Question 1

Which of the following is an inherent strength of direct marketing?

Accepted Answer

A)  Direct marketing can be adapted quickly to facilitate customer relationships. 
B)  Direct marketing is often the most credible source in the consumer's mind. 
C)  Direct marketing can provide complex information. 
D)  Direct marketing can quickly stimulate and maintain market share. 
E)  Direct marketing is a low cost means of reaching the target market. 
A)  Direct marketing can be adapted quickly to facilitate customer relationships. 
B)  Direct marketing is often the most credible source in the consumer's mind. 
C)  Direct marketing can provide complex information. 
D)  Direct marketing can quickly stimulate and maintain market share. 
E)  Direct marketing is a low cost means of reaching the target market. A

Question 2

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 is referred to as

Accepted Answer

A)  sales promotion. 
B)  personal selling. 
C)  direct selling. 
D)  advertising. 
E)  public relations. 
A)  sales promotion. 
B)  personal selling. 
C)  direct selling. 
D)  advertising. 
E)  public relations. B

Question 3

During the planning phase of an IMC program,a firm will identify the target audience,specify the promotion objectives,set the budget,__________,design the promotion,and schedule the promotion.

Accepted Answer

A)  pretest the promotion 
B)  state the mission 
C)  identify possible advertising or promotional firms 
D)  carry out the promotion 
E)  select the right promotional tools 
A)  pretest the promotion 
B)  state the mission 
C)  identify possible advertising or promotional firms 
D)  carry out the promotion 
E)  select the right promotional tools E

Question 4

Pauline received a postcard from a local antique mall.The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day.She went to the antique mall the next day to consider buying an antique lamp.With respect to Pauline,the postcard from the antique mall was a form of direct marketing used to __________.

Accepted Answer

A)  generate direct orders 
B)  generate leads 
C)  create awareness 
D)  generate traffic 
E)  create a new image 
A)  generate direct orders 
B)  generate leads 
C)  create awareness 
D)  generate traffic 
E)  create a new image

Question 5

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 announcements 
A)  advertising 
B)  personal selling 
C)  sales promotion 
D)  publicity 
E)  public service announcements

Question 6

promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

Accepted Answer

A)  inform 
B)  persuade 
C)  compare 
D)  remind 
E)  sway 
A)  inform 
B)  persuade 
C)  compare 
D)  remind 
E)  sway

Question 7

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

Question 8

Cosmetics is trying to create brand awareness by sending households free samples of its products as well as coupons.These free samples and coupons are examples of __________.

Accepted Answer

A)  free advertising 
B)  personal selling 
C)  sales promotions 
D)  free publicity 
E)  direct sales 
A)  free advertising 
B)  personal selling 
C)  sales promotions 
D)  free publicity 
E)  direct sales

Question 9

are the strengths/advantages and weaknesses/disadvantages of using personal selling in the promotional mix?

Accepted Answer

Personal selling is the two-way flow of

Question 10

a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product,it is using a(n)__________ strategy.

Accepted Answer

A)  push 
B)  pull 
C)  inertia 
D)  exclusivity 
E)  logistics 
A)  push 
B)  pull 
C)  inertia 
D)  exclusivity 
E)  logistics

Question 11

Ann's young son suffers from allergies and complains about his watery eyes and drowsiness.Ann felt bad because she thought there was nothing she could do to help him.When Ann saw the ad for a new drug that counters these symptoms in Martha Stewart Living magazine,she vowed to ask his doctor about this product on her son's next visit.Ann is at which stage in the hierarchy of effects?

Accepted Answer

A)  She is the trial stage and will move to the interest stage soon. 
B)  She has moved quickly from the awareness stage to the interest stage. 
C)  She was in the consumer development stage and will more than likely move to the transition stage. 
D)  She is in the evaluation stage and will move to the interest stage soon. 
E)  She was in the interest stage and then moved quickly to the diffusion stage. 
A)  She is the trial stage and will move to the interest stage soon. 
B)  She has moved quickly from the awareness stage to the interest stage. 
C)  She was in the consumer development stage and will more than likely move to the transition stage. 
D)  She is in the evaluation stage and will move to the interest stage soon. 
E)  She was in the interest stage and then moved quickly to the diffusion stage.

Question 12

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

Accepted Answer

A)  a concept 
B)  a receiver 
C)  an offer 
D)  a brand 
E)  a slogan 
A)  a concept 
B)  a receiver 
C)  an offer 
D)  a brand 
E)  a slogan

Question 13

CoolMax is a fabric made by DuPont.It is used in the manufacture of exercise clothes because it keeps the user "cool and dry." The ads for the fabric in health and fitness magazines convinced Kumar to buy a pair of Thorlo CoolMax walking crew socks made of the material.Since he had never before owned anything made with CoolMax,Kumar was in which stage of the hierarchy of effects?

Accepted Answer

A)  trial 
B)  diffusion 
C)  innovation 
D)  evaluation 
E)  interest 
A)  trial 
B)  diffusion 
C)  innovation 
D)  evaluation 
E)  interest

Question 14

three product characteristics should be considered when selecting promotional tools? For each characteristic,give an example of a product where the characteristic is very important.

Accepted Answer

Three specific characteristics that shou

Question 15

Although the lack of control means that it is rarely the main element of a promotional campaign,__________ is an important element of most promotional campaigns.

Accepted Answer

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

Question 16

Advertising,sales promotion,and public relations are often said to use _________ because they are used with groups of prospective buyers.

Accepted Answer

A)  cooperative selling 
B)  mass selling 
C)  customized selling 
D)  collection selling 
E)  bulk selling 
A)  cooperative selling 
B)  mass selling 
C)  customized selling 
D)  collection selling 
E)  bulk selling

Question 17

Which of the following statements about advertising is most accurate?

Accepted Answer

A)  Advertising has limited control as to when and where an advertisement will be used. 
B)  Advertising allows a firm to reach a mass market. 
C)  A key advantage of advertising is its ability to use customized interactions. 
D)  Advertising can be a very effective "attention getter" especially for new products, but has little impact for repeat buys. 
E)  Advertising is one of the least costly forms of promotion because it reaches a pretested market. 
A)  Advertising has limited control as to when and where an advertisement will be used. 
B)  Advertising allows a firm to reach a mass market. 
C)  A key advantage of advertising is its ability to use customized interactions. 
D)  Advertising can be a very effective "attention getter" especially for new products, but has little impact for repeat buys. 
E)  Advertising is one of the least costly forms of promotion because it reaches a pretested market.

Question 18

Figure 17-8
-Which of the following forms of direct marketing has the highest business usage rate according to Figure 17-8 above?

Accepted Answer

A)  e-mail 
B)  direct mail 
C)  paid search 
D)  telemarketing 
E)  advertising 
A)  e-mail 
B)  direct mail 
C)  paid search 
D)  telemarketing 
E)  advertising

Question 19

All-you-can-afford-budgeting refers to

Accepted Answer

A)  allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold. 
B)  matching a competitor's absolute level of spending or the proportion per point of market share. 
C)  determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks. 
D)  allocating funds to a promotion only after all other budget items are covered. 
E)  allocating funds to a promotion based on expected profits generated from it. 
A)  allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold. 
B)  matching a competitor's absolute level of spending or the proportion per point of market share. 
C)  determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks. 
D)  allocating funds to a promotion only after all other budget items are covered. 
E)  allocating funds to a promotion based on expected profits generated from it.

Question 20

the feedback loop,the impact the message has on the receiver's knowledge,attitude,or behaviors during the communications process is referred to as __________.

Accepted Answer

A)  feedback 
B)  a field of experience 
C)  noise 
D)  a response 
E)  a hierarchy of effects 
A)  feedback 
B)  a field of experience 
C)  noise 
D)  a response 
E)  a hierarchy of effects

Which of the following is an inherent strength of direct marketing?

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 is referred to as

During the planning phase of an IMC program,a firm will identify the target audience,specify the promotion objectives,set the budget,__________,design the promotion,and schedule the promotion.

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

promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

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

Cosmetics is trying to create brand awareness by sending households free samples of its products as well as coupons.These free samples and coupons are examples of __________.

are the strengths/advantages and weaknesses/disadvantages of using personal selling in the promotional mix?

a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product,it is using a(n)__________ strategy.

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

three product characteristics should be considered when selecting promotional tools? For each characteristic,give an example of a product where the characteristic is very important.

Although the lack of control means that it is rarely the main element of a promotional campaign,__________ is an important element of most promotional campaigns.

Advertising,sales promotion,and public relations are often said to use _________ because they are used with groups of prospective buyers.

Which of the following statements about advertising is most accurate?

Figure 17-8 -Which of the following forms of direct marketing has the highest business usage rate according to Figure 17-8 above?

All-you-can-afford-budgeting refers to

the feedback loop,the impact the message has on the receiver's knowledge,attitude,or behaviors during the communications process is referred to as __________.

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 Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

Filters

Exam 17: Integrated Marketing Communications and Direct Marketing

Which of the following is an inherent strength of direct marketing?

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 is referred to as

During the planning phase of an IMC program,a firm will identify the target audience,specify the promotion objectives,set the budget,__________,design the promotion,and schedule the promotion.

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

promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

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

Cosmetics is trying to create brand awareness by sending households free samples of its products as well as coupons.These free samples and coupons are examples of __________.

are the strengths/advantages and weaknesses/disadvantages of using personal selling in the promotional mix?

a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product,it is using a(n)__________ strategy.

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

three product characteristics should be considered when selecting promotional tools? For each characteristic,give an example of a product where the characteristic is very important.

Although the lack of control means that it is rarely the main element of a promotional campaign,__________ is an important element of most promotional campaigns.

Advertising,sales promotion,and public relations are often said to use _________ because they are used with groups of prospective buyers.

Which of the following statements about advertising is most accurate?

Figure 17-8 -Which of the following forms of direct marketing has the highest business usage rate according to Figure 17-8 above?

All-you-can-afford-budgeting refers to

the feedback loop,the impact the message has on the receiver's knowledge,attitude,or behaviors during the communications process is referred to as __________.

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 Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

Filters