Question 1

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled Box A represents __________.

Accepted Answer

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

Question 2

In the hierarchy of effects, the consumer's ability to recognize and remember the product or brand name is referred to as the __________ stage.

Accepted Answer

A)  adoption
B)  evaluation
C)  awareness
D)  interest
E)  trialF) C) and E)
G) A) and E)

Question 3

The means (salesperson, advertising media, or public relations tools)  of conveying a message to a receiver is referred to as a(n)  __________.

Accepted Answer

A)  vehicle
B)  field of experience
C)  channel of communication
D)  direct feedback loop
E)  information highwayF) C) and E)
G) A) and E)

Question 4

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) None of the above
G) D) and E)

Question 5

Amazon.com, a successful online retailer, manages an extensive customer database that is used to determine which products are suggested to each customer. Some data are best collected from the customer; other data are collected from the purchases its customers make. Which of the following customer data is best collected from Amazon?

Accepted Answer

A)  lifestyles
B)  brand
C)  demographics
D)  media use
E)  competitive products purchasedF) D) and E)
G) B) and E)

Question 6

Which of the following would be LEAST likely to be used for mass selling?

Accepted Answer

A)  advertising
B)  public relations
C)  sales promotion
D)  publicity
E)  personal sellingF) All of the above
G) A) and B)

Question 7

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) D) and E)

Question 8

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

Accepted Answer

A)  noise
B)  the message
C)  the feedback loop
D)  the fields of experience
E)  feedbackF) C) and D)
G) None of the above

Question 9

Which of the following is an inherent strength of personal selling?

Accepted Answer

A)  personal selling can provide the target audience with complex information
B)  personal selling has low seller involvement
C)  personal selling can prepare messages quickly
D)  personal selling is an efficient means for reaching large numbers of people
E)  personal selling is often the most credible source in the consumer's mindF) B) and E)
G) A) and E)

Question 10

Which of the following statements describes a key difference between advertising and publicity?

Accepted Answer

A)  Publicity is more expensive on a cost-per-contact basis than advertising.
B)  Publicity includes direct payments to media, and advertising is usually indirectly paid.
C)  Advertising provides an immediate feedback loop, and publicity does not.
D)  A firm using publicity has less control over it than advertising.
E)  Advertising is usually directly paid, while publicity's main costs are indirect, associated with staff.F) A) and B)
G) A) and C)

Question 11

Which of the following statements about advertising is most accurate?

Accepted Answer

A)  Advertising can communicate specific product benefits to prospective buyers.
B)  Advertising has limited control as to when and where an advertisement will be used.
C)  A key advantage of advertising is its ability to use customized interactions.
D)  Advertising can be a very effective "attention getter" especially for new products, but has little impact for repeat purchases.
E)  Advertising is one of the least costly forms of promotion because it reaches a mass market.F) A) and B)
G) A) and C)

Question 12

Cardiac Science is a California-based company that makes defibrillators, heart monitors, and other medical equipment. It is preparing to market its products in Greece. The company's marketing manager is responsible for the promotional campaign in Greece, and she wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience. Which of the following is the best example of a communications problem that might arise because of this type of difference?

Accepted Answer

A)  The name of the product, when translated into Greek, has an unintentional meaning.
B)  Her target audience is strongly ethnocentric.
C)  The trade journals in which the company wants to run its ads do not accept ads from foreign companies.
D)  A Greek bureaucrat who is responsible for determining that the Cardiac Science products meet national standards has taken a personal dislike to her.
E)  The ads are in trade journals that Greek hospital administrators do not read.F) B) and D)
G) None of the above

Question 13

After a receiver responds to a message, the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as __________.

Accepted Answer

A)  encoding
B)  receiver response
C)  feedback
D)  noise
E)  message loopF) A) and D)
G) A) and E)

Question 14

A nonpersonal, indirectly paid presentation of an organization, product, or service that can take the form of a news story, editorial, or product announcement is referred to as (a)  __________.

Accepted Answer

A)  direct sales
B)  publicity
C)  direct marketing
D)  public service announcement
E)  personal sellingF) All of the above
G) A) and B)

Question 15

Factors such as differences in payment methods (credit and credit cards) , the need for improved reliability and security in regards to the mail system, and government regulations make it especially difficult for __________ in the global market.

Accepted Answer

A)  direct marketing
B)  advertising
C)  personal selling
D)  sales promotion
E)  publicityF) B) and E)
G) B) and C)

Question 16

The first stage in the hierarchy of effects is __________.

Accepted Answer

A)  interest
B)  awareness
C)  adoption
D)  trial
E)  evaluationF) All of the above
G) A) and C)

Question 17

The __________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.

Accepted Answer

A)  product
B)  price
C)  place
D)  promotion
E)  advertisingF) A) and B)
G) A) and E)

Question 18

-Channel A in Figure 14-4 above represents which type of promotional channel strategy?

Accepted Answer

A)  direct
B)  indirect
C)  push
D)  pull
E)  verticalF) None of the above
G) B) and E)

Question 19

A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold, is referred to as __________ budgeting.

Accepted Answer

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

Question 20

Brand creative director at Taco Bell Tracee Larocca describes her job as making "sure that all of our communications have the same look, tone, and feel across all platforms," which could be described as

Accepted Answer

A)  advertising management.
B)  targeted marketing research.
C)  traditional media expertise.
D)  repositioning.
E)  integrated marketing communications.F) A) and B)
G) A) and C)

Exam 14: Integrated Marketing Communications and Direct Marketing

Which of the following would be LEAST likely to be used for mass selling?

Correct Answer
verified

Correct Answer
verified

A nonpersonal, indirectly paid presentation of an organization, product, or service that can take the form of a news story, editorial, or product announcement is referred to as (a) __________.

Correct Answer
verified

The means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver is referred to as a(n) __________.

Correct Answer
verified

-Channel A in Figure 14-4 above represents which type of promotional channel strategy?

Correct Answer
verified

After a receiver responds to a message, the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as __________.

Correct Answer
verified

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled Box A represents __________.

Correct Answer
verified

In the hierarchy of effects, the consumer's ability to recognize and remember the product or brand name is referred to as the __________ stage.

Correct Answer
verified

A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold, is referred to as __________ budgeting.

Correct Answer
verified

The first stage in the hierarchy of effects is __________.

Correct Answer
verified

The __________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.

Correct Answer
verified

Correct Answer
verified

Which of the following statements about advertising is most accurate?

Correct Answer
verified

Brand creative director at Taco Bell Tracee Larocca describes her job as making "sure that all of our communications have the same look, tone, and feel across all platforms," which could be described as

Correct Answer
verified

Which of the following is an inherent strength of personal selling?

Correct Answer
verified

Factors such as differences in payment methods (credit and credit cards) , the need for improved reliability and security in regards to the mail system, and government regulations make it especially difficult for __________ in the global market.

Correct Answer
verified

Which of the following statements describes a key difference between advertising and publicity?

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

Correct Answer
verified

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

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

Which of the following would be LEAST likely to be used for mass selling?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A nonpersonal, indirectly paid presentation of an organization, product, or service that can take the form of a news story, editorial, or product announcement is referred to as (a) __________.

Correct AnswerverifiedShow Answer

The means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

-Channel A in Figure 14-4 above represents which type of promotional channel strategy?

Correct AnswerverifiedShow Answer

After a receiver responds to a message, the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as __________.

Correct AnswerverifiedShow Answer

-To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled Box A represents __________.

Correct AnswerverifiedShow Answer

In the hierarchy of effects, the consumer's ability to recognize and remember the product or brand name is referred to as the __________ stage.

Correct AnswerverifiedShow Answer

A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold, is referred to as __________ budgeting.

Correct AnswerverifiedShow Answer

The first stage in the hierarchy of effects is __________.

Correct AnswerverifiedShow Answer

The __________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements about advertising is most accurate?

Correct AnswerverifiedShow Answer

Brand creative director at Taco Bell Tracee Larocca describes her job as making "sure that all of our communications have the same look, tone, and feel across all platforms," which could be described as

Correct AnswerverifiedShow Answer

Which of the following is an inherent strength of personal selling?

Correct AnswerverifiedShow Answer

Factors such as differences in payment methods (credit and credit cards) , the need for improved reliability and security in regards to the mail system, and government regulations make it especially difficult for __________ in the global market.

Correct AnswerverifiedShow Answer

Which of the following statements describes a key difference between advertising and publicity?

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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verified

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