Which of the following statements is true of direct marketing?

a. It is synonymous with direct mail.

b. It is seldom, if ever, used by companies that have an external sales force.

c. Traditionally, it has not been considered an element of the promotional mix.

O d. The rapid growth of the Internet is discouraging the growth of direct marketing.

O

e. It is less direct when compared to mail-order catalogs.

An airline company set the following objective for its new advertising campaign: "To increase the percentage of

consumers who know our fares are lower than the competitors" to 75 percent over the next six months." Using

the criteria outlined by the DAGMAR approach to setting objectives, identify what is wrong with this objective.

a. It fails to utilize the IM process.

b. It does not specify a well-defined target audience.

O c. It is not a concrete statement of what message the girline wants to communicate

d. It does not contain benchmark starting point and the degree of change sought.

Oe. It does not specify a specific time period for accomplishing the objective

According to James O. Peckham, which of the following statements provides a good rule of thumb for a company

settirly the advertising budget for a new product?

a. Its advertising budget should be equal to that of the largest market shareholder in the product category.

b. Its advertising budget should be less than that needed to maintain the desired market share.

O c. Its advertising budget should be as much as the firm can afford.

d. Its advertising budget should be twice the desired market share.

O

e. Its advertising budget should be 10 percent greater than the average budget planned for the entire

payout period.

Advertising appeals that imply some type of physical or emotional danger and try to rouse consumers to take

steps to remove the threat are known as

appeals.

a. humor

@ b.

conditional

O c. refutational

d. comparative

O

fear

Inroads Enterprises has been working with Advertising Innovators to review competition in various market

segments, noting demand trends. They have recognized that their view of the marketplace as one large

homogeneous group of customers is limiting their growth. Advertising Innovators recommends that Inroads

avnandtheir

by tailoring their marketing to meet the needs and demand trends of different market

segments.

aa

marketing channels

O b.

media mix

competitive advantage

d. market o..;@e. market segmentations

Which of the following factors creptes a positive relationship between advertising and sales?

O a. the extent of selective retention

O , the market share of the company

O c. the recruitment plans

d. the corporate structure

the basis for product differentiation

Flash Parcel Service (FPS) built its advertising campaign around the slogan, "Our business qualitys

the language of speed." Back then, the company was trying to make the customers aware of the speed with

it delivers the service. Later, FPS modified its slogan and designed new ads to make customers aware of the

different aspects of its delivery such as reliability, cost-efficiency, and punctuality. By moving away from

promoting itself as simply a parcel delivery company, FPS has

a. adopted an undifferentiated strategy.

engaged in positioning with cultural symbols.

employed product class positioning.

d. employed geographic segmentation.

Oe. used a repositioning strategy.

Jaden is making a push to shift some of his company's communications budget to mobile, but is met with

resistance from his team, who all have different ideas about what they are trying to accomplish with the

communications budget, so they are not using objectives to plan or make decisions. Which of the following

statements characterizes the reason for resistance from Jaden's t..;@a. They want to increase emphasis on data-driven marketing spending.

b. They believe mobile spending is tactical, not strategic.

O c. They disagree as to what the specific objectives should be.

d. They believe in behavioral targeting

Oe. They recognize the value of specific objectives for their integrated marketing communications program.

Marketers of products such as mustard, paper towels, and batteries

0 a.

must use personal-selling strategies in order to make a sustainable marketing program.

O b. must avoid sales promotions and publicity.

@ c

must opt for high-involvement advertising strategies.

O d. mustuse slogans, symbols, and visual image personalities to promote their products

e.

must avoid using mass-media advertising strategies.

Which of the following is a similarity between publicity and advertising?

a

Both are not directly paid for by the company.

(R b. Both involve nonpersonal communication to a mass audience.

O c. Both are run by an unidentified sponsor.

d. Both are nonpaid forms of communication.

Oe. Both frequently provide an opportunity for immediate feedback.

Which of the following factors make a positive relationship between advertising and sales?

a. the extent of selective retention

O b. the market share of the c

c.

the recruitment plans

d. the corporate structure

e. the basis for product differentiation

When Procter & Gamble, Unilever, PepsiCo, Google, and Nestle assign each product/service or brand to a brand

manager who is responsible for the total management of the brand, including planning, budgeting, sales, and

profit performance, these companies are using a .

system.

A decentralized

B finance

d. centralized

Oe. product

When Mariah Carey paired her new perfume with the looks and sweetness of lollipops, it was an application of

the principles of

dissociative behavior.

Oh cognitive learning.

repetition.

operant conditioning.

e

classical conditioning.

Publicity is always under the control of an organization, so the organization can make sure it is positive.

True or false

Which of the following statements is true about account services?

O a. It provides the creative team with in-depth storyboards.

b. It is a research department in the advertising agency that helps make the advertising message for

the client.

o C

It is the link between the advertising agency and its clients.

O d. Itis an in: house service for the advertisement agency that is independent of its clients obligations.

e.

It is an advertising agency that solely provides media space and time.

Joy purchased a 1980s home with all the original appliances. She is struggling with the current state of her

kitchen appliances and her vision of an ideal updated kitchen. This gap between what she has and what she

wants is

O

attitude formation.

information search.

problem recognition.

O d. purchase decision.

E perception.

incorrect statement about integrated

Which of the following is an

incorrect statement about integrated ..:[html]Which of the following is an

incorrect statement about integrated marketing communications!

O a. Having one agency in control of the entire IMC process achieves greater synergy among the

communications program elements,

b. IMC often results in greater economies of scale.

c An IMC agency that has all marketing operations in house is usually perceived as best in breed.

9 d. MC agencies make it convenient for the client to coordinate all of its marketing efforts through one

agency.

Oe. One challenge to successful IMC is a lack of people with the requisite broad perspective and skills to

make it work.

The concept of advertising expenditures producing long-term rather than immediate results know as the

a. mirror-image effect.

carryover effect.

low-involvement effect.

ed communication effect.

O e. halo effect.

Which of the following statements is true about effective communication?

O a. Effective integrated marketing communications is usually nonpersonal in nature.

O b. Advertising is an effective way of communication because marketers are able to tell consumers how

to interpret their messages.

For effective communication, marketers must understand the meanings that consumers attach to

words and symbols.

d. Effective communication is unaffected by the reception environment.

O e. The visual nature or color characteristic of an ad has no impact on effectiveness of communication.

_____is the sum of all points of encounter or contact that consumers have with the brand, and it extends

peyond the experience or outcome of using it.

a. Brand extension

R b. Brand identity

c. Brand evangelism

O d. Brand engagement

Oe. Brand differentiation

includes those marketing activities that provide extra value or incentives for purchasing a product, such

as coupons and premiums.

a. Publicrelations

O b. Publicity

O c. Direct marketing

0 d. Sales promotion

O e.

Why are principles of operant conditioning useful in the development of promotional strategies?

a.

They show that experiences with products provide reinforcements that affect future purchase

behavior?

O b. They explain why coupons and samples are unlikely to have any desirable effect on consumer

behavior.

O c. They explain consumer behavior in both high- and low-involvement situations.

d. They explain how the pairing of a neutral stimulus with a positive stimulus can produce an immediate

desired response.

Oe. They explain the cognitive processes that mediate a consumer's response to advertising

Product, price, promotion, and

are the four Ps of the marketing mix,

a. print

b. people

c. privilege

d. place

Oe. package

From a promotional planning perspective, it is important that marketers

3100

a.

avoid using an integrated marketing communications program.

O b. avold using broadcast and print media strategies.

c, eliminate the need for the trial stage in the response process.

D determine which type of response process is most likely to occur,

we, make a divisional marketing communications programm

E.make a divisional marketing communications

Prior to the development of integrated marketing communications, the promotional function in most companies

was dominated by

a mass-media advertising.

O b. publicity.

O c. direct marketing

d. sales promotion.

Developing strong brands begin by

a.

doing an environmental scan for opportunities

O b. understanding why consumers buy a brand

O c. examining the brand's strength and weaknesses

O d. developing a great name and logo.

e. doing market research

Money Backed Enterprises recognizes the importance of identifying every opportunity to deliver on the brand

promise, strengthen customer relationships, and customer deepen loyalty. They are using an integrated

marketing communications approach to a

messaging function so that everything a company says and

does communicates a common theme and positioning.

a

energized

b. organized

c. formalized

d.

right-sized

O e.

centralized

Initially, Flash Parcel Service (FPS) built Its advertising campaign around the slogan "Our business quality speaks

the language of speed. Back then, the company was trying to make the customers aware of the speed with which

it delivers the service. Later FPS modifed its storan and designed new ads to make

stoners aware of the

a.different aspects of its delivery such as reliability.

b.employed geographic segmentation.

c.engaged in postonine with cuturasvmoos

@ d. used a repositioning strategy.

e employed product class positioning

of the following is the final stage in the integrated marketing communications (IC) planning process.

O a reviewing the marketing plan and situation analysis

b. determining the media strategy

0 C

developing the integrated marketing communications program

d. determining the promotional budget

Kne.

monitoring, evaluating, and controlling the promotional program

According to an integrated marketing communications planning model, which of the following activities is bes

associated with the review of the marketing plan step?

a. purchasing media time and space

b. assessing environmental influences

O c. setting direct-marketing objectives

d.

analyzing source, message, and channel factors

Oe. integrating promotional mix strategies

(KB industries is learning more about their customers' perception of value. An independent survey showed that

customers weigh all of the benefits of a product against all the costs of acquiring and consuming it. Benefits are

categorized as functional,

and/or psychological.

a. empathic

O b.

empathetic

(o c. empirical

d.

emotional

Oe. experiential

According to the McKinsey group, mass media is a unique component of the consumer decision journey becau

t's the only form of marketing that can touch consumers at each and every stage, from when they're pondering

brands and products right through to post-purchase, when their potential advocacy influences others!

Select one:

O True

Falss