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Exam 16: Integrated Marketing Communications and Direct Marketing

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Question 1

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Promotional programs are specifically directed to:

A) target audiences.
B) diffusers.
C) encoders.
D) media convergences.

E) All of the above
F) C) and D)

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Question 2

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At the pre-purchase stage of the consumer purchase decision process:

A) advertising is more helpful than personal selling.
B) trade promotions are more effective than personal selling.
C) publicity is the most effective promotion tool.
D) personal selling is more effective than advertising.

E) B) and D)
F) A) and C)

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Question 3

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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 the pre-purchase,purchase,and post-purchase stages of the decision process?

Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?

The marketing professor wanted to do everything possible to ensure her students understood her lectures.Accordingly,she used examples of marketing activities with which most students had recent experiences.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 so as to encourage understanding on the part of her students.

The communication flow from receiver back to sender,which indicates whether the message was decoded and understood as intended,is called:

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 as a(n) :

The first stage in the hierarchy of effects is:

Which of the following statements describes a key difference between advertising and publicity?

The Hair Cuttery,a hair salon chain,is opening a new store in an area where there are already five independently owned hair salons operating.To draw people into the store for its grand opening,the Hair Cuttery can use:

Which of the following is NOT a promotional element?

Coca-Cola uses cookies to record and understand a user's web-browsing habits and interests.They then use this information to decide which advertisements you see on a given webpage,to ensure they are most aligned with your interests.The concept is called:

When a manufacturer directs its promotional mix at ultimate consumers to encourage them to ask retailers for the product,the strategy is called a:

GE states that they would like to capture 10 percent of the reverse osmosis water treatment market and budgets their marketing activities accordingly.GE is using which strategy?

How will Twitter,Facebook,QR Codes,and NFC technologies impact company's IMC programs in the coming years?

Another name for competitive parity budgeting is _____ budgeting.

The ad for Microsoft Office 2013 emphasized how employees could be reading a document on the computer monitor,and the document be updated as they read it.For people who rely on computers on a daily basis,this ad described a remarkably useful benefit.People who prefer paper documentation and do not use the computer daily were unimpressed by the feature,and some believed the new feature was actually a hindrance.The different interpretations of the ad is due to differing:

The value of direct marketing for marketers can be described in terms of what? List the three results deriving from this.

Figure: 16-4 -In Figure 16-4 line,the element of the promotion mix that plays a small role in the post-purchase stage is labelled 'C.' This refers to:

A push strategy refers to