Question 1

Reference: 16-03
Figure 16-4
 
-In Figure 16-4 line, the element of the promotion mix that plays a small role in the post-purchase stage is labelled 'C.' This refers to:

Accepted Answer

A) advertising 
B) sales promotion 
C) public relations 
D) communication

Question 2

Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?

Accepted Answer

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

Question 3

Many companies are now sending messages to mobile phones as part of their direct mobile marketing strategy. These messages are often:

Accepted Answer

A) alerts from cell phone providers 
B) emails 
C) very lengthy 
D) text messages (short message service, SMS)

Question 4

The "age of engagement" describes which of the following concepts?

Accepted Answer

A) paying individuals to follow their brands increases their level of engagement 
B) individuals are more responsive to companies and brands that use two-way communication methods 
C) social media is a one-sided exchange 
D) traditional advertising is seeing a 'retro' trend

Question 5

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

Accepted Answer

The answer of What are the advantages and disadvantages of...

Question 6

According to a study by the Canadian Marketing Association (CMA), __________concerns trump __________when it comes to a consumer's acceptance of targeted ads
Based on their online behaviour.

Accepted Answer

A) privacy, cost 
B) privacy, perceived value 
C) cost, perceived value 
D) technical proficiency, comprehension

Question 7

All of the following are examples of sales promotion, EXCEPT:

Accepted Answer

A) sweepstakes 
B) rebates 
C) hosting a news conference 
D) coupons

Question 8

TD Bank expects that sales for their new monthly business account will be $10 million this year. The marketing department was given a budget that was 1/20 of this amount. This is an example of which method?

Accepted Answer

A) Competitive parity. 
B) Objective and task. 
C) All-you-can-afford. 
D) Percentage of sales.

Question 9

Which of the following steps in the objective and task approach to promotion budgeting must be done correctly in order for any of the others to have the proper effect?

Accepted Answer

A) identify appropriate objectives 
B) accurately total the budget from costs of separate tasks 
C) accurately estimate what task will accomplish each objective 
D) accurately estimate costs of tasks

Question 10

TD Bank is forecasting sales of $10 million for their new business account. RBC also released a new business account and is spending $1 million on their advertising program. TD decides that their budget will also be $1 million. TD's budgeting strategy is known as:

Accepted Answer

A) Competitive parity 
B) All-you-can-afford 
C) Objective and task 
D) Percentage of sales

Question 11

L'Oréal created an advertisement for its Visible Life makeup. The magazine in which the ad for L'Oréal Visible Lift makeup appeared is a:

Accepted Answer

A) source. 
B) communication channel. 
C) decoder. 
D) message.

Exam 16: Integrated Marketing Communications and Direct Marketing

Reference: 16-03 Figure 16-4 -In Figure 16-4 line, the element of the promotion mix that plays a small role in the post-purchase stage is labelled 'C.' This refers to:

Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?

Many companies are now sending messages to mobile phones as part of their direct mobile marketing strategy. These messages are often:

The "age of engagement" describes which of the following concepts?

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

According to a study by the Canadian Marketing Association (CMA) , concerns trump when it comes to a consumer's acceptance of targeted ads Based on their online behaviour.

All of the following are examples of sales promotion, EXCEPT:

TD Bank expects that sales for their new monthly business account will be $10 million this year. The marketing department was given a budget that was 1/20 of this amount. This is an example of which method?

Which of the following steps in the objective and task approach to promotion budgeting must be done correctly in order for any of the others to have the proper effect?

TD Bank is forecasting sales of $10 million for their new business account. RBC also released a new business account and is spending $1 million on their advertising program. TD decides that their budget will also be $1 million. TD's budgeting strategy is known as:

L'Oréal created an advertisement for its Visible Life makeup. The magazine in which the ad for L'Oréal Visible Lift makeup appeared is a:

Exam 16: Integrated Marketing Communications and Direct Marketing

Reference: 16-03 Figure 16-4 -In Figure 16-4 line, the element of the promotion mix that plays a small role in the post-purchase stage is labelled 'C.' This refers to:

Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?

Many companies are now sending messages to mobile phones as part of their direct mobile marketing strategy. These messages are often:

The "age of engagement" describes which of the following concepts?

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

According to a study by the Canadian Marketing Association (CMA) , __________concerns trump __________when it comes to a consumer's acceptance of targeted ads Based on their online behaviour.

All of the following are examples of sales promotion, EXCEPT:

TD Bank expects that sales for their new monthly business account will be $10 million this year. The marketing department was given a budget that was 1/20 of this amount. This is an example of which method?

Which of the following steps in the objective and task approach to promotion budgeting must be done correctly in order for any of the others to have the proper effect?

TD Bank is forecasting sales of $10 million for their new business account. RBC also released a new business account and is spending $1 million on their advertising program. TD decides that their budget will also be $1 million. TD's budgeting strategy is known as:

L'Oréal created an advertisement for its Visible Life makeup. The magazine in which the ad for L'Oréal Visible Lift makeup appeared is a:

According to a study by the Canadian Marketing Association (CMA) , concerns trump when it comes to a consumer's acceptance of targeted ads Based on their online behaviour.