MKTG 409- EXAM 4 QUESTIONS AND ANSWERS
Communication can be viewed as a circular process because - Answers - during
feedback, the receiver can be viewed as the source of the message while the original
source becomes the receiver.
Which of the following types of promotion informs potential customers about a product
and what it is? - Answers - Pioneer
If the push policy is used in promoting a product, the firm - Answers - promotes only to
the next marketing institution down the marketing channel.
During a one-minute television ad for Nike, the National Weather Service interrupts to
announce a flash flood warning for surrounding counties. Such an occurrence is an
example of ____ in the communication process. - Answers - noise
To gain maximum benefit from promotional efforts, marketers must strive to - Answers -
properly plan, implement, coordinate, and control communications.
In the ______________, signs or symbols are converted by the receiver into concepts
and ideas. - Answers - decoding process
Some critics, including consumer groups and government officials, suggest that certain
products should not be promoted because they - Answers - are potentially harmful.
Mister Sub offers customers a card that allows them to have a free sub for every 7 that
have been purchased and provides various discounts throughout the year. The primary
promotional objective of programs such as this is - Answers - retaining existing
customers.
Factors such as climate, seasons, and holidays tend to lead to the promotional objective
of - Answers - reducing sales fluctuations.
You are the marketing manager for a company that makes and markets designer
sunglasses. Recently, your boss suggested to you that the company should try to get its
sunglasses worn by more actors and actresses in movies. He asked you to look into
what it would take to make that happen.
Which of following promotion activities is your boss referring to with this idea? - Answers
- Product placement
Which of the following statements applies to media planning? - Answers - The message
content affects the types of media used for an advertising campaign.
, Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody
did?" exemplifies the use of ____ advertising. - Answers - reinforcement
One way for a company to measure the effectiveness of its publicity-based public
relations efforts is to - Answers - count the number of exposures in the media.
The main problem with using the objective-and-task approach to setting an advertising
budget is that - Answers - the marketer may experience difficulty when trying to
estimate accurately the level of effort needed to achieve goals.
When Volvo's advertising campaign mentions the Volvo CX60 has the highest safety
rating of any European sedan, it is using _______ advertising. - Answers - Competitive
Grant is responsible for the marketing promotions of a small firm of consultants. It is
most likely that his firm will use ____ to create and implement its advertising campaigns.
- Answers - one or two individuals
An advertising platform should consist of issues that are important to consumers.
Selling features should be important to consumers and should be features that -
Answers - competitive products lack.
The step in developing an advertising campaign that directly precedes campaign
execution is - Answers - creating the advertising message.
A firm can identify changes in public opinion that affect it by conducting - Answers -
environmental monitoring.
Home Depot is interested in knowing how its efforts to act in a socially responsible
manner through its Habitat for Humanity and disaster relief efforts have affected
stakeholders' views of the company. Home Depot should conduct a(n) - Answers -
social audit.
Sometimes retailers are offered temporary price reductions for purchasing specified
quantities of a product. These offers are used to provide an incentive to handle a new
product, to achieve a temporary price reduction, or to stimulate the purchase of an item
in large quantities. What is this sales promotion? - Answers - Buying allowance
Which of the following is a reason why the use of sales promotion has increase
dramatically? - Answers - Retailers are demanding greater promotional efforts from
manufacturers to boost profits.
A support salesperson who usually advises customers on product characteristics and
application, system design, and installation procedures is a(n) - Answers - technical
salesperson.
Communication can be viewed as a circular process because - Answers - during
feedback, the receiver can be viewed as the source of the message while the original
source becomes the receiver.
Which of the following types of promotion informs potential customers about a product
and what it is? - Answers - Pioneer
If the push policy is used in promoting a product, the firm - Answers - promotes only to
the next marketing institution down the marketing channel.
During a one-minute television ad for Nike, the National Weather Service interrupts to
announce a flash flood warning for surrounding counties. Such an occurrence is an
example of ____ in the communication process. - Answers - noise
To gain maximum benefit from promotional efforts, marketers must strive to - Answers -
properly plan, implement, coordinate, and control communications.
In the ______________, signs or symbols are converted by the receiver into concepts
and ideas. - Answers - decoding process
Some critics, including consumer groups and government officials, suggest that certain
products should not be promoted because they - Answers - are potentially harmful.
Mister Sub offers customers a card that allows them to have a free sub for every 7 that
have been purchased and provides various discounts throughout the year. The primary
promotional objective of programs such as this is - Answers - retaining existing
customers.
Factors such as climate, seasons, and holidays tend to lead to the promotional objective
of - Answers - reducing sales fluctuations.
You are the marketing manager for a company that makes and markets designer
sunglasses. Recently, your boss suggested to you that the company should try to get its
sunglasses worn by more actors and actresses in movies. He asked you to look into
what it would take to make that happen.
Which of following promotion activities is your boss referring to with this idea? - Answers
- Product placement
Which of the following statements applies to media planning? - Answers - The message
content affects the types of media used for an advertising campaign.
, Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody
did?" exemplifies the use of ____ advertising. - Answers - reinforcement
One way for a company to measure the effectiveness of its publicity-based public
relations efforts is to - Answers - count the number of exposures in the media.
The main problem with using the objective-and-task approach to setting an advertising
budget is that - Answers - the marketer may experience difficulty when trying to
estimate accurately the level of effort needed to achieve goals.
When Volvo's advertising campaign mentions the Volvo CX60 has the highest safety
rating of any European sedan, it is using _______ advertising. - Answers - Competitive
Grant is responsible for the marketing promotions of a small firm of consultants. It is
most likely that his firm will use ____ to create and implement its advertising campaigns.
- Answers - one or two individuals
An advertising platform should consist of issues that are important to consumers.
Selling features should be important to consumers and should be features that -
Answers - competitive products lack.
The step in developing an advertising campaign that directly precedes campaign
execution is - Answers - creating the advertising message.
A firm can identify changes in public opinion that affect it by conducting - Answers -
environmental monitoring.
Home Depot is interested in knowing how its efforts to act in a socially responsible
manner through its Habitat for Humanity and disaster relief efforts have affected
stakeholders' views of the company. Home Depot should conduct a(n) - Answers -
social audit.
Sometimes retailers are offered temporary price reductions for purchasing specified
quantities of a product. These offers are used to provide an incentive to handle a new
product, to achieve a temporary price reduction, or to stimulate the purchase of an item
in large quantities. What is this sales promotion? - Answers - Buying allowance
Which of the following is a reason why the use of sales promotion has increase
dramatically? - Answers - Retailers are demanding greater promotional efforts from
manufacturers to boost profits.
A support salesperson who usually advises customers on product characteristics and
application, system design, and installation procedures is a(n) - Answers - technical
salesperson.
