Question 1

During the implementation phase of an IMC program,a firm will __________ and carry out promotion.

Accepted Answer

During the implementation phase of an IMC program a firm will pretest the promotion and carry out the promotion.

Question 2

During the implementation phase of an IMC program,a firm will pretest the promotion and __________.

Accepted Answer

The answer of During the implementation phase of an IMC...

Question 3

The group of prospective buyers toward which a promotion program is directed is referred to as a

Accepted Answer

The term "target audience" refers to the specific group of potential customers that a promotion program is designed to appeal to and ultimately influence to make a purchase. It is a crucial component of any marketing strategy, as identifying and understanding the needs and preferences of one's target audience is essential to creating effective promotional messages and choosing effective channels for distribution.

Question 4

Promotional programs are specifically directed toward a group of prospective buyers,or a(n)__________.

Accepted Answer

Promotional programs are designed and directed towards a specific group of potential buyers, known as the target audience. A target audience is a group of people identified as potential customers for a particular product or service. Therefore, option D - target audience is the correct choice.

Question 5

During the planning phase of an IMC program,a firm will __________,specify the promotion objectives,set the budget,select the right promotional tools,design the promotion,and schedule the promotion.

Accepted Answer

Identifying the target audience is a crucial step during the planning phase of an IMC program. Without knowing the target audience, it is difficult to specify promotion objectives, set a budget, select the right promotional tools, design the promotion, and schedule it. Therefore, identifying the target audience is an essential first step in the planning phase of an IMC program.

Question 6

The promotion decision process is divided into three phases.In Figure 17-6 above,"B" refers to the __________ phase.

Accepted Answer

The answer of The promotion decision process is divided into...

Question 7

The first decision in developing the promotion program is to __________.

Accepted Answer

Identifying the target audience is the first step in developing an effective promotion program as all further decisions will be based on the characteristics, preferences, and behavior of the target audience. The other options such as setting the budget, stating the mission, selecting the appeal, and selecting the media will come after identifying the target audience's needs and wants.

Question 8

During the planning phase of an IMC program,a firm will identify the target audience,__________,set the budget,select the right promotional tools,design the promotion,and schedule the promotion.

Accepted Answer

During the planning phase of an IMC program, one of the key steps is to specify the promotion objectives. This involves clearly defining what the promotional campaign aims to achieve, such as increasing brand awareness, boosting sales, or establishing a new product in the market. Identifying these objectives is crucial to ensure that the campaign is focused and effective, and that the promotional tools and budget are aligned with the goals.

Question 9

The promotion decision process is divided into three phases.In Figure 17-6 above,"A" refers to the __________ phase.

Accepted Answer

According to the question, "A" refers to the promotion decision process phase. Among the given options, only the planning phase is related to the promotion decision process. Hence, the best choice is A, which stands for the planning phase.

Question 10

The __________ is defined as the group of prospective buyers toward which a promotion program is directed.

Accepted Answer

The term "target audience" is commonly used in marketing and advertising to describe the specific group of people who are being targeted by a promotional campaign or message. This group is typically defined based on demographic, psychographic, or behavioral characteristics, and represents the primary audience that companies are hoping to reach and influence through their marketing efforts.

Question 11

Pharmaceutical companies now spend more than $3.4 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.

Accepted Answer

The phrase "direct-to-consumer" in option D refers to advertising that is targeted directly at consumers, rather than just doctors. This option fits the sentence's description of prescription drug advertising that complements traditional personal selling and free samples directed at doctors. The other options (consumer integrated, doctor cohort, informational DVD, and customized on-line) do not accurately describe the type of advertising mentioned in the sentence.

Question 12

During the planning phase of the promotion program,marketers focus on the "four Ws," which include all of the following,in question form,EXCEPT:

Accepted Answer

The answer of During the planning phase of the promotion...

Question 13

The actions a firm takes during the promotion decision process include __________,executing,and assessing the promotion program.

Accepted Answer

The answer of The actions a firm takes during the...

Question 14

During the planning phase of an IMC program,a firm will identify the target audience,specify the promotion objectives,set the budget,select the right promotional tools,__________,and schedule the promotion.

Accepted Answer

During the planning phase of an IMC program, after identifying the target audience, specifying the promotion objectives, setting the budget, and selecting the right promotional tools, the next step is to design the promotion strategies to be used to reach the target audience. This includes deciding on the key message, creative elements, and overall look and feel of the promotion.

Question 15

The promotion decision process is divided into three phases.In Figure 17-6 above,"C" refers to the __________ phase.

Accepted Answer

The evaluation phase is the final phase of the promotion decision process and involves assessing the effectiveness of the promotion campaign.

Question 16

During the planning phase of an IMC program,a firm will identify the target audience,specify the promotion objectives,set the budget,__________,design the promotion,and schedule the promotion.

Accepted Answer

After setting promotion objectives and deciding on a budget, the firm needs to select the right promotional tools which align with their target audience and objectives. This includes choosing the appropriate advertising media, sales promotion techniques, PR strategies, personal selling tactics, and direct marketing channels. Pretesting the promotion is typically done after the promotion has been designed and before it is executed, carrying out the promotion is the actual execution of the campaign, identifying possible advertising or promotional firms may be done earlier in the process or later in the execution phase, and stating the mission is typically done at the beginning of the planning phase.

Question 17

A pull strategy is when a manufacturer

Accepted Answer

In a pull strategy, the main focus of promotional activities is on the end consumer, with the aim of encouraging them to request the product from retailers. This creates a demand for the product that pulls it through the supply chain. The manufacturer may use advertising, sales promotion, and other methods to encourage consumer demand.

Question 18

During the evaluation phase of an IMC program,a firm will __________ and make needed changes.

Accepted Answer

During the evaluation phase of an IMC program, a firm will posttest the promotion in order to measure its effectiveness and identify any areas that need improvement. Based on the results of the posttest, the firm can then make needed changes to the promotion. The other options listed do not accurately describe the evaluation phase of an IMC program.

Question 19

The manufacturers of drugs encourage patients to learn more about the drugs and ask for them by name from the doctor.The manufacturers of these drugs are using a(n)__________ promotional channel strategy.

Accepted Answer

The manufacturers are encouraging patients to request the drugs by name from their doctors, which is a characteristic of a pull strategy. A pull strategy aims to create demand and pull consumers towards the product, rather than pushing the product through the supply chain.

Question 20

Many prescription drugs such as Lipitor have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors.The manufacturers of these drugs are using a(n)__________ promotional channel strategy.

Accepted Answer

The use of national TV advertising campaigns to encourage patients to ask for a specific drug by name from their doctors indicates a pull promotional channel strategy. This means that the manufacturer is trying to create demand for the drug among consumers, who will then request it from their doctors, thereby "pulling" the product through the distribution channel.

Quiz 17: Integrated Marketing Communications and Direct Marketing