Marketing management quiz 4

Which of the following BEST describes a​ company's efforts to engage​ customers, persuasively communicate customer​ value, and build customer​ relationships?

Question content area bottom

Part 1

A.

Personal and direct selling mix

B.

Marketing mix

C.

Promotion mix

D.

Content marketing mix

E.

Advertising and public relations mix

Which of the following BEST describes a​ company's efforts to engage​ customers, persuasively communicate customer​ value, and build customer​ relationships?

Question content area bottom

Part 1

A.

Personal and direct selling mix

B.

Marketing mix

C.

Promotion mix

D.

Content marketing mix

E.

Advertising and public relations mix

C.

Promotion mix

Stories, sponsorships,​ events, and webpages are promotional tools used in​ ________.

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Part 1

A.

direct selling

B.

personal selling

C.

sales promotion

D.

advertising

E.

public relations

E.

public relations

​________ is the promotion mix tool that consists of​ short-term incentives to encourage the purchase or sale of a product or service.

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Part 1

A.

Public relations

B.

Social media

C.

Sales promotion

D.

Personal selling

E.

Advertising

C.

Sales promotion

________ is the promotion mix tool that consists of any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified sponsor.

Question content area bottom

Part 1

A.

Public relations

B.

Social media

C.

Advertising

D.

Personal selling

E.

Sales promotion

C.

Advertising

Specific promotional tools used in​ ________ include trade shows and incentive programs.

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Part 1

A.

public relations

B.

sales promotion

C.

social media

D.

advertising

E.

personal selling

E.

personal selling

The goal of integrated marketing communications is to​ _________.

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Part 1

A.

integrate communications via online and mobile technologies at a lower cost per impression

B.

lower overall marketing expenditures while delivering increased results

C.

maximize return on investment with increased revenue across all brands

D.

deliver​ clear, consistent, and compelling messages about the organization and its brands

E.

have different media carry different messages about a brand in an integrated way

D.

deliver​ clear, consistent, and compelling messages about the organization and its brands

Firms spend​ ________ on personal selling as they do on advertising.

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Part 1

A.

half as much

B.

far less

C.

the same amount

D.

up to 10 times as much

E.

up to three times as much

E.

up to three times as much

Which of the following statements regarding the changing communications landscape is​ correct?

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Part 1

A.

Mass markets have become less fragmented.

B.

The digital age has had little impact on marketing communications.

C.

The dominance of​ television, magazines,​ newspapers, and other traditional mass media is declining.

D.

In terms of​ communication, today's consumers are less empowered.

E.

More than​ ever, consumers are relying on marketers for information.

C.

The dominance of​ television, magazines,​ newspapers, and other traditional mass media is declining.

What is the goal of integrated marketing​ communications?

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Part 1

A.

To build different brand messages over different communication channels

B.

To allow different company departments to send different brand messages

C.

To build​ clear, consistent, and compelling company and brand messages

D.

To use only newer digital technologies to communicate with consumers

E.

To build a hodgepodge of brand content to consumers

C.

To build​ clear, consistent, and compelling company and brand messages

One reason there is a need for integrated marketing communications is that​ ________.

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Part 1

A.

communication channels today are less fragmented than in the past

B.

marketing communications is less complex than in the past

C.

consumers can easily distinguish brand content from different sources

D.

messages from companies come from a single source

E.

consumers combine messages from different sources into a single brand message

E.

consumers combine messages from different sources into a single brand message

Which of the following statements regarding the changing marketing communications landscape is NOT​ correct?

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Part 1

A.

Mass media are no longer used in marketing communications.

B.

Marketing managers are becoming content marketing managers.

C.

TV ad spending growth has flattened or declined.

D.

Large advertisers are taking a​ "digital-first" approach.

E.

The digital age has decreased the amount of new communication tools and platforms.

A.

Mass media are no longer used in marketing communications.

Marketers now have a richer mix of media and content approaches with consumers being bombarded by many brand messages. The result is that​ __________.

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Part 1

A.

consumers​ don't distinguish between content sources the way marketers do

B.

companies do not target successfully or efficiently

C.

companies fail to integrate brand messages and positioning

D.

companies fail to integrate their various communication channels

E.

consumers may believe similar brands are all the same

D.

companies fail to integrate their various communication channels

Developing effective marketing communications starts with​ __________.

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Part 1

A.

identifying the​ consumer's buyer readiness stage

B.

designing a message

C.

determining the communication objectives

D.

collecting feedback

E.

identifying the target audience

E.

identifying the target audience

In the communication​ process, putting thought into symbolic form is called​ __________.

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Part 1

A.

media

B.

decoding

C.

encoding

D.

noise

E.

distortion

C.

encoding

What are the six steps to design an effective marketing communications program in correct​ order?

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Part 1

A.

Choose the media through which to send the​ message, select the message​ source, design a​ message, and collect feedback.

B.

Determine the communication​ objectives, identify the target​ audience, design a​ message, choose the media through which to send the​ message, select the message​ source, and collect feedback.

C.

Identify the target​ audience, determine the communication​ objectives, collect​ feedback, design a​ message, choose the media through which to send the​ message, and select the message source.

D.

Identify the target​ audience, determine the communication​ objectives, choose the media through which to send the​ message, design a​ message, select the message​ source, and collect feedback.

E.

Identify the target​ audience, determine the communication​ objectives, design a​ message, choose the media through which to send the​ message, select the message​ source, and collect feedback.

E.

Identify the target​ audience, determine the communication​ objectives, design a​ message, choose the media through which to send the​ message, select the message​ source, and collect feedback.

What are the two decisions marketing communicators must make when designing a​ message?

Question content area bottom

Part 1

A.

Message structure and message format and the message source

B.

Message content and communication channel

C.

Message content and message structure and format

D.

Message content and type of appeals

E.

Message structure and format and communication channel

C.

Message content and message structure and format

A personal communication channel is​ ________, which involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.

Question content area bottom

Part 1

A.

major media

B.

atmospheres

C.

television

D.

buzz marketing

E.

​word-of-mouth

D.

buzz marketing

Nonpersonal communication channels include​ __________.

Question content area bottom

Part 1

A.

major​ media, atmospheres, and events

B.

major​ media, atmospheres, and Internet chat

C.

major​ media, Internet​ chat, and events

D.

major​ media, events, and buzz marketing

E.

major​ media, email, and events

A.

major​ media, atmospheres, and events

__________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.

Question content area bottom

Part 1

A.

Buzz marketing

B.

Celebrity marketing

C.

Email marketing

D.

Event marketing

E.

Opinion leader marketing

A.

Buzz marketing

One form of influence that carries great​ weight, especially for products that are​ expensive, risky, or highly visible is​ __________.

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Part 1

A.

atmospheres

B.

personal influence

C.

company websites

D.

television

E.

grand openings

B.

personal influence

Which method for setting the total promotion budget is the most difficult to​ use?

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Part 1

A.

The​ objective-and-task method

B.

The​ percentage-of-sales method

C.

The push strategy

D.

The​ competitive-parity method

E.

The affordable method

A.

The​ objective-and-task method

A company wishes to reach a large number of geographically dispersed buyers at a low cost per exposure. Which element of the promotional mix should the company​ use?

Question content area bottom

Part 1

A.

Sales promotion

B.

Advertising

C.

Direct and digital marketing

D.

Personal selling

E.

Public relations

B.

Advertising

Which two promotional mix elements are primarily used in a push​ strategy?

Question content area bottom

Part 1

A.

Personal selling and trade promotion

B.

Personal selling and advertising

C.

Personal selling and public relations

D.

Advertising and public relations

E.

Trade promotion and advertising

A.

Personal selling and trade promotion

At certain stages of the buying​ process, which element of the promotional mix is most effective in building up​ buyers' preferences,​ convictions, and​ actions?

Question content area bottom

Part 1

A.

Advertising

B.

Direct and digital marketing

C.

Public relations

D.

Personal selling

E.

Sales promotion

D.

Personal selling

Which promotion budgeting method wrongly views sales as the cause of promotion rather than as the​ result?

Question content area bottom

Part 1

A.

​Percentage-of-sales

B.

Affordable

C.

Promotion mix

D.

​Competitive-parity

A.

​Percentage-of-sales

Which of the following statements about advertising is​ correct?

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Part 1

A.

Advertising began in the early​ 1800's.

B.

Over​ time, advertising has changed very little.

C.

Advertising is synonymous with public relations.

D.

In addition to​ businesses, advertising is used by many types of organizations.

E.

Advertising is not useful for persuading an audience.

D.

In addition to​ businesses, advertising is used by many types of organizations.

________ advertising is used when a company is attempting to build brand preference and prompt customers to purchase now.

Question content area bottom

Part 1

A.

Persuasive

B.

Reminder

C.

Comparative

D.

Informative

E.

Attack

A.

Persuasive

Correcting false impressions and suggesting new uses for a product are objectives associated with​ ________ advertising.

Question content area bottom

Part 1

A.

persuasive

B.

comparative

C.

reminder

D.

attack

E.

informative

E.

informative

What is the goal of​ advertising?

Question content area bottom

Part 1

A.

To define a​ product's value

B.

To help move consumers through the buying process

C.

To create interest and consumer hype

D.

To create consumer communities

E.

To provide feedback on products and services

B.

To help move consumers through the buying process

Which budgeting method involves setting a​ company's promotion budget to match the standard outlays for the​ industry?

Question content area bottom

Part 1

A.

​Percentage-of-sales method

B.

​Competitive-parity method

C.

​Objective-and-task method

D.

​Percentage-of-profits method

E.

Affordable method

B.

​Competitive-parity method

Which advertising objective is used heavily when introducing a new product​ category?

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Part 1

A.

Engage

B.

Inform

C.

Persuade

D.

Compare

E.

Remind

B.

Inform

Which of the following statements about setting an advertising budget is​ correct?

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Part 1

A.

Mature brands usually require higher advertising budgets.

B.

Brands in a market with many competitors and high advertising clutter usually require less advertising.

C.

The advertising budget does not change over a​ product's life cycle.

D.

New products typically need relatively large advertising budgets to build awareness and to gain consumer trial.

E.

Undifferentiated brands do not require advertising to set them apart.

D.

New products typically need relatively large advertising budgets to build awareness and to gain consumer trial.

Which of the following is NOT one of the major steps in selecting advertising​ media?

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Part 1

A.

Set the media budget.

B.

Select specific media vehicles.

C.

Determine​ reach, frequency,​ impact, and engagement.

D.

Choose the media type.

E.

Choose media timing.

A.

Set the media budget.

__________ consists of activities designed to engage and build good relations with the​ company's various publics.

Question content area bottom

Part 1

A.

Public relations

B.

Informative advertising

C.

Branded entertainment

D.

Reminder advertising

E.

Comparative advertising

A.

Public relations

The public relations function of​ __________ is used to build and maintain national or local community relationships.

Question content area bottom

Part 1

A.

product publicity

B.

press relations

C.

lobbying

D.

development

E.

public affairs

E.

public affairs

Which public relations function is used to work with donors or members of nonprofit organizations to gain financial or volunteer​ support?

Question content area bottom

Part 1

A.

Press relations

B.

Development

C.

Product publicity

D.

Lobbying

E.

Public affairs

B.

Development

Which of the following statements about public relations is​ correct?

Question content area bottom

Part 1

A.

Public relations is used only to promote products.

B.

Public relations captures a major portion of the overall marketing budget.

C.

The lines between advertising and public relations are becoming more and more blurred.

D.

The impact of public relations on public awareness comes at a much higher cost than advertising.

E.

Public relations cannot be used to engage consumers.

C.

The lines between advertising and public relations are becoming more and more blurred.

One primary PR responsibility is to create content that​ __________.

Question content area bottom

Part 1

A.

draws consumers to a brand

B.

is informative but rarely engaging

C.

is more entertaining than an advertising campaign

D.

lessens the need for using other promotional tools

E.

disparages competitors

A.

draws consumers to a brand

Which of the following statements about public relations is​ correct?

Question content area bottom

Part 1

A.

Public relations is only used to promote products.

B.

Public relations cannot be used to engage consumers.

C.

The lines between advertising and public relations are becoming more blurred.

D.

The impact of public relations on public awareness comes at a much higher cost than advertising.

E.

Public relations now captures a substantial portion of the overall marketing budgets of many firms.

C.

The lines between advertising and public relations are becoming more blurred.

_________ is used to build and maintain national or local community relationships and is one of the functions of public relations.

Question content area bottom

Part 1

A.

Development

B.

Public affairs

C.

Lobbying

D.

Investor relations

E.

Press relations

B.

Public affairs

Which PR tool uses news​ conferences, speeches, brand​ tours, sponsorships, multimedia​ presentations, and educational​ programs?

Question content area bottom

Part 1

A.

Audiovisual materials

B.

Special events

C.

News

D.

Written materials

E.

Corporate identity materials

B.

Special events

Annual​ reports, brochures,​ articles, and company newsletters and magazines are all which type of PR​ tool?

Question content area bottom

Part 1

A.

Special events

B.

Audiovisual materials

C.

News

D.

Corporate identity materials

E.

Written materials

E.

Written materials