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Exam 16: Integrated Marketing Communications and Direct Marketing

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Question 31

Multiple Choice

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Promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, be measurable, and:

A) cover a specified time period.
B) be based on clear market research.
C) contain some element of appeal, such as sex, fear, or humour.
D) stay within clearly defined budgetary constraints.

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

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Question 32

Multiple Choice

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A multiple choice writer tries to write a concise question, without lots of other superfluous items of information that may distract or confuse the reader of the question. These extraneous aspects of a given question are referred to as:

A) fatigue.
B) convention overload.
C) noise.
D) culture shock.

E) A) and B)
F) None of the above

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Question 33

Multiple Choice

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Reference: 16-03 Figure 16-4 -In Figure 16-4, line "A" shows that__________ , an element of the promotion mix, is highest in importance in the purchase stage of the buying decision.

Cardiac Science is a California-based company that makes defibrillators, heart monitors, and other medical equipment. It is preparing to market its products in Greece. The company's marketing manager is responsible for the promotional campaign in Greece, and she wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience. Which of the following is the best example of a communications problem that might arise Because her field of experience is different from that of her audience?

When Coca-Cola sends their sales reps to speak with the owners of a 7-Eleven and Mac's Milk, they are using which channel strategy?

As an 'American' football junkie, you begin describing to your friend the play-by-play of last night's thriller. Your friend is a 'European' football addict, and just nods his head, although it is clear he is not interested. Which part of the communication process is the likely reason for this?

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket, you demonstrated the efficacy of Crest's:

The first decision in developing a promotion program is to:

Which was the major reason why Glen Bell decided to leave the burger restaurant market and open a taco restaurant?

A paid advertisement for the Texas Department of Economic Development, tourism 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 as a(n) :

What three product characteristics should be considered when selecting promotional tools? For each characteristic, give an example of a product where the characteristic is very important.

Which of the promotional elements requires expensive database management and is experiencing a declining response rate?

Hyundai developed its "Smart is in" advertising campaign based on extensive consumer research. In terms of the communication process, the __________in the "Smart is in" advertisements informed prospective customers that Hyundai was for the savvy shopper who is not concerned with brand image.

Hyundai developed its "Smart is in" advertising campaign based on extensive consumer research. In terms of the communication process, the__________ for the information in the "Smart is in" advertisements is Hyundai, its producer.

Kraft Canada created an advertisement for its Cheez Whiz processed cheese spread. In terms of the communication process, the __________for the information in the Cheez Whiz advertisement is Kraft Canada, its manufacturer.

Coca-Cola uses cookies to record and understand a user's web-browsing habits and interests. They then use this information to decide which advertisements you see on a given webpage, to ensure they are most aligned with your interests. The concept is Called:

A local sub-sandwich shop delivered mail-outs to all residents of a small town that encouraged them to call the shop to find out about custom-made and catered birthday and holiday sandwiches. The shop was focused on:

While only using one channel of communication is useful, combinations of many media alternatives (an effective IMC) are required to reach__________ today.

Often businesses assume that by tying budget to sales, a company may have the least amount to spend when it actually needs the greatest amount of promotion dollars. This is a major fallacy of which method?

A rapidly growing trend in marketing communications is: