Question 1

The actions a firm takes during the promotion decision process include __________, executing, and assessing the promotion program.

Accepted Answer

A)  pretesting
B)  developing
C)  stating the mission
D)  selecting the appeal
E)  selecting the mediaF) C) and D)
G) B) and E)

Question 2

Many prescription drugs such as Lipitor have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors. The manufacturers of these drugs are using a(n)  __________ promotional channel strategy.

Accepted Answer

A)  intense
B)  pull
C)  push
D)  inertia
E)  exclusiveF) B) and C)
G) A) and D)

Question 3

Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle?

Accepted Answer

A)  introduction
B)  growth
C)  accelerated development
D)  early growth
E)  maturityF) A) and D)
G) D) and E)

Question 4

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

Accepted Answer

A)  encoding
B)  the message
C)  decoding
D)  the fields of experience
E)  feedbackF) A) and E)
G) B) and D)

Question 5

__________ is advisable for all marketing communications to ensure(s)  that messages will be decoded properly.

Accepted Answer

A)  Encoding
B)  Customization
C)  Feedback
D)  Pretesting
E)  The feedback loopF) A) and E)
G) B) and E)

Question 6

In the hierarchy of effects, an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the __________ stage.

Accepted Answer

A)  adoption
B)  evaluation
C)  awareness
D)  interest
E)  trialF) A) and B)
G) A) and D)

Question 7

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

Accepted Answer

A)  recommit
B)  persuade
C)  compare
D)  remind
E)  phase outF) D) and E)
G) None of the above

Question 8

L'Oreal created an advertisement for its Visible Lift makeup. Glamour magazine, in which the ad for the L'Oreal Visible Lift makeup appeared, is an example of (a)  __________.

Accepted Answer

A)  message
B)  noise
C)  feedback loop
D)  source
E)  channel of communicationF) B) and D)
G) A) and B)

Question 9

Personal selling refers to

Accepted Answer

A)  a customer-directed flow of communications, often in a face-to-face encounter, designed to promote a product with the purpose of making a sale.
B)  an individualized communications program specifically designed for a single customer because the item being sold is unique to that person.
C)  a mass selling approach that has been be tailored to meet the unique needs of a target market based on age, gender, ethnicity, or occupation.
D)  the two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision.
E)  any spoken (rather than visual or print)  attempt to promote a product for the purpose of making a salE.Key term definition - personal selling.F) A) and D)
G) C) and E)

Question 10

Amazon.com, a successful online retailer, manages an extensive customer database that is used to determine which products are suggested to each customer. Some data are best collected from the customer; other data are collected from the purchases its customers make. Which of the following customer data is best collected from the customer?

Accepted Answer

A)  brand
B)  price
C)  demographics
D)  model preference
E)  quantityF) B) and E)
G) A) and E)

Question 11

For a promotional campaign, the hierarchy of effects refers to the stages a prospective buyer goes through, which include:

Accepted Answer

A)  awareness, interest, evaluation, trial, and rejection.
B)  interest, adoption, and brand loyalty.
C)  cognitive, affective, and behavioral.
D)  awareness, interest, evaluation, trial, and adoption.
E)  see an ad, try the product, buy the product, and repeat purchaseF) D) and E)
G) A) and B)

Question 12

The second stage in the hierarchy of effects is __________.

Accepted Answer

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

Question 13

Which of the following statements about advertising is most accurate?

Accepted Answer

A)  Advertising has limited control as to when and where an advertisement will be used.
B)  Advertising allows a firm to reach a mass market.
C)  A key advantage of advertising is its ability to use customized interactions.
D)  Advertising can be a very effective attention getter for new products, but has little impact for repeat buys.
E)  Advertising is one of the least costly forms of promotion because it reaches a pretested market.F) B) and C)
G) A) and C)

Question 14

All of the following are methods that firms use to set their promotion budgets EXCEPT:

Accepted Answer

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

Question 15

Traffic generation is

Accepted Answer

A)  the outcome of an offer designed to motivate people to visit a business.
B)  the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.
C)  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.
D)  the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information.
E)  an increase in the amount of foot traffic in a retail establishment that coincides with a new advertising campaign.F) A) and B)
G) B) and C)

Question 16

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

Accepted Answer

A)  decline
B)  growth
C)  decelerated development
D)  maturity
E)  introductionF) B) and D)
G) A) and D)

Question 17

In a marketing context, a message refers to

Accepted Answer

A)  product information regarding benefits and usage found from receiver to the sender outside the channel of communication.
B)  the slogan or tagline of a specific product.
C)  proprietary information linking a specific product to a promotional campaign.
D)  the information sent by a source to a receiver during the communication process.
E)  a television or radio commercial from the buyer to the seller.F) A) and B)
G) B) and E)

Question 18

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

Accepted Answer

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

Question 19

Which of the following is an inherent weakness of publicity?

Accepted Answer

A)  it has high absolute costs
B)  it is difficult to receive good feedback
C)  it is easily duplicated
D)  there is a lack of user control over it
E)  it can easily lead to promotion warsF) B) and D)
G) All of the above

Question 20

The promotional mix can be used to: (1)  inform prospective buyers about the benefits of the product; (2)  __________; and (3)  remind them later about the benefits they enjoyed by using the product.

Accepted Answer

A)  explain how to use the product
B)  persuade them to try it
C)  inform customers of complementary offerings
D)  inform customers of pricing changes
E)  lure customers away from competitors' productsF) C) and D)
G) A) and E)

Exam 14: Integrated Marketing Communications and Direct Marketing

Many prescription drugs such as Lipitor have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors. The manufacturers of these drugs are using a(n) __________ promotional channel strategy.

Correct Answer
verified

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

Correct Answer
verified

The actions a firm takes during the promotion decision process include __________, executing, and assessing the promotion program.

Correct Answer
verified

Which of the following is an inherent weakness of publicity?

Correct Answer
verified

L'Oreal created an advertisement for its Visible Lift makeup. Glamour magazine, in which the ad for the L'Oreal Visible Lift makeup appeared, is an example of (a) __________.

Correct Answer
verified

All of the following are methods that firms use to set their promotion budgets EXCEPT:

Correct Answer
verified

Personal selling refers to

Correct Answer
verified

For a promotional campaign, the hierarchy of effects refers to the stages a prospective buyer goes through, which include:

Correct Answer
verified

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

Correct Answer
verified

__________ is advisable for all marketing communications to ensure(s) that messages will be decoded properly.

Correct Answer
verified

Which of the following statements about advertising is most accurate?

Correct Answer
verified

In the hierarchy of effects, an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the __________ stage.

Correct Answer
verified

The second stage in the hierarchy of effects is __________.

Correct Answer
verified

Traffic generation is

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

The promotional mix can be used to: (1) inform prospective buyers about the benefits of the product; (2) __________; and (3) remind them later about the benefits they enjoyed by using the product.

Correct Answer
verified

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

Correct Answer
verified

Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle?

Correct Answer
verified

In a marketing context, a message refers to

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

Many prescription drugs such as Lipitor have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors. The manufacturers of these drugs are using a(n) __________ promotional channel strategy.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The actions a firm takes during the promotion decision process include __________, executing, and assessing the promotion program.

Correct AnswerverifiedShow Answer

Which of the following is an inherent weakness of publicity?

Correct AnswerverifiedShow Answer

L'Oreal created an advertisement for its Visible Lift makeup. Glamour magazine, in which the ad for the L'Oreal Visible Lift makeup appeared, is an example of (a) __________.

Correct AnswerverifiedShow Answer

All of the following are methods that firms use to set their promotion budgets EXCEPT:

Correct AnswerverifiedShow Answer

Personal selling refers to

Correct AnswerverifiedShow Answer

For a promotional campaign, the hierarchy of effects refers to the stages a prospective buyer goes through, which include:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

__________ is advisable for all marketing communications to ensure(s) that messages will be decoded properly.

Correct AnswerverifiedShow Answer

Which of the following statements about advertising is most accurate?

Correct AnswerverifiedShow Answer

In the hierarchy of effects, an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the __________ stage.

Correct AnswerverifiedShow Answer

The second stage in the hierarchy of effects is __________.

Correct AnswerverifiedShow Answer

Traffic generation is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The promotional mix can be used to: (1) inform prospective buyers about the benefits of the product; (2) __________; and (3) remind them later about the benefits they enjoyed by using the product.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle?

Correct AnswerverifiedShow Answer

In a marketing context, a message refers to

Correct AnswerverifiedShow Answer

Correct Answer
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