Chapter 14: Integrated Marketing Communications and Direct Marketing LearnSmart – Flashcards

question
The process a message is conveyed to others is known as:
answer
Communication
question
Advertising, personal selling, and public relations r part of which element in the marketing mix?
answer
Promotion
question
IMC stands for
answer
Integrated Message Communications
question
In the marketing communication, the ........ refers to the company or person who has information to convey.
answer
source
question
Within in the communication process, encoding could best be described as:
answer
transforming ideas into symbols
question
Decoding
answer
refers to the process by which the receiver takes a set of symbols and transform them back to an idea.
question
- Advertising - Personal selling - Public relations - Sales promotions - Direct Marketing r the five elements of the.....
answer
Promotional mix
question
Any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor is known as:
answer
advertising
question
When using the objectives and task method to determine the promotion budget, marketer must take which of the following steps:
answer
- Determine its promotion objectives - Determine the promotion costs for performing task.
question
Put the five stages that a prospective buyer goes through, known as hierarchy of effects, in order from first to last
answer
- Awareness - Interest - Evaluation - Trial - Adoption
question
Direct orders
answer
Results from offers that contain all the information to make a decision and complete the transaction.
question
Lead generation
answer
Results from an offer designed to generate interest in a product and a request for more information.
question
Traffic generation
answer
Results from an offer designated to motivate people to visit a business.
question
Which of the following are methods of setting a budget for promotion:
answer
- Competitive parity - All you can afford - Objective and task
question
Sales promotion
answer
refers to a short-term inducement of value to arouse interest in buying a good or service.
question
The two promotional strategies used by a manufacturer to assist in moving a product through the channel of distribution r known as:
answer
- The push strategy - The pull strategy
question
Introduction
answer
to inform
question
Growth
answer
To persuade
question
Maturity
answer
To remind
question
Decline
answer
To phaseout (eliminate, withdraw)
question
In the communication process, the ......... is the person who reads, hears, or sees the message.
answer
receiver
question
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.
answer
response
question
In the percentage of the sales method of promotion budgeting, funds r allocated to promotion as a percentage of either ...............
answer
past or anticipated sales.
question
Salespeople calling on wholesalers to encourage orders and providing sales assistance r typical of a .........
answer
push strategy
question
The tools of the promotional mix r used primarily to do which of the following:
answer
- To remind buyers later about the benefits they enjoyed by using the product. - To persuade prospective buyers to try the product.
question
Which two of the following promotional alternative benefit from the customization interaction between the seller and a prospective buyer:
answer
- Personal selling - Direct marketing
question
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.
answer
competitive parity
question
News stories, editorials, and announcement about organizations goods and services are examples of......
answer
publicity
question
Personal selling
answer
is the two way selling flow of communication between a buyer and a seller designed to influence the buyer's purchase decision.
question
Which two of the promotional alternative benefit from a customized interaction between the seller and a prospective buyer?
answer
- Personal selling - Direct marketing
question
Attempts to influence feelings, opinions, or beliefs held by customers and others about a company and its products r called .....
answer
public relations
question
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?
answer
whether or not the receiver is a user of the firm's product. (This will impact a receiver's field of experience)
question
The channel of communication
answer
is the means by which the message is conveyed to the consumer.
question
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.
answer
field of experience
question
Telephone solicitations, mail, infomercials, catalogs, and emails can all be considered part of .....
answer
direct marketing
question
Which two of the following r advantages of the personal selling:
answer
- ability to modify the message based on immediate feedback. - Reduction in wasted coverage
question
Which of the following refers to the extraneous factors that can work against effective communication by distorting a message or feedback received?
answer
Noise
question
In the communication process, the information sent by the source forms ...........
answer
the message.
question
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?
answer
- Personal selling that solidifies the channel of distribution. - Advertising the stresses brand differences.
question
The all you can afford method of promotion budgeting has been criticized for:
answer
not being based on the promotion sales relationship nor on the production objections.
question
Developing, executing, and assessing the promotional program helps an organization by ...............
answer
prescribing a strategy approach that improve promotional decisions.
question
Which of the following r benefits consumer reports regarding their experience with direct marketing?
answer
- Save time and money - 24 hour shopping
question
Which two of the following would be considered part of the feedback loop in the communication process?
answer
- 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)
question
It would be considered .......... if a sales person uses so much industry jargon that a prospective buyer was unable to understand the message properly.
answer
noise
question
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.
answer
advertising
question
Which two of the following r disadvantages of advertising?
answer
- Lack of direct feedback - High absolute cost
question
Sales promotion 1
answer
often stimulates sales for its duration, but gains r often temporary and sales drop off when the deal ends.
question
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.
answer
continuosly
question
Which of the following is a particular challenge for the coordination of a consistent promotional effort?
answer
Promotional elements r often the responsibilities of different departments.
question
Personal selling to provide information and support after the sale and advertising in trade publications r common promotion elements when the purchaser is:
answer
A business buyer
question
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.
answer
personal selling
question
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?
answer
Sales promotion to maintain loyalty.
question
Little money is spent on any type of promotion during which of the following stages of the product life cycle?
answer
Decline
question
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 ......
answer
pull strategy
question
To the extent that time and money permit, the target audience for the promotion program should .............
answer
match the target market for the firm's products.
question
Successful promotion design r often the result of .......
answer
insight regarding the consumer's interest and purchasing behavior.
question
Which of the following activities r likely to be affected by seasonality?
answer
scheduling the promotion
question
Which of the following r characteristics of an effective promotional objective?
answer
- Designed for a well-design target audience. - Measurable - Covering a specified period of time.
question
Which of the following r challenges facing direct marketers in global markets today?
answer
- 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.
question
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 ................
answer
pull strategy
question
Which of the following is a key element in any direct marketing program?
answer
databases
question
Which of the following is related to the dramatic growth of direct marketing?
answer
increasing interest in the customer relationship management.
question
The high cost ........ is a major disadvantage; on a cost-per-contact basis, it is generally the most expensive of the five promotional elements.
answer
personal selling
question
which of the following is the ethical concern most likely to be an issue for the direct marketer?
answer
privacy
question
Publicity, lobbying efforts, and press conference r some of the tools used in .........
answer
Public relations
question
A marketing message may never make it to the desired receiver if an error is made in determining ......
answer
the channel used for the message.
question
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 .....
answer
IMC audit Integrated Marketing Communication
question
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.
answer
pretesting / post-testing
question
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.
answer
pull
question
Which of the following is the advantage of publicity?
answer
credibility
question
When Ford motor company provides its Ford and Lincoln-Mercury dealers with incentives for meeting or exceeding its goals, this is an example of ........
answer
push strategy
question
Push and Pull strategy assist the manufacturer in:
answer
moving a product through the channel of distribution.
question
Publicity
answer
News stories, editorials, and announcement about organization goods and services r examples of:
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question
The process a message is conveyed to others is known as:
answer
Communication
question
Advertising, personal selling, and public relations r part of which element in the marketing mix?
answer
Promotion
question
IMC stands for
answer
Integrated Message Communications
question
In the marketing communication, the ........ refers to the company or person who has information to convey.
answer
source
question
Within in the communication process, encoding could best be described as:
answer
transforming ideas into symbols
question
Decoding
answer
refers to the process by which the receiver takes a set of symbols and transform them back to an idea.
question
- Advertising - Personal selling - Public relations - Sales promotions - Direct Marketing r the five elements of the.....
answer
Promotional mix
question
Any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor is known as:
answer
advertising
question
When using the objectives and task method to determine the promotion budget, marketer must take which of the following steps:
answer
- Determine its promotion objectives - Determine the promotion costs for performing task.
question
Put the five stages that a prospective buyer goes through, known as hierarchy of effects, in order from first to last
answer
- Awareness - Interest - Evaluation - Trial - Adoption
question
Direct orders
answer
Results from offers that contain all the information to make a decision and complete the transaction.
question
Lead generation
answer
Results from an offer designed to generate interest in a product and a request for more information.
question
Traffic generation
answer
Results from an offer designated to motivate people to visit a business.
question
Which of the following are methods of setting a budget for promotion:
answer
- Competitive parity - All you can afford - Objective and task
question
Sales promotion
answer
refers to a short-term inducement of value to arouse interest in buying a good or service.
question
The two promotional strategies used by a manufacturer to assist in moving a product through the channel of distribution r known as:
answer
- The push strategy - The pull strategy
question
Introduction
answer
to inform
question
Growth
answer
To persuade
question
Maturity
answer
To remind
question
Decline
answer
To phaseout (eliminate, withdraw)
question
In the communication process, the ......... is the person who reads, hears, or sees the message.
answer
receiver
question
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.
answer
response
question
In the percentage of the sales method of promotion budgeting, funds r allocated to promotion as a percentage of either ...............
answer
past or anticipated sales.
question
Salespeople calling on wholesalers to encourage orders and providing sales assistance r typical of a .........
answer
push strategy
question
The tools of the promotional mix r used primarily to do which of the following:
answer
- To remind buyers later about the benefits they enjoyed by using the product. - To persuade prospective buyers to try the product.
question
Which two of the following promotional alternative benefit from the customization interaction between the seller and a prospective buyer:
answer
- Personal selling - Direct marketing
question
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.
answer
competitive parity
question
News stories, editorials, and announcement about organizations goods and services are examples of......
answer
publicity
question
Personal selling
answer
is the two way selling flow of communication between a buyer and a seller designed to influence the buyer's purchase decision.
question
Which two of the promotional alternative benefit from a customized interaction between the seller and a prospective buyer?
answer
- Personal selling - Direct marketing
question
Attempts to influence feelings, opinions, or beliefs held by customers and others about a company and its products r called .....
answer
public relations
question
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?
answer
whether or not the receiver is a user of the firm's product. (This will impact a receiver's field of experience)
question
The channel of communication
answer
is the means by which the message is conveyed to the consumer.
question
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.
answer
field of experience
question
Telephone solicitations, mail, infomercials, catalogs, and emails can all be considered part of .....
answer
direct marketing
question
Which two of the following r advantages of the personal selling:
answer
- ability to modify the message based on immediate feedback. - Reduction in wasted coverage
question
Which of the following refers to the extraneous factors that can work against effective communication by distorting a message or feedback received?
answer
Noise
question
In the communication process, the information sent by the source forms ...........
answer
the message.
question
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?
answer
- Personal selling that solidifies the channel of distribution. - Advertising the stresses brand differences.
question
The all you can afford method of promotion budgeting has been criticized for:
answer
not being based on the promotion sales relationship nor on the production objections.
question
Developing, executing, and assessing the promotional program helps an organization by ...............
answer
prescribing a strategy approach that improve promotional decisions.
question
Which of the following r benefits consumer reports regarding their experience with direct marketing?
answer
- Save time and money - 24 hour shopping
question
Which two of the following would be considered part of the feedback loop in the communication process?
answer
- 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)
question
It would be considered .......... if a sales person uses so much industry jargon that a prospective buyer was unable to understand the message properly.
answer
noise
question
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.
answer
advertising
question
Which two of the following r disadvantages of advertising?
answer
- Lack of direct feedback - High absolute cost
question
Sales promotion 1
answer
often stimulates sales for its duration, but gains r often temporary and sales drop off when the deal ends.
question
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.
answer
continuosly
question
Which of the following is a particular challenge for the coordination of a consistent promotional effort?
answer
Promotional elements r often the responsibilities of different departments.
question
Personal selling to provide information and support after the sale and advertising in trade publications r common promotion elements when the purchaser is:
answer
A business buyer
question
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.
answer
personal selling
question
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?
answer
Sales promotion to maintain loyalty.
question
Little money is spent on any type of promotion during which of the following stages of the product life cycle?
answer
Decline
question
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 ......
answer
pull strategy
question
To the extent that time and money permit, the target audience for the promotion program should .............
answer
match the target market for the firm's products.
question
Successful promotion design r often the result of .......
answer
insight regarding the consumer's interest and purchasing behavior.
question
Which of the following activities r likely to be affected by seasonality?
answer
scheduling the promotion
question
Which of the following r characteristics of an effective promotional objective?
answer
- Designed for a well-design target audience. - Measurable - Covering a specified period of time.
question
Which of the following r challenges facing direct marketers in global markets today?
answer
- 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.
question
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 ................
answer
pull strategy
question
Which of the following is a key element in any direct marketing program?
answer
databases
question
Which of the following is related to the dramatic growth of direct marketing?
answer
increasing interest in the customer relationship management.
question
The high cost ........ is a major disadvantage; on a cost-per-contact basis, it is generally the most expensive of the five promotional elements.
answer
personal selling
question
which of the following is the ethical concern most likely to be an issue for the direct marketer?
answer
privacy
question
Publicity, lobbying efforts, and press conference r some of the tools used in .........
answer
Public relations
question
A marketing message may never make it to the desired receiver if an error is made in determining ......
answer
the channel used for the message.
question
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 .....
answer
IMC audit Integrated Marketing Communication
question
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.
answer
pretesting / post-testing
question
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.
answer
pull
question
Which of the following is the advantage of publicity?
answer
credibility
question
When Ford motor company provides its Ford and Lincoln-Mercury dealers with incentives for meeting or exceeding its goals, this is an example of ........
answer
push strategy
question
Push and Pull strategy assist the manufacturer in:
answer
moving a product through the channel of distribution.
question
Publicity
answer
News stories, editorials, and announcement about organization goods and services r examples of: