Question 1

Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.

Accepted Answer

The first stage is introduction. The pri

Question 2

Which promotional element is particularly important to business buyers?

Accepted Answer

A) public relations 
B) publicity 
C) sales promotion 
D) rebates 
E) personal selling 
A) public relations 
B) publicity 
C) sales promotion 
D) rebates 
E) personal selling

Question 3

Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix. How does the importance of advertising, personal selling, and sales promotion change as a consumer moves through stages of the decision process?

Accepted Answer

The importance of advertising, personal

Question 4

Which of the following forms of direct marketing has the lowest business expenditures?

Accepted Answer

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

Question 5

Which of the following is a strength of personal selling?

Accepted Answer

A) Personal selling can provide the target audience with complex information. 
B) Personal selling has low seller involvement. 
C) Personal selling can prepare messages quickly. 
D) Personal selling is an efficient means for reaching large numbers of people. 
E) Personal selling is often the most credible source in the consumer's mind. 
A) Personal selling can provide the target audience with complex information. 
B) Personal selling has low seller involvement. 
C) Personal selling can prepare messages quickly. 
D) Personal selling is an efficient means for reaching large numbers of people. 
E) Personal selling is often the most credible source in the consumer's mind.

Question 6

In the hierarchy of effects, trial refers to

Accepted Answer

A) the consumer's ability to recognize and remember the product or brand name. 
B) the consumer's appraisal of the product or brand on important attributes. 
C) the consumer's first actual purchase and use of the product or brand. 
D) an increase in the consumer's desire to learn about some of the features of the product or brand. 
E) a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand. 
A) the consumer's ability to recognize and remember the product or brand name. 
B) the consumer's appraisal of the product or brand on important attributes. 
C) the consumer's first actual purchase and use of the product or brand. 
D) an increase in the consumer's desire to learn about some of the features of the product or brand. 
E) a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand.

Question 7

In the hierarchy of effects, the consumer's ability to recognize and remember the product or brand name is referred to as the __________ stage.

Accepted Answer

A) adoption 
B) evaluation 
C) awareness 
D) internalization 
E) trial 
A) adoption 
B) evaluation 
C) awareness 
D) internalization 
E) trial

Question 8

The process of having the sender transform an idea into a set of symbols during the communication process is referred to as

Accepted Answer

A) decoding. 
B) encrypting. 
C) message formation. 
D) advertising. 
E) encoding. 
A) decoding. 
B) encrypting. 
C) message formation. 
D) advertising. 
E) encoding.

Question 9

Promotional programs are specifically directed toward a group of prospective buyers, or

Accepted Answer

A) a source. 
B) a diffuser. 
C) an encoder. 
D) a target audience. 
E) a particular media. 
A) a source. 
B) a diffuser. 
C) an encoder. 
D) a target audience. 
E) a particular media.

Question 10

Which of the following is a strength of direct marketing?

Accepted Answer

A) Direct marketing can be adapted quickly to facilitate customer relationships. 
B) Direct marketing is often the most credible source in the consumer's mind. 
C) Direct marketing can provide complex information. 
D) Direct marketing can quickly stimulate and maintain market share. 
E) Direct marketing is a low-cost means of reaching the target market. 
A) Direct marketing can be adapted quickly to facilitate customer relationships. 
B) Direct marketing is often the most credible source in the consumer's mind. 
C) Direct marketing can provide complex information. 
D) Direct marketing can quickly stimulate and maintain market share. 
E) Direct marketing is a low-cost means of reaching the target market.

Question 11

During the evaluation phase of an IMC program, a firm will __________ and make needed changes.

Accepted Answer

A) posttest the promotion 
B) design the promotion 
C) state the mission 
D) carry out the promotion 
E) identify possible advertising or promotional firms 
A) posttest the promotion 
B) design the promotion 
C) state the mission 
D) carry out the promotion 
E) identify possible advertising or promotional firms

Question 12

The first stage in the hierarchy of effects is

Accepted Answer

A) interest. 
B) awareness. 
C) understanding. 
D) trial. 
E) evaluation. 
A) interest. 
B) awareness. 
C) understanding. 
D) trial. 
E) evaluation.

Question 13

In the purchase stage of the consumer purchase decision process, __________ gives consumers control over the process.

Accepted Answer

A) public relations 
B) direct marketing 
C) advertising 
D) product sampling 
E) social media 
A) public relations 
B) direct marketing 
C) advertising 
D) product sampling 
E) social media

Question 14

With many industrial products and consumer purchases, ancillary services are an important consideration in selecting the promotional mix. The role of __________ is important to establish the seller's reputation. However, __________ is essential for building buyer confidence and providing evidence of customer service.

Accepted Answer

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

Question 15

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket, you are being influenced primarily by which promotional element?

Accepted Answer

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

Question 16

A common way to assess the effectiveness of all promotion expenditures during the past year is to calculate

Accepted Answer

A) a break-even point. 
B) a promotion-to-sales ratio. 
C) ROI. 
D) a promotion-to-expenses ratio. 
E) an advertising-to-sales promotion ratio. 
A) a break-even point. 
B) a promotion-to-sales ratio. 
C) ROI. 
D) a promotion-to-expenses ratio. 
E) an advertising-to-sales promotion ratio.

Question 17

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as

Accepted Answer

A) customer incentive. 
B) customer enticement. 
C) free publicity. 
D) sales promotion. 
E) purchase incentive. 
A) customer incentive. 
B) customer enticement. 
C) free publicity. 
D) sales promotion. 
E) purchase incentive.

Question 18

Throughout its history, Taco Bell has

Accepted Answer

A) developed a global citizenship style. 
B) used very creative promotional activities. 
C) applied a bring-it-on attitude. 
D) applied an aggressive personal philosophy. 
E) a just-do-it mantra. 
A) developed a global citizenship style. 
B) used very creative promotional activities. 
C) applied a bring-it-on attitude. 
D) applied an aggressive personal philosophy. 
E) a just-do-it mantra.

Question 19

Which of the following statements about advertising is most accurate?

Accepted Answer

A) Advertising can communicate specific product benefits to prospective buyers. 
B) Advertising has limited control as to when and where an advertisement will be used. 
C) A key advantage of advertising is its ability to use customized interactions. 
D) Advertising can be a very effective attention-getter, especially for new products, but has little impact for repeat purchases. 
E) Advertising is one of the least costly forms of promotion because it reaches a mass market. 
A) Advertising can communicate specific product benefits to prospective buyers. 
B) Advertising has limited control as to when and where an advertisement will be used. 
C) A key advantage of advertising is its ability to use customized interactions. 
D) Advertising can be a very effective attention-getter, especially for new products, but has little impact for repeat purchases. 
E) Advertising is one of the least costly forms of promotion because it reaches a mass market.

Question 20

A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as

Accepted Answer

A) common ground. 
B) field of experience. 
C) the correct abstract idea. 
D) heuristics. 
E) back translation. 
A) common ground. 
B) field of experience. 
C) the correct abstract idea. 
D) heuristics. 
E) back translation.

Exam 17: Integrated Marketing Communications and Direct Marketing

Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.

Which promotional element is particularly important to business buyers?

Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix. How does the importance of advertising, personal selling, and sales promotion change as a consumer moves through stages of the decision process?

Which of the following forms of direct marketing has the lowest business expenditures?

Which of the following is a strength of personal selling?

In the hierarchy of effects, trial refers to

In the hierarchy of effects, the consumer's ability to recognize and remember the product or brand name is referred to as the __________ stage.

The process of having the sender transform an idea into a set of symbols during the communication process is referred to as

Promotional programs are specifically directed toward a group of prospective buyers, or

Which of the following is a strength of direct marketing?

During the evaluation phase of an IMC program, a firm will __________ and make needed changes.

The first stage in the hierarchy of effects is

In the purchase stage of the consumer purchase decision process, __________ gives consumers control over the process.

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket, you are being influenced primarily by which promotional element?

A common way to assess the effectiveness of all promotion expenditures during the past year is to calculate

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as

Throughout its history, Taco Bell has

Which of the following statements about advertising is most accurate?

A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as

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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