Question 1

In the hierarchy of effects,the consumer's actual first purchase and use 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 D)
G) A) and E)

Question 2

Customers report many benefits of direct marketing,including the following: (1) they don't have to go to a store; (2) they can usually shop 24 hours a day; (3) buying direct saves time and money; (4) they avoid hassles with salespeople; (5) it's fun and entertaining; (6) __________ and (7) many customers believe direct marketing provides great customer service.

Accepted Answer

A)  there is more privacy than in-store shopping
B)  there are fewer product returns
C)  there are usually better product warranties
D)  there are a greater number of additional incentives from sellers to retain customer loyalty
E)  products are generally bundled with other products to offer buyers greater valueF) A) and E)
G) A) and D)

Question 3

During the planning phase of an IMC program,a firm will identify the target audience,__________,set the budget,select the right promotional tools,design the promotion,and schedule the promotion.

Accepted Answer

A)  specify the promotion objectives
B)  pretest the promotion
C)  state the mission
D)  identify possible advertising or promotional firms
E)  carry out the promotionF) A) and D)
G) All of the above

Question 4

The new integrated marketing communications approach for Mountain Dew uses

Accepted Answer

A)  iconic television advertising.
B)  traditional promotion tools and new social media.
C)  traditional promotion tools only.
D)  new social media only.
E)  word-of-mouth advertising only.F) A) and B)
G) A) and C)

Question 5

The promotional mix includes advertising,personal selling,sales promotion,__________,and direct marketing.

Accepted Answer

A)  public relations
B)  infomercials
C)  merchandising
D)  word-of-mouth
E)  publicityF) B) and C)
G) C) and E)

Question 6

In the hierarchy of effects,the consumer's repeated purchase and use of the product or brand is referred to as the __________ stage.

Accepted Answer

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

Question 7

All products go through a product life cycle of __________ stages: __________.

Accepted Answer

A)  two; new and improved
B)  two; growth and decline
C)  three; new,improved,and obsolete
D)  four; awareness,interest,involvement,and evaluation
E)  four; introduction,growth,maturity,and declineF) C) and D)
G) A) and D)

Question 8

Imagine you have overheard the owner of a medium-sized manufacturing company saying,"We had a good year,and I think next year will be even better.I'm going to raise this year's promotion budget 4.5 percent based on the increase of last year's gross sales.That will let me do more advertising than the 3.5 percent I budgeted last year." From this information,the manufacturer is using __________ budgeting.

Accepted Answer

A)  percentage of sales
B)  competitive parity
C)  all-you-can-afford
D)  objective and task
E)  linear forecastF) D) and E)
G) None of the above

Question 9

Once the design of each of the promotional program elements is complete,it is important to determine the most effective timing of their use.The _________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Accepted Answer

A)  perceptual map
B)  efficiency matrix
C)  sensitivity analysis
D)  promotion to sales ratio
E)  promotion scheduleF) A) and C)
G) C) and D)

Question 10

Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?

Accepted Answer

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

Question 11

Figure 14-2
-To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 14-2 above,the promotional element labeled "B" represents __________.

Accepted Answer

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

Question 12

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

Question 13

In which sales budgeting approach is the amount of money spent based on past or anticipated sales?

Accepted Answer

A)  competitive parity
B)  all-you-can-afford
C)  objective and task
D)  percentage of sales
E)  relative scaleF) None of the above
G) A) and B)

Question 14

Factors such as differences in payment methods (credit and credit cards) ,the need for improved reliability and security in regards to the mail system,and government regulations make it especially difficult for __________ in the global market.

Accepted Answer

A)  direct marketing
B)  advertising
C)  personal selling
D)  sales promotion
E)  publicityF) A) and E)
G) All of the above

Question 15

When 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) All of the above
G) B) and E)

Question 16

Communication with consumers who are not in the target audience is referred to as __________.

Accepted Answer

A)  excess coverage
B)  wasted coverage
C)  exhaustive coverage
D)  squandered coverage
E)  dissipated coverageF) B) and D)
G) C) and D)

Question 17

Figure 14-1
-Figure 14-1 above depicts the communication process,which consists of ten key elements ("A" through "J").Identify and briefly describe each of the ten elements.
a.the message
b.the receiver
c.the source
d.the fields of experience
e.feedback

Accepted Answer

The elements labeled in Figure 14-1 are:...

Question 18

The first decision in developing the promotion program is to __________.

Accepted Answer

A)  set the budget
B)  state the mission
C)  identify the target audience
D)  select the appeal
E)  select the mediaF) None of the above
G) C) and E)

Question 19

If used continuously,which of the following promotional elements will most likely lose its effectiveness?

Accepted Answer

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

Question 20

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket,you are being influenced primarily by __________.

Accepted Answer

A)  advertising
B)  sales promotion
C)  public relations
D)  publicity
E)  personal sellingF) D) and E)
G) B) and C)

Exam 14: Integrated Marketing Communications and Direct Marketing

The first decision in developing the promotion program is to __________.

Correct Answer
verified

The new integrated marketing communications approach for Mountain Dew uses

Correct Answer
verified

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket,you are being influenced primarily by __________.

Correct Answer
verified

Correct Answer
verified

All products go through a product life cycle of stages: .

Correct Answer
verified

During the planning phase of an IMC program,a firm will identify the target audience,__________,set the budget,select the right promotional tools,design the promotion,and schedule the promotion.

Correct Answer
verified

In which sales budgeting approach is the amount of money spent based on past or anticipated sales?

Correct Answer
verified

In the hierarchy of effects,the consumer's repeated purchase and use of the product or brand is referred to as the __________ stage.

Correct Answer
verified

Factors such as differences in payment methods (credit and credit cards) ,the need for improved reliability and security in regards to the mail system,and government regulations make it especially difficult for __________ in the global market.

Correct Answer
verified

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

Correct Answer
verified

Figure 14-1 -Figure 14-1 above depicts the communication process,which consists of ten key elements ("A" through "J").Identify and briefly describe each of the ten elements. a.the message b.the receiver c.the source d.the fields of experience e.feedback

Correct Answer
verified
The elements labeled in Figure 14-1 are:...
View Answer

When 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

Communication with consumers who are not in the target audience is referred to as __________.

Correct Answer
verified

If used continuously,which of the following promotional elements will most likely lose its effectiveness?

Correct Answer
verified

Once the design of each of the promotional program elements is complete,it is important to determine the most effective timing of their use.The _________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Correct Answer
verified

Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?

Correct Answer
verified

Figure 14-2 -To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 14-2 above,the promotional element labeled "B" represents __________.

Correct Answer
verified

The promotional mix includes advertising,personal selling,sales promotion,__________,and direct marketing.

Correct Answer
verified

Correct Answer
verified

In the hierarchy of effects,the consumer's actual first purchase and use of the product or brand is referred to as the __________ stage.

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

The first decision in developing the promotion program is to __________.

Correct AnswerverifiedShow Answer

The new integrated marketing communications approach for Mountain Dew uses

Correct AnswerverifiedShow Answer

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket,you are being influenced primarily by __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

All products go through a product life cycle of __________ stages: __________.

Correct AnswerverifiedShow Answer

During the planning phase of an IMC program,a firm will identify the target audience,__________,set the budget,select the right promotional tools,design the promotion,and schedule the promotion.

Correct AnswerverifiedShow Answer

In which sales budgeting approach is the amount of money spent based on past or anticipated sales?

Correct AnswerverifiedShow Answer

In the hierarchy of effects,the consumer's repeated purchase and use of the product or brand is referred to as the __________ stage.

Correct AnswerverifiedShow Answer

Factors such as differences in payment methods (credit and credit cards) ,the need for improved reliability and security in regards to the mail system,and government regulations make it especially difficult for __________ in the global market.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Figure 14-1 -Figure 14-1 above depicts the communication process,which consists of ten key elements ("A" through "J").Identify and briefly describe each of the ten elements. a.the message b.the receiver c.the source d.the fields of experience e.feedback

Correct AnswerverifiedThe elements labeled in Figure 14-1 are:...View AnswerShow Answer

When 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

Communication with consumers who are not in the target audience is referred to as __________.

Correct AnswerverifiedShow Answer

If used continuously,which of the following promotional elements will most likely lose its effectiveness?

Correct AnswerverifiedShow Answer

Once the design of each of the promotional program elements is complete,it is important to determine the most effective timing of their use.The _________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Correct AnswerverifiedShow Answer

Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?

Correct AnswerverifiedShow Answer

Figure 14-2 -To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 14-2 above,the promotional element labeled "B" represents __________.

Correct AnswerverifiedShow Answer

The promotional mix includes advertising,personal selling,sales promotion,__________,and direct marketing.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In the hierarchy of effects,the consumer's actual first purchase and use of the product or brand is referred to as the __________ stage.

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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All products go through a product life cycle of stages: .

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
The elements labeled in Figure 14-1 are:...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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