IMC 104 Final Exam Questions and Answers |Complete Solutions Graded A+ |100% Correct
Which of the following is NOT TRUE of sales promotion techniques? Coupons make it
difficult to offer a price reduction only to those consumers who are price-sensitive.
T/F: Public Relations Society of America (PRSA) defines modern public relations as "a strategic
communication process that builds mutually beneficial relationships between organizations and
their publics." True
T/F: According to the Public Relations Society of America (PRSA), internal communications are
NOT the function of public relations False
PRSA describes the characteristics of public relations. Which of the following is NOT true of
public relations? Crisis communicaitons are not included in the role of public relations.
T/F: Marketing objectives that may be aided by public relations activities include raising
awareness, informing and educating, gaining understanding, building trust, giving consumers a
reason to buy, and motivating consumer acceptance. True
T/F: A drawback associated with marketing public relations revolves around credibility
concerns. False
T/F: Cutlip and colleagues suggest a three-step process for developing a public relations plan:
(1) plan and program, (2) take action and communicate, and (3) evaluate the program. False
T/F: To be used by the press, information must be factual, true, and of interest to the medium
as well as to its audience. True
Publicity refers to the generation of news about a person, product, or service that appears in
broadcast, digital, or print media. True
, Here are some reasons why publicity is more powerful than advertising or sales promotion.
Which of the following is not true? Because it's always positive
Which of the following is NOT true of corporate advertising? It generates and exacerbates
consumer uncertainty.
T/F: Consumer behavior can be defined as "the process and activities people engage in when
searching for, selecting, purchasing, using, evaluating, and disposing of products and services so
as to satisfy their needs and desires." True
T/F: Purchase decisions ALWAYS result from a long, detailed process. False
T/F: The first stage in the consumer decision-making process is problem recognition, which
occurs when the consumer perceives a need and becomes motivated to solve the problem.
True
According to Maslow's Hierarchy of Needs, a)_____________ refers to the need for security
from physical harm, while b)_________________ refers to the desire to have satisfying
relationships with others and feel a sense of love, affection, belonging, and acceptance. a)
safety b) social/love and belonging
T/F: In the "information search" stage of the consumer decision-making process, a consumer
engages in an internal search when an external search is insufficient. False
Selective a)____________ occurs when the consumer chooses to focus attention on certain
stimuli while excluding others. Selective b)____________ occurs when (key) information is
retained in the consumer's memory. a) attention b) retention
Which of the following is NOT true about the multiattribute attitude model (including attitude
change strategies)? Consumers' perception of the importance or value of an attribute
cannot be changed.
Which of the following is NOT TRUE of sales promotion techniques? Coupons make it
difficult to offer a price reduction only to those consumers who are price-sensitive.
T/F: Public Relations Society of America (PRSA) defines modern public relations as "a strategic
communication process that builds mutually beneficial relationships between organizations and
their publics." True
T/F: According to the Public Relations Society of America (PRSA), internal communications are
NOT the function of public relations False
PRSA describes the characteristics of public relations. Which of the following is NOT true of
public relations? Crisis communicaitons are not included in the role of public relations.
T/F: Marketing objectives that may be aided by public relations activities include raising
awareness, informing and educating, gaining understanding, building trust, giving consumers a
reason to buy, and motivating consumer acceptance. True
T/F: A drawback associated with marketing public relations revolves around credibility
concerns. False
T/F: Cutlip and colleagues suggest a three-step process for developing a public relations plan:
(1) plan and program, (2) take action and communicate, and (3) evaluate the program. False
T/F: To be used by the press, information must be factual, true, and of interest to the medium
as well as to its audience. True
Publicity refers to the generation of news about a person, product, or service that appears in
broadcast, digital, or print media. True
, Here are some reasons why publicity is more powerful than advertising or sales promotion.
Which of the following is not true? Because it's always positive
Which of the following is NOT true of corporate advertising? It generates and exacerbates
consumer uncertainty.
T/F: Consumer behavior can be defined as "the process and activities people engage in when
searching for, selecting, purchasing, using, evaluating, and disposing of products and services so
as to satisfy their needs and desires." True
T/F: Purchase decisions ALWAYS result from a long, detailed process. False
T/F: The first stage in the consumer decision-making process is problem recognition, which
occurs when the consumer perceives a need and becomes motivated to solve the problem.
True
According to Maslow's Hierarchy of Needs, a)_____________ refers to the need for security
from physical harm, while b)_________________ refers to the desire to have satisfying
relationships with others and feel a sense of love, affection, belonging, and acceptance. a)
safety b) social/love and belonging
T/F: In the "information search" stage of the consumer decision-making process, a consumer
engages in an internal search when an external search is insufficient. False
Selective a)____________ occurs when the consumer chooses to focus attention on certain
stimuli while excluding others. Selective b)____________ occurs when (key) information is
retained in the consumer's memory. a) attention b) retention
Which of the following is NOT true about the multiattribute attitude model (including attitude
change strategies)? Consumers' perception of the importance or value of an attribute
cannot be changed.
