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Exam 17: Integrated Marketing Communications and Direct Marketing

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Question 101

Multiple Choice

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

A) personal selling can provide the target audience with complex information
B) personal selling has low seller involvement
C) personal selling can prepare messages quickly
D) personal selling is an efficient means for reaching large numbers of people
E) personal selling is often the most credible source in the consumer's mind

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

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Question 102

Multiple Choice

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To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "E" represents __________.

A) advertising
B) personal selling
C) public relations
D) sales promotion
E) direct marketing

F) C) and D)
G) A) and E)

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Question 103

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Promotion represents the fourth element in the marketing mix.The promotional element consists of communication tools,including sales promotion,public relations,personal selling,direct marketing,and __________.

Carrying out the promotion program can be expensive and time consuming.One researcher estimates that "an organization with sales between $200 million and $500 million will need __________ years" to successfully implement an IMC program.

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

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

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

The promotional mix includes advertising,personal selling,sales promotion,__________,and direct marketing.

Like personal selling,__________ often consists of interactive communication.

New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes.What form of marketing communication did it use?

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?

For a promotional campaign,the hierarchy of effects refers to the stages a prospective buyer goes through,which include:

With many industrial products and consumer purchases,ancillary services are an important consideration in selecting the promotional mix.The role of __________ is important to establish the seller's reputation.However,__________ is essential for building buyer confidence and providing evidence of customer service.

The 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?

Another name for competitive parity budgeting is __________ budgeting.

The promotion decision process is divided into three steps.What are they? Briefly describe each one.

Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities-advertising,personal selling,sales promotion,public relations,and direct marketing-to provide __________.

Consider the Ford Focus image above.Which promotional element is Ford using to promote its partnership with 3M Racing and race car driver Greg Biffle of NASCAR fame?

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

To communicate with consumers,a company can use one or more of five promotion alternatives.In Figure 17-2 above,the promotional element labeled "D" represents __________.