Question 1

In terms of a promotional schedule, businesses such as ski resorts, airlines, and professional sports teams are likely to reduce their promotional activity

Accepted Answer

A)   when competitors leave the market.
B)   during the off-season.
C)   only when sales are down more than 10 to 20 percent.
D)   if they find cheaper social media options to be effective.
E)   when the target audience becomes younger.F) C) and D)
G) B) and E)

Question 2

Brand creative director at Taco Bell Tracee Larocca describes her job as making "sure that all of our communications have the same look, tone, and feel across all platforms," which could be described as

Accepted Answer

A)   advertising management.
B)   targeted marketing research.
C)   traditional media expertise.
D)   repositioning.
E)   integrated marketing communications.F) A) and B)
G) B) and D)

Question 3

The European Union passed a new consumer privacy law, called the ________, that addresses new developments such as social networks and cloud computing.

Accepted Answer

A)   General Data Protection Regulation
B)   Personal Identity Law
C)   Intellectual Property Act
D)   Credit Protection Act
E)   Shared Information ActF) A) and B)
G) B) and C)

Question 4

Proponents of Do-Not-Track regulations suggest that website owners that use cookies to collect information about consumers' shopping habits should only do so

Accepted Answer

A)   with new customers.
B)   with consumers' consent.
C)   with repeat customers.
D)   when new products are being offered.
E)   when competitors use cookies.F) B) and E)
G) A) and B)

Question 5

During which stage of the product life cycle does the marketer spend little money in the promotional mix?

Accepted Answer

A)   decline
B)   maturity
C)   growth
D)   introduction
E)   reminderF) C) and E)
G) B) and C)

Question 6

Promotional programs are directed at all of the following except which?

Accepted Answer

A)   the industrial distributor
B)   the wholesaler
C)   the competition
D)   the retailer
E)   the ultimate consumerF) All of the above
G) A) and C)

Question 7

Communication with consumers who are not in the target audience is referred to as

Accepted Answer

A)   excess coverage.
B)   wasted coverage.
C)   exhaustive coverage.
D)   squandered coverage.
E)   dissipated coverage.F) B) and E)
G) All of the above

Question 8

A message is conveyed by means of a ________ such as a salesperson, advertising media, or public relations tools.

Accepted Answer

A)   distribution network
B)   channel of communication
C)   field of experience
D)   direct feedback loop
E)   vehicleF) B) and E)
G) A) and C)

Question 9

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

Accepted Answer

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

Question 10

Allegra is an antihistamine. To create brand awareness, Allegra's manufacturer is offering people who request information about the product a seat cushion to use at their favorite sporting event. Its television ad shows a woman halfheartedly watching a sporting event. The voiceover asks if she is bored or congested. In the next scene, the person is having a great time and is decongested after taking Allegra. This use of the same promotional theme throughout a product's marketing campaign is an example of how marketers use

Accepted Answer

A)   the retailing mix.
B)   integrated marketing communications.
C)   the branding mix.
D)   coordinated channels of communication.
E)   marketing by objectives.F) D) and E)
G) B) and E)

Question 11

What are the strengths/advantages and weaknesses/disadvantages of using direct marketing in the promotional mix?

Accepted Answer

Direct marketing is a promotion alternat...

Question 12

Many prescription drugs such as Neulasta have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors. The manufacturers of these drugs are using ________ strategy.

Accepted Answer

A)   an integrated
B)   a pull
C)   a push
D)   an inertia
E)   an exclusiveF) D) and E)
G) B) and E)

Question 13

Figure 15-5
-The promotion decision process is divided into three phases. In Figure 15-5 above, C refers to the ________ phase.

Accepted Answer

A)   planning
B)   implementation
C)   forecasting
D)   discharge
E)   evaluationF) A) and D)
G) C) and D)

Question 14

In the hierarchy of effects, interest refers to

Accepted Answer

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

Question 15

Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, personal selling, sales promotion, public relations, and

Accepted Answer

A)   channels.
B)   merchandising.
C)   direct marketing.
D)   innovation.
E)   branding.F) A) and B)
G) A) and C)

Question 16

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 Box A represents

Accepted Answer

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

Question 17

A marketing professor wanted to do everything possible to ensure that her students understood her lectures. Accordingly, she used examples of marketing activities with which most students were familiar. For example, the professor discussed the marketing exchanges between students and grocers, college bookstores, convenience stores, and clothiers. The examples used by the professor were her attempt to ________ her message to encourage better understanding on the part of her students.

Accepted Answer

A)   create common ground for
B)   create noise in
C)   effectively decode
D)   develop a mutually shared field of experience with
E)   back translateF) C) and E)
G) A) and B)

Question 18

The actions a firm takes during the promotion decision process include ________, executing, and assessing the promotion program.

Accepted Answer

A)   pretesting
B)   developing
C)   stating the mission
D)   selecting the appeal
E)   selecting the mediaF) All of the above
G) A) and E)

Question 19

Which of the following describes a disadvantage associated with personal selling?

Accepted Answer

A)   Presentations often provide little opportunity for consumer feedback.
B)   Personal selling permits too much wasted coverage.
C)   There may be inconsistency in the presentation of the message from one salesperson to another.
D)   A salesperson cannot control to whom a presentation is made.
E)   Personal selling is subject to extensive federal, state, and company regulation.F) B) and E)
G) None of the above

Question 20

The owner of a cosmetics start-up told his employees, "We had a good year, and next year looks to be even better. I'm going to raise this year's promotion budget by 4.5 percent compared to last year's. We had strong growth in sales of close to 10 percent this year so I think we can do more advertising." This company is most likely using ________ budgeting.

Accepted Answer

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

Exam 15: Integrated Marketing Communications and Direct Marketing

In terms of a promotional schedule, businesses such as ski resorts, airlines, and professional sports teams are likely to reduce their promotional activity

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

What are the strengths/advantages and weaknesses/disadvantages of using direct marketing in the promotional mix?

Correct Answer
verified
Direct marketing is a promotion alternat...
View Answer

The European Union passed a new consumer privacy law, called the ________, that addresses new developments such as social networks and cloud computing.

Correct Answer
verified

In the hierarchy of effects, interest refers to

Correct Answer
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Figure 15-1 -Figure 15-1 above depicts the communication process, which consists of ten key elements (Boxes A through J) . The position labeled H 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 Box A represents

Correct Answer
verified

The actions a firm takes during the promotion decision process include ________, executing, and assessing the promotion program.

Correct Answer
verified

Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, personal selling, sales promotion, public relations, and

Correct Answer
verified

Many prescription drugs such as Neulasta have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors. The manufacturers of these drugs are using ________ strategy.

Correct Answer
verified

During which stage of the product life cycle does the marketer spend little money in the promotional mix?

Correct Answer
verified

Correct Answer
verified

Proponents of Do-Not-Track regulations suggest that website owners that use cookies to collect information about consumers' shopping habits should only do so

Correct Answer
verified

A message is conveyed by means of a ________ such as a salesperson, advertising media, or public relations tools.

Correct Answer
verified

Brand creative director at Taco Bell Tracee Larocca describes her job as making "sure that all of our communications have the same look, tone, and feel across all platforms," which could be described as

Correct Answer
verified

Which of the following describes a disadvantage associated with personal selling?

Correct Answer
verified

Communication with consumers who are not in the target audience is referred to as

Correct Answer
verified

Promotional programs are directed at all of the following except which?

Correct Answer
verified

Figure 15-5 -The promotion decision process is divided into three phases. In Figure 15-5 above, C refers to the ________ phase.

Correct Answer
verified

Exam 15: Integrated Marketing Communications and Direct Marketing

In terms of a promotional schedule, businesses such as ski resorts, airlines, and professional sports teams are likely to reduce their promotional activity

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

What are the strengths/advantages and weaknesses/disadvantages of using direct marketing in the promotional mix?

Correct AnswerverifiedDirect marketing is a promotion alternat...View AnswerShow Answer

The European Union passed a new consumer privacy law, called the ________, that addresses new developments such as social networks and cloud computing.

Correct AnswerverifiedShow Answer

In the hierarchy of effects, interest refers to

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 H 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 Box A represents

Correct AnswerverifiedShow Answer

The actions a firm takes during the promotion decision process include ________, executing, and assessing the promotion program.

Correct AnswerverifiedShow Answer

Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, personal selling, sales promotion, public relations, and

Correct AnswerverifiedShow Answer

Many prescription drugs such as Neulasta have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors. The manufacturers of these drugs are using ________ strategy.

Correct AnswerverifiedShow Answer

During which stage of the product life cycle does the marketer spend little money in the promotional mix?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Proponents of Do-Not-Track regulations suggest that website owners that use cookies to collect information about consumers' shopping habits should only do so

Correct AnswerverifiedShow Answer

A message is conveyed by means of a ________ such as a salesperson, advertising media, or public relations tools.

Correct AnswerverifiedShow Answer

Brand creative director at Taco Bell Tracee Larocca describes her job as making "sure that all of our communications have the same look, tone, and feel across all platforms," which could be described as

Correct AnswerverifiedShow Answer

Which of the following describes a disadvantage associated with personal selling?

Correct AnswerverifiedShow Answer

Communication with consumers who are not in the target audience is referred to as

Correct AnswerverifiedShow Answer

Promotional programs are directed at all of the following except which?

Correct AnswerverifiedShow Answer

Figure 15-5 -The promotion decision process is divided into three phases. In Figure 15-5 above, C refers to the ________ phase.

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Direct marketing is a promotion alternat...
View Answer

Correct Answer
verified

Correct Answer
verified

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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Correct Answer
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