Question 1

Which of the following statements about the competitive- parity method of budgeting is true?

Accepted Answer

The competitive-parity method involves setting a budget based on what competitors are spending, reflecting the best thinking of others in the industry.

Question 2

In seeking to develop relationships with customers,a firm practicing IMC would be most likely to measure success by .

Accepted Answer

Integrated Marketing Communications (IMC) focuses on creating a unified and seamless experience for consumers to interact with the brand. Measuring success by "share of customer" aligns with IMC's goal of building long-term relationships and maximizing the value of each customer.

Question 3

Which of the following is an example of a bottom- up technique for developing promotional budgets?

Accepted Answer

The objective-task method is a bottom-up technique where the company sets its promotional budget based on the specific objectives it wants to achieve and the tasks required to accomplish them.

Question 4

Which of the following is typically true during the decline stage of the product life cycle?

Accepted Answer

During the decline stage, companies usually reduce their promotional budgets as the product is phased out, leading to decreased spending on all promotional efforts.

Question 5

An e- mail from Amazon.com offers free shipping on your next purchase of more than $35.This is an example of .

Accepted Answer

This is an example of sales promotion as it offers a financial incentive (free shipping) to encourage a purchase.

Question 6

Which of the following is true about database marketing?

Accepted Answer

Database marketing is interactive as it involves using customer data to create personalized marketing strategies and communications, enhancing customer engagement and relationships.

Question 7

Chevrolet runs a promotion whereby consumers can redeem two free single- day ski lift tickets at their local dealer through a test- drive promotion.According to the communication model,the people coming into the dealership to test- drive a vehicle are the .

Accepted Answer

The people coming into the dealership to test-drive a vehicle are providing feedback in the communication model, as their actions indicate a response to the promotion.

Question 8

When FedEx communicates with its target markets through the use of a print medium such as Newsweek magazine,it is using which element of the promotion mix?

Accepted Answer

FedEx is using advertising when it communicates with its target markets through a print medium such as Newsweek magazine. Advertising is a paid form of communication that is used to promote a product, service, or idea.

Question 9

Which of the following types of communication programs is typically the easiest to evaluate?

Accepted Answer

Sales promotion is typically the easiest to evaluate because it often includes measurable elements such as coupons, discounts, or special offers that can directly track consumer response and sales impact.

Question 10

If you visit ? HYPERLINK "http://www.diamondsareforever.com/" ?www.diamondsareforever.com,?you can design your own ring.This site,which is operated by De Beers,then allows you to e- mail a picture of your ring to friends and relatives.This way,they can share in the excitement and be informed of the Web site's existence.De Beers is using .

Accepted Answer

De Beers is using viral marketing, as they encourage users to share their custom ring designs with friends and relatives, thereby spreading awareness of the website through word-of-mouth and social sharing.

Question 11

In terms of the communication model,the animated M&M candies in television commercials .

Accepted Answer

The animated M&M candies act as representatives of the source, conveying the brand's message to the audience.

Question 12

An ad for Maybelline age- minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1- off coupon when they try the new makeup.In terms of the communication model,the medium of this ad is .

Accepted Answer

Ladies' Home Journal is the medium of the ad because it is the channel through which the ad is delivered to the target audience.

Question 13

In which step of the hierarchy of effects would a marketer most likely use celebrity endorsements and status appeals?

Accepted Answer

Celebrity endorsements and status appeals are often used to create a desire for a product by associating it with aspirational figures or lifestyles.

Question 14

An ad in a professional journal targeted to an audience of dentists asked dentists to recommend Crest toothpaste to their patients.It offered toothpaste samples that dentists could buy at cost to give to their patients to encourage patients to take better care of their teeth.The manufacturer of Crest toothpaste was using .

Accepted Answer

The manufacturer is using a push strategy by directly promoting the product to dentists, who then recommend it to their patients, effectively pushing the product through the distribution channel.

Question 15

The decision to use a cleaning genie to communicate the strength and power of Mr.Clean cleaning liquid is representative of the process of the communication model.

Accepted Answer

Encoding is the process of converting a message into a form that can be transmitted. In this case, the cleaning genie is the encoding device, and the message is the strength and power of Mr. Clean cleaning liquid.

Question 16

Companies often fail to integrate their various communications to consumers because .

Accepted Answer

Communications often come from different parts of the company, leading to a lack of integration and consistency in messaging.

Question 17

Integrated marketing communications require a company's mass- market advertisements,Web site,e- mail,and personal selling communications to all have .

Accepted Answer

Integrated marketing communications aim to deliver a consistent message and personality across all marketing channels to ensure coherence and reinforce the brand's image.

Question 18

Activities that deliberately deceive consumers or involve lying on behalf of clients are referred to as .

Accepted Answer

Stealth marketing involves deceptive practices where consumers are not aware they are being marketed to, often involving lying or misleading tactics.

Question 19

Business- to- consumer companies are more likely to emphasize a strategy,while business- to- business companies are more likely to emphasize a _ strategy.

Accepted Answer

The answer of Business- to- consumer companies are more likely...

Question 20

Which of the following best explains why a forty- year- old woman and a fifteen- year- old boy would interpret an ad for an age- minimizing makeup differently?

Accepted Answer

They have different frames of reference due to their age, experiences, and perspectives, which influence how they interpret the ad.

Quiz 12: Catch the Buzz: Promotional Strategy and Integrated Marketing Communication