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Exam 16: Integrated Marketing Communications and Direct Marketing

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Question 101

Multiple Choice

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After watching the 30-minute infomercial on OxiClean, Mariah was certain that the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Mariah has engaged in:

A) decoding.
B) lead generation.
C) receiving.
D) messaging.

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Question 102

Multiple Choice

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At which stage of the product life cycle is the least amount of money spent on the promotional mix?

A) maturity
B) harvesting
C) decline
D) divestment

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Question 103

Multiple Choice

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Which of the following statements describes a key difference between advertising and publicity?

Reference: 16-03 Figure 16-4 -In Figure 16-4, the element of the promotion mix that is highest in importance in the purchase stage of the buying decision, is labelled 'B.' This refers to:

A food warehouse gets a very good buy on a brand of frozen orange juice and, rather than maintain it as extra inventory, would like to sell it quickly to retailers. Which promotional element should be used?

When Mike Clark and Jack Curry rate current movies for USA Today newspaper using a possible one to four star rating, it is an example of:

When a manufacturer directs its promotional mix at ultimate consumers to encourage them to ask retailers for the product, the strategy is called a:

Which form of promotion budgeting most closely relates to the marketing concept?

Another name for competitive parity budgeting is__________ budgeting.

When Procter & Gamble introduced Swiffer, a new product to make it easier to clean increasingly popular hardwood floors, it knew it had to achieve high brand awareness among its potential consumers because the product was low-tech and fairly easily imitated. Which promotional element did P&G emphasize?

Publicity is:

Personal selling is:

When Nestlé Canada launched Aero and Kit Kat Singles-a smaller serving of its chocolate bars that are 100 calories or less-to the Canadian market, they used traditional print media, a partnered contest, and an online promotion of "hero" characters of the chocolate bar brands, Kit and Bubbles. What marketing concept is Nestlé Canada practicing here?

During the post-purchase stage of the consumer's purchase decision, marketers want to reduce post-purchase anxiety for their customers. Which of the following would be most useful for accomplishing this objective?

Imagine a small retailer saying, "Well, after budgeting for all of our expenses for next year, we still have about $7500 remaining for emergencies. How about if we budget 20 percent of that amount for advertising?" What budgeting technique is the small retailer using?

The best and most methodical approach to promotion budgeting is

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes. What form of marketing communication did it use?

Compare push and pull strategies as alternative promotional methods of moving a product through a channel of distribution.

After watching the 30-minute infomercial on OxiClean, Mariah was certain that the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Mariah is a:

Companies vary as to the amount of security they require or can afford for their computer files. Firewalls are a type of software that protects computer files from unauthorized entry. A company that had developed a complete line of firewalls from a no-frills version to a version that uses retinal scans for admittance would most likely need to employ which promotional element?