Question 1

The marketing professor wanted to do everything possible to ensure that her students understood her lectures.Accordingly,she used examples of marketing activities with which most students were familiar.For example,the professor discussed the marketing exchanges between students and grocers,college bookstores,convenience stores,and clothiers.The examples used by the professor were her attempt to __________ her message to encourage better understanding on the part of her students.

Accepted Answer

A)   create common ground for
B)   create noise in
C)   effectively decode
D)   develop a mutually shared field of experience with
E)   back translateF) B) and D)
G) None of the above

Question 2

Which of the following weaknesses is associated with sales promotions?

Accepted Answer

A)   high absolute costs
B)   messages differ between the sales promotion tools
C)   difficult to get media cooperation
D)   requires special packaging and distribution channels
E)   effectiveness diminishes when used continuouslyF) B) and E)
G) D) and E)

Question 3

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) B) and D)
G) B) and C)

Question 4

Figure 14-1

-Figure 14-1 depicts the communication process,which consists of ten key elements (Boxes A through J) .The position labeled F is referred to as

Accepted Answer

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

Question 5

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

Accepted Answer

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

Question 6

Which of the following 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) C) and E)
G) A) and B)

Question 7

Which of the following companies spends more than $3 billion annually on promotion?

Accepted Answer

A)   General Motors
B)   Macy's
C)   Johnson & Johnson
D)   Coca-Cola
E)   WalmartF) A) and C)
G) A) and E)

Question 8

The marketing manager from a heavy-equipment manufacturer in Dallas,Texas,was attending an international trade show in Japan.There were many prospective customers from different countries who seemed interested in the firm's product.However,they had difficulty following the manager's explanations of product features due to his heavy Texas drawl.In this case,the accent would be considered

Accepted Answer

A)   an encoding error.
B)   a decoding error.
C)   culture shock.
D)   noise.
E)   distortion.F) A) and B)
G) A) and C) D

Question 9

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

Question 10

Pauline received a postcard from a local antique mall.The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day.She went to the antique mall the next day to consider buying an antique lamp.The postcard from the antique mall was a form of direct marketing used to

Accepted Answer

A)   generate direct orders.
B)   generate leads.
C)   create awareness.
D)   generate traffic.
E)   create a new image.F) None of the above
G) B) and D)

Question 11

Allocating funds to promotion whereby the company determines its promotion objectives,outlines the tasks to accomplish these objectives,and determines the promotion cost of performing these tasks is referred to as

Accepted Answer

A)   percentage of sales budgeting.
B)   competitive parity budgeting.
C)   all-you-can-afford budgeting.
D)   linear forecast budgeting.
E)   objective and task budgeting.F) None of the above
G) C) and E)

Question 12

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

Question 13

Annual reports and social media posts are tools used by a firm's __________ department.

Accepted Answer

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

Question 14

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 prim...

Question 15

In the hierarchy of effects,awareness is defined as

Accepted Answer

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

Question 16

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

Question 17

Which of the following is not essential to engage today's customers using social media promotions?

Accepted Answer

A)   Encourage and respond to comments and feedback, both positive and negative.
B)   Create sweepstakes, contests, and deals that reward current and new customers.
C)   Post relevant content about the benefits and uses of the product.
D)   Send out a product sample to everyone who "likes" and "follows" the brand.
E)   Supplement text with photos and videos.F) C) and E)
G) None of the above

Question 18

What value does direct marketing provide customers?

Accepted Answer

Large portions of the U.S.population use...

Question 19

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) All of the above
G) A) and C)

Question 20

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

Accepted Answer

Publicity is a nonpersonal,indirectly pa...

Exam 14: Integrated Marketing Communications and Direct Marketing

Correct Answer
verified

Which of the following weaknesses is associated with sales promotions?

Correct Answer
verified

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 Answer
verified

Figure 14-1 -Figure 14-1 depicts the communication process,which consists of ten key elements (Boxes A through J) .The position labeled F is referred to as

Correct Answer
verified

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

Correct Answer
verified
D

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

Correct Answer
verified

Which of the following companies spends more than $3 billion annually on promotion?

Correct Answer
verified

Correct Answer
verified
D

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

Correct Answer
verified

Correct Answer
verified

Allocating funds to promotion whereby the company determines its promotion objectives,outlines the tasks to accomplish these objectives,and determines the promotion cost of performing these tasks is referred to as

Correct Answer
verified

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

Correct Answer
verified

Annual reports and social media posts are tools used by a firm's __________ department.

Correct Answer
verified

Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.

Correct Answer
verified
The first stage is introduction.The prim...
View Answer

In the hierarchy of effects,awareness is defined as

Correct Answer
verified
E

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

Correct Answer
verified

Which of the following is not essential to engage today's customers using social media promotions?

Correct Answer
verified

What value does direct marketing provide customers?

Correct Answer
verified
Large portions of the U.S.population use...
View 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 Answer
verified

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

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

Exam 14: Integrated Marketing Communications and Direct Marketing

Correct AnswerverifiedShow Answer

Which of the following weaknesses is associated with sales promotions?

Correct AnswerverifiedShow Answer

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

Figure 14-1 -Figure 14-1 depicts the communication process,which consists of ten key elements (Boxes A through J) .The position labeled F is referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedD

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

Correct AnswerverifiedShow Answer

Which of the following companies spends more than $3 billion annually on promotion?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedD

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Allocating funds to promotion whereby the company determines its promotion objectives,outlines the tasks to accomplish these objectives,and determines the promotion cost of performing these tasks is referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Annual reports and social media posts are tools used by a firm's __________ department.

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 prim...View AnswerShow Answer

In the hierarchy of effects,awareness is defined as

Correct AnswerverifiedE

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

Correct AnswerverifiedShow Answer

Which of the following is not essential to engage today's customers using social media promotions?

Correct AnswerverifiedShow Answer

What value does direct marketing provide customers?

Correct AnswerverifiedLarge portions of the U.S.population use...View AnswerShow 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

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

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

Correct Answer
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D

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D

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Correct Answer
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Correct Answer
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The first stage is introduction.The prim...
View Answer

Correct Answer
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E

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Correct Answer
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Correct Answer
verified
Large portions of the U.S.population use...
View Answer

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