Question 1

Which of the following is an inherent strength of direct marketing?

Accepted Answer

A) direct marketing can be adapted quickly to facilitate customer relationships 
B) direct marketing is often the most credible source in the consumer's mind 
C) direct marketing can provide complex information 
D) direct marketing can quickly stimulate and maintain market share 
E) direct marketing is a low cost means of reaching the target market 
A) direct marketing can be adapted quickly to facilitate customer relationships 
B) direct marketing is often the most credible source in the consumer's mind 
C) direct marketing can provide complex information 
D) direct marketing can quickly stimulate and maintain market share 
E) direct marketing is a low cost means of reaching the target market

Question 2

Which of the following statements about executing and evaluating the promotion program is most accurate?

Accepted Answer

A) Although there are five elements in the promotional mix,the only element that really benefits from an IMC audit is advertising. 
B) Most IMC programs have no difficulty creating a pretest,but posttests are much more difficult to construct since a number of unknown elements must be measured. 
C) To fully benefit from IMC programs,companies must create and maintain a test-result database that allows comparisons of the relative impact of the promotional tools and their execution options in varying situations. 
D) The ideal IMC program does not need any evaluation if it is executed according to plan. 
E) The most effective IMC audits are external.Internal audits tend to bias the results in the favor of the marketing staff's expectations. 
A) Although there are five elements in the promotional mix,the only element that really benefits from an IMC audit is advertising. 
B) Most IMC programs have no difficulty creating a pretest,but posttests are much more difficult to construct since a number of unknown elements must be measured. 
C) To fully benefit from IMC programs,companies must create and maintain a test-result database that allows comparisons of the relative impact of the promotional tools and their execution options in varying situations. 
D) The ideal IMC program does not need any evaluation if it is executed according to plan. 
E) The most effective IMC audits are external.Internal audits tend to bias the results in the favor of the marketing staff's expectations.

Question 3

Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?

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 4

In a marketing context,a message refers to

Accepted Answer

A) product information regarding benefits and usage found from receiver to the sender outside the channel of communication. 
B) the slogan or tagline of a specific product. 
C) proprietary information linking a specific product to a promotional campaign. 
D) the information sent by a source to a receiver during the communication process. 
E) a television or radio commercial from the buyer to the seller. 
A) product information regarding benefits and usage found from receiver to the sender outside the channel of communication. 
B) the slogan or tagline of a specific product. 
C) proprietary information linking a specific product to a promotional campaign. 
D) the information sent by a source to a receiver during the communication process. 
E) a television or radio commercial from the buyer to the seller.

Question 5

A product characteristic known as __________ is relevant to promotional mix decisions and has financial,social,and physical components.

Accepted Answer

A) risk 
B) complexity 
C) ancillary services 
D) empathy 
E) synergy 
A) risk 
B) complexity 
C) ancillary services 
D) empathy 
E) synergy

Question 6

In the hierarchy of effects,adoption refers to

Accepted Answer

A) the point at which the consumer accepts the integrity of the manufacturer and the reliability of the product. 
B) the consumer's appraisal of the product or brand on the majority of important attributes. 
C) an increase in the consumer's desire to learn about some of the features of the product or brand. 
D) the consumer's actual first purchase and use of the product or brand. 
E) the consumer's repeated purchase and use of the product or brand after a favorable experience on the first trial. 
A) the point at which the consumer accepts the integrity of the manufacturer and the reliability of the product. 
B) the consumer's appraisal of the product or brand on the majority of important attributes. 
C) an increase in the consumer's desire to learn about some of the features of the product or brand. 
D) the consumer's actual first purchase and use of the product or brand. 
E) the consumer's repeated purchase and use of the product or brand after a favorable experience on the first trial.

Question 7

Customers report many benefits of direct marketing,including __________.

Accepted Answer

A) there is more privacy than in-store shopping 
B) there are fewer product returns 
C) there are usually better product warranties 
D) there are a greater number of additional incentives from sellers to retain customer loyalty 
E) products are generally bundled with other products to offer buyers greater value 
A) there is more privacy than in-store shopping 
B) there are fewer product returns 
C) there are usually better product warranties 
D) there are a greater number of additional incentives from sellers to retain customer loyalty 
E) products are generally bundled with other products to offer buyers greater value

Question 8

When an English-speaker reads the KFC slogan "Finger-lickin' good!," he or she interprets this as an indication that the food tastes very good.When this slogan was translated into Chinese,the Chinese-speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing __________.

Accepted Answer

A) product consumption behaviors 
B) fields of experience 
C) channels of communication 
D) educational systems 
E) advertising appeals 
A) product consumption behaviors 
B) fields of experience 
C) channels of communication 
D) educational systems 
E) advertising appeals

Question 9

In the prepurchase stage of the consumer purchase decision process,which promotional element is MOST IMPORTANT?

Accepted Answer

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

Question 10

The actions a firm takes during the promotion decision process include __________,executing,and assessing the promotion program.

Accepted Answer

A) pretesting 
B) developing 
C) stating the mission 
D) selecting the appeal 
E) selecting the media 
A) pretesting 
B) developing 
C) stating the mission 
D) selecting the appeal 
E) selecting the media

Question 11

Which of the following companies had the LARGEST promotional expenditures (advertising + all other promotions)according to Figure 17-7 in the textbook?

Accepted Answer

A) General Motors 
B) AT&T 
C) Johnson & Johnson 
D) Proctor & Gamble (P&G) 
E) Walmart 
A) General Motors 
B) AT&T 
C) Johnson & Johnson 
D) Proctor & Gamble (P&G) 
E) Walmart

Question 12

In a marketing context,all of the following are channels of communication that convey a message from a source to a receiver EXCEPT:

Accepted Answer

A) magazine 
B) news release 
C) salesperson 
D) encoder 
E) TV 
A) magazine 
B) news release 
C) salesperson 
D) encoder 
E) TV

Question 13

Imagine you have overheard the owner of a medium-sized manufacturing company saying,"We had a good year,and I think next year will be even better.I'm going to raise this year's promotion budget 4.5 percent based on the increase of last year's gross dollar sales.That will let me do more advertising than the 3.5 percent I budgeted last year." From this information,the manufacturer is using __________ budgeting.

Accepted Answer

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

Question 14

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket,you are being influenced primarily by which promotional element?

Accepted Answer

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

Question 15

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,a receiver,and __________.

Accepted Answer

A) a concept 
B) an offer 
C) a slogan 
D) a brand 
E) the processes of encoding and decoding 
A) a concept 
B) an offer 
C) a slogan 
D) a brand 
E) the processes of encoding and decoding

Question 16

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

Accepted Answer

A) encoding 
B) the message 
C) decoding 
D) the fields of experience 
E) feedback 
A) encoding 
B) the message 
C) decoding 
D) the fields of experience 
E) feedback

Question 17

The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

Accepted Answer

A) inform 
B) persuade 
C) appeal to 
D) remind 
E) sway 
A) inform 
B) persuade 
C) appeal to 
D) remind 
E) sway

Question 18

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

Accepted Answer

Advertising is any paid form of nonperso

Question 19

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

Accepted Answer

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

Question 20

The group of prospective buyers toward which a promotion program is directed is referred to as a

Accepted Answer

A) target audience. 
B) target selection. 
C) selected audience. 
D) prospective audience. 
E) media audience. 
A) target audience. 
B) target selection. 
C) selected audience. 
D) prospective audience. 
E) media audience.

Exam 17: Integrated Marketing Communications and Direct Marketing

Which of the following is an inherent strength of direct marketing?

Which of the following statements about executing and evaluating the promotion program is most accurate?

Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?

In a marketing context,a message refers to

A product characteristic known as __________ is relevant to promotional mix decisions and has financial,social,and physical components.

In the hierarchy of effects,adoption refers to

Customers report many benefits of direct marketing,including __________.

In the prepurchase stage of the consumer purchase decision process,which promotional element is MOST IMPORTANT?

The actions a firm takes during the promotion decision process include __________,executing,and assessing the promotion program.

Which of the following companies had the LARGEST promotional expenditures (advertising + all other promotions)according to Figure 17-7 in the textbook?

In a marketing context,all of the following are channels of communication that convey a message from a source to a receiver EXCEPT:

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket,you are being influenced primarily by which promotional element?

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,a receiver,and __________.

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

The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

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

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

The group of prospective buyers toward which a promotion program is directed is referred to as a

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