Question 1

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  accelerated development
E)  early growthF) All of the above
G) A) and B)

Question 2

For a promotional campaign, hierarchy of effects refers to the stages a prospective buyer goes through, which include

Accepted Answer

A)  awareness, interest, evaluation, trial, and rejection.
B)  interest, adoption, and brand loyalty.
C)  cognition, affect, and behavior.
D)  awareness, interest, evaluation, trial, and adoption.
E)  seeing an ad, trying the product, buying the product, and buying the product again.F) All of the above
G) A) and B)

Question 3

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) C) and D)
G) A) and B)

Question 4

All-you-can-afford-budgeting refers to

Accepted Answer

A)  allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
B)  matching a competitor's absolute level of spending or the proportion per point of market share.
C)  determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks.
D)  allocating funds to a promotion only after all other budget items are covered.
E)  allocating funds to a promotion based on expected profits generated from it.F) A) and E)
G) B) and C)

Question 5

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

Accepted Answer

A)  audit.
B)  sensitivity analysis.
C)  what-if analysis.
D)  perceptual map.
E)  pretest.F) A) and C)
G) C) and E)

Question 6

The promotional mix includes __________, personal selling, sales promotion, public relations, and direct marketing.

Accepted Answer

A)  publicity
B)  infomercials
C)  advertising
D)  risk-free trials
E)  word-of-mouthF) A) and C)
G) C) and E)

Question 7

The growing concern about __________ has led to a decline in direct marketing response rates among some customer groups.

Accepted Answer

A)  government regulation
B)  privacy
C)  landfill waste
D)  postal rates
E)  fraudF) B) and E)
G) B) and D)

Question 8

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

Accepted Answer

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

Question 9

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)  Messages may differ between salespeople.
D)  Personal selling can be easily duplicated.
E)  Personal selling can easily lead to promotion wars.F) B) and C)
G) B) and D)

Question 10

In the communication process, printing mistakes that affect the meaning of a newspaper advertisement, or using words or pictures that fail to communicate the message clearly, are referred to as

Accepted Answer

A)  noise.
B)  clutter.
C)  disruptions.
D)  distortions.
E)  annoyances.F) B) and C)
G) A) and B)

Question 11

All of the following were elements of Taco Bell's Cool Ranch Doritos Locos Tacos campaign except

Accepted Answer

A)  social media.
B)  outdoor ads.
C)  direct mail.
D)  public relations.
E)  cinema ads.F) B) and E)
G) C) and E)

Question 12

Source refers to

Accepted Answer

A)  any paid form of advertising.
B)  consumers who read, hear, or see the message during the communications process.
C)  a company or person who has information to convey during the communications process.
D)  people with similar understanding and knowledge who are willing to share that knowledge with others.
E)  a group of individuals who are willing to receive information from others.F) All of the above
G) A) and E)

Question 13

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

Accepted Answer

A)  the media mix.
B)  the marketing matrix.
C)  the promotional blend.
D)  marketing by objectives.
E)  integrated marketing communications.F) D) and E)
G) A) and D)

Question 14

In the communication process, __________ ensure(s)  that messages are decoded properly.

Accepted Answer

A)  encoding
B)  posttesting
C)  feedback
D)  pretesting
E)  the feedback loopF) A) and B)
G) A) and D)

Question 15

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)  __________.

Accepted Answer

A)  the communications channel is not properly developed
B)  there is no interest on the part of the receiver
C)  feedback may be so delayed or distorted that it is of no use to the sender
D)  the message is considered too ordinary because the field of experience is too large
E)  the encoder is inexperienced, resulting in too much noiseF) A) and D)
G) A) and C)

Question 16

All products go through a product life cycle of __________ stages: __________.

Accepted Answer

A)  two; new and improved
B)  two; growth and decline
C)  three; new, improved, and obsolete
D)  four; awareness, interest, trial, and adoption
E)  four; introduction, growth, maturity, and declineF) All of the above
G) D) and E)

Question 17

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

Accepted Answer

A)  a message
B)  a concept
C)  a brand
D)  a slogan
E)  an offerF) C) and D)
G) None of the above

Question 18

During the post-purchase 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) B) and E)
G) A) and E)

Question 19

The design of the promotion will play a primary role in determining the message that is communicated to the audience. Successful designs are often the result of

Accepted Answer

A)  accurately estimating costs of tasks.
B)  identifying appropriate objectives.
C)  accurately estimating what task will accomplish each objective.
D)  obtaining insights regarding consumers' interests and behavior.
E)  obtaining insights regarding task performance.F) B) and D)
G) A) and D)

Question 20

The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

Accepted Answer

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

Exam 17: Integrated Marketing Communications and Direct Marketing

Which of the following is a weakness of personal selling?

Correct Answer
verified

Source refers to

Correct Answer
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For a promotional campaign, hierarchy of effects refers to the stages a prospective buyer goes through, which include

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

In the communication process, __________ ensure(s) that messages are decoded properly.

Correct Answer
verified

All products go through a product life cycle of stages: .

Correct Answer
verified

The promotional mix includes __________, personal selling, sales promotion, public relations, and direct marketing.

Correct Answer
verified

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

Correct Answer
verified

During the post-purchase 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 Answer
verified

The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

Correct Answer
verified

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

Correct Answer
verified

The design of the promotion will play a primary role in determining the message that is communicated to the audience. Successful designs are often the result of

Correct Answer
verified

In the communication process, printing mistakes that affect the meaning of a newspaper advertisement, or using words or pictures that fail to communicate the message clearly, are referred to as

Correct Answer
verified

All-you-can-afford-budgeting refers to

Correct Answer
verified

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

All of the following were elements of Taco Bell's Cool Ranch Doritos Locos Tacos campaign except

Correct Answer
verified

The growing concern about __________ has led to a decline in direct marketing response rates among some customer groups.

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

Which of the following is a weakness of personal selling?

Correct AnswerverifiedShow Answer

Source refers to

Correct AnswerverifiedShow Answer

For a promotional campaign, hierarchy of effects refers to the stages a prospective buyer goes through, which include

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In the communication process, __________ ensure(s) that messages are decoded properly.

Correct AnswerverifiedShow Answer

All products go through a product life cycle of __________ stages: __________.

Correct AnswerverifiedShow Answer

The promotional mix includes __________, personal selling, sales promotion, public relations, and direct marketing.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

During the post-purchase 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

The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The design of the promotion will play a primary role in determining the message that is communicated to the audience. Successful designs are often the result of

Correct AnswerverifiedShow Answer

In the communication process, printing mistakes that affect the meaning of a newspaper advertisement, or using words or pictures that fail to communicate the message clearly, are referred to as

Correct AnswerverifiedShow Answer

All-you-can-afford-budgeting refers to

Correct AnswerverifiedShow Answer

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

All of the following were elements of Taco Bell's Cool Ranch Doritos Locos Tacos campaign except

Correct AnswerverifiedShow Answer

The growing concern about __________ has led to a decline in direct marketing response rates among some customer groups.

Correct AnswerverifiedShow Answer

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All products go through a product life cycle of stages: .

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