Question 1

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

Accepted Answer

A)  publicity
B)  infomercials
C)  advertising
D)  risk-free trials
E)  word-of-mouthF) B) and E)
G) D) and E)

Question 2

A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as __________.

Accepted Answer

A)  common ground
B)  field of experience
C)  McLuhanism
D)  hermeneutics
E)  back translationF) None of the above
G) A) and C)

Question 3

The promotional mix includes advertising,personal selling,sales promotion,public relations,and __________.

Accepted Answer

A)  public relations
B)  direct selling
C)  merchandising
D)  word-of-mouth
E)  direct marketingF) A) and E)
G) B) and D)

Question 4

The second stage in the hierarchy of effects is __________.

Accepted Answer

A)  interest
B)  awareness
C)  adoption
D)  trial
E)  evaluationF) None of the above
G) All of the above

Question 5

A channel of communication refers to

Accepted Answer

A)  the selection of either paid or non-paid forms of information dissemination.
B)  a similar understanding and knowledge that a sender and receiver apply to a message.
C)  an open-ended dialogue between the marketing department and the firm responsible for developing the IMC program.
D)  a social network-based forum that allows customers to communicate their likes,dislikes,suggestions,and concerns to an organization 24 hours a day,365 days a year.
E)  the means (salesperson,advertising media,or public relations tools) of conveying a message to a receiver during the communication process.F) A) and C)
G) A) and E)

Question 6

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

Accepted Answer

A)  a message
B)  a concept
C)  a brand
D)  a slogan
E)  an offerF) B) and C)
G) A) and D)

Question 7

The manufacturers of drugs 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)  pull
B)  intense
C)  push
D)  inertia
E)  exclusiveF) A) and B)
G) A) and C)

Question 8

The formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by

Accepted Answer

A)  Total marketing costs.
B)  Marginal revenue.
C)  Average revenue.
D)  Net sales.
E)  Total sales.F) A) and D)
G) A) and C)

Question 9

The growing concern about __________ has led to a decline in direct marketing response rates among some customer groups.

Accepted Answer

A)  government regulation
B)  privacy
C)  landfill waste
D)  postal rates
E)  fraudF) A) and B)
G) None of the above

Question 10

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) All of the above
G) C) and D)

Question 11

"To persuade" 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) All of the above

Question 12

Figure 14-1
-Figure 14-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "G" is referred to as __________.

Accepted Answer

A)  noise
B)  the message
C)  the feedback loop
D)  the fields of experience
E)  feedbackF) A) and B)
G) A) and E)

Question 13

"To remind" 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) C) and D)
G) B) and C)

Question 14

In the feedback loop,feedback refers to

Accepted Answer

A)  the sender's interpretation of the response that indicates whether the message was decoded and understood as intended.
B)  the impact the message had on the receiver's knowledge,attitude,or behaviors during the communications process.
C)  a mutually shared understanding and knowledge the sender and receiver apply to a message so that it can be communicated effectively during the communication process in the message loop.
D)  any unsolicited response from consumers or potential consumers regarding a company's message.
E)  extraneous factors that can work against effective communication by distorting a message or the feedback received.F) All of the above
G) B) and C)

Question 15

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 E)
G) B) and C)

Question 16

The marketing professor wanted to do everything possible to ensure that her students understood her lectures.Accordingly,she used examples of marketing activities that most students were familiar with.For example,the professor discussed the marketing exchanges between students and grocers,college bookstores,convenience stores,and clothiers.The examples used by the professor were her attempt to __________ her message to encourage better understanding on the part of her students.

Accepted Answer

A)  create common ground for
B)  create noise in
C)  effectively decode
D)  develop a mutually shared field of experience with
E)  back translateF) B) and E)
G) C) and D)

Question 17

A food warehouse store got a very good buy on a brand of frozen orange juice and,rather than maintain it as extra inventory,needs to sell it quickly to consumers.Which promotional element should be used?

Accepted Answer

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

Question 18

Which of the following types of promotion uses customized interaction?

Accepted Answer

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

Question 19

Which of the following is an inherent weakness of publicity?

Accepted Answer

A)  high absolute costs
B)  difficult to receive good feedback
C)  easily duplicated
D)  a lack of user control over it
E)  can easily lead to promotion warsF) All of the above
G) A) and C)

Question 20

Ann recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase the product.In terms of the communication process,the Claritin ad created a(n) __________.

Accepted Answer

A)  stimulus
B)  exposure
C)  field of experience
D)  subconscious impulse
E)  responseF) A) and B)
G) C) and E)

Exam 14: Integrated Marketing Communications and Direct Marketing

Which of the following is an inherent weakness of publicity?

Correct Answer
verified

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

Correct Answer
verified

Ann recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase the product.In terms of the communication process,the Claritin ad created a(n) __________.

Correct Answer
verified

A channel of communication refers to

Correct Answer
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The second stage in the hierarchy of effects is __________.

Correct Answer
verified

The growing concern about __________ has led to a decline in direct marketing response rates among some customer groups.

Correct Answer
verified

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

Correct Answer
verified

A food warehouse store got a very good buy on a brand of frozen orange juice and,rather than maintain it as extra inventory,needs to sell it quickly to consumers.Which promotional element should be used?

Correct Answer
verified

Which of the following types of promotion uses customized interaction?

Correct Answer
verified

The manufacturers of drugs 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 formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by

Correct Answer
verified

Figure 14-1 -Figure 14-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "G" is referred to as __________.

Correct Answer
verified

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

Correct Answer
verified

The promotional mix includes advertising,personal selling,sales promotion,public relations,and __________.

Correct Answer
verified

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

Correct Answer
verified

A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as __________.

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

In the feedback loop,feedback refers to

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

Which of the following is an inherent weakness of publicity?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Ann recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase the product.In terms of the communication process,the Claritin ad created a(n) __________.

Correct AnswerverifiedShow Answer

A channel of communication refers to

Correct AnswerverifiedShow Answer

The second stage in the hierarchy of effects is __________.

Correct AnswerverifiedShow Answer

The growing concern about __________ has led to a decline in direct marketing response rates among some customer groups.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A food warehouse store got a very good buy on a brand of frozen orange juice and,rather than maintain it as extra inventory,needs to sell it quickly to consumers.Which promotional element should be used?

Correct AnswerverifiedShow Answer

Which of the following types of promotion uses customized interaction?

Correct AnswerverifiedShow Answer

The manufacturers of drugs 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 formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by

Correct AnswerverifiedShow Answer

Figure 14-1 -Figure 14-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "G" is referred to as __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The promotional mix includes advertising,personal selling,sales promotion,public relations,and __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In the feedback loop,feedback refers to

Correct AnswerverifiedShow Answer

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