Question 1

The process of a sender transforming an idea into a set of symbols during the communication process is referred to as

Accepted Answer

A)  decoding.
B)  encrypting.
C)  message formation.
D)  advertising.
E)  encoding.F) A) and D)
G) A) and E)

Question 2

Which of the following messages represents a potential communication error?

Accepted Answer

A)  "Once in-a-lifetime offer!"
B)  "Buy one,get one free!"
C)  "Can't read? Let us help.Free literacy classes."
D)  "Great part-time job opportunity;transportation required."
E)  "Two bottled waters for $3.00 or $1.75 apiece."F) B) and D)
G) C) and D)

Question 3

Communication is the process of conveying a message to others and it requires six elements,including which of these?

Accepted Answer

A)  a channel of communication
B)  a signal
C)  a brand
D)  a slogan
E)  an offerF) A) and E)
G) All of the above

Question 4

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 Box A represents

Accepted Answer

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

Question 5

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as

Accepted Answer

A)  customer incentive.
B)  customer enticement.
C)  free publicity.
D)  sales promotion.
E)  purchase incentive.F) C) and D)
G) A) and B)

Question 6

In the hierarchy of effects,the consumer's ability to recognize and remember the product or brand name is referred to as the ________ stage.

Accepted Answer

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

Question 7

What is the best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?

Accepted Answer

The best approach to budgeting is object...

Question 8

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

Question 9

In a marketing context,the acronym IMC refers to

Accepted Answer

A)  interactive media convergence.
B)  internal marketing communications.
C)  integrated marketing collaboration.
D)  integrated marketing communications.
E)  international marketing convergence.F) A) and B)
G) C) and D)

Question 10

In the communication process,the viewers of a NASCAR race who see a TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called

Accepted Answer

A)  decoders.
B)  the target market.
C)  wasted coverage.
D)  receivers.
E)  encoders.F) A) and C)
G) B) and E)

Question 11

Research indicates that publicity followed by advertising with the same message

Accepted Answer

A)  undermines the credibility of the first message and therefore lessons its effect.
B)  increases the positive response to the message.
C)  decreases the positive response to the message even if it is delivered by a well-known spokesperson.
D)  is less effective than publicity followed by a sales promotion,such as a contest or product sample.
E)  is no more or less effective than when used alone.F) A) and B)
G) A) and C)

Question 12

In a marketing context,a source refers to

Accepted Answer

A)  any paid form of advertising.
B)  consumers who read,hear,or see the message during the communications process.
C)  a company or person who has information to convey during the communications process.
D)  people with similar understanding and knowledge who are willing to share that knowledge with others.
E)  a group of individuals who are willing to receive information from others.F) A) and B)
G) B) and C)

Question 13

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 D)
G) A) and B)

Question 14

Which of the following types of promotion uses customized interaction?

Accepted Answer

A)  advertising
B)  direct marketing
C)  public relations
D)  sales promotion
E)  publicityF) All of the above
G) C) and D)

Question 15

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes.What form of marketing communication did it use?

Accepted Answer

A)  public relations
B)  personal selling
C)  publicity
D)  sales promotion
E)  advertisingF) A) and B)
G) D) and E)

Question 16

Factors such as differences in payment methods (credit and credit cards) ,the need for improved reliability and security with regard to the mail system,and government regulations make it especially difficult to use ________ in the global market.

Accepted Answer

A)  direct marketing
B)  advertising
C)  personal selling
D)  sales promotion
E)  publicityF) B) and E)
G) B) and D)

Question 17

Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle?

Accepted Answer

A)  introduction
B)  growth
C)  accelerated development
D)  early growth
E)  maturityF) A) and B)
G) C) and E)

Question 18

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

Accepted Answer

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

Question 19

Figure 17-1
 
-Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J).Identify and briefly describe each of the ten elements.

Accepted Answer

The elements labeled in Figure 17-1 are:...

Question 20

Which of the following forms of direct marketing has the highest response rate?

Accepted Answer

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

Exam 17: Integrated Marketing Communications and Direct Marketing

In a marketing context,the acronym IMC refers to

Correct AnswerverifiedShow Answer

Like personal selling,________ often consists of interactive communication.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following forms of direct marketing has the highest response rate?

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 Box A represents

Correct AnswerverifiedShow Answer

Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J).Identify and briefly describe each of the ten elements.

Correct AnswerverifiedThe elements labeled in Figure 17-1 are:...View AnswerShow Answer

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes.What form of marketing communication did it use?

Correct AnswerverifiedShow Answer

In the communication process,the viewers of a NASCAR race who see a TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called

Correct AnswerverifiedShow Answer

Communication is the process of conveying a message to others and it requires six elements,including which of these?

Correct AnswerverifiedShow Answer

Which of the following messages represents a potential communication error?

Correct AnswerverifiedShow Answer

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as

Correct AnswerverifiedShow Answer

In the hierarchy of effects,the consumer's ability to recognize and remember the product or brand name is referred to as the ________ stage.

Correct AnswerverifiedShow Answer

What is the best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?

Correct AnswerverifiedThe best approach to budgeting is object...View AnswerShow Answer

In a marketing context,a source refers to

Correct AnswerverifiedShow Answer

Which of the following is a weakness of advertising?

Correct AnswerverifiedShow Answer

Factors such as differences in payment methods (credit and credit cards) ,the need for improved reliability and security with regard to the mail system,and government regulations make it especially difficult to use ________ in the global market.

Correct AnswerverifiedShow Answer

Research indicates that publicity followed by advertising with the same message

Correct AnswerverifiedShow Answer

Which of the following types of promotion uses customized interaction?

Correct AnswerverifiedShow Answer

The process of a sender transforming an idea into a set of symbols during the communication process is referred to as

Correct AnswerverifiedShow Answer

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The elements labeled in Figure 17-1 are:...
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The best approach to budgeting is object...
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Correct Answer
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