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Exam 17: Integrated Marketing Communications and Direct Marketing

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Question 31

Multiple Choice

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Although the lack of control means that it is rarely the main element of a promotional campaign,__________ is an important element of most promotional campaigns.

A) publicity
B) advertising
C) personal selling
D) sales promotion
E) direct marketing

F) D) and E)
G) B) and E)

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Question 32

Multiple Choice

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Percentage of sales budgeting refers to

A) matching a competitor's absolute level of spending or the proportion per point of market share.
B) allocating funds to a promotion only after all other budget items are covered.
C) allocating funds to a promotion as a percentage of past or anticipated sales,in terms of either dollars or units sold.
D) determining a firm's promotion objectives,outlining the tasks to accomplish these objectives,and determining the advertising cost of performing these tasks.
E) allocating funds to a promotion based on expected profits generated from it.

F) B) and E)
G) None of the above

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Question 33

Multiple Choice

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The promotional mix includes advertising,__________,sales promotion,public relations,and direct marketing.

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

In the communication process,printing mistakes that affect the meaning of a newspaper advertisement,or using words or pictures that fail to communicate the message clearly,are referred to as

In the hierarchy of effects,evaluation refers to

For a message to be communicated effectively,the sender and receiver must have a mutually shared field of experience,which means a similar __________ they apply to the message.

During the planning phase of an IMC program,a firm will __________,specify the promotion objectives,set the budget,select the right promotional tools,design the promotion,and schedule the promotion.

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 __________.

Advertising,sales promotion,and public relations are often said to use __________ because they are used with groups of prospective buyers.

For a promotional campaign,the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as __________.

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 __________.

In the hierarchy of effects,the consumer's ability to recognize and remember the product or brand name is referred to as the __________ stage.

Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide

The fourth stage in the hierarchy of effects is __________.

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.

Development of the promotion program focuses on the four Ws.What are they?

Consider the Frommer's Italy from $90 a Day image above.Travelers throughout the world have relied on Frommer's guides,which outline out-of-the-way,inexpensive restaurants and hotels.This guide provides invaluable __________ to these establishments.

Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "F" is referred to as __________.

The growing concern about __________ has led to a decline in direct marketing response rates among some customer groups.