Question 1

Disney uses an integrated marketing communications program (IMC)to promote group travel to its theme parks because

Accepted Answer

A) its strategy includes using all types of promotional activities that deliver a consistent message. 
B) it does not want to reach any member of its target audience more than once to conserve resources. 
C) IMC is less expensive than other forms of promotion,such as public service announcements. 
D) if it didn't,Disney would have to use indirect personal selling. 
E) it is more concerned about frequency of attendance than geographic reach. 
A) its strategy includes using all types of promotional activities that deliver a consistent message. 
B) it does not want to reach any member of its target audience more than once to conserve resources. 
C) IMC is less expensive than other forms of promotion,such as public service announcements. 
D) if it didn't,Disney would have to use indirect personal selling. 
E) it is more concerned about frequency of attendance than geographic reach.

Question 2

Traffic generation is

Accepted Answer

A) the outcome of an offer designed to motivate people to visit a business. 
B) the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction. 
C) 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. 
D) the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information. 
E) an increase in the amount of foot traffic in a retail establishment that coincides with a new advertising campaign. 
A) the outcome of an offer designed to motivate people to visit a business. 
B) the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction. 
C) 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. 
D) the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information. 
E) an increase in the amount of foot traffic in a retail establishment that coincides with a new advertising campaign.

Question 3

In Figure 17-4 above,the black line "D" shows that __________,a tool of the promotion mix,is least important during the purchase stage of the consumer purchase decision process.

Accepted Answer

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

Question 4

Procter & Gamble introduced Old Spice High Endurance antiperspirant,targeted to teenage boys who don't watch much TV.P&G did grassroots marketing including handing out samples at skateboarding events and sponsoring a contest for the "high-school football player of the year." P&G emphasized which promotional element in this example?

Accepted Answer

A) sales promotion 
B) advertising 
C) personal selling 
D) public relations 
E) word-of-mouth 
A) sales promotion 
B) advertising 
C) personal selling 
D) public relations 
E) word-of-mouth

Question 5

Consumers who read,hear,or see the message sent by a source during the communication process are referred to as __________.

Accepted Answer

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

Question 6

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

Accepted Answer

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

Question 7

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

Accepted Answer

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

Question 8

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

Accepted Answer

A) it is a low cost means of reaching the target market 
B) its messages may differ between direct mailings,confusing the target market 
C) it is expensive and time consuming to develop and maintain a database 
D) it is difficult to get media cooperation 
E) it can lead to promotion wars 
A) it is a low cost means of reaching the target market 
B) its messages may differ between direct mailings,confusing the target market 
C) it is expensive and time consuming to develop and maintain a database 
D) it is difficult to get media cooperation 
E) it can lead to promotion wars

Question 9

By taking consumer expectations into consideration,integrated marketing communications (IMC)is a key element in a company's __________ strategy.

Accepted Answer

A) generic business 
B) retail life cycle 
C) market segmentation 
D) sustainable development 
E) customer experience management 
A) generic business 
B) retail life cycle 
C) market segmentation 
D) sustainable development 
E) customer experience management

Question 10

A source refers to

Accepted Answer

A) any paid form of advertising. 
B) consumers who read,hear,or see the message during the communications process. 
C) a company or person who has information to convey during the communications process. 
D) people with similar understanding and knowledge who are willing to share that knowledge with others. 
E) a group of individuals who are willing to receive information from others. 
A) any paid form of advertising. 
B) consumers who read,hear,or see the message during the communications process. 
C) a company or person who has information to convey during the communications process. 
D) people with similar understanding and knowledge who are willing to share that knowledge with others. 
E) a group of individuals who are willing to receive information from others.

Question 11

Channel "B" 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 12

An important factor in developing successful IMC programs is to create a process that facilitates their design and use.A tool used to evaluate a company's current process is the IMC

Accepted Answer

A) audit. 
B) sensitivity analysis. 
C) what-if analysis. 
D) perceptual map. 
E) pretest. 
A) audit. 
B) sensitivity analysis. 
C) what-if analysis. 
D) perceptual map. 
E) pretest.

Question 13

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as __________.

Accepted Answer

A) direct order consignment 
B) lead generation 
C) traffic generation 
D) indirect order fulfillment 
E) first-mover advantage 
A) direct order consignment 
B) lead generation 
C) traffic generation 
D) indirect order fulfillment 
E) first-mover advantage

Question 14

An important factor in developing successful IMC programs is to create a process that facilitates their design and use.A tool used to evaluate a company's current process is the IMC

Accepted Answer

A) audit. 
B) sensitivity analysis. 
C) what-if analysis. 
D) perceptual map. 
E) pretest. 
A) audit. 
B) sensitivity analysis. 
C) what-if analysis. 
D) perceptual map. 
E) pretest.

Question 15

A nonpersonal,indirectly paid presentation of an organization,product,or service that can take the form of a news story,editorial,or product announcement is referred to as (a)__________.

Accepted Answer

A) direct sales 
B) publicity 
C) direct marketing 
D) public service announcement 
E) personal selling 
A) direct sales 
B) publicity 
C) direct marketing 
D) public service announcement 
E) personal selling

Question 16

Which of the following is NOT essential to engage today's customers using social media promotions?

Accepted Answer

A) Encourage and respond to comments and feedback,both positive and negative. 
B) Create sweepstakes,contests,and deals that reward current and new customers. 
C) Post relevant content about the benefits and uses of the product. 
D) Send out a product sample to everyone who "Like" and "Follow" the brand. 
E) Supplement text with photos and videos. 
A) Encourage and respond to comments and feedback,both positive and negative. 
B) Create sweepstakes,contests,and deals that reward current and new customers. 
C) Post relevant content about the benefits and uses of the product. 
D) Send out a product sample to everyone who "Like" and "Follow" the brand. 
E) Supplement text with photos and videos.

Question 17

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

Accepted Answer

A) public relations 
B) direct selling 
C) merchandising 
D) word-of-mouth 
E) direct marketing 
A) public relations 
B) direct selling 
C) merchandising 
D) word-of-mouth 
E) direct marketing

Question 18

Marketers have observed that our marketplace is shifting to an "age of engagement." All of the following are forms of consumer engagement EXCEPT:

Accepted Answer

A) QR codes. 
B) reality shows using online voting. 
C) Facebook Pages. 
D) Twitter re-tweets. 
E) public relations. 
A) QR codes. 
B) reality shows using online voting. 
C) Facebook Pages. 
D) Twitter re-tweets. 
E) public relations.

Question 19

Which of the following messages represents a potential communication error?

Accepted Answer

A) "Once in-a-lifetime offer!" 
B) "Buy one,get one free!" 
C) "Can't read? Let us help.Free literacy classes." 
D) "Great part-time job opportunity;transportation required." 
E) "Two bottled waters for $3.00 or $1.75 apiece." 
A) "Once in-a-lifetime offer!" 
B) "Buy one,get one free!" 
C) "Can't read? Let us help.Free literacy classes." 
D) "Great part-time job opportunity;transportation required." 
E) "Two bottled waters for $3.00 or $1.75 apiece."

Question 20

Which of the following statements regarding the promotional mix is most accurate?

Accepted Answer

A) For maximum impact,funding for promotions should be equally divided among the five elements of the promotional mix. 
B) The promotional mix can be influenced by the target audience for the promotion,the stage of the product's life cycle,the characteristics of the product,the decision stage of the buyer,and the channel of distribution. 
C) Regardless of which other elements are selected,advertising must be included in every promotional decision in order for an IMC campaign to be successful. 
D) Decisions regarding the promotional mix should be left to each manager in the marketing department who knows best direction what to do for his or her own specialty. 
E) It is not necessary to have a coordinated goal for an IMC campaign provided each department has a goal of its own. 
A) For maximum impact,funding for promotions should be equally divided among the five elements of the promotional mix. 
B) The promotional mix can be influenced by the target audience for the promotion,the stage of the product's life cycle,the characteristics of the product,the decision stage of the buyer,and the channel of distribution. 
C) Regardless of which other elements are selected,advertising must be included in every promotional decision in order for an IMC campaign to be successful. 
D) Decisions regarding the promotional mix should be left to each manager in the marketing department who knows best direction what to do for his or her own specialty. 
E) It is not necessary to have a coordinated goal for an IMC campaign provided each department has a goal of its own.

Exam 17: Integrated Marketing Communications and Direct Marketing

Disney uses an integrated marketing communications program (IMC)to promote group travel to its theme parks because

Traffic generation is

In Figure 17-4 above,the black line "D" shows that __________,a tool of the promotion mix,is least important during the purchase stage of the consumer purchase decision process.

Consumers who read,hear,or see the message sent by a source during the communication process are referred to as __________.

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

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

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

By taking consumer expectations into consideration,integrated marketing communications (IMC)is a key element in a company's __________ strategy.

A source refers to

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

An important factor in developing successful IMC programs is to create a process that facilitates their design and use.A tool used to evaluate a company's current process is the IMC

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as __________.

An important factor in developing successful IMC programs is to create a process that facilitates their design and use.A tool used to evaluate a company's current process is the IMC

A nonpersonal,indirectly paid presentation of an organization,product,or service that can take the form of a news story,editorial,or product announcement is referred to as (a)__________.

Which of the following is NOT essential to engage today's customers using social media promotions?

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

Marketers have observed that our marketplace is shifting to an "age of engagement." All of the following are forms of consumer engagement EXCEPT:

Which of the following messages represents a potential communication error?

Which of the following statements regarding the promotional mix is most accurate?

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