Question 1

Which of the following steps in the objective and task approach to promotion budgeting must be done correctly in order for any of the others to have the proper effect?

Accepted Answer

A)  accurately estimate costs of tasks
B)  identify appropriate promotion objectives
C)  accurately identify each promotion budget cost item that constitutes each separate promotion task
D)  perform the promotion tasks as intended
E)  accurately estimate what tasks will accomplish each promotion objectiveF) A) and E)
G) A) and B)

Question 2

Which of these promotional elements has the highest cost-per-contact or exposure?

Accepted Answer

A)  advertising
B)  personal selling
C)  sales promotion
D)  publicity
E)  public service announcementsF) C) and D)
G) A) and D)

Question 3

The promotional objective of the maturity stage of the product life cycle is to __________.

Accepted Answer

A)  inform
B)  persuade
C)  remind
D)  sway
E)  convinceF) A) and B)
G) B) and D)

Question 4

All of the following guidelines help ensure the success of mobile marketing EXCEPT:

Accepted Answer

A)  match product characteristics to their needs,preferences,and lifestyles.
B)  should facilitate multitasking.
C)  create a mobile-ready app that (a) is flashy,fun.
D)  mobile apps should help shoppers make price comparisons.
E)  communication must use extensive text and images to explain the purpose and value of the brand.F) B) and C)
G) All of the above

Question 5

Which of the following forms of direct marketing has the HIGHEST business expenditures according to Figure 17-8 above?

Accepted Answer

A)  e-mail
B)  direct mail
C)  paid search
D)  telemarketing
E)  advertisingF) All of the above
G) None of the above

Question 6

Which of the following is an inherent strength of advertising?

Accepted Answer

A)  advertising provides immediate feedback
B)  advertising can deliver complex information
C)  advertising can create messages quickly
D)  advertising is an efficient means for reaching large numbers of people-the mass market
E)  advertising is often the most credible source of information for consumersF) A) and C)
G) C) and D)

Question 7

Like personal selling,__________ has the advantage of being customized to match the needs of specific target markets.Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers.

Accepted Answer

A)  advertising
B)  a sales promotion
C)  publicity
D)  direct marketing
E)  a public service announcementF) D) and E)
G) B) and D)

Question 8

During the implementation phase of an IMC program,a firm will __________ and carry out promotion.

Accepted Answer

A)  posttest the promotion
B)  design the promotion
C)  state the mission
D)  identify possible advertising or promotional firms
E)  pretest the promotionF) D) and E)
G) A) and D)

Question 9

During the planning phase of the promotion program,marketers focus on the "four Ws," which include all of the following,in question form,EXCEPT:

Accepted Answer

A)  "What are (a) the promotion objectives? (b) the amounts of money that can be budgeted for the promotion program? and (c) the kinds of copy to use?"
B)  "Why is the promotion being done?"
C)  "When should the promotions be run?"
D)  "Who is the target audience?"
E)  "Where should the promotions be run?"F) A) and B)
G) B) and E)

Question 10

Factors such as differences in payment methods (credit and credit cards) ,the need for improved reliability and security in regards to the mail system,and government regulations make it especially difficult for __________ in the global market.

Accepted Answer

A)  direct marketing
B)  advertising
C)  personal selling
D)  sales promotion
E)  publicityF) B) and D)
G) A) and D)

Question 11

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 12

Cardiac Science is a California-based company that makes defibrillators,heart monitors,and other medical equipment.It is preparing to market its products in Greece.The company's marketing manager is responsible for the promotional campaign in Greece,and she wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience.Which of the following is the BEST EXAMPLE of a communications problem that might arise because her field of experience is different from that of her audience?

Accepted Answer

A)  The name of the product,when translated into Greek,has an unintentional meaning.
B)  Her target audience is strongly ethnocentric.
C)  The trade journals in which the company wants to run its ads do not accept ads from foreign companies.
D)  A Greek bureaucrat who is responsible for determining that the Cardiac Science products meet national standards has taken a personal dislike to her.
E)  The ads are in trade journals that Greek hospital administrators don't read.F) All of the above
G) B) and C)

Question 13

Direct marketing refers to

Accepted Answer

A)  individualized communications programs specifically designed with a single customer in mind because the item being sold is unique to that customer.
B)  a promotion alternative that uses direct communication 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)  communication between a seller and a prospective buyer that can include face-to-face,telephone,and interactive electronic communication.
D)  a sales strategy whereby the exchange takes place at the time of engagement,such as selling produce at a local farmer's market.
E)  a form of communication management that seeks to influence the feelings,opinions,or beliefs held by customers,prospective customers,stockholders,suppliers,employees,and other publics about a company and its products or services.F) C) and D)
G) B) and C)

Question 14

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

Accepted Answer

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

Question 15

In the prepurchase stage of the consumer purchase decision process,

Accepted Answer

A)  trade promotions are more effective than personal selling.
B)  publicity is the most effective promotion tool.
C)  advertising is more helpful than personal selling.
D)  personal selling is more effective than advertising.
E)  personal selling is the most effective way to communicate with potential buyers.F) A) and C)
G) B) and C)

Question 16

The European Union passed a law called the E-Privacy Directive to

Accepted Answer

A)  provide explicit laws for website owners.
B)  protect intellectual property.
C)  increase credit availability.
D)  reduce the cost of postage.
E)  allow more consumers access to the Internet.F) None of the above
G) All of the above

Question 17

Throughout the past 50 years,the Mountain Dew experience has had three dimensions: a do-it-yourself ethic,an operating-outside-the-mainstream perspective,and __________.

Accepted Answer

A)  a global citizenship style
B)  a remain-true-to-yourself attitude
C)  a bring-it-on attitude
D)  an aggressive personal philosophy
E)  a just-do-it mantraF) A) and E)
G) A) and D)

Question 18

The general concept of the Mountain Dew DEWmocracy campaigns was to:

Accepted Answer

A)  reduce advertising costs.
B)  attract serious athletes.
C)  use Mountain Dew's expertise with traditional media.
D)  reposition Mountain Dew as an energy drink.
E)  harness the passion of Mountain Dew's loyal customers.F) D) and E)
G) B) and C)

Question 19

Figure 17-1 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 C)

Question 20

All of the following are challenges and opportunities that direct marketing faces in global markets EXCEPT:

Accepted Answer

A)  the need for improved reliability and security in many countries has slowed the growth of direct mail.
B)  the availability of credit and credit cards varies throughout the world.
C)  the use of web "tracking" tools by direct marketers to segment consumers and match them with advertising are appreciated by consumers because they speed up the online purchase process.
D)  the mail,telephone,and Internet systems in many countries are not as well developed as they are in the U.S.
E)  the European Union passed a consumer privacy law,called the Data Protection Directive due to consumer concerns about privacy.F) A) and C)
G) A) and E)

Exam 17: Integrated Marketing Communications and Direct Marketing

Like personal selling,__________ has the advantage of being customized to match the needs of specific target markets.Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers.

Correct Answer
verified

Which of the following forms of direct marketing has the HIGHEST business expenditures according to Figure 17-8 above?

Correct Answer
verified

Which of the following steps in the objective and task approach to promotion budgeting must be done correctly in order for any of the others to have the proper effect?

Correct Answer
verified

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

Correct Answer
verified

Direct marketing refers to

Correct Answer
verified

Throughout the past 50 years,the Mountain Dew experience has had three dimensions: a do-it-yourself ethic,an operating-outside-the-mainstream perspective,and __________.

Correct Answer
verified

Which of the following is an inherent strength of advertising?

Correct Answer
verified

All of the following are challenges and opportunities that direct marketing faces in global markets EXCEPT:

Correct Answer
verified

Which of these promotional elements has the highest cost-per-contact or exposure?

Correct Answer
verified

The general concept of the Mountain Dew DEWmocracy campaigns was to:

Correct Answer
verified

During the implementation phase of an IMC program,a firm will __________ and carry out promotion.

Correct Answer
verified

The promotional objective of the maturity stage of the product life cycle is to __________.

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

Factors such as differences in payment methods (credit and credit cards) ,the need for improved reliability and security in regards to the mail system,and government regulations make it especially difficult for __________ in the global market.

Correct Answer
verified

During the planning phase of the promotion program,marketers focus on the "four Ws," which include all of the following,in question form,EXCEPT:

Correct Answer
verified

Figure 17-1 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

Correct Answer
verified

The European Union passed a law called the E-Privacy Directive to

Correct Answer
verified

In the prepurchase stage of the consumer purchase decision process,

Correct Answer
verified

All of the following guidelines help ensure the success of mobile marketing EXCEPT:

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

Like personal selling,__________ has the advantage of being customized to match the needs of specific target markets.Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers.

Correct AnswerverifiedShow Answer

Which of the following forms of direct marketing has the HIGHEST business expenditures according to Figure 17-8 above?

Correct AnswerverifiedShow Answer

Which of the following steps in the objective and task approach to promotion budgeting must be done correctly in order for any of the others to have the proper effect?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Direct marketing refers to

Correct AnswerverifiedShow Answer

Throughout the past 50 years,the Mountain Dew experience has had three dimensions: a do-it-yourself ethic,an operating-outside-the-mainstream perspective,and __________.

Correct AnswerverifiedShow Answer

Which of the following is an inherent strength of advertising?

Correct AnswerverifiedShow Answer

All of the following are challenges and opportunities that direct marketing faces in global markets EXCEPT:

Correct AnswerverifiedShow Answer

Which of these promotional elements has the highest cost-per-contact or exposure?

Correct AnswerverifiedShow Answer

The general concept of the Mountain Dew DEWmocracy campaigns was to:

Correct AnswerverifiedShow Answer

During the implementation phase of an IMC program,a firm will __________ and carry out promotion.

Correct AnswerverifiedShow Answer

The promotional objective of the maturity stage of the product life cycle is to __________.

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

Factors such as differences in payment methods (credit and credit cards) ,the need for improved reliability and security in regards to the mail system,and government regulations make it especially difficult for __________ in the global market.

Correct AnswerverifiedShow Answer

During the planning phase of the promotion program,marketers focus on the "four Ws," which include all of the following,in question form,EXCEPT:

Correct AnswerverifiedShow Answer

Figure 17-1 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

Correct AnswerverifiedShow Answer

The European Union passed a law called the E-Privacy Directive to

Correct AnswerverifiedShow Answer

In the prepurchase stage of the consumer purchase decision process,

Correct AnswerverifiedShow Answer

All of the following guidelines help ensure the success of mobile marketing EXCEPT:

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified