Question 1

Which of the following is NOT an element of the promotional mix?

Accepted Answer

A)  Packaging 
B)  Advertising 
C)  Personal selling 
D)  Sales promotion 
A)  Packaging 
B)  Advertising 
C)  Personal selling 
D)  Sales promotion

Question 2

An external situation analysis could include all of the following EXCEPT:

Accepted Answer

A)  a competitive analysis 
B)  the product's benefits 
C)  consumer behaviour analysis 
D)  environmental analysis 
A)  a competitive analysis 
B)  the product's benefits 
C)  consumer behaviour analysis 
D)  environmental analysis

Question 3

_____ is a promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer.

Accepted Answer

A)  Direct mail 
B)  Personal selling 
C)  Public relations 
D)  Sales promotion 
A)  Direct mail 
B)  Personal selling 
C)  Public relations 
D)  Sales promotion

Question 4

Which of the following statements about price is true?

Accepted Answer

A)  Price refers to what the marketer must give up to sell a product. 
B)  Price communicates the economic cost to consumers for all of the product benefits combined. 
C)  Price is not a key aspect of the product conveyed in a promotional offer. 
D)  Levels of recommended ad expenditures are not relative to price. 
A)  Price refers to what the marketer must give up to sell a product. 
B)  Price communicates the economic cost to consumers for all of the product benefits combined. 
C)  Price is not a key aspect of the product conveyed in a promotional offer. 
D)  Levels of recommended ad expenditures are not relative to price.

Question 5

The _____ is the framework for developing,implementing,and controlling an organization's integrated marketing communications program and activities.

Accepted Answer

A)  promotional plan 
B)  market audit 
C)  situation analysis 
D)  communications process 
A)  promotional plan 
B)  market audit 
C)  situation analysis 
D)  communications process

Question 6

The increased usage of relationship marketing is due to the fact that:

Accepted Answer

A)  customers have become less demanding 
B)  customers want products and services that are mass-produced rather than tailored to their specific needs and wants 
C)  retaining customers is generally more cost effective than acquiring new ones 
D)  it is very costly to maintain customer databases 
A)  customers have become less demanding 
B)  customers want products and services that are mass-produced rather than tailored to their specific needs and wants 
C)  retaining customers is generally more cost effective than acquiring new ones 
D)  it is very costly to maintain customer databases

Question 7

Which of the following statements about publicity is true?

Accepted Answer

A)  Publicity generally has a broader purpose and objective than public relations. 
B)  Publicity is an important communication technique used in public relations. 
C)  Publicity has more of a long term, on-going purpose than public relations. 
D)  Publicity and public relations are synonyms for each other. 
A)  Publicity generally has a broader purpose and objective than public relations. 
B)  Publicity is an important communication technique used in public relations. 
C)  Publicity has more of a long term, on-going purpose than public relations. 
D)  Publicity and public relations are synonyms for each other.

Question 8

Sales promotion programs targeted toward marketing intermediaries such as wholesalers,distributors,and retailers are known as:

Accepted Answer

A)  a consumer sales promotion 
B)  a trade sales promotion 
C)  a functional inducement 
D)  integrated promotions 
A)  a consumer sales promotion 
B)  a trade sales promotion 
C)  a functional inducement 
D)  integrated promotions

Question 9

Which the following is NOT an advantage inherent in the use of advertising?

Accepted Answer

A)  Ability to control the message 
B)  Low cost per contact 
C)  Ability to create brand images and symbolism 
D)  Immediate feedback 
A)  Ability to control the message 
B)  Low cost per contact 
C)  Ability to create brand images and symbolism 
D)  Immediate feedback

Question 10

______ is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services.

Accepted Answer

A)  Publicity 
B)  Advertising 
C)  Organizational communication 
D)  Promotion 
A)  Publicity 
B)  Advertising 
C)  Organizational communication 
D)  Promotion

Question 11

Which of the following is the BEST example of a marketing exchange?

Accepted Answer

A)  Vianna gave Myron a menu, and he placed his food order. 
B)  Jayson helped Tiffany replace a light bulb in her porch fixture. 
C)  Tyron and Gwen gave their daughter a necklace for her birthday. 
D)  For mowing her yard, Mrs. Dudley gave Ike a chocolate cake. 
A)  Vianna gave Myron a menu, and he placed his food order. 
B)  Jayson helped Tiffany replace a light bulb in her porch fixture. 
C)  Tyron and Gwen gave their daughter a necklace for her birthday. 
D)  For mowing her yard, Mrs. Dudley gave Ike a chocolate cake.

Which of the following is NOT an element of the promotional mix?

An external situation analysis could include all of the following EXCEPT:

_____ is a promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer.

Which of the following statements about price is true?

The _____ is the framework for developing,implementing,and controlling an organization's integrated marketing communications program and activities.

The increased usage of relationship marketing is due to the fact that:

Which of the following statements about publicity is true?

Sales promotion programs targeted toward marketing intermediaries such as wholesalers,distributors,and retailers are known as:

Which the following is NOT an advantage inherent in the use of advertising?

______ is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services.

Which of the following is the BEST example of a marketing exchange?

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters

Exam 1: Integrated Marketing Communications

Which of the following is NOT an element of the promotional mix?

An external situation analysis could include all of the following EXCEPT:

_____ is a promotional mix element that allows for direct contact between a buyer and seller and allows a message to be modified according to the needs or reactions of the customer.

Which of the following statements about price is true?

The _____ is the framework for developing,implementing,and controlling an organization's integrated marketing communications program and activities.

The increased usage of relationship marketing is due to the fact that:

Which of the following statements about publicity is true?

Sales promotion programs targeted toward marketing intermediaries such as wholesalers,distributors,and retailers are known as:

Which the following is NOT an advantage inherent in the use of advertising?

______ is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services.

Which of the following is the BEST example of a marketing exchange?

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters