Question 1

During the implementation phase of an IMC program, a firm will ________ and carry out the promotion.

Accepted Answer

A)   posttest the promotion
B)   design the promotion
C)   state the mission
D)   identify possible advertising or promotional firms
E)   pretest the promotionF) C) and E)
G) B) and E)

Question 2

The formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by

Accepted Answer

A)   total marketing costs.
B)   unit sales price.
C)   average revenue.
D)   net sales.
E)   total sales.F) B) and C)
G) B) and D)

Question 3

An offer designed to generate interest in a product or service and a request for additional information results in

Accepted Answer

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

Question 4

Promotion represents one element in the marketing mix. Promotion consists of communication tools, including advertising, direct marketing , sales promotion, public relations, and

Accepted Answer

A)   channels.
B)   merchandising.
C)   personal selling.
D)   innovation.
E)   branding.F) C) and E)
G) A) and B)

Question 5

L'Oréal created an advertisement for its Visible Lift makeup. Glamour magazine, in which the ad for the L'Oréal Visible Lift makeup appeared, is an example of

Accepted Answer

A)   a message.
B)   noise.
C)   a feedback loop.
D)   a source.
E)   a channel of communication.F) A) and E)
G) C) and E)

Question 6

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) C) and D)
G) B) and D)

Question 7

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) B) and E)
G) C) and E)

Question 8

Which of these statements about executing and evaluating the promotion program is most accurate?

Accepted Answer

A)   Although there are five elements in the promotional mix, the only element that really benefits from an IMC audit is advertising.
B)   Most IMC programs have no difficulty creating a pretest, but posttests are much more difficult to construct since a number of unknown elements must be measured.
C)   In addition to ensuring that traditional forms of communication are integrated, companies must be able to monitor consumer content, respond to inconsistent messages, and answer questions from individual customers.
D)   The ideal IMC program does not need any evaluation if it is executed according to plan.
E)   The most effective IMC audits are external. Internal audits tend to bias the results in the favor of the marketing staff's expectations.F) C) and D)
G) A) and D)

Question 9

Many prescription drugs such as Neulasta have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors. The manufacturers of these drugs are using ________ strategy.

Accepted Answer

A)   an integrated
B)   a pull
C)   a push
D)   an inertia
E)   an exclusiveF) A) and B)
G) None of the above

Question 10

The promotional mix refers to

Accepted Answer

A)   the three underlying appeals used that make promotions effective: sex appeal, humor appeal, and fear appeal.
B)   the combination of both paid and nonpaid marketing tools used to promote product interest.
C)   the set of promotional tools designed to motivate prospective buyers to purchase products and services: awareness, interest, evaluation, trial, and adoption.
D)   the composition of the objectives of the promotion: to inform, to persuade, to remind, and to phase out.
E)   the combination of one or more communication tools used to inform prospective buyers about the benefits of the product, persuade them to try it, and remind them later about the benefits they enjoyed by using the product.F) A) and D)
G) A) and E)

Question 11

A prospective buyer goes through a sequence of stages including awareness, interest, evaluation, trial, and adoption, which are referred to as

Accepted Answer

A)   the hierarchy of effects.
B)   Maslow's hierarchy.
C)   the purchase decision continuum.
D)   the consumer-product cycle.
E)   the consumer purchasing pattern.F) B) and E)
G) None of the above

Question 12

Which of these forms of direct marketing has the lowest business expenditures?

Accepted Answer

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

Question 13

What are the strengths/advantages and weaknesses/disadvantages of using direct marketing in the promotional mix?

Accepted Answer

Direct marketing is a promotion alternat...

Question 14

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 B)
G) C) and D)

Question 15

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) A) and B)

Question 16

Another name for competitive parity budgeting is ________ budgeting.

Accepted Answer

A)   linear forecast
B)   all-you-can-afford
C)   share of market
D)   comparative
E)   matched mediaF) A) and E)
G) A) and B)

Question 17

Which of these forms of direct marketing has the lowest cost of acquiring a new customer?

Accepted Answer

A)   e-mail
B)   telemarketing
C)   online
D)   mobile
E)   mailF) A) and B)
G) A) and C)

Question 18

Lead generation is

Accepted Answer

A)   the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.
B)   direct telephone communication only with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.
C)   a bundle of products that are shipped directly to the point of purchase rather than being stored or distributed through intermediaries.
D)   the outcome of an offer designed to motivate people to visit a business.
E)   the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information.F) B) and D)
G) All of the above

Question 19

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)   a firm 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) B) and D)
G) All of the above

Question 20

Communication is the process of conveying a message to others and it requires six elements. Which process is one of these elements?

Accepted Answer

A)   identifying
B)   rationalizing
C)   targeting
D)   branding
E)   encodingF) A) and B)
G) A) and C)

Exam 18: Advertising, Sales Promotion, and Public Relations

Another name for competitive parity budgeting is ________ budgeting.

Correct AnswerverifiedShow Answer

The formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by

Correct AnswerverifiedShow Answer

A prospective buyer goes through a sequence of stages including awareness, interest, evaluation, trial, and adoption, which are referred to as

Correct AnswerverifiedShow Answer

Promotion represents one element in the marketing mix. Promotion consists of communication tools, including advertising, direct marketing , sales promotion, public relations, and

Correct AnswerverifiedShow Answer

Many prescription drugs such as Neulasta have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors. The manufacturers of these drugs are using ________ strategy.

Correct AnswerverifiedShow Answer

Communication is the process of conveying a message to others and it requires six elements. Which process is one of these elements?

Correct AnswerverifiedShow Answer

Which of these statements about executing and evaluating the promotion program is most accurate?

Correct AnswerverifiedShow Answer

What are the strengths/advantages and weaknesses/disadvantages of using direct marketing in the promotional mix?

Correct AnswerverifiedDirect marketing is a promotion alternat...View AnswerShow Answer

Which of these forms of direct marketing has the lowest business expenditures?

Correct AnswerverifiedShow Answer

L'Oréal created an advertisement for its Visible Lift makeup. Glamour magazine, in which the ad for the L'Oréal Visible Lift makeup appeared, is an example of

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

Lead generation is

Correct AnswerverifiedShow Answer

The promotional mix refers to

Correct AnswerverifiedShow Answer

During the implementation phase of an IMC program, a firm will ________ and carry out the promotion.

Correct AnswerverifiedShow Answer

An offer designed to generate interest in a product or service and a request for additional information results in

Correct AnswerverifiedShow Answer

Which of these forms of direct marketing has the lowest cost of acquiring a new customer?

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

All-you-can-afford-budgeting refers to

Correct AnswerverifiedShow Answer

In a marketing context, receivers are

Correct AnswerverifiedShow Answer

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Direct marketing is a promotion alternat...
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