Question 1

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

Question 2

Procter & Gamble Co.created an advertisement for its Old Spice Red Zone Swagger antiperspirant.In terms of the communication process,the __________ in the ad informed prospective customers that the antiperspirant offered more protection than other brands.

Accepted Answer

A)   lesson
B)   message
C)   meme
D)   source
E)   feedbackF) B) and D)
G) C) and E)

Question 3

When Sears places a multiple-page booklet in the local newspaper about its President's Day sale,it is using which element of the promotional mix?

Accepted Answer

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

Question 4

Brand creative director at Taco Bell Tracee Larocca describes her job as making "sure that all of our communications have the same look,tone,and feel across all platforms," which could be described as

Accepted Answer

A)   advertising management.
B)   targeted marketing research.
C)   traditional media expertise.
D)   repositioning.
E)   integrated marketing communications.F) A) and E)
G) B) and E)

Question 5

Like personal selling,__________ often consists of interactive communication.

Accepted Answer

A)   direct marketing
B)   advertising
C)   a sales promotion
D)   publicity
E)   a public service announcementF) All of the above
G) A) and B)

Question 6

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products,she is engaging in

Accepted Answer

A)   primary sales.
B)   sales promotion.
C)   public relations.
D)   personal selling.
E)   coercive selling.F) C) and E)
G) A) and C)

Question 7

A primary function of the promotional mix is to

Accepted Answer

A)   explain how to use a product.
B)   persuade consumers to try a product.
C)   inform customers of complementary offerings.
D)   inform customers of pricing changes.
E)   point out flaws in competitors' products.F) A) and C)
G) A) and B)

Question 8

Figure 14-1

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

Accepted Answer

A)   the source.
B)   the message.
C)   the receiver.
D)   encoding.
E)   feedback.F) A) and D)
G) A) and C)

Question 9

Allegra is an antihistamine.To create brand awareness,Allegra's manufacturer is offering people who request information about the product a seat cushion to use at their favorite sporting event.Its television ad shows a woman halfheartedly watching a sporting event.The voiceover asks if she is bored or congested.In the next scene,the person is having a great time and is decongested after taking Allegra.This use of the same promotional theme throughout a product's marketing campaign is an example of how marketers use

Accepted Answer

A)   the retailing mix.
B)   integrated marketing communications.
C)   the branding mix.
D)   coordinated channels of communication.
E)   marketing by objectives.F) A) and B)
G) None of the above

Question 10

The actions a firm takes during the promotion decision process include __________,executing,and assessing the promotion program.

Accepted Answer

A)   pretesting
B)   developing
C)   stating the mission
D)   selecting the appeal
E)   selecting the mediaF) None of the above
G) C) and E)

Question 11

Which of the following statements regarding direct marketing is most accurate?

Accepted Answer

A)   Direct marketing now allows customers to shop during regular business hours, with extended hours on weekends.
B)   Although direct marketing usually saves customers time, it does not usually save customers money.
C)   Although direct marketing can save consumers time and money, the process is labor intensive and not very much fun.
D)   Many customers believe direct marketing provides excellent customer service.
E)   Direct customers feel that their privacy is more likely to be compromised with direct marketing than with other methods.F) A) and D)
G) All of the above

Question 12

In the feedback loop,the impact the message has on the receiver's knowledge,attitude,or behaviors during the communications process is referred to as

Accepted Answer

A)   feedback.
B)   a field of experience.
C)   noise.
D)   a response.
E)   a hierarchy of effects.F) None of the above
G) B) and D)

Question 13

Albert Searchware is a type of search engine used at company websites to handle customer questions.The firm is trying to determine what promotional strategy should be employed with its flagship product.It has determined that search engine software is in the growth stage of its product life cycle.Which of the following options should it employ?

Accepted Answer

A)   devote 40 percent of the promotional budget to a sales promotion that supplies the public with demonstration CDs to prove the merits of its software
B)   spend 30 percent of the budget in the effort to generate publicity for its software
C)   use the majority of its promotional budget on advertising that focuses on brand differences
D)   use a balanced budget and spend equally for each of the four promotional choices in an attempt to even out sales growth
E)   encourage its tech support staff to emphasize the superiority of its software and its after-sale supportF) None of the above
G) B) and D)

Question 14

In a marketing context,a source refers to

Accepted Answer

A)   any paid form of advertising.
B)   consumers who read, hear, or see the message during the communications process.
C)   a company or person who has information to convey during the communications process.
D)   people with similar understanding and knowledge who are willing to share that knowledge with others.
E)   a group of individuals who are willing to receive information from others.F) None of the above
G) A) and B)

Question 15

In the feedback loop of the communication process,feedback refers to

Accepted Answer

A)   the sender's interpretation of the response that indicates whether the message was decoded and understood as intended.
B)   the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process.
C)   a mutually shared understanding and knowledge the sender and receiver apply to a message so that it can be communicated effectively during the communication process in the message loop.
D)   any unsolicited response from consumers or potential consumers regarding a company's message.
E)   extraneous factors that can work against effective communication by distorting a message or the feedback received.F) All of the above
G) C) and E)

Question 16

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 by Amazon itself?

Accepted Answer

A)   lifestyles
B)   price
C)   demographics
D)   media use
E)   competitive products purchasedF) All of the above
G) D) and E)

Question 17

Figure 14-1

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

Accepted Answer

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

Question 18

Each year,advertisers spend millions of dollars during the U.S.Super Bowl football game broadcast.These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle.Unfortunately,during the advertisements,many viewers might dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers.The desire for food and drink is an example of __________,which inhibits effective communication.

Accepted Answer

A)   distraction
B)   diversion
C)   ineffective encoding
D)   information overload
E)   noiseF) B) and D)
G) A) and B)

Question 19

Communication is the process of conveying a message to others and it requires six elements.These elements are __________,a message,a channel of communication,a receiver,and the processes of encoding and decoding.

Accepted Answer

A)   a concept
B)   a brand
C)   a slogan
D)   a source
E)   an offerF) All of the above
G) B) and D)

Question 20

The owner of a cosmetics start-up told his employees,"We had a good year,and next year looks to be even better.I'm going to raise this year's promotion budget by

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) A) and E)

Exam 14: Integrated Marketing Communications and Direct Marketing

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 B is referred to as

Correct Answer
verified

In the feedback loop of the communication process,feedback refers to

Correct Answer
verified

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products,she is engaging in

Correct Answer
verified

Procter & Gamble Co.created an advertisement for its Old Spice Red Zone Swagger antiperspirant.In terms of the communication process,the __________ in the ad informed prospective customers that the antiperspirant offered more protection than other brands.

Correct Answer
verified

Correct Answer
verified

Which of the following statements regarding direct marketing is most accurate?

Correct Answer
verified

The actions a firm takes during the promotion decision process include __________,executing,and assessing the promotion program.

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

Brand creative director at Taco Bell Tracee Larocca describes her job as making "sure that all of our communications have the same look,tone,and feel across all platforms," which could be described as

Correct Answer
verified

Correct Answer
verified

Like personal selling,__________ often consists of interactive communication.

Correct Answer
verified

When Sears places a multiple-page booklet in the local newspaper about its President's Day sale,it is using which element of the promotional mix?

Correct Answer
verified

Communication is the process of conveying a message to others and it requires six elements.These elements are __________,a message,a channel of communication,a receiver,and the processes of encoding and decoding.

Correct Answer
verified

A primary function of the promotional mix is to

Correct Answer
verified

The owner of a cosmetics start-up told his employees,"We had a good year,and next year looks to be even better.I'm going to raise this year's promotion budget by

Correct Answer
verified

Correct Answer
verified

In a marketing context,a source refers to

Correct Answer
verified

In the feedback loop,the impact the message has on the receiver's knowledge,attitude,or behaviors during the communications process is referred to as

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 E is referred to as

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

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 B is referred to as

Correct AnswerverifiedShow Answer

In the feedback loop of the communication process,feedback refers to

Correct AnswerverifiedShow Answer

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products,she is engaging in

Correct AnswerverifiedShow Answer

Procter & Gamble Co.created an advertisement for its Old Spice Red Zone Swagger antiperspirant.In terms of the communication process,the __________ in the ad informed prospective customers that the antiperspirant offered more protection than other brands.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements regarding direct marketing is most accurate?

Correct AnswerverifiedShow Answer

The actions a firm takes during the promotion decision process include __________,executing,and assessing the promotion program.

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

Brand creative director at Taco Bell Tracee Larocca describes her job as making "sure that all of our communications have the same look,tone,and feel across all platforms," which could be described as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Like personal selling,__________ often consists of interactive communication.

Correct AnswerverifiedShow Answer

When Sears places a multiple-page booklet in the local newspaper about its President's Day sale,it is using which element of the promotional mix?

Correct AnswerverifiedShow Answer

Communication is the process of conveying a message to others and it requires six elements.These elements are __________,a message,a channel of communication,a receiver,and the processes of encoding and decoding.

Correct AnswerverifiedShow Answer

A primary function of the promotional mix is to

Correct AnswerverifiedShow Answer

The owner of a cosmetics start-up told his employees,"We had a good year,and next year looks to be even better.I'm going to raise this year's promotion budget by

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In a marketing context,a source refers to

Correct AnswerverifiedShow Answer

In the feedback loop,the impact the message has on the receiver's knowledge,attitude,or behaviors during the communications process is referred to as

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 E is referred to as

Correct AnswerverifiedShow Answer

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