Question 1

The 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 2

Businesses vary as to the amount of security they require or can afford to access their computer files.A company that sells a complete line of firewalls,from a no-frills version to one that uses complex retinal scans,would most likely employ which promotional element to effectively promote its product to businesses?

Accepted Answer

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

Question 3

Promotion objectives should possess three important qualities.They should cover a specified time period,be measurable,and

Accepted Answer

A) unique in character. 
B) appealing. 
C) be designed for a well-defined target audience. 
D) repeatable. 
E) creative. 
A) unique in character. 
B) appealing. 
C) be designed for a well-defined target audience. 
D) repeatable. 
E) creative.

Question 4

To promote its theme parks to groups,Disney uses advertising,direct marketing,Internet promotion,and sales promotions with other companies such as McDonald's.In other words,Disney uses IMC,which stands for (an)

Accepted Answer

A) integrated marketing cooperation. 
B) interactive media convergence. 
C) infrastructure of market customization. 
D) integrated marketing communications. 
E) integrated media convergence. 
A) integrated marketing cooperation. 
B) interactive media convergence. 
C) infrastructure of market customization. 
D) integrated marketing communications. 
E) integrated media convergence.

Question 5

Which of the following statements about advertising is most accurate?

Accepted Answer

A) Advertisers have limited control as to when and how often their advertisements will be placed. 
B) A key advantage of advertising is its ability to use customized interactions. 
C) Advertisers have very limited control over what it can say due to FCC regulations. 
D) Advertising is the least costly form of promotion because ads go through significant pretesting. 
E) Through advertising,a company can control,to some extent,to whom the message is sent. 
A) Advertisers have limited control as to when and how often their advertisements will be placed. 
B) A key advantage of advertising is its ability to use customized interactions. 
C) Advertisers have very limited control over what it can say due to FCC regulations. 
D) Advertising is the least costly form of promotion because ads go through significant pretesting. 
E) Through advertising,a company can control,to some extent,to whom the message is sent.

Question 6

The European Union passed a consumer privacy law,called the __________,after several years of discussion with the Federation of European Direct Marketing and the U.K.'s Direct Marketing Association.

Accepted Answer

A) Personal Identity Law 
B) Intellectual Property Act 
C) Data Protection Directive 
D) Credit Protection Act 
E) Shared Information Act 
A) Personal Identity Law 
B) Intellectual Property Act 
C) Data Protection Directive 
D) Credit Protection Act 
E) Shared Information Act

Question 7

Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle?

Accepted Answer

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

Question 8

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

Accepted Answer

A) complexity 
B) adaptability 
C) durability 
D) accessibility 
E) acceptability 
A) complexity 
B) adaptability 
C) durability 
D) accessibility 
E) acceptability

Question 9

A paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as __________.

Accepted Answer

A) sales promotion 
B) publicity 
C) advertising 
D) direct marketing 
E) mass communication 
A) sales promotion 
B) publicity 
C) advertising 
D) direct marketing 
E) mass communication

Question 10

In Figure 17-4 above,the blue line "C" shows that __________,a tool of the promotion mix,is highest in importance during the prepurchase stage of the consumer purchase decision process.

Accepted Answer

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

Question 11

The marketing manager from a heavy-equipment manufacturer in Dallas,Texas was attending an international trade show in Japan.There were many prospective customers from different countries who seemed interested in the firm's product.However,they had difficulty following the manager's explanations of product features due to his heavy Texas drawl.In this case,the accent would be considered __________.

Accepted Answer

A) an encoding error 
B) a decoding error 
C) culture shock 
D) noise 
E) distortion 
A) an encoding error 
B) a decoding error 
C) culture shock 
D) noise 
E) distortion

Question 12

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

Accepted Answer

A) Publicity is more expensive on a cost-per-contact basis than advertising. 
B) Publicity is usually directly paid,and advertising is usually indirectly paid. 
C) Advertising is usually directly paid,and publicity is usually indirectly paid. 
D) Advertising provides an immediate feedback loop,and publicity does not. 
E) A firm using publicity has less control over it than advertising. 
A) Publicity is more expensive on a cost-per-contact basis than advertising. 
B) Publicity is usually directly paid,and advertising is usually indirectly paid. 
C) Advertising is usually directly paid,and publicity is usually indirectly paid. 
D) Advertising provides an immediate feedback loop,and publicity does not. 
E) A firm using publicity has less control over it than advertising.

Question 13

A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as __________.

Accepted Answer

A) common ground 
B) field of experience 
C) McLuhanism 
D) hermeneutics 
E) back translation 
A) common ground 
B) field of experience 
C) McLuhanism 
D) hermeneutics 
E) back translation

Question 14

The process of having the sender transform an idea into a set of symbols during the communication process is referred to as __________.

Accepted Answer

A) decoding 
B) encrypting 
C) message formation 
D) advertising 
E) encoding 
A) decoding 
B) encrypting 
C) message formation 
D) advertising 
E) encoding

Question 15

The design of the promotion will play a primary role in determining the message that is communicated to the audience.Successful designs are often the result of

Accepted Answer

A) accurately estimating costs of tasks. 
B) identifying appropriate objectives. 
C) accurately estimating what task will accomplish each objective. 
D) obtaining insights regarding consumers' interests and behavior. 
E) obtaining insights regarding task performance. 
A) accurately estimating costs of tasks. 
B) identifying appropriate objectives. 
C) accurately estimating what task will accomplish each objective. 
D) obtaining insights regarding consumers' interests and behavior. 
E) obtaining insights regarding task performance.

Question 16

In the hierarchy of effects,the consumer's repeated purchase and use of the product or brand is referred to as the __________ stage.

Accepted Answer

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

Question 17

Direct marketing has the advantage of being __________ to match the needs of specific target markets.

Accepted Answer

A) priced 
B) uniform 
C) customized 
D) engaged 
E) integrated 
A) priced 
B) uniform 
C) customized 
D) engaged 
E) integrated

Question 18

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 19

Which of the following direct marketing tools is growing the fastest at 33 percent?

Accepted Answer

A) mobile direct marketing 
B) social network direct marketing 
C) telemarketing 
D) e-mail marketing 
E) direct mail marketing 
A) mobile direct marketing 
B) social network direct marketing 
C) telemarketing 
D) e-mail marketing 
E) direct mail marketing

Question 20

Which of the following is an inherent weakness of publicity?

Accepted Answer

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

Exam 17: Integrated Marketing Communications and Direct Marketing

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

Promotion objectives should possess three important qualities.They should cover a specified time period,be measurable,and

To promote its theme parks to groups,Disney uses advertising,direct marketing,Internet promotion,and sales promotions with other companies such as McDonald's.In other words,Disney uses IMC,which stands for (an)

Which of the following statements about advertising is most accurate?

The European Union passed a consumer privacy law,called the __________,after several years of discussion with the Federation of European Direct Marketing and the U.K.'s Direct Marketing Association.

Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle?

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

A paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor is referred to as __________.

In Figure 17-4 above,the blue line "C" shows that __________,a tool of the promotion mix,is highest in importance during the prepurchase stage of the consumer purchase decision process.

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

A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as __________.

The process of having the sender transform an idea into a set of symbols during the communication process is referred to as __________.

The design of the promotion will play a primary role in determining the message that is communicated to the audience.Successful designs are often the result of

In the hierarchy of effects,the consumer's repeated purchase and use of the product or brand is referred to as the __________ stage.

Direct marketing has the advantage of being __________ to match the needs of specific target markets.

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

Which of the following direct marketing tools is growing the fastest at 33 percent?

Which of the following is an inherent weakness of publicity?

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in 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 to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Building an Effective Marketing Plan

Financial Aspects of Marketing

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