Question 1

Which promotional element is particularly important to business buyers?

Accepted Answer

A)  public relations
B)  publicity
C)  sales promotion
D)  rebates
E)  personal sellingF) All of the above
G) A) and B)

Question 2

The second stage in the hierarchy of effects is __________.

Accepted Answer

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

Question 3

A field of experience refers to

Accepted Answer

A)  the unique set of terms,expressions,or jargon that carries a specific meaning within a specific field (i.e.the medical profession,legal profession,etc. ) .
B)  the designation given to different elements in the communications channel based upon their specific area of expertise (i.e.advertising,publicity,etc. ) .
C)  a similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign so there is no incorrect decoding of the sender's message.
D)  a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign so there is no incorrect encoding of the sender's message.
E)  a similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process.F) B) and E)
G) C) and D)

Question 4

Promotion objectives should possess three important qualities.They should be designed for a well-defined target audience,be measurable,and

Accepted Answer

A)  contain some element of appeal,such as sex,fear,or humor.
B)  be profitable.
C)  stay within clearly defined budgetary constraints.
D)  cover a specified time period.
E)  retain some degree of flexibility.F) C) and D)
G) B) and E)

Question 5

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

Accepted Answer

Publicity is a nonpersonal,indirectly pa...

Question 6

In a marketing context,the acronym IMC refers to __________.

Accepted Answer

A)  interactive media convergence
B)  internal marketing communications
C)  integrated marketing collaboration
D)  integrated marketing communications
E)  international marketing communicationsF) All of the above
G) C) and E)

Question 7

The __________ is defined as the group of prospective buyers toward which a promotion program is directed.

Accepted Answer

A)  directed audience
B)  intended audience
C)  promotion audience
D)  selling audience
E)  target audienceF) A) and E)
G) None of the above

Question 8

Advertising refers to

Accepted Answer

A)  any nonpersonal,indirectly paid presentation of an organization,service,or product.
B)  a short-term inducement of value offered to arouse interest in buying a product or service.
C)  methods used to identify a target market for a particular product or service.
D)  any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor.
E)  any unpaid form of personal presentation of products and services.F) A) and B)
G) B) and E)

Question 9

All of the following are examples of direct marketing tools EXCEPT:

Accepted Answer

A)  e-mail solicitations
B)  telephone solicitations
C)  Groupons
D)  catalogs
E)  direct response ads on TVF) A) and C)
G) C) and D)

Question 10

Chrysler Corporation provides support and incentives for its Chrysler,Dodge,and Jeep dealers.Through a multi-level program,Chrysler provides incentives to reward dealers for meeting sales goals.Dealers receive an incentive when they are near a goal,another when they reach a goal,and a larger incentive if they exceed sales projections.All of these actions are intended to encourage Chrysler dealers to __________ the Chrysler products through the channel to consumers.

Accepted Answer

A)  dump
B)  pull
C)  unload
D)  no haggle
E)  pushF) C) and D)
G) A) and D)

Question 11

The manufacturers of drugs 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 channel strategy.

Accepted Answer

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

Question 12

"To remind" is the promotional objective of which stage of the product life cycle?

Accepted Answer

A)  early growth
B)  growth
C)  accelerated development
D)  maturity
E)  introductionF) C) and D)
G) None of the above

Question 13

The new integrated marketing communications approach for Mountain Dew uses

Accepted Answer

A)  iconic television advertising.
B)  traditional promotion tools and new social media.
C)  traditional promotion tools only.
D)  new social media only.
E)  word-of-mouth advertising only.F) A) and E)
G) D) and E)

Question 14

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 collected from the purchases its customers make.Which of the following customer data is BEST COLLECTED from the customer?

Accepted Answer

A)  brand
B)  price
C)  demographics
D)  model
E)  quantityF) C) and D)
G) C) and E)

Question 15

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 movieF) C) and D)
G) A) and C)

Question 16

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

Accepted Answer

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

Question 17

Which of the following in 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) A) and D)
G) None of the above

Question 18

In Figure 17-4 above,the red line "B" shows that __________,a tool of the promotion mix,is highest in importance during the purchase stage of the consumer purchase decision process.

Accepted Answer

A)  advertising
B)  public relations
C)  communication
D)  sales promotion
E)  personal sellingF) C) and D)
G) B) and E)

Question 19

A push strategy is when a manufacturer

Accepted Answer

A)  advertises a great deal to its wholesalers,retailers,and ultimate consumers with the use of nationwide advertising campaigns.
B)  directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product.
C)  forces a retailer to promote its products by placing national ads in local newspapers.
D)  directs its efforts in the form of advertising and sales promotions to ultimate consumers to encourage them to ask the retailer for the product.
E)  directs retailers to promote one product over another to help balance fluctuations in inventory.F) All of the above
G) C) and D)

Question 20

Publicity refers to

Accepted Answer

A)  a nonpersonal,indirectly paid presentation of an organization,product,or service.
B)  a short-term inducement of value offered to arouse interest in buying a product or service.
C)  methods used to get a nonpersonal,directly paid presentation of a company or its products.
D)  a paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor.
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) B) and E)
G) B) and D)

Exam 17: Integrated Marketing Communications and Direct Marketing

The __________ is defined as the group of prospective buyers toward which a promotion program is directed.

Correct Answer
verified

The manufacturers of drugs 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 channel strategy.

Correct Answer
verified

A field of experience refers to

Correct Answer
verified

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

Correct Answer
verified
Publicity is a nonpersonal,indirectly pa...
View Answer

Correct Answer
verified

Advertising refers to

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

The new integrated marketing communications approach for Mountain Dew uses

Correct Answer
verified

"To remind" is the promotional objective of which stage of the product life cycle?

Correct Answer
verified

Correct Answer
verified

Publicity 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

Promotion objectives should possess three important qualities.They should be designed for a well-defined target audience,be measurable,and

Correct Answer
verified

All of the following are examples of direct marketing tools EXCEPT:

Correct Answer
verified

Which promotional element is particularly important to business buyers?

Correct Answer
verified

In Figure 17-4 above,the red line "B" shows that __________,a tool of the promotion mix,is highest in importance during the purchase stage of the consumer purchase decision process.

Correct Answer
verified

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

Correct Answer
verified

The second stage in the hierarchy of effects is __________.

Correct Answer
verified

A push strategy is when a manufacturer

Correct Answer
verified

In a marketing context,the acronym IMC refers to __________.

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

The __________ is defined as the group of prospective buyers toward which a promotion program is directed.

Correct AnswerverifiedShow Answer

The manufacturers of drugs 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 channel strategy.

Correct AnswerverifiedShow Answer

A field of experience refers to

Correct AnswerverifiedShow Answer

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

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

Correct AnswerverifiedShow Answer

Advertising refers to

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

The new integrated marketing communications approach for Mountain Dew uses

Correct AnswerverifiedShow Answer

"To remind" is the promotional objective of which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Publicity 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

Promotion objectives should possess three important qualities.They should be designed for a well-defined target audience,be measurable,and

Correct AnswerverifiedShow Answer

All of the following are examples of direct marketing tools EXCEPT:

Correct AnswerverifiedShow Answer

Which promotional element is particularly important to business buyers?

Correct AnswerverifiedShow Answer

In Figure 17-4 above,the red line "B" shows that __________,a tool of the promotion mix,is highest in importance during the purchase stage of the consumer purchase decision process.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The second stage in the hierarchy of effects is __________.

Correct AnswerverifiedShow Answer

A push strategy is when a manufacturer

Correct AnswerverifiedShow Answer

In a marketing context,the acronym IMC refers to __________.

Correct AnswerverifiedShow Answer

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Publicity is a nonpersonal,indirectly pa...
View Answer

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

Correct Answer
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