Q&A Hero

Q: Factors such as differences in payment methods (credit and credit cards), the need for improved reliability and security in regards to the mail system, and government regulations make it especially difficult for __________ in the global market. a. direct marketing b. advertising c. personal selling d. sales promotion e. publicity

Q: Procter & Gamble Co. created an advertisement for its Old Spice Red Zone antiperspirant. In terms of the communication process, the __________ in the ad informed prospective customers that the antiperspirant offered more protection than the Old Spice High Endurance brand. a. lesson b. message c. memo d. source e. feedback

Q: Direct marketing faces several challenges and opportunities in global markets. Several countries, such as Italy and Denmark, have requirements for mandatory "opt-in"that is, a. global marketers must pay a special fee beyond the regular postage for the privilege of using a country's postal system. b. global marketers wishing to use direct marketing must have all mailings approved by their respective trade commissions for appropriateness of content. c. global marketers have to purchase special "catalog" postage at a cost higher than what is charged for the same weight of mail sent from one individual to another. d. consumers have to pay a special fee to the government to defray the costs of mail carriers having to handle larger volumes of mail from catalogues. e. potential customers must give permission to include their name on a list for direct marketing solicitations.

Q: The information sent by a source to a receiver during the communication process is referred to as ___________. a. an advertisement b. publicity c. a message d. feedback e. a missive

Q: Amazon.com, a successful online retailer, manages an extensive database that includes customers' names and their tastes in books, among other products. This information is used to determine which products are suggested to each customer. This is an example of how Amazon.com uses a. advertising. b. sales promotion. c. direct marketing. d. publicity. e. personal selling.

Q: In a marketing context, a message refers to a. product information regarding, benefits, price, and usage found on a product's package. b. the slogan or tagline of a specific product. c. proprietary information linking a specific product to a promotional campaign. d. the information sent by a source to a receiver during the communication process. e. a television or radio commercial from the buyer to the seller.

Q: When the number of catalogs being sent to individual carrier routes is small, a database a. can add special incentives such as product samples. b. can add names to qualify for U.S. postal discounts. c. is less effective since the customer base is too small to segment. d. is more effective since the customer base does not have to be segmented. e. can generate generic catalogs to use instead of targeted ones.

Q: Procter & Gamble created an advertisement for its High Endurance men's antiperspirant. In terms of the communication process, the __________ of the information in the product's advertisement is Procter & Gamble, its manufacturer. a. receiver b. source c. message d. decoder e. communication channel

Q: 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 are referred to as a. databases. b. direct order fulfillments. c. lead generations. d. first-mover advantages. e. direct order consignments.

Q: A company or person who has information to convey during the communication process is referred to as a(n) __________. a. encryptor b. message carrier c. originator d. receiver e. source

Q: Pauline received a postcard from a local antique mall. The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day. She went to the antique mall the next day to consider buying an antique lamp. With respect to Pauline, the postcard from the antique mall was a form of direct marketing used to __________. a. generate direct orders b. generate leads c. create awareness d. generate traffic e. create a new image

Q: A source refers to a. any paid form of advertising. b. consumers who read, hear, or see the message during the communications process. c. a company or person who has information to convey during the communications process. d. people with similar understanding and knowledge who are willing to share that knowledge with others. e. a group of individuals who are willing to receive information from others.

Q: Traffic generation is a. the outcome of an offer designed to motivate people to visit a business. b. the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction. c. direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet. d. the result of a direct marketing offer designed to generate interest in a product or service, and a request for additional information. e. an increase in the amount of foot traffic in a retail establishment that coincides with a new advertising campaign.

Q: Figure 1. Figure 1. above depicts the communication process, which consists of ten key elements ("A" through "J"). The position labeled "J" is referred to as _________. a. the source b. the message c. the receiver d. the feedback loop e. the field of experience

Q: The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as _________. a. direct order consignment b. lead generation c. traffic generation d. indirect order fulfillment e. first-mover advantage

Q: Figure 1. Figure 1. above depicts the communication process, which consists of ten key elements ("A" through "J"). The position labeled "I" is referred to as _________. a. the response b. the source c. the message d. the receiver e. the field of experience

Q: A paid advertisement for the Texas Department of Economic DevelopmentTourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website, or use a toll-free number to request more information about vacation destinations in Texas. The primary purpose of this ad was __________. a. direct order fulfillment b. to make a public service announcement c. indirect order generation d. lead generation e. digital communication

Q: Figure 1. Figure 1. above depicts the communication process, which consists of ten key elements ("A" through "J"). The position labeled "H" is referred to as _________. a. noise b. the message c. the receiver d. the field of experience e. feedback

Q: Lead generation refers to 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. 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. 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.

Q: Figure 1. Figure 1. above depicts the communication process, which consists of ten key elements ("A" through "J"). The position labeled "G" is referred to as __________. a. noise b. the message c. the feedback loop d. the field of experience e. feedback

Q: The result of an offer designed to generate interest in a product or service and a request for additional information is referred to as _________. a. direct orders b. lead generation c. traffic generation d. indirect orders e. prospecting

Q: Figure 1. Figure 1. above depicts the communication process, which consists of ten key elements ("A" through "J"). The position labeled "F" is referred to as __________. a. the response b. the message c. the feedback loop d. the field of experience e. feedback

Q: Direct orders refer to a. direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet. b. products that are shipped directly to the place of purchase rather than being stored or distributed through intermediaries. c. the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction. d. the outcome of an offer designed to motivate people to visit a business. e. the result of an offer designed to generate interest in a product or service and a request for additional information.

Q: Figure 1. Figure 1. above depicts the communication process, which consists of ten key elements ("A" through "J"). The position labeled "E" is referred to as __________. a. the source b. the message c. the field of experience d. feedback e. the receiver

Q: The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as __________. a. direct orders b. lead generation c. traffic generation d. indirect orders e. prospect bid

Q: Figure 1. Figure 1. above depicts the communication process, which consists of ten key elements ("A" through "J"). The position labeled "D" is referred to as __________. a. encoding b. the message c. decoding d. the field of experience e. feedback

Q: Which of the following statements regarding direct marketing is most accurate? a. Direct marketing now allows customers to shop up to 12 hours a day. b. Although direct marketing usually saves customers time, it does not usually save customers money. c. Although direct marketing can save consumers time and money, the process is labor intensive and not very much fun. d. Many customers believe direct marketing provides great customer service. e. Direct customers feel that their privacy is more likely to be compromised with direct marketing than with other methods.

Q: Figure 1. Figure 1. above depicts the communication process, which consists of ten key elements ("A" through "J"). The position labeled "C" is referred to as __________. a. the source b. the message c. the receiver d. the field of experience e. feedback

Q: Customers report many benefits of direct marketing, including the following: (1) they don"t have to go to a store; (2) they can usually shop 24 hours a day; (3) buying direct saves time and money; (4) they avoid hassles with salespeople; (5) it's fun and entertaining; (6) __________ and (7) many customers believe direct marketing provides great customer service. a. there is more privacy than in-store shopping b. there are fewer product returns c. there are usually better product warranties d. there are a greater number of additional incentives from sellers to retain customer loyalty e. products are generally bundled with other products to offer buyers greater value

Q: Figure 1. Figure 1. above depicts the communication process, which consists of 10 key elements ("A" through "J"). The position labeled "B" is referred to as __________. a. the source b. the message c. the receiver d. encoding e. feedback

Q: Figure 1. According to Figure 1. above, approximately what percentage of businesses use e-mail as a direct marketing tool? a. less than 10 percent b. 35 percent c. 50 percent d. 70 percent e. over 90 percent

Q: Figure 1. Figure 1. above depicts the communication process, which consists of 10 key elements ("A" through "J"). The position labeled "A" is referred to as __________. a. the message b. the receiver c. the source d. the field of experience e. feedback

Q: Figure 1. Which of the following forms of direct marketing has the highest business usage rate according to Figure 1. above? a. e-mail b. direct mail c. paid search d. telemarketing e. advertising

Q: Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, a message, a channel of communication, a receiver, and __________. a. a concept b. an offer c. a slogan d. a brand e. the processes of encoding and decoding

Q: Figure 1. Which of the following forms of direct marketing has the lowest business usage rate according to Figure 1. above? a. direct mail b. e-mail c. telemarketing d. paid search e. advertising

Q: Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, a message, a channel of communication, __________, and the processes of encoding and decoding. a. a concept b. a receiver c. an offer d. a brand e. a slogan

Q: Figure 1. Which of the following forms of direct marketing has the highest response rate according to Figure 1. above? a. direct mail b. e-mail c. paid search d. telemarketing e. advertising

Q: Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, a message, __________, a receiver, and the processes of encoding and decoding. a. a concept b. an offer c. a brand d. a slogan e. a channel of communication

Q: Figure 1. Which of the following forms of direct marketing has the lowest response rate according to Figure 1. above? a. direct mail b. e-mail c. paid search d. telemarketing e. advertising

Q: Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, __________, a channel of communication, a receiver, and the processes of encoding and decoding. a. a message b. a concept c. a brand d. a slogan e. an offer

Q: Direct marketing currently accounts for about _________ of the total U.S. gross domestic product. a. 8 percent b. 10 percent c. 16 percent d. 20 percent e. 23 percent

Q: Communication is the process of conveying a message to others and it requires six elements. These elements include: __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding. a. a concept b. a brand c. a slogan d. a source e. an offer

Q: All of the following are forms of direct marketing EXCEPT: a. catalogs b. in-store free samples c. telemarketing d. paid searches e. direct mail

Q: The process of conveying a message to others that requires six elementsa source, a message, a channel of communication, a receiver, and the processes of encoding and decodingis referred to as __________. a. exchange b. dialogue c. communication d. advertising e. feedback

Q: Which of the following statements about executing and evaluating the promotion program is most accurate? a. Although there are five elements in the promotional mix, the only element that really benefits from an IMC audit is advertising. b. Most IMC programs have no difficulty creating a pretest, but posttests are much more difficult to construct since a number of unknown elements must be measured. c. To fully benefit from IMC programs, companies must create and maintain a test-result database that allows comparisons of the relative impact of the promotional tools and their execution options in varying situations. d. The ideal IMC program does not need any evaluation if it is executed according to plan. e. The most effective IMC audits are external. Internal audits tend to bias the results in the favor of the marketing staff's expectations.

Q: Allegra is an antihistamine. To create brand awareness, the company is offering people who request information about the product a seat cushion to use at their favorite sporting event. Its television ad shows a woman half-heartedly watching a sporting event. The voiceover asks if she is bored or congested. In the next scene, the person is having a great time and is decongested after taking Allegra. This use of the same promotional theme throughout a company's marketing campaign is an example of how marketers use __________. a. the retailing mix b. integrated marketing communications (IMC) c. the branding mix d. coordinated channels of communication e. marketing by objectives (MBO)

Q: An important factor in developing successful IMC programs is to create a process that facilitates their design and use. A tool used to evaluate a company's current process is the IMC a. audit. b. sensitivity analysis. c. what-if analysis. d. perceptual map. e. pretest.

Q: Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because a. its strategy includes using all types of promotional activities that deliver a consistent message. b. it does not want to reach any member of its target audience more than once to conserve resources. c. IMC is less expensive than other forms of promotion such as public service announcements. d. if it didn"t, Disney would have to use indirect personal selling. e. it is more concerned about frequency of attendance than geographic reach.

Q: 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. a. two b. three c. four d. five e. ten

Q: To promote its theme parks to groups, Disney uses advertising, direct marketing, Internet promotion, and sales promotions with other companies such as McDonald's. In other words, Disney uses IMC, which stands for a. integrated marketing cooperation. b. interactive media convergence. c. an infrastructure of market customization. d. integrated marketing communications. e. integrated media convergence.

Q: Once the design of each of the promotional program elements is complete, it is important to determine the most effective timing of their use. The _________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign. a. perceptual map b. efficiency matrix c. sensitivity analysis d. promotion to sales ratio e. promotion schedule

Q: By taking consumer expectations into consideration, integrated marketing communications (IMC) is a key element in a company's __________ strategy. a. generic business b. retail life cycle c. market segmentation d. sustainable development e. customer experience management

Q: 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 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.

Q: Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide a. a promotional channel. b. a communications message. c. a consistent message across audiences. d. a media mix useful to all types of companies. e. a marketing matrix.

Q: The Olympics have become a very visible example of a comprehensive integrated communication program. For organizers, primary importance is placed on a. advertising and personal selling. b. personal selling and public relations. c. public relations and publicity. d. sales promotion and direct marketing. e. direct marketing and personal selling.

Q: Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activitiesadvertising, personal selling, sales promotion, public relations, and direct marketingto provide __________. a. retailers with cooperative media buys b. a consistent message across all audiences c. the firm with a feedback loop d. a marketing matrix e. a media mix useful to all types of companies

Q: Which form of promotion budgeting most closely relates to the marketing concept? a. percentage of sales budgeting b. competitive parity budgeting c. all-you-can-afford budgeting d. objective and task budgeting e. linear forecast budgeting

Q: The concept of designing marketing communications programs that coordinate all promotional activitiesadvertising, personal selling, sales promotion, public relations, and direct marketingto provide a consistent message across all audiences is referred to as __________. a. the media mix b. the marketing matrix c. the promotional blend d. marketing by objectives (MBO) e. integrated marketing communications (IMC)

Q: Which of the following steps in the objective and task approach to promotion budgeting must be done correctly in order for any of the others to have the proper effect? a. accurately estimate costs of tasks b. identify appropriate promotion objectives c. accurately identify each promotion budget cost item that constitutes each separate promotion task d. perform the promotion tasks as intended e. accurately estimate what tasks will accomplish each promotion objective

Q: In a marketing context, the acronym IMC refers to __________. a. interactive media convergence b. internal marketing communications c. integrated marketing collaboration d. integrated marketing communications e. international marketing communications

Q: Which of the following is the best approach to promotion budgeting? a. objective and task budgeting b. percentage of sales budgeting c. competitive parity budgeting d. all-you-can-afford budgeting e. linear forecast budgeting

Q: The promotional mix can be used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) __________. a. explain how to use the product b. inform customers of complementary offerings c. remind them later about the benefits they enjoyed by using the product d. inform customers of pricing changes e. lure customers away from competitors' products

Q: The best approach to budgeting is objective and task budgeting, whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and a. asks the ad agency for an estimate. b. asks the media to propose a program. c. determines the promotion cost of performing these tasks. d. determines what spending level top management will allow for the proposed program. e. surveys customers to determine what spending levels they think are appropriate.

Q: The promotional mix can be used to: (1) inform prospective buyers about the benefits of the product, (2) __________, and (3) remind them later about the benefits they enjoyed by using the product. a. explain how to use the product b. persuade them to try it c. inform customers of complementary offerings d. inform customers of pricing changes e. lure customers away from competitors' products

Q: Allocating funds to promotion whereby the company (1) determines its promotion objectives, (2) outlines the tasks to accomplish these objectives, and (3) determines the promotion cost of performing these tasks is referred to as a. percentage of sales budgeting. b. competitive parity budgeting. c. all-you-can-afford budgeting. d. objective and task budgeting. e. linear forecast budgeting.

Q: The __________ can be used to inform prospective buyers about the benefits of the product. a. promotional mix b. promotion channel c. communication channel d. marketing mix e. media mix

Q: Imagine a small retailer saying, "Well, after budgeting for all of our expenses for next year, we still have about $7,500 remaining for emergencies. Let's budget 20 percent of that amount for advertising." What budgeting technique is the small retailer using? a. percentage of sales budgeting b. competitive parity budgeting c. objective and task budgeting d. all-you-can-afford budgeting e. linear forecast budgeting

Q: The combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product is referred to as the __________. a. promotion channel b. channel of communication c. marketing matrix d. promotional mix e. media mix

Q: Which method of promotion budgeting would most likely be used by small businesses? a. all-you-can-afford budgeting b. percentage of sales budgeting c. competitive parity budgeting d. objective and task budgeting e. linear forecast budgeting

Q: The promotional mix refers to a. the three underlying appeals used that make promotions effective: (1) sex appeal, (2) humor appeal, and (3) fear appeal. b. the combination of both paid and non-paid marketing tools used to promote product interest. c. the set of promotional tools designed to motivate prospective buyers to purchase products and services: (1) awareness, (2) interest, (3) evaluation, (4) trial, and (5) adoption. d. the composition of the objectives of the promotion: (1) to inform, (2) to persuade, (3) to remind, and (4) to phase out. e. the combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product.

Q: All-you-can-afford-budgeting refers to a. allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold. b. matching a competitor's absolute level of spending or the proportion per point of market share. c. determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks. d. allocating funds to a promotion only after all other budget items are covered. e. allocating funds to a promotion based on expected profits generated from it.

Q: 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 __________. a. people b. merchandising c. direct marketing d. social media e. branding

Q: Allocation of funds to promotion only after all other budget items are covered is referred to as a. percentage of sales budgeting. b. all-you-can-afford budgeting. c. competitive parity budgeting. d. objective and task budgeting. e. linear forecast budgeting.

Q: Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, public relations, sales promotion, direct marketing, and __________. a. people b. merchandising c. social media d. personal selling e. branding

Q: Another name for competitive parity budgeting is __________ budgeting. a. linear forecast b. all-you-can-afford c. comparative d. matched media e. matching competitors

Q: 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 __________. a. people b. advertising c. social media d. branding e. merchandising

Q: Another name for competitive parity budgeting is __________ budgeting. a. linear forecast b. all-you-can-afford c. share of market d. comparative e. matched media

Q: The promotional mix includes advertising, personal selling, sales promotion, public relations, and __________. a. public relations b. direct selling c. merchandising d. word-of-mouth e. direct marketing

Q: Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as __________ budgeting. a. percentage of sales b. competitive parity c. all-you-can-afford d. objective and task e. linear forecast

Q: The promotional mix includes advertising, personal selling, sales promotion, __________, and direct marketing. a. public relations b. infomercials c. merchandising d. word-of-mouth e. publicity