Question 1

In the post-purchase stage of the consumer purchase decision process, advertising and personal selling help

Accepted Answer

A)  reduce the need for personal contact.
B)  support the public relations element, which plays a major role.
C)  sales discounting requirements.
D)  reduce the buyer's post-purchase anxiety.
E)  shorten the time consumers take to adopt a product.F) A) and E)
G) B) and C)

Question 2

In the purchase stage of the consumer purchase decision process, research indicates that __________ activities shorten the time consumers take to adopt a product or service.

Accepted Answer

A)  public relations
B)  direct marketing
C)  advertising
D)  product sampling
E)  social mediaF) C) and D)
G) A) and B)

Question 3

In a marketing context, message refers to

Accepted Answer

A)  product information regarding benefits and usage from receiver to the sender outside the channel of communication.
B)  the slogan or tagline of a specific product.
C)  proprietary information linking a specific product to a promotional campaign.
D)  the information sent by a source to a receiver during the communication process.
E)  a television or radio commercial from the buyer to the seller.F) B) and D)
G) All of the above

Question 4

In 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) B) and D)

Question 5

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) A) and B)
G) C) and E)

Question 6

Decoding refers to

Accepted Answer

A)  receiving a message within a common field of experience and breaking down that information into small usable units to better interpret its meaning.
B)  having a receiver take a set of symbols, the message, and transform them into an idea.
C)  receiving a message that requires integration of new information to fully understand the intended meaning.
D)  having the sender transform an abstract idea into a set of symbols that can be universally understood.
E)  having a sender take a set of symbols, the message, and transform them into an idea.F) C) and E)
G) B) and C)

Question 7

Which of the following statements about executing and evaluating the promotion program is most accurate?

Accepted Answer

A)  Although there are five elements in the promotional mix, the only element that really benefits from an IMC audit is advertising.
B)  Most IMC programs have no difficulty creating a pretest, but posttests are much more difficult to construct since a number of unknown elements must be measured.
C)  To fully benefit from IMC programs, companies must create and maintain a test-result database that allows comparisons of the relative impact of the promotional tools and their execution options in varying situations.
D)  The ideal IMC program does not need any evaluation if it is executed according to plan.
E)  The most effective IMC audits are external. Internal audits tend to bias the results in the favor of the marketing staff's expectations.F) B) and C)
G) A) and B)

Question 8

When a company telephones people to ask them to contribute to the Police Benevolent Association (PBA) , the calling company is using

Accepted Answer

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

Question 9

The best approach to budgeting is objective and task budgeting, whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and

Accepted Answer

A)  asks the ad agency for an estimate.
B)  asks the media to propose a program.
C)  determines the promotion cost of performing these tasks.
D)  determines what spending level top management will allow for the proposed program.
E)  surveys customers to determine what spending levels they think are appropriate.F) D) and E)
G) A) and C)

Question 10

The means (salesperson, advertising media, or public relations tools)  by which a message is conveyed to a receiver is referred to as

Accepted Answer

A)  a vehicle.
B)  a field of experience.
C)  a channel of communication.
D)  a direct feedback loop.
E)  an information highway.F) B) and C)
G) None of the above

Question 11

With many industrial products and consumer purchases, ancillary services are an important consideration in selecting the promotional mix. The role of __________ can be used to describe how a product or service can be customized to individual needs. However, __________ is essential for building buyer confidence and providing evidence of customer service.

Accepted Answer

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

Question 12

The local radio station broadcast a story about a dry cleaner who 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 promotion.F) All of the above
G) A) and B)

Question 13

Identify and discuss four methods used to set the promotion budget.

Accepted Answer

(1) Percentage of sales. In the percenta...

Question 14

Which of the following statements about advertising is most accurate?

Accepted Answer

A)  Advertisers have limited control as to when and how often their advertisements will be placed.
B)  A key advantage of advertising is its ability to use customized interactions.
C)  Advertisers have very limited control over what it can say due to FCC regulations.
D)  Advertising is the least costly form of promotion because ads go through significant pretesting.
E)  Through advertising, a company can control what it says and, to some extent, to whom the message is sent.F) B) and C)
G) A) and B)

Question 15

A major fallacy of __________ budgeting is that sales cause promotion. Using this method, a company may reduce the amount it spends on promotion if sales declined the previous period when it may actually need 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 B)
G) D) and E)

Question 16

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 interference.F) C) and E)
G) A) and B)

Exam 17: Integrated Marketing Communications and Direct Marketing

Correct Answer
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The means (salesperson, advertising media, or public relations tools) by which a message is conveyed to a receiver is referred to as

Correct Answer
verified

In the purchase stage of the consumer purchase decision process, research indicates that __________ activities shorten the time consumers take to adopt a product or service.

Correct Answer
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Which of the following statements about advertising is most accurate?

Correct Answer
verified

Identify and discuss four methods used to set the promotion budget.

Correct Answer
verified
(1) Percentage of sales. In the percenta...
View Answer

In a marketing context, message refers to

Correct Answer
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Correct Answer
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The best approach to budgeting is objective and task budgeting, whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and

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

In the hierarchy of effects, awareness is defined as

Correct Answer
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Correct Answer
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Decoding refers to

Correct Answer
verified

When a company telephones people to ask them to contribute to the Police Benevolent Association (PBA) , the calling company is using

Correct Answer
verified

Which of the following statements about executing and evaluating the promotion program is most accurate?

Correct Answer
verified

In the post-purchase stage of the consumer purchase decision process, advertising and personal selling help

Correct Answer
verified

A major fallacy of __________ budgeting is that sales cause promotion. Using this method, a company may reduce the amount it spends on promotion if sales declined the previous period when it may actually need to spend more.

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

Correct AnswerverifiedShow Answer

The means (salesperson, advertising media, or public relations tools) by which a message is conveyed to a receiver is referred to as

Correct AnswerverifiedShow Answer

In the purchase stage of the consumer purchase decision process, research indicates that __________ activities shorten the time consumers take to adopt a product or service.

Correct AnswerverifiedShow Answer

Which of the following statements about advertising is most accurate?

Correct AnswerverifiedShow Answer

Identify and discuss four methods used to set the promotion budget.

Correct Answerverified(1) Percentage of sales. In the percenta...View AnswerShow Answer

In a marketing context, message refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The best approach to budgeting is objective and task budgeting, whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and

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

In the hierarchy of effects, awareness is defined as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Decoding refers to

Correct AnswerverifiedShow Answer

When a company telephones people to ask them to contribute to the Police Benevolent Association (PBA) , the calling company is using

Correct AnswerverifiedShow Answer

Which of the following statements about executing and evaluating the promotion program is most accurate?

Correct AnswerverifiedShow Answer

In the post-purchase stage of the consumer purchase decision process, advertising and personal selling help

Correct AnswerverifiedShow Answer

A major fallacy of __________ budgeting is that sales cause promotion. Using this method, a company may reduce the amount it spends on promotion if sales declined the previous period when it may actually need to spend more.

Correct AnswerverifiedShow Answer

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(1) Percentage of sales. In the percenta...
View Answer

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