Question 1

The fifth stage in the hierarchy of effects is __________.

Accepted Answer

A)  interest
B)  awareness
C)  adoption
D)  trial
E)  evaluationF) All of the above
G) A) and D)

Question 2

The Olympics have become a very visible example of a comprehensive integrated communication program. For organizers, primary importance is placed on

Accepted Answer

A)  advertising and personal selling.
B)  personal selling and public relations.
C)  public relations and publicity.
D)  sales promotion and direct marketing.
E)  direct marketing and personal selling.F) A) and B)
G) A) and E)

Question 3

During the implementation phase of an IMC program, a firm will __________ and carry out promotion.

Accepted Answer

A)  posttest the promotion
B)  design the promotion
C)  state the mission
D)  identify possible advertising or promotional firms
E)  pretest the promotionF) B) and D)
G) D) and E)

Question 4

Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, __________, a channel of communication, a receiver, and the processes of encoding and decoding.

Accepted Answer

A)  a message
B)  a concept
C)  a brand
D)  a slogan
E)  an offerF) C) and D)
G) B) and D)

Question 5

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

Accepted Answer

A)  pretest the promotion
B)  state the mission
C)  identify possible advertising or promotional firms
D)  carry out the promotion
E)  select the right promotional toolsF) A) and E)
G) A) and B)

Question 6

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 profitable.
C)  stay within clearly defined budgetary constraints.
D)  cover a specified time period.
E)  retain some degree of flexibility.F) None of the above
G) A) and D)

Question 7

The best way to assess the effectiveness of all promotion expenditures during the past year is to compute a __________.

Accepted Answer

A)  break-even point
B)  promotion-to-sales ratio
C)  ROI
D)  promotion-to-expenses ratio
E)  advertising-to-sales promotion ratioF) A) and B)
G) A) and E)

Question 8

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

Accepted Answer

Personal selling is the two-way flow of ...

Question 9

A channel of communication refers to

Accepted Answer

A)  the selection of either paid or non-paid forms of information dissemination.
B)  a similar understanding and knowledge that a sender and receiver apply to a message.
C)  an open-ended dialogue between the marketing department and the firm responsible for developing the IMC program.
D)  a social network-based forum that allows customers to communicate their likes, dislikes, suggestions, and concerns to an organization 24 hours a day, 365 days a year.
E)  the means (salesperson, advertising media, or public relations tools)  of conveying a message to a receiver during the communication process.F) B) and D)
G) A) and B)

Question 10

In the communication process, noise refers to

Accepted Answer

A)  any unsolicited response from consumers or potential consumers regarding a company's message.
B)  any communication with consumers who are not in the target audience.
C)  extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process.
D)  the use of colors, words, sounds, or images that make an otherwise simple message more complex.
E)  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.) .F) A) and D)
G) C) and D)

Question 11

The promotion decision process is divided into three steps. What are they? Briefly describe each one.

Accepted Answer

The promotion decision process is divide...

Question 12

When employing a push 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)  directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product.
C)  forces a retailer to promote its products by placing national ads in local newspapers.
D)  directs its efforts in the form of advertising and sales promotions to ultimate consumers to encourage them to ask the retailer for the product.
E)  directs retailers to promote one product over another to help balance fluctuations in inventory.F) B) and C)
G) A) and E)

Question 13

Which of the following messages represents a potential communication error?

Accepted Answer

A)  "Once in-a-lifetime offer!"
B)  "Buy one, get one free!"
C)  "Can't read? Let us help. Free literacy classes."
D)  "Great part-time job opportunity; transportation required."
E)  "Two bottled waters for $3.00 or $1.75 a piece."F) A) and C)
G) A) and D)

Question 14

Coupons, rebates, samples, and sweepstakes are all examples of __________.

Accepted Answer

A)  endorsements
B)  sponsorships
C)  free publicity
D)  purchase aids
E)  sales promotionsF) C) and D)
G) A) and E)

Question 15

The National Do-Not-Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines. More than __________ of all households are registered.

Accepted Answer

A)  95%
B)  90%
C)  80%
D)  70%
E)  30%F) D) and E)
G) A) and B)

Question 16

-The promotion decision process is divided into three phases. In Figure 14-5 above, B refers to the __________ phase.

Accepted Answer

A)  scheduling
B)  development
C)  implementation
D)  evaluation
E)  planningF) None of the above
G) B) and C)

Question 17

"To persuade" 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) A) and B)
G) B) and D)

Question 18

The process of having the receiver take a set of symbols, the message, and transforming them into an idea during the communication process is referred to as __________.

Accepted Answer

A)  decoding
B)  encoding
C)  integrating
D)  back translation
E)  transformationF) B) and E)
G) A) and D)

Question 19

The fourth stage in the hierarchy of effects is __________.

Accepted Answer

A)  interest
B)  awareness
C)  adoption
D)  trial
E)  evaluationF) C) and D)
G) B) and C)

Question 20

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant. In terms of the communication process, the __________ of the information in the product's advertisement is Procter & Gamble, its manufacturer.

Accepted Answer

A)  receiver
B)  source
C)  message
D)  decoder
E)  communication channelF) A) and E)
G) A) and B)

Exam 14: Integrated Marketing Communications and Direct Marketing

When employing a push strategy, a manufacturer

Correct AnswerverifiedShow Answer

The fourth stage in the hierarchy of effects is __________.

Correct AnswerverifiedShow Answer

The best way to assess the effectiveness of all promotion expenditures during the past year is to compute a __________.

Correct AnswerverifiedShow Answer

Coupons, rebates, samples, and sweepstakes are all examples of __________.

Correct AnswerverifiedShow Answer

The promotion decision process is divided into three steps. What are they? Briefly describe each one.

Correct AnswerverifiedThe promotion decision process is divide...View AnswerShow Answer

During the implementation phase of an IMC program, a firm will __________ and carry out promotion.

Correct AnswerverifiedShow Answer

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant. In terms of the communication process, the __________ of the information in the product's advertisement is Procter & Gamble, its manufacturer.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedPersonal selling is the two-way flow of ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

In the communication process, noise refers to

Correct AnswerverifiedShow Answer

The process of having the receiver take a set of symbols, the message, and transforming them into an idea during the communication process is referred to as __________.

Correct AnswerverifiedShow Answer

The fifth stage in the hierarchy of effects is __________.

Correct AnswerverifiedShow Answer

Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, __________, a channel of communication, a receiver, and the processes of encoding and decoding.

Correct AnswerverifiedShow Answer

Which of the following messages represents a potential communication error?

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A channel of communication refers to

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The National Do-Not-Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines. More than __________ of all households are registered.

Correct AnswerverifiedShow Answer

The Olympics have become a very visible example of a comprehensive integrated communication program. For organizers, primary importance is placed on

Correct AnswerverifiedShow Answer

-The promotion decision process is divided into three phases. In Figure 14-5 above, B refers to the __________ phase.

Correct AnswerverifiedShow Answer

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The promotion decision process is divide...
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Personal selling is the two-way flow of ...
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