BMKT 325 EXAM 6 QUESTIONS AND
ANSWERS
The coordination of promotion and other marketing efforts for maximum informational and
persuasive impact defines _______. - ANSWER-integrated marketing communications
major goal of integrated marketing communications? - ANSWER-To send a consistent message
to consumers
Assessment question
As Lynn is working on writing the text that will be incorporated into a new magazine ad for her
company's line of handbags, she is engaging in the _______ stage of the communication
process. - ANSWER-encoding
The internet, mobile apps, and billboards are all considered _______. - ANSWER-communication
channels
Carlos is listening to the radio while driving with his kids in the back seat. During the commercial
break, one of the children repeatedly asks Carlos if they have arrived at their destination. The
child's questions would be considered _______ in the communication process. - ANSWER-noise
When Lean Cuisine promotes the quality, taste, and calorie contents of its line of frozen meals,
it is attempting to develop _______. - ANSWER-selective demand
A contractor who specializes in upgrading kitchens has a table set up at the county fair, where
he offers people a free estimate in exchange for their contact information. This promotional
effort is directed at _______. - ANSWER-identifying prospects
Leo is working on finalizing the promotion plan for his company's line of air fresheners. They
plan on using a nonpersonal communication method that will use a mass medium for
transmission to the target audience. Leo's company is using _______ as its promotion method. -
ANSWER-advertising
Tiffany is creating a promotion plan for Owens Corning, which manufactures fiberglass
insulation. Her company is trying to promote the insulation to home builders to use in the
building of new residential homes. She is most likely to recommend _______ because it allows
marketers to adjust their message to improve communication. One downside is that it costs
_______ than advertising to reach one customer. - ANSWER-personal selling, more
, Sam is meeting with a purchasing agent about an order for his company's forklifts. As he is
describing the features of the newest version, the purchasing agent nods her head to signal that
she understands the features. Sam does not notice the _______ communication the purchasing
agent is sending and goes into more detail about the new features. - ANSWER-kinesic
The use of advertising to create awareness for a product is most likely to occur in which stage of
the product life cycle? - ANSWER-introduction
When Glade introduced its Wax Melts line of air fresheners, if it offered coupons available in the
newspaper that consumers would then take to their favorite stores. This would be an example
of a _______ policy. - ANSWER-pull
Generally, companies whose customers are numerous and geographically dispersed will find
promotion mixes featuring _______ to be more practical. - ANSWER-advertising
Which of the following is a strategy to get consumers to share a marketer's message in a way
that spreads dramatically and quickly? - ANSWER-viral marketing
Word-of-mouth communications are most effective for _______ products. - ANSWER-personal
services
Suppose that Samsung has decided to contract with the producers of The Avengers to have
characters in the movie exclusively use Samsung tablets and smartphones. This would best be
described as an example of _______. - ANSWER-product placement
In episodes of America's Got Talent, the judges drink out of cups featuring the Dunkin' logo. The
promotion strategy being used by Dunkin' is known as _______. - ANSWER-product placement
A commercial for a piece of exercise equipment says customers can become fit like the models
in the commercial if they use the equipment but does not disclose that the models were already
in shape before using the equipment. This could be considered _______ advertising. - ANSWER-
deceptive
If an auto manufacturer creates an ad showing that the people in the car can feel secure in case
of an accident, it is attempting to influence the customer's _______ need. - ANSWER-safety
Government officials and consumer groups suggest products that _______ should not be
promoted. - ANSWER-potentially have harmful effects
SC Johnson airs television ads that highlight the qualities of the company rather than promote
specific brands. These ads would best be described as _______ advertising. - ANSWER-
institutional
ANSWERS
The coordination of promotion and other marketing efforts for maximum informational and
persuasive impact defines _______. - ANSWER-integrated marketing communications
major goal of integrated marketing communications? - ANSWER-To send a consistent message
to consumers
Assessment question
As Lynn is working on writing the text that will be incorporated into a new magazine ad for her
company's line of handbags, she is engaging in the _______ stage of the communication
process. - ANSWER-encoding
The internet, mobile apps, and billboards are all considered _______. - ANSWER-communication
channels
Carlos is listening to the radio while driving with his kids in the back seat. During the commercial
break, one of the children repeatedly asks Carlos if they have arrived at their destination. The
child's questions would be considered _______ in the communication process. - ANSWER-noise
When Lean Cuisine promotes the quality, taste, and calorie contents of its line of frozen meals,
it is attempting to develop _______. - ANSWER-selective demand
A contractor who specializes in upgrading kitchens has a table set up at the county fair, where
he offers people a free estimate in exchange for their contact information. This promotional
effort is directed at _______. - ANSWER-identifying prospects
Leo is working on finalizing the promotion plan for his company's line of air fresheners. They
plan on using a nonpersonal communication method that will use a mass medium for
transmission to the target audience. Leo's company is using _______ as its promotion method. -
ANSWER-advertising
Tiffany is creating a promotion plan for Owens Corning, which manufactures fiberglass
insulation. Her company is trying to promote the insulation to home builders to use in the
building of new residential homes. She is most likely to recommend _______ because it allows
marketers to adjust their message to improve communication. One downside is that it costs
_______ than advertising to reach one customer. - ANSWER-personal selling, more
, Sam is meeting with a purchasing agent about an order for his company's forklifts. As he is
describing the features of the newest version, the purchasing agent nods her head to signal that
she understands the features. Sam does not notice the _______ communication the purchasing
agent is sending and goes into more detail about the new features. - ANSWER-kinesic
The use of advertising to create awareness for a product is most likely to occur in which stage of
the product life cycle? - ANSWER-introduction
When Glade introduced its Wax Melts line of air fresheners, if it offered coupons available in the
newspaper that consumers would then take to their favorite stores. This would be an example
of a _______ policy. - ANSWER-pull
Generally, companies whose customers are numerous and geographically dispersed will find
promotion mixes featuring _______ to be more practical. - ANSWER-advertising
Which of the following is a strategy to get consumers to share a marketer's message in a way
that spreads dramatically and quickly? - ANSWER-viral marketing
Word-of-mouth communications are most effective for _______ products. - ANSWER-personal
services
Suppose that Samsung has decided to contract with the producers of The Avengers to have
characters in the movie exclusively use Samsung tablets and smartphones. This would best be
described as an example of _______. - ANSWER-product placement
In episodes of America's Got Talent, the judges drink out of cups featuring the Dunkin' logo. The
promotion strategy being used by Dunkin' is known as _______. - ANSWER-product placement
A commercial for a piece of exercise equipment says customers can become fit like the models
in the commercial if they use the equipment but does not disclose that the models were already
in shape before using the equipment. This could be considered _______ advertising. - ANSWER-
deceptive
If an auto manufacturer creates an ad showing that the people in the car can feel secure in case
of an accident, it is attempting to influence the customer's _______ need. - ANSWER-safety
Government officials and consumer groups suggest products that _______ should not be
promoted. - ANSWER-potentially have harmful effects
SC Johnson airs television ads that highlight the qualities of the company rather than promote
specific brands. These ads would best be described as _______ advertising. - ANSWER-
institutional
