Question 1

Which of the following is a strength of publicity?

Accepted Answer

A)   Publicity can receive immediate feedback.
B)   Publicity can provide the target audience with complex information.
C)   Publicity can prepare messages quickly.
D)   Publicity is an efficient means for reaching large numbers of people.
E)   Publicity is has a high level of credibility in the consumer's mind.F) A) and B)
G) A) and C)

Question 2

"To remind" 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) C) and E)
G) A) and E)

Question 3

Which of the following is a weakness of advertising?

Accepted Answer

A)   It entails extremely high expense per exposure.
B)   It is difficult to get media cooperation.
C)   It entails high absolute costs.
D)   It is easily duplicated.
E)   It can easily lead to promotion wars.F) All of the above
G) B) and C)

Question 4

Identify and discuss four methods used to set the promotion budget.

Accepted Answer

(1) Percentage of sales. In the percenta...

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

Which of the following is a strength of advertising?

Accepted Answer

A)   Advertising provides immediate feedback.
B)   Advertising is very inexpensive.
C)   Advertising can create messages quickly.
D)   Advertising is an efficient means for reaching large numbers of people.
E)   Advertising is often the most credible source of information for consumers.F) C) and D)
G) A) and E)

Question 7

In the hierarchy of effects, the consumer's appraisal of the product or brand on important attributes is referred to as the ________ stage.

Accepted Answer

A)   evaluation
B)   adoption
C)   awareness
D)   interest
E)   trialF) A) and D)
G) A) and C)

Question 8

Which of the following statements about executing and evaluating the promotion program is most accurate?

Accepted Answer

A)   Although there are five elements in the promotional mix, the only element that really benefits from an IMC audit is advertising.
B)   Most IMC programs have no difficulty creating a pretest, but posttests are much more difficult to construct since a number of unknown elements must be measured.
C)   In addition to ensuring that traditional forms of communication are integrated, companies must be able to monitor consumer content, respond to inconsistent messages, and answer questions from individual customers.
D)   The ideal IMC program does not need any evaluation if it is executed according to plan.
E)   The most effective IMC audits are external. Internal audits tend to bias the results in the favor of the marketing staff's expectations.F) B) and C)
G) A) and E)

Question 9

All of the following are methods that firms use to set their promotion budgets except which?

Accepted Answer

A)   objective and task
B)   lost-horse forecast
C)   competitive parity
D)   percentage of sales
E)   all-you-can-affordF) A) and E)
G) B) and E)

Question 10

Lead generation is

Accepted Answer

A)   the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.
B)   a direct telephone communication only with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.
C)   a bundle of products that are shipped directly to the point of purchase rather than being stored or distributed through intermediaries.
D)   the outcome of an offer designed to motivate people to visit a business.
E)   the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information.F) B) and C)
G) C) and D)

Question 11

The ________ is used in part to inform prospective buyers about the benefits of the product.

Accepted Answer

A)   promotional mix
B)   promotion channel
C)   communication channel
D)   marketing mix
E)   media mixF) B) and E)
G) A) and E)

Question 12

Allocation of funds to promotion only after all other budget items are covered is referred to as

Accepted Answer

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

Question 13

The owner of a nail shop that operates in a local strip mall told her daughter, "Well, after budgeting for all of our expenses for next year, we still have about $7,500 remaining for emergencies. Let's budget 20 percent of that amount for advertising." What budgeting technique is the retailer most likely using?

Accepted Answer

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

Question 14

After a receiver responds to a message, the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as

Accepted Answer

A)   encoding.
B)   receiver response.
C)   feedback.
D)   noise.
E)   message loop.F) A) and D)
G) B) and C)

Question 15

Which of the following would be least likely to be used for mass selling?

Accepted Answer

A)   advertising
B)   public relations
C)   sales promotion
D)   publicity
E)   personal sellingF) A) and C)
G) C) and D)

Question 16

Like personal selling, ________ often consists of interactive communication.

Accepted Answer

A)   direct marketing
B)   advertising
C)   a sales promotion
D)   publicity
E)   a public service announcementF) A) and B)
G) C) and E)

Question 17

After awareness in the hierarchy of effects is

Accepted Answer

A)   interest.
B)   informing.
C)   involvement.
D)   trial.
E)   evaluation.F) A) and B)
G) C) and D)

Question 18

Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms. She immediately went to the store to purchase the product. In terms of the communication process, the Claritin ad created

Accepted Answer

A)   a stimulus.
B)   an exposure.
C)   a field of experience.
D)   a subconscious impulse.
E)   a response.F) A) and C)
G) D) and E)

Question 19

The fourth of five stages in the hierarchy of effects is

Accepted Answer

A)   interest.
B)   awareness.
C)   adoption.
D)   trial.
E)   evaluation.F) None of the above
G) All of the above

Question 20

A paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as

Accepted Answer

A)   sales promotion.
B)   publicity.
C)   advertising.
D)   direct marketing.
E)   mass communication.F) A) and C)
G) D) and E)

Exam 15: Integrated Marketing Communications and Direct Marketing

Which of the following statements about executing and evaluating the promotion program is most accurate?

Correct Answer
verified

In the hierarchy of effects, the consumer's appraisal of the product or brand on important attributes is referred to as the ________ stage.

Correct Answer
verified

After awareness in the hierarchy of effects is

Correct Answer
verified

The fourth of five stages in the hierarchy of effects is

Correct Answer
verified

All of the following are methods that firms use to set their promotion budgets except which?

Correct Answer
verified

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

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

Like personal selling, ________ often consists of interactive communication.

Correct Answer
verified

Lead generation is

Correct Answer
verified

A paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as

Correct Answer
verified

Which of the following is a strength of publicity?

Correct Answer
verified

Which of the following would be least likely to be used for mass selling?

Correct Answer
verified

Correct Answer
verified

Allocation of funds to promotion only after all other budget items are covered is referred to as

Correct Answer
verified

Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms. She immediately went to the store to purchase the product. In terms of the communication process, the Claritin ad created

Correct Answer
verified

Which of the following is a strength of advertising?

Correct Answer
verified

After a receiver responds to a message, the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as

Correct Answer
verified

Identify and discuss four methods used to set the promotion budget.

Correct Answer
verified
(1) Percentage of sales. In the percenta...
View Answer

Which of the following is a weakness of advertising?

Correct Answer
verified

The ________ is used in part to inform prospective buyers about the benefits of the product.

Correct Answer
verified

Exam 15: Integrated Marketing Communications and Direct Marketing

Which of the following statements about executing and evaluating the promotion program is most accurate?

Correct AnswerverifiedShow Answer

In the hierarchy of effects, the consumer's appraisal of the product or brand on important attributes is referred to as the ________ stage.

Correct AnswerverifiedShow Answer

After awareness in the hierarchy of effects is

Correct AnswerverifiedShow Answer

The fourth of five stages in the hierarchy of effects is

Correct AnswerverifiedShow Answer

All of the following are methods that firms use to set their promotion budgets except which?

Correct AnswerverifiedShow Answer

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

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

Like personal selling, ________ often consists of interactive communication.

Correct AnswerverifiedShow Answer

Lead generation is

Correct AnswerverifiedShow Answer

A paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as

Correct AnswerverifiedShow Answer

Which of the following is a strength of publicity?

Correct AnswerverifiedShow Answer

Which of the following would be least likely to be used for mass selling?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Allocation of funds to promotion only after all other budget items are covered is referred to as

Correct AnswerverifiedShow Answer

Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms. She immediately went to the store to purchase the product. In terms of the communication process, the Claritin ad created

Correct AnswerverifiedShow Answer

Which of the following is a strength of advertising?

Correct AnswerverifiedShow Answer

After a receiver responds to a message, the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as

Correct AnswerverifiedShow Answer

Identify and discuss four methods used to set the promotion budget.

Correct Answerverified(1) Percentage of sales. In the percenta...View AnswerShow Answer

Which of the following is a weakness of advertising?

Correct AnswerverifiedShow Answer

The ________ is used in part to inform prospective buyers about the benefits of the product.

Correct AnswerverifiedShow Answer

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

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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(1) Percentage of sales. In the percenta...
View Answer

Correct Answer
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Correct Answer
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