Question 1

A mutually shared understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as _________.

Accepted Answer

A)  common ground
B)  field of experience
C)  message reciprocity
D)  concept exchange
E)  symbiosis

Question 2

During the planning stage of an IMC program a firm will identify the target audience, specify the advertising objectives, set the budget, _________, and design the promotion.

Accepted Answer

A)  pretest the promotion
B)  state the mission
C)  identify possible advertising or promotional firms
D)  create possible product bundles
E)  select the right promotional tools

Question 3

Many promotional efforts are focused towards _________, who need marketing advice and expertise.

Accepted Answer

A)  sales personnel
B)  ultimate consumers
C)  intermediaries
D)  repeat buyers
E)  nonprospects

Question 4

The promotion decision process is divided into _________, executing, and assessing the promotion program.

Accepted Answer

A)  pretesting the promotion
B)  stating the mission
C)  developing
D)  selecting the appeal
E)  selecting the media

Question 5

Which of the following in an inherent weakness of personal selling?

Accepted Answer

A)  difficult to receive good feedback
B)  messages may differ between salespeople
C)  difficult to get media cooperation
D)  easily duplicated
E)  can easily lead to promotion wars

Question 6

Sales promotions cannot be the sole basis for a promotional campaign because

Accepted Answer

A)  all sales promotions have legal time limit restrictions to prevent unfair trade practices.
B)  sales promotions are too costly and soon become a financial liability rather than a promotional asset.
C)  sales promotions are traditionally handled by (out-of-house)  firms, not the manufacturers which often result in a significant loss of profit.
D)  gains from sales promotion are often temporary and sales drop off when the deal ends.
E)  consumers obtain an inflated impression of a product's actual value or worth.

Question 7

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

Accepted Answer

A)  high absolute costs
B)  declining customer response
C)  messages may differ between salespeople
D)  difficult to get media cooperation
E)  easily duplicated and can easily lead to promotion wars

Question 8

In setting this sales budgeting approach (__________) , the amount of money spent is based on a calculation on past or anticipated sales.

Accepted Answer

A)  competitive parity
B)  all-you-can-afford
C)  objective and task
D)  percentage of sales
E)  relative scale

Question 9

The information sent by a source to a receiver during the communication process is referred to as _________.

Accepted Answer

A)  advertising
B)  publicity
C)  feedback
D)  the message
E)  promotional material

Question 10

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 selling

Question 11

Which of the following statements about advertising is most accurate?

Accepted Answer

A)  Advertising can communicate specific product benefits to prospective buyers.
B)  Advertising has limited control as to when and where an advertisement will be used.
C)  A key advantage of advertising is its ability to use customized interaction.
D)  Advertising can be a very effective "attention getter" especially for new products, but has little impact for repeat buys.
E)  Advertising is one of the least costly forms of promotion because it reaches a mass market.

Question 12

The means (salesperson, advertising media, or public relations tools)  of conveying a message to a receiver is referred to as a(n)  _________.

Accepted Answer

A)  encoding device
B)  promotional program
C)  channel of communication
D)  publicity and PSA program
E)  direct feedback loop

Question 13

The first decision in developing the promotion program is to _________.

Accepted Answer

A)  set the budget
B)  state the mission
C)  identify the target audience
D)  select the appeal
E)  select the media

Question 14

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

Question 15

Which of the following promotional elements requires expensive database management and is experiencing a declining response rate?

Accepted Answer

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

Question 16

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

Accepted Answer

A)  percentage of sales budgeting
B)  competitive parity budgeting
C)  objective and task budgeting
D)  all-you-can-afford
E)  relative scale budgeting

Question 17

FIGURE 15-6 
-Channel "B" in Figure 15-5 above represents which type of promotional channel strategy?

Accepted Answer

A)  direct
B)  indirect
C)  push
D)  pull
E)  complete

Question 18

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket you are being influenced primarily by _________.

Accepted Answer

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

Question 19

There's a new prescription drug on the market that helps reduce common allergy symptoms.Ads for the medicine in magazines and in medical journals would be primarily used to

Accepted Answer

A)  remind customers that such a product exists.
B)  increase the level of customer awareness of the product.
C)  differentiate the product from all other medications.
D)  support a product penetration distribution strategy.
E)  help in harvesting the product.

Question 20

Public relations refers to

Accepted Answer

A)  a seller-directed flow of communications often in a face-to-face encounter, designed to promote a product with the purpose of making a sale.
B)  individualized communications programs specifically designed with a single customer in mind because the item being sold is unique to that customer.
C)  a mass selling approach which has been be tailored to meet the more select needs of a target market based on age, gender, ethnicity, or occupation.
D)  a form of communications that is intended to counteract any negative information or misinformation that has been fermented by competitors or disgruntled customers.
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.

Exam 15: Integrated Marketing Communications and Direct Marketing

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

Correct AnswerverifiedShow Answer

Many promotional efforts are focused towards _________, who need marketing advice and expertise.

Correct AnswerverifiedShow Answer

Which of the following in an inherent weakness of personal selling?

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

There's a new prescription drug on the market that helps reduce common allergy symptoms.Ads for the medicine in magazines and in medical journals would be primarily used to

Correct AnswerverifiedShow Answer

A mutually shared understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as _________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

FIGURE 15-6 -Channel "B" in Figure 15-5 above represents which type of promotional channel strategy?

Correct AnswerverifiedShow Answer

During the planning stage of an IMC program a firm will identify the target audience, specify the advertising objectives, set the budget, _________, and design the promotion.

Correct AnswerverifiedShow Answer

Which of the following promotional elements requires expensive database management and is experiencing a declining response rate?

Correct AnswerverifiedShow Answer

The promotion decision process is divided into _________, executing, and assessing the promotion program.

Correct AnswerverifiedShow Answer

Sales promotions cannot be the sole basis for a promotional campaign because

Correct AnswerverifiedShow Answer

The first decision in developing the promotion program is to _________.

Correct AnswerverifiedShow Answer

In setting this sales budgeting approach (__________) , the amount of money spent is based on a calculation on past or anticipated sales.

Correct AnswerverifiedShow Answer

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket you are being influenced primarily by _________.

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

The means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver is referred to as a(n) _________.

Correct AnswerverifiedShow Answer

Which of the following statements about advertising is most accurate?

Correct AnswerverifiedShow Answer

The information sent by a source to a receiver during the communication process is referred to as _________.

Correct AnswerverifiedShow Answer

Public relations refers to

Correct AnswerverifiedShow Answer

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