Question 1

By taking consumer expectations into consideration,integrated marketing communications (IMC) is a key element in a company's __________ strategy.

Accepted Answer

A)  generic business
B)  retail life cycle
C)  market segmentation
D)  sustainable development
E)  customer experience managementF) C) and E)
G) C) and D)

Question 2

In the postpurchase stage of the consumer purchase decision process,which promotional element is MOST IMPORTANT?

Accepted Answer

A)  public relations
B)  communication
C)  sales promotion
D)  advertising
E)  personal sellingF) B) and D)
G) All of the above

Question 3

Procter & Gamble introduced Old Spice High Endurance antiperspirant,targeted to teenage boys who don't watch much TV.P&G did grassroots marketing including handing out samples at skateboarding events and sponsoring a contest for the "high-school football player of the year." P&G emphasized which promotional element in this example?

Accepted Answer

A)  sales promotion
B)  advertising
C)  personal selling
D)  public relations
E)  word-of-mouthF) A) and E)
G) A) and B)

Question 4

A nonpersonal,indirectly paid presentation of an organization,product,or service that can take the form of a news story,editorial,or product announcement is referred to as (a) __________.

Accepted Answer

A)  direct sales
B)  publicity
C)  direct marketing
D)  public service announcement
E)  personal sellingF) All of the above
G) B) and D)

Question 5

Which of the following messages represents a potential communication error?

Accepted Answer

A)  "Once in-a-lifetime offer!"
B)  "Buy one,get one free!"
C)  "Can't read? Let us help.Free literacy classes."
D)  "Great part-time job opportunity;transportation required."
E)  "Two bottled waters for $3.00 or $1.75 apiece."F) B) and E)
G) A) and B)

Question 6

Which of the following statements regarding the promotional mix is most accurate?

Accepted Answer

A)  For maximum impact,funding for promotions should be equally divided among the five elements of the promotional mix.
B)  The promotional mix can be influenced by the target audience for the promotion,the stage of the product's life cycle,the characteristics of the product,the decision stage of the buyer,and the channel of distribution.
C)  Regardless of which other elements are selected,advertising must be included in every promotional decision in order for an IMC campaign to be successful.
D)  Decisions regarding the promotional mix should be left to each manager in the marketing department who knows best direction what to do for his or her own specialty.
E)  It is not necessary to have a coordinated goal for an IMC campaign provided each department has a goal of its own.F) B) and D)
G) C) and D)

Question 7

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) B) and E)
G) None of the above

Question 8

Which of the following is an inherent weakness of direct marketing?

Accepted Answer

A)  it is a low cost means of reaching the target market
B)  its messages may differ between direct mailings,confusing the target market
C)  it is expensive and time consuming to develop and maintain a database
D)  it is difficult to get media cooperation
E)  it can lead to promotion warsF) B) and D)
G) C) and D)

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

Question 10

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

Accepted Answer

A)  the source
B)  the message
C)  the fields of experience
D)  feedback
E)  the receiverF) C) and D)
G) A) and D)

Question 11

In Figure 17-4 above,the black line "D" shows that __________,a tool of the promotion mix,is least important during the purchase stage of the consumer purchase decision process.

Accepted Answer

A)  advertising
B)  public relations
C)  communication
D)  sales promotion
E)  personal sellingF) A) and C)
G) B) and E)

Question 12

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

Accepted Answer

A)  direct
B)  indirect
C)  push
D)  pull
E)  verticalF) A) and E)
G) C) and E)

Question 13

Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because

Accepted Answer

A)  its strategy includes using all types of promotional activities that deliver a consistent message.
B)  it does not want to reach any member of its target audience more than once to conserve resources.
C)  IMC is less expensive than other forms of promotion,such as public service announcements.
D)  if it didn't,Disney would have to use indirect personal selling.
E)  it is more concerned about frequency of attendance than geographic reach.F) B) and D)
G) C) and D)

Question 14

Marketers have observed that our marketplace is shifting to an "age of engagement." All of the following are forms of consumer engagement EXCEPT:

Accepted Answer

A)  QR codes.
B)  reality shows using online voting.
C)  Facebook Pages.
D)  Twitter re-tweets.
E)  public relations.F) All of the above
G) D) and E)

Question 15

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 C)
G) A) and B)

Question 16

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 "Like" and "Follow" the brand.
E)  Supplement text with photos and videos.F) D) and E)
G) B) and D)

Question 17

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

Question 18

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

Accepted Answer

A)  public relations
B)  direct selling
C)  merchandising
D)  word-of-mouth
E)  direct marketingF) A) and B)
G) C) and D)

Question 19

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

Question 20

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 D)
G) B) and C)

Exam 17: Integrated Marketing Communications and Direct Marketing

A nonpersonal,indirectly paid presentation of an organization,product,or service that can take the form of a news story,editorial,or product announcement is referred to as (a) __________.

Correct Answer
verified

Which of the following messages represents a potential communication error?

Correct Answer
verified

By taking consumer expectations into consideration,integrated marketing communications (IMC) is a key element in a company's __________ strategy.

Correct Answer
verified

A source refers to

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

In Figure 17-4 above,the black line "D" shows that __________,a tool of the promotion mix,is least important during the purchase stage of the consumer purchase decision process.

Correct Answer
verified

Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because

Correct Answer
verified

In the postpurchase stage of the consumer purchase decision process,which promotional element is MOST IMPORTANT?

Correct Answer
verified

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

Marketers have observed that our marketplace is shifting to an "age of engagement." All of the following are forms of consumer engagement EXCEPT:

Correct Answer
verified

Traffic generation is

Correct Answer
verified

Which of the following is an inherent weakness of direct marketing?

Correct Answer
verified

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

Correct Answer
verified

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 statements regarding the promotional mix is most accurate?

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

A nonpersonal,indirectly paid presentation of an organization,product,or service that can take the form of a news story,editorial,or product announcement is referred to as (a) __________.

Correct AnswerverifiedShow Answer

Which of the following messages represents a potential communication error?

Correct AnswerverifiedShow Answer

By taking consumer expectations into consideration,integrated marketing communications (IMC) is a key element in a company's __________ strategy.

Correct AnswerverifiedShow Answer

A source refers to

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In Figure 17-4 above,the black line "D" shows that __________,a tool of the promotion mix,is least important during the purchase stage of the consumer purchase decision process.

Correct AnswerverifiedShow Answer

Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because

Correct AnswerverifiedShow Answer

In the postpurchase stage of the consumer purchase decision process,which promotional element is MOST IMPORTANT?

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

Marketers have observed that our marketplace is shifting to an "age of engagement." All of the following are forms of consumer engagement EXCEPT:

Correct AnswerverifiedShow Answer

Traffic generation is

Correct AnswerverifiedShow Answer

Which of the following is an inherent weakness of direct marketing?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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 statements regarding the promotional mix is most accurate?

Correct AnswerverifiedShow Answer

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