Question 1

In a promotional sense, customized interaction is exemplified by

Accepted Answer

A)   the creation of unique products based upon the needs and wants of individual consumers.
B)   the translation of a company's message into multiple languages for use in advertising in different countries or regions.
C)   personal selling between a seller and a prospective buyer that can include face-to-face, telephone, and interactive electronic communication.
D)   the creation of different promotional campaigns based on gender, age, or ethnicity.
E)   the use of different images (such the covers of Sports Illustrated)  to reach different product groupings.F) A) and C)
G) A) and D)

Question 2

A ________ consists of a response and feedback.

Accepted Answer

A)   feedback loop
B)   consequence
C)   source reaction
D)   primary cause and effect
E)   concept effectF) A) and B)
G) A) and C)

Question 3

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

Question 4

Figure 15-5
-The promotion decision process is divided into three phases. In Figure 15-5 above, Box A refers to the ________ phase.

Accepted Answer

A)   planning
B)   forecasting
C)   evaluation
D)   realization
E)   implementationF) B) and D)
G) None of the above

Question 5

What are the strengths/advantages and weaknesses/disadvantages of using publicity in the promotional mix?

Accepted Answer

Publicity is a nonpersonal, indirectly p...

Question 6

Personal selling refers to

Accepted Answer

A)   a customer-directed flow of communications, often in a face-to-face encounter, designed to promote a product with the purpose of making a sale.
B)   an individualized communications program specifically designed for a single customer because the item being sold is unique to that person.
C)   a mass selling approach that has been tailored to meet the unique needs of a target market based on age, gender, ethnicity, or occupation.
D)   the two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence the purchase decision of a person or group.
E)   any spoken (rather than visual or print)  attempt to promote a product for the purpose of making a sale.F) A) and B)
G) C) and D)

Question 7

Which of the following statements about advertising is most accurate?

Accepted Answer

A)   Advertising can communicate specific product benefits to prospective buyers.
B)   Advertising has limited control as to when and where an advertisement will appear.
C)   A key advantage of advertising is its ability to use customized interactions.
D)   Advertising can be a very effective attention-getter, especially for new products, but has little impact for repeat purchases.
E)   Advertising is one of the least costly forms of promotion because it reaches a mass market.F) All of the above
G) C) and D)

Question 8

A new prescription drug on the market helps reduce common allergy symptoms. Ads for the medicine in magazines and in medical journals would be primarily used to

Accepted Answer

A)   remind customers that such a product exists.
B)   increase the level of customer awareness and interest for the product.
C)   differentiate the product from all other allergy medications.
D)   support a product penetration pricing strategy.
E)   help in harvesting the product.F) D) and E)
G) A) and B)

Question 9

Which of the following is a strength of personal selling?

Accepted Answer

A)   Personal selling can be very persuasive.
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 mind.F) A) and E)
G) C) and E)

Question 10

A restaurant review published in the local newspaper is an example of

Accepted Answer

A)   publicity.
B)   sales promotion.
C)   advertising.
D)   direct marketing.
E)   personal selling.F) A) and E)
G) None of the above

Question 11

Which of the following tasks is completed during the planning phase of an IMC program?

Accepted Answer

A)   set the budget
B)   pretest the promotion
C)   state the mission
D)   identify possible advertising or promotional firms
E)   carry out the promotionF) All of the above
G) D) and E)

Question 12

The advertising campaign, "Think Outside the Bun" was designed for Millennials and belongs to which brand?

Accepted Answer

A)   McDonald's
B)   Arby's
C)   Chick-Fil-A
D)   Taco Bell
E)   Long John Silver'sF) B) and D)
G) A) and B)

Question 13

During the implementation phase of an IMC program, a firm will ________ and carry out the promotion.

Accepted Answer

A)   posttest the promotion
B)   design the promotion
C)   state the mission
D)   identify possible advertising or promotional firms
E)   pretest the promotionF) B) and D)
G) C) and D)

Question 14

The process of a sender transforming an idea into a set of symbols during the communication process is referred to as

Accepted Answer

A)   decoding.
B)   encrypting.
C)   message formation.
D)   advertising.
E)   encoding.F) A) and C)
G) A) and B)

Question 15

Sales promotions cannot be the sole basis for a promotional campaign because

Accepted Answer

A)   all sales promotions have legal time limit restrictions to prevent unfair trade practices.
B)   gains from sales promotions are often temporary and sales drop off when they end.
C)   sales promotions are too costly and soon become a financial liability.
D)   sales promotions are traditionally handled by outside firms and not the manufacturer, which often results in a significant loss of profit.
E)   consumers obtain an inflated impression of a product's actual value or worth.F) D) and E)
G) A) and E)

Question 16

Figure 15-2
-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 15-2 above, the promotional element labeled C represents

Accepted Answer

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

Question 17

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)   convince.F) All of the above
G) D) and E)

Question 18

Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?

Accepted Answer

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

Question 19

What is the nature of the "paid" aspect of advertising?

Accepted Answer

A)   Fees are paid for space or time in the medium.
B)   Fees are paid to salespeople as either salaries or commissions.
C)   Fees are paid to creative arts contributors, but there is no direct payment to media.
D)   There is a wide range of fees paid depending upon the promotion selected.
E)   The primary costs are now associated with data transmission for phone or the Internet.F) All of the above
G) C) and D)

Question 20

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)

Exam 15: Integrated Marketing Communications and Direct Marketing

Throughout its history, Taco Bell has

Correct AnswerverifiedShow Answer

Which of the following statements about advertising is most accurate?

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The advertising campaign, "Think Outside the Bun" was designed for Millennials and belongs to which brand?

Correct AnswerverifiedShow Answer

Sales promotions cannot be the sole basis for a promotional campaign because

Correct AnswerverifiedShow Answer

In a promotional sense, customized interaction is exemplified by

Correct AnswerverifiedShow Answer

Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following tasks is completed during the planning phase of an IMC program?

Correct AnswerverifiedShow Answer

Figure 15-2 -To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 15-2 above, the promotional element labeled C represents

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Which of the following is a strength of personal selling?

Correct AnswerverifiedShow Answer

Personal selling refers to

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What are the strengths/advantages and weaknesses/disadvantages of using publicity in the promotional mix?

Correct AnswerverifiedPublicity is a nonpersonal, indirectly p...View AnswerShow Answer

Figure 15-5 -The promotion decision process is divided into three phases. In Figure 15-5 above, Box A refers to the ________ phase.

Correct AnswerverifiedShow Answer

A new prescription drug on the market helps reduce common allergy symptoms. Ads for the medicine in magazines and in medical journals would be primarily used to

Correct AnswerverifiedShow Answer

A ________ consists of a response and feedback.

Correct AnswerverifiedShow Answer

The process of a sender transforming an idea into a set of symbols during the communication process is referred to as

Correct AnswerverifiedShow Answer

During the implementation phase of an IMC program, a firm will ________ and carry out the promotion.

Correct AnswerverifiedShow Answer

What is the nature of the "paid" aspect of advertising?

Correct AnswerverifiedShow Answer

Channel of communication refers to

Correct AnswerverifiedShow Answer

A restaurant review published in the local newspaper is an example of

Correct AnswerverifiedShow Answer

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Publicity is a nonpersonal, indirectly p...
View Answer

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