Question 1

A salesperson can be both the source of communication and the medium.

Accepted Answer

A) True 
 B)False

Question 2

Difficulties with decoding often increase as the use of ___ increases.

Accepted Answer

A)   comparative messages
B)   two-sided messages
C)   symbolism
D)   factually-based messagesE) A) and C)
F) A) and D)

Question 3

The wearout rate is a more important measure of assessing an advertisement's short-term effectiveness than its long-term effectiveness.

Accepted Answer

A) True 
 B)False  False

Question 4

What type of promotion should be utilized when a firm seeks to generate preference for its brand?

Accepted Answer

A)   Selective demand promotion
B)   Primary demand promotion
C)   Institutional advertising
D)   Massed promotionE) A) and B)
F) A) and C)

Question 5

Institutional advertising is primarily image-oriented.

Accepted Answer

A) True 
 B)False

Question 6

Although full disclosure and substantiation seek to prevent false promotion before it occurs, such other government policies as cease-and-desist orders, corrective advertising, and fines seek to penalize offenders and thus prevent future infractions.

Accepted Answer

A) True 
 B)False

Question 7

Massed promotions are effective with highly seasonal goods.

Accepted Answer

A) True 
 B)False

Question 8

Noise primarily occurs in the message-creation stage of the channel of communication.

Accepted Answer

A) True 
 B)False  False

Question 9

Both massed and distributed promotion practices are most related to media

Accepted Answer

A)   costs.
B)   timing.
C)   wearout rates.
D)   messages.E) C) and D)
F) B) and C)

Question 10

A company interested in communicating and reinforcing its new organizational mission should use ___ ads.

Accepted Answer

A)   selective demand
B)   primary demand
C)   subliminal
D)   institutionalE) All of the above
F) B) and D)

Question 11

Which of these is an example of feedback?

Accepted Answer

A)   A consumer decoding a message as anticipated by the sponsor
B)   Noise in the communication process
C)   An attitude change from negative to neutral for a brand
D)   All of the aboveE) All of the above
F) B) and C)

Question 12

An emphasis on personal selling in the promotion mix is most desirable when

Accepted Answer

A)   the target market is large and dispersed.
B)   the firm has a large promotion budget.
C)   competitors stress advertising.
D)   products are highly technical.E) All of the above
F) A) and C)

Question 13

The use of primary demand advertising is most appropriate in the mature stage of the product life cycle.

Accepted Answer

A) True 
 B)False

Question 14

A well-coordinated promotion plan that recognizes the respective roles of each element of the basic types of promotion is

Accepted Answer

A)   an advertising campaign.
B)   integrated marketing communications.
C)   a channel of communication.
D)   the message.E) B) and C)
F) None of the above

Question 15

Some marketers disapprove of comparative messages because such messages often call attention to competitors' brand names.

Accepted Answer

A) True 
 B)False  True

Question 16

Company salespersons, opinion leaders, newspapers, television, and radio advertising are considered a(n)

Accepted Answer

A)   source.
B)   medium.
C)   message.
D)   audience.E) A) and C)
F) C) and D)

Question 17

A consumer CANNOT consciously decode

Accepted Answer

A)   symbolic messages.
B)   massed promotion.
C)   subliminal advertising.
D)   comparative messages.E) B) and C)
F) A) and D)

Question 18

A dog food manufacturer's distributing coupons that can be redeemed for free samples of dog food is an example of which promotional type?

Accepted Answer

A)   Advertising
B)   Personal selling
C)   Publicity
D)   Sales promotionE) A) and C)
F) B) and C)

Question 19

A thought or idea is translated into a message by the source in

Accepted Answer

A)   decoding.
B)   encoding.
C)   supraliminal advertising.
D)   subliminal advertising.E) All of the above
F) A) and B)

Question 20

The stages in the hierarchy-of-effects model (such as the development of positive attitudes and feelings)  are examples of

Accepted Answer

A)   encoding.
B)   decoding.
C)   opinion leadership.
D)   feedback.E) A) and C)
F) A) and B)

Exam 17: Integrated Marketing Communications

A salesperson can be both the source of communication and the medium.

Correct AnswerverifiedShow Answer

Difficulties with decoding often increase as the use of ___ increases.

Correct AnswerverifiedShow Answer

The wearout rate is a more important measure of assessing an advertisement's short-term effectiveness than its long-term effectiveness.

Correct AnswerverifiedFalse

What type of promotion should be utilized when a firm seeks to generate preference for its brand?

Correct AnswerverifiedShow Answer

Institutional advertising is primarily image-oriented.

Correct AnswerverifiedShow Answer

Although full disclosure and substantiation seek to prevent false promotion before it occurs, such other government policies as cease-and-desist orders, corrective advertising, and fines seek to penalize offenders and thus prevent future infractions.

Correct AnswerverifiedShow Answer

Massed promotions are effective with highly seasonal goods.

Correct AnswerverifiedShow Answer

Noise primarily occurs in the message-creation stage of the channel of communication.

Correct AnswerverifiedFalse

Both massed and distributed promotion practices are most related to media

Correct AnswerverifiedShow Answer

A company interested in communicating and reinforcing its new organizational mission should use ___ ads.

Correct AnswerverifiedShow Answer

Which of these is an example of feedback?

Correct AnswerverifiedShow Answer

An emphasis on personal selling in the promotion mix is most desirable when

Correct AnswerverifiedShow Answer

The use of primary demand advertising is most appropriate in the mature stage of the product life cycle.

Correct AnswerverifiedShow Answer

A well-coordinated promotion plan that recognizes the respective roles of each element of the basic types of promotion is

Correct AnswerverifiedShow Answer

Some marketers disapprove of comparative messages because such messages often call attention to competitors' brand names.

Correct AnswerverifiedTrue

Company salespersons, opinion leaders, newspapers, television, and radio advertising are considered a(n)

Correct AnswerverifiedShow Answer

A consumer CANNOT consciously decode

Correct AnswerverifiedShow Answer

A dog food manufacturer's distributing coupons that can be redeemed for free samples of dog food is an example of which promotional type?

Correct AnswerverifiedShow Answer

A thought or idea is translated into a message by the source in

Correct AnswerverifiedShow Answer

The stages in the hierarchy-of-effects model (such as the development of positive attitudes and feelings) are examples of

Correct AnswerverifiedShow Answer

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False

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