Question 1

of the following are examples of sales promotion tools EXCEPT:

Accepted Answer

A)  samples 
B)  sweepstakes 
C)  BOGOs 
D)  catalogs 
E)  rebates 
A)  samples 
B)  sweepstakes 
C)  BOGOs 
D)  catalogs 
E)  rebates

Question 2

Figure 17-2
-communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "D" represents _________.

Accepted Answer

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

Question 3

small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species.However,the firm has little resources to promote the film.Which promotional element should it employ?

Accepted Answer

A)  Hire a salesperson to speak to environmental groups. 
B)  Ask local radio and television stations to run a favorable story about the film. 
C)  Advertise on billboards in each local market. 
D)  Invite students to participate in a contest to win free tickets. 
E)  Send postcards to all people within a 25-mile radius of a theater showing the movie 
A)  Hire a salesperson to speak to environmental groups. 
B)  Ask local radio and television stations to run a favorable story about the film. 
C)  Advertise on billboards in each local market. 
D)  Invite students to participate in a contest to win free tickets. 
E)  Send postcards to all people within a 25-mile radius of a theater showing the movie

Question 4

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a(n)__________.

Accepted Answer

A)  push strategy 
B)  intense strategy 
C)  inertia strategy 
D)  exclusivity strategy 
E)  pull strategy 
A)  push strategy 
B)  intense strategy 
C)  inertia strategy 
D)  exclusivity strategy 
E)  pull strategy

Question 5

group of prospective buyers toward which a promotion program is directed is referred to as a

Accepted Answer

A)  target audience. 
B)  target selection. 
C)  selected audience. 
D)  prospective audience. 
E)  media audience. 
A)  target audience. 
B)  target selection. 
C)  selected audience. 
D)  prospective audience. 
E)  media audience.

Question 6

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)a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3)the receiver may not properly transform the set of symbols into the correct abstract idea; or (4)__________.

Accepted Answer

A)  the communications channel is not properly developed 
B)  there is no interest on the part of the receiver 
C)  feedback may be so delayed or distorted that it is of no use to the sender 
D)  the message is considered too ordinary because there is too much field of experience 
E)  the encoder is inexperienced, resulting in too much noise 
A)  the communications channel is not properly developed 
B)  there is no interest on the part of the receiver 
C)  feedback may be so delayed or distorted that it is of no use to the sender 
D)  the message is considered too ordinary because there is too much field of experience 
E)  the encoder is inexperienced, resulting in too much noise

Question 7

Lenox China Co.would like to get its annual Christmas ornament series into Macy's department stores.Macy's has a buyer in New York City who makes decisions on its giftware.Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

Accepted Answer

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

Question 8

Another name for competitive parity budgeting is __________ budgeting.

Accepted Answer

A)  linear forecast 
B)  all-you-can-afford 
C)  comparative 
D)  matched media 
E)  matching competitors 
A)  linear forecast 
B)  all-you-can-afford 
C)  comparative 
D)  matched media 
E)  matching competitors

Question 9

Competitive parity 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 as a percentage of past or anticipated sales, in terms of either dollars or units sold. 
C)  allocating funds to a promotion only after all other budget items are covered. 
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 as a percentage of past or anticipated sales, in terms of either dollars or units sold. 
C)  allocating funds to a promotion only after all other budget items are covered. 
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 10

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

Accepted Answer

A)  size 
B)  durability 
C)  accessibility 
D)  ancillary services 
E)  acceptability 
A)  size 
B)  durability 
C)  accessibility 
D)  ancillary services 
E)  acceptability

Question 11

the hierarchy of effects,awareness is defined as

Accepted Answer

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

Question 12

Coupons,rebates,samples,and sweepstakes are all examples of __________.

Accepted Answer

A)  endorsements 
B)  sponsorships 
C)  free publicity 
D)  purchase aids 
E)  sales promotions 
A)  endorsements 
B)  sponsorships 
C)  free publicity 
D)  purchase aids 
E)  sales promotions

Question 13

Which stage of the product life cycle is usually a period of phase-out for the product,when little money is spent in the promotional mix?

Accepted Answer

A)  introduction 
B)  growth 
C)  maturity 
D)  decline 
E)  termination 
A)  introduction 
B)  growth 
C)  maturity 
D)  decline 
E)  termination

Question 14

promotion decision process is divided into (1)developing, (2)executing,and (3)evaluating the promotion program.Development of the promotion program focuses on the four Ws.What are they?

Accepted Answer

The development stage is composed of fou

Question 15

respect to a product's characteristics,complexity refers to

Accepted Answer

A)  the degree of service or support required after the sale. 
B)  the assessment of financial risk, social risk, and physical risk. 
C)  the number of component parts used in the construction of the original products: the more parts, the more complex the product. 
D)  the number of distinct product attributes in terms of color, size, form, and function. 
E)  the technical sophistication of the product and the amount of understanding required to use it. 
A)  the degree of service or support required after the sale. 
B)  the assessment of financial risk, social risk, and physical risk. 
C)  the number of component parts used in the construction of the original products: the more parts, the more complex the product. 
D)  the number of distinct product attributes in terms of color, size, form, and function. 
E)  the technical sophistication of the product and the amount of understanding required to use it.

Question 16

stage of the product life cycle is a period when little money is spent in the promotional mix?

Accepted Answer

A)  decline 
B)  maturity 
C)  growth 
D)  introduction 
E)  incubation 
A)  decline 
B)  maturity 
C)  growth 
D)  introduction 
E)  incubation

Question 17

first 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 18

promotional objective of the maturity stage of the product life cycle is to __________.

Accepted Answer

A)  inform 
B)  persuade 
C)  remind 
D)  sway 
E)  convince 
A)  inform 
B)  persuade 
C)  remind 
D)  sway 
E)  convince

Question 19

promotional mix refers to

Accepted Answer

A)  the three underlying appeals used that make promotions effective: (1) sex appeal, (2) humor appeal, and (3) fear appeal. 
B)  the combination of both paid and non-paid marketing tools used to promote product interest. 
C)  the set of promotional tools designed to motivate prospective buyers to purchase products and services: (1) awareness, (2) interest, (3) evaluation, (4) trial, and (5) adoption. 
D)  the composition of the objectives of the promotion: (1) to inform, (2) to persuade, (3) to remind, and (4) to phase out. 
E)  the combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product. 
A)  the three underlying appeals used that make promotions effective: (1) sex appeal, (2) humor appeal, and (3) fear appeal. 
B)  the combination of both paid and non-paid marketing tools used to promote product interest. 
C)  the set of promotional tools designed to motivate prospective buyers to purchase products and services: (1) awareness, (2) interest, (3) evaluation, (4) trial, and (5) adoption. 
D)  the composition of the objectives of the promotion: (1) to inform, (2) to persuade, (3) to remind, and (4) to phase out. 
E)  the combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product.

Question 20

a feedback loop,a 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.

Exam 17: Integrated Marketing Communications and Direct Marketing

of the following are examples of sales promotion tools EXCEPT:

Figure 17-2 -communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "D" represents _________.

small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species.However,the firm has little resources to promote the film.Which promotional element should it employ?

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a(n)__________.

group of prospective buyers toward which a promotion program is directed is referred to as a

Lenox China Co.would like to get its annual Christmas ornament series into Macy's department stores.Macy's has a buyer in New York City who makes decisions on its giftware.Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

Another name for competitive parity budgeting is __________ budgeting.

Competitive parity budgeting refers to

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

the hierarchy of effects,awareness is defined as

Coupons,rebates,samples,and sweepstakes are all examples of __________.

Which stage of the product life cycle is usually a period of phase-out for the product,when little money is spent in the promotional mix?

promotion decision process is divided into (1)developing, (2)executing,and (3)evaluating the promotion program.Development of the promotion program focuses on the four Ws.What are they?

respect to a product's characteristics,complexity refers to

stage of the product life cycle is a period when little money is spent in the promotional mix?

first stage in the hierarchy of effects is __________.

promotional objective of the maturity stage of the product life cycle is to __________.

promotional mix refers to

a feedback loop,a response 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

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