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Exam 17: Integrated Marketing Communications and Direct Marketing

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Question 31

Multiple Choice

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Sales promotions cannot be the sole basis for a promotional campaign because

A) all sales promotions have legal time limit restrictions to prevent unfair trade practices.
B) gains from sales promotion are often temporary and sales drop off when it ends.
C) sales promotions are too costly and soon become a financial liability.
D) sales promotions are traditionally handled by outside firms and not the manufacturer,which often results in a significant loss of profit.
E) consumers obtain an inflated impression of a product's actual value or worth.

F) B) and E)
G) All of the above

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Question 32

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Sales promotion refers to

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.

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

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Question 33

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The difficulty with the objective and task approach to promotional budgeting is the judgment required to

An important factor in developing successful IMC programs is to create a process that facilitates their design and use.A tool used to evaluate a company's current process is the IMC

In terms of a promotional schedule,businesses such as ski resorts,airlines,and professional sports teams are likely to reduce their promotional activity

Figure 17-5 -Channel A in Figure 17-5 above represents which type of promotional channel strategy?

When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product,it is using a(n) ________ strategy.

A major weakness of ________ as a form of promotion is that it requires expensive database management.

When an English speaker reads the KFC slogan "Finger-lickin' good!" he or she interprets this as an indication that the food tastes very good.When this slogan was translated into Chinese,the Chinese speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing

If used continuously,which of the following promotional elements will most likely lose its effectiveness?

According to the text,________ recently won Advertising Age magazine's coveted Media Agency of the Year award.

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as ________ budgeting.

Many promotional efforts are focused on ________,who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.

In the hierarchy of effects,the consumer's appraisal of the product or brand on important attributes is referred to as the ________ stage.

Customers report many benefits of direct marketing,including which of these?

The concept of designing marketing communications programs that coordinate all promotional activities-advertising,personal selling,sales promotion,public relations,and direct marketing-to provide a consistent message across all audiences is referred to as

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

Which of the following forms of direct marketing has the highest business expenditures?

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

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 E represents