Question 1

Albert Searchware is a type of search engine used at company websites to handle customer questions.The firm is trying to determine what promotional strategy should be employed with its flagship product.It has determined that search engine software is in the growth stage of its product life cycle.Which of the following options should it employ?

Accepted Answer

A)  Devote 40 percent of the promotional budget to sales promotion that supply the public with demonstration CDs to prove the merits of Albert Searchware.
B)  Spend 30 percent of the budget in the effort to generate publicity for Albert Searchware.
C)  Use the majority of its promotional budget on advertising that focuses on brand differences.
D)  Use a balanced budget and spend equally for each of the four promotional choices in an attempt to even out sales growth.
E)  Encourage its tech support staff to emphasize the superiority of Albert Searchware and its after-sale support. C

Question 2

Which of the following forms of direct marketing has the HIGHEST response rate according to Figure 17-8 above?

Accepted Answer

A)  direct mail
B)  e-mail
C)  paid search
D)  telemarketing
E)  advertising D

Question 3

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 E

Question 4

All of the following were elements of Taco Bell's Cool Ranch Doritos Locos Tacos IMC campaign EXCEPT:

Accepted Answer

A)  social media.
B)  outdoor.
C)  direct mail.
D)  public relations.
E)  cinema ads.

Question 5

During the postpurchase stage of the consumer purchase decision process,__________ in the form of coupons can help encourage repeat purchases from satisfied first-time triers.

Accepted Answer

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

Question 6

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 is referred to as __________.

Accepted Answer

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

Question 7

Managers often use the promotion-to-sales ratio on their marketing dashboards to assess how effective the integrated marketing communications program expenditures were at generating __________.

Accepted Answer

A)  sales
B)  customer satisfaction
C)  profits
D)  promotional sustainability
E)  CPM

Question 8

Allegra is an antihistamine.To create brand awareness,the company is offering people who request information about the product a seat cushion to use at their favorite sporting event.Its television ad shows a woman half-heartedly watching a sporting event.The voiceover asks if she is bored or congested.In the next scene,the person is having a great time and is decongested after taking Allegra.This use of the same promotional theme throughout a company's marketing campaign is an example of how marketers use __________.

Accepted Answer

A)  the retailing mix
B)  integrated marketing communications (IM
C)  
C)  the branding mix
D)  coordinated channels of communication
E)  marketing by objectives (MBO)

Question 9

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

Accepted Answer

A)  a concept
B)  a brand
C)  a slogan
D)  a source
E)  an offer

Question 10

Proponents of Do-Not-Track regulations suggest that website owners who 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

A restaurant review published in the local newspaper is an example of __________.

Accepted Answer

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

Question 12

The promotion decision process is divided into three phases.In Figure 17-6 above,"A" refers to the __________ phase.

Accepted Answer

A)  planning
B)  forecasting
C)  evaluation
D)  realization
E)  implementation

Question 13

The 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 14

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

Accepted Answer

A)  a message
B)  a concept
C)  a brand
D)  a slogan
E)  an offer

Question 15

Another name for competitive parity budgeting is __________ budgeting.

Accepted Answer

A)  linear forecast
B)  all-you-can-afford
C)  share of market
D)  comparative
E)  matched media

Question 16

All products go through a product life cycle of __________ stages: __________.

Accepted Answer

A)  two;new and improved
B)  two;growth and decline
C)  three;new,improved,and obsolete
D)  four;awareness,interest,trial,and adoption
E)  four;introduction,growth,maturity,and decline

Question 17

Competitive parity 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 as a percentage of past or anticipated sales,in terms of either dollars or units sold.
C)  allocating funds to a promotion only after all other budget items are covered.
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 18

A promotion alternative that uses direct communication with consumers to generate a response in the form of an order,a request for further information,or a visit to a retail outlet is referred to as __________.

Accepted Answer

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

Question 19

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

Accepted Answer

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

Question 20

No matter what the specific objective might be,from building awareness to increasing repeat purchases,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)  measurable.
C)  humorous.
D)  repeatable.
E)  creative.

Exam 17: Integrated Marketing Communications and Direct Marketing