Question 1

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, the _________ of the message would most likely be undertaken by Procter & Gamble.

Accepted Answer

A)  communication
B)  discussion
C)  decoding
D)  encoding
E)  feedbackF) B) and E)
G) D) and E)

Question 2

Hierarchy of effects refers to

Accepted Answer

A)  the sequence of stages a prospective buyer goes through 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.
B)  the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action (either trial or adoption of the product) .The stages include awareness, interest, trial, adoption, and brand loyalty.
C)  the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action (either trial or adoption of the product) .The stages include awareness, interest, evaluation, trial, and decision.
D)  the sequence of stages a seller goes through to create initial awareness of a product to eventual action (either trial or adoption of the product) .The stages include awareness, interest, evaluation, trial, and adoption.
E)  the sequence of stages a seller goes through to create initial awareness of a product to eventual action (either trial or adoption of the product) .The stages include awareness, interest, evaluation, trial, and commitment.F) None of the above
G) A) and B)

Question 3

FIGURE 15-1 
-Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J") .The position labeled "H" is referred to as _________.

Accepted Answer

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

Question 4

Growing concern about _________ has led to a decline in response rates among some customer groups.

Accepted Answer

A)  government censorship
B)  privacy
C)  landfill waste
D)  advertising expenditures
E)  fraudF) B) and C)
G) D) and E)

Question 5

Press conferences and image management are tools used by the _________ department as forms of communication management that seek to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, and other publics about a company and its products or services.

Accepted Answer

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

Question 6

FIGURE 15-4 
-Informing the consumer in an effort to increase their level of awareness is the promotional objective during which stage of the product life cycle as shown in Figure 15-4 above?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  decline
E)  terminationF) A) and D)
G) None of the above

Question 7

The promotional element consists of communication tools, including advertising, public relations, sales promotion, direct marketing, and personal selling.A combination of one or more of these communication tools is called the _________.

Accepted Answer

A)  promotional mix
B)  communications channel
C)  integration mix
D)  interactive connection
E)  marketing matrixF) B) and D)
G) B) and E)

Question 8

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product, is referred to as a(n)  _________.

Accepted Answer

A)  push strategy
B)  intense strategy
C)  inertia strategy
D)  exclusivity strategy
E)  pull strategyF) B) and C)
G) A) and B)

Question 9

remind them later about the benefits they enjoyed by using the product is referred to as the _________.

Accepted Answer

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

Question 10

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

Accepted Answer

A)  publicity
B)  sales promotion
C)  infomercials
D)  risk-free trials
E)  word-of-mouthF) A) and E)
G) All of the above

Question 11

A nonpersonal, indirectly paid presentation of an organization, product, or service that can take the form of a news story, editorial, or product announcement is referred to as _________.

Accepted Answer

A)  direct sales
B)  publicity
C)  personal selling
D)  direct marketing
E)  public service announcementF) A) and E)
G) A) and B)

Question 12

Direct marketing currently accounts for _________ of the total U.S.gross domestic product.

Accepted Answer

A)  10 percent
B)  15 percent
C)  20 percent
D)  25 percent
E)  30 percentF) B) and C)
G) A) and B)

Question 13

Direct marketing offers many benefits to consumers: they don't have to go to a store, buying direct saves time and money, they avoid hassles with salespeople, it's fun and entertaining, and

Accepted Answer

A)  there is more privacy than in store shopping.
B)  there are usually better product warranties.
C)  there are fewer product returns with purchases made as a result of direct marketing than with other methods.
D)  there is a greater deal of additional incentives from sellers to retain customer loyalty.
E)  direct marketing products are generally bundled with other products offering buyers greater value.F) B) and E)
G) All of the above

Question 14

A small film company is releasing a documentary based on the efforts of a group dedicated to saving endangered species.The company believes the credibility of its film is critical to its financial success.Which promotional element should it employ?

Accepted Answer

A)  Send a salesperson to speak to local school children.
B)  Send members of environmentalist groups a special offer in the mail.
C)  Give away free posters to all movie attendees.
D)  Invite movie reviewers to a free screening.
E)  Send postcards to all people within a 25-mile radius of a theater showing the movie.F) A) and B)
G) C) and D)

Question 15

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 to 4.5 percent of last year's gross sales.That will let me do more advertising than the 3.5 percent I budgeted last year." From this information, you know the small manufacturer used __________ budgeting.

Accepted Answer

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

Question 16

Which promotional element is particularly important to business buyers?

Accepted Answer

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

Question 17

The best way to assess the effectiveness of all promotion expenditures during the past year is to compute a _________.

Accepted Answer

A)  break-even point
B)  promotion-to-sales ratio
C)  return on investment
D)  promotion-to-expenses ratio
E)  advertising-to-sales promotion ratioF) B) and E)
G) B) and D)

Question 18

What stage of the product life cycle is a period where little money is spent in the promotional mix?

Accepted Answer

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

Question 19

Direct marketing faces several challenges and opportunities in global markets.Several countries such as Italy and Denmark, for example, have requirements for mandatory "opt-in"-that is

Accepted Answer

A)  marketers must pay a special licensing fee for the privilege of using the mail system, above and beyond the regular postage.
B)  marketing firms wishing to use direct marketing must first pay a special fee to have all mailings read for appropriateness of content.
C)  marketers have to purchase special "catalog" stamps at a higher cost than stamps for the same weight of mail sent from one individual to another.
D)  consumers have to pay a special fee to the government to defray the costs of mail carriers having to handle larger volumes of mail from catalogues.
E)  potential customers must give permission to include their name on a list for direct marketing solicitations.F) C) and E)
G) C) and D)

Question 20

In the communication process, noise refers to

Accepted Answer

A)  any unsolicited response from consumers or potential consumers regarding a company's message.
B)  the impact, either positive or negative, that occurs when one consumer interprets a firm's message to another potential consumer, using his or her own words.
C)  extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process intrusion.
D)  the excessive use of colors, words, sounds, or images that make an otherwise simple message more noticeable.
E)  A unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e.the medical profession, legal profession, etc.) .F) A) and B)
G) B) and D)

Exam 15: Integrated Marketing Communications and Direct Marketing

remind them later about the benefits they enjoyed by using the product is referred to as the _________.

Correct Answer
verified

Hierarchy of effects refers to

Correct Answer
verified

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product, is referred to as a(n) _________.

Correct Answer
verified

The promotional element consists of communication tools, including advertising, public relations, sales promotion, direct marketing, and personal selling.A combination of one or more of these communication tools is called the _________.

Correct Answer
verified

Direct marketing faces several challenges and opportunities in global markets.Several countries such as Italy and Denmark, for example, have requirements for mandatory "opt-in"-that is

Correct Answer
verified

Correct Answer
verified

FIGURE 15-1 -Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J") .The position labeled "H" is referred to as _________.

Correct Answer
verified

What stage of the product life cycle is a period where little money is spent in the promotional mix?

Correct Answer
verified

Growing concern about _________ has led to a decline in response rates among some customer groups.

Correct Answer
verified

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

Correct Answer
verified

In the communication process, noise refers to

Correct Answer
verified

A small film company is releasing a documentary based on the efforts of a group dedicated to saving endangered species.The company believes the credibility of its film is critical to its financial success.Which promotional element should it employ?

Correct Answer
verified

FIGURE 15-4 -Informing the consumer in an effort to increase their level of awareness is the promotional objective during which stage of the product life cycle as shown in Figure 15-4 above?

Correct Answer
verified

Press conferences and image management are tools used by the _________ department as forms of communication management that seek to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, and other publics about a company and its products or services.

Correct Answer
verified

The best way to assess the effectiveness of all promotion expenditures during the past year is to compute a _________.

Correct Answer
verified

Which promotional element is particularly important to business buyers?

Correct Answer
verified

Direct marketing offers many benefits to consumers: they don't have to go to a store, buying direct saves time and money, they avoid hassles with salespeople, it's fun and entertaining, and

Correct Answer
verified

A nonpersonal, indirectly paid presentation of an organization, product, or service that can take the form of a news story, editorial, or product announcement is referred to as _________.

Correct Answer
verified

Correct Answer
verified

Direct marketing currently accounts for _________ of the total U.S.gross domestic product.

Correct Answer
verified

Exam 15: Integrated Marketing Communications and Direct Marketing

remind them later about the benefits they enjoyed by using the product is referred to as the _________.

Correct AnswerverifiedShow Answer

Hierarchy of effects refers to

Correct AnswerverifiedShow Answer

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product, is referred to as a(n) _________.

Correct AnswerverifiedShow Answer

The promotional element consists of communication tools, including advertising, public relations, sales promotion, direct marketing, and personal selling.A combination of one or more of these communication tools is called the _________.

Correct AnswerverifiedShow Answer

Direct marketing faces several challenges and opportunities in global markets.Several countries such as Italy and Denmark, for example, have requirements for mandatory "opt-in"-that is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

FIGURE 15-1 -Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J") .The position labeled "H" is referred to as _________.

Correct AnswerverifiedShow Answer

What stage of the product life cycle is a period where little money is spent in the promotional mix?

Correct AnswerverifiedShow Answer

Growing concern about _________ has led to a decline in response rates among some customer groups.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In the communication process, noise refers to

Correct AnswerverifiedShow Answer

A small film company is releasing a documentary based on the efforts of a group dedicated to saving endangered species.The company believes the credibility of its film is critical to its financial success.Which promotional element should it employ?

Correct AnswerverifiedShow Answer

FIGURE 15-4 -Informing the consumer in an effort to increase their level of awareness is the promotional objective during which stage of the product life cycle as shown in Figure 15-4 above?

Correct AnswerverifiedShow Answer

Press conferences and image management are tools used by the _________ department as forms of communication management that seek to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, and other publics about a company and its products or services.

Correct AnswerverifiedShow Answer

The best way to assess the effectiveness of all promotion expenditures during the past year is to compute a _________.

Correct AnswerverifiedShow Answer

Which promotional element is particularly important to business buyers?

Correct AnswerverifiedShow Answer

Direct marketing offers many benefits to consumers: they don't have to go to a store, buying direct saves time and money, they avoid hassles with salespeople, it's fun and entertaining, and

Correct AnswerverifiedShow Answer

A nonpersonal, indirectly paid presentation of an organization, product, or service that can take the form of a news story, editorial, or product announcement is referred to as _________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Direct marketing currently accounts for _________ of the total U.S.gross domestic product.

Correct AnswerverifiedShow Answer

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