Question 1

The billboards that Sony uses to advertise its PlayStation 4 video game console are __________.

Accepted Answer

A)  channels of communication
B)  messages
C)  noise
D)  feedback loops
E)  sourcesF) A) and B)
G) C) and D)

Question 2

What are the strengths/advantages and weaknesses/disadvantages of using publicity in the promotional mix?

Accepted Answer

Publicity is a nonpersonal, indirectly p...

Question 3

All of the following guidelines help ensure the success of mobile marketing EXCEPT:

Accepted Answer

A)  match product characteristics to their needs, preferences, and lifestyles.
B)  should facilitate multitasking.
C)  create a mobile-ready app that is flashy and fun.
D)  mobile apps should help shoppers make price comparisons.
E)  communication must use extensive text and images to explain the purpose and value of the brand.F) B) and D)
G) D) and E)

Question 4

A small agrichemical laboratory with a very small marketing budget develops a seed that produces grass that grows two-inches high and no higher. Which promotional element should it use to communicate its discovery?

Accepted Answer

A)  advertising
B)  personal selling
C)  sales promotion
D)  publicity
E)  missionary salesF) A) and B)
G) D) and E)

Question 5

The first step in developing the promotion program is to __________.

Accepted Answer

A)  set the budget
B)  state the mission
C)  identify the target audience
D)  select the appeal
E)  select the mediaF) A) and E)
G) C) and D)

Question 6

No matter what the specific objective might be, from building awareness to increasing repeat purchases, promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, cover a specified time period, and be

Accepted Answer

A)  unique in character.
B)  measurable.
C)  humorous.
D)  repeatable.
E)  creativeF) B) and E)
G) C) and D)

Question 7

When employing a pull strategy, a manufacturer

Accepted Answer

A)  advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide advertising campaigns.
B)  forces a retailer to promote its product by placing national brand ads in local newspapers.
C)  directs the promotional mix at ultimate consumers to encourage them to ask retailers for the product.
D)  directs the promotional mix toward channel members to gain their cooperation in ordering and stocking the product.
E)  directs retailers to promote one product over another to help balance fluctuations in inventory.F) A) and E)
G) B) and E)

Question 8

The European Union passed a law called the E-Privacy Directive to

Accepted Answer

A)  provide explicit laws for website owners.
B)  protect intellectual property.
C)  increase credit availability.
D)  reduce the cost of postage.
E)  allow more consumers access to the Internet.F) A) and E)
G) C) and D)

Question 9

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

Accepted Answer

A)  public relations
B)  direct selling
C)  merchandising
D)  word-of-mouth
E)  direct marketingF) A) and B)
G) A) and C)

Question 10

Press conferences and image management are tools used by a firm's __________ department.

Accepted Answer

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

Question 11

The local radio station broadcast a story about a dry-cleaner that requested coat donations. The company offered to clean the coats and deliver them to people in need. The various addresses of the dry-cleaner chain were also broadcast so that donations could be dropped off. Since this featured business did not pay for this exposure, it benefited from __________.

Accepted Answer

A)  advertising
B)  direct marketing
C)  personal selling
D)  publicity
E)  sales promotionF) B) and C)
G) A) and B)

Question 12

A field of experience refers to

Accepted Answer

A)  the 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 similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign 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 its IMC campaign so there is no incorrect encoding of the sender's message.
E)  a similar 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 C)
G) B) and D)

Question 13

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

Question 14

"To remind" is the promotional objective of which stage of the product life cycle?

Accepted Answer

A)  early growth
B)  growth
C)  accelerated development
D)  maturity
E)  introductionF) B) and D)
G) A) and E)

Question 15

Allocation of funds to promotion only after all other budget items are covered is referred to as

Accepted Answer

A)  percentage of sales budgeting.
B)  all-you-can-afford budgeting.
C)  competitive parity budgeting.
D)  objective and task budgeting.
E)  linear forecast budgeting.F) A) and B)
G) A) and E)

Question 16

Disney uses an integrated marketing communications (IMC) program to promote group travel to its theme parks because

Accepted Answer

A)  its strategy includes using all types of promotional activities that deliver a consistent message.
B)  it does not want to reach any member of its target audience more than once to conserve resources.
C)  IMC is less expensive than other forms of promotion, such as public service announcements.
D)  if it didn't, Disney would have to use indirect personal selling.
E)  it is more concerned about frequency of attendance than geographic reach.F) D) and E)
G) C) and D)

Question 17

An unsatisfied customer who switches brands is hard to replace. Which stage of the product life cycle is focused on maintaining loyal buyers so that customers will not switch brands?

Accepted Answer

A)  introduction
B)  maturity
C)  growth
D)  incubation
E)  declineF) A) and D)
G) None of the above

Question 18

Imagine you have overheard the owner of a medium-sized manufacturing company saying, "We had a good year, and I think next year will be even better. I'm going to raise this year's promotion budget 4.5 percent based on the increase of last year's gross dollar sales. That will let me do more advertising than the 3.5 percent I budgeted last year." From this information, the manufacturer is using __________ budgeting.

Accepted Answer

A)  percentage of sales
B)  competitive parity
C)  all-you-can-afford
D)  objective and task
E)  linear forecastF) A) and E)
G) All of the above

Question 19

__________ are the result of organizations' efforts to create profiles of customers so that direct marketing tools, such as e-mail and catalogs, can be directed at specific customers.

Accepted Answer

A)  Databases
B)  Direct order fulfillments
C)  Lead generations
D)  First-mover advantages
E)  Direct order consignmentsF) D) and E)
G) A) and D)

Question 20

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

Accepted Answer

A)  the source
B)  the message
C)  the fields of experience
D)  feedback
E)  the receiverF) C) and D)
G) B) and C)

Exam 14: Integrated Marketing Communications and Direct Marketing

Disney uses an integrated marketing communications (IMC) program to promote group travel to its theme parks because

Correct Answer
verified

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

Correct Answer
verified

The European Union passed a law called the E-Privacy Directive to

Correct Answer
verified

Press conferences and image management are tools used by a firm's __________ department.

Correct Answer
verified

A field of experience refers to

Correct Answer
verified

A small agrichemical laboratory with a very small marketing budget develops a seed that produces grass that grows two-inches high and no higher. Which promotional element should it use to communicate its discovery?

Correct Answer
verified

An unsatisfied customer who switches brands is hard to replace. Which stage of the product life cycle is focused on maintaining loyal buyers so that customers will not switch brands?

Correct Answer
verified

All of the following guidelines help ensure the success of mobile marketing EXCEPT:

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

The billboards that Sony uses to advertise its PlayStation 4 video game console are __________.

Correct Answer
verified

The first step in developing the promotion program is to __________.

Correct Answer
verified

"To remind" is the promotional objective of which stage of the product life cycle?

Correct Answer
verified

Allocation of funds to promotion only after all other budget items are covered is referred to as

Correct Answer
verified

No matter what the specific objective might be, from building awareness to increasing repeat purchases, promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, cover a specified time period, and be

Correct Answer
verified

What are the strengths/advantages and weaknesses/disadvantages of using publicity in the promotional mix?

Correct Answer
verified
Publicity is a nonpersonal, indirectly p...
View Answer

When employing a pull strategy, a manufacturer

Correct Answer
verified

__________ are the result of organizations' efforts to create profiles of customers so that direct marketing tools, such as e-mail and catalogs, can be directed at specific customers.

Correct Answer
verified

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

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

Disney uses an integrated marketing communications (IMC) program to promote group travel to its theme parks because

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The European Union passed a law called the E-Privacy Directive to

Correct AnswerverifiedShow Answer

Press conferences and image management are tools used by a firm's __________ department.

Correct AnswerverifiedShow Answer

A field of experience refers to

Correct AnswerverifiedShow Answer

A small agrichemical laboratory with a very small marketing budget develops a seed that produces grass that grows two-inches high and no higher. Which promotional element should it use to communicate its discovery?

Correct AnswerverifiedShow Answer

An unsatisfied customer who switches brands is hard to replace. Which stage of the product life cycle is focused on maintaining loyal buyers so that customers will not switch brands?

Correct AnswerverifiedShow Answer

All of the following guidelines help ensure the success of mobile marketing EXCEPT:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The billboards that Sony uses to advertise its PlayStation 4 video game console are __________.

Correct AnswerverifiedShow Answer

The first step in developing the promotion program is to __________.

Correct AnswerverifiedShow Answer

"To remind" is the promotional objective of which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Allocation of funds to promotion only after all other budget items are covered is referred to as

Correct AnswerverifiedShow Answer

No matter what the specific objective might be, from building awareness to increasing repeat purchases, promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, cover a specified time period, and be

Correct AnswerverifiedShow Answer

What are the strengths/advantages and weaknesses/disadvantages of using publicity in the promotional mix?

Correct AnswerverifiedPublicity is a nonpersonal, indirectly p...View AnswerShow Answer

When employing a pull strategy, a manufacturer

Correct AnswerverifiedShow Answer

__________ are the result of organizations' efforts to create profiles of customers so that direct marketing tools, such as e-mail and catalogs, can be directed at specific customers.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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Publicity is a nonpersonal, indirectly p...
View Answer

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