Question 1

L'Oréal created an advertisement for its Visible Lift makeup.Glamour magazine,in which the ad for the L'Oréal Visible Lift makeup appeared,is an example of

Accepted Answer

A)   a message.
B)   noise.
C)   a feedback loop.
D)   a source.
E)   a channel of communication.F) A) and D)
G) D) and E)

Question 2

A paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as

Accepted Answer

A)   sales promotion.
B)   publicity.
C)   advertising.
D)   direct marketing.
E)   mass communication.F) C) and E)
G) D) and E)

Question 3

Factors such as differences in payment methods (credit and credit cards) ,the need for improved reliability and security in regards to the mail system,and government regulations make it especially difficult for __________ in the global market.

Accepted Answer

A)   direct marketing
B)   advertising
C)   personal selling
D)   sales promotion
E)   publicityF) A) and B)
G) A) and C)

Question 4

All of the following were elements of Taco Bell's Cool Ranch Doritos Locos Tacos campaign except which?

Accepted Answer

A)   social media
B)   outdoor ads
C)   direct mail
D)   public relations
E)   cinema adsF) B) and E)
G) A) and B)

Question 5

The combination of one or more communication tools used to inform prospective buyers about the benefits of the product,persuade them to try it,and remind them later about the benefits they enjoyed by using the product is referred to as the

Accepted Answer

A)   promotion channel.
B)   channel of communication.
C)   marketing matrix.
D)   promotional mix.
E)   media mix.F) C) and D)
G) C) and E)

Question 6

In which sales budgeting approach is the amount of money spent based on past or anticipated sales?

Accepted Answer

A)   competitive parity
B)   all-you-can-afford
C)   objective and task
D)   percentage of sales
E)   relative scaleF) All of the above
G) B) and D)

Question 7

Figure 14-1

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

Accepted Answer

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

Question 8

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

Accepted Answer

Direct marketing is a promotion alternat...

Question 9

When employing a push strategy,a manufacturer

Accepted Answer

A)   advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide advertising campaigns.
B)   directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product.
C)   forces a retailer to promote its products by placing national ads in local newspapers.
D)   directs its efforts in the form of advertising and sales promotions to ultimate consumers to encourage them to ask the retailer for the product.
E)   directs retailers to promote one product over another to help balance fluctuations in inventory.F) None of the above
G) A) and E)

Question 10

Communication with consumers who are not in the target audience is referred to as

Accepted Answer

A)   excess coverage.
B)   wasted coverage.
C)   exhaustive coverage.
D)   squandered coverage.
E)   dissipated coverage.F) B) and E)
G) A) and D)

Question 11

Figure 14-2

-To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 14-2,the promotional element labeled E represents

Accepted Answer

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

Question 12

Wasted coverage can be reduced by which of method of promotion?

Accepted Answer

A)   sales promotion
B)   public relations
C)   advertising
D)   public service announcements
E)   personal sellingF) A) and E)
G) B) and E)

Question 13

In the hierarchy of effects,adoption refers to

Accepted Answer

A)   the point at which the consumer accepts the integrity of the manufacturer and the reliability of the product.
B)   the consumer's appraisal of the product or brand on the majority of important attributes.
C)   an increase in the consumer's desire to learn about some of the features of the product or brand.
D)   the consumer's actual first purchase and use of the product or brand.
E)   the consumer's repeated purchase and use of the product or brand after a favorable experience on the first trial.F) C) and D)
G) B) and C)

Question 14

If used continuously,which of the following promotional elements will most likely lose its effectiveness?

Accepted Answer

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

Question 15

Mary's Cookies submitted an ad to the local newspaper with a coupon stating that a dozen cookies cost

Accepted Answer

A)   feedback disruption.
B)   noise.
C)   a decoding error.
D)   a communication barrier.
E)   message interference.F) None of the above
G) D) and E)

Question 16

Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide

Accepted Answer

A)   a promotional channel.
B)   a unique statement of purpose.
C)   a consistent message across audiences.
D)   a media mix useful to all types of companies.
E)   a marketing matrix.F) A) and E)
G) C) and D)

Question 17

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

Question 18

For a message to be communicated effectively,the sender and receiver must have a mutually shared field of experience,which means a similar __________ they apply to the message.

Accepted Answer

A)   positioning
B)   national, regional, or ethnic origin
C)   understanding and knowledge
D)   feeling
E)   set of psychographicsF) B) and C)
G) None of the above

Question 19

The National Do Not Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines.More than __________ percent of all households are registered.

Accepted Answer

A)   95
B)   90
C)   80
D)   70
E)   30F) B) and D)
G) C) and D)

Question 20

All of the following are consumer-related data that comprise a direct marketing database (such as for a catalog) except which?

Accepted Answer

A)   media usage.
B)   demographics.
C)   past purchases.
D)   income tax rate.
E)   lifestyles.F) A) and E)
G) A) and C)

Exam 14: Integrated Marketing Communications and Direct Marketing

Communication with consumers who are not in the target audience is referred to as

Correct AnswerverifiedShow Answer

Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide

Correct AnswerverifiedShow Answer

If used continuously,which of the following promotional elements will most likely lose its effectiveness?

Correct AnswerverifiedShow Answer

Mary's Cookies submitted an ad to the local newspaper with a coupon stating that a dozen cookies cost

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedDirect marketing is a promotion alternat...View AnswerShow Answer

The National Do Not Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines.More than __________ percent of all households are registered.

Correct AnswerverifiedShow Answer

L'Oréal created an advertisement for its Visible Lift makeup.Glamour magazine,in which the ad for the L'Oréal Visible Lift makeup appeared,is an example of

Correct AnswerverifiedShow Answer

A paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as

Correct AnswerverifiedShow Answer

In which sales budgeting approach is the amount of money spent based on past or anticipated sales?

Correct AnswerverifiedShow Answer

For a message to be communicated effectively,the sender and receiver must have a mutually shared field of experience,which means a similar __________ they apply to the message.

Correct AnswerverifiedShow Answer

All of the following are consumer-related data that comprise a direct marketing database (such as for a catalog) except which?

Correct AnswerverifiedShow Answer

Figure 14-2 -To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 14-2,the promotional element labeled E represents

Correct AnswerverifiedShow Answer

In the hierarchy of effects,trial refers to

Correct AnswerverifiedShow Answer

Factors such as differences in payment methods (credit and credit cards) ,the need for improved reliability and security in regards to the mail system,and government regulations make it especially difficult for __________ in the global market.

Correct AnswerverifiedShow Answer

In the hierarchy of effects,adoption refers to

Correct AnswerverifiedShow Answer

All of the following were elements of Taco Bell's Cool Ranch Doritos Locos Tacos campaign except which?

Correct AnswerverifiedShow Answer

The combination of one or more communication tools used to inform prospective buyers about the benefits of the product,persuade them to try it,and remind them later about the benefits they enjoyed by using the product is referred to as the

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 G is referred to as

Correct AnswerverifiedShow Answer

When employing a push strategy,a manufacturer

Correct AnswerverifiedShow Answer

Wasted coverage can be reduced by which of method of promotion?

Correct AnswerverifiedShow Answer

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Direct marketing is a promotion alternat...
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