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Exam 15: Marketing Communications

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Question 31

Multiple Choice

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_____ seeks to convert an existing need into a want or to stimulate interest in a new product.

A) ​Reminder promotion
B) Persuasive promotion
C) Informative promotion
D) ​Connective promotion

E) A) and D)
F) A) and C)

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Question 32

Multiple Choice

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Which of the following is a characteristic of the elements of a promotional mix?

A) ​All elements of the promotional mix entail direct, one-way communication.
B) Managerial emphasis is the minimum for the most important element in the promotional mix.
C) The most important promotional element receives the least funding in the promotional mix.
D) ​Data influences how marketers distribute funding among the various elements of the promotional mix.

E) A) and B)
F) None of the above

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Question 33

Multiple Choice

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_____ is the process by which meanings are exchanged or shared through a common set of symbols.

Noise refers to anything that interferes with,distorts,or slows down the transmission of information.

Sales promotion's greatest strength is in creating strong desire and purchase intent.

Consumers making routine buying decisions are more extensively involved in the decision-making process than consumers making complex buying decisions.

A benefit of advertising is that:

Print advertising can be used to sell goods and services to potential customers who are hard to locate.

Owned media is often used as another term for content marketing.

To increase its revenue,Sky Airlines,an airline company,decides to promote well-known companies in its in-flight magazine.These companies would pay a fixed price to Sky Airlines to print their promotional messages in the in-flight magazine.In the context of the promotional mix,the in-flight magazine is being used for _____.

Earned media is a category of promotional tactic based on a public relations or publicity model that gets customers talking about products or services.

Personal selling is not required when buyers are well informed and geographically dispersed.

Advent Automobiles Inc.launches a new sport utility vehicle (SUV) .It develops a marketing message and places advertisements in leading newspapers and on social media sites to inform consumers about the new SUV and its various features.In the context of the communication process,Advent Automobiles Inc.is the _____.

A proper promotional mix is one that:

Which of the following statements is true of sales promotions?

Wild Plus,a television channel dedicated to wildlife,wanted to promote its new wildlife adventure series.The series received wide coverage in newspapers and on television,which created awareness about Wild Plus and led to a large viewership.Wild Plus engaged in:

_____ is designed to stimulate a purchase or an action.

As receivers in the communication process,marketers:

Dernz Inc.,a food manufacturing company,markets tomato ketchup globally.As its consumers are well aware of the uses of ketchup,the company does not have to generate product awareness.The company,however,wishes to focus on convincing consumers to buy Dernz's ketchup instead of other brands' ketchup.In this scenario,Dernz Inc.must employ _____.

_____ is a promotional element with a very low cost per contact.