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Exam 14: Integrated Marketing Communications and Direct Marketing

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Question 71

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In the hierarchy of effects, interest refers to

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) A) and D)
G) A) and C)

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Question 72

Multiple Choice

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-Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J) . The position labeled F is referred to as __________.

A) the response
B) the message
C) the feedback loop
D) the fields of experience
E) feedback

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

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Question 73

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Which of the following types of promotion uses customized interaction?

Pharmaceutical manufacturers encourage patients to learn more about their drugs and ask for them by name from the doctor. The manufacturers of these drugs are using a(n) __________ promotional channel strategy.

The design of the promotion will play a primary role in determining the message that is communicated to the audience. Successful designs are often the result of

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

In a marketing context, all of the following are channels of communication that convey a message from a source to a receiver EXCEPT:

All of the following are forms of direct marketing EXCEPT:

Which of the following direct marketing tools is growing the fastest at 33 percent?

The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs, to compare the effectiveness of their programs with competitors' programs, or to make comparisons with

After watching the 30-minute infomercial on Oxy-Clean, Sarah was certain the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Sarah was __________ the message from Oxy-Clean.

The European Union passed a consumer privacy law, called the __________, after several years of discussion with the Federation of European Direct Marketing and the U.K.'s Direct Marketing Association.

DLS Cosmetics is trying to create brand awareness by sending households free samples of its products. These free samples are examples of __________.

Ford held a Ford Focus Sweepstakes in partnership with 3M Racing. Participants entered by email or by liking Ford's Facebook page for a chance to win a custom 2012 Ford Focus. Which promotional element was Ford using to promote its partnership with 3M Racing and NASCAR driver Greg Biffle, who was featured in announcements?

-Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J) . The position labeled I is referred to as __________.

Imagine a small retailer saying, "Well, after budgeting for all of our expenses for next year, we still have about $7,500 remaining for emergencies. Let's budget 20 percent of that amount for advertising." What budgeting technique is the small retailer using?

-Figure 14-1 above depicts the communication process, which consists of ten key elements (Boxes A through J) . The position labeled H is referred to as __________.

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes. What form of marketing communication did it use?

All of the following are examples of direct marketing tools EXCEPT:

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 __________.