Question 1

A product characteristic known as ________ refers to the technical sophistication of the product and the amount of understanding required to use it.

Accepted Answer

A)  user-friendliness
B)  risk
C)  complexity
D)  ancillary service
E)  accessibilityF) C) and D)
G) C) and E)

Question 2

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket,you are being influenced primarily by which promotional element?

Accepted Answer

A)  advertising
B)  sales promotion
C)  public relations
D)  publicity
E)  personal sellingF) All of the above
G) A) and B)

Question 3

Which of the following is a weakness of direct marketing?

Accepted Answer

A)  high absolute costs
B)  declining customer response rates
C)  inconsistent messages from salespeople
D)  difficult to get media cooperation
E)  easily duplicated and can easily lead to promotion warsF) A) and B)
G) All of the above

Question 4

L'Oréal created an advertisement for its Visible Lift makeup.Glamour magazine,in which the ad for the L'Oréal Visible Lift makeup appeared,is an example of

Accepted Answer

A)  a message.
B)  noise.
C)  a feedback loop.
D)  a source.
E)  a channel of communication.F) D) and E)
G) C) and D)

Question 5

Pharmaceutical companies now spend more than $3.8 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-lineF) A) and E)
G) A) and B)

Question 6

Figure 17-6
 
-The promotion decision process is divided into three phases.In Figure 17-6 above,Box A refers to the ________ phase.

Accepted Answer

A)  planning
B)  forecasting
C)  evaluation
D)  realization
E)  implementationF) A) and C)
G) D) and E)

Question 7

During the planning phase of the promotion program,marketers focus on the four Ws,which include all of the following,in question form,except which?

Accepted Answer

A)  What are the promotion objectives,the budget,and the kinds of copy to use?
B)  Why is the promotion being done?
C)  When should the promotions be run?
D)  Who is the target audience?
E)  Where should the promotions be run?F) A) and E)
G) A) and C)

Question 8

In terms of product characteristics,the greater the risk,the greater the need for ________ as a key element of the promotional mix.

Accepted Answer

A)  advertising
B)  personal selling
C)  sales promotion
D)  publicity
E)  public relationsF) C) and D)
G) A) and B)

Question 9

During the implementation phase of an IMC program,a firm will ________ and carry out promotion.

Accepted Answer

A)  posttest the promotion
B)  design the promotion
C)  state the mission
D)  identify possible advertising or promotional firms
E)  pretest the promotionF) B) and C)
G) B) and E)

Question 10

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 forecastF) B) and C)
G) None of the above

Question 11

A marketing manager at an auto company computed its promotion-to-sales ratio,that of the major competitor,and the auto industry itself.She found that the company's ratio was 2.8 percent,the competitor's ratio was 4.5 percent,and the auto industry average was 6.7 percent.She then realized

Accepted Answer

A)  she was spending too little on promotional efforts.
B)  she needed to explain these numbers to her boss,especially in relation to the industry.
C)  the competitor shortly would be taking market share from the company.
D)  she spent her promotional dollars effectively.
E)  overall the industry was wasting money on ineffective sales promotions such as cash-back offers.F) B) and D)
G) A) and D)

Question 12

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

Accepted Answer

A)  encryptor.
B)  message carrier.
C)  originator.
D)  receiver.
E)  source.F) B) and C)
G) A) and B)

Question 13

Melissa saw an ad promoting Vermont as a tourist destination and a great place to live.The ad contained a postage-paid reply card that could be used to request more information.In terms of the communication process,mailing in the postcard with a request for further information is an example of

Accepted Answer

A)  a stimulus.
B)  a field of experience.
C)  a response.
D)  noise.
E)  a feedback loop.F) A) and E)
G) A) and D)

Question 14

The second stage in the hierarchy of effects is

Accepted Answer

A)  interest.
B)  awareness.
C)  involvement.
D)  trial.
E)  evaluation.F) B) and D)
G) D) and E)

Question 15

Although the lack of control means that it is rarely the main element of a promotional campaign,________ is an important part of most of them.

Accepted Answer

A)  publicity
B)  advertising
C)  personal selling
D)  sales promotion
E)  direct marketingF) B) and C)
G) C) and D)

Question 16

The promotion-to-sales ratio is a measure used in the ________ budgeting approach.

Accepted Answer

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

Question 17

Ann recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase the product.In terms of the communication process,the Claritin ad resulted in a(n)

Accepted Answer

A)  stimulus.
B)  exposure.
C)  field of experience.
D)  subconscious impulse.
E)  response.F) None of the above
G) A) and B)

Question 18

All of the following factors are used to balance the elements of the promotional mix except which?

Accepted Answer

A)  the channel of distribution
B)  the product's life cycle
C)  the decision stage of the buyer
D)  the different departments responsible for implementing the sales promotion tactics
E)  the characteristics of the productF) A) and D)
G) C) and D)

Question 19

In the communication process,noise refers to

Accepted Answer

A)  any unsolicited response from consumers or potential consumers regarding a company's message.
B)  any communication with consumers who are not in the target audience.
C)  extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process.
D)  the use of colors,words,sounds,or images that make an otherwise simple message more complex.
E)  a unique set of terms,expressions,or jargon that carries a specific meaning within a specific field (i.e. ,the medical profession,legal profession,etc. ) .F) B) and C)
G) None of the above

Question 20

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

Accepted Answer

A)  sales promotion
B)  public relations
C)  advertising
D)  public service announcements
E)  personal sellingF) B) and E)
G) A) and E)

Exam 17: Integrated Marketing Communications and Direct Marketing

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

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Figure 17-6 -The promotion decision process is divided into three phases.In Figure 17-6 above,Box A refers to the ________ phase.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In the communication process,noise refers to

Correct AnswerverifiedShow Answer

During the implementation phase of an IMC program,a firm will ________ and carry out promotion.

Correct AnswerverifiedShow Answer

Ann recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase the product.In terms of the communication process,the Claritin ad resulted in a(n)

Correct AnswerverifiedShow Answer

Pharmaceutical companies now spend more than $3.8 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

Which of the following is a weakness of direct marketing?

Correct AnswerverifiedShow Answer

The second stage in the hierarchy of effects is

Correct AnswerverifiedShow Answer

The promotion-to-sales ratio is a measure used in the ________ budgeting approach.

Correct AnswerverifiedShow Answer

A product characteristic known as ________ refers to the technical sophistication of the product and the amount of understanding required to use it.

Correct AnswerverifiedShow Answer

L'Oréal created an advertisement for its Visible Lift makeup.Glamour magazine,in which the ad for the L'Oréal Visible Lift makeup appeared,is an example of

Correct AnswerverifiedShow Answer

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket,you are being influenced primarily by which promotional element?

Correct AnswerverifiedShow Answer

A marketing manager at an auto company computed its promotion-to-sales ratio,that of the major competitor,and the auto industry itself.She found that the company's ratio was 2.8 percent,the competitor's ratio was 4.5 percent,and the auto industry average was 6.7 percent.She then realized

Correct AnswerverifiedShow Answer

Melissa saw an ad promoting Vermont as a tourist destination and a great place to live.The ad contained a postage-paid reply card that could be used to request more information.In terms of the communication process,mailing in the postcard with a request for further information is an example of

Correct AnswerverifiedShow Answer

In terms of product characteristics,the greater the risk,the greater the need for ________ as a key element of the promotional mix.

Correct AnswerverifiedShow Answer

During the planning phase of the promotion program,marketers focus on the four Ws,which include all of the following,in question form,except which?

Correct AnswerverifiedShow Answer

All of the following factors are used to balance the elements of the promotional mix except which?

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

Although the lack of control means that it is rarely the main element of a promotional campaign,________ is an important part of most of them.

Correct AnswerverifiedShow Answer

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