Question 1

What type of strategy uses a promotional effort by a seller that is designed to stimulate consumer demand?

Accepted Answer

A)  the product life cycle strategy 
B)  the pulling strategy 
C)  the pushing strategy 
D)  the supply/demand strategy 
A)  the product life cycle strategy 
B)  the pulling strategy 
C)  the pushing strategy 
D)  the supply/demand strategy

Question 2

Eric is concerned about one of the products he manages.Sales have declined recently so he begins an intensive promotional campaign.What is Eric's overall promotional objective?

Accepted Answer

A)  to increase selective demand 
B)  to provide information 
C)  to stabilize sales 
D)  to increase primary demand 
A)  to increase selective demand 
B)  to provide information 
C)  to stabilize sales 
D)  to increase primary demand

Question 3

Through what process does a company communicate general management issues to the external environment?

Accepted Answer

A)  publicity 
B)  nonmarketing public relations 
C)  marketing public relations 
D)  sales promotional activities 
A)  publicity 
B)  nonmarketing public relations 
C)  marketing public relations 
D)  sales promotional activities

Question 4

Match each item to the statement or sentence listed below.
a.promotion
b.AIDA concept
c.personal selling
d.promotional mix
e.advertising
f.sales promotion
g.decoding
h.guerrilla marketing
i.sponsorship
j.ambush marketing
k.pulling strategy
l.pushing strategy
m.marginal analysis
n.selective demand
o.conversion rate
p.cost per impression
q.publicity
r.nonmarketing public relations
-A(n) _____ consists of intensive selling efforts directed at members of the marketing channel.
2.A(n) _____ consists of efforts designed to stimulate final user demand, which then exerts pressure on the distribution channel.
3.is informational, persuasive, and influential in the consumer purchase process.
4.The steps through which an individual reaches a purchase decision are called the _____.
5.A firm trying to link itself with a major international event, even though it isn't an event sponsor, is _____.
6.is a relationship in which an organization provides funds or in-kind resources to an event or activity in exchange for a direct association with that event or activity.
7.is the interpersonal influence process involving a seller's presentation conducted on a person-to-person basis with the buyer.
8.Personal and nonpersonal selling are the two components of _____.
9.consists of innovative and low-cost marketing techniques designed to get consumers' attention in unusual ways.
10.is defined as the cost of an ad based on every 1,000 viewers.
11.is any paid, nonpersonal communication through various media.
12.Displays, trade shows, coupons, and samples are all examples of _____.
13.Allocating promotional funds until each additional dollar increment of expense is matched with an additional dollar of incremental revenue is called _____.
14.The desire for a particular brand is called _____.
15.is the percentage of website visitors who actually make a purchase.
16.is the receiver's interpretation of a message.
17.refers to a company's messages about general management issues.
18.Nonpersonal stimulation of demand for a company's product by unpaid placement of significant news regarding the product in some media is known as _____.

Accepted Answer

1.L 
2.K 
3.A 
4.B

Question 5

What does an integrated marketing communications strategy begin with?

Accepted Answer

A)  separating the parts of the promotional mix into categories based on the media that is being utilized 
B)  isolating and eliminating non-promotional contacts between the consumer and the organization 
C)  consumer wants and needs, working in reverse to the product, brand, or organization 
D)  the realization that different components of promotion should deliver different messages to their target audiences 
A)  separating the parts of the promotional mix into categories based on the media that is being utilized 
B)  isolating and eliminating non-promotional contacts between the consumer and the organization 
C)  consumer wants and needs, working in reverse to the product, brand, or organization 
D)  the realization that different components of promotion should deliver different messages to their target audiences

Question 6

Promotion has become an important factor in campaigns aimed at achieving socially oriented objectives, such as stopping smoking and elimination of drug abuse.

Accepted Answer

A) True 
 B)False

Question 7

Product placement is not limited to movies and television programs as companies have started to use video games as an opportunity to promote brands and to generate immediate sales.

Accepted Answer

A) True 
 B)False

Question 8

The most effective promotional budgeting occurs at the point at which each additional promotional dollar spent is matched by a dollar of revenue.

Accepted Answer

A) True 
 B)False

Question 9

Direct marketing is used by both consumer and business-to-business marketers to generate orders and sales leads that may result in future orders.

Accepted Answer

A) True 
 B)False

Question 10

Publicity is the aspect of public relations that is most directly related to promoting a firm's products and services.

Accepted Answer

A) True 
 B)False

Question 11

The problem with simply matching competitors' promotional expenditures is that what may be appropriate for one company may not be for another.

Accepted Answer

A) True 
 B)False

Question 12

Discuss the transmission process for marketing messages.How can noise interfere with the transmission?

Accepted Answer

Messages must be encoded, or translated

Question 13

What separates IMC (integrated marketing communications) from marketing communications and promotional strategy is the use of database technology to further define the target audience and the best type of media needed to reach it.

Accepted Answer

A) True 
 B)False

Question 14

Successful advertising of a product will put pressure on marketing intermediaries to carry a product consumers demand, or "pull" through the channels.

Accepted Answer

A) True 
 B)False

Question 15

What do direct marketing and integrated marketing communications have in common?

Accepted Answer

A)  They respond to fragmented media markets and audiences. 
B)  They succeed when asked to provide standardized products to large target markets. 
C)  They benefit from the increasing size of network broadcast audiences. 
D)  They cannot effectively use databases to target specific markets. 
A)  They respond to fragmented media markets and audiences. 
B)  They succeed when asked to provide standardized products to large target markets. 
C)  They benefit from the increasing size of network broadcast audiences. 
D)  They cannot effectively use databases to target specific markets.

Question 16

Due to its focused and controlled message, traditional advertising is usually more effective at reaching the niche target market than direct marketing.

Accepted Answer

A) True 
 B)False

Question 17

Noise, which is largely uncontrollable in the communications process, is an effective way to screen out competitors' information and is therefore welcome in the communication process.

Accepted Answer

A) True 
 B)False

Question 18

One benefit of direct mail is that it can cover a narrow target market quickly.

Accepted Answer

A) True 
 B)False

Question 19

The Internet has allowed public relations representatives to have more direct access to the public and greater control over their messages.

Accepted Answer

A) True 
 B)False

Question 20

What would be a goal of any integrated marketing communication system?

Accepted Answer

A)  to create a unified message at the lowest possible cost 
B)  to create a message that will keep the consumer from tuning out 
C)  to hire an agency to handle each element of the promotional strategy 
D)  to consolidate the promotional responsibilities within an organization 
A)  to create a unified message at the lowest possible cost 
B)  to create a message that will keep the consumer from tuning out 
C)  to hire an agency to handle each element of the promotional strategy 
D)  to consolidate the promotional responsibilities within an organization

What type of strategy uses a promotional effort by a seller that is designed to stimulate consumer demand?

Eric is concerned about one of the products he manages.Sales have declined recently so he begins an intensive promotional campaign.What is Eric's overall promotional objective?

Through what process does a company communicate general management issues to the external environment?

What does an integrated marketing communications strategy begin with?

Promotion has become an important factor in campaigns aimed at achieving socially oriented objectives, such as stopping smoking and elimination of drug abuse.

Product placement is not limited to movies and television programs as companies have started to use video games as an opportunity to promote brands and to generate immediate sales.

The most effective promotional budgeting occurs at the point at which each additional promotional dollar spent is matched by a dollar of revenue.

Direct marketing is used by both consumer and business-to-business marketers to generate orders and sales leads that may result in future orders.

Publicity is the aspect of public relations that is most directly related to promoting a firm's products and services.

The problem with simply matching competitors' promotional expenditures is that what may be appropriate for one company may not be for another.

Discuss the transmission process for marketing messages.How can noise interfere with the transmission?

What separates IMC (integrated marketing communications) from marketing communications and promotional strategy is the use of database technology to further define the target audience and the best type of media needed to reach it.

Successful advertising of a product will put pressure on marketing intermediaries to carry a product consumers demand, or "pull" through the channels.

What do direct marketing and integrated marketing communications have in common?

Due to its focused and controlled message, traditional advertising is usually more effective at reaching the niche target market than direct marketing.

Noise, which is largely uncontrollable in the communications process, is an effective way to screen out competitors' information and is therefore welcome in the communication process.

One benefit of direct mail is that it can cover a narrow target market quickly.

The Internet has allowed public relations representatives to have more direct access to the public and greater control over their messages.

What would be a goal of any integrated marketing communication system?

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Consumer Behaviour

Business-to-Business (B2B) Marketing

Serving Global Markets

Marketing Research, Decision Support Systems, and Sales Forecasting

Market Segmentation, Targeting, and Positioning

Product and Service Strategies

Developing and Managing Brand and Product Strategies

Marketing Channels and Supply Chain Management

Retailers Wholesalers and Direct Marketers

Advertising and Digital Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

TB Boone 3Ce final

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Exam 13: Integrated Marketing Communications

What type of strategy uses a promotional effort by a seller that is designed to stimulate consumer demand?

Eric is concerned about one of the products he manages.Sales have declined recently so he begins an intensive promotional campaign.What is Eric's overall promotional objective?

Through what process does a company communicate general management issues to the external environment?

What does an integrated marketing communications strategy begin with?

Promotion has become an important factor in campaigns aimed at achieving socially oriented objectives, such as stopping smoking and elimination of drug abuse.

Product placement is not limited to movies and television programs as companies have started to use video games as an opportunity to promote brands and to generate immediate sales.

The most effective promotional budgeting occurs at the point at which each additional promotional dollar spent is matched by a dollar of revenue.

Direct marketing is used by both consumer and business-to-business marketers to generate orders and sales leads that may result in future orders.

Publicity is the aspect of public relations that is most directly related to promoting a firm's products and services.

The problem with simply matching competitors' promotional expenditures is that what may be appropriate for one company may not be for another.

Discuss the transmission process for marketing messages.How can noise interfere with the transmission?

What separates IMC (integrated marketing communications) from marketing communications and promotional strategy is the use of database technology to further define the target audience and the best type of media needed to reach it.

Successful advertising of a product will put pressure on marketing intermediaries to carry a product consumers demand, or "pull" through the channels.

What do direct marketing and integrated marketing communications have in common?

Due to its focused and controlled message, traditional advertising is usually more effective at reaching the niche target market than direct marketing.

Noise, which is largely uncontrollable in the communications process, is an effective way to screen out competitors' information and is therefore welcome in the communication process.

One benefit of direct mail is that it can cover a narrow target market quickly.

The Internet has allowed public relations representatives to have more direct access to the public and greater control over their messages.

What would be a goal of any integrated marketing communication system?

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Consumer Behaviour

Business-to-Business (B2B) Marketing

Serving Global Markets

Marketing Research, Decision Support Systems, and Sales Forecasting

Market Segmentation, Targeting, and Positioning

Product and Service Strategies

Developing and Managing Brand and Product Strategies

Marketing Channels and Supply Chain Management

Retailers Wholesalers and Direct Marketers

Advertising and Digital Communications

Personal Selling and Sales Promotion

Pricing Concepts and Strategies

TB Boone 3Ce final

Filters