Question 1

TB Figure: 1  
-Which of the following has the lowest response rate according to TB Figure 1?

Accepted Answer

A) Direct mail 
B) E-mail 
C) Catalogues 
D) Telemarketing 
A) Direct mail 
B) E-mail 
C) Catalogues 
D) Telemarketing

Question 2

After telling your friend about a great deal he received at Best Buy,your friend excitedly exclaimed: "that is great news,I need a new computer…I'm heading to Best Buy right now,thanks!" Clearly,your friend's __________ showed the message went through!

Accepted Answer

A) response 
B) noise filter 
C) source reaction 
D) feedback source 
A) response 
B) noise filter 
C) source reaction 
D) feedback source

Question 3

A firm produces the tools for replacing the rivets used in assembling airplanes,heavy-equipment,and specialized rail cars.The key to making a sale is communicating the application information to the line engineers who oversee repairs and the cost savings information to the accountants in charge of service maintenance budgets.Which promotional element would be most appropriate?

Accepted Answer

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

Question 4

Allegra is an antihistamine that is only available through prescription,but to create brand awareness,it is offering people who request information about the product a cushion to use at their favourite sporting event plus a coupon for $10 off their next purchase of the medication.This free cushion and coupon are examples of:

Accepted Answer

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

Question 5

Many prescription drugs such as Lipitor and Zocor now have their own websites to encourage patients to learn more about the drugs and ask for them by name from the doctor.The manufacturers of these drugs are using a(n)__________ promotional strategy.

Accepted Answer

A) intense 
B) push 
C) pull 
D) inertia 
A) intense 
B) push 
C) pull 
D) inertia

Question 6

A multiple choice writer tries to write a concise question,without lots of other superfluous items of information that may distract or confuse the reader of the question.These extraneous aspects of a given question are referred to as:

Accepted Answer

A) noise. 
B) culture shock. 
C) fatigue. 
D) convention overloaD.Noise can occur when a salesperson's accent or use of slang terms or communication style makes hearing and understanding the message difficult. 
A) noise. 
B) culture shock. 
C) fatigue. 
D) convention overloaD.Noise can occur when a salesperson's accent or use of slang terms or communication style makes hearing and understanding the message difficult.

Question 7

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

Accepted Answer

A) sales promotions are too costly. 
B) sales promotions alone have very limited reach. 
C) sales promotions are regulated by law. 
D) gains from sales promotion are often temporary and sales drop off when the deal ends. 
A) sales promotions are too costly. 
B) sales promotions alone have very limited reach. 
C) sales promotions are regulated by law. 
D) gains from sales promotion are often temporary and sales drop off when the deal ends.

Question 8

Wasted coverage can most easily be reduced by which of the methods of promotion?

Accepted Answer

A) personal selling 
B) public relations 
C) advertising 
D) public service announcements 
A) personal selling 
B) public relations 
C) advertising 
D) public service announcements

Question 9

A food warehouse gets a very good buy on a brand of frozen orange juice and,rather than maintain it as extra inventory,would like to sell it quickly to retailers.Which promotional element should be used?

Accepted Answer

A) advertising 
B) personal selling 
C) sales promotion 
D) publicity 
A) advertising 
B) personal selling 
C) sales promotion 
D) publicity

Question 10

No matter what the specific objective might be,from building awareness to increasing repeat purchases,promotion objectives should possess three important qualities.They should be designed for a well-defined target audience,cover a specified time period,and:

Accepted Answer

A) rely on fear. 
B) be measurable. 
C) be humorous. 
D) appeal to intermediaries. 
A) rely on fear. 
B) be measurable. 
C) be humorous. 
D) appeal to intermediaries.

Question 11

Ann recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She called her doctor and asked for a prescription.In terms of the communication process,Ann had a _____ to the Claritin ad.

Accepted Answer

A) response 
B) noise filter 
C) source reaction 
D) feedback source 
A) response 
B) noise filter 
C) source reaction 
D) feedback source

Question 12

Publicity is:

Accepted Answer

A) a non-personal, indirectly paid presentation of an organization, good, or service. 
B) a short-term inducement of value offered to arouse interest in buying a good or service. 
C) a method used to get a non-personal, directly paid presentation of a company or its products. 
D) a paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor. 
A) a non-personal, indirectly paid presentation of an organization, good, or service. 
B) a short-term inducement of value offered to arouse interest in buying a good or service. 
C) a method used to get a non-personal, directly paid presentation of a company or its products. 
D) a paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor.

Question 13

Renee works for a major pharmaceutical company and is responsible to go to individual doctors' offices and convince them to use her products.This is referred to as:

Accepted Answer

A) in-person selling. 
B) location-based selling. 
C) mass-selling. 
D) personal selling. 
A) in-person selling. 
B) location-based selling. 
C) mass-selling. 
D) personal selling.

Question 14

Discuss how the use of direct mobile marketing will become more important in the future.

Accepted Answer

The answer of Discuss how the use of direct mobile...

Question 15

Cardiac Science is a California-based company that makes defibrillators,heart monitors,and other medical equipment.It is preparing to market its products in Greece.The company's marketing manager is responsible for the promotional campaign in Greece,and she wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience.Which of the following is the best example of a communications problem that might arise because her field of experience is different from that of her audience?

Accepted Answer

A) The name of the product, when translated into Greek, has an unintentional meaning. 
B) Her target audience is strongly ethnocentric. 
C) The trade journals in which it wants to run its ads do not accept ads from foreign companies. 
D) A Greek bureaucrat who is responsible for determining that the Cardiac Science products meet national standards has taken a personal dislike to her. 
A) The name of the product, when translated into Greek, has an unintentional meaning. 
B) Her target audience is strongly ethnocentric. 
C) The trade journals in which it wants to run its ads do not accept ads from foreign companies. 
D) A Greek bureaucrat who is responsible for determining that the Cardiac Science products meet national standards has taken a personal dislike to her.

Question 16

Figure: 16-1  
-In Figure 16-1,the position labeled "C" is referred to as __________.

Accepted Answer

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

Question 17

Ann's young son suffers from allergies and complains about his watery eyes and drowsiness.Ann feels bad because she thought there was nothing she could do to help him.When Ann saw the ad for a new drug that counters these symptoms in Ladies' Home Journal magazine,she vowed to ask his doctor about this product on his next visit.At which stage in the hierarchy of effects is Ann?

Accepted Answer

A) She is in the trial stage and will move to the interest stage soon. 
B) She has moved quickly from the awareness stage to the interest stage. 
C) She was in the consumer development stage and will more than likely move to the transition stage. 
D) She is in the evaluation stage and will move to the interest stage soon. 
A) She is in the trial stage and will move to the interest stage soon. 
B) She has moved quickly from the awareness stage to the interest stage. 
C) She was in the consumer development stage and will more than likely move to the transition stage. 
D) She is in the evaluation stage and will move to the interest stage soon.

Question 18

Publicity is _________ the main component of a promotional campaign.

Accepted Answer

A) often 
B) usually 
C) never 
D) rarely 
A) often 
B) usually 
C) never 
D) rarely

Question 19

With regard to a product for which a promotional mix is being developed,complexity:

Accepted Answer

A) refers to the degree of service or support required after the sale. 
B) can be assessed in terms of financial risk, social risk, and physical risk. 
C) refers to the technical sophistication of the product and hence the amount of understanding required to use it. 
D) in a product means that there should be less emphasis on personal selling. 
A) refers to the degree of service or support required after the sale. 
B) can be assessed in terms of financial risk, social risk, and physical risk. 
C) refers to the technical sophistication of the product and hence the amount of understanding required to use it. 
D) in a product means that there should be less emphasis on personal selling.

Question 20

While searching BuzzFeed as a break from studying for an upcoming marketing exam,you came across a 'sponsored post' by Colgate that highlighted the 'Top 20 non-traditional ways to use toothpaste.' This sponsored post is an example of:

Accepted Answer

A) Direct sales 
B) Publicity 
C) Direct marketing 
D) Public service announcement 
A) Direct sales 
B) Publicity 
C) Direct marketing 
D) Public service announcement

TB Figure: 1 -Which of the following has the lowest response rate according to TB Figure 1?

After telling your friend about a great deal he received at Best Buy,your friend excitedly exclaimed: "that is great news,I need a new computer…I'm heading to Best Buy right now,thanks!" Clearly,your friend's __________ showed the message went through!

Many prescription drugs such as Lipitor and Zocor now have their own websites to encourage patients to learn more about the drugs and ask for them by name from the doctor.The manufacturers of these drugs are using a(n)__________ promotional strategy.

A multiple choice writer tries to write a concise question,without lots of other superfluous items of information that may distract or confuse the reader of the question.These extraneous aspects of a given question are referred to as:

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

Wasted coverage can most easily be reduced by which of the methods of promotion?

A food warehouse gets a very good buy on a brand of frozen orange juice and,rather than maintain it as extra inventory,would like to sell it quickly to retailers.Which promotional element should be used?

No matter what the specific objective might be,from building awareness to increasing repeat purchases,promotion objectives should possess three important qualities.They should be designed for a well-defined target audience,cover a specified time period,and:

Ann recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She called her doctor and asked for a prescription.In terms of the communication process,Ann had a _____ to the Claritin ad.

Publicity is:

Renee works for a major pharmaceutical company and is responsible to go to individual doctors' offices and convince them to use her products.This is referred to as:

Discuss how the use of direct mobile marketing will become more important in the future.

Figure: 16-1 -In Figure 16-1,the position labeled "C" is referred to as __________.

Publicity is _________ the main component of a promotional campaign.

With regard to a product for which a promotional mix is being developed,complexity:

While searching BuzzFeed as a break from studying for an upcoming marketing exam,you came across a 'sponsored post' by Colgate that highlighted the 'Top 20 non-traditional ways to use toothpaste.' This sponsored post is an example of:

Marketing: Customer Value, satisfaction, relationships, and Experiences

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Consumer Behaviour

Organizational Markets and Buyer Behaviour

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Using Social Media to Connect With Consumers

Filters

Exam 16: Integrated Marketing Communications and Direct Marketing

TB Figure: 1 -Which of the following has the lowest response rate according to TB Figure 1?

After telling your friend about a great deal he received at Best Buy,your friend excitedly exclaimed: "that is great news,I need a new computer…I'm heading to Best Buy right now,thanks!" Clearly,your friend's __________ showed the message went through!

Many prescription drugs such as Lipitor and Zocor now have their own websites to encourage patients to learn more about the drugs and ask for them by name from the doctor.The manufacturers of these drugs are using a(n)__________ promotional strategy.

A multiple choice writer tries to write a concise question,without lots of other superfluous items of information that may distract or confuse the reader of the question.These extraneous aspects of a given question are referred to as:

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

Wasted coverage can most easily be reduced by which of the methods of promotion?

A food warehouse gets a very good buy on a brand of frozen orange juice and,rather than maintain it as extra inventory,would like to sell it quickly to retailers.Which promotional element should be used?

No matter what the specific objective might be,from building awareness to increasing repeat purchases,promotion objectives should possess three important qualities.They should be designed for a well-defined target audience,cover a specified time period,and:

Ann recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She called her doctor and asked for a prescription.In terms of the communication process,Ann had a _____ to the Claritin ad.

Publicity is:

Renee works for a major pharmaceutical company and is responsible to go to individual doctors' offices and convince them to use her products.This is referred to as:

Discuss how the use of direct mobile marketing will become more important in the future.

Figure: 16-1 -In Figure 16-1,the position labeled "C" is referred to as __________.

Publicity is _________ the main component of a promotional campaign.

With regard to a product for which a promotional mix is being developed,complexity:

While searching BuzzFeed as a break from studying for an upcoming marketing exam,you came across a 'sponsored post' by Colgate that highlighted the 'Top 20 non-traditional ways to use toothpaste.' This sponsored post is an example of:

Marketing: Customer Value, satisfaction, relationships, and Experiences

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Consumer Behaviour

Organizational Markets and Buyer Behaviour

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Using Social Media to Connect With Consumers

Filters