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1 | |
The process of conveying a message to others that requires six central communication elements is called: |
| | A) | exchange. |
| | B) | dialogue. |
| | C) | communication. |
| | D) | promotion. |
| | E) | feedback. |
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2 | |
One of the communication elements, the source, refers to: |
| | A) | any information, which is paid for. |
| | B) | consumers who read, hear, or see the message. |
| | C) | similar understanding and knowledge. |
| | D) | a company or person who has information to convey. |
| | E) | any knowledgeable group of individuals. |
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3 | |
Encoding refers to: |
| | A) | receiving a message with a common field of experience. |
| | B) | receiving a message, which requires integration of new information. |
| | C) | the process whereby the sender transforms an abstract idea into a set of symbols. |
| | D) | the process of selecting a communication channel. |
| | E) | creating a common field of experience. |
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4 | |
The receivers according to their _ perform decoding. |
| | A) | social status and level of education. |
| | B) | beliefs, behaviors, and reinforcement. |
| | C) | attitudes, behaviors, and demographics. |
| | D) | lifestyle, beliefs, and values. |
| | E) | attitudes, values, and beliefs.. |
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5 | |
Communication problems which are the result of misinterpretation can be attributed to: |
| | A) | incorrect grammatical usage. |
| | B) | poor photographic reproduction. |
| | C) | different fields of experience. |
| | D) | the use of humor, fear, or sex. |
| | E) | the use of medium with too much noise. |
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6 | |
A printing error in a newspaper advertisement is an example of: |
| | A) | noise. |
| | B) | carelessness. |
| | C) | feedback. |
| | D) | an oversight. |
| | E) | message loop. |
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7 | |
Which of the following is NOT an example of noise? |
| | A) | A salesperson uses language that is unfamiliar to the prospective buyer. |
| | B) | The music on a radio commercial is loud and the message cannot be heard. |
| | C) | A few letters on an outdoor billboard are missing. |
| | D) | Spectators cannot see an advertisement on a bus bench when passing vehicles block the view. |
| | E) | All of the above. |
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8 | |
Which promotional mix alternative allows the seller to see or hear the potential buyer's reaction to the message? |
| | A) | Advertising |
| | B) | Personal selling |
| | C) | Public relations |
| | D) | Sales promotion |
| | E) | Publicity |
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9 | |
When an Encyclopedia Britannica representative visits homeowners to discuss the purchase of books, they are engaging in a communication formcalled: |
| | A) | mail order. |
| | B) | sales promotion. |
| | C) | public relations. |
| | D) | personal selling. |
| | E) | fund raising. |
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10 | |
An advantage of publicity is: |
| | A) | credibility. |
| | B) | control. |
| | C) | colour. |
| | D) | intrusiveness. |
| | E) | high cost. |
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11 | |
The disadvantages of publicity relate to the lack of user's: |
| | A) | credibility. |
| | B) | control. |
| | C) | constancy. |
| | D) | intuition. |
| | E) | budgeting. |
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12 | |
Coupons, rebates, sales, and sweepstakes are a few examples of: |
| | A) | publicity. |
| | B) | advertising. |
| | C) | sales promotions.. |
| | D) | outdoor advertisements. |
| | E) | direct marketing. |
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13 | |
You are being influenced by when you turn in a 50-cents-off coupon for Crest toothpaste at your local pharmacy when you buy that particular dentifrice. |
| | A) | advertising |
| | B) | sales promotion |
| | C) | public relations |
| | D) | publicity |
| | E) | personal selling |
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14 | |
Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution? |
| | A) | Advertising |
| | B) | Personal selling |
| | C) | Sales promotion |
| | D) | Publicity |
| | E) | None of the above |
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15 | |
Complexity, one of the three characteristics of a product, refers to: |
| | A) | the technical sophistication of the product. |
| | B) | the degree of service or support required after sale. |
| | C) | how much effort consumers in the purchase decision expend. |
| | D) | its intangible properties. |
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16 | |
It is important for marketers to understand the level of risk associated with their product because . |
| | A) | the majority of consumers are concerned with financial, social, and physical risks. |
| | B) | consumers are inundated with advertising messages. |
| | C) | warranty periods are not as generous as they used to be. |
| | D) | the greater the risk, the greater the need for publicity. |
| | E) | the greater the risk, the greater the need for personal selling. |
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17 | |
Which of the following is/are used during the postpurchase stage of the consumer's purchase decision to reduce postpurchase anxiety? |
| | A) | Advertising |
| | B) | Personal selling |
| | C) | Sales promotion and advertising |
| | D) | Publicity and advertising |
| | E) | Personal selling and advertising |
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18 | |
When a manufacturer directs the promotional mix to channel members in order to gain their cooperation in ordering and stocking the product, what is this approach called? |
| | A) | Push strategy |
| | B) | Pull strategy |
| | C) | Promotion strategy |
| | D) | Marketing strategy |
| | E) | Logistics strategy |
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19 | |
The stages of the are the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action. |
| | A) | consumer purchase decision process |
| | B) | hierarchy of needs |
| | C) | ladder of hierarchy effects |
| | D) | consumer needs process |
| | E) | hierarchy of effects |
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20 | |
The concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences is referred to as: |
| | A) | advertising and sales promotion |
| | B) | product/service promotion |
| | C) | integrated marketing communications |
| | D) | marketing management |
| | E) | management by objectives |
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