Question 1

A new version of the Data Protection Directive,called the __________,will address new developments such as social networks and cloud computing and take effect in 2016.

Accepted Answer

A) General Data Protection Regulation 
B) Personal Identity Law 
C) Intellectual Property Act 
D) Credit Protection Act 
E) Shared Information Act

Question 2

Which of the following statements describes a disadvantage associated with personal selling?

Accepted Answer

A) Presentations often provide little opportunity for consumer feedback. 
B) Personal selling permits too much wasted coverage. 
C) There may be inconsistency in the presentation of the message from one salesperson to another. 
D) A salesperson cannot control to whom a presentation is made. 
E) Personal selling is subject to extensive federal,state,and company regulation.

Question 3

Which of the following weaknesses is associated with sales promotions?

Accepted Answer

A) high absolute costs 
B) messages differ between the sales promotion tools 
C) difficult to get media cooperation 
D) can easily lead to promotion wars 
E) its effectiveness diminishes when used continuously

Question 4

Identify and briefly describe each of the five promotional elements.

Accepted Answer

The answer of Identify and briefly describe each of the...

Question 5

The marketing professor wanted to do everything possible to ensure that her students understood her lectures.Accordingly,she used examples of marketing activities that most students were familiar with.For example,the professor discussed the marketing exchanges between students and grocers,college bookstores,convenience stores,and clothiers.The examples used by the professor were her attempt to __________ her message to encourage better understanding on the part of her students.

Accepted Answer

A) create common ground for 
B) create noise in 
C) effectively decode 
D) develop a mutually shared field of experience with 
E) back translate

Question 6

Which of the following is the BEST APPROACH to promotion budgeting?

Accepted Answer

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

Question 7

With many industrial products and consumer purchases,ancillary services are an important consideration in selecting the promotional mix.The role of __________ can be used to describe how a product or service can be customized to individual needs.However,__________ is essential for building buyer confidence and providing evidence of customer service.

Accepted Answer

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

Question 8

A 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 9

When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product,it is using a(n)__________ channel strategy.

Accepted Answer

A) push 
B) pull 
C) inertia 
D) exclusivity 
E) logistics

Question 10

The Mountain Dew DEWmocracy 2 campaign was an integrated marketing communications campaign that used many media alternatives.Mountain Dew managers believe that the approach "uniquely situates Mountain Dew in the consumer landscape as __________."

Accepted Answer

A) a luxury brand 
B) a low-cost substitute 
C) a brand for the people,by the people 
D) a category killer 
E) a hillbilly beverage

Question 11

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

Accepted Answer

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

Question 12

Allocating funds to promotion whereby the company: (1)determines its promotion objectives; (2)outlines the tasks to accomplish these objectives;and (3)determines the promotion cost of performing these tasks is referred to as

Accepted Answer

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

Question 13

The __________ can be used to inform prospective buyers about the benefits of the product.

Accepted Answer

A) promotional mix 
B) promotion channel 
C) communication channel 
D) marketing mix 
E) media mix

Question 14

Lenox China Co.would like to get its annual Christmas ornament series into Macy's department stores.Macy's has a buyer in New York City who makes decisions on its giftware.Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

Accepted Answer

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

Question 15

During the planning phase of an IMC program,a firm will identify the target audience,specify the promotion objectives,set the budget,__________,design the promotion,and schedule the promotion.

Accepted Answer

A) pretest the promotion 
B) state the mission 
C) identify possible advertising or promotional firms 
D) carry out the promotion 
E) select the right promotional tools

Question 16

Each year,advertisers spend millions of dollars during the Super Bowl half-time show.These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle.Unfortunately,during the half-time festivities,many viewers dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers.The desire for food and drink is an example of __________,which inhibits effective communication.

Accepted Answer

A) distraction 
B) diversion 
C) ineffective encoding 
D) information overload 
E) noise

Question 17

In the hierarchy of effects,an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the __________ stage.

Accepted Answer

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

Question 18

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 fields of experience

Question 19

__________ are the result of organizations' efforts to create profiles of customers so that direct marketing tools,such as e-mail and catalogs,can be directed at specific customers.

Accepted Answer

A) Databases 
B) Direct order fulfillments 
C) Lead generations 
D) First-mover advantages 
E) Direct order consignments

Question 20

If used continuously,which of the following promotional elements will most likely lose its effectiveness?

Accepted Answer

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

Exam 17: Integrated Marketing Communications and Direct Marketing