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Exam 14: Integrated Marketing Communications and Direct Marketing

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Question 31

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Errors in communication can occur in several ways: (1) the source may not adequately transform the abstract idea into an effective set of symbols,(2) __________,(3) the receiver may not properly transform the set of symbols into the correct abstract idea,or (4) feedback may be so delayed or distorted that it is of no use to the sender.

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

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Question 32

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The term "receivers" refers to

A) only those consumers who read,hear,or see a message about a product or service and then choose to buy it.
B) consumers who read,hear,or see the message sent by a source during the communication process.
C) a firm that obtains a basic message or theme from its advertising agency and translates that vision into a useable IMC campaign.
D) promotional firms that select the best channels through which to convey advertising messages.
E) customers who read,hear,or see the message sent by a source and misinterpret or reinterpret the message to fit their individual beliefs.

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Question 33

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Figure 14-2 -To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 14-2 above,the promotional element labeled "A" represents __________.

The 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 __________.

Figure 14-A -Which of the following forms of direct marketing has the highest business usage rate according to Figure 14-A above?

Managers often use the promotion-to-sales ratio on their marketing dashboard to assess how effective the integrated marketing communications program expenditures were at generating __________.

The practice of __________ is so common that researchers estimate a typical media day for Generation Y consumers is 31 hours.

Which of the following statements regarding the promotional mix is most accurate?

Which of the following is a suggestion for ensuring the success of a Twitter-based integrated campaign?

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

Figure 14-A -Which of the following forms of direct marketing has the lowest business usage rate according to Figure 14-A above?

Figure 14-2 -To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 14-2 above,the promotional element labeled "D" represents __________.

Carrying out the promotion program can be expensive and time consuming.One researcher estimates that "an organization with sales between $200 million and $500 million will need __________ years" to successfully implement an IMC program.

Which method of promotion budgeting would most likely be used by small businesses?

Frommer's Italy from $90 a Day Image -Consider the Frommer's Italy from $90 a Day image above.Travelers throughout the world have relied on Frommer's guides,which outline out-of-the-way,inexpensive restaurants and hotels.This guide provides invaluable _________ to these establishments.

A push strategy is when a manufacturer

Direct marketing refers to

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.She went to the antique mall the next day to consider buying an antique lamp.With respect to Pauline,the postcard from the antique mall was a form of direct marketing used to __________.

The general concept of the Mountain Dew Dewmocracy campaigns is to:

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 __________.