Question 1

_____ is becoming an important goal of marketing communications because modern technology makes information gathering more practical.

Accepted Answer

A)   Building positive images
B)   Retaining customers
C)   Building channel relationships
D)   Identifying prospectsE) A) and D)
F) None of the above

Question 2

_____ is (are)  aimed at distributors and retailers of products who make up the distribution channel.

Accepted Answer

A)   Trade promotions
B)   Coupons
C)   Pull marketing
D)   Consumer promotionsE) None of the above
F) A) and B)

Question 3

Identify the objective of sales promotions when directed toward resellers.

Accepted Answer

A)   To encourage repeat or greater usage by current users.
B)   To stabilize a fluctuating sales pattern.
C)   To educate the sales force about product improvements.
D)   To obtain displays and other support for products.E) C) and D)
F) B) and C) D

Question 4

Why are frequency marketing programs technically not considered to be sales promotions?

Accepted Answer

A)   Due to their nonpersonal nature.
B)   As they are ongoing in nature.
C)   Since they require a purchase.
D)   Because they do not have the same objectives.E) A) and B)
F) All of the above

Question 5

A nonpaid form of nonpersonal communication about the organization and its products that is transmitted through a mass medium in the form of a news story is referred to as

Accepted Answer

A)   advertising.
B)   branding.
C)   publicity.
D)   personal selling.E) C) and D)
F) A) and B)

Question 6

Marketers create positive and distinct images through

Accepted Answer

A)   test marketing.
B)   marketing communications.
C)   marketing research.
D)   vertical marketing.E) A) and D)
F) B) and D) B

Question 7

Which of the following promotion tools would have the maximum success in encouraging a buyer into ordering a product?

Accepted Answer

A)   Advertising
B)   Personal selling
C)   Sales promotion
D)   Public relationsE) None of the above
F) A) and B)

Question 8

An immediate consumer reward incentive for inducing trial includes all of the following except

Accepted Answer

A)   sampling.
B)   instant coupons.
C)   in-store rebates.
D)   free mail-in premiums.E) A) and C)
F) A) and B)

Question 9

All of the following are immediate incentives for customer retention except

Accepted Answer

A)   price-off deals.
B)   loyalty programs.
C)   bonus packs.
D)   sweepstakes.E) B) and C)
F) B) and D)

Question 10

The promotion mix of which of the following products is most likely to contain short-run incentives?

Accepted Answer

A)   An essential commodity.
B)   An established product requiring nonpeak sales season stabilization.
C)   A product in the decline stage of the product life cycle.
D)   A product in the research and development stage of the product life cycle.E) B) and C)
F) B) and D)

Question 11

_____ involve(s)  aiming promotional efforts directly at customers to encourage them to ask the retailer for the product.

Accepted Answer

A)   Pull strategies
B)   Push strategies
C)   Penetration pricing
D)   SkimmingE) A) and D)
F) A) and B) A

Question 12

Premiums are

Accepted Answer

A)   prizes available either through chance selection or games of skill.
B)   rewards or gifts that can come from purchasing a product.
C)   the most familiar and widely used of all consumer promotions.
D)   additional amounts of the product given to buyers when they purchase the product.E) None of the above
F) All of the above

Question 13

The number of times, on average that people are exposed to an advertisement within a given time period is known as

Accepted Answer

A)   average frequency.
B)   reach intensity.
C)   frame rate.
D)   time to target market.E) B) and C)
F) A) and D)

Question 14

All the following are reasons behind companies' efforts to cut back on trade and other promotions except

Accepted Answer

A)   not to force brand-loyal customers to pay unusually high prices when a product isn't on special.
B)   to allow consumers to benefit from a lower average shelf price, since retailers will no longer have discretion over the use of allowance dollars.
C)   to improve efficiencies in manufacturing and distribution systems because retailers will lose the incentive to do heavy forward buying of discounted items.
D)   to increase the manufacturer's inventories, and reduce the distributor's inventories.E) A) and C)
F) All of the above

Question 15

Identify the form of consumer promotion where additional amounts of the product are given to buyers when they purchase the product.

Accepted Answer

A)   Rebates and refunds
B)   Coupons
C)   Bonus packs
D)   PremiumsE) A) and B)
F) C) and D)

Question 16

The integrated approach to marketing communications focuses on all of the following except

Accepted Answer

A)   strategic consistency on brand messages.
B)   dialogue with customers.
C)   zero-based campaign planning.
D)   mass marketing and customer acquisition.E) A) and D)
F) None of the above

Question 17

Which observation is true of integrated marketing communications?

Accepted Answer

A)   It is concerned with sending out independent brand messages.
B)   It focuses on zero-based campaign planning.
C)   It focuses on mass marketing and customer acquisition.
D)   It uses mass media to carry on a monologue with customers.E) All of the above
F) A) and D)

Question 18

Advertising is subject to the law of diminishing returns, which means that

Accepted Answer

A)   for any advertised product, a point is eventually reached at which additional advertising produces little or no additional sales.
B)   advertising leads to maximizing of sales and those higher sales would always mean more profits.
C)   advertising is concerned with measuring the effects of specific ads or campaigns.
D)   advertising is a competitive weapon and emphasis should be given to the strategic aspects of the advertising function.E) C) and D)
F) A) and C)

Question 19

The objective of a news release is to

Accepted Answer

A)   inform members of the media of an event in the hope that they will convert it into a story.
B)   announce major news events such as new products, technologies, mergers.
C)   request members of the media to donate time for advertising for contributions and donors.
D)   compile facts developed by journalists published in the print media.E) A) and C)
F) C) and D)

Question 20

Which of the following statements about direct marketing is true?

Accepted Answer

A)   It involves face-to-face communication with potential buyers.
B)   It does not require any interactive dialog between the marketer and the customer.
C)   Its only objective is to request customers for further information.
D)   Its products or its activities are transmitted through a mass medium to a target audience.E) C) and D)
F) B) and C)

Exam 8: Integrated Marketing Communications : Advertising, Sales Promotion, Public Relations, and Direct Marketing

_____ is becoming an important goal of marketing communications because modern technology makes information gathering more practical.

Correct AnswerverifiedShow Answer

_____ is (are) aimed at distributors and retailers of products who make up the distribution channel.

Correct AnswerverifiedShow Answer

Identify the objective of sales promotions when directed toward resellers.

Correct AnswerverifiedD

Why are frequency marketing programs technically not considered to be sales promotions?

Correct AnswerverifiedShow Answer

A nonpaid form of nonpersonal communication about the organization and its products that is transmitted through a mass medium in the form of a news story is referred to as

Correct AnswerverifiedShow Answer

Marketers create positive and distinct images through

Correct AnswerverifiedB

Which of the following promotion tools would have the maximum success in encouraging a buyer into ordering a product?

Correct AnswerverifiedShow Answer

An immediate consumer reward incentive for inducing trial includes all of the following except

Correct AnswerverifiedShow Answer

All of the following are immediate incentives for customer retention except

Correct AnswerverifiedShow Answer

The promotion mix of which of the following products is most likely to contain short-run incentives?

Correct AnswerverifiedShow Answer

_____ involve(s) aiming promotional efforts directly at customers to encourage them to ask the retailer for the product.

Correct AnswerverifiedA

Premiums are

Correct AnswerverifiedShow Answer

The number of times, on average that people are exposed to an advertisement within a given time period is known as

Correct AnswerverifiedShow Answer

All the following are reasons behind companies' efforts to cut back on trade and other promotions except

Correct AnswerverifiedShow Answer

Identify the form of consumer promotion where additional amounts of the product are given to buyers when they purchase the product.

Correct AnswerverifiedShow Answer

The integrated approach to marketing communications focuses on all of the following except

Correct AnswerverifiedShow Answer

Which observation is true of integrated marketing communications?

Correct AnswerverifiedShow Answer

Advertising is subject to the law of diminishing returns, which means that

Correct AnswerverifiedShow Answer

The objective of a news release is to

Correct AnswerverifiedShow Answer

Which of the following statements about direct marketing is true?

Correct AnswerverifiedShow Answer

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D

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A

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