Question 1

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

Accepted Answer

A)  9%
B)  12%
C)  15%
D)  20%
E)  25%F) C) and E)
G) A) and B)

Question 2

The promotional objective of the growth stage of the product life cycle is to __________ consumers.

Accepted Answer

A)  inform
B)  remind
C)  update
D)  persuade
E)  phase inF) A) and E)
G) B) and D)

Question 3

Mary's Cookies submitted an ad to the local newspaper with a coupon stating that a dozen cookies cost $2.99.The newspaper instead printed the price on the coupon as $29.99.Consequently,no customers came in to buy cookies using the coupon.The factor working against effective communication between Mary and her target market in this case was most likely the result of __________.

Accepted Answer

A)  feedback disruption
B)  noise
C)  a decoding error
D)  a communication barrier
E)  message interferenceF) A) and D)
G) B) and D)

Question 4

During the evaluation phase of an IMC program,a firm will __________ and make needed changes.

Accepted Answer

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

Question 5

In the communication process,__________ ensure(s) that messages are decoded properly.

Accepted Answer

A)  encoding
B)  posttesting
C)  feedback
D)  pretesting
E)  the feedback loopF) A) and B)
G) A) and C)

Question 6

During the implementation phase of an IMC program,a firm will pretest the promotion and __________.

Accepted Answer

A)  posttest the promotion
B)  design the promotion
C)  state the mission
D)  carry out the promotion
E)  identify possible advertising or promotional firmsF) All of the above
G) A) and E)

Question 7

The promotional mix includes __________,personal selling,sales promotion,public relations,and direct marketing.

Accepted Answer

A)  publicity
B)  infomercials
C)  advertising
D)  risk-free trials
E)  word-of-mouthF) A) and B)
G) A) and C)

Question 8

A marketing manager at Ford computed the promotion-to-sales ratio for Ford,GM,and the auto industry itself.She found that Ford's ratio was 2.8%,GM's ratio was 4.5%,and the auto industry average was 6.7%.She then realized

Accepted Answer

A)  she had better find a new job as she had been responsible for these results.
B)  she needed to explain these numbers to her boss,especially in relation to the industry.
C)  GM shortly would be taking market share from Ford.
D)  she spent her promotional dollars effectively.
E)  she wasn't the marketer she thought she was.F) A) and B)
G) C) and D)

Question 9

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 D)
G) A) and C)

Question 10

The process of conveying a message to others that requires six elements-a source,a message,a channel of communication,a receiver,and the processes of encoding and decoding-is referred to as __________.

Accepted Answer

A)  exchange
B)  dialogue
C)  communication
D)  advertising
E)  feedbackF) C) and D)
G) A) and D)

Question 11

In the seventh stage of the DEWmocracy 2 campaign,three flavors were introduced in stores so consumers could vote for their favorite.The winner,which was then added to Mountain Dew's product line,was Mountain Dew __________.

Accepted Answer

A)  Supernova
B)  Typhoon
C)  Distortion
D)  White Out
E)  VoltageF) D) and E)
G) B) and E)

Question 12

The concept of designing marketing communications programs that coordinate all promotional activities-advertising,personal selling,sales promotion,public relations,and direct marketing-to provide a consistent message across all audiences is referred to as __________.

Accepted Answer

A)  the media mix
B)  the marketing matrix
C)  the promotional blend
D)  marketing by objectives (MBO) 
E)  integrated marketing communications (IM
C)  F) None of the above
G) All of the above

Question 13

The Olympics have become a very visible example of a comprehensive integrated communication program.For organizers,primary importance is placed on

Accepted Answer

A)  advertising and personal selling.
B)  personal selling and public relations.
C)  public relations and publicity.
D)  sales promotion and direct marketing.
E)  direct marketing and personal selling.F) A) and B)
G) D) and E)

Question 14

When Sears places a multiple-page booklet in the local newspaper about its President's Day sale,it is using which element of the promotional mix?

Accepted Answer

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

Question 15

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

Accepted Answer

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

Question 16

What is the nature of the "paid" aspect of advertising?

Accepted Answer

A)  Fees are paid for space or time in the medium.
B)  Fees are paid to salespeople as either salaries or commissions.
C)  Fees are paid to creative arts contributors but there is no direct payment to media.
D)  There is a wide range of fees paid depending upon the promotion selected.
E)  The primary costs are now associated with communication through mail,telephone,or the Internet.F) C) and D)
G) B) and D)

Question 17

Public relations refers to

Accepted Answer

A)  a seller-directed flow of communication,often in a face-to-face encounter,designed to promote a product with the purpose of making a sale.
B)  an individualized communications program specifically designed for a single customer because the item being sold is unique to that person.
C)  a mass selling approach that has been be tailored to meet the more select needs of a target market based on age,gender,ethnicity,or occupation.
D)  a form of communication that is intended to counteract any negative information or misinformation that has been fomented by competitors or disgruntled customers.
E)  a form of communication management that seeks to influence the feelings,opinions,or beliefs held by customers,prospective customers,stockholders,suppliers,employees,and other publics about a company and its products or services.F) A) and B)
G) B) and C)

Question 18

Pharmaceutical companies now spend more than $3.4 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.

Accepted Answer

A)  consumer integrated
B)  doctor cohort
C)  informational DVD
D)  direct-to-consumer
E)  customized on-lineF) B) and D)
G) A) and B)

Question 19

The term "receivers" refers to

Accepted Answer

A)  only those consumers who read,hear,or see a message about a product or service and then choose to buy it.
B)  consumers who read,hear,or see the message sent by a source during the communication process.
C)  a firm that obtains a basic message or theme from its advertising agency and translates that vision into a useable IMC campaign.
D)  promotional firms that select the best channels through which to convey advertising messages.
E)  customers who read,hear,or see the message sent by a source and misinterpret or reinterpret the message to fit their individual beliefs.F) None of the above
G) A) and C)

Question 20

The first decision in developing the promotion program is to __________.

Accepted Answer

A)  set the budget
B)  state the mission
C)  identify the target audience
D)  select the appeal
E)  select the mediaF) A) and B)
G) C) and D)

Exam 17: Integrated Marketing Communications and Direct Marketing

Pharmaceutical companies now spend more than $3.4 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.

Correct Answer
verified

In the seventh stage of the DEWmocracy 2 campaign,three flavors were introduced in stores so consumers could vote for their favorite.The winner,which was then added to Mountain Dew's product line,was Mountain Dew __________.

Correct Answer
verified

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

Correct Answer
verified

Public relations refers to

Correct Answer
verified

During the implementation phase of an IMC program,a firm will pretest the promotion and __________.

Correct Answer
verified

When Sears places a multiple-page booklet in the local newspaper about its President's Day sale,it is using which element of the promotional mix?

Correct Answer
verified

The process of conveying a message to others that requires six elements-a source,a message,a channel of communication,a receiver,and the processes of encoding and decoding-is referred to as __________.

Correct Answer
verified

The promotional mix includes __________,personal selling,sales promotion,public relations,and direct marketing.

Correct Answer
verified

The first decision in developing the promotion program is to __________.

Correct Answer
verified

The promotional objective of the growth stage of the product life cycle is to __________ consumers.

Correct Answer
verified

During the evaluation phase of an IMC program,a firm will __________ and make needed changes.

Correct Answer
verified

What is the nature of the "paid" aspect of advertising?

Correct Answer
verified

The term "receivers" refers to

Correct Answer
verified

Correct Answer
verified

A marketing manager at Ford computed the promotion-to-sales ratio for Ford,GM,and the auto industry itself.She found that Ford's ratio was 2.8%,GM's ratio was 4.5%,and the auto industry average was 6.7%.She then realized

Correct Answer
verified

The concept of designing marketing communications programs that coordinate all promotional activities-advertising,personal selling,sales promotion,public relations,and direct marketing-to provide a consistent message across all audiences is referred to as __________.

Correct Answer
verified

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

Correct Answer
verified

In the communication process,__________ ensure(s) that messages are decoded properly.

Correct Answer
verified

The Olympics have become a very visible example of a comprehensive integrated communication program.For organizers,primary importance is placed on

Correct Answer
verified

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

Pharmaceutical companies now spend more than $3.4 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.

Correct AnswerverifiedShow Answer

In the seventh stage of the DEWmocracy 2 campaign,three flavors were introduced in stores so consumers could vote for their favorite.The winner,which was then added to Mountain Dew's product line,was Mountain Dew __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Public relations refers to

Correct AnswerverifiedShow Answer

During the implementation phase of an IMC program,a firm will pretest the promotion and __________.

Correct AnswerverifiedShow Answer

When Sears places a multiple-page booklet in the local newspaper about its President's Day sale,it is using which element of the promotional mix?

Correct AnswerverifiedShow Answer

The process of conveying a message to others that requires six elements-a source,a message,a channel of communication,a receiver,and the processes of encoding and decoding-is referred to as __________.

Correct AnswerverifiedShow Answer

The promotional mix includes __________,personal selling,sales promotion,public relations,and direct marketing.

Correct AnswerverifiedShow Answer

The first decision in developing the promotion program is to __________.

Correct AnswerverifiedShow Answer

The promotional objective of the growth stage of the product life cycle is to __________ consumers.

Correct AnswerverifiedShow Answer

During the evaluation phase of an IMC program,a firm will __________ and make needed changes.

Correct AnswerverifiedShow Answer

What is the nature of the "paid" aspect of advertising?

Correct AnswerverifiedShow Answer

The term "receivers" refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A marketing manager at Ford computed the promotion-to-sales ratio for Ford,GM,and the auto industry itself.She found that Ford's ratio was 2.8%,GM's ratio was 4.5%,and the auto industry average was 6.7%.She then realized

Correct AnswerverifiedShow Answer

The concept of designing marketing communications programs that coordinate all promotional activities-advertising,personal selling,sales promotion,public relations,and direct marketing-to provide a consistent message across all audiences is referred to as __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In the communication process,__________ ensure(s) that messages are decoded properly.

Correct AnswerverifiedShow Answer

The Olympics have become a very visible example of a comprehensive integrated communication program.For organizers,primary importance is placed on

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified