Question 1

After watching the 30-minute infomercial on Oxy-Clean,Sarah was certain the cleaning product would remove the grape juice stain from her white carpet.In terms of the communication process,Sarah was ________ the message from Oxy-Clean.

Accepted Answer

A) integrating 
B) transforming 
C) translating 
D) decoding 
E) encoding

Question 2

The marketing professor wanted to do everything possible to ensure that her students understood her lectures.Accordingly,she used examples of marketing activities with which most students were familiar.For example,the professor discussed the marketing exchanges between students and grocers,college bookstores,convenience stores,and clothiers.The examples used by the professor were her attempt to ________ her message to encourage better understanding on the part of her students.

Accepted Answer

A) create common ground for 
B) create noise in 
C) effectively decode 
D) identify a mutually shared field of experience for 
E) back translate

Question 3

The best approach to budgeting is objective and task budgeting,whereby the company determines its promotion objectives,outlines the tasks to accomplish these objectives,and

Accepted Answer

A) asks the ad agency for an estimate. 
B) asks the media to propose a program. 
C) determines the promotion cost of performing these tasks. 
D) determines what spending level top management will allow for the proposed program. 
E) surveys customers to determine what spending levels they think are appropriate.

Question 4

Integrated marketing communications (IMC)programs coordinate a variety of promotion alternatives to provide a

Accepted Answer

A) promotional channel. 
B) unique statement of purpose. 
C) consistent message across audiences. 
D) media mix useful to all types of companies. 
E) marketing matrix.

Question 5

Public relations refers to

Accepted Answer

A) a seller-directed flow of communication,often in a face-to-face encounter,designed to promote a product with the purpose of making a sale. 
B) an individualized communications program specifically designed for a single customer because the item being sold is unique to that person. 
C) a mass selling approach that has been tailored to meet the more select needs of a target market based on age,gender,ethnicity,or occupation. 
D) a form of communication that is intended to counteract any negative information or misinformation that has been instigated by competitors or disgruntled customers. 
E) a form of communication management that seeks to influence the feelings,opinions,or beliefs held by customers,prospective customers,stockholders,suppliers,employees,and other publics about a company and its products or services.

Question 6

Proponents of Do-Not-Track regulations suggest that website owners that use cookies to collect information about consumers' shopping habits should only do so

Accepted Answer

A) with new customers. 
B) with consumers' consent. 
C) with repeat customers. 
D) when new products are being offered. 
E) when competitors use cookies.

Question 7

All-you-can-afford-budgeting refers to

Accepted Answer

A) allocating funds to a promotion as a percentage of past or anticipated sales,in terms of either dollars or units sold. 
B) matching a competitor's absolute level of spending or the proportion per point of market share. 
C) determining a firm's promotion objectives,outlining the tasks to accomplish these objectives,and determining the advertising cost of performing these tasks. 
D) allocating funds to a promotion only after all other budget items are covered. 
E) allocating funds to a promotion based on expected profits generated from it.

Question 8

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 9

In the prepurchase stage of the consumer journey,which promotional element is most important?

Accepted Answer

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

Question 10

A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species.However,the firm has few resources to promote the film.Which promotional element should it employ?

Accepted Answer

A) Hire a salesperson to speak to environmental groups. 
B) Ask local radio and television stations to run a favorable story about the film. 
C) Advertise on billboards in each local market. 
D) Invite students to participate in a contest to win free tickets. 
E) Send postcards to all people within a 25-mile radius of a theater showing the movie.

Question 11

________ is advisable for all marketing communications to ensure that messages will be decoded properly.

Accepted Answer

A) Use of an observable receiver 
B) Customization 
C) Elimination of the channel 
D) Pretesting 
E) Omitting the feedback loop

Question 12

Percentage of sales budgeting refers to

Accepted Answer

A) matching a competitor's absolute level of spending or the proportion per point of market share. 
B) allocating funds to a promotion only after all other budget items are covered. 
C) allocating funds to a promotion as a percentage of past or anticipated sales,in terms of either dollars or units sold. 
D) determining a firm's promotion objectives,outlining the tasks to accomplish these objectives,and determining the advertising cost of performing these tasks. 
E) allocating funds to a promotion based on expected profits generated from it.

Question 13

The first decision in developing the promotion program is to

Accepted Answer

A) set the budget. 
B) state the mission. 
C) identify the target audience. 
D) select the appeal. 
E) select the media.

Question 14

Communication is the process of conveying a message to others and it requires six elements.Which process is one of these elements?

Accepted Answer

A) judging 
B) customizing 
C) targeting 
D) branding 
E) encoding

Question 15

An offer that contains all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction may result in

Accepted Answer

A) a direct order. 
B) lead generation. 
C) traffic generation. 
D) data compilation. 
E) a prospect bid.

Question 16

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 17

Which of the following weaknesses is associated with sales promotions?

Accepted Answer

A) high absolute costs 
B) messages differ between the sales promotion tools 
C) difficult to get media cooperation 
D) messages lack credibility with consumers 
E) effectiveness diminishes when used continuously

Question 18

With many industrial products and consumer purchases,ancillary services are an important consideration in selecting the promotional mix.The role of ________ is important to establish the seller's reputation.However,________ is essential for building buyer confidence and providing evidence of customer service.

Accepted Answer

A) sales promotion;personal selling 
B) personal selling;direct marketing 
C) advertising;personal selling 
D) sales promotion;advertising 
E) public relations;direct marketing

Question 19

A new version of the Data Protection Directive,called the ________,will address new developments pertaining to consumer privacy such as social networks and cloud computing and take effect in 2018.

Accepted Answer

A) General Data Protection Regulation 
B) Personal Identity Law 
C) Intellectual Property Act 
D) Credit Protection Act 
E) Shared Information Act

Question 20

Which stage of the product life cycle is usually a period of phase-out for the product,when little money is spent in the promotional mix?

Accepted Answer

A) introduction 
B) growth 
C) maturity 
D) decline 
E) termination

Exam 17: Integrated Marketing Communications and Direct Marketing