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Exam 17: Integrated Marketing Communications and Direct Marketing

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Question 21

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After watching the 30-minute infomercial on Oxy-Clean,Sarah was certain the cleaning product would remove the grape juice stain from her white carpet.In terms of the communication process,Sarah was __________ the message from Oxy-Clean.

A) integrating
B) transforming
C) translating
D) decoding
E) encoding

F) B) and E)
G) B) and D)

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Question 22

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A pull strategy is when a manufacturer

A) advertises a great deal to its wholesalers,retailers,and ultimate consumers with the use of nationwide advertising campaigns.
B) forces a retailer to promote its product by placing national brand ads in local newspapers.
C) directs the promotional mix at ultimate consumers to encourage them to ask retailers for the product.
D) directs the promotional mix toward channel members to gain their cooperation in ordering and stocking the product.
E) directs retailers to promote one product over another to help balance fluctuations in inventory.

F) A) and B)
G) B) and E)

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Question 23

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Sales promotion refers to

The __________ element of the marketing mix consists of communication tools,including advertising,personal selling,sales promotion,public relations,and direct marketing.

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 __________.

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

The combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product; (2) persuade them to try it;and (3) remind them later about the benefits they enjoyed by using the product is referred to as the __________.

In a feedback loop,a response refers to

Which of the following statements regarding direct marketing is most accurate?

Amazon.com,a successful online retailer,manages an extensive customer database that is used to determine which products are suggested to each customer.Some data are best collected from the customer;other data are collected from the purchases its customers make.Which of the following customer data is BEST COLLECTED from Amazon?

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 __________.

All of the following are forms of direct marketing EXCEPT:

Which of the following types of promotion uses customized interaction?

The promotion decision process is divided into three phases.In Figure 17-6 above,"B" refers to the __________ phase.

A prospective buyer goes through a sequence of stages from initial awareness of a product to eventual action (either trial or adoption of the product) .The stages include awareness,interest,evaluation,trial,and adoption,and are referred to as __________.

Which stage of the product life cycle is usually a period of phase-out for the product,when little money is spent in the promotional mix?

To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "B" represents __________.

In terms of product characteristics,the greater the risk,the greater the need for __________ as a key element of the promotional mix.

Which of the following promotional elements requires expensive database management that is a major weakness of the element?

In a brainstorming session for a new drug to lower cholesterol,the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market.In terms of the communication process,the transformation of this idea into an ad campaign is an example of __________.