Question 1

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 2

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

Accepted Answer

Personal selling is the two-way flow of ...

Question 3

Figure 14-1

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

Accepted Answer

A)   noise.
B)   the message.
C)   the receiver.
D)   the fields of experience.
E)   feedback.F) B) and D)
G) A) and E)

Question 4

Sales promotions cannot be the sole basis for a promotional campaign because

Accepted Answer

A)   all sales promotions have legal time limit restrictions to prevent unfair trade practices.
B)   gains from sales promotion are often temporary and sales drop off when it ends.
C)   sales promotions are too costly and soon become a financial liability.
D)   sales promotions are traditionally handled by outside firms and not the manufacturer, which often results in a significant loss of profit.
E)   consumers obtain an inflated impression of a product's actual value or worth.F) All of the above
G) A) and D)

Question 5

Which of the following statements about advertising is most accurate?

Accepted Answer

A)   Advertising has limited control as to when and where an advertisement will be used.
B)   Advertising allows a firm to efficiently reach a large number of people.
C)   A key advantage of advertising is its ability to use customized interactions.
D)   Advertising can be a very effective attention-getter, especially for new products, but has little impact for repeat buys.
E)   Advertising is one of the least costly forms of promotion because it reaches a pretested market.F) B) and C)
G) A) and B)

Question 6

Publicity refers to

Accepted Answer

A)   a nonpersonal, indirectly paid presentation of an organization, product, or service.
B)   a short-term inducement of value offered to arouse interest in buying a product or service.
C)   methods used to get a nonpersonal, directly paid presentation of a company or its products.
D)   a paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
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) A) and B)
G) A) and E)

Question 7

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 deliver the message to the new target market.

Accepted Answer

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

Question 8

Rebates,coupons,samples,and contests are all examples of

Accepted Answer

A)   endorsements.
B)   sponsorships.
C)   free publicity.
D)   purchase aids.
E)   sales promotions.F) B) and C)
G) All of the above

Question 9

"To inform" 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) B) and D)
G) B) and C)

Question 10

The first stage in the hierarchy of effects is

Accepted Answer

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

Question 11

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

Question 12

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

Question 13

Development of the promotion program focuses on the four Ws.What are they?

Accepted Answer

The development stage is composed of fou...

Question 14

An important factor in developing successful IMC programs is to create a process that facilitates their design and use.A tool used to evaluate a company's current process is the IMC

Accepted Answer

A)   audit.
B)   sensitivity analysis.
C)   what-if analysis.
D)   perceptual map.
E)   pretest.F) A) and B)
G) All of the above

Question 15

Marketers have observed that our marketplace is shifting to an "age of engagement." All of the following are forms of consumer engagement except which?

Accepted Answer

A)   QR (quick response)  codes
B)   reality shows using online voting
C)   Facebook Pages
D)   Twitter re-tweets
E)   public relationsF) A) and B)
G) A) and D)

Question 16

Advertising,personal selling,sales promotion,public relations,and direct marketing are marketing communications alternatives that make up a firm's

Accepted Answer

A)   cooperative advertising.
B)   marketing mix.
C)   media strategy.
D)   promotional mix.
E)   communication source.F) B) and D)
G) B) and C)

Question 17

All of the following factors are used to balance the elements in the promotional mix except which?

Accepted Answer

A)   the channel of distribution
B)   the product's life cycle
C)   the decision stage of the buyer
D)   the market research tools that have been used
E)   the characteristics of the productF) All of the above
G) None of the above

Question 18

A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales,in terms of either dollars or units sold,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) None of the above
G) B) and C)

Question 19

Amazon.com,a successful online retailer,manages an extensive customer database that is used to determine which products are suggested to each customer.Some data are best collected from the customer; other data are best collected from the businesses where purchases are made.Which of the following customer data are best collected from the customer?

Accepted Answer

A)   brand
B)   price
C)   media use
D)   model
E)   quantityF) C) and D)
G) A) and C)

Question 20

Throughout its history,Taco Bell has

Accepted Answer

A)   developed a global citizenship style.
B)   used very creative promotional activities.
C)   applied a bring-it-on attitude.
D)   applied an aggressive personal philosophy.
E)   a just-do-it mantra.F) B) and E)
G) B) and D)

Exam 14: Integrated Marketing Communications and Direct Marketing

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

Correct Answer
verified

Sales promotions cannot be the sole basis for a promotional campaign because

Correct Answer
verified

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

Correct Answer
verified
Personal selling is the two-way flow of ...
View Answer

Marketers have observed that our marketplace is shifting to an "age of engagement." All of the following are forms of consumer engagement except which?

Correct Answer
verified

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

Correct Answer
verified

An important factor in developing successful IMC programs is to create a process that facilitates their design and use.A tool used to evaluate a company's current process is the IMC

Correct Answer
verified

Correct Answer
verified

Development of the promotion program focuses on the four Ws.What are they?

Correct Answer
verified
The development stage is composed of fou...
View Answer

Advertising,personal selling,sales promotion,public relations,and direct marketing are marketing communications alternatives that make up a firm's

Correct Answer
verified

Rebates,coupons,samples,and contests are all examples of

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

Throughout its history,Taco Bell has

Correct Answer
verified

Which of the following statements about advertising is most accurate?

Correct Answer
verified

The first stage in the hierarchy of effects is

Correct Answer
verified

All of the following factors are used to balance the elements in the promotional mix except which?

Correct Answer
verified

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

Correct Answer
verified

Percentage of sales budgeting refers to

Correct Answer
verified

Publicity refers to

Correct Answer
verified

A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales,in terms of either dollars or units sold,is referred to as __________ budgeting.

Correct Answer
verified

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

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

Correct AnswerverifiedShow Answer

Sales promotions cannot be the sole basis for a promotional campaign because

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedPersonal selling is the two-way flow of ...View AnswerShow Answer

Marketers have observed that our marketplace is shifting to an "age of engagement." All of the following are forms of consumer engagement except which?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

An important factor in developing successful IMC programs is to create a process that facilitates their design and use.A tool used to evaluate a company's current process is the IMC

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Development of the promotion program focuses on the four Ws.What are they?

Correct AnswerverifiedThe development stage is composed of fou...View AnswerShow Answer

Advertising,personal selling,sales promotion,public relations,and direct marketing are marketing communications alternatives that make up a firm's

Correct AnswerverifiedShow Answer

Rebates,coupons,samples,and contests are all examples of

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

Throughout its history,Taco Bell has

Correct AnswerverifiedShow Answer

Which of the following statements about advertising is most accurate?

Correct AnswerverifiedShow Answer

The first stage in the hierarchy of effects is

Correct AnswerverifiedShow Answer

All of the following factors are used to balance the elements in the promotional mix except which?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Percentage of sales budgeting refers to

Correct AnswerverifiedShow Answer

Publicity refers to

Correct AnswerverifiedShow Answer

A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales,in terms of either dollars or units sold,is referred to as __________ budgeting.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
verified
Personal selling is the two-way flow of ...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
The development stage is composed of fou...
View Answer

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

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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