Final exam pool items (Chs. 9, 11, 12, 13, 14, 15 & 17 not 18)
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ANS: E The public relations activities involved in the race in Iraq led to publicity in the form of news media reporting. PTS: 1 REF: 208-209 OBJ: 14-2 TYPE: App TOP: AACSB Communication | TB&E Model Promotion 20. Public information about a company, good, or service appearing in the mass media as a news item is:
ANS: D PTS: 1 REF: 208-209 OBJ: 14-2 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Product 21. Publicity:
ANS: E
A firm may have to hire a public relations firm to prepare new releases and persuade media personnel to print or broadcast the news. This can be expensive. PTS: 1 REF: 208-209 OBJ: 14-2 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion
ANS: C Publicity is public information in mass media about a company and its products. PTS: 1 REF: 208-209 OBJ: 14-2 TYPE: App TOP: AACSB Communication | TB&E Model Promotion 23. Which of the following statements about sales promotions is true?
ANS: D
Sales promotions can be used to improve the effectiveness of advertising and public relations activities. Sales promotions are most effective as short-term tools. Sales promotions are commonly directed at the organization's employees as well as to consumers and dealers. PTS: 1 REF: 209 OBJ: 14-2 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion 24. _____ consists of all marketing activities that stimulate consumer purchasing such as coupons, contests, free samples, and trade shows.
ANS: A PTS: 1 REF: 209 OBJ: 14-2 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Promotion 25. A $1-off coupon for Carnation Instant Breakfast powder is a form of:
ANS: B A sales promotion is a marketing activity that stimulates consumer buying and dealer effectiveness. PTS: 1 REF: 209 OBJ: 14-2 TYPE: App TOP: AACSB Communication | TB&E Model Promotion 26. During the summer of 2006, Volvo Cars of North America drove traffic to its dealerships via a sweepstakes tied to Walt Disney's summer blockbuster Pirates of the Caribbean: Dead Man's Chest. This was an example of:
ANS: A A sales promotion is a marketing activity that stimulates consumer buying and dealer effectiveness. PTS: 1 REF: 209 OBJ: 14-2 TYPE: App TOP: AACSB Communication | TB&E Model Promotion 27. In 2006, GM unveiled a GM Fuel Price Protection Program that caps the per-gallon price consumers pay for gas at $1.99 when they purchase select 2006 and 2007 GM full-size utility and mid-size cars. This is an example of _____ designed to stimulate consumer buying.
ANS: A A sales promotion is a marketing activity that stimulates consumer buying and dealer effectiveness. PTS: 1 REF: 209 OBJ: 14-2 TYPE: App TOP: AACSB Communication | TB&E Model Promotion 28. _____ is a purchase situation in which two or more people communicate in an attempt to influence each other.
ANS: B PTS: 1 REF: 209-210 OBJ: 14-2 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Promotion 29. Java Jacket is a company that designs and prints ads on the paper jackets that go around hot coffee cups sold in coffee shops. To find clients to advertise on the coffee cup jackets, the company sent a representative to companies like Warner Brothers, eBay.com, and the Wall Street Journal to tell them how their ads on coffee cup jackets would give them inexpensive exposure to a large number of potential customers. Java Jacket's activities can best be described as:
ANS: C Personal selling is the planned, face-to-face presentations in a conversation with one or more prospective purchasers for the purpose of making sales. PTS: 1 REF: 209-210 OBJ: 14-2 TYPE: App TOP: AACSB Communication | TB&E Model Promotion | TB&E Model Customer 30. To increase its revenues, US Airways has decided to sell space on air-sickness bags to sponsoring companies as a different medium for their promotional messages. The most effective promotional method for US Airways to use to find companies that would like to pay to have their promotional messages delivered to the 100 or so travelers on each of its flights would be:
ANS: B Personal selling is a purchase situation involving a personal, paid-for communication between a buyer and a seller. PTS: 1 REF: 209-210 OBJ: 14-2 TYPE: App TOP: AACSB Communication | TB&E Model Customer 31. _____ is the process by which we exchange or share meanings through a common set of symbols. People also assign meanings to feelings, ideas, facts, and attitudes.
ANS: E PTS: 1 REF: 210 OBJ: 14-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Promotion 32. While talking to Mr. and Mrs. Knighton, the appliance salesperson described the refrigerator as "a real money saver" and "a true bargain," but he also kept looking down at his feet and shuffling around. His nonverbal cues:
ANS: C
Communication is the process by which we exchange or share meanings through a common set of symbols. PTS: 1 REF: 210 OBJ: 14-3 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion 33. Interpersonal communication is:
ANS: D PTS: 1 REF: 210 OBJ: 14-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Promotion 34. The two major categories of communications are:
ANS: D PTS: 1 REF: 210 OBJ: 14-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Promotion
ANS: B Interpersonal communication is direct face-to-face communication between two or more people. PTS: 1 REF: 210 OBJ: 14-3 TYPE: App TOP: AACSB Communication | TB&E Model Promotion 36. Communication to large audiences, usually through a medium such as television or a newspaper, is called _____ communication.
ANS: A PTS: 1 REF: 210 OBJ: 14-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Promotion 37. USA cable television uses billboard, television, magazine, and newspaper advertising to inform television viewers about new episodes of Monk, a popular television series. USA uses _____ communication.
ANS: B PTS: 1 REF: 210 OBJ: 14-3 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion 38. Which of the following is NOT a disadvantage a firm using mass communication might experience?
ANS: E
Mass media reach so many people that even though the initial investment is large, cost per person is small. PTS: 1 REF: 210 OBJ: 14-3 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy | TB&E Model Promotion 39. The communication process itself consists of:
ANS: D
See Exhibit 14.2. PTS: 1 REF: 210-211 OBJ: 14-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Promotion 40. The _____ is the originator of the message in the communication process.
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