Question 1

Allocation of funds to promotion only after all other budget items are covered is referred to as

Accepted Answer

A)  percentage of sales budgeting.
B)  competitive parity budgeting.
C)  all-you-can-afford budgeting.
D)  objective and task budgeting.
E)  relative scale budgeting.F) C) and D)
G) B) and D)

Question 2

The fifth stage in the hierarchy of effects is _________.

Accepted Answer

A)  interest
B)  awareness
C)  adoption
D)  trial
E)  evaluationF) A) and B)
G) A) and C)

Question 3

Allegra is an antihistamine and to create brand awareness it is offering people who request information about the product a cushion to use at their favorite sporting event.Its television ad shows a woman half-heartedly watching some sporting event.The voiceover asks if she is bored or congested.Next scene, the person is having a great time and is uncongested after taking Allegra.This use of the same promotional theme throughout a company's promotion is an example of how marketers use _________.

Accepted Answer

A)  media convergence
B)  promotional blend
C)  coordinated communications
D)  marketing by objectives (MBO) 
E)  integrated marketing communications (IM
C)  F) B) and E)
G) B) and D)

Question 4

What are the strengths and weaknesses of using publicity in the promotional mix?

Accepted Answer

Publicity is a nonpersonal, indirectly p...

Question 5

FIGURE 15-1 
-Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J") .The position labeled "G" is referred to as _________.

Accepted Answer

A)  noise
B)  the message
C)  the feedback loop
D)  the fields of experience
E)  feedbackF) D) and E)
G) A) and D)

Question 6

Direct orders refer to

Accepted Answer

A)  a type of advertising promotion where all aspects of the campaign (theme, slogan, etc.)  and all necessary promotional materials are provided to retailers with the understanding that they should not be "changed," in order to provide constancy and uniformity.
B)  products that are shipped directly to the point of purchase rather than being stored or distributed through intermediaries.
C)  the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.
D)  the result of orders that are initiated entirely by an ultimate consumer requesting specific product changes or alterations.
E)  the result of orders that are unique, that cannot be mass produced, and are sold exclusively to one customer.F) B) and D)
G) A) and C)

Question 7

Communication is the process of conveying a message to others that requires six elements.These elements include: a(n)  __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

Accepted Answer

A)  source
B)  concept
C)  trademark
D)  slogan
E)  offerF) A) and B)
G) B) and C)

Question 8

CBS recently created social __________ rooms at CBS.com for programs such as CSI and Survivor, which allows viewers to chat about what they are watching and to offer critical reactions to the program.

Accepted Answer

A)  communicating
B)  viewing
C)  speaking
D)  sharing
E)  connectF) C) and D)
G) B) and D)

Question 9

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

Accepted Answer

There are several advantages to a firm u...

Question 10

The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as _________.

Accepted Answer

A)  direct orders
B)  indirect orders
C)  lead generation
D)  traffic generation
E)  first mover advantagesF) A) and B)
G) A) and C)

Question 11

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

Accepted Answer

The promotional mix is the combination of one or more of the five communication tools: advertising, personal selling, sales promotion, public relations, and direct marketing.All of these tools can be used to (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product.

Question 12

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as _________.

Accepted Answer

A)  sales promotion
B)  publicity
C)  advertising
D)  direct marketing
E)  mass communicationF) A) and C)
G) B) and E) C

Question 13

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools, including sales promotion, public relations, personal selling, direct marketing, and _________.

Accepted Answer

A)  human resources
B)  advertising
C)  online networking
D)  special events
E)  conventionsF) B) and C)
G) A) and E)

Question 14

Many prescription drugs such as Lipitor and Zocor now have their own websites to encourage patients to learn more about the drugs and ask for them by name from the doctor.The manufacturers of these drugs are using a(n)  __________ promotional strategy.

Accepted Answer

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

Question 15

What are the strengths and weaknesses of using personal selling in the promotional mix?

Accepted Answer

Because personal selling usually involve...

Question 16

Personal selling refers to

Accepted Answer

A)  a seller-directed flow of communications often in a face-to-face encounter, designed to promote a product with the purpose of making a sale.
B)  individualized communications programs specifically designed with a single customer in mind because the item being sold is unique to that customer.
C)  a mass selling approach which has been tailored to meet the more select 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 with the purpose of making a sale.F) A) and E)
G) B) and D)

Question 17

Channel of communication refers to

Accepted Answer

A)  the selection of either paid or non-paid forms of information dissemination.
B)  the selection of either a humorous, sex-based, or fear-based approach when designing messages to sell a product.
C)  open-ended dialogue between the marketing department and other departments that can impact marketing decisions.
D)  an electronics-based forum that allows customers to communicate their likes, dislikes, suggestions, and concerns 24 hours a day, 236 days a year.
E)  the means (salesperson, advertising media, or public relations tools)  of conveying a message to a receiver during the communication process is a channel of communication.F) B) and E)
G) A) and D)

Question 18

Which of the following is an inherent strength of publicity?

Accepted Answer

A)  immediate feedback
B)  can give complex information
C)  messages can be prepared quickly
D)  efficient means for reaching large numbers of people
E)  often most credible source in the consumer's mindF) A) and E)
G) B) and E)

Question 19

Communication is the process of conveying a message to others that requires six elements.These elements include: a source, a(n)  __________, a channel of communication, a receiver, and the processes of encoding and decoding.

Accepted Answer

A)  message
B)  concept
C)  trademark
D)  slogan
E)  offerF) C) and D)
G) A) and E)

Question 20

Which of the following weaknesses is associated with sales promotions?

Accepted Answer

A)  high absolute costs
B)  messages may differ between salespeople
C)  difficult to get media cooperation
D)  easily duplicated and can easily lead to promotion wars
E)  effectiveness diminishes when used continuouslyF) B) and D)
G) D) and E) E

Exam 15: Integrated Marketing Communications and Direct Marketing

Allocation of funds to promotion only after all other budget items are covered is referred to as

Correct Answer
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The fifth stage in the hierarchy of effects is _________.

Correct Answer
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Correct Answer
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What are the strengths and weaknesses of using publicity in the promotional mix?

Correct Answer
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Publicity is a nonpersonal, indirectly p...
View Answer

FIGURE 15-1 -Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J") .The position labeled "G" is referred to as _________.

Correct Answer
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Direct orders refer to

Correct Answer
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Communication is the process of conveying a message to others that requires six elements.These elements include: a(n) __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

Correct Answer
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CBS recently created social __________ rooms at CBS.com for programs such as CSI and Survivor, which allows viewers to chat about what they are watching and to offer critical reactions to the program.

Correct Answer
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What are the strengths and weaknesses of using advertising in the promotional mix?

Correct Answer
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There are several advantages to a firm u...
View Answer

The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as _________.

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

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as _________.

Correct Answer
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C

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools, including sales promotion, public relations, personal selling, direct marketing, and _________.

Correct Answer
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Many prescription drugs such as Lipitor and Zocor now have their own websites to encourage patients to learn more about the drugs and ask for them by name from the doctor.The manufacturers of these drugs are using a(n) __________ promotional strategy.

Correct Answer
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What are the strengths and weaknesses of using personal selling in the promotional mix?

Correct Answer
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Because personal selling usually involve...
View Answer

Personal selling refers to

Correct Answer
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Channel of communication refers to

Correct Answer
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Which of the following is an inherent strength of publicity?

Correct Answer
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Communication is the process of conveying a message to others that requires six elements.These elements include: a source, a(n) __________, a channel of communication, a receiver, and the processes of encoding and decoding.

Correct Answer
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Which of the following weaknesses is associated with sales promotions?

Correct Answer
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E

Exam 15: Integrated Marketing Communications and Direct Marketing

Allocation of funds to promotion only after all other budget items are covered is referred to as

Correct AnswerverifiedShow Answer

The fifth stage in the hierarchy of effects is _________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

What are the strengths and weaknesses of using publicity in the promotional mix?

Correct AnswerverifiedPublicity is a nonpersonal, indirectly p...View AnswerShow Answer

FIGURE 15-1 -Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J") .The position labeled "G" is referred to as _________.

Correct AnswerverifiedShow Answer

Direct orders refer to

Correct AnswerverifiedShow Answer

Communication is the process of conveying a message to others that requires six elements.These elements include: a(n) __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

Correct AnswerverifiedShow Answer

CBS recently created social __________ rooms at CBS.com for programs such as CSI and Survivor, which allows viewers to chat about what they are watching and to offer critical reactions to the program.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedThere are several advantages to a firm u...View AnswerShow Answer

The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as _________.

Correct AnswerverifiedShow Answer

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

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as _________.

Correct AnswerverifiedC

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools, including sales promotion, public relations, personal selling, direct marketing, and _________.

Correct AnswerverifiedShow Answer

Many prescription drugs such as Lipitor and Zocor now have their own websites to encourage patients to learn more about the drugs and ask for them by name from the doctor.The manufacturers of these drugs are using a(n) __________ promotional strategy.

Correct AnswerverifiedShow Answer

What are the strengths and weaknesses of using personal selling in the promotional mix?

Correct AnswerverifiedBecause personal selling usually involve...View AnswerShow Answer

Personal selling refers to

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Channel of communication refers to

Correct AnswerverifiedShow Answer

Which of the following is an inherent strength of publicity?

Correct AnswerverifiedShow Answer

Communication is the process of conveying a message to others that requires six elements.These elements include: a source, a(n) __________, a channel of communication, a receiver, and the processes of encoding and decoding.

Correct AnswerverifiedShow Answer

Which of the following weaknesses is associated with sales promotions?

Correct AnswerverifiedE

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Publicity is a nonpersonal, indirectly p...
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There are several advantages to a firm u...
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C

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Because personal selling usually involve...
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E