Question 1

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

Accepted Answer

A)  the media mix.
B)  the marketing matrix.
C)  the promotional blend.
D)  marketing by objectives.
E)  integrated marketing communications.F) All of the above
G) B) and D)

Question 2

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share 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) A) and E)

Question 3

In terms of a promotional schedule,businesses such as ski resorts,airlines,and professional sports teams are likely to reduce their promotional activity

Accepted Answer

A)  when competitors leave the market.
B)  during the off-season.
C)  only when sales are down more than 10-20 percent.
D)  if they find cheaper social media options to be effective.
E)  when the target audience becomes younger.F) B) and C)
G) C) and D)

Question 4

Customers report many benefits of direct marketing,including which of these?

Accepted Answer

A)  There is more privacy than in-store shopping.
B)  There are fewer product returns.
C)  Instant gratification is higher.
D)  There are a greater number of additional incentives from sellers to retain customer loyalty.
E)  Products are generally bundled with other products to offer buyers greater value.F) A) and C)
G) B) and D)

Question 5

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

Question 6

According to the text,________ 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) D) and E)
G) B) and D)

Question 7

If used continuously,which of the following promotional elements will most likely lose its effectiveness?

Accepted Answer

A)  advertising
B)  personal selling
C)  sales promotion
D)  publicity
E)  direct marketingF) A) and D)
G) A) and C)

Question 8

Promotion objectives should possess three important qualities.They should cover a specified time period,be measurable,and

Accepted Answer

A)  unique in character.
B)  appealing.
C)  be designed for a well-defined target audience.
D)  repeatable.
E)  creative.F) B) and E)
G) A) and B)

Question 9

Sales promotion refers to

Accepted Answer

A)  a short-term inducement of value offered to arouse interest in buying a product or service.
B)  a single-themed IMC campaign employing multiple advertising and personal selling strategies.
C)  individualized communications programs that are specifically designed with a single customer in mind because the item being sold is unique to that customer.
D)  a long-term inducement of value offered to build and sustain loyal customer relationships.
E)  a sequence of value inducements aimed at retaining channel members.F) B) and C)
G) C) and D)

Question 10

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) None of the above
G) A) and B)

Question 11

Sales promotions cannot be the sole basis for a promotional campaign because

Accepted Answer

A)  all sales promotions have legal time limit restrictions to prevent unfair trade practices.
B)  gains from sales promotion are often temporary and sales drop off when it ends.
C)  sales promotions are too costly and soon become a financial liability.
D)  sales promotions are traditionally handled by outside firms and not the manufacturer,which often results in a significant loss of profit.
E)  consumers obtain an inflated impression of a product's actual value or worth.F) A) and D)
G) All of the above

Question 12

Figure 17-2
 
-To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled E represents

Accepted Answer

A)  advertising.
B)  personal selling.
C)  public relations.
D)  sales promotion.
E)  direct marketing.F) A) and C)
G) A) and D)

Question 13

Many promotional efforts are focused on ________,who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.

Accepted Answer

A)  sales personnel
B)  ultimate consumers
C)  intermediaries
D)  repeat buyers
E)  nonprospectsF) B) and E)
G) D) and E)

Question 14

An important factor in developing successful IMC programs is to create a process that facilitates their design and use.A tool used to evaluate a company's current process is the IMC

Accepted Answer

A)  audit.
B)  sensitivity analysis.
C)  what-if analysis.
D)  perceptual map.
E)  pretest.F) A) and C)
G) A) and B)

Question 15

The difficulty with the objective and task approach to promotional budgeting is the judgment required to

Accepted Answer

A)  accurately estimate costs of tasks.
B)  identify appropriate promotion objectives.
C)  accurately determine previous year expenditures and sales.
D)  perform the promotion tasks as intended.
E)  accurately estimate what tasks will accomplish each promotion objective.F) A) and D)
G) B) and C)

Question 16

The promotional objective of the maturity stage of the product life cycle is to

Accepted Answer

A)  inform.
B)  persuade.
C)  remind.
D)  sway.
E)  convince.F) None of the above
G) All of the above

Question 17

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

Accepted Answer

A)  advertising
B)  personal selling
C)  sales promotion
D)  publicity
E)  direct marketingF) C) and E)
G) A) and B)

Question 18

Which of the following forms of direct marketing has the highest business expenditures?

Accepted Answer

A)  e-mail
B)  direct mail
C)  paid search
D)  telemarketing
E)  advertisingF) A) and C)
G) B) and C)

Question 19

When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product,it is using a(n) ________ strategy.

Accepted Answer

A)  push
B)  pull
C)  inertia
D)  exclusivity
E)  logisticsF) A) and B)
G) A) and C)

Question 20

Figure 17-5
 
-Channel A in Figure 17-5 above represents which type of promotional channel strategy?

Accepted Answer

A)  direct
B)  indirect
C)  push
D)  pull
E)  verticalF) A) and C)
G) C) and D)

Exam 17: Integrated Marketing Communications and Direct Marketing

The promotional objective of the maturity stage of the product life cycle is to

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

Correct Answer
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Figure 17-5 -Channel A in Figure 17-5 above represents which type of promotional channel strategy?

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

Correct Answer
verified

An important factor in developing successful IMC programs is to create a process that facilitates their design and use.A tool used to evaluate a company's current process is the IMC

Correct Answer
verified

Sales promotion refers to

Correct Answer
verified

Correct Answer
verified

In terms of a promotional schedule,businesses such as ski resorts,airlines,and professional sports teams are likely to reduce their promotional activity

Correct Answer
verified

Customers report many benefits of direct marketing,including which of these?

Correct Answer
verified

The difficulty with the objective and task approach to promotional budgeting is the judgment required to

Correct Answer
verified

When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product,it is using a(n) ________ strategy.

Correct Answer
verified

Figure 17-2 -To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled E represents

Correct Answer
verified

Sales promotions cannot be the sole basis for a promotional campaign because

Correct Answer
verified

If used continuously,which of the following promotional elements will most likely lose its effectiveness?

Correct Answer
verified

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as ________ budgeting.

Correct Answer
verified

Promotion objectives should possess three important qualities.They should cover a specified time period,be measurable,and

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

Many promotional efforts are focused on ________,who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.

Correct Answer
verified

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

Correct Answer
verified

Which of the following forms of direct marketing has the highest business expenditures?

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

The promotional objective of the maturity stage of the product life cycle is to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Figure 17-5 -Channel A in Figure 17-5 above represents which type of promotional channel strategy?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

An important factor in developing successful IMC programs is to create a process that facilitates their design and use.A tool used to evaluate a company's current process is the IMC

Correct AnswerverifiedShow Answer

Sales promotion refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In terms of a promotional schedule,businesses such as ski resorts,airlines,and professional sports teams are likely to reduce their promotional activity

Correct AnswerverifiedShow Answer

Customers report many benefits of direct marketing,including which of these?

Correct AnswerverifiedShow Answer

The difficulty with the objective and task approach to promotional budgeting is the judgment required to

Correct AnswerverifiedShow Answer

When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product,it is using a(n) ________ strategy.

Correct AnswerverifiedShow Answer

Figure 17-2 -To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled E represents

Correct AnswerverifiedShow Answer

Sales promotions cannot be the sole basis for a promotional campaign because

Correct AnswerverifiedShow Answer

If used continuously,which of the following promotional elements will most likely lose its effectiveness?

Correct AnswerverifiedShow Answer

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as ________ budgeting.

Correct AnswerverifiedShow Answer

Promotion objectives should possess three important qualities.They should cover a specified time period,be measurable,and

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

Many promotional efforts are focused on ________,who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following forms of direct marketing has the highest business expenditures?

Correct AnswerverifiedShow Answer

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