Question 1

The promotional objective of the decline stage of the product life cycle is to __________.

Accepted Answer

A) inform 
B) persuade 
C) compare 
D) remind 
E) phase out

Question 2

Advertising,sales promotion,and public relations are often said to use __________ because they are used with groups of prospective buyers.

Accepted Answer

A) cooperative selling 
B) mass selling 
C) customized selling 
D) collection selling 
E) paid selling

Question 3

Development of the promotion program focuses on the four Ws.What are they?

Accepted Answer

The answer of Development of the promotion program focuses on...

Question 4

The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as __________.

Accepted Answer

A) direct orders 
B) lead generation 
C) traffic generation 
D) indirect orders 
E) prospect bid

Question 5

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

Accepted Answer

A) the response 
B) the message 
C) the feedback loop 
D) the fields of experience 
E) feedback

Question 6

The fourth stage in the hierarchy of effects is __________.

Accepted Answer

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

Question 7

What three product characteristics should be considered when selecting promotional tools? For each characteristic,give an example of a product where the characteristic is very important.

Accepted Answer

The answer of What three product characteristics should be considered...

Question 8

In the hierarchy of effects,the consumer's ability to recognize and remember the product or brand name is referred to as the __________ stage.

Accepted Answer

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

Question 9

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 10

Integrated marketing communications (IMC)programs coordinate a variety of promotion alternatives to provide

Accepted Answer

A) a promotional channel. 
B) a communications message. 
C) a consistent message across audiences. 
D) a media mix useful to all types of companies. 
E) a marketing matrix.

Question 11

In the communication process,printing mistakes that affect the meaning of a newspaper advertisement,or using words or pictures that fail to communicate the message clearly,are referred to as

Accepted Answer

A) noise. 
B) clutter. 
C) feedback. 
D) distortions. 
E) annoyances.

Question 12

Consider the Frommer's Italy from $90 a Day image above.Travelers throughout the world have relied on Frommer's guides,which outline out-of-the-way,inexpensive restaurants and hotels.This guide provides invaluable __________ to these establishments.

Accepted Answer

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

Question 13

For a promotional campaign,the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as __________.

Accepted Answer

A) the purchase continuum 
B) the hierarchy of effects 
C) the product life cycle 
D) the consumer purchasing scale 
E) Maslow's hierarchy

Question 14

For a message to be communicated effectively,the sender and receiver must have a mutually shared field of experience,which means a similar __________ they apply to the message.

Accepted Answer

A) common ground 
B) national,regional,or ethnic origin 
C) understanding and knowledge 
D) feeling 
E) psychographics

Question 15

The growing concern about __________ has led to a decline in direct marketing response rates among some customer groups.

Accepted Answer

A) government regulation 
B) privacy 
C) landfill waste 
D) postal rates 
E) fraud

Question 16

In the hierarchy of effects,evaluation 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) an increase in the consumer's desire to learn about some of the features of the product or brand. 
D) a favorable experience on the first trial,resulting in the consumer's repeated purchase and use of the product or brand. 
E) the consumer's first actual purchase and use of the product or brand.

Question 17

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 18

Although the lack of control means that it is rarely the main element of a promotional campaign,__________ is an important element of most promotional campaigns.

Accepted Answer

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

Question 19

The promotional mix includes advertising,__________,sales promotion,public relations,and direct marketing.

Accepted Answer

A) publicity 
B) personal selling 
C) merchandising 
D) branding 
E) people

Question 20

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

Exam 17: Integrated Marketing Communications and Direct Marketing