Final exam pool items (Chs. 9, 11, 12, 13, 14, 15 & 17 not 18)
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ANS: A It helps the stores differentiate themselves. PTS: 1 REF: 205 OBJ: 13-7 TOP: AACSB Reflective Thinking | TB&E Model Creativity Chapter 14—Integrated Marketing Communications MULTIPLE CHOICE 1. _____ is communications by marketers that inform, persuade, and remind potential buyers of a product in order to influence an opinion or elicit a response.
ANS: D PTS: 1 REF: 207 OBJ: 14-1 TYPE: Def TOP: AACSB Communication | TB&E Model Promotion
ANS: A PTS: 1 REF: 207 OBJ: 14-1 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Promotion 3. In 2006, the NBC television network used advertising, personal selling, public relations, and sales promotion to communicate with its target audience about its new show Kidnapped. The television network’s _____ described its plan on how to use these tools most effectively.
ANS: B Promotional strategy is a plan for the optimal use of the elements of the promotion mix. PTS: 1 REF: 207 OBJ: 14-1 TYPE: App TOP: AACSB Communication | TB&E Model Promotion | TB&E Model Customer 4. The main function of a promotional strategy is to:
ANS: A
The function of a promotional strategy is to convince the target customers that the goods and services offered provide a competitive advantage over the competition. PTS: 1 REF: 207 OBJ: 14-1 TYPE: Comp TOP: AACSB Communication | TB&E Model Customer | TB&E Model Promotion 5. A _____ is defined as a set of unique features of a company and its products perceived by the target market as significant and superior to the competition.
ANS: B PTS: 1 REF: 207 OBJ: 14-1 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Product 6. People who love to fish prefer American Magic Lures that are cut from ash or cedar and then hand-painted and hand-tied with a feather skirt. Advertising for American Magic Lures emphasizes how its lures, unlike others, are all handcrafted. This is its:
ANS: C A competitive advantage is a set of unique features of a company and its products perceived by the target market as significant and superior to the competition. It is not the result of publicity; it is design and production based. Since this is advertising, the sales promotion theme may or may not agree; there is no indication of integrated marketing communications. PTS: 1 REF: 207 OBJ: 14-1 TYPE: App TOP: AACSB Communication | TB&E Model Promotion | TB&E Model Customer 7. The ads for Don Francisco’s ground coffee simply state, "The highest quality coffee doesn’t have to be expensive." This is an example of how a product communicates its _____ with promotion.
ANS: C A competitive advantage is a set of unique features of a company and its product perceived by the target market as significant and superior to the competition. It may be based on a scientific discovery, but the company didn't create it by saying it. PTS: 1 REF: 207 OBJ: 14-1 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Product 8. Vegetarians sometimes have trouble making sure they get enough protein in their diets. Protons are a new, poppable snack made with super-crunchy tofu. They are bite-sized nuggets that come in both sweet and savory flavors: Original Crunchy, Backyard Bar-B-Q, Tomato Herb Garden, Cinnamon Toast, and Lemon Meringue Pie. Protons’ features, including that they are organic, vegan, and cholesterol-free, give the new product its:
ANS: C
A competitive advantage is one or more unique aspects of an organization that cause target customers to patronize that brand rather than others. PTS: 1 REF: 207 OBJ: 14-1 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Product
ANS: A Promotional strategy is a plan for the optimal use of the elements of the promotional mix. PTS: 1 REF: 207 OBJ: 14-1 TYPE: App TOP: AACSB Communication | TB&E Model Marketing Plan 10. Marketers use public relations to:
ANS: E PTS: 1 REF: 208 OBJ: 14-2 TYPE: Comp TOP: AACSB Communication | TB&E Model Promotion 11. The promotional mix consists of:
ANS: D PTS: 1 REF: 207-210 OBJ: 14-2 TYPE: Def TOP: AACSB Communication | TB&E Model Promotion 12. The four major promotional tools (advertising, personal selling, sales promotion, and public relations) are known collectively as the:
ANS: E PTS: 1 REF: 208 OBJ: 14-2 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Promotion
ANS: C Advertising is impersonal, one-way communication about a product that is paid for by the marketer. PTS: 1 REF: 208 OBJ: 14-2 TYPE: App TOP: AACSB Communication | TB&E Model Promotion 14. _____ is any form of sponsor-identified, impersonal paid mass communication.
ANS: A PTS: 1 REF: 208 OBJ: 14-2 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Promotion
ANS: E Advertising is a form of sponsor-paid, impersonal one-way mass communication. PTS: 1 REF: 208 OBJ: 14-2 TYPE: App TOP: AACSB Communication | TB&E Model Promotion 16. Which of the following statements about advertising is true?
ANS: C
The total costs of advertising are typically high even though the cost of contact is low. To be advertising, the communication must be paid for. Innovative media are used in advertising. The signs are a form of advertising because they are paid for and they identify their sponsors. PTS: 1 REF: 208 OBJ: 14-2 TYPE: Comp TOP: AACSB Communication | TB&E Model Promotion
ANS: B Publicity is public information about a company, product, or issue appearing in the mass media as a news item. PTS: 1 REF: 208-209 OBJ: 14-2 TYPE: App TOP: AACSB Communication | TB&E Model Promotion 18. The marketing function that evaluates public attitudes, identifies areas within the organization that are of public interest, and executes a program of action to gain public understanding is:
ANS: A PTS: 1 REF: 208 OBJ: 14-2 TOP: AACSB Reflective Thinking | TB&E Model Promotion
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