Question 1

In a marketing context,receivers are

Accepted Answer

A) only those consumers who read,hear,or see a message about a product or service and then choose to buy it. 
B) consumers who read,hear,or see the message sent by a source during the communication process. 
C) a firm that obtains a basic message or theme from its advertising agency and translates that vision into a usable IMC campaign. 
D) promotional firms that select the best channels through which to convey advertising messages. 
E) customers who read,hear,or see the message sent by a source and interpret it as intended rather than fitting it to their individual beliefs. 
A) only those consumers who read,hear,or see a message about a product or service and then choose to buy it. 
B) consumers who read,hear,or see the message sent by a source during the communication process. 
C) a firm that obtains a basic message or theme from its advertising agency and translates that vision into a usable IMC campaign. 
D) promotional firms that select the best channels through which to convey advertising messages. 
E) customers who read,hear,or see the message sent by a source and interpret it as intended rather than fitting it to their individual beliefs. B

Question 2

According to Tracee Larocca,brand creative director at Taco Bell,the restaurant chain recognized a cultural shift from 'food as fuel' to

Accepted Answer

A) 'food as expression of style.' 
B) 'food as attitude change tool.' 
C) 'food as experience.' 
D) 'food as personal philosophy.' 
E) 'food as health.' 
A) 'food as expression of style.' 
B) 'food as attitude change tool.' 
C) 'food as experience.' 
D) 'food as personal philosophy.' 
E) 'food as health.' C

Question 3

In a marketing context,the message refers to

Accepted Answer

A) product information regarding benefits and usage 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. 
A) product information regarding benefits and usage 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. D

Question 4

In the hierarchy of effects,a favorable experience on the first trial causes the consumer's repeated purchase and use of the product or brand in the ________ stage.

Accepted Answer

A) evaluation 
B) adoption 
C) awareness 
D) interest 
E) usage 
A) evaluation 
B) adoption 
C) awareness 
D) interest 
E) usage

Question 5

The ________ includes advertising,personal selling,sales promotion,public relations,and direct marketing.

Accepted Answer

A) promotional mix 
B) promotion channel 
C) communication message 
D) marketing matrix 
E) media mix 
A) promotional mix 
B) promotion channel 
C) communication message 
D) marketing matrix 
E) media mix

Question 6

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) direct marketing. 
D) a public service announcement. 
E) personal selling. 
A) direct sales. 
B) publicity. 
C) direct marketing. 
D) a public service announcement. 
E) personal selling.

Question 7

Albert Searchware is a type of search engine used at company websites to handle customer questions.The firm is trying to determine what promotional strategy should be employed with its flagship product.It has determined that search engine software is in the growth stage of its product life cycle.Which of the following options should it employ?

Accepted Answer

A) Devote 40 percent of the promotional budget to a sales promotion that supplies the public with demonstration CDs to prove the merits of its software. 
B) Spend 30 percent of the budget in the effort to generate publicity for its software. 
C) Use the majority of its promotional budget on advertising that focuses on brand differences. 
D) Use a balanced budget and spend equally for each of the four promotional choices in an attempt to even out sales growth. 
E) Encourage its tech support staff to emphasize the superiority of its software and its after-sale support. 
A) Devote 40 percent of the promotional budget to a sales promotion that supplies the public with demonstration CDs to prove the merits of its software. 
B) Spend 30 percent of the budget in the effort to generate publicity for its software. 
C) Use the majority of its promotional budget on advertising that focuses on brand differences. 
D) Use a balanced budget and spend equally for each of the four promotional choices in an attempt to even out sales growth. 
E) Encourage its tech support staff to emphasize the superiority of its software and its after-sale support.

Question 8

Another name for competitive parity budgeting is ________ budgeting.

Accepted Answer

A) linear forecast 
B) all-you-can-afford 
C) share of market 
D) comparative 
E) matched media 
A) linear forecast 
B) all-you-can-afford 
C) share of market 
D) comparative 
E) matched media

Question 9

Personal selling refers to

Accepted Answer

A) a customer-directed flow of communications,often in a face-to-face encounter,designed to promote a product with the purpose of making a sale. 
B) an individualized communications program specifically designed for a single customer because the item being sold is unique to that person. 
C) a mass selling approach that has been tailored to meet the unique needs of a target market based on age,gender,ethnicity,or occupation. 
D) the two-way flow of communication between a buyer and a seller,often in a face-to-face encounter,designed to influence a person's or group's purchase decision. 
E) any spoken (rather than visual or print)attempt to promote a product for the purpose of making a sale. 
A) a customer-directed flow of communications,often in a face-to-face encounter,designed to promote a product with the purpose of making a sale. 
B) an individualized communications program specifically designed for a single customer because the item being sold is unique to that person. 
C) a mass selling approach that has been tailored to meet the unique needs of a target market based on age,gender,ethnicity,or occupation. 
D) the two-way flow of communication between a buyer and a seller,often in a face-to-face encounter,designed to influence a person's or group's purchase decision. 
E) any spoken (rather than visual or print)attempt to promote a product for the purpose of making a sale.

Question 10

Many prescription drugs such as Neulasta have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors.The manufacturers of these drugs are using a(n)________ strategy.

Accepted Answer

A) integrated 
B) pull 
C) push 
D) inertia 
E) exclusive 
A) integrated 
B) pull 
C) push 
D) inertia 
E) exclusive

Question 11

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

Accepted Answer

A) media usage 
B) demographic. 
C) past purchases 
D) income tax rate 
E) lifestyles 
A) media usage 
B) demographic. 
C) past purchases 
D) income tax rate 
E) lifestyles

Question 12

To promote its theme parks to groups,Disney uses advertising,direct marketing,Internet promotion,and sales promotions with other companies such as McDonald's.In other words,Disney uses IMC,which stands for

Accepted Answer

A) integrated marketing cooperation. 
B) interactive media convergence. 
C) infrastructure of market customization. 
D) integrated marketing communications. 
E) integrated media convergence. 
A) integrated marketing cooperation. 
B) interactive media convergence. 
C) infrastructure of market customization. 
D) integrated marketing communications. 
E) integrated media convergence.

Question 13

All of the following forms of direct marketing are used by consumers to purchase products except which?

Accepted Answer

A) social media posts 
B) rebates 
C) online 
D) mobile offers 
E) mail 
A) social media posts 
B) rebates 
C) online 
D) mobile offers 
E) mail

Question 14

After a receiver responds to a message,the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as

Accepted Answer

A) encoding. 
B) receiver response. 
C) feedback. 
D) noise. 
E) message loop. 
A) encoding. 
B) receiver response. 
C) feedback. 
D) noise. 
E) message loop.

Question 15

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 data transparency. 
D) reduce the instances of hacking. 
E) allow consumers to access their search records. 
A) provide explicit laws for website owners. 
B) protect intellectual property. 
C) increase data transparency. 
D) reduce the instances of hacking. 
E) allow consumers to access their search records.

Question 16

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 is referred to as

Accepted Answer

A) personal selling. 
B) sales promotion. 
C) publicity. 
D) advertising. 
E) direct marketing. 
A) personal selling. 
B) sales promotion. 
C) publicity. 
D) advertising. 
E) direct marketing.

Question 17

A major fallacy of ________ budgeting is that sales cause promotion.Using this method,a company may reduce the amount it spends on promotion if sales declined the previous period when it may actually need to spend more.

Accepted Answer

A) competitive parity 
B) all-you-can-afford 
C) objective and task 
D) linear forecast 
E) percentage of sales 
A) competitive parity 
B) all-you-can-afford 
C) objective and task 
D) linear forecast 
E) percentage of sales

Question 18

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 19

Sales from which of the following direct marketing tools is growing the fastest at 33 percent?

Accepted Answer

A) mobile direct marketing 
B) social network direct marketing 
C) telemarketing 
D) e-mail marketing 
E) direct mail marketing 
A) mobile direct marketing 
B) social network direct marketing 
C) telemarketing 
D) e-mail marketing 
E) direct mail marketing

Question 20

List and briefly describe the key elements of the communication process.

Accepted Answer

Communication is the process of conveyin

Exam 17: Integrated Marketing Communications and Direct Marketing

In a marketing context,receivers are

According to Tracee Larocca,brand creative director at Taco Bell,the restaurant chain recognized a cultural shift from 'food as fuel' to

In a marketing context,the message refers to

In the hierarchy of effects,a favorable experience on the first trial causes the consumer's repeated purchase and use of the product or brand in the ________ stage.

The ________ includes advertising,personal selling,sales promotion,public relations,and direct marketing.

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

Another name for competitive parity budgeting is ________ budgeting.

Personal selling refers to

Many prescription drugs such as Neulasta have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors.The manufacturers of these drugs are using a(n)________ strategy.

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

To promote its theme parks to groups,Disney uses advertising,direct marketing,Internet promotion,and sales promotions with other companies such as McDonald's.In other words,Disney uses IMC,which stands for

All of the following forms of direct marketing are used by consumers to purchase products except which?

After a receiver responds to a message,the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as

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

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 is referred to as

A major fallacy of ________ budgeting is that sales cause promotion.Using this method,a company may reduce the amount it spends on promotion if sales declined the previous period when it may actually need to spend more.

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

Sales from which of the following direct marketing tools is growing the fastest at 33 percent?

List and briefly describe the key elements of the communication process.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, targeting, and Positioning

Developing New Products and Services

Managing Successful Products, services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Advertising,sales Promotion,and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

Filters