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Exam 16: Integrated Marketing Communications and Direct Marketing

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Question 21

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Figure: 16-1 -In Figure 16-1,the position labeled "A" is referred to as __________.

A) the source
B) the message
C) the receiver
D) the fields of experience

E) A) and B)
F) A) and C)

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Question 22

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CoolMax Alta is a fabric made by Dupont.It is used in the manufacture of exercise clothes because it keeps the user "cool and dry." The ads for the fabric in health and fitness ads convinced Kumar to buy a pair of socks made of the material.Since he had never before owned anything made of this fabric,Kumar was in which stage of the hierarchy of effects?

A) trial
B) diffusion
C) innovation
D) evaluation

E) A) and D)
F) All of the above

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Question 23

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

When Mike Clark and Jack Curry rate current movies for USA Today newspaper using a possible one to four star rating,it is an example of:

When Procter & Gamble introduced Swiffer,a new product to make it easier to clean increasingly popular hardwood floors,it knew it had to achieve high brand awareness among its potential consumers because the product was low-tech and fairly easily imitated.Which promotional element did P&G emphasize?

A product characteristic known as _____ is relevant to promotional mix decisions and has financial,social,and physical components.

Air Canada recently lost a passenger's dog in-transit from San Francisco to Vancouver.The company immediately went on Twitter to inform the public and ask people if they have seen the dog.Using Twitter in this way is an example of:

What is best approach for determining a promotion budget? What advantages does this method offer that other methods do not?

TB Figure: 1 -Which of the following has the lowest business usage according to TB Figure 1?

The promotional objective of the decline stage of the product life cycle as shown in Figure 16-3 is to __________.

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:

The Canadian Tourism Commission (CTC) created several "Canada,Keep Exploring" advertisements.In terms of the communication process,the _____ for the information in the "Canada,Keep Exploring" advertisements is CTC,its producer.

All of the following are steps in completing the promotion decision for an IMC program,except:

In a brainstorming session for a new drug to lower cholesterol,the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market.In terms of the communication process,the encoding of the message would most likely be undertaken by its:

Royal Bank of Canada's annual report to shareholders is an example of:

Figure: 16-1 -In Figure 16-1,the position labeled "F" is referred to as __________.

Which of these promotional elements has the highest cost-per-contact?

Which of the following would be considered a strength for advertising?

TB Figure: 1 -Which of the following has the highest response rate according to TB Figure 1?

Figure: 16-4 -In Figure 18-3,the line element of the promotion mix that is least important in the purchase stage of the buying decision,is labelled 'D.' This refers to: