Question 1

Errors in communication can occur in several ways: (1)  the source may not adequately transform the abstract idea into an effective set of symbols, (2)  __________, (3)  the receiver may not properly transform the set of symbols into the correct abstract idea, or (4)  feedback may be so delayed or distorted that it is of no use to the sender.

Accepted Answer

A)  a properly encoded message may be sent through the wrong channel and never make it to the receiver
B)  in an attempt to be creative, the encoder creates a message with too much noise
C)  the communications channel is not properly funded
D)  the message is considered too ordinary because there is too broad a field of experience
E)  there is no interest on the part of the receiver because the product itself is inadequateF) B) and E)
G) D) and E)

Question 2

For a promotional campaign, the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as __________.

Accepted Answer

A)  the purchase continuum
B)  the hierarchy of effects
C)  the product life cycle
D)  the consumer purchasing scale
E)  Maslow's hierarchyF) A) and B)
G) A) and C)

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)  McLuhanism
D)  hermeneutics
E)  back translationF) C) and E)
G) A) and D)

Question 4

If used continuously, which of the following promotional elements will most likely lose its effectiveness?

Accepted Answer

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

Question 5

All of the following are challenges and opportunities that direct marketing faces in global markets EXCEPT:

Accepted Answer

A)  the need for improved reliability and security in many countries has slowed the growth of direct mail.
B)  the dramatic growth of mobile phone penetration has created an opportunity for direct mobile marketing.
C)  the use of web "tracking" tools by direct marketers to segment consumers and match them with advertising are appreciated by consumers because they speed up the online purchase process.
D)  the mail, telephone, and Internet systems in many countries are not as well developed as they are in the U.S.
E)  the European Union passed a consumer privacy law, called the Data Protection Directive due to consumer concerns about privacy.F) B) and D)
G) A) and C)

Question 6

Marketers can communicate best with college students by __________.

Accepted Answer

A)  using cable TV ads since this demographic watches TV more than any other medium
B)  adding mobile media to their IMC campaigns
C)  placing ads on Sirius XM radio
D)  using Twitter Jockeys
E)  discourage media multitaskingF) A) and E)
G) C) and D)

Question 7

The term receivers, in a marketing communications context, refers to

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 useable 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 misinterpret or reinterpret the message to fit their individual beliefs.F) A) and B)
G) A) and C)

Question 8

The practice of __________ is common among college students.

Accepted Answer

A)  media multitasking
B)  Internet addiction
C)  creating YouTube videos
D)  focused close work
E)  receiving direct response mobile callsF) C) and D)
G) D) and E)

Question 9

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)  prospectingF) D) and E)
G) All of the above

Question 10

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) B) and E)
G) None of the above

Question 11

Direct marketing currently accounts for about __________ of the total U.S. gross domestic product.

Accepted Answer

A)  9%
B)  12%
C)  15%
D)  20%
E)  25%F) A) and C)
G) C) and D)

Question 12

Chrysler Corporation provides support and incentives for its Chrysler, Dodge, and Jeep dealers. Through a multi-level program, Chrysler provides incentives to reward dealers for meeting sales goals. Dealers receive an incentive when they are near a goal, another when they reach a goal, and a larger incentive if they exceed sales projections. All of these actions are intended to encourage Chrysler dealers to __________ the Chrysler products through the channel to consumers.

Accepted Answer

A)  dump
B)  pull
C)  unload
D)  no haggle
E)  pushF) B) and E)
G) A) and B)

Question 13

Which of the following is an inherent strength of advertising?

Accepted Answer

A)  advertising provides immediate feedback
B)  advertising can deliver complex information
C)  advertising can create messages quickly
D)  advertising is an efficient means for reaching large numbers of people - the mass market
E)  advertising is often the most credible source of information for consumersF) C) and D)
G) A) and E)

Question 14

Customers report many benefits of direct marketing, including __________.

Accepted Answer

A)  there is more privacy than in-store shopping
B)  there are fewer product returns
C)  there are usually better product warranties
D)  there are a greater number of additional incentives from sellers to retain customer loyalty
E)  products are generally bundled with other products to offer buyers greater valueF) B) and E)
G) D) and E)

Question 15

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 E)
G) A) and B)

Question 16

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

Question 17

Direct orders refer to

Accepted Answer

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

Question 18

The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as __________.

Accepted Answer

A)  direct orders
B)  lead generation
C)  traffic generation
D)  indirect orders
E)  prospect bidF) None of the above
G) D) and E)

Question 19

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

Question 20

Procter & Gamble introduced Old Spice High Endurance antiperspirant, targeted to teenage boys who don't watch much TV. P&G did grassroots marketing including handing out samples at skateboarding events and sponsoring a contest for the "high-school football player of the year." P&G emphasized which promotional element in this example?

Accepted Answer

A)  sales promotion
B)  advertising
C)  personal selling
D)  public relations
E)  word-of-mouthF) B) and D)
G) D) and E)

Exam 14: Integrated Marketing Communications and Direct Marketing

The practice of __________ is common among college students.

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

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

Correct Answer
verified

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

Correct Answer
verified

Direct orders refer to

Correct Answer
verified

Marketers can communicate best with college students by __________.

Correct Answer
verified

Which of the following is an inherent strength of advertising?

Correct Answer
verified

If used continuously, which of the following promotional elements will most likely lose its effectiveness?

Correct Answer
verified

All of the following are challenges and opportunities that direct marketing faces in global markets EXCEPT:

Correct Answer
verified

For a promotional campaign, the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as __________.

Correct Answer
verified

Correct Answer
verified

The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as __________.

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

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

Correct Answer
verified

Direct marketing currently accounts for about __________ of the total U.S. gross domestic product.

Correct Answer
verified

The term receivers, in a marketing communications context, refers to

Correct Answer
verified

Customers report many benefits of direct marketing, including __________.

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

The practice of __________ is common among college students.

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

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Direct orders refer to

Correct AnswerverifiedShow Answer

Marketers can communicate best with college students by __________.

Correct AnswerverifiedShow Answer

Which of the following is an inherent strength of advertising?

Correct AnswerverifiedShow Answer

If used continuously, which of the following promotional elements will most likely lose its effectiveness?

Correct AnswerverifiedShow Answer

All of the following are challenges and opportunities that direct marketing faces in global markets EXCEPT:

Correct AnswerverifiedShow Answer

For a promotional campaign, the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as __________.

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

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

Correct AnswerverifiedShow Answer

Direct marketing currently accounts for about __________ of the total U.S. gross domestic product.

Correct AnswerverifiedShow Answer

The term receivers, in a marketing communications context, refers to

Correct AnswerverifiedShow Answer

Customers report many benefits of direct marketing, including __________.

Correct AnswerverifiedShow Answer

Correct Answer
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