Question 1

All of the following are examples of direct marketing tools except which?

Accepted Answer

A)   direct mail
B)   telephone solicitations
C)   rebates
D)   catalogs
E)   direct-response ads on TVF) A) and E)
G) A) and C)

Question 2

The European Union passed a law called the E-Privacy Directive to

Accepted Answer

A)   provide explicit laws for website owners.
B)   protect intellectual property.
C)   increase data transparency.
D)   reduce the instances of hacking.
E)   allow consumers to access their search records.F) B) and E)
G) D) and E)

Question 3

Figure 14-1

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

Accepted Answer

A)   encoding.
B)   the message.
C)   decoding.
D)   the fields of experience.
E)   feedback.F) C) and D)
G) All of the above

Question 4

After watching a 30-second commercial from Jared for fine jewelry,Mariah was certain the necklace she saw would look spectacular with her new formal dress.In terms of the communication process,Mariah engaged in the task of

Accepted Answer

A)   integrating.
B)   sending.
C)   decoding.
D)   messaging.
E)   encoding.F) B) and E)
G) A) and D)

Question 5

The advertising campaign,"Think Outside the Bun" was designed for Millenials and belongs to which brand?

Accepted Answer

A)   McDonald's
B)   Arby's
C)   Chick-Fil-A
D)   Taco Bell
E)   Long John Silver'sF) A) and B)
G) A) and E)

Question 6

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)   internalization
E)   trialF) A) and E)
G) B) and E)

Question 7

All of the following guidelines help ensure the success of mobile marketing except which?

Accepted Answer

A)   Campaign should match product characteristics to the needs, preferences, and lifestyles of the consumer.
B)   Communications should facilitate multitasking.
C)   Create a mobile-ready app that is flashy and fun.
D)   Mobile apps should help shoppers make price comparisons.
E)   Communication should include extensive text and images to explain the purpose and value of the brand.F) D) and E)
G) All of the above

Question 8

Direct marketing faces several challenges and opportunities in global markets.Several countries,such as Australia and Japan,have requirements for mandatory "opt-in," which means

Accepted Answer

A)   global marketers must pay a special fee beyond the regular postage for the privilege of using a country's postal system.
B)   global marketers wishing to use direct marketing must have all mailings approved by their respective trade commissions for appropriateness of content.
C)   global marketers have to purchase special "catalog" postage at a cost higher than that charged for the same weight of mail sent from one individual to another.
D)   consumers have to pay a special fee to the government to defray the costs of mail carriers having to handle larger volumes of mail from catalogues.
E)   potential customers must give permission to include their name on a list for direct marketing solicitations.F) C) and E)
G) A) and E)

Question 9

In the hierarchy of effects,the consumer's appraisal of the product or brand on important attributes is referred to as the __________ stage.

Accepted Answer

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

Question 10

Once the design of each of the promotional program elements is complete,it is important to determine the most effective timing of their use.The __________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Accepted Answer

A)   perceptual map
B)   efficiency matrix
C)   sensitivity analysis
D)   promotion-to-sales ratio
E)   promotion scheduleF) C) and E)
G) A) and D)

Question 11

Which of these promotional elements has the highest cost-per-contact or exposure?

Accepted Answer

A)   advertising
B)   personal selling
C)   sales promotion
D)   publicity
E)   public service announcementsF) A) and E)
G) A) and B)

Question 12

By taking consumer expectations into consideration in the development,integrated marketing communications (IMC) become a key element in a company's __________ strategy.

Accepted Answer

A)   generic business
B)   retail life cycle
C)   market segmentation
D)   sustainable development
E)   customer experience managementF) A) and D)
G) A) and E)

Question 13

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) D) and E)
G) B) and D)

Question 14

Frommer's travel guide series,including volumes like Essential Italy,have been indispensable for travelers throughout the world since they describe out-of-the-way,inexpensive restaurants and hotels.These guides provide invaluable __________ to the establishments,though they cannot pay to be included.

Accepted Answer

A)   direct sales
B)   publicity
C)   direct marketing
D)   personnel selling
E)   public service announcementF) C) and D)
G) A) and B)

Question 15

Traffic generation is

Accepted Answer

A)   the outcome of an offer designed to motivate people to visit a business.
B)   the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.
C)   a 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.
D)   the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information.
E)   an increase in the amount of foot traffic in a retail establishment that coincides with a new advertising campaign.F) A) and C)
G) A) and B)

Question 16

DLS Cosmetics is trying to create brand awareness by sending households free samples of its products.These free samples are examples of

Accepted Answer

A)   free advertising.
B)   personal selling.
C)   sales promotions.
D)   free publicity.
E)   direct sales.F) A) and D)
G) C) and D)

Question 17

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 appear.
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 D)
G) B) and D)

Question 18

Many promotional efforts are focused on __________,who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.

Accepted Answer

A)   sales personnel
B)   ultimate consumers
C)   intermediaries
D)   repeat buyers
E)   nonprospectsF) C) and D)
G) A) and C)

Question 19

At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

Accepted Answer

A)   introduction
B)   growth
C)   accelerated development
D)   maturity
E)   declineF) D) and E)
G) B) and D)

Question 20

The promotion-to-sales ratio is a measure used in the __________ budgeting approach.

Accepted Answer

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

Exam 14: Integrated Marketing Communications and Direct Marketing

At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

Correct Answer
verified

Which of these promotional elements has the highest cost-per-contact or exposure?

Correct Answer
verified

Direct marketing faces several challenges and opportunities in global markets.Several countries,such as Australia and Japan,have requirements for mandatory "opt-in," which means

Correct Answer
verified

Once the design of each of the promotional program elements is complete,it is important to determine the most effective timing of their use.The __________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Correct Answer
verified

By taking consumer expectations into consideration in the development,integrated marketing communications (IMC) become a key element in a company's __________ strategy.

Correct Answer
verified

All of the following are examples of direct marketing tools except which?

Correct Answer
verified

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

Correct Answer
verified

The European Union passed a law called the E-Privacy Directive to

Correct Answer
verified

Which of the following statements about advertising is most accurate?

Correct Answer
verified

The advertising campaign,"Think Outside the Bun" was designed for Millenials and belongs to which brand?

Correct Answer
verified

Correct Answer
verified

Traffic generation 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

The promotion-to-sales ratio is a measure used in the __________ budgeting approach.

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

All of the following guidelines help ensure the success of mobile marketing except which?

Correct Answer
verified

Many promotional efforts are focused on __________,who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.

Correct Answer
verified

DLS Cosmetics is trying to create brand awareness by sending households free samples of its products.These free samples are examples of

Correct Answer
verified

In the hierarchy of effects,the consumer's appraisal of the product or brand on important attributes is referred to as the __________ stage.

Correct Answer
verified

After watching a 30-second commercial from Jared for fine jewelry,Mariah was certain the necklace she saw would look spectacular with her new formal dress.In terms of the communication process,Mariah engaged in the task of

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

Correct AnswerverifiedShow Answer

Which of these promotional elements has the highest cost-per-contact or exposure?

Correct AnswerverifiedShow Answer

Direct marketing faces several challenges and opportunities in global markets.Several countries,such as Australia and Japan,have requirements for mandatory "opt-in," which means

Correct AnswerverifiedShow Answer

Once the design of each of the promotional program elements is complete,it is important to determine the most effective timing of their use.The __________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Correct AnswerverifiedShow Answer

By taking consumer expectations into consideration in the development,integrated marketing communications (IMC) become a key element in a company's __________ strategy.

Correct AnswerverifiedShow Answer

All of the following are examples of direct marketing tools except which?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The European Union passed a law called the E-Privacy Directive to

Correct AnswerverifiedShow Answer

Which of the following statements about advertising is most accurate?

Correct AnswerverifiedShow Answer

The advertising campaign,"Think Outside the Bun" was designed for Millenials and belongs to which brand?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Traffic generation 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

The promotion-to-sales ratio is a measure used in the __________ budgeting approach.

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

All of the following guidelines help ensure the success of mobile marketing except which?

Correct AnswerverifiedShow Answer

Many promotional efforts are focused on __________,who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.

Correct AnswerverifiedShow Answer

DLS Cosmetics is trying to create brand awareness by sending households free samples of its products.These free samples are examples of

Correct AnswerverifiedShow Answer

In the hierarchy of effects,the consumer's appraisal of the product or brand on important attributes is referred to as the __________ stage.

Correct AnswerverifiedShow Answer

After watching a 30-second commercial from Jared for fine jewelry,Mariah was certain the necklace she saw would look spectacular with her new formal dress.In terms of the communication process,Mariah engaged in the task of

Correct AnswerverifiedShow Answer

Correct Answer
verified

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