Question 1

Which of the following statements about advertising is most accurate?

Accepted Answer

A)  Advertising allows a firm to reach a mass market.
B)  Advertising has limited control as to when and where an advertisement will be used.
C)  A key advantage of advertising is its ability to use customized interaction.
D)  Advertising can be a very effective "attention getter" especially for new products, but has little impact for repeat buys.
E)  Advertising is one of the least costly forms of promotion because it reaches a mass market.F) A) and D)
G) A) and C)

Question 2

Integrated marketing communications is the concept of designing marketing communications programs that coordinates all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing-to provide _________.

Accepted Answer

A)  a promotion channel
B)  a communication chain
C)  a marketing matrix
D)  a consistent message across all audiences
E)  a media mix useful to all types of companiesF) B) and E)
G) A) and E)

Question 3

Advertising, personal selling, public relations, sales promotion, and direct marketing are marketing communications alternatives that make up a firm's _________.

Accepted Answer

A)  cooperative advertising
B)  decoding strategy
C)  message center
D)  promotional elements
E)  communication sourceF) B) and C)
G) B) and D)

Question 4

Competitive parity budgeting refers to

Accepted Answer

A)  budgeting method that allocates funds to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
B)  budgeting method that allocates funds to promotion only after all other budget items are covered.
C)  budgeting method whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and determines the promotion cost of performing these tasks.
D)  allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share.
E)  allocating funds to promotion based on the greatest percentage of possible available revenue.F) B) and E)
G) A) and B)

Question 5

(p.338,)  Which of these promotional elements has the inherent weakness of extremely high expense per exposure?

Accepted Answer

A)  advertising
B)  personal selling
C)  sales promotion
D)  publicity
E)  direct marketingF) None of the above
G) C) and E)

Question 6

In the hierarchy of effects, interest 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.F) C) and D)
G) A) and D)

Question 7

In the hierarchy of effects, the consumer's repeated purchase and use of the product or brand is referred to as the _________ stage.

Accepted Answer

A)  adoption
B)  evaluation
C)  awareness
D)  interest
E)  trialF) C) and D)
G) A) and E)

Question 8

The group of prospective buyers toward which a promotion program is directed is referred to as a

Accepted Answer

A)  target selection.
B)  target audience.
C)  selected audience.
D)  prospective audience.
E)  media audience.F) None of the above
G) C) and D)

Question 9

When a company telephones people to ask them to contribute to the Police Benevolent Association (PBA) , the calling company is using _________.,

Accepted Answer

A)  advertising
B)  personal selling
C)  sales promotion
D)  public relations
E)  publicityF) All of the above
G) A) and E)

Question 10

In 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)  adoption
B)  evaluation
C)  awareness
D)  interest
E)  trailF) B) and D)
G) A) and B)

Question 11

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as _________.

Accepted Answer

A)  direct order consignment
B)  lead generation
C)  traffic generation
D)  indirect order fulfillment
E)  first-mover advantageF) A) and B)
G) A) and C)

Question 12

FIGURE 15-4 
-Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle as shown in Figure 15-4 above?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  decline
E)  terminationF) B) and D)
G) A) and C)

Question 13

The fourth stage in the hierarchy of effects is __________ stage.

Accepted Answer

A)  interest
B)  awareness
C)  adoption
D)  trial
E)  evaluationF) B) and C)
G) B) and E)

Question 14

A message is conveyed by means of a(n)  _________ such as a salesperson, advertising media, or public relations tools.

Accepted Answer

A)  encoding device
B)  direct feedback loop
C)  promotional program
D)  channel of communication
E)  publicity and PSA programF) C) and D)
G) All of the above

Question 15

What are the strengths and weaknesses of using direct marketing in the promotional mix?

Accepted Answer

Direct marketing has the advantage of be...

Question 16

The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

Accepted Answer

A)  inform
B)  persuade
C)  compare
D)  remind
E)  swayF) C) and D)
G) A) and B)

Question 17

Each year, advertisers spend millions of dollars during the half-time show of the Super Bowl.Those marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest extravaganza.Unfortunately, during the half-time festivities, many viewers dash to the kitchen for a sandwich and a soda.The persuasive promotional messages of the marketer are not received by those consumers who are busy satisfying their need for food and drink.The need for food and drink is an example of _________, which inhibits effective communication.

Accepted Answer

A)  noise
B)  diversion
C)  distraction
D)  ineffective encoding
E)  information overloadF) A) and B)
G) A) and C)

Question 18

Decoding refers to

Accepted Answer

A)  receiving a message that contains a common field of experience and segmenting that information into small useable units.
B)  receiving a message which requires integration of new information in order to fully understand the intended meaning.
C)  having the sender transform an abstract idea into a set of symbols that can be used universally understood.
D)  having a receiver take a set of symbols, the message, and transform them back to an idea.
E)  creating a common field of experience regardless of age, ethnicity, gender, or occupation.F) D) and E)
G) A) and E)

Question 19

When the number of catalogs being sent to individual carrier routes is small,

Accepted Answer

A)  the database can add special incentives such as product samples.
B)  the database can add names to qualify for U.S.postal discounts.
C)  the database is less effective since the customer base is too small to segment.
D)  the database is more effective since the customer base does not have to be segmented.
E)  the database can generate generic catalogs to use instead of targeted ones.F) B) and E)
G) A) and B)

Question 20

FIGURE 15-1 
-Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J") .The position labeled "F" is referred to as _________.

Accepted Answer

A)  feedback
B)  the response
C)  the message
D)  the feedback loop
E)  the fields of experienceF) D) and E)
G) A) and D)

Exam 15: Integrated Marketing Communications and Direct Marketing

When a company telephones people to ask them to contribute to the Police Benevolent Association (PBA) , the calling company is using _________.,

Correct Answer
verified

The fourth stage in the hierarchy of effects is __________ stage.

Correct Answer
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In the hierarchy of effects, the consumer's repeated purchase and use of the product or brand is referred to as the _________ stage.

Correct Answer
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Which of the following statements about advertising is most accurate?

Correct Answer
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In the hierarchy of effects, interest refers to

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

Correct Answer
verified

(p.338,) Which of these promotional elements has the inherent weakness of extremely high expense per exposure?

Correct Answer
verified

The group of prospective buyers toward which a promotion program is directed is referred to as a

Correct Answer
verified

The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

Correct Answer
verified

Correct Answer
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What are the strengths and weaknesses of using direct marketing in the promotional mix?

Correct Answer
verified
Direct marketing has the advantage of be...
View Answer

FIGURE 15-1 -Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J") .The position labeled "F" is referred to as _________.

Correct Answer
verified

When the number of catalogs being sent to individual carrier routes is small,

Correct Answer
verified

Advertising, personal selling, public relations, sales promotion, and direct marketing are marketing communications alternatives that make up a firm's _________.

Correct Answer
verified

FIGURE 15-4 -Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle as shown in Figure 15-4 above?

Correct Answer
verified

Competitive parity budgeting refers to

Correct Answer
verified

A message is conveyed by means of a(n) _________ such as a salesperson, advertising media, or public relations tools.

Correct Answer
verified

Integrated marketing communications is the concept of designing marketing communications programs that coordinates all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing-to provide _________.

Correct Answer
verified

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as _________.

Correct Answer
verified

Decoding refers to

Correct Answer
verified

Exam 15: Integrated Marketing Communications and Direct Marketing

When a company telephones people to ask them to contribute to the Police Benevolent Association (PBA) , the calling company is using _________.,

Correct AnswerverifiedShow Answer

The fourth stage in the hierarchy of effects is __________ stage.

Correct AnswerverifiedShow Answer

In the hierarchy of effects, the consumer's repeated purchase and use of the product or brand is referred to as the _________ stage.

Correct AnswerverifiedShow Answer

Which of the following statements about advertising is most accurate?

Correct AnswerverifiedShow Answer

In the hierarchy of effects, interest refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

(p.338,) Which of these promotional elements has the inherent weakness of extremely high expense per exposure?

Correct AnswerverifiedShow Answer

The group of prospective buyers toward which a promotion program is directed is referred to as a

Correct AnswerverifiedShow Answer

The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

What are the strengths and weaknesses of using direct marketing in the promotional mix?

Correct AnswerverifiedDirect marketing has the advantage of be...View AnswerShow Answer

FIGURE 15-1 -Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J") .The position labeled "F" is referred to as _________.

Correct AnswerverifiedShow Answer

When the number of catalogs being sent to individual carrier routes is small,

Correct AnswerverifiedShow Answer

Advertising, personal selling, public relations, sales promotion, and direct marketing are marketing communications alternatives that make up a firm's _________.

Correct AnswerverifiedShow Answer

FIGURE 15-4 -Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle as shown in Figure 15-4 above?

Correct AnswerverifiedShow Answer

Competitive parity budgeting refers to

Correct AnswerverifiedShow Answer

A message is conveyed by means of a(n) _________ such as a salesperson, advertising media, or public relations tools.

Correct AnswerverifiedShow Answer

Integrated marketing communications is the concept of designing marketing communications programs that coordinates all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing-to provide _________.

Correct AnswerverifiedShow Answer

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as _________.

Correct AnswerverifiedShow Answer

Decoding refers to

Correct AnswerverifiedShow Answer

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Direct marketing has the advantage of be...
View Answer

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