Question 1

Proponents of Do-Not-Track regulations suggest that website owners that use cookies to collect information about consumers' shopping habits should only do so

Accepted Answer

A)  with new customers.
B)  with consumers' consent.
C)  with repeat customers.
D)  when new products are being offered.
E)  when competitors use cookies.F) B) and C)
G) C) and E)

Question 2

A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species.However,the firm has few resources to promote the film.Which promotional element should it employ?

Accepted Answer

A)  Hire a salesperson to speak to environmental groups.
B)  Ask local radio and television stations to run a favorable story about the film.
C)  Advertise on billboards in each local market.
D)  Invite students to participate in a contest to win free tickets.
E)  Send postcards to all people within a 25-mile radius of a theater showing the movie.F) B) and C)
G) D) and E)

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)  messages lack credibility with consumers
E)  effectiveness diminishes when used continuouslyF) A) and D)
G) A) and B)

Question 4

Which stage of the product life cycle is usually a period of phase-out for the product,when little money is spent in the promotional mix?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  decline
E)  terminationF) B) and D)
G) All of the above

Question 5

After watching the 30-minute infomercial on Oxy-Clean,Sarah was certain the cleaning product would remove the grape juice stain from her white carpet.In terms of the communication process,Sarah was ________ the message from Oxy-Clean.

Accepted Answer

A)  integrating
B)  transforming
C)  translating
D)  decoding
E)  encodingF) B) and D)
G) A) and B)

Question 6

The marketing professor wanted to do everything possible to ensure that her students understood her lectures.Accordingly,she used examples of marketing activities with which most students were familiar.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)  identify a mutually shared field of experience for
E)  back translateF) A) and E)
G) A) and D)

Question 7

A new version of the Data Protection Directive,called the ________,will address new developments pertaining to consumer privacy such as social networks and cloud computing and take effect in 2018.

Accepted Answer

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

Question 8

With many industrial products and consumer purchases,ancillary services are an important consideration in selecting the promotional mix.The role of ________ is important to establish the seller's reputation.However,________ is essential for building buyer confidence and providing evidence of customer service.

Accepted Answer

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

Question 9

Public relations refers to

Accepted Answer

A)  a seller-directed flow of communication,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 more select needs of a target market based on age,gender,ethnicity,or occupation.
D)  a form of communication that is intended to counteract any negative information or misinformation that has been instigated by competitors or disgruntled customers.
E)  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.F) A) and B)
G) A) and C)

Question 10

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

Question 11

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) C) and D)
G) A) and B)

Question 12

In the prepurchase stage of the consumer journey,which promotional element is most important?

Accepted Answer

A)  public relations
B)  communication
C)  advertising
D)  sales promotion
E)  personal sellingF) None of the above
G) B) and D)

Question 13

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

Question 14

The ________ element of the marketing mix consists of communication tools,including advertising,personal selling,sales promotion,public relations,and direct marketing.

Accepted Answer

A)  product
B)  price
C)  place
D)  promotion
E)  advertisingF) A) and B)
G) A) and C)

Question 15

________ is advisable for all marketing communications to ensure that messages will be decoded properly.

Accepted Answer

A)  Use of an observable receiver
B)  Customization
C)  Elimination of the channel
D)  Pretesting
E)  Omitting the feedback loopF) None of the above
G) B) and E)

Question 16

An offer that contains all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction may result in

Accepted Answer

A)  a direct order.
B)  lead generation.
C)  traffic generation.
D)  data compilation.
E)  a prospect bid.F) B) and C)
G) C) and D)

Question 17

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) A) and C)
G) All of the above

Question 18

The best approach to budgeting is objective and task budgeting,whereby the company determines its promotion objectives,outlines the tasks to accomplish these objectives,and

Accepted Answer

A)  asks the ad agency for an estimate.
B)  asks the media to propose a program.
C)  determines the promotion cost of performing these tasks.
D)  determines what spending level top management will allow for the proposed program.
E)  surveys customers to determine what spending levels they think are appropriate.F) A) and B)
G) A) and C)

Question 19

With respect to a product for which a promotional mix is being developed,risk

Accepted Answer

A)  refers to the degree of service or support required after the sale.
B)  refers to the technical sophistication of the product and hence the amount of understanding required to use it.
C)  in a product means there should be less emphasis on personal selling.
D)  can be assessed in terms of financial,social,and physical aspects.
E)  is irrelevant.F) A) and C)
G) All of the above

Question 20

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

Accepted Answer

A)  promotional channel.
B)  unique statement of purpose.
C)  consistent message across audiences.
D)  media mix useful to all types of companies.
E)  marketing matrix.F) A) and E)
G) C) and D)

Exam 17: Integrated Marketing Communications and Direct Marketing

After watching the 30-minute infomercial on Oxy-Clean,Sarah was certain the cleaning product would remove the grape juice stain from her white carpet.In terms of the communication process,Sarah was ________ the message from Oxy-Clean.

Correct Answer
verified

Which stage of the product life cycle is usually a period of phase-out for the product,when little money is spent in the promotional mix?

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

With many industrial products and consumer purchases,ancillary services are an important consideration in selecting the promotional mix.The role of is important to establish the seller's reputation.However, is essential for building buyer confidence and providing evidence of customer service.

Correct Answer
verified

The best approach to budgeting is objective and task budgeting,whereby the company determines its promotion objectives,outlines the tasks to accomplish these objectives,and

Correct Answer
verified

A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species.However,the firm has few resources to promote the film.Which promotional element should it employ?

Correct Answer
verified

Public relations refers to

Correct Answer
verified

The ________ element of the marketing mix consists of communication tools,including advertising,personal selling,sales promotion,public relations,and direct marketing.

Correct Answer
verified

All-you-can-afford-budgeting refers to

Correct Answer
verified

With respect to a product for which a promotional mix is being developed,risk

Correct Answer
verified

A new version of the Data Protection Directive,called the ________,will address new developments pertaining to consumer privacy such as social networks and cloud computing and take effect in 2018.

Correct Answer
verified

An offer that contains all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction may result in

Correct Answer
verified

The first decision in developing the promotion program is to

Correct Answer
verified

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

Correct Answer
verified

In the prepurchase stage of the consumer journey,which promotional element is most important?

Correct Answer
verified

Percentage of sales budgeting refers to

Correct Answer
verified

________ is advisable for all marketing communications to ensure that messages will be decoded properly.

Correct Answer
verified

Which of the following weaknesses is associated with sales promotions?

Correct Answer
verified

Proponents of Do-Not-Track regulations suggest that website owners that use cookies to collect information about consumers' shopping habits should only do so

Correct Answer
verified

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

After watching the 30-minute infomercial on Oxy-Clean,Sarah was certain the cleaning product would remove the grape juice stain from her white carpet.In terms of the communication process,Sarah was ________ the message from Oxy-Clean.

Correct AnswerverifiedShow Answer

Which stage of the product life cycle is usually a period of phase-out for the product,when little money is spent in the promotional mix?

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

Correct AnswerverifiedShow Answer

The best approach to budgeting is objective and task budgeting,whereby the company determines its promotion objectives,outlines the tasks to accomplish these objectives,and

Correct AnswerverifiedShow Answer

A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species.However,the firm has few resources to promote the film.Which promotional element should it employ?

Correct AnswerverifiedShow Answer

Public relations refers to

Correct AnswerverifiedShow Answer

The ________ element of the marketing mix consists of communication tools,including advertising,personal selling,sales promotion,public relations,and direct marketing.

Correct AnswerverifiedShow Answer

All-you-can-afford-budgeting refers to

Correct AnswerverifiedShow Answer

With respect to a product for which a promotional mix is being developed,risk

Correct AnswerverifiedShow Answer

A new version of the Data Protection Directive,called the ________,will address new developments pertaining to consumer privacy such as social networks and cloud computing and take effect in 2018.

Correct AnswerverifiedShow Answer

An offer that contains all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction may result in

Correct AnswerverifiedShow Answer

The first decision in developing the promotion program is to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In the prepurchase stage of the consumer journey,which promotional element is most important?

Correct AnswerverifiedShow Answer

Percentage of sales budgeting refers to

Correct AnswerverifiedShow Answer

________ is advisable for all marketing communications to ensure that messages will be decoded properly.

Correct AnswerverifiedShow Answer

Which of the following weaknesses is associated with sales promotions?

Correct AnswerverifiedShow Answer

Proponents of Do-Not-Track regulations suggest that website owners that use cookies to collect information about consumers' shopping habits should only do so

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified