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A paid advertisement for the Texas Department of Economic Development-Tourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad,visit the state's website,or use a toll-free number to request more information about vacation destinations in Texas.The primary purpose of this ad was __________.


A) direct order fulfillment
B) to make a public service announcement
C) indirect order generation
D) lead generation
E) digital communication

F) C) and E)
G) B) and E)

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What are the strengths/advantages and weaknesses/disadvantages of using sales promotion in the promotional mix?

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Sales promotion is a short-term induceme...

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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 __________.


A) noise
B) receiving
C) encoding
D) decoding
E) messaging

F) All of the above
G) B) and E)

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Melissa saw an ad promoting Vermont as a tourist destination and a great place to live.The ad contained a postage-paid reply card that could be used to request more information.In terms of the communication process,the mailing in of the postcard with a request for further information is an example of __________.


A) a stimulus
B) a field of experience
C) a response
D) noise
E) a feedback loop

F) None of the above
G) B) and D)

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All of the following are consumer-related data that comprise a direct marketing database (such as for a catalog) EXCEPT:


A) media usage.
B) demographics.
C) past purchases.
D) brand.
E) lifestyles.

F) None of the above
G) A) and D)

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The first Mountain Dew Dewmocracy campaign asked consumers to choose the next Dew's flavor,color,name,and graphics.How many people participated in the process that resulted in Voltage being introduced to the market?


A) 100,000,000
B) 10,000,000
C) 1,000,000
D) 100,000
E) 10,000

F) B) and E)
G) B) and D)

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When the number of catalogs being sent to individual carrier routes is small,a database


A) can add special incentives such as product samples.
B) can add names to qualify for U.S.postal discounts.
C) is less effective since the customer base is too small to segment.
D) is more effective since the customer base does not have to be segmented.
E) can generate generic catalogs to use instead of targeted ones.

F) None of the above
G) All of the above

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Personal selling refers to


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) an individualized communications program specifically designed for a single customer because the item being sold is unique to that person.
C) a mass selling approach that has been be tailored to meet the unique needs of a target market based on age,gender,ethnicity,or occupation.
D) the two-way flow of communication between a buyer and a seller,often in a face-to-face encounter,designed to influence a person's or group's purchase decision.
E) any spoken (rather than visual or print) attempt to promote a product for the purpose of making a sale.

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

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Research indicates that publicity followed by advertising with the same message


A) undermines the credibility of the first message and therefore lessons its effect.
B) increases the positive response to the message.
C) increases the positive response to the message when it is delivered by a well-known spokesperson.
D) is less effective than publicity followed by a sales promotion with a similar theme.
E) is no more or less effective than when used alone.

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

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In the seventh stage of the Dewmocracy 2 campaign,three flavors were introduced in stores so consumers could vote for their favorite.The winner,which was then added to Mountain Dew's product line,was Mountain Dew __________.


A) Supernova
B) Typhoon
C) Distortion
D) White Out
E) Voltage

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

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Competitive parity budgeting refers to


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.

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

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All-you-can-afford-budgeting refers to


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

F) C) and D)
G) All of the above

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Intuitively,a major fallacy of __________ budgeting is that by tying a promotion budget to sales,a company may reduce the amount it spends on promotion if sales declined the previous period when it actually needs to spend more.


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

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

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Promotional programs are specifically directed toward a group of prospective buyers,or a(n) __________.


A) source
B) diffuser
C) encoder
D) target audience
E) particular media

F) B) and C)
G) B) and E)

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The European Union passed a law called the E-Privacy Directive to


A) provide explicit laws for website owners.
B) protect intellectual property.
C) increase credit availability.
D) reduce the cost of postage.
E) allow more consumers access to the Internet.

F) All of the above
G) D) and E)

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In the hierarchy of effects,evaluation refers to


A) the consumer's ability to recognize and remember the product or brand name.
B) the consumer's appraisal of the product or brand on important attributes.
C) an increase in the consumer's desire to learn about some of the features of the product or brand.
D) a favorable experience on the first trial,resulting in the consumer's repeated purchase and use of the product or brand.
E) the consumer's first actual purchase and use of the product or brand.

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

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What stage of the product life cycle is a period when little money is spent in the promotional mix?


A) decline
B) maturity
C) growth
D) introduction
E) incubation

F) D) and E)
G) B) and E)

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After watching the 30-minute infomercial on Oxy-Clean,Sarah was certain the cleaning product would remove the grape juice stain from her white carpet.In terms of the communication process,Sarah was __________ the message from Oxy-Clean.


A) integrating
B) transforming
C) translating
D) decoding
E) encoding

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

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


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

F) B) and C)
G) C) and D)

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Which of the following messages represents a potential communication error?


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

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