Question 1

Figure 17-4
-Figure 17-4 above,line "A" shows that __________,a tool of the promotion mix,is highest in importance during the purchase stage of the consumer purchase decision process.

Accepted Answer

A)   advertising
B)   public relations
C)   communication
D)   sales promotion
E)   personal sellingF) A) and E)
G) B) and C)

Question 2

Direct marketing currently accounts for about _________ of the total U.S.gross domestic product.

Accepted Answer

A)   8 percent
B)   10 percent
C)   16 percent
D)   20 percent
E)   23 percentF) A) and B)
G) A) and C)

Question 3

Which method of promotion budgeting would most likely be used by small businesses?

Accepted Answer

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

Question 4

Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle?

Accepted Answer

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

Question 5

personal selling,__________ has the advantage of being customized to match the needs of specific target markets.Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers.

Accepted Answer

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

Question 6

the communication process,printing mistakes that affect the meaning of a newspaper advertisement,or using words or pictures that fail to communicate the message clearly,are referred to as

Accepted Answer

A)   noise.
B)   clutter.
C)   feedback.
D)   distortions.
E)   annoyances.F) None of the above
G) B) and D)

Question 7

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) All of the above
G) D) and E)

Question 8

the communication process,noise refers to

Accepted Answer

A)   any unsolicited response from consumers or potential consumers regarding a company's message.
B)   any communication with consumers who are not in the target audience.
C)   extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process.
D)   the use of colors, words, sounds, or images that make an otherwise simple message more complex.
E)   a unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e., the medical profession, legal profession, etc.) .F) C) and D)
G) All of the above

Question 9

result of an offer designed to generate interest in a product or service and a request for additional information is referred to as _________.

Accepted Answer

A)   direct orders
B)   lead generation
C)   traffic generation
D)   indirect orders
E)   prospectingF) A) and E)
G) B) and D)

Question 10

and briefly describe the key elements of the communication process.

Accepted Answer

Communication is the process of conveyin...

Question 11

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

Accepted Answer

A)   pull
B)   intense
C)   push
D)   inertia
E)   exclusiveF) B) and E)
G) A) and E)

Question 12

an English-speaker reads the KFC slogan "Finger-lickin' good!," he or she interprets this as an indication that the food tastes very good.When this slogan was translated into Chinese,the Chinese-speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing __________.

Accepted Answer

A)   product consumption behaviors
B)   fields of experience
C)   channels of communication
D)   educational systems
E)   advertising appealsF) B) and C)
G) C) and D)

Question 13

Experts have observed that our marketplace is in the midst of an "age of engagement." What does "engagement" mean at Twitter?

Accepted Answer

A)   one-way communication
B)   multimedia communication
C)   free advertising
D)   Marketers are "loud."
E)   The recipient takes some action.F) A) and B)
G) D) and E)

Question 14

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.

Accepted Answer

A)   two
B)   three
C)   four
D)   five
E)   tenF) A) and E)
G) None of the above

Exam 17: Integrated Marketing Communications and Direct Marketing

Direct marketing currently accounts for about _________ of the total U.S.gross domestic product.

Correct Answer
verified

Figure 17-4 -Figure 17-4 above,line "A" shows that __________,a tool of the promotion mix,is highest in importance during the purchase stage of the consumer purchase decision process.

Correct Answer
verified

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.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

result of an offer designed to generate interest in a product or service and a request for additional information is referred to as _________.

Correct Answer
verified

the communication process,printing mistakes that affect the meaning of a newspaper advertisement,or using words or pictures that fail to communicate the message clearly,are referred to as

Correct Answer
verified

personal selling,__________ has the advantage of being customized to match the needs of specific target markets.Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers.

Correct Answer
verified

the communication process,noise refers to

Correct Answer
verified

and briefly describe the key elements of the communication process.

Correct Answer
verified
Communication is the process of conveyin...
View Answer

Which method of promotion budgeting would most likely be used by small businesses?

Correct Answer
verified

Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle?

Correct Answer
verified

Correct Answer
verified

Experts have observed that our marketplace is in the midst of an "age of engagement." What does "engagement" mean at Twitter?

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

Direct marketing currently accounts for about _________ of the total U.S.gross domestic product.

Correct AnswerverifiedShow Answer

Figure 17-4 -Figure 17-4 above,line "A" shows that __________,a tool of the promotion mix,is highest in importance during the purchase stage of the consumer purchase decision process.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

result of an offer designed to generate interest in a product or service and a request for additional information is referred to as _________.

Correct AnswerverifiedShow Answer

the communication process,printing mistakes that affect the meaning of a newspaper advertisement,or using words or pictures that fail to communicate the message clearly,are referred to as

Correct AnswerverifiedShow Answer

personal selling,__________ has the advantage of being customized to match the needs of specific target markets.Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers.

Correct AnswerverifiedShow Answer

the communication process,noise refers to

Correct AnswerverifiedShow Answer

and briefly describe the key elements of the communication process.

Correct AnswerverifiedCommunication is the process of conveyin...View AnswerShow Answer

Which method of promotion budgeting would most likely be used by small businesses?

Correct AnswerverifiedShow Answer

Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Experts have observed that our marketplace is in the midst of an "age of engagement." What does "engagement" mean at Twitter?

Correct AnswerverifiedShow Answer

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Communication is the process of conveyin...
View Answer

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