Question 1

Which of the following is the best approach to promotion budgeting?

Accepted Answer

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

Question 2

Figure 17-8
-Which of the following forms of direct marketing has the lowest business usage rate according to Figure 17-8 above?

Accepted Answer

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

Question 3

Which of these promotional elements has the inherent weakness of extremely high expense per exposure?

Accepted Answer

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

Question 4

the hierarchy of effects,evaluation refers to

Accepted Answer

A)  the consumer's ability to recognize and remember the product or brand name. 
B)  the consumer's appraisal of the product or brand on important attributes. 
C)  an increase in the consumer's desire to learn about some of the features of the product or brand. 
D)  a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand. 
E)  the consumer's first actual purchase and use of the product or brand. 
A)  the consumer's ability to recognize and remember the product or brand name. 
B)  the consumer's appraisal of the product or brand on important attributes. 
C)  an increase in the consumer's desire to learn about some of the features of the product or brand. 
D)  a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand. 
E)  the consumer's first actual purchase and use of the product or brand.

Question 5

Traffic generation is

Accepted Answer

A)  the outcome of an offer designed to motivate people to visit a business. 
B)  the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction. 
C)  direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet. 
D)  the result of a direct marketing offer designed to generate interest in a product or service, and a request for additional information. 
E)  an increase in the amount of foot traffic in a retail establishment that coincides with a new advertising campaign. 
A)  the outcome of an offer designed to motivate people to visit a business. 
B)  the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction. 
C)  direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet. 
D)  the result of a direct marketing offer designed to generate interest in a product or service, and a request for additional information. 
E)  an increase in the amount of foot traffic in a retail establishment that coincides with a new advertising campaign.

Question 6

Direct marketing refers to

Accepted Answer

A)  individualized communications programs specifically designed with a single customer in mind because the item being sold is unique to that customer. 
B)  a promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet. 
C)  communication between a seller and a prospective buyer that can include face-to-face, telephone, and interactive electronic communication. 
D)  a sales strategy whereby the exchange takes place at the time of engagement, such as selling produce at a local farmer's market. 
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)  individualized communications programs specifically designed with a single customer in mind because the item being sold is unique to that customer. 
B)  a promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet. 
C)  communication between a seller and a prospective buyer that can include face-to-face, telephone, and interactive electronic communication. 
D)  a sales strategy whereby the exchange takes place at the time of engagement, such as selling produce at a local farmer's market. 
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.

Question 7

is best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?

Accepted Answer

The best approach to budgeting is object

Question 8

Figure 17-6
-promotion decision process is divided into three phases.In Figure 17-6 above,"A" refers to the _________ phase.

Accepted Answer

A)  planning 
B)  forecasting 
C)  evaluation 
D)  realization 
E)  implementation 
A)  planning 
B)  forecasting 
C)  evaluation 
D)  realization 
E)  implementation

Question 9

Figure 17-1
-Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J").Identify and briefly describe each of the ten elements.

Accepted Answer

The elements labeled in Figure 17-1 are:

Question 10

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 11

promotion alternative that uses direct communication with consumers to generate a response in the form of an order,a request for further information,or a visit to a retail outlet is referred to as __________.

Accepted Answer

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

Question 12

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

Accepted Answer

A)  the source 
B)  the message 
C)  the receiver 
D)  encoding 
E)  feedback 
A)  the source 
B)  the message 
C)  the receiver 
D)  encoding 
E)  feedback

Question 13

the hierarchy of effects,the consumer's actual first purchase and use of the product or brand is referred to as the _________ stage.

Accepted Answer

A)  adoption 
B)  evaluation 
C)  awareness 
D)  interest 
E)  trial 
A)  adoption 
B)  evaluation 
C)  awareness 
D)  interest 
E)  trial

Question 14

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

Accepted Answer

A)  introduction 
B)  growth 
C)  maturity 
D)  accelerated development 
E)  early growth 
A)  introduction 
B)  growth 
C)  maturity 
D)  accelerated development 
E)  early growth

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

fifth stage in the hierarchy of effects is __________.

Accepted Answer

A)  interest 
B)  awareness 
C)  adoption 
D)  trial 
E)  evaluation 
A)  interest 
B)  awareness 
C)  adoption 
D)  trial 
E)  evaluation

Question 17

Which of the following is an inherent weakness of direct marketing?

Accepted Answer

A)  high absolute costs 
B)  declining customer response 
C)  differing messages between salespeople 
D)  difficult to get media cooperation 
E)  easily duplicated and can easily lead to promotion wars 
A)  high absolute costs 
B)  declining customer response 
C)  differing messages between salespeople 
D)  difficult to get media cooperation 
E)  easily duplicated and can easily lead to promotion wars

Question 18

Explain what the hierarchy of effects is.List and explain the five stages.

Accepted Answer

The hierarchy of effects is the sequence

Question 19

promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs,to compare the effectiveness of their program with competitors' programs,or to make comparisons with

Accepted Answer

A)  calculated break-even points. 
B)  estimated return on investments. 
C)  promotion-to-expense ratios. 
D)  industry averages. 
E)  advertising-to-sales promotion ratios. 
A)  calculated break-even points. 
B)  estimated return on investments. 
C)  promotion-to-expense ratios. 
D)  industry averages. 
E)  advertising-to-sales promotion ratios.

Question 20

Several methods can be used to set the promotion budget.Identify and discuss four methods.

Accepted Answer

(1)Percentage of sales.In the percentage

Exam 17: Integrated Marketing Communications and Direct Marketing

Which of the following is the best approach to promotion budgeting?

Figure 17-8 -Which of the following forms of direct marketing has the lowest business usage rate according to Figure 17-8 above?

Which of these promotional elements has the inherent weakness of extremely high expense per exposure?

the hierarchy of effects,evaluation refers to

Traffic generation is

Direct marketing refers to

is best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?

Figure 17-6 -promotion decision process is divided into three phases.In Figure 17-6 above,"A" refers to the _________ phase.

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J").Identify and briefly describe each of the ten elements.

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

promotion alternative that uses direct communication with consumers to generate a response in the form of an order,a request for further information,or a visit to a retail outlet 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 "B" is referred to as __________.

the hierarchy of effects,the consumer's actual first purchase and use of the product or brand is referred to as the _________ stage.

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

Advertising refers to

fifth stage in the hierarchy of effects is __________.

Which of the following is an inherent weakness of direct marketing?

Explain what the hierarchy of effects is.List and explain the five stages.

promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs,to compare the effectiveness of their program with competitors' programs,or to make comparisons with

Several methods can be used to set the promotion budget.Identify and discuss four methods.

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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