Question 1

The promotional mix includes which of the following?

Accepted Answer

A)   segmentation
B)   personal selling
C)   merchandising
D)   branding
E)   peopleF) None of the above
G) A) and B)

Question 2

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 3

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

Accepted Answer

A)   a promotional channel.
B)   a unique statement of purpose.
C)   a consistent message across audiences.
D)   a media mix useful to all types of companies.
E)   a marketing matrix.F) C) and D)
G) A) and B)

Question 4

Research indicates that publicity followed by advertising with the same message

Accepted Answer

A)   undermines the credibility of the first message and therefore lessens its effect.
B)   increases the positive response to the message.
C)   increases the retention of the message but only if it is delivered by a well-known spokesperson.
D)   is less effective than publicity followed by a sales promotion, such as a contest or product sample.
E)   is no more effective than either used alone.F) C) and D)
G) A) and B)

Question 5

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as

Accepted Answer

A)   a push strategy.
B)   an intense strategy.
C)   an inertia strategy.
D)   an exclusivity strategy.
E)   a pull strategy.F) C) and E)
G) D) and E)

Question 6

The information sent by a source to a receiver during the communication process is referred to as

Accepted Answer

A)   an advertisement.
B)   publicity.
C)   a message.
D)   feedback.
E)   a missive.F) B) and D)
G) B) and E)

Question 7

Businesses vary as to the amount of security they require or can afford to protect their computer files. A company that sells a complete line of firewalls, from a no-frills version to one that uses complex retinal scans, would most likely employ which promotional element to effectively promote its product to businesses?

Accepted Answer

A)   personal selling
B)   advertising
C)   sales promotion
D)   public relations
E)   social mediaF) A) and C)
G) A) and E)

Question 8

Lenox China Co. would like to get its annual Christmas ornament series into Macy's department stores. Macy's has a buyer in New York City who makes decisions on its giftware. Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

Accepted Answer

A)   advertising
B)   sales promotion
C)   personal selling
D)   public relations
E)   advertising and public relationsF) C) and D)
G) A) and B)

Question 9

For a promotional campaign, the hierarchy of effects refers to the stages a prospective buyer goes through, which include

Accepted Answer

A)   inform, persuade, and remind.
B)   interest, adoption, and brand loyalty.
C)   cognition, affect, and behavior.
D)   awareness, interest, evaluation, trial, and adoption.
E)   seeing, trying, buying, and repurchase.F) A) and B)
G) A) and C)

Question 10

Figure 15-2
-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 15-2 above, the promotional element labeled D represents

Accepted Answer

A)   advertising.
B)   personal selling.
C)   public relations.
D)   sales promotion.
E)   direct marketing.F) A) and B)
G) C) and E)

Question 11

The promotion-to-sales ratio is a measure used in the ________ budgeting approach.

Accepted Answer

A)   competitive parity
B)   all-you-can-afford
C)   percentage of sales
D)   objective and task
E)   linear forecastF) A) and B)
G) C) and D)

Question 12

All of the following are examples of sales promotion tools except which?

Accepted Answer

A)   samples
B)   sweepstakes
C)   coupons
D)   catalogs
E)   rebatesF) All of the above
G) A) and B)

Question 13

Communication is the process of conveying a message to others and it requires six elements. These elements are ________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

Accepted Answer

A)   a concept
B)   a brand
C)   a slogan
D)   a source
E)   an offerF) None of the above
G) B) and E)

Question 14

According to Tracee Larocca, brand creative director at Taco Bell, the restaurant chain recognized a cultural shift from "food as fuel" to

Accepted Answer

A)   "food as expression of style."
B)   "food as attitude change tool."
C)   "food as experience."
D)   "food as personal philosophy."
E)   "food as health."F) B) and D)
G) A) and C)

Question 15

In a marketing context, the message refers to

Accepted Answer

A)   product information regarding benefits and usage from receiver to the sender outside the channel of communication.
B)   the slogan or tagline of a specific product.
C)   proprietary information linking a specific product to a promotional campaign.
D)   the information sent by a source to a receiver during the communication process.
E)   a television or radio commercial from the buyer to the seller.F) B) and E)
G) B) and D)

Question 16

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) B) and D)
G) A) and E)

Question 17

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 is referred to as

Accepted Answer

A)   common ground.
B)   field of experience.
C)   precise abstraction.
D)   heuristics.
E)   back translation.F) B) and C)
G) D) and E)

Question 18

"To persuade" 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) All of the above
G) A) and B)

Question 19

During the evaluation phase of an IMC program, a firm will ________ and make needed changes.

Accepted Answer

A)   posttest the promotion
B)   design the promotion
C)   state the mission
D)   carry out the promotion
E)   identify possible advertising or promotional firmsF) All of the above
G) A) and B)

Question 20

Identify and briefly describe each of the five promotional elements.

Accepted Answer

The promotional mix is the combination o...

Exam 15: Integrated Marketing Communications and Direct Marketing

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

Correct Answer
verified

Identify and briefly describe each of the five promotional elements.

Correct Answer
verified
The promotional mix is the combination o...
View Answer

For a promotional campaign, the hierarchy of effects refers to the stages a prospective buyer goes through, which include

Correct Answer
verified

Correct Answer
verified

Research indicates that publicity followed by advertising with the same message

Correct Answer
verified

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

Correct Answer
verified

Communication is the process of conveying a message to others and it requires six elements. These elements are ________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

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

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as

Correct Answer
verified

Figure 15-2 -To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 15-2 above, the promotional element labeled D represents

Correct Answer
verified

During the evaluation phase of an IMC program, a firm will ________ and make needed changes.

Correct Answer
verified

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 is referred to as

Correct Answer
verified

The information sent by a source to a receiver during the communication process is referred to as

Correct Answer
verified

All of the following are examples of sales promotion tools except which?

Correct Answer
verified

Lenox China Co. would like to get its annual Christmas ornament series into Macy's department stores. Macy's has a buyer in New York City who makes decisions on its giftware. Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

Correct Answer
verified

The promotion-to-sales ratio is a measure used in the ________ budgeting approach.

Correct Answer
verified

The promotional mix includes which of the following?

Correct Answer
verified

In a marketing context, the message refers to

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

According to Tracee Larocca, brand creative director at Taco Bell, the restaurant chain recognized a cultural shift from "food as fuel" to

Correct Answer
verified

Exam 15: Integrated Marketing Communications and Direct Marketing

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

Correct AnswerverifiedShow Answer

Identify and briefly describe each of the five promotional elements.

Correct AnswerverifiedThe promotional mix is the combination o...View AnswerShow Answer

For a promotional campaign, the hierarchy of effects refers to the stages a prospective buyer goes through, which include

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Research indicates that publicity followed by advertising with the same message

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Communication is the process of conveying a message to others and it requires six elements. These elements are ________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

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

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as

Correct AnswerverifiedShow Answer

Figure 15-2 -To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 15-2 above, the promotional element labeled D represents

Correct AnswerverifiedShow Answer

During the evaluation phase of an IMC program, a firm will ________ and make needed changes.

Correct AnswerverifiedShow Answer

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 is referred to as

Correct AnswerverifiedShow Answer

The information sent by a source to a receiver during the communication process is referred to as

Correct AnswerverifiedShow Answer

All of the following are examples of sales promotion tools except which?

Correct AnswerverifiedShow Answer

Lenox China Co. would like to get its annual Christmas ornament series into Macy's department stores. Macy's has a buyer in New York City who makes decisions on its giftware. Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

Correct AnswerverifiedShow Answer

The promotion-to-sales ratio is a measure used in the ________ budgeting approach.

Correct AnswerverifiedShow Answer

The promotional mix includes which of the following?

Correct AnswerverifiedShow Answer

In a marketing context, the message refers to

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

According to Tracee Larocca, brand creative director at Taco Bell, the restaurant chain recognized a cultural shift from "food as fuel" to

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
The promotional mix is the combination o...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
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