Chapter 14: Integrated Marketing Communications and Direct Marketing LearnSmart

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The process a message is conveyed to others is known as:
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Communication
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Advertising, personal selling, and public relations r part of which element in the marketing mix?
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Promotion
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IMC stands for
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Integrated Message Communications
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In the marketing communication, the …….. refers to the company or person who has information to convey.
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source
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Within in the communication process, encoding could best be described as:
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transforming ideas into symbols
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Decoding
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refers to the process by which the receiver takes a set of symbols and transform them back to an idea.
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– Advertising – Personal selling – Public relations – Sales promotions – Direct Marketing r the five elements of the…..
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Promotional mix
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Any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor is known as:
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advertising
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When using the objectives and task method to determine the promotion budget, marketer must take which of the following steps:
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– Determine its promotion objectives – Determine the promotion costs for performing task.
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Put the five stages that a prospective buyer goes through, known as hierarchy of effects, in order from first to last
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– Awareness – Interest – Evaluation – Trial – Adoption
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Direct orders
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Results from offers that contain all the information to make a decision and complete the transaction.
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Lead generation
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Results from an offer designed to generate interest in a product and a request for more information.
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Traffic generation
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Results from an offer designated to motivate people to visit a business.
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Which of the following are methods of setting a budget for promotion:
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– Competitive parity – All you can afford – Objective and task
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Sales promotion
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refers to a short-term inducement of value to arouse interest in buying a good or service.
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The two promotional strategies used by a manufacturer to assist in moving a product through the channel of distribution r known as:
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– The push strategy – The pull strategy
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Introduction
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to inform
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Growth
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To persuade
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Maturity
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To remind
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Decline
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To phaseout (eliminate, withdraw)
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In the communication process, the ……… is the person who reads, hears, or sees the message.
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receiver
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The feedback loop in the communication process is made up of a ……… from the receiver and feedback, the interpretation of the same by the source.
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response
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In the percentage of the sales method of promotion budgeting, funds r allocated to promotion as a percentage of either ……………
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past or anticipated sales.
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Salespeople calling on wholesalers to encourage orders and providing sales assistance r typical of a ………
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push strategy
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The tools of the promotional mix r used primarily to do which of the following:
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– To remind buyers later about the benefits they enjoyed by using the product. – To persuade prospective buyers to try the product.
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Which two of the following promotional alternative benefit from the customization interaction between the seller and a prospective buyer:
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– Personal selling – Direct marketing
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While considering your competition in promotional budgeting is important, use of ………… budgeting may be not effective if u have different promotional objective that will be implemented with the different expenditures.
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competitive parity
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News stories, editorials, and announcement about organizations goods and services are examples of……
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publicity
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Personal selling
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is the two way selling flow of communication between a buyer and a seller designed to influence the buyer’s purchase decision.
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Which two of the promotional alternative benefit from a customized interaction between the seller and a prospective buyer?
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– Personal selling – Direct marketing
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Attempts to influence feelings, opinions, or beliefs held by customers and others about a company and its products r called …..
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public relations
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Image that a firm sends out a message in the form of a print advertisement of a product. Which of the following elements is most likely to contribute to receivers decoding the message differently?
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whether or not the receiver is a user of the firm’s product. (This will impact a receiver’s field of experience)
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The channel of communication
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is the means by which the message is conveyed to the consumer.
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For a message to be communicated effectively, the sender and receiver must have a mutually shared ……….. , a similar understanding and knowledge they apply to the message.
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field of experience
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Telephone solicitations, mail, infomercials, catalogs, and emails can all be considered part of …..
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direct marketing
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Which two of the following r advantages of the personal selling:
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– ability to modify the message based on immediate feedback. – Reduction in wasted coverage
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Which of the following refers to the extraneous factors that can work against effective communication by distorting a message or feedback received?
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Noise
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In the communication process, the information sent by the source forms ………..
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the message.
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Which two of the following would most likely be used by a firm when its product is in the growth stage of the product life cycle?
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– Personal selling that solidifies the channel of distribution. – Advertising the stresses brand differences.
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The all you can afford method of promotion budgeting has been criticized for:
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not being based on the promotion sales relationship nor on the production objections.
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Developing, executing, and assessing the promotional program helps an organization by ……………
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prescribing a strategy approach that improve promotional decisions.
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Which of the following r benefits consumer reports regarding their experience with direct marketing?
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– Save time and money – 24 hour shopping
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Which two of the following would be considered part of the feedback loop in the communication process?
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– A consumer uses a used car as a result of their interaction with a sales person. (ex. of a response) – A retailer notices a increase in sales following its purchase of advertising in Sunday’s paper. (ex. of feedback)
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It would be considered ………. if a sales person uses so much industry jargon that a prospective buyer was unable to understand the message properly.
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noise
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By paying for ………., a company can control what it wants to say, when to send its message, and to some extent to whom the message is sent.
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advertising
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Which two of the following r disadvantages of advertising?
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– Lack of direct feedback – High absolute cost
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Sales promotion 1
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often stimulates sales for its duration, but gains r often temporary and sales drop off when the deal ends.
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Sales promotions should not be conducted ……….; they will loose their effectiveness as customers begins to delay purchase until the promotion is offered again or question’s the product’s values.
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continuosly
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Which of the following is a particular challenge for the coordination of a consistent promotional effort?
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Promotional elements r often the responsibilities of different departments.
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Personal selling to provide information and support after the sale and advertising in trade publications r common promotion elements when the purchaser is:
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A business buyer
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Intermediaries in the marketing channel benefit from ……. through which intermediaries receive marketing advice and expertise, in addition to information about allowed markup, merchandising support, and return policies.
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personal selling
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Which of the following would most likely to be used by a firm when its product is in the maturity stage of the product life cycle?
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Sales promotion to maintain loyalty.
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Little money is spent on any type of promotion during which of the following stages of the product life cycle?
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Decline
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When a pharmaceutical company uses the phrase “Ask u doctor if Zetia is right for u” in its print advertising, it is an example of a ……
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pull strategy
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To the extent that time and money permit, the target audience for the promotion program should ………….
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match the target market for the firm’s products.
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Successful promotion design r often the result of …….
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insight regarding the consumer’s interest and purchasing behavior.
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Which of the following activities r likely to be affected by seasonality?
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scheduling the promotion
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Which of the following r characteristics of an effective promotional objective?
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– Designed for a well-design target audience. – Measurable – Covering a specified period of time.
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Which of the following r challenges facing direct marketers in global markets today?
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– Countries with less reliable and secure email system. – Countries with mandatory “opt-in” requirements. – Lack of credit and credit cards in different part of the world.
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When a manufacturing direct the promotional mix at ultimate consumer to encourage them to ask the retailer for a product, and the retailer then orders it from the wholesaler it is known as a …………….
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pull strategy
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Which of the following is a key element in any direct marketing program?
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databases
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Which of the following is related to the dramatic growth of direct marketing?
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increasing interest in the customer relationship management.
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The high cost …….. is a major disadvantage; on a cost-per-contact basis, it is generally the most expensive of the five promotional elements.
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personal selling
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which of the following is the ethical concern most likely to be an issue for the direct marketer?
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privacy
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Publicity, lobbying efforts, and press conference r some of the tools used in ………
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Public relations
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A marketing message may never make it to the desired receiver if an error is made in determining ……
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the channel used for the message.
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A tool used to evaluate a company current processes and assets such as internal communication, key audiences, databases, advertising messages, and promotion expertise is known as …..
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IMC audit Integrated Marketing Communication
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The ideal execution of a promotion program involves …….. each design to allow for changes and modifications, and then …….. to evaluate the impact of each promotion and its contribution toward the objectives.
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pretesting / post-testing
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When manufacturers face resistance from channel members who do not want to order a new product, they may instead implement a …….. strategy to stimulate demand at the consumer level.
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pull
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Which of the following is the advantage of publicity?
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credibility
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When Ford motor company provides its Ford and Lincoln-Mercury dealers with incentives for meeting or exceeding its goals, this is an example of ……..
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push strategy
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Push and Pull strategy assist the manufacturer in:
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moving a product through the channel of distribution.
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Publicity
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News stories, editorials, and announcement about organization goods and services r examples of:

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