Question 1

Which of these factors is used to balance the elements of the promotional mix?

Accepted Answer

A)   competitor's actions
B)   the product's life cycle
C)   the firm's core values
D)   the preferred marketing research tools
E)   the characteristics of the buyerF) A) and D)
G) A) and B)

Question 2

An unsatisfied customer who switches brands is hard to replace. Which stage of the product life cycle is focused on maintaining loyal buyers?

Accepted Answer

A)   introduction
B)   maturity
C)   growth
D)   relationship development
E)   declineF) A) and B)
G) A) and C)

Question 3

The National Do Not Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines. More than ________ percent of all households are registered.

Accepted Answer

A)   95
B)   90
C)   80
D)   70
E)   30F) None of the above
G) A) and B)

Question 4

Percentage of sales 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 only after all other budget items are covered.
C)   allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
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) A) and B)
G) A) and C)

Question 5

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

Accepted Answer

The first stage is introduction. The pri...

Question 6

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

Accepted Answer

A)   decoding.
B)   the receiver.
C)   the fields of experience.
D)   encoding.
E)   feedback.F) B) and D)
G) B) and E)

Question 7

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) C) and D)
G) None of the above

Question 8

Direct orders are

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 E)
G) All of the above

Question 9

Which of these statements regarding direct marketing is most accurate?

Accepted Answer

A)   Direct marketing now allows customers to shop during regular business hours, with extended hours on weekends.
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 excellent customer service.
E)   Direct customers feel that their privacy is more likely to be compromised with direct marketing than with other methods.F) C) and E)
G) B) and E)

Question 10

All of these are examples of sales promotion tools except which?

Accepted Answer

A)   samples
B)   sweepstakes
C)   coupons
D)   catalogs
E)   rebatesF) B) and D)
G) C) and E)

Question 11

The process of having the receiver take a set of symbols, the message, and transform them into an idea during the communication process is referred to as

Accepted Answer

A)   decoding.
B)   encoding.
C)   integrating.
D)   back translation.
E)   transformation.F) B) and C)
G) A) and E)

Question 12

The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs or to compare with

Accepted Answer

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

Question 13

CoolMax is a fabric made by DuPont used in the manufacture of exercise clothes because it keeps the user "cool and dry." The ads for the fabric in health and fitness magazines convinced Kumar to buy a pair of Thorlo CoolMax walking crew socks made of the material. Since he had never before owned anything made with CoolMax, Kumar was in which stage of the hierarchy of effects?

Accepted Answer

A)   trial
B)   exploration
C)   innovation
D)   experimentation
E)   interestF) B) and E)
G) A) and D)

Question 14

In the prepurchase stage of the consumer journey,

Accepted Answer

A)   trade promotions are more effective than personal selling.
B)   publicity is the most effective promotion tool.
C)   advertising is more helpful than personal selling.
D)   personal selling is more effective than advertising.
E)   personal selling is the most effective way to communicate with potential buyers.F) B) and C)
G) A) and E)

Question 15

When a representative for Pfizer calls on doctors to explain the benefits of its newest drug to treat type II diabetes, she is engaging in

Accepted Answer

A)   primary sales.
B)   sales promotion.
C)   public relations.
D)   personal selling.
E)   coercive marketing.F) B) and C)
G) C) and D)

Question 16

The concept of designing marketing communications programs that coordinate all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing-to provide a consistent message across all audiences is referred to as

Accepted Answer

A)   the media mix.
B)   the marketing matrix.
C)   the promotional blend.
D)   marketing by objectives.
E)   integrated marketing communications.F) All of the above
G) C) and D)

Question 17

Figure 18-1
-Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J) . The positions labeled H and I are referred to as

Accepted Answer

A)   encoding and decoding.
B)   the message and noise.
C)   the fields of experience and noise.
D)   feedback and response.
E)   the message and feedback.F) C) and D)
G) A) and B)

Question 18

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) A) and B)
G) C) and D)

Question 19

Once the design of each of the promotional program elements is complete, it is important to determine the most effective timing of their use. The ________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Accepted Answer

A)   perceptual map
B)   efficiency matrix
C)   sensitivity analysis
D)   promotion-to-sales ratio
E)   promotion scheduleF) A) and B)
G) A) and C)

Question 20

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as

Accepted Answer

A)   a push strategy.
B)   an intensity strategy.
C)   an inertia strategy.
D)   an exclusivity strategy.
E)   a pull strategy.F) A) and B)
G) B) and D)

Exam 18: Advertising, Sales Promotion, and Public Relations

An unsatisfied customer who switches brands is hard to replace. Which stage of the product life cycle is focused on maintaining loyal buyers?

Correct Answer
verified

Which of these factors is used to balance the elements of the promotional mix?

Correct Answer
verified

The National Do Not Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines. More than ________ percent of all households are registered.

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 D is referred to as

Correct Answer
verified

Which of these statements regarding direct marketing is most accurate?

Correct Answer
verified

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 pri...
View 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 Answer
verified

The process of having the receiver take a set of symbols, the message, and transform them into an idea during the communication process is referred to as

Correct Answer
verified

In the prepurchase stage of the consumer journey,

Correct Answer
verified

The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs or to compare with

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 positions labeled H and I are referred to as

Correct Answer
verified

When a representative for Pfizer calls on doctors to explain the benefits of its newest drug to treat type II diabetes, she is engaging in

Correct Answer
verified

The concept of designing marketing communications programs that coordinate all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing-to provide a consistent message across all audiences is referred to as

Correct Answer
verified

Once the design of each of the promotional program elements is complete, it is important to determine the most effective timing of their use. The ________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Correct Answer
verified

Percentage of sales budgeting refers to

Correct Answer
verified

Direct orders are

Correct Answer
verified

All of these are examples of sales promotion tools except which?

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

An unsatisfied customer who switches brands is hard to replace. Which stage of the product life cycle is focused on maintaining loyal buyers?

Correct AnswerverifiedShow Answer

Which of these factors is used to balance the elements of the promotional mix?

Correct AnswerverifiedShow Answer

The National Do Not Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines. More than ________ percent of all households are registered.

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 D is referred to as

Correct AnswerverifiedShow Answer

Which of these statements regarding direct marketing is most accurate?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedThe first stage is introduction. The pri...View AnswerShow 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

The process of having the receiver take a set of symbols, the message, and transform them into an idea during the communication process is referred to as

Correct AnswerverifiedShow Answer

In the prepurchase stage of the consumer journey,

Correct AnswerverifiedShow Answer

The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs or to compare with

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 positions labeled H and I are referred to as

Correct AnswerverifiedShow Answer

When a representative for Pfizer calls on doctors to explain the benefits of its newest drug to treat type II diabetes, she is engaging in

Correct AnswerverifiedShow Answer

The concept of designing marketing communications programs that coordinate all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing-to provide a consistent message across all audiences is referred to as

Correct AnswerverifiedShow Answer

Once the design of each of the promotional program elements is complete, it is important to determine the most effective timing of their use. The ________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Correct AnswerverifiedShow Answer

Percentage of sales budgeting refers to

Correct AnswerverifiedShow Answer

Direct orders are

Correct AnswerverifiedShow Answer

All of these are examples of sales promotion tools except which?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as

Correct AnswerverifiedShow Answer

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verified
The first stage is introduction. The pri...
View Answer

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Correct Answer
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Correct Answer
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Correct Answer
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