Question 1

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)   a public service announcement.
E)   personal selling.F) C) and E)
G) C) and D)

Question 2

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

Question 3

The ________ is defined as the group of prospective buyers toward which a promotion program is directed.

Accepted Answer

A)   directed audience
B)   intended audience
C)   promotion audience
D)   selling audience
E)   target audienceF) A) and B)
G) None of the above E

Question 4

Which of the following is a weakness of direct marketing?

Accepted Answer

A)   high absolute costs
B)   declining customer response rates
C)   inconsistent messages from salespeople
D)   difficult to get media cooperation
E)   easily duplicated and can easily lead to promotion warsF) All of the above
G) B) and C)

Question 5

Figure 15-1
-Figure 15-1 above depicts the communication process, which consists of ten key elements (Boxes A through J) . The position labeled B is referred to as

Accepted Answer

A)   the source.
B)   the message.
C)   the receiver.
D)   encoding.
E)   feedback.F) A) and C)
G) All of the above D

Question 6

The marketing manager from a heavy-equipment manufacturer in Dallas, Texas, was attending an international trade show in Japan. There were many prospective customers from different countries who seemed interested in the firm's product. However, they had difficulty following the manager's explanations of product features due to his heavy Texas drawl. In this case, the accent would be considered

Accepted Answer

A)   an encoding error.
B)   a decoding error.
C)   culture shock.
D)   noise.
E)   distortion.F) A) and E)
G) C) and D)

Question 7

Pharmaceutical companies now spend more than $3.8 billion annually on ________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors. This combines a pull strategy with a push one.

Accepted Answer

A)   consumer integrated
B)   doctor cohort
C)   informational DVD
D)   direct-to-consumer
E)   customized on-lineF) A) and B)
G) None of the above

Question 8

When employing a push strategy, a manufacturer

Accepted Answer

A)   advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide advertising campaigns.
B)   directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product.
C)   forces a retailer to promote its products by placing national ads in local newspapers.
D)   directs its efforts in the form of advertising and sales promotions to ultimate consumers to encourage them to ask the retailer for the product.
E)   directs retailers to promote one product over another to help balance fluctuations in inventory.F) A) and C)
G) B) and C)

Question 9

In the feedback loop of the communication process, feedback refers to

Accepted Answer

A)   the sender's interpretation of the response that indicates whether the message was decoded and understood as intended.
B)   the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process.
C)   a mutually shared understanding and knowledge the sender and receiver apply to a message so that it can be communicated effectively during the communication process in the message loop.
D)   any unsolicited response from consumers or potential consumers regarding a company's message.
E)   extraneous factors that can work against effective communication by distorting a message or the feedback received.F) A) and E)
G) D) and E) A

Question 10

A marketing manager at an auto company computed its promotion-to-sales ratio, that of the major competitor, and the auto industry itself. She found that the company's ratio was 2.8 percent, the competitor's ratio was 4.5 percent, and the auto industry average was 6.7 percent. She then realized

Accepted Answer

A)   she was spending too little on promotional efforts.
B)   she needed to explain these numbers to her boss, especially in relation to the industry.
C)   the competitor shortly would be taking market share from the company.
D)   she spent her promotional dollars effectively.
E)   overall the industry was wasting money on ineffective sales promotions such as cash-back offers.F) C) and D)
G) A) and B)

Question 11

The best approach to budgeting is objective and task budgeting, whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and

Accepted Answer

A)   asks the ad agency for an estimate.
B)   asks the media to propose a program.
C)   determines the promotion cost of performing these tasks.
D)   determines what spending level top management will allow for the proposed program.
E)   surveys customers to determine what spending levels they think are appropriate.F) A) and D)
G) All of the above

Question 12

The billboards that Sony uses to advertise its PlayStation 4 video game console are

Accepted Answer

A)   channels of communication.
B)   messages.
C)   noise.
D)   feedback loops.
E)   sources.F) A) and D)
G) C) and D)

Question 13

Channel A in Figure 15-4 above represents which type of promotional channel strategy?

Accepted Answer

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

Question 14

Which of the following companies spends more than $3 billion annually on promotion?

Accepted Answer

A)   Comcast
B)   Macy's
C)   Johnson & Johnson
D)   Coca-Cola
E)   WalmartF) A) and D)
G) A) and C)

Question 15

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) A) and B)
G) B) and E)

Question 16

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

Accepted Answer

A)   competitor's actions
B)   the product's life cycle
C)   the firm's core values
D)   the market research tools that have been used
E)   the characteristics of the buyerF) A) and D)
G) C) and E)

Question 17

Advertising refers to

Accepted Answer

A)   any nonpersonal, indirectly paid presentation of an organization, service, or product.
B)   a short-term inducement of value offered to arouse interest in buying a product or service.
C)   methods used to identify a target market for a particular product or service.
D)   any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
E)   any unpaid form of personal presentation of products and services.F) B) and C)
G) D) and E)

Question 18

Promotion objectives should possess three important qualities. They should cover a specified time period, be measurable, and

Accepted Answer

A)   unique in character.
B)   appealing.
C)   be designed for a well-defined target audience.
D)   repeatable.
E)   creative.F) A) and E)
G) All of the above

Question 19

List the key elements of the promotional mix. Why are they used?

Accepted Answer

The promotional mix is the combination o...

Question 20

Managers often use the promotion-to-sales ratio on their marketing dashboards to assess how effective the integrated marketing communications program expenditures were at generating

Accepted Answer

A)   sales.
B)   customer satisfaction.
C)   profits.
D)   promotional sustainability.
E)   CPM.F) D) and E)
G) A) and B)

Exam 15: Integrated Marketing Communications and Direct Marketing

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

In the hierarchy of effects, awareness is defined as

Correct Answer
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The ________ is defined as the group of prospective buyers toward which a promotion program is directed.

Correct Answer
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E

Which of the following is a weakness of direct marketing?

Correct Answer
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Figure 15-1 -Figure 15-1 above depicts the communication process, which consists of ten key elements (Boxes A through J) . The position labeled B is referred to as

Correct Answer
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D

Correct Answer
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Pharmaceutical companies now spend more than $3.8 billion annually on ________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors. This combines a pull strategy with a push one.

Correct Answer
verified

When employing a push strategy, a manufacturer

Correct Answer
verified

In the feedback loop of the communication process, feedback refers to

Correct Answer
verified
A

A marketing manager at an auto company computed its promotion-to-sales ratio, that of the major competitor, and the auto industry itself. She found that the company's ratio was 2.8 percent, the competitor's ratio was 4.5 percent, and the auto industry average was 6.7 percent. She then realized

Correct Answer
verified

The best approach to budgeting is objective and task budgeting, whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and

Correct Answer
verified

The billboards that Sony uses to advertise its PlayStation 4 video game console are

Correct Answer
verified

Channel A in Figure 15-4 above represents which type of promotional channel strategy?

Correct Answer
verified

Which of the following companies spends more than $3 billion annually on promotion?

Correct Answer
verified

Correct Answer
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Which of the following factors is used to balance the elements in the promotional mix?

Correct Answer
verified

Advertising refers to

Correct Answer
verified

Promotion objectives should possess three important qualities. They should cover a specified time period, be measurable, and

Correct Answer
verified

List the key elements of the promotional mix. Why are they used?

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

Managers often use the promotion-to-sales ratio on their marketing dashboards to assess how effective the integrated marketing communications program expenditures were at generating

Correct Answer
verified

Exam 15: Integrated Marketing Communications and Direct Marketing

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

In the hierarchy of effects, awareness is defined as

Correct AnswerverifiedShow Answer

The ________ is defined as the group of prospective buyers toward which a promotion program is directed.

Correct AnswerverifiedE

Which of the following is a weakness of direct marketing?

Correct AnswerverifiedShow Answer

Figure 15-1 -Figure 15-1 above depicts the communication process, which consists of ten key elements (Boxes A through J) . The position labeled B is referred to as

Correct AnswerverifiedD

Correct AnswerverifiedShow Answer

Pharmaceutical companies now spend more than $3.8 billion annually on ________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors. This combines a pull strategy with a push one.

Correct AnswerverifiedShow Answer

When employing a push strategy, a manufacturer

Correct AnswerverifiedShow Answer

In the feedback loop of the communication process, feedback refers to

Correct AnswerverifiedA

A marketing manager at an auto company computed its promotion-to-sales ratio, that of the major competitor, and the auto industry itself. She found that the company's ratio was 2.8 percent, the competitor's ratio was 4.5 percent, and the auto industry average was 6.7 percent. She then realized

Correct AnswerverifiedShow Answer

The best approach to budgeting is objective and task budgeting, whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and

Correct AnswerverifiedShow Answer

The billboards that Sony uses to advertise its PlayStation 4 video game console are

Correct AnswerverifiedShow Answer

Channel A in Figure 15-4 above represents which type of promotional channel strategy?

Correct AnswerverifiedShow Answer

Which of the following companies spends more than $3 billion annually on promotion?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Advertising refers to

Correct AnswerverifiedShow Answer

Promotion objectives should possess three important qualities. They should cover a specified time period, be measurable, and

Correct AnswerverifiedShow Answer

List the key elements of the promotional mix. Why are they used?

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

Managers often use the promotion-to-sales ratio on their marketing dashboards to assess how effective the integrated marketing communications program expenditures were at generating

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E

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D

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A

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

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