Question 1

During the evaluation phase of an IMC program,a firm will ________ and make needed changes.

Accepted Answer

A)  posttest the promotion
B)  design the promotion
C)  state the mission
D)  carry out the promotion
E)  identify possible advertising or promotional firmsF) A) and B)
G) B) and D)

Question 2

A restaurant review published in the local newspaper is an example of

Accepted Answer

A)  publicity.
B)  sales promotion.
C)  advertising.
D)  direct marketing.
E)  personal selling.F) C) and D)
G) All of the above

Question 3

The promotional objective of the introduction stage of the product life cycle is to ________ consumers in order to increase their level of awareness of the product offering.

Accepted Answer

A)  inform
B)  persuade
C)  appeal to
D)  remind
E)  swayF) C) and D)
G) None of the above

Question 4

In the hierarchy of effects,the consumer's actual first purchase and use of the product or brand is referred to as the ________ stage.

Accepted Answer

A)  adoption
B)  evaluation
C)  sampling
D)  interest
E)  trialF) None of the above
G) All of the above

Question 5

The Olympics have become a very visible example of a comprehensive integrated communication program.For organizers,primary importance is placed on

Accepted Answer

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

Question 6

The fourth of five stages in the hierarchy of effects is

Accepted Answer

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

Question 7

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

Accepted Answer

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

Question 8

In a feedback loop,a response refers to

Accepted Answer

A)  the number of times a consumer must hear a message before it can be accurately decoded.
B)  the impact the message had on the receiver's knowledge,attitude,or behaviors during the communications process.
C)  the positive or negative feedback that a consumer expresses immediately after exposure to a company's message.
D)  the impact,either positive or negative,that occurs when one consumer interprets a firm's message through word of mouth to another potential consumer using his or her own words.
E)  the length of time required for a typical customer to associate a specific slogan,theme,melody,or logo with a specific product brand.F) A) and E)
G) D) and E)

Question 9

The Olympus Eye Trek is a device that provides "a high-quality personal TV experience." It resembles a pair of glasses that when worn make the user think he or she is watching a 52-inch high-definition television.An ad for the device contains both a telephone number that can be called and a website that can be visited for further information on how the product works.This Olympus Eye Trek is most likely high in

Accepted Answer

A)  user-friendliness.
B)  complexity.
C)  risk.
D)  synergy.
E)  accessibility.F) All of the above
G) A) and B)

Question 10

A paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as

Accepted Answer

A)  sales promotion.
B)  publicity.
C)  advertising.
D)  direct marketing.
E)  mass communication.F) None of the above
G) B) and E)

Question 11

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

Accepted Answer

Advertising is any paid form of nonperso...

Question 12

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products,she is engaging in

Accepted Answer

A)  primary sales.
B)  sales promotion.
C)  public relations.
D)  personal selling.
E)  coercive selling.F) B) and E)
G) A) and D)

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 B is referred to as

Accepted Answer

A)  the message.
B)  the receiver.
C)  the source.
D)  encoding.
E)  feedback.F) C) and D)
G) All of the above

Question 14

A form of communication management that seeks to influence the feelings,opinions,or beliefs held by customers,prospective customers,stockholders,suppliers,employees,and other publics about a company and its products or services is referred to as

Accepted Answer

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

Question 15

Which of the following would be least likely to be used for mass selling?

Accepted Answer

A)  advertising
B)  public relations
C)  sales promotion
D)  publicity
E)  personal sellingF) B) and D)
G) B) and C)

Question 16

The proper blend of elements in the promotion mix depends on a product's characteristics.Personal selling would most likely be used to sell

Accepted Answer

A)  dog dandruff shampoo.
B)  an aircraft.
C)  fresh produce.
D)  a bottle of soda.
E)  printer paper.F) B) and D)
G) A) and E)

Question 17

The billboards that Sony uses to advertise its PlayStation 4 video game console are

Accepted Answer

A)  channels of communication.
B)  messages.
C)  noise.
D)  feedback loops.
E)  sources.F) A) and C)
G) B) and D)

Question 18

Procter & Gamble introduced Old Spice High Endurance antiperspirant,targeted to teenage boys who don't watch much TV.P&G handed out samples at skateboarding events and sponsored a contest for the "high school football player of the year." P&G emphasized which promotional element in this example?

Accepted Answer

A)  sales promotion
B)  advertising
C)  personal selling
D)  public relations
E)  word of mouthF) C) and E)
G) All of the above

Question 19

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

Accepted Answer

A)  decoding.
B)  noise.
C)  the fields of experience.
D)  response.
E)  feedback.F) A) and C)
G) None of the above

Question 20

Direct marketing has the advantage of being ________ to match the needs of specific target markets.

Accepted Answer

A)  priced
B)  standardized
C)  customized
D)  engaged
E)  integratedF) A) and B)
G) D) and E)

Exam 17: Integrated Marketing Communications and Direct Marketing

Procter & Gamble introduced Old Spice High Endurance antiperspirant,targeted to teenage boys who don't watch much TV.P&G handed out samples at skateboarding events and sponsored a contest for the "high school football player of the year." P&G emphasized which promotional element in this example?

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 B is referred to as

Correct Answer
verified

In a feedback loop,a response refers to

Correct Answer
verified

Correct Answer
verified

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products,she is engaging in

Correct Answer
verified

The promotional objective of the introduction stage of the product life cycle is to ________ consumers in order to increase their level of awareness of the product offering.

Correct Answer
verified

The Olympics have become a very visible example of a comprehensive integrated communication program.For organizers,primary importance is placed on

Correct Answer
verified

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

Correct Answer
verified
Advertising is any paid form of nonperso...
View Answer

In the hierarchy of effects,the consumer's actual first purchase and use of the product or brand is referred to as the ________ stage.

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 G is referred to as

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 Box A is referred to as

Correct Answer
verified

A restaurant review published in the local newspaper is an example of

Correct Answer
verified

The billboards that Sony uses to advertise its PlayStation 4 video game console are

Correct Answer
verified

The proper blend of elements in the promotion mix depends on a product's characteristics.Personal selling would most likely be used to sell

Correct Answer
verified

A paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as

Correct Answer
verified

A form of communication management that seeks to influence the feelings,opinions,or beliefs held by customers,prospective customers,stockholders,suppliers,employees,and other publics about a company and its products or services is referred to as

Correct Answer
verified

Direct marketing has the advantage of being ________ to match the needs of specific target markets.

Correct Answer
verified

During the evaluation phase of an IMC program,a firm will ________ and make needed changes.

Correct Answer
verified

The fourth of five stages in the hierarchy of effects is

Correct Answer
verified

Which of the following would be least likely to be used for mass selling?

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

Procter & Gamble introduced Old Spice High Endurance antiperspirant,targeted to teenage boys who don't watch much TV.P&G handed out samples at skateboarding events and sponsored a contest for the "high school football player of the year." P&G emphasized which promotional element in this example?

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 B is referred to as

Correct AnswerverifiedShow Answer

In a feedback loop,a response refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products,she is engaging in

Correct AnswerverifiedShow Answer

The promotional objective of the introduction stage of the product life cycle is to ________ consumers in order to increase their level of awareness of the product offering.

Correct AnswerverifiedShow Answer

The Olympics have become a very visible example of a comprehensive integrated communication program.For organizers,primary importance is placed on

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedAdvertising is any paid form of nonperso...View AnswerShow Answer

In the hierarchy of effects,the consumer's actual first purchase and use of the product or brand is referred to as the ________ stage.

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 G is referred to as

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 Box A is referred to as

Correct AnswerverifiedShow Answer

A restaurant review published in the local newspaper is an example of

Correct AnswerverifiedShow Answer

The billboards that Sony uses to advertise its PlayStation 4 video game console are

Correct AnswerverifiedShow Answer

The proper blend of elements in the promotion mix depends on a product's characteristics.Personal selling would most likely be used to sell

Correct AnswerverifiedShow Answer

A paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as

Correct AnswerverifiedShow Answer

A form of communication management that seeks to influence the feelings,opinions,or beliefs held by customers,prospective customers,stockholders,suppliers,employees,and other publics about a company and its products or services is referred to as

Correct AnswerverifiedShow Answer

Direct marketing has the advantage of being ________ to match the needs of specific target markets.

Correct AnswerverifiedShow Answer

During the evaluation phase of an IMC program,a firm will ________ and make needed changes.

Correct AnswerverifiedShow Answer

The fourth of five stages in the hierarchy of effects is

Correct AnswerverifiedShow Answer

Which of the following would be least likely to be used for mass selling?

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
verified
Advertising is any paid form of nonperso...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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