7/8/22, 11:18 AM MID TERM EXAM: BUS 655: Marketing Promotion Section: 1W1 MID TERM EXAM Due Jun 19 at 11:59pm Points 35 Questions 35 Available until Jun 19 at 11:59pm Time Limit 140 Minutes Instructions MID TERM EXAM IS AVAILABLE AND COVERS CHAPTERS 1, 3, 5 AND 7. FORMAT: MULTIPLE CHOICE, TRUE/FALSE AND SHORT ESSAY QUESTIONS. NOTE THAT THE EXAM MUST BE COMPLETED IN ONE SITTING-ONCE OPEN, YOU MUST COMPLETE/FINISH THE EXAM. ANY QUESTIONS, PLEASE FEEL FREE TO ASK. This quiz was locked Jun 19 at 11:59pm. Attempt History LATEST Attempt Time Score Attempt 1 104 minutes 34 out of 35 Correct answers are hidden. Score for this quiz: 34 out of 35 Submitted Jun 19 at 10:48am This attempt took 104 minutes. Question 1 1 / 1 pts Which of the following is NOT one of the reasons why organizations have been reluctant to change from a single-function, specialist model to an integrated marketing communications approach? fear that change might lead to budget cutbacks in one’s area of control no way to assess the effectiveness of integration https://merceru.instructure.com/courses/67106/quizzes/99271 1/16 7/8/22, 11:18 AM MID TERM EXAM: BUS 655: Marketing Promotion Section: 1W1 managerial parochialism fear of reductions in perceived expertise fear of reductions in authority and power Question 2 1 / 1 pts Selection of target segments is a critical step toward effective and efficient marketing communications for both business-to-business and business-to-consumer companies.Selection of target segments is a critical step toward effective and efficient marketing communications. True False Question 3 1 / 1 pts Sales promotion is the marcom tool most capable of directly affecting consumer behavior. True False Question 4 https://merceru.instructure.com/courses/67106/quizzes/99271 1 / 1 pts 2/16 7/8/22, 11:18 AM MID TERM EXAM: BUS 655: Marketing Promotion Section: 1W1 The promotional mix is the collection of specific elements of a brand’s 4Ps—product, place (distribution), price, and promotion—and usually aimed at a target market. True False Incorrect Question 5 0 / 1 pts Interactive marketing communications is the coordination of the promotional mix elements with each other and with the other elements of the brand’s marketing mix such that all elements speak with one voice. True False Question 6 1 / 1 pts List the primary tools of marketing communications. Your Answer: 1 Media Advertising -tv, radio, magazine, newspaper 2 Direct response advertising -direct mail, telephone solicitation, online advertising 3 Place Advertising billboards and bulletins, posters, transit ads, cinema ads https://merceru.instructure.com/courses/67106/quizzes/99271 3/16 7/8/22, 11:18 AM MID TERM EXAM: BUS 655: Marketing Promotion Section: 1W1 4. store signage and pointe of purchase advertising external store signs in store shelf signs shopping cart ads in store radio and tv 5. trade and consumer oriented promotions trade deals and buying allowances, display and advertising allowances, cooperative advertising, samples, coupons, premiums,refunds/rebates, contests/sweepstakes, promotional games, bonus packs, price off deals 6. event marketing and sponsorships sponsorships of sporting events, sponsorship of arts, fairs and festivals 7. marketing-oriented public relations and publicity 8. personal selling 9. social media Facebook, Twitter, Pinterest, Snapchat, Instagram, youtube 10. digital marketing - mobile advertising, place-based applications, search engine marketing Question 7 1 / 1 pts Organizations traditionally have handled advertising, sales promotions, mobile advertising, social media, and other communication tools as virtually separate practices and organizational units rather than having generalized knowledge and experience across all tools. True https://merceru.instructure.com/courses/67106/quizzes/99271 4/16 7/8/22, 11:18 AM MID TERM EXAM: BUS 655: Marketing Promotion Section: 1W1 False Question 8 1 / 1 pts Systematic decision making requires that message content be dictated primarily by the media vehicle used to reach the target audience. True False Question 9 1 / 1 pts List and briefly describe the promotional mix elements. Your Answer: The promotional mix is a group of different marketing approaches that marketers use to develop promotional efforts to increase the audience for product reach. Advertising, direct marketing, public relations, personal selling, digital marketing/social media, sales promotion Question 10 1 / 1 pts Which of the following is central to the definition of marketing communications? https://merceru.instructure.com/courses/67106/quizzes/99271 5/16 7/8/22, 11:18 AM MID TERM EXAM: BUS 655: Marketing Promotion Section: 1W1 Mass media advertising should receive consideration before other communication methods. All marketing mix variables, and not just promotion alone, can communicate with customers. Communication tools should be handled as virtually separate practices. Marketing communications is intentional rather than unintentional. Purchase behavior that is delayed in nature is more desirable than immediate purchase behavior. Question 11 1 / 1 pts A patent grants the holder exclusive rights to use an invention for 70 years. True False Question 12 1 / 1 pts The notions of trial and repeat purchase are particularly apt for inexpensive consumer packaged goods. True False https://merceru.instructure.com/courses/67106/quizzes/99271 6/16 7/8/22, 11:18 AM MID TERM EXAM: BUS 655: Marketing Promotion Section: 1W1 Question 13 1 / 1 pts Brand names can influence consumers' perceptions and attitudes. True False Question 14 1 / 1 pts The first step in facilitating adoption is to make consumers aware of a new product's or service's existence. True False Question 15 1 / 1 pts Explain the role of the fair use doctrine in copyright protection. Your Answer: Fair use is a legal doctrine that allows the use of copyrighted work with certain constraints or parameters, without the copyright owner's permission. Fair use, literally, is the ability to use protected works for commentary or criticisms, news, teaching, community scholarship or research. https://merceru.instructure.com/courses/67106/quizzes/99271 7/16 7/8/22, 11:18 AM MID TERM EXAM: BUS 655: Marketing Promotion Section: 1W1 Question 16 1 / 1 pts Generally speaking, good logos convey essentially the same meaning to all target members. True False Question 17 1 / 1 pts Status from brand ownership is a form of consumption advantage that is high in symbolism rather than functionality. True False Question 18 1 / 1 pts Trialability is tied closely to the concept of _____. perceived risk sensation transfer association enhancement https://merceru.instructure.com/courses/67106/quizzes/99271 8/16 7/8/22, 11:18 AM MID TERM EXAM: BUS 655: Marketing Promotion Section: 1W1 sensation transference memory cues Question 19 1 / 1 pts A variable that affects the trier class is _____. product satisfaction trade shows television advertising price magazine advertising Question 20 1 / 1 pts A variable that does NOT influence the repeater class would be _____. price distribution advertising free samples product satisfaction https://merceru.instructure.com/courses/67106/quizzes/99271 9/16 7/8/22, 11:18 AM MID TERM EXAM: BUS 655: Marketing Promotion Section: 1W1 Question 21 1 / 1 pts Brand positioning is an essential preliminary activity, or fundamental decision, to developing a successful marcom program. True False Question 22 1 / 1 pts Which of the following would you NOT expect to find in an PRIZM NE Suburban Pioneers cluster? blue-collar workers aging homes inner-ring suburbanites single parents individuals earning around $57,000 Question 23 1 / 1 pts The Bystander group of Generation X is predominantly white and male. True https://merceru.instructure.com/courses/67106/quizzes/99271 10/16 7/8/22, 11:18 AM MID TERM EXAM: BUS 655: Marketing Promotion Section: 1W1 False Question 24 1 / 1 pts Marketers typically refer to children aged 4 through 12 as _____ to distinguish this cohort from younger or older children. toddlers kids tweens teenagers busters Question 25 1 / 1 pts An advertiser that positions a bicycle in terms of it's unique ability to go off-road and handle rough terrain is making use of ______. user imagery symbolic imagery usage imagery functional imagery experiential imagery https://merceru.instructure.com/courses/67106/quizzes/99271 11/16 7/8/22, 11:18 AM MID TERM EXAM: BUS 655: Marketing Promotion Section: 1W1 Question 26 1 / 1 pts In Nielsen Claritas’ PRIZM NE system of geodemographic profiling, NE represents the ____ of Nielsen Claritas’ original segmentation system. neo-edition new evolution new edition need edition next evolution Question 27 1 / 1 pts Marketers of which of the following product categories would be most interested in the VALS™ “Achievers” grouping? discount stores high-end clothing manufacturers American-made products compact automobiles supermarkets https://merceru.instructure.com/courses/67106/quizzes/99271 12/16 7/8/22, 11:18 AM MID TERM EXAM: BUS 655: Marketing Promotion Section: 1W1 Question 28 1 / 1 pts Which group has the highest incomes and most prestigious jobs of any segment of American society? Hispanic Americans Asian Americans African Americans Muslim Americans Whites Question 29 1 / 1 pts The cognitive component of an attitude represents one's behavioral tendency. True False Question 30 1 / 1 pts The central and peripheral paths represent endpoints on a continuum of persuasion strategies and are intended to imply that persuasion is a(n) _____. https://merceru.instructure.com/courses/67106/quizzes/99271 13/16 7/8/22, 11:18 AM MID TERM EXAM: BUS 655: Marketing Promotion Section: 1W1 either-or proposition an endpoint itself unnecessary activity None of these are correct. unrelated activity Question 31 1 / 1 pts Elaboration involves the matter of whether it is physically possible for a person to process a message. True False Question 32 1 / 1 pts The students’ intentions to give or not to give blood in a drive sponsored by the Red Cross is best described as the _____ attitude component. affective conative cognitive constructive https://merceru.instructure.com/courses/67106/quizzes/99271 14/16 7/8/22, 11:18 AM MID TERM EXAM: BUS 655: Marketing Promotion Section: 1W1 evaluative Question 33 1 / 1 pts Involuntary attention requires little or no effort on the part of a receiver. True False Question 34 1 / 1 pts Attitudes toward a brand result from a combination of _____ attitudeformation processes. primary and secondary central- and peripheral-route None of these are correct. linear and non-linear associative and non-associative Question 35 https://merceru.instructure.com/courses/67106/quizzes/99271 1 / 1 pts 15/16 7/8/22, 11:18 AM MID TERM EXAM: BUS 655: Marketing Promotion Section: 1W1 Which of the following statements reflects the conative attitude component? Mysteries are fun to read. Everyone should try to improve their reading skills. Reading improves the mind. I plan to purchase three books this week. I enjoy reading. Quiz Score: 34 out of 35 https://merceru.instructure.com/courses/67106/quizzes/99271 16/16
