Question 1

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)  ROI
D)  promotion-to-expenses ratio
E)  advertising-to-sales promotion ratio

Question 2

Like personal selling,__________ often consists of interactive communication.

Accepted Answer

A)  direct marketing
B)  advertising
C)  a sales promotion
D)  publicity
E)  a public service announcement

Question 3

The concept of designing marketing communications programs that coordinate all promotional activities-advertising,personal selling,sales promotion,public relations,and direct marketing-to provide a consistent message across all audiences is referred to as __________.

Accepted Answer

A)  the media mix
B)  the marketing matrix
C)  the promotional blend
D)  marketing by objectives (MBO) 
E)  integrated marketing communications (IM
C)

Question 4

Which promotional element is particularly important to business buyers?

Accepted Answer

A)  public relations
B)  publicity
C)  sales promotion
D)  rebates
E)  personal selling

Question 5

After watching a 30-second commercial from Jarrod's fine jewelry,Mariah was certain the broach she saw would look spectacular on her new evening dress.In terms of the communication process,Mariah engaged in the task of __________.

Accepted Answer

A)  integrating
B)  sending
C)  decoding
D)  messaging
E)  encoding

Question 6

The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as __________.

Accepted Answer

A)  direct orders
B)  lead generation
C)  traffic generation
D)  indirect orders
E)  prospect bid

Question 7

All of the following are examples of sales promotion tools EXCEPT:

Accepted Answer

A)  samples
B)  sweepstakes
C)  BOGOs
D)  catalogs
E)  rebates

Question 8

A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales,in terms of either dollars or units sold,is referred to as __________ budgeting.

Accepted Answer

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

Question 9

The __________ can be used to inform prospective buyers about the benefits of the product.

Accepted Answer

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

Question 10

A field of experience refers to

Accepted Answer

A)  the unique set of terms,expressions,or jargon that carries a specific meaning within a specific field (i.e.the medical profession,legal profession,etc.) .
B)  the designation given to different elements in the communications channel based upon their specific area of expertise (i.e.advertising,publicity,etc.) .
C)  a similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign so there is no incorrect decoding of the sender's message.
D)  a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign so there is no incorrect encoding of the sender's message.
E)  a similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process.

Question 11

For a promotional campaign,the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as __________.

Accepted Answer

A)  the purchase continuum
B)  the hierarchy of effects
C)  the product life cycle
D)  the consumer purchasing scale
E)  Maslow's hierarchy

Question 12

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

Accepted Answer

Publicity is a nonpersonal,indirectly pa...

Question 13

Sales promotion refers to

Accepted Answer

A)  a short-term inducement of value offered to arouse interest in buying a product or service.
B)  a single-themed IMC campaign employing multiple advertising and personal selling strategies.
C)  individualized communications programs that are specifically designed with a single customer in mind because the item being sold is unique to that customer.
D)  a long-term inducement of value offered to build and sustain loyal customer relationships.
E)  a sequence of value inducements aimed at retaining channel members.

Question 14

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

Question 15

The actions a firm takes during the promotion decision process include __________,executing,and assessing the promotion program.

Accepted Answer

A)  pretesting
B)  developing
C)  stating the mission
D)  selecting the appeal
E)  selecting the media

Question 16

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 sales promotion that supply the public with demonstration CDs to prove the merits of Albert Searchware.
B)  Spend 30 percent of the budget in the effort to generate publicity for Albert Searchware.
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 Albert Searchware and its after-sale support.

Question 17

Ford Focus Image
-Consider the Ford Focus image above.Which promotional element is Ford using to promote its partnership with 3M Racing and Greg Biffle of NASCAR fame?

Accepted Answer

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

Question 18

For a message to be communicated effectively,the sender and receiver must have a mutually shared field of experience,which means a similar __________ they apply to the message.

Accepted Answer

A)  common ground
B)  national,regional,or ethnic origin
C)  understanding and knowledge
D)  feeling
E)  psychographics

Question 19

The promotional mix can be used to: (1) inform prospective buyers about the benefits of the product; (2) persuade them to try it; and (3) __________.

Accepted Answer

A)  explain how to use the product
B)  inform customers of complementary offerings
C)  remind them later about the benefits they enjoyed by using the product
D)  inform customers of pricing changes
E)  lure customers away from competitors' products

Question 20

What value does direct marketing provide customers?

Accepted Answer

Large portions of the U.S.population use...

Exam 14: Integrated Marketing Communications and Direct Marketing

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

Correct Answer
verified
Publicity is a nonpersonal,indirectly pa...
View Answer

Which promotional element is particularly important to business buyers?

Correct Answer
verified

What value does direct marketing provide customers?

Correct Answer
verified
Large portions of the U.S.population use...
View Answer

After watching a 30-second commercial from Jarrod's fine jewelry,Mariah was certain the broach she saw would look spectacular on her new evening dress.In terms of the communication process,Mariah engaged in the task of __________.

Correct Answer
verified

The __________ can be used to inform prospective buyers about the benefits of the product.

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

A field of experience refers to

Correct Answer
verified

Like personal selling,__________ often consists of interactive communication.

Correct Answer
verified

For a promotional campaign,the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as __________.

Correct Answer
verified

For a message to be communicated effectively,the sender and receiver must have a mutually shared field of experience,which means a similar __________ they apply to the message.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Ford Focus Image -Consider the Ford Focus image above.Which promotional element is Ford using to promote its partnership with 3M Racing and Greg Biffle of NASCAR fame?

Correct Answer
verified

The actions a firm takes during the promotion decision process include __________,executing,and assessing the promotion program.

Correct Answer
verified

The concept of designing marketing communications programs that coordinate all promotional activities-advertising,personal selling,sales promotion,public relations,and direct marketing-to provide a consistent message across all audiences is referred to as __________.

Correct Answer
verified

Sales promotion refers to

Correct Answer
verified

A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales,in terms of either dollars or units sold,is referred to as __________ budgeting.

Correct Answer
verified

The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as __________.

Correct Answer
verified

All of the following are examples of sales promotion tools EXCEPT:

Correct Answer
verified

The promotional mix can be used to: (1) inform prospective buyers about the benefits of the product; (2) persuade them to try it; and (3) __________.

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

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

Correct AnswerverifiedPublicity is a nonpersonal,indirectly pa...View AnswerShow Answer

Which promotional element is particularly important to business buyers?

Correct AnswerverifiedShow Answer

What value does direct marketing provide customers?

Correct AnswerverifiedLarge portions of the U.S.population use...View AnswerShow Answer

After watching a 30-second commercial from Jarrod's fine jewelry,Mariah was certain the broach she saw would look spectacular on her new evening dress.In terms of the communication process,Mariah engaged in the task of __________.

Correct AnswerverifiedShow Answer

The __________ can be used to inform prospective buyers about the benefits of the product.

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

A field of experience refers to

Correct AnswerverifiedShow Answer

Like personal selling,__________ often consists of interactive communication.

Correct AnswerverifiedShow Answer

For a promotional campaign,the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as __________.

Correct AnswerverifiedShow Answer

For a message to be communicated effectively,the sender and receiver must have a mutually shared field of experience,which means a similar __________ they apply to the message.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Ford Focus Image -Consider the Ford Focus image above.Which promotional element is Ford using to promote its partnership with 3M Racing and Greg Biffle of NASCAR fame?

Correct AnswerverifiedShow Answer

The actions a firm takes during the promotion decision process include __________,executing,and assessing the promotion program.

Correct AnswerverifiedShow Answer

The concept of designing marketing communications programs that coordinate all promotional activities-advertising,personal selling,sales promotion,public relations,and direct marketing-to provide a consistent message across all audiences is referred to as __________.

Correct AnswerverifiedShow Answer

Sales promotion refers to

Correct AnswerverifiedShow Answer

A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales,in terms of either dollars or units sold,is referred to as __________ budgeting.

Correct AnswerverifiedShow Answer

The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as __________.

Correct AnswerverifiedShow Answer

All of the following are examples of sales promotion tools EXCEPT:

Correct AnswerverifiedShow Answer

The promotional mix can be used to: (1) inform prospective buyers about the benefits of the product; (2) persuade them to try it; and (3) __________.

Correct AnswerverifiedShow Answer

Correct Answer
verified
Publicity is a nonpersonal,indirectly pa...
View Answer

Correct Answer
verified

Correct Answer
verified
Large portions of the U.S.population use...
View Answer

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