Exam 17: Integrated Marketing Communications and Direct Marketing

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

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 __________.

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

Ann's young son suffers from allergies and complains about his watery eyes and drowsiness.Ann feels bad because she thought there was nothing she could do to help him.When Ann saw the ad for a new drug that counters these symptoms in Martha Stewart Living magazine,she vowed to ask his doctor about this product on her son's next visit.Ann is at which stage in the hierarchy of effects?

Which of the following would be LEAST LIKELY to be used for mass selling?

The Olympus Eye Trek is a device that provides "a high-quality personal TV experience." It resembles a pair of glasses and when worn makes the user think he or she is watching a 52-inch high definition television.An ad for the device contains both a telephone number that can be called and a website that can be visited for further information on how the product works.This Olympus Eye Trek is MOST LIKELY high in __________.

A 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?

An unsatisfied customer who switches brands is hard to replace.Which stage of the product life cycle is focused on maintaining loyal buyers so that customers will not switch brands?

The proper blend of elements in the promotion mix depends on a product's characteristics.Personal selling would most likely be used to sell __________.

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

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

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

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

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

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

With respect to a product's characteristics,complexity refers to

During the postpurchase stage of the consumer purchase decision process,marketers want to reduce postpurchase anxiety for their customers.Which of the following would be MOST USEFUL for accomplishing this objective?

The 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 __________.

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

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools,including advertising,personal selling,sales promotion,public relations,and __________.