Question 1

Which of the following is a weakness of direct marketing?

Accepted Answer

A)   Direct marketing is a relatively untargeted method of trying to reach potential customers.
B)   Messages using direct marketing may differ between direct mailings, confusing the target market.
C)   Direct marketing is expensive and time consuming due to the development and maintenance of a database.
D)   For direct marketing, it is difficult to get media cooperation.
E)   Direct marketing can lead to promotion wars.F) D) and E)
G) B) and D)

Question 2

Which of the following messages represents a potential communication error?

Accepted Answer

A)   "Once in-a-lifetime offer!"
B)   "Buy one, get one free!"
C)   Can't read? Let us help. Free literacy classes."
D)   "Great part-time job opportunity; transportation required."
E)   "Two bottled waters for $3.00 or $1.75 each."F) A) and B)
G) A) and C)

Question 3

An important factor in developing successful IMC programs is to create a process that facilitates their design and use. A tool used to evaluate a company's current process is the IMC

Accepted Answer

A)   audit.
B)   sensitivity analysis.
C)   what-if analysis.
D)   perceptual map.
E)   pretest.F) B) and C)
G) A) and E)

Question 4

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

Accepted Answer

Sales promotion is a short-term induceme...

Question 5

Decoding refers to

Accepted Answer

A)   receiving a message within a common field of experience and breaking down that information into small usable units to better interpret its meaning.
B)   having a receiver take a set of symbols, the message, and transform them into an idea.
C)   receiving a message that requires integration of new information to fully understand the intended meaning.
D)   having the sender transform an abstract idea into a set of symbols that can be universally understood.
E)   having a sender take a set of symbols, the message, and transform them into an idea.F) D) and E)
G) C) and D)

Question 6

Figure 15-1
-Figure 15-1 above depicts the communication process, which consists of ten key elements (Boxes A through J) . The position labeled I is referred to as

Accepted Answer

A)   the response.
B)   the source.
C)   the message.
D)   the receiver.
E)   the fields of experience.F) A) and B)
G) C) and D)

Question 7

The last stage in the hierarchy of effects is

Accepted Answer

A)   interest.
B)   awareness.
C)   adoption.
D)   repurchase.
E)   evaluation.F) D) and E)
G) A) and D)

Question 8

When Procter & Gamble bought the Old Spice brand in 1990, it planned to transform the old, stagnating brand into a men's "personal-care powerhouse." The ads that P&G developed shed the older-man image and now appeal to 18- to 34-year-olds. In terms of the communication process, P&G had to ________ its idea to deliver the message to the new target market.

Accepted Answer

A)   respond
B)   discuss
C)   decode
D)   encode
E)   feedbackF) None of the above
G) B) and D)

Question 9

Ann's young son suffers from allergies and complains about his watery eyes and sneezing. When Ann saw an ad for a new drug that counters these symptoms in Martha Stewart Living magazine, she planned to ask his doctor about this product on her son's next visit. Ann is at which stage in the hierarchy of effects?

Accepted Answer

A)   She is the trial stage and will move to the interest stage soon.
B)   She has moved quickly from the awareness stage to the interest stage.
C)   She was in the consumer development stage and will more than likely move to the transition stage.
D)   She is in the evaluation stage and will move to the interest stage soon.
E)   She was in the interest stage and then moved quickly to the diffusion stage.F) C) and E)
G) B) and E)

Question 10

Which of the following statements about advertising is most accurate?

Accepted Answer

A)   Advertisers have limited control as to when and how often their advertisements will be placed.
B)   A key advantage of advertising is its ability to use customized interactions.
C)   Advertisers have very limited control over what it can say due to FCC regulations.
D)   Advertising is the least costly form of promotion because ads go through significant pretesting.
E)   Through advertising, a company can control what it says and, to some extent, to whom the message is sent.F) A) and B)
G) B) and D)

Question 11

C)  The use of web "tracking" tools by direct marketers to segment consumers and match them with advertising are popular among consumers.
D)  The mail, telephone, and Internet systems in many countries are not as well developed as they are in the United States.
E)  The European Union passed a consumer privacy law, called the Data Protection Directive due to consumer concerns about privacy.
Answer: C
Explanation: There are actually growing concerns about the web "tracking" tools used by direct marketers to segment consumers and match them with advertising.
Difficulty: 2 Medium
Topic: Direct Marketing
Learning Objective: 15-05 Explain the value of direct marketing for consumers and sellers.
Bloom's: Understand
AACSB: Diversity
Accessibility: Keyboard Navigation
-The National Do Not Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines. More than ________ percent of all households are registered.

Accepted Answer

A)   95
B)   90
C)   80
D)   70
E)   30F) C) and B)
G) D) and A)

Question 12

To promote its theme parks to groups, Disney uses advertising, direct marketing, Internet promotion, and sales promotions with other companies such as McDonald's. In other words, Disney uses

Accepted Answer

A)   integrated marketing cooperation.
B)   interactive media convergence.
C)   infrastructure of market customization.
D)   integrated marketing communications.
E)   integrated media convergence.F) All of the above
G) A) and C)

Question 13

Which of the following weaknesses is associated with sales promotions?

Accepted Answer

A)   high absolute costs
B)   messages differ between the sales promotion tools
C)   difficult to get media cooperation
D)   requires special packaging and distribution channels
E)   effectiveness diminishes when used continuouslyF) C) and E)
G) B) and E)

Question 14

Percentage of sales budgeting refers to

Accepted Answer

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) A) and B)
G) All of the above

Question 15

Channel B in Figure 15-4 above represents which type of promotional channel strategy?

Accepted Answer

A)   direct
B)   indirect
C)   push
D)   pull
E)   verticalF) All of the above
G) B) and E)

Question 16

In the communication process, noise refers to

Accepted Answer

A)   any unsolicited response from consumers or potential consumers regarding a company's message.
B)   any communication with consumers who are not in the target audience.
C)   extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process.
D)   the use of colors, words, sounds, or images that make an otherwise simple message more complex.
E)   a unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e. the medical profession, legal profession, etc.) .F) A) and B)
G) B) and C)

Question 17

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes. What form of marketing communication did it use?

Accepted Answer

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

Question 18

Communication is the process of conveying a message to others and it requires six elements, including which of these?

Accepted Answer

A)   a receiver
B)   a concept
C)   a brand
D)   a slogan
E)   an offerF) C) and D)
G) B) and C)

Question 19

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 interference.F) A) and D)
G) None of the above

Question 20

List and briefly describe the key elements of the communication process.

Accepted Answer

Communication is the process of conveyin...

Exam 15: Integrated Marketing Communications and Direct Marketing

Which of the following statements about advertising is most accurate?

Correct Answer
verified

Communication is the process of conveying a message to others and it requires six elements, including which of these?

Correct Answer
verified

In the communication process, noise refers to

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes. What form of marketing communication did it use?

Correct Answer
verified

Percentage of sales budgeting refers to

Correct Answer
verified

To promote its theme parks to groups, Disney uses advertising, direct marketing, Internet promotion, and sales promotions with other companies such as McDonald's. In other words, Disney uses

Correct Answer
verified

Correct Answer
verified

Which of the following is a weakness of direct marketing?

Correct Answer
verified

List and briefly describe the key elements of the communication process.

Correct Answer
verified
Communication is the process of conveyin...
View Answer

An important factor in developing successful IMC programs is to create a process that facilitates their design and use. A tool used to evaluate a company's current process is the IMC

Correct Answer
verified

Which of the following weaknesses is associated with sales promotions?

Correct Answer
verified

Decoding refers to

Correct Answer
verified

Correct Answer
verified

Which of the following messages represents a potential communication error?

Correct Answer
verified

Figure 15-1 -Figure 15-1 above depicts the communication process, which consists of ten key elements (Boxes A through J) . The position labeled I is referred to as

Correct Answer
verified

Channel B in Figure 15-4 above represents which type of promotional channel strategy?

Correct Answer
verified

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

Correct Answer
verified
Sales promotion is a short-term induceme...
View Answer

The last stage in the hierarchy of effects is

Correct Answer
verified

Exam 15: Integrated Marketing Communications and Direct Marketing

Which of the following statements about advertising is most accurate?

Correct AnswerverifiedShow Answer

Communication is the process of conveying a message to others and it requires six elements, including which of these?

Correct AnswerverifiedShow Answer

In the communication process, noise refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes. What form of marketing communication did it use?

Correct AnswerverifiedShow Answer

Percentage of sales budgeting refers to

Correct AnswerverifiedShow Answer

To promote its theme parks to groups, Disney uses advertising, direct marketing, Internet promotion, and sales promotions with other companies such as McDonald's. In other words, Disney uses

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following is a weakness of direct marketing?

Correct AnswerverifiedShow Answer

List and briefly describe the key elements of the communication process.

Correct AnswerverifiedCommunication is the process of conveyin...View AnswerShow Answer

An important factor in developing successful IMC programs is to create a process that facilitates their design and use. A tool used to evaluate a company's current process is the IMC

Correct AnswerverifiedShow Answer

Which of the following weaknesses is associated with sales promotions?

Correct AnswerverifiedShow Answer

Decoding refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following messages represents a potential communication error?

Correct AnswerverifiedShow Answer

Figure 15-1 -Figure 15-1 above depicts the communication process, which consists of ten key elements (Boxes A through J) . The position labeled I is referred to as

Correct AnswerverifiedShow Answer

Channel B in Figure 15-4 above represents which type of promotional channel strategy?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedSales promotion is a short-term induceme...View AnswerShow Answer

The last stage in the hierarchy of effects is

Correct AnswerverifiedShow 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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Communication is the process of conveyin...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
verified

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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Sales promotion is a short-term induceme...
View Answer

Correct Answer
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