Question 1

promotion decision process is divided into (1)developing, (2)executing,and (3)evaluating the promotion program.Development of the promotion program focuses on the four Ws.What are they?

Accepted Answer

The development stage is composed of fou...

Question 2

Figure 17-2
-communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "D" represents _________.

Accepted Answer

A)   advertising
B)   personal selling
C)   public relations
D)   sales promotion
E)   direct marketingF) C) and D)
G) B) and D)

Question 3

a feedback loop,a response refers to

Accepted Answer

A)   the number of times a consumer must hear a message before it can be accurately decoded.
B)   the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process.
C)   the positive or negative feedback that a consumer expresses immediately after exposure to a company's message.
D)   the impact, either positive or negative, that occurs when one consumer interprets a firm's message through word of mouth to another potential consumer using his or her own words.
E)   the length of time required for a typical customer to associate a specific slogan, theme, melody, or logo with a specific product brand.F) A) and B)
G) C) and E)

Question 4

Errors in communication can occur in several ways: (1) the source may not adequately transform the abstract idea into an effective set of symbols; (2) a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3) the receiver may not properly transform the set of symbols into the correct abstract idea; or (4) __________.

Accepted Answer

A)   the communications channel is not properly developed
B)   there is no interest on the part of the receiver
C)   feedback may be so delayed or distorted that it is of no use to the sender
D)   the message is considered too ordinary because there is too much field of experience
E)   the encoder is inexperienced, resulting in too much noiseF) A) and E)
G) A) and D)

Question 5

of the following are examples of sales promotion tools EXCEPT:

Accepted Answer

A)   samples
B)   sweepstakes
C)   BOGOs
D)   catalogs
E)   rebatesF) A) and B)
G) D) and E)

Question 6

Competitive parity budgeting refers to

Accepted Answer

A)   matching a competitor's absolute level of spending or the proportion per point of market share.
B)   allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
C)   allocating funds to a promotion only after all other budget items are covered.
D)   determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks.
E)   allocating funds to a promotion based on expected profits generated from it.F) B) and C)
G) C) and E)

Question 7

Which stage of the product life cycle is usually a period of phase-out for the product,when little money is spent in the promotional mix?

Accepted Answer

A)   introduction
B)   growth
C)   maturity
D)   decline
E)   terminationF) A) and D)
G) A) and E)

Question 8

respect to a product's characteristics,complexity refers to

Accepted Answer

A)   the degree of service or support required after the sale.
B)   the assessment of financial risk, social risk, and physical risk.
C)   the number of component parts used in the construction of the original products: the more parts, the more complex the product.
D)   the number of distinct product attributes in terms of color, size, form, and function.
E)   the technical sophistication of the product and the amount of understanding required to use it.F) B) and E)
G) C) and E)

Question 9

promotional mix refers to

Accepted Answer

A)   the three underlying appeals used that make promotions effective: (1)  sex appeal, (2)  humor appeal, and (3)  fear appeal.
B)   the combination of both paid and non-paid marketing tools used to promote product interest.
C)   the set of promotional tools designed to motivate prospective buyers to purchase products and services: (1)  awareness, (2)  interest, (3)  evaluation, (4)  trial, and (5)  adoption.
D)   the composition of the objectives of the promotion: (1)  to inform, (2)  to persuade, (3)  to remind, and (4)  to phase out.
E)   the combination of one or more communication tools used to: (1)  inform prospective buyers about the benefits of the product, (2)  persuade them to try it, and (3)  remind them later about the benefits they enjoyed by using the product.F) A) and E)
G) A) and D)

Question 10

proper blend of elements in the promotional mix depends on the type of product.The three specific characteristics to be considered are complexity,risk,and __________.

Accepted Answer

A)   size
B)   durability
C)   accessibility
D)   ancillary services
E)   acceptabilityF) A) and B)
G) None of the above

Question 11

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

Accepted Answer

A)   advertising
B)   sales promotion
C)   personal selling
D)   public relations
E)   advertising and public relationsF) None of the above
G) C) and E)

Question 12

group of prospective buyers toward which a promotion program is directed is referred to as a

Accepted Answer

A)   target audience.
B)   target selection.
C)   selected audience.
D)   prospective audience.
E)   media audience.F) C) and D)
G) A) and B)

Question 13

first stage in the hierarchy of effects is __________.

Accepted Answer

A)   interest
B)   awareness
C)   adoption
D)   trial
E)   evaluationF) A) and B)
G) A) and C)

Question 14

Coupons,rebates,samples,and sweepstakes are all examples of __________.

Accepted Answer

A)   endorsements
B)   sponsorships
C)   free publicity
D)   purchase aids
E)   sales promotionsF) B) and D)
G) B) and C)

Question 15

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a(n) __________.

Accepted Answer

A)   push strategy
B)   intense strategy
C)   inertia strategy
D)   exclusivity strategy
E)   pull strategyF) C) and D)
G) None of the above

Question 16

promotional objective of the maturity stage of the product life cycle is to __________.

Accepted Answer

A)   inform
B)   persuade
C)   remind
D)   sway
E)   convinceF) B) and E)
G) A) and B)

Question 17

the hierarchy of effects,awareness is defined as

Accepted Answer

A)   the consumer's first actual purchase and use of the product or brand.
B)   the consumer's repeated purchase and use of the product or brand.
C)   the consumer's appraisal of the product or brand on important attributes.
D)   an increase in the consumer's desire to learn about some of the features of the product or brand.
E)   the consumer's ability to recognize and remember the product or brand name.F) A) and B)
G) None of the above

Question 18

Another name for competitive parity budgeting is __________ budgeting.

Accepted Answer

A)   linear forecast
B)   all-you-can-afford
C)   comparative
D)   matched media
E)   matching competitorsF) All of the above
G) None of the above

Question 19

small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species.However,the firm has little resources to promote the film.Which promotional element should it employ?

Accepted Answer

A)   Hire a salesperson to speak to environmental groups.
B)   Ask local radio and television stations to run a favorable story about the film.
C)   Advertise on billboards in each local market.
D)   Invite students to participate in a contest to win free tickets.
E)   Send postcards to all people within a 25-mile radius of a theater showing the movieF) A) and E)
G) C) and D)

Question 20

stage of the product life cycle is a period when little money is spent in the promotional mix?

Accepted Answer

A)   decline
B)   maturity
C)   growth
D)   introduction
E)   incubationF) B) and C)
G) A) and C)

Exam 17: Integrated Marketing Communications and Direct Marketing

Competitive parity budgeting refers to

Correct Answer
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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 buyer in New York City who makes decisions on its giftware.Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

Correct Answer
verified

promotional objective of the maturity stage of the product life cycle is to __________.

Correct Answer
verified

promotion decision process is divided into (1)developing, (2)executing,and (3)evaluating the promotion program.Development of the promotion program focuses on the four Ws.What are they?

Correct Answer
verified
The development stage is composed of fou...
View Answer

first stage in the hierarchy of effects is __________.

Correct Answer
verified

Another name for competitive parity budgeting is __________ budgeting.

Correct Answer
verified

group of prospective buyers toward which a promotion program is directed is referred to as a

Correct Answer
verified

stage of the product life cycle is a period when little money is spent in the promotional mix?

Correct Answer
verified

Coupons,rebates,samples,and sweepstakes are all examples of __________.

Correct Answer
verified

a feedback loop,a response refers to

Correct Answer
verified

Figure 17-2 -communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "D" represents _________.

Correct Answer
verified

proper blend of elements in the promotional mix depends on the type of product.The three specific characteristics to be considered are complexity,risk,and __________.

Correct Answer
verified

promotional mix refers to

Correct Answer
verified

Which stage of the product life cycle is usually a period of phase-out for the product,when little money is spent in the promotional mix?

Correct Answer
verified

respect to a product's characteristics,complexity refers to

Correct Answer
verified

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a(n) __________.

Correct Answer
verified

small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species.However,the firm has little resources to promote the film.Which promotional element should it employ?

Correct Answer
verified

Correct Answer
verified

of the following are examples of sales promotion tools EXCEPT:

Correct Answer
verified

the hierarchy of effects,awareness is defined as

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

Competitive parity budgeting refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

promotional objective of the maturity stage of the product life cycle is to __________.

Correct AnswerverifiedShow Answer

promotion decision process is divided into (1)developing, (2)executing,and (3)evaluating the promotion program.Development of the promotion program focuses on the four Ws.What are they?

Correct AnswerverifiedThe development stage is composed of fou...View AnswerShow Answer

first stage in the hierarchy of effects is __________.

Correct AnswerverifiedShow Answer

Another name for competitive parity budgeting is __________ budgeting.

Correct AnswerverifiedShow Answer

group of prospective buyers toward which a promotion program is directed is referred to as a

Correct AnswerverifiedShow Answer

stage of the product life cycle is a period when little money is spent in the promotional mix?

Correct AnswerverifiedShow Answer

Coupons,rebates,samples,and sweepstakes are all examples of __________.

Correct AnswerverifiedShow Answer

a feedback loop,a response refers to

Correct AnswerverifiedShow Answer

Figure 17-2 -communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "D" represents _________.

Correct AnswerverifiedShow Answer

proper blend of elements in the promotional mix depends on the type of product.The three specific characteristics to be considered are complexity,risk,and __________.

Correct AnswerverifiedShow Answer

promotional mix refers to

Correct AnswerverifiedShow Answer

Which stage of the product life cycle is usually a period of phase-out for the product,when little money is spent in the promotional mix?

Correct AnswerverifiedShow Answer

respect to a product's characteristics,complexity refers to

Correct AnswerverifiedShow Answer

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species.However,the firm has little resources to promote the film.Which promotional element should it employ?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

of the following are examples of sales promotion tools EXCEPT:

Correct AnswerverifiedShow Answer

the hierarchy of effects,awareness is defined as

Correct AnswerverifiedShow Answer

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The development stage is composed of fou...
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