Question 1

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

Accepted Answer

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

Question 2

Decoding refers to

Accepted Answer

A)  receiving a message within a common field of experience and breaking down that information into small usable units to better interpret its meaning.
B)  having a receiver take a set of symbols,the message,and transform them into an idea.
C)  receiving a message that requires integration of new information to fully understand the intended meaning.
D)  having the sender transform an abstract idea into a set of symbols that can be universally understood.
E)  having a sender take a set of symbols,the message,and transform them into an idea.F) B) and D)
G) B) and C)

Question 3

What are the strengths/advantages and weaknesses/disadvantages of using direct marketing in the promotional mix?

Accepted Answer

Direct marketing is a promotion alternat...

Question 4

According to recent research,which consumers are considered "digital natives"?

Accepted Answer

A)  baby boomers
B)  Hispanics
C)  Catholics
D)  college students
E)  people living in the coastal United StatesF) None of the above
G) A) and B)

Question 5

Cardiac Science is a California-based company that makes defibrillators,heart monitors,and other medical equipment.It is preparing to market its products in Greece.The company's marketing manager is responsible for the promotional campaign in Greece,and she wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience.Which of the following is the best example of a communications problem that might arise because her field of experience is different from that of her audience?

Accepted Answer

A)  The name of the product,when translated into Greek,has an unintended meaning.
B)  Her target audience is strongly ethnocentric.
C)  The trade journals in which the company wants to run its ads do not accept ads from foreign companies.
D)  A Greek bureaucrat who is responsible for determining that the Cardiac Science products meet national standards has taken a personal dislike to her.
E)  The ads are in trade journals that Greek hospital administrators don't read.F) None of the above
G) A) and B)

Question 6

A primary function of the promotional mix is to

Accepted Answer

A)  explain how to use a product.
B)  persuade consumers to try a product.
C)  inform customers of complementary offerings.
D)  inform customers of pricing changes.
E)  point out flaws in competitors' products.F) A) and E)
G) B) and E)

Question 7

The promotional objective of the growth stage of the product life cycle is to ________ consumers in what is often an intensely competitive environment.

Accepted Answer

A)  inform
B)  remind
C)  update
D)  persuade
E)  swayF) B) and C)
G) A) and C)

Question 8

When employing a pull strategy,a manufacturer

Accepted Answer

A)  advertises a great deal to its wholesalers,retailers,and ultimate consumers with the use of nationwide advertising campaigns.
B)  forces a retailer to promote its product by placing national brand ads in local newspapers.
C)  directs the promotional mix at ultimate consumers to encourage them to ask retailers for the product.
D)  directs the promotional mix toward channel members to gain their cooperation in ordering and stocking the product.
E)  directs retailers to promote one product over another to help balance fluctuations in inventory.F) D) and E)
G) None of the above

Question 9

The promotion decision process is divided into three steps.What are they? Briefly describe each one.

Accepted Answer

The promotion decision process is divide...

Question 10

The last stage in the hierarchy of effects is

Accepted Answer

A)  interest.
B)  awareness.
C)  adoption.
D)  repurchase.
E)  evaluation.F) A) and C)
G) None of the above

Question 11

Figure 17-1
 
-Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J) .The position labeled D is referred to as

Accepted Answer

A)  decoding.
B)  the receiver.
C)  the fields of experience.
D)  encoding.
E)  feedback.F) A) and E)
G) B) and C)

Question 12

A food warehouse store got a very good buy on a brand of frozen orange juice and,rather than maintain it as extra inventory,needs to sell it quickly to consumers.Which promotional element should be used?

Accepted Answer

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

Question 13

In a brainstorming session for a new drug to lower cholesterol,the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market.In terms of the communication process,the transformation of this idea into an ad campaign is an example of

Accepted Answer

A)  noise.
B)  receiving.
C)  encoding.
D)  decoding.
E)  messaging.F) A) and E)
G) A) and B)

Question 14

When a furniture company employs designers that meet with customers to advise them on home decoration,the company is using

Accepted Answer

A)  advertising.
B)  personal selling.
C)  sales promotion.
D)  public relations.
E)  publicity.F) A) and B)
G) C) and D)

Question 15

Advertising,sales promotion,and public relations are often said to use ________ because they are used with groups of prospective buyers.

Accepted Answer

A)  cooperative selling
B)  mass selling
C)  customized selling
D)  collection selling
E)  paid sellingF) B) and D)
G) None of the above

Question 16

In the postpurchase stage of the consumer journey,advertising and personal selling help

Accepted Answer

A)  reduce the need for personal contact.
B)  support the public relations element,which plays a major role.
C)  sales discounting requirements.
D)  reduce the buyer's postpurchase anxiety.
E)  shorten the time consumers take to adopt a product.F) A) and B)
G) All of the above

Question 17

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

Accepted Answer

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

Question 18

The formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by

Accepted Answer

A)  total marketing costs.
B)  unit sales price.
C)  average revenue.
D)  net sales.
E)  total sales.F) B) and C)
G) All of the above

Question 19

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 C represents

Accepted Answer

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

Question 20

Amazon.com,a successful online retailer,manages an extensive customer database that is used to determine which products are suggested to each customer.Some data are best collected from the customer;other data are best collected from the businesses where purchases are made.Which of the following customer data are best collected by Amazon through tracking transactions?

Accepted Answer

A)  lifestyles
B)  price
C)  demographics
D)  media use
E)  Tax ID numbersF) All of the above
G) B) and C)

Exam 17: Integrated Marketing Communications and Direct Marketing

Decoding refers to

Correct Answer
verified

In the postpurchase stage of the consumer journey,advertising and personal selling help

Correct Answer
verified

When employing a pull strategy,a manufacturer

Correct Answer
verified

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J) .The position labeled D is referred to as

Correct Answer
verified

A food warehouse store got a very good buy on a brand of frozen orange juice and,rather than maintain it as extra inventory,needs to sell it quickly to consumers.Which promotional element should be used?

Correct Answer
verified

According to recent research,which consumers are considered "digital natives"?

Correct Answer
verified

Correct Answer
verified

Advertising,sales promotion,and public relations are often said to use ________ because they are used with groups of prospective buyers.

Correct Answer
verified

A primary function of the promotional mix is to

Correct Answer
verified

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

Correct Answer
verified

The last stage in the hierarchy of effects is

Correct Answer
verified

Correct Answer
verified

The promotional objective of the growth stage of the product life cycle is to ________ consumers in what is often an intensely competitive environment.

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

The promotion decision process is divided into three steps.What are they? Briefly describe each one.

Correct Answer
verified
The promotion decision process is divide...
View Answer

When a furniture company employs designers that meet with customers to advise them on home decoration,the company is using

Correct Answer
verified

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 C represents

Correct Answer
verified

The formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by

Correct Answer
verified

What are the strengths/advantages and weaknesses/disadvantages of using direct marketing in the promotional mix?

Correct Answer
verified
Direct marketing is a promotion alternat...
View Answer

Exam 17: Integrated Marketing Communications and Direct Marketing

Decoding refers to

Correct AnswerverifiedShow Answer

In the postpurchase stage of the consumer journey,advertising and personal selling help

Correct AnswerverifiedShow Answer

When employing a pull strategy,a manufacturer

Correct AnswerverifiedShow Answer

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements (Boxes A through J) .The position labeled D is referred to as

Correct AnswerverifiedShow Answer

A food warehouse store got a very good buy on a brand of frozen orange juice and,rather than maintain it as extra inventory,needs to sell it quickly to consumers.Which promotional element should be used?

Correct AnswerverifiedShow Answer

According to recent research,which consumers are considered "digital natives"?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Advertising,sales promotion,and public relations are often said to use ________ because they are used with groups of prospective buyers.

Correct AnswerverifiedShow Answer

A primary function of the promotional mix is to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The last stage in the hierarchy of effects is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The promotional objective of the growth stage of the product life cycle is to ________ consumers in what is often an intensely competitive environment.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The promotion decision process is divided into three steps.What are they? Briefly describe each one.

Correct AnswerverifiedThe promotion decision process is divide...View AnswerShow Answer

When a furniture company employs designers that meet with customers to advise them on home decoration,the company is using

Correct AnswerverifiedShow 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 C represents

Correct AnswerverifiedShow Answer

The formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by

Correct AnswerverifiedShow Answer

What are the strengths/advantages and weaknesses/disadvantages of using direct marketing in the promotional mix?

Correct AnswerverifiedDirect marketing is a promotion alternat...View AnswerShow Answer

Correct Answer
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The promotion decision process is divide...
View Answer

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Correct Answer
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Correct Answer
verified
Direct marketing is a promotion alternat...
View Answer