Question 1

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

Accepted Answer

A) 72 and Sunny 
B) PHD 
C) Fallon 
D) LatinWorks 
E) Disney 
A) 72 and Sunny 
B) PHD 
C) Fallon 
D) LatinWorks 
E) Disney

Question 2

The concept of designing marketing communications programs that coordinate all promotional activities-advertising,personal selling,sales promotion,public relations,and direct marketing-to provide a consistent message across all audiences is referred to as

Accepted Answer

A) the media mix. 
B) the marketing matrix. 
C) the promotional blend. 
D) marketing by objectives. 
E) integrated marketing communications. 
A) the media mix. 
B) the marketing matrix. 
C) the promotional blend. 
D) marketing by objectives. 
E) integrated marketing communications.

Question 3

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as ________ budgeting.

Accepted Answer

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

Question 4

When an English speaker reads the KFC slogan "Finger-lickin' good!" he or she interprets this as an indication that the food tastes very good.When this slogan was translated into Chinese,the Chinese speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing

Accepted Answer

A) product consumption behaviors. 
B) fields of experience. 
C) channels of communication. 
D) educational systems. 
E) advertising appeals. 
A) product consumption behaviors. 
B) fields of experience. 
C) channels of communication. 
D) educational systems. 
E) advertising appeals.

Question 5

A major weakness of ________ as a form of promotion is that it requires expensive database management.

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 6

Figure 17-2
  
-To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled E represents

Accepted Answer

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

Question 7

Sales promotions cannot be the sole basis for a promotional campaign because

Accepted Answer

A) all sales promotions have legal time limit restrictions to prevent unfair trade practices. 
B) gains from sales promotion are often temporary and sales drop off when it ends. 
C) sales promotions are too costly and soon become a financial liability. 
D) sales promotions are traditionally handled by outside firms and not the manufacturer,which often results in a significant loss of profit. 
E) consumers obtain an inflated impression of a product's actual value or worth. 
A) all sales promotions have legal time limit restrictions to prevent unfair trade practices. 
B) gains from sales promotion are often temporary and sales drop off when it ends. 
C) sales promotions are too costly and soon become a financial liability. 
D) sales promotions are traditionally handled by outside firms and not the manufacturer,which often results in a significant loss of profit. 
E) consumers obtain an inflated impression of a product's actual value or worth.

Question 8

Figure 17-5
  
-Channel A in Figure 17-5 above represents which type of promotional channel strategy?

Accepted Answer

A) direct 
B) indirect 
C) push 
D) pull 
E) vertical 
A) direct 
B) indirect 
C) push 
D) pull 
E) vertical

Question 9

The difficulty with the objective and task approach to promotional budgeting is the judgment required to

Accepted Answer

A) accurately estimate costs of tasks. 
B) identify appropriate promotion objectives. 
C) accurately determine previous year expenditures and sales. 
D) perform the promotion tasks as intended. 
E) accurately estimate what tasks will accomplish each promotion objective. 
A) accurately estimate costs of tasks. 
B) identify appropriate promotion objectives. 
C) accurately determine previous year expenditures and sales. 
D) perform the promotion tasks as intended. 
E) accurately estimate what tasks will accomplish each promotion objective.

Question 10

Many promotional efforts are focused on ________,who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.

Accepted Answer

A) sales personnel 
B) ultimate consumers 
C) intermediaries 
D) repeat buyers 
E) nonprospects 
A) sales personnel 
B) ultimate consumers 
C) intermediaries 
D) repeat buyers 
E) nonprospects

Question 11

Sales promotion refers to

Accepted Answer

A) a short-term inducement of value offered to arouse interest in buying a product or service. 
B) a single-themed IMC campaign employing multiple advertising and personal selling strategies. 
C) individualized communications programs that are specifically designed with a single customer in mind because the item being sold is unique to that customer. 
D) a long-term inducement of value offered to build and sustain loyal customer relationships. 
E) a sequence of value inducements aimed at retaining channel members. 
A) a short-term inducement of value offered to arouse interest in buying a product or service. 
B) a single-themed IMC campaign employing multiple advertising and personal selling strategies. 
C) individualized communications programs that are specifically designed with a single customer in mind because the item being sold is unique to that customer. 
D) a long-term inducement of value offered to build and sustain loyal customer relationships. 
E) a sequence of value inducements aimed at retaining channel members.

Question 12

In terms of a promotional schedule,businesses such as ski resorts,airlines,and professional sports teams are likely to reduce their promotional activity

Accepted Answer

A) when competitors leave the market. 
B) during the off-season. 
C) only when sales are down more than 10-20 percent. 
D) if they find cheaper social media options to be effective. 
E) when the target audience becomes younger. 
A) when competitors leave the market. 
B) during the off-season. 
C) only when sales are down more than 10-20 percent. 
D) if they find cheaper social media options to be effective. 
E) when the target audience becomes younger.

Question 13

Customers report many benefits of direct marketing,including which of these?

Accepted Answer

A) There is more privacy than in-store shopping. 
B) There are fewer product returns. 
C) Instant gratification is higher. 
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 value. 
A) There is more privacy than in-store shopping. 
B) There are fewer product returns. 
C) Instant gratification is higher. 
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 value.

Question 14

An important factor in developing successful IMC programs is to create a process that facilitates their design and use.A tool used to evaluate a company's current process is the IMC

Accepted Answer

A) audit. 
B) sensitivity analysis. 
C) what-if analysis. 
D) perceptual map. 
E) pretest. 
A) audit. 
B) sensitivity analysis. 
C) what-if analysis. 
D) perceptual map. 
E) pretest.

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) logistics 
A) push 
B) pull 
C) inertia 
D) exclusivity 
E) logistics

Question 16

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

Accepted Answer

A) inform. 
B) persuade. 
C) remind. 
D) sway. 
E) convince. 
A) inform. 
B) persuade. 
C) remind. 
D) sway. 
E) convince.

Question 17

Promotion objectives should possess three important qualities.They should cover a specified time period,be measurable,and

Accepted Answer

A) unique in character. 
B) appealing. 
C) be designed for a well-defined target audience. 
D) repeatable. 
E) creative. 
A) unique in character. 
B) appealing. 
C) be designed for a well-defined target audience. 
D) repeatable. 
E) creative.

Question 18

Which of the following forms of direct marketing has the highest business expenditures?

Accepted Answer

A) e-mail 
B) direct mail 
C) paid search 
D) telemarketing 
E) advertising 
A) e-mail 
B) direct mail 
C) paid search 
D) telemarketing 
E) advertising

Question 19

In the hierarchy of effects,the consumer's appraisal of the product or brand on important attributes is referred to as the ________ stage.

Accepted Answer

A) evaluation 
B) adoption 
C) awareness 
D) interest 
E) trial 
A) evaluation 
B) adoption 
C) awareness 
D) interest 
E) trial

Question 20

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

Exam 17: Integrated Marketing Communications and Direct Marketing

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

The concept of designing marketing communications programs that coordinate all promotional activities-advertising,personal selling,sales promotion,public relations,and direct marketing-to provide a consistent message across all audiences is referred to as

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as ________ budgeting.

A major weakness of ________ as a form of promotion is that it requires expensive database management.

Figure 17-2 -To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled E represents

Sales promotions cannot be the sole basis for a promotional campaign because

Figure 17-5 -Channel A in Figure 17-5 above represents which type of promotional channel strategy?

The difficulty with the objective and task approach to promotional budgeting is the judgment required to

Many promotional efforts are focused on ________,who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.

Sales promotion refers to

In terms of a promotional schedule,businesses such as ski resorts,airlines,and professional sports teams are likely to reduce their promotional activity

Customers report many benefits of direct marketing,including which of these?

An important factor in developing successful IMC programs is to create a process that facilitates their design and use.A tool used to evaluate a company's current process is the IMC

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.

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

Promotion objectives should possess three important qualities.They should cover a specified time period,be measurable,and

Which of the following forms of direct marketing has the highest business expenditures?

In the hierarchy of effects,the consumer's appraisal of the product or brand on important attributes is referred to as the ________ stage.

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

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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