Question 1

According to recent research, __________ consumers are most likely to have grown up with technology.

Accepted Answer

A)  baby boomers
B)  baby busters
C)  the Greatest Generation
D)  Generation Y
E)  Generation XF) A) and C)
G) A) and E)

Question 2

During the planning phase of an IMC program, a firm will identify the target audience, __________, set the budget, select the right promotional tools, design the promotion, and schedule the promotion.

Accepted Answer

A)  specify the promotion objectives
B)  pretest the promotion
C)  state the mission
D)  identify possible advertising or promotional firms
E)  carry out the promotionF) B) and C)
G) C) and E)

Question 3

Direct marketing faces several challenges and opportunities in global markets. Several countries, such as Australia and Japan, have requirements for mandatory "opt-in" - that is

Accepted Answer

A)  global marketers must pay a special fee beyond the regular postage for the privilege of using a country's postal system.
B)  global marketers wishing to use direct marketing must have all mailings approved by their respective trade commissions for appropriateness of content.
C)  global marketers have to purchase special "catalog" postage at a cost higher than what is charged for the same weight of mail sent from one individual to another.
D)  consumers have to pay a special fee to the government to defray the costs of mail carriers having to handle larger volumes of mail from catalogues.
E)  potential customers must give permission to include their name on a list for direct marketing solicitations.F) C) and D)
G) B) and D)

Question 4

Pauline received a postcard from a local antique mall. The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day. She went to the antique mall the next day to consider buying an antique lamp. With respect to Pauline, the postcard from the antique mall was a form of direct marketing used to __________.

Accepted Answer

A)  generate direct orders
B)  generate leads
C)  create awareness
D)  generate traffic
E)  create a new imageF) B) and E)
G) A) and B)

Question 5

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

Accepted Answer

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

Question 6

Which of the following is an inherent 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 stimulate and maintain market share
E)  direct marketing is a low cost means of reaching the target marketF) All of the above
G) B) and E)

Question 7

Which promotional element is particularly important to business buyers?

Accepted Answer

A)  public relations
B)  publicity
C)  sales promotion
D)  rebates
E)  personal sellingF) A) and C)
G) C) and E)

Question 8

Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that make up a firm's __________.

Accepted Answer

A)  cooperative advertising
B)  marketing mix
C)  media strategy
D)  promotional mix
E)  communication sourceF) B) and E)
G) A) and D)

Question 9

The promotional objective of the growth stage of the product life cycle is to __________ consumers.

Accepted Answer

A)  inform
B)  remind
C)  update
D)  persuade
E)  phase inF) B) and D)
G) All of the above

Question 10

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 is referred to as the __________.

Accepted Answer

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

Question 11

Promotion objectives should possess three important qualities. They should cover a specified time period, be measurable, and

Accepted Answer

A)  unique in character.
B)  appealing.
C)  be designed for a well-defined target audience.
D)  repeatable.
E)  creativeF) D) and E)
G) A) and E)

Question 12

Promotional programs are directed at all of the following EXCEPT:

Accepted Answer

A)  the industrial distributor.
B)  the wholesaler.
C)  the competition.
D)  the retailer.
E)  the ultimate consumer.F) B) and C)
G) C) and E)

Question 13

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

Question 14

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)  cultural background
B)  national, regional, or ethnic origin
C)  understanding and knowledge
D)  feeling
E)  psychographicsF) A) and B)
G) B) and E)

Question 15

Figure 14-1
-Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). Identify and briefly describe each of the ten elements.

Accepted Answer

The elements labeled in Figure 14-1 are:...

Question 16

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

Accepted Answer

A)  publicity
B)  infomercials
C)  advertising
D)  risk-free trials
E)  word-of-mouthF) All of the above
G) A) and C)

Question 17

Which of the following statements about advertising is most accurate?

Accepted Answer

A)  Advertisers have limited control as to when and how often their advertisements will be placed.
B)  A key advantage of advertising is its ability to use customized interactions.
C)  Advertisers have very limited control over what it can say due to FCC regulations.
D)  Advertising is the least costly form of promotion because ads go through significant pretesting.
E)  Through advertising, a company can control, to some extent, to whom the message is sent.F) C) and D)
G) A) and B)

Question 18

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

Accepted Answer

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

Question 19

All of the following factors are used to balance the use of the promotional mix elements EXCEPT:

Accepted Answer

A)  the channel of distribution.
B)  the product's life cycle.
C)  the decision stage of the buyer.
D)  the different departments responsible for implementing the sales promotion strategy and tactics.
E)  the characteristics of the product.F) C) and D)
G) None of the above

Question 20

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) A) and B)

Exam 14: Integrated Marketing Communications and Direct Marketing

Which of the following is an inherent strength of direct marketing?

Correct Answer
verified

Which of the following statements about advertising is most accurate?

Correct Answer
verified

According to recent research, __________ consumers are most likely to have grown up with technology.

Correct Answer
verified

During the planning phase of an IMC program, a firm will identify the target audience, __________, set the budget, select the right promotional tools, design the promotion, and schedule the promotion.

Correct Answer
verified

Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that make up a firm's __________.

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

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

Correct Answer
verified

Promotional programs are directed at all of the following EXCEPT:

Correct Answer
verified

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 is referred to as the __________.

Correct Answer
verified

Correct Answer
verified

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 Answer
verified

Direct marketing faces several challenges and opportunities in global markets. Several countries, such as Australia and Japan, have requirements for mandatory "opt-in" - that is

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Which promotional element is particularly important to business buyers?

Correct Answer
verified

Figure 14-1 -Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). Identify and briefly describe each of the ten elements.

Correct Answer
verified
The elements labeled in Figure 14-1 are:...
View Answer

The promotional objective of the growth stage of the product life cycle is to __________ consumers.

Correct Answer
verified

All of the following factors are used to balance the use of the promotional mix elements EXCEPT:

Correct Answer
verified

Promotion objectives should possess three important qualities. They should cover a specified time period, be measurable, and

Correct Answer
verified

In the hierarchy of effects, adoption refers to

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

Which of the following is an inherent strength of direct marketing?

Correct AnswerverifiedShow Answer

Which of the following statements about advertising is most accurate?

Correct AnswerverifiedShow Answer

According to recent research, __________ consumers are most likely to have grown up with technology.

Correct AnswerverifiedShow Answer

During the planning phase of an IMC program, a firm will identify the target audience, __________, set the budget, select the right promotional tools, design the promotion, and schedule the promotion.

Correct AnswerverifiedShow Answer

Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that make up a firm's __________.

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

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

Correct AnswerverifiedShow Answer

Promotional programs are directed at all of the following EXCEPT:

Correct AnswerverifiedShow Answer

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 is referred to as the __________.

Correct AnswerverifiedShow Answer

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

Direct marketing faces several challenges and opportunities in global markets. Several countries, such as Australia and Japan, have requirements for mandatory "opt-in" - that is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which promotional element is particularly important to business buyers?

Correct AnswerverifiedShow Answer

Figure 14-1 -Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). Identify and briefly describe each of the ten elements.

Correct AnswerverifiedThe elements labeled in Figure 14-1 are:...View AnswerShow Answer

The promotional objective of the growth stage of the product life cycle is to __________ consumers.

Correct AnswerverifiedShow Answer

All of the following factors are used to balance the use of the promotional mix elements EXCEPT:

Correct AnswerverifiedShow Answer

Promotion objectives should possess three important qualities. They should cover a specified time period, be measurable, and

Correct AnswerverifiedShow Answer

In the hierarchy of effects, adoption refers to

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
The elements labeled in Figure 14-1 are:...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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