Question 1

The formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by

Accepted Answer

A)   Total marketing costs.
B)   Marginal revenue.
C)   Average revenue.
D)   Net sales.
E)   Total sales.F) A) and B)
G) B) and E)

Question 2

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

Accepted Answer

A)   the media mix.
B)   the marketing matrix.
C)   the promotional blend.
D)   marketing by objectives.
E)   integrated marketing communications.F) C) and D)
G) D) and E)

Question 3

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

Accepted Answer

A)   calculated break-even points.
B)   estimated return on investments.
C)   promotion-to-expense ratios.
D)   industry averages.
E)   advertising-to-sales promotion ratios.F) A) and C)
G) B) and D)

Question 4

The __________ is used in part to inform prospective buyers about the benefits of the product.

Accepted Answer

A)   promotional mix
B)   promotion channel
C)   communication channel
D)   marketing mix
E)   media mixF) A) and D)
G) B) and D)

Question 5

A food warehouse store got a very good buy on a brand of frozen orange juice and,rather than maintain it as extra inventory,needs to sell it quickly to consumers.Which promotional element should be used?

Accepted Answer

A)   advertising
B)   personal selling
C)   publicity
D)   sales promotion
E)   direct marketingF) B) and D)
G) A) and B)

Question 6

A marketing manager at an auto company computed its promotion-to-sales ratio,that of the major competitor,and the auto industry itself.She found that the company's ratio was

Accepted Answer

A)   she was spending too little on promotional efforts.
B)   she needed to explain these numbers to her boss, especially in relation to the industry.
C)   the competitor shortly would be taking market share from the company.
D)   she spent her promotional dollars effectively.
E)   overall the industry was wasting money on ineffective sales promotions such as cash-back offers.F) A) and E)
G) B) and D)

Question 7

Which of the following types of promotion uses customized interaction?

Accepted Answer

A)   advertising
B)   direct marketing
C)   public relations
D)   sales promotion
E)   publicityF) All of the above
G) A) and B)

Question 8

Which of the following is a strength of publicity?

Accepted Answer

A)   Publicity can receive immediate feedback.
B)   Publicity can provide the target audience with complex information.
C)   Publicity can prepare messages quickly.
D)   Publicity is an efficient means for reaching large numbers of people.
E)   Publicity is often the most credible source in the consumer's mind.F) None of the above
G) All of the above

Question 9

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

Accepted Answer

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.F) C) and D)
G) B) and C)

Exam 14: Integrated Marketing Communications and Direct Marketing

A marketing manager at an auto company computed its promotion-to-sales ratio,that of the major competitor,and the auto industry itself.She found that the company's ratio was

Correct Answer
verified

A food warehouse store got a very good buy on a brand of frozen orange juice and,rather than maintain it as extra inventory,needs to sell it quickly to consumers.Which promotional element should be used?

Correct Answer
verified

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

Correct Answer
verified

The formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by

Correct Answer
verified

The __________ is used in part to inform prospective buyers about the benefits of the product.

Correct Answer
verified

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

Correct Answer
verified

Which of the following is a strength of publicity?

Correct Answer
verified

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

Correct Answer
verified

Which of the following types of promotion uses customized interaction?

Correct Answer
verified

Exam 14: Integrated Marketing Communications and Direct Marketing

A marketing manager at an auto company computed its promotion-to-sales ratio,that of the major competitor,and the auto industry itself.She found that the company's ratio was

Correct AnswerverifiedShow Answer

A food warehouse store got a very good buy on a brand of frozen orange juice and,rather than maintain it as extra inventory,needs to sell it quickly to consumers.Which promotional element should be used?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by

Correct AnswerverifiedShow Answer

The __________ is used in part to inform prospective buyers about the benefits of the product.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is a strength of publicity?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following types of promotion uses customized interaction?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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