Question 1

In a feedback loop, a response refers to

Accepted Answer

A)   the number of times a consumer must hear a message before it can be accurately decoded.
B)   the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process.
C)   the positive or negative feedback that a consumer expresses immediately after exposure to a company's message.
D)   the impact, either positive or negative, that occurs when one consumer interprets a firm's message through word of mouth to another potential consumer using his or her own words.
E)   the length of time required for a typical customer to associate a specific slogan, theme, melody, or logo with a specific product brand.

Question 2

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 budgeting

Question 3

The integrated marketing communications approach for Taco Bell seeks to

Accepted Answer

A)   develop iconic television advertising.
B)   consider all touch points, from in-store posters to all forms of media.
C)   use traditional promotion tools only.
D)   use new social media only.
E)   apply word-of-mouth advertising only.

Question 4

What is the best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?

Accepted Answer

The best approach to budgeting is object...

Question 5

All of the following are examples of direct marketing tools except which?

Accepted Answer

A)   direct mail
B)   telephone solicitations
C)   rebates
D)   catalogs
E)   direct-response ads on TV

Question 6

Figure 15-1
-Figure 15-1 above depicts the communication process, which consists of ten key elements (Boxes A through J) . The position labeled D is referred to as

Accepted Answer

A)   encoding.
B)   the message.
C)   decoding.
D)   the fields of experience.
E)   feedback.

Question 7

The design of the promotion will play a primary role in determining the message that is communicated to the audience. Successful designs rely in part on

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)   evaluating staff on task performance.

Question 8

When you buy Crest toothpaste at your local supermarket because you have a 50-cents-off coupon for it, even though that is not your regular brand, you are being influenced primarily by which promotional element?

Accepted Answer

A)   advertising
B)   sales promotion
C)   public relations
D)   publicity
E)   personal selling

Question 9

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)   sampling
D)   interest
E)   trial

Question 10

Ford held the One Tough Ride Sweepstakes in partnership with the PBR (Professional Bull Riding)  World Finals. Participants entered by online for the chance to win a new 2018 Ford F-Series truck of his or her choice and a VIP trip for two to the PBR World Finals in Vegas. Which promotional element was Ford using here?

Accepted Answer

A)   advertising
B)   personal selling
C)   sales promotion
D)   publicity
E)   direct marketing

Question 11

The two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence the purchase decision of a person or group is referred to as

Accepted Answer

A)   sales promotion.
B)   personal selling.
C)   direct selling.
D)   advertising.
E)   public relations.

Question 12

In a marketing context, 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.

Question 13

Albert Searchware is a type of search engine used at company websites to handle customer questions. The firm is trying to determine what promotional strategy should be employed with its flagship product. It has determined that search engine software is in the growth stage of its product life cycle. Which of the following options should it employ?

Accepted Answer

A)   devote 40 percent of the promotional budget to a sales promotion that supplies the public with demonstration CDs to prove the merits of its software
B)   spend 30 percent of the budget in the effort to generate publicity for its software
C)   use the majority of its promotional budget on advertising that focuses on brand differences
D)   use a balanced budget and spend equally for each of the four promotional choices in an attempt to even out sales growth
E)   encourage its tech support staff to emphasize the superiority of its software and its after-sale support

Question 14

Amazon.com, a successful online retailer, manages an extensive customer database that is used to determine which products are suggested to each customer. Some data are collected from the customer; other data are collected from the businesses where purchases are made. Which of the following customer data are best collected from the customer?

Accepted Answer

A)   brand
B)   price
C)   media use
D)   model
E)   quantity

Question 15

A food warehouse store obtained a very good price on a brand of frozen orange juice and, rather than maintain it as extra inventory, wanted to sell it quickly to consumers. Which promotional element should be used?

Accepted Answer

A)   advertising
B)   personal selling
C)   publicity
D)   sales promotion
E)   direct marketing

Question 16

Wasted coverage can be reduced by which of method of promotion?

Accepted Answer

A)   sales promotion
B)   public relations
C)   advertising
D)   public service announcements
E)   personal selling

Question 17

Competitive parity 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 as a percentage of past or anticipated sales, in terms of either dollars or units sold.
C)   allocating funds to a promotion only after all other budget items are covered.
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.

Question 18

An offer designed to generate interest in a product or service and a request for additional information results in

Accepted Answer

A)   direct orders.
B)   lead generation.
C)   traffic generation.
D)   indirect orders.
E)   prospecting.

Question 19

During the implementation phase of an IMC program, a firm will pretest the promotion and

Accepted Answer

A)   posttest the promotion.
B)   design the promotion.
C)   state the mission.
D)   carry out the promotion.
E)   identify possible advertising or promotional firms.

Question 20

In the hierarchy of effects, an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the ________ stage.

Accepted Answer

A)   adoption
B)   exploration
C)   awareness
D)   interest
E)   trial

Exam 15: Integrated Marketing Communications and Direct Marketing

Correct Answer
verified

Wasted coverage can be reduced by which of method of promotion?

Correct Answer
verified

An offer designed to generate interest in a product or service and a request for additional information results in

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 rely in part on

Correct Answer
verified

When you buy Crest toothpaste at your local supermarket because you have a 50-cents-off coupon for it, even though that is not your regular brand, you are being influenced primarily by which promotional element?

Correct Answer
verified

The two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence the purchase decision of a person or group is referred to as

Correct Answer
verified

Correct Answer
verified

What is the best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?

Correct Answer
verified
The best approach to budgeting is object...
View Answer

Figure 15-1 -Figure 15-1 above depicts the communication process, which consists of ten key elements (Boxes A through J) . The position labeled D is referred to as

Correct Answer
verified

Correct Answer
verified

Competitive parity budgeting refers to

Correct Answer
verified

In the hierarchy of effects, an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the ________ stage.

Correct Answer
verified

All of the following are examples of direct marketing tools except which?

Correct Answer
verified

In a marketing context, a source refers to

Correct Answer
verified

During the implementation phase of an IMC program, a firm will pretest the promotion and

Correct Answer
verified

In a feedback loop, a response refers to

Correct Answer
verified

A food warehouse store obtained a very good price on a brand of frozen orange juice and, rather than maintain it as extra inventory, wanted to sell it quickly to consumers. Which promotional element should be used?

Correct Answer
verified

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

Correct Answer
verified

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
verified

The integrated marketing communications approach for Taco Bell seeks to

Correct Answer
verified

Exam 15: Integrated Marketing Communications and Direct Marketing

Correct AnswerverifiedShow Answer

Wasted coverage can be reduced by which of method of promotion?

Correct AnswerverifiedShow Answer

An offer designed to generate interest in a product or service and a request for additional information results in

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 rely in part on

Correct AnswerverifiedShow Answer

When you buy Crest toothpaste at your local supermarket because you have a 50-cents-off coupon for it, even though that is not your regular brand, you are being influenced primarily by which promotional element?

Correct AnswerverifiedShow Answer

The two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence the purchase decision of a person or group is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

What is the best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?

Correct AnswerverifiedThe best approach to budgeting is object...View AnswerShow Answer

Figure 15-1 -Figure 15-1 above depicts the communication process, which consists of ten key elements (Boxes A through J) . The position labeled D is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Competitive parity budgeting refers to

Correct AnswerverifiedShow Answer

In the hierarchy of effects, an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the ________ stage.

Correct AnswerverifiedShow Answer

All of the following are examples of direct marketing tools except which?

Correct AnswerverifiedShow Answer

In a marketing context, a source refers to

Correct AnswerverifiedShow Answer

During the implementation phase of an IMC program, a firm will pretest the promotion and

Correct AnswerverifiedShow Answer

In a feedback loop, a response refers to

Correct AnswerverifiedShow Answer

A food warehouse store obtained a very good price on a brand of frozen orange juice and, rather than maintain it as extra inventory, wanted to sell it quickly to consumers. Which promotional element should be used?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

The integrated marketing communications approach for Taco Bell seeks to

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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verified
The best approach to budgeting is object...
View Answer

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