Q&A Hero

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.

Q: All of the following were elements of Taco Bell's Cool Ranch Doritos Locos Tacos IMC campaign EXCEPT: A. social media. B. outdoor. C. direct mail. D. public relations. E. cinema ads.

Q: According to the textbook, __________ recently won Advertising Age magazine's coveted Media Agency of the Year award. A. 72 and Sunny B. Carat C. Fallon D. LatinWorks E. Disney

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: 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: 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: 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: 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 the appropriate target audience 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: 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 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: 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. linear forecast budgeting. E. objective and task budgeting.

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: 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: 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: 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: Competitive parity budgeting refers to A. matching a competitor's absolute level of spending or the proportion per point of market share. B. allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold. C. allocating funds to a promotion only after all other budget items are covered. D. determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks. E. allocating funds to a promotion based on expected profits generated from it.

Q: A marketing manager at Ford computed the promotion-to-sales ratio for Ford, GM, and the auto industry itself. She found that Ford's ratio was 2.8%, GM's ratio was 4.5%, and the auto industry average was 6.7%. She then realized A. she had better find a new job as she had been responsible for these results. B. she needed to explain these numbers to her boss, especially in relation to the industry. C. GM shortly would be taking market share from Ford. D. she spent her promotional dollars effectively. E. she wasn't the marketer she thought she was.

Q: The formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by A. Total marketing costs. B. Marginal revenue. C. Average revenue. D. Net sales. E. Total sales.

Q: The best way to assess the effectiveness of all promotion expenditures during the past year is to compute a __________. A. break-even point B. promotion-to-sales ratio C. ROI D. promotion-to-expenses ratio E. advertising-to-sales promotion ratio

Q: The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs, to compare the effectiveness of their programs with competitors' programs, or to make comparisons with A. calculated break-even points. B. estimated return on investments. C. promotion-to-expense ratios. D. industry averages. E. advertising-to-sales promotion ratios.

Q: Managers often use the promotion-to-sales ratio on their marketing dashboards to assess how effective the integrated marketing communications program expenditures were at generating __________. A. sales B. customer satisfaction C. profits D. promotional sustainability E. CPM

Q: The promotion-to-sales ratio is a(n) __________ budgeting method. A. competitive parity B. all-you-can-afford C. percentage of sales D. objective and task E. linear forecast