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 user control over publicity.
E)  Publicity can easily lead to promotion wars.F) C) and D)
G) B) and D)

Question 2

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 sellingF) C) and D)
G) D) and E)

Question 3

Imagine a small retailer saying, "Well, after budgeting for all of our expenses for next year, we still have about $7,500 remaining for emergencies. Let's budget 20 percent of that amount for advertising." What budgeting technique is the small retailer using?

Accepted Answer

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

Question 4

Another name for competitive parity budgeting is __________ budgeting.

Accepted Answer

A)  linear forecast
B)  all-you-can-afford
C)  share of market
D)  comparative
E)  matched mediaF) A) and B)
G) A) and C)

Question 5

Which of the following is a weakness of advertising?

Accepted Answer

A)  It entails extremely high expense per exposure.
B)  It is difficult to get media cooperation.
C)  It entails high absolute costs.
D)  It is easily duplicated.
E)  It can easily lead to promotion wars.F) A) and D)
G) B) and E)

Question 6

In the prepurchase stage of the consumer purchase decision process,

Accepted Answer

A)  trade promotions are more effective than personal selling.
B)  publicity is the most effective promotion tool.
C)  advertising is more helpful than personal selling.
D)  personal selling is more effective than advertising.
E)  personal selling is the most effective way to communicate with potential buyers.F) B) and E)
G) C) and E)

Question 7

The billboards that Sony uses to advertise its PlayStation 4 video game console are

Accepted Answer

A)  channels of communication.
B)  messages.
C)  noise.
D)  feedback loops.
E)  sources.F) C) and D)
G) B) and E)

Question 8

An unsatisfied customer who switches brands is hard to replace. Which stage of the product life cycle is focused on maintaining loyal buyers?

Accepted Answer

A)  introduction
B)  maturity
C)  growth
D)  relationship development
E)  declineF) A) and B)
G) A) and C)

Question 9

Procter & Gamble introduced Old Spice High Endurance antiperspirant, targeted to teenage boys who don't watch much TV. P&G did grassroots marketing including handing out samples at skateboarding events and sponsoring a contest for the "high-school football player of the year." P&G emphasized which promotional element in this example?

Accepted Answer

A)  sales promotion
B)  advertising
C)  personal selling
D)  public relations
E)  word of mouthF) B) and C)
G) A) and E)

Question 10

The practice of __________ is common among college students.

Accepted Answer

A)  media multitasking
B)  Internet addiction
C)  creating YouTube videos
D)  focused singletasking
E)  receiving direct-response mobile callsF) C) and E)
G) C) and D)

Question 11

"To remind" 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) B) and D)
G) None of the above

Question 12

Research indicates that publicity followed by advertising with the same message

Accepted Answer

A)  undermines the credibility of the first message and therefore lessons its effect.
B)  increases the positive response to the message.
C)  decreases the positive response to the message even if it is delivered by a well-known spokesperson.
D)  is less effective than publicity followed by a sales promotion, such as a contest or product sample.
E)  is no more or less effective than when used alone.F) B) and D)
G) A) and B)

Question 13

Lenox China Co. would like to get its annual Christmas ornament series into Macy's department stores. Macy's has a buyer in New York City who makes decisions on its giftware. Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

Accepted Answer

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

Question 14

The promotion decision process is divided into three steps. What are they? Briefly describe each one.

Accepted Answer

The promotion decision process is divide...

Question 15

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)  trialF) A) and D)
G) A) and E)

Question 16

A new version of the Data Protection Directive, called the __________, will address new developments such as social networks and cloud computing and take effect in 2016.

Accepted Answer

A)  General Data Protection Regulation
B)  Personal Identity Law
C)  Intellectual Property Act
D)  Credit Protection Act
E)  Shared Information ActF) C) and D)
G) All of the above

Question 17

With respect to a product's characteristics, complexity refers to

Accepted Answer

A)  the degree of service or support required after the sale.
B)  the assessment of financial risk, social risk, and physical risk.
C)  the number of component parts used in the construction of the original products: the more parts, the more complex the product.
D)  the number of distinct product attributes in terms of color, size, form, and function.
E)  the technical sophistication of the product and the amount of understanding required to use it.F) A) and B)
G) A) and C)

Question 18

List and briefly describe the key elements of the communication process.

Accepted Answer

Communication is the process of conveyin...

Question 19

Which of the following is not essential to engage today's customers using social media promotions?

Accepted Answer

A)  Encourage and respond to comments and feedback, both positive and negative.
B)  Create sweepstakes, contests, and deals that reward current and new customers.
C)  Post relevant content about the benefits and uses of the product.
D)  Send out a product sample to everyone who "likes" and "follows" the brand.
E)  Supplement text with photos and videos.F) A) and B)
G) A) and C)

Question 20

The new integrated marketing communications approach for Taco Bell seeks to

Accepted Answer

A)  develop iconic television advertising.
B)  ensure all communications have the same look, tone, and feel across all platforms.
C)  use traditional promotion tools only.
D)  use new social media only.
E)  apply word-of-mouth advertising only.F) C) and D)
G) A) and C)

Exam 17: Integrated Marketing Communications and Direct Marketing

A new version of the Data Protection Directive, called the __________, will address new developments such as social networks and cloud computing and take effect in 2016.

Correct Answer
verified

With respect to a product's characteristics, complexity refers to

Correct Answer
verified

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

Correct Answer
verified

An unsatisfied customer who switches brands is hard to replace. Which stage of the product life cycle is focused on maintaining loyal buyers?

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

Correct Answer
verified

Which of the following is a weakness of publicity?

Correct Answer
verified

Imagine a small retailer saying, "Well, after budgeting for all of our expenses for next year, we still have about $7,500 remaining for emergencies. Let's budget 20 percent of that amount for advertising." What budgeting technique is the small retailer using?

Correct Answer
verified

The new integrated marketing communications approach for Taco Bell seeks to

Correct Answer
verified

The billboards that Sony uses to advertise its PlayStation 4 video game console are

Correct Answer
verified

List and briefly describe the key elements of the communication process.

Correct Answer
verified
Communication is the process of conveyin...
View Answer

The promotion decision process is divided into three steps. What are they? Briefly describe each one.

Correct Answer
verified
The promotion decision process is divide...
View Answer

Lenox China Co. would like to get its annual Christmas ornament series into Macy's department stores. Macy's has a buyer in New York City who makes decisions on its giftware. Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

Correct Answer
verified

Another name for competitive parity budgeting is __________ budgeting.

Correct Answer
verified

Research indicates that publicity followed by advertising with the same message

Correct Answer
verified

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

Correct Answer
verified

In the prepurchase stage of the consumer purchase decision process,

Correct Answer
verified

The practice of __________ is common among college students.

Correct Answer
verified

Which of the following is a weakness of advertising?

Correct Answer
verified

Which of the following is not essential to engage today's customers using social media promotions?

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

A new version of the Data Protection Directive, called the __________, will address new developments such as social networks and cloud computing and take effect in 2016.

Correct AnswerverifiedShow Answer

With respect to a product's characteristics, complexity refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

An unsatisfied customer who switches brands is hard to replace. Which stage of the product life cycle is focused on maintaining loyal buyers?

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

Correct AnswerverifiedShow Answer

Which of the following is a weakness of publicity?

Correct AnswerverifiedShow Answer

Imagine a small retailer saying, "Well, after budgeting for all of our expenses for next year, we still have about $7,500 remaining for emergencies. Let's budget 20 percent of that amount for advertising." What budgeting technique is the small retailer using?

Correct AnswerverifiedShow Answer

The new integrated marketing communications approach for Taco Bell seeks to

Correct AnswerverifiedShow Answer

The billboards that Sony uses to advertise its PlayStation 4 video game console are

Correct AnswerverifiedShow Answer

List and briefly describe the key elements of the communication process.

Correct AnswerverifiedCommunication is the process of conveyin...View AnswerShow Answer

The promotion decision process is divided into three steps. What are they? Briefly describe each one.

Correct AnswerverifiedThe promotion decision process is divide...View AnswerShow Answer

Lenox China Co. would like to get its annual Christmas ornament series into Macy's department stores. Macy's has a buyer in New York City who makes decisions on its giftware. Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

Correct AnswerverifiedShow Answer

Another name for competitive parity budgeting is __________ budgeting.

Correct AnswerverifiedShow Answer

Research indicates that publicity followed by advertising with the same message

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In the prepurchase stage of the consumer purchase decision process,

Correct AnswerverifiedShow Answer

The practice of __________ is common among college students.

Correct AnswerverifiedShow Answer

Which of the following is a weakness of advertising?

Correct AnswerverifiedShow Answer

Which of the following is not essential to engage today's customers using social media promotions?

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
Communication is the process of conveyin...
View Answer

Correct Answer
verified
The promotion decision process is divide...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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