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Exam 14: Integrated Marketing Communications and Direct Marketing

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Question 21

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Direct marketing faces several challenges and opportunities in global markets.Several countries,such as Italy and Denmark,have requirements for mandatory "opt-in"-that is

A) global marketers must pay a special fee beyond the regular postage for the privilege of using a country's postal system.
B) global marketers wishing to use direct marketing must have all mailings approved by their respective trade commissions for appropriateness of content.
C) global marketers have to purchase special "catalog" postage at a cost higher than what is charged for the same weight of mail sent from one individual to another.
D) consumers have to pay a special fee to the government to defray the costs of mail carriers having to handle larger volumes of mail from catalogues.
E) potential customers must give permission to include their name on a list for direct marketing solicitations.

F) D) and E)
G) B) and C)

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Question 22

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Which of the following is an inherent strength of advertising?

A) advertising provides immediate feedback
B) advertising can deliver complex information
C) advertising can create messages quickly
D) advertising is an efficient means for reaching large numbers of people-the mass market
E) advertising is often the most credible source of information for consumers

F) A) and C)
G) A) and E)

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Question 23

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The combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product; (2) persuade them to try it; and (3) remind them later about the benefits they enjoyed by using the product is referred to as the __________.

Businesses vary as to the amount of security they require or can afford to access their computer files.A company that sells a complete line of firewalls,from a no-frills version to one that uses complex retinal scans,would most likely employ which promotional element to effectively promote its product to businesses?

Which of the following statements about advertising is most accurate?

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

Errors in communication can occur in several ways: (1) the source may not adequately transform the abstract idea into an effective set of symbols; (2) a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3) the receiver may not properly transform the set of symbols into the correct abstract idea; or (4) __________.

In the communication process,noise refers to

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

The Olympics have become a very visible example of a comprehensive integrated communication program.For organizers,primary importance is placed on

After a receiver responds to a message,the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as __________.

"To phase out" is the promotional objective of which stage of the product life cycle?

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

Figure 14-1 -Figure 14-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "F" is referred to as __________.

Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?

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

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.

Wasted coverage can be reduced by which of method of promotion?

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

The marketing manager from a heavy-equipment manufacturer in Dallas,Texas was attending an international trade show in Japan.There were many prospective customers from different countries who seemed interested in the firm's product.However,they had difficulty following the manager's explanations of product features due to his heavy Texas drawl.In this case,the accent would be considered __________.