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Welch Foods, Inc. ran an ad promoting its new Welch's fruit juice cocktails in Ladies' Home Journal magazine. The ad contained a coupon for $1.00 off the purchase price of two half-gallon containers of the drink. The advertising agency that created the Welch's ad for the magazine: |
| | A) | was engaged in feedback barrier removal. |
| | B) | was engaged in encoding the ad. |
| | C) | was responsible for decoding the ad. |
| | D) | would eliminate any noise that would preclude reception of the ad. |
| | E) | acted as the communication channel. |
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| 2.
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In terms of the communication process, the _____ for the information in the Visible Lift makeup advertisement is L'Oréal, its manufacturer. |
| | A) | communication channel |
| | B) | message |
| | C) | decoder |
| | D) | source |
| | E) | feedback |
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| 3.
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Welch Foods, Inc. ran an ad promoting its new Welch's fruit juice cocktails in Ladies' Home Journal magazine. The ad contained a coupon for $1.00 off the purchase price of two half-gallon containers of the drink. The magazine: |
| | A) | served as the channel for communication. |
| | B) | was the decoding device. |
| | C) | provided feedback. |
| | D) | was the encoding device. |
| | E) | did not create any noise. |
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| 4.
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Each year, advertisers spend millions of dollars during the half-time show of the Super Bowl. Those marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest extravaganza. Unfortunately, during the half-time festivities, many viewers dash to the kitchen for a sandwich and a soda. The persuasive promotional messages of the marketer are not received by those consumers who are busy satisfying their need for food and drink. The need for food and drink is an example of __________, which inhibits effective communication. |
| | A) | feedback |
| | B) | ineffective advertising |
| | C) | noise |
| | D) | ineffective encoding |
| | E) | ineffective decoding |
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| 5.
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Welch Foods, Inc. ran an ad promoting its new Welch's fruit juice cocktails in Ladies' Home Journal magazine. The ad contained a coupon for $1.00 off the purchase price of two half-gallon containers of the drink. The most likely feedback for this ad would be: |
| | A) | a successful encoding. |
| | B) | a positive response to a recall test. |
| | C) | the total number of people who had the opportunity to see the magazine. |
| | D) | a successful decoding. |
| | E) | coupon redemption. |
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| 6.
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The ad for Microsoft Office XP emphasized how employees could be reading a document on the computer monitor, and the document be updated as they read it. For people who rely computers on a daily basis, this ad described a remarkably useful benefit. People who prefer paper documentation and do not use the computer daily were unimpressed by the feature, and some believed the new feature was actually a hindrance. The different interpretations of the ad is due to differing: |
| | A) | mission statements. |
| | B) | fields of experience. |
| | C) | channels of distribution. |
| | D) | educational systems. |
| | E) | views of advertising. |
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| 7.
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Which of the following statements about the promotional mix is true? |
| | A) | The promotional mix only contains four promotional elements. |
| | B) | Of all the promotional elements only public relations is completely free. |
| | C) | Direct marketing is the only promotional element that provides immediate feedback. |
| | D) | Advertising and direct marketing are the only promotional elements, which create customized interaction. |
| | E) | The difficulty with effective sales promotions is the fact they can be easily duplicated. |
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| 8.
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Which of the following statements describes a key difference between advertising and publicity? |
| | A) | Publicity is more expensive on a cost-per-contact basis than advertising. |
| | B) | Publicity is usually directly paid, and advertising is usually indirectly paid. |
| | C) | Advertising is usually directly paid, and publicity is usually indirectly paid. |
| | D) | Advertising provides an immediate feedback loop, and publicity does not. |
| | E) | Publicity always has a much greater reach than advertising. |
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| 9.
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When a television critic writes a newspaper article in which she expresses exasperation that Once and Again, one of the finest written and acted, shows on television is likely to be cancelled unless it can attract more viewers, it is an example of __________ for the ABC television show. |
| | A) | publicity |
| | B) | advertising |
| | C) | direct marketing |
| | D) | personal selling |
| | E) | a public service announcement |
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| 10.
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Which of the following is a public relations tool? |
| | A) | image management |
| | B) | lobbying efforts |
| | C) | annual reports |
| | D) | publicity |
| | E) | all of the above |
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| 11.
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Which of the following statements about direct marketing is true? |
| | A) | Direct marketing uses mass selling. |
| | B) | Direct marketing is always one-way communication. |
| | C) | Direct marketing can take the form of face-to-face selling, direct mail, catalogs, telephone solicitations, direct response advertising, and online marketing. |
| | D) | There is no more database expense for direct marketers once they are developed. |
| | E) | All of the above statements about direct marketing are true. |
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| 12.
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When Procter & Gamble introduced Swiffer, a new product to make it easier to clean the increasingly popular hardwood floors, it knew it had to achieve a high brand awareness among its potential consumers because the product was lo-tech and fairly easily imitated. Which promotional element did P&G emphasize? |
| | A) | advertising |
| | B) | personal selling |
| | C) | sales promotion |
| | D) | public relations |
| | E) | all of the above equally |
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| 13.
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The primary promotional objective for product advertising during the introduction stage of the product life cycle is to: |
| | A) | maintain existing buyers. |
| | B) | persuade consumers to buy a product. |
| | C) | remind buyers of the product's existence. |
| | D) | create product awareness. |
| | E) | differentiate the product from its competition. |
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| 14.
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At which stage of the product life cycle is the objective to gain brand preference and solidify distribution? |
| | A) | growth |
| | B) | harvesting |
| | C) | maturity |
| | D) | decline |
| | E) | divestment |
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| 15.
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The proper blend of elements in the promotional mix also depends on the type of product in terms of risk, complexity, and ancillary services. Using these three characteristics, how would you, a college student, characterize a Carnival cruise for you and your significant other? |
| | A) | as low complexity |
| | B) | as low social risk |
| | C) | as high physical risk |
| | D) | as high economic risk |
| | E) | as all of the above |
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| 16.
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When a customer is in the prepurchase stage,: |
| | A) | personal selling is slightly more effective than advertising. |
| | B) | sales promotions in the form of samples can be very useful. |
| | C) | he or she will be unaffected by public relations activities. |
| | D) | the importance of personal selling is at its highest. |
| | E) | he or she will be unimpressed by any form of direct marketing. |
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| 17.
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Pharmaceutical companies historically marketed only to doctors. More recently they have spent millions of dollars to advertise prescription drugs directly to consumers. These pharmaceutical companies are using a(n) __________ strategy. |
| | A) | push |
| | B) | inertia |
| | C) | intense |
| | D) | exclusivity |
| | E) | pull |
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| 18.
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The concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences is called: |
| | A) | the promotional mix. |
| | B) | transactional marketing. |
| | C) | integrated marketing communications. |
| | D) | relationship marketing. |
| | E) | the marketing mix. |
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| 19.
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In the hierarchy of effects, evaluation is defined as: |
| | A) | the consumer's ability to recognize and remember the product or brand name. |
| | B) | the consumer's appraisal of the product or brand on important attributes. |
| | C) | an increase in the consumer's desire to learn about some of the features of the product or brand. |
| | D) | a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand. |
| | E) | the consumer's first actual purchase and use of the product or brand. |
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| 20.
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__________ budgeting is the allocation funds to promotion to match the competitor's absolute level of spending or proportion per point of market share. |
| | A) | Percentage of sales |
| | B) | Competitive parity |
| | C) | All you can afford |
| | D) | Objective and task |
| | E) | Relative scale |
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