MKTG 351 Chapter 15-20 Exam Questions with Correct Answers Latest Update 2025/2026
Marketing Communications - Answers All communication that informs and persuades buyers.
Promotion - Answers One of the four P's of the marketing mix; includes all communication used
to inform and persuade buyers.
Promotional Strategy - Answers A plan for the optimal use of all elements of promotion to elicit
a specific response.
Competitive Advantage - Answers A set of features and benefits that makes a company's
product better than competitors' offerings.
Promotional Mix - Answers The collection of promotional tools used by marketers to
communicate with buyers.
Advertising - Answers Impersonal, paid, mass communication that allows marketers to reach
large audiences.
Advertising Control - Answers Marketers have complete control over the advertising message.
Advertising Cost Per Person - Answers Although advertising can be expensive, the cost per
person is relatively low.
Advertising Credibility - Answers Advertising tends to have lower credibility because audiences
know it is paid communication.
Public Relations - Answers Communication with customers, suppliers, employees, and
communities to create favorable publicity.
Publicity - Answers Exposure gained through media outlets rather than paid advertising.
Media Relations - Answers Efforts to gain positive coverage through press releases and media
communication.
Public Relations Credibility - Answers PR is often trusted more because media outlets control
how the message is presented.
Sales Promotion - Answers Activities other than advertising and public relations that promote
sales.
Purpose of Sales Promotions - Answers To induce product trial, increase sales, or reduce
excess inventory.
Short-Term Orientation - Answers Sales promotions typically focus on immediate results.
Coupons - Answers A sales promotion offering a price reduction.
, Rebates - Answers A sales promotion that refunds part of the purchase price after buying.
Discounts - Answers Temporary price reductions used to increase sales.
Sweepstakes - Answers A promotional activity offering chances to win prizes.
Personal Selling - Answers In-person selling, often used for expensive or business-to-business
purchases.
Business Markets - Answers Markets where companies sell products or services to other
businesses.
Role of Advertising in Business Markets - Answers Used to inform customers early in the
purchase process.
Role of Personal Selling in Business Markets - Answers Used later to explain value, negotiate,
and close deals.
Sales Force - Answers Employees who represent the company and negotiate transactions with
customers.
Cost of Personal Selling - Answers High cost but justified by large transaction sizes.
Social Media - Answers A promotional tool where consumers create, control, and share content.
Shift in Control - Answers Marketing communication control has shifted partly from marketers
to consumers.
Passive Recipients - Answers Consumers are no longer passive receivers of information due to
social media.
Content Creation - Answers Consumers can create and share information with others and
marketers.
Information Amplification - Answers Content spreads quickly if it captures attention on social
media.
Marketer Role in Social Media - Answers Successful marketers participate in and facilitate
communication rather than control it.
Social Media Platforms - Answers Facebook, Twitter, YouTube, and LinkedIn.
Integrated Marketing Communications - Answers Aligning all elements of the promotional mix
to achieve the best results.
Promotion - Answers One of the four Ps of the marketing mix that includes all communication
informing and persuading buyers.
Marketing Communications - Answers All communication that informs and persuades buyers.
Promotion - Answers One of the four P's of the marketing mix; includes all communication used
to inform and persuade buyers.
Promotional Strategy - Answers A plan for the optimal use of all elements of promotion to elicit
a specific response.
Competitive Advantage - Answers A set of features and benefits that makes a company's
product better than competitors' offerings.
Promotional Mix - Answers The collection of promotional tools used by marketers to
communicate with buyers.
Advertising - Answers Impersonal, paid, mass communication that allows marketers to reach
large audiences.
Advertising Control - Answers Marketers have complete control over the advertising message.
Advertising Cost Per Person - Answers Although advertising can be expensive, the cost per
person is relatively low.
Advertising Credibility - Answers Advertising tends to have lower credibility because audiences
know it is paid communication.
Public Relations - Answers Communication with customers, suppliers, employees, and
communities to create favorable publicity.
Publicity - Answers Exposure gained through media outlets rather than paid advertising.
Media Relations - Answers Efforts to gain positive coverage through press releases and media
communication.
Public Relations Credibility - Answers PR is often trusted more because media outlets control
how the message is presented.
Sales Promotion - Answers Activities other than advertising and public relations that promote
sales.
Purpose of Sales Promotions - Answers To induce product trial, increase sales, or reduce
excess inventory.
Short-Term Orientation - Answers Sales promotions typically focus on immediate results.
Coupons - Answers A sales promotion offering a price reduction.
, Rebates - Answers A sales promotion that refunds part of the purchase price after buying.
Discounts - Answers Temporary price reductions used to increase sales.
Sweepstakes - Answers A promotional activity offering chances to win prizes.
Personal Selling - Answers In-person selling, often used for expensive or business-to-business
purchases.
Business Markets - Answers Markets where companies sell products or services to other
businesses.
Role of Advertising in Business Markets - Answers Used to inform customers early in the
purchase process.
Role of Personal Selling in Business Markets - Answers Used later to explain value, negotiate,
and close deals.
Sales Force - Answers Employees who represent the company and negotiate transactions with
customers.
Cost of Personal Selling - Answers High cost but justified by large transaction sizes.
Social Media - Answers A promotional tool where consumers create, control, and share content.
Shift in Control - Answers Marketing communication control has shifted partly from marketers
to consumers.
Passive Recipients - Answers Consumers are no longer passive receivers of information due to
social media.
Content Creation - Answers Consumers can create and share information with others and
marketers.
Information Amplification - Answers Content spreads quickly if it captures attention on social
media.
Marketer Role in Social Media - Answers Successful marketers participate in and facilitate
communication rather than control it.
Social Media Platforms - Answers Facebook, Twitter, YouTube, and LinkedIn.
Integrated Marketing Communications - Answers Aligning all elements of the promotional mix
to achieve the best results.
Promotion - Answers One of the four Ps of the marketing mix that includes all communication
informing and persuading buyers.
