Question 1

What is the 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

A channel of communication refers to

Accepted Answer

A)   the selection of either paid or nonpaid forms of information dissemination.
B)   a similar understanding and knowledge that a sender and receiver apply to a message.
C)   an open-ended dialogue between the marketing department and the firm responsible for developing the IMC program.
D)   a social network-based forum that allows customers to communicate their likes, dislikes, suggestions, and concerns to an organization 24 hours a day, 365 days a year.
E)   the means (salesperson, advertising media, or public relations tools)  of conveying a message to a receiver during the communication process.F) C) and D)
G) A) and B)

Question 3

Figure 18-6
-The promotion decision process is divided into three phases. In Figure 18-6 above, Box B refers to the ________ phase.

Accepted Answer

A)   planning
B)   forecasting
C)   evaluation
D)   realization
E)   implementationF) A) and D)
G) A) and E)

Question 4

Throughout its history, Taco Bell has

Accepted Answer

A)   developed a global citizenship style.
B)   used very creative promotional activities.
C)   applied a bring-it-on attitude.
D)   applied an aggressive personal philosophy.
E)   a just-do-it mantra.F) C) and E)
G) None of the above

Question 5

Which of these statements about advertising is most accurate?

Accepted Answer

A)   Advertisers have the highest credibility of any element in the promotional mix.
B)   A key advantage of advertising is its use of customized interactions.
C)   Advertisers have very limited control over what they can say due to FCC regulations.
D)   Advertising is the least costly form of promotion because ads go through significant pretesting.
E)   Through advertising, a company can control what it says and, to some extent, to whom the message is sent.F) A) and B)
G) B) and E)

Question 6

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as

Accepted Answer

A)   direct order consignment.
B)   lead generation.
C)   traffic generation.
D)   indirect order fulfillment.
E)   first-mover advantage.F) B) and D)
G) B) and C)

Question 7

Which of these types of promotion uses customized interaction?

Accepted Answer

A)   advertising
B)   direct marketing
C)   public relations
D)   sales promotion
E)   publicityF) None of the above
G) B) and E)

Question 8

All of these are methods that firms use to set their promotion budgets except which?

Accepted Answer

A)   objective and task
B)   lost-horse forecast
C)   competitive parity
D)   percentage of sales
E)   all you can affordF) B) and C)
G) D) and E)

Question 9

In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the transformation of this idea into an ad campaign is an example of

Accepted Answer

A)   noise.
B)   receiving.
C)   encoding.
D)   decoding.
E)   messaging.F) A) and B)
G) B) and D)

Question 10

Figure 18-1
-Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J) . The position labeled G is referred to as

Accepted Answer

A)   decoding.
B)   noise.
C)   the fields of experience.
D)   response.
E)   feedback.F) None of the above
G) A) and D)

Question 11

Which of these forms of direct marketing has the highest business expenditures?

Accepted Answer

A)   e-mail
B)   direct mail
C)   paid search
D)   telemarketing
E)   advertisingF) A) and E)
G) None of the above

Question 12

Competitive parity budgeting refers to

Accepted Answer

A)   matching a competitor's absolute level of spending or the proportion per point of market share.
B)   allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
C)   allocating funds to a promotion only after all other budget items are covered.
D)   determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks.
E)   allocating funds to a promotion based on expected profits generated from it.F) B) and C)
G) B) and E)

Question 13

Commonly used forms of direct marketing like direct mail and e-mail have response rates between

Accepted Answer

A)   1percent and 11percent.
B)   12percent and 26percent.
C)   28percent and 40percent.
D)   41percent and 48percent.
E)   49percent and 60percent.F) A) and D)
G) B) and E)

Question 14

Communication with consumers who are not in the target audience is referred to as

Accepted Answer

A)   excess coverage.
B)   wasted coverage.
C)   exhaustive coverage.
D)   squandered coverage.
E)   dissipated coverage.F) C) and D)
G) B) and E)

Question 15

A major fallacy of ________ budgeting is that sales cause promotion. Using this method, a company may reduce the amount it spends on promotion if sales declined the previous period when it may actually need to spend more.

Accepted Answer

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

Question 16

In which sales budgeting approach is the amount of money allocated based on past or anticipated sales?

Accepted Answer

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

Question 17

All of these were Taco Bell marketing tactics designed to appeal to its target market for its new IMC campaign exceptwhich?

Accepted Answer

A)   themed Party Packs containing tacos and burritos
B)   TV advertising about the "reBELLion"
C)   Twitter announcement that "The taco #reBELLion has begun"
D)   partnership with Impossible for free samples
E)   reBELLious merchandise available for purchase onlineF) A) and D)
G) B) and E)

Question 18

When Macy's places a link to its website with a coupon for its President's Day sale on a lifestyle website, it is using which element of the promotional mix?

Accepted Answer

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

Question 19

Figure 18-5
-Channel B in Figure 18-5 above represents which type of promotional channel strategy?

Accepted Answer

A)   direct
B)   indirect
C)   push
D)   pull
E)   verticalF) A) and D)
G) A) and E)

Question 20

Which of these is a weakness of personal selling?

Accepted Answer

A)   It can be difficult to receive good feedback with personal selling.
B)   It can be difficult to get media cooperation.
C)   It is extremely expensive per exposure.
D)   Personal selling can be easily duplicated.
E)   Personal selling can easily lead to promotion wars.F) A) and B)
G) A) and E)

Exam 18: Advertising, Sales Promotion, and Public Relations

Figure 18-6 -The promotion decision process is divided into three phases. In Figure 18-6 above, Box B refers to the ________ phase.

Correct Answer
verified

In which sales budgeting approach is the amount of money allocated based on past or anticipated sales?

Correct Answer
verified

Which of these forms of direct marketing has the highest business expenditures?

Correct Answer
verified

What is the 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

A major fallacy of ________ budgeting is that sales cause promotion. Using this method, a company may reduce the amount it spends on promotion if sales declined the previous period when it may actually need to spend more.

Correct Answer
verified

Competitive parity budgeting refers to

Correct Answer
verified

Which of these types of promotion uses customized interaction?

Correct Answer
verified

Throughout its history, Taco Bell has

Correct Answer
verified

Figure 18-5 -Channel B in Figure 18-5 above represents which type of promotional channel strategy?

Correct Answer
verified

A channel of communication refers to

Correct Answer
verified

Commonly used forms of direct marketing like direct mail and e-mail have response rates between

Correct Answer
verified

All of these were Taco Bell marketing tactics designed to appeal to its target market for its new IMC campaign exceptwhich?

Correct Answer
verified

When Macy's places a link to its website with a coupon for its President's Day sale on a lifestyle website, it is using which element of the promotional mix?

Correct Answer
verified

Which of these statements about advertising is most accurate?

Correct Answer
verified

Which of these is a weakness of personal selling?

Correct Answer
verified

Communication with consumers who are not in the target audience is referred to as

Correct Answer
verified

Figure 18-1 -Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J) . The position labeled G is referred to as

Correct Answer
verified

Correct Answer
verified

All of these are methods that firms use to set their promotion budgets except which?

Correct Answer
verified

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

Figure 18-6 -The promotion decision process is divided into three phases. In Figure 18-6 above, Box B refers to the ________ phase.

Correct AnswerverifiedShow Answer

In which sales budgeting approach is the amount of money allocated based on past or anticipated sales?

Correct AnswerverifiedShow Answer

Which of these forms of direct marketing has the highest business expenditures?

Correct AnswerverifiedShow Answer

What is the 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

A major fallacy of ________ budgeting is that sales cause promotion. Using this method, a company may reduce the amount it spends on promotion if sales declined the previous period when it may actually need to spend more.

Correct AnswerverifiedShow Answer

Competitive parity budgeting refers to

Correct AnswerverifiedShow Answer

Which of these types of promotion uses customized interaction?

Correct AnswerverifiedShow Answer

Throughout its history, Taco Bell has

Correct AnswerverifiedShow Answer

Figure 18-5 -Channel B in Figure 18-5 above represents which type of promotional channel strategy?

Correct AnswerverifiedShow Answer

A channel of communication refers to

Correct AnswerverifiedShow Answer

Commonly used forms of direct marketing like direct mail and e-mail have response rates between

Correct AnswerverifiedShow Answer

All of these were Taco Bell marketing tactics designed to appeal to its target market for its new IMC campaign exceptwhich?

Correct AnswerverifiedShow Answer

When Macy's places a link to its website with a coupon for its President's Day sale on a lifestyle website, it is using which element of the promotional mix?

Correct AnswerverifiedShow Answer

Which of these statements about advertising is most accurate?

Correct AnswerverifiedShow Answer

Which of these is a weakness of personal selling?

Correct AnswerverifiedShow Answer

Communication with consumers who are not in the target audience is referred to as

Correct AnswerverifiedShow Answer

Figure 18-1 -Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J) . The position labeled G is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

All of these are methods that firms use to set their promotion budgets except which?

Correct AnswerverifiedShow Answer

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as

Correct AnswerverifiedShow Answer

Correct Answer
verified

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

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