Question 1

Lead generation refers to

Accepted Answer

A)  the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.
B)  direct telephone communication only 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)  products that are shipped directly to the point of purchase rather than being stored or distributed through intermediaries.
D)  the outcome of an offer designed to motivate people to visit a business.
E)  the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information.F) C) and D)
G) B) and C)

Question 2

Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle?

Accepted Answer

A)  introduction
B)  growth
C)  accelerated development
D)  early growth
E)  maturityF) A) and B)
G) All of the above

Question 3

A message is conveyed by means of __________ such as a salesperson, advertising media, or public relations tools.

Accepted Answer

A)  a vehicle
B)  a channel of communication
C)  a field of experience
D)  a direct feedback loop
E)  an information highwayF) A) and C)
G) None of the above

Question 4

All of the following forms of direct marketing are used by consumers to purchase products except

Accepted Answer

A)  social media posts.
B)  sweepstakes.
C)  online.
D)  television offers.
E)  mail.F) All of the above
G) A) and C)

Question 5

During the planning phase of an IMC program, a firm will identify the target audience, specify the promotion objectives, set the budget, select the right promotional tools, __________, and schedule the promotion.

Accepted Answer

A)  pretest the promotion
B)  design the promotion
C)  state the mission
D)  identify possible advertising or promotional firms
E)  carry out the promotionF) A) and D)
G) A) and B)

Question 6

The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as

Accepted Answer

A)  a direct order.
B)  a lead generation.
C)  a traffic generation.
D)  an indirect order.
E)  a prospect bid.F) A) and B)
G) D) and E)

Question 7

Cardiac Science is a California-based company that makes defibrillators, heart monitors, and other medical equipment. It is preparing to market its products in Greece. The company's marketing manager is responsible for the promotional campaign in Greece, and she wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience. Which of the following is the best example of a communications problem that might arise because her field of experience is different from that of her audience?

Accepted Answer

A)  The name of the product, when translated into Greek, has an unintentional meaning.
B)  Her target audience is strongly ethnocentric.
C)  The trade journals in which the company wants to run its ads do not accept ads from foreign companies.
D)  A Greek bureaucrat who is responsible for determining that the Cardiac Science products meet national standards has taken a personal dislike to her.
E)  The ads are in trade journals that Greek hospital administrators don't read.F) B) and C)
G) A) and B)

Question 8

Press conferences and image management are tools used by a firm's __________ department.

Accepted Answer

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

Question 9

A pull strategy exists if a manufacturer

Accepted Answer

A)  advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide advertising campaigns.
B)  forces a retailer to promote its product by placing national brand ads in local newspapers.
C)  directs the promotional mix at ultimate consumers to encourage them to ask retailers for the product.
D)  directs the promotional mix toward channel members to gain their cooperation in ordering and stocking the product.
E)  directs retailers to promote one product over another to help balance fluctuations in inventory.F) A) and E)
G) A) and B)

Question 10

Amazon.com, a successful online retailer, manages an extensive customer database that is used to determine which products are suggested to each customer. Some data are best collected from the customer; other data are best collected from the businesses where purchases are made. Which of the following customer data are best collected from the customer?

Accepted Answer

A)  brand
B)  price
C)  demographics
D)  model
E)  quantityF) B) and E)
G) A) and B)

Question 11

List the key elements of the promotional mix. Why are they used?

Accepted Answer

The promotional mix is the combination o...

Question 12

The means (salesperson, advertising media, or public relations tools)  by which a message is conveyed to a receiver during the communication process is referred to as the

Accepted Answer

A)  channel of communication.
B)  information corridor.
C)  communications highway.
D)  information pathway.
E)  information channel.F) A) and C)
G) B) and D)

Question 13

For a message to be communicated effectively, the sender and receiver must have a mutually shared field of experience, which means a similar __________ they apply to the message.

Accepted Answer

A)  common ground
B)  national, regional, or ethnic origin
C)  understanding and knowledge
D)  feeling
E)  set of psychographicsF) C) and D)
G) A) and B)

Question 14

Promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, be measurable, and

Accepted Answer

A)  contain some element of appeal, such as sex, fear, or humor.
B)  be profitable.
C)  stay within clearly defined budgetary constraints.
D)  cover a specified time period.
E)  retain some degree of flexibility.F) A) and E)
G) D) and E)

Question 15

Managers often use the promotion-to-sales ratio on their marketing dashboards to assess how effective the integrated marketing communications program expenditures were at generating

Accepted Answer

A)  sales.
B)  customer satisfaction.
C)  profits.
D)  promotional sustainability.
E)  CPM.F) A) and C)
G) C) and D)

Question 16

During the post-purchase stage of the consumer purchase decision process, __________ in the form of coupons can help encourage repeat purchases from satisfied first-time triers.

Accepted Answer

A)  advertising
B)  personal selling
C)  sales promotion
D)  publicity
E)  direct marketingF) None of the above
G) A) and D)

Question 17

Customers report many benefits of direct marketing, including

Accepted Answer

A)  there is more privacy than in-store shopping.
B)  there are fewer product returns.
C)  there are usually better product warranties.
D)  there are a greater number of additional incentives from sellers to retain customer loyalty.
E)  products are generally bundled with other products to offer buyers greater value.F) A) and B)
G) C) and E)

Question 18

Which of the following statements about advertising is most accurate?

Accepted Answer

A)  Advertising has limited control as to when and where an advertisement will be used.
B)  Advertising allows a firm to reach a mass market.
C)  A key advantage of advertising is its ability to use customized interactions.
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 pretested market.F) B) and D)
G) D) and E)

Question 19

In the hierarchy of effects, the consumer's appraisal of the product or brand on important attributes is referred to as the __________ stage.

Accepted Answer

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

Question 20

The process of having the receiver take a set of symbols, the message, and transform them into an idea during the communication process is referred to as

Accepted Answer

A)  decoding.
B)  encoding.
C)  integrating.
D)  back translation.
E)  transformation.F) A) and B)
G) A) and C)

Exam 17: Integrated Marketing Communications and Direct Marketing

The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as

Correct Answer
verified

Correct Answer
verified

Press conferences and image management are tools used by a firm's __________ department.

Correct Answer
verified

List the key elements of the promotional mix. Why are they used?

Correct Answer
verified
The promotional mix is the combination o...
View Answer

The process of having the receiver take a set of symbols, the message, and transform them into an idea during the communication process is referred to as

Correct Answer
verified

In the hierarchy of effects, the consumer's appraisal of the product or brand on important attributes is referred to as the __________ stage.

Correct Answer
verified

Customers report many benefits of direct marketing, including

Correct Answer
verified

All of the following forms of direct marketing are used by consumers to purchase products except

Correct Answer
verified

A message is conveyed by means of __________ such as a salesperson, advertising media, or public relations tools.

Correct Answer
verified

Managers often use the promotion-to-sales ratio on their marketing dashboards to assess how effective the integrated marketing communications program expenditures were at generating

Correct Answer
verified

For a message to be communicated effectively, the sender and receiver must have a mutually shared field of experience, which means a similar __________ they apply to the message.

Correct Answer
verified

During the planning phase of an IMC program, a firm will identify the target audience, specify the promotion objectives, set the budget, select the right promotional tools, __________, and schedule the promotion.

Correct Answer
verified

Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle?

Correct Answer
verified

Which of the following statements about advertising is most accurate?

Correct Answer
verified

During the post-purchase stage of the consumer purchase decision process, __________ in the form of coupons can help encourage repeat purchases from satisfied first-time triers.

Correct Answer
verified

The means (salesperson, advertising media, or public relations tools) by which a message is conveyed to a receiver during the communication process is referred to as the

Correct Answer
verified

Promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, be measurable, and

Correct Answer
verified

Lead generation refers to

Correct Answer
verified

Correct Answer
verified

A pull strategy exists if a manufacturer

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Press conferences and image management are tools used by a firm's __________ department.

Correct AnswerverifiedShow Answer

List the key elements of the promotional mix. Why are they used?

Correct AnswerverifiedThe promotional mix is the combination o...View AnswerShow Answer

The process of having the receiver take a set of symbols, the message, and transform them into an idea during the communication process is referred to as

Correct AnswerverifiedShow Answer

In the hierarchy of effects, the consumer's appraisal of the product or brand on important attributes is referred to as the __________ stage.

Correct AnswerverifiedShow Answer

Customers report many benefits of direct marketing, including

Correct AnswerverifiedShow Answer

All of the following forms of direct marketing are used by consumers to purchase products except

Correct AnswerverifiedShow Answer

A message is conveyed by means of __________ such as a salesperson, advertising media, or public relations tools.

Correct AnswerverifiedShow Answer

Managers often use the promotion-to-sales ratio on their marketing dashboards to assess how effective the integrated marketing communications program expenditures were at generating

Correct AnswerverifiedShow Answer

For a message to be communicated effectively, the sender and receiver must have a mutually shared field of experience, which means a similar __________ they apply to the message.

Correct AnswerverifiedShow Answer

During the planning phase of an IMC program, a firm will identify the target audience, specify the promotion objectives, set the budget, select the right promotional tools, __________, and schedule the promotion.

Correct AnswerverifiedShow Answer

Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Which of the following statements about advertising is most accurate?

Correct AnswerverifiedShow Answer

During the post-purchase stage of the consumer purchase decision process, __________ in the form of coupons can help encourage repeat purchases from satisfied first-time triers.

Correct AnswerverifiedShow Answer

The means (salesperson, advertising media, or public relations tools) by which a message is conveyed to a receiver during the communication process is referred to as the

Correct AnswerverifiedShow Answer

Promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, be measurable, and

Correct AnswerverifiedShow Answer

Lead generation refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A pull strategy exists if a manufacturer

Correct AnswerverifiedShow Answer

Correct Answer
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verified
The promotional mix is the combination o...
View Answer

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