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Indicate whether the statement is true or false.
1. The receiver’s response to the decoded message is called noise.
a. True
b. False
2. Measuring the effect of advertising on sales is difficult.
a. True
b. False
3. If an organization is large and has a large promotional budget, it should utilize all four promotional methods.
a. True
b. False
4. Advertising is a paid form of nonpersonal communication.
a. True
b. False
5. When an individual goes out and buys a product after having seen or read an advertisement for it, feedback is
occurring.
a. True
b. False
6. A television advertisement that transmits several types of audio messages and visual materials may be ineffective.
a. True
b. False
7. Demand for a product category rather than for a specific brand is called primary demand.
a. True
b. False
8. Viral marketing is an attempt to create a trend or acceptance of a product through word-of-mouth communications.
a. True
b. False
9. Deceptive promotional practices today are common because of a lack of regulation.
a. True
b. False
10. Advertising is an inflexible promotional method.
a. True
b. False
11. A communications channel is the vehicle used to transmit the coded message from the source to the receiver.
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a. True
b. False
12. During the nineteenth and early twentieth centuries, promotion was about as accurate as it is today.
a. True
b. False
13. Signs and symbols that can have more than one meaning should be avoided.
a. True
b. False
14. Firms that link the purchase of their product to philanthropic efforts practice cause-related marketing.
a. True
b. False
15. Certain types of promotion facilitate price competition.
a. True
b. False
16. The absolute dollar outlay for advertising is usually low.
a. True
b. False
17. When a firm uses mass communication, feedback is rapid.
a. True
b. False
18. Communication is a sharing of meaning.
a. True
b. False
19. When a push policy is used in promoting a particular product, the producer promotes the product directly to
consumers.
a. True
b. False
20. While the specific communication vehicles employed in promotion have not changed, the fundamental role of
promotion is changing.
a. True
b. False
21. Proxemic communication is communication through touching.
a. True
b. False
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22. Promotion that focuses on creating awareness is only important when introducing a new product to the market.
a. True
b. False
23. Public relations is a set of tools to be used primarily during crises.
a. True
b. False
24. Product placement is a form of advertising that strategically locates products or product promotions within
entertainment media to reach the product’s target market(s).
a. True
b. False
25. A breakfast cereal maker most likely will not use personal selling to promote its product.
a. True
b. False
26. When a push policy is used in promotion of a particular product, the producer promotes the product only to the next
channel member.
a. True
b. False
27. Marketers usually decrease expenditures in advertising for products in the decline stage.
a. True
b. False
28. Promotion to encourage trial use attempts to retain loyal customers.
a. True
b. False
29. The role of promotion is to communicate.
a. True
b. False
30. Interference on one’s television set during a commercial is an example of noise.
a. True
b. False
31. Successful marketers that understand the significance of word-of-mouth communication seek out opinion leaders and
try to encourage them to try their products in the hope they will spread favorable word about them.
a. True
b. False
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32. A reseller advertising a manufacturer‘s products is viewed as strong manufacturer support.
a. True
b. False
33. The promotional method most commonly used for highly personal items is personal selling.
a. True
b. False
34. If a pull policy is used in promoting a product, the producer promotes the product only to the next marketing
institution down the channel.
a. True
b. False
35. Promotion can assist salespeople in finding likely sales prospects.
a. True
b. False
36. A news story about a product is an example of sales promotion.
a. True
b. False
37. If a company has very limited promotional resources, it is most likely to use mainly personal selling.
a. True
b. False
38. While promotion does not create needs, it does capitalize on them.
a. True
b. False
39. The phrase, purchase products, includes the acceptance of ideas and issues.
a. True
b. False
40. Rapid feedback enables communicators to quickly improve the effectiveness of their communication.
a. True
b. False
41. Word-of-mouth communication is not especially important when people are choosing restaurants and automotive,
medical, and personal services such as hair care.
a. True
b. False
42. Advertising is one element of the promotion mix that is too expensive for small business firms.
a. True
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b. False
43. When encoding a message, the source should use signs or symbols that are new to the audience.
a. True
b. False
44. A marketer uses pioneer promotion in the introductory stage of the product life cycle, when there are many
competitive brands.
a. True
b. False
45. A small percentage of promotion efforts are fraudulent.
a. True
b. False
46. Coupons are a form of sales promotion.
a. True
b. False
47. Sales promotion activity occurs more during peak selling periods than in off-peak selling periods.
a. True
b. False
48. When feedback occurs, the source becomes the receiver.
a. True
b. False
49. An organization’s promotion mix is viewed as an unchanging part of the marketing mix.
a. True
b. False
50. Personal selling makes possible immediate feedback from consumers.
a. True
b. False
51. Feedback does not exist for mass communication.
a. True
b. False
52. Encoding is the process by which a receiver takes the coded message received from the source and converts it into
ideas and concepts.
a. True
b. False
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53. Effective promotional programs require management efforts such as planning, organization, implementation, and
control.
a. True
b. False
54. If promotion is successful at stimulating demand, it will tend to increase prices.
a. True
b. False
55. Selective demand is demand for a certain brand.
a. True
b. False
56. Promotion of products tends to keep their prices high.
a. True
b. False
57. The capacity of a communication channel is determined by the least efficient component of the communication
process.
a. True
b. False
58. The geographic distribution of a firm’s customers can affect the combination of promotional methods used.
a. True
b. False
59. Because we are exposed to so much promotion in our daily lives, and the purpose of promoting goods is to persuade
people to buy them, a common criticism is that promotion encourages materialism.
a. True
b. False
60. The price of a product influences the promotion mix to be used by the producer.
a. True
b. False
61. Public relations is a broad set of communication efforts used to create and maintain favorable relationships between
the organizations and its stakeholders.
a. True
b. False
62. Tactile communication is communication through the movement of head, eyes, arms, hands, legs, or torso.
a. True
b. False
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63. One truth about promotion is that it raises prices.
a. True
b. False
64. One reason that promotion suffers from widespread criticism is that promotional efforts are highly visible and affect
our everyday lives.
a. True
b. False
65. Channel capacity is determined by the most efficient component of the communication process.
a. True
b. False
66. If integrated marketing communications works as intended, customers should receive clear and consistent messages.
a. True
b. False
67. Public relations is nonpersonal communication in news story form about an organization, or its products, or both,
transmitted through a mass medium at no charge.
a. True
b. False
68. Several forms of promotion can be used to complement personal selling efforts.
a. True
b. False
69. One positive aspect of promotion is that it informs consumers about product uses, features, benefits, prices, and
locations where the products can be bought.
a. True
b. False
70. Pioneer promotion neither emphasizes brand names nor compares brands.
a. True
b. False
71. A business usually cannot operate at peak efficiency when sales fluctuate significantly.
a. True
b. False
72. Today, technology is allowing marketers to be more precise in targeting individual customers.
a. True
b. False
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73. A promotion mix is a blend of four possible ingredients, which are advertising, personal selling, public relations, and
sales promotion.
a. True
b. False
Indicate the answer choice that best completes the statement or answers the question.
74. The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and
improved products. This is an example of
a. sales promotion.
b. direct marketing.
c. personal selling.
d. publicity.
e. social media.
75. When Kroger mails out a circular that advertises its upcoming sales, the cost of the circular is partially paid for by
manufacturers that are included in the advertisements. The manufacturers are helping pay for the advertising expenses as
a way to
a. encourage product trial
b. facilitate reseller support
c. identify prospects
d. reduce sales fluctuations
e. retain loyal customers
76. For many consumers, the pages near the back of magazines with dozens of very small black and white advertisements
exceed their
a. channel capacity.
b. threshold of awareness.
c. decoding abilities.
d. transmission limitations.
e. noise limit.
77. Effective management of integrated marketing communications is based upon
a. consumer attitudes towards promotion.
b. information about customers.
c. the communication process model.
d. budgetary allowances.
e. the firm’s organizational structure.
78. Selective demand is demand for a
a. general type of product.
b. particular brand.
c. new product.
d. competitor’s product.
e. service.
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a. maturity
b. decline
c. growth
d. introduction
e. regression
80. If a firm’s promotional budget were extremely limited, for which of the following reasons would it be more likely to
rely on personal selling as its main promotional tool?
a. People are more likely to believe a human being than a print ad.
b. TV and radio ads are not feasible for smaller companies.
c. It can achieve more sales through business customers than through individual consumers.
d. It is easier to measure a salesperson’s effects on sales than advertising’s effects on sales.
e. The firm is charging a higher price to cover the expensive salaries of its salespeople.
81. Kmart’s “Ship My Pants” online commercial was shared by thousands of people through social media and watched
millions of times on YouTube. This is an example of
a. sales promotion
b. viral marketing
c. public relations
d. personal selling
e. advertising
82. Which of the following is not one of the disadvantages of using advertising as a promotion method?
a. slow feedback
b. high absolute dollar outlay
c. high cost per person reached
d. difficulty in measuring effects on sales
e. limited time available to communicate message
83. When Blue-ray disc players were first introduced to the market, what would the logical choice for promotion have
been?
a. Selective demand
b. Pioneer promotion
c. Comparative promotion
d. Primary demand promotion
e. Retention promotion
84. Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange
situation is
a. personal promotion.
b. advertising.
c. personal selling.
d. public relations.
e. individual promotion.
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85. Refer to Scenario 15.1. Suppose Toyota also offered the dealership salespeople a trip to Hawaii for anyone who could
sell ten of the new vehicles within the first month they were available? This tactic would be an example of ____
marketing, while the TV commercials described above would be an example of ____ marketing.
a. pull; push
b. personal selling; push
c. pull; sales promotion
d. push; pull
e. personal selling; sales promotion
86. The use of heavy advertising in the promotion mix is least likely to occur in which product life cycle stage?
a. Introduction
b. Decline
c. Maturity
d. Growth
e. Plateau
87. Chris sees a television commercial for Arby’s promoting its roast beef sandwiches at 5 for $5.95. Later that day he
goes to the nearest Arby’s for a roast beef feast, but is told that the special offer is not available at that location. Arby’s
seems to lack
a. communication.
b. promotional efforts.
c. integrated marketing communications.
d. channel capacity.
e. coordinated awareness.
88. Each communication channel has a limit on the volume of information it can handle effectively. This limit is called
a. transmission load.
b. feedback.
c. encoding.
d. noise.
e. channel capacity.
89. When McDonald’s uses the Monopoly game in which customers receive game pieces with each visit and try to
assemble a set of properties to win prizes, McDonald’s is utilizing
a. sales promotion.
b. advertising.
c. guerilla marketing.
d. personal selling.
e. public relations.
90. 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?
a. Advertising
b. Personal selling
c. Public relations
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d. Product sponsorship
e. Product placement
91. Which of the following industries is most likely to employ combative promotional efforts?
a. Fast food
b. Computer laptops
c. Tax-preparation services
d. Universities
e. Automotive
92. One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often
required.
a. personal selling
b. advertising
c. public relations
d. sales promotion
e. packaging
93. Promotion can help keep prices lower because
a. demand for the product does not increase.
b. promotion of prices intensifies price competition.
c. promotion of prices leads to nonprice competition.
d. promotion tends to reduce consumers’ price sensitivity.
e. promotion tends to stabilize a product’s price elasticity of demand.
94. The strategic location of products or product promotions within entertainment media content to reach the product’s
target market is known as product
a. integration
b. exhibition
c. positioning
d. promotion
e. placement
95. Communication can be viewed as a circular process because
a. during feedback, the receiver can be viewed as the source of the message while the original source becomes the
receiver.
b. the message goes from encoding by the source to decoding by the receiver.
c. during a personal selling situation, both verbal and nonverbal feedback can be very fast and immediate.
d. channel capacity is determined by the least efficient component.
e. the message goes from person to person.
Scenario 15.2
Use the following to answer the questions.
The manufacturers of Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know
they want to use an integrated communications strategy and are considering the use of advertising through TV and
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magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these
methods however, and have asked for your advice.
96. Refer to Scenario 15.2. Since Whizz is a new product, which of the following promotional methods would you least
recommend?
a. magazine ads.
b. viral marketing.
c. television commercials.
d. a price-reduction sales promotion.
e. public relations.
97. Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on
a. advertising.
b. word-of-mouth communication.
c. public relations.
d. sales promotion.
e. personal selling.
98. Kyle is preparing the promotional plan for Jansport backpacks in early May. This promotion will be executed in the
month of August and will be a paid form of nonpersonal communication. It will be communicated to a target audience
through a mass medium. Kyle is using the ___ form of promotion.
a. advertising.
b. public relations.
c. sales promotion.
d. personal selling.
e. social media.
99. In the ______________, signs or symbols are converted by the receiver into concepts and ideas.
a. message creation process
b. value creation process
c. decoding process
d. marketing process
e. selling process
100. Which of the following is a key factor used to determine a product’s promotion mix?
a. Push and pull channel policies
b. Sales representatives’ compensation
c. Competitors’ product prices
d. Regulatory requirements
e. Management bias and preferences
101. Your company is planning to launch a new line of women’s athletic apparel in the next six months. In order to create
some enthusiasm in the market for your new products, you are working with an outside agency on the promotional ads
that will run during some popular sporting events. Which of the following should be the primary objective for these
promotional ads?
a. Encourage product trial
b. Create awareness
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c. Reward current customers
d. Identify prospects
e. Retain loyal customers
102. A sharing of meaning defines
a. promotion.
b. information.
c. noise.
d. interference.
e. communication.
103. All of the following are examples of publicity-based public relations tools except
a. press conferences.
b. feature articles.
c. news releases.
d. annual reports.
e. news stories.
104. Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered
a. communication noise.
b. communication links.
c. communication resources.
d. communication channels.
e. decoding sources.
105. Ralph Lauren is planning a promotion where it will showcase all of its clothing lines to buyers at retail stores. It also
plans to develop a direct marketing campaign that will use social media to introduce its new seasonal styles. Ralph Lauren
is using ___ with the retail showcase and ___ with the social media campaign.
a. a pull policy; a push policy.
b. personal selling; a pull policy.
c. a push policy; a pull policy.
d. guerilla marketing; a push policy.
e. publicity; a push policy.
106. Laws, government regulations, and industry self-regulation ______________ deceptive promotion.
a. have done nothing to decrease
b. have caused an increase in
c. have eliminated all
d. have helped decrease
e. have created new forms of
107. Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to
a. stimulate demand.
b. encourage product trial.
c. create awareness.
d. combat competitive promotional efforts.
e. retain loyal customers.
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108. If the push policy is used in promoting a product, the firm
a. promotes directly to consumers.
b. promotes only to the next marketing institution down the marketing channel.
c. promotes the product to wholesalers only.
d. promotes the product to retailers only.
e. will be assured of having an effective promotional mix.
109. Which of the following target market characteristics are most important to consider before determining the promotion
mix ingredients?
a. The size, geographic distribution, and demographic characteristics
b. The cultural diversity and population size
c. The age, sex, religion, and race characteristics
d. Existing product adoption categories
e. Existing levels of price consciousness
110. OES Office Systems’ use of fax machines to carry its advertising messages to its business customers is which
component of the communication process?
a. Communication channel
b. Decoding process
c. Encoding process
d. Sharing of meaning
e. Noise minimization
111. In the Gillette advertisement that claims, “Gillette, the best a man can get,” Gillette is the communication
a. receiver.
b. transmitter.
c. decoder.
d. source.
e. noise.
112. As they walk to the car, Erin tells her sales representative, Joachin, that they may need to modify the price structure
they just presented to the prospect. Erin bases her statement on the way the prospect folded his arms when Joachin quoted
him the prices on the new system. Joachin says he didn’t notice. Erin recommends a book on ____ communication to
Joachin.
a. tactile
b. proxemic
c. kinesic
d. verbal
e. signal
113. The two main reasons for criticism of promotional activities are that promotion
a. has some flaws, and it is deceptive.
b. is deceptive, and it causes prices to rise.
c. pervades our daily lives, and it creates needs in us.
d. creates needs in us, and it encourages materialism.
e. has some flaws, and it pervades our daily lives.
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114. Promotion helps consumers because it
a. costs billions of dollars each year, which stimulates the U.S. economy.
b. always stresses wholesome values, which benefits society.
c. persuades consumers to make the right choices.
d. informs consumers and places them in a position to specify the products that they seek.
e. tends to be informative and not persuasive.
115. Brandon walks around behind purchasing agent Shannon as she looks at the pamphlet describing Hyster’s new
conveyer system. Shannon stands up and walks to a table on the other side of her office. Brandon follows, but he does not
understand the ____ communication Shannon is sending.
a. tactile
b. proxemic
c. kinesic
d. verbal
e. promotional
116. When Hamburger Helper introduced its Oven Varieties, it gave special offers to supermarkets to purchase the new
product and supplemented these offers with consumer advertising. Hamburger Helper’s primary objective is to
a. facilitate reseller support.
b. reduce sales fluctuations.
c. combat competitive promotional efforts.
d. encourage product trial.
e. retain loyal customers.
117. Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of
a. stimulating demand.
b. reducing sales fluctuations.
c. combating competitive promotional efforts.
d. facilitating reseller support.
e. retaining loyal customers.
118. To gain maximum benefit from promotional efforts, marketers must strive to
a. become directly involved rather than indirectly involved.
b. obtain information about the marketing environment through their MIS.
c. realize the needs of their target market and try to meet them.
d. properly plan, implement, coordinate, and control communications.
e. use promotion during the growth stage of the product’s life cycle.
119. 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
a. encouraging product trial.
b. retaining existing customers.
c. stimulating demand.
d. combating competitive promotional offers.
e. reducing sales fluctuations.
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120. Refer to Scenario 15.1. Suppose that Toyota has decided to contract with the producer of the next James Bond 007
movie to use one of its new vehicles in a chase scene. This would best be an example of
a. sales promotion.
b. word-of-mouth promotion.
c. product placement.
d. viral marketing.
e. publicity.
121. Alton is reading a magazine ad for a new cologne. In the ad, he sees little more than a photo of a man riding
horseback on a beach, and the name of the new cologne, Rugged. In this situation, Alton is a ___, one who ___.
a. sender; encodes.
b. receiver; decodes.
c. source; encodes.
d. receptor; decodes.
e. channel member; decodes.
122. When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using
a. promotion.
b. integrated marketing communications.
c. charity marketing.
d. charitable promotion.
e. cause-related marketing.
123. Latisha works for a promotional consultant who develops sweepstakes, games, coupons, and rebate plans for various
marketers. Latisha is developing which of the following?
a. advertising techniques.
b. sales promotion techniques.
c. publicity examples.
d. personal selling techniques.
e. direct marketing techniques.
124. Product placement is the strategic location of products ________________.
a. in television commercials
b. in print advertisements
c. within entertainment media content
d. on billboards in busy intersections
e. on store shelves
125. If FedEx decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising,
sales promotion activities, and public relations, FedEx would likely be striving to practice
a. one-stop shopping.
b. more expertise.
c. pioneer promotional efforts.
d. competitive promotional programming.
e. integrated marketing communications.
126. Marketers of highly seasonal products tend to have more irregular use of
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a. advertising.
b. sales promotion.
c. public relations.
d. personal selling.
e. marketing.
127. Which is the best example of noise that originates with the receiver in the communication process?
a. Sarah drives through a tunnel, and her radio signals become very weak.
b. Maria has been studying English for two years and does not understand the symbolism being used in a
commercial.
c. Kevin simply tunes out pop-up ads on the Internet so that they don’t even enter his awareness.
d. Because of poor printing, Claire cannot read an advertisement in her local newspaper.
e. A mother fails to hear a new commercial for diapers because her new baby is crying.
128. Michael is planning a promotional program for AirFam. AirFam is a supplier of new energy-saving engines used to
produce air conditioners. His company needs to promote these engines to manufacturers of air conditioners, so he is most
likely to use ___, because it provides immediate feedback. The disadvantage is that it is _____ than advertising to reach
one customer.
a. sales promotion; more costly
b. direct marketing; less effective
c. sales promotion; less effective
d. personal selling; more costly
e. personal selling; less effective
129. _______ offers the potential benefits of cost efficiency, repetition, and adding product value, while _____ is one of
its disadvantages.
a. Public relations; uncontrollability
b. Advertising; slow feedback
c. Personal selling; cost
d. Sales promotion; slow feedback
e. Advertising; media cost
130. When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build
a. primary demand.
b. pioneer promotion.
c. prospects.
d. brand awareness.
e. selective demand.
131. Which of the following is a reason integrated marketing communication is increasingly being accepted?
a. More precisely targeted promotional tools, like the Internet, are available.
b. Consumers want more communications from marketers.
c. Upper management is demanding that marketers use it more.
d. It is a way to meet regulatory requirements.
e. It guarantees marketing success.
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132. As Emily prepares the script for a radio commercial for her boutique, she is engaging in the ____ stage of the
communication process.
a. encoding
b. sourcing
c. decoding
d. sending
e. receiving
133. A spokesperson for Mott’s apple juice encourages television audiences to use its juice in the winter by serving it hot
with a cinnamon stick. In this instance, Mott’s is using promotion to
a. stimulate primary demand.
b. offset competitors’ promotional efforts.
c. facilitate reseller support.
d. retain loyal customers.
e. reduce sales fluctuations.
134. Word-of-mouth communications are most effective for _______________ products.
a. mature
b. inexpensive
c. convenience
d. used
e. personal services
135. Communication that builds and maintains favorable relationships by informing and persuading one or more
audiences to view an organization more positively and to accept its product is the role of
a. the vice president of sales.
b. manipulation.
c. promotion.
d. information.
e. sales promotion.
136. Sonya is watching the six o’clock news as she prepares dinner. As commercial breaks come on, Sonya’s dinner
preparation would be considered __ in the communication process.
a. field of experience.
b. feedback.
c. noise.
d. decoding blocker.
e. interference.
137. In episodes of American Idol, the judges drink out of cups featuring the Coca-Cola logo. The promotion strategy
being used by Coca-Cola is known as
a. product promotion
b. product integration
c. product placement
d. product positioning
e. product exhibition
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138. Often when a company introduces a new product or line extension, its promotion will focus on ____ in order to
initiate the product-adoption process.
a. creating awareness
b. stimulating demand
c. retaining loyal customers
d. combating competitive promotional efforts
e. identifying prospects
139. __________ is anything that reduces an integrated marketing communication’s clarity and accuracy.
a. Feedback
b. Channel capacity
c. Noise
d. Communication channel
e. Coding process
140. 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.
a. encoding
b. bad luck
c. noise
d. deflected transmission
e. poor implementation
141. By promoting the fact that “orange juice is not just for breakfast anymore,” the Florida Orange Growers Association
attempted to stimulate
a. primary demand.
b. secondary demand.
c. competition.
d. comparison of orange juices.
e. demand elasticity.
142. You are leading a meeting of your marketing team where you are deciding on the promotion mix for your flagship
product. You are working your way through the various factors that should be considered when determining an
appropriate promotion mix. You are currently focused on the characteristics of your target market. Because of the nature
of your product, your target market represents millions of potential customers. Which of the following best describes the
appropriate promotion mix for your product?
a. Your promotion mix should emphasize advertising and sales promotion.
b. Your promotion mix should emphasize personal selling only.
c. Your promotion mix should emphasize public relations only.
d. Your promotion mix should emphasize public relations and personal selling.
e. Your promotion mix should emphasize sales promotion only.
143. A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or
she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____ advertising.
a. unfair
b. illegal
c. deceptive
Name:
Class:
Date:
chapter 15
Page 20
e. pull
144. Andrea receives an e-mail from her sister-in-law that is actually a recommendation for a website with a
demonstration of a new home hair-coloring system. She later discovers that her sister-in-law received a free trial kit for
passing Andrea’s and four other friends’ e-mail addresses along to the marketer. This is known as
a. viral marketing.
b. buzz marketing.
c. guerilla marketing.
d. a word-of-mouth pyramid.
e. personal advertising.
145. Threatt Production makes low-priced, convenience products that are widely available. It is most likely to focus its
promotion efforts on
a. public relations.
b. personal selling.
c. viral marketing.
d. advertising.
e. sales promotion.
146. Public relations
a. should be used mostly to counteract any competitive promotions or negative publicity.
b. is an element of promotion that should be handled on a continuous basis.
c. should be used solely to respond to emergencies that could significantly damage the company’s reputation.
d. is paid communication that helps enhance a company’s image by highlighting its philanthropic efforts.
e. is generally not given much weight because the information is generated by the company itself.
147. In one corner of its magazine advertisement for office copiers, Lexmark places a small box asking for the names and
addresses of individuals or companies seeking more information. Lexmark has included this box to facilitate ____ for this
communication.
a. decoding
b. feedback
c. encoding
d. perceptual attention
e. noise reduction
148. Claire Nevsky is in charge of advertising for her company and has produced a 30-second television spot to promote
one of the company’s new products. One of her assistants just out of college believes that the commercial has too much
visual and audio information packed into such a small amount of time. The assistant is specifically concerned about limits
in the receiver’s
a. noise.
b. coding process.
c. encoding.
d. channel capacity.
e. feedback.
Scenario 15.1