Question 1

During the implementation phase of an IMC program, a firm will __________ and carry out promotion.

Accepted Answer

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

Question 2

All of the following were elements of Taco Bell's Cool Ranch Doritos Locos Tacos campaign except

Accepted Answer

A) social media. 
B) outdoor ads. 
C) direct mail. 
D) public relations. 
E) cinema ads. 
A) social media. 
B) outdoor ads. 
C) direct mail. 
D) public relations. 
E) cinema ads.

Question 3

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

Accepted Answer

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

Question 4

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

Accepted Answer

A) a message 
B) a concept 
C) a brand 
D) a slogan 
E) an offer 
A) a message 
B) a concept 
C) a brand 
D) a slogan 
E) an offer

Question 5

Source refers to

Accepted Answer

A) any paid form of advertising. 
B) consumers who read, hear, or see the message during the communications process. 
C) a company or person who has information to convey during the communications process. 
D) people with similar understanding and knowledge who are willing to share that knowledge with others. 
E) a group of individuals who are willing to receive information from others. 
A) any paid form of advertising. 
B) consumers who read, hear, or see the message during the communications process. 
C) a company or person who has information to convey during the communications process. 
D) people with similar understanding and knowledge who are willing to share that knowledge with others. 
E) a group of individuals who are willing to receive information from others.

Question 6

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) the receiver may not properly transform the set of symbols into the correct abstract idea; or (4) __________.

Accepted Answer

A) the communications channel is not properly developed 
B) there is no interest on the part of the receiver 
C) feedback may be so delayed or distorted that it is of no use to the sender 
D) the message is considered too ordinary because the field of experience is too large 
E) the encoder is inexperienced, resulting in too much noise 
A) the communications channel is not properly developed 
B) there is no interest on the part of the receiver 
C) feedback may be so delayed or distorted that it is of no use to the sender 
D) the message is considered too ordinary because the field of experience is too large 
E) the encoder is inexperienced, resulting in too much noise

Question 7

In the communication process, printing mistakes that affect the meaning of a newspaper advertisement, or using words or pictures that fail to communicate the message clearly, are referred to as

Accepted Answer

A) noise. 
B) clutter. 
C) disruptions. 
D) distortions. 
E) annoyances. 
A) noise. 
B) clutter. 
C) disruptions. 
D) distortions. 
E) annoyances.

Question 8

For a promotional campaign, hierarchy of effects refers to the stages a prospective buyer goes through, which include

Accepted Answer

A) awareness, interest, evaluation, trial, and rejection. 
B) interest, adoption, and brand loyalty. 
C) cognition, affect, and behavior. 
D) awareness, interest, evaluation, trial, and adoption. 
E) seeing an ad, trying the product, buying the product, and buying the product again. 
A) awareness, interest, evaluation, trial, and rejection. 
B) interest, adoption, and brand loyalty. 
C) cognition, affect, and behavior. 
D) awareness, interest, evaluation, trial, and adoption. 
E) seeing an ad, trying the product, buying the product, and buying the product again.

Question 9

The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

Accepted Answer

A) inform 
B) persuade 
C) appeal to 
D) remind 
E) sway 
A) inform 
B) persuade 
C) appeal to 
D) remind 
E) sway

Question 10

The concept of designing marketing communications programs that coordinate all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing-to provide a consistent message across all audiences is referred to as

Accepted Answer

A) the media mix. 
B) the marketing matrix. 
C) the promotional blend. 
D) marketing by objectives. 
E) integrated marketing communications. 
A) the media mix. 
B) the marketing matrix. 
C) the promotional blend. 
D) marketing by objectives. 
E) integrated marketing communications.

Question 11

All-you-can-afford-budgeting refers to

Accepted Answer

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

Question 12

During the post-purchase stage of the consumer purchase decision process, marketers want to reduce post-purchase anxiety for their customers. Which of the following would be most useful for accomplishing this objective?

Accepted Answer

A) advertising only 
B) personal selling only 
C) sales promotion and advertising 
D) publicity and advertising 
E) advertising and personal selling 
A) advertising only 
B) personal selling only 
C) sales promotion and advertising 
D) publicity and advertising 
E) advertising and personal selling

Question 13

An important factor in developing successful IMC programs is to create a process that facilitates their design and use. A tool used to evaluate a company's current process is the IMC

Accepted Answer

A) audit. 
B) sensitivity analysis. 
C) what-if analysis. 
D) perceptual map. 
E) pretest. 
A) audit. 
B) sensitivity analysis. 
C) what-if analysis. 
D) perceptual map. 
E) pretest.

Question 14

The promotional mix includes __________, personal selling, sales promotion, public relations, and direct marketing.

Accepted Answer

A) publicity 
B) infomercials 
C) advertising 
D) risk-free trials 
E) word-of-mouth 
A) publicity 
B) infomercials 
C) advertising 
D) risk-free trials 
E) word-of-mouth

Question 15

The growing concern about __________ has led to a decline in direct marketing response rates among some customer groups.

Accepted Answer

A) government regulation 
B) privacy 
C) landfill waste 
D) postal rates 
E) fraud 
A) government regulation 
B) privacy 
C) landfill waste 
D) postal rates 
E) fraud

Question 16

Which of the following is a weakness of personal selling?

Accepted Answer

A) It can be difficult to receive good feedback with personal selling. 
B) It can be difficult to get media cooperation. 
C) Messages may differ between salespeople. 
D) Personal selling can be easily duplicated. 
E) Personal selling can easily lead to promotion wars. 
A) It can be difficult to receive good feedback with personal selling. 
B) It can be difficult to get media cooperation. 
C) Messages may differ between salespeople. 
D) Personal selling can be easily duplicated. 
E) Personal selling can easily lead to promotion wars.

Question 17

All products go through a product life cycle of __________ stages: __________.

Accepted Answer

A) two; new and improved 
B) two; growth and decline 
C) three; new, improved, and obsolete 
D) four; awareness, interest, trial, and adoption 
E) four; introduction, growth, maturity, and decline 
A) two; new and improved 
B) two; growth and decline 
C) three; new, improved, and obsolete 
D) four; awareness, interest, trial, and adoption 
E) four; introduction, growth, maturity, and decline

Question 18

The Olympics have become a very visible example of a comprehensive integrated communication program. For organizers, primary importance is placed on

Accepted Answer

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

Question 19

The design of the promotion will play a primary role in determining the message that is communicated to the audience. Successful designs are often the result of

Accepted Answer

A) accurately estimating costs of tasks. 
B) identifying appropriate objectives. 
C) accurately estimating what task will accomplish each objective. 
D) obtaining insights regarding consumers' interests and behavior. 
E) obtaining insights regarding task performance. 
A) accurately estimating costs of tasks. 
B) identifying appropriate objectives. 
C) accurately estimating what task will accomplish each objective. 
D) obtaining insights regarding consumers' interests and behavior. 
E) obtaining insights regarding task performance.

Question 20

In the communication process, __________ ensure(s) that messages are decoded properly.

Accepted Answer

A) encoding 
B) posttesting 
C) feedback 
D) pretesting 
E) the feedback loop 
A) encoding 
B) posttesting 
C) feedback 
D) pretesting 
E) the feedback loop

Exam 17: Integrated Marketing Communications and Direct Marketing

During the implementation phase of an IMC program, a firm will __________ and carry out promotion.

All of the following were elements of Taco Bell's Cool Ranch Doritos Locos Tacos campaign except

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

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

Source refers to

In the communication process, printing mistakes that affect the meaning of a newspaper advertisement, or using words or pictures that fail to communicate the message clearly, are referred to as

For a promotional campaign, hierarchy of effects refers to the stages a prospective buyer goes through, which include

The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

The concept of designing marketing communications programs that coordinate all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing-to provide a consistent message across all audiences is referred to as

All-you-can-afford-budgeting refers to

During the post-purchase stage of the consumer purchase decision process, marketers want to reduce post-purchase anxiety for their customers. Which of the following would be most useful for accomplishing this objective?

An important factor in developing successful IMC programs is to create a process that facilitates their design and use. A tool used to evaluate a company's current process is the IMC

The promotional mix includes __________, personal selling, sales promotion, public relations, and direct marketing.

The growing concern about __________ has led to a decline in direct marketing response rates among some customer groups.

Which of the following is a weakness of personal selling?

All products go through a product life cycle of __________ stages: __________.

The Olympics have become a very visible example of a comprehensive integrated communication program. For organizers, primary importance is placed on

The design of the promotion will play a primary role in determining the message that is communicated to the audience. Successful designs are often the result of

In the communication process, __________ ensure(s) that messages are decoded properly.

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

Filters

All products go through a product life cycle of stages: .