Question 1

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in

Accepted Answer

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

Question 2

Allocation of funds to promotion only after all other budget items are covered is referred to as

Accepted Answer

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

Question 3

The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are complexity, risk, and

Accepted Answer

A)  size.
B)  durability.
C)  accessibility.
D)  ancillary services.
E)  acceptability.F) All of the above
G) B) and E)

Question 4

During the post-purchase stage of the consumer purchase decision process, __________ plays a small role.

Accepted Answer

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

Question 5

The promotional mix includes advertising, personal selling, sales promotion, public relations, and

Accepted Answer

A)  relationship selling.
B)  direct selling.
C)  merchandising.
D)  word of mouth.
E)  direct marketing.F) A) and B)
G) C) and E)

Question 6

The promotional mix can be used to (1)  inform prospective buyers about the benefits of the product, (2)  persuade them to try it, and (3)  __________.

Accepted Answer

A)  explain how to use the product
B)  inform customers of complementary offerings
C)  remind them later about the benefits they enjoyed by using the product
D)  inform customers of pricing changes
E)  lure customers away from competitors' productsF) All of the above
G) A) and B)

Question 7

In the hierarchy of effects, evaluation refers to

Accepted Answer

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 D)
G) None of the above

Question 8

The formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by

Accepted Answer

A)  Total marketing costs.
B)  Marginal revenue.
C)  Average revenue.
D)  Net sales.
E)  Total sales.F) B) and D)
G) A) and D)

Question 9

Which of the following would be least likely to be used for mass selling?

Accepted Answer

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

Question 10

Which of the following is a weakness of direct marketing?

Accepted Answer

A)  Direct marketing is a low-cost means of reaching the target market.
B)  Messages with direct marketing may differ between direct mailings, confusing the target market.
C)  Direct marketing is expensive and time consuming to develop and maintain a database.
D)  Direct marketing is difficult to get media cooperation.
E)  Direct marketing can lead to promotion wars.F) D) and E)
G) A) and D)

Question 11

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes. What form of marketing communication did it use?

Accepted Answer

A)  public relations
B)  personal selling
C)  publicity
D)  sales promotion
E)  advertisingF) A) and D)
G) A) and E)

Question 12

During the planning phase of the promotion program, marketers focus on the "four Ws," which include all of the following, in question form, except

Accepted Answer

A)  What are (a)  the promotion objectives? (b)  the amounts of money that can be budgeted for the promotion program? and (c)  the kinds of copy to use?
B)  Why is the promotion being done?
C)  When should the promotions be run?
D)  Who is the target audience?
E)  Where should the promotions be run?F) A) and D)
G) B) and C)

Question 13

A promotion 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 is referred to as

Accepted Answer

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

Question 14

Communication is the process of conveying a message to others and it requires six elements. These elements are __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

Accepted Answer

A)  a concept
B)  a brand
C)  a slogan
D)  a source
E)  an offerF) A) and E)
G) D) and E)

Question 15

The combination of one or more communication tools used to (1)  inform prospective buyers about the benefits of the product, (2)  persuade them to try it, and (3)  remind them later about the benefits they enjoyed by using the product is referred to as the

Accepted Answer

A)  promotion channel.
B)  channel of communication.
C)  marketing matrix.
D)  promotional mix.
E)  media mix.F) C) and E)
G) B) and D)

Question 16

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 B)
G) A) and C)

Question 17

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Accepted Answer

Promotional strategies can assist in mov...

Question 18

Which of the following companies had the largest promotional expenditures (advertising plus all other promotions)  according to the textbook?

Accepted Answer

A)  General Motors
B)  AT&T
C)  Johnson & Johnson
D)  Procter & Gamble (P&G) 
E)  WalmartF) C) and E)
G) A) and B)

Question 19

After watching a 30-second commercial from Jarrod's fine jewelry, Mariah was certain the brooch she saw would look spectacular on her new evening dress. In terms of the communication process, Mariah engaged in the task of

Accepted Answer

A)  integrating.
B)  sending.
C)  decoding.
D)  messaging.
E)  encoding.F) None of the above
G) A) and C)

Question 20

"To inform" is the promotional objective of which stage of the product life cycle?

Accepted Answer

A)  early growth
B)  growth
C)  accelerated development
D)  maturity
E)  introductionF) D) and E)
G) A) and D)

Exam 17: Integrated Marketing Communications and Direct Marketing

During the planning phase of the promotion program, marketers focus on the "four Ws," which include all of the following, in question form, except

Correct AnswerverifiedShow Answer

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes. What form of marketing communication did it use?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

"To inform" is the promotional objective of which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Correct AnswerverifiedPromotional strategies can assist in mov...View AnswerShow Answer

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in

Correct AnswerverifiedShow Answer

In the hierarchy of effects, evaluation refers to

Correct AnswerverifiedShow Answer

The formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by

Correct AnswerverifiedShow Answer

Allocation of funds to promotion only after all other budget items are covered is referred to as

Correct AnswerverifiedShow Answer

Which of the following companies had the largest promotional expenditures (advertising plus all other promotions) according to the textbook?

Correct AnswerverifiedShow Answer

After watching a 30-second commercial from Jarrod's fine jewelry, Mariah was certain the brooch she saw would look spectacular on her new evening dress. In terms of the communication process, Mariah engaged in the task of

Correct AnswerverifiedShow Answer

A promotion 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 is referred to as

Correct AnswerverifiedShow Answer

The promotional mix includes advertising, personal selling, sales promotion, public relations, and

Correct AnswerverifiedShow Answer

Communication is the process of conveying a message to others and it requires six elements. These elements are __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

Correct AnswerverifiedShow Answer

Which of the following would be least likely to be used for mass selling?

Correct AnswerverifiedShow Answer

The combination of one or more communication tools used to (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product is referred to as the

Correct AnswerverifiedShow Answer

Which of the following is a weakness of direct marketing?

Correct AnswerverifiedShow Answer

The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are complexity, risk, and

Correct AnswerverifiedShow Answer

During the post-purchase stage of the consumer purchase decision process, __________ plays a small role.

Correct AnswerverifiedShow Answer

The promotional mix can be used to (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) __________.

Correct AnswerverifiedShow Answer

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Promotional strategies can assist in mov...
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