Question 1

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)  advertising
E)  feedbackF) None of the above
G) A) and E)

Question 2

Research indicates that publicity followed by advertising with the same message

Accepted Answer

A)  undermines the credibility of the first message and therefore lessons its effect.
B)  increases the positive response to the message.
C)  decreases the positive response to the message even if it is delivered by a well-known spokesperson.
D)  is less effective than publicity followed by a sales promotion, such as a contest or product sample.
E)  is no more or less effective than when used aloneF) A) and B)
G) C) and D)

Question 3

Promotional programs are specifically directed toward a group of prospective buyers, or a(n)  __________.

Accepted Answer

A)  source
B)  diffuser
C)  encoder
D)  target audience
E)  particular mediaF) C) and D)
G) A) and B)

Question 4

Direct marketing refers to

Accepted Answer

A)  individualized communications programs specifically designed with a single customer in mind because the item being sold is unique to that customer.
B)  a promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.
C)  communication between a seller and a prospective buyer that can include face-to-face, telephone, and interactive electronic communication.
D)  a sales strategy whereby the exchange takes place at the time of engagement, such as selling produce at a local farmer's market.
E)  a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.F) B) and E)
G) C) and D)

Question 5

Advertising, sales promotion, and public relations are often said to use __________ because they are used with groups of prospective buyers.

Accepted Answer

A)  cooperative selling
B)  mass selling
C)  customized selling
D)  collection selling
E)  paid sellingF) A) and D)
G) A) and E)

Question 6

To promote its theme parks with a uniform message to groups, Disney uses advertising, direct marketing, Internet promotion, and sales promotions with other companies such as McDonald's. In other words, Disney uses IMC, which stands for (an)

Accepted Answer

A)  integrated marketing cooperation.
B)  interactive media convergence.
C)  infrastructure of market customization.
D)  integrated marketing communications.
E)  integrated media convergenceF) All of the above
G) A) and B)

Question 7

A marketing manager at Ford computed the promotion-to-sales ratio for Ford, GM, and the auto industry itself. She found that Ford's ratio was 2.8%, GM's ratio was 4.5%, and the auto industry average was 6.7%. She then realized

Accepted Answer

A)  she had better find a new job as she had been responsible for these results.
B)  she needed to explain these numbers to her boss, especially in relation to the industry.
C)  GM shortly would be taking market share from Ford.
D)  she spent her promotional dollars effectively.
E)  she wasn't the marketer she thought she was.F) A) and B)
G) A) and C)

Question 8

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)  the consumer's first actual purchase and use of the product or brand.
D)  an increase in the consumer's desire to learn about some of the features of the product or brand.
E)  a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand.F) C) and E)
G) A) and B)

Question 9

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

Accepted Answer

A)  pretest the promotion
B)  design the promotion
C)  state the mission
D)  identify possible advertising or promotional firms
E)  carry out the promotionF) All of the above
G) A) and B)

Question 10

Which of these promotional elements has the highest cost-per-contact or exposure?

Accepted Answer

A)  advertising
B)  personal selling
C)  sales promotion
D)  publicity
E)  public service announcementsF) A) and E)
G) A) and C)

Question 11

During the evaluation phase of an IMC program, a firm will __________ and make needed changes.

Accepted Answer

A)  posttest the promotion
B)  design the promotion
C)  state the mission
D)  carry out the promotion
E)  identify possible advertising or promotional firmsF) B) and D)
G) A) and B)

Question 12

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled C represents __________.

Accepted Answer

A)  advertising
B)  personal selling
C)  public relations
D)  sales promotion
E)  direct marketingF) None of the above
G) A) and C)

Question 13

Carrying out the promotion program can be expensive and time consuming. One researcher estimates that "an organization with sales between $200 million and $500 million will need __________ years" to successfully implement an IMC program.

Accepted Answer

A)  two
B)  three
C)  four
D)  five
E)  tenF) A) and C)
G) A) and B)

Question 14

The information sent by a source to a receiver during the communication process is referred to as __________.

Accepted Answer

A)  an advertisement
B)  publicity
C)  a message
D)  feedback
E)  a missiveF) C) and E)
G) A) and E)

Question 15

A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services is referred to as __________.

Accepted Answer

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

Question 16

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

Accepted Answer

Direct marketing is a promotion alternat...

Question 17

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

Accepted Answer

A)  inform
B)  persuade
C)  remind
D)  sway
E)  convinceF) B) and C)
G) C) and D)

Question 18

Which of the following types of promotion uses customized interaction?

Accepted Answer

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

Question 19

All of the following forms of direct marketing were used to persuade consumers to purchase products EXCEPT:

Accepted Answer

A)  social media posts.
B)  sweepstakes.
C)  online.
D)  television offers.
E)  mail.F) A) and E)
G) A) and D)

Question 20

Although the lack of control means that it is rarely the main element of a promotional campaign, __________ is an important element of most promotional campaigns.

Accepted Answer

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

Exam 14: Integrated Marketing Communications and Direct Marketing

Advertising, sales promotion, and public relations are often said to use __________ because they are used with groups of prospective buyers.

Correct AnswerverifiedShow Answer

During the evaluation phase of an IMC program, a firm will __________ and make needed changes.

Correct AnswerverifiedShow Answer

The information sent by a source to a receiver during the communication process is referred to as __________.

Correct AnswerverifiedShow Answer

Which of these promotional elements has the highest cost-per-contact or exposure?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

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

Research indicates that publicity followed by advertising with the same message

Correct AnswerverifiedShow Answer

To promote its theme parks with a uniform message to groups, Disney uses advertising, direct marketing, Internet promotion, and sales promotions with other companies such as McDonald's. In other words, Disney uses IMC, which stands for (an)

Correct AnswerverifiedShow Answer

A marketing manager at Ford computed the promotion-to-sales ratio for Ford, GM, and the auto industry itself. She found that Ford's ratio was 2.8%, GM's ratio was 4.5%, and the auto industry average was 6.7%. She then realized

Correct AnswerverifiedShow Answer

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled C represents __________.

Correct AnswerverifiedShow Answer

Direct marketing refers to

Correct AnswerverifiedShow Answer

Although the lack of control means that it is rarely the main element of a promotional campaign, __________ is an important element of most promotional campaigns.

Correct AnswerverifiedShow Answer

Promotional programs are specifically directed toward a group of prospective buyers, or a(n) __________.

Correct AnswerverifiedShow Answer

Which of the following types of promotion uses customized interaction?

Correct AnswerverifiedShow Answer

In the hierarchy of effects, trial refers to

Correct AnswerverifiedShow Answer

A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services is referred to as __________.

Correct AnswerverifiedShow Answer

Carrying out the promotion program can be expensive and time consuming. One researcher estimates that "an organization with sales between $200 million and $500 million will need __________ years" to successfully implement an IMC program.

Correct AnswerverifiedShow Answer

All of the following forms of direct marketing were used to persuade consumers to purchase products EXCEPT:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedDirect marketing is a promotion alternat...View AnswerShow Answer

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Direct marketing is a promotion alternat...
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