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.



a.

Distributive communication

b.

Perceptual communication

c.

Statistically provable advertising

d.

Promotion

e.

Publicity

ANS: D PTS: 1 REF: 207 OBJ: 14-1 TYPE: Def

TOP: AACSB Communication | TB&E Model Promotion

2. Rosarita is responsible for developing a plan for the optimal use of advertising, personal selling, sales promotion, and public relations. Rosarita is developing a:

a.

promotional strategy

b.

set of promotion goals

c.

marketing mix

d.

communication mix

e.

selling plan


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.

a.

mass communication mix

b.

promotional strategy

c.

selling plan

d.

marketing mix

e.

strategic goals


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:



a.

convince the target customers that a firm's products offer competitive advantages over those of its competition

b.

find a niche in the marketplace for the firm and its products

c.

provide the firm with research information about the success of its marketing effort

d.

create efficient distribution channels

e.

guarantee control over the length of the stages of the product life cycle

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.



a.

comparative differentiation

b.

competitive advantage

c.

marketing mix

d.

special benefit

e.

promotional plan

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:

a.

publicity objective

b.

marketing differentiator

c.

competitive advantage

d.

one-to-one marketing advantage

e.

sales promotional theme


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.

a.

marketing mix

b.

comparative differentiation

c.

competitive advantage

d.

researchable objective

e.

promotional theme


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:



a.

differential parity

b.

synergistic goal

c.

competitive advantage

d.

comparative benefit

e.

tactical objective for implementing strategy

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

9. The American Plastics Council wants to create more consumer demand for products that are packaged in plastic. The council has developed a(n) _____ that sets out how it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy.

a.

promotional strategy

b.

tactic for communication

c.

mass aggregation strategy

d.

communication objective

e.

informative strategy


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:



a.

earn public understanding and acceptance

b.

communicate with the community in which they operate

c.

educate the public about company goals

d.

introduce new products

e.

do all of these things

ANS: E PTS: 1 REF: 208 OBJ: 14-2 TYPE: Comp

TOP: AACSB Communication | TB&E Model Promotion

11. The promotional mix consists of:



a.

advertising, publicity, direct marketing, and personal selling

b.

public relations, direct marketing, personal selling, and publicity

c.

product, promotion, price, and place

d.

advertising, personal selling, sales promotion, and public relations

e.

advertising, telemarketing, public relations, and sales promotions

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:



a.

communication model

b.

advertising campaign

c.

marketing mix

d.

publicity four

e.

promotional mix

ANS: E PTS: 1 REF: 208 OBJ: 14-2 TYPE: Def

TOP: AACSB Reflective Thinking | TB&E Model Promotion

13. According to its Web site, Old Navy, the retail chain, shows the spirit and optimism of its clothes through the use of its new “spokesdog” Paco, a shaggy, free-spirited canine. In terms of its one-way communication strategy, Old Navy will use Paco in _____ to reach a large number of people at one time.

a.

direct marketing

b.

public relations

c.

advertising

d.

implicit communications

e.

personal selling presentations


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.



a.

Advertising

b.

Publicity

c.

Promotion

d.

Public relations

e.

Nonpaid communication

ANS: A PTS: 1 REF: 208 OBJ: 14-2 TYPE: Def

TOP: AACSB Reflective Thinking | TB&E Model Promotion

15. To increase its revenues, US Airways has decided to sell space on air-sickness bags to companies that would like to use this unique channel for their promotional messages. In terms of the promotional strategy, the air-sickness bags will be used for:

a.

implicit communications

b.

publicity

c.

sales promotion

d.

public relations

e.

advertising


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?

a.

The total costs of advertising are typically low.

b.

The signs on the outsides of buses and taxis are not a form of advertising.

c.

The cost per contact in advertising is low.

d.

Innovative media are not used in advertising.

e.

Advertising is any form of communication in which the sponsor is identified.

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

17. Every year, the Discovery Channel has what it calls Shark Week, a weeklong marathon of programs on sharks. In New York, Discovery Channel street teams disguised as Surfers, Bight University faculty, and Bight University "chewleaders" will attack city streets in July visiting morning TV shows, landmarks, and high-traffic areas to promote the series. An article in the New York Times on Shark Week and the Discovery Channel's street teams would be an example of:

a.

a sales promotion

b.

publicity

c.

advertising

d.

implicit communications

e.

a personal sales presentations


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:



a.

public relations

b.

advertising

c.

implicit communications

d.

personal selling

e.

sales promotion

ANS: A PTS: 1 REF: 208 OBJ: 14-2

TOP: AACSB Reflective Thinking | TB&E Model Promotion

19. In 2006, Atlanta once again hosted the Peachtree Road Race, a running event that attracts many world-calibre racers. This year race officials also sanctioned a race conducted in Iraq so that soldiers from the state would not have to miss the annual event. The winners of the Mideast race as well as scenes of the actual race were televised. In terms of a promotional mix, this Iraqi Peachtree Race was as example of:

a.

advertising and personal selling efforts

b.

strategic product promotions and resulting sales

c.

a target marketing strategy

d.

sales promotion efforts

e.

a public relations strategy and resulting publicity



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