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Exam 17: Integrated Marketing Communications and Direct Marketing

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Question 1

Multiple Choice

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A promotion alternative that uses 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 is referred to as __________.

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

Correct Answer

verified

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Question 2

Multiple Choice

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Communication is the process of conveying a message to others and it requires six elements.These elements include: a source,a message,__________,a receiver,and the processes of encoding and decoding.

A) a concept
B) an offer
C) a brand
D) a slogan
E) a channel of communication

Correct Answer

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E

Question 3

Multiple Choice

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Communication is the process of conveying a message to others and it requires six elements.These elements include: __________,a message,a channel of communication,a receiver,and the processes of encoding and decoding.

Managers often use the promotion-to-sales ratio on their marketing dashboards to assess how effective the integrated marketing communications program expenditures were at generating __________.

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

The promotion decision process is divided into three phases.In Figure 17-6 above,"A" refers to the __________ phase.

A restaurant review published in the local newspaper is an example of __________.

No matter what the specific objective might be,from building awareness to increasing repeat purchases,promotion objectives should possess three important qualities.They should be designed for a well-defined target audience,cover a specified time period,and be

Allegra is an antihistamine.To create brand awareness,the company is offering people who request information about the product a seat cushion to use at their favorite sporting event.Its television ad shows a woman half-heartedly watching a sporting event.The voiceover asks if she is bored or congested.In the next scene,the person is having a great time and is decongested after taking Allegra.This use of the same promotional theme throughout a company's marketing campaign is an example of how marketers use __________.

Proponents of Do-Not-Track regulations suggest that website owners who use cookies to collect information about consumers' shopping habits should only do so

Another name for competitive parity budgeting is __________ budgeting.

Competitive parity budgeting refers to

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?

All products go through a product life cycle of __________ stages: __________.

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 is referred to as __________.

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.

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

During the postpurchase stage of the consumer purchase decision process,__________ in the form of coupons can help encourage repeat purchases from satisfied first-time triers.

All of the following were elements of Taco Bell's Cool Ranch Doritos Locos Tacos IMC campaign EXCEPT:

Communication is the process of conveying a message to others and it requires six elements.These elements include: a source,__________,a channel of communication,a receiver,and the processes of encoding and decoding.