Question 1

Which of the following is a weakness of direct marketing?

Accepted Answer

A) high absolute costs 
B) declining customer response rates 
C) inconsistent messages from salespeople 
D) difficult to get media cooperation 
E) easily duplicated and can easily lead to promotion wars

Question 2

All of the following factors are used to balance the use of the promotional mix elements except

Accepted Answer

A) the channel of distribution. 
B) the product's life cycle. 
C) the decision stage of the buyer. 
D) the different departments responsible for implementing the sales promotion strategy and tactics. 
E) the characteristics of the product.

Question 3

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

Accepted Answer

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

Question 4

The manufacturers of drugs encourage patients to learn more about the drugs and ask for them by name from the doctor. The manufacturers of these drugs are using __________ promotional channel strategy.

Accepted Answer

A) a pull 
B) an intense 
C) a push 
D) an inertia 
E) an exclusive

Question 5

The process of conveying a message to others that requires six elements-a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding-is referred to as

Accepted Answer

A) exchange. 
B) dialogue. 
C) communication. 
D) advertising. 
E) feedback.

Question 6

All of the following are forms of direct marketing except

Accepted Answer

A) catalogs. 
B) in-store free samples. 
C) telemarketing. 
D) paid searches. 
E) direct mail.

Question 7

Another name for competitive parity budgeting is __________ budgeting.

Accepted Answer

A) linear forecast 
B) all-you-can-afford 
C) comparative 
D) matched media 
E) matching competitors

Question 8

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.

Question 9

What is the best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?

Accepted Answer

The answer of What is the best approach for determining...

Question 10

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 11

Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, public relations, sales promotion, direct marketing, and

Accepted Answer

A) people. 
B) merchandising. 
C) social media. 
D) personal selling. 
E) branding.

Question 12

All of the following guidelines help ensure the success of mobile marketing except

Accepted Answer

A) campaign should match product characteristics to the needs, preferences, and lifestyles of the customer/consumer. 
B) communications should facilitate multitasking. 
C) create a mobile-ready app that is flashy and fun. 
D) mobile apps should help shoppers make price comparisons. 
E) communication must use extensive text and images to explain the purpose and value of the brand.

Question 13

When Procter & Gamble bought the Old Spice brand in 1990, it planned to transform the old, stagnating brand into a men's "personal-care powerhouse." The ads that P&G developed shed the older-man image and now appeal to 18- to 34-year-olds. In terms of the communication process, P&G had to __________ its idea to create the message shown to the new target market.

Accepted Answer

A) respond 
B) discuss 
C) decode 
D) encode 
E) feedback

Question 14

Which of the following is the best approach to promotion budgeting?

Accepted Answer

A) objective and task budgeting 
B) percentage of sales budgeting 
C) competitive parity budgeting 
D) all-you-can-afford budgeting 
E) linear forecast budgeting

Question 15

The proper blend of elements in the promotion mix depends on a product's characteristics. Personal selling would most likely be used to sell

Accepted Answer

A) dog dandruff shampoo. 
B) an aircraft. 
C) fresh produce. 
D) a bottle of soda. 
E) printer paper.

Question 16

A paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as

Accepted Answer

A) sales promotion. 
B) publicity. 
C) advertising. 
D) direct marketing. 
E) mass communication.

Question 17

L'Oréal created an advertisement for its Visible Lift makeup. Glamour magazine, in which the ad for the L'Oréal Visible Lift makeup appeared, is an example of

Accepted Answer

A) a message. 
B) noise. 
C) a feedback loop. 
D) a source. 
E) a channel of communication.

Question 18

A new prescription drug on the market helps reduce common allergy symptoms. Ads for the medicine in magazines and in medical journals would be primarily used to

Accepted Answer

A) remind customers that such a product exists. 
B) increase the level of customer awareness and interest for the product. 
C) differentiate the product from all other allergy medications. 
D) support a product penetration pricing strategy. 
E) help in harvesting the product.

Question 19

The fourth stage in the hierarchy of effects is

Accepted Answer

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

Question 20

The information sent by a source to a receiver during the communication process is referred to as

Accepted Answer

A) an advertisement. 
B) publicity. 
C) a message. 
D) feedback. 
E) a missive.

Exam 17: Integrated Marketing Communications and Direct Marketing