Question 1

Which of the following is the best approach to promotion budgeting?

Accepted Answer

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

Question 2

During the postpurchase stage of the consumer purchase decision process,________ in the form of coupons can help encourage repeat purchases from satisfied first-time triers.

Accepted Answer

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

Question 3

The process of having the receiver take a set of symbols,the message,and transform them into an idea during the communication process is referred to as

Accepted Answer

A) decoding. 
B) encoding. 
C) integrating. 
D) back translation. 
E) transformation. 
A) decoding. 
B) encoding. 
C) integrating. 
D) back translation. 
E) transformation.

Question 4

The process of conveying a message to others that requires six elements-a source,a message,a channel of communication,a receiver,and the processes of encoding and decoding-is referred to as

Accepted Answer

A) exchange. 
B) dialogue. 
C) communication. 
D) advertising. 
E) feedback. 
A) exchange. 
B) dialogue. 
C) communication. 
D) advertising. 
E) feedback.

Question 5

Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?

Accepted Answer

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

Question 6

When Macy's places a link to its website with a coupon for its President's Day sale on an online lifestyle website,it is using which element of the promotional mix?

Accepted Answer

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

Question 7

Which of the following is a strength of advertising?

Accepted Answer

A) Advertising provides immediate feedback. 
B) Advertising is very inexpensive. 
C) Advertising can create messages quickly. 
D) Advertising is an efficient means for reaching large numbers of people. 
E) Advertising is often the most credible source of information for consumers. 
A) Advertising provides immediate feedback. 
B) Advertising is very inexpensive. 
C) Advertising can create messages quickly. 
D) Advertising is an efficient means for reaching large numbers of people. 
E) Advertising is often the most credible source of information for consumers.

Question 8

Which of the following statements regarding direct marketing is most accurate?

Accepted Answer

A) Direct marketing now allows customers to shop during regular business hours,with extended hours on weekends. 
B) Although direct marketing usually saves customers time,it does not usually save customers money. 
C) Although direct marketing can save consumers time and money,the process is labor intensive and not very much fun. 
D) Many customers believe direct marketing provides excellent customer service. 
E) Direct customers feel that their privacy is more likely to be compromised with direct marketing than with other methods. 
A) Direct marketing now allows customers to shop during regular business hours,with extended hours on weekends. 
B) Although direct marketing usually saves customers time,it does not usually save customers money. 
C) Although direct marketing can save consumers time and money,the process is labor intensive and not very much fun. 
D) Many customers believe direct marketing provides excellent customer service. 
E) Direct customers feel that their privacy is more likely to be compromised with direct marketing than with other methods.

Question 9

The design of the promotion will play a primary role in determining the message that is communicated to the audience.Successful designs are often the result of

Accepted Answer

A) accurately estimating costs of tasks. 
B) identifying appropriate objectives. 
C) accurately estimating what task will accomplish each objective. 
D) obtaining insights regarding consumers' interests and behavior. 
E) obtaining insights regarding task performance. 
A) accurately estimating costs of tasks. 
B) identifying appropriate objectives. 
C) accurately estimating what task will accomplish each objective. 
D) obtaining insights regarding consumers' interests and behavior. 
E) obtaining insights regarding task performance.

Question 10

In a marketing context,all of the following are channels of communication used to convey a message from a source to a receiver except which?

Accepted Answer

A) magazine 
B) news release 
C) salesperson 
D) feedback 
E) TV 
A) magazine 
B) news release 
C) salesperson 
D) feedback 
E) TV

Question 11

A new prescription drug on the market helps reduce common allergy symptoms.Ads for the medicine in magazines and in medical journals would be primarily used to

Accepted Answer

A) remind customers that such a product exists. 
B) increase the level of customer awareness and interest for the product. 
C) differentiate the product from all other allergy medications. 
D) support a product penetration pricing strategy. 
E) help in harvesting the product. 
A) remind customers that such a product exists. 
B) increase the level of customer awareness and interest for the product. 
C) differentiate the product from all other allergy medications. 
D) support a product penetration pricing strategy. 
E) help in harvesting the product.

Question 12

The promotional objective of the decline stage of the product life cycle is to

Accepted Answer

A) inform. 
B) persuade. 
C) compare. 
D) remind. 
E) phase out. 
A) inform. 
B) persuade. 
C) compare. 
D) remind. 
E) phase out.

Question 13

Lead generation is

Accepted Answer

A) the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction. 
B) direct telephone communication only with consumers to generate a response in the form of an order,a request for further information,or a visit to a retail outlet. 
C) a bundle of products that are shipped directly to the point of purchase rather than being stored or distributed through intermediaries. 
D) the outcome of an offer designed to motivate people to visit a business. 
E) the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information. 
A) the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction. 
B) direct telephone communication only with consumers to generate a response in the form of an order,a request for further information,or a visit to a retail outlet. 
C) a bundle of products that are shipped directly to the point of purchase rather than being stored or distributed through intermediaries. 
D) the outcome of an offer designed to motivate people to visit a business. 
E) the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information.

Question 14

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) exploration 
C) innovation 
D) experimentation 
E) interest 
A) trial 
B) exploration 
C) innovation 
D) experimentation 
E) interest

Question 15

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 efficiently reach a large number of people. 
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. 
A) Advertising has limited control as to when and where an advertisement will be used. 
B) Advertising allows a firm to efficiently reach a large number of people. 
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.

Question 16

Publicity refers to

Accepted Answer

A) a nonpersonal,indirectly paid presentation of an organization,product,or service. 
B) a short-term inducement of value offered to arouse interest in buying a product or service. 
C) methods used to get a nonpersonal,directly paid presentation of a company or its products. 
D) a paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor. 
E) a form of communication management that seeks to influence the feelings,opinions,or beliefs held by customers,prospective customers,stockholders,suppliers,employees,and other publics about a company and its products or services. 
A) a nonpersonal,indirectly paid presentation of an organization,product,or service. 
B) a short-term inducement of value offered to arouse interest in buying a product or service. 
C) methods used to get a nonpersonal,directly paid presentation of a company or its products. 
D) a paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor. 
E) a form of communication management that seeks to influence the feelings,opinions,or beliefs held by customers,prospective customers,stockholders,suppliers,employees,and other publics about a company and its products or services.

Question 17

Businesses vary as to the amount of security they require or can afford to protect their digital files.A company that sells a complete line of firewalls,from a no-frills version to one that uses complex retinal scans,would most likely employ which promotional element to effectively promote its product to businesses?

Accepted Answer

A) personal selling 
B) advertising 
C) sales promotion 
D) public relations 
E) social media 
A) personal selling 
B) advertising 
C) sales promotion 
D) public relations 
E) social media

Question 18

Which of the following companies had the largest U.S.promotional expenditures (advertising plus all other promotions)according to Figure 17-7 in youre text book?

Accepted Answer

A) General Motors 
B) AT&T 
C) Johnson & Johnson 
D) Comcast 
E) Walmart 
A) General Motors 
B) AT&T 
C) Johnson & Johnson 
D) Comcast 
E) Walmart

Question 19

A small agrichemical laboratory with a very small marketing budget develops a seed that produces grass that grows two inches high and no higher.Which promotional element should it use to communicate its discovery?

Accepted Answer

A) advertising 
B) personal selling 
C) sales promotion 
D) publicity 
E) missionary sales 
A) advertising 
B) personal selling 
C) sales promotion 
D) publicity 
E) missionary sales

Question 20

Which of the following statements about advertising is most accurate?

Accepted Answer

A) Advertisers have limited control as to when and how often their advertisements will be placed. 
B) A key advantage of advertising is its ability to use customized interactions. 
C) Advertisers have very limited control over what they can say due to FCC regulations. 
D) Advertising is the least costly form of promotion because ads go through significant pretesting. 
E) Through advertising,a company can control what it says and,to some extent,to whom the message is sent. 
A) Advertisers have limited control as to when and how often their advertisements will be placed. 
B) A key advantage of advertising is its ability to use customized interactions. 
C) Advertisers have very limited control over what they can say due to FCC regulations. 
D) Advertising is the least costly form of promotion because ads go through significant pretesting. 
E) Through advertising,a company can control what it says and,to some extent,to whom the message is sent.

Exam 17: Integrated Marketing Communications and Direct Marketing

Which of the following is the best approach to promotion budgeting?

During the postpurchase stage of the consumer purchase decision process,________ in the form of coupons can help encourage repeat purchases from satisfied first-time triers.

The process of having the receiver take a set of symbols,the message,and transform them into an idea during the communication process is referred to as

The process of conveying a message to others that requires six elements-a source,a message,a channel of communication,a receiver,and the processes of encoding and decoding-is referred to as

Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?

When Macy's places a link to its website with a coupon for its President's Day sale on an online lifestyle website,it is using which element of the promotional mix?

Which of the following is a strength of advertising?

Which of the following statements regarding direct marketing is most accurate?

The design of the promotion will play a primary role in determining the message that is communicated to the audience.Successful designs are often the result of

In a marketing context,all of the following are channels of communication used to convey a message from a source to a receiver except which?

A new prescription drug on the market helps reduce common allergy symptoms.Ads for the medicine in magazines and in medical journals would be primarily used to

The promotional objective of the decline stage of the product life cycle is to

Lead generation is

Which of the following statements about advertising is most accurate?

Publicity refers to

Which of the following companies had the largest U.S.promotional expenditures (advertising plus all other promotions)according to Figure 17-7 in youre text book?

A small agrichemical laboratory with a very small marketing budget develops a seed that produces grass that grows two inches high and no higher.Which promotional element should it use to communicate its discovery?

Which of the following statements about advertising is most accurate?

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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