Question 1

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

Accepted Answer

Advertising is any paid form of nonperso...

Question 2

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

Question 3

Which of the following statements regarding the promotional mix is most accurate?

Accepted Answer

A)  For maximum impact, funding for promotions should be equally divided among the five elements of the promotional mix.
B)  The promotional mix can be influenced by the target audience for the promotion, the stage of the product's life cycle, the characteristics of the product, the decision stage of the buyer, and the channel of distribution.
C)  Regardless of which other elements are selected, advertising must be included in every promotional decision in order for an IMC campaign to be successful.
D)  Decisions regarding the promotional mix should be left to each manager in the marketing department who knows best what to do for his or her own specialty.
E)  It is not necessary to have a coordinated goal for an IMC campaign provided each department has a goal of its own.F) B) and E)
G) None of the above

Question 4

In the hierarchy of effects, the consumer's repeated purchase and use of the product or brand is referred to as the __________ stage.

Accepted Answer

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

Question 5

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 is referred to as

Accepted Answer

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

Question 6

The promotional objective of the maturity stage of the product life cycle is to

Accepted Answer

A)  inform.
B)  persuade.
C)  remind.
D)  sway.
E)  convince.F) B) and D)
G) A) and B)

Question 7

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as __________ budgeting.

Accepted Answer

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

Question 8

The promotional mix includes advertising, __________, sales promotion, public relations, and direct marketing.

Accepted Answer

A)  publicity
B)  personal selling
C)  merchandising
D)  branding
E)  peopleF) All of the above
G) A) and D)

Question 9

All of the following are examples of direct marketing tools except

Accepted Answer

A)  direct mail.
B)  telephone solicitations.
C)  Groupons.
D)  catalogs.
E)  direct-response ads on TV.F) A) and E)
G) A) and B)

Question 10

Which of the following messages represents a potential communication error?

Accepted Answer

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 D)
G) A) and E)

Question 11

The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs, to compare the effectiveness of their programs with competitors' programs, or to make comparisons with

Accepted Answer

A)  calculated break-even points.
B)  estimated return on investments.
C)  promotion-to-expense ratios.
D)  industry averages.
E)  advertising-to-sales promotion ratios.F) A) and E)
G) A) and D)

Question 12

Which of the following statements regarding direct marketing is most accurate?

Accepted Answer

A)  Direct marketing now allows customers to shop 32 hours a day, seven days a week.
B)  Although direct marketing usually saves customers time, it does not usually save customers money.
C)  Although direct marketing can save consumers time and money, the process is labor intensive and not very much fun.
D)  Many customers believe direct marketing provides excellent customer service.
E)  Direct customers feel that their privacy is more likely to be compromised with direct marketing than with other methods.F) A) and E)
G) A) and C)

Question 13

Once the design of each of the promotional program elements is complete, it is important to determine the most effective timing of their use. The __________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Accepted Answer

A)  perceptual map
B)  efficiency matrix
C)  sensitivity analysis
D)  promotion to sales ratio
E)  promotion scheduleF) C) and E)
G) A) and B)

Question 14

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

Accepted Answer

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

Question 15

Many promotional efforts are focused on __________, who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.

Accepted Answer

A)  sales personnel
B)  ultimate consumers
C)  intermediaries
D)  repeat buyers
E)  nonprospectsF) B) and E)
G) B) and D)

Question 16

The group of prospective buyers toward which a promotion program is directed is referred to as a

Accepted Answer

A)  target audience.
B)  target selection.
C)  selected audience.
D)  prospective audience.
E)  media audience.F) C) and D)
G) A) and B)

Question 17

If used continuously, which of the following promotional elements will most likely lose its effectiveness?

Accepted Answer

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

Question 18

In the hierarchy of effects, an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the __________ stage.

Accepted Answer

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

Question 19

All of the following are examples of sales promotion tools except

Accepted Answer

A)  samples.
B)  sweepstakes.
C)  coupons.
D)  catalogs.
E)  rebates.F) None of the above
G) A) and E)

Question 20

Promotional mix refers to

Accepted Answer

A)  the three underlying appeals used that make promotions effective: sex appeal, humor appeal, and fear appeal.
B)  the combination of both paid and nonpaid marketing tools used to promote product interest.
C)  the set of promotional tools designed to motivate prospective buyers to purchase products and services: awareness, interest, evaluation, trial, and adoption.
D)  the composition of the objectives of the promotion: to inform, to persuade, to remind, and to phase out.
E)  the combination of one or more communication tools used to inform prospective buyers about the benefits of the product, persuade them to try it, and remind them later about the benefits they enjoyed by using the product.F) C) and D)
G) B) and E)

Exam 17: Integrated Marketing Communications and Direct Marketing

Which of the following statements regarding direct marketing is most accurate?

Correct AnswerverifiedShow Answer

All of the following are examples of direct marketing tools except

Correct AnswerverifiedShow Answer

Once the design of each of the promotional program elements is complete, it is important to determine the most effective timing of their use. The __________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Correct AnswerverifiedShow Answer

Which of the following statements regarding the promotional mix is most accurate?

Correct AnswerverifiedShow Answer

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as __________ budgeting.

Correct AnswerverifiedShow Answer

The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs, to compare the effectiveness of their programs with competitors' programs, or to make comparisons with

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

All of the following are examples of sales promotion tools except

Correct AnswerverifiedShow Answer

Which of the following messages represents a potential communication error?

Correct AnswerverifiedShow Answer

In the hierarchy of effects, an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the __________ stage.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The promotional mix includes advertising, __________, sales promotion, public relations, and direct marketing.

Correct AnswerverifiedShow Answer

Promotional mix refers to

Correct AnswerverifiedShow Answer

Many promotional efforts are focused on __________, who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.

Correct AnswerverifiedShow Answer

If used continuously, which of the following promotional elements will most likely lose its effectiveness?

Correct AnswerverifiedShow Answer

In the hierarchy of effects, the consumer's repeated purchase and use of the product or brand is referred to as the __________ stage.

Correct AnswerverifiedShow Answer

The group of prospective buyers toward which a promotion program is directed is referred to as a

Correct AnswerverifiedShow Answer

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 is referred to as

Correct AnswerverifiedShow Answer

The promotional objective of the maturity stage of the product life cycle is to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedAdvertising is any paid form of nonperso...View AnswerShow Answer

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Advertising is any paid form of nonperso...
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