FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 14: Integrated Marketing Communications and Direct Marketing

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 161

Essay

Review LaterAdd Note

Review Later

Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.

Correct Answer

verified

The first stage is introduction.The prim...

View Answer

Show Answer

Question 162

Multiple Choice

Review LaterAdd Note

Review Later

Errors in communication can occur in several ways: (1) the source may not adequately transform the abstract idea into an effective set of symbols; (2) a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3) __________; or (4) feedback may be so delayed or distorted that it is of no use to the sender.

A) in an attempt to be creative,the encoder creates a message with too much noise
B) there is no interest on the part of the receiver because the product itself is inadequate
C) the communications channel is not properly developed
D) the message is considered too ordinary because there is too broad a field of experience
E) the receiver may not properly transform the set of symbols into the correct abstract idea

F) A) and B)
G) A) and C)

Correct Answer

verified

Show Answer

Question 163

Multiple Choice

Review LaterAdd Note

The local radio station broadcast a story about a dry-cleaner it that requested coat donations.The company offered to clean the coats and deliver them to people in need.The various addresses of the dry-cleaner chain were also broadcast so that donations could be dropped off.Since this featured business did not pay for this exposure,it benefited from __________.

The __________ includes advertising,personal selling,sales promotion,public relations,and direct marketing.

What are the strengths/advantages and weaknesses/disadvantages of using personal selling in the promotional mix?

The result of organizations' efforts to create profiles of customers so that direct marketing tools,such as e-mail and catalogs,can be directed at specific customers are referred to as

Figure 14-A -According to Figure 14-A above,approximately what percentage of businesses use e-mail as a direct marketing tool?

Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because

The billboards that Sony uses to advertise its PlayStation 3 video game console are __________.

Many promotional efforts are focused towards __________,who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.

Communication is the process of conveying a message to others and it requires six elements.These elements include: a source,a message,a channel of communication,a receiver,and __________.

The __________ is defined as the group of prospective buyers toward which a promotion program is directed.

Figure 14-1 -Figure 14-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "D" is referred to as __________.