Question 1

In the hierarchy of effects, trial refers to

Accepted Answer

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

Question 2

All of the following forms of direct marketing are used by consumers to purchase products except which?

Accepted Answer

A)   social media posts
B)   sweepstakes
C)   online
D)   mobile offers
E)   mailF) B) and D)
G) A) and B)

Question 3

An offer that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction may result in

Accepted Answer

A)   a direct order.
B)   lead generation.
C)   traffic generation.
D)   a data compilation.
E)   a prospect bid.F) B) and D)
G) A) and E)

Question 4

All of the following are tools used by a firm's public relations department except which?

Accepted Answer

A)   special events
B)   questionnaires
C)   lobbying efforts
D)   annual reports
E)   image managementF) A) and D)
G) B) and E)

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 F is referred to as

Accepted Answer

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

Question 6

"To inform" is the promotional objective of which stage of the product life cycle?

Accepted Answer

A)   early growth
B)   growth
C)   accelerated development
D)   maturity
E)   introductionF) A) and D)
G) D) and E)

Question 7

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

Accepted Answer

A)   inform.
B)   persuade.
C)   compare.
D)   remind.
E)   phase out.F) A) and B)
G) A) and C)

Question 8

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as ________ budgeting.

Accepted Answer

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

Question 9

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

Accepted Answer

Advertising is any paid form of nonperso...

Question 10

The formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by

Accepted Answer

A)   Total marketing costs.
B)   Marginal revenue.
C)   Average revenue.
D)   Net sales.
E)   Total sales.F) C) and D)
G) A) and E)

Question 11

Errors in communication can occur in several ways, including which of the following?

Accepted Answer

A)   A properly encoded message may be sent through the wrong channel and never make it to the receiver.
B)   In an attempt to be creative, the encoder creates a message with too much noise.
C)   The communications channel is not properly funded.
D)   The message is considered too ordinary because there is too broad a field of experience.
E)   There is no interest on the part of the receiver because the product itself is inadequate.F) C) and E)
G) A) and E)

Question 12

Advertising, sales promotion, and public relations are often said to use ________ because they are used with groups of prospective buyers.

Accepted Answer

A)   cooperative selling
B)   mass selling
C)   customized selling
D)   collection selling
E)   paid sellingF) C) and E)
G) A) and E)

Question 13

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

Accepted Answer

The hierarchy of effects is the sequence...

Question 14

Press conferences and social media posts are tools used by a firm's ________ department.

Accepted Answer

A)   advertising
B)   sales promotion
C)   direct marketing
D)   public relations
E)   personal sellingF) A) and B)
G) All of the above

Question 15

In the communication process, printing mistakes that affect the meaning of a newspaper advertisement, or using words or pictures that fail to communicate the message clearly, are referred to as

Accepted Answer

A)   noise.
B)   clutter.
C)   disruptions.
D)   distortions.
E)   misrepresentations.F) A) and E)
G) A) and B)

Question 16

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 programs with competitors' 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) C) and D)
G) A) and C)

Question 17

After watching a 30-second commercial from Jared for fine jewelry, Mariah was certain the necklace she saw would look spectacular with her new formal dress. In terms of the communication process, Mariah engaged in the process of

Accepted Answer

A)   integrating
B)   sending.
C)   decoding.
D)   messaging.
E)   encoding.F) C) and E)
G) C) and D)

Question 18

Sales from which of the following direct marketing tools is growing the fastest at 33 percent?

Accepted Answer

A)   mobile direct marketing
B)   social network direct marketing
C)   telemarketing
D)   e-mail marketing
E)   direct mail marketingF) None of the above
G) All of the above

Question 19

Procter & Gamble Co. created an advertisement for its Old Spice Krakengard Wild antiperspirant. In terms of the communication process, the ________ in the ad informed prospective customers that the antiperspirant offered more protection than other brands.

Accepted Answer

A)   lesson
B)   message
C)   meme
D)   source
E)   feedbackF) A) and E)
G) B) and E)

Question 20

Sales promotion refers to

Accepted Answer

A)   a short-term inducement of value offered to arouse interest in buying a product or service.
B)   a single-themed IMC campaign employing multiple advertising and personal selling strategies.
C)   individualized communications programs that are specifically designed with a single customer in mind because the item being sold is unique to that customer.
D)   a long-term inducement of value offered to build and sustain loyal customer relationships.
E)   a sequence of value inducements aimed at retaining channel members.F) C) and D)
G) B) and E)

Exam 15: Integrated Marketing Communications and Direct Marketing

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

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

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

Correct AnswerverifiedAdvertising is any paid form of nonperso...View AnswerShow Answer

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as ________ budgeting.

Correct AnswerverifiedShow Answer

"To inform" is the promotional objective of which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Errors in communication can occur in several ways, including which of the following?

Correct AnswerverifiedShow Answer

All of the following are tools used by a firm's public relations department except which?

Correct AnswerverifiedShow Answer

Sales from which of the following direct marketing tools is growing the fastest at 33 percent?

Correct AnswerverifiedShow Answer

The promotional objective of the decline 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 programs with competitors' programs, or to make comparisons with

Correct AnswerverifiedShow Answer

All of the following forms of direct marketing are used by consumers to purchase products except which?

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 F is referred to as

Correct AnswerverifiedShow Answer

Press conferences and social media posts are tools used by a firm's ________ department.

Correct AnswerverifiedShow Answer

The formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by

Correct AnswerverifiedShow Answer

Sales promotion refers to

Correct AnswerverifiedShow Answer

After watching a 30-second commercial from Jared for fine jewelry, Mariah was certain the necklace she saw would look spectacular with her new formal dress. In terms of the communication process, Mariah engaged in the process of

Correct AnswerverifiedShow Answer

Advertising, sales promotion, and public relations are often said to use ________ because they are used with groups of prospective buyers.

Correct AnswerverifiedShow Answer

In the hierarchy of effects, trial refers to

Correct AnswerverifiedShow Answer

Procter & Gamble Co. created an advertisement for its Old Spice Krakengard Wild antiperspirant. In terms of the communication process, the ________ in the ad informed prospective customers that the antiperspirant offered more protection than other brands.

Correct AnswerverifiedShow Answer

In the communication process, printing mistakes that affect the meaning of a newspaper advertisement, or using words or pictures that fail to communicate the message clearly, are referred to as

Correct AnswerverifiedShow Answer

An offer that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction may result in

Correct AnswerverifiedShow Answer

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The hierarchy of effects is the sequence...
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Advertising is any paid form of nonperso...
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