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Exam 15: Integrated Marketing Communications and Direct Marketing

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Question 61

Multiple Choice

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Rebates, coupons, samples, and contests are all examples of

A) endorsements.
B) sponsorships.
C) free publicity.
D) purchase aids.
E) sales promotions.

F) B) and D)
G) All of the above

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Question 62

Multiple Choice

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

A) scheduling
B) development
C) implementation
D) evaluation
E) planning

F) All of the above
G) A) and B)

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Question 63

Multiple Choice

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The promotional objective of the introduction stage of the product life cycle is to ________ consumers in order to increase their level of awareness of the product offering.

Consumers who read, hear, or see the message sent by a source during the marketing communication process are referred to as

In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the transformation of this idea into an ad campaign is an example of

Which of the following statements describes a key difference between advertising and public relations?

After watching the 30-minute infomercial on Oxy-Clean, Sarah was certain the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Sarah was ________ the message from Oxy-Clean.

The first stage in the hierarchy of effects is

No matter what the specific objective might be, from building awareness to increasing repeat purchases, promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, cover a specified time period, and be

In a marketing context, the acronym IMC refers to

The concept of designing marketing communications programs that coordinate all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing-to provide a consistent message across all audiences is referred to as

A major weakness of ________ as a form of promotion is that it requires expensive database management.

For a message to be communicated effectively, the sender and receiver must have a mutually shared field of experience, which means a similar ________ they apply to the message.

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

All of the following are challenges and opportunities that direct marketing faces in global markets except which?

All products go through a product life cycle of ________ stages: ________.

Melissa saw an ad promoting Vermont as a tourist destination and a great place to live. The ad contained a postage-paid reply card that could be used to request more information. In terms of the communication process, mailing in the postcard with a request for further information is an example of

Procter & Gamble introduced Old Spice High Endurance antiperspirant, targeted to teenage boys who don't watch much TV. P&G handed out samples at skateboarding events and sponsored a contest for the "high-school football player of the year." P&G emphasized which promotional element in this example?

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

Which promotional element is particularly important to business buyers?