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Exam 17: Integrated Marketing Communications and Direct Marketing

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Question 101

Multiple Choice

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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.

A) pretest the promotion
B) design the promotion
C) state the mission
D) identify possible advertising or promotional firms
E) carry out the promotion

F) A) and B)
G) A) and C)

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Question 102

Multiple Choice

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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

F) C) and E)
G) None of the above

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Question 103

Multiple Choice

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There's a new prescription drug on the market that helps reduce common allergy symptoms.Ads for the medicine in magazines and in medical journals would be primarily used to

Which of the following is an inherent strength of personal selling?

Figure 17-1 -Figure 17-1 above depicts the communication process,which consists of ten key elements ("A" through "J") .The position labeled "F" is referred to as __________.

promotional mix can be used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it,and (3) __________.

the seventh stage of the Dewmocracy 2 campaign,three flavors were introduced in stores so consumers could vote for their favorite.The winner,which was then added to Mountain Dew's product line,was __________.

Which of the following statements regarding the promotional mix is most accurate?

first Mountain Dew Dewmocracy campaign asked consumers to choose the next Dew's flavor,color,name,and graphics.How many people participated in the process that resulted in Voltage being introduced to the market?

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 __________.

Which of the following promotional elements requires expensive database management and often experiences declining response rates?

of the following are forms of direct marketing EXCEPT:

a marketing context,the acronym IMC refers to __________.

Personal selling refers to

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 are referred to as

Direct marketing has the advantage of being __________ to match the needs of specific target markets.

During the planning phase of the promotion program,marketers focus on the "four Ws," which include all of the following,in question form,EXCEPT:

Chrysler Corporation provides support and incentives for its Chrysler 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.

Wasted coverage can be reduced by which of method of promotion?

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 the 18 to 34 age group.In terms of the communication process,P&G had to __________ its idea to create the message shown to the new target market.