Question 1

Like personal selling, _________ has the advantage of being customized to match the needs of specific target markets.Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers.

Accepted Answer

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

Question 2

Melissa saw an ad promoting Vermont as a tourist destination and great place to live.The ad contained a postage-paid reply card which could be used to request more information.In terms of the communication process, the mailing in of the postcard with a request for further information is an example of _________.

Accepted Answer

A)  a proactive stance
B)  a reply
C)  a response
D)  an exchange initiation
E)  a message loopF) B) and E)
G) A) and E)

Question 3

To communicate with consumers, a company can use one or more of five promotional alternatives.In Figure 15-2 above, the position labeled "C" refers to the _________ element of

Accepted Answer

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

Question 4

Which of the following types of promotion uses customized interaction?

Accepted Answer

A)  advertising
B)  personal selling
C)  public relations
D)  sales promotion
E)  publicityF) B) and C)
G) A) and B)

Question 5

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)  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 actual first purchase and use of the product or brand.F) None of the above
G) C) and E)

Question 6

feedback may be so delayed or distorted that it is of no use to the sender.

Accepted Answer

A)  in an attempt to be creative, the encoder creates a message with too much noise
B)  there is no interest on the part of the receiver because the product itself is inadequate
C)  the communications channel is not properly funded
D)  the message is considered too ordinary; there is too much field of experience
E)  the receiver may not properly transform the set of symbols into the correct abstract ideaF) C) and E)
G) B) and D)

Question 7

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)  through a favorable experience on the first trial, the consumer's repeated purchase and use of the product or brand.F) A) and E)
G) A) and D)

Question 8

The Under Armour Web site is an important part of their integrated marketing program.Approximately _________ of all sales come through the Web site, and the site attracts an average of _________ visitors each day.

Accepted Answer

A)  05; 20,000
B)  10; 25,000
C)  15; 35,000
D)  20; 40,000
E)  25; 45,000F) A) and E)
G) B) and C)

Question 9

Which method of promotion budgeting would most likely be used by small businesses?

Accepted Answer

A)  percentage of sales budgeting
B)  competitive parity budgeting
C)  objective and task budgeting
D)  all-you-can-afford
E)  relative scale budgetingF) C) and D)
G) A) and D)

Question 10

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) A) and B)
G) None of the above

Question 11

CoolMax Alta is a fabric made by DuPont.It is used in the manufacture of exercise clothes because it keeps the user "cool and dry." The ads for the fabric in health and fitness ads convinced Kumar to buy a pair of socks made of the material.Since he had never before owned anything made of this fabric, Kumar was in which stage of the hierarchy of effects?

Accepted Answer

A)  trial
B)  diffusion
C)  innovation
D)  evaluation
E)  interestF) None of the above
G) A) and B)

Question 12

In the feedback loop, the sender's interpretation of the response which indicates whether the message was decoded and understood as intended during the communications process is referred to as _________.

Accepted Answer

A)  encoding
B)  feedback
C)  receiver response
D)  exchange cycle
E)  message loopF) B) and E)
G) A) and C)

Question 13

The marketing professor wanted to do everything possible to ensure that her students understood her lectures.Accordingly, she used examples of marketing activities with which most students had recent experience.For example, the professor discussed the marketing exchanges between students and grocers, college bookstores, convenience stores, and clothiers.The examples used by the professor were her attempt to _________ her message so as to encourage understanding on the part of her students.

Accepted Answer

A)  effectively initiate
B)  effectively encode
C)  effectively decode
D)  eliminate noise in
E)  pre-loadF) A) and B)
G) A) and C)

Question 14

All-you-can-afford-budgeting refers to

Accepted Answer

A)  budgeting method that allocates funds to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
B)  budgeting method that matches the competitor's absolute level of spending or the proportion per point of market share.
C)  budgeting method that allocates funds to promotion only after all other budget items are covered.
D)  budgeting method whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and determines the promotion cost of performing these tasks.
E)  budgeting method that allocates funds to promotion based on the greatest percentage of possible available revenue.F) B) and E)
G) All of the above

Question 15

A pull strategy refers to

Accepted Answer

A)  when a manufacturer advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide promotional and advertising campaigns.
B)  when a manufacturer forces a retailer to promote its product by placing national brand ads in local newspapers.
C)  directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product.
D)  directing the promotional mix toward channel members to gain their cooperation in ordering and stocking its product.
E)  the charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products.F) A) and B)
G) C) and E)

Question 16

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 promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
C)  allocating funds to promotion only after all other budget items are covered.
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 promotion based on the greatest percentage of possible available revenue.F) A) and C)
G) B) and D)

Question 17

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)  To fully benefit from IMC programs, companies must create and maintain a test-result database that allows comparisons of the relative impact of the promotional tools and their execution options in varying situations.
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 skew results to fit expectations.F) A) and E)
G) C) and E)

Question 18

In which of the following situations would use of the competitive parity budget-setting method be most appropriate?

Accepted Answer

A)  Two or more companies are competing with similar products and similar promotional goals.
B)  Two or more companies are introducing a totally new product to the market.
C)  Two or more companies exist in an oligopoly, and are planning on a product diversification strategy.
D)  Two or more companies exist in pure competition and compete on the basis of product differentiation.
E)  Two or more companies are in direct competition with products in all stages of the product life cycle.F) A) and B)
G) D) and E)

Question 19

To communicate with consumers, a company can use one or more of five promotional alternatives.In Figure 15-2 above, the position labeled "E" refers to the _________ element of

Accepted Answer

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

Question 20

FIGURE 15-7 
-The promotion decision process is divided into three steps.In Figure 15-7 above, the position labeled "C" refers to the _________.

Accepted Answer

A)  planning
B)  implementation
C)  evaluation
D)  forecasting
E)  dischargeF) B) and C)
G) A) and E)

Exam 15: Integrated Marketing Communications and Direct Marketing

The Under Armour Web site is an important part of their integrated marketing program.Approximately _ of all sales come through the Web site, and the site attracts an average of _ visitors each day.

Correct Answer
verified

In the hierarchy of effects, trial refers to

Correct Answer
verified

To communicate with consumers, a company can use one or more of five promotional alternatives.In Figure 15-2 above, the position labeled "C" refers to the _________ element of

Correct Answer
verified

Correct Answer
verified

FIGURE 15-7 -The promotion decision process is divided into three steps.In Figure 15-7 above, the position labeled "C" refers to the _________.

Correct Answer
verified

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

Correct Answer
verified

To communicate with consumers, a company can use one or more of five promotional alternatives.In Figure 15-2 above, the position labeled "E" refers to the _________ element of

Correct Answer
verified

feedback may be so delayed or distorted that it is of no use to the sender.

Correct Answer
verified

All-you-can-afford-budgeting refers to

Correct Answer
verified

Which of the following types of promotion uses customized interaction?

Correct Answer
verified

Percentage of sales budgeting refers to

Correct Answer
verified

Which method of promotion budgeting would most likely be used by small businesses?

Correct Answer
verified

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

Correct Answer
verified

A pull strategy refers to

Correct Answer
verified

In the hierarchy of effects, adoption refers to

Correct Answer
verified

In the feedback loop, the sender's interpretation of the response which indicates whether the message was decoded and understood as intended during the communications process is referred to as _________.

Correct Answer
verified

In which of the following situations would use of the competitive parity budget-setting method be most appropriate?

Correct Answer
verified

Like personal selling, _________ has the advantage of being customized to match the needs of specific target markets.Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Exam 15: Integrated Marketing Communications and Direct Marketing

The Under Armour Web site is an important part of their integrated marketing program.Approximately _________ of all sales come through the Web site, and the site attracts an average of _________ visitors each day.

Correct AnswerverifiedShow Answer

In the hierarchy of effects, trial refers to

Correct AnswerverifiedShow Answer

To communicate with consumers, a company can use one or more of five promotional alternatives.In Figure 15-2 above, the position labeled "C" refers to the _________ element of

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

FIGURE 15-7 -The promotion decision process is divided into three steps.In Figure 15-7 above, the position labeled "C" refers to the _________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

To communicate with consumers, a company can use one or more of five promotional alternatives.In Figure 15-2 above, the position labeled "E" refers to the _________ element of

Correct AnswerverifiedShow Answer

feedback may be so delayed or distorted that it is of no use to the sender.

Correct AnswerverifiedShow Answer

All-you-can-afford-budgeting refers to

Correct AnswerverifiedShow Answer

Which of the following types of promotion uses customized interaction?

Correct AnswerverifiedShow Answer

Percentage of sales budgeting refers to

Correct AnswerverifiedShow Answer

Which method of promotion budgeting would most likely be used by small businesses?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A pull strategy refers to

Correct AnswerverifiedShow Answer

In the hierarchy of effects, adoption refers to

Correct AnswerverifiedShow Answer

In the feedback loop, the sender's interpretation of the response which indicates whether the message was decoded and understood as intended during the communications process is referred to as _________.

Correct AnswerverifiedShow Answer

In which of the following situations would use of the competitive parity budget-setting method be most appropriate?

Correct AnswerverifiedShow Answer

Like personal selling, _________ has the advantage of being customized to match the needs of specific target markets.Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The Under Armour Web site is an important part of their integrated marketing program.Approximately _ of all sales come through the Web site, and the site attracts an average of _ visitors each day.

Correct Answer
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