Q&A Hero

Q: ________ can be classified by primary purpose, such as to inform, persuade, or remind. A) Budget objectives B) Message objectives C) Creative strategies D) Advertising appeals E) Media plans

Q: Which of the following should be the first step of developing an advertising campaign? A) set the budget objectives B) establish the advertising message C) understand the target audience D) draft the creative brief E) select the execution format

Q: Puffery is a term for a(n)________. A) straightforward promotional message B) claim of superiority that cannot be proven or disproven C) emotional appeal to customers D) subliminal appeal to customers E) value-added promotion

Q: Do-it-yourself advertising is a type of ________. A) user-generated content B) advocacy advertising C) sales promotion D) corrective advertising E) public service advertising

Q: CGM, which stands for ________, includes online consumer comments, discussions, reviews, photos, images, videos, podcasts, and webcasts. A) crowd-generated media B) community-generated media C) consumer-generated media D) content-graded media E) consumer-generated messaging

Q: Which of the following is the responsibility of an advertising agency's media planner? A) recruiting new clients through different media outlets B) deciding where, when, and how often an advertisement will appear C) crafting interesting messages that convey a client's marketing objectives D) analyzing research about consumers to develop sensible advertising objectives E) serving as the primary liaison between the client and its publics

Q: An ad agency's copywriters are part of the agency's ________. A) creative services B) account management C) marketing services D) editorial department E) media planning

Q: Which advertising agency specialist is responsible for acting as the voice of the consumer in creating effective advertising? A) the account executive B) the account planner C) the creative director D) the media planner E) the art director

Q: Advertising account managers are typically responsible for which of the following? A) writing the advertising copy B) acting as liaison between the agency and client C) posttesting advertisements D) collecting data to make informed strategic decisions E) identifying the most effective communication vehicles for the advertising campaign

Q: A(n) ________ provides most or all of the services needed to mount an advertising campaign. A) institutional agency B) limited-service agency C) creative services agency D) in-house agency E) full-service agency

Q: A(n) ________ is a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in various media over a period of time. A) sales promotion B) advertising campaign C) mass marketing plan D) media schedule E) integrated marketing communication campaign

Q: Which of the following is the type of advertising that the media run free of charge? A) product advertisements B) advocacy advertisements C) public service advertisements D) institutional advertisements E) local advertisements

Q: Which of the following is true of advocacy advertising? A) It is also known as public-service advertising. B) It is primarily used to support sales promotion activities. C) It is used only for non-profit causes. D) It is intended to inform customers about a new product. E) It is intended to influence public opinion.

Q: Which of the following is true of institutional advertising? A) It is also known as public-service advertising. B) It describes products as customer services. C) It is primarily used to support sales promotion activities. D) It promotes the activities or point of view of an organization. E) It is used only by non-profit and government organizations.

Q: What type of advertising delivers a message that focuses on a specific good or service? A) retail advertising B) product advertising C) institutional advertising D) brand placement E) advocacy advertising

Q: Which of the following is defined as nonpersonal communication paid for by an identified sponsor using mass media? A) public relations B) direct marketing C) direct selling D) advertising E) sales promotion

Q: What promotional efforts would a marketer be likely to employ if the communication objective was to encourage purchase of the product?

Q: What promotional efforts would a marketer be likely to employ if the communication objective was to create desire for the product?

Q: What promotional efforts would a marketer be likely to use if the communication objective was to increase awareness of the brand?

Q: Marketers can choose from two basic strategies: push or pull. Compare these two strategies.

Q: Allyson Godwin plans on setting up a small business where she will offer quilting lessons, sell material and quilting kits that she will create, and market her own creations. Last year her quilting skills earned her $2,000. She estimates that quilting as a full-time business will earn $10,000 during her first year. She has budgeted five percent of her sales estimate to be spent on promotion. What promotion method is Godwin using? What are the advantages and disadvantages of this method?

Q: Coca-Cola's Minute Maid unit is introducing a new premium fruit beverage. The primary promotional objective of marketing communications for the new product should be to create awareness.

Q: The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate assumptions about the relationship between dollars spent and promotion results.

Q: If the pull strategy is effective, consumers will then demand the product from channel members, who will, in turn, demand it from producers.

Q: The percentage-of-sales method of setting a communication budget wrongly treats sales as a cause of promotion rather than a result.

Q: Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________. A) viral marketing B) stealth marketing C) buzz marketing D) a push strategy E) a pull strategy

Q: An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients. It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth. The manufacturer of Crest toothpaste was using ________. A) viral marketing B) stealth marketing C) a push strategy D) a pull strategy E) public relations

Q: Business-to-consumer companies are more likely to emphasize a ________ strategy, while business-to-business companies are more likely to emphasize a ________ strategy. A) pull; push B) push; pull C) push; pulse D) pulse; pull E) pulse; push

Q: Toward the end of the fiscal year, the owner of a small company came back from lunch concerned because he had learned that a business targeting the same customers as his was planning on spending $150,000 on promotion. As soon as he arrived at the office, he called his financial manager and said, "I want to budget $150,000 for next year's promotion." Which method of promotional budgeting did the owner want to use? A) the objective-task method B) the percentage-of-sales method C) the competitive-parity method D) the bottom-up method E) the pull-push method

Q: A florist who decides to budget five percent of last year's sales for promotional activities is using which of the following budgeting techniques? A) bottom-up B) objective-task C) competitive-parity D) percentage-of-sales E) push-pull

Q: Which promotional mix strategy directs marketing efforts toward market channel members? A) push B) pull C) flighting D) pulsing E) AIDA

Q: Which promotional mix strategy directs marketing efforts toward final consumers? A) push B) pull C) flighting D) pulsing E) AIDA

Q: Which of the following is an example of a bottom-up technique for developing promotional budgets? A) the competitive-parity method B) the objective-task method C) the percentage-of-sales method D) the pull-push method E) the AIDA method

Q: The ________ method of promotional budgeting is based on determining the level of spending necessary to accomplish specific promotion goals. A) percentage-of-sales B) competitive-parity C) top-down D) pull-push E) objective-task

Q: Which of the following statements about the competitive-parity method of budgeting is true? A) It is the most commonly used bottom-up method for budgeting. B) It works because it relies on dynamic market shares that change annually. C) It is the only top-down budgeting method used to determine promotional budgets. D) It is considered the most logical budgeting method. E) It mirrors the best thinking of others in the business.

Q: Which method of setting an advertising budget is based on analyzing competitors' spending? A) the percentage-of-sales method B) the top-down method C) the bottom-up method D) the objective-task method E) the competitive-parity method

Q: Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result. A) percentage-of-sales B) competitive-parity C) bottom-up D) objective-task E) push-pull

Q: Which of the following is an example of a top-down budgeting technique used to determine how much a firm will allocate to its promotional activities? A) the objective-task method B) the percentage-of-sales method C) the push-pull method D) the AIDA method E) the price lining method

Q: In which step of the hierarchy of effects would a marketer most likely rely on samples and coupons? A) create awareness B) inform the market C) create desire D) encourage purchase E) build loyalty

Q: In which step of the hierarchy of effects would a marketer most likely use celebrity endorsements and status appeals? A) create awareness B) inform the market C) create desire D) encourage purchase E) build loyalty

Q: Which of the following is the last step in the hierarchy of effects? A) create demand B) create desire C) encourage purchase D) build loyalty E) establish a relationship

Q: Which of the following is NOT a step in the hierarchy of effects? A) create awareness B) inform the market C) create demand D) create desire E) build loyalty

Q: The ________ step in the hierarchy of effects calls for marketers to inform the target market that there is a new brand on the market using simple, repetitive advertising in a variety of media. A) awareness B) knowledge C) demand D) desire E) purchase

Q: The series of steps through which a marketer attempts to guide a consumer is called the ________. A) promotional mix B) marketing mix C) hierarchy of effects D) AIDA model E) push-pull model

Q: After determining its communication objectives, the company's next step in developing a promotional plan is to ________. A) identify the target audiences B) determine its marketing communication budget C) design the promotion mix D) decide on a push or pull strategy E) identify its product's phase in the product life cycle

Q: Why might a company address the issue of noise, as defined in the communication model, by purchasing a block of pages in a magazine to advertise its brand?

Q: Explain why effective communication occurs only when the source and the receiver have a mutual frame of reference.

Q: A TV commercial shows an adult, whose face is hidden, speaking of the enjoyment he gets from having eaten the same breakfast cereal for the past 30 years. This cereal is not just for kids! What are the marketing communications messages presented in this TV commercial?

Q: Why should a company be concerned about integrating communications from different sources within the company?

Q: In one section of the Sunday newspaper there are four-color, magazine-style advertisements for different stores. Each of these advertisements informs consumers of the products being marketed at sale prices during the coming week. How are these magazine-style advertisements examples of the implementation of sale promotions?

Q: The background for a Benadryl allergy medication ad appearing in the magazine Better Homes and Gardens shows green grass and lovely flowers. The headline states "Benadryl is 54 percent more effective than the leading prescription." At the bottom of the ad, in small print, is an explanation of how the effectiveness of Benadryl was determined. The ad also shows a package of Benadryl so consumers can easily recognize it at the store. Identify the different components of the communication model for this advertisement.

Q: What is integrated marketing communication (IMC)? Explain how it differs from more traditional marketing communication approaches.

Q: The process of developing the Nike logo "Just Do It" as a way to communicate the power and capability of people who wear Nike shoes is an example of encoding, as defined by the communication model.

Q: Unlike direct marketing, personal selling focuses on direct communication with a consumer or business customer.

Q: Personal selling is less effective but more cost-efficient than advertising.

Q: By definition, personal selling takes place in person.

Q: Like sales promotion, public relations components of the promotion mix are used to create short-term increases in sales.

Q: In the communication model, noise is anything that interferes with effective communication.

Q: The communications model is an effective way to look at traditional marketing communications, but not new word-of-mouth communications.

Q: In the communication model, the message is the actual communication that bounces back from the receiver to the sender.

Q: Through word-of-mouth communication, consumers look to each other for product information and recommendations.

Q: Virtually everything an organization says and does is a form of marketing communication.

Q: A newspaper article reported on a lawsuit in which independent coffee shops accused a national chain of coffee shops of engaging in an illegal conspiracy to drive them out of business. What promotion element would the national chain of coffee shops most likely use to improve its corporate image, which has been tarnished by these accusations? A) sales promotion B) personal selling C) public relations D) direct marketing E) stealth marketing

Q: A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________. A) sales promotion B) personal selling C) public relations D) direct marketing E) advertising

Q: An email from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of ________. A) sales promotion B) personal selling C) public relations D) stealth marketing E) viral marketing

Q: A new pizza restaurant is opening in town. The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening. The owners of the restaurant are using ________. A) mass communications B) a push strategy C) word-of-mouth communications D) public relations E) one-to-one marketing

Q: Chevrolet runs a promotion whereby consumers can redeem two free ski lift tickets at their local dealer through a test-drive promotion. According to the communication model, the people coming into the dealership to test-drive a vehicle are the ________. A) encoders B) message C) source D) medium E) feedback

Q: Which of the following best explains why a 40-year-old woman and a 15-year-old boy would interpret an ad for an age-minimizing makeup differently? A) They respond in contrasting ways to different media. B) They are not equally susceptible to noise. C) They follow different communication models. D) They have different frames of reference. E) One is not as likely as the other to provide feedback.

Q: An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, the medium of this ad is ________. A) Melina Kanakaredes B) Ladies' Home Journal C) readers who redeem the $1-off coupon D) Maybelline E) the target market to whom Melina Kanakaredes appeals

Q: An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, the source of this ad is ________. A) Melina Kanakaredes B) Ladies' Home Journal C) readers who redeem the $1-off coupon D) Maybelline E) the target market to whom Melina Kanakaredes appeals

Q: In terms of the communication model, the animated M&M candies in television commercials ________. A) are representatives of the source B) are feedback mechanisms C) are the medium D) introduce noise E) encode the message

Q: The decision to use a genie to communicate the strength and power of Mr. Clean cleaning liquid is representative of the ________ process of the communication model. A) sourcing B) encoding C) feedback D) decoding E) messaging

Q: Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services. In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each ________ will deliver a consistent and positive message to consumers about the company. A) public relations message B) touchpoint C) advertisement D) logo E) media vehicle

Q: Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, its website, and its retail outlets. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all venues. From this information, you can infer that Delia's is using ________. A) viral marketing B) stealth marketing C) integrated marketing communication D) word-of-mouth marketing E) database marketing

Q: ________ components of the promotion mix do not seek a short-term increase in sales. Instead, with these communication activities, the company tries to maintain a positive image of an organization and its products. A) Personal selling B) Sales promotion C) Public relations D) Word-of-mouth E) Direct marketing

Q: Which of the following statements about advertising is true? A) Advertising is personal communication from an identified sponsor using the mass media. B) Consumers perceive advertising as always having a high level of credibility. C) Advertising can be used to establish and reinforce a distinctive brand identity. D) Advertising tends to be comparatively inexpensive. E) Advertising always relies on factual information.

Q: A company is implementing ________ when it airs a television commercial to millions. A) interactive marketing B) viral marketing C) mass communication D) personal communication E) buzz

Q: ________ is the element of the promotion mix that involves direct interaction between a company representative and a customer. A) Word-of-mouth communication B) Public relations C) Advertising D) Personal selling E) Sales promotion

Q: The use of short-term incentives to encourage the immediate purchase or sale of a product or service is called ________. A) indirect marketing B) sales promotion C) personal selling D) public relations E) advertising

Q: With which type of marketing communication does the marketer have the lowest level of control over the message? A) word-of-mouth communication B) advertising C) public relations D) direct marketing E) personal selling