116. Firms that link the purchase of their product to philanthropic efforts practice cause-related marketing.
a. True
b. False
117. Effective promotional programs require management efforts such as planning, organization, implementation, and
control.
a. True
b. False
118. Promotion that focuses on creating awareness is only important when introducing a new product to the market.
a. True
b. False
Chapter 15 – Integrated Marketing Communications
119. A marketer uses pioneer promotion in the introductory stage of the product life cycle, when there are many
competitive brands.
a. True
b. False
120. Demand for a product category rather than for a specific brand is called primary demand.
a. True
b. False
121. Pioneer promotion neither emphasizes brand names nor compares brands.
a. True
b. False
Chapter 15 – Integrated Marketing Communications
122. Selective demand is demand for a certain brand.
a. True
b. False
123. Promotion to encourage trial use mainly attempts to retain loyal customers.
a. True
b. False
124. Promotion can assist salespeople in finding likely sales prospects.
a. True
b. False
Chapter 15 – Integrated Marketing Communications
125. A business usually cannot operate at peak efficiency when sales fluctuate significantly.
a. True
b. False
126. When a manufacturer advertises a product to consumers, resellers should view this promotion as a form of strong
manufacturer support.
a. True
b. False
127. A promotion mix is a blend of four possible ingredients, which are advertising, personal selling, public relations, and
sales promotion.
a. True
b. False
Chapter 15 – Integrated Marketing Communications
128. Advertising is a paid form of personal communication.
a. True
b. False
129. Advertising is an inflexible promotional method.
a. True
b. False
130. The absolute dollar outlay for advertising is usually low.
a. True
b. False
Chapter 15 – Integrated Marketing Communications
131. Measuring the effect of advertising on sales is difficult.
a. True
b. False
132. Personal selling makes possible immediate feedback from consumers.
a. True
b. False
133. Proxemic communication is communication through touching.
a. True
b. False
Chapter 15 – Integrated Marketing Communications
134. Tactile communication is communication through the movement of head, eyes, arms, hands, legs, or torso.
a. True
b. False
135. The phrase, purchase products, includes the acceptance of ideas and issues.
a. True
b. False
136. 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
Chapter 15 – Integrated Marketing Communications
137. 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
138. Public relations is a set of tools to be used primarily during crises.
a. True
b. False
139. A news story about a product is an example of sales promotion.
a. True
b. False
Chapter 15 – Integrated Marketing Communications
140. Coupons are a form of sales promotion.
a. True
b. False
141. An organization’s promotion mix is viewed as an unchanging part of the marketing mix.
a. True
b. False
142. If an organization is large and has a large promotional budget, it should utilize all four promotional methods.
a. True
b. False
Chapter 15 – Integrated Marketing Communications
143. If a company has very limited promotional resources, it is most likely to use mainly personal selling.
a. True
b. False
144. The geographic distribution of a firm’s customers can affect the combination of promotional methods used.
a. True
b. False
145. The price of a product influences the promotion mix to be used by the producer.
a. True
b. False
Chapter 15 – Integrated Marketing Communications
146. The promotional method most commonly used for highly personal items is personal selling.
a. True
b. False
147. A breakfast cereal maker most likely will not use personal selling to promote its product.
a. True
b. False
148. Advertising is one element of the promotion mix that is too expensive for small business firms.
a. True
b. False
Chapter 15 – Integrated Marketing Communications
149. 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
150. 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
151. When a push policy is used in promoting a particular product, the producer promotes the product directly to
consumers.
a. True
b. False
Chapter 15 – Integrated Marketing Communications
152. 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
153. 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
154. Viral marketing is an attempt to incite publicity and public excitement surrounding a product through a creative
event.
a. True
b. False
Chapter 15 – Integrated Marketing Communications
155. Product placement is a form of advertising that strategically locates products or product promotions within
entertainment media to reach the product’s target markets.
a. True
b. False
156. One reason that promotion suffers from widespread criticism is that promotional efforts are highly visible and affect
our everyday lives.
a. True
b. False
157. Deceptive promotional practices today are common because of a lack of regulation.
a. True
b. False
Chapter 15 – Integrated Marketing Communications
158. If promotion is successful at stimulating demand, it will tend to increase prices.
a. True
b. False
159. Promotion fuels price competition which leads to a raise in prices.
a. True
b. False
160. While promotion does not create needs, it does capitalize on them.
a. True
b. False
Chapter 15 – Integrated Marketing Communications
161. Customers learn about products through promotion, allowing them to make more intelligent buying decisions.
a. True
b. False
162. 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
Chapter 15 – Integrated Marketing Communications