Question 1

Decoding is usually done by the:

Accepted Answer

A) source. 
B) receiver. 
C) user. 
D) decoder. 
A) source. 
B) receiver. 
C) user. 
D) decoder.

Question 2

What is the promotional mix? Briefly describe each of the five promotional alternatives: advertising,personal selling,public relations,sales promotion,and direct marketing.

Accepted Answer

The answer of What is the promotional mix? Briefly describe...

Question 3

Objective and task budgeting is a budgeting method:

Accepted Answer

A) that allocates funds to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold. 
B) that matches the competitor's absolute level of spending or the proportion per point of market share. 
C) that allocates funds to promotion only after all other budget items are covered. 
D) whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and determines the promotion cost of performing these tasks. 
A) that allocates funds to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold. 
B) that matches the competitor's absolute level of spending or the proportion per point of market share. 
C) that allocates funds to promotion only after all other budget items are covered. 
D) whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and determines the promotion cost of performing these tasks.

Question 4

When Nestlé Canada launched Aero and Kit Kat Singles-a smaller serving of its chocolate bars that are 100 calories or less-to the Canadian market,they used traditional print media,a partnered contest,and an online promotion of "hero" characters of the chocolate bar brands,Kit and Bubbles.What marketing concept is Nestlé Canada practicing here?

Accepted Answer

A) Integrated Marketing Communications (IM
C)  
B) Advertising 
C) Sales Promotion 
D) Personal Selling 
A) Integrated Marketing Communications (IM
C)  
B) Advertising 
C) Sales Promotion 
D) Personal Selling

Question 5

Figure: 16-3  
-Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle as shown in Figure 16-3?

Accepted Answer

A) Introduction 
B) Growth 
C) Maturity 
D) Decline 
A) Introduction 
B) Growth 
C) Maturity 
D) Decline

Question 6

Which of the following statements about advertising is NOT true?

Accepted Answer

A) Advertising allows a firm to reach a mass market. 
B) Advertising allows the firm to decide when and where an advertisement will be used. 
C) Advertising is a paid form of personal communication. 
D) Advertising can be a very effective "attention getter" especially for new products. 
A) Advertising allows a firm to reach a mass market. 
B) Advertising allows the firm to decide when and where an advertisement will be used. 
C) Advertising is a paid form of personal communication. 
D) Advertising can be a very effective "attention getter" especially for new products.

Question 7

Communication problems,which are the result of misinterpretation,can be attributed to each of the following EXCEPT:

Accepted Answer

A) incorrect grammatical usage. 
B) poor photographic reproduction. 
C) different fields of experience. 
D) higher than expected media costs. 
A) incorrect grammatical usage. 
B) poor photographic reproduction. 
C) different fields of experience. 
D) higher than expected media costs.

Question 8

Communication is the sharing of message and requires six elements.Those elements are a source,a _____,a channel of communication,a receiver,and the processes of encoding and decoding.

Accepted Answer

A) sender 
B) source 
C) receiver 
D) message 
A) sender 
B) source 
C) receiver 
D) message

Question 9

The first decision in developing a promotion program is to:

Accepted Answer

A) set the budget. 
B) state the mission. 
C) identify the target audience. 
D) select the appeal. 
A) set the budget. 
B) state the mission. 
C) identify the target audience. 
D) select the appeal.

Question 10

In terms of the communication process,the source is:

Accepted Answer

A) any information which is paid for. 
B) consumers who read, hear, or see the message. 
C) similar understanding and knowledge. 
D) a company or person who has information to convey. 
A) any information which is paid for. 
B) consumers who read, hear, or see the message. 
C) similar understanding and knowledge. 
D) a company or person who has information to convey.

Question 11

With respect to promotional element decisions,a product's ancillary services pertain to:

Accepted Answer

A) non-warranted product features. 
B) the technical sophistication of the product. 
C) product features not originally envisioned by the manufacturer. 
D) the degree of service or support required after the sale. 
A) non-warranted product features. 
B) the technical sophistication of the product. 
C) product features not originally envisioned by the manufacturer. 
D) the degree of service or support required after the sale.

Question 12

Every issue of Taste of Home magazine features two or three entrepreneurs who have turned some skill or other resource into a successful small business.Since these featured businesses do not pay for this exposure,they are benefiting from:

Accepted Answer

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

Question 13

You are very excited because you just finished planning a week's vacation in Spain.You spent the last week searching for wineries and B&Bs to visit and stay at.Yesterday,while checking an online news site,the banner ad read: 'Top Rated Winery in Spain...2 for 1 special,Click here!" This specific ad popped up because of:

Accepted Answer

A) behavioural targeting 
B) social targeting 
C) online targeting 
D) habitual targeting 
A) behavioural targeting 
B) social targeting 
C) online targeting 
D) habitual targeting

Question 14

What are the advantages and disadvantages of using personal selling in the promotional mix?

Accepted Answer

The answer of What are the advantages and disadvantages of...

Question 15

Pauline received a postcard from a local antique mall.The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day.The antique mall was using the postcard for:

Accepted Answer

A) direct order fulfillment. 
B) lead generation. 
C) traffic generation. 
D) indirect order consignment. 
A) direct order fulfillment. 
B) lead generation. 
C) traffic generation. 
D) indirect order consignment.

Question 16

What is an IMC audit? Explain.

Accepted Answer

The answer of What is an IMC audit? Explain....

Question 17

Figure: 16-5  
-Channel "B" in Figure 16-5 represents which type of promotional channel strategy?

Accepted Answer

A) Direct 
B) Indirect 
C) Push 
D) Pull 
A) Direct 
B) Indirect 
C) Push 
D) Pull

Question 18

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) direct marketing. 
B) sales promotion. 
C) public relations. 
D) personal selling. 
A) direct marketing. 
B) sales promotion. 
C) public relations. 
D) personal selling.

Question 19

With direct marketing the result of offers that contain all the information necessary,for a prospective buyer to make a decision to purchase and complete the transaction are referred to as:

Accepted Answer

A) direct orders 
B) lead generation bottlenecks 
C) traffic generation problems 
D) indirect orders 
A) direct orders 
B) lead generation bottlenecks 
C) traffic generation problems 
D) indirect orders

Question 20

Which of the promotional elements requires expensive database management and is experiencing a declining response rate?

Accepted Answer

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

Decoding is usually done by the:

What is the promotional mix? Briefly describe each of the five promotional alternatives: advertising,personal selling,public relations,sales promotion,and direct marketing.

Objective and task budgeting is a budgeting method:

Figure: 16-3 -Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle as shown in Figure 16-3?

Which of the following statements about advertising is NOT true?

Communication problems,which are the result of misinterpretation,can be attributed to each of the following EXCEPT:

Communication is the sharing of message and requires six elements.Those elements are a source,a _____,a channel of communication,a receiver,and the processes of encoding and decoding.

The first decision in developing a promotion program is to:

In terms of the communication process,the source is:

With respect to promotional element decisions,a product's ancillary services pertain to:

Every issue of Taste of Home magazine features two or three entrepreneurs who have turned some skill or other resource into a successful small business.Since these featured businesses do not pay for this exposure,they are benefiting from:

What are the advantages and disadvantages of using personal selling in the promotional mix?

Pauline received a postcard from a local antique mall.The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day.The antique mall was using the postcard for:

What is an IMC audit? Explain.

Figure: 16-5 -Channel "B" in Figure 16-5 represents which type of promotional channel strategy?

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:

With direct marketing the result of offers that contain all the information necessary,for a prospective buyer to make a decision to purchase and complete the transaction are referred to as:

Which of the promotional elements requires expensive database management and is experiencing a declining response rate?

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

Decoding is usually done by the:

What is the promotional mix? Briefly describe each of the five promotional alternatives: advertising,personal selling,public relations,sales promotion,and direct marketing.

Objective and task budgeting is a budgeting method:

Figure: 16-3 -Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle as shown in Figure 16-3?

Which of the following statements about advertising is NOT true?

Communication problems,which are the result of misinterpretation,can be attributed to each of the following EXCEPT:

Communication is the sharing of message and requires six elements.Those elements are a source,a _____,a channel of communication,a receiver,and the processes of encoding and decoding.

The first decision in developing a promotion program is to:

In terms of the communication process,the source is:

With respect to promotional element decisions,a product's ancillary services pertain to:

Every issue of Taste of Home magazine features two or three entrepreneurs who have turned some skill or other resource into a successful small business.Since these featured businesses do not pay for this exposure,they are benefiting from:

What are the advantages and disadvantages of using personal selling in the promotional mix?

Pauline received a postcard from a local antique mall.The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day.The antique mall was using the postcard for:

What is an IMC audit? Explain.

Figure: 16-5 -Channel "B" in Figure 16-5 represents which type of promotional channel strategy?

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:

With direct marketing the result of offers that contain all the information necessary,for a prospective buyer to make a decision to purchase and complete the transaction are referred to as:

Which of the promotional elements requires expensive database management and is experiencing a declining response rate?

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