Question 1

The first stage in the hierarchy of effects is _________.

Accepted Answer

A)  interest
B)  awareness
C)  adoption
D)  trial
E)  evaluationF) A) and B)
G) B) and D)

Question 2

Communication is the process of conveying a message to others that requires six elements.These elements include: a source, a message, a channel of communication, a receiver, and _________.

Accepted Answer

A)  a concept
B)  an offer
C)  a slogan
D)  a trademark
E)  the processes of encoding and decodingF) None of the above
G) A) and E)

Question 3

A promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet is referred to as _________.

Accepted Answer

A)  personal selling
B)  sales promotion
C)  publicity
D)  advertising
E)  direct marketingF) B) and E)
G) A) and E)

Question 4

The Olympics have become a very visible example of a comprehensive integrated communication program.For organizers, primary importance is placed on

Accepted Answer

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

Question 5

Which of the following steps in the objective and task approach to promotion budgeting must be done correctly in order for any of the others to have the proper effect?

Accepted Answer

A)  accurately estimate costs of tasks
B)  identify appropriate objectives
C)  accurately estimate what task will accomplish each objective
D)  accurately total the budget from costs of separate tasks
E)  perform tasks as intendedF) B) and C)
G) D) and E)

Question 6

When an English-speaker reads the KFC slogan "Finger-lickin' good!" he or she interprets this as an indication that the food tastes very good.When this slogan was translated into Chinese, the Chinese-speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing _________.

Accepted Answer

A)  mission statements
B)  fields of experience
C)  channels of distribution
D)  educational systems
E)  views of advertisingF) A) and E)
G) C) and D)

Question 7

During the planning stage of an IMC program a firm will identify the target audience, specify the advertising objectives, set the budget, select the right promotional tools, and _________.

Accepted Answer

A)  pretest the promotion
B)  design the promotion
C)  state the mission
D)  identify possible advertising or promotional firms
E)  create possible product bundlesF) None of the above
G) A) and B)

Question 8

Direct marketing refers to

Accepted Answer

A)  individualized communications programs specifically designed with a single customer in mind because the item being sold is unique to that customer.
B)  a promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.
C)  personal selling between a seller and a prospective buyer that can include face-to-face, telephone, and interactive electronic communication.
D)  a sales strategy whereby the exchange takes place at the time of engagement such as selling produce at a local farmer's market.
E)  a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.F) B) and D)
G) A) and D)

Question 9

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)  direct order fulfillment
B)  lead generation
C)  traffic generation
D)  indirect order consignment
E)  first-mover advantageF) A) and B)
G) B) and C)

Question 10

Travelers throughout the world have relied on Frommer's guides such as Australia From $60 A Day (depicted in Figure 15-3 above) .These books outline out-of-the-way, inexpensive restaurants and hotel, giving invaluable _________ to these establishments.

Accepted Answer

A)  direct sales
B)  publicity
C)  direct marketing
D)  personnel selling
E)  public service announcementF) B) and C)
G) A) and E)

Question 11

The promotional objective of the maturity stage of the product life cycle is to _______.

Accepted Answer

A)  inform
B)  persuade
C)  remind
D)  sway
E)  convinceF) A) and B)
G) A) and C)

Question 12

Which of the following statements about nonadvertising is most accurate?

Accepted Answer

A)  Advertising has limited control as to when and where an advertisement will be used.
B)  A key advantage of advertising is its ability to use customized interaction.
C)  Advertising can be a very effective "attention getter" especially for new products, but has little impact for repeat buys.
D)  Advertising is one of the least costly forms of promotion because it reaches a mass market.
E)  Once the message is created, the same message is sent to all receivers in a market segment.F) B) and E)
G) A) and D)

Question 13

The means (salesperson, advertising media, or public relations tools)  of conveying a message to a receiver during the communication process is referred to as the _________.

Accepted Answer

A)  channel of communication
B)  communications chain
C)  information pathway
D)  information channel
E)  dissemination pathF) A) and B)
G) C) and D)

Question 14

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)  human resources
B)  public service
C)  direct marketing
D)  online networking
E)  special eventsF) B) and E)
G) All of the above

Question 15

The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs, to compare the effectiveness of their program with competitor's programs, or to make comparisons with

Accepted Answer

A)  calculated break-even points.
B)  estimated return on investments.
C)  promotion-to-expense ratios.
D)  industry averages.
E)  advertising-to-sales promotion ratios.F) A) and E)
G) A) and D)

Question 16

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

Question 17

Publicity refers to

Accepted Answer

A)  a nonpersonal, indirectly paid presentation of an organization, product or service.
B)  a short-term inducement of value offered to arouse interest in buying a product or service.
C)  methods used to get a nonpersonal, directly paid presentation of a company or its products.
D)  a paid form of nonpersonal communication about an organization, product, service, or idea, by an identified sponsor.
E)  a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.F) A) and D)
G) B) and E)

Question 18

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 coverageF) A) and E)
G) C) and D)

Question 19

The process of having the sender transform an idea into a set of symbols during the communication process is referred to as _________.

Accepted Answer

A)  decoding
B)  encoding
C)  advertising
D)  encrypting
E)  message formationF) A) and B)
G) D) and E)

Question 20

The expression "32 hour media days" stems from the phenomenon of _________.

Accepted Answer

A)  simultaneous media use
B)  media addiction
C)  extended multi-media ad campaigns
D)  the never sleeping Internet
E)  the ability of telemarketers to call non-stop across time zonesF) B) and E)
G) B) and D)

Exam 15: Integrated Marketing Communications and Direct Marketing

Which of the following steps in the objective and task approach to promotion budgeting must be done correctly in order for any of the others to have the proper effect?

Correct Answer
verified

Which of the following statements about nonadvertising is most accurate?

Correct Answer
verified

Direct marketing refers to

Correct Answer
verified

Travelers throughout the world have relied on Frommer's guides such as Australia From $60 A Day (depicted in Figure 15-3 above) .These books outline out-of-the-way, inexpensive restaurants and hotel, giving invaluable _________ to these establishments.

Correct Answer
verified

Communication is the process of conveying a message to others that requires six elements.These elements include: a source, a message, a channel of communication, a receiver, and _________.

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

The Olympics have become a very visible example of a comprehensive integrated communication program.For organizers, primary importance is placed on

Correct Answer
verified

A promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet is referred to as _________.

Correct Answer
verified

Publicity refers to

Correct Answer
verified

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 Answer
verified

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

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

Correct Answer
verified

The first stage in the hierarchy of effects is _________.

Correct Answer
verified

The process of having the sender transform an idea into a set of symbols during the communication process is referred to as _________.

Correct Answer
verified

The promotional objective of the maturity stage of the product life cycle is to _______.

Correct Answer
verified

The expression "32 hour media days" stems from the phenomenon of _________.

Correct Answer
verified

Correct Answer
verified

The means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process is referred to as the _________.

Correct Answer
verified

During the planning stage of an IMC program a firm will identify the target audience, specify the advertising objectives, set the budget, select the right promotional tools, and _________.

Correct Answer
verified

The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs, to compare the effectiveness of their program with competitor's programs, or to make comparisons with

Correct Answer
verified

Exam 15: Integrated Marketing Communications and Direct Marketing

Which of the following steps in the objective and task approach to promotion budgeting must be done correctly in order for any of the others to have the proper effect?

Correct AnswerverifiedShow Answer

Which of the following statements about nonadvertising is most accurate?

Correct AnswerverifiedShow Answer

Direct marketing refers to

Correct AnswerverifiedShow Answer

Travelers throughout the world have relied on Frommer's guides such as Australia From $60 A Day (depicted in Figure 15-3 above) .These books outline out-of-the-way, inexpensive restaurants and hotel, giving invaluable _________ to these establishments.

Correct AnswerverifiedShow Answer

Communication is the process of conveying a message to others that requires six elements.These elements include: a source, a message, a channel of communication, a receiver, and _________.

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

The Olympics have become a very visible example of a comprehensive integrated communication program.For organizers, primary importance is placed on

Correct AnswerverifiedShow Answer

A promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet is referred to as _________.

Correct AnswerverifiedShow Answer

Publicity refers to

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

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

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

Correct AnswerverifiedShow Answer

The first stage in the hierarchy of effects is _________.

Correct AnswerverifiedShow Answer

The process of having the sender transform an idea into a set of symbols during the communication process is referred to as _________.

Correct AnswerverifiedShow Answer

The promotional objective of the maturity stage of the product life cycle is to _______.

Correct AnswerverifiedShow Answer

The expression "32 hour media days" stems from the phenomenon of _________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process is referred to as the _________.

Correct AnswerverifiedShow Answer

During the planning stage of an IMC program a firm will identify the target audience, specify the advertising objectives, set the budget, select the right promotional tools, and _________.

Correct AnswerverifiedShow Answer

The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs, to compare the effectiveness of their program with competitor's programs, or to make comparisons with

Correct AnswerverifiedShow Answer

Correct Answer
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