Question 1

In a marketing context,the acronym IMC refers to

Accepted Answer

A) interactive media convergence. 
B) internal marketing communications. 
C) integrated marketing collaboration. 
D) integrated marketing communications. 
E) international marketing convergence. 
A) interactive media convergence. 
B) internal marketing communications. 
C) integrated marketing collaboration. 
D) integrated marketing communications. 
E) international marketing convergence.

Question 2

In the hierarchy of effects,the consumer's ability to recognize and remember the product or brand name is referred to as the ________ stage.

Accepted Answer

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

Question 3

Which of the following forms of direct marketing has the highest response rate?

Accepted Answer

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

Question 4

Like personal selling,________ often consists of interactive communication.

Accepted Answer

A) direct marketing 
B) advertising 
C) a sales promotion 
D) publicity 
E) a public service announcement 
A) direct marketing 
B) advertising 
C) a sales promotion 
D) publicity 
E) a public service announcement

Question 5

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as

Accepted Answer

A) customer incentive. 
B) customer enticement. 
C) free publicity. 
D) sales promotion. 
E) purchase incentive. 
A) customer incentive. 
B) customer enticement. 
C) free publicity. 
D) sales promotion. 
E) purchase incentive.

Question 6

Figure 17-1
  
-Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J).Identify and briefly describe each of the ten elements.

Accepted Answer

The elements labeled in Figure 17-1 are:

Question 7

In the communication process,the viewers of a NASCAR race who see a TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called

Accepted Answer

A) decoders. 
B) the target market. 
C) wasted coverage. 
D) receivers. 
E) encoders. 
A) decoders. 
B) the target market. 
C) wasted coverage. 
D) receivers. 
E) encoders.

Question 8

Which of the following messages represents a potential communication error?

Accepted Answer

A) "Once in-a-lifetime offer!" 
B) "Buy one,get one free!" 
C) "Can't read? Let us help.Free literacy classes." 
D) "Great part-time job opportunity;transportation required." 
E) "Two bottled waters for $3.00 or $1.75 apiece." 
A) "Once in-a-lifetime offer!" 
B) "Buy one,get one free!" 
C) "Can't read? Let us help.Free literacy classes." 
D) "Great part-time job opportunity;transportation required." 
E) "Two bottled waters for $3.00 or $1.75 apiece."

Question 9

The process of a sender transforming an idea into a set of symbols during the communication process is referred to as

Accepted Answer

A) decoding. 
B) encrypting. 
C) message formation. 
D) advertising. 
E) encoding. 
A) decoding. 
B) encrypting. 
C) message formation. 
D) advertising. 
E) encoding.

Question 10

Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle?

Accepted Answer

A) introduction 
B) growth 
C) accelerated development 
D) early growth 
E) maturity 
A) introduction 
B) growth 
C) accelerated development 
D) early growth 
E) maturity

Question 11

Which of the following is a weakness of advertising?

Accepted Answer

A) It entails extremely high expense per exposure. 
B) It is difficult to get media cooperation. 
C) It entails high absolute costs. 
D) It is easily duplicated. 
E) It can easily lead to promotion wars. 
A) It entails extremely high expense per exposure. 
B) It is difficult to get media cooperation. 
C) It entails high absolute costs. 
D) It is easily duplicated. 
E) It can easily lead to promotion wars.

Question 12

In a marketing context,a source refers to

Accepted Answer

A) any paid form of advertising. 
B) consumers who read,hear,or see the message during the communications process. 
C) a company or person who has information to convey during the communications process. 
D) people with similar understanding and knowledge who are willing to share that knowledge with others. 
E) a group of individuals who are willing to receive information from others. 
A) any paid form of advertising. 
B) consumers who read,hear,or see the message during the communications process. 
C) a company or person who has information to convey during the communications process. 
D) people with similar understanding and knowledge who are willing to share that knowledge with others. 
E) a group of individuals who are willing to receive information from others.

Question 13

Communication is the process of conveying a message to others and it requires six elements,including which of these?

Accepted Answer

A) a channel of communication 
B) a signal 
C) a brand 
D) a slogan 
E) an offer 
A) a channel of communication 
B) a signal 
C) a brand 
D) a slogan 
E) an offer

Question 14

Which of the following types of promotion uses customized interaction?

Accepted Answer

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

Question 15

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 Box A 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 16

Research indicates that publicity followed by advertising with the same message

Accepted Answer

A) undermines the credibility of the first message and therefore lessons its effect. 
B) increases the positive response to the message. 
C) decreases the positive response to the message even if it is delivered by a well-known spokesperson. 
D) is less effective than publicity followed by a sales promotion,such as a contest or product sample. 
E) is no more or less effective than when used alone. 
A) undermines the credibility of the first message and therefore lessons its effect. 
B) increases the positive response to the message. 
C) decreases the positive response to the message even if it is delivered by a well-known spokesperson. 
D) is less effective than publicity followed by a sales promotion,such as a contest or product sample. 
E) is no more or less effective than when used alone.

Question 17

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

Accepted Answer

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

Question 18

Rebates,coupons,samples,and contests are all examples of

Accepted Answer

A) endorsements. 
B) sponsorships. 
C) free publicity. 
D) purchase aids. 
E) sales promotions. 
A) endorsements. 
B) sponsorships. 
C) free publicity. 
D) purchase aids. 
E) sales promotions.

Question 19

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes.What form of marketing communication did it use?

Accepted Answer

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

Question 20

What is the best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?

Accepted Answer

The best approach to budgeting is object

Exam 17: Integrated Marketing Communications and Direct Marketing

In a marketing context,the acronym IMC refers to

In the hierarchy of effects,the consumer's ability to recognize and remember the product or brand name is referred to as the ________ stage.

Which of the following forms of direct marketing has the highest response rate?

Like personal selling,________ often consists of interactive communication.

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J).Identify and briefly describe each of the ten elements.

In the communication process,the viewers of a NASCAR race who see a TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called

Which of the following messages represents a potential communication error?

The process of a sender transforming an idea into a set of symbols during the communication process is referred to as

Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle?

Which of the following is a weakness of advertising?

In a marketing context,a source refers to

Communication is the process of conveying a message to others and it requires six elements,including which of these?

Which of the following types of promotion uses customized interaction?

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 Box A represents

Research indicates that publicity followed by advertising with the same message

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

Rebates,coupons,samples,and contests are all examples of

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes.What form of marketing communication did it use?

What is the best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?

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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