Question 1

Customers report many benefits of direct marketing, including which of these?

Accepted Answer

A)   There is more privacy than in-store shopping.
B)   There are fewer product returns.
C)   The prestige of the purchase is higher.
D)   There are a greater number of additional incentives from sellers to retain customer loyalty.
E)   Products are generally bundled with other products to offer buyers greater value.F) B) and D)
G) A) and B)

Question 2

Once the design of each of the promotional program elements is complete, it is important to determine the most effective timing of their use. The ________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Accepted Answer

A)   perceptual map
B)   efficiency matrix
C)   sensitivity analysis
D)   promotion-to-sales ratio
E)   promotion scheduleF) A) and E)
G) B) and E)

Question 3

________ 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 consignmentsF) B) and E)
G) A) and B)

Question 4

Cardiac Science is a California-based company that makes defibrillators, heart monitors, and other medical equipment. It is preparing to market its products in Greece. The company's marketing manager in Greece wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience. Which of the following is the best example of a communications problem that might arise because her field of experience is different from that of her audience?

Accepted Answer

A)   The name of the product, when translated into Greek, has an unintended meaning.
B)   Her target audience is strongly ethnocentric.
C)   The trade journals in which the company wants to run its ads do not accept ads from foreign companies.
D)   A Greek bureaucrat who is responsible for determining that the Cardiac Science products meet national standards has taken a personal dislike to her.
E)   The ads are in trade journals that Greek hospital administrators don't read.F) None of the above
G) All of the above

Question 5

In the communication process, the viewers of a NASCAR race that see a TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called

Accepted Answer

A)   decoders.
B)   the target market.
C)   wasted coverage.
D)   receivers.
E)   encoders.F) D) and E)
G) B) and C)

Question 6

Which of the following statements regarding the promotional mix is most accurate?

Accepted Answer

A)   For maximum impact, funding for promotions should be equally divided among the five elements of the promotional mix.
B)   The promotional mix can be influenced by the target audience for the promotion, the stage of the product's life cycle, and the channel of distribution.
C)   Regardless of which other elements are selected, advertising must be included in every promotional decision in order for an IMC campaign to be successful.
D)   Decisions regarding the promotional mix should be left to each manager in the marketing department who knows best what to do for his or her own specialty.
E)   It is not necessary to have a coordinated goal for an IMC campaign provided each department has a goal of its own.F) None of the above
G) A) and B)

Question 7

Allocating funds to promotion whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and 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.F) A) and D)
G) A) and B)

Question 8

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.F) A) and B)
G) A) and D)

Question 9

Direct orders are

Accepted Answer

A)   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.
B)   products that are shipped directly to the place of purchase rather than being stored or distributed through intermediaries.
C)   the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.
D)   the outcome of an offer designed to motivate people to visit a business.
E)   the result of an offer designed to generate interest in a product or service and a request for additional information.F) B) and C)
G) A) and E)

Question 10

The first decision in developing the promotion program is to

Accepted Answer

A)   set the budget.
B)   state the mission.
C)   identify the target audience.
D)   select the appeal.
E)   select the media.F) All of the above
G) C) and E)

Question 11

Many promotional efforts are focused on ________, who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.

Accepted Answer

A)   sales personnel
B)   ultimate consumers
C)   intermediaries
D)   repeat buyers
E)   nonprospectsF) A) and D)
G) B) and C)

Question 12

Communication is the process of conveying a message to others and it requires six elements. Which process is one of these elements?

Accepted Answer

A)   identifying
B)   customizing
C)   targeting
D)   branding
E)   encodingF) A) and E)
G) C) and E)

Question 13

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as

Accepted Answer

A)   customer incentive.
B)   customer enticement.
C)   free publicity.
D)   sales promotion.
E)   purchase incentive.F) All of the above
G) D) and E)

Question 14

Promotional programs are specifically directed toward a group of prospective buyers, or

Accepted Answer

A)   a source.
B)   a diffuser.
C)   an encoder.
D)   a target audience.
E)   a particular media.F) B) and C)
G) B) and E)

Question 15

The Olympics have become a very visible example of a comprehensive integrated communication program. For organizers, primary importance is placed on

Accepted Answer

A)   advertising and personal selling.
B)   personal selling and public relations.
C)   public relations and publicity.
D)   sales promotion and direct marketing.
E)   direct marketing and personal selling.F) B) and E)
G) A) and B)

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.F) A) and C)
G) A) and B)

Question 17

All-you-can-afford budgeting refers to

Accepted Answer

A)   allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
B)   matching a competitor's absolute level of spending or the proportion per point of market share.
C)   determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks.
D)   allocating funds to a promotion only after all other budget items are covered.
E)   allocating funds to a promotion based on expected profits generated from it.F) B) and C)
G) All of the above

Question 18

When a representative for Pfizer calls on doctors to explain the benefits of its newest drug to treat type II diabetes, she is engaging in

Accepted Answer

A)   primary sales.
B)   sales promotion.
C)   public relations.
D)   personal selling.
E)   coercive marketing.F) A) and E)
G) D) and E)

Question 19

In the hierarchy of effects, adoption refers to

Accepted Answer

A)   the point at which the consumer accepts the integrity of the manufacturer and the reliability of the product.
B)   the consumer's appraisal of the product or brand on the majority of important attributes.
C)   an increase in the consumer's desire to learn about some of the features of the product or brand.
D)   the consumer's actual first purchase and use of the product or brand.
E)   the consumer's repeated purchase and use of the product or brand after a favorable experience on the first trial.F) A) and D)
G) A) and E)

Question 20

The combination of one or more communication tools used to inform prospective buyers about the benefits of the product, persuade them to try it, and remind them later about the benefits they enjoyed by using the product is referred to as the

Accepted Answer

A)   promotion channel.
B)   channel of communication.
C)   marketing matrix.
D)   promotional mix.
E)   media mix.F) B) and C)
G) D) and E)

Exam 15: Integrated Marketing Communications and Direct Marketing

Direct orders are

Correct Answer
verified

Correct Answer
verified

Many promotional efforts are focused on ________, who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.

Correct Answer
verified

Customers report many benefits of direct marketing, including which of these?

Correct Answer
verified

Communication is the process of conveying a message to others and it requires six elements. Which process is one of these elements?

Correct Answer
verified

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

Correct Answer
verified

Allocating funds to promotion whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and determines the promotion cost of performing these tasks is referred to as

Correct Answer
verified

Which of the following statements regarding the promotional mix is most accurate?

Correct Answer
verified

In the communication process, the viewers of a NASCAR race that see a TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called

Correct Answer
verified

In the hierarchy of effects, adoption refers to

Correct Answer
verified

When a representative for Pfizer calls on doctors to explain the benefits of its newest drug to treat type II diabetes, she is engaging in

Correct Answer
verified

Promotional programs are specifically directed toward a group of prospective buyers, or

Correct Answer
verified

________ 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.

Correct Answer
verified

Once the design of each of the promotional program elements is complete, it is important to determine the most effective timing of their use. The ________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Correct Answer
verified

The Olympics have become a very visible example of a comprehensive integrated communication program. For organizers, primary importance is placed on

Correct Answer
verified

All-you-can-afford budgeting refers to

Correct Answer
verified

In the hierarchy of effects, evaluation refers to

Correct Answer
verified

The combination of one or more communication tools used to inform prospective buyers about the benefits of the product, persuade them to try it, and remind them later about the benefits they enjoyed by using the product is referred to as the

Correct Answer
verified

The first decision in developing the promotion program is to

Correct Answer
verified

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as

Correct Answer
verified

Exam 15: Integrated Marketing Communications and Direct Marketing

Direct orders are

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Many promotional efforts are focused on ________, who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.

Correct AnswerverifiedShow Answer

Customers report many benefits of direct marketing, including which of these?

Correct AnswerverifiedShow Answer

Communication is the process of conveying a message to others and it requires six elements. Which process is one of these elements?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Allocating funds to promotion whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and determines the promotion cost of performing these tasks is referred to as

Correct AnswerverifiedShow Answer

Which of the following statements regarding the promotional mix is most accurate?

Correct AnswerverifiedShow Answer

In the communication process, the viewers of a NASCAR race that see a TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called

Correct AnswerverifiedShow Answer

In the hierarchy of effects, adoption refers to

Correct AnswerverifiedShow Answer

When a representative for Pfizer calls on doctors to explain the benefits of its newest drug to treat type II diabetes, she is engaging in

Correct AnswerverifiedShow Answer

Promotional programs are specifically directed toward a group of prospective buyers, or

Correct AnswerverifiedShow Answer

________ 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.

Correct AnswerverifiedShow Answer

Once the design of each of the promotional program elements is complete, it is important to determine the most effective timing of their use. The ________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Correct AnswerverifiedShow Answer

The Olympics have become a very visible example of a comprehensive integrated communication program. For organizers, primary importance is placed on

Correct AnswerverifiedShow Answer

All-you-can-afford budgeting refers to

Correct AnswerverifiedShow Answer

In the hierarchy of effects, evaluation refers to

Correct AnswerverifiedShow Answer

The combination of one or more communication tools used to inform prospective buyers about the benefits of the product, persuade them to try it, and remind them later about the benefits they enjoyed by using the product is referred to as the

Correct AnswerverifiedShow Answer

The first decision in developing the promotion program is to

Correct AnswerverifiedShow Answer

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as

Correct AnswerverifiedShow Answer

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