Question 1

A marketing manager at an auto company computed its promotion-to-sales ratio, that of the major competitor, and the auto industry itself. She found that the company's ratio was 2.8 percent, the competitor's ratio was 4.5 percent, and the auto industry average was 6.7 percent. She then realized

Accepted Answer

A)  she was spending too little on promotional efforts.
B)  she needed to explain these numbers to her boss, especially in relation to the industry.
C)  the competitor shortly would be taking market share from the company.
D)  she spent her promotional dollars effectively.
E)  overall the industry was wasting money on ineffective sales promotions such as cash-back offers.F) C) and D)
G) C) and E)

Question 2

Percentage of sales 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 only after all other budget items are covered.
C)  allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
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) A) and B)
G) All of the above

Question 3

The fifth stage in the hierarchy of effects is

Accepted Answer

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

Question 4

A paid advertisement for the Texas Department of Economic Development-Tourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website, or use a toll-free number to request more information about vacation destinations in Texas. The primary purpose of this ad was

Accepted Answer

A)  direct order fulfillment.
B)  to make a public service announcement.
C)  indirect order generation.
D)  lead generation.
E)  digital communication.F) C) and D)
G) B) and C)

Question 5

Factors such as differences in payment methods (credit and credit cards) , the need for improved reliability and security in regards to the mail system, and government regulations make it especially difficult for __________ in the global market.

Accepted Answer

A)  direct marketing
B)  advertising
C)  personal selling
D)  sales promotion
E)  publicityF) A) and B)
G) None of the above

Question 6

Communication is the process of conveying a message to others and it requires six elements. These elements are a source, a message, __________, a receiver, and the processes of encoding and decoding.

Accepted Answer

A)  a concept
B)  an offer
C)  a brand
D)  a slogan
E)  a channel of communicationF) B) and E)
G) C) and E)

Question 7

A product characteristic known as __________ is relevant to promotional mix decisions and has financial, social, and physical components.

Accepted Answer

A)  risk
B)  complexity
C)  ancillary services
D)  empathy
E)  synergyF) A) and C)
G) A) and D)

Question 8

Errors in communication can occur in several ways: (1)  The source may not adequately transform the abstract idea into an effective set of symbols; (2)  a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3)  __________; or (4)  feedback may be so delayed or distorted that it is of no use to the sender.

Accepted Answer

A)  in an attempt to be creative, the encoder creates a message with too much noise
B)  there is no interest on the part of the receiver because the product itself is inadequate
C)  the communications channel is not properly developed
D)  the message is considered too ordinary because there is too broad a field of experience
E)  the receiver may not properly transform the set of symbols into the correct abstract ideaF) All of the above
G) A) and D)

Question 9

Consider Frommer's travel guide series, which includes Italy from $90 a Day. Travelers throughout the world have relied on Frommer's guides, which describe out-of-the-way, inexpensive restaurants and hotels. This guide provides invaluable __________ to these establishments.

Accepted Answer

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

Question 10

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) A) and B)
G) B) and C)

Question 11

No matter what the specific objective might be, from building awareness to increasing repeat purchases, promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, cover a specified time period, and be

Accepted Answer

A)  unique in character.
B)  measurable.
C)  humorous.
D)  repeatable.
E)  creative.F) A) and B)
G) A) and E)

Question 12

Direct order refers to

Accepted Answer

A)  direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.
B)  products that are shipped directly to the place of purchase rather than being stored or distributed through intermediaries.
C)  the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.
D)  the outcome of an offer designed to motivate people to visit a business.
E)  the result of an offer designed to generate interest in a product or service and a request for additional information.F) A) and E)
G) A) and B)

Question 13

A prospective buyer goes through a sequence of stages from initial awareness of a product to eventual action (either trial or adoption of the product) . The stages include awareness, interest, evaluation, trial, and adoption, and are referred to as

Accepted Answer

A)  the hierarchy of effects.
B)  Maslow's hierarchy.
C)  the purchase decision continuum.
D)  the consumer-product cycle.
E)  the consumer purchasing hierarchy.F) All of the above
G) B) and D)

Question 14

Describe the 10 key elements of the communication process.

Accepted Answer

The 10 key elements labeled are source, ...

Question 15

In the feedback loop, feedback refers to

Accepted Answer

A)  the sender's interpretation of the response that indicates whether the message was decoded and understood as intended.
B)  the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process.
C)  a mutually shared understanding and knowledge the sender and receiver apply to a message so that it can be communicated effectively during the communication process in the message loop.
D)  any unsolicited response from consumers or potential consumers regarding a company's message.
E)  extraneous factors that can work against effective communication by distorting a message or the feedback received.F) B) and E)
G) C) and E)

Question 16

Businesses vary as to the amount of security they require or can afford to protect their computer files. A company that sells a complete line of firewalls, from a no-frills version to one that uses complex retinal scans, would most likely employ which promotional element to effectively promote its product to businesses?

Accepted Answer

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

Question 17

When Sears places a multiple-page booklet in the local newspaper about its President's Day sale, it is using which element of the promotional mix?

Accepted Answer

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

Question 18

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

Question 19

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)  discourage media multitasking.F) A) and C)
G) All of the above

Question 20

Which of the following statements describes a disadvantage associated with personal selling?

Accepted Answer

A)  Presentations often provide little opportunity for consumer feedback.
B)  Personal selling permits too much wasted coverage.
C)  There may be inconsistency in the presentation of the message from one salesperson to another.
D)  A salesperson cannot control to whom a presentation is made.
E)  Personal selling is subject to extensive federal, state, and company regulation.F) B) and E)
G) A) and E)

Exam 17: Integrated Marketing Communications and Direct Marketing

When Sears places a multiple-page booklet in the local newspaper about its President's Day sale, it is using which element of the promotional mix?

Correct Answer
verified

Communication is the process of conveying a message to others and it requires six elements. These elements are a source, a message, __________, a receiver, and the processes of encoding and decoding.

Correct Answer
verified

Correct Answer
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A product characteristic known as __________ is relevant to promotional mix decisions and has financial, social, and physical components.

Correct Answer
verified

In the feedback loop, feedback refers to

Correct Answer
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Correct Answer
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Consider Frommer's travel guide series, which includes Italy from $90 a Day. Travelers throughout the world have relied on Frommer's guides, which describe out-of-the-way, inexpensive restaurants and hotels. This guide provides invaluable __________ to these establishments.

Correct Answer
verified

Describe the 10 key elements of the communication process.

Correct Answer
verified
The 10 key elements labeled are source, ...
View Answer

The fifth stage in the hierarchy of effects is

Correct Answer
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Competitive parity budgeting refers to

Correct Answer
verified

Factors such as differences in payment methods (credit and credit cards) , the need for improved reliability and security in regards to the mail system, and government regulations make it especially difficult for __________ in the global market.

Correct Answer
verified

A marketing manager at an auto company computed its promotion-to-sales ratio, that of the major competitor, and the auto industry itself. She found that the company's ratio was 2.8 percent, the competitor's ratio was 4.5 percent, and the auto industry average was 6.7 percent. She then realized

Correct Answer
verified

No matter what the specific objective might be, from building awareness to increasing repeat purchases, promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, cover a specified time period, and be

Correct Answer
verified

Direct order refers to

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Marketers can communicate best with college students by

Correct Answer
verified

A prospective buyer goes through a sequence of stages from initial awareness of a product to eventual action (either trial or adoption of the product) . The stages include awareness, interest, evaluation, trial, and adoption, and are referred to as

Correct Answer
verified

Percentage of sales budgeting refers to

Correct Answer
verified

Which of the following statements describes a disadvantage associated with personal selling?

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

When Sears places a multiple-page booklet in the local newspaper about its President's Day sale, it is using which element of the promotional mix?

Correct AnswerverifiedShow Answer

Communication is the process of conveying a message to others and it requires six elements. These elements are a source, a message, __________, a receiver, and the processes of encoding and decoding.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A product characteristic known as __________ is relevant to promotional mix decisions and has financial, social, and physical components.

Correct AnswerverifiedShow Answer

In the feedback loop, feedback refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Consider Frommer's travel guide series, which includes Italy from $90 a Day. Travelers throughout the world have relied on Frommer's guides, which describe out-of-the-way, inexpensive restaurants and hotels. This guide provides invaluable __________ to these establishments.

Correct AnswerverifiedShow Answer

Describe the 10 key elements of the communication process.

Correct AnswerverifiedThe 10 key elements labeled are source, ...View AnswerShow Answer

The fifth stage in the hierarchy of effects is

Correct AnswerverifiedShow Answer

Competitive parity budgeting refers to

Correct AnswerverifiedShow Answer

Factors such as differences in payment methods (credit and credit cards) , the need for improved reliability and security in regards to the mail system, and government regulations make it especially difficult for __________ in the global market.

Correct AnswerverifiedShow Answer

A marketing manager at an auto company computed its promotion-to-sales ratio, that of the major competitor, and the auto industry itself. She found that the company's ratio was 2.8 percent, the competitor's ratio was 4.5 percent, and the auto industry average was 6.7 percent. She then realized

Correct AnswerverifiedShow Answer

No matter what the specific objective might be, from building awareness to increasing repeat purchases, promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, cover a specified time period, and be

Correct AnswerverifiedShow Answer

Direct order refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Marketers can communicate best with college students by

Correct AnswerverifiedShow Answer

A prospective buyer goes through a sequence of stages from initial awareness of a product to eventual action (either trial or adoption of the product) . The stages include awareness, interest, evaluation, trial, and adoption, and are referred to as

Correct AnswerverifiedShow Answer

Percentage of sales budgeting refers to

Correct AnswerverifiedShow Answer

Which of the following statements describes a disadvantage associated with personal selling?

Correct AnswerverifiedShow Answer

Correct Answer
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The 10 key elements labeled are source, ...
View Answer

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