Question 1

During the evaluation phase of an IMC program,a firm will __________ and make needed changes.

Accepted Answer

A) posttest the promotion 
B) design the promotion 
C) state the mission 
D) carry out the promotion 
E) identify possible advertising or promotional firms 
A) posttest the promotion 
B) design the promotion 
C) state the mission 
D) carry out the promotion 
E) identify possible advertising or promotional firms

Question 2

The concept of designing marketing communications programs that coordinate all promotional activities-advertising,personal selling,sales promotion,public relations,and direct marketing-to provide a consistent message across all audiences is referred to as __________.

Accepted Answer

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

Question 3

The first decision in developing the promotion program is to __________.

Accepted Answer

A) set the budget 
B) state the mission 
C) identify the target audience 
D) select the appeal 
E) select the media 
A) set the budget 
B) state the mission 
C) identify the target audience 
D) select the appeal 
E) select the media

Question 4

The Olympics have become a very visible example of a comprehensive integrated communication program.For organizers,primary importance is placed on

Accepted Answer

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

Question 5

Mary's Cookies submitted an ad to the local newspaper with a coupon stating that a dozen cookies cost $2.99.The newspaper instead printed the price on the coupon as $29.99.Consequently,no customers came in to buy cookies using the coupon.The factor working against effective communication between Mary and her target market in this case was most likely the result of __________.

Accepted Answer

A) feedback disruption 
B) noise 
C) a decoding error 
D) a communication barrier 
E) message interference 
A) feedback disruption 
B) noise 
C) a decoding error 
D) a communication barrier 
E) message interference

Question 6

What is the nature of the "paid" aspect of advertising?

Accepted Answer

A) Fees are paid for space or time in the medium. 
B) Fees are paid to salespeople as either salaries or commissions. 
C) Fees are paid to creative arts contributors but there is no direct payment to media. 
D) There is a wide range of fees paid depending upon the promotion selected. 
E) The primary costs are now associated with communication through mail,telephone,or the Internet. 
A) Fees are paid for space or time in the medium. 
B) Fees are paid to salespeople as either salaries or commissions. 
C) Fees are paid to creative arts contributors but there is no direct payment to media. 
D) There is a wide range of fees paid depending upon the promotion selected. 
E) The primary costs are now associated with communication through mail,telephone,or the Internet.

Question 7

To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "A" 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 8

When Sears places a multiple-page booklet in the local newspaper about its President's Day sale,it is using which element of the promotional mix?

Accepted Answer

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

Question 9

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 10

In the communication process,__________ ensure(s)that messages are decoded properly.

Accepted Answer

A) encoding 
B) posttesting 
C) feedback 
D) pretesting 
E) the feedback loop 
A) encoding 
B) posttesting 
C) feedback 
D) pretesting 
E) the feedback loop

Question 11

Pharmaceutical companies now spend more than $3.4 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.

Accepted Answer

A) consumer integrated 
B) doctor cohort 
C) informational DVD 
D) direct-to-consumer 
E) customized on-line 
A) consumer integrated 
B) doctor cohort 
C) informational DVD 
D) direct-to-consumer 
E) customized on-line

Question 12

In the seventh stage of the DEWmocracy 2 campaign,three flavors were introduced in stores so consumers could vote for their favorite.The winner,which was then added to Mountain Dew's product line,was Mountain Dew __________.

Accepted Answer

A) Supernova 
B) Typhoon 
C) Distortion 
D) White Out 
E) Voltage 
A) Supernova 
B) Typhoon 
C) Distortion 
D) White Out 
E) Voltage

Question 13

Public relations refers to

Accepted Answer

A) a seller-directed flow of communication,often in a face-to-face encounter,designed to promote a product with the purpose of making a sale. 
B) an individualized communications program specifically designed for a single customer because the item being sold is unique to that person. 
C) a mass selling approach that has been be tailored to meet the more select needs of a target market based on age,gender,ethnicity,or occupation. 
D) a form of communication that is intended to counteract any negative information or misinformation that has been fomented by competitors or disgruntled customers. 
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) a seller-directed flow of communication,often in a face-to-face encounter,designed to promote a product with the purpose of making a sale. 
B) an individualized communications program specifically designed for a single customer because the item being sold is unique to that person. 
C) a mass selling approach that has been be tailored to meet the more select needs of a target market based on age,gender,ethnicity,or occupation. 
D) a form of communication that is intended to counteract any negative information or misinformation that has been fomented by competitors or disgruntled customers. 
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 14

The process of conveying a message to others that requires six elements-a source,a message,a channel of communication,a receiver,and the processes of encoding and decoding-is referred to as __________.

Accepted Answer

A) exchange 
B) dialogue 
C) communication 
D) advertising 
E) feedback 
A) exchange 
B) dialogue 
C) communication 
D) advertising 
E) feedback

Question 15

A 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%,GM's ratio was 4.5%,and the auto industry average was 6.7%.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 16

During the implementation phase of an IMC program,a firm will pretest the promotion and __________.

Accepted Answer

A) posttest the promotion 
B) design the promotion 
C) state the mission 
D) carry out the promotion 
E) identify possible advertising or promotional firms 
A) posttest the promotion 
B) design the promotion 
C) state the mission 
D) carry out the promotion 
E) identify possible advertising or promotional firms

Question 17

The 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 18

The promotional objective of the growth stage of the product life cycle is to __________ consumers.

Accepted Answer

A) inform 
B) remind 
C) update 
D) persuade 
E) phase in 
A) inform 
B) remind 
C) update 
D) persuade 
E) phase in

Question 19

The term "receivers" refers to

Accepted Answer

A) only those consumers who read,hear,or see a message about a product or service and then choose to buy it. 
B) consumers who read,hear,or see the message sent by a source during the communication process. 
C) a firm that obtains a basic message or theme from its advertising agency and translates that vision into a useable IMC campaign. 
D) promotional firms that select the best channels through which to convey advertising messages. 
E) customers who read,hear,or see the message sent by a source and misinterpret or reinterpret the message to fit their individual beliefs. 
A) only those consumers who read,hear,or see a message about a product or service and then choose to buy it. 
B) consumers who read,hear,or see the message sent by a source during the communication process. 
C) a firm that obtains a basic message or theme from its advertising agency and translates that vision into a useable IMC campaign. 
D) promotional firms that select the best channels through which to convey advertising messages. 
E) customers who read,hear,or see the message sent by a source and misinterpret or reinterpret the message to fit their individual beliefs.

Question 20

Direct marketing currently accounts for about __________ of the total U.S.gross domestic product.

Accepted Answer

A) 9% 
B) 12% 
C) 15% 
D) 20% 
E) 25% 
A) 9% 
B) 12% 
C) 15% 
D) 20% 
E) 25%

Exam 17: Integrated Marketing Communications and Direct Marketing

During the evaluation phase of an IMC program,a firm will __________ and make needed changes.

The concept of designing marketing communications programs that coordinate all promotional activities-advertising,personal selling,sales promotion,public relations,and direct marketing-to provide a consistent message across all audiences is referred to as __________.

The first decision in developing the promotion program is to __________.

The Olympics have become a very visible example of a comprehensive integrated communication program.For organizers,primary importance is placed on

What is the nature of the "paid" aspect of advertising?

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

When Sears places a multiple-page booklet in the local newspaper about its President's Day sale,it is using which element of the promotional mix?

In the communication process,__________ ensure(s)that messages are decoded properly.

Pharmaceutical companies now spend more than $3.4 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.

In the seventh stage of the DEWmocracy 2 campaign,three flavors were introduced in stores so consumers could vote for their favorite.The winner,which was then added to Mountain Dew's product line,was Mountain Dew __________.

Public relations refers to

The process of conveying a message to others that requires six elements-a source,a message,a channel of communication,a receiver,and the processes of encoding and decoding-is referred to as __________.

A 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%,GM's ratio was 4.5%,and the auto industry average was 6.7%.She then realized

During the implementation phase of an IMC program,a firm will pretest the promotion and __________.

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

The promotional objective of the growth stage of the product life cycle is to __________ consumers.

The term "receivers" refers to

Direct marketing currently accounts for about __________ of the total U.S.gross domestic product.

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

Filters