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Exam 17: Integrated Marketing Communications and Direct Marketing

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Question 71

Multiple Choice

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Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "I" is referred to as __________.

A) the response
B) the source
C) the message
D) the receiver
E) the fields of experience

F) C) and E)
G) B) and D)

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Question 72

Multiple Choice

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

A) push
B) pull
C) inertia
D) exclusivity
E) logistics

F) A) and B)
G) D) and E)

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Question 73

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__________ are the result of organizations' efforts to create profiles of customers so that direct marketing tools,such as e-mail and catalogs,can be directed at specific customers.

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.

Which of the following weaknesses is associated with sales promotions?

Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "A" is referred to as __________.

Identify and briefly describe each of the five promotional elements.

Each year,advertisers spend millions of dollars during the Super Bowl half-time show.These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle.Unfortunately,during the half-time festivities,many viewers dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers.The desire for food and drink is an example of __________,which inhibits effective communication.

Which of the following is the BEST APPROACH to promotion budgeting?

The marketing professor wanted to do everything possible to ensure that her students understood her lectures.Accordingly,she used examples of marketing activities that most students were familiar with.For example,the professor discussed the marketing exchanges between students and grocers,college bookstores,convenience stores,and clothiers.The examples used by the professor were her attempt to __________ her message to encourage better understanding on the part of her students.

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?

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.

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

A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales,in terms of either dollars or units sold,is referred to as __________ budgeting.

Allocating funds to promotion whereby the company: (1) determines its promotion objectives; (2) outlines the tasks to accomplish these objectives;and (3) determines the promotion cost of performing these tasks is referred to as

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

The __________ can be used to inform prospective buyers about the benefits of the product.

The Mountain Dew DEWmocracy 2 campaign was an integrated marketing communications campaign that used many media alternatives.Mountain Dew managers believe that the approach "uniquely situates Mountain Dew in the consumer landscape as __________."

With many industrial products and consumer purchases,ancillary services are an important consideration in selecting the promotional mix.The role of __________ can be used to describe how a product or service can be customized to individual needs.However,__________ is essential for building buyer confidence and providing evidence of customer service.

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