Question 1

Advertising,sales promotion,and public relations are often said to use __________ because they are used with groups of prospective buyers.

Accepted Answer

A)   cooperative selling
B)   mass selling
C)   customized selling
D)   collection selling
E)   paid sellingF) D) and E)
G) C) and D)

Question 2

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as

Accepted Answer

A)   a push strategy.
B)   an intense strategy.
C)   an inertia strategy.
D)   an exclusivity strategy.
E)   a pull strategy.F) C) and D)
G) A) and B)

Question 3

After watching the 30-minute infomercial on Oxy-Clean,Sarah was certain the cleaning product would remove the grape juice stain from her white carpet.In terms of the communication process,Sarah was __________ the message from Oxy-Clean.

Accepted Answer

A)   integrating
B)   transforming
C)   translating
D)   decoding
E)   encodingF) A) and B)
G) B) and C)

Question 4

Customers report many benefits of direct marketing,including which of these?

Accepted Answer

A)   There is more privacy than in-store shopping.
B)   There are fewer product returns.
C)   Instant gratification is higher.
D)   There are a greater number of additional incentives from sellers to retain customer loyalty.
E)   Products are generally bundled with other products to offer buyers greater value.F) B) and E)
G) D) and E)

Question 5

Lenox China Co.would like to get its annual Christmas ornament series into Macy's department stores.Macy's has a buyer in New York City who makes decisions on its giftware.Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

Accepted Answer

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

Question 6

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)   discouraging media multitasking.F) A) and D)
G) B) and C)

Question 7

A major weakness of _________________ as a form of promotion is that it requires expensive database management.

Accepted Answer

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

Question 8

The process of having the receiver take a set of symbols,the message,and transform them into an idea during the communication process is referred to as

Accepted Answer

A)   decoding.
B)   encoding.
C)   integrating.
D)   back translation.
E)   transformation.F) A) and B)
G) B) and C)

Question 9

The owner of a nail shop that operates in a local strip mall told her daughter,"Well,after budgeting for all of our expenses for next year,we still have about $7,500 remaining for emergencies.Let's budget 20 percent of that amount for advertising." What budgeting technique is the retailer most likely using?

Accepted Answer

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

Question 10

During which stage of the product life cycle does the marketer spend little money in the promotional mix?

Accepted Answer

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

Question 11

A prospective buyer goes through a sequence of stages including awareness,interest,evaluation,trial,and adoption,which 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) B) and C)
G) All of the above

Question 12

Which of the following statements about advertising is most accurate?

Accepted Answer

A)   Advertisers have limited control as to when and how often their advertisements will be placed.
B)   A key advantage of advertising is its ability to use customized interactions.
C)   Advertisers have very limited control over what it can say due to FCC regulations.
D)   Advertising is the least costly form of promotion because ads go through significant pretesting.
E)   Through advertising, a company can control what it says and, to some extent, to whom the message is sent.F) D) and E)
G) A) and D)

Question 13

"To remind" is the promotional objective of which stage of the product life cycle?

Accepted Answer

A)   early growth
B)   growth
C)   accelerated development
D)   maturity
E)   introductionF) C) and D)
G) A) and C)

Question 14

All of the following are forms of direct marketing except which?

Accepted Answer

A)   catalogs
B)   in-store free samples
C)   telemarketing
D)   television home shopping
E)   direct mailF) None of the above
G) A) and B)

Question 15

Figure 14-4

-Channel A in Figure 14-4 represents which type of promotional channel strategy?

Accepted Answer

A)   direct
B)   indirect
C)   push
D)   pull
E)   verticalF) B) and D)
G) B) and E)

Question 16

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

Question 17

Managers often use the promotion-to-sales ratio on their marketing dashboards to assess how effective the integrated marketing communications program expenditures were at generating

Accepted Answer

A)   sales.
B)   customer satisfaction.
C)   profits.
D)   promotional sustainability.
E)   CPM.F) B) and D)
G) B) and E)

Question 18

Ford Motor Company provides support and incentives for its Ford and Lincoln dealers worldwide.Through a multilevel program,Ford provides incentives to reward dealers for meeting sales goals.Dealers receive an incentive when they are near a goal,another when they reach a goal,and a larger incentive if they exceed sales projections.All of these actions are intended to encourage dealers to __________ the Ford products through the channel to consumers.

Accepted Answer

A)   dump
B)   pull
C)   unload
D)   no haggle
E)   pushF) B) and E)
G) B) and C)

Question 19

Which of the following is a weakness of publicity?

Accepted Answer

A)   Publicity has high absolute costs.
B)   Publicity is difficult to receive good feedback.
C)   Publicity is easily duplicated.
D)   There is a lack of user control over publicity.
E)   Publicity can easily lead to promotion wars.F) C) and D)
G) A) and D)

Question 20

All-you-can-afford budgeting refers to

Accepted Answer

A)   allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
B)   matching a competitor's absolute level of spending or the proportion per point of market share.
C)   determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks.
D)   allocating funds to a promotion only after all other budget items are covered.
E)   allocating funds to a promotion based on expected profits generated from it.F) B) and E)
G) None of the above

Exam 14: Integrated Marketing Communications and Direct Marketing

Lenox China Co.would like to get its annual Christmas ornament series into Macy's department stores.Macy's has a buyer in New York City who makes decisions on its giftware.Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

Correct Answer
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Correct Answer
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All of the following are forms of direct marketing except which?

Correct Answer
verified

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as

Correct Answer
verified

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

Correct Answer
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A major weakness of _________________ as a form of promotion is that it requires expensive database management.

Correct Answer
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Correct Answer
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During which stage of the product life cycle does the marketer spend little money in the promotional mix?

Correct Answer
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The process of having the receiver take a set of symbols,the message,and transform them into an idea during the communication process is referred to as

Correct Answer
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Which of the following is a weakness of publicity?

Correct Answer
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Customers report many benefits of direct marketing,including which of these?

Correct Answer
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Figure 14-4 -Channel A in Figure 14-4 represents which type of promotional channel strategy?

Correct Answer
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All-you-can-afford budgeting refers to

Correct Answer
verified

Advertising,sales promotion,and public relations are often said to use __________ because they are used with groups of prospective buyers.

Correct Answer
verified

Marketers can communicate best with college students by

Correct Answer
verified

A prospective buyer goes through a sequence of stages including awareness,interest,evaluation,trial,and adoption,which are referred to as

Correct Answer
verified

After watching the 30-minute infomercial on Oxy-Clean,Sarah was certain the cleaning product would remove the grape juice stain from her white carpet.In terms of the communication process,Sarah was __________ the message from Oxy-Clean.

Correct Answer
verified

Managers often use the promotion-to-sales ratio on their marketing dashboards to assess how effective the integrated marketing communications program expenditures were at generating

Correct Answer
verified

Which of the following statements about advertising is most accurate?

Correct Answer
verified

"To remind" is the promotional objective of which stage of the product life cycle?

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

Lenox China Co.would like to get its annual Christmas ornament series into Macy's department stores.Macy's has a buyer in New York City who makes decisions on its giftware.Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

All of the following are forms of direct marketing except which?

Correct AnswerverifiedShow Answer

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A major weakness of _________________ as a form of promotion is that it requires expensive database management.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

During which stage of the product life cycle does the marketer spend little money in the promotional mix?

Correct AnswerverifiedShow Answer

The process of having the receiver take a set of symbols,the message,and transform them into an idea during the communication process is referred to as

Correct AnswerverifiedShow Answer

Which of the following is a weakness of publicity?

Correct AnswerverifiedShow Answer

Customers report many benefits of direct marketing,including which of these?

Correct AnswerverifiedShow Answer

Figure 14-4 -Channel A in Figure 14-4 represents which type of promotional channel strategy?

Correct AnswerverifiedShow Answer

All-you-can-afford budgeting refers to

Correct AnswerverifiedShow Answer

Advertising,sales promotion,and public relations are often said to use __________ because they are used with groups of prospective buyers.

Correct AnswerverifiedShow Answer

Marketers can communicate best with college students by

Correct AnswerverifiedShow Answer

A prospective buyer goes through a sequence of stages including awareness,interest,evaluation,trial,and adoption,which are referred to as

Correct AnswerverifiedShow Answer

After watching the 30-minute infomercial on Oxy-Clean,Sarah was certain the cleaning product would remove the grape juice stain from her white carpet.In terms of the communication process,Sarah was __________ the message from Oxy-Clean.

Correct AnswerverifiedShow Answer

Managers often use the promotion-to-sales ratio on their marketing dashboards to assess how effective the integrated marketing communications program expenditures were at generating

Correct AnswerverifiedShow Answer

Which of the following statements about advertising is most accurate?

Correct AnswerverifiedShow Answer

"To remind" is the promotional objective of which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Correct Answer
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