Question 1

A nonpersonal,indirectly paid presentation of an organization,product,or service that can take the form of a news story,editorial,or product announcement is referred to as

Accepted Answer

A)   direct sales.
B)   publicity.
C)   direct marketing.
D)   a public service announcement.
E)   personal selling.F) A) and D)
G) A) and E)

Question 2

When employing a pull strategy,a manufacturer

Accepted Answer

A)   advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide advertising campaigns.
B)   forces a retailer to promote its product by placing national brand ads in local newspapers.
C)   directs the promotional mix at ultimate consumers to encourage them to ask retailers for the product.
D)   directs the promotional mix toward channel members to gain their cooperation in ordering and stocking the product.
E)   directs retailers to promote one product over another to help balance fluctuations in inventory.F) D) and E)
G) B) and C)

Question 3

Which of the following is a weakness of personal selling?

Accepted Answer

A)   It can be difficult to receive good feedback with personal selling.
B)   It can be difficult to get media cooperation.
C)   It is extremely expensive per exposure.
D)   Personal selling can be easily duplicated.
E)   Personal selling can easily lead to promotion wars.F) C) and E)
G) A) and D)

Question 4

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) A) and E)
G) C) and E)

Question 5

The promotion decision process is divided into three steps.What are they?
 Briefly describe each one.

Accepted Answer

The promotion decision process is divide...

Question 6

Which of the following is a strength of personal selling?

Accepted Answer

A)   Personal selling can be very persuasive.
B)   Personal selling has low seller involvement.
C)   Personal selling can prepare messages quickly.
D)   Personal selling is an efficient means for reaching large numbers of people.
E)   Personal selling is often the most credible source in the consumer's mind.F) B) and E)
G) A) and D)

Question 7

Errors in communication can occur in several ways,including which of the following?

Accepted Answer

A)   A properly encoded message may be sent through the wrong channel and never make it to the receiver.
B)   In an attempt to be creative, the encoder creates a message with too much noise.
C)   The communications channel is not properly funded.
D)   The message is considered too ordinary because there is too broad a field of experience.
E)   There is no interest on the part of the receiver because the product itself is inadequate.F) A) and B)
G) C) and D)

Question 8

For a promotional campaign,the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as

Accepted Answer

A)   the purchase continuum.
B)   the hierarchy of effects.
C)   the product life cycle.
D)   the consumer purchasing scale.
E)   Maslow's hierarchy.F) A) and D)
G) B) and D)

Question 9

The __________ is defined as the group of prospective buyers toward which a promotion program is directed.

Accepted Answer

A)   directed audience
B)   intended audience
C)   promotion audience
D)   selling audience
E)   target audienceF) C) and D)
G) A) and D)

Question 10

An offer designed to generate interest in a product or service and a request for additional information results in

Accepted Answer

A)   direct orders.
B)   lead generation.
C)   traffic generation.
D)   indirect orders.
E)   prospecting.F) A) and D)
G) B) and C)

Question 11

Explain what the hierarchy of effects is.List and explain the five stages.

Accepted Answer

The hierarchy of effects is the sequence...

Question 12

Many prescription drugs such as Lipitor have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors.The manufacturers of these drugs are using __________ strategy.

Accepted Answer

A)   an integrated
B)   a pull
C)   a push
D)   an inertia
E)   an exclusiveF) A) and E)
G) A) and B)

Question 13

In a marketing context,the message refers to

Accepted Answer

A)   product information regarding benefits and usage from receiver to the sender outside the channel of communication.
B)   the slogan or tagline of a specific product.
C)   proprietary information linking a specific product to a promotional campaign.
D)   the information sent by a source to a receiver during the communication process.
E)   a television or radio commercial from the buyer to the seller.F) A) and B)
G) B) and E)

Question 14

All of the following are challenges and opportunities that direct marketing faces in global markets except which?

Accepted Answer

A)   The need for improved reliability and security in many countries has slowed the growth of direct mail.
B)   The availability of credit and credit cards varies throughout the world.
C)   The use of web "tracking" tools by direct marketers to segment consumers and match them with advertising are uniformly appreciated by consumers because they speed up the online purchase process.
D)   The mail, telephone, and Internet systems in many countries are not as well developed as they are in the United States.
E)   The European Union passed a consumer privacy law, called the Data Protection Directive due to consumer concerns about privacy.F) C) and E)
G) C) and D)

Question 15

Figure 14-5

-The promotion decision process is divided into three phases.In Figure 14-5,B refers to the __________ phase.

Accepted Answer

A)   scheduling
B)   development
C)   implementation
D)   evaluation
E)   planningF) A) and E)
G) All of the above

Question 16

Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because

Accepted Answer

A)   its strategy includes using all types of promotional activities that deliver a consistent message.
B)   it does not want to reach any member of its target audience more than once to conserve resources.
C)   IMC is less expensive than other forms of promotion, such as public service announcements.
D)   if it didn't, Disney would have to use indirect personal selling.
E)   it is more concerned about frequency of attendance than geographic reach.F) None of the above
G) B) and E)

Question 17

Communication is the process of conveying a message to others and it requires six elements,including which of these?

Accepted Answer

A)   a channel of communication
B)   a concept
C)   a brand
D)   a slogan
E)   an offerF) All of the above
G) B) and E)

Question 18

Which promotional element is particularly important to business buyers?

Accepted Answer

A)   public relations
B)   publicity
C)   sales promotion
D)   rebates
E)   personal sellingF) C) and D)
G) A) and B)

Question 19

During the implementation phase of an IMC program,a firm will pretest the promotion and

Accepted Answer

A)   posttest the promotion.
B)   design the promotion.
C)   state the mission.
D)   carry out the promotion.
E)   identify possible advertising or promotional firms.F) B) and D)
G) C) and D)

Question 20

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as

Accepted Answer

A)   customer incentive.
B)   customer enticement.
C)   free publicity.
D)   sales promotion.
E)   purchase incentive.F) A) and D)
G) A) and E)

Exam 14: Integrated Marketing Communications and Direct Marketing

Errors in communication can occur in several ways,including which of the following?

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An offer designed to generate interest in a product or service and a request for additional information results in

Correct AnswerverifiedShow Answer

The promotion decision process is divided into three steps.What are they? Briefly describe each one.

Correct AnswerverifiedThe promotion decision process is divide...View AnswerShow Answer

Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because

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The __________ is defined as the group of prospective buyers toward which a promotion program is directed.

Correct AnswerverifiedShow Answer

When employing a pull strategy,a manufacturer

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Figure 14-5 -The promotion decision process is divided into three phases.In Figure 14-5,B refers to the __________ phase.

Correct AnswerverifiedShow Answer

In a marketing context,the message refers to

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Many prescription drugs such as Lipitor have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors.The manufacturers of these drugs are using __________ strategy.

Correct AnswerverifiedShow Answer

Which of the following is a weakness of personal selling?

Correct AnswerverifiedShow Answer

A short-term inducement of value offered to arouse interest in buying a product or service is referred to as

Correct AnswerverifiedShow Answer

For a promotional campaign,the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as

Correct AnswerverifiedShow Answer

During the implementation phase of an IMC program,a firm will pretest the promotion and

Correct AnswerverifiedShow Answer

Explain what the hierarchy of effects is.List and explain the five stages.

Correct AnswerverifiedThe hierarchy of effects is the sequence...View AnswerShow Answer

All of the following are challenges and opportunities that direct marketing faces in global markets except which?

Correct AnswerverifiedShow Answer

A nonpersonal,indirectly paid presentation of an organization,product,or service that can take the form of a news story,editorial,or product announcement is referred to as

Correct AnswerverifiedShow Answer

Which of the following is a strength of personal selling?

Correct AnswerverifiedShow Answer

Personal selling refers to

Correct AnswerverifiedShow Answer

Communication is the process of conveying a message to others and it requires six elements,including which of these?

Correct AnswerverifiedShow Answer

Which promotional element is particularly important to business buyers?

Correct AnswerverifiedShow Answer

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The promotion decision process is divide...
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The hierarchy of effects is the sequence...
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