Question 1

"To persuade" 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 2

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

Accepted Answer

A) publicity 
B) infomercials 
C) merchandising 
D) word-of-mouth 
E) sales promotion 
A) publicity 
B) infomercials 
C) merchandising 
D) word-of-mouth 
E) sales promotion

Question 3

Procter & Gamble Co. created an advertisement for its Old Spice Red Zone Swagger antiperspirant. In terms of the communication process, the __________ in the ad informed prospective customers that the antiperspirant offered more protection than the Old Spice High Endurance brand.

Accepted Answer

A) lesson 
B) message 
C) meme 
D) source 
E) feedback 
A) lesson 
B) message 
C) meme 
D) source 
E) feedback

Question 4

Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?

Accepted Answer

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

Question 5

In a marketing context, all of the following are channels of communication used to convey a message from a source to a receiver except

Accepted Answer

A) magazine. 
B) news release. 
C) salesperson. 
D) encoder. 
E) TV. 
A) magazine. 
B) news release. 
C) salesperson. 
D) encoder. 
E) TV.

Question 6

The promotional objective of the decline stage of the product life cycle is to

Accepted Answer

A) inform. 
B) persuade. 
C) compare. 
D) remind. 
E) phase out. 
A) inform. 
B) persuade. 
C) compare. 
D) remind. 
E) phase out.

Question 7

Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?

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 8

Marketers have observed that our marketplace is shifting to an "age of engagement." All of the following are forms of consumer engagement except

Accepted Answer

A) QR (quick response) codes. 
B) reality shows using online voting. 
C) Facebook Pages. 
D) Twitter re-tweets. 
E) public relations. 
A) QR (quick response) codes. 
B) reality shows using online voting. 
C) Facebook Pages. 
D) Twitter re-tweets. 
E) public relations.

Question 9

Which of the following weaknesses is associated with sales promotions?

Accepted Answer

A) high absolute costs 
B) messages differ between the sales promotion tools 
C) difficult to get media cooperation 
D) can easily lead to promotion wars 
E) effectiveness diminishes when used continuously 
A) high absolute costs 
B) messages differ between the sales promotion tools 
C) difficult to get media cooperation 
D) can easily lead to promotion wars 
E) effectiveness diminishes when used continuously

Question 10

Pauline received a postcard from a local antique mall. The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day. She went to the antique mall the next day to consider buying an antique lamp. With respect to Pauline, the postcard from the antique mall was a form of direct marketing used to

Accepted Answer

A) generate direct orders. 
B) generate leads. 
C) create awareness. 
D) generate traffic. 
E) create a new image. 
A) generate direct orders. 
B) generate leads. 
C) create awareness. 
D) generate traffic. 
E) create a new image.

Question 11

The promotional mix can be used to (1) inform prospective buyers about the benefits of the product, (2) __________, and (3) remind them later about the benefits they enjoyed by using the product.

Accepted Answer

A) explain how to use the product 
B) persuade them to try it 
C) inform customers of complementary offerings 
D) inform customers of pricing changes 
E) lure customers away from competitors' products 
A) explain how to use the product 
B) persuade them to try it 
C) inform customers of complementary offerings 
D) inform customers of pricing changes 
E) lure customers away from competitors' products

Question 12

The __________ can be used to inform prospective buyers about the benefits of the product.

Accepted Answer

A) promotional mix 
B) promotion channel 
C) communication channel 
D) marketing mix 
E) media mix 
A) promotional mix 
B) promotion channel 
C) communication channel 
D) marketing mix 
E) media mix

Question 13

In a promotional sense, personal selling refers to

Accepted Answer

A) the creation of unique products based upon the needs and wants of individual consumers. 
B) the translation of a company's message into multiple languages for use in advertising in different countries or regions. 
C) customized interaction between a seller and a prospective buyer that can include face-to-face, telephone, and interactive electronic communication. 
D) the creation of different promotional campaigns based on gender, age, or ethnicity. 
E) the use of different images (such the covers of Sports Illustrated) to reach different product groupings. 
A) the creation of unique products based upon the needs and wants of individual consumers. 
B) the translation of a company's message into multiple languages for use in advertising in different countries or regions. 
C) customized interaction between a seller and a prospective buyer that can include face-to-face, telephone, and interactive electronic communication. 
D) the creation of different promotional campaigns based on gender, age, or ethnicity. 
E) the use of different images (such the covers of Sports Illustrated) to reach different product groupings.

Question 14

The result of an offer designed to generate interest in a product or service and a request for additional information is referred to as

Accepted Answer

A) direct orders. 
B) lead generation. 
C) traffic generation. 
D) indirect orders. 
E) prospecting. 
A) direct orders. 
B) lead generation. 
C) traffic generation. 
D) indirect orders. 
E) prospecting.

Question 15

Advertising refers to

Accepted Answer

A) any nonpersonal, indirectly paid presentation of an organization, service, or product. 
B) a short-term inducement of value offered to arouse interest in buying a product or service. 
C) methods used to identify a target market for a particular product or service. 
D) any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. 
E) any unpaid form of personal presentation of products and services. 
A) any nonpersonal, indirectly paid presentation of an organization, service, or product. 
B) a short-term inducement of value offered to arouse interest in buying a product or service. 
C) methods used to identify a target market for a particular product or service. 
D) any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. 
E) any unpaid form of personal presentation of products and services.

Question 16

After watching the 30-minute infomercial on Oxy-Clean, Sarah was certain the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Sarah was __________ the message from Oxy-Clean.

Accepted Answer

A) integrating 
B) transforming 
C) translating 
D) decoding 
E) encoding 
A) integrating 
B) transforming 
C) translating 
D) decoding 
E) encoding

Question 17

Which of the following types of promotion uses customized interaction?

Accepted Answer

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

Question 18

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

Accepted Answer

Sales promotion is a short-term induceme

Question 19

Which of the following steps in the objective and task approach to promotion budgeting must be done correctly in order for any of the others to have the proper effect?

Accepted Answer

A) Accurately estimate costs of tasks. 
B) Identify appropriate promotion objectives. 
C) Accurately identify each promotion budget cost item that constitutes each separate promotion task. 
D) Perform the promotion tasks as intended. 
E) Accurately estimate what tasks will accomplish each promotion objective. 
A) Accurately estimate costs of tasks. 
B) Identify appropriate promotion objectives. 
C) Accurately identify each promotion budget cost item that constitutes each separate promotion task. 
D) Perform the promotion tasks as intended. 
E) Accurately estimate what tasks will accomplish each promotion objective.

Question 20

During the implementation phase of an IMC program, a firm will pretest the promotion and

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.

Exam 17: Integrated Marketing Communications and Direct Marketing

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

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

Procter & Gamble Co. created an advertisement for its Old Spice Red Zone Swagger antiperspirant. In terms of the communication process, the __________ in the ad informed prospective customers that the antiperspirant offered more protection than the Old Spice High Endurance brand.

Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?

In a marketing context, all of the following are channels of communication used to convey a message from a source to a receiver except

The promotional objective of the decline stage of the product life cycle is to

Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?

Marketers have observed that our marketplace is shifting to an "age of engagement." All of the following are forms of consumer engagement except

Which of the following weaknesses is associated with sales promotions?

The promotional mix can be used to (1) inform prospective buyers about the benefits of the product, (2) __________, and (3) remind them later about the benefits they enjoyed by using the product.

The __________ can be used to inform prospective buyers about the benefits of the product.

In a promotional sense, personal selling refers to

The result of an offer designed to generate interest in a product or service and a request for additional information is referred to as

Advertising refers to

After watching the 30-minute infomercial on Oxy-Clean, Sarah was certain the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Sarah was __________ the message from Oxy-Clean.

Which of the following types of promotion uses customized interaction?

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

Which of the following steps in the objective and task approach to promotion budgeting must be done correctly in order for any of the others to have the proper effect?

During the implementation phase of an IMC program, a firm will pretest the promotion and

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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