Question 1

Pharmaceutical companies now spend more than .8 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.This combines a pull strategy with a push one.

Accepted Answer

A)   consumer integrated
B)   doctor cohort
C)   informational DVD
D)   direct-to-consumer
E)   customized on-line

Question 2

The promotional objective of the decline stage of the product life cycle is to

Accepted Answer

A)   inform.
B)   persuade.
C)   compare.
D)   remind.
E)   phase out.

Question 3

In a marketing context,all of the following are channels of communication used to convey a message from a source to a receiver except which?

Accepted Answer

A)   magazine
B)   news release
C)   salesperson
D)   feedback
E)   TV

Question 4

Figure 14-4

-Channel B in Figure 14-4 represents which type of promotional channel strategy?

Accepted Answer

A)   direct
B)   indirect
C)   push
D)   pull
E)   vertical

Question 5

The promotional objective of the maturity stage of the product life cycle is to

Accepted Answer

A)   inform.
B)   persuade.
C)   remind.
D)   sway.
E)   convince.

Question 6

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 7

In a marketing context,the acronym IMC refers to

Accepted Answer

A)   interactive media convergence.
B)   internal marketing communications.
C)   integrated marketing collaboration.
D)   integrated marketing communications.
E)   international marketing communications.

Question 8

The promotional mix refers to

Accepted Answer

A)   the three underlying appeals used that make promotions effective: sex appeal, humor appeal, and fear appeal.
B)   the combination of both paid and nonpaid marketing tools used to promote product interest.
C)   the set of promotional tools designed to motivate prospective buyers to purchase products and services: awareness, interest, evaluation, trial, and adoption.
D)   the composition of the objectives of the promotion: to inform, to persuade, to remind, and to phase out.
E)   the combination of one or more communication tools used to inform prospective buyers about the benefits of the product, persuade them to try it, and remind them later about the benefits they enjoyed by using the product.

Question 9

Which of the following statements regarding the promotional mix is most accurate?

Accepted Answer

A)   For maximum impact, funding for promotions should be equally divided among the five elements of the promotional mix.
B)   The promotional mix can be influenced by the target audience for the promotion, the stage of the product's life cycle, the characteristics of the product, the decision stage of the buyer, and the channel of distribution.
C)   Regardless of which other elements are selected, advertising must be included in every promotional decision in order for an IMC campaign to be successful.
D)   Decisions regarding the promotional mix should be left to each manager in the marketing department who knows best what to do for his or her own specialty.
E)   It is not necessary to have a coordinated goal for an IMC campaign provided each department has a goal of its own.

Question 10

__________ is advisable for all marketing communications to ensure that messages will be decoded properly.

Accepted Answer

A)   Use of an observable receiver
B)   Customization
C)   Elimination of the channel
D)   Pretesting
E)   Omitting the feedback loop

Question 11

A company or person who has information to convey during the communication process is referred to as

Accepted Answer

A)   an encryptor.
B)   a message carrier.
C)   an originator.
D)   a receiver.
E)   a source.

Question 12

To 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)   infrastructure of market customization.
D)   integrated marketing communications.
E)   integrated media convergence.

Question 13

Ford held a Ford Focus Sweepstakes in partnership with 3M Racing.Participants entered by e-mail or by liking Ford's Facebook page for a chance to win a custom 2012 Ford Focus.Which promotional element was Ford using to promote its partnership with 3M Racing and NASCAR driver Greg Biffle,who was featured in announcements?

Accepted Answer

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

Question 14

Promotion objectives should possess three important qualities.They should be designed for a well-defined target audience,be measurable,and

Accepted Answer

A)   contain some element of appeal, such as sex, fear, or humor.
B)   be profitable.
C)   stay within clearly defined budgetary constraints.
D)   cover a specified time period.
E)   retain some degree of flexibility.

Question 15

Proponents of Do-Not-Track regulations suggest that website owners that use cookies to collect information about consumers' shopping habits should only do so

Accepted Answer

A)   with new customers.
B)   with consumers' consent.
C)   with repeat customers.
D)   when new products are being offered.
E)   when competitors use cookies.

Question 16

A common way to assess the effectiveness of all promotion expenditures during the past year is to calculate

Accepted Answer

A)   a break-even point.
B)   a promotion-to-sales ratio.
C)   ROI.
D)   a promotion-to-expenses ratio.
E)   an advertising-to-sales promotion ratio.

Question 17

All of the following are tools used by a firm's public relations department except which?

Accepted Answer

A)   special events
B)   focus groups
C)   lobbying efforts
D)   press conferences
E)   image management

Question 18

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant.In terms of the communication process,the __________ of the information in the product's advertisement is Procter & Gamble,its manufacturer.

Accepted Answer

A)   receiver
B)   source
C)   essence
D)   decoder
E)   communication channel

Question 19

Research indicates that publicity followed by advertising with the same message

Accepted Answer

A)   undermines the credibility of the first message and therefore lessons its effect.
B)   increases the positive response to the message.
C)   decreases the positive response to the message even if it is delivered by a well-known spokesperson.
D)   is less effective than publicity followed by a sales promotion, such as a contest or product sample.
E)   is no more or less effective than when used alone.

Question 20

Promotion objectives should possess three important qualities.They should cover a specified time period,be measurable,and

Accepted Answer

A)   unique in character.
B)   appealing.
C)   be designed for a well-defined target audience.
D)   repeatable.
E)   creative.

Exam 14: Integrated Marketing Communications and Direct Marketing

The promotional objective of the decline stage of the product life cycle is to

Correct Answer
verified

In a marketing context,all of the following are channels of communication used to convey a message from a source to a receiver except which?

Correct Answer
verified

Proponents of Do-Not-Track regulations suggest that website owners that use cookies to collect information about consumers' shopping habits should only do so

Correct Answer
verified

Correct Answer
verified

Which of the following statements regarding the promotional mix is most accurate?

Correct Answer
verified

The promotional objective of the maturity stage of the product life cycle is to

Correct Answer
verified

Research indicates that publicity followed by advertising with the same message

Correct Answer
verified

A company or person who has information to convey during the communication process is referred to as

Correct Answer
verified

Promotion objectives should possess three important qualities.They should be designed for a well-defined target audience,be measurable,and

Correct Answer
verified

All of the following are tools used by a firm's public relations department except which?

Correct Answer
verified

Sales promotion refers to

Correct Answer
verified

Promotion objectives should possess three important qualities.They should cover a specified time period,be measurable,and

Correct Answer
verified

In a marketing context,the acronym IMC refers to

Correct Answer
verified

Pharmaceutical companies now spend more than .8 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.This combines a pull strategy with a push one.

Correct Answer
verified

The promotional mix refers to

Correct Answer
verified

To 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

Correct Answer
verified

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant.In terms of the communication process,the __________ of the information in the product's advertisement is Procter & Gamble,its manufacturer.

Correct Answer
verified

A common way to assess the effectiveness of all promotion expenditures during the past year is to calculate

Correct Answer
verified

__________ is advisable for all marketing communications to ensure that messages will be decoded properly.

Correct Answer
verified

Figure 14-4 -Channel B in Figure 14-4 represents which type of promotional channel strategy?

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

The promotional objective of the decline stage of the product life cycle is to

Correct AnswerverifiedShow Answer

In a marketing context,all of the following are channels of communication used to convey a message from a source to a receiver except which?

Correct AnswerverifiedShow Answer

Proponents of Do-Not-Track regulations suggest that website owners that use cookies to collect information about consumers' shopping habits should only do so

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements regarding the promotional mix is most accurate?

Correct AnswerverifiedShow Answer

The promotional objective of the maturity stage of the product life cycle is to

Correct AnswerverifiedShow Answer

Research indicates that publicity followed by advertising with the same message

Correct AnswerverifiedShow Answer

A company or person who has information to convey during the communication process is referred to as

Correct AnswerverifiedShow Answer

Promotion objectives should possess three important qualities.They should be designed for a well-defined target audience,be measurable,and

Correct AnswerverifiedShow Answer

All of the following are tools used by a firm's public relations department except which?

Correct AnswerverifiedShow Answer

Sales promotion refers to

Correct AnswerverifiedShow Answer

Promotion objectives should possess three important qualities.They should cover a specified time period,be measurable,and

Correct AnswerverifiedShow Answer

In a marketing context,the acronym IMC refers to

Correct AnswerverifiedShow Answer

Pharmaceutical companies now spend more than .8 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.This combines a pull strategy with a push one.

Correct AnswerverifiedShow Answer

The promotional mix refers to

Correct AnswerverifiedShow Answer

To 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

Correct AnswerverifiedShow Answer

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant.In terms of the communication process,the __________ of the information in the product's advertisement is Procter & Gamble,its manufacturer.

Correct AnswerverifiedShow Answer

A common way to assess the effectiveness of all promotion expenditures during the past year is to calculate

Correct AnswerverifiedShow Answer

__________ is advisable for all marketing communications to ensure that messages will be decoded properly.

Correct AnswerverifiedShow Answer

Figure 14-4 -Channel B in Figure 14-4 represents which type of promotional channel strategy?

Correct AnswerverifiedShow Answer

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