Question 1

Which of the following is a weakness of publicity?

Accepted Answer

A)   Publicity has high absolute costs.
B)   Publicity is difficult to receive good feedback.
C)   Publicity is easily duplicated.
D)   There is a lack of control for the marketer.
E)   Publicity can easily lead to promotion wars.F) A) and B)
G) A) and C)

Question 2

In a marketing context, receivers are

Accepted Answer

A)   only those consumers who read, hear, or see a message about a product or service and then choose to buy it.
B)   consumers who read, hear, or see the message sent by a source during the communication process.
C)   firms that obtains a basic message or theme from its advertising agency and translates that vision into a usable IMC campaign.
D)   promotional firms that select the best channels through which to convey advertising messages.
E)   customers who read, hear, or see the message sent by a source and interpret it as intended rather than fitting it to their individual beliefs.F) A) and E)
G) None of the above

Question 3

The growing concern about ________ has led to a decline in direct marketing response rates among some customer groups.

Accepted Answer

A)   government regulation
B)   privacy
C)   landfill waste
D)   postal rates
E)   fraudF) A) and B)
G) D) and E)

Question 4

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

Accepted Answer

A)   Publicity is more expensive on a cost-per-contact basis than advertising.
B)   Publicity is easily controlled by the user while advertising is not.
C)   Advertising is usually directly paid, and publicity is usually indirectly paid.
D)   Advertising provides an immediate feedback loop, and publicity does not.
E)   Publicity results in less credibility with consumers than advertising does.F) All of the above
G) C) and D)

Question 5

Factors such as differences in payment methods (lack of credit and credit cards) , the need for improved reliability and security with regard to the mail, telephone, and Internet systems, and government regulations create challenges for ________ in the global market.

Accepted Answer

A)   direct marketing
B)   advertising
C)   personal selling
D)   sales promotion
E)   publicityF) A) and E)
G) All of the above

Question 6

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant. In terms of the communication process, the ________ of the information in the product's advertisement is Procter & Gamble, its manufacturer.

Accepted Answer

A)   receiver
B)   source
C)   essence
D)   decoder
E)   communication channelF) A) and C)
G) All of the above

Question 7

Direct marketing refers to

Accepted Answer

A)   individualized communications programs specifically designed with a single customer in mind because the item being sold is unique to that customer.
B)   a promotional alternative that uses 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.
C)   a new form of retail outlet with convenient locations.
D)   a sales strategy whereby the exchange takes place at the time of engagement, such as selling produce at a local farmer's market.
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.F) B) and D)
G) B) and C)

Question 8

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

Question 9

________ is advisable for all marketing communications to ensure that messages will be decoded properly.

Accepted Answer

A)   Use of an observable receiver
B)   Customization
C)   Elimination of the channel
D)   Pretesting
E)   Omitting the feedback loopF) B) and C)
G) A) and C)

Question 10

A small agrichemical laboratory with a very small marketing budget develops a seed that produces grass that grows two inches high and no higher. Which promotional element should it use to communicate its discovery?

Accepted Answer

A)   advertising
B)   personal selling
C)   sales promotion
D)   publicity
E)   missionary salesF) B) and E)
G) A) and D)

Question 11

The ________ includes advertising, personal selling, sales promotion, public relations, and direct marketing.

Accepted Answer

A)   promotional mix
B)   promotion channel
C)   communication message
D)   marketing matrix
E)   media mixF) B) and D)
G) All of the above

Question 12

In the hierarchy of effects, the consumer's ability to recognize and remember the product or brand name is referred to as the ________ stage.

Accepted Answer

A)   adoption
B)   evaluation
C)   awareness
D)   internalization
E)   trialF) A) and C)
G) A) and B)

Question 13

________ have grown dramatically and allow public discussions of almost any company activity, so many public relations departments now focus on facilitating and responding to them.

Accepted Answer

A)   Lobbying efforts
B)   Press releases
C)   Social media
D)   Negative ads
E)   Public service announcementsF) B) and D)
G) C) and D)

Question 14

One researcher estimates that "an organization with sales between $200 million and $500 million will need three ________" to successfully implement an IMC program.

Accepted Answer

A)   days
B)   weeks
C)   months
D)   years
E)   decadesF) B) and D)
G) A) and E)

Question 15

When a furniture company employs designers that meet with customers to advise them on home decoration, the company is using

Accepted Answer

A)   advertising.
B)   personal selling.
C)   sales promotion.
D)   public relations.
E)   publicity.F) A) and E)
G) B) and D)

Question 16

Figure 15-2
-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 15-2 above, the promotional element labeled E represents

Accepted Answer

A)   advertising.
B)   personal selling.
C)   public relations.
D)   sales promotion.
E)   direct marketing.F) None of the above
G) A) and B)

Question 17

Figure 15-2
-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 15-2 above, the promotional element labeled B represents

Accepted Answer

A)   advertising.
B)   personal selling.
C)   public relations.
D)   sales promotion.
E)   direct marketing.F) D) and E)
G) A) and C)

Question 18

A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species. However, the firm has few resources to promote the film. Which promotional element should it employ?

Accepted Answer

A)   Hire a salesperson to speak to environmental groups.
B)   Ask local radio and television stations to run a favorable story about the film.
C)   Advertise on billboards in each local market.
D)   Invite students to participate in a contest to win free tickets.
E)   Send postcards to all people within a 25-mile radius of a theater showing the movie.F) B) and E)
G) A) and D)

Question 19

A common way to assess the effectiveness of all promotion expenditures during the past year is to calculate

Accepted Answer

A)   a break-even point.
B)   a promotion-to-sales ratio.
C)   ROI.
D)   a promotion-to-expenses ratio.
E)   an advertising-to-sales promotion ratio.F) C) and D)
G) A) and C)

Question 20

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

Accepted Answer

A)   noise.
B)   the message.
C)   the feedback loop.
D)   the fields of experience.
E)   feedback.F) C) and D)
G) A) and E)

Exam 15: Integrated Marketing Communications and Direct Marketing

One researcher estimates that "an organization with sales between $200 million and $500 million will need three ________" to successfully implement an IMC program.

Correct AnswerverifiedShow Answer

In a marketing context, receivers are

Correct AnswerverifiedShow Answer

A small agrichemical laboratory with a very small marketing budget develops a seed that produces grass that grows two inches high and no higher. Which promotional element should it use to communicate its discovery?

Correct AnswerverifiedShow Answer

Figure 15-2 -To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 15-2 above, the promotional element labeled E represents

Correct AnswerverifiedShow Answer

The ________ includes advertising, personal selling, sales promotion, public relations, and direct marketing.

Correct AnswerverifiedShow Answer

Direct marketing refers to

Correct AnswerverifiedShow Answer

________ have grown dramatically and allow public discussions of almost any company activity, so many public relations departments now focus on facilitating and responding to them.

Correct AnswerverifiedShow Answer

Which of the following is a weakness of publicity?

Correct AnswerverifiedShow Answer

In the hierarchy of effects, the consumer's ability to recognize and remember the product or brand name is referred to as the ________ stage.

Correct AnswerverifiedShow Answer

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant. In terms of the communication process, the ________ of the information in the product's advertisement is Procter & Gamble, its manufacturer.

Correct AnswerverifiedShow Answer

________ is advisable for all marketing communications to ensure that messages will be decoded properly.

Correct AnswerverifiedShow Answer

The growing concern about ________ has led to a decline in direct marketing response rates among some customer groups.

Correct AnswerverifiedShow Answer

Traffic generation is

Correct AnswerverifiedShow Answer

When a furniture company employs designers that meet with customers to advise them on home decoration, the company is using

Correct AnswerverifiedShow Answer

Factors such as differences in payment methods (lack of credit and credit cards) , the need for improved reliability and security with regard to the mail, telephone, and Internet systems, and government regulations create challenges for ________ in the global market.

Correct AnswerverifiedShow 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 G is referred to as

Correct AnswerverifiedShow Answer

A common way to assess the effectiveness of all promotion expenditures during the past year is to calculate

Correct AnswerverifiedShow Answer

A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species. However, the firm has few resources to promote the film. Which promotional element should it employ?

Correct AnswerverifiedShow Answer

Figure 15-2 -To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 15-2 above, the promotional element labeled B represents

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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