Question 1

Communication is the process of conveying a message to others and it requires six elements.Which process is one of these elements?

Accepted Answer

A)   judging
B)   customizing
C)   targeting
D)   branding
E)   encodingF) None of the above
G) A) and B)

Question 2

The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

Accepted Answer

A)   inform
B)   persuade
C)   appeal to
D)   remind
E)   swayF) C) and E)
G) All of the above

Question 3

Decoding refers to

Accepted Answer

A)   receiving a message within a common field of experience and breaking down that information into small usable units to better interpret its meaning.
B)   having a receiver take a set of symbols, the message, and transform them into an idea.
C)   receiving a message that requires integration of new information to fully understand the intended meaning.
D)   having the sender transform an abstract idea into a set of symbols that can be universally understood.
E)   having a sender take a set of symbols, the message, and transform them into an idea.F) A) and E)
G) A) and B)

Question 4

Identify and discuss four methods used to set the promotion budget.

Accepted Answer

(1)Percentage of sales.In the percentage...

Question 5

Direct marketing refers to

Accepted Answer

A)   individualized communications programs specifically designed with a single customer in mind because the item being sold is unique to that customer.
B)   a promotional alternative that uses 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.
C)   a new form of retail outlet with convenient locations.
D)   a sales strategy whereby the exchange takes place at the time of engagement, such as selling produce at a local farmer's market.
E)   a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.F) None of the above
G) A) and B)

Question 6

In terms of a promotional schedule,businesses such as ski resorts,airlines,and professional sports teams are likely to reduce their promotional activity

Accepted Answer

A)   when competitors leave the market.
B)   during the off-season.
C)   only when sales are down more than 10 to 20 percent.
D)   if they find cheaper social media options to be effective.
E)   when the target audience becomes younger.F) B) and E)
G) B) and D)

Question 7

In the communication process,noise refers to

Accepted Answer

A)   any unsolicited response from consumers or potential consumers regarding a company's message.
B)   any communication with consumers who are not in the target audience.
C)   extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process.
D)   the use of colors, words, sounds, or images that make an otherwise simple message more complex.
E)   a unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e. the medical profession, legal profession, etc.) .F) B) and C)
G) A) and D)

Question 8

According to the textbook,__________ recently won Advertising Age magazine's coveted Media Agency of the Year award.

Accepted Answer

A)   72 and Sunny
B)   MediaCom
C)   Fallon
D)   LatinWorks
E)   DisneyF) B) and D)
G) A) and B)

Question 9

A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species.However,the firm has few resources to promote the film.Which promotional element should it employ?

Accepted Answer

A)   Hire a salesperson to speak to environmental groups.
B)   Ask local radio and television stations to run a favorable story about the film.
C)   Advertise on billboards in each local market.
D)   Invite students to participate in a contest to win free tickets.
E)   Send postcards to all people within a 25-mile radius of a theater showing the movie.F) C) and E)
G) B) and E)

Question 10

Ann recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase the product.In terms of the communication process,the Claritin ad created

Accepted Answer

A)   a stimulus.
B)   an exposure.
C)   a field of experience.
D)   a subconscious impulse.
E)   a response.F) C) and D)
G) B) and C)

Question 11

List the key elements of the promotional mix.Why are they used?

Accepted Answer

The promotional mix is the combination o...

Question 12

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

Question 13

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as __________ budgeting.

Accepted Answer

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

Question 14

In a promotional sense,customized interaction is exemplified by

Accepted Answer

A)   the creation of unique products based upon the needs and wants of individual consumers.
B)   the translation of a company's message into multiple languages for use in advertising in different countries or regions.
C)   personal selling between a seller and a prospective buyer that can include face-to-face, telephone, and interactive electronic communication.
D)   the creation of different promotional campaigns based on gender, age, or ethnicity.
E)   the use of different images (such the covers of Sports Illustrated)  to reach different product groupings.F) C) and E)
G) A) and E)

Question 15

A message is conveyed by means of a __________ such as a salesperson,advertising media,or public relations tools.

Accepted Answer

A)   distribution network
B)   channel of communication
C)   field of experience
D)   direct feedback loop
E)   push strategyF) A) and B)
G) C) and E)

Question 16

In the hierarchy of effects,evaluation 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)   an increase in the consumer's desire to learn about some of the features of the product or brand.
D)   a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand.
E)   the consumer's first actual purchase and use of the product or brand.F) All of the above
G) C) and D)

Question 17

The European Union passed a new consumer privacy law,called the __________,that addresses new developments such as social networks and cloud computing.

Accepted Answer

A)   General Data Protection Regulation
B)   Personal Identity Law
C)   Intellectual Property Act
D)   Credit Protection Act
E)   Shared Information ActF) B) and E)
G) C) and E)

Question 18

Although the lack of control means that it is rarely the main element of a promotional campaign,__________ is an important part of most of them.

Accepted Answer

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

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

Question 20

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 C)
G) A) and E)

Exam 14: Integrated Marketing Communications and Direct Marketing

Decoding refers to

Correct Answer
verified

In a promotional sense,customized interaction is exemplified by

Correct Answer
verified

Ann recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase the product.In terms of the communication process,the Claritin ad created

Correct Answer
verified

In terms of a promotional schedule,businesses such as ski resorts,airlines,and professional sports teams are likely to reduce their promotional activity

Correct Answer
verified

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

Direct marketing refers to

Correct Answer
verified

List the key elements of the promotional mix.Why are they used?

Correct Answer
verified
The promotional mix is the combination o...
View Answer

A message is conveyed by means of a __________ such as a salesperson,advertising media,or public relations tools.

Correct Answer
verified

According to the textbook,__________ recently won Advertising Age magazine's coveted Media Agency of the Year award.

Correct Answer
verified

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as __________ budgeting.

Correct Answer
verified

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

The European Union passed a new consumer privacy law,called the __________,that addresses new developments such as social networks and cloud computing.

Correct Answer
verified

The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

Correct Answer
verified

In the hierarchy of effects,evaluation refers to

Correct Answer
verified

A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species.However,the firm has few resources to promote the film.Which promotional element should it employ?

Correct Answer
verified

Although the lack of control means that it is rarely the main element of a promotional campaign,__________ is an important part of most of them.

Correct Answer
verified

In the communication process,noise refers to

Correct Answer
verified

Communication is the process of conveying a message to others and it requires six elements.Which process is one of these elements?

Correct Answer
verified

Identify and discuss four methods used to set the promotion budget.

Correct Answer
verified
(1)Percentage of sales.In the percentage...
View Answer

Exam 14: Integrated Marketing Communications and Direct Marketing

Decoding refers to

Correct AnswerverifiedShow Answer

In a promotional sense,customized interaction is exemplified by

Correct AnswerverifiedShow Answer

Ann recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase the product.In terms of the communication process,the Claritin ad created

Correct AnswerverifiedShow Answer

In terms of a promotional schedule,businesses such as ski resorts,airlines,and professional sports teams are likely to reduce their promotional activity

Correct AnswerverifiedShow 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

Direct marketing refers to

Correct AnswerverifiedShow Answer

List the key elements of the promotional mix.Why are they used?

Correct AnswerverifiedThe promotional mix is the combination o...View AnswerShow Answer

A message is conveyed by means of a __________ such as a salesperson,advertising media,or public relations tools.

Correct AnswerverifiedShow Answer

According to the textbook,__________ recently won Advertising Age magazine's coveted Media Agency of the Year award.

Correct AnswerverifiedShow Answer

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as __________ budgeting.

Correct AnswerverifiedShow Answer

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

The European Union passed a new consumer privacy law,called the __________,that addresses new developments such as social networks and cloud computing.

Correct AnswerverifiedShow Answer

The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

Correct AnswerverifiedShow Answer

In the hierarchy of effects,evaluation refers to

Correct AnswerverifiedShow Answer

A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species.However,the firm has few resources to promote the film.Which promotional element should it employ?

Correct AnswerverifiedShow Answer

Although the lack of control means that it is rarely the main element of a promotional campaign,__________ is an important part of most of them.

Correct AnswerverifiedShow Answer

In the communication process,noise refers to

Correct AnswerverifiedShow Answer

Communication is the process of conveying a message to others and it requires six elements.Which process is one of these elements?

Correct AnswerverifiedShow Answer

Identify and discuss four methods used to set the promotion budget.

Correct Answerverified(1)Percentage of sales.In the percentage...View AnswerShow Answer

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The promotional mix is the combination o...
View Answer

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(1)Percentage of sales.In the percentage...
View Answer