Question 1

Adding mobile apps or QR codes to products that allow consumers to connect with the company online, or using a hashtag in a commercial or during a television show are examples of how advertisers are trying to increase:

Accepted Answer

A)  consumer sharing
B)  consumer engagement
C)  consumer networking
D)  consumer purchasingE) A) and B)
F) A) and C)

Question 2

Figure 16-1
 
-In Figure 16-1, the position labeled "G" is referred to as _ _.

Accepted Answer

A)  the feedback loop
B)  the message
C)  the noise
D)  the fields of experienceE) B) and C)
F) C) and D)

Question 3

Experts suggest that today's marketplace could be described as the:

Accepted Answer

A)  personal marketplace.
B)  social media marketplace.
C)  age of social networks.
D)  age of engagement.E) None of the above
F) B) and D) D

Question 4

In the hierarchy of effects, awareness is defined as:

Accepted Answer

A)  the consumer's ability to recognize and remember the product or brand name.
B)  an increase in the consumer's desire to learn about some of the features of the product or brand.
C)  the consumer's appraisal of the product or brand on important attributes.
D)  a favourable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand.E) C) and D)
F) B) and D)

Question 5

A new start-up needs to solidify their distribution channels for a new product. Considering they are in the growth stage of the product life cycle, which promotional element would they most likely use?

Accepted Answer

A)  personal selling
B)  publicity
C)  advertising
D)  sales promotionE) None of the above
F) B) and D)

Question 6

Amazon.com, a successful online retailer, manages an extensive database, which includes customers' names and their tastes in books and music. This information is used to determine which products are suggested to each customer. This is an example of how Amazon.com uses:

Accepted Answer

A)  direct marketing.
B)  advertising.
C)  sales promotion.
D)  publicity.E) C) and D)
F) B) and C)

Question 7

Communication is the sharing of message and requires six elements. Those elements are a source, a__________ , a channel of communication, a receiver, and the processes of
Encoding and decoding.

Accepted Answer

A)  sender
B)  message
C)  source
D)  receiverE) B) and D)
F) B) and C)

Question 8

Taco Bell successfully used __________in the launch of its new Cool Ranch Doritos Locos Tacos campaign.

Accepted Answer

A)  Instagram
B)  Facebook
C)  Twitter
D)  SnapchatE) All of the above
F) A) and C)

Question 9

The Royal Bank uses different flyers in different areas of Toronto based on the ethnic and demographic makeup of those residents living in these areas. This type of customization is easy, because RBC is using a(n) __________approach to targeting
These residents.

Accepted Answer

A)  a sales promotion
B)  direct marketing
C)  publicity
D)  advertisingE) B) and C)
F) A) and D)

Question 10

Pauline received a postcard from a local antique mall. The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day. The antique mall was using the postcard for:

Accepted Answer

A)  lead generation.
B)  indirect order consignment.
C)  traffic generation.
D)  direct order fulfillment.E) B) and C)
F) C) and D)

Question 11

Personal selling would most likely be used to sell:

Accepted Answer

A)  a bottle of soda.
B)  a retail website design.
C)  dog dandruff shampoo.
D)  fresh produce.E) A) and C)
F) All of the above

Question 12

With respect to promotional element decisions, a product's ancillary services pertain to:

Accepted Answer

A)  non-warranted product features.
B)  product features not originally envisioned by the manufacturer.
C)  the technical sophistication of the product.
D)  the degree of service or support required after the sale.E) A) and D)
F) B) and C)

Question 13

Competitive parity budgeting is a budgeting method:

Accepted Answer

A)  that allocates funds to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
B)  that matches the competitors' absolute level of spending or the proportion per point of market share.
C)  whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and determines the promotion cost of performing these tasks.
D)  that allocates funds to promotion only after all other budget items are covered.E) A) and B)
F) C) and D)

Question 14

A pull strategy occurs when:

Accepted Answer

A)  a manufacturer directs its promotional mix at ultimate consumers to encourage them to ask retailers for the product.
B)  a manufacturer directs the promotional mix toward channel members to gain their cooperation in ordering and stocking its product.
C)  a manufacturer forces a retailer to promote its product by placing national brand ads in local newspapers.
D)  a manufacturer blitzes its wholesalers, retailers, and ultimate consumers with the use of nationwide promotional and advertising campaigns.E) B) and C)
F) C) and D)

Question 15

Knowing which stage of the purchase decision process the consumer is in can affect the
promotional mix. How does the importance of advertising, personal selling, and sales promotion change as a consumer moves through the pre-purchase, purchase, and post-purchase stages of the decision process?

Accepted Answer

The answer of Knowing which stage of the purchase decision...

Question 16

Sending SMS and MMS messages and advertising are methods used by companies when they want to reach__________ .

Accepted Answer

A)  Baby Boomers
B)  Gen X
C)  Gen B
D)  Gen YE) C) and D)
F) A) and D)

Question 17

The concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences is referred to as:

Accepted Answer

A)  marketing management.
B)  niche marketing.
C)  media convergence.
D)  integrated marketing communications (IM
C)  .E) A) and D)
F) None of the above D

Question 18

A small film company is releasing a documentary based on the efforts of a group dedicated to saving endangered species. The company believes the credibility of its film is critical to its financial success. Which promotional element should it employ?

Accepted Answer

A)  Use direct sales.
B)  Use publicity.
C)  Give away free posters to all movie attendees.
D)  Invite members of the group to speak to local school children.E) A) and B)
F) A) and C)

Question 19

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)  maturity
B)  introduction
C)  growth
D)  incubationE) B) and C)
F) A) and D)

Question 20

A product characteristic known as__________ is relevant to promotional mix decisions and has financial, social, and physical components.

Accepted Answer

A)  complexity
B)  empathy
C)  ancillary services
D)  riskE) None of the above
F) B) and D) D

Exam 16: Integrated Marketing Communications and Direct Marketing

Adding mobile apps or QR codes to products that allow consumers to connect with the company online, or using a hashtag in a commercial or during a television show are examples of how advertisers are trying to increase:

Correct AnswerverifiedShow Answer

Figure 16-1 -In Figure 16-1, the position labeled "G" is referred to as _ _.

Correct AnswerverifiedShow Answer

Experts suggest that today's marketplace could be described as the:

Correct AnswerverifiedD

In the hierarchy of effects, awareness is defined as:

Correct AnswerverifiedShow Answer

A new start-up needs to solidify their distribution channels for a new product. Considering they are in the growth stage of the product life cycle, which promotional element would they most likely use?

Correct AnswerverifiedShow Answer

Amazon.com, a successful online retailer, manages an extensive database, which includes customers' names and their tastes in books and music. This information is used to determine which products are suggested to each customer. This is an example of how Amazon.com uses:

Correct AnswerverifiedShow Answer

Communication is the sharing of message and requires six elements. Those elements are a source, a__________ , a channel of communication, a receiver, and the processes of Encoding and decoding.

Correct AnswerverifiedShow Answer

Taco Bell successfully used __________in the launch of its new Cool Ranch Doritos Locos Tacos campaign.

Correct AnswerverifiedShow Answer

The Royal Bank uses different flyers in different areas of Toronto based on the ethnic and demographic makeup of those residents living in these areas. This type of customization is easy, because RBC is using a(n) __________approach to targeting These residents.

Correct AnswerverifiedShow Answer

Pauline received a postcard from a local antique mall. The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day. The antique mall was using the postcard for:

Correct AnswerverifiedShow Answer

Personal selling would most likely be used to sell:

Correct AnswerverifiedShow Answer

With respect to promotional element decisions, a product's ancillary services pertain to:

Correct AnswerverifiedShow Answer

Competitive parity budgeting is a budgeting method:

Correct AnswerverifiedShow Answer

A pull strategy occurs when:

Correct AnswerverifiedShow Answer

Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix. How does the importance of advertising, personal selling, and sales promotion change as a consumer moves through the pre-purchase, purchase, and post-purchase stages of the decision process?

Correct AnswerverifiedShow Answer

Sending SMS and MMS messages and advertising are methods used by companies when they want to reach__________ .

Correct AnswerverifiedShow Answer

The concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences is referred to as:

Correct AnswerverifiedD

A small film company is releasing a documentary based on the efforts of a group dedicated to saving endangered species. The company believes the credibility of its film is critical to its financial success. Which promotional element should it employ?

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

A product characteristic known as__________ is relevant to promotional mix decisions and has financial, social, and physical components.

Correct AnswerverifiedD

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