Question 1

What is best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?

Accepted Answer

The best approach to budgeting is object...

Question 2

Which of the following steps in the objective and task approach to promotion budgeting must be done correctly in order for any of the others to have the proper effect?

Accepted Answer

A)  accurately estimate costs of tasks
B)  identify appropriate promotion objectives
C)  accurately identify each promotion budget cost item that constitutes each separate promotion task
D)  perform the promotion tasks as intended
E)  accurately estimate what tasks will accomplish each promotion objectiveF) A) and C)
G) C) and D)

Question 3

A company or person who has information to convey during the communication process is referred to as a(n) __________.

Accepted Answer

A)  encryptor
B)  message carrier
C)  originator
D)  receiver
E)  sourceF) C) and E)
G) D) and E)

Question 4

The result of an offer designed to generate interest in a product or service and a request for additional information is referred to as __________.

Accepted Answer

A)  direct orders
B)  lead generation
C)  traffic generation
D)  indirect orders
E)  prospectingF) D) and E)
G) None of the above

Question 5

Publicity refers to

Accepted Answer

A)  a nonpersonal,indirectly paid presentation of an organization,product,or service.
B)  a short-term inducement of value offered to arouse interest in buying a product or service.
C)  methods used to get a nonpersonal,directly paid presentation of a company or its products.
D)  a paid form of nonpersonal communication about an organization,product,service,or idea,by an identified sponsor.
E)  a form of communication management that seeks to influence the feelings,opinions,or beliefs held by customers,prospective customers,stockholders,suppliers,employees,and other publics about a company and its products or services.F) A) and B)
G) A) and C)

Question 6

Chrysler Corporation provides support and incentives for its Chrysler,Dodge,and Jeep dealers.Through a multi-level program,Chrysler provides incentives to reward dealers for meeting sales goals.Dealers receive an incentive when they are near a goal,another when they reach a goal,and a larger incentive if they exceed sales projections.All of these actions are intended to encourage Chrysler dealers to __________ the Chrysler products through the channel to consumers.

Accepted Answer

A)  dump
B)  pull
C)  unload
D)  no haggle
E)  pushF) None of the above
G) A) and D)

Question 7

Advertising,sales promotion,and public relations are often said to use __________ because they are used with groups of prospective buyers.

Accepted Answer

A)  cooperative selling
B)  mass selling
C)  customized selling
D)  collection selling
E)  bulk sellingF) A) and E)
G) B) and C)

Question 8

Identify and briefly describe each of the five promotional elements.

Accepted Answer

The promotional mix is the combination o...

Question 9

Direct orders refer to

Accepted Answer

A)  direct communication with consumers to generate a response in the form of an order,a request for further information,or a visit to a retail outlet.
B)  products that are shipped directly to the place of purchase rather than being stored or distributed through intermediaries.
C)  the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.
D)  the outcome of an offer designed to motivate people to visit a business.
E)  the result of an offer designed to generate interest in a product or service and a request for additional information.F) B) and D)
G) A) and D)

Question 10

A paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as __________.

Accepted Answer

A)  sales promotion
B)  publicity
C)  advertising
D)  direct marketing
E)  mass communicationF) B) and C)
G) C) and D)

Question 11

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,__________,and the processes of encoding and decoding.

Accepted Answer

A)  a concept
B)  a receiver
C)  an offer
D)  a brand
E)  a sloganF) B) and E)
G) A) and E)

Question 12

A prospective buyer goes through a sequence of stages from initial awareness of a product to eventual action (either trial or adoption of the product) .The stages include awareness,interest,evaluation,trial,and adoption,and are referred to as __________.

Accepted Answer

A)  the hierarchy of effects
B)  Maslow's hierarchy
C)  the purchase decision continuum
D)  the consumer-product cycle
E)  the consumer purchasing hierarchyF) B) and C)
G) C) and D)

Question 13

Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide

Accepted Answer

A)  a promotional channel.
B)  a communications message.
C)  a consistent message across audiences.
D)  a media mix useful to all types of companies.
E)  a marketing matrix.F) None of the above
G) A) and B)

Question 14

Which of the following in an inherent weakness of personal selling?

Accepted Answer

A)  difficult to receive good feedback
B)  difficult to get media cooperation
C)  messages may differ between salespeople
D)  easily duplicated
E)  can easily lead to promotion warsF) C) and D)
G) B) and D)

Question 15

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

Accepted Answer

A)  the response
B)  the source
C)  the message
D)  the receiver
E)  the fields of experienceF) A) and B)
G) C) and D)

Question 16

No matter what the specific objective might be,from building awareness to increasing repeat purchases,promotion objectives should possess three important qualities.They should be designed for a well-defined target audience,cover a specified time period,and be

Accepted Answer

A)  unique in character.
B)  measurable.
C)  humorous.
D)  repeatable.
E)  creative.F) C) and E)
G) D) and E)

Question 17

A nonpersonal,indirectly paid presentation of an organization,product,or service that can take the form of a news story,editorial,or product announcement is referred to as __________.

Accepted Answer

A)  direct sales
B)  publicity
C)  direct marketing
D)  public service announcement
E)  personal sellingF) A) and B)
G) A) and C)

Question 18

In a marketing context,the acronym IMC refers to __________.

Accepted Answer

A)  interactive media convergence
B)  internal marketing communications
C)  integrated marketing collaboration
D)  integrated marketing communications
E)  international marketing communicationsF) A) and D)
G) B) and C)

Question 19

The promotion-to-sales ratio is a __________ budgeting method.

Accepted Answer

A)  competitive parity
B)  all-you-can-afford
C)  percentage of sales
D)  objective and task
E)  linear forecastF) B) and C)
G) B) and D)

Question 20

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  accelerated development
E)  early growthF) C) and E)
G) B) and D)

Exam 14: Integrated Marketing Communications and Direct Marketing

What is best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?

Correct Answer
verified
The best approach to budgeting is object...
View Answer

Advertising,sales promotion,and public relations are often said to use __________ because they are used with groups of prospective buyers.

Correct Answer
verified

Identify and briefly describe each of the five promotional elements.

Correct Answer
verified
The promotional mix is the combination o...
View Answer

The promotion-to-sales ratio is a __________ budgeting method.

Correct Answer
verified

In a marketing context,the acronym IMC refers to __________.

Correct Answer
verified

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,__________,and the processes of encoding and decoding.

Correct Answer
verified

A paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as __________.

Correct Answer
verified

The result of an offer designed to generate interest in a product or service and a request for additional information is referred to as __________.

Correct Answer
verified

Direct orders refer to

Correct Answer
verified

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

Correct Answer
verified

Which of the following steps in the objective and task approach to promotion budgeting must be done correctly in order for any of the others to have the proper effect?

Correct Answer
verified

A prospective buyer goes through a sequence of stages from initial awareness of a product to eventual action (either trial or adoption of the product) .The stages include awareness,interest,evaluation,trial,and adoption,and are referred to as __________.

Correct Answer
verified

Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide

Correct Answer
verified

A company or person who has information to convey during the communication process is referred to as a(n) __________.

Correct Answer
verified

Publicity refers to

Correct Answer
verified

Correct Answer
verified

No matter what the specific objective might be,from building awareness to increasing repeat purchases,promotion objectives should possess three important qualities.They should be designed for a well-defined target audience,cover a specified time period,and be

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 "I" is referred to as _________.

Correct Answer
verified

A nonpersonal,indirectly paid presentation of an organization,product,or service that can take the form of a news story,editorial,or product announcement is referred to as __________.

Correct Answer
verified

Which of the following in an inherent weakness of personal selling?

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

What is best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?

Correct AnswerverifiedThe best approach to budgeting is object...View AnswerShow Answer

Advertising,sales promotion,and public relations are often said to use __________ because they are used with groups of prospective buyers.

Correct AnswerverifiedShow Answer

Identify and briefly describe each of the five promotional elements.

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

The promotion-to-sales ratio is a __________ budgeting method.

Correct AnswerverifiedShow Answer

In a marketing context,the acronym IMC refers to __________.

Correct AnswerverifiedShow Answer

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,__________,and the processes of encoding and decoding.

Correct AnswerverifiedShow Answer

A paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as __________.

Correct AnswerverifiedShow Answer

The result of an offer designed to generate interest in a product or service and a request for additional information is referred to as __________.

Correct AnswerverifiedShow Answer

Direct orders refer to

Correct AnswerverifiedShow Answer

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Which of the following steps in the objective and task approach to promotion budgeting must be done correctly in order for any of the others to have the proper effect?

Correct AnswerverifiedShow Answer

A prospective buyer goes through a sequence of stages from initial awareness of a product to eventual action (either trial or adoption of the product) .The stages include awareness,interest,evaluation,trial,and adoption,and are referred to as __________.

Correct AnswerverifiedShow Answer

Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide

Correct AnswerverifiedShow Answer

A company or person who has information to convey during the communication process is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

Publicity refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

No matter what the specific objective might be,from building awareness to increasing repeat purchases,promotion objectives should possess three important qualities.They should be designed for a well-defined target audience,cover a specified time period,and be

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 "I" is referred to as _________.

Correct AnswerverifiedShow Answer

A nonpersonal,indirectly paid presentation of an organization,product,or service that can take the form of a news story,editorial,or product announcement is referred to as __________.

Correct AnswerverifiedShow Answer

Which of the following in an inherent weakness of personal selling?

Correct AnswerverifiedShow Answer

Correct Answer
verified
The best approach to budgeting is object...
View Answer

Correct Answer
verified

Correct Answer
verified
The promotional mix is the combination o...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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