Marketing Management, 14e (Kotler/Keller)
Chapter 17 Designing and Managing Integrated Marketing Communications
1) ________ refers to the means by which firms attempt to inform, persuade, and remind
consumers—directly or indirectly—about the products and brands they sell.
A) Human resource development
B) Marketing communications
C) Financial management
D) Operations management
E) Planning
Answer: B
Page Ref: 476
Objective: 1
Difficulty: Easy
2) Which of the following elements of the marketing communications mix refers to any paid
form of nonpersonal presentation and promotion of ideas, goods, or services by an identified
sponsor via print, broadcast, network, electronic, and display media?
A) advertising
B) personal selling
C) sales promotion
D) direct marketing
E) public relations
Answer: A
Page Ref: 478
Objective: 1
Difficulty: Easy
3) Which of the following elements of the marketing communications mix involves a variety of
short-term incentives to encourage trial or purchase of a product or service?
A) advertising
B) direct marketing
C) public relations
D) personal selling

E) sales promotion
Answer: E
Page Ref: 478
Objective: 1
Difficulty: Easy

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4) Which of the following is an example of a trade promotion?
A) free samples
B) discount coupons
C) display allowances
D) contests for sales reps
E) premiums
Answer: C
Page Ref: 478
Objective: 1
Difficulty: Easy
5) Which of the following is an example of a business and sales force promotion?
A) advertising allowance
B) free samples
C) contests for sales reps
D) display allowance
E) discount coupons
Answer: C
Page Ref: 478
Objective: 1
Difficulty: Easy

6) ________ refer to the marketing communications element that involves company-sponsored
activities and programs designed to create daily or special brand-related interactions with
consumers.
A) Publicity campaigns
B) Trade promotions
C) Advertisements
D) Public relations
E) Events and experiences
Answer: E
Page Ref: 478
Objective: 1
Difficulty: Easy

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7) Which of the following elements of the marketing communications mix includes a variety of
programs directed internally to employees of the company or externally to consumers, other
firms, the government, and media to promote or protect a company's image or its individual
product communications?
A) direct marketing
B) public relations and publicity
C) personal selling
D) advertising
E) sales promotion
Answer: B
Page Ref: 478
Objective: 1
Difficulty: Easy

8) Which of the following elements of the marketing communication mix involves use of mail,
telephone, fax, e-mail, or Internet to communicate with or solicit response or dialogue from
specific customers and prospects?
A) advertising
B) personal selling
C) direct marketing
D) public relations
E) sales promotion
Answer: C
Page Ref: 478
Objective: 1
Difficulty: Easy
9) ________ is an element of the marketing communications mix that involves online activities
and programs designed to engage customers or prospects and directly or indirectly raise
awareness, improve image, or elicit sales of products and services.
A) Personal selling
B) Direct marketing
C) Sales promotion
D) Interactive marketing
E) Public relations
Answer: D
Page Ref: 478
Objective: 1
Difficulty: Easy

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10) ________ is an element of the marketing communications mix that involves people-topeople oral, written, or electronic communications that relate to the merits or experiences of

purchasing or using products or services.
A) Personal selling
B) Sales promotion
C) Word-of-mouth marketing
D) Public relations
E) Advertising
Answer: C
Page Ref: 478
Objective: 1
Difficulty: Easy
11) Which of the following elements of the marketing communications mix involves face-to-face
interaction with one or more prospective purchasers for the purpose of making presentations,
answering questions, and procuring orders?
A) advertising
B) sales promotion
C) word-of-mouth marketing
D) public relations
E) personal selling
Answer: E
Page Ref: 478
Objective: 1
Difficulty: Easy
12) Which of the following is an example of an advertising platform?
A) posters and leaflets
B) company magazines
C) fairs and trade shows
D) sales presentations
E) continuity programs
Answer: A
Page Ref: 479

Objective: 1
Difficulty: Easy
13) Which of the following is an example of an events and experiences platform?
A) fairs and trade shows
B) continuity programs
C) factory tours
D) sales presentations
E) community relations
Answer: C
Page Ref: 479
Objective: 1
Difficulty: Easy
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14) Which of the following is an example of a public relations and publicity communication
platform?
A) lobbying
B) company museums
C) street activities
D) company blogs
E) incentive programs
Answer: A
Page Ref: 479
Objective: 1
Difficulty: Easy
15) Which of the following is an example of an interactive marketing communication platform?
A) product demonstrations
B) factory tours

C) company museums
D) TV shopping
E) community relations
Answer: D
Page Ref: 479
Objective: 1
Difficulty: Easy
16) Which of the following is an example of a word-of-mouth marketing communication
platform?
A) chat rooms
B) billboards
C) factory tours
D) incentive programs
E) trade shows
Answer: A
Page Ref: 479
Objective: 1
Difficulty: Easy
17) Which of the following is an example of a personal selling communication platform?
A) sales presentations
B) company blogs
C) telemarketing
D) TV shopping
E) press kits
Answer: A
Page Ref: 479
Objective: 1
Difficulty: Easy

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18) The starting point in planning marketing communications is a ________ that profiles all
interactions customers in the target market may have with the company and all its products and
services.
A) marketing budget
B) communications audit
C) market research program
D) publicity campaign
E) product launch
Answer: B
Page Ref: 479
Objective: 1
Difficulty: Moderate
19) Along which of the following parameters should marketers evaluate communication options
when building brand equity?
A) popularity
B) innovativeness
C) technological sophistication
D) efficiency
E) novelty
Answer: D
Page Ref: 479
Objective: 1
Difficulty: Moderate
20) Which of the following factors found in the macromodel of the communications process
refers to random and competing messages that may interfere with the intended communication?
A) negative feedback
B) noise

C) attenuation
D) phase lag
E) selective distortion
Answer: B
Page Ref: 480
Objective: 2
Difficulty: Easy

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21) Which of the following represents one of the major tools for effective communication in the
macromodel of the communications process?
A) feedback
B) noise
C) receiver
D) message
E) sender
Answer: D
Page Ref: 480
Objective: 2
Difficulty: Easy
22) Which of the following is the correct order of stages that a buyer is assumed to pass through,
by the four classic response hierarchy models?
A) cognitive stage-affective stage-behavioral stage
B) affective stage-cognitive stage-behavioral stage
C) behavioral stage-affective stage-cognitive stage
D) cognitive stage-behavioral stage-affective stage
E) affective stage-behavioral stage-cognitive stage

Answer: A
Page Ref: 480
Objective: 2
Difficulty: Moderate
23) LCH is a leading electronics company that produces and markets its own brand of desktop
and laptop computers, for both individual consumers and businesses. Which of the following
sequences of consumer responses is relevant as a marketing communications model for LCH's
products?
A) learn-do-feel
B) feel-learn-do
C) do-feel-learn
D) feel-do-learn
E) do-learn-feel
Answer: C
Page Ref: 480
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate

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24) All response hierarchy models of the communication process assume the buyer passes
through cognitive, affective, and behavioral stages, in that order. Which of the following product
categories lends itself most appropriately to such a "learn-feel-do" sequence?
A) clothes
B) dish-washers
C) real estate
D) personal computer

E) air tickets
Answer: C
Page Ref: 480
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate
25) When planning communications for a detergent brand, which of the following sequences of
buyer responses should the marketer choose on which to base the communications model?
A) feel-do-learn
B) do-feel-learn
C) feel-learn-do
D) learn-do-feel
E) learn-feel-do
Answer: D
Page Ref: 481
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate
26) Which of the following steps in the innovation-adoption model of marketing
communications corresponds to the cognitive stage that a buyer passes through?
A) interest
B) evaluation
C) trial
D) awareness
E) adoption
Answer: D
Page Ref: 481
Objective: 2
Difficulty: Easy


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27) According to the hierarchy-of-effects model, which of the following corresponds to the
behavioral stage that a buyer passes through?
A) awareness
B) knowledge
C) purchase
D) preference
E) conviction
Answer: C
Page Ref: 481
Objective: 2
Difficulty: Easy
28) According to the hierarchy-of-effects model, which of the following corresponds to the
affective stage that a buyer passes through?
A) attention
B) exposure
C) reception
D) adoption
E) conviction
Answer: E
Page Ref: 481
Objective: 2
Difficulty: Easy
29) Which of the following sequences accurately represents the hierarchy-of-effects model of
marketing communications?
A) attention-interest-desire-action
B) awareness-interest-evaluation-trial-adoption

C) awareness-knowledge-liking-preference-conviction-purchase
D) exposure-reception-cognitive response-attitude-intention-behavior
E) knowledge-persuasion-decision-implementation-confirmation
Answer: C
Page Ref: 481
Objective: 2
Difficulty: Moderate
30) Which is the first step to be performed by a marketer in developing effective marketing
communications?
A) identifying a target audience
B) determining the objectives
C) establishing the budget
D) deciding on the media mix
E) selecting the communication channels
Answer: A
Page Ref: 482
Objective: 3
Difficulty: Easy
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31) Marketing communication strategy can be decided by conducting an image analysis by
profiling the target audience in terms of ________.
A) brand knowledge
B) purchase patterns
C) demographic characteristics
D) income levels
E) psychographic characteristics
Answer: A

Page Ref: 482
Objective: 3
Difficulty: Moderate
32) Which of the following is the marketing communications objective for a new-to-the-world
product, such as electric cars?
A) enhancing brand awareness
B) developing brand attitude
C) increasing brand purchase intention
D) encouraging repeat purchases
E) establishing category need
Answer: E
Page Ref: 482
Objective: 3
Difficulty: Moderate
33) When Apple introduced the iPod in October, 2001, it was the first-of-its-kind product that
offered sizable storage capacity for songs and a portable device that was not seen before in the
market. Which of the following is most likely to have been the marketing communications
objective for the iPod at the time of its introduction?
A) developing brand awareness
B) building customer traffic
C) enhancing purchase actions
D) establishing product category
E) enhancing firm image
Answer: D
Page Ref: 482
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate

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34) One of the possible objectives of marketing communications is helping consumers evaluate a
brand's perceived ability to meet a currently relevant need. Which of the following is a
negatively oriented relevant brand need?
A) normal depletion
B) sensory gratification
C) social approval
D) intellectual stimulation
E) value enhancement
Answer: A
Page Ref: 483
Objective: 3
Difficulty: Moderate
35) One of the possible objectives of marketing communications is helping consumers evaluate a
brand's perceived ability to meet a currently relevant need. Which of the following is a positively
oriented relevant brand need?
A) problem removal
B) social approval
C) normal depletion
D) problem avoidance
E) incomplete satisfaction
Answer: B
Page Ref: 483
Objective: 3
Difficulty: Moderate
36) One of the possible objectives of marketing communications is helping consumers evaluate a
brand's perceived ability to meet a currently relevant need. Which of the following relevant
brand needs is emphasized by an advertisement for dish-washing gloves?

A) social approval
B) intellectual stimulation
C) problem removal
D) normal depletion
E) sensory gratification
Answer: C
Page Ref: 483
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate

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37) One of the possible objectives of marketing communications is helping consumers evaluate a
brand's perceived ability to meet a currently relevant need. Which of the following relevant
brand needs is most likely emphasized by an advertisement for a luxury car?
A) problem removal
B) sensory gratification
C) normal depletion
D) intellectual stimulation
E) problem avoidance
Answer: B
Page Ref: 483
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate
38) Creative strategies refer to _______.
A) the way marketers translate their messages into a specific communication

B) the amount of creative content in a communications message
C) the degree of innovation involved in the marketing of a product
D) the novelty of a marketing communication
E) the type of medium used to deliver a marketing communication
Answer: A
Page Ref: 484
Objective: 3
Difficulty: Easy
39) A(n) ________ appeal is a creative strategy that elaborates on product or service attributes or
benefits.
A) aesthetic
B) informational
C) bandwagon
D) emotional
E) transformational
Answer: B
Page Ref: 484
Objective: 3
Difficulty: Easy

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40) A(n) ________ appeal is a creative strategy that elaborates on a nonproduct-related benefit or
image.
A) logical
B) transformational
C) reasonable
D) informational

E) rational
Answer: B
Page Ref: 484
Objective: 3
Difficulty: Easy
41) Which of the following ads depict a transformational appeal?
A) Thompson Water Seal can withstand intense rain, snow, and heat
B) DIRECTV offers better HD options than cable or other satellite operators
C) NBA phenomenon LeBron James pitching Nike, Sprite, and McDonald's
D) Pringles advertised "Once You Pop, the Fun Don't Stop" for years
E) Excedrin stops the toughest headache pain
Answer: D
Page Ref: 484
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate
42) Which of the following ads depict an informational appeal?
A) Thompson Water Seal can withstand intense rain, snow, and heat
B) The California Milk Processor Board ran the successful "Got Milk?" ad to boost declining
sales
C) VW advertised to active, youthful people with its famed "Drivers Wanted" campaign
D) Pringles advertised "Once You Pop, the Fun Don't Stop" for years
E) KFC has marketed its fast-food products under the slogan, "Finger Lickin' Good"
Answer: A
Page Ref: 484
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate

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43) ________ is one of the sources of a spokesperson's credibility that refers to the specialized
knowledge that he or she possesses to claim.
A) Trustworthiness
B) Expertise
C) Acquaintance
D) Likability
E) Professionalism
Answer: B
Page Ref: 485
Objective: 3
Difficulty: Easy
44) ________ is a source of a spokesperson's credibility that describes how objective and honest
the spokesperson is perceived to be.
A) Likability
B) Expertise
C) Experience
D) Trustworthiness
E) Compassion
Answer: D
Page Ref: 485
Objective: 3
Difficulty: Easy
45) Which of the following sources of a spokesperson's credibility describes his or her
attractiveness?
A) expertise
B) trustworthiness
C) likability

D) integrity
E) experience
Answer: C
Page Ref: 485
Objective: 3
Difficulty: Easy

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46) Which of the following marketing communications principles implies that communicators
can use their good image to reduce some negative feelings toward a brand but in the process
might lose some esteem with the audience?
A) principle of closure
B) principle of duality
C) principle of delegation
D) principle of congruity
E) principle of neutrality
Answer: D
Page Ref: 486
Objective: 3
Difficulty: Easy
47) Which of the following is an example of a personal communications channel?
A) public relations
B) events and experiences
C) interactive marketing
D) sales promotions
E) advertising
Answer: C

Page Ref: 487
Objective: 3
Difficulty: Easy
48) Which of the following personal communication channels consist of company salespeople
contacting buyers in the target market?
A) expert channels
B) social channels
C) advocate channels
D) independent channels
E) informal channels
Answer: C
Page Ref: 487
Objective: 3
Difficulty: Easy
49) Which of the following personal communications channels consist of family members,
neighbors, friends, and associates talking to target buyers?
A) expert channels
B) advocate channels
C) social channels
D) formal channels
E) sponsored channels
Answer: C
Page Ref: 487
Objective: 3
Difficulty: Easy
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50) Top Gear is an award-winning British television series about motor vehicles, mainly cars. It

is presented by a set of hosts who test drive new cars and provide reviews on the cars'
performance, their prices, and other factors. Which of the following personal communications
channels is Top Gear closest to in description?
A) expert channel
B) formal channel
C) social channel
D) sponsored channel
E) advocate channel
Answer: A
Page Ref: 487
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate
51) Which of the following is a form of earned media for marketing communication messages?
A) experts providing product reviews
B) celebrities endorsing products
C) social network discussions about products
D) company salespeople contacting target buyers
E) sponsored advertisements promoting products
Answer: C
Page Ref: 487
Objective: 3
Difficulty: Moderate
52) Personal influence in marketing communications carries great weight when ________.
A) the product being marketed is a convenience item
B) the purchase of the product is considered to be safe and risk-free
C) the product suggests something about the user's status or taste
D) the product being marketed is purchased on a frequent basis
E) the product or service in questions is used without being recommended by others
Answer: C

Page Ref: 487
Objective: 3
Difficulty: Moderate
53) Which of the following is a form of mass communications channel?
A) interactive marketing
B) personal selling
C) public relations
D) word-of-mouth marketing
E) sales presentations
Answer: C
Page Ref: 487
Objective: 3
Difficulty: Easy
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54) Which of the following statements is true of the two-step approach to mass communications?
A) The influence of mass media on public opinion is more direct, powerful, and automatic than
marketers have supposed.
B) Communications through mass media bypasses opinion leaders and reaches the individual
buyers.
C) The two-step flow supports the notion that consumption styles are primarily influenced by a
"trickle-down" or "trickle-up" effect from mass media.
D) According to the two-step flow, people interact primarily within their own social groups and
acquire ideas from opinion leaders in their groups.
E) Two-step communication suggests that mass communicators should direct messages to groups
of buyers who interpret the message and act accordingly.
Answer: D
Page Ref: 488

Objective: 3
Difficulty: Moderate
55) Which of the following is a characteristic of the affordable method of establishing a
marketing communications budget?
A) fixed annual budget
B) suitable for long-range planning
C) priority given to role of promotion as an investment
D) calculated to reflect what the company can spare for marketing communications
E) based on the immediate impact of promotion on sales volume
Answer: D
Page Ref: 489
Objective: 3
Difficulty: Easy
56) Kelly is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the
chief financial officer to decide on the company's marketing communications budget. After
extensive discussions, they decide that the size of the budget will be calculated as a fraction of
the overall turnover. What method did Kelly and Trent use to arrive at the marketing
communications budget?
A) affordable method
B) objective-and-task method
C) competitive-parity method
D) activity-based method
E) percentage-of-sales method
Answer: E
Page Ref: 489
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate

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57) Which of the following is an advantage of using the percentage-of-sales method to determine
the marketing communications budget?
A) The percentage-of-sales method encourages stability when competing firms spend
approximately the same portion of their sales on communications.
B) The percentage-of-sales method views sales as the determiner of communications rather than
as the result.
C) The percentage-of-sales method leads to a budget set by market opportunities rather than the
availability of funds.
D) The percentage-of-sales method encourages experimentation with countercyclical
communication or aggressive spending.
E) The percentage-of-sales method encourages building the communication budget by
determining what each product and territory deserves.
Answer: A
Page Ref: 489
Objective: 3
Difficulty: Moderate
58) Which of the following is a disadvantage of using a percentage-of-sales method to determine
the marketing communications budget?
A) It discourages stability when competing firms spend approximately the same percentage of
their sales on communications.
B) By using a percentage-of-sales method, communication expenditures tend to be extremely
high irrespective of what a company can afford.
C) It discourages management from thinking of the relationship among communication cost,
selling price, and profit per unit.
D) Dependence of the percentage-of-sales method on year-to-year sales fluctuations interferes
with long-range planning.
E) The percentage-of-sales method views sales as the result in itself rather than the determiner of

communications.
Answer: D
Page Ref: 489
Objective: 3
Difficulty: Moderate

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59) Kelly is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the
chief financial officer to decide on the company's marketing communications budget. They pore
over the sales reports and other financial records and determine the amount of resources they can
spare for marketing communications, after resources have been allocated to other functions, such
as R&D, logistics, etc. What method did Kelly and Trent use to arrive at the marketing
communications budget?
A) objective-and-task method
B) affordable method
C) competitive-parity method
D) activity-based method
E) percentage-of-sales method
Answer: B
Page Ref: 489
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate
60) Kelly is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the
chief financial officer to decide on the company's marketing communications budget. They
decide to trust in the prevailing collective wisdom of the industry as a whole, and not wanting to
instigate a communications war, settle on spending only as much as their nearest market rival

does on marketing communications. What method did Kelly and Trent use to arrive at the
marketing communications budget?
A) objective-and-task method
B) affordable method
C) competitive-parity method
D) activity-based method
E) percentage-of-sales method
Answer: C
Page Ref: 489
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate
61) Marketing communications budgets tend to be higher when ________.
A) there is high channel support
B) there exists hardly any change in the marketing program over time
C) there are infrequent product purchases in large quantities
D) there are differentiated products and nonhomogeneous customer needs
E) there are many easily-reachable customer spread over small geographic territories
Answer: D
Page Ref: 490
Objective: 3
Difficulty: Moderate

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62) Which of the following benefits is offered by sales promotion tools?
A) Sales promotion tools are more authentic and credible to buyers than others such as
advertising, public relations, and personal selling.

B) Sales promotion tools can reach prospects who prefer to avoid mass media and targeted
promotions.
C) Sales promotion tools are typically an indirect form of "soft-sell" and hence, better received
by customers.
D) Sales promotion tools incorporate some concession, inducement, or contribution that gives
value to the consumer.
E) Sales promotion tools allow buyers personal choices and encourage them to respond directly.
Answer: D
Page Ref: 491
Objective: 4
Difficulty: Moderate
63) Which of the following statements correctly reflects a characteristic of public relations as a
marketing communications tool?
A) Public relations can reach prospects who prefer to avoid mass media and targeted promotions.
B) They incorporate some concession, inducement, or contribution that gives value to the
consumer.
C) Given their live, real-time quality, public relations tools are more actively engaging for
consumers.
D) Public relations communications can be prepared to appeal to the addressed individual.
E) Public relations tools create an immediate and interactive episode between two or more
persons.
Answer: A
Page Ref: 491
Objective: 4
Difficulty: Moderate
64) Janet is a marketing manager with a Injoos, a company that manufactures packaged fruit
juices. Knowing that there exist several other companies in the market that offer similar
products, Janet decides to build a customer base from among those who prefer to avoid mass
media and other targeted promotions. Which of the following marketing communications tools
would be her best option to build a favorable impression among the prospective customers?

A) advertising
B) personal selling
C) sales promotions
D) direct marketing
E) public relations
Answer: E
Page Ref: 491
Objective: 4
AACSB: Analytic skills
Difficulty: Moderate

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65) Which of the following marketing communications tools is most effective at the later stages
of the buying process?
A) personal selling
B) public relations
C) advertising
D) sales promotions
E) direct marketing
Answer: A
Page Ref: 492
Objective: 4
Difficulty: Easy
66) Which of the following statements is true of the role of advertising in business markets?
A) Advertising is unsuitable for explaining any new features that a product might have.
B) Sales calls are more economical than reminder advertisements.
C) Sales calls are more effective than advertisements at reminding customers how to use a

product and reassure them about their purchase.
D) Sales representatives can use copies of the company's ads to legitimize their company and
products.
E) Advertisements are the least preferred tools when intended to generate leads for sales
representatives.
Answer: D
Page Ref: 492
Objective: 4
Difficulty: Moderate
67) Which of the following circumstances are best suited for the use of personal selling?
A) when the products used are simple and easy-to-use
B) when there is minimal risk involved in buying or using the products
C) when the market has fewer and larger sellers
D) when the products being marketed are inexpensive and easily available
E) when prospective customers are spread across a wide geographic area
Answer: C
Page Ref: 492
Objective: 4
Difficulty: Moderate

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68) Which of the following marketing communications tools is most effective at influencing
customers at the conviction stage of buyer readiness?
A) advertising
B) publicity
C) sales promotion
D) personal selling

E) events and experiences
Answer: D
Page Ref: 493
Objective: 4
Difficulty: Easy
69) Advertising and publicity tools play the most important roles in influencing buying decisions
at the ________ stage of buyer readiness.
A) comprehension
B) conviction
C) ordering
D) reordering
E) awareness-building
Answer: E
Page Ref: 493
Objective: 4
Difficulty: Easy
70) Which of the following tools or combinations of tools is most influential at the
comprehension stage of buyer readiness?
A) sales promotion and advertising
B) advertising and personal selling
C) publicity and personal selling
D) reminder advertising and publicity
E) sales promotion and personal selling
Answer: B
Page Ref: 493
Objective: 4
Difficulty: Moderate
71) Which of the following marketing communications tools has the highest cost-effectiveness in
the introduction stage of the product life cycle?
A) personal selling

B) sales promotion
C) interactive marketing
D) direct marketing
E) events and experiences
Answer: E
Page Ref: 493
Objective: 4
Difficulty: Moderate
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72) Which of the following marketing communications tools is most influential at the maturity
stage of a product's life cycle?
A) sales promotions
B) direct marketing
C) advertising
D) publicity
E) interactive marketing
Answer: C
Page Ref: 493
Objective: 4
Difficulty: Easy
73) Luke is considering the various options available to him to promote an energy-drink,
Turbozade, that is seeing decreasing sales volumes after having peaked some time back. Which
of the following marketing communications tools should Luke focus marketing efforts on to keep
the sales volume up?
A) advertising
B) direct marketing
C) events and experiences

D) sales promotions
E) publicity
Answer: D
Page Ref: 493
Objective: 4
AACSB: Analytic skills
Difficulty: Moderate
74) Which of the following marketing communications tools is most influential at the reordering
stage of buyer readiness?
A) events and experiences
B) publicity
C) direct marketing
D) sales promotion
E) interactive marketing
Answer: D
Page Ref: 493
Objective: 4
Difficulty: Moderate

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75) ________ is a measure of communications effectiveness that describes the percentage of
target market exposed to a communication.
A) Frequency
B) Reach
C) Width
D) Depth
E) Range

Answer: B
Page Ref: 494
Objective: 4
Difficulty: Easy
76) ________ refers to a planning process designed to assure that all brand contacts received by
a customer or prospect for a product, service, or organization are relevant to that person and
consistent over time.
A) Brand engagement
B) Integrated marketing communications
C) Market research
D) Customerization
E) Marketing research
Answer: B
Page Ref: 495
Objective: 5
Difficulty: Easy
77) Marketing communications allow companies to link their brands to other people, places,
events, brands, experiences, feelings, and things.
Answer: TRUE
Page Ref: 476
Objective: 1
Difficulty: Easy
78) The rapid diffusion of multipurpose smart phones, broadband and wireless Internet
connections, and ad-skipping digital video recorders (DVRs) have augmented the effectiveness
of the mass media.
Answer: FALSE
Page Ref: 476
Objective: 1
Difficulty: Moderate


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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall


79) The pervasive nature of advanced communications technologies, such as the Internet, has
resulted in greater exposure of customers to advertising content than it was in the 1960s.
Answer: FALSE
Page Ref: 476
Objective: 1
Difficulty: Moderate
80) Marketing communications in almost every medium and form have been on the rise, and
some consumers feel they are increasingly invasive.
Answer: TRUE
Page Ref: 477
Objective: 1
Difficulty: Easy
81) In this new communication environment, advertising is often the single-most important
element of a marketing communications program for sales and building brand and customer
equity.
Answer: FALSE
Page Ref: 478
Objective: 1
Difficulty: Easy
82) Personal selling refers to people-to-people oral, written, or electronic communications that
relate to the merits or experiences of purchasing or using products or services.
Answer: FALSE
Page Ref: 478
Objective: 1
Difficulty: Easy
83) In building brand equity, marketers should be "media neutral" and evaluate all

communication options on effectiveness and efficiency.
Answer: TRUE
Page Ref: 479
Objective: 1
Difficulty: Easy
84) The less the sender's field of experience overlaps that of the receiver, the more effective the
message is likely to be.
Answer: FALSE
Page Ref: 480
Objective: 2
Difficulty: Easy

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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall