Question 1

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 2

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

Question 3

Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix.How does the importance of advertising,personal selling,and sales promotion change as a consumer moves through stages of the decision process?

Accepted Answer

The importance of advertising,personal s...

Question 4

Imagine a small retailer saying,"Well,after budgeting for all of our expenses for next year,we still have about $7,500 remaining for emergencies.Let's budget 20 percent of that amount for advertising." What budgeting technique is the small retailer using?

Accepted Answer

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

Question 5

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" especially 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 E)

Question 6

Which of the following forms of direct marketing has the LOWEST business expenditures according to Figure 17-8 above?

Accepted Answer

A)  direct mail
B)  e-mail
C)  telemarketing
D)  paid search
E)  advertisingF) B) and C)
G) A) and D)

Question 7

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

Question 8

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

Accepted Answer

A)  a concept
B)  a receiver
C)  an offer
D)  a brand
E)  a sloganF) A) and B)
G) None of the above

Question 9

Which of the following statements describes a key difference between advertising and public relations?

Accepted Answer

A)  Public relations is more expensive on a cost-per-contact basis than advertising.
B)  Public relations is usually directly paid while advertising is usually indirectly paid.
C)  Advertising is usually directly paid while public relations is usually indirectly paid.
D)  Advertising provides an immediate feedback loop while public relations does not.
E)  Public relations always has a much greater reach than advertising.F) D) and E)
G) A) and B)

Question 10

Direct orders refer to

Accepted Answer

A)  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.
B)  products that are shipped directly to the place of purchase rather than being stored or distributed through intermediaries.
C)  the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.
D)  the outcome of an offer designed to motivate people to visit a business.
E)  the result of an offer designed to generate interest in a product or service and a request for additional information.F) B) and D)
G) A) and B)

Question 11

In the hierarchy of effects,awareness is defined as

Accepted Answer

A)  the consumer's first actual purchase and use of the product or brand.
B)  the consumer's repeated purchase and use of the product or brand.
C)  the consumer's appraisal of the product or brand on important attributes.
D)  an increase in the consumer's desire to learn about some of the features of the product or brand.
E)  the consumer's ability to recognize and remember the product or brand name.F) C) and E)
G) C) and D)

Question 12

The first stage in the hierarchy of effects is __________.

Accepted Answer

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

Question 13

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) C) and D)

Question 14

The proper blend of elements in the promotional mix depends on the type of product.The three specific characteristics to be considered are complexity,risk,and __________.

Accepted Answer

A)  size
B)  durability
C)  accessibility
D)  ancillary services
E)  acceptabilityF) A) and B)
G) A) and C)

Question 15

Decoding refers to

Accepted Answer

A)  receiving a message within a common field of experience and breaking down that information into small useable units to better interpret its meaning.
B)  having a receiver take a set of symbols,the message,and transform them back to an idea.
C)  receiving a message that requires integration of new information to fully understand the intended meaning.
D)  having the sender transform an abstract idea into a set of symbols that can be universally understood.
E)  having a sender take a set of symbols,the message,and transform them back to an idea.F) None of the above
G) A) and E)

Question 16

Pauline received a postcard from a local antique mall.The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day.She went to the antique mall the next day to consider buying an antique lamp.With respect to Pauline,the postcard from the antique mall was a form of direct marketing used to __________.

Accepted Answer

A)  generate direct orders
B)  generate leads
C)  create awareness
D)  generate traffic
E)  create a new imageF) C) and D)
G) A) and B)

Question 17

According to the textbook,__________ recently won Advertising Age magazine's coveted Media Agency of the Year award.

Accepted Answer

A)  72andSunny
B)  Carat
C)  Fallon
D)  LatinWorks
E)  DisneyF) A) and B)
G) C) and E)

Question 18

Mountain Dew's DEWmocracy 2 campaign featured a seven-stage process.Stage One involved

Accepted Answer

A)  designing a label for the can.
B)  a truck stop tour with samples of new flavors.
C)  fans organizing into "flavor nations."
D)  color selection.
E)  naming the product.F) D) and E)
G) B) and D)

Question 19

In the purchase stage of the consumer purchase decision process,research indicates that __________ activities shorten the time consumers take to adopt a product or service.

Accepted Answer

A)  public relations
B)  direct marketing
C)  advertising
D)  product sampling
E)  social mediaF) A) and D)
G) A) and B)

Question 20

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) B) and E)
G) B) and D)

Exam 17: Integrated Marketing Communications and Direct Marketing

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

Correct Answer
verified

Which of the following forms of direct marketing has the LOWEST business expenditures according to Figure 17-8 above?

Correct Answer
verified

In the hierarchy of effects,interest refers to

Correct Answer
verified

Mountain Dew's DEWmocracy 2 campaign featured a seven-stage process.Stage One involved

Correct Answer
verified

Direct orders refer to

Correct Answer
verified

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

Correct Answer
verified
Personal selling is the two-way flow of ...
View Answer

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

Correct Answer
verified

In the hierarchy of effects,awareness is defined as

Correct Answer
verified

Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix.How does the importance of advertising,personal selling,and sales promotion change as a consumer moves through stages of the decision process?

Correct Answer
verified
The importance of advertising,personal s...
View Answer

According to the textbook,__________ recently won Advertising Age magazine's coveted Media Agency of the Year award.

Correct Answer
verified

Imagine a small retailer saying,"Well,after budgeting for all of our expenses for next year,we still have about $7,500 remaining for emergencies.Let's budget 20 percent of that amount for advertising." What budgeting technique is the small retailer using?

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Which of the following statements describes a key difference between advertising and public relations?

Correct Answer
verified

In the hierarchy of effects,trial refers to

Correct Answer
verified

The proper blend of elements in the promotional mix depends on the type of product.The three specific characteristics to be considered are complexity,risk,and __________.

Correct Answer
verified

In the purchase stage of the consumer purchase decision process,research indicates that __________ activities shorten the time consumers take to adopt a product or service.

Correct Answer
verified

Which of the following statements about advertising is most accurate?

Correct Answer
verified

Decoding refers to

Correct Answer
verified

The first stage in the hierarchy of effects is __________.

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

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

Correct AnswerverifiedShow Answer

Which of the following forms of direct marketing has the LOWEST business expenditures according to Figure 17-8 above?

Correct AnswerverifiedShow Answer

In the hierarchy of effects,interest refers to

Correct AnswerverifiedShow Answer

Mountain Dew's DEWmocracy 2 campaign featured a seven-stage process.Stage One involved

Correct AnswerverifiedShow Answer

Direct orders refer to

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

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

Correct AnswerverifiedShow Answer

In the hierarchy of effects,awareness is defined as

Correct AnswerverifiedShow Answer

Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix.How does the importance of advertising,personal selling,and sales promotion change as a consumer moves through stages of the decision process?

Correct AnswerverifiedThe importance of advertising,personal s...View AnswerShow Answer

According to the textbook,__________ recently won Advertising Age magazine's coveted Media Agency of the Year award.

Correct AnswerverifiedShow Answer

Imagine a small retailer saying,"Well,after budgeting for all of our expenses for next year,we still have about $7,500 remaining for emergencies.Let's budget 20 percent of that amount for advertising." What budgeting technique is the small retailer using?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements describes a key difference between advertising and public relations?

Correct AnswerverifiedShow Answer

In the hierarchy of effects,trial refers to

Correct AnswerverifiedShow Answer

The proper blend of elements in the promotional mix depends on the type of product.The three specific characteristics to be considered are complexity,risk,and __________.

Correct AnswerverifiedShow Answer

In the purchase stage of the consumer purchase decision process,research indicates that __________ activities shorten the time consumers take to adopt a product or service.

Correct AnswerverifiedShow Answer

Which of the following statements about advertising is most accurate?

Correct AnswerverifiedShow Answer

Decoding refers to

Correct AnswerverifiedShow Answer

The first stage in the hierarchy of effects is __________.

Correct AnswerverifiedShow Answer

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

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The importance of advertising,personal s...
View Answer

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