Question 1

A major weakness of ________ as a form of promotion is that it requires expensive database management.

Accepted Answer

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

Question 2

The promotion decision process is divided into three steps. What are they? Briefly describe each one.

Accepted Answer

The answer of The promotion decision process is divided into...

Question 3

Direct marketing faces several challenges and opportunities in global markets. Several countries, such as the United Kingdom, Australia, and Japan, have requirements for mandatory "opt-in," which means

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 that 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 catalogs. 
E)  potential customers must give permission to include their name on a list for direct marketing solicitations.

Question 4

All of these are challenges and opportunities that direct marketing faces in global markets except which?

Accepted Answer

A)  The need for improved reliability and security in many countries has slowed the growth of direct mail. 
B)  The availability of credit and credit cards varies throughout the world. 
C)  The European Union recently deregulated the use of web "tracking" tools by direct marketers to segment consumers and match them with advertising are very popular among consumers. 
D)  The mail, telephone, and Internet systems in many countries are not as well developed as they are in the United States. 
E)  The European Union passed a consumer privacy law, called the Data Protection Directive due to consumer concerns about privacy.

Question 5

Which of these forms of direct marketing has the highest response rate?

Accepted Answer

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

Question 6

By taking the consumer journey and consumer expectations into consideration, integrated marketing communications (IMC) becomes 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

Question 7

Which of the following guidelines help ensure the success of mobile marketing?

Accepted Answer

A)  Campaigns should use A-list celebrities for best results with students. 
B)  Communications should use audio or video content but not both. 
C)  Firms should be avoid social media due to its rapidly changing popularity. 
D)  Communication should be honest, authentic, and transparent about the purpose and value of the brand. 
E)  Communication should include extensive text and images to explain the features and benefits of the product.

Question 8

The Olympus Eye Trek is a device that provides "a high-quality personal TV experience." It resembles a pair of glasses that when worn make the user think he or she is watching a 52-inch high-definition television. An ad for the device contains both a telephone number that can be called and a website that can be visited for further information on how the product works. This Olympus Eye Trek is most likely high in

Accepted Answer

A)  user-friendliness. 
B)  complexity. 
C)  risk. 
D)  synergy. 
E)  accessibility.

Question 9

________ have grown dramatically and allow public discussions of almost any company activity, so many public relations departments now focus on facilitating and responding to them.

Accepted Answer

A)  Lobbying efforts 
B)  Press releases 
C)  Social media 
D)  Negative ads 
E)  Public service announcements

Question 10

In a promotional sense, customized interaction is exemplified by

Accepted Answer

A)  the creation of unique products based upon the needs and wants of individual consumers. 
B)  the translation of a company's message into multiple languages for use in advertising in different countries or regions. 
C)  personal selling between a seller and a prospective buyer that can include face-to-face, telephone, and interactive electronic communication. 
D)  the creation of different promotional campaigns based on gender, age, or ethnicity. 
E)  the use of different images (such as the covers of Sports Illustrated) to reach different product groupings.

Question 11

The popularity of social media sometimes leads to a new stage in the hierarchy of effects known as ________ where loyal consumers recommend brands they have adopted.

Accepted Answer

A)  evaluation 
B)  advocacy 
C)  preference 
D)  interest 
E)  repurchase

Question 12

Which of these is a strength of advertising?

Accepted Answer

A)  Advertising provides immediate feedback. 
B)  Advertising is very inexpensive. 
C)  Advertising can create messages quickly. 
D)  Advertising is an efficient means for reaching large numbers of people. 
E)  Advertising is often the most credible source of information for consumers.

Question 13

The ________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.

Accepted Answer

A)  product 
B)  price 
C)  place 
D)  promotion 
E)  advertising

Question 14

The first stage in the hierarchy of effects is

Accepted Answer

A)  interest. 
B)  awareness. 
C)  informing. 
D)  trial. 
E)  evaluation.

Question 15

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.

Question 16

The combination of one or more communication tools used to inform prospective buyers about the benefits of the product, persuade them to try it, and remind them later about the benefits they enjoyed by using the product is referred to as the

Accepted Answer

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

Question 17

For a promotional campaign, the hierarchy of effects refers to the stages a prospective buyer goes through, which include

Accepted Answer

A)  inform, persuade, and remind. 
B)  interest, adoption, and brand loyalty. 
C)  cognition, affect, and behavior. 
D)  awareness, interest, evaluation, trial, and adoption. 
E)  seeing, trying, buying, and repurchasing.

Question 18

Sales from which of the following direct marketing tools is growing the fastest at 33 percent?

Accepted Answer

A)  mobile direct marketing 
B)  online direct marketing 
C)  telemarketing 
D)  e-mail marketing 
E)  direct mail marketing

Question 19

In the feedback loop of the communication process, 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.

Question 20

All of these are examples of direct marketing tools except which?

Accepted Answer

A)  direct mail 
B)  telephone solicitations 
C)  rebates 
D)  catalogs 
E)  direct-response ads on TV

Exam 18: Advertising, Sales Promotion, and Public Relations