Question 1

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 E)
G) None of the above

Question 2

All of the following guidelines help ensure the success of mobile marketing except

Accepted Answer

A)  campaign should match product characteristics to the needs, preferences, and lifestyles of the customer/consumer.
B)  communications should facilitate multitasking.
C)  create a mobile-ready app that is flashy and fun.
D)  mobile apps should help shoppers make price comparisons.
E)  communication must use extensive text and images to explain the purpose and value of the brand.F) B) and D)
G) None of the above

Question 3

Another name for competitive parity budgeting is __________ budgeting.

Accepted Answer

A)  linear forecast
B)  all-you-can-afford
C)  comparative
D)  matched media
E)  matching competitorsF) B) and C)
G) A) and E)

Question 4

The fourth stage in the hierarchy of effects is

Accepted Answer

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

Question 5

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) A) and E)

Question 6

Proponents of Do-Not-Track regulations suggest that website owners that use cookies to collect information about consumers' shopping habits should only do so

Accepted Answer

A)  with new customers.
B)  with consumers' consent.
C)  with repeat customers.
D)  when new products are being offered.
E)  when competitors use cookies.F) A) and B)
G) C) and D)

Question 7

All of the following factors are used to balance the use of the promotional mix elements except

Accepted Answer

A)  the channel of distribution.
B)  the product's life cycle.
C)  the decision stage of the buyer.
D)  the different departments responsible for implementing the sales promotion strategy and tactics.
E)  the characteristics of the product.F) A) and E)
G) A) and D)

Question 8

Consumers who read, hear, or see the message sent by a source during the communication process are referred to as

Accepted Answer

A)  decoders.
B)  the target market.
C)  receivers.
D)  sources.
E)  encoders.F) A) and B)
G) None of the above

Question 9

What is the best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?

Accepted Answer

The best approach to budgeting is object...

Question 10

The manufacturers of drugs encourage patients to learn more about the drugs and ask for them by name from the doctor. The manufacturers of these drugs are using __________ promotional channel strategy.

Accepted Answer

A)  a pull
B)  an intense
C)  a push
D)  an inertia
E)  an exclusiveF) A) and B)
G) B) and C)

Question 11

Which of the following is a weakness of direct marketing?

Accepted Answer

A)  high absolute costs
B)  declining customer response rates
C)  inconsistent messages from salespeople
D)  difficult to get media cooperation
E)  easily duplicated and can easily lead to promotion warsF) B) and D)
G) A) and B)

Question 12

L'Oréal created an advertisement for its Visible Lift makeup. Glamour magazine, in which the ad for the L'Oréal Visible Lift makeup appeared, is an example of

Accepted Answer

A)  a message.
B)  noise.
C)  a feedback loop.
D)  a source.
E)  a channel of communication.F) C) and D)
G) A) and D)

Question 13

All of the following are forms of direct marketing except

Accepted Answer

A)  catalogs.
B)  in-store free samples.
C)  telemarketing.
D)  paid searches.
E)  direct mail.F) A) and B)
G) All of the above

Question 14

The information sent by a source to a receiver during the communication process is referred to as

Accepted Answer

A)  an advertisement.
B)  publicity.
C)  a message.
D)  feedback.
E)  a missive.F) None of the above
G) C) and E)

Question 15

Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, public relations, sales promotion, direct marketing, and

Accepted Answer

A)  people.
B)  merchandising.
C)  social media.
D)  personal selling.
E)  branding.F) B) and E)
G) All of the above

Question 16

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 create the message shown to the new target market.

Accepted Answer

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

Question 17

The process of conveying a message to others that requires six elements-a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding-is referred to as

Accepted Answer

A)  exchange.
B)  dialogue.
C)  communication.
D)  advertising.
E)  feedback.F) B) and D)
G) A) and B)

Question 18

Which of the following is the best approach to promotion budgeting?

Accepted Answer

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

Question 19

A new prescription drug on the market helps reduce common allergy symptoms. Ads for the medicine in magazines and in medical journals would be primarily used to

Accepted Answer

A)  remind customers that such a product exists.
B)  increase the level of customer awareness and interest for the product.
C)  differentiate the product from all other allergy medications.
D)  support a product penetration pricing strategy.
E)  help in harvesting the product.F) B) and E)
G) C) and E)

Question 20

Sales from which of the following direct marketing tools is growing the fastest at 33 percent?

Accepted Answer

A)  mobile direct marketing
B)  social network direct marketing
C)  telemarketing
D)  e-mail marketing
E)  direct mail marketingF) A) and C)
G) A) and E)

Exam 17: Integrated Marketing Communications and Direct Marketing

The information sent by a source to a receiver during the communication process is referred to as

Correct Answer
verified

The process of conveying a message to others that requires six elements-a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding-is referred to as

Correct Answer
verified

Which of the following is the best approach to promotion budgeting?

Correct Answer
verified

Correct Answer
verified

L'Oréal created an advertisement for its Visible Lift makeup. Glamour magazine, in which the ad for the L'Oréal Visible Lift makeup appeared, is an example of

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

Sales from which of the following direct marketing tools is growing the fastest at 33 percent?

Correct Answer
verified

Proponents of Do-Not-Track regulations suggest that website owners that use cookies to collect information about consumers' shopping habits should only do so

Correct Answer
verified

Consumers who read, hear, or see the message sent by a source during the communication process are referred to as

Correct Answer
verified

What is the best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?

Correct Answer
verified
The best approach to budgeting is object...
View Answer

A new prescription drug on the market helps reduce common allergy symptoms. Ads for the medicine in magazines and in medical journals would be primarily used to

Correct Answer
verified

Which of the following is a weakness of direct marketing?

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

Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, public relations, sales promotion, direct marketing, and

Correct Answer
verified

All of the following guidelines help ensure the success of mobile marketing except

Correct Answer
verified

The fourth stage in the hierarchy of effects is

Correct Answer
verified

Another name for competitive parity budgeting is __________ budgeting.

Correct Answer
verified

All of the following factors are used to balance the use of the promotional mix elements except

Correct Answer
verified

All of the following are forms of direct marketing except

Correct Answer
verified

The manufacturers of drugs encourage patients to learn more about the drugs and ask for them by name from the doctor. The manufacturers of these drugs are using __________ promotional channel strategy.

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

The information sent by a source to a receiver during the communication process is referred to as

Correct AnswerverifiedShow Answer

The process of conveying a message to others that requires six elements-a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding-is referred to as

Correct AnswerverifiedShow Answer

Which of the following is the best approach to promotion budgeting?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

L'Oréal created an advertisement for its Visible Lift makeup. Glamour magazine, in which the ad for the L'Oréal Visible Lift makeup appeared, is an example of

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

Sales from which of the following direct marketing tools is growing the fastest at 33 percent?

Correct AnswerverifiedShow Answer

Proponents of Do-Not-Track regulations suggest that website owners that use cookies to collect information about consumers' shopping habits should only do so

Correct AnswerverifiedShow Answer

Consumers who read, hear, or see the message sent by a source during the communication process are referred to as

Correct AnswerverifiedShow Answer

What is the best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?

Correct AnswerverifiedThe best approach to budgeting is object...View AnswerShow Answer

A new prescription drug on the market helps reduce common allergy symptoms. Ads for the medicine in magazines and in medical journals would be primarily used to

Correct AnswerverifiedShow Answer

Which of the following is a weakness of direct marketing?

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

Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, public relations, sales promotion, direct marketing, and

Correct AnswerverifiedShow Answer

All of the following guidelines help ensure the success of mobile marketing except

Correct AnswerverifiedShow Answer

The fourth stage in the hierarchy of effects is

Correct AnswerverifiedShow Answer

Another name for competitive parity budgeting is __________ budgeting.

Correct AnswerverifiedShow Answer

All of the following factors are used to balance the use of the promotional mix elements except

Correct AnswerverifiedShow Answer

All of the following are forms of direct marketing except

Correct AnswerverifiedShow Answer

The manufacturers of drugs encourage patients to learn more about the drugs and ask for them by name from the doctor. The manufacturers of these drugs are using __________ promotional channel strategy.

Correct AnswerverifiedShow Answer

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The best approach to budgeting is object...
View Answer

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