Question 1

Like personal selling, __________ often consists of interactive communication.

Accepted Answer

A)  direct marketing
B)  advertising
C)  a sales promotion
D)  publicity
E)  a public service announcementF) A) and B)
G) A) and C)

Question 2

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant. In terms of the communication process, the __________ of the information in the product's advertisement is Procter & Gamble, its manufacturer.

Accepted Answer

A)  receiver
B)  source
C)  essence
D)  decoder
E)  communication channelF) A) and B)
G) All of the above

Question 3

Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including sales promotion, public relations, personal selling, direct marketing, and

Accepted Answer

A)  people.
B)  advertising.
C)  social media.
D)  branding.
E)  merchandising.F) B) and E)
G) B) and D)

Question 4

In which sales budgeting approach is the amount of money spent based on past or anticipated sales?

Accepted Answer

A)  competitive parity
B)  all-you-can-afford
C)  objective and task
D)  percentage of sales
E)  relative scaleF) All of the above
G) A) and B)

Question 5

All of the following are tools used by a firm's public relations department except

Accepted Answer

A)  annual reports.
B)  pretesting.
C)  lobbying efforts.
D)  press conferences.
E)  image management.F) A) and D)
G) A) and B)

Question 6

Publicity refers to

Accepted Answer

A)  a nonpersonal, indirectly paid presentation of an organization, product, or service.
B)  a short-term inducement of value offered to arouse interest in buying a product or service.
C)  methods used to get a nonpersonal, directly paid presentation of a company or its products.
D)  a paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
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) None of the above
G) A) and B)

Question 7

Melissa saw an ad promoting Vermont as a tourist destination and a great place to live. The ad contained a postage-paid reply card that could be used to request more information. In terms of the communication process, the mailing in of the postcard with a request for further information is an example of

Accepted Answer

A)  a stimulus.
B)  a field of experience.
C)  a response.
D)  noise.
E)  a feedback loop.F) A) and B)
G) A) and C)

Question 8

The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are __________, risk, and ancillary services.

Accepted Answer

A)  complexity
B)  adaptability
C)  durability
D)  accessibility
E)  acceptabilityF) D) and E)
G) B) and E)

Question 9

Promotion objectives should possess three important qualities. They should cover a specified time period, be measurable, and

Accepted Answer

A)  unique in character.
B)  appealing.
C)  be designed for a well-defined target audience.
D)  repeatable.
E)  creative.F) B) and E)
G) B) and D)

Question 10

A search engine firm is trying to determine what promotional strategy should be employed with its flagship product. It has determined that search engine software is in the growth stage of its product life cycle. Which of the following options should it employ?

Accepted Answer

A)  Devote 40 percent of the promotional budget to a sales promotion that supplies the public with demonstration CDs to prove the merits of its software.
B)  Spend 30 percent of the budget in the effort to generate publicity for its software.
C)  Use the majority of its promotional budget on advertising that focuses on brand differences.
D)  Use a balanced budget and spend equally for each of the four promotional choices in an attempt to even out sales growth.
E)  Encourage its tech support staff to emphasize the superiority of its software and its after-sale support.F) B) and C)
G) A) and E)

Question 11

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

Accepted Answer

Personal selling is the two-way flow of ...

Question 12

At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

Accepted Answer

A)  introduction
B)  growth
C)  accelerated development
D)  maturity
E)  declineF) B) and D)
G) A) and D)

Question 13

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) A) and C)

Question 14

CoolMax is a fabric made by DuPont. It is used in the manufacture of exercise clothes because it keeps the user "cool and dry." The ads for the fabric in health and fitness magazines convinced Kumar to buy a pair of Thorlo CoolMax walking crew socks made of the material. Since he had never before owned anything made with CoolMax, Kumar was in which stage of the hierarchy of effects?

Accepted Answer

A)  trial
B)  exploration
C)  innovation
D)  experimentation
E)  interestF) A) and B)
G) A) and E)

Question 15

Chrysler Corp. provides support and incentives for its Chrysler, Dodge, and Jeep dealers. Through a multilevel program, Chrysler provides incentives to reward dealers for meeting sales goals. Dealers receive an incentive when they are near a goal, another when they reach a goal, and a larger incentive if they exceed sales projections. All of these actions are intended to encourage Chrysler dealers to __________ the Chrysler products through the channel to consumers.

Accepted Answer

A)  dump
B)  pull
C)  unload
D)  no haggle
E)  pushF) A) and D)
G) C) and D)

Question 16

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

Accepted Answer

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

Question 17

The European Union passed a law called the E-Privacy Directive to

Accepted Answer

A)  provide explicit laws for website owners.
B)  protect intellectual property.
C)  increase data transparency.
D)  reduce the instances of hacking.
E)  allow consumers to access their search records.F) All of the above
G) A) and C)

Question 18

Allegra is an antihistamine. To create brand awareness, Allegra's manufacturer is offering people who request information about the product a seat cushion to use at their favorite sporting event. Its television ad shows a woman halfheartedly watching a sporting event. The voiceover asks if she is bored or congested. In the next scene, the person is having a great time and is decongested after taking Allegra. This use of the same promotional theme throughout a product's marketing campaign is an example of how marketers use

Accepted Answer

A)  the retailing mix.
B)  integrated marketing communications.
C)  the branding mix.
D)  coordinated channels of communication.
E)  marketing by objectives.F) C) and D)
G) None of the above

Question 19

Personal selling refers to

Accepted Answer

A)  a customer-directed flow of communications, 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 unique needs of a target market based on age, gender, ethnicity, or occupation.
D)  the two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision.
E)  any spoken (rather than visual or print)  attempt to promote a product for the purpose of making a sale.F) B) and D)
G) A) and E)

Question 20

All of the following are consumer-related data that comprise a direct marketing database (such as for a catalog)  except

Accepted Answer

A)  media usage.
B)  demographics.
C)  past purchases.
D)  brand.
E)  lifestyles.F) A) and B)
G) A) and D)

Exam 17: Integrated Marketing Communications and Direct Marketing

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant. In terms of the communication process, the __________ of the information in the product's advertisement is Procter & Gamble, its manufacturer.

Correct Answer
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Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including sales promotion, public relations, personal selling, direct marketing, and

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Publicity refers to

Correct Answer
verified

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

Correct Answer
verified

The European Union passed a law called the E-Privacy Directive to

Correct Answer
verified

Promotion objectives should possess three important qualities. They should cover a specified time period, be measurable, and

Correct Answer
verified

At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

Correct Answer
verified

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

Correct Answer
verified
Personal selling is the two-way flow of ...
View Answer

All of the following are tools used by a firm's public relations department except

Correct Answer
verified

A search engine firm is trying to determine what promotional strategy should be employed with its flagship product. It has determined that search engine software is in the growth stage of its product life cycle. Which of the following options should it employ?

Correct Answer
verified

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 Answer
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Correct Answer
verified

Like personal selling, __________ often consists of interactive communication.

Correct Answer
verified

Correct Answer
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Personal selling refers to

Correct Answer
verified

In which sales budgeting approach is the amount of money spent based on past or anticipated sales?

Correct Answer
verified

The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are __________, risk, and ancillary services.

Correct Answer
verified

All of the following are consumer-related data that comprise a direct marketing database (such as for a catalog) except

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant. In terms of the communication process, the __________ of the information in the product's advertisement is Procter & Gamble, its manufacturer.

Correct AnswerverifiedShow Answer

Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including sales promotion, public relations, personal selling, direct marketing, and

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Publicity refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The European Union passed a law called the E-Privacy Directive to

Correct AnswerverifiedShow Answer

Promotion objectives should possess three important qualities. They should cover a specified time period, be measurable, and

Correct AnswerverifiedShow Answer

At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedPersonal selling is the two-way flow of ...View AnswerShow Answer

All of the following are tools used by a firm's public relations department except

Correct AnswerverifiedShow Answer

A search engine firm is trying to determine what promotional strategy should be employed with its flagship product. It has determined that search engine software is in the growth stage of its product life cycle. Which of the following options should it employ?

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

Correct AnswerverifiedShow Answer

Like personal selling, __________ often consists of interactive communication.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Personal selling refers to

Correct AnswerverifiedShow Answer

In which sales budgeting approach is the amount of money spent based on past or anticipated sales?

Correct AnswerverifiedShow Answer

The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are __________, risk, and ancillary services.

Correct AnswerverifiedShow Answer

All of the following are consumer-related data that comprise a direct marketing database (such as for a catalog) except

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Personal selling is the two-way flow of ...
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