Question 1

Commonly used forms of direct marketing like direct mail and e-mail have response rates between

Accepted Answer

A)  1 percent and 11 percent
B)  12 percent and 26 percent
C)  28 percent and 40 percent
D)  41 percent and 48 percent
E)  49 percent and 60 percentF) C) and D)
G) A) and C)

Question 2

During the postpurchase stage of the consumer purchase decision process,________ plays a small role.

Accepted Answer

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

Question 3

Which of the following is a strength of publicity?

Accepted Answer

A)  Publicity can receive immediate feedback.
B)  Publicity can provide the target audience with complex information.
C)  Publicity can prepare messages quickly.
D)  Publicity is an efficient means for reaching large numbers of people.
E)  Publicity is often the most credible source in the consumer's mind.F) A) and C)
G) All of the above

Question 4

In the communication process,printing mistakes that affect the meaning of a newspaper advertisement,or using words or pictures that fail to communicate the message clearly,are referred to as

Accepted Answer

A)  noise.
B)  clutter.
C)  disruptions.
D)  distortions.
E)  misrepresentations.F) A) and E)
G) C) and D)

Question 5

Throughout its history,Taco Bell has

Accepted Answer

A)  developed a global citizenship style.
B)  used very creative promotional activities.
C)  applied a bring-it-on attitude.
D)  applied an aggressive personal philosophy.
E)  a just-do-it mantra.F) A) and B)
G) C) and D)

Question 6

Which of the following is a weakness of publicity?

Accepted Answer

A)  Publicity has high absolute costs.
B)  Publicity is difficult to receive good feedback.
C)  Publicity is easily duplicated.
D)  There is a lack of user control over publicity.
E)  Publicity can easily lead to promotion wars.F) C) and D)
G) A) and C)

Question 7

The actions a firm takes during the promotion decision process include ________,executing,and assessing the promotion program.

Accepted Answer

A)  pretesting
B)  developing
C)  stating the mission
D)  selecting the appeal
E)  selecting the mediaF) None of the above
G) B) and E)

Question 8

Which of the following statements describes a key difference between advertising and public relations?

Accepted Answer

A)  Public relations is more expensive on a cost-per-contact basis than advertising.
B)  Public relations is usually directly paid while advertising is usually indirectly paid.
C)  Advertising is usually directly paid while public relations is usually indirectly paid.
D)  Advertising provides an immediate feedback loop while public relations does not.
E)  Public relations always has a much greater reach than advertising.F) None of the above
G) A) and C)

Question 9

During the implementation phase of an IMC program,a firm will

Accepted Answer

A)  posttest the promotion.
B)  design the promotion.
C)  state the mission.
D)  carry out the promotion.
E)  identify possible advertising or promotional firms.F) A) and B)
G) B) and C)

Question 10

By taking the consumer journey and consumer expectations into consideration,integrated marketing communications (IMC) becomes a key element in a company's ________ strategy.

Accepted Answer

A)  generic business
B)  retail life cycle
C)  market segmentation
D)  sustainable development
E)  customer experience managementF) All of the above
G) C) and D)

Question 11

Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because

Accepted Answer

A)  its strategy includes using all types of promotional activities that deliver a consistent message.
B)  it does not want to reach any member of its target audience more than once to conserve resources.
C)  IMC is less expensive than other forms of promotion,such as public service announcements.
D)  if it didn't,Disney would have to use indirect personal selling.
E)  it is more concerned about frequency of attendance than geographic reach.F) C) and D)
G) A) and B)

Question 12

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Accepted Answer

Promotional strategies can assist in mov...

Question 13

A prospective buyer goes through a sequence of stages including awareness,interest,evaluation,trial,and adoption,which are referred to as

Accepted Answer

A)  the hierarchy of effects.
B)  Maslow's hierarchy.
C)  the purchase decision continuum.
D)  the consumer-product cycle.
E)  the consumer purchasing hierarchy.F) A) and E)
G) None of the above

Question 14

The marketing manager from a heavy-equipment manufacturer in Dallas,Texas,was attending an international trade show in Japan.There were many prospective customers from different countries who seemed interested in the firm's product.However,they had difficulty following the manager's explanations of product features due to his heavy Texas drawl.In this case,the accent would be considered

Accepted Answer

A)  an encoding error.
B)  a decoding error.
C)  culture shock.
D)  noise.
E)  distortion.F) A) and B)
G) A) and C)

Question 15

Identify and discuss four methods used to set the promotion budget.

Accepted Answer

(1)Percentage of sales.In the percentage...

Question 16

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

Accepted Answer

A)  decoding.
B)  the receiver.
C)  the fields of experience.
D)  response.
E)  feedback.F) None of the above
G) D) and E)

Question 17

During which stage of the product life cycle does the marketer spend little money in the promotional mix?

Accepted Answer

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

Question 18

In a promotional sense,customized interaction is exemplified by

Accepted Answer

A)  the creation of unique products based upon the needs and wants of individual consumers.
B)  the translation of a company's message into multiple languages for use in advertising in different countries or regions.
C)  personal selling between a seller and a prospective buyer that can include face-to-face,telephone,and interactive electronic communication.
D)  the creation of different promotional campaigns based on gender,age,or ethnicity.
E)  the use of different images (such as the covers of Sports Illustrated) to reach different product groupings.F) A) and D)
G) A) and C)

Question 19

What value does direct marketing provide customers?

Accepted Answer

Large portions of the U.S.population use...

Question 20

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,the characteristics of the product,the decision stage of the buyer,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) C) and E)
G) All of the above

Exam 17: Integrated Marketing Communications and Direct Marketing

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

Correct Answer
verified

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

Correct Answer
verified

During which stage of the product life cycle does the marketer spend little money in the promotional mix?

Correct Answer
verified

What value does direct marketing provide customers?

Correct Answer
verified
Large portions of the U.S.population use...
View Answer

Correct Answer
verified

A prospective buyer goes through a sequence of stages including awareness,interest,evaluation,trial,and adoption,which are referred to as

Correct Answer
verified

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Correct Answer
verified
Promotional strategies can assist in mov...
View Answer

In a promotional sense,customized interaction is exemplified by

Correct Answer
verified

Throughout its history,Taco Bell has

Correct Answer
verified

The actions a firm takes during the promotion decision process include ________,executing,and assessing the promotion program.

Correct Answer
verified

Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because

Correct Answer
verified

By taking the consumer journey and consumer expectations into consideration,integrated marketing communications (IMC) becomes a key element in a company's ________ strategy.

Correct Answer
verified

Commonly used forms of direct marketing like direct mail and e-mail have response rates between

Correct Answer
verified

Which of the following is a weakness of publicity?

Correct Answer
verified

During the postpurchase stage of the consumer purchase decision process,________ plays a small role.

Correct Answer
verified

In the communication process,printing mistakes that affect the meaning of a newspaper advertisement,or using words or pictures that fail to communicate the message clearly,are referred to as

Correct Answer
verified

During the implementation phase of an IMC program,a firm will

Correct Answer
verified

Which of the following statements describes a key difference between advertising and public relations?

Correct Answer
verified

Which of the following is a strength of publicity?

Correct Answer
verified

Identify and discuss four methods used to set the promotion budget.

Correct Answer
verified
(1)Percentage of sales.In the percentage...
View Answer

Exam 17: Integrated Marketing Communications and Direct Marketing

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

During which stage of the product life cycle does the marketer spend little money in the promotional mix?

Correct AnswerverifiedShow Answer

What value does direct marketing provide customers?

Correct AnswerverifiedLarge portions of the U.S.population use...View AnswerShow Answer

Correct AnswerverifiedShow Answer

A prospective buyer goes through a sequence of stages including awareness,interest,evaluation,trial,and adoption,which are referred to as

Correct AnswerverifiedShow Answer

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Correct AnswerverifiedPromotional strategies can assist in mov...View AnswerShow Answer

In a promotional sense,customized interaction is exemplified by

Correct AnswerverifiedShow Answer

Throughout its history,Taco Bell has

Correct AnswerverifiedShow Answer

The actions a firm takes during the promotion decision process include ________,executing,and assessing the promotion program.

Correct AnswerverifiedShow Answer

Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because

Correct AnswerverifiedShow Answer

By taking the consumer journey and consumer expectations into consideration,integrated marketing communications (IMC) becomes a key element in a company's ________ strategy.

Correct AnswerverifiedShow Answer

Commonly used forms of direct marketing like direct mail and e-mail have response rates between

Correct AnswerverifiedShow Answer

Which of the following is a weakness of publicity?

Correct AnswerverifiedShow Answer

During the postpurchase stage of the consumer purchase decision process,________ plays a small role.

Correct AnswerverifiedShow Answer

In the communication process,printing mistakes that affect the meaning of a newspaper advertisement,or using words or pictures that fail to communicate the message clearly,are referred to as

Correct AnswerverifiedShow Answer

During the implementation phase of an IMC program,a firm will

Correct AnswerverifiedShow Answer

Which of the following statements describes a key difference between advertising and public relations?

Correct AnswerverifiedShow Answer

Which of the following is a strength of publicity?

Correct AnswerverifiedShow Answer

Identify and discuss four methods used to set the promotion budget.

Correct Answerverified(1)Percentage of sales.In the percentage...View AnswerShow Answer

Correct Answer
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Large portions of the U.S.population use...
View Answer

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Promotional strategies can assist in mov...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
(1)Percentage of sales.In the percentage...
View Answer