Question 1

In the hierarchy of effects, trial is defined as:

Accepted Answer

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

Question 2

To better understand consumers, companies are using integrated marketing databases to match their customer records with:

Accepted Answer

A)  purchase orders.
B)  personal data.
C)  Facebook profiles.
D)  social media.E) B) and C)
F) C) and D)

Question 3

At the purchase stage in the consumer purchase decision process:

Accepted Answer

A)  the importance of personal selling is highest, and advertising is the lowest.
B)  direct marketing increases in importance as the buyer moves closer to the actual purchase.
C)  the importance of advertising is highest, and personal selling is the lowest.
D)  all promotional elements should be used if a sale is to be made.E) All of the above
F) B) and C)

Question 4

A new Facebook campaign by Pepsi attempts to inform consumers about the features of their new energy drink to spur their interest. Essentially, Pepsi is trying to:

Accepted Answer

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

Question 5

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

Accepted Answer

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

Question 6

All of the following are aspects of the development stage of the promotion program, EXCEPT:

Accepted Answer

A)  deciding where the promotion should be run.
B)  developing the product.
C)  understanding the budget for the promotion program.
D)  understanding who is the target market.E) C) and D)
F) B) and D)

Question 7

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

Accepted Answer

A)  Advertising
B)  Publicity
C)  Sales promotion
D)  Personal sellingE) B) and D)
F) B) and C)

Question 8

Ben & Jerry's Ice Cream create a Facebook and Twitter campaign focused on their Halloween flavoured ice cream 'Wickedly Delicious' to raise consumer's awareness and interest in the product. This is an example of which strategy?

Accepted Answer

A)  pull strategy
B)  intense strategy
C)  exclusivity strategy
D)  push strategyE) B) and D)
F) A) and C)

Question 9

Many prescription drugs such as Lipitor and Zocor now have their own websites to encourage patients to learn more about the drugs and ask for them by name from the doctor. The manufacturers of these drugs are using a(n)  strategy.
Promotional

Accepted Answer

A)  pull
B)  push
C)  inertia
D)  intenseE) A) and C)
F) B) and C)

Question 10

Figure 16-1
 
-In Figure 16-1, the position labeled "E" is referred to as .

Accepted Answer

A)  the receiver
B)  the message
C)  the fields of experience
D)  the sourceE) None of the above
F) B) and C)

Question 11

The Doritos Locos Tacos campaign was so successful for Taco Bell because they used:

Accepted Answer

A)  An integrated marketing campaign approach.
B)  Social media, like Facebook and Twitter.
C)  Super Bowl advertising.
D)  An award winning agency to develop the campaign.E) A) and B)
F) A) and C)

Question 12

Reference: 16-04
Figure 16-5
 
-Channel "B" in Figure 16-5 represents which type of promotional channel strategy?

Accepted Answer

A)  Direct
B)  Indirect
C)  Pull
D)  PushE) A) and B)
F) A) and C)

Question 13

When a company telephones people to ask them to contribute to the Police Benevolent Association (PBA) , the calling company is using:

Accepted Answer

A)  advertising.
B)  public relations.
C)  personal selling.
D)  sales promotion.E) C) and D)
F) A) and B)

Question 14

All of the following are TRUE statements about how social media is impacting IMC programs, EXCEPT:

Accepted Answer

A)  social media is a component of the IMC audit
B)  social media is being used in news releases
C)  social media can be used as part of a direct marketing approach
D)  social media is never used in the decline stage of the product life cycleE) None of the above
F) C) and D)

Question 15

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?

Accepted Answer

A)  competitive parity budgeting
B)  objective and task budgeting
C)  all-you-can-afford
D)  percentage of sales budgetingE) All of the above
F) A) and D)

Question 16

Every issue of Taste of Home magazine features two or three entrepreneurs who have turned some skill or other resource into a successful small business. Since these featured businesses do not pay for this exposure, they are benefiting from:

Accepted Answer

A)  advertising.
B)  direct marketing.
C)  publicity.
D)  personal selling.E) None of the above
F) B) and C)

Question 17

When Apple first launched the iPad, which steps of the hierarchy of effects were the most important?

Accepted Answer

A)  Adoption and trial.
B)  Awareness and adoption.
C)  Awareness.
D)  all stages were importantE) A) and B)
F) A) and C)

Question 18

Figure 16-3
 
-Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle as shown in Figure 16-3?

Accepted Answer

A)  Growth
B)  Maturity
C)  Introductio n
D)  DeclineE) None of the above
F) A) and B)

Question 19

Albert Corporate Searchware is a type of search engine that companies use at their websites to handle customer questions. When promoting the product, Albert must be aware of how each of the following affect(s) which promotional elements should be used EXCEPT:

Accepted Answer

A)  the promotional budget
B)  the financial risks associated with making such a major purchase
C)  the complexity of the product
D)  the ancillary services needed to use the productE) C) and D)
F) B) and D)

Question 20

Pharmaceutical companies historically marketed only to doctors. More recently, they have spent millions of dollars to advertise prescription drugs directly to consumers. These pharmaceutical companies are using a(n) __________strategy.

Accepted Answer

A)  inertia
B)  intensity
C)  pull
D)  pushE) A) and D)
F) B) and C)

Exam 16: Integrated Marketing Communications and Direct Marketing

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

Correct AnswerverifiedShow Answer

Ben & Jerry's Ice Cream create a Facebook and Twitter campaign focused on their Halloween flavoured ice cream 'Wickedly Delicious' to raise consumer's awareness and interest in the product. This is an example of which strategy?

Correct AnswerverifiedShow Answer

In the hierarchy of effects, trial is defined as:

Correct AnswerverifiedShow Answer

Pharmaceutical companies historically marketed only to doctors. More recently, they have spent millions of dollars to advertise prescription drugs directly to consumers. These pharmaceutical companies are using a(n) __________strategy.

Correct AnswerverifiedShow Answer

When Apple first launched the iPad, which steps of the hierarchy of effects were the most important?

Correct AnswerverifiedShow Answer

All of the following are TRUE statements about how social media is impacting IMC programs, EXCEPT:

Correct AnswerverifiedShow Answer

When a company telephones people to ask them to contribute to the Police Benevolent Association (PBA) , the calling company is using:

Correct AnswerverifiedShow Answer

To better understand consumers, companies are using integrated marketing databases to match their customer records with:

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

Albert Corporate Searchware is a type of search engine that companies use at their websites to handle customer questions. When promoting the product, Albert must be aware of how each of the following affect(s) which promotional elements should be used EXCEPT:

Correct AnswerverifiedShow Answer

Figure 16-3 -Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle as shown in Figure 16-3?

Correct AnswerverifiedShow Answer

All of the following are aspects of the development stage of the promotion program, EXCEPT:

Correct AnswerverifiedShow Answer

Many prescription drugs such as Lipitor and Zocor now have their own websites to encourage patients to learn more about the drugs and ask for them by name from the doctor. The manufacturers of these drugs are using a(n) strategy. Promotional

Correct AnswerverifiedShow Answer

A new Facebook campaign by Pepsi attempts to inform consumers about the features of their new energy drink to spur their interest. Essentially, Pepsi is trying to:

Correct AnswerverifiedShow Answer

Figure 16-1 -In Figure 16-1, the position labeled "E" is referred to as .

Correct AnswerverifiedShow Answer

Every issue of Taste of Home magazine features two or three entrepreneurs who have turned some skill or other resource into a successful small business. Since these featured businesses do not pay for this exposure, they are benefiting from:

Correct AnswerverifiedShow Answer

Reference: 16-04 Figure 16-5 -Channel "B" in Figure 16-5 represents which type of promotional channel strategy?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The Doritos Locos Tacos campaign was so successful for Taco Bell because they used:

Correct AnswerverifiedShow Answer

At the purchase stage in the consumer purchase decision process:

Correct AnswerverifiedShow Answer

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