Question 1

During the planning phase of an IMC program, a firm will __________, specify the promotion objectives, set the budget, select the right promotional tools, design the promotion, and schedule the promotion.

Accepted Answer

A)  pretest the promotion
B)  identify the target audience
C)  state the mission
D)  identify possible advertising or promotional firms
E)  carry out the promotionF) None of the above
G) B) and D)

Question 2

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Accepted Answer

Promotional strategies can assist in mov...

Question 3

Many promotional efforts, and especially personal selling efforts, are focused towards __________, who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.

Accepted Answer

A)  sales personnel
B)  ultimate consumers
C)  intermediaries
D)  repeat buyers
E)  nonprospectsF) A) and E)
G) C) and D)

Question 4

Which of the following is the best approach to promotion budgeting?

Accepted Answer

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

Question 5

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

Accepted Answer

A)  a concept
B)  an offer
C)  a brand
D)  a slogan
E)  a channel of communicationF) C) and D)
G) A) and B)

Question 6

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled D represents __________.

Accepted Answer

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

Question 7

In the hierarchy of effects, the consumer's actual first purchase and use of the product or brand is referred to as the __________ stage.

Accepted Answer

A)  adoption
B)  evaluation
C)  awareness
D)  interest
E)  trialF) D) and E)
G) A) and D)

Question 8

In a promotional sense, customized interaction is exemplified by

Accepted Answer

A)  the creation of unique products based upon the needs and wants of individual consumers.
B)  the translation of a company's message into multiple languages for use in advertising in different countries or regions.
C)  personal selling between a seller and a prospective buyer that can include face-to-face, telephone, and interactive electronic communication.
D)  the creation of different promotional campaigns based on gender, age, or ethnicity.
E)  the use of different images (such the covers of Sports Illustrated)  to reach different product groupings.F) All of the above
G) B) and C)

Question 9

A 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) B) and E)
G) C) and E)

Question 10

Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities - advertising, personal selling, sales promotion, public relations, and direct marketing - to provide __________.

Accepted Answer

A)  retailers with cooperative media buys
B)  a consistent message across all audiences
C)  the firm with a feedback loop
D)  a marketing matrix
E)  a media mix useful to all types of companiesF) All of the above
G) A) and B)

Question 11

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled B represents __________.

Accepted Answer

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

Question 12

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) C) and D)
G) B) and E)

Question 13

Publicity refers to

Accepted Answer

A)  a nonpersonal, indirectly paid presentation of an organization, product, or service.
B)  a short-term inducement of value offered to arouse interest in buying a product or service.
C)  methods used to get a nonpersonal, directly paid presentation of a company or its products.
D)  a paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
E)  a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.F) A) and D)
G) B) and E)

Question 14

Each year, advertisers spend millions of dollars during the Super Bowl half-time show. These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle. Unfortunately, during the half-time festivities, many viewers dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers. The desire for food and drink is an example of __________, which inhibits effective communication.

Accepted Answer

A)  distraction
B)  diversion
C)  ineffective encoding
D)  information overload
E)  noiseF) C) and D)
G) D) and E)

Question 15

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 B)
G) C) and D)

Question 16

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)  fields of experience
B)  receiving
C)  encoding
D)  decoding
E)  messagingF) B) and D)
G) D) and E) C

Question 17

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as __________.

Accepted Answer

A)  direct order consignment
B)  lead generation
C)  traffic generation
D)  indirect order fulfillment
E)  first-mover advantageF) A) and B)
G) B) and E)

Question 18

The best approach to budgeting is objective and task budgeting, whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and

Accepted Answer

A)  asks the ad agency for an estimate.
B)  asks the media to propose a program.
C)  determines the promotion cost of performing these tasks.
D)  determines what spending level top management will allow for the proposed program.
E)  surveys customers to determine what spending levels they think are appropriateF) A) and D)
G) B) and E) C

Question 19

Consumers who read, hear, or see the message sent by a source during the communication process are referred to as __________.

Accepted Answer

A)  decoders
B)  the target market
C)  receivers
D)  sources
E)  encodersF) B) and C)
G) A) and C)

Question 20

Which of the following is NOT essential to engage today's customers using social media promotions?

Accepted Answer

A)  Encourage and respond to comments and feedback, both positive and negative.
B)  Create sweepstakes, contests, and deals that reward current and new customers.
C)  Post relevant content about the benefits and uses of the product.
D)  Send out a product sample to everyone who engages with a "Like" or "Follow" of the brand.
E)  Supplement text with photos and videos.F) A) and B)
G) D) and E)

Exam 14: Integrated Marketing Communications and Direct Marketing

During the planning phase of an IMC program, a firm will __________, specify the promotion objectives, set the budget, select the right promotional tools, design the promotion, and schedule the promotion.

Correct Answer
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Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Correct Answer
verified
Promotional strategies can assist in mov...
View Answer

Many promotional efforts, and especially personal selling efforts, are focused towards __________, who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.

Correct Answer
verified

Which of the following is the best approach to promotion budgeting?

Correct Answer
verified

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

Correct Answer
verified

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled D represents __________.

Correct Answer
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A

In the hierarchy of effects, the consumer's actual first purchase and use of the product or brand is referred to as the __________ stage.

Correct Answer
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In a promotional sense, customized interaction is exemplified by

Correct Answer
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A source refers to

Correct Answer
verified

Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities - advertising, personal selling, sales promotion, public relations, and direct marketing - to provide __________.

Correct Answer
verified

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled B represents __________.

Correct Answer
verified

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 Answer
verified

Publicity refers to

Correct Answer
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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
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Correct Answer
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C

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as __________.

Correct Answer
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The best approach to budgeting is objective and task budgeting, whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and

Correct Answer
verified
C

Consumers who read, hear, or see the message sent by a source during the communication process are referred to as __________.

Correct Answer
verified

Which of the following is NOT essential to engage today's customers using social media promotions?

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

During the planning phase of an IMC program, a firm will __________, specify the promotion objectives, set the budget, select the right promotional tools, design the promotion, and schedule the promotion.

Correct AnswerverifiedShow Answer

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Correct AnswerverifiedPromotional strategies can assist in mov...View AnswerShow Answer

Many promotional efforts, and especially personal selling efforts, are focused towards __________, who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.

Correct AnswerverifiedShow Answer

Which of the following is the best approach to promotion budgeting?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled D represents __________.

Correct AnswerverifiedA

In the hierarchy of effects, the consumer's actual first purchase and use of the product or brand is referred to as the __________ stage.

Correct AnswerverifiedShow Answer

In a promotional sense, customized interaction is exemplified by

Correct AnswerverifiedShow Answer

A source refers to

Correct AnswerverifiedShow Answer

Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities - advertising, personal selling, sales promotion, public relations, and direct marketing - to provide __________.

Correct AnswerverifiedShow Answer

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled B represents __________.

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

Publicity refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedC

The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as __________.

Correct AnswerverifiedShow Answer

The best approach to budgeting is objective and task budgeting, whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and

Correct AnswerverifiedC

Consumers who read, hear, or see the message sent by a source during the communication process are referred to as __________.

Correct AnswerverifiedShow Answer

Which of the following is NOT essential to engage today's customers using social media promotions?

Correct AnswerverifiedShow Answer

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Promotional strategies can assist in mov...
View Answer

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A

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C

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C

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