Question 1

Allocation of funds to promotion only after all other budget items are covered is referred to as

Accepted Answer

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

Question 2

Competitive parity budgeting refers to

Accepted Answer

A) matching a competitor's absolute level of spending or the proportion per point of market share. 
B) allocating funds to a promotion as a percentage of past or anticipated sales,in terms of either dollars or units sold. 
C) allocating funds to a promotion only after all other budget items are covered. 
D) determining a firm's promotion objectives,outlining the tasks to accomplish these objectives,and determining the advertising cost of performing these tasks. 
E) allocating funds to a promotion based on expected profits generated from it. 
A) matching a competitor's absolute level of spending or the proportion per point of market share. 
B) allocating funds to a promotion as a percentage of past or anticipated sales,in terms of either dollars or units sold. 
C) allocating funds to a promotion only after all other budget items are covered. 
D) determining a firm's promotion objectives,outlining the tasks to accomplish these objectives,and determining the advertising cost of performing these tasks. 
E) allocating funds to a promotion based on expected profits generated from it.

Question 3

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 coverage. 
A) excess coverage. 
B) wasted coverage. 
C) exhaustive coverage. 
D) squandered coverage. 
E) dissipated coverage.

Question 4

A channel of communication refers to

Accepted Answer

A) the selection of either paid or nonpaid forms of information dissemination. 
B) a similar understanding and knowledge that a sender and receiver apply to a message. 
C) an open-ended dialogue between the marketing department and the firm responsible for developing the IMC program. 
D) a social network-based forum that allows customers to communicate their likes,dislikes,suggestions,and concerns to an organization 24 hours a day,365 days a year. 
E) the means (salesperson,advertising media,or public relations tools)of conveying a message to a receiver during the communication process. 
A) the selection of either paid or nonpaid forms of information dissemination. 
B) a similar understanding and knowledge that a sender and receiver apply to a message. 
C) an open-ended dialogue between the marketing department and the firm responsible for developing the IMC program. 
D) a social network-based forum that allows customers to communicate their likes,dislikes,suggestions,and concerns to an organization 24 hours a day,365 days a year. 
E) the means (salesperson,advertising media,or public relations tools)of conveying a message to a receiver during the communication process.

Question 5

Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.

Accepted Answer

The first stage is introduction.The prim

Question 6

Lenox China Co.would like to get its annual Christmas ornament series into Macy's department stores.Macy's has a buyer in New York City who makes decisions on its giftware.Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

Accepted Answer

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

Question 7

"To persuade" is the promotional objective of which stage of the product life cycle?

Accepted Answer

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

Question 8

The advertising campaign,"Think Outside the Bun" was designed for millennials and belongs to which brand?

Accepted Answer

A) McDonald's 
B) Arby's 
C) Chick-Fil-A 
D) Taco Bell 
E) Long John Silver's 
A) McDonald's 
B) Arby's 
C) Chick-Fil-A 
D) Taco Bell 
E) Long John Silver's

Question 9

Field of experience refers to

Accepted Answer

A) the unique set of terms,expressions,or jargon that carries a specific meaning within a specific field (i.e. ,the medical profession,legal profession,etc. ). 
B) the designation given to different elements in the communications channel based upon their specific area of expertise (i.e. ,advertising,publicity,etc. ). 
C) a similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect decoding of the sender's message. 
D) a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect encoding of the sender's message. 
E) a similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process. 
A) the unique set of terms,expressions,or jargon that carries a specific meaning within a specific field (i.e. ,the medical profession,legal profession,etc. ). 
B) the designation given to different elements in the communications channel based upon their specific area of expertise (i.e. ,advertising,publicity,etc. ). 
C) a similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect decoding of the sender's message. 
D) a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect encoding of the sender's message. 
E) a similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process.

Question 10

When Tonya had her baby at a local hospital,she was given a diaper bag with samples of Enfamil baby formula.These free samples are examples of

Accepted Answer

A) free advertising. 
B) personal selling. 
C) sales promotions. 
D) free publicity. 
E) direct sales. 
A) free advertising. 
B) personal selling. 
C) sales promotions. 
D) free publicity. 
E) direct sales.

Question 11

In the feedback loop,the impact the message has on the receiver's knowledge,attitude,or behaviors during the communications process is referred to as

Accepted Answer

A) feedback. 
B) a field of experience. 
C) noise. 
D) a response. 
E) a hierarchy of effects. 
A) feedback. 
B) a field of experience. 
C) noise. 
D) a response. 
E) a hierarchy of effects.

Question 12

The owner of a nail shop that operates in a local strip mall told her daughter,"Well,after budgeting for all of our expenses for next year,we still have about $7,500 remaining for emergencies.Let's budget 20 percent of that amount for advertising." What budgeting technique is the retailer most likely using?

Accepted Answer

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

Question 13

The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs or to compare with

Accepted Answer

A) calculated break-even points. 
B) estimated return on investments. 
C) promotion-to-expense ratios. 
D) competitors or industry averages. 
E) advertising-to-sales promotion ratios. 
A) calculated break-even points. 
B) estimated return on investments. 
C) promotion-to-expense ratios. 
D) competitors or industry averages. 
E) advertising-to-sales promotion ratios.

Question 14

When Procter & Gamble bought the Old Spice brand in 1990,it planned to transform the old,stagnating brand into a men's "personal-care powerhouse." The ads that P&G developed shed the older-man image and now appeal to 18- to 34-year-olds.In terms of the communication process,P&G had to ________ its idea to deliver the message to the new target market.

Accepted Answer

A) respond 
B) discuss 
C) decode 
D) encode 
E) feedback 
A) respond 
B) discuss 
C) decode 
D) encode 
E) feedback

Question 15

The European Union passed a consumer privacy law,called the ________,after several years of discussion with the Federation of European Direct Marketing and the U.K.'s Direct Marketing Association.

Accepted Answer

A) Personal Identity Law 
B) Intellectual Property Act 
C) Data Protection Directive 
D) Credit Protection Act 
E) Shared Information Act 
A) Personal Identity Law 
B) Intellectual Property Act 
C) Data Protection Directive 
D) Credit Protection Act 
E) Shared Information Act

Question 16

Communication is the process of conveying a message to others and it requires six elements.These elements are a(n)________,a message,a channel of communication,a receiver,and the processes of encoding and decoding.

Accepted Answer

A) concept 
B) brand 
C) slogan 
D) source 
E) offer 
A) concept 
B) brand 
C) slogan 
D) source 
E) offer

Question 17

After watching a 30-second commercial from Jared for fine jewelry,Mariah was certain the necklace she saw would look spectacular with her new formal dress.In terms of the communication process,Mariah engaged in the task of

Accepted Answer

A) integrating. 
B) sending. 
C) decoding. 
D) messaging. 
E) encoding. 
A) integrating. 
B) sending. 
C) decoding. 
D) messaging. 
E) encoding.

Question 18

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

Accepted Answer

A) Publicity is more expensive on a cost-per-contact basis than advertising. 
B) Publicity is easily controlled by the user while advertising is not. 
C) Advertising is usually directly paid,and publicity is indirectly paid. 
D) Advertising provides an immediate feedback loop,and publicity does not. 
E) Publicity results in less credibility with consumers than advertising does. 
A) Publicity is more expensive on a cost-per-contact basis than advertising. 
B) Publicity is easily controlled by the user while advertising is not. 
C) Advertising is usually directly paid,and publicity is indirectly paid. 
D) Advertising provides an immediate feedback loop,and publicity does not. 
E) Publicity results in less credibility with consumers than advertising does.

Question 19

Promotional programs are directed at all of the following except which?

Accepted Answer

A) the industrial distributor 
B) the wholesaler 
C) the competition 
D) the retailer 
E) the ultimate consumer 
A) the industrial distributor 
B) the wholesaler 
C) the competition 
D) the retailer 
E) the ultimate consumer

Question 20

The first stage in the hierarchy of effects is

Accepted Answer

A) interest. 
B) awareness. 
C) understanding. 
D) trial. 
E) evaluation. 
A) interest. 
B) awareness. 
C) understanding. 
D) trial. 
E) evaluation.

Exam 17: Integrated Marketing Communications and Direct Marketing

Allocation of funds to promotion only after all other budget items are covered is referred to as

Competitive parity budgeting refers to

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

A channel of communication refers to

Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.

Lenox China Co.would like to get its annual Christmas ornament series into Macy's department stores.Macy's has a buyer in New York City who makes decisions on its giftware.Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

"To persuade" is the promotional objective of which stage of the product life cycle?

The advertising campaign,"Think Outside the Bun" was designed for millennials and belongs to which brand?

Field of experience refers to

When Tonya had her baby at a local hospital,she was given a diaper bag with samples of Enfamil baby formula.These free samples are examples of

In the feedback loop,the impact the message has on the receiver's knowledge,attitude,or behaviors during the communications process is referred to as

The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs or to compare with

The European Union passed a consumer privacy law,called the ________,after several years of discussion with the Federation of European Direct Marketing and the U.K.'s Direct Marketing Association.

Communication is the process of conveying a message to others and it requires six elements.These elements are a(n)________,a message,a channel of communication,a receiver,and the processes of encoding and decoding.

After watching a 30-second commercial from Jared for fine jewelry,Mariah was certain the necklace she saw would look spectacular with her new formal dress.In terms of the communication process,Mariah engaged in the task of

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

Promotional programs are directed at all of the following except which?

The first stage in the hierarchy of effects is

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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