Question 1

The means (salesperson,advertising media,or public relations tools) of conveying a message to a receiver is referred to as a(n) __________.

Accepted Answer

A)  vehicle
B)  field of experience
C)  channel of communication
D)  direct feedback loop
E)  information highwayF) B) and D)
G) B) and E)

Question 2

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) C) and E)
G) B) and C)

Question 3

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

Accepted Answer

A)  message
B)  noise
C)  feedback loop
D)  source
E)  channel of communicationF) None of the above
G) C) and E)

Question 4

DLS Cosmetics is trying to create brand awareness by sending households free samples of its products.These free samples are examples of __________.

Accepted Answer

A)  free advertising
B)  personal selling
C)  sales promotions
D)  free publicity
E)  direct salesF) B) and E)
G) A) and B)

Question 5

Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "C" is referred to as __________.

Accepted Answer

A)  the source
B)  the message
C)  the receiver
D)  the fields of experience
E)  feedbackF) A) and B)
G) B) and D)

Question 6

Channel "A" in Figure 17-5 above represents which type of promotional channel strategy?

Accepted Answer

A)  direct
B)  indirect
C)  push
D)  pull
E)  verticalF) A) and E)
G) A) and B)

Question 7

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 8

The fifth stage in the hierarchy of effects is __________.

Accepted Answer

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

Question 9

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) C) and D)
G) A) and B)

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) C) and D)

Question 11

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 is referred to as

Accepted Answer

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

Question 12

Which of the following is an inherent weakness of advertising?

Accepted Answer

A)  extremely high expense per exposure
B)  difficult to get media cooperation
C)  high absolute costs
D)  easily duplicated
E)  can easily lead to promotion warsF) A) and D)
G) C) and D)

Question 13

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as __________.

Accepted Answer

A)  customer incentive
B)  customer enticement
C)  free publicity
D)  sales promotion
E)  purchase incentiveF) A) and B)
G) B) and D)

Question 14

During the postpurchase stage of the consumer purchase decision process,__________ plays a small role.

Accepted Answer

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

Question 15

A company or person who has information to convey during the communication process is referred to as a(n) __________.

Accepted Answer

A)  encryptor
B)  message carrier
C)  originator
D)  receiver
E)  sourceF) None of the above
G) C) and E)

Question 16

After watching a 30-second commercial from Jarrod's fine jewelry,Mariah was certain the broach she saw would look spectacular on her new evening dress.In terms of the communication process,Mariah engaged in the task of __________.

Accepted Answer

A)  integrating
B)  sending
C)  decoding
D)  messaging
E)  encodingF) A) and D)
G) A) and E)

Question 17

Wasted coverage can be reduced by which of method of promotion?

Accepted Answer

A)  sales promotion
B)  public relations
C)  advertising
D)  public service announcements
E)  personal sellingF) A) and B)
G) None of the above

Question 18

With respect to a product for which a promotional mix is being developed,risk

Accepted Answer

A)  refers to the degree of service or support required after the sale.
B)  refers to the technical sophistication of the product and hence the amount of understanding required to use it.
C)  in a product means there should be less emphasis on personal selling.
D)  can be assessed in terms of financial,social,and physical aspects.
E)  is irrelevant.F) B) and C)
G) All of the above

Question 19

Which method of promotion budgeting would most likely be used by small businesses?

Accepted Answer

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

Question 20

Marketers can communicate best with college students by __________.

Accepted Answer

A)  using cable TV ads since this demographic watches TV more than any other medium
B)  adding mobile media to their IMC campaigns
C)  placing ads on Sirius XM radio
D)  using "Twitter Jockeys"
E)  discourage media multitaskingF) A) and D)
G) A) and E)

Exam 17: Integrated Marketing Communications and Direct Marketing

With respect to a product for which a promotional mix is being developed,risk

Correct AnswerverifiedShow Answer

A company or person who has information to convey during the communication process is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

Channel "A" in Figure 17-5 above represents which type of promotional channel strategy?

Correct AnswerverifiedShow Answer

After watching a 30-second commercial from Jarrod's fine jewelry,Mariah was certain the broach she saw would look spectacular on her new evening dress.In terms of the communication process,Mariah engaged in the task of __________.

Correct AnswerverifiedShow Answer

Which method of promotion budgeting would most likely be used by small businesses?

Correct AnswerverifiedShow Answer

The means (salesperson,advertising media,or public relations tools) of conveying a message to a receiver is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

During the postpurchase stage of the consumer purchase decision process,__________ plays a small role.

Correct AnswerverifiedShow Answer

Which of the following is an inherent weakness of advertising?

Correct AnswerverifiedShow Answer

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as __________.

Correct AnswerverifiedShow Answer

DLS Cosmetics is trying to create brand awareness by sending households free samples of its products.These free samples are examples of __________.

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

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 fifth stage in the hierarchy of effects is __________.

Correct AnswerverifiedShow Answer

Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "C" is referred to as __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Marketers can communicate best with college students by __________.

Correct AnswerverifiedShow Answer

Wasted coverage can be reduced by which of method of promotion?

Correct AnswerverifiedShow Answer

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 is referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Direct marketing is a promotion alternat...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified