Question 1

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

Accepted Answer

A)  72andSunny
B)  MediaCom
C)  Fallon
D)  LatinWorks
E)  DisneyF) C) and D)
G) All of the above

Question 2

Which stage of the product life cycle is usually a period of phase-out for the product, when little money is spent in the promotional mix?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  decline
E)  terminationF) B) and C)
G) A) and B)

Question 3

Many prescription drugs such as Lipitor have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors. The manufacturers of these drugs are using __________ strategy.

Accepted Answer

A)  an intense
B)  a pull
C)  a push
D)  an inertia
E)  an exclusiveF) All of the above
G) C) and D) B

Question 4

In the communication process, the 18- to 34-year-old men who see a NASCAR 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 E)
G) A) and D)

Question 5

Promotional programs are directed at all of the following except

Accepted Answer

A)  the industrial distributor.
B)  the wholesaler.
C)  the competition.
D)  the retailer.
E)  the ultimate consumer.F) A) and E)
G) A) and C)

Question 6

A __________ consists of a response and feedback.

Accepted Answer

A)  feedback loop
B)  consequence
C)  source reaction
D)  primary cause and effect
E)  concept effectF) C) and E)
G) A) and E)

Question 7

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) D) and E)
G) All of the above

Question 8

The two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision is referred to as

Accepted Answer

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

Question 9

A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold, 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) B) and C)

Question 10

A company or person who has information to convey during the communication process is referred to as

Accepted Answer

A)  an encryptor.
B)  a message carrier.
C)  an originator.
D)  a receiver.
E)  a source.F) A) and B)
G) D) and E)

Question 11

The first decision in developing the promotion program is to

Accepted Answer

A)  set the budget.
B)  state the mission.
C)  identify the target audience.
D)  select the appeal.
E)  select the media.F) A) and D)
G) B) and E)

Question 12

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

Accepted Answer

Direct marketing is a promotion alternat...

Question 13

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as

Accepted Answer

A)  direct order consignment.
B)  lead generation.
C)  traffic generation.
D)  indirect order fulfillment.
E)  first-mover advantage.F) D) and E)
G) A) and D)

Question 14

For a promotional campaign, the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as

Accepted Answer

A)  the purchase continuum.
B)  the hierarchy of effects.
C)  the product life cycle.
D)  the consumer purchasing scale.
E)  Maslow's hierarchy.F) B) and D)
G) A) and E)

Question 15

To promote its theme parks to groups, Disney uses advertising, direct marketing, Internet promotion, and sales promotions with other companies such as McDonald's. In other words, Disney uses IMC, which stands for

Accepted Answer

A)  integrated marketing cooperation.
B)  interactive media convergence.
C)  infrastructure of market customization.
D)  integrated marketing communications.
E)  integrated media convergence.F) A) and C)
G) B) and E)

Question 16

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

Accepted Answer

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

Question 17

Direct marketing currently accounts for about __________ percent of the total U.S. gross domestic product.

Accepted Answer

A)  9
B)  12
C)  15
D)  20
E)  25F) None of the above
G) All of the above A

Question 18

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

Accepted Answer

Publicity is a nonpersonal, indirectly p...

Question 19

Although the lack of control means that it is rarely the main element of a promotional campaign, __________ is an important element of most promotional campaigns.

Accepted Answer

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

Question 20

Disney uses an integrated marketing communications program (IMC)  to promote group travel to its theme parks because

Accepted Answer

A)  its strategy includes using all types of promotional activities that deliver a consistent message.
B)  it does not want to reach any member of its target audience more than once to conserve resources.
C)  IMC is less expensive than other forms of promotion, such as public service announcements.
D)  if it didn't, Disney would have to use indirect personal selling.
E)  it is more concerned about frequency of attendance than geographic reach.F) A) and D)
G) A) and E)

Exam 17: Integrated Marketing Communications and Direct Marketing

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

Correct AnswerverifiedShow Answer

Which stage of the product life cycle is usually a period of phase-out for the product, when little money is spent in the promotional mix?

Correct AnswerverifiedShow Answer

Many prescription drugs such as Lipitor have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors. The manufacturers of these drugs are using __________ strategy.

Correct AnswerverifiedB

In the communication process, the 18- to 34-year-old men who see a NASCAR TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called

Correct AnswerverifiedShow Answer

Promotional programs are directed at all of the following except

Correct AnswerverifiedShow Answer

A __________ consists of a response and feedback.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision is referred to as

Correct AnswerverifiedB

A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold, is referred to as __________ budgeting.

Correct AnswerverifiedShow Answer

A company or person who has information to convey during the communication process is referred to as

Correct AnswerverifiedShow Answer

The first decision in developing the promotion program is to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedDirect marketing is a promotion alternat...View AnswerShow Answer

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as

Correct AnswerverifiedShow Answer

For a promotional campaign, the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as

Correct AnswerverifiedShow Answer

To promote its theme parks to groups, Disney uses advertising, direct marketing, Internet promotion, and sales promotions with other companies such as McDonald's. In other words, Disney uses IMC, which stands for

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Direct marketing currently accounts for about __________ percent of the total U.S. gross domestic product.

Correct AnswerverifiedA

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

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

Although the lack of control means that it is rarely the main element of a promotional campaign, __________ is an important element of most promotional campaigns.

Correct AnswerverifiedShow Answer

Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
B

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
B

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Direct marketing is a promotion alternat...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A

Correct Answer
verified
Publicity is a nonpersonal, indirectly p...
View Answer

Correct Answer
verified

Correct Answer
verified