Question 1

Mobile marketing:

Accepted Answer

Utilizes cell phones and forms of transportation.

Question 2

Interaction between the buyer and the seller are very limited in the case of professional selling.

Accepted Answer

False

Question 3

____ is a budgeting method whereby companies make sure their promotion budgets are comparable to the competitors.

Accepted Answer

Competitive parity method

Question 4

PR (public relations) is often perceived to be more objective than other forms of promotion.

Accepted Answer

True

Question 5

Humor, fear, and informative are all types of advertising ____ used by organizations when structuring messages.

Accepted Answer

Appeals

Question 6

in business-to-business marketing sales promotions are typically called.

Accepted Answer

Trade promotions

Question 7

A toy provided with a meal by food joints is an ideal example of a(n)____.

Accepted Answer

Premium

Question 8

Personal selling is used more in B2C markets than in B2B markets.

Accepted Answer

False

Question 9

Advertising is a form of free promotion.

Accepted Answer

False

Question 10

Promotions typically do not have to be adapted for different cultures.

Accepted Answer

False

Question 11

Advertisers must try to present consistent messages, and must also try to ensure that consumers interpret the message as they intended.

Accepted Answer

True

Question 12

The number of people exposed to a promotion message is referred to as ____.

Accepted Answer

Reach

Question 13

____ includes any distractions receivers and senders face during the transmission of a message.

Accepted Answer

Interference

Question 14

Facebook, LinkedIn, Pinterest, and Twitter are examples of ____ media.

Accepted Answer

Social

Question 15

Short term incentives such as coupons, contests, games, rebates, and mail-in offers are typically examples of:

Accepted Answer

Sales promotion

Question 16

Sales promotions are activities that supplement a company\'s advertising, public relations, and personal selling efforts.

Accepted Answer

True

Question 17

The internet and social media:

Accepted Answer

Have changed company promotional strategies.

Question 18

A unique selling proposition is:

Accepted Answer

A specific benefit consumers will remember.

Question 19

When the economy is weak sales promotions are not usually offered by most organizations.

Accepted Answer

False

Question 20

Purchasing a product provides the sender with ____.

Accepted Answer

Feedback

Question 21

A simplistic method of determining the promotion budget is using a percentage of last year\'s sales.

Accepted Answer

True

Question 22

Choice of promotional media is independent of environmental factors.

Accepted Answer

False

Question 23

The money organizations spend on different types of communication changes as the media landscape changes.

Accepted Answer

True

Question 24

In terms of readership and advertising dollars, magazines and newspapers have remained unaffected by the internet.

Accepted Answer

False

Question 25

Consumers tend to purchase products and remember information that has some relevance to their personal situation or beliefs.

Accepted Answer

True

Question 26

The percent-of-sales method refers to:

Accepted Answer

A budgeting technique based on a set percentage of current or projected sales.

Question 27

Which of the following is true of direct marketing?

Accepted Answer

It makes it possible to measure the return on investment.

Question 28

The different types of marketing communications an organization uses comprise its _____.

Accepted Answer

Promotional mix

Question 29

Advertising is a form of paid promotion that involves an identified sponsor and reaches many people at one time.

Accepted Answer

True

Question 30

When determining the communication mix, a company must determine which media provides the \"biggest bang for the buck\" given a product\'s characteristics and target market.

Accepted Answer

True

Question 31

Sales promotions include promotions that are part of the other components of the communication mix.

Accepted Answer

False

Question 32

PR is often perceived to be less objective than other forms of promotion.

Accepted Answer

False

Question 33

In B2C marketing, sales promotions are typically called trade promotions.

Accepted Answer

False

Question 34

Delivering consistent information about a brand helps establish the brand in the minds of consumers.

Accepted Answer

True

Question 35

Not only must advertisers try to present consistent messages, they must also try to ensure that consumers interpret the message as they intended.

Accepted Answer

True

Question 36

Traditional media is not in competition with social media because they are each targeting a different market.

Accepted Answer

False

Question 37

A company\'s message should vary based on the medium.

Accepted Answer

False

Question 38

As we find new sources of information, the media and message strategies businesses use must remain consistent.

Accepted Answer

False

Question 39

Examples of out-of-home advertising include:

Accepted Answer

Bathroom stalls

Question 40

Product placement and sponsorships are forms of:

Accepted Answer

Public relations

Question 41

_____ is utilized to get potential customers to act quickly, make larger purchases, and make repeat purchases

Accepted Answer

A sales promotion

Question 42

_____typically refer to financial support for events, venues, or experiences and provide the opportunity to target specific .

Accepted Answer

Sponsorships

Question 43

Products in the introductory stage of the product life cycle tend to utilize more promotional dollars.

Accepted Answer

True

Question 44

Very expensive and very technical products rely heavily on advertising.

Accepted Answer

False

Question 45

The budget affects a promotion\'s reach but not its frequency.

Accepted Answer

False

Question 46

Early adopters tend to purchase new products as soon as they come out.

Accepted Answer

True

Question 47

The sender determines how the message is interpreted.

Accepted Answer

False

Question 48

For effective communication to occur, the receiver must interpret the message as the sender intended.

Accepted Answer

True

Question 49

As a part of Ford\'s sponsorship package, the company received a commercial between every other commercial break during a televised baseball game. The number of times the commercial was shown refers to its _____.

Accepted Answer

Frequency

Question 50

Senders _____ messages while receivers _____ messages.

Accepted Answer

Encode; decode

Question 51

The company\'s budget affects a promotion\'s reach but not its frequency.

Accepted Answer

False

Question 52

Sarah has created an advertisement promoting her company\'s car brand. This is an example of building primary demand.

Accepted Answer

False

Question 53

Companies must be careful when it comes to word translation, actions, and actors when creating an international promotion.

Accepted Answer

True

Question 54

Commercials for perfume or cologne are typical examples of an open-ended message.

Accepted Answer

True

Question 55

The beginning and the end of a message should be strong in comparison to the middle.

Accepted Answer

True

Question 56

The \"Got Milk?\" campaign is an example of:

Accepted Answer

Primary demand

Question 57

_____ refers to demand for a specific brand while ____ refers to demand for a product category.

Accepted Answer

Selective demand; primary demand

Question 58

Direct marketing leaves little scope for organizations to target a specific set of customers.

Accepted Answer

False

Question 59

Direct marketing is very intrusive and many consumers may ignore attempts to reach them.

Accepted Answer

True

Question 60

Telemarketing can be very effective for charitable organizations.

Accepted Answer

True

Question 61

In an attempt to promote gymnastic products among teenagers, Metal. Inc ,uses the series Make It or Break It, on CW. In this case Make It or Break It is being used as a(n) _____.

Accepted Answer

Vehicle

Question 62

Telemarketing is an example of:

Accepted Answer

Direct marketing

Question 63

Offering special incentives to restaurant owners who sell a particular brand of beverages is an example of a(n):

Accepted Answer

Push Strategy

Question 64

A(n) _____ involves promoting a product to final consumers.

Accepted Answer

Pull strategy

MKT 201 CH.11 Integrated Marketing Communications and the Changing Media Landscape – Flashcards

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