Question 1

Which of the following is NOT a promotional element?

Accepted Answer

A) public relations 
B) production line 
C) personal selling 
D) sales promotion

Question 2

The Canadian Tourism Commission (CTC)created several "Canada, Keep Exploring" advertisements. In terms of the communication process, the__________ for the information in the "Canada, Keep Exploring" advertisements is CTC, its producer.

Accepted Answer

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

Question 3

All of the following are steps in completing the promotion decision for an IMC program, except:

Accepted Answer

A) developing. 
B) evaluating the promotion program. 
C) implementing. 
D) executing.

Question 4

Which of the following would be considered a strength for advertising?

Accepted Answer

A) excellent way to reach a targeted audience 
B) very flexible 
C) effective way to reach large number of people 
D) uses great people to make personal sales

Question 5

The promotion decision process is divided into (1)developing, (2)executing, and (3)evaluating the promotion program. Development of the promotion program focuses on the four Ws. What are they?

Accepted Answer

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

Question 6

Sales promotions cannot be the sole basis for a promotional campaign because:

Accepted Answer

A) sales promotions are regulated by law. 
B) sales promotions are too costly. 
C) sales promotions alone have very limited reach. 
D) gains from sales promotion are often temporary and sales drop off when the deal ends.

Question 7

With direct marketing the result of offers that contain all the information necessary, for a prospective buyer to make a decision to purchase and complete the transaction are referred to as:

Accepted Answer

A) indirect orders 
B) lead generation bottlenecks 
C) traffic generation problems 
D) direct orders

Question 8

Kraft Canada created an advertisement for its Cheez Whiz processed cheese spread. In terms of the communication process, the __________in the ads for Cheez Whiz informed prospective customers that Cheez Whiz was a healthy and nutritious cheese spread.

Accepted Answer

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

Question 9

After telling your friend about a great deal he received at Best Buy, your friend excitedly exclaimed: "that is great news, I need a new computer...I'm heading to Best Buy right now, thanks!" Clearly, your friend's __________showed the message went
Through!

Accepted Answer

A) noise filter 
B) feedback source 
C) response 
D) source reaction

Question 10

While searching BuzzFeed as a break from studying for an upcoming marketing exam, you came across a "sponsored post" by Colgate that highlighted the "Top 20 non-traditional ways to use toothpaste." This sponsored post is an example of:

Accepted Answer

A) Direct sales 
B) Direct marketing 
C) Public service announcement 
D) Publicity

Question 11

A pull strategy refers to

Accepted Answer

A) directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product. 
B) directing the promotional mix toward channel members to gain their cooperation in ordering and stocking its product. 
C) when a manufacturer advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide promotional and advertising campaigns. 
D) when a manufacturer forces a retailer to promote its product by placing national brand ads in local newspapers.

Question 12

All of the following were aspects of Sears Canada's new springtime campaign called "Everything's springing up Sears," except:

Accepted Answer

A) product sampling. 
B) radio advertising. 
C) television advertising. 
D) public relations.

Question 13

Air Canada recently lost a passenger's dog in-transit from San Francisco to Vancouver. The company immediately went on Twitter to inform the public and ask people if they have seen the dog. Using Twitter in this way is an example of:

Accepted Answer

A) Sales promotion. 
B) Public relations. 
C) Publicity. 
D) Advertising.

Question 14

Which of these promotional elements has the highest cost-per-contact?

Accepted Answer

A) publicity 
B) sales promotion 
C) advertising 
D) personal selling

Question 15

In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the encoding of the message would most likely be undertaken by its:

Accepted Answer

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

Question 16

Percentage of sales budgeting is a budgeting method:

Accepted Answer

A) that allocates funds to promotion only after all other budget items are covered. 
B) that allocates funds to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold. 
C) whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and determines the advertising cost of performing these tasks. 
D) that matches the competitor's absolute level of spending or the proportion per point of market share.

Question 17

According to Estelle Metayer, privacy expert at Competia, privacy issues could possibly be managed in one of the following EXCEPT:

Accepted Answer

A) Centurions where companies develop and follow strict data guidelines. 
B) Data lockdown where consumers demand more laws on privacy. 
C) Icarus or data chaos where private firms emerge to police privacy. 
D) Data-slayers where data encryption thieves hold consumers privacy at ransom.

Question 18

When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product, it is using a(n)__________strategy.

Accepted Answer

A) pull 
B) push 
C) inertia 
D) exclusivity

Question 19

A push strategy refers to

Accepted Answer

A) when a manufacturer advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide promotional and advertising campaigns. 
B) when a manufacturer directs its efforts in the form of advertising and sales promotions to ultimate consumers to encourage them to ask their retailer for the product. 
C) when a manufacturer forces a retailer to promote its product by placing national ads in local newspapers. 
D) directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product.

Question 20

Renee works for a major pharmaceutical company and is responsible to go to individual doctors' offices and convince them to use her products. This is referred to as:

Accepted Answer

A) mass-selling. 
B) in-person selling. 
C) location-based selling. 
D) personal selling.

Exam 16: Integrated Marketing Communications and Direct Marketing