Question 1

With respect to promotional element decisions,a product's ancillary services pertain to:

Accepted Answer

A)  non-warranted product features.
B)  the technical sophistication of the product.
C)  product features not originally envisioned by the manufacturer.
D)  the degree of service or support required after the sale.E) B) and D)
F) B) and C)

Question 2

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products,she is engaging in:

Accepted Answer

A)  direct marketing.
B)  sales promotion.
C)  public relations.
D)  personal selling.E) A) and B)
F) All of the above

Question 3

What are the advantages and disadvantages of using personal selling in the promotional mix?

Accepted Answer

The answer of What are the advantages and disadvantages of...

Question 4

Figure: 16-5 
-Channel "B" in Figure 16-5 represents which type of promotional channel strategy?

Accepted Answer

A)  Direct
B)  Indirect
C)  Push
D)  PullE) A) and B)
F) B) and C)

Question 5

Figure: 16-3 
-Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle as shown in Figure 16-3?

Accepted Answer

A)  Introduction
B)  Growth
C)  Maturity
D)  DeclineE) None of the above
F) All of the above

Question 6

Communication problems,which are the result of misinterpretation,can be attributed to each of the following EXCEPT:

Accepted Answer

A)  incorrect grammatical usage.
B)  poor photographic reproduction.
C)  different fields of experience.
D)  higher than expected media costs.E) B) and C)
F) All of the above

Question 7

Every issue of Taste of Home magazine features two or three entrepreneurs who have turned some skill or other resource into a successful small business.Since these featured businesses do not pay for this exposure,they are benefiting from:

Accepted Answer

A)  publicity.
B)  advertising.
C)  direct marketing.
D)  personal selling.E) A) and B)
F) C) and D)

Question 8

Decoding is usually done by the:

Accepted Answer

A)  source.
B)  receiver.
C)  user.
D)  decoder.E) All of the above
F) A) and C)

Question 9

What is an IMC audit? Explain.

Accepted Answer

The answer of What is an IMC audit? Explain....

Question 10

Which of the promotional elements requires expensive database management and is experiencing a declining response rate?

Accepted Answer

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

Question 11

Which of the following statements about advertising is NOT true?

Accepted Answer

A)  Advertising allows a firm to reach a mass market.
B)  Advertising allows the firm to decide when and where an advertisement will be used.
C)  Advertising is a paid form of personal communication.
D)  Advertising can be a very effective "attention getter" especially for new products.E) All of the above
F) B) and C)

Question 12

In terms of the communication process,the source is:

Accepted Answer

A)  any information which is paid for.
B)  consumers who read, hear, or see the message.
C)  similar understanding and knowledge.
D)  a company or person who has information to convey.E) A) and B)
F) None of the above

Question 13

You are very excited because you just finished planning a week's vacation in Spain.You spent the last week searching for wineries and B&Bs to visit and stay at.Yesterday,while checking an online news site,the banner ad read: 'Top Rated Winery in Spain...2 for 1 special,Click here!" This specific ad popped up because of:

Accepted Answer

A)  behavioural targeting
B)  social targeting
C)  online targeting
D)  habitual targetingE) B) and C)
F) A) and B)

Question 14

What is the promotional mix? Briefly describe each of the five promotional alternatives: advertising,personal selling,public relations,sales promotion,and direct marketing.

Accepted Answer

The answer of What is the promotional mix? Briefly describe...

Question 15

Objective and task budgeting is a budgeting method:

Accepted Answer

A)  that allocates funds to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
B)  that matches the competitor's absolute level of spending or the proportion per point of market share.
C)  that allocates funds to promotion only after all other budget items are covered.
D)  whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and determines the promotion cost of performing these tasks.E) B) and D)
F) A) and D)

Question 16

With direct marketing the result of offers that contain all the information necessary,for a prospective buyer to make a decision to purchase and complete the transaction are referred to as:

Accepted Answer

A)  direct orders
B)  lead generation bottlenecks
C)  traffic generation problems
D)  indirect ordersE) B) and D)
F) All of the above

Question 17

Pauline received a postcard from a local antique mall.The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day.The antique mall was using the postcard for:

Accepted Answer

A)  direct order fulfillment.
B)  lead generation.
C)  traffic generation.
D)  indirect order consignment.E) A) and D)
F) None of the above

Question 18

When Nestlé Canada launched Aero and Kit Kat Singles-a smaller serving of its chocolate bars that are 100 calories or less-to the Canadian market,they used traditional print media,a partnered contest,and an online promotion of "hero" characters of the chocolate bar brands,Kit and Bubbles.What marketing concept is Nestlé Canada practicing here?

Accepted Answer

A)  Integrated Marketing Communications (IM
C)  
B)  Advertising
C)  Sales Promotion
D)  Personal SellingE) C) and D)
F) A) and D)

Question 19

The first decision in developing a promotion program is to:

Accepted Answer

A)  set the budget.
B)  state the mission.
C)  identify the target audience.
D)  select the appeal.E) B) and C)
F) All of the above

Question 20

Communication is the sharing of message and requires six elements.Those elements are a source,a _____,a channel of communication,a receiver,and the processes of encoding and decoding.

Accepted Answer

A)  sender
B)  source
C)  receiver
D)  messageE) B) and C)
F) None of the above

Exam 16: Integrated Marketing Communications and Direct Marketing

What is the promotional mix? Briefly describe each of the five promotional alternatives: advertising,personal selling,public relations,sales promotion,and direct marketing.

Correct Answer
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Every issue of Taste of Home magazine features two or three entrepreneurs who have turned some skill or other resource into a successful small business.Since these featured businesses do not pay for this exposure,they are benefiting from:

Correct Answer
verified

Communication is the sharing of message and requires six elements.Those elements are a source,a _____,a channel of communication,a receiver,and the processes of encoding and decoding.

Correct Answer
verified

What are the advantages and disadvantages of using personal selling in the promotional mix?

Correct Answer
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Figure: 16-3 -Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle as shown in Figure 16-3?

Correct Answer
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Figure: 16-5 -Channel "B" in Figure 16-5 represents which type of promotional channel strategy?

Correct Answer
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What is an IMC audit? Explain.

Correct Answer
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Communication problems,which are the result of misinterpretation,can be attributed to each of the following EXCEPT:

Correct Answer
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Correct Answer
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In terms of the communication process,the source is:

Correct Answer
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Objective and task budgeting is a budgeting method:

Correct Answer
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Which of the promotional elements requires expensive database management and is experiencing a declining response rate?

Correct Answer
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Decoding is usually done by the:

Correct Answer
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The first decision in developing a promotion program is to:

Correct Answer
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Pauline received a postcard from a local antique mall.The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day.The antique mall was using the postcard for:

Correct Answer
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With respect to promotional element decisions,a product's ancillary services pertain to:

Correct Answer
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Correct Answer
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Which of the following statements about advertising is NOT true?

Correct Answer
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With direct marketing the result of offers that contain all the information necessary,for a prospective buyer to make a decision to purchase and complete the transaction are referred to as:

Correct Answer
verified

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products,she is engaging in:

Correct Answer
verified

Exam 16: Integrated Marketing Communications and Direct Marketing

What is the promotional mix? Briefly describe each of the five promotional alternatives: advertising,personal selling,public relations,sales promotion,and direct marketing.

Correct AnswerverifiedShow Answer

Every issue of Taste of Home magazine features two or three entrepreneurs who have turned some skill or other resource into a successful small business.Since these featured businesses do not pay for this exposure,they are benefiting from:

Correct AnswerverifiedShow Answer

Communication is the sharing of message and requires six elements.Those elements are a source,a _____,a channel of communication,a receiver,and the processes of encoding and decoding.

Correct AnswerverifiedShow Answer

What are the advantages and disadvantages of using personal selling in the promotional mix?

Correct AnswerverifiedShow Answer

Figure: 16-3 -Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle as shown in Figure 16-3?

Correct AnswerverifiedShow Answer

Figure: 16-5 -Channel "B" in Figure 16-5 represents which type of promotional channel strategy?

Correct AnswerverifiedShow Answer

What is an IMC audit? Explain.

Correct AnswerverifiedShow Answer

Communication problems,which are the result of misinterpretation,can be attributed to each of the following EXCEPT:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In terms of the communication process,the source is:

Correct AnswerverifiedShow Answer

Objective and task budgeting is a budgeting method:

Correct AnswerverifiedShow Answer

Which of the promotional elements requires expensive database management and is experiencing a declining response rate?

Correct AnswerverifiedShow Answer

Decoding is usually done by the:

Correct AnswerverifiedShow Answer

The first decision in developing a promotion program is to:

Correct AnswerverifiedShow Answer

Pauline received a postcard from a local antique mall.The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day.The antique mall was using the postcard for:

Correct AnswerverifiedShow Answer

With respect to promotional element decisions,a product's ancillary services pertain to:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements about advertising is NOT true?

Correct AnswerverifiedShow Answer

With direct marketing the result of offers that contain all the information necessary,for a prospective buyer to make a decision to purchase and complete the transaction are referred to as:

Correct AnswerverifiedShow Answer

When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products,she is engaging in:

Correct AnswerverifiedShow Answer

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