Question 1

In a feedback loop,a response refers to

Accepted Answer

A) the number of times a consumer must hear a message before it can be accurately decoded. 
B) the impact the message had on the receiver's knowledge,attitude,or behaviors during the communications process. 
C) the positive or negative feedback that a consumer expresses immediately after exposure to a company's message. 
D) the impact,either positive or negative,that occurs when one consumer interprets a firm's message through word of mouth to another potential consumer using his or her own words. 
E) the length of time required for a typical customer to associate a specific slogan,theme,melody,or logo with a specific product brand. 
A) the number of times a consumer must hear a message before it can be accurately decoded. 
B) the impact the message had on the receiver's knowledge,attitude,or behaviors during the communications process. 
C) the positive or negative feedback that a consumer expresses immediately after exposure to a company's message. 
D) the impact,either positive or negative,that occurs when one consumer interprets a firm's message through word of mouth to another potential consumer using his or her own words. 
E) the length of time required for a typical customer to associate a specific slogan,theme,melody,or logo with a specific product brand.

Question 2

The Olympics have become a very visible example of a comprehensive integrated communication program.For organizers,primary importance is placed on

Accepted Answer

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

Question 3

A paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as

Accepted Answer

A) sales promotion. 
B) publicity. 
C) advertising. 
D) direct marketing. 
E) mass communication. 
A) sales promotion. 
B) publicity. 
C) advertising. 
D) direct marketing. 
E) mass communication.

Question 4

Procter & Gamble introduced Old Spice High Endurance antiperspirant,targeted to teenage boys who don't watch much TV.P&G handed out samples at skateboarding events and sponsored a contest for the "high school football player of the year." P&G emphasized which promotional element in this example?

Accepted Answer

A) sales promotion 
B) advertising 
C) personal selling 
D) public relations 
E) word of mouth 
A) sales promotion 
B) advertising 
C) personal selling 
D) public relations 
E) word of mouth

Question 5

The promotional objective of the introduction stage of the product life cycle is to ________ consumers in order to increase their level of awareness of the product offering.

Accepted Answer

A) inform 
B) persuade 
C) appeal to 
D) remind 
E) sway 
A) inform 
B) persuade 
C) appeal to 
D) remind 
E) sway

Question 6

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

Accepted Answer

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

Question 7

During the evaluation phase of an IMC program,a firm will ________ and make needed changes.

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 8

Direct marketing has the advantage of being ________ to match the needs of specific target markets.

Accepted Answer

A) priced 
B) standardized 
C) customized 
D) engaged 
E) integrated 
A) priced 
B) standardized 
C) customized 
D) engaged 
E) integrated

Question 9

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 is referred to as

Accepted Answer

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

Question 10

In the hierarchy of effects,the consumer's actual first purchase and use of the product or brand is referred to as the ________ stage.

Accepted Answer

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

Question 11

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

Accepted Answer

A) the message. 
B) the receiver. 
C) the source. 
D) encoding. 
E) feedback. 
A) the message. 
B) the receiver. 
C) the source. 
D) encoding. 
E) feedback.

Question 12

A restaurant review published in the local newspaper is an example of

Accepted Answer

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

Question 13

The billboards that Sony uses to advertise its PlayStation 4 video game console are

Accepted Answer

A) channels of communication. 
B) messages. 
C) noise. 
D) feedback loops. 
E) sources. 
A) channels of communication. 
B) messages. 
C) noise. 
D) feedback loops. 
E) sources.

Question 14

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products,she is engaging in

Accepted Answer

A) primary sales. 
B) sales promotion. 
C) public relations. 
D) personal selling. 
E) coercive selling. 
A) primary sales. 
B) sales promotion. 
C) public relations. 
D) personal selling. 
E) coercive selling.

Question 15

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

Accepted Answer

A) the message. 
B) the receiver. 
C) the source. 
D) the fields of experience. 
E) feedback. 
A) the message. 
B) the receiver. 
C) the source. 
D) the fields of experience. 
E) feedback.

Question 16

The fourth of five stages in the hierarchy of effects is

Accepted Answer

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

Question 17

Which of the following would be least likely to be used for mass selling?

Accepted Answer

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

Question 18

The Olympus Eye Trek is a device that provides "a high-quality personal TV experience." It resembles a pair of glasses that when worn make the user think he or she is watching a 52-inch high-definition television.An ad for the device contains both a telephone number that can be called and a website that can be visited for further information on how the product works.This Olympus Eye Trek is most likely high in

Accepted Answer

A) user-friendliness. 
B) complexity. 
C) risk. 
D) synergy. 
E) accessibility. 
A) user-friendliness. 
B) complexity. 
C) risk. 
D) synergy. 
E) accessibility.

Question 19

The proper blend of elements in the promotion mix depends on a product's characteristics.Personal selling would most likely be used to sell

Accepted Answer

A) dog dandruff shampoo. 
B) an aircraft. 
C) fresh produce. 
D) a bottle of soda. 
E) printer paper. 
A) dog dandruff shampoo. 
B) an aircraft. 
C) fresh produce. 
D) a bottle of soda. 
E) printer paper.

Question 20

What are the strengths/advantages and weaknesses/disadvantages of using advertising in the promotional mix?

Accepted Answer

Advertising is any paid form of nonperso

Exam 17: Integrated Marketing Communications and Direct Marketing

In a feedback loop,a response refers to

The Olympics have become a very visible example of a comprehensive integrated communication program.For organizers,primary importance is placed on

A paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as

Procter & Gamble introduced Old Spice High Endurance antiperspirant,targeted to teenage boys who don't watch much TV.P&G handed out samples at skateboarding events and sponsored a contest for the "high school football player of the year." P&G emphasized which promotional element in this example?

The promotional objective of the introduction stage of the product life cycle is to ________ consumers in order to increase their level of awareness of the product offering.

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

During the evaluation phase of an IMC program,a firm will ________ and make needed changes.

Direct marketing has the advantage of being ________ to match the needs of specific target markets.

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 is referred to as

In the hierarchy of effects,the consumer's actual first purchase and use of the product or brand is referred to as the ________ stage.

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

A restaurant review published in the local newspaper is an example of

The billboards that Sony uses to advertise its PlayStation 4 video game console are

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products,she is engaging in

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

The fourth of five stages in the hierarchy of effects is

Which of the following would be least likely to be used for mass selling?

The proper blend of elements in the promotion mix depends on a product's characteristics.Personal selling would most likely be used to sell

What are the strengths/advantages and weaknesses/disadvantages of using advertising in the promotional mix?

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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