Question 1

"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) A) and B)
G) B) and E)

Question 2

The promotional mix can be used to (1)  inform prospective buyers about the benefits of the product, (2)  __________, and (3)  remind them later about the benefits they enjoyed by using the product.

Accepted Answer

A)  explain how to use the product
B)  persuade them to try it
C)  inform customers of complementary offerings
D)  inform customers of pricing changes
E)  lure customers away from competitors' productsF) A) and D)
G) A) and E)

Question 3

Advertising refers to

Accepted Answer

A)  any nonpersonal, indirectly paid presentation of an organization, service, or product.
B)  a short-term inducement of value offered to arouse interest in buying a product or service.
C)  methods used to identify a target market for a particular product or service.
D)  any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
E)  any unpaid form of personal presentation of products and services.F) All of the above
G) A) and E)

Question 4

The promotional mix includes advertising, personal selling, __________, public relations, and direct marketing.

Accepted Answer

A)  publicity
B)  infomercials
C)  merchandising
D)  word-of-mouth
E)  sales promotionF) A) and B)
G) C) and D)

Question 5

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) C) and E)
G) A) and E)

Question 6

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 7

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 mixF) A) and C)
G) D) and E)

Question 8

Procter & Gamble Co. created an advertisement for its Old Spice Red Zone Swagger 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)  meme
D)  source
E)  feedbackF) A) and B)
G) B) and E)

Question 9

Marketers have observed that our marketplace is shifting to an "age of engagement." All of the following are forms of consumer engagement except

Accepted Answer

A)  QR (quick response)  codes.
B)  reality shows using online voting.
C)  Facebook Pages.
D)  Twitter re-tweets.
E)  public relations.F) B) and C)
G) C) and D)

Question 10

After watching the 30-minute infomercial on Oxy-Clean, Sarah was certain the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Sarah was __________ the message from Oxy-Clean.

Accepted Answer

A)  integrating
B)  transforming
C)  translating
D)  decoding
E)  encodingF) C) and E)
G) A) and B)

Question 11

The result of an offer designed to generate interest in a product or service and a request for additional information is referred to as

Accepted Answer

A)  direct orders.
B)  lead generation.
C)  traffic generation.
D)  indirect orders.
E)  prospecting.F) C) and D)
G) B) and D)

Question 12

Pauline received a postcard from a local antique mall. The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day. She went to the antique mall the next day to consider buying an antique lamp. With respect to Pauline, the postcard from the antique mall was a form of direct marketing used to

Accepted Answer

A)  generate direct orders.
B)  generate leads.
C)  create awareness.
D)  generate traffic.
E)  create a new image.F) A) and E)
G) B) and C)

Question 13

Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?

Accepted Answer

A)  advertising
B)  personal selling
C)  public relations
D)  sales promotion
E)  publicityF) None of the above
G) A) and B)

Question 14

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 objective.F) A) and B)
G) A) and C)

Question 15

The promotional objective of the decline stage of the product life cycle is to

Accepted Answer

A)  inform.
B)  persuade.
C)  compare.
D)  remind.
E)  phase out.F) B) and E)
G) C) and E)

Question 16

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.F) B) and C)
G) None of the above

Question 17

In a marketing context, all of the following are channels of communication used to convey a message from a source to a receiver except

Accepted Answer

A)  magazine.
B)  news release.
C)  salesperson.
D)  encoder.
E)  TV.F) A) and E)
G) C) and D)

Question 18

In a promotional sense, personal selling refers to

Accepted Answer

A)  the creation of unique products based upon the needs and wants of individual consumers.
B)  the translation of a company's message into multiple languages for use in advertising in different countries or regions.
C)  customized interaction between a seller and a prospective buyer that can include face-to-face, telephone, and interactive electronic communication.
D)  the creation of different promotional campaigns based on gender, age, or ethnicity.
E)  the use of different images (such the covers of Sports Illustrated)  to reach different product groupings.F) B) and E)
G) A) and D)

Question 19

Which of the following weaknesses is associated with sales promotions?

Accepted Answer

A)  high absolute costs
B)  messages differ between the sales promotion tools
C)  difficult to get media cooperation
D)  can easily lead to promotion wars
E)  effectiveness diminishes when used continuouslyF) A) and B)
G) C) and D)

Question 20

Which of the following types of promotion uses customized interaction?

Accepted Answer

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

Exam 17: Integrated Marketing Communications and Direct Marketing

Which of the following types of promotion uses customized interaction?

Correct Answer
verified

Procter & Gamble Co. created an advertisement for its Old Spice Red Zone Swagger 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

In a promotional sense, personal selling refers to

Correct Answer
verified

The promotional mix includes advertising, personal selling, __________, public relations, and direct marketing.

Correct Answer
verified

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

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

Correct Answer
verified

Marketers have observed that our marketplace is shifting to an "age of engagement." All of the following are forms of consumer engagement except

Correct Answer
verified

Which of the following weaknesses is associated with sales promotions?

Correct Answer
verified

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

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

Correct Answer
verified

In a marketing context, all of the following are channels of communication used to convey a message from a source to a receiver except

Correct Answer
verified

The promotional mix can be used to (1) inform prospective buyers about the benefits of the product, (2) __________, and (3) remind them later about the benefits they enjoyed by using the product.

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

Advertising refers to

Correct Answer
verified

Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?

Correct Answer
verified

After watching the 30-minute infomercial on Oxy-Clean, Sarah was certain the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Sarah was __________ the message from Oxy-Clean.

Correct Answer
verified

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

Correct Answer
verified

The promotional objective of the decline stage of the product life cycle is to

Correct Answer
verified

The result of an offer designed to generate interest in a product or service and a request for additional information is referred to as

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

Which of the following types of promotion uses customized interaction?

Correct AnswerverifiedShow Answer

Procter & Gamble Co. created an advertisement for its Old Spice Red Zone Swagger 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

In a promotional sense, personal selling refers to

Correct AnswerverifiedShow Answer

The promotional mix includes advertising, personal selling, __________, public relations, and direct marketing.

Correct AnswerverifiedShow Answer

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

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

Correct AnswerverifiedShow Answer

Marketers have observed that our marketplace is shifting to an "age of engagement." All of the following are forms of consumer engagement except

Correct AnswerverifiedShow Answer

Which of the following weaknesses is associated with sales promotions?

Correct AnswerverifiedShow Answer

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

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

Correct AnswerverifiedShow Answer

In a marketing context, all of the following are channels of communication used to convey a message from a source to a receiver except

Correct AnswerverifiedShow Answer

The promotional mix can be used to (1) inform prospective buyers about the benefits of the product, (2) __________, and (3) remind them later about the benefits they enjoyed by using the product.

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

Advertising refers to

Correct AnswerverifiedShow Answer

Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?

Correct AnswerverifiedShow Answer

After watching the 30-minute infomercial on Oxy-Clean, Sarah was certain the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Sarah was __________ the message from Oxy-Clean.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The promotional objective of the decline stage of the product life cycle is to

Correct AnswerverifiedShow Answer

The result of an offer designed to generate interest in a product or service and a request for additional information is referred to as

Correct AnswerverifiedShow Answer

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

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