Question 1

Coupons, rebates, samples, and sweepstakes are all examples of

Accepted Answer

A)  endorsements.
B)  sponsorships.
C)  free publicity.
D)  purchase aids.
E)  sales promotions.F) D) and E)
G) C) and E)

Question 2

Communication with consumers who are not in the target audience is referred to as

Accepted Answer

A)  excess coverage.
B)  wasted coverage.
C)  exhaustive coverage.
D)  squandered coverage.
E)  dissipated coverage.F) A) and B)
G) C) and E)

Question 3

Like personal selling, __________ has the advantage of being customized to match the needs of specific target markets. Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers.

Accepted Answer

A)  advertising
B)  a sales promotion
C)  publicity
D)  direct marketing
E)  a public service announcementF) C) and D)
G) A) and C)

Question 4

What three product characteristics should be considered when selecting promotional tools? For each characteristic, give an example of a product where the characteristic is very important.

Accepted Answer

Three specific characteristics that shou...

Question 5

Which method of promotion budgeting would most likely be used by small businesses?

Accepted Answer

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

Question 6

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) All of the above
G) B) and E)

Question 7

A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species. However, the firm has little 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) A) and E)

Question 8

The promotional objective of the growth stage of the product life cycle is to __________ consumers.

Accepted Answer

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

Question 9

The term receivers refers to

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 misinterpret or reinterpret the message to fit their individual beliefs.F) A) and C)
G) B) and D)

Question 10

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

Question 11

In the feedback loop, the impact the message has on the receiver's knowledge, attitude, or behaviors during the communications process is referred to as

Accepted Answer

A)  feedback.
B)  a field of experience.
C)  noise.
D)  a response.
E)  a hierarchy of effects.F) A) and D)
G) B) and D)

Question 12

The European Union passed a consumer privacy law, called the __________, after several years of discussion with the Federation of European Direct Marketing and the U.K.'s Direct Marketing Association.

Accepted Answer

A)  Personal Identity Law
B)  Intellectual Property Act
C)  Data Protection Directive
D)  Credit Protection Act
E)  Shared Information ActF) A) and D)
G) None of the above

Question 13

Amazon.com, a successful online retailer, manages an extensive customer database that is used to determine which products are suggested to each customer. Some data are best collected from the customer; other data are best collected from the businesses where purchases are made. Which of the following customer data are best collected from Amazon?

Accepted Answer

A)  lifestyles
B)  brand
C)  demographics
D)  media use
E)  competitive products purchasedF) A) and E)
G) A) and B)

Question 14

Imagine you have overheard the owner of a medium-sized manufacturing company saying, "We had a good year, and I think next year will be even better. I'm going to raise this year's promotion budget to 4.5 percent of last year's gross dollar sales. That will let me do more advertising than the 3.5 percent I budgeted last year." From this information, the manufacturer is using __________ budgeting.

Accepted Answer

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

Question 15

Explain what the hierarchy of effects is. List and explain the five stages.

Accepted Answer

The hierarchy of effects is the sequence...

Question 16

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) B) and C)
G) None of the above

Question 17

What stage of the product life cycle spends little money in the promotional mix?

Accepted Answer

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

Question 18

During the planning phase of an IMC program, a firm will identify the target audience, specify the promotion objectives, set the budget, __________, design the promotion, and schedule the promotion.

Accepted Answer

A)  pretest the promotion
B)  state the mission
C)  identify possible advertising or promotional firms
D)  carry out the promotion
E)  select the right promotional toolsF) C) and D)
G) B) and E)

Question 19

Ann's young son suffers from allergies and complains about his watery eyes and drowsiness. Ann feels bad because she thought there was nothing she could do to help him. When Ann saw the ad for a new drug that counters these symptoms in Martha Stewart Living magazine, she vowed to ask his doctor about this product on her son's next visit. Ann is at which stage in the hierarchy of effects?

Accepted Answer

A)  She is the trial stage and will move to the interest stage soon.
B)  She has moved quickly from the awareness stage to the interest stage.
C)  She was in the consumer development stage and will more than likely move to the transition stage.
D)  She is in the evaluation stage and will move to the interest stage soon.
E)  She was in the interest stage and then moved quickly to the diffusion stage.F) A) and B)
G) A) and E)

Question 20

Identify and briefly describe each of the five promotional elements.

Accepted Answer

The promotional mix is the combination o...

Exam 17: Integrated Marketing Communications and Direct Marketing

Identify and briefly describe each of the five promotional elements.

Correct Answer
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The promotional mix is the combination o...
View Answer

Public relations refers to

Correct Answer
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Correct Answer
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During the planning phase of an IMC program, a firm will identify the target audience, specify the promotion objectives, set the budget, __________, design the promotion, and schedule the promotion.

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

What three product characteristics should be considered when selecting promotional tools? For each characteristic, give an example of a product where the characteristic is very important.

Correct Answer
verified
Three specific characteristics that shou...
View Answer

The European Union passed a consumer privacy law, called the __________, after several years of discussion with the Federation of European Direct Marketing and the U.K.'s Direct Marketing Association.

Correct Answer
verified

Correct Answer
verified

The promotional objective of the growth stage of the product life cycle is to __________ consumers.

Correct Answer
verified

Which method of promotion budgeting would most likely be used by small businesses?

Correct Answer
verified

Explain what the hierarchy of effects is. List and explain the five stages.

Correct Answer
verified
The hierarchy of effects is the sequence...
View Answer

Like personal selling, __________ has the advantage of being customized to match the needs of specific target markets. Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers.

Correct Answer
verified

What stage of the product life cycle spends little money in the promotional mix?

Correct Answer
verified

Correct Answer
verified

Coupons, rebates, samples, and sweepstakes are all examples of

Correct Answer
verified

Communication with consumers who are not in the target audience is referred to as

Correct Answer
verified

The term receivers refers to

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 little resources to promote the film. Which promotional element should it employ?

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

In the feedback loop, the impact the message has on the receiver's knowledge, attitude, or behaviors during the communications process is referred to as

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

Identify and briefly describe each of the five promotional elements.

Correct AnswerverifiedThe promotional mix is the combination o...View AnswerShow Answer

Public relations refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

During the planning phase of an IMC program, a firm will identify the target audience, specify the promotion objectives, set the budget, __________, design the promotion, and schedule the promotion.

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

What three product characteristics should be considered when selecting promotional tools? For each characteristic, give an example of a product where the characteristic is very important.

Correct AnswerverifiedThree specific characteristics that shou...View AnswerShow Answer

The European Union passed a consumer privacy law, called the __________, after several years of discussion with the Federation of European Direct Marketing and the U.K.'s Direct Marketing Association.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The promotional objective of the growth stage of the product life cycle is to __________ consumers.

Correct AnswerverifiedShow Answer

Which method of promotion budgeting would most likely be used by small businesses?

Correct AnswerverifiedShow Answer

Explain what the hierarchy of effects is. List and explain the five stages.

Correct AnswerverifiedThe hierarchy of effects is the sequence...View AnswerShow Answer

Like personal selling, __________ has the advantage of being customized to match the needs of specific target markets. Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers.

Correct AnswerverifiedShow Answer

What stage of the product life cycle spends little money in the promotional mix?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Coupons, rebates, samples, and sweepstakes are all examples of

Correct AnswerverifiedShow Answer

Communication with consumers who are not in the target audience is referred to as

Correct AnswerverifiedShow Answer

The term receivers refers to

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 little resources to promote the film. Which promotional element should it employ?

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

In the feedback loop, the impact the message has on the receiver's knowledge, attitude, or behaviors during the communications process is referred to as

Correct AnswerverifiedShow Answer

Correct Answer
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The promotional mix is the combination o...
View Answer

Correct Answer
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Three specific characteristics that shou...
View Answer

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The hierarchy of effects is the sequence...
View Answer

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