Q&A Hero

Q: Advertisements basically consist of two types: __________ and __________. A. prepurchase; postpurchase B. promotional; reinforcement C. promotional; informative D. product; service E. product; institutional

Q: The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store is using? A. a contest B. a premium C. a deal D. a rebate E. a sample

Q: Advertising refers to A. any non-paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. B. any paid form of personal communication about an organization, product, service, or idea by an identified sponsor. C. any nonpaid form of personal communication about an organization, product, service, or idea by an unidentified sponsor. D. any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. E. any paid form of nonpersonal communication about an organization, product, service, or idea by an unidentified sponsor.

Q: Short-term price reductions like two-for-one commonly used to increase trial among potential customers or to retaliate against a competitor's actions is commonly referred to as a __________. A. coupon B. deal C. sample D. premium E. product placement

Q: Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as __________. A. publicity B. sales promotion C. advertising D. personal selling E. direct marketing

Q: A mother handed her college-aged son a clipped __________ and said, "Use this to get 25 cents off the Birds Eye lima beans I need you to pick up for dinner," which shows that Birds Eye has been successful in its attempt to stimulate demand. A. coupon B. rebate C. sample D. deal E. premium

Q: Advertisers are excited about online TV because A. ads look better on high definition (HD) computer screens. B. it will offer target audiences who are engaged. C. there will be more advertising space available. D. it uses old technology so investment is minimal. E. measuring TV viewership will be easier.

Q: Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial) of various products by offering them a discounted price. A. deals B. rebates C. samples D. premiums E. coupons

Q: Television rating company Nielsen has labeled which of the following the "Zero TV" households? A. those who watch absolutely no television programming B. traditional broadcast viewers C. online TV viewers D. satellite TV viewers E. cable TV viewers

Q: All of the following add to the costs of coupons EXCEPT: A. misredemption. B. redemption. C. customer handling. D. clearinghouse costs. E. the advertisement to deliver it.

Q: The next big change coming to television advertising will most likely be A. OTV or online TV. B. digital video recorders (DVRs). C. 16 K Ultra HD satellite TV. D. 90-second commercials. E. iPad remote controls.

Q: All of the following statements are true about coupons EXCEPT: A. coupon redemption rates have been increasing in recent years as the weak economy has increased the attractiveness of coupons. B. companies that have decreased their use of coupons as redemption rates have fallen. C. the number of coupons generated at Internet sites and on mobile phones has been increasing. D. online coupons only account for a small percentage of total coupon redemptions. E. most coupons are distributed as freestanding inserts in newspapers.

Q: For marketers, the primary objective of coupons is to __________. A. increase foot traffic in supermarkets B. encourage repeat purchases C. stimulate trial D. retaliate against competitor's actions E. minimize brand-switching

Q: Sales promotions that usually offer a discounted price to the consumer, which encourages trial of the product, are commonly referred to as __________. A. deals B. rebates C. samples D. coupons E. premiums

Q: When preparing to go shopping after the Christmas holidays, Christy actively scans the ads in the local newspaper for coupons and contests. While in the store, Christy also looks for free samples of new products and products she hasn't purchased previously. The coupons, contests, and free samples are all examples of __________. A. advertising B. publicity C. sales promotion D. personal selling E. direct marketing

Q: Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company's __________ and __________. A. advertising; public relations B. advertising; personal selling C. personal selling; public relations D. personal selling; direct marketing E. advertising; direct marketing

Q: Sales tools like coupons and premiums that are used to support a company's advertising and personal selling directed to ultimate consumers are referred to as __________. A. trade-oriented sales promotions B. manufacturers' promotions C. channel promotions D. consumer-oriented sales promotions E. reseller promotions

Q: Consumer-oriented sales promotions refer to A. sales tools like coupons and premiums used to support a company's advertising and personal selling directed to ultimate consumers. B. promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. C. methods used to get a nonpersonal, indirectly paid presentation of a company or its products. D. advertisements that show actual consumers using the product. E. sales promotions that supplement advertising and personal selling and are directed to wholesalers, retailers, or distributors.

Q: Sales promotion expenditures account for of all promotional spending. A. 5 percent B. 12 percent C. 19 percent D. 24 percent E. 33 percent

Q: Sales promotion has become a key element of the promotional mix, which now accounts for __________ in annual expenditures. A. $100 million B. $255 million C. $5 billion D. $25 billion E. $70 billion

Q: Posttests that involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of A. aided recall tests. B. unaided recall tests. C. attitude tests. D. sales tests. E. inquiry tests.

Q: Which of the following statements about sales tests is most accurate? A. With sales tests, product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the cost inquiries are considered the most effective. B. With sales tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting. C. Sales tests involve studies such as controlled experiments and consumer purchase tests to measure actual purchases. D. In a sales test, respondents are asked questions to measure changes in their attitudes after an advertising campaign. E. In a sales test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.

Q: Which of the following statements about inquiry tests is most accurate? A. With inquiry tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting. B. With inquiry tests, product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are considered most effective. C. Inquiry tests involve studies such as controlled experiments and consumer purchase tests. D. In an inquiry test, respondents are asked questions to measure changes in their attitudes after an advertising campaign. E. In an inquiry test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.

Q: A researcher asked Kelly, as a subscriber to Fitness magazine, which ads she remembered seeing in the most recent issue. Then Kelly was asked questions about the content and appearance of the ads she remembered. The researcher was using __________ to test the effectiveness of ads in the magazine. A. inquiry testing B. concept testing C. portfolio testing D. aided recall E. unaided recall

Q: Starch Test Image The Starch test used aided recall to determine the percentage of those (1) remember seeing a specific magazine ad, (2) who saw or read any part of the ad identifying the product or brand, (3) who read any part of the ad's copy, and (4) __________. A. who read at least half of the ad B. who felt the ad was vague or ambiguous C. who felt elements of the ad were inappropriate D. who could summarize the key ad points in their own words E. who remembered having seen the ad before and had already tried the product

Q: Starch Test Image The Starch test uses aided recall to determine the percentage of those who: (1) remember seeing a specific magazine ad; (2) saw or read any part of the ad identifying the product or brand (seen-associated); (3) __________; and (4) who read at least half of the ad. A. who felt the ad was vague or ambiguous B. who felt elements of the ad were inappropriate C. who read any part of the ad's copy D. who could summarize the key ad points in their own words E. who remembered having seen the ad before and had already tried the product

Q: Starch Test Image The Starch test determines the percentage who: (1) remember seeing a specific magazine ad, (2) __________, (3) read any part of the ad, and (4) read at least half of the ad. A. felt the ad was vague or ambiguous B. saw or read any part of the ad identifying the product or brand C. felt elements of the ad were inappropriate D. could summarize the key ad points in their own words E. remembered having seen the ad before and had already tried the product

Q: Starch Test Image The Starch test uses aided recall to determine the percentage of those who: (1) __________, (2) saw or read any part of the ad identifying the product or brand, (3) read any part of the ad's copy, and (4) read at least half of the ad. A. felt the ad was vague or ambiguous B. felt elements of the ad were inappropriate C. could summarize the key ad points in their own words D. remember seeing a specific magazine ad E. remembered having seen the ad before and had already tried the product

Q: Starch Test Image The Starch test uses a(n) __________ to determine the percentages of those who remember seeing a specific magazine ad, who saw or read any part of the ad identifying the product or brand, who read any part of the ad's copy, and who read at least half of the ad. A. attitude test B. prompted response test C. inquiry test D. concept test E. aided recall test

Q: Starch Test Image The Starch test shown above is an example of a(n) A. sales test. B. unaided recall test. C. aided recall test. D. inquiry test. E. concept test.

Q: There are five common approaches to posttests: aided recall, unaided recall, attitude tests, __________, and sales tests. A. exposure tests B. inquiry tests C. performance tests D. jury tests E. comparison tests

Q: There are five common approaches to posttests: aided recall, unaided recall, __________, inquiry tests, and sales tests. A. exposure tests B. attitude tests C. performance tests D. jury tests E. comparison tests

Q: There are five common approaches to posttests: aided recall, __________, attitude tests, inquiry tests, and sales tests. A. exposure tests B. performance tests C. unaided recall D. jury tests E. comparison tests

Q: All of the following are challenges and opportunities that direct marketing faces in global markets EXCEPT: A. the need for improved reliability and security in many countries has slowed the growth of direct mail. B. the dramatic growth of mobile phone penetration has created an opportunity for direct mobile marketing. C. the use of web "tracking" tools by direct marketers to segment consumers and match them with advertising are appreciated by consumers because they speed up the online purchase process. D. the mail, telephone, and Internet systems in many countries are not as well developed as they are in the U.S. E. the European Union passed a consumer privacy law, called the Data Protection Directive due to consumer concerns about privacy.

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: A new version of the Data Protection Directive, called the __________, will address new developments such as social networks and cloud computing and take effect in 2016. A. General Data Protection Regulation B. Personal Identity Law C. Intellectual Property Act D. Credit Protection Act E. Shared Information Act

Q: Disney uses an integrated marketing communications (IMC)program 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: 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. A. Personal Identity Law B. Intellectual Property Act C. Data Protection Directive D. Credit Protection Act E. Shared Information Act

Q: To promote its theme parks with a uniform message 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 (an) A. integrated marketing cooperation. B. interactive media convergence. C. infrastructure of market customization. D. integrated marketing communications. E. integrated media convergence.

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: 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: Direct marketing faces several challenges and opportunities in global markets. Several countries, such as Australia and Japan, 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: 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: Amazon.com, a successful online retailer, manages an extensive customer database that is used to determine which products are suggested to each customer. Some data are best collected from the customer; other data are collected from the purchases its customers make. Which of the following customer data is best collected from Amazon? A. lifestyles B. brand C. demographics D. media use E. competitive products purchased

Q: Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities - advertising, personal selling, sales promotion, public relations, and direct marketing - to 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: Amazon.com, a successful online retailer, manages an extensive customer database that is used to determine which products are suggested to each customer. Some data are best collected from the customer; other data are collected from the purchases its customers make. Which of the following customer data is best collected from the customer? A. brand B. price C. demographics D. model preference E. quantity

Q: The concept of designing marketing communications programs that coordinate all promotional activities - advertising, personal selling, sales promotion, public relations, and direct marketing - to 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: All of the following are consumer-related data that comprise a direct marketing database (such as for a catalog) EXCEPT:A. media usage.B. demographics.C. past purchases.D. personality type.E. lifestyles.

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: __________ are 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. A. Databases B. Direct order fulfillments C. Lead generations D. First-mover advantages E. Direct order consignments

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: 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: 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: 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: 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: 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: 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: 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 __________. A. direct order fulfillment B. to make a public service announcement C. indirect order generation D. lead generation E. digital communication

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: 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: 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: 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: 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

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: The promotional mix includes advertising, personal selling, __________, public relations, and direct marketing. A. publicity B. infomercials C. merchandising D. word-of-mouth E. sales promotion

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: The promotional mix includes advertising, __________, sales promotion, public relations, and direct marketing. A. publicity B. personal selling C. merchandising D. branding E. people

Q: Which of the following statements regarding direct marketing is most accurate?A. Direct marketing now allows customers to shop 32 hours a day, 7 days a week.B. Although direct marketing usually saves customers time, it does not often save 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: The promotional mix includes __________, personal selling, sales promotion, public relations, and direct marketing. A. publicity B. infomercials C. advertising D. risk-free trials E. word-of-mouth

Q: Customers report many benefits of direct marketing, including __________. 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: Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that make up a firm's __________. A. cooperative advertising B. marketing mix C. media strategy D. promotional mix E. communication source

Q: All of the following forms of direct marketing were used to persuade consumers to purchase products EXCEPT: A. social media posts. B. sweepstakes. C. online. D. television offers. E. mail.

Q: The __________ includes advertising, personal selling, sales promotion, public relations, and direct marketing. A. promotional mix B. promotion channel C. communication message D. marketing matrix E. media mix

Q: Which of the following direct marketing tools is growing the fastest at 33 percent? A. mobile direct marketing B. social network direct marketing C. telemarketing D. e-mail marketing E. direct mail marketing

Q: The __________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing. A. product B. price C. place D. promotion E. advertising

Q: Direct marketing currently accounts for about __________ of the total U.S. gross domestic product. A. 9% B. 12% C. 15% D. 20% E. 25%

Q: Which of the following is NOT essential to engage today's customers using social media promotions? A. Encourage and respond to comments and feedback, both positive and negative. B. Create sweepstakes, contests, and deals that reward current and new customers. C. Post relevant content about the benefits and uses of the product. D. Send out a product sample to everyone who engages with a "Like" or "Follow" of the brand. E. Supplement text with photos and videos.

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: Marketers have observed that our marketplace is shifting to an "age of engagement." All of the following are forms of consumer engagement EXCEPT: A. QR codes. B. reality shows using online voting. C. Facebook Pages. D. Twitter re-tweets. E. public relations.

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.