Question 1

Marketers can communicate best with college students by

Accepted Answer

A)  using cable TV ads since this demographic watches TV more than any other medium.
B)  adding mobile media to their IMC campaigns.
C)  placing ads on Sirius XM radio.
D)  using "Twitter Jockeys."
E)  discouraging media multitasking.F) A) and D)
G) B) and C)

Question 2

Figure 17-6
 
-The promotion decision process is divided into three phases.In Figure 17-6 above,Box C refers to the ________ phase.

Accepted Answer

A)  planning
B)  forecasting
C)  evaluation
D)  realization
E)  implementationF) A) and C)
G) C) and D)

Question 3

Lonely Planet's travel guides,including volumes like Italy,have been indispensable for travelers throughout the world since they describe out-of-the-way,inexpensive restaurants and hotels.These guides provide invaluable ________ to the establishments,though they cannot pay to be included.

Accepted Answer

A)  direct sales
B)  publicity
C)  direct marketing
D)  personnel selling
E)  public service announcementF) C) and E)
G) A) and B)

Question 4

Advertising,personal selling,sales promotion,public relations,and direct marketing are marketing communications alternatives that make up a firm's

Accepted Answer

A)  cooperative advertising.
B)  marketing mix.
C)  media strategy.
D)  promotional mix.
E)  communication source.F) None of the above
G) A) and E)

Question 5

Figure 17-5
 
-Channel B 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 E)
G) B) and E)

Question 6

Taco Bell developed its #loveandtacoscontest in response to

Accepted Answer

A)  bullying in schools;it created a way to reward those who intervene.
B)  a traditionally slow period for the chain,in February near Valentine's day.
C)  declining sales during the evening meal;it promoted Taco Bell as a great date night.
D)  hearing that some customers were adding Taco Bell to their wedding festivities.
E)  the incredible success of its previous novelty tacos;it launched a new heart-shaped one.F) B) and E)
G) B) and D)

Question 7

Development of the promotion program focuses on the four Ws.What are they?

Accepted Answer

The development stage is composed of fou...

Question 8

The promotional mix refers to

Accepted Answer

A)  the three underlying appeals used that make promotions effective: sex appeal,humor appeal,and fear appeal.
B)  the combination of both paid and nonpaid marketing tools used to promote product interest.
C)  the set of promotional tools designed to motivate prospective buyers to purchase products and services: awareness,interest,evaluation,trial,and adoption.
D)  the composition of the objectives of the promotion: to inform,to persuade,to remind,and to phase out.
E)  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.F) B) and C)
G) A) and E)

Question 9

What are the strengths/advantages and weaknesses/disadvantages of using publicity in the promotional mix?

Accepted Answer

Publicity is a nonpersonal,indirectly pa...

Question 10

Brand creative director at Taco Bell Tracee Larocca describes her job as making "sure that all of our communications have the same look,tone,and feel across all platforms," which could be described as

Accepted Answer

A)  advertising management.
B)  targeted marketing research.
C)  traditional media expertise.
D)  repositioning.
E)  integrated marketing communications.F) A) and E)
G) C) and D)

Question 11

Allocating funds to promotion whereby the company determines its promotion objectives,outlines the tasks to accomplish these objectives,and determines the promotion cost of performing these tasks is referred to as

Accepted Answer

A)  percentage of sales budgeting.
B)  competitive parity budgeting.
C)  all-you-can-afford budgeting.
D)  linear forecast budgeting.
E)  objective and task budgeting.F) All of the above
G) A) and C)

Question 12

In which sales budgeting approach is the amount of money spent based on past or anticipated sales?

Accepted Answer

A)  competitive parity
B)  all-you-can-afford
C)  objective and task
D)  percentage of sales
E)  relative scaleF) A) and E)
G) None of the above

Question 13

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

Accepted Answer

A)  decoding.
B)  the receiver.
C)  the fields of experience.
D)  response.
E)  feedback.F) A) and C)
G) B) and C)

Question 14

Which of the following is a weakness of direct marketing?

Accepted Answer

A)  Direct marketing is a relatively untargeted method of trying to reach potential customers.
B)  Messages using direct marketing may differ between direct mailings,confusing the target market.
C)  Direct marketing is expensive and time consuming due to the development and maintenance of a database.
D)  For direct marketing,it is difficult to get media cooperation.
E)  Direct marketing can lead to promotion wars.F) A) and B)
G) C) and E)

Question 15

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

Accepted Answer

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

Question 16

Which promotional mix alternative has the advantage of allowing the seller to see and hear the potential buyer's reaction to the message?

Accepted Answer

A)  advertising
B)  personal selling
C)  public relations
D)  sales promotion
E)  publicityF) A) and B)
G) D) and E)

Question 17

The information sent by a source to a receiver during the communication process is referred to as

Accepted Answer

A)  an advertisement.
B)  publicity.
C)  a message.
D)  feedback.
E)  a missive.F) B) and C)
G) A) and E)

Question 18

Which of the following tasks is completed during the planning phase of an IMC program?

Accepted Answer

A)  specify the promotion objectives
B)  pretest the promotion
C)  state the mission
D)  identify possible advertising or promotional firms
E)  carry out the promotionF) All of the above
G) A) and C)

Question 19

The National Do Not Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines.More than ________ percent of all households are registered.

Accepted Answer

A)  95
B)  90
C)  80
D)  70
E)  30F) C) and D)
G) A) and B)

Question 20

All of the following guidelines help ensure the success of mobile marketing except which?

Accepted Answer

A)  Campaigns should match product characteristics to the needs,preferences,and lifestyles of the consumer.
B)  Communications should facilitate multitasking.
C)  Create a mobile-ready app that is flashy and fun.
D)  Mobile apps should help shoppers make price comparisons.
E)  Communication should include extensive text and images to explain the purpose and value of the brand.F) A) and B)
G) A) and C)

Exam 17: Integrated Marketing Communications and Direct Marketing

Brand creative director at Taco Bell Tracee Larocca describes her job as making "sure that all of our communications have the same look,tone,and feel across all platforms," which could be described as

Correct AnswerverifiedShow Answer

Which promotional mix alternative has the advantage of allowing the seller to see and hear the potential buyer's reaction to the message?

Correct AnswerverifiedShow Answer

Taco Bell developed its #loveandtacoscontest in response to

Correct AnswerverifiedShow Answer

The promotional mix refers to

Correct AnswerverifiedShow Answer

Marketers can communicate best with college students by

Correct AnswerverifiedShow Answer

Figure 17-6 -The promotion decision process is divided into three phases.In Figure 17-6 above,Box C refers to the ________ phase.

Correct AnswerverifiedShow Answer

In which sales budgeting approach is the amount of money spent based on past or anticipated sales?

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 E is referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

All of the following guidelines help ensure the success of mobile marketing except which?

Correct AnswerverifiedShow Answer

Which of the following is a weakness of direct marketing?

Correct AnswerverifiedShow Answer

Lonely Planet's travel guides,including volumes like Italy,have been indispensable for travelers throughout the world since they describe out-of-the-way,inexpensive restaurants and hotels.These guides provide invaluable ________ to the establishments,though they cannot pay to be included.

Correct AnswerverifiedShow Answer

Advertising,personal selling,sales promotion,public relations,and direct marketing are marketing communications alternatives that make up a firm's

Correct AnswerverifiedShow Answer

Development of the promotion program focuses on the four Ws.What are they?

Correct AnswerverifiedThe development stage is composed of fou...View AnswerShow Answer

Allocating funds to promotion whereby the company determines its promotion objectives,outlines the tasks to accomplish these objectives,and determines the promotion cost of performing these tasks is referred to as

Correct AnswerverifiedShow Answer

Which of the following tasks is completed during the planning phase of an IMC program?

Correct AnswerverifiedShow Answer

The information sent by a source to a receiver during the communication process is referred to as

Correct AnswerverifiedShow Answer

The National Do Not Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines.More than ________ percent of all households are registered.

Correct AnswerverifiedShow Answer

What are the strengths/advantages and weaknesses/disadvantages of using publicity in the promotional mix?

Correct AnswerverifiedPublicity is a nonpersonal,indirectly pa...View AnswerShow Answer

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The development stage is composed of fou...
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Publicity is a nonpersonal,indirectly pa...
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