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1. What is integrated marketing communications? Explain its purpose.
2. Why is face-to-face communication more flexible in comparison with digital, web-based, or telephone communications
when marketing a new or existing product?
3. Explain the communication process.
4. Identify the major objectives of promotion.
5. What are the differences in trying to stimulate primary demand versus selective demand?
6. In what ways can promotion be used to reduce sales fluctuations?
7. Identify and describe the four major promotion mix elements.
8. How does sales promotion differ from promotion in general?
9. Compared to advertising, what are the major advantages and limitations of personal selling?
10. Discuss the major factors that affect the selection of promotion mix elements.
11. Discuss the impact that social media has had on the strategy for promotion.
12. Why is public relations an important form of communication about a company? Discuss negative public relations, and
give an example.
13. Select three criticisms of promotion, and provide defenses to rebut them.
14. Explain what product placement is and discuss its growing popularity within entertainment media.
15. The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines
a.
communication.
b.
integrated marketing communications.
c.
tactile communication.
d.
kinesic communication.
e.
proxemic communication.
16. 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.
17. 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.
18. 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.
19. A sharing of meaning defines
a.
promotion.
b.
information.
c.
noise.
d.
interference.
e.
communication.
20. A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a
a.
communications channel.
b.
source.
c.
relay channel.
d.
decoder.
e.
sender.
21. 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.
22. 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.
23. Sierra is driving to work on I-95 and notices a billboard for new salads at Wendy's. She reads the message and sees the
pictures of the new salads. In this case, Sierra is the ____ and Wendy's is the ____ of this communication.
a.
receiver; source
b.
audience; promoter
c.
decoder; coder
d.
communicatee; communicator
e.
feedback; noise
24. The process of putting one's thoughts (meaning) into signs (symbols) is called
a.
decoding.
b.
noise.
c.
interference.
d.
transmission.
e.
the coding process.
25. Ashley is currently working on a video to introduce a new line of athletic wear for women. She is using signs and
symbols to represent the concept and meaning of the new athletic wear. Ashley is most likely working on the ____ for this
promotional video.
a.
the communication strategy
b.
the coding process
c.
the decoding process
d.
the conversion process
e.
the communications channel
26. 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
27. When encoding the message, the source should use signs that have
a.
new and exciting meanings.
b.
different meanings to different people.
c.
contemporary jargon.
d.
meanings that the target market will understand.
e.
broad interpretations.
28. 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.
29. The Barrister's Deli decides to run advertisements for its lunch specials on a local FM radio station. Marketing
research later reveals that the restaurant's target market listens primarily to satellite radio stations. This promotion program
suffered from an error in the selection of
a.
shared symbols.
b.
targeted customers.
c.
communication channel.
d.
decoded meanings.
e.
noise minimizers.
30. H&M, a clothing company, communicates to its target customers by advertising in magazines, offering clothing
information on its website, creating a periodic online newsletter, Facebook, and Twitter. These vehicles through which the
coded message is transmitted from the source, H&M, to the receiver, the prospective customer, is called a(n)
a.
field of reference.
b.
decoder.
c.
encoder.
d.
relay channel.
e.
communication channel.
31. 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
32. During the decoding process, the
a.
intensity of the transmission becomes stronger.
b.
receiver attempts to convert signs or symbols into concepts and ideas.
c.
source attempts to convert signs or symbols into concepts and ideas.
d.
source converts meaning into a series of signs or symbols that represent ideas or concepts.
e.
receiver filters noise from the feedback.
33. The Kia Soul automobile is currently positioned as a vehicle for young adults. Kia’s message to the target market is
that it is exciting, youthful, and trendy. However, Max and his friends who are 20-somethings, just like the music and the
hamster spokes characters. They don’t care about the car itself. The message that Kia originally encoded and the meaning
Max and his friends ultimately decoded
a.
probably contain circular feedback.
b.
may be different because of noise.
c.
are usually exactly the same.
d.
rarely are similar because of feedback.
e.
are collectively termed the communications channel.
34. 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
35. 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.
36. 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.
37. The receiver's response to a message is ____ for the source.
a.
feedback
b.
the communications channel
c.
noise
d.
channel capacity
e.
decoding
38. 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.
39. Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates
a.
personal selling.
b.
retailing.
c.
public relations.
d.
advertising.
e.
sales promotion.
40. 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
41. Sara is concerned about the effectiveness of Magnum, Inc.'s promotional messages, and is seeking an approach with
immediate feedback. Sara is most likely to achieve this through
a.
television advertising.
b.
newspaper advertising.
c.
public relations.
d.
sales promotion.
e.
personal selling.
42. Channel capacity is determined by the
a.
most efficient component of the communication process.
b.
least efficient component of the communication process.
c.
source.
d.
receiver.
e.
meanings of the message.
43. 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.
44. Although a radio announcer can read several hundred words a minute, a one-minute advertising message should not
exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates. This
illustrates the ____ consideration in effective communication.
a.
transmission load
b.
feedback
c.
encoding
d.
noise
e.
channel capacity
45. 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.
46. Anything that reduces the accuracy and clarity of communication is called
a.
distraction.
b.
feedback.
c.
interference.
d.
discordance.
e.
noise.
47. 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.
48. 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.
49. Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate?
a.
Promotion costs cause product costs to be higher.
b.
Promotion activities make up the bulk of marketing.
c.
The role of promotion is to stimulate product demand.
d.
Promotion should be directed toward numerous audiences.
e.
Most promotional efforts are performed through advertising.
50. ____ links the purchase of an organization's products to support of philanthropic organizations favored by the target
market.
a.
Promotion
b.
Cause-related marketing
c.
Charity-related promotion
d.
Selective demand promotion
e.
Charitable nonprofit marketing
51. 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.
52. 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.
