Question 1

Direct marketing currently accounts for about __________ percent of the total U.S. gross domestic product.

Accepted Answer

A) 9 
B) 12 
C) 15 
D) 20 
E) 25 
A) 9 
B) 12 
C) 15 
D) 20 
E) 25 A

Question 2

The two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision is referred to as

Accepted Answer

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

Question 3

Many prescription drugs such as Lipitor have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors. The manufacturers of these drugs are using __________ strategy.

Accepted Answer

A) an intense 
B) a pull 
C) a push 
D) an inertia 
E) an exclusive 
A) an intense 
B) a pull 
C) a push 
D) an inertia 
E) an exclusive B

Question 4

For a promotional campaign, the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as

Accepted Answer

A) the purchase continuum. 
B) the hierarchy of effects. 
C) the product life cycle. 
D) the consumer purchasing scale. 
E) Maslow's hierarchy. 
A) the purchase continuum. 
B) the hierarchy of effects. 
C) the product life cycle. 
D) the consumer purchasing scale. 
E) Maslow's hierarchy.

Question 5

A company or person who has information to convey during the communication process is referred to as

Accepted Answer

A) an encryptor. 
B) a message carrier. 
C) an originator. 
D) a receiver. 
E) a source. 
A) an encryptor. 
B) a message carrier. 
C) an originator. 
D) a receiver. 
E) a source.

Question 6

Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because

Accepted Answer

A) its strategy includes using all types of promotional activities that deliver a consistent message. 
B) it does not want to reach any member of its target audience more than once to conserve resources. 
C) IMC is less expensive than other forms of promotion, such as public service announcements. 
D) if it didn't, Disney would have to use indirect personal selling. 
E) it is more concerned about frequency of attendance than geographic reach. 
A) its strategy includes using all types of promotional activities that deliver a consistent message. 
B) it does not want to reach any member of its target audience more than once to conserve resources. 
C) IMC is less expensive than other forms of promotion, such as public service announcements. 
D) if it didn't, Disney would have to use indirect personal selling. 
E) it is more concerned about frequency of attendance than geographic reach.

Question 7

To promote its theme parks to groups, Disney uses advertising, direct marketing, Internet promotion, and sales promotions with other companies such as McDonald's. In other words, Disney uses IMC, which stands for

Accepted Answer

A) integrated marketing cooperation. 
B) interactive media convergence. 
C) infrastructure of market customization. 
D) integrated marketing communications. 
E) integrated media convergence. 
A) integrated marketing cooperation. 
B) interactive media convergence. 
C) infrastructure of market customization. 
D) integrated marketing communications. 
E) integrated media convergence.

Question 8

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

Accepted Answer

A) all sales promotions have legal time limit restrictions to prevent unfair trade practices. 
B) gains from sales promotion are often temporary and sales drop off when it ends. 
C) sales promotions are too costly and soon become a financial liability. 
D) sales promotions are traditionally handled by outside firms and not the manufacturer, which often results in a significant loss of profit. 
E) consumers obtain an inflated impression of a product's actual value or worth. 
A) all sales promotions have legal time limit restrictions to prevent unfair trade practices. 
B) gains from sales promotion are often temporary and sales drop off when it ends. 
C) sales promotions are too costly and soon become a financial liability. 
D) sales promotions are traditionally handled by outside firms and not the manufacturer, which often results in a significant loss of profit. 
E) consumers obtain an inflated impression of a product's actual value or worth.

Question 9

The first decision in developing the promotion program is to

Accepted Answer

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

Question 10

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

Accepted Answer

Direct marketing is a promotion alternat

Question 11

A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold, is referred to as __________ budgeting.

Accepted Answer

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

Question 12

In the communication process, the 18- to 34-year-old men who see a NASCAR TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called

Accepted Answer

A) decoders. 
B) the target market. 
C) wasted coverage. 
D) receivers. 
E) encoders. 
A) decoders. 
B) the target market. 
C) wasted coverage. 
D) receivers. 
E) encoders.

Question 13

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

Accepted Answer

Publicity is a nonpersonal, indirectly p

Question 14

According to the textbook, __________ recently won Advertising Age magazine's coveted Media Agency of the Year award.

Accepted Answer

A) 72andSunny 
B) MediaCom 
C) Fallon 
D) LatinWorks 
E) Disney 
A) 72andSunny 
B) MediaCom 
C) Fallon 
D) LatinWorks 
E) Disney

Question 15

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as

Accepted Answer

A) direct order consignment. 
B) lead generation. 
C) traffic generation. 
D) indirect order fulfillment. 
E) first-mover advantage. 
A) direct order consignment. 
B) lead generation. 
C) traffic generation. 
D) indirect order fulfillment. 
E) first-mover advantage.

Question 16

Which stage of the product life cycle is usually a period of phase-out for the product, when little money is spent in the promotional mix?

Accepted Answer

A) introduction 
B) growth 
C) maturity 
D) decline 
E) termination 
A) introduction 
B) growth 
C) maturity 
D) decline 
E) termination

Question 17

Which of the following forms of direct marketing has the lowest response rate?

Accepted Answer

A) direct mail 
B) e-mail 
C) paid search 
D) telemarketing 
E) advertising 
A) direct mail 
B) e-mail 
C) paid search 
D) telemarketing 
E) advertising

Question 18

A __________ consists of a response and feedback.

Accepted Answer

A) feedback loop 
B) consequence 
C) source reaction 
D) primary cause and effect 
E) concept effect 
A) feedback loop 
B) consequence 
C) source reaction 
D) primary cause and effect 
E) concept effect

Question 19

Although the lack of control means that it is rarely the main element of a promotional campaign, __________ is an important element of most promotional campaigns.

Accepted Answer

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

Question 20

Promotional programs are directed at all of the following except

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.

Exam 17: Integrated Marketing Communications and Direct Marketing

Direct marketing currently accounts for about __________ percent of the total U.S. gross domestic product.

The two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision is referred to as

Many prescription drugs such as Lipitor have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors. The manufacturers of these drugs are using __________ strategy.

For a promotional campaign, the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as

A company or person who has information to convey during the communication process is referred to as

Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because

To promote its theme parks to groups, Disney uses advertising, direct marketing, Internet promotion, and sales promotions with other companies such as McDonald's. In other words, Disney uses IMC, which stands for

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

The first decision in developing the promotion program is to

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

A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold, is referred to as __________ budgeting.

In the communication process, the 18- to 34-year-old men who see a NASCAR TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called

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

According to the textbook, __________ recently won Advertising Age magazine's coveted Media Agency of the Year award.

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as

Which stage of the product life cycle is usually a period of phase-out for the product, when little money is spent in the promotional mix?

Which of the following forms of direct marketing has the lowest response rate?

A __________ consists of a response and feedback.

Although the lack of control means that it is rarely the main element of a promotional campaign, __________ is an important element of most promotional campaigns.

Promotional programs are directed at all of the following except

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

Financial Aspects of Marketing

Building an Effective Marketing Plan

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