Site MapHelpFeedbackMultiple Choice Quiz
Multiple Choice Quiz
(See related pages)

1
The promotional mix consists of communication tools that include advertising, personal selling, sales promotion, direct marketing, and __________.
A)multicultural marketing
B)social media
C)public relations
D)target marketing
E)online marketing
2
Integrated marketing communications (IMC) is
A)the process of conveying a message to others.
B)the two-way flow of communication between a buyer and seller designed to influence a person's or group's purchase decision.
C)a form of communication management that seeks to influence the feelings, opinions, or beliefs held by stakeholders about an organization and its products or services.
D)the concept of designing marketing communications programs that coordinates all promotional activities to provide a consistent message across all audiences.
E)is any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
3
When Procter & Gamble bought the Old Spice brand in 1990, it planned to transform the old, stagnating brand into a men's "personal-care powerhouse." The ads that P&G developed shed the older-man image and the message is now targeted at the 18 to 34 year old age group. In terms of the communication process, the _________ would encode the message.
A)communication channel
B)receiver
C)decoder
D)source
E)field of experience
4
For a message to be communicated effectively, the sender and receiver must have a mutually shared __________.
A)lifestyle
B)purchasing objective
C)channel of communication
D)feedback loop
E)field of experience
5
Which element of the promotional mix has the inherent weakness of high absolute costs and difficulty in receiving good feedback?
A)advertising
B)personal selling
C)sales promotion
D)publicity
E)direct marketing
6
When a news story covers a terrible disaster and viewers are asked to send donations to the American Red Cross, the organization benefits from __________.
A)publicity
B)advertising
C)cause marketing
D)personal selling
E)a public service announcement
7
At which stage in the product life cycle would a company's promotional objective most likely be to increase the level of consumer awareness?
A)introduction
B)growth
C)maturity
D)decline
E)accelerated development
8
Cake mix is in the maturity stage of its product life cycle. A manufacturer selling cake mixes would most likely use advertising to
A)create product category awareness.
B)differentiate one type of dessert from another.
C)create selective distribution channels.
D)reposition cake mixes.
E)remind buyers of the marketer's and its brand's existence.
9
Like many consumer products manufacturers, Hallmark Cards provides its retailers with case discount allowances of 10 percent to induce them to carry its products. In this example, Hallmark uses a __________ strategy.
A)multichannel
B)push
C)direct
D)hook
E)pull
10
The best approach to promotion budgeting is the __________ budgeting method.
A)percentage of sales
B)competitive parity
C)all-you-can-afford
D)objective and task
E)comparative







Kerin Marketing 10e OLCOnline Learning Center

Home > Chapter 18 > Multiple Choice Quiz