Question 1

Travelers throughout the world have relied on Frommer's guides such as Italy from $90 a Day.These books outline out-of-the-way,inexpensive restaurants and hotel,giving invaluable _________ to these establishments.

Accepted Answer

A)   direct sales
B)   publicity
C)   direct marketing
D)   personnel selling
E)   public service announcementsF) All of the above
G) A) and B)

Question 2

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

Accepted Answer

A)   Publicity is more expensive on a cost-per-contact basis than advertising.
B)   Publicity is usually directly paid, and advertising is usually indirectly paid.
C)   Advertising is usually directly paid, and publicity is usually indirectly paid.
D)   Advertising provides an immediate feedback loop, and publicity does not.
E)   Publicity always has a much greater reach than advertising.F) A) and D)
G) A) and B)

Question 3

According to Figure 17-8 above,approximately what percentage of businesses use e-mail as a direct marketing tool?

Accepted Answer

A)   less than 10 percent
B)   35 percent
C)   50 percent
D)   70 percent
E)   over 90 percentF) A) and B)
G) C) and E)

Question 4

a company telephones people to ask them to contribute to the Police Benevolent Association (PBA) ,the calling company is using __________.

Accepted Answer

A)   advertising
B)   personal selling
C)   sales promotion
D)   public relations
E)   publicityF) A) and B)
G) B) and E)

Question 5

Figure 17-1
-Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "D" is referred to as __________.

Accepted Answer

A)   encoding
B)   the message
C)   decoding
D)   the field of experience
E)   feedbackF) C) and E)
G) A) and B)

Question 6

Which of the following steps in the objective and task approach to promotion budgeting must be done correctly in order for any of the others to have the proper effect?

Accepted Answer

A)   accurately estimate costs of tasks
B)   identify appropriate promotion objectives
C)   accurately identify each promotion budget cost item that constitutes each separate promotion task
D)   perform the promotion tasks as intended
E)   accurately estimate what tasks will accomplish each promotion objectiveF) A) and D)
G) B) and D)

Question 7

food warehouse store got a very good buy on a brand of frozen orange juice and,rather than maintain it as extra inventory,needs to sell it quickly to consumers.Which promotional element should be used?

Accepted Answer

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

Question 8

recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase the product.In terms of the communication process,the Claritin ad created a(n) __________.

Accepted Answer

A)   stimulus
B)   exposure
C)   field of experience
D)   subconscious impulse
E)   responseF) C) and D)
G) A) and B)

Question 9

new integrated marketing communications approach for Mountain Dew utilizes

Accepted Answer

A)   iconic television advertising.
B)   traditional promotion tools and new social media.
C)   traditional promotion tools only.
D)   new social media only.
E)   word-of-mouth advertising only.F) A) and D)
G) All of the above

Question 10

Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide

Accepted Answer

A)   a promotional channel.
B)   a communications message.
C)   a consistent message across audiences.
D)   a media mix useful to all types of companies.
E)   a marketing matrix.F) B) and E)
G) B) and C)

Question 11

Procter & Gamble Co.created an advertisement for its Old Spice Red Zone antiperspirant.In terms of the communication process,the __________ in the ad informed prospective customers that the antiperspirant offered more protection than the Old Spice High Endurance brand.

Accepted Answer

A)   lesson
B)   message
C)   memo
D)   source
E)   feedbackF) All of the above
G) D) and E)

Question 12

__________ element of the marketing mix consists of communication tools,including advertising,personal selling,sales promotion,public relations,and direct marketing.

Accepted Answer

A)   product
B)   price
C)   place
D)   promotional
E)   advertisingF) A) and E)
G) B) and D)

Question 13

Amazon.com,a successful online retailer,manages an extensive database that includes customers' names and their tastes in books,among other products.This information is used to determine which products are suggested to each customer.This is an example of how Amazon.com uses

Accepted Answer

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

Question 14

Which of the following in an inherent weakness of personal selling?

Accepted Answer

A)   It is difficult to receive good feedback.
B)   It is difficult to get media cooperation.
C)   Messages may differ between salespeople.
D)   It can be easily duplicated.
E)   It can can easily lead to promotion wars.F) A) and B)
G) A) and C)

Question 15

promotional mix includes advertising,__________,sales promotion,public relations,and direct marketing.

Accepted Answer

A)   publicity
B)   personal selling
C)   merchandising
D)   branding
E)   peopleF) C) and D)
G) A) and D)

Question 16

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 17

Melissa saw an ad promoting Vermont as a tourist destination and a great place to live.The ad contained a postage-paid reply card that could be used to request more information.In terms of the communication process,the mailing in of the postcard with a request for further information is an example of __________.

Accepted Answer

A)   a stimulus
B)   a field of experience
C)   a response
D)   noise
E)   a feedback loopF) A) and C)
G) A) and B)

Question 18

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Accepted Answer

Promotional strategies can assist in mov...

Question 19

Figure 17-1
-Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "E" is referred to as __________.

Accepted Answer

A)   the source
B)   the message
C)   the field of experience
D)   feedback
E)   the receiverF) C) and D)
G) A) and D)

Question 20

Which of the following statements regarding direct marketing is most accurate?

Accepted Answer

A)   Direct marketing now allows customers to shop up to 12 hours a day.
B)   Although direct marketing usually saves customers time, it does not usually save customers money.
C)   Although direct marketing can save consumers time and money, the process is labor intensive and not very much fun.
D)   Many customers believe direct marketing provides great customer service.
E)   Direct customers feel that their privacy is more likely to be compromised with direct marketing than with other methods.F) C) and E)
G) B) and D)

Exam 17: Integrated Marketing Communications and Direct Marketing

Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide

Correct Answer
verified

promotional mix includes advertising,__________,sales promotion,public relations,and direct marketing.

Correct Answer
verified

food warehouse store got a very good buy on a brand of frozen orange juice and,rather than maintain it as extra inventory,needs to sell it quickly to consumers.Which promotional element should be used?

Correct Answer
verified

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

new integrated marketing communications approach for Mountain Dew utilizes

Correct Answer
verified

Which of the following steps in the objective and task approach to promotion budgeting must be done correctly in order for any of the others to have the proper effect?

Correct Answer
verified

recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase the product.In terms of the communication process,the Claritin ad created a(n) __________.

Correct Answer
verified

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "E" is referred to as __________.

Correct Answer
verified

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "D" is referred to as __________.

Correct Answer
verified

__________ element of the marketing mix consists of communication tools,including advertising,personal selling,sales promotion,public relations,and direct marketing.

Correct Answer
verified

Procter & Gamble Co.created an advertisement for its Old Spice Red Zone antiperspirant.In terms of the communication process,the __________ in the ad informed prospective customers that the antiperspirant offered more protection than the Old Spice High Endurance brand.

Correct Answer
verified

a company telephones people to ask them to contribute to the Police Benevolent Association (PBA) ,the calling company is using __________.

Correct Answer
verified

Correct Answer
verified

Which of the following in an inherent weakness of personal selling?

Correct Answer
verified

Amazon.com,a successful online retailer,manages an extensive database that includes customers' names and their tastes in books,among other products.This information is used to determine which products are suggested to each customer.This is an example of how Amazon.com uses

Correct Answer
verified

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Correct Answer
verified
Promotional strategies can assist in mov...
View Answer

According to Figure 17-8 above,approximately what percentage of businesses use e-mail as a direct marketing tool?

Correct Answer
verified

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

Correct Answer
verified

Travelers throughout the world have relied on Frommer's guides such as Italy from $90 a Day.These books outline out-of-the-way,inexpensive restaurants and hotel,giving invaluable _________ to these establishments.

Correct Answer
verified

Which of the following statements regarding direct marketing is most accurate?

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide

Correct AnswerverifiedShow Answer

promotional mix includes advertising,__________,sales promotion,public relations,and direct marketing.

Correct AnswerverifiedShow Answer

food warehouse store got a very good buy on a brand of frozen orange juice and,rather than maintain it as extra inventory,needs to sell it quickly to consumers.Which promotional element should be used?

Correct AnswerverifiedShow Answer

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

new integrated marketing communications approach for Mountain Dew utilizes

Correct AnswerverifiedShow Answer

Which of the following steps in the objective and task approach to promotion budgeting must be done correctly in order for any of the others to have the proper effect?

Correct AnswerverifiedShow Answer

recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase the product.In terms of the communication process,the Claritin ad created a(n) __________.

Correct AnswerverifiedShow Answer

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "E" is referred to as __________.

Correct AnswerverifiedShow Answer

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "D" is referred to as __________.

Correct AnswerverifiedShow Answer

__________ element of the marketing mix consists of communication tools,including advertising,personal selling,sales promotion,public relations,and direct marketing.

Correct AnswerverifiedShow Answer

Procter & Gamble Co.created an advertisement for its Old Spice Red Zone antiperspirant.In terms of the communication process,the __________ in the ad informed prospective customers that the antiperspirant offered more protection than the Old Spice High Endurance brand.

Correct AnswerverifiedShow Answer

a company telephones people to ask them to contribute to the Police Benevolent Association (PBA) ,the calling company is using __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following in an inherent weakness of personal selling?

Correct AnswerverifiedShow Answer

Amazon.com,a successful online retailer,manages an extensive database that includes customers' names and their tastes in books,among other products.This information is used to determine which products are suggested to each customer.This is an example of how Amazon.com uses

Correct AnswerverifiedShow Answer

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Correct AnswerverifiedPromotional strategies can assist in mov...View AnswerShow Answer

According to Figure 17-8 above,approximately what percentage of businesses use e-mail as a direct marketing tool?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Travelers throughout the world have relied on Frommer's guides such as Italy from $90 a Day.These books outline out-of-the-way,inexpensive restaurants and hotel,giving invaluable _________ to these establishments.

Correct AnswerverifiedShow Answer

Which of the following statements regarding direct marketing is most accurate?

Correct AnswerverifiedShow Answer

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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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
Promotional strategies can assist in mov...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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