Question 1

The process of a sender transforming an idea into a set of symbols during the communication process is referred to as

Accepted Answer

A)   decoding.
B)   encrypting.
C)   message formation.
D)   advertising.
E)   encoding.F) B) and C)
G) C) and D)

Question 2

For a promotional campaign,the hierarchy of effects refers to the stages a prospective buyer goes through,which include

Accepted Answer

A)   awareness, interest, evaluation, trial, and rejection.
B)   interest, adoption, and brand loyalty.
C)   cognition, affect, and behavior.
D)   awareness, interest, evaluation, trial, and adoption.
E)   seeing an ad, trying the product, buying the product, and buying the product again.F) C) and E)
G) A) and B)

Question 3

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 C)
G) A) and D)

Question 4

All products go through a product life cycle of __________ stages: __________.

Accepted Answer

A)   two; new and improved
B)   two; growth and decline
C)   three; new, improved, and obsolete
D)   four; awareness, interest, trial, and adoption
E)   four; introduction, growth, maturity, and declineF) A) and B)
G) C) and E)

Question 5

When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product,it is using __________ strategy.

Accepted Answer

A)   a push
B)   a pull
C)   an inertia
D)   an exclusivity
E)   a logisticsF) A) and D)
G) D) and E)

Question 6

Figure 14-2

-To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 14-2,the promotional element labeled Box A represents

Accepted Answer

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

Question 7

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) All of the above
G) A) and B)

Question 8

During the implementation phase of an IMC program,a firm will __________ and carry out promotion.

Accepted Answer

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

Question 9

Competitive parity budgeting refers to

Accepted Answer

A)   matching a competitor's absolute level of spending or the proportion per point of market share.
B)   allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
C)   allocating funds to a promotion only after all other budget items are covered.
D)   determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks.
E)   allocating funds to a promotion based on expected profits generated from it.F) B) and C)
G) B) and D)

Question 10

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) D) and E)
G) B) and E)

Question 11

The promotional mix includes which of the following?

Accepted Answer

A)   segmentation
B)   personal selling
C)   merchandising
D)   branding
E)   peopleF) A) and E)
G) C) and E)

Question 12

The practice of __________ is common among college students.

Accepted Answer

A)   media multitasking
B)   Internet addiction
C)   creating user-generated content for brands
D)   focused and extended attention
E)   receiving and responding to direct-response mobile callsF) B) and D)
G) C) and D)

Question 13

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

Question 14

After a receiver responds to a message,the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as

Accepted Answer

A)   encoding.
B)   receiver response.
C)   feedback.
D)   noise.
E)   message loop.F) A) and E)
G) A) and B)

Question 15

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 E)
G) A) and D)

Question 16

Procter & Gamble introduced Old Spice High Endurance antiperspirant,targeted to teenage boys who don't watch much TV.P&G handed out samples at skateboarding events and sponsored 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) C) and E)
G) A) and B)

Question 17

Public relations refers to

Accepted Answer

A)   a seller-directed flow of communication, often in a face-to-face encounter, designed to promote a product with the purpose of making a sale.
B)   an individualized communications program specifically designed for a single customer because the item being sold is unique to that person.
C)   a mass selling approach that has been tailored to meet the more select needs of a target market based on age, gender, ethnicity, or occupation.
D)   a form of communication that is intended to counteract any negative information or misinformation that has been instigated by competitors or disgruntled customers.
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) D) and E)
G) A) and D)

Question 18

All of the following are methods that firms use to set their promotion budgets except which?

Accepted Answer

A)   objective and task
B)   lost-horse forecast
C)   competitive parity
D)   percentage of sales
E)   all-you-can-affordF) A) and B)
G) A) and C)

Question 19

In the hierarchy of effects,interest 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) A) and B)
G) B) and E)

Question 20

A __________ consists of a response and feedback.

Accepted Answer

A)   feedback loop
B)   consequence
C)   source reaction
D)   primary cause and effect
E)   concept effectF) B) and E)
G) A) and D)

Exam 14: Integrated Marketing Communications and Direct Marketing

After a receiver responds to a message,the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as

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.

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All products go through a product life cycle of __________ stages: __________.

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The promotional mix includes which of the following?

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

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In the hierarchy of effects,interest refers to

Correct AnswerverifiedShow Answer

The process of a sender transforming an idea into a set of symbols during the communication process is referred to as

Correct AnswerverifiedShow Answer

Figure 14-2 -To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 14-2,the promotional element labeled Box A represents

Correct AnswerverifiedShow Answer

When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product,it is using __________ strategy.

Correct AnswerverifiedShow Answer

Public relations refers to

Correct AnswerverifiedShow Answer

All of the following are methods that firms use to set their promotion budgets except which?

Correct AnswerverifiedShow Answer

During the implementation phase of an IMC program,a firm will __________ and carry out promotion.

Correct AnswerverifiedShow Answer

Competitive parity budgeting refers to

Correct AnswerverifiedShow Answer

For a promotional campaign,the hierarchy of effects refers to the stages a prospective buyer goes through,which include

Correct AnswerverifiedShow Answer

The practice of __________ is common among college students.

Correct AnswerverifiedShow Answer

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

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

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

A __________ consists of a response and feedback.

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

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All products go through a product life cycle of stages: .

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