Question 1

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

Accepted Answer

A)  annual reports.
B)  contests.
C)  lobbying efforts.
D)  press conferences.
E)  image management.F) None of the above
G) B) and C)

Question 2

Advertising,personal selling,sales promotion,public relations,and direct marketing are marketing communications alternatives that make up a firm's __________.

Accepted Answer

A)  cooperative advertising
B)  marketing mix
C)  media strategy
D)  promotional mix
E)  communication sourceF) B) and E)
G) B) and C)

Question 3

The billboards that Sony uses to advertise its PlayStation 4 video game console are __________.

Accepted Answer

A)  channels of communication
B)  messages
C)  noise
D)  feedback loops
E)  sourcesF) All of the above
G) C) and D)

Question 4

"To phase out" is the promotional objective of which stage of the product life cycle?

Accepted Answer

A)  decline
B)  growth
C)  decelerated development
D)  maturity
E)  introductionF) A) and D)
G) B) and E)

Question 5

During the planning phase of an IMC program,a firm will identify the target audience,specify the promotion objectives,set the budget,select the right promotional tools,__________,and schedule the promotion.

Accepted Answer

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

Question 6

The practice of __________ is common among college students.

Accepted Answer

A)  media multitasking
B)  Internet addiction
C)  creating YouTube videos
D)  focused singletasking
E)  receiving direct response mobile callsF) None of the above
G) All of the above

Question 7

In Figure 17-4 above,the green 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) None of the above

Question 8

Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "B" is referred to as __________.

Accepted Answer

A)  the source
B)  the message
C)  the receiver
D)  encoding
E)  feedbackF) B) and C)
G) A) and E)

Question 9

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

Accepted Answer

A)  high absolute costs
B)  declining customer response rates
C)  messages may differ between salespeople
D)  difficult to get media cooperation
E)  easily duplicated and can easily lead to promotion warsF) B) and C)
G) B) and D)

Question 10

The local radio station broadcast a story about a dry-cleaner it that requested coat donations.The company offered to clean the coats and deliver them to people in need.The various addresses of the dry-cleaner chain were also broadcast so that donations could be dropped off.Since this featured business did not pay for this exposure,it benefited from __________.

Accepted Answer

A)  advertising
B)  direct marketing
C)  personal selling
D)  publicity
E)  sales promotionF) D) and E)
G) C) and D)

Question 11

The promotion-to-sales ratio is a __________ budgeting method.

Accepted Answer

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

Question 12

Intuitively,a major fallacy of __________ budgeting is that by tying a promotion budget to sales,a company may reduce the amount it spends on promotion if sales declined the previous period when it actually needs to spend more.

Accepted Answer

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

Question 13

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)  incubation
D)  maturity
E)  declineF) All of the above
G) A) and B)

Question 14

Promotional programs are directed at all of the following EXCEPT:

Accepted Answer

A)  the industrial distributor.
B)  the wholesaler.
C)  the competition.
D)  the retailer.
E)  the ultimate consumer.F) C) and D)
G) None of the above

Question 15

Ann recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase the product.In terms of the communication process,the Claritin ad created a(n) __________.

Accepted Answer

A)  stimulus
B)  exposure
C)  field of experience
D)  subconscious impulse
E)  responseF) All of the above
G) B) and E)

Question 16

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

Accepted Answer

A)  people
B)  merchandising
C)  social media
D)  personal selling
E)  brandingF) C) and D)
G) A) and D)

Question 17

Sales promotions cannot be the sole basis for a promotional campaign because

Accepted Answer

A)  all sales promotions have legal time limit restrictions to prevent unfair trade practices.
B)  gains from sales promotion are often temporary and sales drop off when it ends.
C)  sales promotions are too costly and soon become a financial liability.
D)  sales promotions are traditionally handled by outside firms and not the manufacturer,which often results in a significant loss of profit.
E)  consumers obtain an inflated impression of a product's actual value or worth.F) B) and C)
G) A) and C)

Question 18

Communication with consumers who are not in the target audience is referred to as __________.

Accepted Answer

A)  excess coverage
B)  wasted coverage
C)  exhaustive coverage
D)  squandered coverage
E)  dissipated coverageF) A) and B)
G) A) and C)

Question 19

All of the following are examples of sales promotion tools EXCEPT:

Accepted Answer

A)  samples
B)  sweepstakes
C)  BOGOs
D)  catalogs
E)  rebatesF) None of the above
G) B) and E)

Question 20

A product characteristic known as __________ refers to the technical sophistication of the product and the amount of understanding required to use it.

Accepted Answer

A)  user friendliness
B)  risk
C)  complexity
D)  ancillary service
E)  accessibilityF) None of the above
G) C) and E)

Exam 17: Integrated Marketing Communications and Direct Marketing

All of the following are examples of sales promotion tools EXCEPT:

Correct Answer
verified

"To phase out" is the promotional objective of which stage of the product life cycle?

Correct Answer
verified

Intuitively,a major fallacy of __________ budgeting is that by tying a promotion budget to sales,a company may reduce the amount it spends on promotion if sales declined the previous period when it actually needs to spend more.

Correct Answer
verified

Advertising,personal selling,sales promotion,public relations,and direct marketing are marketing communications alternatives that make up a firm's __________.

Correct Answer
verified

Communication with consumers who are not in the target audience is referred to as __________.

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

During the planning phase of an IMC program,a firm will identify the target audience,specify the promotion objectives,set the budget,select the right promotional tools,__________,and schedule the promotion.

Correct Answer
verified

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

Correct Answer
verified

Sales promotions cannot be the sole basis for a promotional campaign because

Correct Answer
verified

In Figure 17-4 above,the green 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

Ann recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase the product.In terms of the communication process,the Claritin ad created a(n) __________.

Correct Answer
verified

The promotion-to-sales ratio is a __________ budgeting method.

Correct Answer
verified

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

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

The practice of __________ is common among college students.

Correct Answer
verified

Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "B" is referred to as __________.

Correct Answer
verified

A product characteristic known as __________ refers to the technical sophistication of the product and the amount of understanding required to use it.

Correct Answer
verified

Promotional programs are directed at all of the following EXCEPT:

Correct Answer
verified

The billboards that Sony uses to advertise its PlayStation 4 video game console are __________.

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

All of the following are examples of sales promotion tools EXCEPT:

Correct AnswerverifiedShow Answer

"To phase out" is the promotional objective of which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Intuitively,a major fallacy of __________ budgeting is that by tying a promotion budget to sales,a company may reduce the amount it spends on promotion if sales declined the previous period when it actually needs to spend more.

Correct AnswerverifiedShow Answer

Advertising,personal selling,sales promotion,public relations,and direct marketing are marketing communications alternatives that make up a firm's __________.

Correct AnswerverifiedShow Answer

Communication with consumers who are not in the target audience is referred to as __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

During the planning phase of an IMC program,a firm will identify the target audience,specify the promotion objectives,set the budget,select the right promotional tools,__________,and schedule the promotion.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Sales promotions cannot be the sole basis for a promotional campaign because

Correct AnswerverifiedShow Answer

In Figure 17-4 above,the green 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

Ann recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase the product.In terms of the communication process,the Claritin ad created a(n) __________.

Correct AnswerverifiedShow Answer

The promotion-to-sales ratio is a __________ budgeting method.

Correct AnswerverifiedShow Answer

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

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

The practice of __________ is common among college students.

Correct AnswerverifiedShow Answer

Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "B" is referred to as __________.

Correct AnswerverifiedShow Answer

A product characteristic known as __________ refers to the technical sophistication of the product and the amount of understanding required to use it.

Correct AnswerverifiedShow Answer

Promotional programs are directed at all of the following EXCEPT:

Correct AnswerverifiedShow Answer

The billboards that Sony uses to advertise its PlayStation 4 video game console are __________.

Correct AnswerverifiedShow Answer

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