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Exam 15: Integrated Marketing Communications and Direct Marketing

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Question 61

Multiple Choice

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Which of the following is an inherent strength of direct marketing?

A) often most credible source in the consumer's mind
B) can give complex information
C) quickly stimulate and maintain market share
D) efficient means for reaching large numbers of people
E) can be adapted quickly to facilitate relationships with customers

F) None of the above
G) C) and E)

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Question 62

Multiple Choice

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

A) introduction
B) growth
C) maturity
D) incubation
E) decline

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

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Question 63

Multiple Choice

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Lenox China Co.would like to get its annual Christmas ornament series into Macy's department stores.Macy's has a buying office in New York City that makes decisions on its giftware buys.Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyers?

Carrying out the promotion program can be expensive and time consuming.One researcher estimates that "an organization with sales between $200 million and $500 million will need __________ years" to successfully implement an IMC program.

Chrysler Corporation provides support and incentives for 2,390 Chrysler and Jeep dealers.Through a multi-level 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.

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

Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide

In the feedback loop, feedback refers to

Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?

No matter what the specific objective might be, from building awareness to increasing repeat purchases, promotion objectives should possess three important qualities.They should be designed for a well-defined target audience, cover a specified time period, and must be

Which of the following types of promotion uses customized interaction?

For a message to be communicated effectively, the sender and receiver must have a mutually shared field of experience, which means a similar _________ that is applied to the message.

FIGURE 15-7 -The promotion decision process is divided into three steps.In Figure 15-7 above, the position labeled "A" refers to the _________.

Once the design of each of the promotional program elements is complete, it is important to determine the most effective timing of their use.The _________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Coupons, rebates, samples, and sweepstakes are best described as examples of _________.

Which of the following is an inherent weakness of publicity?

Marketers can communicate best with _________ consumers through mobile marketing programs.

remind them later about the benefits they enjoyed using the product.

New forms of communicating with customers, such as social media, also offer opportunities to engage consumers.Recent research shows that __________ of consumers believe that companies should be interacting through social channels.

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