Question 1

new integrated marketing communications approach for Mountain Dew utilizes

Accepted Answer

A)  iconic television advertising. 
B)  traditional promotion tools and new social media. 
C)  traditional promotion tools only. 
D)  new social media only. 
E)  word-of-mouth advertising only. 
A)  iconic television advertising. 
B)  traditional promotion tools and new social media. 
C)  traditional promotion tools only. 
D)  new social media only. 
E)  word-of-mouth advertising only.

Question 2

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Accepted Answer

Promotional strategies can assist in mov

Question 3

Figure 17-1
-Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J").The position labeled "E" is referred to as __________.

Accepted Answer

A)  the source 
B)  the message 
C)  the field of experience 
D)  feedback 
E)  the receiver 
A)  the source 
B)  the message 
C)  the field of experience 
D)  feedback 
E)  the receiver

Question 4

Amazon.com,a successful online retailer,manages an extensive database that includes customers' names and their tastes in books,among other products.This information is used to determine which products are suggested to each customer.This is an example of how Amazon.com uses

Accepted Answer

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

Question 5

Integrated marketing communications (IMC)programs coordinate a variety of promotion alternatives to provide

Accepted Answer

A)  a promotional channel. 
B)  a communications message. 
C)  a consistent message across audiences. 
D)  a media mix useful to all types of companies. 
E)  a marketing matrix. 
A)  a promotional channel. 
B)  a communications message. 
C)  a consistent message across audiences. 
D)  a media mix useful to all types of companies. 
E)  a marketing matrix.

Question 6

Figure 17-1
-Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J").The position labeled "D" is referred to as __________.

Accepted Answer

A)  encoding 
B)  the message 
C)  decoding 
D)  the field of experience 
E)  feedback 
A)  encoding 
B)  the message 
C)  decoding 
D)  the field of experience 
E)  feedback

Question 7

Travelers throughout the world have relied on Frommer's guides such as Italy from $90 a Day.These books outline out-of-the-way,inexpensive restaurants and hotel,giving invaluable _________ to these establishments.

Accepted Answer

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

Question 8

a company telephones people to ask them to contribute to the Police Benevolent Association (PBA),the calling company is using __________.

Accepted Answer

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

Question 9

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 10

__________ element of the marketing mix consists of communication tools,including advertising,personal selling,sales promotion,public relations,and direct marketing.

Accepted Answer

A)  product 
B)  price 
C)  place 
D)  promotional 
E)  advertising 
A)  product 
B)  price 
C)  place 
D)  promotional 
E)  advertising

Question 11

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 12

According to Figure 17-8 above,approximately what percentage of businesses use e-mail as a direct marketing tool?

Accepted Answer

A)  less than 10 percent 
B)  35 percent 
C)  50 percent 
D)  70 percent 
E)  over 90 percent 
A)  less than 10 percent 
B)  35 percent 
C)  50 percent 
D)  70 percent 
E)  over 90 percent

Question 13

Which of the following in an inherent weakness of personal selling?

Accepted Answer

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

Question 14

food warehouse store got a very good buy on a brand of frozen orange juice and,rather than maintain it as extra inventory,needs to sell it quickly to consumers.Which promotional element should be used?

Accepted Answer

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

Question 15

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)  Publicity always has a much greater reach 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)  Publicity always has a much greater reach than advertising.

Question 16

promotional mix includes advertising,__________,sales promotion,public relations,and direct marketing.

Accepted Answer

A)  publicity 
B)  personal selling 
C)  merchandising 
D)  branding 
E)  people 
A)  publicity 
B)  personal selling 
C)  merchandising 
D)  branding 
E)  people

Question 17

Procter & Gamble Co.created an advertisement for its Old Spice Red Zone 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)  memo 
D)  source 
E)  feedback 
A)  lesson 
B)  message 
C)  memo 
D)  source 
E)  feedback

Question 18

Melissa saw an ad promoting Vermont as a tourist destination and a great place to live.The ad contained a postage-paid reply card that could be used to request more information.In terms of the communication process,the mailing in of the postcard with a request for further information is an example of __________.

Accepted Answer

A)  a stimulus 
B)  a field of experience 
C)  a response 
D)  noise 
E)  a feedback loop 
A)  a stimulus 
B)  a field of experience 
C)  a response 
D)  noise 
E)  a feedback loop

Question 19

recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase the product.In terms of the communication process,the Claritin ad created a(n)__________.

Accepted Answer

A)  stimulus 
B)  exposure 
C)  field of experience 
D)  subconscious impulse 
E)  response 
A)  stimulus 
B)  exposure 
C)  field of experience 
D)  subconscious impulse 
E)  response

Question 20

Which of the following statements regarding direct marketing is most accurate?

Accepted Answer

A)  Direct marketing now allows customers to shop up to 12 hours a day. 
B)  Although direct marketing usually saves customers time, it does not usually save customers money. 
C)  Although direct marketing can save consumers time and money, the process is labor intensive and not very much fun. 
D)  Many customers believe direct marketing provides great customer service. 
E)  Direct customers feel that their privacy is more likely to be compromised with direct marketing than with other methods. 
A)  Direct marketing now allows customers to shop up to 12 hours a day. 
B)  Although direct marketing usually saves customers time, it does not usually save customers money. 
C)  Although direct marketing can save consumers time and money, the process is labor intensive and not very much fun. 
D)  Many customers believe direct marketing provides great customer service. 
E)  Direct customers feel that their privacy is more likely to be compromised with direct marketing than with other methods.

Exam 17: Integrated Marketing Communications and Direct Marketing

new integrated marketing communications approach for Mountain Dew utilizes

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J").The position labeled "E" is referred to as __________.

Amazon.com,a successful online retailer,manages an extensive database that includes customers' names and their tastes in books,among other products.This information is used to determine which products are suggested to each customer.This is an example of how Amazon.com uses

Integrated marketing communications (IMC)programs coordinate a variety of promotion alternatives to provide

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J").The position labeled "D" is referred to as __________.

Travelers throughout the world have relied on Frommer's guides such as Italy from $90 a Day.These books outline out-of-the-way,inexpensive restaurants and hotel,giving invaluable _________ to these establishments.

a company telephones people to ask them to contribute to the Police Benevolent Association (PBA),the calling company is using __________.

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?

__________ element of the marketing mix consists of communication tools,including advertising,personal selling,sales promotion,public relations,and direct marketing.

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

According to Figure 17-8 above,approximately what percentage of businesses use e-mail as a direct marketing tool?

Which of the following in an inherent weakness of personal selling?

food warehouse store got a very good buy on a brand of frozen orange juice and,rather than maintain it as extra inventory,needs to sell it quickly to consumers.Which promotional element should be used?

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

promotional mix includes advertising,__________,sales promotion,public relations,and direct marketing.

Procter & Gamble Co.created an advertisement for its Old Spice Red Zone 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.

recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase the product.In terms of the communication process,the Claritin ad created a(n)__________.

Which of the following statements regarding direct marketing is most accurate?

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 Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

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