Question 1

promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

Accepted Answer

A)   inform
B)   persuade
C)   compare
D)   remind
E)   swayF) B) and C)
G) A) and B)

Question 2

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) C) and D)
G) None of the above

Question 3

CoolMax is a fabric made by DuPont.It is used in the manufacture of exercise clothes because it keeps the user "cool and dry." The ads for the fabric in health and fitness magazines convinced Kumar to buy a pair of Thorlo CoolMax walking crew socks made of the material.Since he had never before owned anything made with CoolMax,Kumar was in which stage of the hierarchy of effects?

Accepted Answer

A)   trial
B)   diffusion
C)   innovation
D)   evaluation
E)   interestF) A) and D)
G) A) and E)

Question 4

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 5

Which of the following is an inherent strength of direct marketing?

Accepted Answer

A)   Direct marketing can be adapted quickly to facilitate customer relationships.
B)   Direct marketing is often the most credible source in the consumer's mind.
C)   Direct marketing can provide complex information.
D)   Direct marketing can quickly stimulate and maintain market share.
E)   Direct marketing is a low cost means of reaching the target market.F) All of the above
G) C) and D) A

Question 6

three product characteristics should be considered when selecting promotional tools? For each characteristic,give an example of a product where the characteristic is very important.

Accepted Answer

Three specific characteristics that shou...

Question 7

promote its theme parks 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

Accepted Answer

A)   integrated marketing cooperation.
B)   interactive media convergence.
C)   an infrastructure of market customization.
D)   integrated marketing communications.
E)   integrated media convergence.F) D) and E)
G) A) and E)

Question 8

Figure 17-8
-Which of the following forms of direct marketing has the highest business usage rate according to Figure 17-8 above?

Accepted Answer

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

Question 9

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)   bulk sellingF) A) and D)
G) D) and E)

Question 10

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

Question 11

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

Question 12

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) D) and E)
G) All of the above

Question 13

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 D)
G) A) and C) B

Question 14

All-you-can-afford-budgeting refers to

Accepted Answer

A)   allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
B)   matching a competitor's absolute level of spending or the proportion per point of market share.
C)   determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks.
D)   allocating funds to a promotion only after all other budget items are covered.
E)   allocating funds to a promotion based on expected profits generated from it.F) All of the above
G) A) and C)

Question 15

a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product,it is using a(n) __________ strategy.

Accepted Answer

A)   push
B)   pull
C)   inertia
D)   exclusivity
E)   logisticsF) B) and C)
G) All of the above

Question 16

Ann's young son suffers from allergies and complains about his watery eyes and drowsiness.Ann felt bad because she thought there was nothing she could do to help him.When Ann saw the ad for a new drug that counters these symptoms in Martha Stewart Living magazine,she vowed to ask his doctor about this product on her son's next visit.Ann is at which stage in the hierarchy of effects?

Accepted Answer

A)   She is the trial stage and will move to the interest stage soon.
B)   She has moved quickly from the awareness stage to the interest stage.
C)   She was in the consumer development stage and will more than likely move to the transition stage.
D)   She is in the evaluation stage and will move to the interest stage soon.
E)   She was in the interest stage and then moved quickly to the diffusion stage.F) A) and B)
G) A) and E)

Question 17

the feedback loop,the impact the message has on the receiver's knowledge,attitude,or behaviors during the communications process is referred to as __________.

Accepted Answer

A)   feedback
B)   a field of experience
C)   noise
D)   a response
E)   a hierarchy of effectsF) C) and D)
G) All of the above

Question 18

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

Accepted Answer

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

Question 19

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) C) and D)
G) All of the above

Question 20

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) A) and C)
G) C) and E)

Exam 17: Integrated Marketing Communications and Direct Marketing

promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

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

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

Which of the following is an inherent strength of direct marketing?

Correct Answer
verified
A

three product characteristics should be considered when selecting promotional tools? For each characteristic,give an example of a product where the characteristic is very important.

Correct Answer
verified
Three specific characteristics that shou...
View Answer

promote its theme parks 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

Correct Answer
verified

Figure 17-8 -Which of the following forms of direct marketing has the highest business usage rate according to Figure 17-8 above?

Correct Answer
verified

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

Correct Answer
verified

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 Answer
verified
E

Which of the following statements about advertising is most accurate?

Correct Answer
verified

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

Correct Answer
verified

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 Answer
verified
B

All-you-can-afford-budgeting refers to

Correct Answer
verified

a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product,it is using a(n) __________ strategy.

Correct Answer
verified

Correct Answer
verified

the feedback loop,the impact the message has on the receiver's knowledge,attitude,or behaviors during the communications process is referred to as __________.

Correct Answer
verified

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

Correct Answer
verified

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 Answer
verified

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

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

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

Which of the following is an inherent strength of direct marketing?

Correct AnswerverifiedA

three product characteristics should be considered when selecting promotional tools? For each characteristic,give an example of a product where the characteristic is very important.

Correct AnswerverifiedThree specific characteristics that shou...View AnswerShow Answer

promote its theme parks 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

Correct AnswerverifiedShow Answer

Figure 17-8 -Which of the following forms of direct marketing has the highest business usage rate according to Figure 17-8 above?

Correct AnswerverifiedShow Answer

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 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 AnswerverifiedE

Which of the following statements about advertising is most accurate?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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 AnswerverifiedB

All-you-can-afford-budgeting refers to

Correct AnswerverifiedShow Answer

a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product,it is using a(n) __________ strategy.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

the feedback loop,the impact the message has on the receiver's knowledge,attitude,or behaviors during the communications process is referred to as __________.

Correct AnswerverifiedShow Answer

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

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

Correct AnswerverifiedShow Answer

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

Correct Answer
verified
A

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Three specific characteristics that shou...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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E

Correct Answer
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Correct Answer
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Correct Answer
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B

Correct Answer
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