Question 1

In the hierarchy of effects, evaluation refers to

Accepted Answer

A)  the consumer's ability to recognize and remember the product or brand name.
B)  the consumer's appraisal of the product or brand on important attributes.
C)  an increase in the consumer's desire to learn about some of the features of the product or brand.
D)  a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand.
E)  the consumer's first actual purchase and use of the product or brand.

Question 2

All of the following are tools used by a firm's public relations department EXCEPT:

Accepted Answer

A)  annual reports.
B)  contests.
C)  lobbying efforts.
D)  press conferences.
E)  image management.

Question 3

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

Accepted Answer

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

Question 4

The __________ 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 mix

Question 5

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 provides an immediate feedback loop while public relations does not.
D)  Advertising is usually directly paid while public relations has no direct payment to the media.
E)  Public relations always has a much greater reach than advertising.

Question 6

In 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 scale

Question 7

At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

Accepted Answer

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

Question 8

In a feedback loop, a response refers to

Accepted Answer

A)  the number of times a consumer must hear a message before it can be accurately decoded.
B)  the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process.
C)  the positive or negative feedback that a consumer expresses immediately after exposure to a company's message.
D)  the impact, either positive or negative, that occurs when one consumer interprets a firm's message through word of mouth to another potential consumer using his or her own words.
E)  the length of time required for a typical customer to associate a specific slogan, theme, melody, or logo with a specific product brand.

Question 9

A paid advertisement for the Texas Department of Economic Development - Tourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website, or use a toll-free number to request more information about vacation destinations in Texas. The primary purpose of this ad was __________.

Accepted Answer

A)  direct order fulfillment
B)  to make a public service announcement
C)  indirect order generation
D)  lead generation
E)  digital communication

Question 10

In the hierarchy of effects, the consumer's repeated purchase and use of the product or brand is referred to as the __________ stage.

Accepted Answer

A)  evaluation
B)  adoption
C)  awareness
D)  interest
E)  trial

Question 11

There is a new prescription drug on the market that helps reduce common allergy symptoms. Ads for the medicine in magazines and in medical journals would be primarily used to

Accepted Answer

A)  remind customers that such a product exists.
B)  increase the level of customer awareness and interest for the product.
C)  differentiate the product from all other allergy medications.
D)  support a product penetration pricing strategy.
E)  help in harvesting the product.

Question 12

Proponents of Do-Not-Track regulations suggest that website owners who use cookies to collect information about consumers' shopping habits should only do so

Accepted Answer

A)  with new customers.
B)  with consumers' consent.
C)  with repeat customers.
D)  when new products are being offered.
E)  when competitors use cookies.

Question 13

The __________ is defined as the group of prospective buyers toward which a promotion program is directed.

Accepted Answer

A)  directed audience
B)  intended audience
C)  promotion audience
D)  selling audience
E)  target audience

Question 14

The growing concern about __________ has led to a decline in direct marketing response rates among some customer groups.

Accepted Answer

A)  government regulation
B)  privacy
C)  landfill waste
D)  postal rates
E)  fraud

Question 15

-Consider the Frommer's France 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.

Accepted Answer

A)  direct sales
B)  publicity
C)  direct marketing
D)  personnel selling
E)  public service announcement

Question 16

Identify and briefly describe each of the five promotional mix elements.

Accepted Answer

The promotional mix is a combination of ...

Question 17

Communication is the process of conveying a message to others and it requires six elements. These elements include: __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

Accepted Answer

A)  a concept
B)  a brand
C)  a slogan
D)  a source
E)  an offer

Question 18

Wasted coverage can best be reduced by using which of method of promotion?

Accepted Answer

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

Question 19

List and briefly describe the key elements of the communication process.

Accepted Answer

Communication is the process of conveyin...

Question 20

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 firms

Exam 14: Integrated Marketing Communications and Direct Marketing

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

Correct Answer
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Correct Answer
verified

In the hierarchy of effects, the consumer's repeated purchase and use of the product or brand is referred to as the __________ stage.

Correct Answer
verified

List and briefly describe the key elements of the communication process.

Correct Answer
verified
Communication is the process of conveyin...
View Answer

The __________ is defined as the group of prospective buyers toward which a promotion program is directed.

Correct Answer
verified

Communication is the process of conveying a message to others and it requires six elements. These elements include: __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

Correct Answer
verified

Proponents of Do-Not-Track regulations suggest that website owners who use cookies to collect information about consumers' shopping habits should only do so

Correct Answer
verified

In a feedback loop, a response refers to

Correct Answer
verified

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

Correct Answer
verified

Identify and briefly describe each of the five promotional mix elements.

Correct Answer
verified
The promotional mix is a combination of ...
View Answer

Wasted coverage can best be reduced by using which of method of promotion?

Correct Answer
verified

At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

Correct Answer
verified

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

Correct Answer
verified

-Consider the Frommer's France 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.

Correct Answer
verified

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

Correct Answer
verified

All of the following are tools used by a firm's public relations department EXCEPT:

Correct Answer
verified

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

Correct Answer
verified

There is a new prescription drug on the market that helps reduce common allergy symptoms. Ads for the medicine in magazines and in medical journals would be primarily used to

Correct Answer
verified

In the hierarchy of effects, evaluation refers to

Correct Answer
verified

The growing concern about __________ has led to a decline in direct marketing response rates among some customer groups.

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In the hierarchy of effects, the consumer's repeated purchase and use of the product or brand is referred to as the __________ stage.

Correct AnswerverifiedShow Answer

List and briefly describe the key elements of the communication process.

Correct AnswerverifiedCommunication is the process of conveyin...View AnswerShow Answer

The __________ is defined as the group of prospective buyers toward which a promotion program is directed.

Correct AnswerverifiedShow Answer

Communication is the process of conveying a message to others and it requires six elements. These elements include: __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.

Correct AnswerverifiedShow Answer

Proponents of Do-Not-Track regulations suggest that website owners who use cookies to collect information about consumers' shopping habits should only do so

Correct AnswerverifiedShow Answer

In a feedback loop, a response refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Identify and briefly describe each of the five promotional mix elements.

Correct AnswerverifiedThe promotional mix is a combination of ...View AnswerShow Answer

Wasted coverage can best be reduced by using which of method of promotion?

Correct AnswerverifiedShow Answer

At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

-Consider the Frommer's France 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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

All of the following are tools used by a firm's public relations department EXCEPT:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

There is a new prescription drug on the market that helps reduce common allergy symptoms. Ads for the medicine in magazines and in medical journals would be primarily used to

Correct AnswerverifiedShow Answer

In the hierarchy of effects, evaluation refers to

Correct AnswerverifiedShow Answer

The growing concern about __________ has led to a decline in direct marketing response rates among some customer groups.

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Communication is the process of conveyin...
View Answer

Correct Answer
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The promotional mix is a combination of ...
View Answer

Correct Answer
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