Question 1

The __________ includes advertising, personal selling, sales promotion, public relations and direct marketing.

Accepted Answer

A)  promotion channel
B)  communication chain
C)  marketing matrix
D)  promotional mix
E)  media mixF) D) and E)
G) C) and D)

Question 2

A push strategy refers to

Accepted Answer

A)  when a manufacturer advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide promotional and advertising campaigns.
B)  when a manufacturer forces a retailer to promote its product by placing national ads in local newspapers.
C)  when a manufacturer directs its efforts in the form of advertising and sales promotions to ultimate consumers to encourage them to ask their retailer for the product.
D)  directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product.
E)  directing retailers to promote one product in a merchandise line over another to help modulate fluctuations in inventory.F) B) and E)
G) C) and D)

Question 3

Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?

Accepted Answer

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

Question 4

A company or person who has information to convey during the communication process is referred to as the _________.

Accepted Answer

A)  source
B)  encryptor
C)  originator
D)  key processor
E)  message carrierF) C) and D)
G) B) and E)

Question 5

Mary's Cookies submitted an ad to the local newspaper with a coupon stating that a dozen cookies were $2.99.Instead the newspaper printed the price on the coupon as $29.99.Consequently Mary did not have any customers come in to buy cookies by using the coupon.The factor working against effective communication between Mary and her target market in this case was most likely _________.

Accepted Answer

A)  diversion
B)  noise
C)  an decoding error
D)  a communication barrier
E)  message interferenceF) B) and C)
G) A) and B)

Question 6

In the communication process, printing mistakes that affect the meaning of a newspaper advertisement or using words or pictures that fail to communicate the message clearly are referred to as

Accepted Answer

A)  noise.
B)  clutter.
C)  feedback.
D)  distortions.
E)  annoyances.F) A) and E)
G) All of the above

Question 7

The budgeting method which allocates funds to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold is referred to as _________.

Accepted Answer

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

Question 8

Managers often use the promotion-to-sales ratio on their marketing dashboard to assess how effective the integrated marketing communications program expenditures are at generating _________.

Accepted Answer

A)  sales
B)  the media mix
C)  the marketing matrix
D)  the promotional blend
E)  marketing by objectives (MBO) F) A) and D)
G) A) and B)

Question 9

An unsatisfied customer who switches brands is hard to replace.Which stage of the product life cycle is focused on maintaining loyal buyers so that customers will not switch brands?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  incubation
E)  declineF) B) and E)
G) A) and D)

Question 10

Research indicates that publicity followed by advertising with the same message

Accepted Answer

A)  undermines the credibility of the first message and lessons its effect.
B)  increases the positive response to the message.
C)  increases the positive response when associated with a well-known or respected spokesperson.
D)  is less effective than publicity followed by a sales promotion with a similar theme.
E)  is no more effective, nor is it less effective than when used alone.F) A) and E)
G) B) and E)

Question 11

Traffic generation is

Accepted Answer

A)  the outcome of a direct marketing offer designed to motivate people to visit a business.
B)  an increased demand for a product as the result of a holiday or seasonal event.
C)  a reciprocal arrangement between a retailer and a warehouse to maintain a state of equilibrium between inventory and demand.
D)  an increase in the amount of foot traffic in a retail establishment that relates directly to changes in the outlet's physical environment.
E)  an increase in the amount of foot traffic in a retail establishment that coincides with a new advertising campaign.F) All of the above
G) C) and E)

Question 12

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in _________.

Accepted Answer

A)  missionary sales
B)  sales promotion
C)  public relations
D)  personal selling
E)  a public service announcementF) A) and D)
G) A) and C)

Question 13

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

Accepted Answer

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

Question 14

Procter & Gamble introduced Old Spice High Endurance antiperspirant, targeted to teen-aged boys who don't watch much TV.It had to achieve high brand awareness among these potential consumers.P & G did grassroots marketing including handing out samples at skateboarding events and sponsoring a contest for high-school football player of the year.P & G emphasized which promotional element in this example?

Accepted Answer

A)  advertising
B)  personal selling
C)  sales promotion
D)  public relations
E)  word-of-mouthF) A) and E)
G) B) and D)

Question 15

Direct marketing has the advantage of being _________ to match the needs of specific target markets.

Accepted Answer

A)  customized
B)  inexpensive
C)  reliable
D)  timely
E)  simpleF) A) and B)
G) B) and D)

Question 16

The promotional mix includes advertising, personal selling, sales promotion, _________, and direct marketing.

Accepted Answer

A)  public relations
B)  infomercials
C)  risk-free trials
D)  word-of-mouth
E)  publicityF) C) and D)
G) A) and D)

Question 17

What is the promotional mix? Briefly describe each of the five promotional alternatives.

Accepted Answer

The promotional mix is the combination o...

Question 18

Experts have observed that there has been a _________ shift in spending from telemarketing to direct marketing since the Do Not Call Registry came into effect in the United States.

Accepted Answer

A)  15%
B)  35%
C)  45%
D)  60%
E)  75%F) A) and B)
G) All of the above

Question 19

Communication is the process of conveying a message to others that requires six elements.These elements include: a source, a message, a(n)  ___________, a receiver, and the processes of encoding and decoding.

Accepted Answer

A)  concept
B)  offer
C)  trademark
D)  slogan
E)  channel of communicationF) A) and D)
G) A) and C)

Question 20

FIGURE 15-5 
-The manufacturers of drugs such as depicted in Figure 15-5 above, encourage patients to learn more about the drugs and ask for them by name from the doctor.The manufacturers of these drugs are using a(n)  __________ promotional strategy.

Accepted Answer

A)  intense
B)  push
C)  pull
D)  inertia
E)  exclusiveF) A) and E)
G) C) and D)

Exam 15: Integrated Marketing Communications and Direct Marketing

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in _________.

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(n) ___________, a receiver, and the processes of encoding and decoding.

Correct Answer
verified

Traffic generation is

Correct Answer
verified

What is the promotional mix? Briefly describe each of the five promotional alternatives.

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

Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?

Correct Answer
verified

Correct Answer
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Correct Answer
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The budgeting method which allocates funds to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold is referred to as _________.

Correct Answer
verified

Managers often use the promotion-to-sales ratio on their marketing dashboard to assess how effective the integrated marketing communications program expenditures are at generating _________.

Correct Answer
verified

The promotional mix includes advertising, personal selling, sales promotion, _________, and direct marketing.

Correct Answer
verified

A push strategy refers to

Correct Answer
verified

An unsatisfied customer who switches brands is hard to replace.Which stage of the product life cycle is focused on maintaining loyal buyers so that customers will not switch brands?

Correct Answer
verified

Research indicates that publicity followed by advertising with the same message

Correct Answer
verified

Correct Answer
verified

In the communication process, printing mistakes that affect the meaning of a newspaper advertisement or using words or pictures that fail to communicate the message clearly are referred to as

Correct Answer
verified

Direct marketing has the advantage of being _________ to match the needs of specific target markets.

Correct Answer
verified

FIGURE 15-5 -The manufacturers of drugs such as depicted in Figure 15-5 above, encourage patients to learn more about the drugs and ask for them by name from the doctor.The manufacturers of these drugs are using a(n) __________ promotional strategy.

Correct Answer
verified

The __________ includes advertising, personal selling, sales promotion, public relations and direct marketing.

Correct Answer
verified

Experts have observed that there has been a _________ shift in spending from telemarketing to direct marketing since the Do Not Call Registry came into effect in the United States.

Correct Answer
verified

A company or person who has information to convey during the communication process is referred to as the _________.

Correct Answer
verified

Exam 15: Integrated Marketing Communications and Direct Marketing

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in _________.

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(n) ___________, a receiver, and the processes of encoding and decoding.

Correct AnswerverifiedShow Answer

Traffic generation is

Correct AnswerverifiedShow Answer

What is the promotional mix? Briefly describe each of the five promotional alternatives.

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

Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The budgeting method which allocates funds to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold is referred to as _________.

Correct AnswerverifiedShow Answer

Managers often use the promotion-to-sales ratio on their marketing dashboard to assess how effective the integrated marketing communications program expenditures are at generating _________.

Correct AnswerverifiedShow Answer

The promotional mix includes advertising, personal selling, sales promotion, _________, and direct marketing.

Correct AnswerverifiedShow Answer

A push strategy refers to

Correct AnswerverifiedShow Answer

An unsatisfied customer who switches brands is hard to replace.Which stage of the product life cycle is focused on maintaining loyal buyers so that customers will not switch brands?

Correct AnswerverifiedShow Answer

Research indicates that publicity followed by advertising with the same message

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In the communication process, printing mistakes that affect the meaning of a newspaper advertisement or using words or pictures that fail to communicate the message clearly are referred to as

Correct AnswerverifiedShow Answer

Direct marketing has the advantage of being _________ to match the needs of specific target markets.

Correct AnswerverifiedShow Answer

FIGURE 15-5 -The manufacturers of drugs such as depicted in Figure 15-5 above, encourage patients to learn more about the drugs and ask for them by name from the doctor.The manufacturers of these drugs are using a(n) __________ promotional strategy.

Correct AnswerverifiedShow Answer

The __________ includes advertising, personal selling, sales promotion, public relations and direct marketing.

Correct AnswerverifiedShow Answer

Experts have observed that there has been a _________ shift in spending from telemarketing to direct marketing since the Do Not Call Registry came into effect in the United States.

Correct AnswerverifiedShow Answer

A company or person who has information to convey during the communication process is referred to as the _________.

Correct AnswerverifiedShow Answer

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

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