Question 1

Which of the following statements about advertising is most accurate?

Accepted Answer

A) Advertising has limited control as to when and where an advertisement will be used. 
B) Advertising allows a firm to reach a mass market. 
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 buys. 
E) Advertising is one of the least costly forms of promotion because it reaches a pretested market. 
A) Advertising has limited control as to when and where an advertisement will be used. 
B) Advertising allows a firm to reach a mass market. 
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 buys. 
E) Advertising is one of the least costly forms of promotion because it reaches a pretested market.

Question 2

Promotional programs are specifically directed toward a group of prospective buyers,or a(n)__________.

Accepted Answer

A) source 
B) diffuser 
C) encoder 
D) target audience 
E) particular media 
A) source 
B) diffuser 
C) encoder 
D) target audience 
E) particular media

Question 3

In the hierarchy of effects,trial refers to

Accepted Answer

A) the consumer's ability to recognize and remember the product or brand name. 
B) the consumer's appraisal of the product or brand on important attributes. 
C) the consumer's first actual purchase and use of the product or brand. 
D) an increase in the consumer's desire to learn about some of the features of the product or brand. 
E) a favorable experience on the first trial,resulting in the consumer's repeated purchase and use of the product or brand. 
A) the consumer's ability to recognize and remember the product or brand name. 
B) the consumer's appraisal of the product or brand on important attributes. 
C) the consumer's first actual purchase and use of the product or brand. 
D) an increase in the consumer's desire to learn about some of the features of the product or brand. 
E) a favorable experience on the first trial,resulting in the consumer's repeated purchase and use of the product or brand.

Question 4

The first 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 5

In the purchase stage of the consumer purchase decision process,research indicates that __________ activities shorten the time consumers take to adopt a product or service.

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 6

Pauline received a postcard from a local antique mall.The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day.She went to the antique mall the next day to consider buying an antique lamp.With respect to Pauline,the postcard from the antique mall was a form of direct marketing used to __________.

Accepted Answer

A) generate direct orders 
B) generate leads 
C) create awareness 
D) generate traffic 
E) create a new image 
A) generate direct orders 
B) generate leads 
C) create awareness 
D) generate traffic 
E) create a new image

Question 7

In the hierarchy of effects,interest refers to

Accepted Answer

A) the consumer's ability to recognize and remember the product or brand name. 
B) the consumer's appraisal of the product or brand on important attributes. 
C) an increase in the consumer's desire to learn about some of the features of the product or brand. 
D) a favorable experience on the first trial,resulting in the consumer's repeated purchase and use of the product or brand. 
E) the consumer's first actual purchase and use of the product or brand. 
A) the consumer's ability to recognize and remember the product or brand name. 
B) the consumer's appraisal of the product or brand on important attributes. 
C) an increase in the consumer's desire to learn about some of the features of the product or brand. 
D) a favorable experience on the first trial,resulting in the consumer's repeated purchase and use of the product or brand. 
E) the consumer's first actual purchase and use of the product or brand.

Question 8

Decoding refers to

Accepted Answer

A) receiving a message within a common field of experience and breaking down that information into small useable units to better interpret its meaning. 
B) having a receiver take a set of symbols,the message,and transform them back to an idea. 
C) receiving a message that requires integration of new information to fully understand the intended meaning. 
D) having the sender transform an abstract idea into a set of symbols that can be universally understood. 
E) having a sender take a set of symbols,the message,and transform them back to an idea. 
A) receiving a message within a common field of experience and breaking down that information into small useable units to better interpret its meaning. 
B) having a receiver take a set of symbols,the message,and transform them back to an idea. 
C) receiving a message that requires integration of new information to fully understand the intended meaning. 
D) having the sender transform an abstract idea into a set of symbols that can be universally understood. 
E) having a sender take a set of symbols,the message,and transform them back to an idea.

Question 9

Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix.How does the importance of advertising,personal selling,and sales promotion change as a consumer moves through stages of the decision process?

Accepted Answer

The importance of advertising,personal s

Question 10

Direct orders refer to

Accepted Answer

A) direct communication with consumers to generate a response in the form of an order,a request for further information,or a visit to a retail outlet. 
B) products that are shipped directly to the place of purchase rather than being stored or distributed through intermediaries. 
C) the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction. 
D) the outcome of an offer designed to motivate people to visit a business. 
E) the result of an offer designed to generate interest in a product or service and a request for additional information. 
A) direct communication with consumers to generate a response in the form of an order,a request for further information,or a visit to a retail outlet. 
B) products that are shipped directly to the place of purchase rather than being stored or distributed through intermediaries. 
C) the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction. 
D) the outcome of an offer designed to motivate people to visit a business. 
E) the result of an offer designed to generate interest in a product or service and a request for additional information.

Question 11

According to the textbook,__________ recently won Advertising Age magazine's coveted Media Agency of the Year award.

Accepted Answer

A) 72andSunny 
B) Carat 
C) Fallon 
D) LatinWorks 
E) Disney 
A) 72andSunny 
B) Carat 
C) Fallon 
D) LatinWorks 
E) Disney

Question 12

In the hierarchy of effects,awareness is defined as

Accepted Answer

A) the consumer's first actual purchase and use of the product or brand. 
B) the consumer's repeated purchase and use of the product or brand. 
C) the consumer's appraisal of the product or brand on important attributes. 
D) an increase in the consumer's desire to learn about some of the features of the product or brand. 
E) the consumer's ability to recognize and remember the product or brand name. 
A) the consumer's first actual purchase and use of the product or brand. 
B) the consumer's repeated purchase and use of the product or brand. 
C) the consumer's appraisal of the product or brand on important attributes. 
D) an increase in the consumer's desire to learn about some of the features of the product or brand. 
E) the consumer's ability to recognize and remember the product or brand name.

Question 13

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

Accepted Answer

A) size 
B) durability 
C) accessibility 
D) ancillary services 
E) acceptability 
A) size 
B) durability 
C) accessibility 
D) ancillary services 
E) acceptability

Question 14

Imagine a small retailer saying,"Well,after budgeting for all of our expenses for next year,we still have about $7,500 remaining for emergencies.Let's budget 20 percent of that amount for advertising." What budgeting technique is the small retailer using?

Accepted Answer

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

Question 15

Mountain Dew's DEWmocracy 2 campaign featured a seven-stage process.Stage One involved

Accepted Answer

A) designing a label for the can. 
B) a truck stop tour with samples of new flavors. 
C) fans organizing into "flavor nations." 
D) color selection. 
E) naming the product. 
A) designing a label for the can. 
B) a truck stop tour with samples of new flavors. 
C) fans organizing into "flavor nations." 
D) color selection. 
E) naming the product.

Question 16

Allocation of funds to promotion only after all other budget items are covered is referred to as

Accepted Answer

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

Question 17

What are the strengths/advantages and weaknesses/disadvantages of using personal selling in the promotional mix?

Accepted Answer

Personal selling is the two-way flow of

Question 18

Communication is the process of conveying a message to others and it requires six elements.These elements include: a source,a message,a channel of communication,__________,and the processes of encoding and decoding.

Accepted Answer

A) a concept 
B) a receiver 
C) an offer 
D) a brand 
E) a slogan 
A) a concept 
B) a receiver 
C) an offer 
D) a brand 
E) a slogan

Question 19

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

Accepted Answer

A) Public relations is more expensive on a cost-per-contact basis than advertising. 
B) Public relations is usually directly paid while advertising is usually indirectly paid. 
C) Advertising is usually directly paid while public relations is usually indirectly paid. 
D) Advertising provides an immediate feedback loop while public relations does not. 
E) Public relations always has a much greater reach than advertising. 
A) Public relations is more expensive on a cost-per-contact basis than advertising. 
B) Public relations is usually directly paid while advertising is usually indirectly paid. 
C) Advertising is usually directly paid while public relations is usually indirectly paid. 
D) Advertising provides an immediate feedback loop while public relations does not. 
E) Public relations always has a much greater reach than advertising.

Question 20

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

Accepted Answer

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

Exam 17: Integrated Marketing Communications and Direct Marketing

Which of the following statements about advertising is most accurate?

Promotional programs are specifically directed toward a group of prospective buyers,or a(n)__________.

In the hierarchy of effects,trial refers to

The first stage in the hierarchy of effects is __________.

In the purchase stage of the consumer purchase decision process,research indicates that __________ activities shorten the time consumers take to adopt a product or service.

In the hierarchy of effects,interest refers to

Decoding refers to

Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix.How does the importance of advertising,personal selling,and sales promotion change as a consumer moves through stages of the decision process?

Direct orders refer to

According to the textbook,__________ recently won Advertising Age magazine's coveted Media Agency of the Year award.

In the hierarchy of effects,awareness is defined as

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

Imagine a small retailer saying,"Well,after budgeting for all of our expenses for next year,we still have about $7,500 remaining for emergencies.Let's budget 20 percent of that amount for advertising." What budgeting technique is the small retailer using?

Mountain Dew's DEWmocracy 2 campaign featured a seven-stage process.Stage One involved

Allocation of funds to promotion only after all other budget items are covered is referred to as

What are the strengths/advantages and weaknesses/disadvantages of using personal selling in the promotional mix?

Communication is the process of conveying a message to others and it requires six elements.These elements include: a source,a message,a channel of communication,__________,and the processes of encoding and decoding.

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

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

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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