Question 1

Under Armour's early sales depended entirely on

Accepted Answer

A)  word-of-mouth advertising.
B)  public service announcements.
C)  opinion leaders' testimonials.
D)  integrated marketing campaigns.
E)  Internet sales.F) B) and E)
G) C) and D)

Question 2

Promotion objectives should possess three important qualities.They should be designed for a well-defined target audience, be measurable, and

Accepted Answer

A)  contain some element of appeal, such as sex, fear, or humor.
B)  be based on clear market research.
C)  stay within clearly defined budgetary constraints.
D)  cover a specified time period.
E)  retain some degree of flexibility.F) A) and C)
G) B) and D)

Question 3

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

Accepted Answer

A)  response
B)  consequence
C)  source reaction
D)  concept effect
E)  primary significanceF) A) and D)
G) A) and B)

Question 4

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)  A key advantage of advertising is its ability to use customized interaction.
C)  Advertising can be a very effective "attention getter" especially for new products, but has little impact for repeat buys.
D)  Advertising is one of the least costly forms of promotion because it reaches a mass market.
E)  By advertising, a company can control what it wants to say, when they want to say it, and to some extent, to whom the message is sent.F) C) and D)
G) A) and B)

Question 5

Field of experience refers to

Accepted Answer

A)  a unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e.the medical profession, legal profession, etc.) .
B)  the designation given to different elements in the communications channel based upon their specific area of expertise (i.e.advertising, publicity, etc.) .
C)  a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling promotions so there is no incorrect decoding of the sender's message.
D)  a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling promotions so there is no incorrect encoding of the sender's message.
E)  a mutually shared understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process.F) A) and B)
G) B) and D)

Question 6

Which of the following is an inherent strength of personal selling?

Accepted Answer

A)  low seller involvement
B)  can give complex information
C)  messages can be prepared quickly
D)  efficient means for reaching large numbers of people
E)  often most credible source in the consumer's mindF) C) and D)
G) A) and B)

Question 7

The process of conveying a message to others that requires six elements-a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding is referred to as _________.

Accepted Answer

A)  exchange
B)  dialogue
C)  communication
D)  encoding
E)  feedbackF) B) and C)
G) None of the above

Question 8

All products go through a product life cycle of _________ stages: _________.

Accepted Answer

A)  2; new, improved
B)  2; growth and decline
C)  3; new, improved, obsolete
D)  4; awareness, interest, involvement, evaluation
E)  4; introduction, growth, maturity, and declineF) D) and E)
G) None of the above

Question 9

The concept of designing marketing communications programs that coordinates all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing-to provide a consistent message across all audiences is referred to as _________.

Accepted Answer

A)  the media mix
B)  the marketing matrix
C)  the promotional blend
D)  marketing by objectives (MBO) 
E)  integrated marketing communications (IM
C)  F) B) and E)
G) A) and B)

Question 10

When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product, it is using a(n)  _________ strategy.

Accepted Answer

A)  push
B)  pull
C)  inertia
D)  exclusivity
E)  logisticsF) C) and E)
G) B) and D)

Question 11

Sales promotion refers to

Accepted Answer

A)  a short-term inducement of value offered to arouse interest in buying a product or service.
B)  a single-themed promotional campaign employing multiple sales strategies from advertising to personal selling.
C)  individualized communications programs specifically designed with a single customer in mind because the item being sold is unique to that customer.
D)  a long-term inducement of value offered to sustain a loyal customer relationship.
E)  a sequence of value inducements aimed at retaining channel members.F) A) and E)
G) B) and C)

Question 12

In the communication process, the 18-to-34 year-old men who see the NASCAR TV commercial spot advertising P & G's High Endurance Old Spice antiperspirant are called _________.

Accepted Answer

A)  purchasers
B)  the target market
C)  receivers
D)  interpreters
E)  encodersF) B) and C)
G) None of the above

Question 13

Compare push and pull strategies as alternative promotional methods of moving a product through a channel of distribution.

Accepted Answer

Promotional strategies can assist in mov...

Question 14

Customized interaction refers to

Accepted Answer

A)  the creation of unique products based upon the needs and wants of individual consumers.
B)  the translation of a company's message into multiple languages for use in advertising in different countries or regions.
C)  personal selling between a seller and a prospective buyer that can include face-to-face, telephone, and interactive electronic communication.
D)  the creation of different promotional campaigns based on gender, age, or ethnicity.
E)  the use of different images (such as on the cover of Sports Illustrated)  to create a more intimate relationship between buyer and seller.F) A) and C)
G) C) and D)

Question 15

The promotional objective of the decline stage of the product life cycle is to _________.

Accepted Answer

A)  inform
B)  persuade
C)  remind
D)  compare
E)  firms traditionally do not promote a product during its decline stageF) None of the above
G) B) and C)

Question 16

In the hierarchy of effects, evaluation 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 first actual purchase and use of the product or brand.F) None of the above
G) A) and B)

Question 17

Cardiac Science is a California-based company that makes defibrillators, heart monitors, and other medical equipment.It is preparing to market its products in Greece.The company's marketing manager is responsible for the promotional campaign in Greece, and she wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience.Which of the following is the best example of a communications problem that might arise because her field of experience is different from that of her audience?

Accepted Answer

A)  The name of the product, when translated into Greek, has an unintentional meaning.
B)  Her target audience is strongly ethnocentric.
C)  The trade journals in which it wants to run its ads do not accept ads from foreign companies.
D)  A Greek bureaucrat who is responsible for determining that the Cardiac Science products meet national standards has taken a personal dislike to her.
E)  The ads are in trade journals that Greek hospital administrators don't read.F) B) and C)
G) A) and E)

Question 18

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

Accepted Answer

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

Question 19

The design of the promotion will play a primary role in determining the message that is communicated to the audience.Successful designs are often the result of

Accepted Answer

A)  identifying appropriate objectives.
B)  insight regarding task performance.
C)  accurately estimating costs of tasks.
D)  insight regarding consumer's interests and behavior.
E)  accurately estimating what task will accomplish each objective.F) A) and D)
G) A) and C)

Question 20

The promotional mix refers to

Accepted Answer

A)  the three key elements that make advertising and promotion effective: (1)  sex appeal, (2)  humor, and (3)  fear.
B)  the combination of both paid and non-paid marketing tools used to promote product interest and draw sales away from competitors.
C)  a series of interrelated advertisements that each concentrates on a unique aspect of a product's benefits: (1)  primary purpose, (2)  ease of use, and (3)  distinction from competitors.
D)  the three key factors that are required for an effective advertising campaign: (1)  product knowledge, (2)  imagery, and (3)  humor.
E)  the combination of one or more communication tools used to: (1)  inform prospective buyers about the benefits of the product, (2)  persuade them to try it, and (3)  remind them later about the benefits they enjoyed by using the product.F) C) and E)
G) B) and E)

Exam 15: Integrated Marketing Communications and Direct Marketing

When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product, it is using a(n) _________ strategy.

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 "A" refers to the _________ element of

Correct Answer
verified

The promotional objective of the decline stage of the product life cycle is to _________.

Correct Answer
verified

The promotional mix refers to

Correct Answer
verified

Promotion objectives should possess three important qualities.They should be designed for a well-defined target audience, be measurable, and

Correct Answer
verified

Which of the following statements about advertising is most accurate?

Correct Answer
verified

In the communication process, the 18-to-34 year-old men who see the NASCAR TV commercial spot advertising P & G's High Endurance Old Spice antiperspirant are called _________.

Correct Answer
verified

In the hierarchy of effects, evaluation refers to

Correct Answer
verified

Sales promotion refers to

Correct Answer
verified

Customized interaction refers to

Correct Answer
verified

The concept of designing marketing communications programs that coordinates all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing-to provide a consistent message across all audiences is referred to as _________.

Correct Answer
verified

Under Armour's early sales depended entirely on

Correct Answer
verified

The process of conveying a message to others that requires six elements-a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding is referred to as _________.

Correct Answer
verified

Field of experience refers to

Correct Answer
verified

Which of the following is an inherent strength of personal selling?

Correct Answer
verified

All products go through a product life cycle of _ stages: _.

Correct Answer
verified

The design of the promotion will play a primary role in determining the message that is communicated to the audience.Successful designs are often the result of

Correct Answer
verified

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

Correct Answer
verified

Compare push and pull strategies as alternative promotional methods of moving a product through a channel of distribution.

Correct Answer
verified
Promotional strategies can assist in mov...
View Answer

Correct Answer
verified

Exam 15: Integrated Marketing Communications and Direct Marketing

When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product, it is using a(n) _________ strategy.

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 "A" refers to the _________ element of

Correct AnswerverifiedShow Answer

The promotional objective of the decline stage of the product life cycle is to _________.

Correct AnswerverifiedShow Answer

The promotional mix refers to

Correct AnswerverifiedShow Answer

Promotion objectives should possess three important qualities.They should be designed for a well-defined target audience, be measurable, and

Correct AnswerverifiedShow Answer

Which of the following statements about advertising is most accurate?

Correct AnswerverifiedShow Answer

In the communication process, the 18-to-34 year-old men who see the NASCAR TV commercial spot advertising P & G's High Endurance Old Spice antiperspirant are called _________.

Correct AnswerverifiedShow Answer

In the hierarchy of effects, evaluation refers to

Correct AnswerverifiedShow Answer

Sales promotion refers to

Correct AnswerverifiedShow Answer

Customized interaction refers to

Correct AnswerverifiedShow Answer

The concept of designing marketing communications programs that coordinates all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing-to provide a consistent message across all audiences is referred to as _________.

Correct AnswerverifiedShow Answer

Under Armour's early sales depended entirely on

Correct AnswerverifiedShow Answer

The process of conveying a message to others that requires six elements-a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding is referred to as _________.

Correct AnswerverifiedShow Answer

Field of experience refers to

Correct AnswerverifiedShow Answer

Which of the following is an inherent strength of personal selling?

Correct AnswerverifiedShow Answer

All products go through a product life cycle of _________ stages: _________.

Correct AnswerverifiedShow Answer

The design of the promotion will play a primary role in determining the message that is communicated to the audience.Successful designs are often the result of

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Compare push and pull strategies as alternative promotional methods of moving a product through a channel of distribution.

Correct AnswerverifiedPromotional strategies can assist in mov...View AnswerShow Answer

Correct AnswerverifiedShow Answer

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All products go through a product life cycle of _ stages: _.

Correct Answer
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Promotional strategies can assist in mov...
View Answer

Correct Answer
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