Question 1

Which of the following is a weakness of direct marketing?

Accepted Answer

A)   high absolute costs
B)   declining customer response rates
C)   inconsistent messages from salespeople
D)   difficult to get media cooperation
E)   easily duplicated and can easily lead to promotion warsF) B) and E)
G) A) and E)

Question 2

During the evaluation phase of an IMC program,a firm will __________ and make needed changes.

Accepted Answer

A)   posttest the promotion
B)   design the promotion
C)   state the mission
D)   carry out the promotion
E)   identify possible advertising or promotional firmsF) B) and E)
G) C) and D)

Question 3

The __________ includes advertising,personal selling,sales promotion,public relations,and direct marketing.

Accepted Answer

A)   promotional mix
B)   promotion channel
C)   communication message
D)   marketing matrix
E)   media mixF) B) and D)
G) B) and C)

Question 4

Promotional programs are specifically directed toward a group of prospective buyers,or

Accepted Answer

A)   a source.
B)   a diffuser.
C)   an encoder.
D)   a target audience.
E)   a particular media.F) C) and D)
G) B) and D)

Question 5

According to Tracee Larocca,brand creative director at Taco Bell,the restaurant chain recognized a cultural shift from "food as fuel" to

Accepted Answer

A)   "food as expression of style."
B)   "food as attitude change tool."
C)   "food as experience."
D)   "food as personal philosophy."
E)   "food as health."F) C) and E)
G) C) and D)

Question 6

The fourth stage in the hierarchy of effects is

Accepted Answer

A)   interest.
B)   awareness.
C)   adoption.
D)   trial.
E)   evaluation.F) None of the above
G) A) and B)

Question 7

Identify and briefly describe each of the five promotional elements.

Accepted Answer

The promotional mix is the combination o...

Question 8

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 B represents

Accepted Answer

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

Question 9

Which of the following is a strength of advertising?

Accepted Answer

A)   Advertising provides immediate feedback.
B)   Advertising is very inexpensive.
C)   Advertising can create messages quickly.
D)   Advertising is an efficient means for reaching large numbers of people.
E)   Advertising is often the most credible source of information for consumers.F) None of the above
G) A) and C)

Question 10

An offer that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction may result in

Accepted Answer

A)   a direct order.
B)   lead generation.
C)   traffic generation.
D)   a data compilation.
E)   a prospect bid.F) B) and C)
G) A) and B)

Question 11

Which of the following statements about executing and evaluating the promotion program is most accurate?

Accepted Answer

A)   Although there are five elements in the promotional mix, the only element that really benefits from an IMC audit is advertising.
B)   Most IMC programs have no difficulty creating a pretest, but posttests are much more difficult to construct since a number of unknown elements must be measured.
C)   In addition to ensuring that traditional forms of communication are integrated, companies must be able to monitor consumer content, respond to inconsistent messages, and answer questions from individual customers.
D)   The ideal IMC program does not need any evaluation if it is executed according to plan.
E)   The most effective IMC audits are external. Internal audits tend to bias the results in the favor of the marketing staff's expectations.F) A) and C)
G) B) and D)

Question 12

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 is referred to as

Accepted Answer

A)   sales promotion.
B)   publicity.
C)   advertising.
D)   public relations.
E)   personal selling.F) B) and C)
G) None of the above

Question 13

In the communication process,printing mistakes that affect the meaning of a newspaper advertisement,or using words or pictures that fail to communicate the message clearly,are referred to as

Accepted Answer

A)   noise.
B)   clutter.
C)   disruptions.
D)   distortions.
E)   misrepresentations.F) B) and E)
G) D) and E)

Question 14

Ann's young son suffers from allergies and complains about his watery eyes and drowsiness.Ann feels bad because she thought there was nothing she could do to help him.When Ann saw the ad for a new drug that counters these symptoms in Martha Stewart Living magazine,she planned to ask his doctor about this product on her son's next visit.Ann is at which stage in the hierarchy of effects?

Accepted Answer

A)   She is the trial stage and will move to the interest stage soon.
B)   She has moved quickly from the awareness stage to the interest stage.
C)   She was in the consumer development stage and will more than likely move to the transition stage.
D)   She is in the evaluation stage and will move to the interest stage soon.
E)   She was in the interest stage and then moved quickly to the diffusion stage.F) D) and E)
G) A) and B)

Question 15

Figure 14-5

-The promotion decision process is divided into three phases.In Figure 14-5,Box A refers to the __________ phase.

Accepted Answer

A)   planning
B)   forecasting
C)   evaluation
D)   realization
E)   implementationF) C) and D)
G) A) and B)

Question 16

Which of the following is a strength of direct marketing?

Accepted Answer

A)   Direct marketing can be adapted quickly to facilitate customer relationships.
B)   Direct marketing is often the most credible source in the consumer's mind.
C)   Direct marketing can provide complex information.
D)   Direct marketing can quickly grow or maintain market share as needed.
E)   Direct marketing is a low-cost means of reaching the target market.F) A) and B)
G) C) and D)

Question 17

Advertising refers to

Accepted Answer

A)   any nonpersonal, indirectly paid presentation of an organization, service, or product.
B)   a short-term inducement of value offered to arouse interest in buying a product or service.
C)   methods used to identify a target market for a particular product or service.
D)   any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
E)   any unpaid form of personal presentation of products and services.F) A) and E)
G) B) and E)

Question 18

Figure 14-1

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

Accepted Answer

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

Question 19

According to recent research,which consumers are considered "digital natives" in the sense that they have grown up with technology?

Accepted Answer

A)   baby boomers
B)   Hispanics
C)   Catholics
D)   college students
E)   people living in the coastal United StatesF) A) and D)
G) None of the above

Question 20

Figure 14-1

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

Accepted Answer

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

Exam 14: Integrated Marketing Communications and Direct Marketing

In the communication process,printing mistakes that affect the meaning of a newspaper advertisement,or using words or pictures that fail to communicate the message clearly,are referred to as

Correct Answer
verified

According to recent research,which consumers are considered "digital natives" in the sense that they have grown up with technology?

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 C is referred to as

Correct Answer
verified

The fourth stage in the hierarchy of effects is

Correct Answer
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Which of the following statements about executing and evaluating the promotion program is most accurate?

Correct Answer
verified

According to Tracee Larocca,brand creative director at Taco Bell,the restaurant chain recognized a cultural shift from "food as fuel" to

Correct Answer
verified

Correct Answer
verified

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 is referred to as

Correct Answer
verified

Which of the following is a weakness of direct marketing?

Correct Answer
verified

The __________ includes advertising,personal selling,sales promotion,public relations,and direct marketing.

Correct Answer
verified

Advertising refers to

Correct Answer
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During the evaluation phase of an IMC program,a firm will __________ and make needed changes.

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 I is referred to as

Correct Answer
verified

An offer that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction may result in

Correct Answer
verified

Identify and briefly describe each of the five promotional elements.

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

Promotional programs are specifically directed toward a group of prospective buyers,or

Correct Answer
verified

Figure 14-5 -The promotion decision process is divided into three phases.In Figure 14-5,Box A refers to the __________ phase.

Correct Answer
verified

Which of the following is a strength of advertising?

Correct Answer
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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 B represents

Correct Answer
verified

Which of the following is a strength of direct marketing?

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

In the communication process,printing mistakes that affect the meaning of a newspaper advertisement,or using words or pictures that fail to communicate the message clearly,are referred to as

Correct AnswerverifiedShow Answer

According to recent research,which consumers are considered "digital natives" in the sense that they have grown up with technology?

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 C is referred to as

Correct AnswerverifiedShow Answer

The fourth stage in the hierarchy of effects is

Correct AnswerverifiedShow Answer

Which of the following statements about executing and evaluating the promotion program is most accurate?

Correct AnswerverifiedShow Answer

According to Tracee Larocca,brand creative director at Taco Bell,the restaurant chain recognized a cultural shift from "food as fuel" to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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 is referred to as

Correct AnswerverifiedShow Answer

Which of the following is a weakness of direct marketing?

Correct AnswerverifiedShow Answer

The __________ includes advertising,personal selling,sales promotion,public relations,and direct marketing.

Correct AnswerverifiedShow Answer

Advertising refers to

Correct AnswerverifiedShow Answer

During the evaluation phase of an IMC program,a firm will __________ and make needed changes.

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 I is referred to as

Correct AnswerverifiedShow Answer

An offer that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction may result in

Correct AnswerverifiedShow Answer

Identify and briefly describe each of the five promotional elements.

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

Promotional programs are specifically directed toward a group of prospective buyers,or

Correct AnswerverifiedShow Answer

Figure 14-5 -The promotion decision process is divided into three phases.In Figure 14-5,Box A refers to the __________ phase.

Correct AnswerverifiedShow Answer

Which of the following is a strength of advertising?

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 B represents

Correct AnswerverifiedShow Answer

Which of the following is a strength of direct marketing?

Correct AnswerverifiedShow Answer

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

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