiedShow Answer

Which of the following is NOT an example of sales promotion?

Correct AnswerverifiedShow Answer

The basic idea behind integrated marketing communications is that it is critical for all of the different firms in a channel of distribution for a product to have an input in developing the advertising campaign for the product.

Correct AnswerverifiedShow Answer

The early majority group

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Integrated direct-response promotion:

Correct AnswerverifiedShow Answer

During the sales decline stage

Correct AnswerverifiedShow Answer

GEICO's aggressive advertising campaign of the late 1990s was designed to accomplish which of the following objectives?

Correct AnswerverifiedShow Answer

In customer-initiated interactive communication, marketers must stand up and grab attention in order to be selected by the customer.

Correct AnswerverifiedShow Answer

Gillette spent $100 million in its first year of advertising for a new type of razor and blades. All of its advertising was directed at final consumers in the hope that these consumers would go to retailers and ask for the product by name. This is an example of:

Correct AnswerverifiedShow Answer

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