Question 1

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 be 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 fomented 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 2

According to recent research,_________ consumers are most likely to respond to mobile marketing programs.

Accepted Answer

A)  baby boomers 
B)  baby busters 
C)  baby boomlets 
D)  Generation Y 
E)  Generation X

Question 3

paid advertisement for the Texas Department of Economic Development-Tourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad,visit the state's website,or use a toll-free number to request more information about vacation destinations in Texas.The primary purpose of this ad was __________.

Accepted Answer

A)  direct order fulfillment 
B)  to make a public service announcement 
C)  indirect order generation 
D)  lead generation 
E)  digital communication

Question 4

After a receiver responds to a message,the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as __________.

Accepted Answer

A)  encoding 
B)  receiver response 
C)  feedback 
D)  noise 
E)  message loop

Question 5

promotional mix can be used to: (1)inform prospective buyers about the benefits of the product, (2)__________,and (3)remind them later about the benefits they enjoyed by using the product.

Accepted Answer

A)  explain how to use the product 
B)  persuade them to try it 
C)  inform customers of complementary offerings 
D)  inform customers of pricing changes 
E)  lure customers away from competitors' products

Question 6

the hierarchy of effects,the consumer's appraisal of the product or brand on important attributes is referred to as the _________ stage.

Accepted Answer

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

Question 7

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 8

the feedback loop,feedback refers to

Accepted Answer

A)  the sender's interpretation of the response that indicates whether the message was decoded and understood as intended. 
B)  the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process. 
C)  a mutually shared understanding and knowledge the sender and receiver apply to a message so that it can be communicated effectively during the communication process a message loop. 
D)  any unsolicited response from consumers or potential consumers regarding a company's message. 
E)  extraneous factors that can work against effective communication by distorting a message or the feedback received.

Question 9

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant.In terms of the communication process,the __________ of the information in the product's advertisement is Procter & Gamble,its manufacturer.

Accepted Answer

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

Question 10

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

Accepted Answer

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

Question 11

Which of the following statements about executing and evaluating the promotion program is most accurate?

Accepted Answer

A)  Although there are five elements in the promotional mix, the only element that really benefits from an IMC audit is advertising. 
B)  Most IMC programs have no difficulty creating a pretest, but posttests are much more difficult to construct since a number of unknown elements must be measured. 
C)  To fully benefit from IMC programs, companies must create and maintain a test-result database that allows comparisons of the relative impact of the promotional tools and their execution options in varying situations. 
D)  The ideal IMC program does not need any evaluation if it is executed according to plan. 
E)  The most effective IMC audits are external. Internal audits tend to bias the results in the favor of the marketing staff's expectations.

Question 12

is the nature of the "paid" aspect of advertising?

Accepted Answer

A)  Fees are paid for space or time. 
B)  Fees are paid to salespeople as either salaries or commissions. 
C)  Fees are paid to creative arts contributors but there is no direct payment to media. 
D)  There is a wide range of fees paid depending upon the promotion selected. 
E)  The primary costs are now associated with communication through mail, telephone, or the Internet.

Question 13

Which of the following is an inherent strength of publicity?

Accepted Answer

A)  It can receive immediate feedback. 
B)  It can provide the target audience with complex information. 
C)  It can prepare messages quickly. 
D)  It is an efficient means for reaching large numbers of people. 
E)  It is often the most credible source in the consumer's mind.

Question 14

field of experience refers to

Accepted Answer

A)  the unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e., the medical profession, legal profession, etc.). 
B)  the designation given to different elements in the communications channel based upon their specific area of expertise (i.e., advertising, publicity, etc.). 
C)  a similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign so there is no incorrect decoding of the sender's message. 
D)  a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign so there is no incorrect encoding of the sender's message. 
E)  a similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process.

Question 15

Errors in communication can occur in several ways: (1)the source may not adequately transform the abstract idea into an effective set of symbols; (2)a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3)__________; or (4)feedback may be so delayed or distorted that it is of no use to the sender.

Accepted Answer

A)  in an attempt to be creative, the encoder creates a message with too much noise 
B)  there is no interest on the part of the receiver because the product itself is inadequate 
C)  the communications channel is not properly developed 
D)  the message is considered too ordinary because there is too broad a field of experience 
E)  the receiver may not properly transform the set of symbols into the correct abstract idea

Question 16

Sears places a multiple-page booklet in the local newspaper about its President's Day sale,it is using which element of the promotional mix?

Accepted Answer

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

Question 17

billboards that Sony uses to advertise its PlayStation 3 video game console are __________.

Accepted Answer

A)  channels of communication 
B)  messages 
C)  noise 
D)  feedback loops 
E)  sources

Question 18

a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products,she is engaging in __________.

Accepted Answer

A)  missionary sales 
B)  sales promotion 
C)  public relations 
D)  personal selling 
E)  a public service announcement

Question 19

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

Accepted Answer

A)  a concept 
B)  an offer 
C)  a slogan 
D)  a brand 
E)  the processes of encoding and decoding

Question 20

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

Accepted Answer

A)  unique in character. 
B)  appealing. 
C)  measurable. 
D)  repeatable. 
E)  creative.

Exam 17: Integrated Marketing Communications and Direct Marketing