Question 1

Albert Searchware is a type of search engine used at company websites to handle customer questions.The firm is trying to determine what promotional strategy should be employed with its flagship product.It has determined that search engine software is in the growth stage of its product life cycle.Which of the following options should it employ?

Accepted Answer

A)   Devote 40 percent of the promotional budget to sales promotions that supply the public with demonstration CDs to prove the merits of Albert Searchware.
B)   Spend 30 percent of the budget in the effort to generate publicity for Albert Searchware.
C)   Use the majority of its promotional budget on advertising that focuses on brand differences.
D)   Use a balanced budget and spend equally for each of the four promotional choices in an attempt to even out sales growth.
E)   Encourage its tech support staff to emphasize the superiority of Albert Searchware and its after-sale support.

Question 2

National Do-Not-Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines.More than __________ of all households registered.

Accepted Answer

A)   95 percent
B)   90 percent
C)   80 percent
D)   70 percent
E)   60 percent

Question 3

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.
E)   Advertising is often the most credible source of information for consumers.

Question 4

second stage in the hierarchy of effects is __________.

Accepted Answer

A)   interest
B)   awareness
C)   adoption
D)   trial
E)   evaluation

Question 5

many industrial products and consumer purchases,ancillary services are an important consideration in selecting the promotional mix.The role of __________ is important to establish the seller's reputation.However,__________ is essential for building buyer confidence and providing evidence of customer service.

Accepted Answer

A)   direct marketing; personal selling
B)   personal selling; direct marketing
C)   advertising; personal selling
D)   sales promotion; advertising
E)   public relations; direct marketing

Question 6

Figure 17-8
-Which of the following forms of direct marketing has the lowest response rate according to Figure 17-8 above?

Accepted Answer

A)   direct mail
B)   e-mail
C)   paid search
D)   telemarketing
E)   advertising

Question 7

terms of product characteristics,the greater the risk,the greater the need for __________ as a key element of the promotional mix.

Accepted Answer

A)   advertising
B)   personal selling
C)   sales promotion
D)   publicity
E)   public relations

Question 8

the hierarchy of effects,interest refers to

Accepted Answer

A)   the consumer's ability to recognize and remember the product or brand name.
B)   the consumer's appraisal of the product or brand on important attributes.
C)   an increase in the consumer's desire to learn about some of the features of the product or brand.
D)   a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand.
E)   the consumer's first actual purchase and use of the product or brand.

Question 9

the key elements of the promotional mix.Why are they used?

Accepted Answer

The promotional mix is the combination o...

Question 10

fourth stage in the hierarchy of effects is __________.

Accepted Answer

A)   interest
B)   awareness
C)   adoption
D)   trial
E)   evaluation

Question 11

Procter & Gamble introduced Old Spice High Endurance antiperspirant,targeted to teen-aged boys who don't watch much TV.P&G did grassroots marketing,including handing out samples at skateboarding events and sponsoring a contest for 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-mouth

Question 12

promotional objective of the growth stage of the product life cycle is to __________ consumers.

Accepted Answer

A)   inform
B)   remind
C)   update
D)   persuade
E)   hark back

Question 13

source refers to

Accepted Answer

A)   any paid form of advertising.
B)   consumers who read, hear, or see the message during the communications process.
C)   a company or person who has information to convey during the communications process.
D)   people with similar understanding and knowledge who are willing to share that knowledge with others.
E)   a group of individuals who are willing to receive information from others.

Question 14

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as __________ budgeting.

Accepted Answer

A)   percentage of sales
B)   competitive parity
C)   all-you-can-afford
D)   objective and task
E)   linear forecast

Question 15

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools,including sales promotion,public relations,personal selling,direct marketing,and __________.

Accepted Answer

A)   people
B)   advertising
C)   social media
D)   branding
E)   merchandising

Question 16

Figure 17-2
-communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "E" represents _________.

Accepted Answer

A)   advertising
B)   personal selling
C)   public relations
D)   sales promotion
E)   direct marketing

Question 17

Allocation of funds to promotion only after all other budget items are covered is referred to as

Accepted Answer

A)   percentage of sales budgeting.
B)   all-you-can-afford budgeting.
C)   competitive parity budgeting.
D)   objective and task budgeting.
E)   linear forecast budgeting.

Question 18

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 schedule

Question 19

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)   introduction

Question 20

Sales promotions cannot be the sole basis for a promotional campaign because

Accepted Answer

A)   all sales promotions have legal time limit restrictions to prevent unfair trade practices.
B)   gains from the sales promotion are often temporary and sales drop off when it ends.
C)   sales promotions are too costly and soon become a financial liability.
D)   sales promotions are traditionally handled by outside firms and not the manufacturer, which often results in a significant loss of profit.
E)   consumers obtain an inflated impression of a product's actual value or worth.

Exam 17: Integrated Marketing Communications and Direct Marketing

Figure 17-2 -communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "E" represents _________.

Correct Answer
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terms of product characteristics,the greater the risk,the greater the need for __________ as a key element of the promotional mix.

Correct Answer
verified

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 hierarchy of effects,interest refers to

Correct Answer
verified

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools,including sales promotion,public relations,personal selling,direct marketing,and __________.

Correct Answer
verified

Correct Answer
verified

the key elements of the promotional mix.Why are they used?

Correct Answer
verified
The promotional mix is the combination o...
View Answer

Allocation of funds to promotion only after all other budget items are covered is referred to as

Correct Answer
verified

second stage in the hierarchy of effects is __________.

Correct Answer
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source refers to

Correct Answer
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Correct Answer
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Which of the following is an inherent strength of advertising?

Correct Answer
verified

Figure 17-8 -Which of the following forms of direct marketing has the lowest response rate according to Figure 17-8 above?

Correct Answer
verified

promotional objective of the growth stage of the product life cycle is to __________ consumers.

Correct Answer
verified

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as __________ budgeting.

Correct Answer
verified

many industrial products and consumer purchases,ancillary services are an important consideration in selecting the promotional mix.The role of is important to establish the seller's reputation.However, is essential for building buyer confidence and providing evidence of customer service.

Correct Answer
verified

fourth stage in the hierarchy of effects is __________.

Correct Answer
verified

National Do-Not-Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines.More than __________ of all households registered.

Correct Answer
verified

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

Correct Answer
verified

Sales promotions cannot be the sole basis for a promotional campaign because

Correct Answer
verified

Exam 17: Integrated Marketing Communications and Direct Marketing

Figure 17-2 -communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "E" represents _________.

Correct AnswerverifiedShow Answer

terms of product characteristics,the greater the risk,the greater the need for __________ as a key element of the promotional mix.

Correct AnswerverifiedShow Answer

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 hierarchy of effects,interest refers to

Correct AnswerverifiedShow Answer

Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools,including sales promotion,public relations,personal selling,direct marketing,and __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

the key elements of the promotional mix.Why are they used?

Correct AnswerverifiedThe promotional mix is the combination o...View AnswerShow Answer

Allocation of funds to promotion only after all other budget items are covered is referred to as

Correct AnswerverifiedShow Answer

second stage in the hierarchy of effects is __________.

Correct AnswerverifiedShow Answer

source refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following is an inherent strength of advertising?

Correct AnswerverifiedShow Answer

Figure 17-8 -Which of the following forms of direct marketing has the lowest response rate according to Figure 17-8 above?

Correct AnswerverifiedShow Answer

promotional objective of the growth stage of the product life cycle is to __________ consumers.

Correct AnswerverifiedShow Answer

Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as __________ budgeting.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

fourth stage in the hierarchy of effects is __________.

Correct AnswerverifiedShow Answer

National Do-Not-Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines.More than __________ of all households registered.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Sales promotions cannot be the sole basis for a promotional campaign because

Correct AnswerverifiedShow Answer

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The promotional mix is the combination o...
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