Question 1

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in:

Accepted Answer

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

Question 2

Figure 16-3
 
-The promotional objective of the decline stage of the product life cycle as shown in Figure 16-3 is to _.

Accepted Answer

A)  persuade
B)  compare
C)  inform
D)  Firms traditionally do not promote a product during its decline stage.

Question 3

Wasted coverage can most easily be reduced by which of the methods of promotion?

Accepted Answer

A)  public service announcements
B)  advertising
C)  public relations
D)  personal selling

Question 4

In which of the following situations would use of the competitive parity budget-setting method be most appropriate?

Accepted Answer

A)  Two or more companies are introducing a totally new product to the market.
B)  Two or more companies exist in an oligopoly, and are planning on a product diversification strategy.
C)  Two or more companies exist in pure competition and compete on the basis of product differentiation.
D)  Two or more companies are competing with similar products and similar promotional goals.

Question 5

No matter what the specific objective might be, from building awareness to increasing repeat purchases, promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, cover a specified time period, and:

Accepted Answer

A)  appeal to intermediaries.
B)  be measurable.
C)  be humorous.
D)  rely on fear.

Question 6

Figure 16-1
 
-In Figure 16-1, the position labeled "B" is referred to as .

Accepted Answer

A)  the source
B)  encoding
C)  the message
D)  the receiver

Question 7

According to Estelle Metayer, a Competia privacy expert, 62% of consumers are vulnerable to security attacks because they:

Accepted Answer

A)  use free Wi-Fi sites.
B)  over-share on social media.
C)  don't use secure payment methods online.
D)  do not change their passwords often enough.

Question 8

Royal Bank of Canada's annual report to shareholders is an example of:

Accepted Answer

A)  advertising.
B)  public relations.
C)  sales promotion.
D)  direct marketing.

Question 9

For a message to be communicated effectively, the sender and receiver must have a mutually shared:

Accepted Answer

A)  length and breadth of experience with a given product.
B)  area of expertise.
C)  field of experience.
D)  promotional mix.

Question 10

Reference: 16-03
Figure 16-4
 
-In Figure 16-4, the line element of the promotion mix that is least important in the purchase stage of the buying decision, is labelled 'D.' This refers to:

Accepted Answer

A)  communication
B)  advertising
C)  sales promotion
D)  public relations

Question 11

All of the following are essential aspects of social media promotions that engage customers EXCEPT:

Accepted Answer

A)  posting relevant content about the benefits of the product.
B)  being current and timely with all interactions.
C)  responding to feedback and comments that are positive only.
D)  supplementing text with photos and videos.

Question 12

Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms. She called her doctor and asked for a prescription. In terms of the communication process, Ann had a__________ to the Claritin ad.

Accepted Answer

A)  response
B)  source reaction
C)  noise filter
D)  feedback source

Question 13

Which method of promotion budgeting would most likely be used by small businesses?

Accepted Answer

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

Question 14

Which of the promotional elements has the potential to create promotion wars, be easily abused, and easily duplicated?

Accepted Answer

A)  advertising
B)  sales promotion
C)  personal selling
D)  publicity

Question 15

L'Oréal created an advertisement for its Visible Lift makeup. In terms of the communication process, the __________in the ad for Visible Lift makeup informed
Prospective customers that the makeup reduced fine facial lines after 30 days of use and evened out skin tones.

Accepted Answer

A)  source
B)  message
C)  channel
D)  decoder

Question 16

Which of the promotional elements has the inherent weaknesses of being temporary, losing effectiveness in time, and causing customers to question the product's value?

Accepted Answer

A)  publicity
B)  sales promotion
C)  advertising
D)  personal selling

Question 17

Purina Dog Chow runs several television advertisements that focuses on 'them' versus 'us' which compares their competitor products to the latest Purina product. This type of advertising would be most effective during which stage?

Accepted Answer

A)  growth
B)  decline
C)  introduction
D)  incubation

Question 18

Which of the following statements describes a disadvantage associated with personal selling?

Accepted Answer

A)  A salesperson cannot control to whom a presentation is made.
B)  Presentations often provide little opportunity for consumer feedback.
C)  There may be inconsistency from one salesperson to another.
D)  Personal selling permits far too much wasted coverage.

Question 19

In the Doritos Locos Tacos campaign, Taco Bell spent their promotional mix dollars in:

Accepted Answer

A)  Traditional media (60%) , Digital media (20%) , and New media (20%) .
B)  Traditional media (50%) and Digital media (50%) .
C)  Traditional media (30%) , Digital media (60%) , and New media (10%) .
D)  Traditional media (70%) , Digital media (20%) , and New media (10%) .

Question 20

Discuss how the use of direct mobile marketing will become more important in the future.

Accepted Answer

The answer of Discuss how the use of direct mobile...

Exam 16: Integrated Marketing Communications and Direct Marketing

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in:

Correct AnswerverifiedShow Answer

Royal Bank of Canada's annual report to shareholders is an example of:

Correct AnswerverifiedShow Answer

L'Oréal created an advertisement for its Visible Lift makeup. In terms of the communication process, the __________in the ad for Visible Lift makeup informed Prospective customers that the makeup reduced fine facial lines after 30 days of use and evened out skin tones.

Correct AnswerverifiedShow Answer

Which method of promotion budgeting would most likely be used by small businesses?

Correct AnswerverifiedShow Answer

No matter what the specific objective might be, from building awareness to increasing repeat purchases, promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, cover a specified time period, and:

Correct AnswerverifiedShow Answer

All of the following are essential aspects of social media promotions that engage customers EXCEPT:

Correct AnswerverifiedShow Answer

Purina Dog Chow runs several television advertisements that focuses on 'them' versus 'us' which compares their competitor products to the latest Purina product. This type of advertising would be most effective during which stage?

Correct AnswerverifiedShow Answer

Which of the promotional elements has the potential to create promotion wars, be easily abused, and easily duplicated?

Correct AnswerverifiedShow Answer

For a message to be communicated effectively, the sender and receiver must have a mutually shared:

Correct AnswerverifiedShow Answer

Which of the following statements describes a disadvantage associated with personal selling?

Correct AnswerverifiedShow Answer

In the Doritos Locos Tacos campaign, Taco Bell spent their promotional mix dollars in:

Correct AnswerverifiedShow Answer

Reference: 16-03 Figure 16-4 -In Figure 16-4, the line element of the promotion mix that is least important in the purchase stage of the buying decision, is labelled 'D.' This refers to:

Correct AnswerverifiedShow Answer

According to Estelle Metayer, a Competia privacy expert, 62% of consumers are vulnerable to security attacks because they:

Correct AnswerverifiedShow Answer

Which of the promotional elements has the inherent weaknesses of being temporary, losing effectiveness in time, and causing customers to question the product's value?

Correct AnswerverifiedShow Answer

Wasted coverage can most easily be reduced by which of the methods of promotion?

Correct AnswerverifiedShow Answer

In which of the following situations would use of the competitive parity budget-setting method be most appropriate?

Correct AnswerverifiedShow Answer

Figure 16-3 -The promotional objective of the decline stage of the product life cycle as shown in Figure 16-3 is to _.

Correct AnswerverifiedShow Answer

Figure 16-1 -In Figure 16-1, the position labeled "B" is referred to as .

Correct AnswerverifiedShow Answer

Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms. She called her doctor and asked for a prescription. In terms of the communication process, Ann had a__________ to the Claritin ad.

Correct AnswerverifiedShow Answer

Discuss how the use of direct mobile marketing will become more important in the future.

Correct AnswerverifiedShow Answer

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