Question

Choose one from each question: Marketing communications are the means by which firms attempt to ________,...

Choose one from each question:

Marketing communications are the means by which firms attempt to ________, persuade, and remind consumers about the products and brands that they sell.

inform

interest

none of the above

attract

reach

1 points   

QUESTION 5

Which of the following is a shortcoming of advertising?

It does not allow dramatization of brand or company.

It is too customized and only attracts niche markets.

Lagged effect.

It can only be used to attract target or specific customers.

It is the most expensive promotion tool for companies.

1 points   

QUESTION 6

A ________ marketing strategy involves a company spending a lot of money on consumer advertising and promotion to induce final consumers into buying the product by creating a demand vacuum.

publish-subscribe

pull

push

direct

vertical integration

1 points   

QUESTION 7

Dramatic changes in consumer technologies and media habits have ________.

expanded the appeal of mass-media marketing

increased the effectiveness of the mass media

all of the answers are correct

eroded the effectiveness of the mass media

reduced the cost of mass-media marketing

1 points   

QUESTION 8

Which of the following is a difference between advertising and sales promotions?

Advertising can be used to dramatize the product, while sales promotion cannot be used for dramatizing the product.

Advertising cannot trigger quick sales, while sales promotions cannot.

Advertising does not help in building long-term brand preferences, while sales promotions are ideal for it.

Advertising is more closely related to informing and building an interest, whereas sales promotion is an incentive to buy the product immediately.

Advertising is used as a sales-directed form of communication, while sales promotions are endorsed as company news.

1 points   

QUESTION 9

_______ is the most effective tool at later stages of the buying process, particularly in building up buyer preference, conviction, and action.

Events and experiences

Direct and interactive marketing

Public relations

Advertising

Personal selling

1 points   

QUESTION 10

Inglast Food Processors, producers of fruit juice and chocolate products, was faced with a class action suit following a customer finding worms in their chocolate products. Inglast settled the case, and released an advertisement communicating the new seal-proof wrapping that their products will carry from now on. The ad explained how the chocolate processing plant made the products, the new seal system implemented and how safe it is, and showed happy customers eating Inglast products. Which of the following kinds of advertisement did Inglast release to counter the lawsuit?

a comparative advertisement

a classified advertisement

an informative advertisement

a reminder advertisement

a personalized advertisement

1 points   

QUESTION 11

Communication tools vary in cost-effectiveness at different stages of buyer readiness. ________and publicity play the most important role in the awareness-building stage.

Direct marketing

Personal selling

Sweepstakes

Advertising

Sales promotion

1 points   

QUESTION 12

According to the macromodel of communication, the four major communication functions are decoding, response, feedback, and ________.

message

encoding

response

feedback

noise

1 points   

QUESTION 13

Pearl Sands Resort and Spa is a popular summer attraction located in hilly town of Rockten. They usually attract customers in the summer. During the pre-summer period, Pearl Sands Resort began sponsoring shows on TV, and putting up billboards around Rockten and the surrounding towns advertising the resort. The ads hinted at the coming summer, and how the resort has always been the place to go for a welcome break from everyday life. Which of the following approaches has Pearl Sands Resort used?

vertical integration

direct marketing

publish-subscribe method

pull strategy

push strategy

1 points   

QUESTION 14

Which of the following is true of an integrated marketing communications system?

It facilitates designing a product based on different feedback received from customers and production engineers.

It involves helping suppliers in identifying the right raw materials for a specific product.

It helps in integrating all company resources to create accurate forecasting information.

It dictates all communications between shareholders and board of directors of a company.

It ties together all of the company's messages and images of the product.

1 points   

QUESTION 15

The Zavyr Corporation, a manufacturer of electronics products, is planning to release a new product into the market. They are hoping to tap into a new market of commercial tracking devices. The product to be released, FindIt, is unlike previous tracking devices in that it is virtually unnoticeable and cheap. But FindIt will primarily only help to find objects lost within a living space, as it has a low frequency detection range. Which of the following kinds of techniques would suit the Zavyr Corporation for advertising FindIt?

personalized advertising

comparative advertising

informative advertising

reminder advertising

classified advertising


1 points   

QUESTION 16

What sense does it make to spend $4 million for a single 30 sec ad during the Super Bowl?

Because people are mostly distracted it is easy to sneak in false information.

Because the Super Bowl offers high audience selectivity.

Because of immediate behavior.

Because it’s all about football.

Because of the low cost per exposure due to high reach.

Homework Answers

Answer #1

4. Inform

5. Lagged effect (advertising now may have its effect on sales much later)

6. Pull

7. reduced the cost of mass-media marketing

8. Advertising is more closely related to informing and building interest, whereas sales promotion is an incentive to buy the product immediately

9. Personal Selling

10. an informative advertisement

11. Advertising

12. encoding

13. pull strategy

14. It ties together all of the company's messages and images of the product

15. informative advertising

16. Because of the low cost per exposure due to high reach

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