Final exam pool items (Chs. 9, 11, 12, 13, 14, 15 & 17 not 18)
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ANS: D PTS: 1 REF: 210 OBJ: 14-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Promotion 41. For its new Jeep Compass, DaimlerChrysler has launched a new campaign targeting young hip consumers. To reach its target, Jeep’s advertising agency is using music, talking bobbleheads, and other nontraditional marketing tactics to capture consumers' interest. The agency has devised a host of bobblehead characters that represent the wide variety of potential Compass buyers. DaimlerChrysler is the _____ of the message in this communication process.
ANS: A The sender is the originator of the message in the communication process. PTS: 1 REF: 210 OBJ: 14-3 TYPE: App TOP: AACSB Communication | TB&E Model Promotion 42. The manufacturer of Meridian yam products spent $25,000 to create an ad that ran in the Thanksgiving issue of a popular cooking magazine. Because it was the originator of the communication process, Meridian is a:
ANS: E PTS: 1 REF: 210 OBJ: 14-3 TYPE: App TOP: AACSB Communication | TB&E Model Promotion 43. The maker of Frank's RedHot pepper sauce spend $25,000 to create an ad that was targeted to consumers the southwestern U.S. market. Because it created the ad itself and did not use an ad agency, Frank's RedHot sauce engaged in:
ANS: E PTS: 1 REF: 210-211 OBJ: 14-3 TYPE: App TOP: AACSB Communication | TB&E Model Promotion 44. _____ is the conversion of the sender's ideas and thoughts into a message.
ANS: E PTS: 1 REF: 210-211 OBJ: 14-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 45. Encoding is the:
ANS: B PTS: 1 REF: 210 OBJ: 14-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy
ANS: C Encoding is the conversion of the sender's ideas and thoughts into a message. PTS: 1 REF: 210-211 OBJ: 14-3 TYPE: App TOP: AACSB Communication | TB&E Model Promotion 47. A channel in communication is:
ANS: E
A channel is the transmitter of the message such as a voice, gesture, radio, newspaper, or any other communication medium. PTS: 1 REF: 211 OBJ: 14-3 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy
ANS: D A channel is the transmitter of the message such as a voice, gesture, radio, newspaper, or any other communication medium. PTS: 1 REF: 211 OBJ: 14-3 TYPE: App TOP: AACSB Communication | TB&E Model Promotion 49. When Castrol Syntec, a premium motor oil, sought a new way to reach its young, car-passionate audience, the brand found its mark with video games. In its first-ever attempt at in-game advertising, Castrol Syntec found a way to show consumers (in a virtual world) the brand's power and performance. In the communication process, the game served as a(n) _____ for transmitting the message.
ANS: D A channel is the transmitter of the message such as a voice, gesture, radio, newspaper, or any other communication medium. PTS: 1 REF: 211 OBJ: 14-3 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 50. _____ is anything that interferes with, distorts, or slows the transmission of information.
ANS: E PTS: 1 REF: 211 OBJ: 14-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy
ANS: E Noise is anything that interferes with, distorts, or slows the transmission of information. PTS: 1 REF: 211 OBJ: 14-3 TYPE: App TOP: AACSB Communication | TB&E Model Customer 52. Within the communication process for a car dealer’s ad, which of the following would be an example of noise?
ANS: E
Noise is anything that interferes with, distorts, or slows the transmission of information. PTS: 1 REF: 211 OBJ: 14-3 TYPE: App TOP: AACSB Communication | TB&E Model Customer
ANS: B Customers are the receivers who decode the message. PTS: 1 REF: 211-212 OBJ: 14-3 TYPE: App TOP: AACSB Communication | TB&E Model Marketing Plan 54. _____ is the interpretation of the language and symbols sent by the source through a channel.
ANS: C PTS: 1 REF: 211-212 OBJ: 14-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 55. The most successful global marketing managers realize that:
ANS: E PTS: 1 REF: 212 OBJ: 14-3 TYPE: Comp TOP: AACSB Diversity | TB&E Model International Perspective 56. For communication to be effective:
ANS: C
Common understanding between two communicators is required for effective communication. PTS: 1 REF: 212 OBJ: 14-3 TYPE: Comp TOP: AACSB Communication | TB&E Model Customer | TB&E Model Promotion 57. Some large retailers are successful in most areas of the country yet fail in certain regions that are heavily populated with different races and subcultures. This is because it is difficult to communicate without an understanding of:
ANS: A
One stumbling block for many firms is communicating with and selling to diverse cultures that do not share a common frame of reference. PTS: 1 REF: 212 OBJ: 14-3 TYPE: Comp TOP: AACSB Diversity | TB&E Model International Perspective 58. Ernest has three engineering degrees. He has hired an interior decorator to update his home. He is tremendously frustrated when he asks what he thinks are simple questions about weight-bearing walls and insulation requirements, and the designer is unable to understand. Yet Ernest has the same problems when the designer starts talking about mauve, cerise, and magenta. Why is the communication process not working in this instance?
ANS: D
When people receive a message, they tend to manipulate, alter, and modify it to reflect their own biases, needs, knowledge, and culture. The designer has no knowledge base in engineering. PTS: 1 REF: 211-212 OBJ: 14-3 TYPE: App TOP: AACSB Communication | TB&E Model Customer 59. The receiver's response to a message is _____ to the source.
ANS: C PTS: 1 REF: 212 OBJ: 14-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 60. Vera ordered the Chihuahua Christmas ornament she saw advertised in the Sunday coupon supplement by phoning The Danbury Mint and placing her order. In terms of the communication process, Vera's purchase was an example of:
ANS: A
The receiver's response to a message is feedback to the source. PTS: 1 REF: 212 OBJ: 14-3 TYPE: App TOP: AACSB Communication | TB&E Model Customer | TB&E Model Promotion 61. The marketing campaign for Alpo dog food uses posters in veterinarians' offices, radio and television ads, and a Web site to promote benefits of the dog food. In terms of the communication process, Alpo used several different:
ANS: B Channels are media of communication used for transmitting a message. PTS: 1 REF: 211 OBJ: 14-3 TYPE: App TOP: AACSB Communication | TB&E Model Promotion 62. When Becca saw the ad suggesting Subway sandwiches as a dinner meal, she was offended by the spokesperson and wondered why anyone would want to do business with a company that thought being obnoxious was a good business practice. In terms of the communication process, Becca:
ANS: C Decoding is interpreting the language and symbols sent by the source through a channel. PTS: 1 REF: 211-212 OBJ: 14-3 TYPE: App TOP: AACSB Communication | TB&E Model Customer | TB&E Model Promotion 63. Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their Web sites. A Bag Media representative made a presentation to several Internet entrepreneurs who are interested in getting traffic to their Web sites. When one of the Internet entrepreneurs ordered its Web address printed on 25,000 bags, it was an example of:
ANS: A PTS: 1 REF: 212 OBJ: 14-3 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy | TB&E Model Promotion 64. Which of the following statements about the characteristics of the elements in the promotional mix is true?
ANS: D
The speed of feedback is delayed in sales promotion and advertising. Message flexibility is greatest with personal selling. The message flow is one-way in public relations and sales promotions. The sponsor is not identified in public relations. See Exhibit 14.3. PTS: 1 REF: 212 OBJ: 14-3 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion 65. Which of the following statements about the characteristics of the elements in the promotional mix is true?
ANS: C
There is little control over message content with public relations. Personal selling reaches large audiences slowly. Sales promotions are usually indirect and impersonal. The message flow with advertising is one-way. See Exhibit 14.3. PTS: 1 REF: 213 OBJ: 14-3 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy
ANS: A Corporate blog are blogs that are sponsored by a company and maintained by one or more of the company’s employees. PTS: 1 REF: 213 OBJ: 14-3 TYPE: App TOP: AACSB Technology | TB&E Model Promotion 67. GM is using blogging to communicate with customers online. GM's vice chairman Bob Lutz—an auto industry veteran and the company's director of product development—began a blog about the company in 2005. Once readers realized it really was Lutz and not an advertising ploy, they quickly warmed to the idea and appreciated his candid comments about GM and its competition. This is an example of:
ANS: A Corporate blog are blogs that are sponsored by a company and maintained by one or more of the company’s employees. PTS: 1 REF: 213 OBJ: 14-3 TYPE: App TOP: AACSB Technology | TB&E Model Promotion 68. What are the three basic tasks of promotion?
ANS: D PTS: 1 REF: 214 OBJ: 14-4 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Promotion 69. Which of the following is one of the basic tasks typically performed by promotion?
ANS: D PTS: 1 REF: 214 OBJ: 14-4 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Promotion 70. Informative promotion is generally used:
ANS: C
Informative promotion is a necessary ingredient for increasing demand for a product category and is used when the product is introduced. PTS: 1 REF: 214 OBJ: 14-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion 71. The Hollymatic Patty Machine grinds and shapes meat into perfectly sized patties using a revolutionary new process that decreases shrinkage. The advertising agency is writing copy for the Hollymatic Patty Machine and has decided on a(n) _____ format because the product is so technical.
ANS: E Informative promotion is a necessary ingredient for a highly technical product category. PTS: 1 REF: 214 OBJ: 14-4 TYPE: App TOP: AACSB Communication | TB&E Model Promotion 72. When Heinz introduced its ketchup globally, it first had to deal with the fact ketchup is not a household staple outside the United States. Heinz had to show foreign users how ketchup can be used. Globally, Heinz has had to rely primarily on _____ advertising.
ANS: C Informative promotion is a necessary ingredient for increasing demand for a product category and is used when the product is introduced. PTS: 1 REF: 214 OBJ: 14-4 TYPE: App TOP: AACSB Diversity | TB&E Model International Perspective | TB&E Model Product | TB&E Model Promotion 73. Maddie’s Beverage Company has recently introduced Wateroos, eight-ounce servings of water in juice-style containers with straws, to encourage children to drink more water. The goal of promotion developed for this new healthy alternative beverage for children would be to _____ consumers.
ANS: A Informative promotion seeks to stimulate interest in a new product. PTS: 1 REF: 214 OBJ: 14-4 TYPE: App TOP: AACSB Communication | TB&E Model Promotion 74. The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic. The ads will explain how plastics protect families from food spoilage and contamination. The ads will also describe how tamper-evident plastic seals provide an extra measure of product safety assurance. By trying to change customers' perception of plastic packaging, the council is using _____ promotion.
ANS: B The council is trying to stimulate demand for consumer products packaged in plastics. PTS: 1 REF: 214 OBJ: 14-4 TYPE: App TOP: AACSB Communication | TB&E Model Product | TB&E Model Promotion 75. The goal of persuasive promotion is to:
ANS: A
Persuasion generally attempts to motivate a consumer to purchase a product. PTS: 1 REF: 214 OBJ: 14-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion 76. Persuasion normally becomes the primary promotion goal when:
ANS: B
Persuasion attempts to motivate a consumer to purchase a particular product. It is useful after the product has been made known through informational advertising during introduction. PTS: 1 REF: 214 OBJ: 14-4 TYPE: Comp TOP: AACSB Communication | TB&E Model Strategy
ANS: A This promotion is aimed at persuading consumers to change their attitudes and try e-mail. PTS: 1 REF: 214 OBJ: 14-4 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 78. _____ promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle.
ANS: E PTS: 1 REF: 214-215 OBJ: 14-4 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Promotion
ANS: C Reminder promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle. PTS: 1 REF: 214-215 OBJ: 14-4 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 80. For many years Jell-O gelatin has run advertisements that tell consumers that there is "always room for Jell-O." This is an example of _____ promotion.
ANS: E Reminder promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle. PTS: 1 REF: 214-215 OBJ: 14-4 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 81. Which of the following outlines a sequential four-step process for achieving promotional goals?
ANS: C PTS: 1 REF: 215 OBJ: 14-5 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 82. The AIDA concept:
ANS: D PTS: 1 REF: 215 OBJ: 14-5 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 83. AIDA stands for:
ANS: B PTS: 1 REF: 215 OBJ: 14-5 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy 84. According to the AIDA concept, the first step a marketer must achieve with potential customers is:
ANS: A PTS: 1 REF: 215 OBJ: 14-5 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Customer
ANS: D Lyndon is aware of the product, but he is not yet convinced it is the one he wants to purchase. PTS: 1 REF: 215 OBJ: 14-5 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 86. When Vincent saw Mike’s new Iron Horse Yakuza Aniki mountain bike, Vincent immediately knew he wanted to own one just like it some day. According to the AIDA concept, Vincent entered the _____ stage.
ANS: E The Yakuza Aniki mountain bike has created a brand preference. PTS: 1 REF: 215 OBJ: 14-5 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 87. Point-of-purchase displays in grocery stores, coupons, premiums, and trial-size packages are most useful when the consumer is near the _____ stage of the AIDA model.
ANS: C
These extras are the sales promotion techniques that often push the complacent consumer into the purchase stage. PTS: 1 REF: 215 OBJ: 14-5 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 88. For which of the following purchases is Gordo most likely to pass through all four stages of the AIDA process?
ANS: D
Most buyers involved in high-involvement purchases pass through the four stages of the AIDA model. The climbing gear would be the alternative most likely to create a high level of psychological risk. PTS: 1 REF: 215 OBJ: 14-5 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 89. Which of the following statements about the AIDA model is true?
ANS: C
A helpful concept for marketing managers is that as the customer moves from awareness to purchase, different promotional tools are more effective at certain points. PTS: 1 REF: 215 OBJ: 14-5 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy 90. The AIDA concept:
ANS: B
The second step in the AIDA concept is interest. Customers typically do not go through all stages for a low-involvement product. PTS: 1 REF: 215 OBJ: 14-5 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy
ANS: E See Exhibit 14.4. PTS: 1 REF: 215 OBJ: 14-5 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Product | TB&E Model Promotion 92. To provide more delivery service to the consumer market, UPS created UPS stores. According to the AIDA model, to create attention for this more convenient and less expensive way to mail packages through UPS, its marketing department should have relied on which element of the promotional mix?
ANS: A Public relations is best at drawing attention to a product or company. PTS: 1 REF: 216 OBJ: 14-5 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Product | TB&E Model Promotion 93. In terms of the AIDA concept, sales promotion is most effective at creating:
ANS: A PTS: 1 REF: 216 OBJ: 14-5 TYPE: Comp TOP: AACSB Communication | TB&E Model Promotion
ANS: D Sales promotions (coupons) are very effective at creating desire and action. PTS: 1 REF: 216 OBJ: 14-5 TYPE: App TOP: AACSB Communication | TB&E Model Customer | TB&E Model Promotion 95. Which of the following is LEAST likely to be a factor that would determine the nature of the promotional mix?
ANS: E
Size of the company may or may not affect the promotional mix, depending on other factors such as available funds or product type. PTS: 1 REF: 216 OBJ: 14-6 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion
ANS: E Nature of the product, target market, and product life cycle stage are all factors that would affect the choice of promotional mix elements. PTS: 1 REF: 216-218 OBJ: 14-6 TYPE: App TOP: AACSB Communication | TB&E Model Product | TB&E Model Promotion 97. The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are:
ANS: C
During the growth stage, advertising and public relations remain strong, sales promotion declines in importance, and personal selling is used. Advertising is persuasive. PTS: 1 REF: 217-218 OBJ: 14-6 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion 98. Because automobile tires are in the maturity stage of their product life cycle, the promotional mix element _____ should NOT be emphasized in the marketing of this product.
ANS: A
During the maturity stage, persuasive and reminder advertising are emphasized, as well as sales promotion. Personal selling is maintained, while the usefulness of public relations is doubtful. PTS: 1 REF: 218 OBJ: 14-6 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy | TB&E Model Promotion 99. For products like audio cassette tapes, which are in the decline stage of the product life cycle,:
ANS: E
See Exhibit 14.5. PTS: 1 REF: 218 OBJ: 14-6 TYPE: Comp TOP: AACSB Communication | TB&E Model Product | TB&E Model Promotion
ANS: B PTS: 1 REF: 218 OBJ: 14-6 TYPE: App TOP: AACSB Communication | TB&E Model Product | TB&E Model Promotion 101. When a product is in the growth stage of its product life cycle:
ANS: B
Heavy advertising and decreased use of sales promotions are common during the growth stage. Reminder advertising is used when the product/brand reaches the maturity stage. During the growth stage, personal selling is used to maintain distribution. PTS: 1 REF: 217-218 OBJ: 14-6 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy 102. What is the most effective promotional mix to use with products that are convenience goods and purchased routinely?
ANS: E
For routine buying decisions, the most effective promotional tools are advertising and sales promotion. PTS: 1 REF: 218 OBJ: 14-6 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Product | TB&E Model Promotion 103. Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions?
ANS: A PTS: 1 REF: 218 OBJ: 14-6 TYPE: Comp TOP: AACSB Communication | TB&E Model Promotion | TB&E Model Customer 104. _____ is probably the most important factor in determining the promotional mix.
ANS: C
Without available funds, the promotional mix is severely limited. PTS: 1 REF: 218 OBJ: 14-6 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy 105. The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell its merchandise is known as a _____ strategy.
ANS: E PTS: 1 REF: 218-219 OBJ: 14-6 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy
ANS: C PTS: 1 REF: 218-219 OBJ: 14-6 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 107. An ad in a trade magazine targeted to veterinarians urges them to prescribe Hepato for cats and dogs with damaged livers. This ad was placed by the product's manufacturer. This ad is an example of how manufacturers use a(n) _____ strategy.
ANS: E
A push strategy is a marketing strategy that uses trade advertising to convince a retailer (in this case the veterinarian) to carry and sell particular merchandise. PTS: 1 REF: 218-219 OBJ: 14-6 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 108. Shannon Murphey wanted to increase sales at his Tyler, Texas, jewelry store, Murphey the Jeweler. After analyzing his sales figures, he decided to give away $50 gift certificates for local businesses to give to their employees. "Many people used the gift certificates as credit toward more expensive items," explains Murphey. Murphey used a(n) ______ strategy.
ANS: A A pull strategy is a marketing strategy that stimulates consumer demand to obtain product distribution. PTS: 1 REF: 219 OBJ: 14-6 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 109. The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic. The ads will be run in consumer magazines and will hopefully cause customers to ask retailers to carry more products packaged in plastic. The American Plastics Council is planning to use a(n) _____ strategy.
ANS: B A pull strategy is a marketing strategy that stimulates consumer demand to obtain product distribution. PTS: 1 REF: 219 OBJ: 14-6 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 110. The various Survivor shows have been promoted through personal appearances by show participants, Web sites, and merchandise with the Survivor logo as well as print and broadcast advertising. To make sure that all of the promotional messages are coordinated, CBS (the network on which the show is broadcast) should use the:
ANS: A IMC is the careful coordination of all promotional messages for a product to assure the consistency of messages at every contact point. PTS: 1 REF: 219-220 OBJ: 14-7 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 111. Slatescape sells crushed slate to be used as a decorative, permanent mulch to keep weeds out of flower beds. Initially, Slatescape was marketed heavily to home owners, but after years of radio and television advertising, Slatescape has decided to put a majority of its promotion budget into personal selling and sales promotion to lawn and garden supply stores and large discount stores such as Wal-Mart. This new strategy is a _____ strategy.
ANS: B The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell its merchandise is known as a push strategy. PTS: 1 REF: 218-219 OBJ: 14-6 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 112. A manufacturer using the _____ promotional strategy focuses its promotional efforts on the consumer.
ANS: D PTS: 1 REF: 219 OBJ: 14-6 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 113. An ad for a prescription-only antihistamine that does not make its users sleepy like many other allergy medications was run in several health and fitness magazines. The ad said that if you were interested in learning more about the new product or trying it out, you should ask your physician. The manufacturer of the drug was using a _____ promotional strategy.
ANS: D
A manufacturer using the pull promotional strategy focuses its promotional efforts on the consumer. PTS: 1 REF: 219 OBJ: 14-6 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 114. Procter & Gamble uses cents-off campaigns, couponing, and free samples to increase sales of Tide detergent. In other words, it uses a _____ promotional strategy.
ANS: C A manufacturer using the pull strategy focuses its promotional efforts on the consumer. PTS: 1 REF: 219 OBJ: 14-6 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 115. To get more retailers to stock its products, Rust-Oleum paint developed a strong advertising campaign aimed at consumers. The ads show creative ways to use paint to make homes more attractive and emphasize that the paint doesn't chip, peel, or fade. Rust-Oleum is using a _____ promotional strategy.
ANS: D A pull strategy involves ad campaigns aimed at consumers in hopes of getting consumers to demand the product from retailers who in turn will demand it from manufacturers. PTS: 1 REF: 219 OBJ: 14-6 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 116. When Lee Apparel introduced Lee Dungarees, it carefully coordinated posters, radio and television commercials, and a Web-based interactive game that drove customers to off-line stores and back to the Web site. All of these elements produced a consistent, unified, customer-focused message. Lee Apparel used:
ANS: C Integrated marketing communications is careful coordination of promotional messages for a product to assure the consistency of messages. PTS: 1 REF: 219 OBJ: 14-7 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 117. In January 2005, Burger King sponsored the opener of the third season of The Apprentice. The Apprentice sponsorship was an important element in Burger King's overall marketing strategy to build social currency for the brand through contests, advertising, and other sales promotion. In 2002, the brand set out to reverse negative perceptions of Burger King through the use of a consistent and coordinated promotional message. Burger King used:
ANS: C Integrated marketing communications is careful coordination of promotional messages for a product to assure the consistency of messages. PTS: 1 REF: 219-220 OBJ: 14-7 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 118. _____ is the careful coordination of all promotional activities to produce a consistent, unified message that is customer focused.
ANS: C PTS: 1 REF: 219-220 OBJ: 14-7 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy
ANS: B PTS: 1 REF: 219-220 OBJ: 14-7 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy | TB&E Model Promotion 120. Why is the concept of integrated marketing communications (IMC) growing in popularity?
ANS: E PTS: 1 REF: 219-220 OBJ: 14-7 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion Directory: ~ecarter2 ~ecarter2 -> SP14 mktg 490 case analysis – product/brand strategy – samsung electronics ~ecarter2 -> The menu of mktg 490 cases [Dr. Carter] ~ecarter2 -> Real-world Download 3.11 Mb. Share with your friends:
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