Question 1

Which of the following is the best approach to promotion budgeting?

Accepted Answer

A)  percentage of sales budgeting
B)  competitive parity budgeting
C)  all-you-can-afford
D)  objective and task budgeting
E)  relative scale budgetingF) B) and D)
G) B) and C)

Question 2

Lead generation refers to

Accepted Answer

A)  the activities performed by missionary salespeople that involve creating interest in a product or service.
B)  the result of a direct marketing offer designed to generate interest in a product or service, and a request for additional information.
C)  the activities performed by sales personnel, in a retail setting, that direct a customer to alternative product choices within the store.
D)  the result of an offer designed to generate interest in a product or service that ultimately results in a product purchase.
E)  the use of mass-communications advertisements to promote awareness of a new product.F) D) and E)
G) All of the above

Question 3

What are the strengths and weaknesses of using sales promotion in the promotional mix?

Accepted Answer

Sales promotion is a short-term induceme...

Question 4

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

Accepted Answer

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

Question 5

The billboards that Sony uses to advertise its PlayStation game console are _________.

Accepted Answer

A)  messages
B)  media codes
C)  feedback loops
D)  reference sources
E)  channel of communicationsF) C) and D)
G) A) and B)

Question 6

Communication is the process of conveying a message to others that requires six elements.These elements include: a source, a message, a channel of communication, a(n)  ___________, and the processes of encoding and decoding.

Accepted Answer

A)  concept
B)  offer
C)  receiver
D)  trademark
E)  sloganF) All of the above
G) None of the above

Question 7

The result of an offer designed to generate interest in a product or service, and a request for additional information is referred to as _________.

Accepted Answer

A)  direct orders
B)  lead generation
C)  traffic generation
D)  indirect orders
E)  first mover advantageF) C) and D)
G) B) and E)

Question 8

Most consumers would characterize today's marketplace as

Accepted Answer

A)  interactive and connected.
B)  static and disconnected.
C)  dysfunctional and chaotic.
D)  unrelated and disassociated.
E)  inert and stagnant.F) A) and C)
G) A) and D)

Question 9

In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market.In terms of the communication process, the transformation of this idea into an ad campaign is an example of _________.

Accepted Answer

A)  lead generation
B)  receiving
C)  decoding
D)  messaging
E)  encodingF) C) and E)
G) A) and D)

Question 10

In the hierarchy of effects, the consumer's actual first purchase and use of the product or brand is referred to as the _________ stage.

Accepted Answer

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

Question 11

Imagine a small retailer saying, "Well, after budgeting for all of our expenses for next year, we still have about $7500 remaining for emergencies.Let's budget 20 percent of that amount for advertising." What budgeting technique is the small retailer using?

Accepted Answer

A)  percentage of sales budgeting
B)  all-you-can-afford budgeting
C)  competitive parity budgeting
D)  objective and task budgeting
E)  relative scale budgetingF) A) and D)
G) A) and B)

Question 12

Imagine a small agrichemical laboratory with a very small marketing budget that develops a seed that produces grass, which grows two-inches high and no higher.Which promotional element should it use to communicate its discovery?

Accepted Answer

A)  advertising
B)  personal selling
C)  sales promotion
D)  publicity
E)  missionary salesF) A) and D)
G) B) and D)

Question 13

feedback may be so delayed or distorted that it is of no use to the sender.

Accepted Answer

A)  in an attempt to be creative, the encoder creates a message with too much noise
B)  the communications channel is not properly funded
C)  the message is considered too ordinary; there is too much field of experience
D)  a properly encoded message may be sent through the wrong channel and never make it to the receiver
E)  there is no interest on the part of the receiver because the product itself is inadequateF) A) and B)
G) C) and E)

Question 14

Which of the following in an inherent weakness of publicity?

Accepted Answer

A)  easily abused
B)  high absolute costs
C)  difficult to receive good feedback
D)  difficult to get media cooperation
E)  can easily lead to promotion warsF) C) and D)
G) B) and E)

Question 15

The promotional mix includes advertising, personal selling, sales promotion, public relations, and _________.

Accepted Answer

A)  public relations
B)  infomercials
C)  risk-free trials
D)  word-of-mouth
E)  direct marketingF) D) and E)
G) B) and E)

Question 16

Many companies create a branded presence such as a fan page within virtual communities such as Facebook or MySpace in order to

Accepted Answer

A)  appeal to younger audiences.
B)  create peer pressure to buy specific brands.
C)  create brand awareness.
D)  generate word-of-mouth advertising.
E)  keep track of the most recent trends.F) A) and B)
G) A) and E)

Question 17

The result of organizations' efforts to create profiles of customers so that direct marketing tools, such as e-mail and catalogs, can be directed at specific customers are referred to as

Accepted Answer

A)  databases.
B)  direct order fulfillments.
C)  lead generations.
D)  first-mover advantages.
E)  direct order consignments.F) All of the above
G) C) and E)

Question 18

FIGURE 15-1 
-Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J") .The position labeled "C" is referred to as _________.

Accepted Answer

A)  the source
B)  the message
C)  the receiver
D)  the fields of experience
E)  feedbackF) C) and D)
G) None of the above

Question 19

FIGURE 15-4 
-Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle as shown in Figure 15-4 above?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  decline
E)  terminationF) B) and E)
G) A) and B)

Question 20

A marketing manager at General Motors computed the promotion-to-sales ratio for GM, for Ford, and for the industry.She found that GM's ratio was 2.6%, Ford's was 3.2% and the industry average was 2.7%.She then realized

Accepted Answer

A)  she had better find a new job as she had been responsible for these results.
B)  she needed to explain these numbers to her boss, especially in relation to the industry.
C)  Ford would be shortly taking market share from GM.
D)  she spent her promotional dollars effectively.
E)  she wasn't the marketer she thought she was.F) A) and B)
G) B) and D)

Exam 15: Integrated Marketing Communications and Direct Marketing

FIGURE 15-1 -Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J") .The position labeled "C" is referred to as _________.

Correct Answer
verified

Which of the following in an inherent weakness of publicity?

Correct Answer
verified

FIGURE 15-4 -Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle as shown in Figure 15-4 above?

Correct Answer
verified

What are the strengths and weaknesses of using sales promotion in the promotional mix?

Correct Answer
verified
Sales promotion is a short-term induceme...
View Answer

A marketing manager at General Motors computed the promotion-to-sales ratio for GM, for Ford, and for the industry.She found that GM's ratio was 2.6%, Ford's was 3.2% and the industry average was 2.7%.She then realized

Correct Answer
verified

In the hierarchy of effects, the consumer's actual first purchase and use of the product or brand is referred to as the _________ stage.

Correct Answer
verified

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

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

Correct Answer
verified

Imagine a small retailer saying, "Well, after budgeting for all of our expenses for next year, we still have about $7500 remaining for emergencies.Let's budget 20 percent of that amount for advertising." What budgeting technique is the small retailer using?

Correct Answer
verified

The billboards that Sony uses to advertise its PlayStation game console are _________.

Correct Answer
verified

feedback may be so delayed or distorted that it is of no use to the sender.

Correct Answer
verified

Lead generation refers to

Correct Answer
verified

The result of an offer designed to generate interest in a product or service, and a request for additional information is referred to as _________.

Correct Answer
verified

The promotional mix includes advertising, personal selling, sales promotion, public relations, and _________.

Correct Answer
verified

Which of the following is the best approach to promotion budgeting?

Correct Answer
verified

Many companies create a branded presence such as a fan page within virtual communities such as Facebook or MySpace in order to

Correct Answer
verified

Imagine a small agrichemical laboratory with a very small marketing budget that develops a seed that produces grass, which grows two-inches high and no higher.Which promotional element should it use to communicate its discovery?

Correct Answer
verified

Most consumers would characterize today's marketplace as

Correct Answer
verified

Communication is the process of conveying a message to others that requires six elements.These elements include: a source, a message, a channel of communication, a(n) ___________, and the processes of encoding and decoding.

Correct Answer
verified

The result of organizations' efforts to create profiles of customers so that direct marketing tools, such as e-mail and catalogs, can be directed at specific customers are referred to as

Correct Answer
verified

Exam 15: Integrated Marketing Communications and Direct Marketing

FIGURE 15-1 -Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J") .The position labeled "C" is referred to as _________.

Correct AnswerverifiedShow Answer

Which of the following in an inherent weakness of publicity?

Correct AnswerverifiedShow Answer

FIGURE 15-4 -Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle as shown in Figure 15-4 above?

Correct AnswerverifiedShow Answer

What are the strengths and weaknesses of using sales promotion in the promotional mix?

Correct AnswerverifiedSales promotion is a short-term induceme...View AnswerShow Answer

A marketing manager at General Motors computed the promotion-to-sales ratio for GM, for Ford, and for the industry.She found that GM's ratio was 2.6%, Ford's was 3.2% and the industry average was 2.7%.She then realized

Correct AnswerverifiedShow Answer

In the hierarchy of effects, the consumer's actual first purchase and use of the product or brand is referred to as the _________ stage.

Correct AnswerverifiedShow Answer

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

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

Correct AnswerverifiedShow Answer

Imagine a small retailer saying, "Well, after budgeting for all of our expenses for next year, we still have about $7500 remaining for emergencies.Let's budget 20 percent of that amount for advertising." What budgeting technique is the small retailer using?

Correct AnswerverifiedShow Answer

The billboards that Sony uses to advertise its PlayStation game console are _________.

Correct AnswerverifiedShow Answer

feedback may be so delayed or distorted that it is of no use to the sender.

Correct AnswerverifiedShow Answer

Lead generation refers to

Correct AnswerverifiedShow Answer

The result of an offer designed to generate interest in a product or service, and a request for additional information is referred to as _________.

Correct AnswerverifiedShow Answer

The promotional mix includes advertising, personal selling, sales promotion, public relations, and _________.

Correct AnswerverifiedShow Answer

Which of the following is the best approach to promotion budgeting?

Correct AnswerverifiedShow Answer

Many companies create a branded presence such as a fan page within virtual communities such as Facebook or MySpace in order to

Correct AnswerverifiedShow Answer

Imagine a small agrichemical laboratory with a very small marketing budget that develops a seed that produces grass, which grows two-inches high and no higher.Which promotional element should it use to communicate its discovery?

Correct AnswerverifiedShow Answer

Most consumers would characterize today's marketplace as

Correct AnswerverifiedShow Answer

Communication is the process of conveying a message to others that requires six elements.These elements include: a source, a message, a channel of communication, a(n) ___________, and the processes of encoding and decoding.

Correct AnswerverifiedShow Answer

The result of organizations' efforts to create profiles of customers so that direct marketing tools, such as e-mail and catalogs, can be directed at specific customers are referred to as

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Sales promotion is a short-term induceme...
View Answer

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified