Question 1

The group of prospective buyers toward which a promotion program is directed is referred to as a

Accepted Answer

A)  target audience.
B)  target selection.
C)  selected audience.
D)  prospective audience.
E)  media audience.F) A) and B)
G) A) and E)

Question 2

Which of the following types of promotion uses customized interaction?

Accepted Answer

A)  advertising
B)  direct marketing
C)  public relations
D)  sales promotion
E)  publicityF) C) and E)
G) A) and D)

Question 3

In a feedback loop,a response refers to

Accepted Answer

A)  the number of times a consumer must hear a message before it can be accurately decoded.
B)  the impact the message had on the receiver's knowledge,attitude,or behaviors during the communications process.
C)  the positive or negative feedback that a consumer expresses immediately after exposure to a company's message.
D)  the impact,either positive or negative,that occurs when one consumer interprets a firm's message through word of mouth to another potential consumer using his or her own words.
E)  the length of time required for a typical customer to associate a specific slogan,theme,melody,or logo with a specific product brand.F) B) and C)
G) A) and E)

Question 4

In the hierarchy of effects,the consumer's ability to recognize and remember the product or brand name is referred to as the __________ stage.

Accepted Answer

A)  adoption
B)  evaluation
C)  awareness
D)  interest
E)  trialF) A) and E)
G) B) and C)

Question 5

The process of conveying a message to others that requires six elements-a source,a message,a channel of communication,a receiver,and the processes of encoding and decoding-is referred to as __________.

Accepted Answer

A)  exchange
B)  dialogue
C)  communication
D)  advertising
E)  feedbackF) A) and B)
G) B) and D)

Question 6

There's a new prescription drug on the market that helps reduce common allergy symptoms.Ads for the medicine in magazines and in medical journals would be primarily used to

Accepted Answer

A)  remind customers that such a product exists.
B)  increase the level of customer awareness for the product.
C)  differentiate the product from all other allergy medications.
D)  support a product penetration pricing strategy.
E)  help in harvesting the product.F) B) and E)
G) C) and D)

Question 7

List the key elements of the promotional mix.Why are they used?

Accepted Answer

The promotional mix is the combination o...

Question 8

Imagine a small retailer saying,"Well,after budgeting for all of our expenses for next year,we still have about $7,500 remaining for emergencies.Let's budget 20 percent of that amount for advertising." What budgeting technique is the small retailer using?

Accepted Answer

A)  percentage of sales budgeting
B)  competitive parity budgeting
C)  objective and task budgeting
D)  all-you-can-afford budgeting
E)  linear forecast budgetingF) None of the above
G) A) and B)

Question 9

A restaurant review published in the local newspaper is an example of __________.

Accepted Answer

A)  publicity
B)  sales promotion
C)  advertising
D)  direct marketing
E)  personal sellingF) B) and D)
G) A) and B)

Question 10

Which of the following is an inherent strength of publicity?

Accepted Answer

A)  it can receive immediate feedback
B)  it can provide the target audience with complex information
C)  it can prepare messages quickly
D)  it is an efficient means for reaching large numbers of people
E)  it is often the most credible source in the consumer's mindF) C) and D)
G) A) and E)

Question 11

All of the following factors are used to balance the use of the promotional mix elements EXCEPT:

Accepted Answer

A)  the channel of distribution.
B)  the product's life cycle.
C)  the decision stage of the buyer.
D)  the different departments responsible for implementing the sales promotion strategy and tactics.
E)  the characteristics of the product.F) C) and D)
G) B) and E)

Question 12

The National Do-Not-Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines.More than __________ of all households are registered.

Accepted Answer

A)  95%
B)  90%
C)  80%
D)  60%
E)  30%F) A) and D)
G) D) and E)

Question 13

Advertising refers to

Accepted Answer

A)  any nonpersonal,indirectly paid presentation of an organization,service,or product.
B)  a short-term inducement of value offered to arouse interest in buying a product or service.
C)  methods used to identify a target market for a particular product or service.
D)  any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor.
E)  any unpaid form of personal presentation of products and services.F) A) and E)
G) D) and E)

Question 14

All of the following are examples of direct marketing tools EXCEPT:

Accepted Answer

A)  e-mail solicitations
B)  telephone solicitations
C)  Groupons
D)  catalogs
E)  direct response ads on TVF) A) and D)
G) None of the above

Question 15

In the communication process,the 18-to-34 year-old men who see a NASCAR TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called __________.

Accepted Answer

A)  decoders
B)  the target market
C)  wasted coverage
D)  receivers
E)  encodersF) C) and E)
G) C) and D)

Question 16

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a __________.

Accepted Answer

A)  push strategy
B)  intense strategy
C)  inertia strategy
D)  exclusivity strategy
E)  pull strategyF) A) and C)
G) C) and E)

Question 17

Figure 14-A
-Which of the following forms of direct marketing has the highest response rate according to Figure 14-A above?

Accepted Answer

A)  direct mail
B)  e-mail
C)  paid search
D)  telemarketing
E)  advertisingF) B) and E)
G) B) and D)

Question 18

Figure 14-2
-To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 14-2 above,the promotional element labeled "C" represents __________.

Accepted Answer

A)  advertising
B)  personal selling
C)  public relations
D)  sales promotion
E)  direct marketingF) A) and B)
G) A) and C)

Question 19

In the hierarchy of effects,the consumer's appraisal of the product or brand on important attributes is referred to as the __________ stage.

Accepted Answer

A)  evaluation
B)  adoption
C)  awareness
D)  interest
E)  trialF) B) and E)
G) A) and E)

Question 20

In a marketing context,all of the following are channels of communication that convey a message from a source to a receiver EXCEPT:

Accepted Answer

A)  magazine
B)  news release
C)  salesperson
D)  encoder
E)  TVF) B) and C)
G) C) and D)

Exam 14: Integrated Marketing Communications and Direct Marketing

In a marketing context,all of the following are channels of communication that convey a message from a source to a receiver EXCEPT:

Correct AnswerverifiedShow Answer

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a __________.

Correct AnswerverifiedShow Answer

Figure 14-2 -To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 14-2 above,the promotional element labeled "C" represents __________.

Correct AnswerverifiedShow Answer

In a feedback loop,a response refers to

Correct AnswerverifiedShow Answer

There's a new prescription drug on the market that helps reduce common allergy symptoms.Ads for the medicine in magazines and in medical journals would be primarily used to

Correct AnswerverifiedShow Answer

All of the following are examples of direct marketing tools EXCEPT:

Correct AnswerverifiedShow Answer

Which of the following types of promotion uses customized interaction?

Correct AnswerverifiedShow Answer

Which of the following is an inherent strength of publicity?

Correct AnswerverifiedShow Answer

In the hierarchy of effects,the consumer's ability to recognize and remember the product or brand name is referred to as the __________ stage.

Correct AnswerverifiedShow Answer

A restaurant review published in the local newspaper is an example of __________.

Correct AnswerverifiedShow Answer

The process of conveying a message to others that requires six elements-a source,a message,a channel of communication,a receiver,and the processes of encoding and decoding-is referred to as __________.

Correct AnswerverifiedShow Answer

Advertising refers to

Correct AnswerverifiedShow Answer

Figure 14-A -Which of the following forms of direct marketing has the highest response rate according to Figure 14-A above?

Correct AnswerverifiedShow Answer

Imagine a small retailer saying,"Well,after budgeting for all of our expenses for next year,we still have about $7,500 remaining for emergencies.Let's budget 20 percent of that amount for advertising." What budgeting technique is the small retailer using?

Correct AnswerverifiedShow Answer

All of the following factors are used to balance the use of the promotional mix elements EXCEPT:

Correct AnswerverifiedShow Answer

In the hierarchy of effects,the consumer's appraisal of the product or brand on important attributes is referred to as the __________ stage.

Correct AnswerverifiedShow Answer

The group of prospective buyers toward which a promotion program is directed is referred to as a

Correct AnswerverifiedShow Answer

In the communication process,the 18-to-34 year-old men who see a NASCAR TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called __________.

Correct AnswerverifiedShow Answer

The National Do-Not-Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines.More than __________ of all households are registered.

Correct AnswerverifiedShow Answer

List the key elements of the promotional mix.Why are they used?

Correct AnswerverifiedThe promotional mix is the combination o...View AnswerShow Answer

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