Question 1

Which of the following is a strength of advertising?

Accepted Answer

A)  Advertising provides immediate feedback.
B)  Advertising can deliver complex information.
C)  Advertising can create messages quickly.
D)  Advertising is an efficient means for reaching large numbers of people.
E)  Advertising is often the most credible source of information for consumers.F) B) and C)
G) A) and E)

Question 2

The promotion-to-sales ratio is a(n)  __________ budgeting approach.

Accepted Answer

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

Question 3

Communication is the process of conveying a message to others and it requires six elements. These elements are a source, a message, a channel of communication, a receiver, and

Accepted Answer

A)  a message concept.
B)  a customized offer.
C)  a targeted slogan.
D)  a brand message.
E)  the processes of encoding and decoding.F) A) and B)
G) B) and E)

Question 4

All of the following are methods that firms use to set their promotion budgets except

Accepted Answer

A)  objective and task.
B)  actual number of unit of sales.
C)  competitive parity.
D)  percentage of sales.
E)  all you can afford.F) B) and D)
G) C) and E)

Question 5

Communication is the process of conveying a message to others and it requires six elements. These elements are a source, a message, a channel of communication, __________, and the processes of encoding and decoding.

Accepted Answer

A)  a concept
B)  a receiver
C)  an offer
D)  a brand
E)  a sloganF) B) and D)
G) A) and B)

Question 6

"To phase out" is the promotional objective of which stage of the product life cycle?

Accepted Answer

A)  decline
B)  growth
C)  remind
D)  maturity
E)  introductionF) B) and E)
G) A) and E)

Question 7

During the planning phase of an IMC program, a firm will identify the target audience, __________, set the budget, select the right promotional tools, design the promotion, and schedule the promotion.

Accepted Answer

A)  specify the promotion objectives
B)  pretest the promotion
C)  state the mission
D)  identify possible advertising or promotional firms
E)  carry out the promotionF) A) and E)
G) B) and C)

Question 8

Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, personal selling, sales promotion, public relations, and

Accepted Answer

A)  people.
B)  merchandising.
C)  direct marketing.
D)  social media.
E)  branding.F) A) and B)
G) C) and D)

Question 9

Which of the following types of promotion uses customized interaction?

Accepted Answer

A)  advertising
B)  direct marketing
C)  public relations
D)  sales promotion
E)  publicityF) B) and D)
G) A) and D)

Question 10

Integrated marketing communications (IMC)  programs coordinate a variety of promotion alternatives to provide

Accepted Answer

A)  a promotional channel.
B)  a communications message.
C)  a consistent message across audiences.
D)  a media mix useful to all types of companies.
E)  a marketing matrix.F) C) and E)
G) A) and C)

Question 11

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as

Accepted Answer

A)  a push strategy.
B)  an intense strategy.
C)  an inertia strategy.
D)  an exclusivity strategy.
E)  a pull strategy.F) A) and E)
G) A) and D)

Question 12

Advertising, sales promotion, and public relations are often said to use __________ because they are used with groups of prospective buyers.

Accepted Answer

A)  cooperative selling
B)  mass selling
C)  customized selling
D)  collection selling
E)  paid sellingF) B) and C)
G) B) and E)

Question 13

What value does direct marketing provide customers?

Accepted Answer

Large portions of the U.S. population us...

Question 14

A major weakness of the _________________ element is that it requires expensive database management.

Accepted Answer

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

Question 15

Direct marketing has the advantage of being __________ to match the needs of specific target markets.

Accepted Answer

A)  priced
B)  standardized
C)  customized
D)  engaged
E)  integratedF) C) and E)
G) A) and B)

Question 16

A push strategy exists if a manufacturer

Accepted Answer

A)  advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide advertising campaigns.
B)  directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product.
C)  forces a retailer to promote its products by placing national ads in local newspapers.
D)  directs its efforts in the form of advertising and sales promotions to ultimate consumers to encourage them to ask the retailer for the product.
E)  directs retailers to promote one product over another to help balance fluctuations in inventory.F) A) and B)
G) A) and C)

Question 17

Direct marketing refers to

Accepted Answer

A)  individualized communications programs specifically designed with a single customer in mind because the item being sold is unique to that customer.
B)  a promotional alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.
C)  a new form of retail outlet with convenient locations.
D)  a sales strategy whereby the exchange takes place at the time of engagement, such as selling produce at a local farmer's market.
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 E)
G) A) and C)

Question 18

A food warehouse store got a very good buy on a brand of frozen orange juice and, rather than maintain it as extra inventory, needs to sell it quickly to consumers. Which promotional element should be used?

Accepted Answer

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

Question 19

The Olympus Eye Trek is a device that provides "a high-quality personal TV experience." It resembles a pair of glasses that when worn make the user think he or she is watching a 52-inch high-definition television. An ad for the device contains both a telephone number that can be called and a website that can be visited for further information on how the product works. This Olympus Eye Trek is most likely high in

Accepted Answer

A)  user-friendliness.
B)  complexity.
C)  risk.
D)  synergy.
E)  accessibility.F) All of the above
G) B) and E)

Question 20

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

Accepted Answer

A)  public relations
B)  infomercials
C)  merchandising
D)  word-of-mouth
E)  publicityF) B) and C)
G) A) and E)

Exam 17: Integrated Marketing Communications and Direct Marketing

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

Correct Answer
verified

Advertising, sales promotion, and public relations are often said to use __________ because they are used with groups of prospective buyers.

Correct Answer
verified

During the planning phase of an IMC program, a firm will identify the target audience, __________, set the budget, select the right promotional tools, design the promotion, and schedule the promotion.

Correct Answer
verified

All of the following are methods that firms use to set their promotion budgets except

Correct Answer
verified

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as

Correct Answer
verified

A major weakness of the _________________ element is that it requires expensive database management.

Correct Answer
verified

Which of the following types of promotion uses customized interaction?

Correct Answer
verified

Direct marketing refers to

Correct Answer
verified

Correct Answer
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A push strategy exists if a manufacturer

Correct Answer
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What value does direct marketing provide customers?

Correct Answer
verified
Large portions of the U.S. population us...
View Answer

A food warehouse store got a very good buy on a brand of frozen orange juice and, rather than maintain it as extra inventory, needs to sell it quickly to consumers. Which promotional element should be used?

Correct Answer
verified

"To phase out" is the promotional objective of which stage of the product life cycle?

Correct Answer
verified

Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, personal selling, sales promotion, public relations, and

Correct Answer
verified

Communication is the process of conveying a message to others and it requires six elements. These elements are a source, a message, a channel of communication, a receiver, and

Correct Answer
verified

Direct marketing has the advantage of being __________ to match the needs of specific target markets.

Correct Answer
verified

The promotion-to-sales ratio is a(n) __________ budgeting approach.

Correct Answer
verified

Communication is the process of conveying a message to others and it requires six elements. These elements are a source, a message, a channel of communication, __________, and the processes of encoding and decoding.

Correct Answer
verified

Which of the following is a strength of advertising?

Correct Answer
verified

Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

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

Correct AnswerverifiedShow Answer

Advertising, sales promotion, and public relations are often said to use __________ because they are used with groups of prospective buyers.

Correct AnswerverifiedShow Answer

During the planning phase of an IMC program, a firm will identify the target audience, __________, set the budget, select the right promotional tools, design the promotion, and schedule the promotion.

Correct AnswerverifiedShow Answer

All of the following are methods that firms use to set their promotion budgets except

Correct AnswerverifiedShow Answer

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as

Correct AnswerverifiedShow Answer

A major weakness of the _________________ element is that it requires expensive database management.

Correct AnswerverifiedShow Answer

Which of the following types of promotion uses customized interaction?

Correct AnswerverifiedShow Answer

Direct marketing refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A push strategy exists if a manufacturer

Correct AnswerverifiedShow Answer

What value does direct marketing provide customers?

Correct AnswerverifiedLarge portions of the U.S. population us...View AnswerShow Answer

A food warehouse store got a very good buy on a brand of frozen orange juice and, rather than maintain it as extra inventory, needs to sell it quickly to consumers. Which promotional element should be used?

Correct AnswerverifiedShow Answer

"To phase out" is the promotional objective of which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, personal selling, sales promotion, public relations, and

Correct AnswerverifiedShow Answer

Communication is the process of conveying a message to others and it requires six elements. These elements are a source, a message, a channel of communication, a receiver, and

Correct AnswerverifiedShow Answer

Direct marketing has the advantage of being __________ to match the needs of specific target markets.

Correct AnswerverifiedShow Answer

The promotion-to-sales ratio is a(n) __________ budgeting approach.

Correct AnswerverifiedShow Answer

Communication is the process of conveying a message to others and it requires six elements. These elements are a source, a message, a channel of communication, __________, and the processes of encoding and decoding.

Correct AnswerverifiedShow Answer

Which of the following is a strength of advertising?

Correct AnswerverifiedShow Answer

Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide

Correct AnswerverifiedShow Answer

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Large portions of the U.S. population us...
View Answer

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