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Exam 15: Integrated Marketing Communications and Direct Marketing

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Question 21

Multiple Choice

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Consumers who read, hear, or see the message sent by a source during the communication process are referred to as _________.

A) encoders
B) receivers
C) purchasers
D) transmitters
E) the target market

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

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Question 22

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The two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision is referred to as

A) sales promotion.
B) publicity.
C) advertising.
D) public relations.
E) personal selling.

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

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Question 23

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FIGURE 15-1 -Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J") .The position labeled "D" is referred to as _________.

The two general approaches to managing unsolicited e-mail are _________.

In the hierarchy of effects, the consumer's ability to recognize and remember the product or brand name is referred to as the _________ stage.

The __________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.

Which of the following is an inherent strength of advertising?

A restaurant review published in the local newspaper is an example of _________.

What is best approach for determining a promotion budget? What advantages does this method offer that other methods do not?

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

Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J").Identify and briefly describe each of the 10 elements.

The marketing manager from a Dallas, Texas heavy-equipment manufacturer was attending an international trade show in Japan.There were many prospective customers from different countries who seemed interested in the product.However, they had difficulty following the manager's explanations of product features due to her heavy Texas drawl.In this case, the accent would be considered _________.

FIGURE 15-1 -Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J") .The position labeled "B" is referred to as _________.

To communicate with consumers, a company can use one or more of five promotional alternatives.In Figure 15-2 above, the position labeled "B" refers to the _________ element of

Figure 15-4 above illustrates the four stages of the product life cycle.Identify each stage and discuss the role of promotion in the four stages of the product life cycle.

Which of the following is an inherent weakness of direct marketing?

The European Union passed a consumer privacy law, called the _________, after several years of discussion with the Federation of European Direct Marketing and the U.K.'s Direct Marketing Association.

After watching the 30-minute infomercial on Oxy-Clean, Sarah was certain the cleaning product would remove the grape juice stain from her white carpet.In terms of the communication process, Sarah is a(n) _________.

A prospective buyer goes through a sequence of stages-from initial awareness of a product to eventual action (either trial or adoption of the product) .The stages include awareness, interest, evaluation, trial, adoption, and refer to _________.

FIGURE 15-1 -Figure 15-1 above depicts the communication process, which consists of 10 key elements ("A" through "J") .The position labeled "I" is referred to as _________.