Question 1

The first aspect of the Dewmocracy Campaign was for consumers to:

Accepted Answer

A)  follow the brand on social media
B)  suggest names for a new beverage
C)  'Like' them on Facebook and 'Follow' them on Twitter
D)  tell their friends about the new productE) C) and D)
F) A) and B)

Question 2

The product characteristic that provides the greatest contrast between a Gulfstream private jet and a bottle of water is:

Accepted Answer

A)  user friendliness
B)  risk
C)  complexity
D)  ancillary serviceE) None of the above
F) A) and D)

Question 3

A pull strategy refers to

Accepted Answer

A)  when a manufacturer advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide promotional and advertising campaigns.
B)  when a manufacturer forces a retailer to promote its product by placing national brand ads in local newspapers.
C)  directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product.
D)  directing the promotional mix toward channel members to gain their cooperation in ordering and stocking its product.E) A) and C)
F) B) and C)

Question 4

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes.What form of marketing communication did it use?

Accepted Answer

A)  public relations
B)  personal selling
C)  advertising
D)  sales promotionE) A) and D)
F) None of the above

Question 5

L'Oréal created an advertisement for its Visible Lift makeup.In terms of the communication process,the _____ in the ad for Visible Lift makeup informed prospective customers that the makeup reduced fine facial lines after 30 days of use and evened out skin tones.

Accepted Answer

A)  channel
B)  message
C)  decoder
D)  sourceE) All of the above
F) A) and D)

Question 6

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

Accepted Answer

A)  The most sophisticated pre-tests and post-tests are used with public relations.
B)  Most IMC programs rely on post-tests and use no pre-tests.
C)  The most sophisticated pre-tests and post-tests have been developed for advertising.
D)  The ideal IMC program does not need any evaluation if it is executed according to plan.E) C) and D)
F) None of the above

Question 7

An ad for Visible Lift makeup by L'Oréal informed prospective customers that the makeup reduced fine facial lines after 30 days of use and evened out skin tones.Marcia did not see the ad because she is 18 years old and has flawless skin.In terms of the communication process,the fact that Marcia has no need for the product acted as:

Accepted Answer

A)  a communication barrier.
B)  a source inconsistency.
C)  feedback.
D)  noise.E) All of the above
F) B) and D)

Question 8

All of the following are examples of sales promotion,EXCEPT:

Accepted Answer

A)  coupons
B)  sweepstakes
C)  rebates
D)  hosting a news conferenceE) A) and B)
F) B) and D)

Question 9

Which promotional element is particularly important to business buyers?

Accepted Answer

A)  advertising
B)  personal selling
C)  publicity
D)  sales promotionE) B) and C)
F) A) and D)

Question 10

A pull strategy occurs when:

Accepted Answer

A)  a manufacturer blitzes its wholesalers, retailers, and ultimate consumers with the use of nationwide promotional and advertising campaigns.
B)  a manufacturer forces a retailer to promote its product by placing national brand ads in local newspapers.
C)  a manufacturer directs its promotional mix at ultimate consumers to encourage them to ask retailers for the product.
D)  a manufacturer directs the promotional mix toward channel members to gain their cooperation in ordering and stocking its product.E) C) and D)
F) A) and D)

Question 11

Kraft Canada created an advertisement for its Cheez Whiz processed cheese spread.In terms of the communication process,the _____ for the information in the Cheez Whiz advertisement is Kraft Canada,its manufacturer.

Accepted Answer

A)  communication channel
B)  message
C)  decoder
D)  sourceE) B) and C)
F) A) and D)

Question 12

All of the following were aspects of Cadbury's Dairy Milk Bubbly IMC campaign,except:

Accepted Answer

A)  transit shelter advertising
B)  digital media
C)  product sampling
D)  social mediaE) A) and B)
F) None of the above

Question 13

When Coca-Cola sends their sales reps to speak with the owners of a 7-Eleven and Mac's Milk,they are using which channel strategy?

Accepted Answer

A)  push
B)  pull
C)  inertia
D)  exclusivityE) A) and B)
F) A) and C)

Question 14

What three product characteristics should be considered when selecting promotional tools? For each characteristic,give an example of a product where the characteristic is very important.

Accepted Answer

The answer of What three product characteristics should be considered...

Question 15

Figure: 16-1 
-In Figure 16-1,the position labeled "G" is referred to as __________.

Accepted Answer

A)  the noise
B)  the message
C)  the feedback loop
D)  the fields of experienceE) B) and D)
F) B) and C)

Question 16

Describe how social media can be used effectively during the three stages of the promotion decision process.

Accepted Answer

The answer of Describe how social media can be used...

Question 17

A new start-up needs to solidify their distribution channels for a new product.Considering they are in the growth stage of the product life cycle,which promotional element would they most likely use?

Accepted Answer

A)  advertising
B)  personal selling
C)  sales promotion
D)  publicityE) B) and C)
F) A) and B)

Question 18

Which of the following was not a stage of the Dewmocracy 2 Campaign?

Accepted Answer

A)  Truck Stop: Taste the Flavours
B)  LIKE US: 'Like' the chosen flavour on Facebook
C)  Dew Art: Design Your Can
D)  Shoot Your Shade: Colour SelectionE) A) and D)
F) B) and C)

Question 19

For a message to be communicated effectively,the sender and receiver must have a mutually shared:

Accepted Answer

A)  length and breadth of experience with a given product.
B)  promotional mix.
C)  area of expertise.
D)  field of experience.E) None of the above
F) C) and D)

Question 20

The concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences is referred to as:

Accepted Answer

A)  media convergence.
B)  niche marketing.
C)  integrated marketing communications (IM
C)  .
D)  marketing management.E) B) and C)
F) All of the above

Exam 16: Integrated Marketing Communications and Direct Marketing

Kraft Canada created an advertisement for its Cheez Whiz processed cheese spread.In terms of the communication process,the _____ for the information in the Cheez Whiz advertisement is Kraft Canada,its manufacturer.

Correct Answer
verified

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes.What form of marketing communication did it use?

Correct Answer
verified

Which promotional element is particularly important to business buyers?

Correct Answer
verified

All of the following are examples of sales promotion,EXCEPT:

Correct Answer
verified

What three product characteristics should be considered when selecting promotional tools? For each characteristic,give an example of a product where the characteristic is very important.

Correct Answer
verified

A pull strategy refers to

Correct Answer
verified

The concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences is referred to as:

Correct Answer
verified

L'Oréal created an advertisement for its Visible Lift makeup.In terms of the communication process,the _____ in the ad for Visible Lift makeup informed prospective customers that the makeup reduced fine facial lines after 30 days of use and evened out skin tones.

Correct Answer
verified

The first aspect of the Dewmocracy Campaign was for consumers to:

Correct Answer
verified

Figure: 16-1 -In Figure 16-1,the position labeled "G" is referred to as __________.

Correct Answer
verified

Correct Answer
verified

Which of the following was not a stage of the Dewmocracy 2 Campaign?

Correct Answer
verified

A pull strategy occurs when:

Correct Answer
verified

Describe how social media can be used effectively during the three stages of the promotion decision process.

Correct Answer
verified

For a message to be communicated effectively,the sender and receiver must have a mutually shared:

Correct Answer
verified

The product characteristic that provides the greatest contrast between a Gulfstream private jet and a bottle of water is:

Correct Answer
verified

When Coca-Cola sends their sales reps to speak with the owners of a 7-Eleven and Mac's Milk,they are using which channel strategy?

Correct Answer
verified

A new start-up needs to solidify their distribution channels for a new product.Considering they are in the growth stage of the product life cycle,which promotional element would they most likely use?

Correct Answer
verified

All of the following were aspects of Cadbury's Dairy Milk Bubbly IMC campaign,except:

Correct Answer
verified

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

Correct Answer
verified

Exam 16: Integrated Marketing Communications and Direct Marketing

Kraft Canada created an advertisement for its Cheez Whiz processed cheese spread.In terms of the communication process,the _____ for the information in the Cheez Whiz advertisement is Kraft Canada,its manufacturer.

Correct AnswerverifiedShow Answer

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes.What form of marketing communication did it use?

Correct AnswerverifiedShow Answer

Which promotional element is particularly important to business buyers?

Correct AnswerverifiedShow Answer

All of the following are examples of sales promotion,EXCEPT:

Correct AnswerverifiedShow Answer

What three product characteristics should be considered when selecting promotional tools? For each characteristic,give an example of a product where the characteristic is very important.

Correct AnswerverifiedShow Answer

A pull strategy refers to

Correct AnswerverifiedShow Answer

The concept of designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences is referred to as:

Correct AnswerverifiedShow Answer

L'Oréal created an advertisement for its Visible Lift makeup.In terms of the communication process,the _____ in the ad for Visible Lift makeup informed prospective customers that the makeup reduced fine facial lines after 30 days of use and evened out skin tones.

Correct AnswerverifiedShow Answer

The first aspect of the Dewmocracy Campaign was for consumers to:

Correct AnswerverifiedShow Answer

Figure: 16-1 -In Figure 16-1,the position labeled "G" is referred to as __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following was not a stage of the Dewmocracy 2 Campaign?

Correct AnswerverifiedShow Answer

A pull strategy occurs when:

Correct AnswerverifiedShow Answer

Describe how social media can be used effectively during the three stages of the promotion decision process.

Correct AnswerverifiedShow Answer

For a message to be communicated effectively,the sender and receiver must have a mutually shared:

Correct AnswerverifiedShow Answer

The product characteristic that provides the greatest contrast between a Gulfstream private jet and a bottle of water is:

Correct AnswerverifiedShow Answer

When Coca-Cola sends their sales reps to speak with the owners of a 7-Eleven and Mac's Milk,they are using which channel strategy?

Correct AnswerverifiedShow Answer

A new start-up needs to solidify their distribution channels for a new product.Considering they are in the growth stage of the product life cycle,which promotional element would they most likely use?

Correct AnswerverifiedShow Answer

All of the following were aspects of Cadbury's Dairy Milk Bubbly IMC campaign,except:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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