Question 1

Marketers can communicate best with college students by

Accepted Answer

A) using cable TV ads since this demographic watches TV more than any other medium. 
B) adding mobile media to their IMC campaigns. 
C) placing ads on Sirius XM radio. 
D) using "Twitter Jockeys." 
E) discourage media multitasking. 
A) using cable TV ads since this demographic watches TV more than any other medium. 
B) adding mobile media to their IMC campaigns. 
C) placing ads on Sirius XM radio. 
D) using "Twitter Jockeys." 
E) discourage media multitasking.

Question 2

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 be

Accepted Answer

A) unique in character. 
B) measurable. 
C) humorous. 
D) repeatable. 
E) creative. 
A) unique in character. 
B) measurable. 
C) humorous. 
D) repeatable. 
E) creative.

Question 3

Percentage of sales budgeting refers to

Accepted Answer

A) matching a competitor's absolute level of spending or the proportion per point of market share. 
B) allocating funds to a promotion only after all other budget items are covered. 
C) allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold. 
D) determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks. 
E) allocating funds to a promotion based on expected profits generated from it. 
A) matching a competitor's absolute level of spending or the proportion per point of market share. 
B) allocating funds to a promotion only after all other budget items are covered. 
C) allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold. 
D) determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks. 
E) allocating funds to a promotion based on expected profits generated from it.

Question 4

A paid advertisement for the Texas Department of Economic Development-Tourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website, or use a toll-free number to request more information about vacation destinations in Texas. The primary purpose of this ad was

Accepted Answer

A) direct order fulfillment. 
B) to make a public service announcement. 
C) indirect order generation. 
D) lead generation. 
E) digital communication. 
A) direct order fulfillment. 
B) to make a public service announcement. 
C) indirect order generation. 
D) lead generation. 
E) digital communication.

Question 5

Consider Frommer's travel guide series, which includes Italy from $90 a Day. Travelers throughout the world have relied on Frommer's guides, which describe out-of-the-way, inexpensive restaurants and hotels. This guide provides invaluable __________ to these establishments.

Accepted Answer

A) direct sales 
B) publicity 
C) direct marketing 
D) personnel selling 
E) public service announcement 
A) direct sales 
B) publicity 
C) direct marketing 
D) personnel selling 
E) public service announcement

Question 6

Competitive parity budgeting refers to

Accepted Answer

A) matching a competitor's absolute level of spending or the proportion per point of market share. 
B) allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold. 
C) allocating funds to a promotion only after all other budget items are covered. 
D) determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks. 
E) allocating funds to a promotion based on expected profits generated from it. 
A) matching a competitor's absolute level of spending or the proportion per point of market share. 
B) allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold. 
C) allocating funds to a promotion only after all other budget items are covered. 
D) determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks. 
E) allocating funds to a promotion based on expected profits generated from it.

Question 7

A product characteristic known as __________ is relevant to promotional mix decisions and has financial, social, and physical components.

Accepted Answer

A) risk 
B) complexity 
C) ancillary services 
D) empathy 
E) synergy 
A) risk 
B) complexity 
C) ancillary services 
D) empathy 
E) synergy

Question 8

Factors such as differences in payment methods (credit and credit cards), the need for improved reliability and security in regards to the mail system, and government regulations make it especially difficult for __________ in the global market.

Accepted Answer

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

Question 9

A prospective buyer goes through a sequence of stages from initial awareness of a product to eventual action (either trial or adoption of the product). The stages include awareness, interest, evaluation, trial, and adoption, and are referred to as

Accepted Answer

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

Question 10

Direct order refers to

Accepted Answer

A) direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet. 
B) products that are shipped directly to the place of purchase rather than being stored or distributed through intermediaries. 
C) the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction. 
D) the outcome of an offer designed to motivate people to visit a business. 
E) the result of an offer designed to generate interest in a product or service and a request for additional information. 
A) direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet. 
B) products that are shipped directly to the place of purchase rather than being stored or distributed through intermediaries. 
C) the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction. 
D) the outcome of an offer designed to motivate people to visit a business. 
E) the result of an offer designed to generate interest in a product or service and a request for additional information.

Question 11

Errors in communication can occur in several ways: (1) The source may not adequately transform the abstract idea into an effective set of symbols; (2) a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3) __________; or (4) feedback may be so delayed or distorted that it is of no use to the sender.

Accepted Answer

A) in an attempt to be creative, the encoder creates a message with too much noise 
B) there is no interest on the part of the receiver because the product itself is inadequate 
C) the communications channel is not properly developed 
D) the message is considered too ordinary because there is too broad a field of experience 
E) the receiver may not properly transform the set of symbols into the correct abstract idea 
A) in an attempt to be creative, the encoder creates a message with too much noise 
B) there is no interest on the part of the receiver because the product itself is inadequate 
C) the communications channel is not properly developed 
D) the message is considered too ordinary because there is too broad a field of experience 
E) the receiver may not properly transform the set of symbols into the correct abstract idea

Question 12

Which of the following statements describes a disadvantage associated with personal selling?

Accepted Answer

A) Presentations often provide little opportunity for consumer feedback. 
B) Personal selling permits too much wasted coverage. 
C) There may be inconsistency in the presentation of the message from one salesperson to another. 
D) A salesperson cannot control to whom a presentation is made. 
E) Personal selling is subject to extensive federal, state, and company regulation. 
A) Presentations often provide little opportunity for consumer feedback. 
B) Personal selling permits too much wasted coverage. 
C) There may be inconsistency in the presentation of the message from one salesperson to another. 
D) A salesperson cannot control to whom a presentation is made. 
E) Personal selling is subject to extensive federal, state, and company regulation.

Question 13

A marketing manager at an auto company computed its promotion-to-sales ratio, that of the major competitor, and the auto industry itself. She found that the company's ratio was 2.8 percent, the competitor's ratio was 4.5 percent, and the auto industry average was 6.7 percent. She then realized

Accepted Answer

A) she was spending too little on promotional efforts. 
B) she needed to explain these numbers to her boss, especially in relation to the industry. 
C) the competitor shortly would be taking market share from the company. 
D) she spent her promotional dollars effectively. 
E) overall the industry was wasting money on ineffective sales promotions such as cash-back offers. 
A) she was spending too little on promotional efforts. 
B) she needed to explain these numbers to her boss, especially in relation to the industry. 
C) the competitor shortly would be taking market share from the company. 
D) she spent her promotional dollars effectively. 
E) overall the industry was wasting money on ineffective sales promotions such as cash-back offers.

Question 14

The fifth stage in the hierarchy of effects is

Accepted Answer

A) interest. 
B) awareness. 
C) adoption. 
D) repurchase. 
E) evaluation. 
A) interest. 
B) awareness. 
C) adoption. 
D) repurchase. 
E) evaluation.

Question 15

A restaurant review published in the local newspaper is an example of

Accepted Answer

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

Question 16

Communication is the process of conveying a message to others and it requires six elements. These elements are a source, a message, __________, a receiver, and the processes of encoding and decoding.

Accepted Answer

A) a concept 
B) an offer 
C) a brand 
D) a slogan 
E) a channel of communication 
A) a concept 
B) an offer 
C) a brand 
D) a slogan 
E) a channel of communication

Question 17

When Sears places a multiple-page booklet in the local newspaper about its President's Day sale, it is using which element of the promotional mix?

Accepted Answer

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

Question 18

Businesses vary as to the amount of security they require or can afford to protect their computer files. A company that sells a complete line of firewalls, from a no-frills version to one that uses complex retinal scans, would most likely employ which promotional element to effectively promote its product to businesses?

Accepted Answer

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

Question 19

Describe the 10 key elements of the communication process.

Accepted Answer

The 10 key elements labeled are source,

Question 20

In the feedback loop, feedback refers to

Accepted Answer

A) the sender's interpretation of the response that indicates whether the message was decoded and understood as intended. 
B) the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process. 
C) a mutually shared understanding and knowledge the sender and receiver apply to a message so that it can be communicated effectively during the communication process in the message loop. 
D) any unsolicited response from consumers or potential consumers regarding a company's message. 
E) extraneous factors that can work against effective communication by distorting a message or the feedback received. 
A) the sender's interpretation of the response that indicates whether the message was decoded and understood as intended. 
B) the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process. 
C) a mutually shared understanding and knowledge the sender and receiver apply to a message so that it can be communicated effectively during the communication process in the message loop. 
D) any unsolicited response from consumers or potential consumers regarding a company's message. 
E) extraneous factors that can work against effective communication by distorting a message or the feedback received.

Exam 17: Integrated Marketing Communications and Direct Marketing

Marketers can communicate best with college students by

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 be

Percentage of sales budgeting refers to

Consider Frommer's travel guide series, which includes Italy from $90 a Day. Travelers throughout the world have relied on Frommer's guides, which describe out-of-the-way, inexpensive restaurants and hotels. This guide provides invaluable __________ to these establishments.

Competitive parity budgeting refers to

A product characteristic known as __________ is relevant to promotional mix decisions and has financial, social, and physical components.

Factors such as differences in payment methods (credit and credit cards), the need for improved reliability and security in regards to the mail system, and government regulations make it especially difficult for __________ in the global market.

A prospective buyer goes through a sequence of stages from initial awareness of a product to eventual action (either trial or adoption of the product). The stages include awareness, interest, evaluation, trial, and adoption, and are referred to as

Direct order refers to

Which of the following statements describes a disadvantage associated with personal selling?

A marketing manager at an auto company computed its promotion-to-sales ratio, that of the major competitor, and the auto industry itself. She found that the company's ratio was 2.8 percent, the competitor's ratio was 4.5 percent, and the auto industry average was 6.7 percent. She then realized

The fifth stage in the hierarchy of effects is

A restaurant review published in the local newspaper is an example of

Communication is the process of conveying a message to others and it requires six elements. These elements are a source, a message, __________, a receiver, and the processes of encoding and decoding.

When Sears places a multiple-page booklet in the local newspaper about its President's Day sale, it is using which element of the promotional mix?

Describe the 10 key elements of the communication process.

In the feedback loop, feedback refers to

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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