Question 1

Figure 14-1F...

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Figure 14-1 depicts the communication process,which consists of ten key elements (Boxes A through J).Identify and briefly describe each of the ten elements.
The elements labeled in Figure 14-1 are: (A)a source; (B)encode; (C)message; (D)decode; (E)receiver; (F)field of experience; (G)noise; (H)feedback; (I)response; and (J)feedback loop.Communication is the process of conveying a message to others,and it requires six elements: a source (A); a message (C); a channel of communication; a receiver (E); and the process of encoding and decoding (B and D).For the message to be communicated effectively,the sender and receiver must have a mutually shared field of experience (F),which is a similar understanding and knowledge they apply to the message.Finally,a response (I)is the impact the message had on the receiver's knowledge,attitudes,or behaviors,and feedback (H)is the sender's interpretation of the response and indicates whether the message was decoded and understood as intended.See Figure 14-1.

Accepted Answer

Figure 14-1 depicts the communication pr...

Question 2

Which of the following is a weakness of direct marketing?

Accepted Answer

A)   Direct marketing is a relatively untargeted method of trying to reach potential customers.
B)   Messages using direct marketing may differ between direct mailings, confusing the target market.
C)   Direct marketing is expensive and time consuming due to the development and maintenance of a database.
D)   For direct marketing, it is difficult to get media cooperation.
E)   Direct marketing can lead to promotion wars.F) None of the above
G) B) and E)

Question 3

Lead generation is

Accepted Answer

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)   a 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)   a bundle of 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.F) C) and D)
G) All of the above

Question 4

All of the following are examples of sales promotion tools except which?

Accepted Answer

A)   samples
B)   sweepstakes
C)   coupons
D)   catalogs
E)   rebatesF) C) and D)
G) A) and B)

Question 5

Allocation of funds to promotion only after all other budget items are covered is referred to as

Accepted Answer

A)   percentage of sales budgeting.
B)   all-you-can-afford budgeting.
C)   competitive parity budgeting.
D)   objective and task budgeting.
E)   linear forecast budgeting.F) B) and C)
G) All of the above

Question 6

List and briefly describe the key elements of the communication process.

Accepted Answer

Communication is the process of conveyin...

Question 7

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?

Accepted Answer

A)   advertising
B)   personal selling
C)   sales promotion
D)   publicity
E)   missionary salesF) A) and B)
G) C) and D)

Question 8

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?

Accepted Answer

A)   The name of the product, when translated into Greek, has an unintended 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.F) C) and D)
G) B) and D)

Question 9

Field of experience refers to

Accepted Answer

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.F) All of the above
G) B) and E)

Question 10

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

Accepted Answer

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.F) None of the above
G) A) and D)

Question 11

Channel of communication refers to

Accepted Answer

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.F) A) and B)
G) All of the above

Question 12

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

Accepted Answer

A)   priced
B)   standardized
C)   customized
D)   engaged
E)   integratedF) A) and E)
G) A) and B)

Question 13

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Accepted Answer

Promotional strategies can assist in mov...

Question 14

What are the strengths/advantages and weaknesses/disadvantages of using advertising in the promotional mix?

Accepted Answer

Advertising is any paid form of nonperso...

Question 15

Promotional programs are directed at all of the following except which?

Accepted Answer

A)   the industrial distributor
B)   the wholesaler
C)   the competition
D)   the retailer
E)   the ultimate consumerF) B) and E)
G) None of the above

Question 16

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

Accepted Answer

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

Question 17

Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?

Accepted Answer

A)   advertising
B)   personal selling
C)   public relations
D)   sales promotion
E)   publicityF) B) and C)
G) B) and D)

Question 18

The billboards that Sony uses to advertise its PlayStation 4 video game console are

Accepted Answer

A)   channels of communication.
B)   messages.
C)   noise.
D)   feedback loops.
E)   sources.F) B) and E)
G) B) and C)

Question 19

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

Accepted Answer

A)   noise.
B)   receiving.
C)   encoding.
D)   decoding.
E)   messaging.F) C) and E)
G) A) and E)

Question 20

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,mailing in the postcard with a request for further information is an example of

Accepted Answer

A)   a stimulus.
B)   a field of experience.
C)   a response.
D)   noise.
E)   a feedback loop.F) All of the above
G) D) and E)

Exam 14: Integrated Marketing Communications and Direct Marketing

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Figure 14-1 depicts the communication pr...
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Channel of communication refers to

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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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List and briefly describe the key elements of the communication process.

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Communication is the process of conveyin...
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Lead generation is

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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,mailing in the postcard with a request for further information is an example of

Correct Answer
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Correct Answer
verified

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?

Correct Answer
verified

Promotional programs are directed at all of the following except which?

Correct Answer
verified

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Correct Answer
verified
Promotional strategies can assist in mov...
View Answer

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

Correct Answer
verified

Allocation of funds to promotion only after all other budget items are covered is referred to as

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

What are the strengths/advantages and weaknesses/disadvantages of using advertising in the promotional mix?

Correct Answer
verified
Advertising is any paid form of nonperso...
View Answer

Which of the following is a weakness of direct marketing?

Correct Answer
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All of the following are examples of sales promotion tools except which?

Correct Answer
verified

The billboards that Sony uses to advertise its PlayStation 4 video game console are

Correct Answer
verified

Field of experience refers to

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

Correct AnswerverifiedFigure 14-1 depicts the communication pr...View AnswerShow Answer

Channel of communication refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?

Correct AnswerverifiedShow Answer

List and briefly describe the key elements of the communication process.

Correct AnswerverifiedCommunication is the process of conveyin...View AnswerShow Answer

Lead generation is

Correct AnswerverifiedShow Answer

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,mailing in the postcard with a request for further information is an example of

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

Promotional programs are directed at all of the following except which?

Correct AnswerverifiedShow Answer

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Correct AnswerverifiedPromotional strategies can assist in mov...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Allocation of funds to promotion only after all other budget items are covered is referred to as

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What are the strengths/advantages and weaknesses/disadvantages of using advertising in the promotional mix?

Correct AnswerverifiedAdvertising is any paid form of nonperso...View AnswerShow Answer

Which of the following is a weakness of direct marketing?

Correct AnswerverifiedShow Answer

All of the following are examples of sales promotion tools except which?

Correct AnswerverifiedShow Answer

The billboards that Sony uses to advertise its PlayStation 4 video game console are

Correct AnswerverifiedShow Answer

Field of experience refers to

Correct AnswerverifiedShow Answer

Correct Answer
verified
Figure 14-1 depicts the communication pr...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Communication is the process of conveyin...
View Answer

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Promotional strategies can assist in mov...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Advertising is any paid form of nonperso...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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