Question 1

According to Estelle Metayer, a Competia privacy expert, 62% of consumers are vulnerable to security attacks because they:

Accepted Answer

The answer of According to Estelle Metayer, a Competia privacy...

Question 2

Discuss the role of promotion in the four stages of the product life cycle.

Accepted Answer

The answer of Discuss the role of promotion in the...

Question 3

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. The antique mall was using the postcard for:

Accepted Answer

The antique mall is using the postcard to generate traffic to their store by inviting Pauline to attend an exclusive open house event. The 10 percent discount on her first purchase is an incentive to entice her to make a purchase during the event. This is not lead generation because Pauline is already a potential customer of the antique mall, nor is it indirect order consignment or direct order fulfillment because no specific product is being promoted on the postcard.

Question 4

What are the advantages and disadvantages of using advertising in the promotional mix?

Accepted Answer

The answer of What are the advantages and disadvantages of...

Question 5

According to a study by the Canadian Marketing Association (CMA), __________concerns trump __________when it comes to a consumer's acceptance of targeted ads
Based on their online behaviour.

Accepted Answer

Privacy concerns outweigh perceived value in influencing consumer acceptance of targeted ads based on their online behavior, according to the Canadian Marketing Association study.

Question 6

List the key elements of the communication process. Briefly describe each.

Accepted Answer

The answer of List the key elements of the communication...

Question 7

What is the promotional mix? Briefly describe each of the five promotional alternatives: advertising, personal selling, public relations, sales promotion, and direct marketing.

Accepted Answer

The answer of What is the promotional mix? Briefly describe...

Question 8

Many companies are now sending messages to mobile phones as part of their direct mobile marketing strategy. These messages are often:

Accepted Answer

Text messages, also known as SMS, are the most common and effective way for companies to send messages to mobile phones as part of their direct mobile marketing strategy. Text messages are short and concise, making them easy to read and understand quickly. They also have a high open and response rate compared to other forms of communication.

Question 9

A paid advertisement for the Texas Department of Economic Development, tourism division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website, or use a toll free number to request more information about vacation destinations in Texas. The primary purpose of this ad was as a(n):

Accepted Answer

The ad's main goal is to generate leads by encouraging readers to request more information about vacation destinations in Texas through various methods.

Question 10

E-mail newsletters and ezines are a great way to direct interested readers to the site to learn more. These tools would be used for:

Accepted Answer

E-mail newsletters and ezines are primarily used for traffic generation, as they direct interested readers to the website to learn more about a product or service. While they may indirectly contribute to lead generation and even indirect order fulfillment, their primary purpose is driving traffic to the website. They are not typically used for direct order consignment, as that would involve a more direct sales approach.

Question 11

According to one researcher, seeing the results of an IMC program varies based on the existing amount of sales of an organization. In general, what is TRUE about IMC is the

Accepted Answer

Companies with higher sales will take longer to see the results of an IMC program because they have a larger existing customer base and sales volume, making incremental changes less immediately noticeable.

Question 12

Sending SMS and MMS messages and advertising are methods used by companies when they want to reach__________ .

Accepted Answer

Gen Y, also known as Millennials, are the most likely demographic to use SMS and MMS messaging and respond to mobile advertising. They are the first generation to grow up with smartphones and have a heavy reliance on mobile devices for communication and information.

Question 13

The Doritos Locos Tacos campaign was so successful for Taco Bell because they used:

Accepted Answer

The Doritos Locos Tacos campaign was successful due to Taco Bell's use of an integrated marketing campaign approach, which effectively combined various marketing channels and strategies to reach a wide audience.

Question 14

With direct marketing the result of offers that contain all the information necessary, for a prospective buyer to make a decision to purchase and complete the transaction are referred to as:

Accepted Answer

Direct marketing relies on direct orders, which are the desired result of an offer. This means that the offer must contain all the necessary information for the prospective buyer to make a decision and complete the transaction without needing further information or persuasion. Indirect orders, lead generation bottlenecks, and traffic generation problems do not accurately describe the desired outcome of direct marketing offers.

Question 15

According to Estelle Metayer, privacy expert at Competia, privacy issues could possibly be managed in one of the following EXCEPT:

Accepted Answer

The other options (Centurions, Data lockdown, Icarus) involve some form of regulation or oversight to manage privacy issues, while Data-slayers is referring to criminal activity.

Question 16

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

Accepted Answer

The mail-outs were aimed at generating leads for the shop by encouraging residents to call and inquire about custom-made and catered sandwiches for special occasions. Therefore, the shop's focus was on lead generation.

Question 17

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

Accepted Answer

The passage states that Glen Bell "decided to switch from the burger restaurant market to the taco business" because "there were already too many competitors selling burgers." This indicates that an increase in competition was the major reason for his decision to switch.

Question 18

What are the advantages and disadvantages of using personal selling in the promotional mix?

Accepted Answer

The answer of What are the advantages and disadvantages of...

Question 19

In the Doritos Locos Tacos campaign, Taco Bell spent their promotional mix dollars in:

Accepted Answer

The answer of In the Doritos Locos Tacos campaign, Taco...

Question 20

To better understand consumers, companies are using integrated marketing databases to match their customer records with:

Accepted Answer

The answer of To better understand consumers, companies are using...

Quiz 16: Integrated Marketing Communications and Direct Marketing

According to Estelle Metayer, a Competia privacy expert, 62% of consumers are vulnerable to security attacks because they:

Discuss the role of promotion in the four stages of the product life cycle.

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. The antique mall was using the postcard for:

What are the advantages and disadvantages of using advertising in the promotional mix?

According to a study by the Canadian Marketing Association (CMA) , concerns trump when it comes to a consumer's acceptance of targeted ads Based on their online behaviour.

List the key elements of the communication process. Briefly describe each.

What is the promotional mix? Briefly describe each of the five promotional alternatives: advertising, personal selling, public relations, sales promotion, and direct marketing.

Many companies are now sending messages to mobile phones as part of their direct mobile marketing strategy. These messages are often:

E-mail newsletters and ezines are a great way to direct interested readers to the site to learn more. These tools would be used for:

According to one researcher, seeing the results of an IMC program varies based on the existing amount of sales of an organization. In general, what is TRUE about IMC is the

Sending SMS and MMS messages and advertising are methods used by companies when they want to reach__________ .

The Doritos Locos Tacos campaign was so successful for Taco Bell because they used:

With direct marketing the result of offers that contain all the information necessary, for a prospective buyer to make a decision to purchase and complete the transaction are referred to as:

According to Estelle Metayer, privacy expert at Competia, privacy issues could possibly be managed in one of the following EXCEPT:

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

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

What are the advantages and disadvantages of using personal selling in the promotional mix?

In the Doritos Locos Tacos campaign, Taco Bell spent their promotional mix dollars in:

To better understand consumers, companies are using integrated marketing databases to match their customer records with:

Quiz 16: Integrated Marketing Communications and Direct Marketing

According to Estelle Metayer, a Competia privacy expert, 62% of consumers are vulnerable to security attacks because they:

Discuss the role of promotion in the four stages of the product life cycle.

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. The antique mall was using the postcard for:

What are the advantages and disadvantages of using advertising in the promotional mix?

According to a study by the Canadian Marketing Association (CMA) , __________concerns trump __________when it comes to a consumer's acceptance of targeted ads Based on their online behaviour.

List the key elements of the communication process. Briefly describe each.

What is the promotional mix? Briefly describe each of the five promotional alternatives: advertising, personal selling, public relations, sales promotion, and direct marketing.

Many companies are now sending messages to mobile phones as part of their direct mobile marketing strategy. These messages are often:

E-mail newsletters and ezines are a great way to direct interested readers to the site to learn more. These tools would be used for:

According to one researcher, seeing the results of an IMC program varies based on the existing amount of sales of an organization. In general, what is TRUE about IMC is the

Sending SMS and MMS messages and advertising are methods used by companies when they want to reach__________ .

The Doritos Locos Tacos campaign was so successful for Taco Bell because they used:

With direct marketing the result of offers that contain all the information necessary, for a prospective buyer to make a decision to purchase and complete the transaction are referred to as:

According to Estelle Metayer, privacy expert at Competia, privacy issues could possibly be managed in one of the following EXCEPT:

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

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

What are the advantages and disadvantages of using personal selling in the promotional mix?

In the Doritos Locos Tacos campaign, Taco Bell spent their promotional mix dollars in:

To better understand consumers, companies are using integrated marketing databases to match their customer records with:

According to a study by the Canadian Marketing Association (CMA) , concerns trump when it comes to a consumer's acceptance of targeted ads Based on their online behaviour.