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Marketing Final Exam

Is not free because costs were incurred in developing

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Unformatted text preview: . Benedick and Taapo are arguing about newspaper publicity. Benedick says favorable publicity is free––hence the phrase “free publicity.” Taapo says that publicity is not free because costs were incurred in developing the public relations materials used by the newspapers. Benedick has a more accurate grasp of the definition of publicity. ANS: F Publicity is not free. Preparing news releases, staging special events, and persuading media to broadcast them cost money. PTS: 1 REF: 251 Communication KEY: CB&E Model Promotion OBJ: 16-2 TOP: AACSB MSC: BLOOMS Application 6. Publicity is free. ANS: F Preparing news releases, staging special events, and persuading media to broadcast them cost money. PTS: 1 REF: 251 Communication KEY: CB&E Model Promotion OBJ: 16-2 TOP: AACSB MSC: BLOOMS Comprehension 7. Sales promotion consists of all marketing activities that stimulate consumer buying and dealer effectiveness. ANS: T PTS: 1 TOP: AACSB Communication MSC: BLOOMS Knowledge REF: 251 OBJ: 16-2 KEY: CB&E Model Promotion 8. Communication via telephone is not considered personal selling because it is not face-to-face. ANS: F Telemarketing is a form of personal selling. It does allow for immediate interaction. PTS: 1 REF: 251 Communication KEY: CB&E Model Promotion OBJ: 16-2 TOP: AACSB MSC: BLOOMS Comprehension 9. The U.S. manager is working with some Indonesians who do not speak English. In attempting to exchange information, they are using symbols to assign meanings to the facts the manager hopes to convey. This is an example of communication. ANS: T PTS: 1 TOP: AACSB Communication MSC: BLOOMS Application REF: 252 OBJ: 16-3 KEY: CB&E Model Customer 10. Nature Valley uses popular magazines, radio, and cable television to promote its brand of trail mix. Nature Valley uses mass communication. ANS: T PTS: 1 TOP: AACSB Communication MSC: BLOOMS Application REF: 252 OBJ: 16-3 KEY: CB&E Model Promotion 11. When a marketer sends a message to the target market, the marketer must first decode the symbols used. ANS: F The receiver decodes the message; the marketer as a sender would encode it. PTS: 1 REF: 253 Communication KEY: CB&E Model Customer OBJ: 16-3 TOP: AACSB MSC: BLOOMS Comprehension 12. NutriFoods is concerned that its advertising messages are not getting through to the target market as intended. Its radio ads contain music that its target market does not like, and its spokesperson has a very nasal voice that sounds as though he has a perpetual cold. These are examples of noise in the communications process. ANS: T PTS: 1 TOP: AACSB Communication Promotion MSC: BLOOMS Application REF: 253-254 OBJ: 16-3 KEY: CB&E Model Customer| CB&E Model 13. Even though a message is received, it will not necessarily be properly decoded; receivers interpret messages based on their own frames of reference. ANS: T PTS: 1 TOP: AACSB Communication Customer MSC: BLOOMS Comprehension REF: 254 OBJ: 16-3 KEY: CB&E Model Promotion| CB&E...
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