Marketing Final Exam

Careful coordination of all of its promotional

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Unformatted text preview: nel 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 133. Refer to Amtrak. Amtrak’s careful coordination of all of its promotional activities to present a single, focused communication to its consumers is an example of: a. coordinational promotion b. promotional mixing c. integrated marketing communications d. creative selling e. processed marketing ANS: C Integrated marketing communications is the careful coordination of promotional messages for a product to assure the consistency of messages at every contact point where a company meets the consumer. PTS: 1 REF: 263 Thinking KEY: CB&E Model Strategy OBJ: 16-7 TOP: AACSB Reflective MSC: BLOOMS Application Methodist Church In 2001, the United Methodist Church, the second-largest Protestant denomination in the United States, launched a four-year, $20 million national ad campaign. The theologically gentle but culturally edgy ads are aimed at Americans who are unchurched––people who know the name “Methodist” but don’t know anything else about it. The “Igniting Ministries” ads have appeared on CBS and cable television. The purpose of the ads is to draw more people through Methodist Church doors in a time when mainline Protestant denominations are struggling. 134. Refer to Methodist Church. A news article about the Methodist Church that appeared in the Rome News-Tribune was an example of which promotional mix element? a. Advertising b. Sales promotion c. Pull strategy d. Public relations e. Personal selling ANS: D Public relations is the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance. PTS: 1 REF: 250 Thinking KEY: CB&E Model Strategy OBJ: 16-2 TOP: AACSB Reflective MSC: BLOOMS Application 135. Refer to Methodist Church. The ad campaign will use _____ communication. a. mass b. interpersonal c. direct d. hierarchical e. functional ANS: A Mass communication involves communicating a concept or message to large audiences. PTS: 1 REF: 252 Thinking KEY: CB&E Model Strategy OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Application 136. Refer to Methodist Church. In terms of the communication process, the unchurched who see the ads while watching television are expected to be: a. channels and encoders b. senders and receivers c. receivers and decoders d. channels and decoders e. receivers and channels ANS: C The receiver is the person who decodes a message. The decoder interprets the language and symbols sent by the source through a channel. PTS: 1 REF: 254 OBJ: 16-3 TOP: AACSB Reflective Thinking KEY: CB&E Model Strategy MSC: BLOOMS Application 137. Refer to Methodist Church. The church is hoping to see an increase of 3 percent in visitors to Methodist churches...
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This document was uploaded on 09/29/2013.

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