Question 1

In the feedback loop,the impact the message has on the receiver's knowledge,attitude,or behaviors during the communications process is referred to as

Accepted Answer

A)  feedback.
B)  a field of experience.
C)  noise.
D)  a response.
E)  a hierarchy of effects.F) A) and E)
G) B) and C)

Question 2

The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs or to compare with

Accepted Answer

A)  calculated break-even points.
B)  estimated return on investments.
C)  promotion-to-expense ratios.
D)  competitors or industry averages.
E)  advertising-to-sales promotion ratios.F) A) and D)
G) A) and C)

Question 3

The European Union passed a consumer privacy law,called the ________,after several years of discussion with the Federation of European Direct Marketing and the U.K.'s Direct Marketing Association.

Accepted Answer

A)  Personal Identity Law
B)  Intellectual Property Act
C)  Data Protection Directive
D)  Credit Protection Act
E)  Shared Information ActF) C) and E)
G) C) and D)

Question 4

Field of experience refers to

Accepted Answer

A)  the unique set of terms,expressions,or jargon that carries a specific meaning within a specific field (i.e. ,the medical profession,legal profession,etc. ) .
B)  the designation given to different elements in the communications channel based upon their specific area of expertise (i.e. ,advertising,publicity,etc. ) .
C)  a similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect decoding of the sender's message.
D)  a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect encoding of the sender's message.
E)  a similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process.F) A) and B)
G) A) and E)

Question 5

When Procter & Gamble bought the Old Spice brand in 1990,it planned to transform the old,stagnating brand into a men's "personal-care powerhouse." The ads that P&G developed shed the older-man image and now appeal to 18- to 34-year-olds.In terms of the communication process,P&G had to ________ its idea to deliver the message to the new target market.

Accepted Answer

A)  respond
B)  discuss
C)  decode
D)  encode
E)  feedbackF) B) and C)
G) A) and C)

Question 6

"To persuade" is the promotional objective of which stage of the product life cycle?

Accepted Answer

A)  early growth
B)  growth
C)  accelerated development
D)  maturity
E)  introductionF) A) and E)
G) C) and E)

Question 7

Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.

Accepted Answer

The first stage is introduction.The prim...

Question 8

The first stage in the hierarchy of effects is

Accepted Answer

A)  interest.
B)  awareness.
C)  understanding.
D)  trial.
E)  evaluation.F) C) and D)
G) A) and D)

Question 9

After watching a 30-second commercial from Jared for fine jewelry,Mariah was certain the necklace she saw would look spectacular with her new formal dress.In terms of the communication process,Mariah engaged in the task of

Accepted Answer

A)  integrating.
B)  sending.
C)  decoding.
D)  messaging.
E)  encoding.F) A) and E)
G) A) and D)

Question 10

When Tonya had her baby at a local hospital,she was given a diaper bag with samples of Enfamil baby formula.These free samples are examples of

Accepted Answer

A)  free advertising.
B)  personal selling.
C)  sales promotions.
D)  free publicity.
E)  direct sales.F) A) and E)
G) None of the above

Question 11

The advertising campaign,"Think Outside the Bun" was designed for millennials and belongs to which brand?

Accepted Answer

A)  McDonald's
B)  Arby's
C)  Chick-Fil-A
D)  Taco Bell
E)  Long John Silver'sF) C) and E)
G) A) and C)

Question 12

Lenox China Co.would like to get its annual Christmas ornament series into Macy's department stores.Macy's has a buyer in New York City who makes decisions on its giftware.Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

Accepted Answer

A)  advertising
B)  sales promotion
C)  personal selling
D)  public relations
E)  advertising and public relationsF) A) and E)
G) None of the above

Question 13

Communication is the process of conveying a message to others and it requires six elements.These elements are a(n) ________,a message,a channel of communication,a receiver,and the processes of encoding and decoding.

Accepted Answer

A)  concept
B)  brand
C)  slogan
D)  source
E)  offerF) C) and D)
G) None of the above

Question 14

Allocation of funds to promotion only after all other budget items are covered is referred to as

Accepted Answer

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

Question 15

Communication with consumers who are not in the target audience is referred to as

Accepted Answer

A)  excess coverage.
B)  wasted coverage.
C)  exhaustive coverage.
D)  squandered coverage.
E)  dissipated coverage.F) B) and E)
G) A) and E)

Question 16

Promotional programs are directed at all of the following except which?

Accepted Answer

A)  the industrial distributor
B)  the wholesaler
C)  the competition
D)  the retailer
E)  the ultimate consumerF) A) and E)
G) C) and D)

Question 17

Competitive parity budgeting refers to

Accepted Answer

A)  matching a competitor's absolute level of spending or the proportion per point of market share.
B)  allocating funds to a promotion as a percentage of past or anticipated sales,in terms of either dollars or units sold.
C)  allocating funds to a promotion only after all other budget items are covered.
D)  determining a firm's promotion objectives,outlining the tasks to accomplish these objectives,and determining the advertising cost of performing these tasks.
E)  allocating funds to a promotion based on expected profits generated from it.F) None of the above
G) B) and D)

Question 18

The owner of a nail shop that operates in a local strip mall told her daughter,"Well,after budgeting for all of our expenses for next year,we still have about $7,500 remaining for emergencies.Let's budget 20 percent of that amount for advertising." What budgeting technique is the retailer most likely using?

Accepted Answer

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

Question 19

A channel of communication refers to

Accepted Answer

A)  the selection of either paid or nonpaid forms of information dissemination.
B)  a similar understanding and knowledge that a sender and receiver apply to a message.
C)  an open-ended dialogue between the marketing department and the firm responsible for developing the IMC program.
D)  a social network-based forum that allows customers to communicate their likes,dislikes,suggestions,and concerns to an organization 24 hours a day,365 days a year.
E)  the means (salesperson,advertising media,or public relations tools) of conveying a message to a receiver during the communication process.F) A) and B)
G) B) and D)

Question 20

Which of the following statements describes a key difference between advertising and publicity?

Accepted Answer

A)  Publicity is more expensive on a cost-per-contact basis than advertising.
B)  Publicity is easily controlled by the user while advertising is not.
C)  Advertising is usually directly paid,and publicity is indirectly paid.
D)  Advertising provides an immediate feedback loop,and publicity does not.
E)  Publicity results in less credibility with consumers than advertising does.F) A) and D)
G) A) and E)

Exam 17: Integrated Marketing Communications and Direct Marketing

"To persuade" is the promotional objective of which stage of the product life cycle?

Correct Answer
verified

The first stage in the hierarchy of effects is

Correct Answer
verified

Correct Answer
verified

After watching a 30-second commercial from Jared for fine jewelry,Mariah was certain the necklace she saw would look spectacular with her new formal dress.In terms of the communication process,Mariah engaged in the task of

Correct Answer
verified

In the feedback loop,the impact the message has on the receiver's knowledge,attitude,or behaviors during the communications process is referred to as

Correct Answer
verified

Communication with consumers who are not in the target audience is referred to as

Correct Answer
verified

When Tonya had her baby at a local hospital,she was given a diaper bag with samples of Enfamil baby formula.These free samples are examples of

Correct Answer
verified

Lenox China Co.would like to get its annual Christmas ornament series into Macy's department stores.Macy's has a buyer in New York City who makes decisions on its giftware.Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

Correct Answer
verified

Promotional programs are directed at all of the following except which?

Correct Answer
verified

The European Union passed a consumer privacy law,called the ________,after several years of discussion with the Federation of European Direct Marketing and the U.K.'s Direct Marketing Association.

Correct Answer
verified

Field of experience refers to

Correct Answer
verified

The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs or to compare with

Correct Answer
verified

Which of the following statements describes a key difference between advertising and publicity?

Correct Answer
verified

A channel of communication refers to

Correct Answer
verified

Correct Answer
verified

Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.

Correct Answer
verified
The first stage is introduction.The prim...
View Answer

Allocation of funds to promotion only after all other budget items are covered is referred to as

Correct Answer
verified

Competitive parity budgeting refers to

Correct Answer
verified

The advertising campaign,"Think Outside the Bun" was designed for millennials and belongs to which brand?

Correct Answer
verified

Communication is the process of conveying a message to others and it requires six elements.These elements are a(n) ________,a message,a channel of communication,a receiver,and the processes of encoding and decoding.

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

"To persuade" is the promotional objective of which stage of the product life cycle?

Correct AnswerverifiedShow Answer

The first stage in the hierarchy of effects is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

After watching a 30-second commercial from Jared for fine jewelry,Mariah was certain the necklace she saw would look spectacular with her new formal dress.In terms of the communication process,Mariah engaged in the task of

Correct AnswerverifiedShow Answer

In the feedback loop,the impact the message has on the receiver's knowledge,attitude,or behaviors during the communications process is referred to as

Correct AnswerverifiedShow Answer

Communication with consumers who are not in the target audience is referred to as

Correct AnswerverifiedShow Answer

When Tonya had her baby at a local hospital,she was given a diaper bag with samples of Enfamil baby formula.These free samples are examples of

Correct AnswerverifiedShow Answer

Lenox China Co.would like to get its annual Christmas ornament series into Macy's department stores.Macy's has a buyer in New York City who makes decisions on its giftware.Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

Correct AnswerverifiedShow Answer

Promotional programs are directed at all of the following except which?

Correct AnswerverifiedShow Answer

The European Union passed a consumer privacy law,called the ________,after several years of discussion with the Federation of European Direct Marketing and the U.K.'s Direct Marketing Association.

Correct AnswerverifiedShow Answer

Field of experience refers to

Correct AnswerverifiedShow Answer

The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs or to compare with

Correct AnswerverifiedShow Answer

Which of the following statements describes a key difference between advertising and publicity?

Correct AnswerverifiedShow Answer

A channel of communication refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.

Correct AnswerverifiedThe first stage is introduction.The prim...View AnswerShow Answer

Allocation of funds to promotion only after all other budget items are covered is referred to as

Correct AnswerverifiedShow Answer

Competitive parity budgeting refers to

Correct AnswerverifiedShow Answer

The advertising campaign,"Think Outside the Bun" was designed for millennials and belongs to which brand?

Correct AnswerverifiedShow Answer

Communication is the process of conveying a message to others and it requires six elements.These elements are a(n) ________,a message,a channel of communication,a receiver,and the processes of encoding and decoding.

Correct AnswerverifiedShow Answer

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The first stage is introduction.The prim...
View Answer

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