Question 1

Which of the following statements describes a key difference between advertising and publicity?

Accepted Answer

A) Publicity is more expensive on a cost-per-contact basis than advertising. 
B) Publicity is usually directly paid, and advertising is usually indirectly paid. 
C) Advertising is usually directly paid, and publicity is usually indirectly paid. 
D) Advertising provides an immediate feedback loop, and publicity does not. 
E) A firm using publicity has less control over it than advertising. 
A) Publicity is more expensive on a cost-per-contact basis than advertising. 
B) Publicity is usually directly paid, and advertising is usually indirectly paid. 
C) Advertising is usually directly paid, and publicity is usually indirectly paid. 
D) Advertising provides an immediate feedback loop, and publicity does not. 
E) A firm using publicity has less control over it than advertising.

Question 2

What is the nature of the "paid" aspect of advertising?

Accepted Answer

A) Fees are paid for space or time in the medium. 
B) Fees are paid to salespeople as either salaries or commissions. 
C) Fees are paid to creative arts contributors, but there is no direct payment to media. 
D) There is a wide range of fees paid depending upon the promotion selected. 
E) The primary costs are now associated with communication through mail, telephone, or the Internet. 
A) Fees are paid for space or time in the medium. 
B) Fees are paid to salespeople as either salaries or commissions. 
C) Fees are paid to creative arts contributors, but there is no direct payment to media. 
D) There is a wide range of fees paid depending upon the promotion selected. 
E) The primary costs are now associated with communication through mail, telephone, or the Internet.

Question 3

Direct marketing faces several challenges and opportunities in global markets. Several countries, such as Australia and Japan, have requirements for mandatory "opt-in"-that is

Accepted Answer

A) global marketers must pay a special fee beyond the regular postage for the privilege of using a country's postal system. 
B) global marketers wishing to use direct marketing must have all mailings approved by their respective trade commissions for appropriateness of content. 
C) global marketers have to purchase special "catalog" postage at a cost higher than that charged for the same weight of mail sent from one individual to another. 
D) consumers have to pay a special fee to the government to defray the costs of mail carriers having to handle larger volumes of mail from catalogues. 
E) potential customers must give permission to include their name on a list for direct marketing solicitations. 
A) global marketers must pay a special fee beyond the regular postage for the privilege of using a country's postal system. 
B) global marketers wishing to use direct marketing must have all mailings approved by their respective trade commissions for appropriateness of content. 
C) global marketers have to purchase special "catalog" postage at a cost higher than that charged for the same weight of mail sent from one individual to another. 
D) consumers have to pay a special fee to the government to defray the costs of mail carriers having to handle larger volumes of mail from catalogues. 
E) potential customers must give permission to include their name on a list for direct marketing solicitations.

Question 4

Carrying out the promotion program can be expensive and time consuming. One researcher estimates that "an organization with sales between $200 million and $500 million will need __________ years" to successfully implement an IMC program.

Accepted Answer

A) two 
B) three 
C) four 
D) five 
E) 10 
A) two 
B) three 
C) four 
D) five 
E) 10

Question 5

In a marketing context, the acronym IMC refers to

Accepted Answer

A) interactive media convergence. 
B) internal marketing communications. 
C) integrated marketing collaboration. 
D) integrated marketing communications. 
E) international marketing communications. 
A) interactive media convergence. 
B) internal marketing communications. 
C) integrated marketing collaboration. 
D) integrated marketing communications. 
E) international marketing communications.

Question 6

DLS Cosmetics is trying to create brand awareness by sending households free samples of its products. These free samples are examples of

Accepted Answer

A) free advertising. 
B) personal selling. 
C) sales promotions. 
D) free publicity. 
E) direct sales. 
A) free advertising. 
B) personal selling. 
C) sales promotions. 
D) free publicity. 
E) direct sales.

Question 7

The actions a firm takes during the promotion decision process include __________, executing, and assessing the promotion program.

Accepted Answer

A) pretesting 
B) developing 
C) stating the mission 
D) selecting the appeal 
E) selecting the media 
A) pretesting 
B) developing 
C) stating the mission 
D) selecting the appeal 
E) selecting the media

Question 8

In a feedback loop, response refers to

Accepted Answer

A) the number of times a consumer must hear a message before it can be accurately decoded. 
B) the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process. 
C) the positive or negative feedback that a consumer expresses immediately after exposure to a company's message. 
D) the impact, either positive or negative, that occurs when one consumer interprets a firm's message through word of mouth to another potential consumer using his or her own words. 
E) the length of time required for a typical customer to associate a specific slogan, theme, melody, or logo with a specific product brand. 
A) the number of times a consumer must hear a message before it can be accurately decoded. 
B) the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process. 
C) the positive or negative feedback that a consumer expresses immediately after exposure to a company's message. 
D) the impact, either positive or negative, that occurs when one consumer interprets a firm's message through word of mouth to another potential consumer using his or her own words. 
E) the length of time required for a typical customer to associate a specific slogan, theme, melody, or logo with a specific product brand.

Question 9

In terms of product characteristics, the greater the risk, the greater the need for __________ as a key element of the promotional mix.

Accepted Answer

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

Question 10

In the communication process, noise refers to

Accepted Answer

A) any unsolicited response from consumers or potential consumers regarding a company's message. 
B) any communication with consumers who are not in the target audience. 
C) extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process. 
D) the use of colors, words, sounds, or images that make an otherwise simple message more complex. 
E) a unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e. the medical profession, legal profession, etc.). 
A) any unsolicited response from consumers or potential consumers regarding a company's message. 
B) any communication with consumers who are not in the target audience. 
C) extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process. 
D) the use of colors, words, sounds, or images that make an otherwise simple message more complex. 
E) a unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e. the medical profession, legal profession, etc.).

Question 11

Field of experience refers to

Accepted Answer

A) the unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e., the medical profession, legal profession, etc.). 
B) the designation given to different elements in the communications channel based upon their specific area of expertise (i.e., advertising, publicity, etc.). 
C) a similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect decoding of the sender's message. 
D) a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect encoding of the sender's message. 
E) 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. 
A) the unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e., the medical profession, legal profession, etc.). 
B) the designation given to different elements in the communications channel based upon their specific area of expertise (i.e., advertising, publicity, etc.). 
C) a similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect decoding of the sender's message. 
D) a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect encoding of the sender's message. 
E) 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.

Question 12

Channel of communication refers to

Accepted Answer

A) the selection of either paid or nonpaid forms of information dissemination. 
B) a similar understanding and knowledge that a sender and receiver apply to a message. 
C) an open-ended dialogue between the marketing department and the firm responsible for developing the IMC program. 
D) a social network-based forum that allows customers to communicate their likes, dislikes, suggestions, and concerns to an organization 24 hours a day, 365 days a year. 
E) the means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process. 
A) the selection of either paid or nonpaid forms of information dissemination. 
B) a similar understanding and knowledge that a sender and receiver apply to a message. 
C) an open-ended dialogue between the marketing department and the firm responsible for developing the IMC program. 
D) a social network-based forum that allows customers to communicate their likes, dislikes, suggestions, and concerns to an organization 24 hours a day, 365 days a year. 
E) the means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process.

Question 13

Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing-to provide

Accepted Answer

A) retailers with cooperative media buys. 
B) a consistent message across all audiences. 
C) the firm with a feedback loop. 
D) a marketing matrix. 
E) a media mix useful to all types of companies. 
A) retailers with cooperative media buys. 
B) a consistent message across all audiences. 
C) the firm with a feedback loop. 
D) a marketing matrix. 
E) a media mix useful to all types of companies.

Question 14

When an English speaker reads the KFC slogan "Finger-lickin' good!" he or she interprets this as an indication that the food tastes very good. When this slogan was translated into Chinese, the Chinese speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing

Accepted Answer

A) product consumption behaviors. 
B) fields of experience. 
C) channels of communication. 
D) educational systems. 
E) advertising appeals. 
A) product consumption behaviors. 
B) fields of experience. 
C) channels of communication. 
D) educational systems. 
E) advertising appeals.

Question 15

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) __________; (3) the receiver may not properly transform the set of symbols into the correct abstract idea; or (4) feedback may be so delayed or distorted that it is of no use to the sender.

Accepted Answer

A) a properly encoded message may be sent through the wrong channel and never make it to the receiver 
B) in an attempt to be creative, the encoder creates a message with too much noise 
C) the communications channel is not properly funded 
D) the message is considered too ordinary because there is too broad a field of experience 
E) there is no interest on the part of the receiver because the product itself is inadequate 
A) a properly encoded message may be sent through the wrong channel and never make it to the receiver 
B) in an attempt to be creative, the encoder creates a message with too much noise 
C) the communications channel is not properly funded 
D) the message is considered too ordinary because there is too broad a field of experience 
E) there is no interest on the part of the receiver because the product itself is inadequate

Question 16

The __________ is defined as the group of prospective buyers toward which a promotion program is directed.

Accepted Answer

A) directed audience 
B) intended audience 
C) promotion audience 
D) selling audience 
E) target audience 
A) directed audience 
B) intended audience 
C) promotion audience 
D) selling audience 
E) target audience

Question 17

In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the transformation of this idea into an ad campaign is an example of

Accepted Answer

A) noise. 
B) receiving. 
C) encoding. 
D) decoding. 
E) messaging. 
A) noise. 
B) receiving. 
C) encoding. 
D) decoding. 
E) messaging.

Question 18

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

Accepted Answer

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

Question 19

The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are complexity, __________, and ancillary services.

Accepted Answer

A) relevance 
B) focus 
C) risk 
D) meaning 
E) impact 
A) relevance 
B) focus 
C) risk 
D) meaning 
E) impact

Question 20

In the hierarchy of effects, adoption refers to

Accepted Answer

A) the point at which the consumer accepts the integrity of the manufacturer and the reliability of the product. 
B) the consumer's appraisal of the product or brand on the majority of important attributes. 
C) an increase in the consumer's desire to learn about some of the features of the product or brand. 
D) the consumer's actual first purchase and use of the product or brand. 
E) the consumer's repeated purchase and use of the product or brand after a favorable experience on the first trial. 
A) the point at which the consumer accepts the integrity of the manufacturer and the reliability of the product. 
B) the consumer's appraisal of the product or brand on the majority of important attributes. 
C) an increase in the consumer's desire to learn about some of the features of the product or brand. 
D) the consumer's actual first purchase and use of the product or brand. 
E) the consumer's repeated purchase and use of the product or brand after a favorable experience on the first trial.

Exam 17: Integrated Marketing Communications and Direct Marketing

Which of the following statements describes a key difference between advertising and publicity?

What is the nature of the "paid" aspect of advertising?

Direct marketing faces several challenges and opportunities in global markets. Several countries, such as Australia and Japan, have requirements for mandatory "opt-in"-that is

Carrying out the promotion program can be expensive and time consuming. One researcher estimates that "an organization with sales between $200 million and $500 million will need __________ years" to successfully implement an IMC program.

In a marketing context, the acronym IMC refers to

DLS Cosmetics is trying to create brand awareness by sending households free samples of its products. These free samples are examples of

The actions a firm takes during the promotion decision process include __________, executing, and assessing the promotion program.

In a feedback loop, response refers to

In terms of product characteristics, the greater the risk, the greater the need for __________ as a key element of the promotional mix.

In the communication process, noise refers to

Field of experience refers to

Channel of communication refers to

Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing-to provide

The __________ is defined as the group of prospective buyers toward which a promotion program is directed.

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

The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are complexity, __________, and ancillary services.

In the hierarchy of effects, adoption 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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