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Exam 14: Integrated Marketing Communications and Direct Marketing

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Question 141

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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.
B) fields of experience.
C) channels of communication.
D) educational systems.
E) advertising appeals.

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

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Question 142

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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 data transmission for phone or the Internet.

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

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Question 143

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__________ 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.

Figure 14-2 -To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 14-2,the promotional element labeled D represents

Sales from which of the following direct marketing tools is growing the fastest at 33 percent?

Figure 14-5 -The promotion decision process is divided into three phases.In Figure 14-5,C refers to the __________ phase.

The promotional objective of the growth stage of the product life cycle is to __________ consumers in what is often an intensely competitive environment.

The means (salesperson,advertising media,or public relations tools) by which a message is conveyed to a receiver is referred to as

The first decision in developing the promotion program is to

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?

Figure 14-1 -Figure 14-1 depicts the communication process,which consists of ten key elements (Boxes A through J) .The position labeled Box A is referred to as

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

Which of the following is a weakness of advertising?

Direct orders are

Which of the following would be least likely to be used for mass selling?

The growing concern about __________ has led to a decline in direct marketing response rates among some customer groups.

In a feedback loop,a response refers to

Which of the following is the best approach to promotion budgeting?

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

In the hierarchy of effects,the consumer's actual first purchase and use of the product or brand is referred to as the __________ stage.