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Marketing Final Exam

Bags to sponsoring companies as a different medium

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Unformatted text preview: : 1 REF: 251 OBJ: 16-2 Communication KEY: CB&E Model Promotion| CB&E Model Customer TOP: AACSB MSC: BLOOMS Application 28. To increase its revenues, US Airways has decided to sell space on air-sickness bags to sponsoring companies as a different medium for their promotional messages. The most effective promotional method for US Airways to use to find companies that would like to pay to have their promotional messages delivered to the 100 or so travelers on each of its flights would be: a. push advertising b. personal selling c. direct advertising d. sales promotions e. publicity ANS: B Personal selling is a purchase situation involving a personal, paid-for communication between a buyer and a seller. PTS: 1 REF: 251 Communication KEY: CB&E Model Customer OBJ: 16-2 TOP: AACSB MSC: BLOOMS Application 29. _____ is the process by which we exchange or share meanings through a common set of symbols. People also assign meanings to feelings, ideas, facts, and attitudes. a. Feedback b. Promotion c. Advertising d. Publicity e. Communication ANS: E This describes communication. PTS: 1 REF: 252 Thinking KEY: CB&E Model Promotion OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 30. While talking to Mr. and Mrs. Knighton, the appliance salesperson described one of the refrigerators as “a real money saver” and “a true bargain,” but he also kept looking down at his feet and shuffling around. His nonverbal cues: a. create subservient selling b. create differential disadvantages c. are part of how he communicated to the Knightons d. are a type of marketing mix feedback e. will not effect interpersonal communications ANS: C Communication is the process by which we exchange or share meanings through a common set of symbols. PTS: 1 REF: 252 Thinking KEY: CB&E Model Promotion 31. Interpersonal communication is: OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Application a. b. c. d. e. nonpaid information such as publicity paid communication placed in personal media long-distance communication between a business and its target market direct face-to-face communication between two or more people noise-free communication ANS: D Interpersonal communication is direct, face-to-face communication between two people. PTS: 1 REF: 252 Thinking KEY: CB&E Model Promotion OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 32. The two major categories of communications are: a. verbal and nonverbal b. direct and indirect c. long term and short term d. mass and interpersonal e. informative and persuasive ANS: D Communication can be divided into two major categories: interpersonal communication and mass communication. PTS: 1 REF: 252 Thinking KEY: CB&E Model Promotion OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 33. Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their Web sites. A Bag Media representative is making a presentation to several Internet entrepreneurs who are interes...
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