Question 1

In the hierarchy of effects, awareness is defined as

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) C) and D)
G) B) and D)

Question 2

Exposure on Oprah, fan signs at football games, product placement in movies, Super Bowl commercials, and ESPN magazine ads, all are integral parts of Under Armour's _________.

Accepted Answer

A)  "keys to greatness"
B)  celebrity endorsement package
C)  integrated marketing program
D)  in-house promotional campaign
E)  paid advertising account managementF) None of the above
G) C) and E)

Question 3

Ann's young son suffers from allergies and complains about his watery eyes and drowsiness.Ann feels bad because she thought there was nothing she could do to help him.When Ann saw the ad for a new drug that counters these symptoms in Martha Stewart Living magazine, she vowed to ask his doctor about this product on his next visit.At which stage in the hierarchy of effects is Ann?

Accepted Answer

A)  She is in the trial stage and will move to the interest stage soon.
B)  She has moved quickly from the awareness stage to the interest stage.
C)  She was in the consumer development stage and will more than likely move to the transition stage.
D)  She is in the evaluation stage and will move to the interest stage soon.
E)  She was in the interest stage first and then moved quickly to the diffusion stage.F) B) and E)
G) A) and C)

Question 4

Consumers are often concerned that some marketing efforts are invading their privacy.While this is a legitimate concern to consumers, the explanation by many marketers is

Accepted Answer

A)  if you voluntarily put information into a system, then anyone has the right to access it.
B)  current legislation makes all financial transactions part of the Freedom of Information Act.
C)  marketing is providing a customer service; if a consumer doesn't want to participate they can avoid shopping where the practice of sharing data takes place.
D)  this is a reflection of current times and electronic communication; failure to use these methods will essentially put a company today out of business and ultimately everyone will suffer.
E)  the collection of data from businesses where customers have shopped allows the marketer to satisfy their customer's needs more effectively by customizing programs specifically for that consumer.F) A) and E)
G) C) and E)

Question 5

Which of the following statements describes a disadvantage associated with personal selling?

Accepted Answer

A)  Presentations often provide little opportunity for consumer feedback.
B)  Personal selling permits far too much wasted coverage.
C)  There may be inconsistency from one salesperson to another.
D)  A salesperson cannot control to whom a presentation is made.
E)  Personal selling is subject to extensive federal, state, and company regulation.F) A) and E)
G) B) and E)

Question 6

What value does direct marketing provide customers?

Accepted Answer

Direct marketing is used by large portio...

Exam 15: Integrated Marketing Communications and Direct Marketing

In the hierarchy of effects, awareness is defined as

Correct Answer
verified

What value does direct marketing provide customers?

Correct Answer
verified
Direct marketing is used by large portio...
View Answer

Exposure on Oprah, fan signs at football games, product placement in movies, Super Bowl commercials, and ESPN magazine ads, all are integral parts of Under Armour's _________.

Correct Answer
verified

Correct Answer
verified

Which of the following statements describes a disadvantage associated with personal selling?

Correct Answer
verified

Consumers are often concerned that some marketing efforts are invading their privacy.While this is a legitimate concern to consumers, the explanation by many marketers is

Correct Answer
verified

Exam 15: Integrated Marketing Communications and Direct Marketing

In the hierarchy of effects, awareness is defined as

Correct AnswerverifiedShow Answer

What value does direct marketing provide customers?

Correct AnswerverifiedDirect marketing is used by large portio...View AnswerShow Answer

Exposure on Oprah, fan signs at football games, product placement in movies, Super Bowl commercials, and ESPN magazine ads, all are integral parts of Under Armour's _________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements describes a disadvantage associated with personal selling?

Correct AnswerverifiedShow Answer

Consumers are often concerned that some marketing efforts are invading their privacy.While this is a legitimate concern to consumers, the explanation by many marketers is

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
Direct marketing is used by large portio...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified