Question 1

Which promotional element is particularly important to business buyers?

Accepted Answer

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

Question 2

Which of the following is a strength of direct marketing?

Accepted Answer

A)  Direct marketing can be adapted quickly to facilitate customer relationships.
B)  Direct marketing is often the most credible source in the consumer's mind.
C)  Direct marketing can provide complex information.
D)  Direct marketing can quickly stimulate and maintain market share.
E)  Direct marketing is a low-cost means of reaching the target market.F) A) and B)
G) A) and E)

Question 3

In the hierarchy of effects, trial refers to

Accepted Answer

A)  the consumer's ability to recognize and remember the product or brand name.
B)  the consumer's appraisal of the product or brand on important attributes.
C)  the consumer's first actual purchase and use of the product or brand.
D)  an increase in the consumer's desire to learn about some of the features of the product or brand.
E)  a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand.F) A) and B)
G) A) and C)

Question 4

A common way to assess the effectiveness of all promotion expenditures during the past year is to calculate

Accepted Answer

A)  a break-even point.
B)  a promotion-to-sales ratio.
C)  ROI.
D)  a promotion-to-expenses ratio.
E)  an advertising-to-sales promotion ratio.F) A) and D)
G) A) and C)

Question 5

With many industrial products and consumer purchases, ancillary services are an important consideration in selecting the promotional mix. The role of __________ is important to establish the seller's reputation. However, __________ is essential for building buyer confidence and providing evidence of customer service.

Accepted Answer

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

Question 6

Which of the following is a strength of personal selling?

Accepted Answer

A)  Personal selling can provide the target audience with complex information.
B)  Personal selling has low seller involvement.
C)  Personal selling can prepare messages quickly.
D)  Personal selling is an efficient means for reaching large numbers of people.
E)  Personal selling is often the most credible source in the consumer's mind.F) A) and B)
G) B) and C)

Question 7

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) None of the above
G) A) and B)

Question 8

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket, you are being influenced primarily by which promotional element?

Accepted Answer

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

Question 9

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

Question 10

Promotional programs are specifically directed toward a group of prospective buyers, or

Accepted Answer

A)  a source.
B)  a diffuser.
C)  an encoder.
D)  a target audience.
E)  a particular media.F) A) and B)
G) A) and C)

Question 11

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

Question 12

The process of having the sender transform 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) None of the above
G) A) and E)

Question 13

Throughout its history, Taco Bell has

Accepted Answer

A)  developed a global citizenship style.
B)  used very creative promotional activities.
C)  applied a bring-it-on attitude.
D)  applied an aggressive personal philosophy.
E)  a just-do-it mantra.F) A) and B)
G) A) and C)

Question 14

In the purchase stage of the consumer purchase decision process, __________ gives consumers control over the process.

Accepted Answer

A)  public relations
B)  direct marketing
C)  advertising
D)  product sampling
E)  social mediaF) All of the above
G) B) and E)

Question 15

Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix. How does the importance of advertising, personal selling, and sales promotion change as a consumer moves through stages of the decision process?

Accepted Answer

The importance of advertising, personal ...

Question 16

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 pri...

Question 17

Which of the following statements about advertising is most accurate?

Accepted Answer

A)  Advertising can communicate specific product benefits to prospective buyers.
B)  Advertising has limited control as to when and where an advertisement will be used.
C)  A key advantage of advertising is its ability to use customized interactions.
D)  Advertising can be a very effective attention-getter, especially for new products, but has little impact for repeat purchases.
E)  Advertising is one of the least costly forms of promotion because it reaches a mass market.F) A) and B)
G) None of the above

Question 18

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 is referred to as

Accepted Answer

A)  common ground.
B)  field of experience.
C)  the correct abstract idea.
D)  heuristics.
E)  back translation.F) A) and B)
G) A) and C)

Question 19

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 E)
G) B) and C)

Question 20

The first stage in the hierarchy of effects is

Accepted Answer

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

Exam 17: Integrated Marketing Communications and Direct Marketing

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket, you are being influenced primarily by which promotional element?

Correct AnswerverifiedShow Answer

Throughout its history, Taco Bell has

Correct AnswerverifiedShow Answer

Which of the following is a strength of direct marketing?

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 pri...View AnswerShow Answer

The first stage in the hierarchy of effects is

Correct AnswerverifiedShow Answer

Which of the following statements about advertising is most accurate?

Correct AnswerverifiedShow Answer

A common way to assess the effectiveness of all promotion expenditures during the past year is to calculate

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In the purchase stage of the consumer purchase decision process, __________ gives consumers control over the process.

Correct AnswerverifiedShow Answer

Which of the following is a strength of personal selling?

Correct AnswerverifiedShow Answer

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 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

Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix. How does the importance of advertising, personal selling, and sales promotion change as a consumer moves through stages of the decision process?

Correct AnswerverifiedThe importance of advertising, personal ...View AnswerShow Answer

Which promotional element is particularly important to business buyers?

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, trial refers to

Correct AnswerverifiedShow Answer

Promotional programs are specifically directed toward a group of prospective buyers, or

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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The first stage is introduction. The pri...
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The importance of advertising, personal ...
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