Question 1

A prospective buyer goes through a sequence of stages including awareness, interest, evaluation, trial, and adoption, which are referred to as

Accepted Answer

A)   the hierarchy of effects.
B)   Maslow's hierarchy.
C)   the purchase decision continuum.
D)   the consumer-product cycle.
E)   the consumer purchasing pattern.F) D) and E)
G) None of the above

Question 2

Which of the following 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 C)
G) C) and D)

Question 3

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

Accepted Answer

Personal selling is the two-way flow of ...

Question 4

Ford Motor Company provides support and incentives for its Ford and Lincoln dealers worldwide. Through a multilevel program, Ford provides incentives to reward dealers for meeting sales goals. Dealers receive an incentive when they are near a goal, another when they reach a goal, and a larger incentive if they exceed sales projections. All of these actions are intended to encourage dealers to ________ the Ford products through the channel to consumers.

Accepted Answer

A)   dump
B)   pull
C)   unload
D)   no haggle
E)   pushF) A) and B)
G) All of the above

Question 5

All of the following were Taco Bell marketing tactics designed to appeal to its target market except which?

Accepted Answer

A)   revised its logo to be simpler
B)   advertised its use of antibiotic-free chicken and cage-free eggs
C)   partnered with Hilton to offer its tacos on the room service menu
D)   partnered with Sony for a Playstation VR giveaway
E)   collaborated with Airbnb to offer a free stay in a converted Taco BellF) C) and E)
G) C) and D)

Question 6

All of the following guidelines help ensure the success of mobile marketing except which?

Accepted Answer

A)   Campaigns should match product characteristics to the needs, preferences, and lifestyles of the consumer.
B)   Communications should facilitate multitasking.
C)   Firms should create a mobile-ready app that is flashy and fun.
D)   Mobile apps should help shoppers make price comparisons.
E)   Communication should include extensive text and images to explain the features and benefits of the brand.F) C) and D)
G) A) and C)

Question 7

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

Accepted Answer

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

Question 8

A paid advertisement for the Texas Department of Economic Development-Tourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website, or use a toll-free number to request more information about vacation destinations in Texas. The primary purpose of this ad was

Accepted Answer

A)   direct order fulfillment.
B)   to make a public service announcement.
C)   indirect order generation.
D)   lead generation.
E)   digital communication.F) C) and D)
G) A) and C)

Question 9

A primary function of the promotional mix is to

Accepted Answer

A)   explain how to use a product.
B)   persuade consumers to try a product.
C)   inform customers of complementary offerings.
D)   inform customers of pricing changes.
E)   point out flaws in competitors' products.F) B) and D)
G) C) and E)

Question 10

In the hierarchy of effects, a favorable experience on the first trial causes the consumer's repeated purchase and use of the product or brand in the ________ stage.

Accepted Answer

A)   evaluation
B)   adoption
C)   awareness
D)   interest
E)   usageF) B) and E)
G) All of the above

Question 11

Each year, advertisers spend millions of dollars during the U.S. Super Bowl football game broadcast. These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle. Unfortunately, during the advertisements, many viewers might dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers. The desire for food and drink is an example of ________, which inhibits effective communication.

Accepted Answer

A)   distraction
B)   diversion
C)   ineffective encoding
D)   information overload
E)   noiseF) A) and D)
G) C) and E)

Question 12

The ________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.

Accepted Answer

A)   product
B)   price
C)   place
D)   promotion
E)   advertisingF) C) and D)
G) B) and E)

Question 13

Although the lack of control means that it is rarely the main element of a promotional campaign, ________ is an important part of most of them.

Accepted Answer

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

Question 14

When Macy's places a link to its website with a coupon for its President's Day sale on an online 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) A) and C)

Question 15

According to the textbook, ________ recently won Advertising Age magazine's coveted Media Agency of the Year award.

Accepted Answer

A)   72 and Sunny
B)   PHD
C)   Fallon
D)   LatinWorks
E)   DisneyF) A) and E)
G) B) and E)

Question 16

When an English speaker reads the KFC slogan "Finger-lickin' good!" he or she interprets this as an indication that the food tastes very good. When this slogan was translated into Chinese, the Chinese speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing

Accepted Answer

A)   product consumption behaviors.
B)   fields of experience.
C)   channels of communication.
D)   educational systems.
E)   advertising appeals.F) A) and B)
G) D) and E)

Question 17

When employing a pull 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)   forces a retailer to promote its product by placing national brand ads in local newspapers.
C)   directs the promotional mix at ultimate consumers to encourage them to ask retailers for the product.
D)   directs the promotional mix toward channel members to gain their cooperation in ordering and stocking the product.
E)   directs retailers to promote one product over another to help balance fluctuations in inventory.F) B) and C)
G) A) and E)

Question 18

Which of the following 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) B) and C)
G) A) and B)

Question 19

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

Question 20

A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold, 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) A) and B)
G) C) and D)

Exam 15: Integrated Marketing Communications and Direct Marketing

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

Correct Answer
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A primary function of the promotional mix is to

Correct Answer
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What are the strengths/advantages and weaknesses/disadvantages of using personal selling in the promotional mix?

Correct Answer
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Personal selling is the two-way flow of ...
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When employing a pull strategy, a manufacturer

Correct Answer
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The ________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.

Correct Answer
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All of the following were Taco Bell marketing tactics designed to appeal to its target market except which?

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

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 C is referred to as

Correct Answer
verified

A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold, is referred to as ________ budgeting.

Correct Answer
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A prospective buyer goes through a sequence of stages including awareness, interest, evaluation, trial, and adoption, which are referred to as

Correct Answer
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In the hierarchy of effects, a favorable experience on the first trial causes the consumer's repeated purchase and use of the product or brand in the ________ stage.

Correct Answer
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Which of the following statements regarding direct marketing is most accurate?

Correct Answer
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Which of the following is a weakness of personal selling?

Correct Answer
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According to the textbook, ________ recently won Advertising Age magazine's coveted Media Agency of the Year award.

Correct Answer
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Although the lack of control means that it is rarely the main element of a promotional campaign, ________ is an important part of most of them.

Correct Answer
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Correct Answer
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All of the following guidelines help ensure the success of mobile marketing except which?

Correct Answer
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Correct Answer
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Exam 15: Integrated Marketing Communications and Direct Marketing

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

A primary function of the promotional mix is to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedPersonal selling is the two-way flow of ...View AnswerShow Answer

When employing a pull strategy, a manufacturer

Correct AnswerverifiedShow Answer

The ________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.

Correct AnswerverifiedShow Answer

All of the following were Taco Bell marketing tactics designed to appeal to its target market except which?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

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 C is referred to as

Correct AnswerverifiedShow Answer

A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold, is referred to as ________ budgeting.

Correct AnswerverifiedShow Answer

A prospective buyer goes through a sequence of stages including awareness, interest, evaluation, trial, and adoption, which are referred to as

Correct AnswerverifiedShow Answer

In the hierarchy of effects, a favorable experience on the first trial causes the consumer's repeated purchase and use of the product or brand in the ________ stage.

Correct AnswerverifiedShow Answer

Which of the following statements regarding direct marketing is most accurate?

Correct AnswerverifiedShow Answer

Which of the following is a weakness of personal selling?

Correct AnswerverifiedShow Answer

According to the textbook, ________ recently won Advertising Age magazine's coveted Media Agency of the Year award.

Correct AnswerverifiedShow Answer

Although the lack of control means that it is rarely the main element of a promotional campaign, ________ is an important part of most of them.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

All of the following guidelines help ensure the success of mobile marketing except which?

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Correct AnswerverifiedShow Answer

Correct Answer
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Personal selling is the two-way flow of ...
View Answer

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