Question 1

What are the strengths/advantages and weaknesses/disadvantages of using direct marketing in the promotional mix?

Accepted Answer

Direct marketing is a promotion alternat

Question 2

With respect to a product for which a promotional mix is being developed,risk

Accepted Answer

A) refers to the degree of service or support required after the sale. 
B) refers to the technical sophistication of the product and hence the amount of understanding required to use it. 
C) in a product means there should be less emphasis on personal selling. 
D) can be assessed in terms of financial,social,and physical aspects. 
E) is irrelevant. 
A) refers to the degree of service or support required after the sale. 
B) refers to the technical sophistication of the product and hence the amount of understanding required to use it. 
C) in a product means there should be less emphasis on personal selling. 
D) can be assessed in terms of financial,social,and physical aspects. 
E) is irrelevant.

Question 3

During the postpurchase stage of the consumer purchase decision process,__________ plays a small role.

Accepted Answer

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

Question 4

Many prescription drugs such as Lipitor have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors.The manufacturers of these drugs are using a(n)__________ promotional channel strategy.

Accepted Answer

A) intense 
B) pull 
C) push 
D) inertia 
E) exclusive 
A) intense 
B) pull 
C) push 
D) inertia 
E) exclusive

Question 5

Marketers can communicate best with college students by __________.

Accepted Answer

A) using cable TV ads since this demographic watches TV more than any other medium 
B) adding mobile media to their IMC campaigns 
C) placing ads on Sirius XM radio 
D) using "Twitter Jockeys" 
E) discourage media multitasking 
A) using cable TV ads since this demographic watches TV more than any other medium 
B) adding mobile media to their IMC campaigns 
C) placing ads on Sirius XM radio 
D) using "Twitter Jockeys" 
E) discourage media multitasking

Question 6

After watching a 30-second commercial from Jarrod's fine jewelry,Mariah was certain the broach she saw would look spectacular on her new evening dress.In terms of the communication process,Mariah engaged in the task of __________.

Accepted Answer

A) integrating 
B) sending 
C) decoding 
D) messaging 
E) encoding 
A) integrating 
B) sending 
C) decoding 
D) messaging 
E) encoding

Question 7

A company or person who has information to convey during the communication process is referred to as a(n)__________.

Accepted Answer

A) encryptor 
B) message carrier 
C) originator 
D) receiver 
E) source 
A) encryptor 
B) message carrier 
C) originator 
D) receiver 
E) source

Question 8

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as __________.

Accepted Answer

A) customer incentive 
B) customer enticement 
C) free publicity 
D) sales promotion 
E) purchase incentive 
A) customer incentive 
B) customer enticement 
C) free publicity 
D) sales promotion 
E) purchase incentive

Question 9

The two-way flow of communication between a buyer and a seller,often in a face-to-face encounter,designed to influence a person's or group's purchase decision is referred to as

Accepted Answer

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

Question 10

Press conferences and image management are tools used by a firm's __________ department.

Accepted Answer

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

Question 11

Which of the following is an inherent weakness of advertising?

Accepted Answer

A) extremely high expense per exposure 
B) difficult to get media cooperation 
C) high absolute costs 
D) easily duplicated 
E) can easily lead to promotion wars 
A) extremely high expense per exposure 
B) difficult to get media cooperation 
C) high absolute costs 
D) easily duplicated 
E) can easily lead to promotion wars

Question 12

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

Accepted Answer

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

Question 13

The National Do-Not-Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines.More than __________ of all households are registered.

Accepted Answer

A) 95% 
B) 90% 
C) 80% 
D) 70% 
E) 30% 
A) 95% 
B) 90% 
C) 80% 
D) 70% 
E) 30%

Question 14

L'Oréal created an advertisement for its Visible Lift makeup.Glamour magazine,in which the ad for the L'Oréal Visible Lift makeup appeared,is an example of (a)__________.

Accepted Answer

A) message 
B) noise 
C) feedback loop 
D) source 
E) channel of communication 
A) message 
B) noise 
C) feedback loop 
D) source 
E) channel of communication

Question 15

Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J").The position labeled "C" is referred to as __________.

Accepted Answer

A) the source 
B) the message 
C) the receiver 
D) the fields of experience 
E) feedback 
A) the source 
B) the message 
C) the receiver 
D) the fields of experience 
E) feedback

Question 16

DLS Cosmetics is trying to create brand awareness by sending households free samples of its products.These free samples are examples of __________.

Accepted Answer

A) free advertising 
B) personal selling 
C) sales promotions 
D) free publicity 
E) direct sales 
A) free advertising 
B) personal selling 
C) sales promotions 
D) free publicity 
E) direct sales

Question 17

Which method of promotion budgeting would most likely be used by small businesses?

Accepted Answer

A) all-you-can-afford budgeting 
B) percentage of sales budgeting 
C) competitive parity budgeting 
D) objective and task budgeting 
E) linear forecast budgeting 
A) all-you-can-afford budgeting 
B) percentage of sales budgeting 
C) competitive parity budgeting 
D) objective and task budgeting 
E) linear forecast budgeting

Question 18

The fifth 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 19

Channel "A" in Figure 17-5 above represents which type of promotional channel strategy?

Accepted Answer

A) direct 
B) indirect 
C) push 
D) pull 
E) vertical 
A) direct 
B) indirect 
C) push 
D) pull 
E) vertical

Question 20

Wasted coverage can be reduced by which of method of promotion?

Accepted Answer

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

Exam 17: Integrated Marketing Communications and Direct Marketing

What are the strengths/advantages and weaknesses/disadvantages of using direct marketing in the promotional mix?

With respect to a product for which a promotional mix is being developed,risk

During the postpurchase stage of the consumer purchase decision process,__________ plays a small role.

Many prescription drugs such as Lipitor have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors.The manufacturers of these drugs are using a(n)__________ promotional channel strategy.

Marketers can communicate best with college students by __________.

After watching a 30-second commercial from Jarrod's fine jewelry,Mariah was certain the broach she saw would look spectacular on her new evening dress.In terms of the communication process,Mariah engaged in the task of __________.

A company or person who has information to convey during the communication process is referred to as a(n)__________.

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as __________.

The two-way flow of communication between a buyer and a seller,often in a face-to-face encounter,designed to influence a person's or group's purchase decision is referred to as

Press conferences and image management are tools used by a firm's __________ department.

Which of the following is an inherent weakness of advertising?

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

The National Do-Not-Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines.More than __________ of all households are registered.

L'Oréal created an advertisement for its Visible Lift makeup.Glamour magazine,in which the ad for the L'Oréal Visible Lift makeup appeared,is an example of (a)__________.

Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J").The position labeled "C" is referred to as __________.

DLS Cosmetics is trying to create brand awareness by sending households free samples of its products.These free samples are examples of __________.

Which method of promotion budgeting would most likely be used by small businesses?

The fifth stage in the hierarchy of effects is __________.

Channel "A" in Figure 17-5 above represents which type of promotional channel strategy?

Wasted coverage can be reduced by which of method of promotion?

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