Name:
Class:
Date:
chapter 17
a. direct mail
b. newspaper
c. radio
d. digital media
108. When a major pharmaceutical scandal shook people’s belief in the Federal Drug Administration, the public
relations department devised an IMC strategy to positively influence public perception. An evaluation of the
effectiveness of the IMC strategy reported a positive change in the public perception of the government agency.
In the context of the communication process, this change in perception represents _____.
a. encoding
b. channeling
c. feedback
d. noise
109. In designing promotional messages aimed at teens, you realize it is critical to use the language, references, idioms,
and even jokes popular among that age group. Otherwise, you are courting trouble primarily related to which element of
the communication process?
a. Encoding by sender
b. Decoding by receiver
c. Response
d. Feedback
e. Choosing a channel
110. Which of the following is an example of advertising?
a. A billboard with the image of a celebrity endorsing a product
b. Conspicuous placing of a product in a popular TV show
c. Giving away free sample of a product
d. Holding a contest to promote a product
111. You work for a national fast food chain restaurant whose executives want to revamp your marketing
strategies. They use a promotional strategy that allows them to showcase their foods and services as better than
the myriad fast food restaurants out there.
Which type of advertising did the company use?
a. Retail advertising
b. Reminder advertising
c. Informative advertising
d. Cooperative advertising
e. Comparative advertising
112. A local newspaper is planning to come up with a special series on the growth of entrepreneurship within
the community. Each week an article featuring a different business owner and his or her success story will be
published. For the featured business owners, this type of promotion would constitute _____.
a. sales promotion
b. publicity
Name:
Class:
Date:
chapter 17
c. trade promotion
d. direct selling
113. In communicating a promotional message, decoding refers to the:
a. translation of the message into understandable terms and transmitting it through the communication
channel.
b. receiver’s interpretation of the message transmitted through the communication channel.
c. receiver’s response to the message transmitted through the communication channel.
d. noise that interferes with the transmission of the message through the communication channel.
114. A popular morning TV program shows its host and guests drinking beverages from mugs that have been
engraved with the logo of a popular coffee chain. This is an example of:
a. personal selling.
b. trade promotion.
c. product placement.
d. sales promotion.
115. Marcus works as an account executive with an advertising agency and assists clients in developing a
consistent, coherent campaign, which is synergistic and ensures one unifying message is delivered to target
audiences. This approach is known as:
a. integrated marketing communications.
b. personal selling.
c. unified marketing.
d. targeted messaging.
116. The Tostitos BCS National Championship game features the top two college football teams competing for
the national title. The Tostitos brand name is included in the event’s name because Frito-Lay, the manufacturer,
paid for:
a. sponsorship.
b. co-branding rights.
c. direct marketing privileges.
d. cooperative advertising.
117. Samsung has utilized _____ advertising to persuade smartphone buyers to choose Samsung instead of
Apple’s iPhone.
a. comparative
b. celebrity
c. reminder
d. institutional
118. Sylvia often watches TV while she’s cooking dinner and sometimes only catches part of an advertising
message as she’s multitasking. The distractions of cooking and inability of Sylvia to fully concentrate on the TV
means that she might miss advertisements or only catch a partial ad. Which stage of the communication process
best describes what happens when Sylvia is exposed to an advertisement while cooking dinner?
Name:
Class:
Date:
chapter 17
a. Noise
b. Decoding
c. Encoding
d. Feedback
119. The AIDA concept refers to the steps in:
a. the development of an IMC program.
b. the consumer purchase decision process.
c. the distribution of a product.
d. the production of a product.
120. Which of the following is an example of personal selling?
a. Banners on websites
b. Videoconferencing
c. Print ads
d. Direct mailers
121. The Komen Foundation’s signature event is its “Race for the Cure,” which is held in various cities across
the United States to raise money for research, treatment, and diagnostic services related to breast cancer. In the
months and weeks leading up to the local events, volunteers and staff often promote the race on local television
and radio stations. These non-paid messages are known as
a. publicity.
b. charity spots.
c. advocacy appeals.
d. indirect promotion.
122. Verizon Wireless uses promotional campaigns to promote their business and their messages highlight their
distinctive features such as unlimited web browsing and the greatest penetration of towers across the United
States. This campaign is an example of the _____ promotion objective.
a. stimulating demand
b. encouraging product trial
c. creating awareness
d. retaining loyal customers
123. In 2012, James Bond played by actor Daniel Craig in the film Skyfall ordered a Heineken instead of his
traditional “shaken, not stirred martini.” The U.S. division of Heineken reportedly paid $45 million to have the
product featured in the movie. This is an example of a(n):
a. product placement.
b. advertising.
c. public relations.
d. sponsorship.
124. In response to natural disasters such as hurricanes and tornadoes, Procter & Gamble sends its Tide laundry
team to provide portable laundry services to those affected by the storm as well as distribute free products. After
Name:
Class:
Date:
chapter 17
one incident, CNN highlighted the work of Procter & Gamble’s employees and how they were changing lives
through this service. Which element of the promotional mix describes the feature on CNN?
a. Public relations
b. Sales promotion
c. Direct marketing
d. Advertising
125. Katie was watching TV late one night and was surprised to see a promotional program for the Sleep
Number bed. She had heard of the mattress before and watched a few minutes of the program to learn more.
The program mentioned a 60-night full refund and encouraged viewers to contact a toll-free number or place an
order via the company’s website. What type of promotional activity is the Sleep Number mattress company
using?
a. Direct marketing
b. Advertising
c. Guerrilla marketing
d. Viral marketing
126. You work for an investment bank that is marketing a new credit card. As part of your company’s marketing
strategy, you come up with an animated penguin who is associated with your services, and your company
comes up with the slogan, “Shopping with kings.” Your ad campaign is viewed by millions around the country
through television commercials, online ads, direct mail, and celebrity sponsors.
Which of the following would be considered feedback?
a. Customers apply for your bank’s credit card
b. College-aged students appreciate the slogan
c. Your target market likes the animated penguin
d. Young adults see the ad on a bus and call to ask questions
e. The media through which potential customers view the ads
127. Shari drinks ice tea and purchased a 64-ounce reusable container from Casey’s several months ago. She
bought the cup for $8 and now gets free refills whenever she purchases 10 gallons of gasoline. Shari believes
it’s a great deal and makes sure her cup is clean whenever she fills up with gas. The Casey’s promotion of the
reusable container and gasoline purchase is designed to
a. retain loyal customers.
b. stimulate demand.
c. create awareness.
d. encourage product trial.
128. A jewelry store organizes a jewelry design contest to promote the launch of its new line of charm bracelets.
This is an example of:
a. advertising.
b. sales promotion.
c. direct marketing.
d. personal selling.
Name:
Class:
Date:
chapter 17
129. The communication process begins with:
a. noise.
b. channeling.
c. encoding.
d. decoding.
130. You’ve been hired as a consultant to assist a global pharmaceutical company with their advertising medium
choices. They have a new product targeting owners of dogs who are interested in preventing fleas and ticks.
They want to target a very narrow audience of individuals who own a dog and also use high quality images to
capture the emotional connection of the owners to their pets. They also want the advertising message to have a
relatively long life. What would you recommend?
a. Magazines
b. Newspapers
c. Radio
d. Digital marketing
131. Which of the following statements is TRUE regarding humorous advertising appeals?
a. Humorous messages attempt to create a positive mood related to a firm’s goods or services.
b. Humorous messages are more effective since consumers remember the humor and the brand or product.
c. Humorous messages are more long lasting than other types of advertising appeals.
d. Humorous messages are universally popular since all consumers have similar responses to humor.
132. When potential buyers call up to place their orders after seeing a telemarketing promotional message for a
product, it is an example of:
a. encoding.
b. decoding.
c. noise.
d. feedback.
133. The Coffee Hound is a specialty coffee cafe that roasts its own beans and specializes on pour-over coffee
drinks. The Coffee Hound hopes to increase its sales of whole and ground beans and offers free samples of
flavored coffees daily. The primary objective of offering free samples is to
a. encourage product trial.
b. create awareness.
c. stimulate demand.
d. retain loyal customers.
134. Which of the following acts as the source of the message communicated to the receiver in the
communication process?
a. Decoder
b. Sender
c. Messenger
d. Sponsor
Name:
Class:
Date:
chapter 17
Indicate one or more answer choices that best complete the statement or answer the question.
135. As a radio sales professional, you meet frequently with marketers who are skeptical of radio’s value in a world with
so many new media options. Choose the major advantage you wish to stress.
a. Radio offers a long life of the advertisement
b. Radio is relatively low-cost.
c. Radio has long lead times
d. Radio lacks visual imagery.
136. You are eager to attract a tennis star to appear in the ads for your company’s rackets. However, your boss reminds
you that it can be very expensive to use celebrity testimonials. Which of the following points do you make to convince her
to spend the money?
a. This approach can improve our racket’s brand recognition.
b. This approach can boost the believability of our racket’s performance.
c. With a well-known star, there is no risk of marketplace confusion.
d. With a well-known star, our brand can achieve better recall.
e. A tennis star is likely to be a credible source of information for our product.
137. Jill needs to motivate her promotion team to focus not just on individual messages, but on the benefits of integrating
all of the firm’s marketing communications. Choose the primary benefit that Jill should discuss.
a. Eliminating the need to outsource an advertising agency
b. Reducing information overload
c. Reducing interdependence among elements of the promotion mix
d. Creating a unified brand personality
138. Define promotional mix. Discuss personal selling as a component of promotional mix.
139. Define cross-promotion. Explain why it is used. Give examples of cross-promotion.
140. Define publicity. Explain its role in a firm’s promotional strategy.
141. Why do marketers sometimes use guerrilla marketing? What are some examples of a guerrilla marketing
strategy?
142. Discuss the importance of feedback in the communication process in the context of promotional messages.
143. Explain the AIDA concept.
144. Explain how noise interferes with the effective transmission of a promotional message.
145. Discuss the role that integrated marketing communications (IMC) plays in the development of a
promotional mix.
146. Discuss fear and humor as types of advertising appeal. Give examples of advertisements that make use of
either or both types of appeals.
Name:
Class:
Date:
chapter 17
147. Explain the communication process. What are the three tasks that an effective message should accomplish?
148. What is comparative advertising and who are its users?
149. What is an advertising campaign? How do you think current technology might help a marketer with the
success of an advertising campaign?
150. Discuss the major types of advertising media.
Name:
Class:
Date:
chapter 17
Answer Key
Name:
Class:
Date:
chapter 17
Name:
Class:
Date:
chapter 17
Name:
Class:
Date:
chapter 17
Name:
Class:
Date:
chapter 17
Name:
Class:
Date:
chapter 17
Name:
Class:
Date:
chapter 17
Name:
Class:
Date:
chapter 17