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

Question 2

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a(n)

Accepted Answer

A)  push strategy.
B)  intense strategy.
C)  inertia strategy.
D)  exclusivity strategy.
E)  pull strategy.F) B) and E)
G) B) and D)

Question 3

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) D) and E)
G) A) and D)

Question 4

All of the following are examples of sales promotion tools except which?

Accepted Answer

A)  samples
B)  sweepstakes
C)  coupons
D)  catalogs
E)  rebatesF) D) and E)
G) A) and E)

Question 5

Mary's Cookies submitted an ad to the local newspaper with a coupon stating that a dozen cookies cost $2.99.The newspaper instead printed the price on the coupon as $29.99.Consequently,no customers came in to buy cookies using the coupon.The factor working against effective communication between Mary and her target market in this case was most likely

Accepted Answer

A)  feedback disruption.
B)  noise.
C)  a decoding error.
D)  a communication barrier.
E)  message interference.F) C) and E)
G) A) and C)

Question 6

The combination of one or more communication tools used to inform prospective buyers about the benefits of the product,persuade them to try it,and remind them later about the benefits they enjoyed by using the product is referred to as the

Accepted Answer

A)  promotion channel.
B)  channel of communication.
C)  marketing matrix.
D)  promotional mix.
E)  media mix.F) C) and E)
G) C) and D)

Question 7

The growing concern about ________ has led to a decline in direct marketing response rates among some customer groups.

Accepted Answer

A)  government regulation
B)  privacy
C)  landfill waste
D)  postal rates
E)  fraudF) A) and B)
G) A) and C)

Question 8

The promotional mix includes which of the following?

Accepted Answer

A)  segmentation
B)  personal selling
C)  merchandising
D)  branding
E)  peopleF) A) and B)
G) C) and D)

Question 9

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) C) and D)
G) A) and B)

Question 10

Ann's young son suffers from allergies and complains about his watery eyes and drowsiness.Ann feels bad because she thought there was nothing she could do to help him.When Ann saw the ad for a new drug that counters these symptoms in Martha Stewart Living magazine,she planned to ask his doctor about this product on her son's next visit.Ann is at which stage in the hierarchy of effects?

Accepted Answer

A)  She is the trial stage and will move to the interest stage soon.
B)  She has moved quickly from the awareness stage to the interest stage.
C)  She was in the consumer development stage and will more than likely move to the transition stage.
D)  She is in the evaluation stage and will move to the interest stage soon.
E)  She was in the interest stage and then moved quickly to the diffusion stage.F) A) and C)
G) A) and B)

Question 11

For a promotional campaign,the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as

Accepted Answer

A)  the purchase continuum.
B)  the hierarchy of effects.
C)  the product life cycle.
D)  the consumer purchasing scale.
E)  Maslow's hierarchy.F) A) and E)
G) A) and C)

Question 12

In the purchase stage of the consumer journey,________ gives consumers control over the process.

Accepted Answer

A)  public relations
B)  direct marketing
C)  advertising
D)  product sampling
E)  social mediaF) A) and B)
G) None of the above

Question 13

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

Accepted Answer

A)  two;new and improved,
B)  two;growth and decline.
C)  three;new,improved,and obsolete.
D)  four;awareness,interest,trial,and adoption.
E)  four;introduction,growth,maturity,and decline.F) A) and C)
G) B) and E)

Question 14

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant.In terms of the communication process,the ________ of the information in the product's advertisement is Procter & Gamble,its manufacturer.

Accepted Answer

A)  receiver
B)  source
C)  essence
D)  decoder
E)  communication channelF) A) and C)
G) B) and D)

Question 15

Once the design of each of the promotional program elements is complete,it is important to determine the most effective timing of their use.The ________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Accepted Answer

A)  perceptual map
B)  efficiency matrix
C)  sensitivity analysis
D)  promotion to sales ratio
E)  promotion scheduleF) B) and E)
G) None of the above

Question 16

All of the following are forms of direct marketing except which?

Accepted Answer

A)  catalogs
B)  in-store free samples
C)  telemarketing
D)  television home shopping
E)  direct mailF) C) and E)
G) C) and D)

Question 17

In the hierarchy of effects,interest 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)  an increase in the consumer's desire to learn about some of the features of the product or brand.
D)  a favorable experience on the first trial,resulting in the consumer's repeated purchase and use of the product or brand.
E)  the consumer's first actual purchase and use of the product or brand.F) C) and D)
G) D) and E)

Question 18

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) C) and E)
G) C) and D)

Question 19

A product characteristic known as ________ is relevant to promotional mix decisions and has financial,social,and physical components.

Accepted Answer

A)  risk
B)  complexity
C)  ancillary services
D)  empathy
E)  synergyF) C) and D)
G) A) and D)

Question 20

Procter & Gamble Co.created an advertisement for its Old Spice Red Zone Swagger 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) C) and E)
G) B) and C)

Exam 17: Integrated Marketing Communications and Direct Marketing

In the purchase stage of the consumer journey,________ gives consumers control over the process.

Correct Answer
verified

The growing concern about ________ has led to a decline in direct marketing response rates among some customer groups.

Correct Answer
verified

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

Correct Answer
verified

A product characteristic known as ________ is relevant to promotional mix decisions and has financial,social,and physical components.

Correct Answer
verified

Once the design of each of the promotional program elements is complete,it is important to determine the most effective timing of their use.The ________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Correct Answer
verified

All of the following are examples of sales promotion tools except which?

Correct Answer
verified

In the hierarchy of effects,interest refers to

Correct Answer
verified

The promotional mix includes which of the following?

Correct Answer
verified

All of the following are forms of direct marketing except which?

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

The combination of one or more communication tools used to inform prospective buyers about the benefits of the product,persuade them to try it,and remind them later about the benefits they enjoyed by using the product is referred to as the

Correct Answer
verified

Correct Answer
verified

For a promotional campaign,the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as

Correct Answer
verified

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a(n)

Correct Answer
verified

In the hierarchy of effects,trial refers to

Correct Answer
verified

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant.In terms of the communication process,the ________ of the information in the product's advertisement is Procter & Gamble,its manufacturer.

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

In the purchase stage of the consumer journey,________ gives consumers control over the process.

Correct AnswerverifiedShow Answer

The growing concern about ________ has led to a decline in direct marketing response rates among some customer groups.

Correct AnswerverifiedShow Answer

Procter & Gamble Co.created an advertisement for its Old Spice Red Zone Swagger 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

A product characteristic known as ________ is relevant to promotional mix decisions and has financial,social,and physical components.

Correct AnswerverifiedShow Answer

Once the design of each of the promotional program elements is complete,it is important to determine the most effective timing of their use.The ________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Correct AnswerverifiedShow Answer

All of the following are examples of sales promotion tools except which?

Correct AnswerverifiedShow Answer

In the hierarchy of effects,interest refers to

Correct AnswerverifiedShow Answer

The promotional mix includes which of the following?

Correct AnswerverifiedShow Answer

All of the following are forms of direct marketing except which?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The combination of one or more communication tools used to inform prospective buyers about the benefits of the product,persuade them to try it,and remind them later about the benefits they enjoyed by using the product is referred to as the

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

For a promotional campaign,the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as

Correct AnswerverifiedShow Answer

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a(n)

Correct AnswerverifiedShow Answer

In the hierarchy of effects,trial refers to

Correct AnswerverifiedShow Answer

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant.In terms of the communication process,the ________ of the information in the product's advertisement is Procter & Gamble,its manufacturer.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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