Question 1

CoolMax is a fabric made by DuPont.It is used in the manufacture of exercise clothes because it keeps the user "cool and dry." The ads for the fabric in health and fitness magazines convinced Kumar to buy a pair of Thorlo CoolMax walking crew socks made of the material.Since he had never before owned anything made with CoolMax,Kumar was in which stage of the hierarchy of effects?

Accepted Answer

A)  trial
B)  diffusion
C)  innovation
D)  evaluation
E)  interestF) C) and D)
G) A) and C)

Question 2

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a __________.

Accepted Answer

A)  push strategy
B)  intense strategy
C)  inertia strategy
D)  exclusivity strategy
E)  pull strategyF) D) and E)
G) C) and D)

Question 3

The means (salesperson,advertising media,or public relations tools) of conveying a message to a receiver during the communication process is referred to as the __________.

Accepted Answer

A)  channel of communication
B)  information corridor
C)  communications highway
D)  information pathway
E)  information channelF) A) and B)
G) C) and D)

Question 4

Direct marketing faces several challenges and opportunities in global markets.Several countries,such as Australia and Japan,have requirements for mandatory "opt-in"-that is

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 what is 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.F) All of the above
G) A) and E)

Question 5

In the purchase stage of the consumer purchase decision process,__________ gives consumers control over the process.

Accepted Answer

A)  public relations
B)  direct marketing
C)  advertising
D)  product sampling
E)  social mediaF) C) and D)
G) A) and E)

Question 6

Which of the following forms of direct marketing has the LOWEST response rate according to Figure 17-8 above?

Accepted Answer

A)  direct mail
B)  e-mail
C)  paid search
D)  telemarketing
E)  advertisingF) B) and E)
G) C) and D)

Question 7

Once the design of each of the promotional program elements is complete,it is important to determine the most effective timing of their use.The __________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Accepted Answer

A)  perceptual map
B)  efficiency matrix
C)  sensitivity analysis
D)  promotion to sales ratio
E)  promotion scheduleF) A) and D)
G) C) and E)

Question 8

A message is conveyed by means of a(n) __________ such as a salesperson,advertising media,or public relations tools.

Accepted Answer

A)  vehicle
B)  channel of communication
C)  field of experience
D)  direct feedback loop
E)  information highwayF) B) and C)
G) A) and E)

Question 9

The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs,to compare the effectiveness of their programs with competitors' programs,or to make comparisons with

Accepted Answer

A)  calculated break-even points.
B)  estimated return on investments.
C)  promotion-to-expense ratios.
D)  industry averages.
E)  advertising-to-sales promotion ratios.F) B) and E)
G) A) and E)

Question 10

The information sent by a source to a receiver during the communication process is referred to as __________.

Accepted Answer

A)  an advertisement
B)  publicity
C)  a message
D)  feedback
E)  a missiveF) A) and B)
G) A) and E)

Question 11

In the communication process,the 18-to-34 year-old men who see a NASCAR TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called __________.

Accepted Answer

A)  decoders
B)  the target market
C)  wasted coverage
D)  receivers
E)  encodersF) C) and D)
G) B) and D)

Question 12

In the hierarchy of effects,the consumer's appraisal of the product or brand on important attributes is referred to as the __________ stage.

Accepted Answer

A)  evaluation
B)  adoption
C)  awareness
D)  interest
E)  trialF) A) and E)
G) D) and E)

Question 13

In the feedback loop,feedback refers to

Accepted Answer

A)  the sender's interpretation of the response that indicates whether the message was decoded and understood as intended.
B)  the impact the message had on the receiver's knowledge,attitude,or behaviors during the communications process.
C)  a mutually shared understanding and knowledge the sender and receiver apply to a message so that it can be communicated effectively during the communication process in the message loop.
D)  any unsolicited response from consumers or potential consumers regarding a company's message.
E)  extraneous factors that can work against effective communication by distorting a message or the feedback received.F) C) and E)
G) A) and E)

Question 14

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

Accepted Answer

A)  introduction
B)  growth
C)  maturity
D)  accelerated development
E)  early growthF) A) and B)
G) C) and E)

Question 15

According to recent research,__________ consumers are most likely to have grown up with technology.

Accepted Answer

A)  baby boomers
B)  baby busters
C)  baby boomlets
D)  Generation Y
E)  Generation XF) A) and C)
G) None of the above

Question 16

All-you-can-afford-budgeting refers to

Accepted Answer

A)  allocating funds to a promotion as a percentage of past or anticipated sales,in terms of either dollars or units sold.
B)  matching a competitor's absolute level of spending or the proportion per point of market share.
C)  determining a firm's promotion objectives,outlining the tasks to accomplish these objectives,and determining the advertising cost of performing these tasks.
D)  allocating funds to a promotion only after all other budget items are covered.
E)  allocating funds to a promotion based on expected profits generated from it.F) A) and E)
G) C) and D)

Question 17

The __________ includes advertising,personal selling,sales promotion,public relations,and direct marketing.

Accepted Answer

A)  promotional mix
B)  promotion channel
C)  communication message
D)  marketing matrix
E)  media mixF) C) and E)
G) A) and C)

Question 18

All of the following factors are used to balance the use of the promotional mix elements EXCEPT:

Accepted Answer

A)  the channel of distribution.
B)  the product's life cycle.
C)  the decision stage of the buyer.
D)  the different departments responsible for implementing the sales promotion strategy and tactics.
E)  the characteristics of the product.F) B) and E)
G) A) and E)

Question 19

The promotional mix can be used to: (1) inform prospective buyers about the benefits of the product; (2) persuade them to try it;and (3) __________.

Accepted Answer

A)  explain how to use the product
B)  inform customers of complementary offerings
C)  remind them later about the benefits they enjoyed by using the product
D)  inform customers of pricing changes
E)  lure customers away from competitors' productsF) A) and B)
G) A) and C)

Question 20

Which of the following statements about advertising is most accurate?

Accepted Answer

A)  Advertising can communicate specific product benefits to prospective buyers.
B)  Advertising has limited control as to when and where an advertisement will be used.
C)  A key advantage of advertising is its ability to use customized interactions.
D)  Advertising can be a very effective "attention getter" especially for new products,but has little impact for repeat purchases.
E)  Advertising is one of the least costly forms of promotion because it reaches a mass market.F) B) and E)
G) B) and D)

Exam 17: Integrated Marketing Communications and Direct Marketing

Which of the following statements about advertising is most accurate?

Correct Answer
verified

The __________ includes advertising,personal selling,sales promotion,public relations,and direct marketing.

Correct Answer
verified

In the communication process,the 18-to-34 year-old men who see a NASCAR TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called __________.

Correct Answer
verified

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a __________.

Correct Answer
verified

The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs,to compare the effectiveness of their programs with competitors' programs,or to make comparisons with

Correct Answer
verified

Direct marketing faces several challenges and opportunities in global markets.Several countries,such as Australia and Japan,have requirements for mandatory "opt-in"-that is

Correct Answer
verified

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

Correct Answer
verified

In the purchase stage of the consumer purchase decision process,__________ gives consumers control over the process.

Correct Answer
verified

All of the following factors are used to balance the use of the promotional mix elements EXCEPT:

Correct Answer
verified

All-you-can-afford-budgeting refers to

Correct Answer
verified

A message is conveyed by means of a(n) __________ such as a salesperson,advertising media,or public relations tools.

Correct Answer
verified

Once the design of each of the promotional program elements is complete,it is important to determine the most effective timing of their use.The __________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Correct Answer
verified

In the hierarchy of effects,the consumer's appraisal of the product or brand on important attributes is referred to as the __________ stage.

Correct Answer
verified

The promotional mix can be used to: (1) inform prospective buyers about the benefits of the product; (2) persuade them to try it;and (3) __________.

Correct Answer
verified

The information sent by a source to a receiver during the communication process is referred to as __________.

Correct Answer
verified

According to recent research,__________ consumers are most likely to have grown up with technology.

Correct Answer
verified

Correct Answer
verified

Which of the following forms of direct marketing has the LOWEST response rate according to Figure 17-8 above?

Correct Answer
verified

In the feedback loop,feedback refers to

Correct Answer
verified

The means (salesperson,advertising media,or public relations tools) of conveying a message to a receiver during the communication process is referred to as the __________.

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

Which of the following statements about advertising is most accurate?

Correct AnswerverifiedShow Answer

The __________ includes advertising,personal selling,sales promotion,public relations,and direct marketing.

Correct AnswerverifiedShow Answer

In the communication process,the 18-to-34 year-old men who see a NASCAR TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called __________.

Correct AnswerverifiedShow Answer

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a __________.

Correct AnswerverifiedShow Answer

The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs,to compare the effectiveness of their programs with competitors' programs,or to make comparisons with

Correct AnswerverifiedShow Answer

Direct marketing faces several challenges and opportunities in global markets.Several countries,such as Australia and Japan,have requirements for mandatory "opt-in"-that is

Correct AnswerverifiedShow Answer

Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?

Correct AnswerverifiedShow Answer

In the purchase stage of the consumer purchase decision process,__________ gives consumers control over the process.

Correct AnswerverifiedShow Answer

All of the following factors are used to balance the use of the promotional mix elements EXCEPT:

Correct AnswerverifiedShow Answer

All-you-can-afford-budgeting refers to

Correct AnswerverifiedShow Answer

A message is conveyed by means of a(n) __________ such as a salesperson,advertising media,or public relations tools.

Correct AnswerverifiedShow Answer

Once the design of each of the promotional program elements is complete,it is important to determine the most effective timing of their use.The __________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

Correct AnswerverifiedShow Answer

In the hierarchy of effects,the consumer's appraisal of the product or brand on important attributes is referred to as the __________ stage.

Correct AnswerverifiedShow Answer

The promotional mix can be used to: (1) inform prospective buyers about the benefits of the product; (2) persuade them to try it;and (3) __________.

Correct AnswerverifiedShow Answer

The information sent by a source to a receiver during the communication process is referred to as __________.

Correct AnswerverifiedShow Answer

According to recent research,__________ consumers are most likely to have grown up with technology.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following forms of direct marketing has the LOWEST response rate according to Figure 17-8 above?

Correct AnswerverifiedShow Answer

In the feedback loop,feedback refers to

Correct AnswerverifiedShow Answer

The means (salesperson,advertising media,or public relations tools) of conveying a message to a receiver during the communication process is referred to as the __________.

Correct AnswerverifiedShow Answer

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