Question 1

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as _________.

Accepted Answer

A)  customer incentive
B)  customer enticement
C)  free publicity
D)  sales promotion
E)  purchase incentiveF) D) and E)
G) C) and E)

Question 2

FIGURE 15-1 
-Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J") .The position labeled "E" is referred to as _________.

Accepted Answer

A)  the source
B)  the message
C)  the receiver
D)  feedback
E)  the fields of experienceF) A) and B)
G) A) and D)

Question 3

Which of the following statements describes a key difference between advertising and publicity?

Accepted Answer

A)  Publicity is more expensive on a cost-per-contact basis than advertising.
B)  Publicity is usually directly paid, and advertising is usually indirectly paid.
C)  Advertising is usually directly paid, and publicity is usually indirectly paid.
D)  Advertising provides an immediate feedback loop, and publicity does not.
E)  Publicity always has a much greater reach than advertising.F) B) and E)
G) A) and E)

Question 4

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) A) and B)
G) C) and E)

Question 5

FIGURE 15-1 
-Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J") .The position labeled "A" is referred to as _________.

Accepted Answer

A)  the source
B)  the message
C)  the receiver
D)  the fields of experience
E)  feedbackF) A) and B)
G) B) and E)

Question 6

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

Accepted Answer

A)  scheduling
B)  development
C)  implementation
D)  evaluation
E)  planningF) A) and B)
G) A) and C)

Question 7

A food warehouse store gets a very good buy on a brand of frozen orange juice and, rather than maintain it as extra inventory, would like to sell it quickly to consumers.Which promotional element should be used?

Accepted Answer

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

Question 8

Under Armour's famous "tagline" _________ was released at the same time as ESPN's new series Playmakers, which featured football players wearing Under Armour apparel.

Accepted Answer

A)  "Don't sweat it!"
B)  "Mucho Macho"
C)  "Don't fret the sweat"
D)  "We must protect this house"
E)  "When walls come tumblin' down"F) B) and C)
G) B) and E)

Question 9

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools, including advertising, public relations, sales promotion, direct marketing, and _________.

Accepted Answer

A)  human resources
B)  personal selling
C)  public service
D)  online networking
E)  special eventsF) B) and D)
G) B) and C)

Question 10

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

Question 11

Amazon.com, a successful online retailer, manages an extensive database, which includes customers' names and their tastes in books and music.This information is used to determine which products are suggested to each customer.This is an example of how Amazon.com uses

Accepted Answer

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

Question 12

Which of the following statements regarding integrated marketing communications is most accurate?

Accepted Answer

A)  Funding for promotions should be equally divided amongst the five elements of the promotional mix.
B)  The promotional mix can be influenced by the product's life cycle, characteristics of the product, decision stage of the buyer and even the channel of distribution.
C)  Regardless of which other elements are selected, advertising must be included in every promotional mix in order for a campaign to be successful.
D)  Decisions regarding the promotional mix should be left to each individual department since each manager knows the best direction for his or her own specialty.
E)  It is not necessary to have a coordinated goal or theme for a promotional mix provided each department has a goal or theme of its own.F) A) and E)
G) A) and B)

Question 13

A paid advertisement for the Texas Department of Economic Development, Tourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website, or use a toll-free number to request more information about vacation destinations in Texas.The primary purpose of this ad was as a(n)  _________.

Accepted Answer

A)  lead generator
B)  direct order fulfillment
C)  public service announcement
D)  indirect order generator
E)  digital communicationF) B) and E)
G) A) and D)

Question 14

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

Accepted Answer

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

Question 15

The __________ can be used to inform prospective buyers about the benefits of the product.

Accepted Answer

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

Question 16

During the planning stage of an integrated marketing communications (IMC)  program a firm will _________, specify the advertising objectives, set the budget, select the right promotional tools, and design the promotion.

Accepted Answer

A)  state the mission
B)  pretest the promotion
C)  identify the target audience
D)  create possible product bundles
E)  identify possible advertising or promotional firmsF) A) and B)
G) C) and D)

Question 17

Each year consumers receive more than __________ pieces of direct mail.While this accounts for only 2.4 percent of the waste that ends up in landfills, it represents a huge opportunity for the direct marketing industry to adopt "green" advertising.

Accepted Answer

A)  750 million
B)  1.7 billion
C)  20 billion
D)  100 billion
E)  680 billionF) All of the above
G) C) and D)

Question 18

Which of the following would be least likely to be used for mass selling?

Accepted Answer

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

Question 19

In marketing, the acronym IMC refers to _________.

Accepted Answer

A)  interactive media convergence
B)  internal marketing communications
C)  integrated marketing collaboration
D)  integrated marketing communications
E)  international marketing communicationsF) None of the above
G) B) and D)

Question 20

A _________ consists of a response and feedback.

Accepted Answer

A)  feedback loop
B)  consequence
C)  source reaction
D)  primary significance
E)  concept effectF) D) and E)
G) A) and B)

Exam 15: Integrated Marketing Communications and Direct Marketing

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

Correct Answer
verified

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools, including advertising, public relations, sales promotion, direct marketing, and _________.

Correct Answer
verified

Like personal selling, _________ often consists of interactive communication.

Correct Answer
verified

FIGURE 15-1 -Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J") .The position labeled "E" is referred to as _________.

Correct Answer
verified

Which of the following statements regarding integrated marketing communications is most accurate?

Correct Answer
verified

Each year consumers receive more than __________ pieces of direct mail.While this accounts for only 2.4 percent of the waste that ends up in landfills, it represents a huge opportunity for the direct marketing industry to adopt "green" advertising.

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

During the planning stage of an integrated marketing communications (IMC) program a firm will _________, specify the advertising objectives, set the budget, select the right promotional tools, and design the promotion.

Correct Answer
verified

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

Correct Answer
verified

Which of the following would be least likely to be used for mass selling?

Correct Answer
verified

Which of the following statements describes a key difference between advertising and publicity?

Correct Answer
verified

Under Armour's famous "tagline" _________ was released at the same time as ESPN's new series Playmakers, which featured football players wearing Under Armour apparel.

Correct Answer
verified

A _________ consists of a response and feedback.

Correct Answer
verified

The __________ can be used to inform prospective buyers about the benefits of the product.

Correct Answer
verified

In marketing, the acronym IMC refers to _________.

Correct Answer
verified

FIGURE 15-1 -Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J") .The position labeled "A" is referred to as _________.

Correct Answer
verified

Correct Answer
verified

Amazon.com, a successful online retailer, manages an extensive database, which includes customers' names and their tastes in books and music.This information is used to determine which products are suggested to each customer.This is an example of how Amazon.com uses

Correct Answer
verified

A food warehouse store gets a very good buy on a brand of frozen orange juice and, rather than maintain it as extra inventory, would like to sell it quickly to consumers.Which promotional element should be used?

Correct Answer
verified

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as _________.

Correct Answer
verified

Exam 15: Integrated Marketing Communications and Direct Marketing

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

Correct AnswerverifiedShow Answer

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools, including advertising, public relations, sales promotion, direct marketing, and _________.

Correct AnswerverifiedShow Answer

Like personal selling, _________ often consists of interactive communication.

Correct AnswerverifiedShow Answer

FIGURE 15-1 -Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J") .The position labeled "E" is referred to as _________.

Correct AnswerverifiedShow Answer

Which of the following statements regarding integrated marketing communications is most accurate?

Correct AnswerverifiedShow Answer

Each year consumers receive more than __________ pieces of direct mail.While this accounts for only 2.4 percent of the waste that ends up in landfills, it represents a huge opportunity for the direct marketing industry to adopt "green" advertising.

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

During the planning stage of an integrated marketing communications (IMC) program a firm will _________, specify the advertising objectives, set the budget, select the right promotional tools, and design the promotion.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following would be least likely to be used for mass selling?

Correct AnswerverifiedShow Answer

Which of the following statements describes a key difference between advertising and publicity?

Correct AnswerverifiedShow Answer

Under Armour's famous "tagline" _________ was released at the same time as ESPN's new series Playmakers, which featured football players wearing Under Armour apparel.

Correct AnswerverifiedShow Answer

A _________ consists of a response and feedback.

Correct AnswerverifiedShow Answer

The __________ can be used to inform prospective buyers about the benefits of the product.

Correct AnswerverifiedShow Answer

In marketing, the acronym IMC refers to _________.

Correct AnswerverifiedShow Answer

FIGURE 15-1 -Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J") .The position labeled "A" is referred to as _________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Amazon.com, a successful online retailer, manages an extensive database, which includes customers' names and their tastes in books and music.This information is used to determine which products are suggested to each customer.This is an example of how Amazon.com uses

Correct AnswerverifiedShow Answer

A food warehouse store gets a very good buy on a brand of frozen orange juice and, rather than maintain it as extra inventory, would like to sell it quickly to consumers.Which promotional element should be used?

Correct AnswerverifiedShow Answer

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as _________.

Correct AnswerverifiedShow Answer

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