Question 1

Public relations refers to

Accepted Answer

A)   a seller-directed flow of communication, often in a face-to-face encounter, designed to promote a product with the purpose of making a sale.
B)   an individualized communications program specifically designed for a single customer because the item being sold is unique to that person.
C)   a mass selling approach that has been tailored to meet the more select needs of a target market based on age, gender, ethnicity, or occupation.
D)   a form of communication that is intended to counteract any negative information or misinformation that has been instigated by competitors or disgruntled customers.
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.

Question 2

Amanda received a postcard from a local wellness spa. The card invited her to attend an invitation-only open house and receive a 20 percent discount on her first service scheduled that day. She went to the spa later in the week to consider getting a facial. With respect to Amanda, the postcard from the spa was a form of direct marketing used to

Accepted Answer

A)   generate direct orders.
B)   generate leads.
C)   create awareness.
D)   generate traffic.
E)   create a new image.

Question 3

When Tonya had her baby at a local hospital, she was given a diaper bag with samples of Enfamil baby formula. These free samples are examples of

Accepted Answer

A)   free advertising.
B)   personal selling.
C)   sales promotions.
D)   free publicity.
E)   direct sales.

Question 4

Disney uses an integrated marketing communications program (IMC)  to promote group travel to its theme parks because

Accepted Answer

A)   its strategy includes using several types of promotional activities to deliver a consistent message.
B)   it does not want to reach any member of its target audience more than once to conserve resources.
C)   IMC is less expensive than other forms of promotion, such as public service announcements.
D)   if it didn't, Disney would have to use indirect personal selling.
E)   it is more concerned about frequency of attendance than geographic reach.

Question 5

A promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet is referred to as

Accepted Answer

A)   personal selling.
B)   sales promotion.
C)   publicity.
D)   advertising.
E)   direct marketing.

Question 6

According to recent research, which consumers are considered "digital natives" in the sense that they have grown up with technology?

Accepted Answer

A)   baby boomers
B)   Hispanics
C)   Catholics
D)   college students
E)   people living in the coastal United States

Question 7

All of the following are forms of direct marketing except which?

Accepted Answer

A)   catalogs
B)   in-store samples
C)   telemarketing
D)   television home shopping
E)   direct mail

Question 8

Marketers often describe where, when, and how a customer or prospective buyer comes in contact with a product or brand message as

Accepted Answer

A)   consumer touch points.
B)   customer exchange.
C)   product assessment.
D)   the hierarchy of effects.
E)   brand integration.

Question 9

An unsatisfied customer who switches brands is hard to replace. Which stage of the product life cycle is focused on maintaining loyal buyers?

Accepted Answer

A)   introduction
B)   maturity
C)   growth
D)   relationship development
E)   decline

Question 10

Marketers can communicate best with college students by

Accepted Answer

A)   using cable TV ads since this demographic watches TV more than any other medium.
B)   adding mobile media to their IMC campaigns.
C)   placing ads on Sirius XM radio.
D)   using "Twitter Jockeys."
E)   discouraging media multitasking.

Question 11

In a marketing context, all of the following are channels of communication used to convey a message from a source to a receiver except which?

Accepted Answer

A)   magazine
B)   news release
C)   salesperson
D)   feedback
E)   TV

Question 12

The promotional mix refers to

Accepted Answer

A)   the three underlying appeals used that make promotions effective: sex appeal, humor appeal, and fear appeal.
B)   the combination of both paid and nonpaid marketing tools used to promote product interest.
C)   the set of promotional tools designed to motivate prospective buyers to purchase products and services: awareness, interest, evaluation, trial, and adoption.
D)   the composition of the objectives of the promotion: to inform, to persuade, to remind, and to phase out.
E)   the combination of one or more communication tools used to inform prospective buyers about the benefits of the product, persuade them to try it, and remind them later about the benefits they enjoyed by using the product.

Question 13

Which promotional mix alternative has the advantage of allowing the seller to see or hear the potential buyer's reaction to the message?

Accepted Answer

A)   advertising
B)   personal selling
C)   public relations
D)   sales promotion
E)   publicity

Question 14

Which of the following types of promotion uses customized interaction?

Accepted Answer

A)   advertising
B)   direct marketing
C)   public relations
D)   sales promotion
E)   publicity

Question 15

Direct marketing faces several challenges and opportunities in global markets. Several countries, such as United Kingdom, Australia, the European Union, and Japan, have requirements for mandatory "opt-in," which means

Accepted Answer

A)   global marketers must pay a special fee beyond the regular postage for the privilege of using a country's postal system.
B)   global marketers wishing to use direct marketing must have all mailings approved by their respective trade commissions for appropriateness of content.
C)   global marketers have to purchase special "catalog" postage at a cost higher than that charged for the same weight of mail sent from one individual to another.
D)   consumers have to pay a special fee to the government to defray the costs of mail carriers having to handle larger volumes of mail from catalogues.
E)   potential customers must give permission to include their name on a list for direct marketing solicitations.

Question 16

Figure 15-1 depicts the communication process, which consists of ten key elements (Boxes A through J). Identify and briefly describe each of the ten elements.

Accepted Answer

The elements labeled in Figure 15-1 are:...

Question 17

"To phase out" is the promotional objective of which stage of the product life cycle?

Accepted Answer

A)   decline
B)   growth
C)   remind
D)   maturity
E)   introduction

Question 18

In the feedback loop, the impact the message has on the receiver's knowledge, attitude, or behaviors during the communications process is referred to as

Accepted Answer

A)   feedback.
B)   a field of experience.
C)   noise.
D)   a response.
E)   a hierarchy of effects.

Question 19

Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that make up a firm's

Accepted Answer

A)   cooperative advertising.
B)   marketing mix.
C)   media strategy.
D)   promotional mix.
E)   communication source.

Question 20

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

Accepted Answer

A)   the source.
B)   the message.
C)   the receiver.
D)   the feedback loop.
E)   the fields of experience.

Exam 15: Integrated Marketing Communications and Direct Marketing

Which of the following types of promotion uses customized interaction?

Correct Answer
verified

Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because

Correct Answer
verified

All of the following are forms of direct marketing except which?

Correct Answer
verified

Public relations refers to

Correct Answer
verified

"To phase out" is the promotional objective of which stage of the product life cycle?

Correct Answer
verified

Direct marketing faces several challenges and opportunities in global markets. Several countries, such as United Kingdom, Australia, the European Union, and Japan, have requirements for mandatory "opt-in," which means

Correct Answer
verified

In the feedback loop, the impact the message has on the receiver's knowledge, attitude, or behaviors during the communications process is referred to as

Correct Answer
verified

An unsatisfied customer who switches brands is hard to replace. Which stage of the product life cycle is focused on maintaining loyal buyers?

Correct Answer
verified

A promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet is referred to as

Correct Answer
verified

According to recent research, which consumers are considered "digital natives" in the sense that they have grown up with technology?

Correct Answer
verified

Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that make up a firm's

Correct Answer
verified

Correct Answer
verified

When Tonya had her baby at a local hospital, she was given a diaper bag with samples of Enfamil baby formula. These free samples are examples of

Correct Answer
verified

The promotional mix refers to

Correct Answer
verified

Which promotional mix alternative has the advantage of allowing the seller to see or hear the potential buyer's reaction to the message?

Correct Answer
verified

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

Correct Answer
verified

Marketers often describe where, when, and how a customer or prospective buyer comes in contact with a product or brand message as

Correct Answer
verified

Marketers can communicate best with college students by

Correct Answer
verified

Figure 15-1 depicts the communication process, which consists of ten key elements (Boxes A through J). Identify and briefly describe each of the ten elements.

Correct Answer
verified
The elements labeled in Figure 15-1 are:...
View Answer

In a marketing context, all of the following are channels of communication used to convey a message from a source to a receiver except which?

Correct Answer
verified

Exam 15: Integrated Marketing Communications and Direct Marketing

Which of the following types of promotion uses customized interaction?

Correct AnswerverifiedShow Answer

Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because

Correct AnswerverifiedShow Answer

All of the following are forms of direct marketing except which?

Correct AnswerverifiedShow Answer

Public relations refers to

Correct AnswerverifiedShow Answer

"To phase out" is the promotional objective of which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Direct marketing faces several challenges and opportunities in global markets. Several countries, such as United Kingdom, Australia, the European Union, and Japan, have requirements for mandatory "opt-in," which means

Correct AnswerverifiedShow Answer

In the feedback loop, the impact the message has on the receiver's knowledge, attitude, or behaviors during the communications process is referred to as

Correct AnswerverifiedShow Answer

An unsatisfied customer who switches brands is hard to replace. Which stage of the product life cycle is focused on maintaining loyal buyers?

Correct AnswerverifiedShow Answer

A promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet is referred to as

Correct AnswerverifiedShow Answer

According to recent research, which consumers are considered "digital natives" in the sense that they have grown up with technology?

Correct AnswerverifiedShow Answer

Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that make up a firm's

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

When Tonya had her baby at a local hospital, she was given a diaper bag with samples of Enfamil baby formula. These free samples are examples of

Correct AnswerverifiedShow Answer

The promotional mix refers to

Correct AnswerverifiedShow Answer

Which promotional mix alternative has the advantage of allowing the seller to see or hear the potential buyer's reaction to the message?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Marketers often describe where, when, and how a customer or prospective buyer comes in contact with a product or brand message as

Correct AnswerverifiedShow Answer

Marketers can communicate best with college students by

Correct AnswerverifiedShow Answer

Figure 15-1 depicts the communication process, which consists of ten key elements (Boxes A through J). Identify and briefly describe each of the ten elements.

Correct AnswerverifiedThe elements labeled in Figure 15-1 are:...View AnswerShow Answer

In a marketing context, all of the following are channels of communication used to convey a message from a source to a receiver except which?

Correct AnswerverifiedShow 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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The elements labeled in Figure 15-1 are:...
View Answer

Correct Answer
verified