Question 1

DLS Cosmetics is trying to create brand awareness by sending households free samples of its products.These free samples are examples of __________.

Accepted Answer

A)  free advertising
B)  personal selling
C)  sales promotions
D)  free publicity
E)  direct salesF) A) and B)
G) B) and E)

Question 2

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)  all-you-can-afford budgeting.
C)  competitive parity budgeting.
D)  objective and task budgeting.
E)  linear forecast budgeting.F) B) and E)
G) C) and D)

Question 3

When Sears places a multiple-page booklet in the local newspaper about its President's Day sale,it is using which element of the promotional mix?

Accepted Answer

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

Question 4

Figure 14-1
-Figure 14-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "C" is referred to as __________.

Accepted Answer

A)  the source
B)  the message
C)  the receiver
D)  the fields of experience
E)  feedbackF) B) and D)
G) A) and E)

Question 5

Which of the following is an inherent weakness of direct marketing?

Accepted Answer

A)  high absolute costs
B)  declining customer response rates
C)  messages may differ between salespeople
D)  difficult to get media cooperation
E)  easily duplicated and can easily lead to promotion warsF) A) and B)
G) C) and D)

Question 6

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

Accepted Answer

A)  unique in character.
B)  appealing.
C)  measurable.
D)  repeatable.
E)  creative.F) B) and C)
G) A) and B)

Question 7

Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities-advertising,personal selling,sales promotion,public relations,and direct marketing-to provide __________.

Accepted Answer

A)  retailers with cooperative media buys
B)  a consistent message across all audiences
C)  the firm with a feedback loop
D)  a marketing matrix
E)  a media mix useful to all types of companiesF) A) and E)
G) B) and D)

Question 8

Which of the following statements about executing and evaluating the promotion program is most accurate?

Accepted Answer

A)  Although there are five elements in the promotional mix,the only element that really benefits from an IMC audit is advertising.
B)  Most IMC programs have no difficulty creating a pretest,but posttests are much more difficult to construct since a number of unknown elements must be measured.
C)  To fully benefit from IMC programs,companies must create and maintain a test-result database that allows comparisons of the relative impact of the promotional tools and their execution options in varying situations.
D)  The ideal IMC program does not need any evaluation if it is executed according to plan.
E)  The most effective IMC audits are external.Internal audits tend to bias the results in the favor of the marketing staff's expectations.F) B) and C)
G) A) and E)

Question 9

According to recent research,__________ consumers are most likely to respond to mobile marketing programs.

Accepted Answer

A)  baby boomers
B)  baby busters
C)  baby boomlets
D)  Generation Y
E)  Generation XF) A) and E)
G) D) and E)

Question 10

At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

Accepted Answer

A)  introduction
B)  growth
C)  incubation
D)  maturity
E)  declineF) All of the above
G) C) and D)

Question 11

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as __________.

Accepted Answer

A)  direct order consignment
B)  lead generator
C)  traffic generator
D)  indirect order fulfillment
E)  first-mover advantageF) A) and E)
G) A) and D)

Question 12

The promotional mix refers to

Accepted Answer

A)  the three underlying appeals used that make promotions effective: (1) sex appeal; (2) humor appeal; and (3) fear appeal.
B)  the combination of both paid and non-paid marketing tools used to promote product interest.
C)  the set of promotional tools designed to motivate prospective buyers to purchase products and services: (1) awareness; (2) interest; (3) evaluation; (4) trial; and (5) adoption.
D)  the composition of the objectives of the promotion: (1) to inform; (2) to persuade; (3) to remind; and (4) to phase out.
E)  the combination of one or more communication tools 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.F) C) and E)
G) A) and C)

Question 13

The promotion decision process is divided into three steps.What are they? Briefly describe each one.

Accepted Answer

The promotion decision process is divide...

Question 14

Traffic generation is

Accepted Answer

A)  the outcome of an offer designed to motivate people to visit a business.
B)  the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.
C)  direct communication with consumers to generate a response in the form of an order,a request for further information,or a visit to a retail outlet.
D)  the result of a direct marketing offer designed to generate interest in a product or service,and a request for additional information.
E)  an increase in the amount of foot traffic in a retail establishment that coincides with a new advertising campaign.F) B) and C)
G) C) and D)

Question 15

In the hierarchy of effects,adoption refers to

Accepted Answer

A)  the point at which the consumer accepts the integrity of the manufacturer and the reliability of the product.
B)  the consumer's appraisal of the product or brand on the majority of important attributes.
C)  an increase in the consumer's desire to learn about some of the features of the product or brand.
D)  the consumer's actual first purchase and use of the product or brand.
E)  the consumer's repeated purchase and use of the product or brand after a favorable experience on the first trial.F) A) and D)
G) C) and D)

Question 16

Mary's Cookies submitted an ad to the local newspaper with a coupon stating that a dozen cookies cost $2.99.The newspaper instead printed the price on the coupon as $29.99.Consequently,no customers came in to buy cookies using the coupon.The factor working against effective communication between Mary and her target market in this case was most likely the result of __________.

Accepted Answer

A)  feedback disruption
B)  noise
C)  a decoding error
D)  a communication barrier
E)  message interferenceF) A) and B)
G) C) and D)

Question 17

The process of having the sender transform an idea into a set of symbols during the communication process is referred to as __________.

Accepted Answer

A)  decoding
B)  encrypting
C)  message formation
D)  advertising
E)  encodingF) A) and B)
G) B) and D)

Question 18

Imagine a small agrichemical laboratory with a very small marketing budget develops a seed that produces grass that grows two-inches high and no higher.Which promotional element should it use to communicate its discovery?

Accepted Answer

A)  advertising
B)  personal selling
C)  sales promotion
D)  publicity
E)  missionary salesF) B) and C)
G) C) and E)

Question 19

The means (salesperson,advertising media,or public relations tools) of conveying a message to a receiver is referred to as a(n) __________.

Accepted Answer

A)  vehicle
B)  field of experience
C)  channel of communication
D)  direct feedback loop
E)  information highwayF) B) and E)
G) B) and D)

Question 20

Experts have observed that our marketplace is in the midst of an "age of engagement." What does "engagement" mean at Twitter?

Accepted Answer

A)  one-way communication
B)  multi-media communication
C)  free advertising
D)  marketers are "loud"
E)  the recipient takes some actionF) A) and C)
G) A) and B)

Exam 14: Integrated Marketing Communications and Direct Marketing

DLS Cosmetics is trying to create brand awareness by sending households free samples of its products.These free samples are examples of __________.

Correct Answer
verified

Figure 14-1 -Figure 14-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "C" is referred to as __________.

Correct Answer
verified

Traffic generation is

Correct Answer
verified

The promotion decision process is divided into three steps.What are they? Briefly describe each one.

Correct Answer
verified
The promotion decision process is divide...
View Answer

The means (salesperson,advertising media,or public relations tools) of conveying a message to a receiver is referred to as a(n) __________.

Correct Answer
verified

Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities-advertising,personal selling,sales promotion,public relations,and direct marketing-to provide __________.

Correct Answer
verified

At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

Correct Answer
verified

The promotional mix refers to

Correct Answer
verified

According to recent research,__________ consumers are most likely to respond to mobile marketing programs.

Correct Answer
verified

Imagine a small agrichemical laboratory with a very small marketing budget develops a seed that produces grass that grows two-inches high and no higher.Which promotional element should it use to communicate its discovery?

Correct Answer
verified

Experts have observed that our marketplace is in the midst of an "age of engagement." What does "engagement" mean at Twitter?

Correct Answer
verified

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

Correct Answer
verified

In the hierarchy of effects,adoption refers to

Correct Answer
verified

Correct Answer
verified

When Sears places a multiple-page booklet in the local newspaper about its President's Day sale,it is using which element of the promotional mix?

Correct Answer
verified

The process of having the sender transform an idea into a set of symbols during the communication process is referred to as __________.

Correct Answer
verified

Which of the following is an inherent weakness of direct marketing?

Correct Answer
verified

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

Correct Answer
verified

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as __________.

Correct Answer
verified

Which of the following statements about executing and evaluating the promotion program is most accurate?

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

DLS Cosmetics is trying to create brand awareness by sending households free samples of its products.These free samples are examples of __________.

Correct AnswerverifiedShow Answer

Figure 14-1 -Figure 14-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "C" is referred to as __________.

Correct AnswerverifiedShow Answer

Traffic generation is

Correct AnswerverifiedShow Answer

The promotion decision process is divided into three steps.What are they? Briefly describe each one.

Correct AnswerverifiedThe promotion decision process is divide...View AnswerShow Answer

The means (salesperson,advertising media,or public relations tools) of conveying a message to a receiver is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities-advertising,personal selling,sales promotion,public relations,and direct marketing-to provide __________.

Correct AnswerverifiedShow Answer

At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

Correct AnswerverifiedShow Answer

The promotional mix refers to

Correct AnswerverifiedShow Answer

According to recent research,__________ consumers are most likely to respond to mobile marketing programs.

Correct AnswerverifiedShow Answer

Imagine a small agrichemical laboratory with a very small marketing budget develops a seed that produces grass that grows two-inches high and no higher.Which promotional element should it use to communicate its discovery?

Correct AnswerverifiedShow Answer

Experts have observed that our marketplace is in the midst of an "age of engagement." What does "engagement" mean at Twitter?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In the hierarchy of effects,adoption refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

When Sears places a multiple-page booklet in the local newspaper about its President's Day sale,it is using which element of the promotional mix?

Correct AnswerverifiedShow Answer

The process of having the sender transform an idea into a set of symbols during the communication process is referred to as __________.

Correct AnswerverifiedShow Answer

Which of the following is an inherent weakness of direct marketing?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as __________.

Correct AnswerverifiedShow Answer

Which of the following statements about executing and evaluating the promotion program is most accurate?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
verified
The promotion decision process is divide...
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
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