Q&A Hero

Q: Which of the following statements about advertising is most accurate? A. Advertising can communicate specific product benefits to prospective buyers. B. Advertising has limited control as to when and where an advertisement will be used. C. A key advantage of advertising is its ability to use customized interactions. D. Advertising can be a very effective "attention getter" especially for new products, but has little impact for repeat purchases. E. Advertising is one of the least costly forms of promotion because it reaches a mass market.

Q: What is the nature of the "paid" aspect of advertising? A. Fees are paid for space or time in the medium. B. Fees are paid to salespeople as either salaries or commissions. C. Fees are paid to creative arts contributors but there is no direct payment to media. D. There is a wide range of fees paid depending upon the promotion selected. E. The primary costs are now associated with communication through mail, telephone, or the Internet.

Q: A paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as __________. A. sales promotion B. publicity C. advertising D. direct marketing E. mass communication

Q: Advertising refers to A. any nonpersonal, indirectly paid presentation of an organization, service, or product. B. a short-term inducement of value offered to arouse interest in buying a product or service. C. methods used to identify a target market for a particular product or service. D. any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. E. any unpaid form of personal presentation of products and services.

Q: Which of the following types of promotion uses customized interaction? A. advertising B. direct marketing C. public relations D. sales promotion E. publicity

Q: Which of the following types of promotion uses customized interaction? A. advertising B. public relations C. sales promotion D. personal selling E. publicity

Q: In a promotional sense, customized interaction is exemplified by A. the creation of unique products based upon the needs and wants of individual consumers. B. the translation of a company's message into multiple languages for use in advertising in different countries or regions. C. personal selling between a seller and a prospective buyer that can include face-to-face, telephone, and interactive electronic communication. D. the creation of different promotional campaigns based on gender, age, or ethnicity. E. the use of different images (such the covers of Sports Illustrated) to reach different product groupings.

Q: Which of the following would be LEAST likely to be used for mass selling? A. advertising B. public relations C. sales promotion D. publicity E. personal selling

Q: Advertising, sales promotion, and public relations are often said to use __________ because they are used with groups of prospective buyers. A. cooperative selling B. mass selling C. customized selling D. collection selling E. paid selling

Q: Figure 14-2 To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled E represents __________. A. advertising B. personal selling C. public relations D. sales promotion E. direct marketing

Q: Figure 14-2 To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled D represents __________. A. advertising B. personal selling C. public relations D. sales promotion E. direct marketing

Q: Figure 14-2 To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled C represents __________. A. advertising B. personal selling C. public relations D. sales promotion E. direct marketing

Q: Figure 14-2 To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled B represents __________. A. advertising B. personal selling C. public relations D. sales promotion E. direct marketing

Q: Figure 14-2 To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled Box A represents __________. A. advertising B. personal selling C. public relations D. sales promotion E. direct marketing

Q: Each year, advertisers spend millions of dollars during the Super Bowl half-time show. These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle. Unfortunately, during the half-time festivities, many viewers dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers. The desire for food and drink is an example of __________, which inhibits effective communication. A. distraction B. diversion C. ineffective encoding D. information overload E. noise

Q: The marketing manager from a heavy-equipment manufacturer in Dallas, Texas was attending an international trade show in Japan. There were many prospective customers from different countries who seemed interested in the firm's product. However, they had difficulty following the manager's explanations of product features due to his heavy Texas drawl. In this case, the accent would be considered __________. A. an encoding error B. a decoding error C. culture shock D. noise E. distortion

Q: Mary's Cookies put an ad in the local newspaper with a coupon stating that a dozen cookies cost $2.99. The newspaper instead printed the price on the coupon as $29.99. Consequently, no customers came in to buy cookies using the coupon. The communication issue between Mary and her target market in this case was most likely the result of __________. A. feedback disruption B. noise C. a decoding error D. a communication barrier E. message interference

Q: In the communication process, printing mistakes that affect the meaning of a newspaper advertisement, or using words or pictures that fail to communicate the message clearly, are referred to as A. noise. B. clutter. C. feedback. D. distortions. E. annoyances.

Q: In the communication process, noise refers to A. any unsolicited response from consumers or potential consumers regarding a company's message. B. any communication with consumers who are not in the target audience. C. extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process. D. the use of colors, words, sounds, or images that make an otherwise simple message more complex. E. a unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e. the medical profession, legal profession, etc.).

Q: __________ is advisable for all marketing communications to ensure(s) that messages will be decoded properly. A. Encoding B. Customization C. Feedback D. Pretesting E. The feedback loop

Q: In the feedback loop, feedback refers toA. the sender's interpretation of the response that indicates whether the message was decoded and understood as intended.B. the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process.C. a mutually shared understanding and knowledge the sender and receiver apply to a message so that it can be communicated effectively during the communication process in the message loop.D. any unsolicited response from consumers or potential consumers regarding a company's message.E. extraneous factors that can work against effective communication by distorting a message or the feedback received.

Q: After a receiver responds to a message, the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as __________. A. encoding B. receiver response C. feedback D. noise E. message loop

Q: Melissa saw an ad promoting Vermont as a tourist destination and a great place to live. The ad contained a postage-paid reply card that could be used to request more information. In terms of the communication process, the mailing in of the postcard with a request for further information is an example of __________. A. a stimulus B. a field of experience C. a response D. noise E. a feedback loop

Q: Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms. She immediately went to the store to purchase the product. In terms of the communication process, the Claritin ad created a(n) __________. A. stimulus B. exposure C. field of experience D. subconscious impulse E. response

Q: In a feedback loop, a response refers to A. the number of times a consumer must hear a message before it can be accurately decoded. B. the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process. C. the positive or negative feedback that a consumer expresses immediately after exposure to a company's message. D. the impact, either positive or negative, that occurs when one consumer interprets a firm's message through word of mouth to another potential consumer using his or her own words. E. the length of time required for a typical customer to associate a specific slogan, theme, melody, or logo with a specific product brand.

Q: In the feedback loop, the impact the message has on the receiver's knowledge, attitude, or behaviors during the communications process is referred to as __________. A. feedback B. a field of experience C. noise D. a response E. a hierarchy of effects

Q: A __________ consists of a response and feedback. A. feedback loop B. consequence C. source reaction D. primary significance E. concept effect

Q: The marketing professor wanted to do everything possible to ensure that her students understood her lectures. Accordingly, she used examples of marketing activities that most students were familiar with. For example, the professor discussed the marketing exchanges between students and grocers, college bookstores, convenience stores, and clothiers. The examples used by the professor were her attempt to __________ her message to encourage better understanding on the part of her students. A. create common ground for B. create noise in C. effectively decode D. use shared fields of experience with E. back translate

Q: Cardiac Science is a California-based company that makes defibrillators, heart monitors, and other medical equipment. It is preparing to market its products in Greece. The company's marketing manager is responsible for the promotional campaign in Greece, and she wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience. Which of the following is the best example of a communications problem that might arise because of this type of difference? A. The name of the product, when translated into Greek, has an unintentional meaning. B. Her target audience is strongly ethnocentric. C. The trade journals in which the company wants to run its ads do not accept ads from foreign companies. D. A Greek bureaucrat who is responsible for determining that the Cardiac Science products meet national standards has taken a personal dislike to her. E. The ads are in trade journals that Greek hospital administrators do not read.

Q: When an English-speaker reads the KFC slogan "Finger-lickin' good!," he or she interprets this as an indication that the food tastes very good. When this slogan was translated into Chinese, the Chinese-speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing __________. A. product consumption behaviors B. fields of experience C. channels of communication D. educational systems E. advertising appeals

Q: For a message to be communicated effectively, the sender and receiver must have a mutually shared field of experience, which means a similar __________ they apply to the message. A. cultural background B. national, regional, or ethnic origin C. understanding and knowledge D. feeling E. psychographics

Q: A field of experience refers toA. the unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e. the medical profession, legal profession, etc.).B. the designation given to different elements in the communications channel based upon their specific area of expertise (i.e. advertising, publicity, etc.).C. a similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign so there is no incorrect decoding of the sender's message.D. a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign so there is no incorrect encoding of the sender's message.E. a similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process.

Q: A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as __________. A. common ground B. field of experience C. McLuhanism D. hermeneutics E. back translation

Q: Which of the following messages represents a potential communication error? A. "Once in-a-lifetime offer!" B. "Buy one, get one free!" C. "Can't read? Let us help. Free literacy classes." D. "Great part-time job opportunity; transportation required." E. "Two bottled waters for $3.00 or $1.75 a piece."

Q: Errors in communication can occur in several ways: (1) the source may not adequately transform the abstract idea into an effective set of symbols; (2) a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3) the receiver may not properly transform the set of symbols into the correct abstract idea; or (4) __________. A. the communications channel is not properly developed B. there is no interest on the part of the receiver C. feedback may be so delayed or distorted that it is of no use to the sender D. the message is considered too ordinary because there is too much field of experience E. the encoder is inexperienced, resulting in too much noise

Q: Errors in communication can occur in several ways: (1) the source may not adequately transform the abstract idea into an effective set of symbols; (2) a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3) __________; or (4) feedback may be so delayed or distorted that it is of no use to the sender. A. in an attempt to be creative, the encoder creates a message with too much noise B. there is no interest on the part of the receiver because the product itself is inadequate C. the communications channel is not properly developed D. the message is considered too ordinary because there is too broad a field of experience E. the receiver may not properly transform the set of symbols into the correct abstract idea

Q: Errors in communication can occur in several ways: (1) the source may not adequately transform the abstract idea into an effective set of symbols, (2) __________, (3) the receiver may not properly transform the set of symbols into the correct abstract idea, or (4) feedback may be so delayed or distorted that it is of no use to the sender. A. a properly encoded message may be sent through the wrong channel and never make it to the receiver B. in an attempt to be creative, the encoder creates a message with too much noise C. the communications channel is not properly funded D. the message is considered too ordinary because there is too broad a field of experience E. there is no interest on the part of the receiver because the product itself is inadequate

Q: After watching the 30-minute infomercial on Oxy-Clean, Sarah was certain the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Sarah was __________ the message from Oxy-Clean. A. integrating B. decoding C. transforming D. translating E. encoding

Q: After watching a 30-second commercial from Jared for fine jewelry, Mariah was certain the necklace she saw would look spectacular with her new formal dress. In terms of the communication process, Mariah engaged in the task of __________. A. integrating B. sending C. decoding D. messaging E. encoding

Q: The process of having the receiver take a set of symbols, the message, and transforming them into an idea during the communication process is referred to as __________. A. decoding B. encoding C. integrating D. back translation E. transformation

Q: Decoding refers to A. receiving a message within a common field of experience and breaking down that information into small useable units to better interpret its meaning. B. having a receiver take a set of symbols, the message, and transform them back to an idea. C. receiving a message that requires integration of new information to fully understand the intended meaning. D. having the sender transform an abstract idea into a set of symbols that can be universally understood. E. having a sender take a set of symbols, the message, and transform them back to an idea.

Q: 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 now appeal to the 18-to-34 age group. In terms of the communication process, P&G had to __________ its idea to create the message shown to the new target market. A. respond B. discuss C. decode D. encode E. feedback

Q: In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the transformation of this idea into an ad campaign is an example of __________. A. fields of experience B. receiving C. encoding D. decoding E. messaging

Q: The process of having the sender transform an idea into a set of symbols during the communication process is referred to as __________. A. decoding B. encrypting C. message formation D. advertising E. encoding

Q: In the communication process, the viewers who see a TV commercial advertising P&G's Old Spice High Endurance antiperspirant during a NASCAR event are called __________. A. decoders B. the target market C. wasted coverage D. receivers E. encoders

Q: The term receivers, in a marketing communications context, refers to A. only those consumers who read, hear, or see a message about a product or service and then choose to buy it. B. consumers who read, hear, or see the message sent by a source during the communication process. C. a firm that obtains a basic message or theme from its advertising agency and translates that vision into a useable IMC campaign. D. promotional firms that select the best channels through which to convey advertising messages. E. customers who read, hear, or see the message sent by a source and misinterpret or reinterpret the message to fit their individual beliefs.

Q: Consumers who read, hear, or see the message sent by a source during the communication process are referred to as __________. A. decoders B. the target market C. receivers D. sources E. encoders

Q: The billboards that Sony uses to advertise its PlayStation 4 video game console are __________. A. channels of communication B. messages C. noise D. feedback loops E. sources

Q: L'Oreal created an advertisement for its Visible Lift makeup. Glamour magazine, in which the ad for the L'Oreal Visible Lift makeup appeared, is an example of (a) __________. A. message B. noise C. feedback loop D. source E. channel of communication

Q: In a marketing context, all of the following are channels of communication that convey a message from a source to a receiver EXCEPT: A. magazine B. news release C. salesperson D. encoder E. TV

Q: The means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver is referred to as a(n) __________. A. vehicle B. field of experience C. channel of communication D. direct feedback loop E. information highway

Q: A channel of communication refers to A. the selection of either paid or non-paid forms of information dissemination. B. a similar understanding and knowledge that a sender and receiver apply to a message. C. an open-ended dialogue between the marketing department and the firm responsible for developing the IMC program. D. a social network-based forum that allows customers to communicate their likes, dislikes, suggestions, and concerns to an organization 24 hours a day, 365 days a year. E. the means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process.

Q: What value does direct marketing provide customers?

Q: Procter & Gamble Co. created an advertisement for its Old Spice Red Zone Swagger antiperspirant. In terms of the communication process, the __________ in the ad informed prospective customers that the antiperspirant offered more protection than the Old Spice High Endurance brand. A. lesson B. message C. meme D. source E. feedback

Q: What is best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?

Q: The information sent by a source to a receiver during the communication process is referred to as __________. A. an advertisement B. publicity C. a message D. feedback E. a missive

Q: Identify and discuss four methods used to set the promotion budget.

Q: In a marketing context, a message refers to A. product information regarding benefits and usage found from receiver to the sender outside the channel of communication. B. the slogan or tagline of a specific product. C. proprietary information linking a specific product to a promotional campaign. D. the information sent by a source to a receiver during the communication process. E. a television or radio commercial from the buyer to the seller.

Q: Explain what the hierarchy of effects is. List and explain the five stages.

Q: Procter & Gamble created an advertisement for its High Endurance men's antiperspirant. In terms of the communication process, the __________ of the information in the product's advertisement is Procter & Gamble, its manufacturer. A. receiver B. source C. message D. decoder E. communication channel

Q: The promotion decision process is divided into three steps. What are they? Briefly describe each one.

Q: A company or person who has information to convey during the communication process is referred to as a(n) __________. A. encryptor B. message carrier C. originator D. receiver E. source

Q: Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Q: A source refers to A. any paid form of advertising. B. consumers who read, hear, or see the message during the communications process. C. a company or person who has information to convey during the communications process. D. people with similar understanding and knowledge who are willing to share that knowledge with others. E. a group of individuals who are willing to receive information from others.

Q: Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.

Q: Figure 14-1 Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled J is referred to as __________. A. the source B. the message C. the receiver D. the feedback loop E. the fields of experience

Q: What are the strengths/advantages and weaknesses/disadvantages of using direct marketing in the promotional mix?

Q: Figure 14-1 Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled I is referred to as __________. A. the response B. the source C. the message D. the receiver E. the fields of experience

Q: What are the strengths/advantages and weaknesses/disadvantages of using sales promotion in the promotional mix?

Q: Figure 14-1 Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled H is referred to as __________. A. noise B. the message C. the receiver D. the fields of experience E. feedback

Q: What are the strengths/advantages and weaknesses/disadvantages of using publicity in the promotional mix?

Q: Figure 14-1 Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled G is referred to as __________. A. noise B. the message C. the feedback loop D. the fields of experience E. feedback

Q: What are the strengths/advantages and weaknesses/disadvantages of using personal selling in the promotional mix?

Q: Figure 14-1 Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled F is referred to as __________. A. the response B. the message C. the feedback loop D. the fields of experience E. feedback

Q: What are the strengths/advantages and weaknesses/disadvantages of using advertising in the promotional mix?

Q: Figure 14-1 Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled E is referred to as __________. A. the source B. the message C. the fields of experience D. feedback E. the receiver

Q: Identify and briefly describe each of the five promotional mix elements.

Q: Figure 14-1 Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled D is referred to as __________. A. encoding B. the message C. decoding D. the fields of experience E. feedback

Q: Figure 14-1 Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). Identify and briefly describe each of the ten elements.

Q: Figure 14-1 Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled C is referred to as __________. A. the source B. the message C. the receiver D. the fields of experience E. feedback