Question 1

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 stageF) A) and E)
G) A) and D)

Question 2

Which of the following is an inherent weakness of personal selling?

Accepted Answer

A)  difficult to receive good feedback
B)  difficult to get media cooperation
C)  messages may differ between salespeople
D)  easily duplicated
E)  can easily lead to promotion warsF) B) and C)
G) A) and D)

Question 3

Pharmaceutical companies now spend more than $3.4 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.

Accepted Answer

A)  consumer integrated
B)  doctor cohort
C)  informational DVD
D)  direct-to-consumer
E)  customized on-lineF) B) and D)
G) A) and E)

Question 4

-Channel B in Figure 14-4 above represents which type of promotional channel strategy?

Accepted Answer

A)  direct
B)  indirect
C)  push
D)  pull
E)  verticalF) A) and E)
G) A) and D)

Question 5

The advertising campaign, "Think Outside the Bun" was designed for Millenials and belongs to which brand?

Accepted Answer

A)  McDonald's
B)  Arby's
C)  Chick-Fil-A
D)  Taco Bell
E)  Long John Silver'sF) C) and E)
G) C) and D)

Question 6

Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?

Accepted Answer

A)  advertising
B)  personal selling
C)  public relations
D)  sales promotion
E)  publicityF) A) and B)
G) B) and D)

Question 7

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 coverageF) D) and E)
G) C) and D)

Question 8

Which of the following is an inherent weakness of advertising?

Accepted Answer

A)  extremely high expense per exposure
B)  difficult to get media cooperation
C)  high absolute costs
D)  easily duplicated
E)  can easily lead to promotion warsF) B) and D)
G) A) and D)

Question 9

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 is referred to as

Accepted Answer

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

Question 10

Which of the following promotional elements requires expensive database management, a major weakness of that form of promotion?

Accepted Answer

A)  advertising
B)  personal selling
C)  sales promotion
D)  publicity
E)  direct marketingF) C) and E)
G) B) and E)

Question 11

Marketers have observed that our marketplace is shifting to an "age of engagement." All of the following are forms of consumer engagement EXCEPT:

Accepted Answer

A)  QR codes.
B)  reality shows using online voting.
C)  Facebook Pages.
D)  Twitter re-tweets.
E)  public relations.F) A) and B)
G) A) and C)

Question 12

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

Accepted Answer

Advertising is any paid form of nonperso...

Question 13

In the hierarchy of effects, awareness is defined as

Accepted Answer

A)  the consumer's first actual purchase and use of the product or brand.
B)  the consumer's repeated purchase and use of the product or brand.
C)  the consumer's appraisal of the product or brand on important attributes.
D)  an increase in the consumer's desire to learn about some of the features of the product or brand.
E)  the consumer's ability to recognize and remember the product or brand nameF) B) and C)
G) B) and E)

Question 14

All products go through a product life cycle of __________ stages: __________.

Accepted Answer

A)  two; new and improved
B)  two; growth and decline
C)  three; new, improved, and obsolete
D)  four; awareness, interest, trial, and adoption
E)  four; introduction, growth, maturity, and declineF) All of the above
G) A) and B)

Question 15

List the key elements of the promotional mix. Why are they used?

Accepted Answer

The promotional mix is the combination o...

Question 16

The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

Accepted Answer

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

Question 17

Like personal selling, __________ often consists of interactive communication.

Accepted Answer

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

Question 18

Errors in communication can occur in several ways: (1)  the source may not adequately transform the abstract idea into an effective set of symbols; (2)  a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3)  __________; or (4)  feedback may be so delayed or distorted that it is of no use to the sender.

Accepted Answer

A)  in an attempt to be creative, the encoder creates a message with too much noise
B)  there is no interest on the part of the receiver because the product itself is inadequate
C)  the communications channel is not properly developed
D)  the message is considered too ordinary because there is too broad a field of experience
E)  the receiver may not properly transform the set of symbols into the correct abstract ideaF) A) and B)
G) A) and C)

Question 19

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled E represents __________.

Accepted Answer

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

Question 20

The promotional mix can be used to: (1)  inform prospective buyers about the benefits of the product; (2)  persuade them to try it; and (3)  __________.

Accepted Answer

A)  explain how to use the product
B)  inform customers of complementary offerings
C)  remind them later about the benefits they enjoyed by using the product
D)  inform customers of pricing changes
E)  lure customers away from competitors' productsF) A) and B)
G) A) and C)

Exam 14: Integrated Marketing Communications and Direct Marketing

List the key elements of the promotional mix. Why are they used?

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

The advertising campaign, "Think Outside the Bun" was designed for Millenials and belongs to which brand?

Correct Answer
verified

Correct Answer
verified

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 is referred to as

Correct Answer
verified

-Channel B in Figure 14-4 above represents which type of promotional channel strategy?

Correct Answer
verified

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled E represents __________.

Correct Answer
verified

Which of the following is an inherent weakness of personal selling?

Correct Answer
verified

In the hierarchy of effects, awareness is defined as

Correct Answer
verified

Which of the following is an inherent weakness of advertising?

Correct Answer
verified

The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

Correct Answer
verified

Correct Answer
verified

All products go through a product life cycle of stages: .

Correct Answer
verified

The promotional mix can be used to: (1) inform prospective buyers about the benefits of the product; (2) persuade them to try it; and (3) __________.

Correct Answer
verified

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

Correct Answer
verified
Advertising is any paid form of nonperso...
View Answer

Pharmaceutical companies now spend more than $3.4 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.

Correct Answer
verified

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

Correct Answer
verified

Like personal selling, __________ often consists of interactive communication.

Correct Answer
verified

Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?

Correct Answer
verified

Which of the following promotional elements requires expensive database management, a major weakness of that form of promotion?

Correct Answer
verified

Marketers have observed that our marketplace is shifting to an "age of engagement." All of the following are forms of consumer engagement EXCEPT:

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

List the key elements of the promotional mix. Why are they used?

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

The advertising campaign, "Think Outside the Bun" was designed for Millenials and belongs to which brand?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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 is referred to as

Correct AnswerverifiedShow Answer

-Channel B in Figure 14-4 above represents which type of promotional channel strategy?

Correct AnswerverifiedShow Answer

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled E represents __________.

Correct AnswerverifiedShow Answer

Which of the following is an inherent weakness of personal selling?

Correct AnswerverifiedShow Answer

In the hierarchy of effects, awareness is defined as

Correct AnswerverifiedShow Answer

Which of the following is an inherent weakness of advertising?

Correct AnswerverifiedShow Answer

The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

All products go through a product life cycle of __________ stages: __________.

Correct AnswerverifiedShow Answer

The promotional mix can be used to: (1) inform prospective buyers about the benefits of the product; (2) persuade them to try it; and (3) __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedAdvertising is any paid form of nonperso...View AnswerShow Answer

Pharmaceutical companies now spend more than $3.4 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Like personal selling, __________ often consists of interactive communication.

Correct AnswerverifiedShow Answer

Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?

Correct AnswerverifiedShow Answer

Which of the following promotional elements requires expensive database management, a major weakness of that form of promotion?

Correct AnswerverifiedShow Answer

Marketers have observed that our marketplace is shifting to an "age of engagement." All of the following are forms of consumer engagement EXCEPT:

Correct AnswerverifiedShow Answer

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

All products go through a product life cycle of stages: .

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Advertising is any paid form of nonperso...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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