Question 1

The practice of ________ is common among college students.

Accepted Answer

A)   media multitasking
B)   Internet addiction
C)   creating user-generated content for brands
D)   focused and extended attention
E)   receiving and responding to direct-response mobile callsF) B) and E)
G) A) and D)

Question 2

At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

Accepted Answer

A)   introduction
B)   growth
C)   accelerated development
D)   maturity
E)   declineF) All of the above
G) A) and E)

Question 3

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) All of the above
G) A) and D)

Question 4

By taking the consumer journey and consumer expectations into consideration in the development, integrated marketing communications (IMC)  become a key element in a company's ________ strategy.

Accepted Answer

A)   generic business
B)   retail life cycle
C)   market segmentation
D)   sustainable development
E)   customer experience managementF) C) and D)
G) A) and B)

Question 5

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

Question 6

Taco Bell developed its #loveandtacoscontest in response to

Accepted Answer

A)   bullying in schools; it created a way to reward those who intervene.
B)   a traditionally slow period for the chain, in February near Valentine's Day.
C)   declining sales during the evening meal; it promoted Taco Bell as a great date night.
D)   hearing that some customers were adding Taco Bell to their wedding festivities.
E)   the incredible success of its previous novelty tacos; it launched a new heart-shaped one.F) A) and B)
G) D) and E)

Question 7

Publicity refers to

Accepted Answer

A)   a nonpersonal, indirectly paid presentation of an organization, product, or service.
B)   a short-term inducement of value offered to arouse interest in buying a product or service.
C)   methods used to get a nonpersonal, directly paid presentation of a company or its products.
D)   a paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
E)   a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.F) C) and D)
G) C) and E)

Question 8

The promotional objective of the growth stage of the product life cycle is to ________ consumers in what is often an intensely competitive environment.

Accepted Answer

A)   inform
B)   remind
C)   update
D)   persuade
E)   swayF) B) and D)
G) D) and E)

Question 9

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 10

The process of conveying a message to others that requires six elements-a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding-is referred to as

Accepted Answer

A)   exchange.
B)   dialogue.
C)   communication.
D)   advertising.
E)   feedback.F) D) and E)
G) A) and C)

Question 11

The process of having the receiver take a set of symbols, the message, and transform them into an idea during the communication process is referred to as

Accepted Answer

A)   decoding.
B)   encoding.
C)   integrating.
D)   back translation.
E)   transformation.F) A) and E)
G) C) and D)

Question 12

The popularity of social media sometimes leads to a new stage in the hierarchy of effects known as ________ where loyal consumers recommend brands they have adopted.

Accepted Answer

A)   evaluation
B)   advocacy
C)   preference
D)   interest
E)   repurchaseF) A) and E)
G) A) and B)

Question 13

Field of experience refers to

Accepted Answer

A)   the unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e., the medical profession, legal profession, etc.) .
B)   the designation given to different elements in the communications channel based upon their specific area of expertise (i.e., advertising, publicity, etc.) .
C)   a similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect decoding of the sender's message.
D)   a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect encoding of the sender's message.
E)   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.F) C) and D)
G) B) and E)

Question 14

Lonely Planet's travel guides, including volumes like Italy, have been indispensable for travelers throughout the world since they describe out-of-the-way, inexpensive restaurants and hotels. These guides provide invaluable ________ to the establishments, though they cannot pay to be included.

Accepted Answer

A)   direct sales
B)   publicity
C)   direct marketing
D)   personnel selling
E)   public service announcementF) None of the above
G) A) and B)

Question 15

All of the following are consumer-related data that comprise a direct marketing database (such as for a catalog)  except which?

Accepted Answer

A)   media usage
B)   demographics
C)   brand preferences
D)   income tax rate
E)   lifestylesF) A) and E)
G) None of the above

Question 16

Amazon.com, a successful online retailer, manages an extensive customer database that is used to determine which products are suggested to each customer. Some data are collected from the customer; other data are collected from the businesses where purchases are made. Which of the following customer data are best collected by Amazon itself?

Accepted Answer

A)   lifestyles
B)   price
C)   demographics
D)   media use
E)   competitive products purchasedF) C) and E)
G) All of the above

Question 17

What value does direct marketing provide customers?

Accepted Answer

Large portions of the U.S. population us...

Question 18

Which of these promotional elements has the highest cost-per-contact or exposure?

Accepted Answer

A)   advertising
B)   personal selling
C)   sales promotion
D)   publicity
E)   public service announcementsF) A) and C)
G) C) and D)

Question 19

A company or person who has information to convey during the communication process is referred to as

Accepted Answer

A)   an encryptor.
B)   a message carrier.
C)   an originator.
D)   a receiver.
E)   a source.F) B) and C)
G) C) and E)

Question 20

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 hierarchy.F) None of the above
G) A) and E)

Exam 15: Integrated Marketing Communications and Direct Marketing

The promotional objective of the growth stage of the product life cycle is to ________ consumers in what is often an intensely competitive environment.

Correct Answer
verified

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 Answer
verified

Field of experience refers to

Correct Answer
verified

The popularity of social media sometimes leads to a new stage in the hierarchy of effects known as ________ where loyal consumers recommend brands they have adopted.

Correct Answer
verified

Taco Bell developed its #loveandtacoscontest in response to

Correct Answer
verified

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

Correct Answer
verified

The process of conveying a message to others that requires six elements-a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding-is referred to as

Correct Answer
verified

What value does direct marketing provide customers?

Correct Answer
verified
Large portions of the U.S. population us...
View Answer

The practice of ________ is common among college students.

Correct Answer
verified

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

By taking the consumer journey and consumer expectations into consideration in the development, integrated marketing communications (IMC) become a key element in a company's ________ strategy.

Correct Answer
verified

All of the following are consumer-related data that comprise a direct marketing database (such as for a catalog) except which?

Correct Answer
verified

Lonely Planet's travel guides, including volumes like Italy, have been indispensable for travelers throughout the world since they describe out-of-the-way, inexpensive restaurants and hotels. These guides provide invaluable ________ to the establishments, though they cannot pay to be included.

Correct Answer
verified

Publicity refers to

Correct Answer
verified

A company or person who has information to convey during the communication process is referred to as

Correct Answer
verified

At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

Correct Answer
verified

Which of these promotional elements has the highest cost-per-contact or exposure?

Correct Answer
verified

The process of having the receiver take a set of symbols, the message, and transform them into an idea during the communication process is referred to as

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

Exam 15: Integrated Marketing Communications and Direct Marketing

The promotional objective of the growth stage of the product life cycle is to ________ consumers in what is often an intensely competitive environment.

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

Field of experience refers to

Correct AnswerverifiedShow Answer

The popularity of social media sometimes leads to a new stage in the hierarchy of effects known as ________ where loyal consumers recommend brands they have adopted.

Correct AnswerverifiedShow Answer

Taco Bell developed its #loveandtacoscontest in response to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The process of conveying a message to others that requires six elements-a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding-is referred to as

Correct AnswerverifiedShow Answer

What value does direct marketing provide customers?

Correct AnswerverifiedLarge portions of the U.S. population us...View AnswerShow Answer

The practice of ________ is common among college students.

Correct AnswerverifiedShow Answer

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

By taking the consumer journey and consumer expectations into consideration in the development, integrated marketing communications (IMC) become a key element in a company's ________ strategy.

Correct AnswerverifiedShow Answer

All of the following are consumer-related data that comprise a direct marketing database (such as for a catalog) except which?

Correct AnswerverifiedShow Answer

Lonely Planet's travel guides, including volumes like Italy, have been indispensable for travelers throughout the world since they describe out-of-the-way, inexpensive restaurants and hotels. These guides provide invaluable ________ to the establishments, though they cannot pay to be included.

Correct AnswerverifiedShow Answer

Publicity refers to

Correct AnswerverifiedShow Answer

A company or person who has information to convey during the communication process is referred to as

Correct AnswerverifiedShow Answer

At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?

Correct AnswerverifiedShow Answer

Which of these promotional elements has the highest cost-per-contact or exposure?

Correct AnswerverifiedShow Answer

The process of having the receiver take a set of symbols, the message, and transform them into an idea during the communication process is referred to as

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Large portions of the U.S. population us...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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