Question 1

A plan for the optimal use of promotional elements-such as advertising,public relations,personal selling,sales promotion,and social media-is known as a ___________.

Accepted Answer

A)   promotional strategy
B)   competitive advantage
C)   marketing mix
D)   promotional mixE) None of the above
F) A) and B)

Question 2

Which is true about the process of communication?

Accepted Answer

A)   Most marketing communications are a two-way process.
B)   Encoding the message refers to receiver's interpretation of message.
C)   Advertisement and sales presentations are examples of decoding the message.
D)   Customer plays the role of sender in the communication process.E) A) and B)
F) A) and C)

Question 3

A _____ requires a manufacturer to focus its promotional efforts on end consumers or opinion leaders.

Accepted Answer

A)   push strategy
B)   print marketing strategy
C)   pull strategy
D)   service strategyE) C) and D)
F) All of the above

Question 4

Zee TV,a commercial television broadcast network,uses billboards,television,magazines,and newspaper advertising to create awareness about upcoming shows and to inform viewers about the new episodes of its existing shows.Zee TV uses _____ to promote its television programs.

Accepted Answer

A)   intrapersonal communication
B)   mass communication
C)   intergroup communication
D)   interpersonal communicationE) B) and C)
F) A) and C)

Question 5

Which of the following generally tends to increase consumers' comprehension of marketing communication?

Accepted Answer

A)   Selective exposure,distortion,and retention of communication
B)   Consumers' biases,needs,experiences,and knowledge
C)   Differences in age,social class,education,culture,and ethnicity of the target audience
D)   Bright colors and bold graphics of the advertisementE) A) and B)
F) A) and C)

Question 6

Personal selling,unlike other promotional mix elements,is independent of the Internet.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is a characteristic of interpersonal communication?

Accepted Answer

A)   It involves communicating a concept or message to large audiences.
B)   It is directed to consumers as a whole.
C)   The marketers cannot notice the immediate reactions of the consumers.
D)   When talking,people see the other person's reaction and can respond almost immediately.E) A) and B)
F) B) and C)

Question 8

Which of the following is part of a pull strategy?

Accepted Answer

A)   Offering aggressive discounts to retailers
B)   Using trade advertising
C)   Offering heavy sampling and introductory consumer advertising
D)   Selling products to wholesalersE) None of the above
F) All of the above

Question 9

With reference to message transmission,in which case is the reception of the message normally high?

Accepted Answer

A)   When a sales pitch is given by a sales representative to a potential client
B)   When the message is communicated through mass media
C)   When the message is cluttered by noise
D)   When the message is communicated through newspapers or televisionE) All of the above
F) C) and D)

Question 10

Communication by marketers that informs,persuades,and reminds potential buyers of a product to influence an opinion or elicit a response is called ____________.

Accepted Answer

A)   direct selling
B)   promotion
C)   the marketing mix
D)   target marketingE) B) and C)
F) A) and D)

Question 11

As per the modern methods of personal selling,it emphasizes a win-win outcome and building long term relationships rather than on making a one-time sale.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following cannot be considered a competitive advantage of a firm?

Accepted Answer

A)   High product quality
B)   Same level of service as offered by a competitor
C)   Rapid delivery
D)   Low pricesE) B) and C)
F) C) and D)

Question 13

With regards to the communication process,which term refers to the conversion of a sender's ideas and thoughts into a message,usually in the form of words or signs?

Accepted Answer

A)   Encoding
B)   Decoding
C)   Media channel
D)   Interpersonal communicationE) All of the above
F) A) and D)

Question 14

_____ plays a very important role in how marketers decide to distribute funding among their promotional mix tactics.

Accepted Answer

A)   Data
B)   Competitor
C)   Noise
D)   Government policyE) A) and B)
F) C) and D)

Question 15

Wild Plus,a television channel dedicated to wildlife,wanted to promote its new wildlife adventure series.The series was given wide coverage in newspapers and on television after the channel promoted it,which created awareness about Wild Plus and led to a large viewership.In this case,Wild Plus engaged in

Accepted Answer

A)   advertising.
B)   personal selling.
C)   public relations.
D)   sales promotion.E) None of the above
F) B) and D)

Question 16

Push strategy stimulates consumer demand to obtain product distribution.

Accepted Answer

A) True 
 B)False

Question 17

Which type of media is based on is the traditional advertising model in which a brand funds the media space?

Accepted Answer

A)   Owned media
B)   Earned media
C)   Paid media
D)   Unpaid mediaE) All of the above
F) C) and D)

Question 18

Which of the following statements is characteristic of social media?

Accepted Answer

A)   They have a very low cost per contact.
B)   They can find customers that are hard to locate.
C)   They rely on repetition of the message during promotions.
D)   They position information as strictly entertaining.E) A) and B)
F) All of the above

Question 19

A set of unique aspects of an organization that causes target consumers to patronize its rather than its competitors is called a ____________.

Accepted Answer

A)   promotional strategy
B)   competitive advantage
C)   marketing mix
D)   promotional mixE) None of the above
F) A) and B)

Question 20

Which of the following becomes the main goal of promotion when the product enters the growth stage of its life cycle?

Accepted Answer

A)   Reminder promotion
B)   Persuasive promotion
C)   Informative promotion
D)   Connective promotionE) None of the above
F) B) and C)

Exam 15: Marketing Communications

Communication by marketers that informs,persuades,and reminds potential buyers of a product to influence an opinion or elicit a response is called ____________.

Correct Answer
verified

Zee TV,a commercial television broadcast network,uses billboards,television,magazines,and newspaper advertising to create awareness about upcoming shows and to inform viewers about the new episodes of its existing shows.Zee TV uses _____ to promote its television programs.

Correct Answer
verified

A _____ requires a manufacturer to focus its promotional efforts on end consumers or opinion leaders.

Correct Answer
verified

Which type of media is based on is the traditional advertising model in which a brand funds the media space?

Correct Answer
verified

Push strategy stimulates consumer demand to obtain product distribution.

Correct Answer
verified

As per the modern methods of personal selling,it emphasizes a win-win outcome and building long term relationships rather than on making a one-time sale.

Correct Answer
verified

Which of the following cannot be considered a competitive advantage of a firm?

Correct Answer
verified

A plan for the optimal use of promotional elements-such as advertising,public relations,personal selling,sales promotion,and social media-is known as a ___________.

Correct Answer
verified

Personal selling,unlike other promotional mix elements,is independent of the Internet.

Correct Answer
verified

Which of the following is a characteristic of interpersonal communication?

Correct Answer
verified

Which of the following is part of a pull strategy?

Correct Answer
verified

Which of the following statements is characteristic of social media?

Correct Answer
verified

Which of the following becomes the main goal of promotion when the product enters the growth stage of its life cycle?

Correct Answer
verified

Correct Answer
verified

With reference to message transmission,in which case is the reception of the message normally high?

Correct Answer
verified

With regards to the communication process,which term refers to the conversion of a sender's ideas and thoughts into a message,usually in the form of words or signs?

Correct Answer
verified

A set of unique aspects of an organization that causes target consumers to patronize its rather than its competitors is called a ____________.

Correct Answer
verified

Which of the following generally tends to increase consumers' comprehension of marketing communication?

Correct Answer
verified

_____ plays a very important role in how marketers decide to distribute funding among their promotional mix tactics.

Correct Answer
verified

Which is true about the process of communication?

Correct Answer
verified

Exam 15: Marketing Communications

Communication by marketers that informs,persuades,and reminds potential buyers of a product to influence an opinion or elicit a response is called ____________.

Correct AnswerverifiedShow Answer

Zee TV,a commercial television broadcast network,uses billboards,television,magazines,and newspaper advertising to create awareness about upcoming shows and to inform viewers about the new episodes of its existing shows.Zee TV uses _____ to promote its television programs.

Correct AnswerverifiedShow Answer

A _____ requires a manufacturer to focus its promotional efforts on end consumers or opinion leaders.

Correct AnswerverifiedShow Answer

Which type of media is based on is the traditional advertising model in which a brand funds the media space?

Correct AnswerverifiedShow Answer

Push strategy stimulates consumer demand to obtain product distribution.

Correct AnswerverifiedShow Answer

As per the modern methods of personal selling,it emphasizes a win-win outcome and building long term relationships rather than on making a one-time sale.

Correct AnswerverifiedShow Answer

Which of the following cannot be considered a competitive advantage of a firm?

Correct AnswerverifiedShow Answer

A plan for the optimal use of promotional elements-such as advertising,public relations,personal selling,sales promotion,and social media-is known as a ___________.

Correct AnswerverifiedShow Answer

Personal selling,unlike other promotional mix elements,is independent of the Internet.

Correct AnswerverifiedShow Answer

Which of the following is a characteristic of interpersonal communication?

Correct AnswerverifiedShow Answer

Which of the following is part of a pull strategy?

Correct AnswerverifiedShow Answer

Which of the following statements is characteristic of social media?

Correct AnswerverifiedShow Answer

Which of the following becomes the main goal of promotion when the product enters the growth stage of its life cycle?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

With reference to message transmission,in which case is the reception of the message normally high?

Correct AnswerverifiedShow Answer

With regards to the communication process,which term refers to the conversion of a sender's ideas and thoughts into a message,usually in the form of words or signs?

Correct AnswerverifiedShow Answer

A set of unique aspects of an organization that causes target consumers to patronize its rather than its competitors is called a ____________.

Correct AnswerverifiedShow Answer

Which of the following generally tends to increase consumers' comprehension of marketing communication?

Correct AnswerverifiedShow Answer

_____ plays a very important role in how marketers decide to distribute funding among their promotional mix tactics.

Correct AnswerverifiedShow Answer

Which is true about the process of communication?

Correct AnswerverifiedShow Answer

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