Question 1

The promotional mix can be used to: (1) inform prospective buyers about the benefits of the product; (2) __________; and (3) remind them later about the benefits they enjoyed by using the product.

Accepted Answer

A)  explain how to use the product
B)  persuade them to try it
C)  inform customers of complementary offerings
D)  inform customers of pricing changes
E)  lure customers away from competitors' productsF) C) and D)
G) A) and C)

Question 2

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

Question 3

Figure 14-1
-Figure 14-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "B" is referred to as __________.

Accepted Answer

A)  the source
B)  the message
C)  the receiver
D)  encoding
E)  feedbackF) A) and B)
G) All of the above

Question 4

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 unintentional 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) A) and B)
G) D) and E)

Question 5

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 appropriate.F) A) and B)
G) A) and E)

Question 6

Which form of promotion budgeting most closely relates to the marketing concept?

Accepted Answer

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

Question 7

Pharmaceutical companies now spend more than $4.2 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.

Accepted Answer

A)  consumer integrated
B)  doctor cohort
C)  informational DVD
D)  direct-to-consumer
E)  customized on-lineF) B) and C)
G) B) and D)

Question 8

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

Question 9

All of the following are forms of direct marketing EXCEPT:

Accepted Answer

A)  catalogs
B)  in-store free samples
C)  telemarketing
D)  paid searches
E)  direct mailF) A) and B)
G) A) and C)

Question 10

Allegra is an antihistamine.To create brand awareness,the company is offering people who request information about the product a seat cushion to use at their favorite sporting event.Its television ad shows a woman half-heartedly watching a sporting event.The voiceover asks if she is bored or congested.In the next scene,the person is having a great time and is decongested after taking Allegra.This use of the same promotional theme throughout a company's marketing campaign is an example of how marketers use __________.

Accepted Answer

A)  the retailing mix
B)  integrated marketing communications (IM
C)  
C)  the branding mix
D)  coordinated channels of communication
E)  marketing by objectives (MBO) F) A) and C)
G) None of the above

Question 11

Although the lack of control means that it is rarely the main element of a promotional campaign,__________ is an important element of most promotional campaigns.

Accepted Answer

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

Question 12

The fourth stage in the hierarchy of effects is __________.

Accepted Answer

A)  interest
B)  awareness
C)  adoption
D)  trial
E)  evaluationF) A) and D)
G) B) and E)

Question 13

Coupons,rebates,samples,and sweepstakes are all examples of __________.

Accepted Answer

A)  endorsements
B)  sponsorships
C)  free publicity
D)  purchase aids
E)  sales promotionsF) B) and C)
G) B) and E)

Question 14

Which of the following statements describes a key difference between advertising and public relations?

Accepted Answer

A)  Public relations is more expensive on a cost-per-contact basis than advertising.
B)  Public relations is usually directly paid while advertising is usually indirectly paid.
C)  Advertising is usually directly paid while public relations is usually indirectly paid.
D)  Advertising provides an immediate feedback loop while public relations does not.
E)  Public relations always has a much greater reach than advertising.F) A) and C)
G) C) and E)

Question 15

Which of the following is the newest way to engage consumers?

Accepted Answer

A)  television advertising
B)  QR codes
C)  e-mail
D)  magazine advertising
E)  public service announcementsF) A) and B)
G) A) and C)

Question 16

A pull strategy is when 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) None of the above
G) D) and E)

Question 17

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 is referred to as __________.

Accepted Answer

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

Question 18

Which of the following is an inherent weakness of advertising?

Accepted Answer

A)  extremely high expense per exposure
B)  difficult to get media cooperation
C)  high absolute costs
D)  easily duplicated
E)  can easily lead to promotion warsF) None of the above
G) D) and E)

Question 19

Percentage of sales budgeting refers to

Accepted Answer

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

Question 20

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

Exam 14: Integrated Marketing Communications and Direct Marketing

All of the following are forms of direct marketing EXCEPT:

Correct Answer
verified

Pharmaceutical companies now spend more than $4.2 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.

Correct Answer
verified

Percentage of sales budgeting refers to

Correct Answer
verified

Correct Answer
verified

Which of the following statements describes a key difference between advertising and public relations?

Correct Answer
verified

The promotional mix can be used to: (1) inform prospective buyers about the benefits of the product; (2) __________; and (3) remind them later about the benefits they enjoyed by using the product.

Correct Answer
verified

Correct Answer
verified

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
verified

A pull strategy is when a manufacturer

Correct Answer
verified

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 is referred to as __________.

Correct Answer
verified

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

Which of the following is an inherent weakness of advertising?

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

Which form of promotion budgeting most closely relates to the marketing concept?

Correct Answer
verified

Figure 14-1 -Figure 14-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "B" is referred to as __________.

Correct Answer
verified

Although the lack of control means that it is rarely the main element of a promotional campaign,__________ is an important element of most promotional campaigns.

Correct Answer
verified

Coupons,rebates,samples,and sweepstakes are all examples of __________.

Correct Answer
verified

The fourth stage in the hierarchy of effects is __________.

Correct Answer
verified

Which of the following is the newest way to engage consumers?

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

Exam 14: Integrated Marketing Communications and Direct Marketing

All of the following are forms of direct marketing EXCEPT:

Correct AnswerverifiedShow Answer

Pharmaceutical companies now spend more than $4.2 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.

Correct AnswerverifiedShow Answer

Percentage of sales budgeting refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements describes a key difference between advertising and public relations?

Correct AnswerverifiedShow Answer

The promotional mix can be used to: (1) inform prospective buyers about the benefits of the product; (2) __________; and (3) remind them later about the benefits they enjoyed by using the product.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

A pull strategy is when a manufacturer

Correct AnswerverifiedShow Answer

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 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 AnswerverifiedShow Answer

Which of the following is an inherent weakness of advertising?

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

Which form of promotion budgeting most closely relates to the marketing concept?

Correct AnswerverifiedShow Answer

Figure 14-1 -Figure 14-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "B" is referred to as __________.

Correct AnswerverifiedShow Answer

Although the lack of control means that it is rarely the main element of a promotional campaign,__________ is an important element of most promotional campaigns.

Correct AnswerverifiedShow Answer

Coupons,rebates,samples,and sweepstakes are all examples of __________.

Correct AnswerverifiedShow Answer

The fourth stage in the hierarchy of effects is __________.

Correct AnswerverifiedShow Answer

Which of the following is the newest way to engage consumers?

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified