Question 1

Consumers who read,hear,or see the message sent by a source during the communication process are referred to as __________.

Accepted Answer

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

Question 2

Which of the following is an inherent strength of direct marketing?

Accepted Answer

A)  direct marketing can be adapted quickly to facilitate customer relationships
B)  direct marketing is often the most credible source in the consumer's mind
C)  direct marketing can provide complex information
D)  direct marketing can quickly stimulate and maintain market share
E)  direct marketing is a low cost means of reaching the target marketF) B) and D)
G) B) and E)

Question 3

Several methods can be used to set the promotion budget.Identify and discuss four methods.

Accepted Answer

(1)Percentage of sales.In the percentage...

Question 4

Allocating funds to promotion whereby the company: (1) determines its promotion objectives; (2) outlines the tasks to accomplish these objectives; and (3) determines the promotion cost of performing these tasks is referred to as

Accepted Answer

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

Question 5

The promotional objective of the maturity stage of the product life cycle is to __________.

Accepted Answer

A)  inform
B)  persuade
C)  remind
D)  sway
E)  convinceF) A) and D)
G) A) and E)

Question 6

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

Accepted Answer

A)  a concept
B)  a brand
C)  a slogan
D)  a source
E)  an offerF) B) and E)
G) B) and D)

Question 7

Like personal selling,__________ has the advantage of being customized to match the needs of specific target markets.Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers.

Accepted Answer

A)  advertising
B)  a sales promotion
C)  publicity
D)  direct marketing
E)  a public service announcementF) D) and E)
G) All of the above

Question 8

A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species.However,the firm has little resources to promote the film.Which promotional element should it employ?

Accepted Answer

A)  Hire a salesperson to speak to environmental groups.
B)  Ask local radio and television stations to run a favorable story about the film.
C)  Advertise on billboards in each local market.
D)  Invite students to participate in a contest to win free tickets.
E)  Send postcards to all people within a 25-mile radius of a theater showing the movieF) A) and B)
G) C) and E)

Question 9

In the hierarchy of effects,awareness is defined as

Accepted Answer

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

Question 10

The two-way flow of communication between a buyer and a seller,often in a face-to-face encounter,designed to influence a person's or group's purchase decision is referred to as

Accepted Answer

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

Question 11

The promotional objective of the growth stage of the product life cycle is to __________ consumers.

Accepted Answer

A)  inform
B)  remind
C)  update
D)  persuade
E)  phase inF) D) and E)
G) A) and B)

Question 12

Explain what the hierarchy of effects is.List and explain the five stages.

Accepted Answer

The hierarchy of effects is the sequence...

Question 13

Which of the following is an inherent strength of personal selling?

Accepted Answer

A)  personal selling can provide the target audience with complex information
B)  personal selling has low seller involvement
C)  personal selling can prepare messages quickly
D)  personal selling is an efficient means for reaching large numbers of people
E)  personal selling is often the most credible source in the consumer's mindF) All of the above
G) A) and D)

Question 14

In the communication process,__________ ensure(s) that messages are decoded properly.

Accepted Answer

A)  responses
B)  replies
C)  feedback
D)  pretesting
E)  loopingF) A) and B)
G) None of the above

Question 15

The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs,to compare the effectiveness of their program with competitor's programs,or to make comparisons with

Accepted Answer

A)  calculated break-even points.
B)  estimated return on investments.
C)  promotion-to-expense ratios.
D)  industry averages.
E)  advertising-to-sales promotion ratios.F) A) and E)
G) D) and E)

Question 16

The means (salesperson,advertising media,or public relations tools) of conveying a message to a receiver during the communication process is referred to as the __________.

Accepted Answer

A)  channel of communication
B)  information corridor
C)  communications highway
D)  information pathway
E)  information channelF) A) and E)
G) A) and B)

Question 17

Proponents of Do-Not-Track regulations suggest that website owners who use cookies to collect information about consumers' shopping habits should only do so

Accepted Answer

A)  with new customers.
B)  with the consumers' consent.
C)  with repeat customers.
D)  when new products are being offered.
E)  when competitors use cookies.F) A) and B)
G) B) and E)

Question 18

Which of the following promotional elements requires expensive database management?

Accepted Answer

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

Question 19

Figure 14-4
-Channel "A" in Figure 14-4 above represents which type of promotional channel strategy?

Accepted Answer

A)  direct
B)  indirect
C)  push
D)  pull
E)  verticalF) A) and D)
G) None of the above

Question 20

Figure 14-5
-The promotion decision process is divided into three phases.In Figure 14-5 above,"B" refers to the __________ phase.

Accepted Answer

A)  scheduling
B)  development
C)  implementation
D)  evaluation
E)  planningF) A) and B)
G) All of the above

Exam 14: Integrated Marketing Communications and Direct Marketing

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

Correct AnswerverifiedShow Answer

Several methods can be used to set the promotion budget.Identify and discuss four methods.

Correct Answerverified(1)Percentage of sales.In the percentage...View AnswerShow Answer

Which of the following is an inherent strength of personal selling?

Correct AnswerverifiedShow Answer

Allocating funds to promotion whereby the company: (1) determines its promotion objectives; (2) outlines the tasks to accomplish these objectives; and (3) determines the promotion cost of performing these tasks is referred to as

Correct AnswerverifiedShow Answer

A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species.However,the firm has little resources to promote the film.Which promotional element should it employ?

Correct AnswerverifiedShow Answer

The means (salesperson,advertising media,or public relations tools) of conveying a message to a receiver during the communication process is referred to as the __________.

Correct AnswerverifiedShow Answer

In the hierarchy of effects,awareness is defined as

Correct AnswerverifiedShow Answer

Which of the following promotional elements requires expensive database management?

Correct AnswerverifiedShow Answer

Which of the following is an inherent strength of direct marketing?

Correct AnswerverifiedShow Answer

The two-way flow of communication between a buyer and a seller,often in a face-to-face encounter,designed to influence a person's or group's purchase decision is referred to as

Correct AnswerverifiedShow Answer

Explain what the hierarchy of effects is.List and explain the five stages.

Correct AnswerverifiedThe hierarchy of effects is the sequence...View AnswerShow Answer

Figure 14-4 -Channel "A" in Figure 14-4 above represents which type of promotional channel strategy?

Correct AnswerverifiedShow Answer

In the communication process,__________ ensure(s) that messages are decoded properly.

Correct AnswerverifiedShow Answer

Proponents of Do-Not-Track regulations suggest that website owners who use cookies to collect information about consumers' shopping habits should only do so

Correct AnswerverifiedShow Answer

The promotional objective of the growth stage of the product life cycle is to __________ consumers.

Correct AnswerverifiedShow Answer

Figure 14-5 -The promotion decision process is divided into three phases.In Figure 14-5 above,"B" refers to the __________ phase.

Correct AnswerverifiedShow Answer

The promotional objective of the maturity stage of the product life cycle is to __________.

Correct AnswerverifiedShow Answer

The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs,to compare the effectiveness of their program with competitor's programs,or to make comparisons with

Correct AnswerverifiedShow Answer

Like personal selling,__________ has the advantage of being customized to match the needs of specific target markets.Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers.

Correct AnswerverifiedShow Answer

Consumers who read,hear,or see the message sent by a source during the communication process are referred to as __________.

Correct AnswerverifiedShow Answer

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(1)Percentage of sales.In the percentage...
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The hierarchy of effects is the sequence...
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