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Exam 15: Marketing Communications

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Question 1

Multiple Choice

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Which of the following is a difference between social media and personal selling?

A) ​Social media can disperse a message quickly to a wide audience, while personal selling is very slow in dispersing a message to a large audience.
B) Social media entails two-way communication, while personal selling entails one-way communication.
C) Social media is a means of interpersonal communication, while personal selling is a means of mass communication.
D) ​Social media provides opportunity for immediate feedback, while personal selling does not provide opportunity for direct feedback.

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

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Question 2

Multiple Choice

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An objective of a seller engaging in personal selling is:

A) to increase the cost of the product that is being sold.​
B) to persuade a buyer to accept a point of view.
C) to use social media sites to talk with large audiences.
D) ​to make a one-time sale rather than a long-term relationship.

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

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Question 3

Multiple Choice

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Bag TV,a commercial television broadcast network,uses billboards,television,magazines,and newspaper advertising to create awareness about upcoming shows and to inform viewers about the new episodes of its existing shows.Bag TV uses _____ to promote its television programs.

The _____ is a model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with a promotional message.

A difference between paid media and earned media is that unlike paid media,earned media:

King's Crown,a beverage company,launches a new energy drink.It sponsors a marathon in the city as part of its promotional strategy.Moreover,it issues a press release about the sponsorship and persuades media reporters of different newspapers to print it.King's Crown is generating _____.

The basic goal of promotion during the introduction stage of the product life cycle is:

Briefly explain the AIDA model.

Personal selling,unlike other promotional mix elements,is independent of the Internet.

Advertising increases as a product enters the decline stage of its life cycle.

Roar Bros.,a beverage manufacturing firm,has recently launched a new energy drink.To make consumers aware of the new drink and to stimulate their interest in it,the managers at Roar Bros.want to use owned media to promote their new product.In this case,the managers at Roar Bros.will most likely:

Print advertising does not involve using the Internet.

Persuasive promotion is used to keep the product and brand name in the public's mind.

Write a note on interpersonal and mass communication.

Social media rely on the idea of repetition of the brand message.

Which of the following statements is true of buying decisions?

The _____ is the combination of advertising,personal selling,sales promotion,social media,and public relations that is used to reach a target market and fulfill an organization's overall goals.

A _____ requires a manufacturer to focus its promotional efforts on end consumers.

Briefly explain the integrated marketing communications (IMC)concept.What are the reasons for its growing popularity?

The researchers at Beans Inc.,a coffee manufacturing company,developed a new variety of high-quality ground coffee.The new variety was priced at a comparatively lower price than those available in the market.Therefore,the advertisements for the product stated,"The highest quality coffee does not have to be expensive." This is an example of communicating a product's _____.