Filters
Question type
Study Flashcards

Marketers can communicate best with Generation Y consumers by __________.


A) using cable TV ads since this generation watches TV more than any other medium
B) adding mobile media to their IMC campaigns
C) placing ads on Sirius XM radio
D) using "Twitter Jockeys"
E) discourage media multitasking

F) B) and D)
G) None of the above

Correct Answer

verifed

verified

Amazon.com,a successful online retailer,manages an extensive database that includes customers' names and their tastes in books,among other products.This information is used to determine which products are suggested to each customer.This is an example of how Amazon.com uses


A) advertising.
B) sales promotion.
C) direct marketing.
D) publicity.
E) personal selling.

F) A) and D)
G) A) and E)

Correct Answer

verifed

verified

A message is conveyed by means of a(n) __________ such as a salesperson,advertising media,or public relations tools.


A) vehicle
B) channel of communication
C) field of experience
D) direct feedback loop
E) information highway

F) A) and E)
G) A) and D)

Correct Answer

verifed

verified

A source refers to


A) any paid form of advertising.
B) consumers who read,hear,or see the message during the communications process.
C) a company or person who has information to convey during the communications process.
D) people with similar understanding and knowledge who are willing to share that knowledge with others.
E) a group of individuals who are willing to receive information from others.

F) B) and C)
G) All of the above

Correct Answer

verifed

verified

Figure 14-1 -Figure 14-1 above depicts the communication process,which consists of ten key elements ( A through J ) .The position labeled H is referred to as _________. A) noise B) the message C) the receiver D) the fields of experience E) feedback Figure 14-1 -Figure 14-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "H" is referred to as _________.


A) noise
B) the message
C) the receiver
D) the fields of experience
E) feedback

F) B) and C)
G) C) and E)

Correct Answer

verifed

verified

The first stage in the hierarchy of effects is __________.


A) interest
B) awareness
C) adoption
D) trial
E) evaluation

F) All of the above
G) A) and E)

Correct Answer

verifed

verified

The promotional mix includes advertising,__________,sales promotion,public relations,and direct marketing.


A) publicity
B) personal selling
C) merchandising
D) branding
E) people

F) B) and E)
G) None of the above

Correct Answer

verifed

verified

During the implementation phase of an IMC program,a firm will __________ and carry out promotion.


A) posttest the promotion
B) design the promotion
C) state the mission
D) identify possible advertising or promotional firms
E) pretest the promotion

F) None of the above
G) A) and E)

Correct Answer

verifed

verified

The promotional objective of the decline stage of the product life cycle is to __________.


A) inform
B) persuade
C) compare
D) remind
E) phase out

F) None of the above
G) B) and D)

Correct Answer

verifed

verified

The Mountain Dew Dewmocracy 2 campaign was an integrated marketing communications campaign that used many media alternatives.Mountain Dew managers believe that the approach "uniquely situates Mountain Dew in the consumer landscape as __________."


A) a luxury brand
B) a low-cost substitute
C) a brand for the people,by the people
D) a category killer
E) a hillbilly beverage

F) A) and D)
G) All of the above

Correct Answer

verifed

verified

Figure 14-A -Which of the following forms of direct marketing has the lowest response rate according to Figure 14-A above? A) direct mail B) e-mail C) paid search D) telemarketing E) advertising Figure 14-A -Which of the following forms of direct marketing has the lowest response rate according to Figure 14-A above?


A) direct mail
B) e-mail
C) paid search
D) telemarketing
E) advertising

F) B) and E)
G) A) and C)

Correct Answer

verifed

verified

In a marketing context,a message refers to


A) product information regarding benefits and usage found from receiver to the sender outside the channel of communication.
B) the slogan or tagline of a specific product.
C) proprietary information linking a specific product to a promotional campaign.
D) the information sent by a source to a receiver during the communication process.
E) a television or radio commercial from the buyer to the seller.

F) C) and E)
G) C) and D)

Correct Answer

verifed

verified

What are the strengths/advantages and weaknesses/disadvantages of using advertising in the promotional mix?

Correct Answer

verifed

verified

Advertising is any paid form of nonperso...

View Answer

Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle?


A) introduction
B) growth
C) maturity
D) accelerated development
E) early growth

F) B) and E)
G) A) and E)

Correct Answer

verifed

verified

What are the strengths/advantages and weaknesses/disadvantages of using direct marketing in the promotional mix?

Correct Answer

verifed

verified

Direct marketing is a promotion alternat...

View Answer

Mountain Dew's Dewmocracy 2 campaign featured a seven-stage process.Stage One involved


A) designing a label for the can.
B) a truck stop tour with samples of new flavors.
C) fans organizing into "flavor nations."
D) color selection.
E) naming the product.

F) None of the above
G) B) and D)

Correct Answer

verifed

verified

List and briefly describe the key elements of the communication process.

Correct Answer

verifed

verified

Communication is the process of conveyin...

View Answer

Press conferences and image management are tools used by a firm's __________ department.


A) advertising
B) sales promotion
C) direct marketing
D) public relations
E) personal selling

F) C) and E)
G) A) and B)

Correct Answer

verifed

verified

Procter & Gamble introduced Old Spice High Endurance antiperspirant,targeted to teenage boys who don't watch much TV.P&G did grassroots marketing including handing out samples at skateboarding events and sponsoring a contest for high-school football player of the year.P&G emphasized which promotional element in this example?


A) sales promotion
B) advertising
C) personal selling
D) public relations
E) word-of-mouth

F) D) and E)
G) C) and D)

Correct Answer

verifed

verified

Ann's young son suffers from allergies and complains about his watery eyes and drowsiness.Ann feels bad because she thought there was nothing she could do to help him.When Ann saw the ad for a new drug that counters these symptoms in Martha Stewart Living magazine,she vowed to ask his doctor about this product on her son's next visit.Ann is at which stage in the hierarchy of effects?


A) She is the trial stage and will move to the interest stage soon.
B) She has moved quickly from the awareness stage to the interest stage.
C) She was in the consumer development stage and will more than likely move to the transition stage.
D) She is in the evaluation stage and will move to the interest stage soon.
E) She was in the interest stage and then moved quickly to the diffusion stage.

F) All of the above
G) A) and B)

Correct Answer

verifed

verified

Showing 221 - 240 of 313

Related Exams

Exam 1

Creating Customer Relationships and Value Through Marketing

235 Questions

Exam 2

Developing Successful Marketing and Organizational Strategies

267 Questions

Exam 3

Scanning the Marketing Environment, Ethical Behavior and Social Responsibility

376 Questions

Exam 4

Understanding Consumer Behavior

318 Questions

Exam 5

Understanding Organizations As Customers

227 Questions

Exam 6

Understanding and Reaching Global Consumers and Markets

212 Questions

Exam 7

Marketing Research: From Customer Insights to Actions

208 Questions

Exam 8

Market Segmentation, Targeting, and Positioning

220 Questions

Exam 9

Developing New Products and Services

342 Questions

Exam 10

Managing Successful Products, Services, and Brands

335 Questions

Exam 11

Pricing Products and Services

381 Questions

Exam 12

Managing Marketing Channels and Supply Chains

323 Questions

Exam 13

Retailing and Wholesaling

333 Questions

Exam 15

Advertising, Sales Promotion, and Public Relations

350 Questions

Exam 16

Using Social Media to Connect With Consumers

158 Questions

Exam 17

Personal Selling and Sales Management

300 Questions

Exam 18

Implementing Interactive and Multichannel Marketing

259 Questions

Exam 19

Buildign an Effective Marketing Plan

100 Questions

Show Answer