Question 1

Customers report many benefits of direct marketing,including __________.

Accepted Answer

A)  there is more privacy than in-store shopping
B)  there are fewer product returns
C)  there are usually better product warranties
D)  there are a greater number of additional incentives from sellers to retain customer loyalty
E)  products are generally bundled with other products to offer buyers greater valueF) A) and B)
G) A) and E)

Question 2

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

Accepted Answer

A)  direct marketing can be adapted quickly to facilitate customer relationships
B)  direct marketing is often the most credible source in the consumer's mind
C)  direct marketing can provide complex information
D)  direct marketing can quickly stimulate and maintain market share
E)  direct marketing is a low cost means of reaching the target marketF) A) and C)
G) All of the above

Question 3

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

Accepted Answer

Advertising is any paid form of nonperso...

Question 4

Communication is the process of conveying a message to others and it 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 brand
E)  the processes of encoding and decodingF) C) and D)
G) B) and E)

Question 5

The group of prospective buyers toward which a promotion program is directed is referred to as a

Accepted Answer

A)  target audience.
B)  target selection.
C)  selected audience.
D)  prospective audience.
E)  media audience.F) A) and D)
G) C) and E)

Question 6

The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

Accepted Answer

A)  inform
B)  persuade
C)  appeal to
D)  remind
E)  swayF) None of the above
G) A) and E)

Question 7

A product characteristic known as __________ is relevant to promotional mix decisions and has financial,social,and physical components.

Accepted Answer

A)  risk
B)  complexity
C)  ancillary services
D)  empathy
E)  synergyF) A) and E)
G) A) and B)

Question 8

In the prepurchase stage of the consumer purchase decision process,which promotional element is MOST IMPORTANT?

Accepted Answer

A)  public relations
B)  communication
C)  advertising
D)  sales promotion
E)  personal sellingF) A) and B)
G) A) and D)

Question 9

In a marketing context,all of the following are channels of communication that convey a message from a source to a receiver EXCEPT:

Accepted Answer

A)  magazine
B)  news release
C)  salesperson
D)  encoder
E)  TVF) A) and D)
G) B) and E)

Question 10

Which of the following statements about executing and evaluating the promotion program is most accurate?

Accepted Answer

A)  Although there are five elements in the promotional mix,the only element that really benefits from an IMC audit is advertising.
B)  Most IMC programs have no difficulty creating a pretest,but posttests are much more difficult to construct since a number of unknown elements must be measured.
C)  To fully benefit from IMC programs,companies must create and maintain a test-result database that allows comparisons of the relative impact of the promotional tools and their execution options in varying situations.
D)  The ideal IMC program does not need any evaluation if it is executed according to plan.
E)  The most effective IMC audits are external.Internal audits tend to bias the results in the favor of the marketing staff's expectations.F) A) and E)
G) A) and D)

Question 11

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket,you are being influenced primarily by which promotional element?

Accepted Answer

A)  advertising
B)  sales promotion
C)  public relations
D)  publicity
E)  personal sellingF) A) and E)
G) D) and E)

Question 12

In a marketing context,a message refers to

Accepted Answer

A)  product information regarding benefits and usage found from receiver to the sender outside the channel of communication.
B)  the slogan or tagline of a specific product.
C)  proprietary information linking a specific product to a promotional campaign.
D)  the information sent by a source to a receiver during the communication process.
E)  a television or radio commercial from the buyer to the seller.F) C) and D)
G) B) and E)

Question 13

The proper blend of elements in the promotional mix depends on the type of product.The three specific characteristics to be considered are complexity,__________,and ancillary services.

Accepted Answer

A)  durability
B)  adaptability
C)  risk
D)  accessibility
E)  acceptabilityF) A) and C)
G) A) and E)

Question 14

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

Question 15

Which of the following companies had the LARGEST promotional expenditures (advertising + all other promotions) according to Figure 17-7 in the textbook?

Accepted Answer

A)  General Motors
B)  AT&T
C)  Johnson & Johnson
D)  Proctor & Gamble (P&G) 
E)  WalmartF) A) and C)
G) B) and C)

Question 16

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

Question 17

Imagine you have overheard the owner of a medium-sized manufacturing company saying,"We had a good year,and I think next year will be even better.I'm going to raise this year's promotion budget 4.5 percent based on the increase of last year's gross dollar sales.That will let me do more advertising than the 3.5 percent I budgeted last year." From this information,the manufacturer is 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) A) and C)

Question 18

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)  product consumption behaviors
B)  fields of experience
C)  channels of communication
D)  educational systems
E)  advertising appealsF) C) and D)
G) All of the above

Question 19

Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "D" is referred to as __________.

Accepted Answer

A)  encoding
B)  the message
C)  decoding
D)  the fields of experience
E)  feedbackF) A) and D)
G) B) and D)

Question 20

In the hierarchy of effects,adoption refers to

Accepted Answer

A)  the point at which the consumer accepts the integrity of the manufacturer and the reliability of the product.
B)  the consumer's appraisal of the product or brand on the majority of important attributes.
C)  an increase in the consumer's desire to learn about some of the features of the product or brand.
D)  the consumer's actual first purchase and use of the product or brand.
E)  the consumer's repeated purchase and use of the product or brand after a favorable experience on the first trial.F) B) and E)
G) A) and B)

Exam 17: Integrated Marketing Communications and Direct Marketing

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

Correct Answer
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Correct Answer
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Communication is the process of conveying a message to others and it requires six elements.These elements include: a source,a message,a channel of communication,a receiver,and __________.

Correct Answer
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The group of prospective buyers toward which a promotion program is directed is referred to as a

Correct Answer
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Correct Answer
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Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "D" is referred to as __________.

Correct Answer
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Which of the following statements about executing and evaluating the promotion program is most accurate?

Correct Answer
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The proper blend of elements in the promotional mix depends on the type of product.The three specific characteristics to be considered are complexity,__________,and ancillary services.

Correct Answer
verified

A product characteristic known as __________ is relevant to promotional mix decisions and has financial,social,and physical components.

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

Correct Answer
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Customers report many benefits of direct marketing,including __________.

Correct Answer
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Which of the following companies had the LARGEST promotional expenditures (advertising + all other promotions) according to Figure 17-7 in the textbook?

Correct Answer
verified

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

Correct Answer
verified
Advertising is any paid form of nonperso...
View Answer

The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

Correct Answer
verified

In the hierarchy of effects,adoption refers to

Correct Answer
verified

In a marketing context,all of the following are channels of communication that convey a message from a source to a receiver EXCEPT:

Correct Answer
verified

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

Correct Answer
verified

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket,you are being influenced primarily by which promotional element?

Correct Answer
verified

In a marketing context,a message refers to

Correct Answer
verified

In the prepurchase stage of the consumer purchase decision process,which promotional element is MOST IMPORTANT?

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The group of prospective buyers toward which a promotion program is directed is referred to as a

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "D" is referred to as __________.

Correct AnswerverifiedShow Answer

Which of the following statements about executing and evaluating the promotion program is most accurate?

Correct AnswerverifiedShow Answer

The proper blend of elements in the promotional mix depends on the type of product.The three specific characteristics to be considered are complexity,__________,and ancillary services.

Correct AnswerverifiedShow Answer

A product characteristic known as __________ is relevant to promotional mix decisions and has financial,social,and physical components.

Correct AnswerverifiedShow 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

Customers report many benefits of direct marketing,including __________.

Correct AnswerverifiedShow Answer

Which of the following companies had the LARGEST promotional expenditures (advertising + all other promotions) according to Figure 17-7 in the textbook?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedAdvertising is any paid form of nonperso...View AnswerShow Answer

The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

Correct AnswerverifiedShow Answer

In the hierarchy of effects,adoption refers to

Correct AnswerverifiedShow Answer

In a marketing context,all of the following are channels of communication that convey a message from a source to a receiver EXCEPT:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket,you are being influenced primarily by which promotional element?

Correct AnswerverifiedShow Answer

In a marketing context,a message refers to

Correct AnswerverifiedShow Answer

In the prepurchase stage of the consumer purchase decision process,which promotional element is MOST IMPORTANT?

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
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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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Advertising is any paid form of nonperso...
View 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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