Question 1

In the feedback loop,feedback refers to

Accepted Answer

A) the sender's interpretation of the response that indicates whether the message was decoded and understood as intended. 
B) the impact the message had on the receiver's knowledge,attitude,or behaviors during the communications process. 
C) a mutually shared understanding and knowledge the sender and receiver apply to a message so that it can be communicated effectively during the communication process in the message loop. 
D) any unsolicited response from consumers or potential consumers regarding a company's message. 
E) extraneous factors that can work against effective communication by distorting a message or the feedback received. 
A) the sender's interpretation of the response that indicates whether the message was decoded and understood as intended. 
B) the impact the message had on the receiver's knowledge,attitude,or behaviors during the communications process. 
C) a mutually shared understanding and knowledge the sender and receiver apply to a message so that it can be communicated effectively during the communication process in the message loop. 
D) any unsolicited response from consumers or potential consumers regarding a company's message. 
E) extraneous factors that can work against effective communication by distorting a message or the feedback received.

Question 2

In the hierarchy of effects,the consumer's appraisal of the product or brand on important attributes 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 3

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

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 4

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

Accepted Answer

A) promotional mix 
B) promotion channel 
C) communication message 
D) marketing matrix 
E) media mix 
A) promotional mix 
B) promotion channel 
C) communication message 
D) marketing matrix 
E) media mix

Question 5

Once the design of each of the promotional program elements is complete,it is important to determine the most effective timing of their use.The __________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Accepted Answer

A) perceptual map 
B) efficiency matrix 
C) sensitivity analysis 
D) promotion to sales ratio 
E) promotion schedule 
A) perceptual map 
B) efficiency matrix 
C) sensitivity analysis 
D) promotion to sales ratio 
E) promotion schedule

Question 6

The means (salesperson,advertising media,or public relations tools)of conveying a message to a receiver during the communication process is referred to as the __________.

Accepted Answer

A) channel of communication 
B) information corridor 
C) communications highway 
D) information pathway 
E) information channel 
A) channel of communication 
B) information corridor 
C) communications highway 
D) information pathway 
E) information channel

Question 7

Direct marketing faces several challenges and opportunities in global markets.Several countries,such as Australia and Japan,have requirements for mandatory "opt-in"-that is

Accepted Answer

A) global marketers must pay a special fee beyond the regular postage for the privilege of using a country's postal system. 
B) global marketers wishing to use direct marketing must have all mailings approved by their respective trade commissions for appropriateness of content. 
C) global marketers have to purchase special "catalog" postage at a cost higher than what is charged for the same weight of mail sent from one individual to another. 
D) consumers have to pay a special fee to the government to defray the costs of mail carriers having to handle larger volumes of mail from catalogues. 
E) potential customers must give permission to include their name on a list for direct marketing solicitations. 
A) global marketers must pay a special fee beyond the regular postage for the privilege of using a country's postal system. 
B) global marketers wishing to use direct marketing must have all mailings approved by their respective trade commissions for appropriateness of content. 
C) global marketers have to purchase special "catalog" postage at a cost higher than what is charged for the same weight of mail sent from one individual to another. 
D) consumers have to pay a special fee to the government to defray the costs of mail carriers having to handle larger volumes of mail from catalogues. 
E) potential customers must give permission to include their name on a list for direct marketing solicitations.

Question 8

All of the following factors are used to balance the use of the promotional mix elements EXCEPT:

Accepted Answer

A) the channel of distribution. 
B) the product's life cycle. 
C) the decision stage of the buyer. 
D) the different departments responsible for implementing the sales promotion strategy and tactics. 
E) the characteristics of the product. 
A) the channel of distribution. 
B) the product's life cycle. 
C) the decision stage of the buyer. 
D) the different departments responsible for implementing the sales promotion strategy and tactics. 
E) the characteristics of the product.

Question 9

Which of the following statements about advertising is most accurate?

Accepted Answer

A) Advertising can communicate specific product benefits to prospective buyers. 
B) Advertising has limited control as to when and where an advertisement will be used. 
C) A key advantage of advertising is its ability to use customized interactions. 
D) Advertising can be a very effective "attention getter" especially for new products,but has little impact for repeat purchases. 
E) Advertising is one of the least costly forms of promotion because it reaches a mass market. 
A) Advertising can communicate specific product benefits to prospective buyers. 
B) Advertising has limited control as to when and where an advertisement will be used. 
C) A key advantage of advertising is its ability to use customized interactions. 
D) Advertising can be a very effective "attention getter" especially for new products,but has little impact for repeat purchases. 
E) Advertising is one of the least costly forms of promotion because it reaches a mass market.

Question 10

A message is conveyed by means of a(n)__________ such as a salesperson,advertising media,or public relations tools.

Accepted Answer

A) vehicle 
B) channel of communication 
C) field of experience 
D) direct feedback loop 
E) information highway 
A) vehicle 
B) channel of communication 
C) field of experience 
D) direct feedback loop 
E) information highway

Question 11

According to recent research,__________ consumers are most likely to have grown up with technology.

Accepted Answer

A) baby boomers 
B) baby busters 
C) baby boomlets 
D) Generation Y 
E) Generation X 
A) baby boomers 
B) baby busters 
C) baby boomlets 
D) Generation Y 
E) Generation X

Question 12

In the purchase stage of the consumer purchase decision process,__________ gives consumers control over the process.

Accepted Answer

A) public relations 
B) direct marketing 
C) advertising 
D) product sampling 
E) social media 
A) public relations 
B) direct marketing 
C) advertising 
D) product sampling 
E) social media

Question 13

Which of the following forms of direct marketing has the LOWEST response rate according to Figure 17-8 above?

Accepted Answer

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

Question 14

CoolMax is a fabric made by DuPont.It is used in the manufacture of exercise clothes because it keeps the user "cool and dry." The ads for the fabric in health and fitness magazines convinced Kumar to buy a pair of Thorlo CoolMax walking crew socks made of the material.Since he had never before owned anything made with CoolMax,Kumar was in which stage of the hierarchy of effects?

Accepted Answer

A) trial 
B) diffusion 
C) innovation 
D) evaluation 
E) interest 
A) trial 
B) diffusion 
C) innovation 
D) evaluation 
E) interest

Question 15

The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs,to compare the effectiveness of their programs 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 16

All-you-can-afford-budgeting refers to

Accepted Answer

A) allocating funds to a promotion as a percentage of past or anticipated sales,in terms of either dollars or units sold. 
B) matching a competitor's absolute level of spending or the proportion per point of market share. 
C) determining a firm's promotion objectives,outlining the tasks to accomplish these objectives,and determining the advertising cost of performing these tasks. 
D) allocating funds to a promotion only after all other budget items are covered. 
E) allocating funds to a promotion based on expected profits generated from it. 
A) allocating funds to a promotion as a percentage of past or anticipated sales,in terms of either dollars or units sold. 
B) matching a competitor's absolute level of spending or the proportion per point of market share. 
C) determining a firm's promotion objectives,outlining the tasks to accomplish these objectives,and determining the advertising cost of performing these tasks. 
D) allocating funds to a promotion only after all other budget items are covered. 
E) allocating funds to a promotion based on expected profits generated from it.

Question 17

The information sent by a source to a receiver during the communication process is referred to as __________.

Accepted Answer

A) an advertisement 
B) publicity 
C) a message 
D) feedback 
E) a missive 
A) an advertisement 
B) publicity 
C) a message 
D) feedback 
E) a missive

Question 18

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 19

In the communication process,the 18-to-34 year-old men who see a NASCAR TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called __________.

Accepted Answer

A) decoders 
B) the target market 
C) wasted coverage 
D) receivers 
E) encoders 
A) decoders 
B) the target market 
C) wasted coverage 
D) receivers 
E) encoders

Question 20

The promotional mix can be used to: (1)inform prospective buyers about the benefits of the product; (2)persuade them to try it;and (3)__________.

Accepted Answer

A) explain how to use the product 
B) inform customers of complementary offerings 
C) remind them later about the benefits they enjoyed by using the product 
D) inform customers of pricing changes 
E) lure customers away from competitors' products 
A) explain how to use the product 
B) inform customers of complementary offerings 
C) remind them later about the benefits they enjoyed by using the product 
D) inform customers of pricing changes 
E) lure customers away from competitors' products

Exam 17: Integrated Marketing Communications and Direct Marketing

In the feedback loop,feedback refers to

In the hierarchy of effects,the consumer's appraisal of the product or brand on important attributes is referred to as the __________ stage.

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

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

Once the design of each of the promotional program elements is complete,it is important to determine the most effective timing of their use.The __________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

The means (salesperson,advertising media,or public relations tools)of conveying a message to a receiver during the communication process is referred to as the __________.

Direct marketing faces several challenges and opportunities in global markets.Several countries,such as Australia and Japan,have requirements for mandatory "opt-in"-that is

All of the following factors are used to balance the use of the promotional mix elements EXCEPT:

Which of the following statements about advertising is most accurate?

A message is conveyed by means of a(n)__________ such as a salesperson,advertising media,or public relations tools.

According to recent research,__________ consumers are most likely to have grown up with technology.

In the purchase stage of the consumer purchase decision process,__________ gives consumers control over the process.

Which of the following forms of direct marketing has the LOWEST response rate according to Figure 17-8 above?

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

All-you-can-afford-budgeting refers to

The information sent by a source to a receiver during the communication process is referred to as __________.

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

In the communication process,the 18-to-34 year-old men who see a NASCAR TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called __________.

The promotional mix can be used to: (1)inform prospective buyers about the benefits of the product; (2)persuade them to try it;and (3)__________.

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