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 media 
A) pretesting 
B) developing 
C) stating the mission 
D) selecting the appeal 
E) selecting the media

Question 2

The marketing manager from a heavy-equipment manufacturer in Dallas,Texas,was attending an international trade show in Japan.There were many prospective customers from different countries who seemed interested in the firm's product.However,they had difficulty following the manager's explanations of product features due to his heavy Texas drawl.In this case,the accent would be considered

Accepted Answer

A) an encoding error. 
B) a decoding error. 
C) culture shock. 
D) noise. 
E) distortion. 
A) an encoding error. 
B) a decoding error. 
C) culture shock. 
D) noise. 
E) distortion.

Question 3

Throughout its history,Taco Bell has

Accepted Answer

A) developed a global citizenship style. 
B) used very creative promotional activities. 
C) applied a bring-it-on attitude. 
D) applied an aggressive personal philosophy. 
E) a just-do-it mantra. 
A) developed a global citizenship style. 
B) used very creative promotional activities. 
C) applied a bring-it-on attitude. 
D) applied an aggressive personal philosophy. 
E) a just-do-it mantra.

Question 4

Identify and discuss four methods used to set the promotion budget.

Accepted Answer

(1)Percentage of sales.In the percentage

Question 5

Which of the following statements regarding the promotional mix is most accurate?

Accepted Answer

A) For maximum impact,funding for promotions should be equally divided among the five elements of the promotional mix. 
B) The promotional mix can be influenced by the target audience for the promotion,the stage of the product's life cycle,the characteristics of the product,the decision stage of the buyer,and the channel of distribution. 
C) Regardless of which other elements are selected,advertising must be included in every promotional decision in order for an IMC campaign to be successful. 
D) Decisions regarding the promotional mix should be left to each manager in the marketing department who knows best what to do for his or her own specialty. 
E) It is not necessary to have a coordinated goal for an IMC campaign provided each department has a goal of its own. 
A) For maximum impact,funding for promotions should be equally divided among the five elements of the promotional mix. 
B) The promotional mix can be influenced by the target audience for the promotion,the stage of the product's life cycle,the characteristics of the product,the decision stage of the buyer,and the channel of distribution. 
C) Regardless of which other elements are selected,advertising must be included in every promotional decision in order for an IMC campaign to be successful. 
D) Decisions regarding the promotional mix should be left to each manager in the marketing department who knows best what to do for his or her own specialty. 
E) It is not necessary to have a coordinated goal for an IMC campaign provided each department has a goal of its own.

Question 6

In a promotional sense,customized interaction is exemplified by

Accepted Answer

A) the creation of unique products based upon the needs and wants of individual consumers. 
B) the translation of a company's message into multiple languages for use in advertising in different countries or regions. 
C) personal selling between a seller and a prospective buyer that can include face-to-face,telephone,and interactive electronic communication. 
D) the creation of different promotional campaigns based on gender,age,or ethnicity. 
E) the use of different images (such as the covers of Sports Illustrated)to reach different product groupings. 
A) the creation of unique products based upon the needs and wants of individual consumers. 
B) the translation of a company's message into multiple languages for use in advertising in different countries or regions. 
C) personal selling between a seller and a prospective buyer that can include face-to-face,telephone,and interactive electronic communication. 
D) the creation of different promotional campaigns based on gender,age,or ethnicity. 
E) the use of different images (such as the covers of Sports Illustrated)to reach different product groupings.

Question 7

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Accepted Answer

Promotional strategies can assist in mov

Question 8

During the implementation phase of an IMC program,a firm will

Accepted Answer

A) posttest the promotion. 
B) design the promotion. 
C) state the mission. 
D) carry out the promotion. 
E) identify possible advertising or promotional firms. 
A) posttest the promotion. 
B) design the promotion. 
C) state the mission. 
D) carry out the promotion. 
E) identify possible advertising or promotional firms.

Question 9

During which stage of the product life cycle does the marketer spend little money in the promotional mix?

Accepted Answer

A) decline 
B) maturity 
C) growth 
D) introduction 
E) reminder 
A) decline 
B) maturity 
C) growth 
D) introduction 
E) reminder

Question 10

What value does direct marketing provide customers?

Accepted Answer

Large portions of the U.S.population use

Question 11

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 marketing 
A) advertising 
B) personal selling 
C) sales promotion 
D) public relations 
E) direct marketing

Question 12

By taking the consumer journey and consumer expectations into consideration,integrated marketing communications (IMC)becomes a key element in a company's ________ strategy.

Accepted Answer

A) generic business 
B) retail life cycle 
C) market segmentation 
D) sustainable development 
E) customer experience management 
A) generic business 
B) retail life cycle 
C) market segmentation 
D) sustainable development 
E) customer experience management

Question 13

Disney uses an integrated marketing communications program (IMC)to promote group travel to its theme parks because

Accepted Answer

A) its strategy includes using all types of promotional activities that deliver a consistent message. 
B) it does not want to reach any member of its target audience more than once to conserve resources. 
C) IMC is less expensive than other forms of promotion,such as public service announcements. 
D) if it didn't,Disney would have to use indirect personal selling. 
E) it is more concerned about frequency of attendance than geographic reach. 
A) its strategy includes using all types of promotional activities that deliver a consistent message. 
B) it does not want to reach any member of its target audience more than once to conserve resources. 
C) IMC is less expensive than other forms of promotion,such as public service announcements. 
D) if it didn't,Disney would have to use indirect personal selling. 
E) it is more concerned about frequency of attendance than geographic reach.

Question 14

Commonly used forms of direct marketing like direct mail and e-mail have response rates between

Accepted Answer

A) 1 percent and 11 percent 
B) 12 percent and 26 percent 
C) 28 percent and 40 percent 
D) 41 percent and 48 percent 
E) 49 percent and 60 percent 
A) 1 percent and 11 percent 
B) 12 percent and 26 percent 
C) 28 percent and 40 percent 
D) 41 percent and 48 percent 
E) 49 percent and 60 percent

Question 15

Which of the following is a strength of publicity?

Accepted Answer

A) Publicity can receive immediate feedback. 
B) Publicity can provide the target audience with complex information. 
C) Publicity can prepare messages quickly. 
D) Publicity is an efficient means for reaching large numbers of people. 
E) Publicity is often the most credible source in the consumer's mind. 
A) Publicity can receive immediate feedback. 
B) Publicity can provide the target audience with complex information. 
C) Publicity can prepare messages quickly. 
D) Publicity is an efficient means for reaching large numbers of people. 
E) Publicity is often the most credible source in the consumer's mind.

Question 16

Which of the following is a weakness of publicity?

Accepted Answer

A) Publicity has high absolute costs. 
B) Publicity is difficult to receive good feedback. 
C) Publicity is easily duplicated. 
D) There is a lack of user control over publicity. 
E) Publicity can easily lead to promotion wars. 
A) Publicity has high absolute costs. 
B) Publicity is difficult to receive good feedback. 
C) Publicity is easily duplicated. 
D) There is a lack of user control over publicity. 
E) Publicity can easily lead to promotion wars.

Question 17

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

Accepted Answer

A) decoding. 
B) the receiver. 
C) the fields of experience. 
D) response. 
E) feedback. 
A) decoding. 
B) the receiver. 
C) the fields of experience. 
D) response. 
E) feedback.

Question 18

A prospective buyer goes through a sequence of stages including awareness,interest,evaluation,trial,and adoption,which are referred to as

Accepted Answer

A) the hierarchy of effects. 
B) Maslow's hierarchy. 
C) the purchase decision continuum. 
D) the consumer-product cycle. 
E) the consumer purchasing hierarchy. 
A) the hierarchy of effects. 
B) Maslow's hierarchy. 
C) the purchase decision continuum. 
D) the consumer-product cycle. 
E) the consumer purchasing hierarchy.

Question 19

In the communication process,printing mistakes that affect the meaning of a newspaper advertisement,or using words or pictures that fail to communicate the message clearly,are referred to as

Accepted Answer

A) noise. 
B) clutter. 
C) disruptions. 
D) distortions. 
E) misrepresentations. 
A) noise. 
B) clutter. 
C) disruptions. 
D) distortions. 
E) misrepresentations.

Question 20

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. 
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.

Exam 17: Integrated Marketing Communications and Direct Marketing

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

Throughout its history,Taco Bell has

Identify and discuss four methods used to set the promotion budget.

Which of the following statements regarding the promotional mix is most accurate?

In a promotional sense,customized interaction is exemplified by

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

During the implementation phase of an IMC program,a firm will

During which stage of the product life cycle does the marketer spend little money in the promotional mix?

What value does direct marketing provide customers?

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

By taking the consumer journey and consumer expectations into consideration,integrated marketing communications (IMC)becomes a key element in a company's ________ strategy.

Disney uses an integrated marketing communications program (IMC)to promote group travel to its theme parks because

Commonly used forms of direct marketing like direct mail and e-mail have response rates between

Which of the following is a strength of publicity?

Which of the following is a weakness of publicity?

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

A prospective buyer goes through a sequence of stages including awareness,interest,evaluation,trial,and adoption,which are referred to as

In the communication process,printing mistakes that affect the meaning of a newspaper advertisement,or using words or pictures that fail to communicate the message clearly,are referred to as

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

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, targeting, and Positioning

Developing New Products and Services

Managing Successful Products, services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Advertising,sales Promotion,and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

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