Question 1

-The promotion decision process is divided into three phases. In Figure 14-5 above, C refers to the __________ phase.

Accepted Answer

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

Question 2

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) A) and B)
G) A) and C)

Question 3

The promotional mix includes advertising, __________, sales promotion, public relations, and direct marketing.

Accepted Answer

A)  publicity
B)  personal selling
C)  merchandising
D)  branding
E)  peopleF) B) and D)
G) B) and C)

Question 4

In the feedback loop, the impact the message has on the receiver's knowledge, attitude, or behaviors during the communications process is referred to as __________.

Accepted Answer

A)  feedback
B)  a field of experience
C)  noise
D)  a response
E)  a hierarchy of effectsF) A) and B)
G) A) and E)

Question 5

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as __________ budgeting.

Accepted Answer

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

Question 6

The promotional mix includes advertising, personal selling, __________, public relations, and direct marketing.

Accepted Answer

A)  publicity
B)  infomercials
C)  merchandising
D)  word-of-mouth
E)  sales promotionF) D) and E)
G) A) and E)

Question 7

All of the following are consumer-related data that comprise a direct marketing database (such as for a catalog)  EXCEPT:

Accepted Answer

A)  media usage.
B)  demographics.
C)  past purchases.
D)  personality type.
E)  lifestyles.F) B) and C)
G) None of the above

Question 8

All of the following were elements of Taco Bell's Cool Ranch Doritos Locos Tacos IMC campaign EXCEPT:

Accepted Answer

A)  social media.
B)  outdoor.
C)  direct mail.
D)  public relations.
E)  cinema ads.F) A) and D)
G) B) and C)

Question 9

Which of the following is an inherent weakness of direct marketing?

Accepted Answer

A)  it is a low cost means of reaching the target market
B)  its messages may differ between direct mailings, confusing the target market
C)  it is expensive and time consuming to develop and maintain a database
D)  it is difficult to get media cooperation
E)  it can lead to promotion warsF) A) and E)
G) A) and D)

Question 10

Lead generation refers to

Accepted Answer

A)  the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.
B)  direct telephone communication only 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)  products that are shipped directly to the point of purchase rather than being stored or distributed through intermediaries.
D)  the outcome of an offer designed to motivate people to visit a business.
E)  the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information.F) A) and B)
G) A) and C)

Question 11

After watching a 30-second commercial from Jared for fine jewelry, Mariah was certain the necklace she saw would look spectacular with her new formal dress. In terms of the communication process, Mariah engaged in the task of __________.

Accepted Answer

A)  integrating
B)  sending
C)  decoding
D)  messaging
E)  encodingF) A) and B)
G) A) and C)

Question 12

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 the 18-to-34 age group. In terms of the communication process, P&G had to __________ its idea to create the message shown to the new target market.

Accepted Answer

A)  respond
B)  discuss
C)  decode
D)  encode
E)  feedbackF) C) and D)
G) B) and E)

Question 13

Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.

Accepted Answer

The first stage is introduction. The pri...

Question 14

When a company uses telemarketers to call people and ask them to contribute to the Police Benevolent Association (PBA) , the company is using __________.

Accepted Answer

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

Question 15

Managers often use the promotion-to-sales ratio on their marketing dashboards to assess how effective the integrated marketing communications program expenditures were at generating __________.

Accepted Answer

A)  sales
B)  customer satisfaction
C)  profits
D)  promotional sustainability
E)  CPMF) A) and B)
G) A) and C)

Question 16

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 17

A company or person who has information to convey during the communication process is referred to as a(n)  __________.

Accepted Answer

A)  encryptor
B)  message carrier
C)  originator
D)  receiver
E)  sourceF) D) and E)
G) A) and B)

Question 18

Sales promotions cannot be the sole basis for a promotional campaign because

Accepted Answer

A)  all sales promotions have legal time limit restrictions to prevent unfair trade practices.
B)  gains from sales promotion are often temporary and sales drop off when it ends.
C)  sales promotions are too costly and soon become a financial liability.
D)  sales promotions are traditionally handled by outside firms and not the manufacturer, which often results in a significant loss of profit.
E)  consumers obtain an inflated impression of a product's actual value or worth.F) B) and C)
G) C) and D)

Question 19

All-you-can-afford-budgeting refers to

Accepted Answer

A)  allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
B)  matching a competitor's absolute level of spending or the proportion per point of market share.
C)  determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks.
D)  allocating funds to a promotion only after all other budget items are covered.
E)  allocating funds to a promotion based on expected profits generated from it.F) B) and E)
G) B) and C)

Question 20

"To inform" 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) A) and B)
G) C) and D)

Exam 14: Integrated Marketing Communications and Direct Marketing

-The promotion decision process is divided into three phases. In Figure 14-5 above, C refers to the __________ phase.

Correct Answer
verified

When a company uses telemarketers to call people and ask them to contribute to the Police Benevolent Association (PBA) , the company is using __________.

Correct Answer
verified

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

Correct Answer
verified

After watching a 30-second commercial from Jared for fine jewelry, Mariah was certain the necklace she saw would look spectacular with her new formal dress. In terms of the communication process, Mariah engaged in the task of __________.

Correct Answer
verified

Correct Answer
verified

Managers often use the promotion-to-sales ratio on their marketing dashboards to assess how effective the integrated marketing communications program expenditures were at generating __________.

Correct Answer
verified

All-you-can-afford-budgeting refers to

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

Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.

Correct Answer
verified
The first stage is introduction. The pri...
View Answer

All of the following were elements of Taco Bell's Cool Ranch Doritos Locos Tacos IMC campaign EXCEPT:

Correct Answer
verified

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as __________ budgeting.

Correct Answer
verified

Sales promotions cannot be the sole basis for a promotional campaign because

Correct Answer
verified

The promotional mix includes advertising, personal selling, __________, public relations, and direct marketing.

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

A company or person who has information to convey during the communication process is referred to as a(n) __________.

Correct Answer
verified

The promotional mix includes advertising, __________, sales promotion, public relations, and direct marketing.

Correct Answer
verified

All of the following are consumer-related data that comprise a direct marketing database (such as for a catalog) EXCEPT:

Correct Answer
verified

Which of the following is an inherent weakness of direct marketing?

Correct Answer
verified

In the feedback loop, the impact the message has on the receiver's knowledge, attitude, or behaviors during the communications process is referred to as __________.

Correct Answer
verified

Lead generation refers to

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

-The promotion decision process is divided into three phases. In Figure 14-5 above, C refers to the __________ phase.

Correct AnswerverifiedShow Answer

When a company uses telemarketers to call people and ask them to contribute to the Police Benevolent Association (PBA) , the company is using __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

After watching a 30-second commercial from Jared for fine jewelry, Mariah was certain the necklace she saw would look spectacular with her new formal dress. In terms of the communication process, Mariah engaged in the task of __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Managers often use the promotion-to-sales ratio on their marketing dashboards to assess how effective the integrated marketing communications program expenditures were at generating __________.

Correct AnswerverifiedShow Answer

All-you-can-afford-budgeting refers to

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

Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.

Correct AnswerverifiedThe first stage is introduction. The pri...View AnswerShow Answer

All of the following were elements of Taco Bell's Cool Ranch Doritos Locos Tacos IMC campaign EXCEPT:

Correct AnswerverifiedShow Answer

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as __________ budgeting.

Correct AnswerverifiedShow Answer

Sales promotions cannot be the sole basis for a promotional campaign because

Correct AnswerverifiedShow Answer

The promotional mix includes advertising, personal selling, __________, public relations, and direct marketing.

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

A company or person who has information to convey during the communication process is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

The promotional mix includes advertising, __________, sales promotion, public relations, and direct marketing.

Correct AnswerverifiedShow Answer

All of the following are consumer-related data that comprise a direct marketing database (such as for a catalog) EXCEPT:

Correct AnswerverifiedShow Answer

Which of the following is an inherent weakness of direct marketing?

Correct AnswerverifiedShow Answer

In the feedback loop, the impact the message has on the receiver's knowledge, attitude, or behaviors during the communications process is referred to as __________.

Correct AnswerverifiedShow Answer

Lead generation refers to

Correct AnswerverifiedShow Answer

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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Correct Answer
verified
The first stage is introduction. The pri...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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

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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