Question 1

which sales budgeting approach is the amount of money spent based on past or anticipated sales?

Accepted Answer

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

Question 2

Figure 17-8
-Which of the following forms of direct marketing has the highest response rate according to Figure 17-8 above?

Accepted Answer

A)   direct mail
B)   e-mail
C)   paid search
D)   telemarketing
E)   advertisingF) C) and E)
G) A) and D)

Question 3

Consumers who read,hear,or see the message sent by a source during the communication process are referred to as __________.

Accepted Answer

A)   purchasers
B)   the target market
C)   receivers
D)   sources
E)   encodersF) A) and B)
G) A) and C)

Question 4

Publicity refers to

Accepted Answer

A)   a nonpersonal, indirectly paid presentation of an organization, product, or service.
B)   a short-term inducement of value offered to arouse interest in buying a product or service.
C)   methods used to get a nonpersonal, directly paid presentation of a company or its products.
D)   a paid form of nonpersonal communication about an organization, product, service, or idea, by an identified sponsor.
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) B) and E)
G) A) and D)

Question 5

L'Oréal created an advertisement for its Visible Lift makeup.Glamour magazine,in which the ad for the L'Oréal Visible Lift makeup appeared,is an example of (a) __________.

Accepted Answer

A)   message
B)   noise
C)   feedback loop
D)   source
E)   channel of communicationF) C) and D)
G) A) and B)

Question 6

products go through a product life cycle of __________ stages: __________.

Accepted Answer

A)   two; new and improved
B)   two; growth and decline
C)   three; new, improved, and obsolete
D)   four; awareness, interest, involvement, and evaluation
E)   four; introduction, growth, maturity, and declineF) B) and D)
G) C) and E)

Question 7

process of having the receiver take a set of symbols,the message,and transforming them back to an idea during the communication process is referred to as __________.

Accepted Answer

A)   decoding
B)   encoding
C)   integrating
D)   back translation
E)   transformationF) A) and B)
G) A) and E)

Question 8

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) B) and D)
G) All of the above

Question 9

product characteristic known as __________ is relevant to promotional mix decisions and has financial,social,and physical components.

Accepted Answer

A)   risk
B)   complexity
C)   ancillary services
D)   empathy
E)   synergyF) C) and D)
G) B) and E)

Question 10

Which of the following statements describes a key difference between advertising and public relations?

Accepted Answer

A)   Public relations is more expensive on a cost-per-contact basis than advertising.
B)   Public relations is usually directly paid while advertising is usually indirectly paid.
C)   Advertising is usually directly paid while public relations is usually indirectly paid.
D)   Advertising provides an immediate feedback loop while public relations does not.
E)   Public relations always has a much greater reach than advertising.F) A) and E)
G) A) and C)

Question 11

Another name for competitive parity budgeting is __________ budgeting.

Accepted Answer

A)   linear forecast
B)   all-you-can-afford
C)   share of market
D)   comparative
E)   matched mediaF) All of the above
G) A) and E)

Question 12

a promotional campaign,hierarchy of effects refers to the stages a prospective buyer goes through,which include:

Accepted Answer

A)   awareness, interest, evaluation, trial, and rejection.
B)   interest, adoption, and brand loyalty.
C)   cognitive, affective, and behavioral.
D)   awareness, interest, evaluation, trial, and adoption.
E)   see an ad, try the product, and buy the product.F) C) and D)
G) A) and C)

Question 13

Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.

Accepted Answer

The first stage is introduction.The prim...

Question 14

Figure 17-4
-the prepurchase stage of the consumer purchase decision process,

Accepted Answer

A)   trade promotions are more effective than personal selling.
B)   publicity is the most effective promotion tool.
C)   advertising is more helpful than personal selling.
D)   personal selling is more effective than advertising.
E)   personal selling is the most effective way to communicate with potential buyers.F) C) and D)
G) A) and E)

Question 15

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) All of the above
G) A) and B)

Question 16

Percentage of sales budgeting refers to

Accepted Answer

A)   matching a competitor's absolute level of spending or the proportion per point of market share.
B)   allocating funds to a promotion only after all other budget items are covered.
C)   allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
D)   determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks.
E)   allocating funds to a promotion based on expected profits generated from it.F) B) and E)
G) A) and B)

Question 17

__________ can be used to inform prospective buyers about the benefits of the product.

Accepted Answer

A)   promotional mix
B)   promotion channel
C)   communication channel
D)   marketing mix
E)   media mixF) A) and B)
G) A) and C)

Question 18

important factor in developing successful IMC programs is to create a process that facilitates their design and use.A tool used to evaluate a company's current process is the IMC

Accepted Answer

A)   audit.
B)   sensitivity analysis.
C)   what-if analysis.
D)   perceptual map.
E)   pretest.F) A) and D)
G) None of the above

Question 19

During the implementation phase of an IMC program,a firm will pretest the promotion and __________.

Accepted Answer

A)   posttest the promotion
B)   design the promotion
C)   state the mission
D)   carry out the promotion
E)   identify possible advertising or promotional firmsF) A) and E)
G) D) and E)

Question 20

Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix.How does the importance of advertising,personal selling,and sales promotion change as a consumer moves through stages of the decision process?

Accepted Answer

The importance of advertising,personal s...

Exam 17: Integrated Marketing Communications and Direct Marketing

During the implementation phase of an IMC program,a firm will pretest the promotion and __________.

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Figure 17-4 -the prepurchase stage of the consumer purchase decision process,

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Percentage of sales budgeting refers to

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Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix.How does the importance of advertising,personal selling,and sales promotion change as a consumer moves through stages of the decision process?

Correct AnswerverifiedThe importance of advertising,personal s...View AnswerShow Answer

Another name for competitive parity budgeting is __________ budgeting.

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Figure 17-8 -Which of the following forms of direct marketing has the highest response rate according to Figure 17-8 above?

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

Correct AnswerverifiedShow Answer

products go through a product life cycle of __________ stages: __________.

Correct AnswerverifiedShow Answer

Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.

Correct AnswerverifiedThe first stage is introduction.The prim...View AnswerShow Answer

L'Oréal created an advertisement for its Visible Lift makeup.Glamour magazine,in which the ad for the L'Oréal Visible Lift makeup appeared,is an example of (a) __________.

Correct AnswerverifiedShow Answer

which sales budgeting approach is the amount of money spent based on past or anticipated sales?

Correct AnswerverifiedShow Answer

Publicity refers to

Correct AnswerverifiedShow Answer

a promotional campaign,hierarchy of effects refers to the stages a prospective buyer goes through,which include:

Correct AnswerverifiedShow Answer

Consumers who read,hear,or see the message sent by a source during the communication process are referred to as __________.

Correct AnswerverifiedShow Answer

process of having the receiver take a set of symbols,the message,and transforming them back to an idea during the communication process is referred to as __________.

Correct AnswerverifiedShow Answer

Which of the following statements describes a key difference between advertising and public relations?

Correct AnswerverifiedShow Answer

__________ can be used to inform prospective buyers about the benefits of the product.

Correct AnswerverifiedShow Answer

product characteristic known as __________ refers to the technical sophistication of the product and the amount of understanding required to use it.

Correct AnswerverifiedShow Answer

product characteristic known as __________ is relevant to promotional mix decisions and has financial,social,and physical components.

Correct AnswerverifiedShow Answer

important factor in developing successful IMC programs is to create a process that facilitates their design and use.A tool used to evaluate a company's current process is the IMC

Correct AnswerverifiedShow Answer

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The importance of advertising,personal s...
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products go through a product life cycle of stages: .

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The first stage is introduction.The prim...
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