Marketing Final Exam

Cbe model promotion obj 16 1 top aacsb msc blooms

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Unformatted text preview: c. research and development d. promotion e. publicity ANS: D Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. PTS: 1 REF: 249 Communication KEY: CB&E Model Promotion OBJ: 16-1 TOP: AACSB MSC: BLOOMS Application 118. Refer to Cable TV. The cable industry’s ad campaigns are designed to communicate to a large audience via television and radio. It uses _____ communication. a. mass b. clutter c. interpersonal d. intrapersonal e. public ANS: A Mass communication involves communicating to large audiences, usually through a mass medium such as television or newspaper. PTS: 1 REF: 252 Thinking KEY: CB&E Model Promotion OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Application 119. Refer to Cable TV. The cable industry is the originator of this ad campaign against satellite dishes. The industry represents the _____ in the communication process. a. communicator b. encoder c. sender d. channeler e. receiver ANS: C The sender is the originator of the message in the communication process. PTS: 1 REF: 253 OBJ: 16-3 TOP: AACSB Reflective Thinking KEY: CB&E Model Strategy MSC: BLOOMS Application 120. Refer to Cable TV. Television represents the _____ in the communication process used by the cable industry to transmit its message. a. feedback loop b. channel c. encoder d. receiver e. communicator ANS: B A channel is any communication medium utilized to transmit a message. PTS: 1 REF: 253 Thinking KEY: CB&E Model Strategy OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Application 121. Refer to Cable TV. Keisha is watching television and sees an ad for DBS. Two ads later, she sees the new television ad for her local cable system. When questioned an hour later about advertising she has seen most recently, Keisha remembers a “cable” ad but cannot recall the details. Keisha’s inability to recall the ad is most likely caused by _____ in the communication process. a. feedback b. the use of a channel c. a shared frame of reference d. cognitive dissonance e. noise ANS: E Noise is anything that interferes with, distorts, or slows down the transmission of information. Competing ads can be a source of noise. PTS: 1 REF: 253-254 OBJ: 16-3 Thinking KEY: CB&E Model Strategy| CB&E Model Customer TOP: AACSB Reflective MSC: BLOOMS Application RugRatReaders Greg Martin has developed his own line of children’s books. The books are written for children ages 3 to 6 and are produced using cotton fiber as pages, rendering them “nearly” indestructible. This unique feature makes Martin’s books superior to the competition. His products are called RugRatReaders. Martin has decided to advertise the books to his target market (women with children ages 3 to 6) via radio. He does not have a formal advertising budget, but he will spend whatever money he has in the bank after producing the books each month. His message will focus on the product and its unique...
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This document was uploaded on 09/29/2013.

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