Question 1

Research indicates that publicity followed by advertising with the same message

Accepted Answer

A) undermines the credibility of the first message and therefore lessons its effect. 
B) increases the positive response to the message. 
C) decreases the positive response to the message even if it is delivered by a well-known spokesperson. 
D) is less effective than publicity followed by a sales promotion, such as a contest or product sample. 
E) is no more or less effective than when used alone. 
A) undermines the credibility of the first message and therefore lessons its effect. 
B) increases the positive response to the message. 
C) decreases the positive response to the message even if it is delivered by a well-known spokesperson. 
D) is less effective than publicity followed by a sales promotion, such as a contest or product sample. 
E) is no more or less effective than when used alone.

Question 2

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 3

An unsatisfied customer who switches brands is hard to replace. Which stage of the product life cycle is focused on maintaining loyal buyers?

Accepted Answer

A) introduction 
B) maturity 
C) growth 
D) relationship development 
E) decline 
A) introduction 
B) maturity 
C) growth 
D) relationship development 
E) decline

Question 4

List and briefly describe the key elements of the communication process.

Accepted Answer

Communication is the process of conveyin

Question 5

The new integrated marketing communications approach for Taco Bell seeks to

Accepted Answer

A) develop iconic television advertising. 
B) ensure all communications have the same look, tone, and feel across all platforms. 
C) use traditional promotion tools only. 
D) use new social media only. 
E) apply word-of-mouth advertising only. 
A) develop iconic television advertising. 
B) ensure all communications have the same look, tone, and feel across all platforms. 
C) use traditional promotion tools only. 
D) use new social media only. 
E) apply word-of-mouth advertising only.

Question 6

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 7

A new version of the Data Protection Directive, called the __________, will address new developments such as social networks and cloud computing and take effect in 2016.

Accepted Answer

A) General Data Protection Regulation 
B) Personal Identity Law 
C) Intellectual Property Act 
D) Credit Protection Act 
E) Shared Information Act 
A) General Data Protection Regulation 
B) Personal Identity Law 
C) Intellectual Property Act 
D) Credit Protection Act 
E) Shared Information Act

Question 8

The practice of __________ is common among college students.

Accepted Answer

A) media multitasking 
B) Internet addiction 
C) creating YouTube videos 
D) focused singletasking 
E) receiving direct-response mobile calls 
A) media multitasking 
B) Internet addiction 
C) creating YouTube videos 
D) focused singletasking 
E) receiving direct-response mobile calls

Question 9

Imagine a small retailer saying, "Well, after budgeting for all of our expenses for next year, we still have about $7,500 remaining for emergencies. Let's budget 20 percent of that amount for advertising." What budgeting technique is the small retailer using?

Accepted Answer

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

Question 10

In the prepurchase stage of the consumer purchase decision process,

Accepted Answer

A) trade promotions are more effective than personal selling. 
B) publicity is the most effective promotion tool. 
C) advertising is more helpful than personal selling. 
D) personal selling is more effective than advertising. 
E) personal selling is the most effective way to communicate with potential buyers. 
A) trade promotions are more effective than personal selling. 
B) publicity is the most effective promotion tool. 
C) advertising is more helpful than personal selling. 
D) personal selling is more effective than advertising. 
E) personal selling is the most effective way to communicate with potential buyers.

Question 11

Which of the following is a weakness of advertising?

Accepted Answer

A) It entails extremely high expense per exposure. 
B) It is difficult to get media cooperation. 
C) It entails high absolute costs. 
D) It is easily duplicated. 
E) It can easily lead to promotion wars. 
A) It entails extremely high expense per exposure. 
B) It is difficult to get media cooperation. 
C) It entails high absolute costs. 
D) It is easily duplicated. 
E) It can easily lead to promotion wars.

Question 12

With respect to a product's characteristics, complexity refers to

Accepted Answer

A) the degree of service or support required after the sale. 
B) the assessment of financial risk, social risk, and physical risk. 
C) the number of component parts used in the construction of the original products: the more parts, the more complex the product. 
D) the number of distinct product attributes in terms of color, size, form, and function. 
E) the technical sophistication of the product and the amount of understanding required to use it. 
A) the degree of service or support required after the sale. 
B) the assessment of financial risk, social risk, and physical risk. 
C) the number of component parts used in the construction of the original products: the more parts, the more complex the product. 
D) the number of distinct product attributes in terms of color, size, form, and function. 
E) the technical sophistication of the product and the amount of understanding required to use it.

Question 13

Another name for competitive parity budgeting is __________ budgeting.

Accepted Answer

A) linear forecast 
B) all-you-can-afford 
C) share of market 
D) comparative 
E) matched media 
A) linear forecast 
B) all-you-can-afford 
C) share of market 
D) comparative 
E) matched media

Question 14

Which of the following is a weakness of publicity?

Accepted Answer

A) Publicity has high absolute costs. 
B) Publicity is difficult to receive good feedback. 
C) Publicity is easily duplicated. 
D) There is a lack of user control over publicity. 
E) Publicity can easily lead to promotion wars. 
A) Publicity has high absolute costs. 
B) Publicity is difficult to receive good feedback. 
C) Publicity is easily duplicated. 
D) There is a lack of user control over publicity. 
E) Publicity can easily lead to promotion wars.

Question 15

"To remind" is the promotional objective of which stage of the product life cycle?

Accepted Answer

A) early growth 
B) growth 
C) accelerated development 
D) maturity 
E) introduction 
A) early growth 
B) growth 
C) accelerated development 
D) maturity 
E) introduction

Question 16

Which of the following is not essential to engage today's customers using social media promotions?

Accepted Answer

A) Encourage and respond to comments and feedback, both positive and negative. 
B) Create sweepstakes, contests, and deals that reward current and new customers. 
C) Post relevant content about the benefits and uses of the product. 
D) Send out a product sample to everyone who "likes" and "follows" the brand. 
E) Supplement text with photos and videos. 
A) Encourage and respond to comments and feedback, both positive and negative. 
B) Create sweepstakes, contests, and deals that reward current and new customers. 
C) Post relevant content about the benefits and uses of the product. 
D) Send out a product sample to everyone who "likes" and "follows" the brand. 
E) Supplement text with photos and videos.

Question 17

Procter & Gamble introduced Old Spice High Endurance antiperspirant, targeted to teenage boys who don't watch much TV. P&G did grassroots marketing including handing out samples at skateboarding events and sponsoring 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 18

Wasted coverage can be reduced by which of method of promotion?

Accepted Answer

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

Question 19

The promotion decision process is divided into three steps. What are they? Briefly describe each one.

Accepted Answer

The promotion decision process is divide

Question 20

Lenox China Co. would like to get its annual Christmas ornament series into Macy's department stores. Macy's has a buyer in New York City who makes decisions on its giftware. Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

Accepted Answer

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

Exam 17: Integrated Marketing Communications and Direct Marketing

Research indicates that publicity followed by advertising with the same message

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

An unsatisfied customer who switches brands is hard to replace. Which stage of the product life cycle is focused on maintaining loyal buyers?

List and briefly describe the key elements of the communication process.

The new integrated marketing communications approach for Taco Bell seeks to

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

A new version of the Data Protection Directive, called the __________, will address new developments such as social networks and cloud computing and take effect in 2016.

The practice of __________ is common among college students.

Imagine a small retailer saying, "Well, after budgeting for all of our expenses for next year, we still have about $7,500 remaining for emergencies. Let's budget 20 percent of that amount for advertising." What budgeting technique is the small retailer using?

In the prepurchase stage of the consumer purchase decision process,

Which of the following is a weakness of advertising?

With respect to a product's characteristics, complexity refers to

Another name for competitive parity budgeting is __________ budgeting.

Which of the following is a weakness of publicity?

"To remind" is the promotional objective of which stage of the product life cycle?

Which of the following is not essential to engage today's customers using social media promotions?

Wasted coverage can be reduced by which of method of promotion?

The promotion decision process is divided into three steps. What are they? Briefly describe each one.

Lenox China Co. would like to get its annual Christmas ornament series into Macy's department stores. Macy's has a buyer in New York City who makes decisions on its giftware. Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

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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