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Exam 15: Integrated Marketing Communications and Direct Marketing

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Question 111

Multiple Choice

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The turning point for Under Armour was when

A) the U.S.army purchased its garments for soldiers fighting in Iraq.
B) Under Armour products were used in the movie Any Given Sunday.
C) Under Armour products were given as prizes on the Price is Right.
D) they hired a professional marketing team to do their promotions.
E) they sold their business to a major sport clothing chain.

F) B) and D)
G) C) and E)

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Question 112

Multiple Choice

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To calculate a promotion-to-sales ratio, you would compute: Total Promotion Expenditures divided by

A) total sales.
B) total revenue.
C) marginal revenue.
D) average revenue.
E) net sales.

F) B) and E)
G) All of the above

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Question 113

Multiple Choice

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FIGURE 15-1 -Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J") .The position labeled "J" is referred to as _________.

FIGURE 15-4 -Which stage of the product life cycle shown in Figure 15-4 above, is usually a period of phase-out for the product, and little money is spent in the promotional mix?

Wasted coverage can most easily be reduced by which methods of promotion?

Pharmaceutical companies now spend more than $5 billion annually on __________ prescription drug advertising, to complement traditional personal selling and free samples directed only at doctors.

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes.What form of marketing communication did it use?

Message refers to

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as _________.

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

DLS Cosmetics is trying to create brand awareness by sending households a catalog of its products containing free samples as well as coupons.These free samples and coupons are examples of _________.

Which of the following posters represents a potential communication error?

Which of the following is an inherent weakness of advertising?

Marketers can communicate best with Generation Y consumers by

The result of direct marketing 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 ________.

The local radio station broadcast a story about the dry-cleaners that requested coat donations.They would clean the coats and deliver them to people in need.The various addresses of the dry-cleaner chain were also broadcast so that donations could be dropped off.Since this featured business did not pay for this exposure, it is benefiting from _________.

During the planning stage of an IMC program a firm will identify the target audience, _________, set the budget, select the right promotional tools, and design the promotion.

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

determines the promotion cost of performing these tasks, is referred to as

In the communication process, _________ ensure that messages are decoded properly.