Question 1

Which stage of the product life cycle is usually a period of phase-out for the product,when little money is spent in the promotional mix?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  decline
E)  terminationF) A) and E)
G) B) and E)

Question 2

An important factor in developing successful IMC programs is to create a process that facilitates their design and use.A tool used to evaluate a company's current process is the IMC

Accepted Answer

A)  audit.
B)  sensitivity analysis.
C)  what-if analysis.
D)  perceptual map.
E)  pretest.F) A) and D)
G) A) and C)

Question 3

All of the following are challenges and opportunities that direct marketing faces in global markets EXCEPT:

Accepted Answer

A)  the need for improved reliability and security in many countries has slowed the growth of direct mail.
B)  the availability of credit and credit cards varies throughout the world.
C)  the use of web "tracking" tools by direct marketers to segment consumers and match them with advertising are appreciated by consumers because they speed up the online purchase process.
D)  the mail,telephone,and Internet systems in many countries are not as well developed as they are in the U.S.
E)  the European Union passed a consumer privacy law,called the Data Protection Directive due to consumer concerns about privacy.F) B) and E)
G) D) and E)

Question 4

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as __________.

Accepted Answer

A)  customer incentive
B)  customer enticement
C)  free publicity
D)  sales promotion
E)  purchase incentiveF) A) and E)
G) C) and E)

Question 5

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools,including sales promotion,public relations,personal selling,direct marketing,and __________.

Accepted Answer

A)  people
B)  advertising
C)  social media
D)  branding
E)  merchandisingF) A) and B)
G) None of the above

Question 6

In the communication process,printing mistakes that affect the meaning of a newspaper advertisement,or using words or pictures that fail to communicate the message clearly,are referred to as

Accepted Answer

A)  noise.
B)  clutter.
C)  feedback.
D)  distortions.
E)  annoyances.F) A) and E)
G) A) and B)

Question 7

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 "E" represents __________.

Accepted Answer

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

Question 8

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools,including advertising,personal selling,sales promotion,public relations,and __________.

Accepted Answer

A)  people
B)  merchandising
C)  direct marketing
D)  social media
E)  brandingF) A) and D)
G) C) and E)

Question 9

Which of the following statements regarding direct marketing is most accurate?

Accepted Answer

A)  Direct marketing now allows customers to shop 32 hours a day,7 days a week.
B)  Although direct marketing usually saves customers time,it does not usually save customers money.
C)  Although direct marketing can save consumers time and money,the process is labor intensive and not very much fun.
D)  Many customers believe direct marketing provides great customer service.
E)  Direct customers feel that their privacy is more likely to be compromised with direct marketing than with other methods.F) B) and C)
G) D) and E)

Question 10

What is the nature of the "paid" aspect of advertising?

Accepted Answer

A)  Fees are paid for space or time in the medium.
B)  Fees are paid to salespeople as either salaries or commissions.
C)  Fees are paid to creative arts contributors but there is no direct payment to media.
D)  There is a wide range of fees paid depending upon the promotion selected.
E)  The primary costs are now associated with communication through mail,telephone,or the Internet.F) B) and E)
G) C) and D)

Question 11

In the hierarchy of effects,interest refers to

Accepted Answer

A)  the consumer's ability to recognize and remember the product or brand name.
B)  the consumer's appraisal of the product or brand on important attributes.
C)  an increase in the consumer's desire to learn about some of the features of the product or brand.
D)  a favorable experience on the first trial,resulting in the consumer's repeated purchase and use of the product or brand.
E)  the consumer's first actual purchase and use of the product or brand.F) A) and E)
G) All of the above

Question 12

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

Accepted Answer

A)  the source
B)  the message
C)  the fields of experience
D)  feedback
E)  the receiverF) None of the above
G) C) and E)

Question 13

During the implementation phase of an IMC program,a firm will pretest the promotion and __________.

Accepted Answer

A)  posttest the promotion
B)  design the promotion
C)  state the mission
D)  carry out the promotion
E)  identify possible advertising or promotional firmsF) A) and B)
G) B) and E)

Question 14

Many prescription drugs such as Lipitor have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors.The manufacturers of these drugs are using a(n) __________ promotional strategy.

Accepted Answer

A)  intense
B)  pull
C)  push
D)  inertia
E)  exclusiveF) None of the above
G) A) and B)

Question 15

In the hierarchy of effects,trial refers to

Accepted Answer

A)  the consumer's ability to recognize and remember the product or brand name.
B)  the consumer's appraisal of the product or brand on important attributes.
C)  the consumer's first actual purchase and use of the product or brand.
D)  an increase in the consumer's desire to learn about some of the features of the product or brand.
E)  a favorable experience on the first trial,resulting in the consumer's repeated purchase and use of the product or brand.F) B) and C)
G) A) and E)

Question 16

During the evaluation phase of an IMC program,a firm will __________ and make needed changes.

Accepted Answer

A)  posttest the promotion
B)  design the promotion
C)  state the mission
D)  carry out the promotion
E)  identify possible advertising or promotional firmsF) B) and C)
G) A) and B)

Question 17

All of the following are methods described in the textbook that firms use to set their promotion budgets EXCEPT:

Accepted Answer

A)  objective and task.
B)  number (#) of unit of sales.
C)  competitive parity.
D)  percentage (%) of sales.
E)  all you can afford.F) C) and D)
G) A) and D)

Question 18

When Procter & Gamble bought the Old Spice brand in 1990,it planned to transform the old,stagnating brand into a men's "personal-care powerhouse." The ads that P&G developed shed the older-man image and now appeal to the 18-to-34 age group.In terms of the communication process,P&G had to __________ its idea to create the message shown to the new target market.

Accepted Answer

A)  respond
B)  discuss
C)  decode
D)  encode
E)  feedbackF) B) and C)
G) A) and D)

Question 19

When an English-speaker reads the KFC slogan "Finger-lickin' good!," he or she interprets this as an indication that the food tastes very good.When this slogan was translated into Chinese,the Chinese-speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing __________.

Accepted Answer

A)  product consumption behaviors
B)  fields of experience
C)  channels of communication
D)  educational systems
E)  advertising appealsF) B) and C)
G) A) and B)

Question 20

Lenox China Co.would like to get its annual Christmas ornament series into Macy's department stores.Macy's has a buyer in New York City who makes decisions on its giftware.Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

Accepted Answer

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

Exam 14: Integrated Marketing Communications and Direct Marketing

All of the following are methods described in the textbook that firms use to set their promotion budgets EXCEPT:

Correct Answer
verified

Lenox China Co.would like to get its annual Christmas ornament series into Macy's department stores.Macy's has a buyer in New York City who makes decisions on its giftware.Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

Correct Answer
verified

What is the nature of the "paid" aspect of advertising?

Correct Answer
verified

Correct Answer
verified

Which of the following statements regarding direct marketing is most accurate?

Correct Answer
verified

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as __________.

Correct Answer
verified

In the communication process,printing mistakes that affect the meaning of a newspaper advertisement,or using words or pictures that fail to communicate the message clearly,are referred to as

Correct Answer
verified

Which stage of the product life cycle is usually a period of phase-out for the product,when little money is spent in the promotional mix?

Correct Answer
verified

In the hierarchy of effects,trial refers to

Correct Answer
verified

In the hierarchy of effects,interest refers to

Correct Answer
verified

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 "E" represents __________.

Correct Answer
verified

Correct Answer
verified

An important factor in developing successful IMC programs is to create a process that facilitates their design and use.A tool used to evaluate a company's current process is the IMC

Correct Answer
verified

During the implementation phase of an IMC program,a firm will pretest the promotion and __________.

Correct Answer
verified

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools,including advertising,personal selling,sales promotion,public relations,and __________.

Correct Answer
verified

All of the following are challenges and opportunities that direct marketing faces in global markets EXCEPT:

Correct Answer
verified

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

Correct Answer
verified

Many prescription drugs such as Lipitor have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors.The manufacturers of these drugs are using a(n) __________ promotional strategy.

Correct Answer
verified

During the evaluation phase of an IMC program,a firm will __________ and make needed changes.

Correct Answer
verified

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools,including sales promotion,public relations,personal selling,direct marketing,and __________.

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

All of the following are methods described in the textbook that firms use to set their promotion budgets EXCEPT:

Correct AnswerverifiedShow Answer

Lenox China Co.would like to get its annual Christmas ornament series into Macy's department stores.Macy's has a buyer in New York City who makes decisions on its giftware.Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

Correct AnswerverifiedShow Answer

What is the nature of the "paid" aspect of advertising?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements regarding direct marketing is most accurate?

Correct AnswerverifiedShow Answer

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as __________.

Correct AnswerverifiedShow Answer

In the communication process,printing mistakes that affect the meaning of a newspaper advertisement,or using words or pictures that fail to communicate the message clearly,are referred to as

Correct AnswerverifiedShow Answer

Which stage of the product life cycle is usually a period of phase-out for the product,when little money is spent in the promotional mix?

Correct AnswerverifiedShow Answer

In the hierarchy of effects,trial refers to

Correct AnswerverifiedShow Answer

In the hierarchy of effects,interest refers to

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 "E" represents __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

An important factor in developing successful IMC programs is to create a process that facilitates their design and use.A tool used to evaluate a company's current process is the IMC

Correct AnswerverifiedShow Answer

During the implementation phase of an IMC program,a firm will pretest the promotion and __________.

Correct AnswerverifiedShow Answer

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools,including advertising,personal selling,sales promotion,public relations,and __________.

Correct AnswerverifiedShow Answer

All of the following are challenges and opportunities that direct marketing faces in global markets EXCEPT:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Many prescription drugs such as Lipitor have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors.The manufacturers of these drugs are using a(n) __________ promotional strategy.

Correct AnswerverifiedShow Answer

During the evaluation phase of an IMC program,a firm will __________ and make needed changes.

Correct AnswerverifiedShow Answer

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools,including sales promotion,public relations,personal selling,direct marketing,and __________.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified