Chapter 17
Integrated Marketing Communications and Direct Marketing
Multiple Choice Questions
1. | All of the following were elements of Taco Bell's Cool Ranch Doritos Locos Tacos campaign except
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2. | Marketers have observed that our marketplace is shifting to an "age of engagement." All of the following are forms of consumer engagement except
A. | QR (quick response) codes. |
B. | reality shows using online voting. |
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3. | Which of the following is not essential to engage today's customers using social media promotions?
A. | Encourage and respond to comments and feedback, both positive and negative. |
B. | Create sweepstakes, contests, and deals that reward current and new customers. |
C. | Post relevant content about the benefits and uses of the product. |
D. | Send out a product sample to everyone who "likes" and "follows" the brand. |
E. | Supplement text with photos and videos. |
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4. | The __________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.
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5. | The __________ includes advertising, personal selling, sales promotion, public relations, and direct marketing.
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6. | Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that make up a firm's
A. | cooperative advertising. |
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7. | The promotional mix includes __________, personal selling, sales promotion, public relations, and direct marketing.
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8. | The promotional mix includes advertising, __________, sales promotion, public relations, and direct marketing.
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9. | The promotional mix includes advertising, personal selling, __________, public relations, and direct marketing.
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10. | The promotional mix includes advertising, personal selling, sales promotion, __________, and direct marketing.
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11. | The promotional mix includes advertising, personal selling, sales promotion, public relations, and
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12. | 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
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13. | Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, public relations, sales promotion, direct marketing, and
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14. | Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, personal selling, sales promotion, public relations, and
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15. | Promotional mix refers to
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. |
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16. | The combination of one or more communication tools used to (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product is referred to as the
B. | channel of communication. |
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17. | The __________ can be used to inform prospective buyers about the benefits of the product.
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18. | 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.
A. | explain how to use the product |
B. | persuade them to try it |
C. | inform customers of complementary offerings |
D. | inform customers of pricing changes |
E. | lure customers away from competitors' products |
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19. | The promotional mix can be used to (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) __________.
A. | explain how to use the product |
B. | inform customers of complementary offerings |
C. | remind them later about the benefits they enjoyed by using the product |
D. | inform customers of pricing changes |
E. | lure customers away from competitors' products |
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20. | In a marketing context, the acronym IMC refers to
A. | interactive media convergence. |
B. | internal marketing communications. |
C. | integrated marketing collaboration. |
D. | integrated marketing communications. |
E. | international marketing communications. |
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21. | The concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences is referred to as
C. | the promotional blend. |
D. | marketing by objectives. |
E. | integrated marketing communications. |
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22. | Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide
A. | retailers with cooperative media buys. |
B. | a consistent message across all audiences. |
C. | the firm with a feedback loop. |
E. | a media mix useful to all types of companies. |
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23. | Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide
A. | a promotional channel. |
B. | a communications message. |
C. | a consistent message across audiences. |
D. | a media mix useful to all types of companies. |
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24. | By taking consumer expectations into consideration, integrated marketing communications (IMC) is a key element in a company's __________ strategy.
D. | sustainable development |
E. | customer experience management |
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25. | To promote its theme parks to groups, Disney uses advertising, direct marketing, Internet promotion, and sales promotions with other companies such as McDonald's. In other words, Disney uses IMC, which stands for
A. | integrated marketing cooperation. |
B. | interactive media convergence. |
C. | infrastructure of market customization. |
D. | integrated marketing communications. |
E. | integrated media convergence. |
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26. | Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because
A. | its strategy includes using all types of promotional activities that deliver a consistent message. |
B. | it does not want to reach any member of its target audience more than once to conserve resources. |
C. | IMC is less expensive than other forms of promotion, such as public service announcements. |
D. | if it didn't, Disney would have to use indirect personal selling. |
E. | it is more concerned about frequency of attendance than geographic reach. |
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27. | Allegra is an antihistamine. To create brand awareness, Allegra's manufacturer 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 halfheartedly 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 product's marketing campaign is an example of how marketers use
B. | integrated marketing communications. |
D. | coordinated channels of communication. |
E. | marketing by objectives. |
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28. | 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
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29. | Communication is the process of conveying a message to others and it requires six elements. These elements are __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.
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30. | Communication is the process of conveying a message to others and it requires six elements. These elements are a source, __________, a channel of communication, a receiver, and the processes of encoding and decoding.
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31. | Communication is the process of conveying a message to others and it requires six elements. These elements are a source, a message, __________, a receiver, and the processes of encoding and decoding.
E. | a channel of communication |
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32. | Communication is the process of conveying a message to others and it requires six elements. These elements are a source, a message, a channel of communication, __________, and the processes of encoding and decoding.
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33. | Communication is the process of conveying a message to others and it requires six elements. These elements are a source, a message, a channel of communication, a receiver, and
E. | the processes of encoding and decoding. |
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34. | Source refers to
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. |
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35. | A company or person who has information to convey during the communication process is referred to as
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36. | Procter & Gamble created an advertisement for its High Endurance men's antiperspirant. In terms of the communication process, the __________ of the information in the product's advertisement is Procter & Gamble, its manufacturer.
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37. | In a marketing context, message refers to
A. | product information regarding benefits and usage from receiver to the sender outside the channel of communication. |
B. | the slogan or tagline of a specific product. |
C. | proprietary information linking a specific product to a promotional campaign. |
D. | the information sent by a source to a receiver during the communication process. |
E. | a television or radio commercial from the buyer to the seller. |
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38. | The information sent by a source to a receiver during the communication process is referred to as
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39. | Procter & Gamble Co. created an advertisement for its Old Spice Red Zone Swagger antiperspirant. In terms of the communication process, the __________ in the ad informed prospective customers that the antiperspirant offered more protection than the Old Spice High Endurance brand.
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40. | Channel of communication refers to
A. | the selection of either paid or nonpaid forms of information dissemination. |
B. | a similar understanding and knowledge that a sender and receiver apply to a message. |
C. | an open-ended dialogue between the marketing department and the firm responsible for developing the IMC program. |
D. | a social network-based forum that allows customers to communicate their likes, dislikes, suggestions, and concerns to an organization 24 hours a day, 365 days a year. |
E. | the means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process. |
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41. | The means (salesperson, advertising media, or public relations tools) by which a message is conveyed to a receiver is referred to as
B. | a field of experience. |
C. | a channel of communication. |
D. | a direct feedback loop. |
E. | an information highway. |
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42. | A message is conveyed by means of __________ such as a salesperson, advertising media, or public relations tools.
B. | a channel of communication |
D. | a direct feedback loop |
E. | an information highway |
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43. | The means (salesperson, advertising media, or public relations tools) by which a message is conveyed to a receiver during the communication process is referred to as the
A. | channel of communication. |
C. | communications highway. |
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44. | In a marketing context, all of the following are channels of communication used to convey a message from a source to a receiver except
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45. | 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
E. | a channel of communication. |
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46. | The billboards that Sony uses to advertise its PlayStation 4 video game console are
A. | channels of communication. |
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47. | Consumers who read, hear, or see the message sent by a source during the communication process are referred to as
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48. | The term receivers refers to
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 misinterpret or reinterpret the message to fit their individual beliefs. |
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49. | In the communication process, the 18- to 34-year-old men who see a NASCAR TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called
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50. | The process of having the sender transform an idea into a set of symbols during the communication process is referred to as
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51. | In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the transformation of this idea into an ad campaign is an example of
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52. | When Procter & Gamble bought the Old Spice brand in 1990, it planned to transform the old, stagnating brand into a men's "personal-care powerhouse." The ads that P&G developed shed the older-man image and now appeal to 18- to 34-year-olds. In terms of the communication process, P&G had to __________ its idea to create the message shown to the new target market.
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53. | Decoding refers to
A. | receiving a message within a common field of experience and breaking down that information into small usable units to better interpret its meaning. |
B. | having a receiver take a set of symbols, the message, and transform them into an idea. |
C. | receiving a message that requires integration of new information to fully understand the intended meaning. |
D. | having the sender transform an abstract idea into a set of symbols that can be universally understood. |
E. | having a sender take a set of symbols, the message, and transform them into an idea. |
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54. | 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
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55. | After watching a 30-second commercial from Jarrod's fine jewelry, Mariah was certain the brooch she saw would look spectacular on her new evening dress. In terms of the communication process, Mariah engaged in the task of
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56. | After watching the 30-minute infomercial on Oxy-Clean, Sarah was certain the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Sarah was __________ the message from Oxy-Clean.
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57. | 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.
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 inadequate |
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58. | 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) a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3) __________; or (4) feedback may be so delayed or distorted that it is of no use to the sender.
A. | in an attempt to be creative, the encoder creates a message with too much noise |
B. | there is no interest on the part of the receiver because the product itself is inadequate |
C. | the communications channel is not properly developed |
D. | the message is considered too ordinary because there is too broad a field of experience |
E. | the receiver may not properly transform the set of symbols into the correct abstract idea |
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59. | 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) a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3) the receiver may not properly transform the set of symbols into the correct abstract idea; or (4) __________.
A. | the communications channel is not properly developed |
B. | there is no interest on the part of the receiver |
C. | feedback may be so delayed or distorted that it is of no use to the sender |
D. | the message is considered too ordinary because the field of experience is too large |
E. | the encoder is inexperienced, resulting in too much noise |
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60. | Which of the following messages represents a potential communication error?
A. | "Once in-a-lifetime offer!" |
B. | "Buy one, get one free!" |
C. | "Can't read? Let us help. Free literacy classes." |
D. | "Great part-time job opportunity; transportation required." |
E. | "Two bottled waters for $3.00 or $1.75 apiece." |
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61. | 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
C. | the correct abstract idea. |
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62. | Field of experience refers to
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. |
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63. | For a message to be communicated effectively, the sender and receiver must have a mutually shared field of experience, which means a similar __________ they apply to the message.
B. | national, regional, or ethnic origin |
C. | understanding and knowledge |
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64. | When an English speaker reads the KFC slogan "Finger-lickin' good!" he or she interprets this as an indication that the food tastes very good. When this slogan was translated into Chinese, the Chinese speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing
A. | product consumption behaviors. |
C. | channels of communication. |
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65. | Cardiac Science is a California-based company that makes defibrillators, heart monitors, and other medical equipment. It is preparing to market its products in Greece. The company's marketing manager is responsible for the promotional campaign in Greece, and she wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience. Which of the following is the best example of a communications problem that might arise because her field of experience is different from that of her audience?
A. | The name of the product, when translated into Greek, has an unintentional meaning. |
B. | Her target audience is strongly ethnocentric. |
C. | The trade journals in which the company wants to run its ads do not accept ads from foreign companies. |
D. | A Greek bureaucrat who is responsible for determining that the Cardiac Science products meet national standards has taken a personal dislike to her. |
E. | The ads are in trade journals that Greek hospital administrators don't read. |
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66. | The marketing professor wanted to do everything possible to ensure that her students understood her lectures. Accordingly, she used examples of marketing activities that most students were familiar with. For example, the professor discussed the marketing exchanges between students and grocers, college bookstores, convenience stores, and clothiers. The examples used by the professor were her attempt to __________ her message to encourage better understanding on the part of her students.
A. | create common ground for |
D. | develop a mutually shared field of experience with |
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67. | A __________ consists of a response and feedback.
D. | primary cause and effect |
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68. | In the feedback loop, the impact the message has on the receiver's knowledge, attitude, or behaviors during the communications process is referred to as
B. | a field of experience. |
E. | a hierarchy of effects. |
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69. | In a feedback loop, response refers to
A. | the number of times a consumer must hear a message before it can be accurately decoded. |
B. | the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process. |
C. | the positive or negative feedback that a consumer expresses immediately after exposure to a company's message. |
D. | the impact, either positive or negative, that occurs when one consumer interprets a firm's message through word of mouth to another potential consumer using his or her own words. |
E. | the length of time required for a typical customer to associate a specific slogan, theme, melody, or logo with a specific product brand. |
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70. | Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms. She immediately went to the store to purchase the product. In terms of the communication process, the Claritin ad created
C. | a field of experience. |
D. | a subconscious impulse. |
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71. | Melissa saw an ad promoting Vermont as a tourist destination and a great place to live. The ad contained a postage-paid reply card that could be used to request more information. In terms of the communication process, the mailing in of the postcard with a request for further information is an example of
B. | a field of experience. |
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72. | After a receiver responds to a message, the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as
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73. | In the feedback loop, feedback refers to
A. | the sender's interpretation of the response that indicates whether the message was decoded and understood as intended. |
B. | the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process. |
C. | a mutually shared understanding and knowledge the sender and receiver apply to a message so that it can be communicated effectively during the communication process in the message loop. |
D. | any unsolicited response from consumers or potential consumers regarding a company's message. |
E. | extraneous factors that can work against effective communication by distorting a message or the feedback received. |
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74. | In the communication process, __________ ensure(s) that messages are decoded properly.
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75. | In the communication process, noise refers to
A. | any unsolicited response from consumers or potential consumers regarding a company's message. |
B. | any communication with consumers who are not in the target audience. |
C. | extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process. |
D. | the use of colors, words, sounds, or images that make an otherwise simple message more complex. |
E. | a unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e. the medical profession, legal profession, etc.). |
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76. | In the communication process, printing mistakes that affect the meaning of a newspaper advertisement, or using words or pictures that fail to communicate the message clearly, are referred to as
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77. | Mary's Cookies submitted an ad to the local newspaper with a coupon stating that a dozen cookies cost $2.99. The newspaper instead printed the price on the coupon as $29.99. Consequently, no customers came in to buy cookies using the coupon. The factor working against effective communication between Mary and her target market in this case was most likely the result of
D. | a communication barrier. |
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78. | The marketing manager from a heavy-equipment manufacturer in Dallas, Texas, was attending an international trade show in Japan. There were many prospective customers from different countries who seemed interested in the firm's product. However, they had difficulty following the manager's explanations of product features due to his heavy Texas drawl. In this case, the accent would be considered
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79. | Each year, advertisers spend millions of dollars during the US Super Bowl football game broadcast. These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle. Unfortunately, during the advertisements, many viewers might dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers. The desire for food and drink is an example of __________, which inhibits effective communication.
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80. | Advertising, sales promotion, and public relations are often said to use __________ because they are used with groups of prospective buyers.
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81. | Which of the following would be least likely to be used for mass selling?
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82. | In a promotional sense, personal selling refers to
A. | the creation of unique products based upon the needs and wants of individual consumers. |
B. | the translation of a company's message into multiple languages for use in advertising in different countries or regions. |
C. | customized interaction between a seller and a prospective buyer that can include face-to-face, telephone, and interactive electronic communication. |
D. | the creation of different promotional campaigns based on gender, age, or ethnicity. |
E. | the use of different images (such the covers of Sports Illustrated) to reach different product groupings. |
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83. | Which of the following types of promotion uses customized interaction?
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84. | Which of the following types of promotion uses customized interaction?
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85. | Advertising refers to
A. | any nonpersonal, indirectly paid presentation of an organization, service, or product. |
B. | a short-term inducement of value offered to arouse interest in buying a product or service. |
C. | methods used to identify a target market for a particular product or service. |
D. | any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. |
E. | any unpaid form of personal presentation of products and services. |
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86. | A paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as
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87. | What is the nature of the "paid" aspect of advertising?
A. | Fees are paid for space or time in the medium. |
B. | Fees are paid to salespeople as either salaries or commissions. |
C. | Fees are paid to creative arts contributors, but there is no direct payment to media. |
D. | There is a wide range of fees paid depending upon the promotion selected. |
E. | The primary costs are now associated with communication through mail, telephone, or the Internet. |
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88. | Which of the following statements about advertising is most accurate?
A. | Advertising can communicate specific product benefits to prospective buyers. |
B. | Advertising has limited control as to when and where an advertisement will be used. |
C. | A key advantage of advertising is its ability to use customized interactions. |
D. | Advertising can be a very effective attention-getter, especially for new products, but has little impact for repeat purchases. |
E. | Advertising is one of the least costly forms of promotion because it reaches a mass market. |
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89. | Which of the following statements about advertising is most accurate?
A. | Advertising has limited control as to when and where an advertisement will be used. |
B. | Advertising allows a firm to reach a mass market. |
C. | A key advantage of advertising is its ability to use customized interactions. |
D. | Advertising can be a very effective attention-getter, especially for new products, but has little impact for repeat buys. |
E. | Advertising is one of the least costly forms of promotion because it reaches a pretested market. |
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90. | Which of the following statements about advertising is most accurate?
A. | Advertisers have limited control as to when and how often their advertisements will be placed. |
B. | A key advantage of advertising is its ability to use customized interactions. |
C. | Advertisers have very limited control over what it can say due to FCC regulations. |
D. | Advertising is the least costly form of promotion because ads go through significant pretesting. |
E. | Through advertising, a company can control what it says and, to some extent, to whom the message is sent. |
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91. | Which of the following is a strength of advertising?
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. |
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92. | Which of the following is a weakness of advertising?
A. | It entails extremely high expense per exposure. |
B. | It is difficult to get media cooperation. |
C. | It entails high absolute costs. |
D. | It is easily duplicated. |
E. | It can easily lead to promotion wars. |
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93. | Which of the following statements describes a key difference between advertising and public relations?
A. | Public relations is more expensive on a cost-per-contact basis than advertising. |
B. | Public relations is usually directly paid while advertising is usually indirectly paid. |
C. | Advertising is usually directly paid while public relations is usually indirectly paid. |
D. | Advertising provides an immediate feedback loop while public relations does not. |
E. | Public relations always has a much greater reach than advertising. |
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94. | When Sears places a multiple-page booklet in the local newspaper about its President's Day sale, it is using which element of the promotional mix?
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95. | New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes. What form of marketing communication did it use?
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96. | 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
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97. | Personal selling refers to
A. | a customer-directed flow of communications, often in a face-to-face encounter, designed to promote a product with the purpose of making a sale. |
B. | an individualized communications program specifically designed for a single customer because the item being sold is unique to that person. |
C. | a mass selling approach that has been tailored to meet the unique needs of a target market based on age, gender, ethnicity, or occupation. |
D. | 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. |
E. | any spoken (rather than visual or print) attempt to promote a product for the purpose of making a sale. |
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98. | Which of the following is a strength of personal selling?
A. | Personal selling can provide the target audience with complex information. |
B. | Personal selling has low seller involvement. |
C. | Personal selling can prepare messages quickly. |
D. | Personal selling is an efficient means for reaching large numbers of people. |
E. | Personal selling is often the most credible source in the consumer's mind. |
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99. | Which of the following is a weakness of personal selling?
A. | It can be difficult to receive good feedback with personal selling. |
B. | It can be difficult to get media cooperation. |
C. | Messages may differ between salespeople. |
D. | Personal selling can be easily duplicated. |
E. | Personal selling can easily lead to promotion wars. |
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100. | Communication with consumers who are not in the target audience is referred to as
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101. | Wasted coverage can be reduced by which of method of promotion?
D. | public service announcements |
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102. | Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?
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103. | Which of the following statements describes a disadvantage associated with personal selling?
A. | Presentations often provide little opportunity for consumer feedback. |
B. | Personal selling permits too much wasted coverage. |
C. | There may be inconsistency in the presentation of the message from one salesperson to another. |
D. | A salesperson cannot control to whom a presentation is made. |
E. | Personal selling is subject to extensive federal, state, and company regulation. |
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104. | Which of these promotional elements has the highest cost per contact or exposure?
E. | public service announcements |
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105. | When a company telephones people to ask them to contribute to the Police Benevolent Association (PBA), the calling company is using
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106. | When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in
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107. | Businesses vary as to the amount of security they require or can afford to protect their computer files. A company that sells a complete line of firewalls, from a no-frills version to one that uses complex retinal scans, would most likely employ which promotional element to effectively promote its product to businesses?
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108. | Lenox China Co. would like to get its annual Christmas ornament series into Macy's department stores. Macy's has a buyer in New York City who makes decisions on its giftware. Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?
E. | advertising and public relations |
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109. | 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
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110. | Public relations refers to
A. | a seller-directed flow of communication, often in a face-to-face encounter, designed to promote a product with the purpose of making a sale. |
B. | an individualized communications program specifically designed for a single customer because the item being sold is unique to that person. |
C. | a mass selling approach that has been tailored to meet the more select needs of a target market based on age, gender, ethnicity, or occupation. |
D. | a form of communication that is intended to counteract any negative information or misinformation that has been instigated by competitors or disgruntled customers. |
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. |
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111. | Press conferences and image management are tools used by a firm's __________ department.
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112. | All of the following are tools used by a firm's public relations department except
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113. | Publicity refers to
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. |
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114. | A nonpersonal, indirectly paid presentation of an organization, product, or service that can take the form of a news story, editorial, or product announcement is referred to as
D. | a public service announcement. |
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115. | Which of the following statements describes a key difference between advertising and publicity?
A. | Publicity is more expensive on a cost-per-contact basis than advertising. |
B. | Publicity is usually directly paid, and advertising is usually indirectly paid. |
C. | Advertising is usually directly paid, and publicity is usually indirectly paid. |
D. | Advertising provides an immediate feedback loop, and publicity does not. |
E. | A firm using publicity has less control over it than advertising. |
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116. | A restaurant review published in the local newspaper is an example of
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117. | Which of the following is a strength of publicity?
A. | Publicity can receive immediate feedback. |
B. | Publicity can provide the target audience with complex information. |
C. | Publicity can prepare messages quickly. |
D. | Publicity is an efficient means for reaching large numbers of people. |
E. | Publicity is often the most credible source in the consumer's mind. |
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118. | Which of the following is a weakness of publicity?
A. | Publicity has high absolute costs. |
B. | Publicity is difficult to receive good feedback. |
C. | Publicity is easily duplicated. |
D. | There is a lack of user control over publicity. |
E. | Publicity can easily lead to promotion wars. |
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119. | Although the lack of control means that it is rarely the main element of a promotional campaign, __________ is an important element of most promotional campaigns.
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120. | Research indicates that publicity followed by advertising with the same message
A. | undermines the credibility of the first message and therefore lessons its effect. |
B. | increases the positive response to the message. |
C. | decreases the positive response to the message even if it is delivered by a well-known spokesperson. |
D. | is less effective than publicity followed by a sales promotion, such as a contest or product sample. |
E. | is no more or less effective than when used alone. |
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121. | The local radio station broadcast a story about a dry cleaner who requested coat donations. The company offered to clean the coats and deliver them to people in need. The various addresses of the dry cleaner chain were also broadcast so that donations could be dropped off. Since this featured business did not pay for this exposure, it benefited from
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122. | A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species. However, the firm has little resources to promote the film. Which promotional element should it employ?
A. | Hire a salesperson to speak to environmental groups. |
B. | Ask local radio and television stations to run a favorable story about the film. |
C. | Advertise on billboards in each local market. |
D. | Invite students to participate in a contest to win free tickets. |
E. | Send postcards to all people within a 25-mile radius of a theater showing the movie. |
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123. | A small agrichemical laboratory with a very small marketing budget develops a seed that produces grass that grows two inches high and no higher. Which promotional element should it use to communicate its discovery?
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124. | Consider Frommer's travel guide series, which includes Italy from $90 a Day. Travelers throughout the world have relied on Frommer's guides, which describe out-of-the-way, inexpensive restaurants and hotels. This guide provides invaluable __________ to these establishments.
E. | public service announcement |
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125. | A short-term inducement of value offered to arouse interest in buying a product or service is referred to as
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126. | Sales promotion refers to
A. | a short-term inducement of value offered to arouse interest in buying a product or service. |
B. | a single-themed IMC campaign employing multiple advertising and personal selling strategies. |
C. | individualized communications programs that are specifically designed with a single customer in mind because the item being sold is unique to that customer. |
D. | a long-term inducement of value offered to build and sustain loyal customer relationships. |
E. | a sequence of value inducements aimed at retaining channel members. |
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127. | Coupons, rebates, samples, and sweepstakes are all examples of
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128. | All of the following are examples of sales promotion tools except
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129. | Sales promotions cannot be the sole basis for a promotional campaign because
A. | all sales promotions have legal time limit restrictions to prevent unfair trade practices. |
B. | gains from 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. |
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130. | If used continuously, which of the following promotional elements will most likely lose its effectiveness?
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131. | Which of the following weaknesses is associated with sales promotions?
B. | messages differ between the sales promotion tools |
C. | difficult to get media cooperation |
D. | can easily lead to promotion wars |
E. | effectiveness diminishes when used continuously |
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132. | When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket, you are being influenced primarily by which promotional element?
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133. | DLS Cosmetics is trying to create brand awareness by sending households free samples of its products. These free samples are examples of
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134. | 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?
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135. | A food warehouse store got a very good buy on a brand of frozen orange juice and, rather than maintain it as extra inventory, needs to sell it quickly to consumers. Which promotional element should be used?
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136. | 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
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137. | Direct marketing refers to
A. | individualized communications programs specifically designed with a single customer in mind because the item being sold is unique to that customer. |
B. | a promotional 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. |
C. | a new form of retail outlet with convenient locations. |
D. | a sales strategy whereby the exchange takes place at the time of engagement, such as selling produce at a local farmer's market. |
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. |
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138. | All of the following are examples of direct marketing tools except
B. | telephone solicitations. |
E. | direct-response ads on TV. |
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139. | Like personal selling, __________ often consists of interactive communication.
E. | a public service announcement |
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140. | Direct marketing has the advantage of being __________ to match the needs of specific target markets.
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141. | Like personal selling, __________ has the advantage of being customized to match the needs of specific target markets. Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers.
E. | a public service announcement |
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142. | Which of the following is a strength of direct marketing?
A. | Direct marketing can be adapted quickly to facilitate customer relationships. |
B. | Direct marketing is often the most credible source in the consumer's mind. |
C. | Direct marketing can provide complex information. |
D. | Direct marketing can quickly stimulate and maintain market share. |
E. | Direct marketing is a low-cost means of reaching the target market. |
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143. | Which of the following is a weakness of direct marketing?
A. | Direct marketing is a low-cost means of reaching the target market. |
B. | Messages with direct marketing may differ between direct mailings, confusing the target market. |
C. | Direct marketing is expensive and time consuming to develop and maintain a database. |
D. | Direct marketing is difficult to get media cooperation. |
E. | Direct marketing can lead to promotion wars. |
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144. | Which of the following is a weakness of direct marketing?
B. | declining customer response rates |
C. | inconsistent messages from salespeople |
D. | difficult to get media cooperation |
E. | easily duplicated and can easily lead to promotion wars |
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145. | A major weakness of the _________________ element is that it requires expensive database management.
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146. | The growing concern about __________ has led to a decline in direct marketing response rates among some customer groups.
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147. | All of the following factors are used to balance the use of the promotional mix elements except
A. | the channel of distribution. |
B. | the product's life cycle. |
C. | the decision stage of the buyer. |
D. | the different departments responsible for implementing the sales promotion strategy and tactics. |
E. | the characteristics of the product. |
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148. | Which of the following statements regarding the promotional mix is most accurate?
A. | For maximum impact, funding for promotions should be equally divided among the five elements of the promotional mix. |
B. | The promotional mix can be influenced by the target audience for the promotion, the stage of the product's life cycle, the characteristics of the product, the decision stage of the buyer, and the channel of distribution. |
C. | Regardless of which other elements are selected, advertising must be included in every promotional decision in order for an IMC campaign to be successful. |
D. | Decisions regarding the promotional mix should be left to each manager in the marketing department who knows best what to do for his or her own specialty. |
E. | It is not necessary to have a coordinated goal for an IMC campaign provided each department has a goal of its own. |
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149. | Promotional programs are directed at all of the following except
A. | the industrial distributor. |
E. | the ultimate consumer. |
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150. | Marketers can communicate best with college students by
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 multitasking. |
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151. | All of the following guidelines help ensure the success of mobile marketing except
A. | campaign should match product characteristics to the needs, preferences, and lifestyles of the customer/consumer. |
B. | communications should facilitate multitasking. |
C. | create a mobile-ready app that is flashy and fun. |
D. | mobile apps should help shoppers make price comparisons. |
E. | communication must use extensive text and images to explain the purpose and value of the brand. |
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152. | The practice of __________ is common among college students.
C. | creating YouTube videos |
E. | receiving direct-response mobile calls |
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153. | Which promotional element is particularly important to business buyers?
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154. | Many promotional efforts are focused on __________, who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.
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155. | All products go through a product life cycle of __________ stages: __________.
B. | two; growth and decline |
C. | three; new, improved, and obsolete |
D. | four; awareness, interest, trial, and adoption |
E. | four; introduction, growth, maturity, and decline |
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156. | "To inform" is the promotional objective of which stage of the product life cycle?
C. | accelerated development |
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157. | "To persuade" is the promotional objective of which stage of the product life cycle?
C. | accelerated development |
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158. | "To remind" is the promotional objective of which stage of the product life cycle?
C. | accelerated development |
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159. | "To phase out" is the promotional objective of which stage of the product life cycle?
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160. | The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.
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161. | A new prescription drug on the market helps reduce common allergy symptoms. Ads for the medicine in magazines and in medical journals would be primarily used to
A. | remind customers that such a product exists. |
B. | increase the level of customer awareness and interest for the product. |
C. | differentiate the product from all other allergy medications. |
D. | support a product penetration pricing strategy. |
E. | help in harvesting the product. |
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162. | The promotional objective of the growth stage of the product life cycle is to __________ consumers.
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163. | Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?
D. | accelerated development |
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164. | Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?
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165. | A search engine 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?
A. | Devote 40 percent of the promotional budget to a sales promotion that supplies the public with demonstration CDs to prove the merits of its software. |
B. | Spend 30 percent of the budget in the effort to generate publicity for its software. |
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 its software and its after-sale support. |
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166. | The promotional objective of the maturity stage of the product life cycle is to
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167. | Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle?
C. | accelerated development |
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168. | At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?
C. | accelerated development |
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169. | An unsatisfied customer who switches brands is hard to replace. Which stage of the product life cycle is focused on maintaining loyal buyers?
D. | relationship development |
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170. | The promotional objective of the decline stage of the product life cycle is to
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171. | What stage of the product life cycle spends little money in the promotional mix?
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172. | Which stage of the product life cycle is usually a period of phase-out for the product, when little money is spent in the promotional mix?
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173. | The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are __________, risk, and ancillary services.
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174. | The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are complexity, __________, and ancillary services.
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175. | The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are complexity, risk, and
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176. | The proper blend of elements in the promotion mix depends on a product's characteristics. Personal selling would most likely be used to sell
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177. | With respect to a product's characteristics, complexity refers to
A. | the degree of service or support required after the sale. |
B. | the assessment of financial risk, social risk, and physical risk. |
C. | the number of component parts used in the construction of the original products: the more parts, the more complex the product. |
D. | the number of distinct product attributes in terms of color, size, form, and function. |
E. | the technical sophistication of the product and the amount of understanding required to use it. |
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178. | A product characteristic known as __________ refers to the technical sophistication of the product and the amount of understanding required to use it.
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179. | The Olympus Eye Trek is a device that provides "a high-quality personal TV experience." It resembles a pair of glasses that when worn make the user think he or she is watching a 52-inch high-definition television. An ad for the device contains both a telephone number that can be called and a website that can be visited for further information on how the product works. This Olympus Eye Trek is most likely high in
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180. | A product characteristic known as __________ is relevant to promotional mix decisions and has financial, social, and physical components.
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181. | With respect to a product for which a promotional mix is being developed, risk
A. | refers to the degree of service or support required after the sale. |
B. | refers to the technical sophistication of the product and hence the amount of understanding required to use it. |
C. | in a product means there should be less emphasis on personal selling. |
D. | can be assessed in terms of financial, social, and physical aspects. |
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182. | In terms of product characteristics, the greater the risk, the greater the need for __________ as a key element of the promotional mix.
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183. | With 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.
A. | direct marketing; personal selling |
B. | personal selling; direct marketing |
C. | advertising; personal selling |
D. | sales promotion; advertising |
E. | public relations; direct marketing |
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184. | With many industrial products and consumer purchases, ancillary services are an important consideration in selecting the promotional mix. The role of __________ can be used to describe how a product or service can be customized to individual needs. However, __________ is essential for building buyer confidence and providing evidence of customer service.
A. | direct marketing; personal selling |
B. | personal selling; direct marketing |
C. | advertising; personal selling |
D. | sales promotion; advertising |
E. | public relations; direct marketing |
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185. | In the prepurchase stage of the consumer purchase decision process, which promotional element is most important?
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186. | In the prepurchase stage of the consumer purchase decision process,
A. | trade promotions are more effective than personal selling. |
B. | publicity is the most effective promotion tool. |
C. | advertising is more helpful than personal selling. |
D. | personal selling is more effective than advertising. |
E. | personal selling is the most effective way to communicate with potential buyers. |
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187. | In the purchase stage of the consumer purchase decision process, __________ gives consumers control over the process.
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188. | In the purchase stage of the consumer purchase decision process, research indicates that __________ activities shorten the time consumers take to adopt a product or service.
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189. | In the post-purchase stage of the consumer purchase decision process, advertising and personal selling help
A. | reduce the need for personal contact. |
B. | support the public relations element, which plays a major role. |
C. | sales discounting requirements. |
D. | reduce the buyer's post-purchase anxiety. |
E. | shorten the time consumers take to adopt a product. |
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190. | During the post-purchase stage of the consumer purchase decision process, marketers want to reduce post-purchase anxiety for their customers. Which of the following would be most useful for accomplishing this objective?
C. | sales promotion and advertising |
D. | publicity and advertising |
E. | advertising and personal selling |
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191. | During the post-purchase stage of the consumer purchase decision process, __________ in the form of coupons can help encourage repeat purchases from satisfied first-time triers.
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192. | During the post-purchase stage of the consumer purchase decision process, __________ plays a small role.
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193. | A push strategy exists if a manufacturer
A. | advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide advertising campaigns. |
B. | directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product. |
C. | forces a retailer to promote its products by placing national ads in local newspapers. |
D. | directs its efforts in the form of advertising and sales promotions to ultimate consumers to encourage them to ask the retailer for the product. |
E. | directs retailers to promote one product over another to help balance fluctuations in inventory. |
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194. | When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product, it is using __________ strategy.
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195. | Chrysler Corp. provides support and incentives for its Chrysler, Dodge, and Jeep dealers. Through a multilevel 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.
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196. | Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as
D. | an exclusivity strategy. |
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197. | A pull strategy exists if a manufacturer
A. | advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide advertising campaigns. |
B. | forces a retailer to promote its product by placing national brand ads in local newspapers. |
C. | directs the promotional mix at ultimate consumers to encourage them to ask retailers for the product. |
D. | directs the promotional mix toward channel members to gain their cooperation in ordering and stocking the product. |
E. | directs retailers to promote one product over another to help balance fluctuations in inventory. |
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198. | Pharmaceutical companies now spend more than $3.8 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.
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199. | The manufacturers of drugs encourage patients to learn more about the drugs and ask for them by name from the doctor. The manufacturers of these drugs are using __________ promotional channel strategy.
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200. | Many prescription drugs such as Lipitor 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.
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201. | The actions a firm takes during the promotion decision process include __________, executing, and assessing the promotion program.
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202. | The first decision in developing the promotion program is to
C. | identify the target audience. |
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203. | During the planning phase of an IMC program, a firm will __________, specify the promotion objectives, set the budget, select the right promotional tools, design the promotion, and schedule the promotion.
B. | identify the target audience |
D. | identify possible advertising or promotional firms |
E. | carry out the promotion |
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204. | During the planning phase of an IMC program, a firm will identify the target audience, __________, set the budget, select the right promotional tools, design the promotion, and schedule the promotion.
A. | specify the promotion objectives |
D. | identify possible advertising or promotional firms |
E. | carry out the promotion |
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205. | During the planning phase of an IMC program, a firm will identify the target audience, specify the promotion objectives, set the budget, __________, design the promotion, and schedule the promotion.
C. | identify possible advertising or promotional firms |
D. | carry out the promotion |
E. | select the right promotional tools |
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206. | During the planning phase of an IMC program, a firm will identify the target audience, specify the promotion objectives, set the budget, select the right promotional tools, __________, and schedule the promotion.
D. | identify possible advertising or promotional firms |
E. | carry out the promotion |
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207. | During the implementation phase of an IMC program, a firm will __________ and carry out promotion.
A. | posttest the promotion |
D. | identify possible advertising or promotional firms |
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208. | During the implementation phase of an IMC program, a firm will pretest the promotion and
A. | posttest the promotion. |
D. | carry out the promotion. |
E. | identify possible advertising or promotional firms. |
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209. | During the evaluation phase of an IMC program, a firm will __________ and make needed changes.
A. | posttest the promotion |
D. | carry out the promotion |
E. | identify possible advertising or promotional firms |
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210. | During the planning phase of the promotion program, marketers focus on the "four Ws," which include all of the following, in question form, except
A. | What are (a) the promotion objectives? (b) the amounts of money that can be budgeted for the promotion program? and (c) the kinds of copy to use? |
B. | Why is the promotion being done? |
C. | When should the promotions be run? |
D. | Who is the target audience? |
E. | Where should the promotions be run? |
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211. | The __________ is defined as the group of prospective buyers toward which a promotion program is directed.
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212. | The group of prospective buyers toward which a promotion program is directed is referred to as a
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213. | Promotional programs are specifically directed toward a group of prospective buyers, or
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214. | 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
A. | the purchase continuum. |
B. | the hierarchy of effects. |
C. | the product life cycle. |
D. | the consumer purchasing scale. |
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215. | For a promotional campaign, hierarchy of effects refers to the stages a prospective buyer goes through, which include
A. | awareness, interest, evaluation, trial, and rejection. |
B. | interest, adoption, and brand loyalty. |
C. | cognition, affect, and behavior. |
D. | awareness, interest, evaluation, trial, and adoption. |
E. | seeing an ad, trying the product, buying the product, and buying the product again. |
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216. | A prospective buyer goes through a sequence of stages from initial awareness of a product to eventual action (either trial or adoption of the product). The stages include awareness, interest, evaluation, trial, and adoption, and are referred to as
A. | the hierarchy of effects. |
C. | the purchase decision continuum. |
D. | the consumer-product cycle. |
E. | the consumer purchasing hierarchy. |
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217. | The first stage in the hierarchy of effects is
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218. | The second stage in the hierarchy of effects is
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219. | The fourth stage in the hierarchy of effects is
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220. | The fifth stage in the hierarchy of effects is
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221. | In the hierarchy of effects, the consumer's ability to recognize and remember the product or brand name is referred to as the __________ stage.
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222. | In the hierarchy of effects, awareness is defined as
A. | the consumer's first actual purchase and use of the product or brand. |
B. | the consumer's repeated purchase and use of the product or brand. |
C. | the consumer's appraisal of the product or brand on important attributes. |
D. | an increase in the consumer's desire to learn about some of the features of the product or brand. |
E. | the consumer's ability to recognize and remember the product or brand name. |
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223. | In the hierarchy of effects, an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the __________ stage.
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224. | In the hierarchy of effects, interest refers to
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. |
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225. | Ann's young son suffers from allergies and complains about his watery eyes and drowsiness. Ann feels bad because she thought there was nothing she could do to help him. When Ann saw the ad for a new drug that counters these symptoms in Martha Stewart Living magazine, she vowed to ask his doctor about this product on her son's next visit. Ann is at which stage in the hierarchy of effects?
A. | She is the trial stage and will move to the interest stage soon. |
B. | She has moved quickly from the awareness stage to the interest stage. |
C. | She was in the consumer development stage and will more than likely move to the transition stage. |
D. | She is in the evaluation stage and will move to the interest stage soon. |
E. | She was in the interest stage and then moved quickly to the diffusion stage. |
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226. | In the hierarchy of effects, the consumer's appraisal of the product or brand on important attributes is referred to as the __________ stage.
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227. | In the hierarchy of effects, evaluation refers to
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. |
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228. | In the hierarchy of effects, the consumer's actual first purchase and use of the product or brand is referred to as the __________ stage.
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229. | In the hierarchy of effects, trial refers to
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. | the consumer's first actual purchase and use of the product or brand. |
D. | an increase in the consumer's desire to learn about some of the features of the product or brand. |
E. | a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand. |
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230. | 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?
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231. | In the hierarchy of effects, the consumer's repeated purchase and use of the product or brand is referred to as the __________ stage.
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232. | In the hierarchy of effects, adoption refers to
A. | the point at which the consumer accepts the integrity of the manufacturer and the reliability of the product. |
B. | the consumer's appraisal of the product or brand on the majority of important attributes. |
C. | an increase in the consumer's desire to learn about some of the features of the product or brand. |
D. | the consumer's actual first purchase and use of the product or brand. |
E. | the consumer's repeated purchase and use of the product or brand after a favorable experience on the first trial. |
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233. | Promotion objectives should possess three important qualities. They should cover a specified time period, be measurable, and
C. | be designed for a well-defined target audience. |
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234. | 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
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235. | Promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, be measurable, and
A. | contain some element of appeal, such as sex, fear, or humor. |
C. | stay within clearly defined budgetary constraints. |
D. | cover a specified time period. |
E. | retain some degree of flexibility. |
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236. | Which of the following companies had the largest promotional expenditures (advertising plus all other promotions) according to Figure 17-7 in the textbook?
D. | Procter & Gamble (P&G) |
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237. | All of the following are methods that firms use to set their promotion budgets except
B. | actual number of unit of sales. |
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238. | Percentage of sales budgeting refers to
A. | matching a competitor's absolute level of spending or the proportion per point of market share. |
B. | allocating funds to a promotion only after all other budget items are covered. |
C. | allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold. |
D. | determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks. |
E. | allocating funds to a promotion based on expected profits generated from it. |
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239. | A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold, is referred to as __________ budgeting.
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240. | In which sales budgeting approach is the amount of money spent based on past or anticipated sales?
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241. | A major fallacy of __________ budgeting is that sales cause promotion. Using this method, a company may reduce the amount it spends on promotion if sales declined the previous period when it may actually need to spend more.
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242. | Imagine you have overheard the owner of a medium-sized manufacturing company saying, "We had a good year, and I think next year will be even better. I'm going to raise this year's promotion budget to 4.5 percent of last year's gross dollar sales. That will let me do more advertising than the 3.5 percent I budgeted last year." From this information, the manufacturer is using __________ budgeting.
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243. | The promotion-to-sales ratio is a(n) __________ budgeting approach.
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244. | 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
B. | customer satisfaction. |
D. | promotional sustainability. |
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245. | The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs, to compare the effectiveness of their programs with competitors' programs, or to make comparisons with
A. | calculated break-even points. |
B. | estimated return on investments. |
C. | promotion-to-expense ratios. |
E. | advertising-to-sales promotion ratios. |
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246. | A common way to assess the effectiveness of all promotion expenditures during the past year is to calculate
B. | a promotion-to-sales ratio. |
D. | a promotion-to-expenses ratio. |
E. | an advertising-to-sales promotion ratio. |
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247. | The formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by
A. | Total marketing costs. |
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248. | A marketing manager at an auto company computed its promotion-to-sales ratio, that of the major competitor, and the auto industry itself. She found that the company's ratio was 2.8 percent, the competitor's ratio was 4.5 percent, and the auto industry average was 6.7 percent. She then realized
A. | she was spending too little on promotional efforts. |
B. | she needed to explain these numbers to her boss, especially in relation to the industry. |
C. | the competitor shortly would be taking market share from the company. |
D. | she spent her promotional dollars effectively. |
E. | overall the industry was wasting money on ineffective sales promotions such as cash-back offers. |
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249. | Competitive parity budgeting refers to
A. | matching a competitor's absolute level of spending or the proportion per point of market share. |
B. | allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold. |
C. | allocating funds to a promotion only after all other budget items are covered. |
D. | determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks. |
E. | allocating funds to a promotion based on expected profits generated from it. |
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250. | 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.
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251. | Another name for competitive parity budgeting is __________ budgeting.
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252. | Another name for competitive parity budgeting is __________ budgeting.
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253. | Allocation of funds to promotion only after all other budget items are covered is referred to as
A. | percentage of sales budgeting. |
B. | all-you-can-afford budgeting. |
C. | competitive parity budgeting. |
D. | objective and task budgeting. |
E. | linear forecast budgeting. |
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254. | All-you-can-afford-budgeting refers to
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. |
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255. | Which method of promotion budgeting would most likely be used by small businesses?
A. | all-you-can-afford budgeting |
B. | percentage of sales budgeting |
C. | competitive parity budgeting |
D. | objective and task budgeting |
E. | linear forecast budgeting |
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256. | Imagine a small retailer saying, "Well, after budgeting for all of our expenses for next year, we still have about $7,500 remaining for emergencies. Let's budget 20 percent of that amount for advertising." What budgeting technique is the small retailer using?
A. | percentage of sales budgeting |
B. | competitive parity budgeting |
C. | objective and task budgeting |
D. | all-you-can-afford budgeting |
E. | linear forecast budgeting |
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257. | Allocating funds to promotion whereby the company (1) determines its promotion objectives, (2) outlines the tasks to accomplish these objectives, and (3) determines the promotion cost of performing these tasks is referred to as
A. | percentage of sales budgeting. |
B. | competitive parity budgeting. |
C. | all-you-can-afford budgeting. |
D. | linear forecast budgeting. |
E. | objective and task budgeting. |
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258. | The best approach to budgeting is objective and task budgeting, whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and
A. | asks the ad agency for an estimate. |
B. | asks the media to propose a program. |
C. | determines the promotion cost of performing these tasks. |
D. | determines what spending level top management will allow for the proposed program. |
E. | surveys customers to determine what spending levels they think are appropriate. |
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259. | Which of the following is the best approach to promotion budgeting?
A. | objective and task budgeting |
B. | percentage of sales budgeting |
C. | competitive parity budgeting |
D. | all-you-can-afford budgeting |
E. | linear forecast budgeting |
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260. | Which of the following steps in the objective and task approach to promotion budgeting must be done correctly in order for any of the others to have the proper effect?
A. | Accurately estimate costs of tasks. |
B. | Identify appropriate promotion objectives. |
C. | Accurately identify each promotion budget cost item that constitutes each separate promotion task. |
D. | Perform the promotion tasks as intended. |
E. | Accurately estimate what tasks will accomplish each promotion objective. |
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261. | The Olympics have become a very visible example of a comprehensive integrated communication program. For organizers, primary importance is placed on
A. | advertising and personal selling. |
B. | personal selling and public relations. |
C. | public relations and publicity. |
D. | sales promotion and direct marketing. |
E. | direct marketing and personal selling. |
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262. | The design of the promotion will play a primary role in determining the message that is communicated to the audience. Successful designs are often the result of
A. | accurately estimating costs of tasks. |
B. | identifying appropriate objectives. |
C. | accurately estimating what task will accomplish each objective. |
D. | obtaining insights regarding consumers' interests and behavior. |
E. | obtaining insights regarding task performance. |
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263. | 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.
D. | promotion to sales ratio |
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264. | Carrying out the promotion program can be expensive and time consuming. One researcher estimates that "an organization with sales between $200 million and $500 million will need __________ years" to successfully implement an IMC program.
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265. | An important factor in developing successful IMC programs is to create a process that facilitates their design and use. A tool used to evaluate a company's current process is the IMC
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266. | According to the textbook, __________ recently won Advertising Age magazine's coveted Media Agency of the Year award.
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267. | Which of the following statements about executing and evaluating the promotion program is most accurate?
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. | To fully benefit from IMC programs, companies must create and maintain a test-result database that allows comparisons of the relative impact of the promotional tools and their execution options in varying situations. |
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. |
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268. | All of the following are forms of direct marketing except
B. | in-store free samples. |
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269. | Direct marketing currently accounts for about __________ percent of the total U.S. gross domestic product.
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270. | Which of the following forms of direct marketing has the lowest business expenditures?
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271. | Which of the following forms of direct marketing has the highest business expenditures?
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272. | Which of the following forms of direct marketing has the lowest response rate?
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273. | Which of the following forms of direct marketing has the highest response rate?
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274. | Sales from which of the following direct marketing tools is growing the fastest at 33 percent?
A. | mobile direct marketing |
B. | social network direct marketing |
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275. | All of the following forms of direct marketing are used by consumers to purchase products except
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276. | Customers report many benefits of direct marketing, including
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 value. |
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277. | Which of the following statements regarding direct marketing is most accurate?
A. | Direct marketing now allows customers to shop 32 hours a day, seven days a week. |
B. | Although direct marketing usually saves customers time, it does not usually save customers money. |
C. | Although direct marketing can save consumers time and money, the process is labor intensive and not very much fun. |
D. | Many customers believe direct marketing provides excellent customer service. |
E. | Direct customers feel that their privacy is more likely to be compromised with direct marketing than with other methods. |
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278. | 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
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279. | Direct order refers to
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. |
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280. | The result of an offer designed to generate interest in a product or service and a request for additional information is referred to as
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281. | Lead generation refers to
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. | 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. |
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282. | A paid advertisement for the Texas Department of Economic Development—Tourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website, or use a toll-free number to request more information about vacation destinations in Texas. The primary purpose of this ad was
A. | direct order fulfillment. |
B. | to make a public service announcement. |
C. | indirect order generation. |
E. | digital communication. |
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283. | The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as
A. | direct order consignment. |
D. | indirect order fulfillment. |
E. | first-mover advantage. |
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284. | Traffic generation is
A. | the outcome of an offer designed to motivate people to visit a business. |
B. | the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction. |
C. | 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. |
D. | the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information. |
E. | an increase in the amount of foot traffic in a retail establishment that coincides with a new advertising campaign. |
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285. | Pauline received a postcard from a local antique mall. The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day. She went to the antique mall the next day to consider buying an antique lamp. With respect to Pauline, the postcard from the antique mall was a form of direct marketing used to
A. | generate direct orders. |
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286. | __________ are the result of organizations' efforts to create profiles of customers so that direct marketing tools, such as e-mail and catalogs, can be directed at specific customers.
B. | Direct order fulfillments |
D. | First-mover advantages |
E. | Direct order consignments |
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287. | All of the following are consumer-related data that comprise a direct marketing database (such as for a catalog) except
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288. | 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 best collected from the customer; other data are best collected from the businesses where purchases are made. Which of the following customer data are best collected from the customer?
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289. | 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 best collected from the customer; other data are best collected from the businesses where purchases are made. Which of the following customer data are best collected from Amazon?
E. | competitive products purchased |
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290. | Direct marketing faces several challenges and opportunities in global markets. Several countries, such as Australia and Japan, have requirements for mandatory "opt-in"—that is
A. | global marketers must pay a special fee beyond the regular postage for the privilege of using a country's postal system. |
B. | global marketers wishing to use direct marketing must have all mailings approved by their respective trade commissions for appropriateness of content. |
C. | global marketers have to purchase special "catalog" postage at a cost higher than that charged for the same weight of mail sent from one individual to another. |
D. | consumers have to pay a special fee to the government to defray the costs of mail carriers having to handle larger volumes of mail from catalogues. |
E. | potential customers must give permission to include their name on a list for direct marketing solicitations. |
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291. | Factors such as differences in payment methods (credit and credit cards), the need for improved reliability and security in regards to the mail system, and government regulations make it especially difficult for __________ in the global market.
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292. | The European Union passed a consumer privacy law, called the __________, after several years of discussion with the Federation of European Direct Marketing and the U.K.'s Direct Marketing Association.
B. | Intellectual Property Act |
C. | Data Protection Directive |
E. | Shared Information Act |
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293. | A new version of the Data Protection Directive, called the __________, will address new developments such as social networks and cloud computing and take effect in 2016.
A. | General Data Protection Regulation |
C. | Intellectual Property Act |
E. | Shared Information Act |
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294. | All of the following are challenges and opportunities that direct marketing faces in global markets except
A. | the need for improved reliability and security in many countries has slowed the growth of direct mail. |
B. | the availability of credit and credit cards varies throughout the world. |
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 United States. |
E. | the European Union passed a consumer privacy law, called the Data Protection Directive due to consumer concerns about privacy. |
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295. | The National Do Not Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines. More than __________ percent of all households are registered.
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296. | Proponents of Do-Not-Track regulations suggest that website owners that use cookies to collect information about consumers' shopping habits should only do so
B. | with consumers' consent. |
C. | with repeat customers. |
D. | when new products are being offered. |
E. | when competitors use cookies. |
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297. | The European Union passed a law called the E-Privacy Directive to
A. | provide explicit laws for website owners. |
B. | protect intellectual property. |
C. | increase data transparency. |
D. | reduce the instances of hacking. |
E. | allow consumers to access their search records. |
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298. | The new integrated marketing communications approach for Taco Bell seeks to
A. | develop iconic television advertising. |
B. | ensure all communications have the same look, tone, and feel across all platforms. |
C. | use traditional promotion tools only. |
D. | use new social media only. |
E. | apply word-of-mouth advertising only. |
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299. | Throughout its history, Taco Bell has
A. | developed a global citizenship style. |
B. | used very creative promotional activities. |
C. | applied a bring-it-on attitude. |
D. | applied an aggressive personal philosophy. |
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Short Answer Questions
300. | List the key elements of the promotional mix. Why are they used?
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301. | List and briefly describe the key elements of the communication process.
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302. | Describe the 10 key elements of the communication process.
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303. | Identify and briefly describe each of the five promotional elements.
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304. | What are the strengths/advantages and weaknesses/disadvantages of using advertising in the promotional mix?
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305. | What are the strengths/advantages and weaknesses/disadvantages of using personal selling in the promotional mix?
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306. | What are the strengths/advantages and weaknesses/disadvantages of using publicity in the promotional mix?
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307. | What are the strengths/advantages and weaknesses/disadvantages of using sales promotion in the promotional mix?
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308. | What are the strengths/advantages and weaknesses/disadvantages of using direct marketing in the promotional mix?
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309. | Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.
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310. | What three product characteristics should be considered when selecting promotional tools? For each characteristic, give an example of a product where the characteristic is very important.
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311. | Knowing which stage of the purchase decision process the consumer is in can affect the promotional mix. How does the importance of advertising, personal selling, and sales promotion change as a consumer moves through stages of the decision process?
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312. | Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.
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313. | The promotion decision process is divided into three steps. What are they? Briefly describe each one.
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314. | Development of the promotion program focuses on the four Ws. What are they?
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315. | Explain what the hierarchy of effects is. List and explain the five stages.
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316. | Identify and discuss four methods used to set the promotion budget.
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317. | What is the best approach for determining a promotion budget? What advantages does this method offer that the other methods do not?
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318. | What value does direct marketing provide customers?
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