Question 1

All of the following forms of direct marketing are used by consumers to purchase products except which?

Accepted Answer

A)  social media posts
B)  rebates
C)  online
D)  mobile offers
E)  mailF) D) and E)
G) None of the above

Question 2

Albert Searchware is a type of search engine used at company websites to handle customer questions.The firm is trying to determine what promotional strategy should be employed with its flagship product.It has determined that search engine software is in the growth stage of its product life cycle.Which of the following options should it employ?

Accepted Answer

A)  Devote 40 percent of the promotional budget to a sales promotion that supplies the public with demonstration CDs to prove the merits of its software.
B)  Spend 30 percent of the budget in the effort to generate publicity for its software.
C)  Use the majority of its promotional budget on advertising that focuses on brand differences.
D)  Use a balanced budget and spend equally for each of the four promotional choices in an attempt to even out sales growth.
E)  Encourage its tech support staff to emphasize the superiority of its software and its after-sale support.F) B) and D)
G) C) and D)

Question 3

Many prescription drugs such as Neulasta have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors.The manufacturers of these drugs are using a(n) ________ strategy.

Accepted Answer

A)  integrated
B)  pull
C)  push
D)  inertia
E)  exclusiveF) A) and E)
G) D) and E)

Question 4

In the hierarchy of effects,a favorable experience on the first trial causes the consumer's repeated purchase and use of the product or brand in the ________ stage.

Accepted Answer

A)  evaluation
B)  adoption
C)  awareness
D)  interest
E)  usageF) All of the above
G) A) and C)

Question 5

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 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.F) None of the above
G) A) and E)

Question 6

In a marketing context,the message refers to

Accepted Answer

A)  product information regarding benefits and usage from receiver to the sender outside the channel of communication.
B)  the slogan or tagline of a specific product.
C)  proprietary information linking a specific product to a promotional campaign.
D)  the information sent by a source to a receiver during the communication process.
E)  a television or radio commercial from the buyer to the seller.F) B) and C)
G) A) and E) D

Question 7

In a marketing context,receivers are

Accepted Answer

A)  only those consumers who read,hear,or see a message about a product or service and then choose to buy it.
B)  consumers who read,hear,or see the message sent by a source during the communication process.
C)  a firm that obtains a basic message or theme from its advertising agency and translates that vision into a usable IMC campaign.
D)  promotional firms that select the best channels through which to convey advertising messages.
E)  customers who read,hear,or see the message sent by a source and interpret it as intended rather than fitting it to their individual beliefs.F) C) and D)
G) A) and E) B

Question 8

List and briefly describe the key elements of the communication process.

Accepted Answer

Communication is the process of conveyin...

Question 9

All of the following are consumer-related data that comprise a direct marketing database (such as for a catalog) except which?

Accepted Answer

A)  media usage
B)  demographic.
C)  past purchases
D)  income tax rate
E)  lifestylesF) B) and C)
G) B) and E)

Question 10

The ________ includes advertising,personal selling,sales promotion,public relations,and direct marketing.

Accepted Answer

A)  promotional mix
B)  promotion channel
C)  communication message
D)  marketing matrix
E)  media mixF) A) and E)
G) A) and B)

Question 11

According to Tracee Larocca,brand creative director at Taco Bell,the restaurant chain recognized a cultural shift from 'food as fuel' to

Accepted Answer

A)  'food as expression of style.'
B)  'food as attitude change tool.'
C)  'food as experience.'
D)  'food as personal philosophy.'
E)  'food as health.'F) D) and E)
G) B) and C) C

Question 12

A major fallacy of ________ budgeting is that sales cause promotion.Using this method,a company may reduce the amount it spends on promotion if sales declined the previous period when it may actually need to spend more.

Accepted Answer

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

Question 13

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.F) All of the above
G) C) and E)

Question 14

Another name for competitive parity budgeting is ________ budgeting.

Accepted Answer

A)  linear forecast
B)  all-you-can-afford
C)  share of market
D)  comparative
E)  matched mediaF) All of the above
G) D) and E)

Question 15

The European Union passed a law called the E-Privacy Directive to

Accepted Answer

A)  provide explicit laws for website owners.
B)  protect intellectual property.
C)  increase data transparency.
D)  reduce the instances of hacking.
E)  allow consumers to access their search records.F) C) and D)
G) A) and E)

Question 16

To promote its theme parks to groups,Disney uses advertising,direct marketing,Internet promotion,and sales promotions with other companies such as McDonald's.In other words,Disney uses IMC,which stands for

Accepted Answer

A)  integrated marketing cooperation.
B)  interactive media convergence.
C)  infrastructure of market customization.
D)  integrated marketing communications.
E)  integrated media convergence.F) A) and E)
G) A) and D)

Question 17

A promotion alternative that uses 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 is referred to as

Accepted Answer

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

Question 18

Sales from which of the following direct marketing tools is growing the fastest at 33 percent?

Accepted Answer

A)  mobile direct marketing
B)  social network direct marketing
C)  telemarketing
D)  e-mail marketing
E)  direct mail marketingF) A) and C)
G) A) and B)

Question 19

A nonpersonal,indirectly paid presentation of an organization,product,or service that can take the form of a news story,editorial,or product announcement is referred to as

Accepted Answer

A)  direct sales.
B)  publicity.
C)  direct marketing.
D)  a public service announcement.
E)  personal selling.F) C) and D)
G) A) and D)

Question 20

What are the strengths/advantages and weaknesses/disadvantages of using sales promotion in the promotional mix?

Accepted Answer

Sales promotion is a short-term induceme...

Exam 17: Integrated Marketing Communications and Direct Marketing

All of the following forms of direct marketing are used by consumers to purchase products except which?

Correct Answer
verified

Correct Answer
verified

Many prescription drugs such as Neulasta have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors.The manufacturers of these drugs are using a(n) ________ strategy.

Correct Answer
verified

In the hierarchy of effects,a favorable experience on the first trial causes the consumer's repeated purchase and use of the product or brand in the ________ stage.

Correct Answer
verified

Personal selling refers to

Correct Answer
verified

In a marketing context,the message refers to

Correct Answer
verified
D

In a marketing context,receivers are

Correct Answer
verified
B

List and briefly describe the key elements of the communication process.

Correct Answer
verified
Communication is the process of conveyin...
View Answer

All of the following are consumer-related data that comprise a direct marketing database (such as for a catalog) except which?

Correct Answer
verified

The ________ includes advertising,personal selling,sales promotion,public relations,and direct marketing.

Correct Answer
verified

According to Tracee Larocca,brand creative director at Taco Bell,the restaurant chain recognized a cultural shift from 'food as fuel' to

Correct Answer
verified
C

A major fallacy of ________ budgeting is that sales cause promotion.Using this method,a company may reduce the amount it spends on promotion if sales declined the previous period when it may actually need to spend more.

Correct Answer
verified

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

Correct Answer
verified

Another name for competitive parity budgeting is ________ budgeting.

Correct Answer
verified

The European Union passed a law called the E-Privacy Directive to

Correct Answer
verified

To promote its theme parks to groups,Disney uses advertising,direct marketing,Internet promotion,and sales promotions with other companies such as McDonald's.In other words,Disney uses IMC,which stands for

Correct Answer
verified

A promotion alternative that uses 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 is referred to as

Correct Answer
verified

Sales from which of the following direct marketing tools is growing the fastest at 33 percent?

Correct Answer
verified

A nonpersonal,indirectly paid presentation of an organization,product,or service that can take the form of a news story,editorial,or product announcement is referred to as

Correct Answer
verified

What are the strengths/advantages and weaknesses/disadvantages of using sales promotion in the promotional mix?

Correct Answer
verified
Sales promotion is a short-term induceme...
View Answer

Exam 17: Integrated Marketing Communications and Direct Marketing

All of the following forms of direct marketing are used by consumers to purchase products except which?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Many prescription drugs such as Neulasta have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors.The manufacturers of these drugs are using a(n) ________ strategy.

Correct AnswerverifiedShow Answer

In the hierarchy of effects,a favorable experience on the first trial causes the consumer's repeated purchase and use of the product or brand in the ________ stage.

Correct AnswerverifiedShow Answer

Personal selling refers to

Correct AnswerverifiedShow Answer

In a marketing context,the message refers to

Correct AnswerverifiedD

In a marketing context,receivers are

Correct AnswerverifiedB

List and briefly describe the key elements of the communication process.

Correct AnswerverifiedCommunication is the process of conveyin...View AnswerShow Answer

All of the following are consumer-related data that comprise a direct marketing database (such as for a catalog) except which?

Correct AnswerverifiedShow Answer

The ________ includes advertising,personal selling,sales promotion,public relations,and direct marketing.

Correct AnswerverifiedShow Answer

According to Tracee Larocca,brand creative director at Taco Bell,the restaurant chain recognized a cultural shift from 'food as fuel' to

Correct AnswerverifiedC

A major fallacy of ________ budgeting is that sales cause promotion.Using this method,a company may reduce the amount it spends on promotion if sales declined the previous period when it may actually need to spend more.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Another name for competitive parity budgeting is ________ budgeting.

Correct AnswerverifiedShow Answer

The European Union passed a law called the E-Privacy Directive to

Correct AnswerverifiedShow Answer

To promote its theme parks to groups,Disney uses advertising,direct marketing,Internet promotion,and sales promotions with other companies such as McDonald's.In other words,Disney uses IMC,which stands for

Correct AnswerverifiedShow Answer

A promotion alternative that uses 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 is referred to as

Correct AnswerverifiedShow Answer

Sales from which of the following direct marketing tools is growing the fastest at 33 percent?

Correct AnswerverifiedShow Answer

A nonpersonal,indirectly paid presentation of an organization,product,or service that can take the form of a news story,editorial,or product announcement is referred to as

Correct AnswerverifiedShow Answer

What are the strengths/advantages and weaknesses/disadvantages of using sales promotion in the promotional mix?

Correct AnswerverifiedSales promotion is a short-term induceme...View AnswerShow Answer

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D

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B

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Communication is the process of conveyin...
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C

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Sales promotion is a short-term induceme...
View Answer