Question 1

The two-way flow of communication between a buyer and a seller,often in a face-to-face encounter,designed to influence a person's or group's purchase decision is referred to as

Accepted Answer

A)   sales promotion.
B)   personal selling.
C)   direct selling.
D)   advertising.
E)   public relations.F) A) and C)
G) C) and D)

Question 2

Figure 14-2

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

Accepted Answer

A)   advertising.
B)   personal selling.
C)   public relations.
D)   sales promotion.
E)   direct marketing.F) C) and D)
G) All of the above

Question 3

A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as

Accepted Answer

A)   common ground.
B)   field of experience.
C)   precise abstraction.
D)   heuristics.
E)   back translation.F) C) and D)
G) B) and E)

Question 4

Which of the following messages represents a potential communication error?

Accepted Answer

A)   "Once in-a-lifetime offer!"
B)   "Buy one, get one free!"
C)   "Can't read? Let us help. Free literacy classes."
D)   "Great part-time job opportunity; transportation required."E. "Two bottled waters for $3.00 or $1.75 apiece." E) A) and B)
F) A) and C)

Question 5

Figure 14-1

-Figure 14-1 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.F) A) and E)
G) A) and B)

Question 6

The integrated marketing communications approach for Taco Bell seeks to

Accepted Answer

A)   develop iconic television advertising.
B)   consider all touchpoints, from in-store posters to all forms of media.
C)   use traditional promotion tools only.
D)   use new social media only.
E)   apply word-of-mouth advertising only.F) All of the above
G) C) and D)

Question 7

Which of the following tasks is completed during the planning phase of an IMC program?

Accepted Answer

A)   specify the promotion objectives
B)   pretest the promotion
C)   state the mission
D)   identify possible advertising or promotional firms
E)   carry out the promotionF) C) and D)
G) B) and C)

Question 8

The fifth stage in the hierarchy of effects is

Accepted Answer

A)   interest.
B)   awareness.
C)   adoption.
D)   repurchase.
E)   evaluation.F) A) and B)
G) B) and E)

Question 9

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.

Accepted Answer

A)   two
B)   three
C)   four
D)   five
E)   10F) A) and B)
G) A) and C)

Question 10

Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?

Accepted Answer

A)   advertising
B)   sales promotion
C)   publicity
D)   personal selling
E)   direct marketingF) A) and B)
G) B) and D)

Question 11

In the hierarchy of effects,a favorable experience on the first trial causes the consumer's repeated purchase and use of the product or brand in the __________ stage.

Accepted Answer

A)   evaluation
B)   adoption
C)   awareness
D)   interest
E)   usageF) A) and C)
G) None of the above

Question 12

The second stage in the hierarchy of effects is

Accepted Answer

A)   interest.
B)   awareness.
C)   involvement.
D)   trial.
E)   evaluation.F) A) and C)
G) B) and D)

Question 13

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)   encoders.F) A) and E)
G) A) and B)

Question 14

What are the strengths/advantages and weaknesses/disadvantages of using sales promotion in the promotional mix?

Accepted Answer

Sales promotion is a short-term induceme...

Question 15

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.F) None of the above
G) A) and D)

Question 16

"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)   introductionF) A) and B)
G) C) and E)

Question 17

In a marketing context,receivers are

Accepted Answer

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)   firms that obtains a basic message or theme from its advertising agency and translates that vision into a usable 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 interpret it as intended rather than fitting it to their individual beliefs.F) A) and B)
G) A) and C)

Question 18

All of the following forms of direct marketing are used by consumers to purchase products except

Accepted Answer

A)   social media posts.
B)   sweepstakes.
C)   online.
D)   mobile offers.
E)   mail.F) B) and E)
G) C) and E)

Question 19

When a furniture company employs designers that meet with customers to advise them on home decoration,the company is using

Accepted Answer

A)   advertising.
B)   personal selling.
C)   sales promotion.
D)   public relations.
E)   publicity.F) A) and D)
G) A) and C)

Question 20

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

Accepted Answer

A)   early growth
B)   growth
C)   accelerated development
D)   maturity
E)   introductionF) None of the above
G) A) and C)

Exam 14: Integrated Marketing Communications and Direct Marketing

Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?

Correct Answer
verified

A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as

Correct Answer
verified

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

Correct Answer
verified

Which of the following tasks is completed during the planning phase of an IMC program?

Correct Answer
verified

The integrated marketing communications approach for Taco Bell seeks to

Correct Answer
verified

The two-way flow of communication between a buyer and a seller,often in a face-to-face encounter,designed to influence a person's or group's purchase decision is referred to as

Correct Answer
verified

The fifth stage in the hierarchy of effects is

Correct Answer
verified

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.

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

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

Correct Answer
verified

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

Correct Answer
verified

When a furniture company employs designers that meet with customers to advise them on home decoration,the company is using

Correct Answer
verified

The second stage in the hierarchy of effects is

Correct Answer
verified

Figure 14-1 -Figure 14-1 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

In the hierarchy of effects,a favorable experience on the first trial causes the consumer's repeated purchase and use of the product or brand in the __________ stage.

Correct Answer
verified

In a marketing context,receivers are

Correct Answer
verified

Correct Answer
verified

What are the strengths/advantages and weaknesses/disadvantages of using sales promotion in the promotional mix?

Correct Answer
verified
Sales promotion is a short-term induceme...
View Answer

Which of the following messages represents a potential communication error?

Correct Answer
verified

All of the following forms of direct marketing are used by consumers to purchase products except

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?

Correct AnswerverifiedShow Answer

A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following tasks is completed during the planning phase of an IMC program?

Correct AnswerverifiedShow Answer

The integrated marketing communications approach for Taco Bell seeks to

Correct AnswerverifiedShow Answer

The two-way flow of communication between a buyer and a seller,often in a face-to-face encounter,designed to influence a person's or group's purchase decision is referred to as

Correct AnswerverifiedShow Answer

The fifth stage in the hierarchy of effects is

Correct AnswerverifiedShow Answer

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.

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

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

When a furniture company employs designers that meet with customers to advise them on home decoration,the company is using

Correct AnswerverifiedShow Answer

The second stage in the hierarchy of effects is

Correct AnswerverifiedShow Answer

Figure 14-1 -Figure 14-1 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

In the hierarchy of effects,a favorable experience on the first trial causes the consumer's repeated purchase and use of the product or brand in the __________ stage.

Correct AnswerverifiedShow Answer

In a marketing context,receivers are

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

What are the strengths/advantages and weaknesses/disadvantages of using sales promotion in the promotional mix?

Correct AnswerverifiedSales promotion is a short-term induceme...View AnswerShow Answer

Which of the following messages represents a potential communication error?

Correct AnswerverifiedShow Answer

All of the following forms of direct marketing are used by consumers to purchase products except

Correct AnswerverifiedShow Answer

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Correct Answer
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Correct Answer
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Correct Answer
verified
Sales promotion is a short-term induceme...
View Answer

Correct Answer
verified

Correct Answer
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