Question 1

For a promotional campaign,the hierarchy of effects refers to the stages a prospective buyer goes through,which include

Accepted Answer

A)  awareness,interest,evaluation,trial,and rejection.
B)  interest,adoption,and brand loyalty.
C)  cognition,affect,and behavior.
D)  awareness,interest,evaluation,trial,and adoption.
E)  seeing an ad,trying the product,buying the product,and buying the product again.F) B) and C)
G) All of the above

Question 2

An offer designed to generate interest in a product or service and a request for additional information results in

Accepted Answer

A)  direct orders.
B)  lead generation.
C)  traffic generation.
D)  indirect orders.
E)  prospecting.F) C) and D)
G) B) and C)

Question 3

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

Accepted Answer

A)  special events
B)  focus groups
C)  lobbying efforts
D)  press conferences
E)  image managementF) B) and E)
G) A) and D)

Question 4

Annual reports 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 C)
G) A) and B)

Question 5

In the hierarchy of effects,an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the ________ stage.

Accepted Answer

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

Question 6

Figure 17-1
 
-Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J) .The position labeled J is referred to as

Accepted Answer

A)  decoding.
B)  the message.
C)  the fields of experience.
D)  noise.
E)  the feedback loop.F) C) and D)
G) All of the above

Question 7

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

Accepted Answer

A)  The need for improved reliability and security in many countries has slowed the growth of direct mail.
B)  The availability of credit and credit cards varies throughout the world.
C)  The use of web "tracking" tools by direct marketers to segment consumers and match them with advertising are universally appreciated by consumers because they speed up the online purchase process.
D)  The mail,telephone,and Internet systems in many countries are not as well developed as they are in the United States.
E)  The European Union passed a consumer privacy law,called the Data Protection Directive due to consumer concerns about privacy.F) A) and D)
G) A) and C)

Question 8

Direct orders are

Accepted Answer

A)  direct communication with consumers to generate a response in the form of an order,a request for further information,or a visit to a retail outlet.
B)  products that are shipped directly to the place of purchase rather than being stored or distributed through intermediaries.
C)  the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.
D)  the outcome of an offer designed to motivate people to visit a business.
E)  the result of an offer designed to generate interest in a product or service and a request for additional information.F) A) and C)
G) None of the above

Question 9

The owner of a cosmetics start-up told his employees,"We had a good year,and next year looks to be even better.I'm going to raise this year's promotion budget by 4.5 percent compared to last year's.We had strong growth in sales of close to 10 percent this year so I think we can do more advertising." This company is most likely using ________ budgeting.

Accepted Answer

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

Question 10

The ________ is used in part used 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) A) and D)
G) B) and D)

Question 11

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

Question 12

A ________ consists of a response and feedback.

Accepted Answer

A)  feedback loop
B)  consequence
C)  source reaction
D)  primary cause and effect
E)  concept effectF) A) and E)
G) B) and C)

Question 13

Identify and briefly describe each of the five promotional elements.

Accepted Answer

The promotional mix is the combination o...

Exam 17: Integrated Marketing Communications and Direct Marketing

Identify and briefly describe each of the five promotional elements.

Correct Answer
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The promotional mix is the combination o...
View Answer

In the hierarchy of effects,an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the ________ stage.

Correct Answer
verified

An offer designed to generate interest in a product or service and a request for additional information results in

Correct Answer
verified

Annual reports and social media posts are tools used by a firm's ________ department.

Correct Answer
verified

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J) .The position labeled J is referred to as

Correct Answer
verified

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

Correct Answer
verified

A ________ consists of a response and feedback.

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

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

For a promotional campaign,the hierarchy of effects refers to the stages a prospective buyer goes through,which include

Correct Answer
verified

Direct orders are

Correct Answer
verified

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

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

Identify and briefly describe each of the five promotional elements.

Correct AnswerverifiedThe promotional mix is the combination o...View AnswerShow Answer

In the hierarchy of effects,an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the ________ stage.

Correct AnswerverifiedShow Answer

An offer designed to generate interest in a product or service and a request for additional information results in

Correct AnswerverifiedShow Answer

Annual reports and social media posts are tools used by a firm's ________ department.

Correct AnswerverifiedShow Answer

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J) .The position labeled J is referred to as

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 ________ consists of a response and feedback.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

For a promotional campaign,the hierarchy of effects refers to the stages a prospective buyer goes through,which include

Correct AnswerverifiedShow Answer

Direct orders are

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
verified
The promotional mix is the combination o...
View Answer

Correct Answer
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