Question 1

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

Accepted Answer

A)  advertising only
B)  personal selling only
C)  sales promotion and advertising
D)  publicity and advertising
E)  advertising and personal sellingF) A) and B)
G) A) and C)

Question 2

Advertising refers to

Accepted Answer

A)  any nonpersonal,indirectly paid presentation of an organization,service,or product.
B)  a short-term inducement of value offered to arouse interest in buying a product or service.
C)  methods used to identify a target market for a particular product or service.
D)  any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor.
E)  any unpaid form of personal presentation of products and services.F) A) and B)
G) None of the above

Question 3

In the hierarchy of effects,adoption refers to

Accepted Answer

A)  the point at which the consumer accepts the integrity of the manufacturer and the reliability of the product.
B)  the consumer's appraisal of the product or brand on the majority of important attributes.
C)  an increase in the consumer's desire to learn about some of the features of the product or brand.
D)  the consumer's actual first purchase and use of the product or brand.
E)  the consumer's repeated purchase and use of the product or brand after a favorable experience on the first trial.F) A) and B)
G) A) and C)

Question 4

For a message to be communicated effectively,the sender and receiver must have a mutually shared field of experience,which means a similar ________ they apply to the message.

Accepted Answer

A)  positioning
B)  national,regional,or ethnic origin
C)  understanding and knowledge
D)  feeling
E)  set of psychographicsF) B) and D)
G) A) and B)

Question 5

Ford Motor Co.partnered with Toby Keith to offer consumers a chance to win a 2018 Ford F-150 and "a VIP weekend experience for you and three guests in Cabo San Lucas,where you'll get to hang with Toby at his hideaway." Which promotional element is being used here?

Accepted Answer

A)  advertising
B)  personal selling
C)  publicity
D)  sales promotion
E)  direct marketingF) D) and E)
G) None of the above

Question 6

Explain what the hierarchy of effects is.List and explain the five stages.

Accepted Answer

The hierarchy of effects is the sequence...

Question 7

An unsatisfied customer who switches brands is hard to replace.Which stage of the product life cycle is focused on maintaining loyal buyers?

Accepted Answer

A)  introduction
B)  maturity
C)  growth
D)  relationship development
E)  declineF) A) and B)
G) B) and D)

Question 8

The proper blend of elements in the promotional mix depends on the type of product.The three specific characteristics to be considered are complexity,________,and ancillary services.

Accepted Answer

A)  relevance
B)  focus
C)  risk
D)  meaning
E)  impactF) B) and E)
G) A) and D)

Question 9

Traffic generation is

Accepted Answer

A)  the outcome of an offer designed to motivate people to visit a business.
B)  the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.
C)  direct communication with consumers to generate a response in the form of an order,a request for further information,or a visit to a retail outlet.
D)  the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information.
E)  an increase in the amount of foot traffic in a retail establishment that coincides with a new advertising campaign.F) None of the above
G) A) and E)

Question 10

Which of the following statements about executing and evaluating the promotion program is most accurate?

Accepted Answer

A)  Although there are five elements in the promotional mix,the only element that really benefits from an IMC audit is advertising.
B)  Most IMC programs have no difficulty creating a pretest,but posttests are much more difficult to construct since a number of unknown elements must be measured.
C)  In addition to ensuring that traditional forms of communication are integrated,companies must be able to monitor consumer content,respond to inconsistent messages,and answer questions from individual customers.
D)  The ideal IMC program does not need any evaluation if it is executed according to plan.
E)  The most effective IMC audits are external.Internal audits tend to bias the results in the favor of the marketing staff's expectations.F) B) and E)
G) A) and B)

Question 11

Figure 17-2
 
-To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled D represents

Accepted Answer

A)  advertising.
B)  personal selling.
C)  public relations.
D)  sales promotion.
E)  direct marketing.F) A) and E)
G) All of the above

Question 12

In the hierarchy of effects,awareness is defined as

Accepted Answer

A)  the consumer's first actual purchase and use of the product or brand.
B)  the consumer's repeated purchase and use of the product or brand.
C)  the consumer's appraisal of the product or brand on important attributes.
D)  an increase in the consumer's desire to learn about some of the features of the product or brand.
E)  the consumer's ability to recognize and remember the product or brand name.F) B) and D)
G) A) and E)

Question 13

In the prepurchase stage of the consumer journey,

Accepted Answer

A)  trade promotions are more effective than personal selling.
B)  publicity is the most effective promotion tool.
C)  advertising is more helpful than personal selling.
D)  personal selling is more effective than advertising.
E)  personal selling is the most effective way to communicate with potential buyers.F) All of the above
G) B) and C)

Question 14

Promotional programs are specifically directed toward a group of prospective buyers,or a(n)

Accepted Answer

A)  source.
B)  diffuser.
C)  encoder.
D)  target audience.
E)  particular media.F) C) and E)
G) A) and B)

Question 15

In the purchase stage of the consumer journey,research indicates that ________ activities shorten the time consumers take to adopt a product or service.

Accepted Answer

A)  public relations
B)  direct marketing
C)  advertising
D)  product sampling
E)  social mediaF) A) and D)
G) C) and D)

Question 16

Which of the following is a weakness of personal selling?

Accepted Answer

A)  It can be difficult to receive good feedback with personal selling.
B)  It can be difficult to get media cooperation.
C)  It is extremely expensive per exposure.
D)  Personal selling can be easily duplicated.
E)  Personal selling can easily lead to promotion wars.F) A) and B)
G) A) and C)

Question 17

The integrated marketing communications approach for Taco Bell seeks to

Accepted Answer

A)  develop iconic television advertising.
B)  consider all touchpoints,from in-store posters to all forms of media.
C)  use traditional promotion tools only.
D)  use new social media only.
E)  apply word-of-mouth advertising only.F) A) and B)
G) D) and E)

Question 18

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

Accepted Answer

A)  decline
B)  growth
C)  remind
D)  maturity
E)  introductionF) All of the above
G) B) and C)

Question 19

Managers often use the promotion-to-sales ratio on their marketing dashboards to assess how effective the integrated marketing communications program expenditures were at generating

Accepted Answer

A)  sales.
B)  customer satisfaction.
C)  profits.
D)  promotional sustainability.
E)  CPM.F) A) and C)
G) C) and D)

Question 20

At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

Accepted Answer

A)  introduction
B)  growth
C)  accelerated development
D)  maturity
E)  declineF) C) and D)
G) A) and E)

Exam 17: Integrated Marketing Communications and Direct Marketing

In the purchase stage of the consumer journey,research indicates that ________ activities shorten the time consumers take to adopt a product or service.

Correct AnswerverifiedShow Answer

Which of the following statements about executing and evaluating the promotion program is most accurate?

Correct AnswerverifiedShow Answer

Promotional programs are specifically directed toward a group of prospective buyers,or a(n)

Correct AnswerverifiedShow Answer

Which of the following is a weakness of personal selling?

Correct AnswerverifiedShow Answer

For a message to be communicated effectively,the sender and receiver must have a mutually shared field of experience,which means a similar ________ they apply to the message.

Correct AnswerverifiedShow Answer

An unsatisfied customer who switches brands is hard to replace.Which stage of the product life cycle is focused on maintaining loyal buyers?

Correct AnswerverifiedShow Answer

The proper blend of elements in the promotional mix depends on the type of product.The three specific characteristics to be considered are complexity,________,and ancillary services.

Correct AnswerverifiedShow Answer

Advertising refers to

Correct AnswerverifiedShow Answer

In the hierarchy of effects,awareness is defined as

Correct AnswerverifiedShow Answer

Managers often use the promotion-to-sales ratio on their marketing dashboards to assess how effective the integrated marketing communications program expenditures were at generating

Correct AnswerverifiedShow Answer

Traffic generation is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

Correct AnswerverifiedShow Answer

Explain what the hierarchy of effects is.List and explain the five stages.

Correct AnswerverifiedThe hierarchy of effects is the sequence...View AnswerShow Answer

Figure 17-2 -To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled D represents

Correct AnswerverifiedShow Answer

In the hierarchy of effects,adoption refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In the prepurchase stage of the consumer journey,

Correct AnswerverifiedShow Answer

Ford Motor Co.partnered with Toby Keith to offer consumers a chance to win a 2018 Ford F-150 and "a VIP weekend experience for you and three guests in Cabo San Lucas,where you'll get to hang with Toby at his hideaway." Which promotional element is being used here?

Correct AnswerverifiedShow Answer

The integrated marketing communications approach for Taco Bell seeks to

Correct AnswerverifiedShow Answer

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The hierarchy of effects is the sequence...
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