Question 1

practice of __________ is so common that researchers estimate a typical media day for Generation Y consumers is 31 hours.

Accepted Answer

A)  simultaneous media use 
B)  media addiction 
C)  extended multimedia ad campaigns 
D)  the never sleeping Internet user 
E)  the ability of telemarketers to call nonstop across time zones 
A)  simultaneous media use 
B)  media addiction 
C)  extended multimedia ad campaigns 
D)  the never sleeping Internet user 
E)  the ability of telemarketers to call nonstop across time zones

Question 2

Managers often use the promotion-to-sales ratio on their marketing dashboard to assess how effective the integrated marketing communications program expenditures are at generating _________.

Accepted Answer

A)  sales 
B)  the media mix 
C)  the marketing matrix 
D)  the promotional blend 
E)  marketing by objectives (MBO) 
A)  sales 
B)  the media mix 
C)  the marketing matrix 
D)  the promotional blend 
E)  marketing by objectives (MBO)

Question 3

Decoding refers to

Accepted Answer

A)  receiving a message within a common field of experience and breaking down that information into small useable units to better interpret its meaning. 
B)  having a receiver take a set of symbols, the message, and transform them back to an idea. 
C)  receiving a message that requires integration of new information to fully understand the intended meaning. 
D)  having the sender transform an abstract idea into a set of symbols that can be universally understood. 
E)  having a sender take a set of symbols, the message, and transform them back to an idea. 
A)  receiving a message within a common field of experience and breaking down that information into small useable units to better interpret its meaning. 
B)  having a receiver take a set of symbols, the message, and transform them back to an idea. 
C)  receiving a message that requires integration of new information to fully understand the intended meaning. 
D)  having the sender transform an abstract idea into a set of symbols that can be universally understood. 
E)  having a sender take a set of symbols, the message, and transform them back to an idea.

Question 4

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 5

Which of the following is an inherent weakness of publicity?

Accepted Answer

A)  high absolute costs 
B)  difficult to receive good feedback 
C)  easily duplicated 
D)  a lack of user control over it 
E)  can easily lead to promotion wars 
A)  high absolute costs 
B)  difficult to receive good feedback 
C)  easily duplicated 
D)  a lack of user control over it 
E)  can easily lead to promotion wars

Question 6

pull strategy is when a manufacturer

Accepted Answer

A)  advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide advertising campaigns. 
B)  forces a retailer to promote its product by placing national brand ads in local newspapers. 
C)  directs the promotional mix at ultimate consumers to encourage them to ask retailers for the product. 
D)  directs the promotional mix toward channel members to gain their cooperation in ordering and stocking the product. 
E)  directs retailers to promote one product over another to help balance fluctuations in inventory. 
A)  advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide advertising campaigns. 
B)  forces a retailer to promote its product by placing national brand ads in local newspapers. 
C)  directs the promotional mix at ultimate consumers to encourage them to ask retailers for the product. 
D)  directs the promotional mix toward channel members to gain their cooperation in ordering and stocking the product. 
E)  directs retailers to promote one product over another to help balance fluctuations in inventory.

Question 7

Which promotional element is particularly important to business buyers?

Accepted Answer

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

Question 8

marketing manager at Ford computed the promotion-to-sales ratio for Ford,GM,and the auto industry itself.She found that Ford's ratio was 2.8 percent,GM's ratio was 4.5 percent,and the auto industry average was 3.2 percent.She then realized

Accepted Answer

A)  she had better find a new job as she had been responsible for these results. 
B)  she needed to explain these numbers to her boss, especially in relation to the industry. 
C)  GM shortly would be taking market share from Ford. 
D)  she spent her promotional dollars effectively. 
E)  she wasn't the marketer she thought she was. 
A)  she had better find a new job as she had been responsible for these results. 
B)  she needed to explain these numbers to her boss, especially in relation to the industry. 
C)  GM shortly would be taking market share from Ford. 
D)  she spent her promotional dollars effectively. 
E)  she wasn't the marketer she thought she was.

Question 9

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

Accepted Answer

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

Question 10

Figure 17-1
-Figure 17-1 above depicts the communication process,which consists of 10 key elements ("A" through "J").The position labeled "A" is referred to as __________.

Accepted Answer

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

Question 11

matter what the specific objective might be,from building awareness to increasing repeat purchases,promotion objectives should possess three important qualities.They should be designed for a well-defined target audience,cover a specified time period,and be

Accepted Answer

A)  unique in character. 
B)  measurable. 
C)  humorous. 
D)  repeatable. 
E)  creative. 
A)  unique in character. 
B)  measurable. 
C)  humorous. 
D)  repeatable. 
E)  creative.

Question 12

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 13

Which of the following statements about advertising is most accurate?

Accepted Answer

A)  Advertisers have limited control as to when and where their advertisements will be placed. 
B)  A key advantage of advertising is its ability to use customized interactions. 
C)  Advertising can be a very effective "attention getter" especially for new products, but has little impact for repeat buys. 
D)  Advertising is one of the least costly forms of promotion because it reaches a pretested market. 
E)  Through advertising, a company can control what it wants to say, when they want to say it, and to some extent, to whom the message is sent. 
A)  Advertisers have limited control as to when and where their advertisements will be placed. 
B)  A key advantage of advertising is its ability to use customized interactions. 
C)  Advertising can be a very effective "attention getter" especially for new products, but has little impact for repeat buys. 
D)  Advertising is one of the least costly forms of promotion because it reaches a pretested market. 
E)  Through advertising, a company can control what it wants to say, when they want to say it, and to some extent, to whom the message is sent.

Question 14

Allocating funds to promotion whereby the company (1)determines its promotion objectives, (2)outlines the tasks to accomplish these objectives,and (3)determines the promotion cost of performing these tasks is referred to as

Accepted Answer

A)  percentage of sales budgeting. 
B)  competitive parity budgeting. 
C)  all-you-can-afford budgeting. 
D)  objective and task budgeting. 
E)  linear forecast budgeting. 
A)  percentage of sales budgeting. 
B)  competitive parity budgeting. 
C)  all-you-can-afford budgeting. 
D)  objective and task budgeting. 
E)  linear forecast budgeting.

Question 15

Which of the following types of promotion uses customized interaction?

Accepted Answer

A)  advertising 
B)  direct marketing 
C)  public relations 
D)  sales promotion 
E)  publicity 
A)  advertising 
B)  direct marketing 
C)  public relations 
D)  sales promotion 
E)  publicity

Question 16

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 17

inform" 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 18

best approach to budgeting is objective and task budgeting,whereby the company determines its promotion objectives,outlines the tasks to accomplish these objectives,and

Accepted Answer

A)  asks the ad agency for an estimate. 
B)  asks the media to propose a program. 
C)  determines the promotion cost of performing these tasks. 
D)  determines what spending level top management will allow for the proposed program. 
E)  surveys customers to determine what spending levels they think are appropriate. 
A)  asks the ad agency for an estimate. 
B)  asks the media to propose a program. 
C)  determines the promotion cost of performing these tasks. 
D)  determines what spending level top management will allow for the proposed program. 
E)  surveys customers to determine what spending levels they think are appropriate.

Question 19

Promotional programs are specifically directed toward a group of prospective buyers,or a(n)__________.

Accepted Answer

A)  source 
B)  diffuser 
C)  encoder 
D)  target audience 
E)  particular media 
A)  source 
B)  diffuser 
C)  encoder 
D)  target audience 
E)  particular media

Question 20

best way to assess the effectiveness of all promotion expenditures during the past year is to compute a __________.

Accepted Answer

A)  break-even point 
B)  promotion-to-sales ratio 
C)  ROI 
D)  promotion-to-expenses ratio 
E)  advertising-to-sales-promotion ratio 
A)  break-even point 
B)  promotion-to-sales ratio 
C)  ROI 
D)  promotion-to-expenses ratio 
E)  advertising-to-sales-promotion ratio

Exam 17: Integrated Marketing Communications and Direct Marketing

practice of __________ is so common that researchers estimate a typical media day for Generation Y consumers is 31 hours.

Managers often use the promotion-to-sales ratio on their marketing dashboard to assess how effective the integrated marketing communications program expenditures are at generating _________.

Decoding refers to

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

Which of the following is an inherent weakness of publicity?

pull strategy is when a manufacturer

Which promotional element is particularly important to business buyers?

marketing manager at Ford computed the promotion-to-sales ratio for Ford,GM,and the auto industry itself.She found that Ford's ratio was 2.8 percent,GM's ratio was 4.5 percent,and the auto industry average was 3.2 percent.She then realized

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

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of 10 key elements ("A" through "J").The position labeled "A" is referred to as __________.

matter what the specific objective might be,from building awareness to increasing repeat purchases,promotion objectives should possess three important qualities.They should be designed for a well-defined target audience,cover a specified time period,and be

Which of the following types of promotion uses customized interaction?

Which of the following statements about advertising is most accurate?

Allocating funds to promotion whereby the company (1)determines its promotion objectives, (2)outlines the tasks to accomplish these objectives,and (3)determines the promotion cost of performing these tasks is referred to as

Which of the following types of promotion uses customized interaction?

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

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

best approach to budgeting is objective and task budgeting,whereby the company determines its promotion objectives,outlines the tasks to accomplish these objectives,and

Promotional programs are specifically directed toward a group of prospective buyers,or a(n)__________.

best way to assess the effectiveness of all promotion expenditures during the past year is to compute a __________.

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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