Question 1

Figure 17-1
-Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J").Identify and briefly describe each of the ten elements.

Accepted Answer

The answer of  Figure 17-1
-Figure 17-1 above depicts the...

Question 2

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) decreases the positive response to the message even if it is delivered by a well-known spokesperson. 
D) is less effective than publicity followed by a sales promotion,such as a contest or product sample. 
E) is no more or less effective than when used alone.

Question 3

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

Accepted Answer

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

Question 4

Lead generation refers to

Accepted Answer

A) the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction. 
B) direct telephone communication only with consumers to generate a response in the form of an order,a request for further information,or a visit to a retail outlet. 
C) products that are shipped directly to the point of purchase rather than being stored or distributed through intermediaries. 
D) the outcome of an offer designed to motivate people to visit a business. 
E) the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information.

Question 5

There's a new prescription drug on the market that 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 6

What stage of the product life cycle is a period when little money is spent in the promotional mix?

Accepted Answer

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

Question 7

Personal selling refers to

Accepted Answer

A) a customer-directed flow of communications,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 unique needs of a target market based on age,gender,ethnicity,or occupation. 
D) the two-way flow of communication between a buyer and a seller,often in a face-to-face encounter,designed to influence a person's or group's purchase decision. 
E) any spoken (rather than visual or print)attempt to promote a product for the purpose of making a sale.

Question 8

In which sales budgeting approach is the amount of money spent based on past or anticipated sales?

Accepted Answer

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

Question 9

All of the following are methods that firms use to set their promotion budgets EXCEPT:

Accepted Answer

A) objective and task. 
B) actual number (#)of unit of sales. 
C) competitive parity. 
D) percentage (%)of sales. 
E) all you can afford.

Question 10

All of the following forms of direct marketing were used by consumers to purchase products EXCEPT:

Accepted Answer

A) social media posts. 
B) sweepstakes. 
C) online. 
D) television offers. 
E) mail.

Question 11

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

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").Identify and briefly describe each of the ten elements.