Question 1

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, involvement, and evaluation 
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, involvement, and evaluation 
E)  four; introduction, growth, maturity, and decline

Question 2

Figure 17-4
-the prepurchase stage of the consumer purchase decision process,

Accepted Answer

A)  trade promotions are more effective than personal selling. 
B)  publicity is the most effective promotion tool. 
C)  advertising is more helpful than personal selling. 
D)  personal selling is more effective than advertising. 
E)  personal selling is the most effective way to communicate with potential buyers. 
A)  trade promotions are more effective than personal selling. 
B)  publicity is the most effective promotion tool. 
C)  advertising is more helpful than personal selling. 
D)  personal selling is more effective than advertising. 
E)  personal selling is the most effective way to communicate with potential buyers.

Question 3

L'Oréal created an advertisement for its Visible Lift makeup.Glamour magazine,in which the ad for the L'Oréal Visible Lift makeup appeared,is an example of (a)__________.

Accepted Answer

A)  message 
B)  noise 
C)  feedback loop 
D)  source 
E)  channel of communication 
A)  message 
B)  noise 
C)  feedback loop 
D)  source 
E)  channel of communication

Question 4

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 5

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)  cognitive, affective, and behavioral. 
D)  awareness, interest, evaluation, trial, and adoption. 
E)  see an ad, try the product, and buy the product. 
A)  awareness, interest, evaluation, trial, and rejection. 
B)  interest, adoption, and brand loyalty. 
C)  cognitive, affective, and behavioral. 
D)  awareness, interest, evaluation, trial, and adoption. 
E)  see an ad, try the product, and buy the product.

Question 6

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 7

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

Accepted Answer

A)  Public relations is more expensive on a cost-per-contact basis than advertising. 
B)  Public relations is usually directly paid while advertising is usually indirectly paid. 
C)  Advertising is usually directly paid while public relations is usually indirectly paid. 
D)  Advertising provides an immediate feedback loop while public relations does not. 
E)  Public relations always has a much greater reach than advertising. 
A)  Public relations is more expensive on a cost-per-contact basis than advertising. 
B)  Public relations is usually directly paid while advertising is usually indirectly paid. 
C)  Advertising is usually directly paid while public relations is usually indirectly paid. 
D)  Advertising provides an immediate feedback loop while public relations does not. 
E)  Public relations always has a much greater reach than advertising.

Question 8

promotional mix includes advertising,personal selling,sales promotion,__________,and direct marketing.

Accepted Answer

A)  public relations 
B)  infomercials 
C)  merchandising 
D)  word-of-mouth 
E)  publicity 
A)  public relations 
B)  infomercials 
C)  merchandising 
D)  word-of-mouth 
E)  publicity

Question 9

Another name for competitive parity budgeting is __________ budgeting.

Accepted Answer

A)  linear forecast 
B)  all-you-can-afford 
C)  share of market 
D)  comparative 
E)  matched media 
A)  linear forecast 
B)  all-you-can-afford 
C)  share of market 
D)  comparative 
E)  matched media

Question 10

Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.

Accepted Answer

The first stage is introduction.The prim

Question 11

Figure 17-8
-Which of the following forms of direct marketing has the highest response rate according to Figure 17-8 above?

Accepted Answer

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

Question 12

which sales budgeting approach is the amount of money spent based on past or anticipated sales?

Accepted Answer

A)  competitive parity 
B)  all-you-can-afford 
C)  objective and task 
D)  percentage of sales 
E)  relative scale 
A)  competitive parity 
B)  all-you-can-afford 
C)  objective and task 
D)  percentage of sales 
E)  relative scale

Question 13

product characteristic known as __________ refers to the technical sophistication of the product and the amount of understanding required to use it.

Accepted Answer

A)  user friendliness 
B)  risk 
C)  complexity 
D)  ancillary service 
E)  accessibility 
A)  user friendliness 
B)  risk 
C)  complexity 
D)  ancillary service 
E)  accessibility

Question 14

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 15

process of having the receiver take a set of symbols,the message,and transforming them back to an idea during the communication process is referred to as __________.

Accepted Answer

A)  decoding 
B)  encoding 
C)  integrating 
D)  back translation 
E)  transformation 
A)  decoding 
B)  encoding 
C)  integrating 
D)  back translation 
E)  transformation

Question 16

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

Question 17

__________ 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 18

Consumers who read,hear,or see the message sent by a source during the communication process are referred to as __________.

Accepted Answer

A)  purchasers 
B)  the target market 
C)  receivers 
D)  sources 
E)  encoders 
A)  purchasers 
B)  the target market 
C)  receivers 
D)  sources 
E)  encoders

Question 19

Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix.How does the importance of advertising,personal selling,and sales promotion change as a consumer moves through stages of the decision process?

Accepted Answer

The importance of advertising,personal s

Question 20

Publicity refers to

Accepted Answer

A)  a nonpersonal, indirectly paid presentation of an organization, product, or service. 
B)  a short-term inducement of value offered to arouse interest in buying a product or service. 
C)  methods used to get a nonpersonal, directly paid presentation of a company or its products. 
D)  a paid form of nonpersonal communication about an organization, product, service, or idea, by an identified sponsor. 
E)  a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services. 
A)  a nonpersonal, indirectly paid presentation of an organization, product, or service. 
B)  a short-term inducement of value offered to arouse interest in buying a product or service. 
C)  methods used to get a nonpersonal, directly paid presentation of a company or its products. 
D)  a paid form of nonpersonal communication about an organization, product, service, or idea, by an identified sponsor. 
E)  a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.

Exam 17: Integrated Marketing Communications and Direct Marketing

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

Figure 17-4 -the prepurchase stage of the consumer purchase decision process,

L'Oréal created an advertisement for its Visible Lift makeup.Glamour magazine,in which the ad for the L'Oréal Visible Lift makeup appeared,is an example of (a)__________.

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

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

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

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

promotional mix includes advertising,personal selling,sales promotion,__________,and direct marketing.

Another name for competitive parity budgeting is __________ budgeting.

Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.

Figure 17-8 -Which of the following forms of direct marketing has the highest response rate according to Figure 17-8 above?

which sales budgeting approach is the amount of money spent based on past or anticipated sales?

product characteristic known as __________ refers to the technical sophistication of the product and the amount of understanding required to use it.

Percentage of sales budgeting refers to

process of having the receiver take a set of symbols,the message,and transforming them back to an idea during the communication process is referred to as __________.

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

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

Consumers who read,hear,or see the message sent by a source during the communication process are referred to as __________.

Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix.How does the importance of advertising,personal selling,and sales promotion change as a consumer moves through stages of the decision process?

Publicity 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 Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

Filters

products go through a product life cycle of stages: .