Question 1

Figure 17-1
-Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J").The position labeled "I" is referred to as _________.

Accepted Answer

A)  the response 
B)  the source 
C)  the message 
D)  the receiver 
E)  the field of experience

Question 2

formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by

Accepted Answer

A)  Total revenue. 
B)  Marginal revenue. 
C)  Average revenue. 
D)  Net sales. 
E)  Total sales.

Question 3

the hierarchy of effects,trial refers to

Accepted Answer

A)  the consumer's ability to recognize and remember the product or brand name. 
B)  the consumer's appraisal of the product or brand on important attributes. 
C)  the consumer's first actual purchase and use of the product or brand. 
D)  an increase in the consumer's desire to learn about some of the features of the product or brand. 
E)  a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand.

Question 4

_________ is defined as the group of prospective buyers toward which a promotion program is directed.

Accepted Answer

A)  directed audience 
B)  intended audience 
C)  promotion audience 
D)  selling audience 
E)  target audience

Question 5

Which of the following is an inherent weakness of advertising?

Accepted Answer

A)  extremely high expense per exposure 
B)  difficult to get media cooperation 
C)  high absolute costs 
D)  easily duplicated 
E)  can easily lead to promotion wars

Question 6

you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket,you are being influenced primarily by __________.

Accepted Answer

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

Question 7

Figure 17-4
-Figure 17-4 above line "B" shows that __________,a tool of the promotion mix,is highest in importance during the purchase stage of the consumer purchase decision process.

Accepted Answer

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

Question 8

value does direct marketing provide customers?

Accepted Answer

The answer of value does direct marketing provide customers?...

Question 9

Communication is the process of conveying a message to others and it requires six elements.These elements include: a source,a message,__________,a receiver,and the processes of encoding and decoding.

Accepted Answer

A)  a concept 
B)  an offer 
C)  a brand 
D)  a slogan 
E)  a channel of communication

Question 10

Press conferences and image management are tools used by a firm's __________ department.

Accepted Answer

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

Question 11

remind" is the promotional objective of which stage of the product life cycle?

Accepted Answer

A)  early growth 
B)  growth 
C)  accelerated development 
D)  maturity 
E)  introduction

Question 12

Promotion objectives should possess three important qualities.They should be designed for a well-defined target audience,be measurable,and

Accepted Answer

A)  contain some element of appeal, such as sex, fear, or humor. 
B)  be profitable. 
C)  stay within clearly defined budgetary constraints. 
D)  cover a specified time period. 
E)  retain some degree of flexibility.

Question 13

nonpersonal,indirectly paid presentation of an organization,product,or service that can take the form of a news story,editorial,or product announcement is referred to as __________.

Accepted Answer

A)  direct sales 
B)  publicity 
C)  direct marketing 
D)  a public service announcement 
E)  personal selling

Question 14

Pharmaceutical companies now spend more than $4 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.

Accepted Answer

A)  consumer integrated 
B)  doctor cohort 
C)  informational DVD 
D)  direct-to-consumer 
E)  customized on-line

Question 15

Which of the following messages represents a potential communication error?

Accepted Answer

A)  "Once-in-a-lifetime offer!" 
B)  "Buy one, get one free!" 
C)  "Can't read? Let us help. Free literacy classes." 
D)  "Great part-time job opportunity; transportation required." 
E)  "Two bottled waters for $3.00 or $1.75 apiece."

Question 16

During the planning phase of an IMC program,a firm will __________,specify the promotion objectives,set the budget,select the right promotional tools,design the promotion,and schedule the promotion.

Accepted Answer

A)  pretest the promotion 
B)  identify the target audience 
C)  state the mission 
D)  identify possible advertising or promotional firms 
E)  carry out the promotion

Question 17

a marketing context,a message refers to

Accepted Answer

A)  product information regarding, benefits, price, and usage found on a product's package. 
B)  the slogan or tagline of a specific product. 
C)  proprietary information linking a specific product to a promotional campaign. 
D)  the information sent by a source to a receiver during the communication process. 
E)  a television or radio commercial from the buyer to the seller.

Question 18

general concept of the Mountain Dew Dewmocracy campaigns is to:

Accepted Answer

A)  reduce advertising costs. 
B)  attract serious athletes. 
C)  use Mountain Dew's expertise with traditional media. 
D)  reposition Mountain Dew as an energy drink. 
E)  harness the passion of Mountain Dew's loyal customers.

Question 19

budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales,in terms of either dollars or units sold,is referred to as __________ budgeting.

Accepted Answer

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

Question 20

Research indicates that publicity followed by advertising with the same message

Accepted Answer

A)  undermines the credibility of the first message and therefore lessons its effect. 
B)  increases the positive response to the message. 
C)  increases the positive response to the message when it is delivered by a well-known spokesperson. 
D)  is less effective than publicity followed by a sales promotion with a similar theme. 
E)  is no more or less effective than when used alone.

Exam 17: Integrated Marketing Communications and Direct Marketing

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "I" is referred to as _________.