MAR 3023 - Chapter 17: Integrated Marketing
Communications and Direct Marketing exam questions and
correct answers
Promotional cMix c- cCORRECT cANS✔✔the ccombination cof cpromotional ctools—including cadvertising, cpersonal cselling, csales
cpromotion, cpublic crelations, cand cdirect cmarketing c—used cto creach cthe ctarget cmarket cand cfulfill cthe corganization's coverall
cgoals
All cof cthese cpromotional cmix ctools ccan cbe cused cto: c- cCORRECT cANS✔✔(1) cinform cprospective cbuyers cabout cthe cbenefits
cof cthe cproduct, c(2) cpersuade cthem cto ctry cit, cand c(3) cremind cthem clater cabout cthe cbenefits cthey cenjoyed cby cusing cthe
cproduct. cIn cthe cpast, cmarketers coften cviewed cthese ccommunication ctools cas cseparate cand cindependent
Integrated cMarketing cCommunications c(IMC) c- cCORRECT cANS✔✔the cconcept cof cdesigning cmarketing ccommunications
cprograms cthat ccoordinate call cpromotional cactivities—advertising, cpersonal cselling, csales cpromotion, cpublic crelations, cand
cdirect cmarketing—to cprovide ca cconsistent cmessage cacross call caudiences
Communication c- cCORRECT cANS✔✔is cthe cprocess cof cconveying ca cmessage cto cothers, cand cit crequires csix celements: ca
csource, ca cmessage, ca cchannel cof ccommunication, ca creceiver, cand cthe cprocesses cof cencoding cand cdecoding
Source c- cCORRECT cANS✔✔may cbe ca ccompany cor cperson cwho chas cinformation cto cconvey
Message c- cCORRECT cANS✔✔the cinformation csent cby ca csource, csuch cas ca cdescription cof ca cnew csmartphone
Channel cof cCommunication c- cCORRECT cANS✔✔such cas ca csalesperson, cadvertising cmedia, cor cpublic crelations ctools
Recievers c- cCORRECT cANS✔✔consumers cwho cread, chear, cor csee cthe cmessage
What care cessential cto ccommunication? c- cCORRECT cANS✔✔encoding cand cdecoding
Encoding c- cCORRECT cANS✔✔is cthe cprocess cof chaving cthe csender ctransform can cidea cinto ca cset cof csymbols
Decoding c- cCORRECT cANS✔✔is cthe creverse, cor cthe cprocess cof chaving cthe creceiver ctake ca cset cof csymbols, cthe cmessage,
cand ctransform cthe csymbols cinto can cidea
Decoding cis cperformed cby cthe creceivers caccording cto ctheir cown cframe cof creference: c- cCORRECT cANS✔✔their cattitudes,
cvalues, cand cbeliefs
Field cof cExperience c- cCORRECT cANS✔✔a csimilar cunderstanding cand cknowledge cthey capply cto cthe cmessage c(between
csender cand creciever)
Feedback cLoop c- cCORRECT cANS✔✔which cconsists cof ca cresponse cand cfeedback
Response c- cCORRECT cANS✔✔is cthe cimpact cthe cmessage chad con cthe creceiver's cknowledge, cattitudes, cor cbehaviors
Feedback c- cCORRECT cANS✔✔is cthe csender's cinterpretation cof cthe cresponse cand cindicates cwhether cthe cmessage cwas
cdecoded cand cunderstood cas cintended
Pretesting c- cCORRECT cANS✔✔which censure cthat cmessages care cdecoded cproperly
Noise c- cCORRECT cANS✔✔includes cextraneous cfactors cthat ccan cwork cagainst ceffective ccommunication cby cdistorting ca
cmessage cor cthe cfeedback creceived
, To ccommunicate cwith cconsumers, ca ccompany ccan cuse cone cor cmore cof cfive cpromotional calternatives: c- cCORRECT
cANS✔✔advertising, cpersonal cselling, cpublic crelations, csales cpromotion, cand cdirect cmarketing
Three cof cthese celements—advertising, csales cpromotion, cand cpublic crelations—are coften csaid cto cuse c- cCORRECT
cANS✔✔mass cselling
Mass cSelling c- cCORRECT cANS✔✔communicating cwith clarge cnumbers cof cpotential ccustomers cat cthe csame ctime
Customized cInteraction c- cCORRECT cANS✔✔between ca cseller cand ca cprospective cbuyer
Personal cselling cactivities cinclude: c- cCORRECT cANS✔✔face-to-face, ctelephone, cand cinteractive celectronic ccommunication
Direct cmarketing calso cuses: c- cCORRECT cANS✔✔messages ccustomized cfor cspecific ccustomers
Advertising c- cCORRECT cANS✔✔is cany cpaid cform cof cnonpersonal ccommunication cabout can corganization, cproduct, cservice,
cor cidea cby can cidentified csponsor; cThe cpaid caspect cof cthis cdefinition cis cimportant cbecause cthe cspace cfor cthe cadvertising
cmessage cnormally cmust cbe cbought
There care cseveral cadvantages cto ca cfirm cusing cadvertising cin cits cpromotional cmix: c- cCORRECT cANS✔✔It ccan cbe cattention-
getting—as cwith cthe cSony cPS4 cad cshown clater cin cthis csection—and calso ccommunicate cspecific cproduct cbenefits cto
cprospective cbuyers; cby cpaying cfor cthe cadvertising cspace, ca ccompany ccan ccontrol cwhat cit cwants cto csay cand, cto csome
cextent, cto cwhom cthe cmessage cis csent; cadvertising calso callows cthe ccompany cto cdecide cwhen cto csend cits cmessage c(which
cincludes chow coften); cthe cnonpersonal caspect cof cadvertising calso chas cits cadvantages; conce cthe cmessage cis ccreated, cthe
csame cmessage cis csent cto call creceivers cin ca cmarket csegment
What care csome cdisadvantages cwith cadvertising? c- cCORRECT cANS✔✔the ccosts cto cproduce care csignificant cand cthe clack cof
cdirect cfeedback cmakes cit cdifficult cto cknow chow cwell cthe cmessage cwas creceived
Personal cSelling c- cCORRECT cANS✔✔which cis cthe ctwo-way cflow cof ccommunication cbetween ca cbuyer cand cseller cdesigned
cto cinfluence ca cperson's cor cgroup's cpurchase cdecision; cunlike cadvertising, cpersonal cselling cis cusually cface-to-face
ccommunication cbetween cthe csender cand creceiver
Advantages cof cpersonal cselling c- cCORRECT cANS✔✔a csalesperson ccan ccontrol cto cwhom cthe cpresentation cis cmade,
creducing cthe camount cof cwasted ccoverage cor ccommunication cwith cconsumers cwho care cnot cin cthe ctarget caudience; cif cthe
cfeedback cis cunfavorable, cthe csalesperson ccan cmodify cthe cmessage
Disadvantages cof cpersonal cselling c- cCORRECT cANS✔✔different csalespeople ccan cchange cthe cmessage cso cthat cno
cconsistent ccommunication cis cgiven cto call ccustomers; cthe chigh ccost cof cpersonal cselling cis cprobably cits cmajor cdisadvantage;
con ca ccost-per-contact cbasis, cit cis cgenerally cthe cmost cexpensive cof cthe cfive cpromotional celements.
Public cRelations c- cCORRECT cANS✔✔is ca cform cof ccommunication cmanagement cthat cseeks cto cinfluence cthe cfeelings,
copinions, cor cbeliefs cheld cby ccustomers, cprospective ccustomers, cstockholders, csuppliers, cemployees, cand cother cpublics cabout
ca ccompany cand cits cproducts cor cservices
many ctools, csuch cas cspecial cevents, clobbying cefforts, cannual creports, cpress cconferences, csocial cmedia c(including cFacebook
cand cTwitter), cand cimage cmanagement, cmay cbe cused cby ca cpublic crelations cdepartment, calthough cpublicity coften cplays cthe
cmost cimportant crole
Publicitiy c- cCORRECT cANS✔✔is ca cnonpersonal, cindirectly cpaid cpresentation cof can corganization, cproduct, cor cservice. cIt ccan
ctake cthe cform cof ca cnews cstory, ceditorial, cor cproduct cannouncement
Advantages cof cpublicity c- cCORRECT cANS✔✔credibility
Disadvantages cof cpublicity c- cCORRECT cANS✔✔the cdisadvantage cof cpublicity crelates cto cthe clack cof cthe cuser's ccontrol cover
cit; ca ccompany ccan cinvite cmedia cto ccover can cinteresting cevent csuch cas ca cstore copening cor ca cnew-product crelease, cbut
cthere cis cno cguarantee cthat ca cstory cwill cresult, cthat cit cwill cbe cpositive, cor cthat cthe ctarget caudience cwill creceive cthe cmessage;
csocial cmedia csuch cas cFacebook, cTwitter, cand ctopic-specific cblogs chave cgrown cdramatically cand callow cpublic cdiscussions cof
calmost cany ccompany cactivity
Sales cPromotion c- cCORRECT cANS✔✔a cshort-term cinducement cof cvalue coffered cto carouse cinterest cin cbuying ca cproduct cor
cservice
(ex.) cCoupons, crebates, csamples, ccontests, cand csweepstakes
Advantages cof cself cpromotions c- cCORRECT cANS✔✔the cshort-term cnature cof cthese cprograms c(such cas ca ccoupon cor
csweepstakes cwith can cexpiration cdate) coften cstimulates csales cfor ctheir cduration
Disadvantages cof cself cpromotions c- cCORRECT cANS✔✔if csales cpromotions care cconducted ccontinuously, cthey close ctheir
ceffectiveness; ccustomers cbegin cto cdelay cpurchase cuntil ca ccoupon cis coffered, cor cthey cquestion cthe cproduct's cvalue; csome
caspects cof csales cpromotions calso care cregulated cby cthe cfederal cgovernment
Direct cMarketing c- cCORRECT cANS✔✔uses cdirect ccommunication cwith cconsumers cto cgenerate ca cresponse cin cthe cform cof
can corder, ca crequest cfor cfurther cinformation, cor ca cvisit cto ca cretail coutlet
Communications and Direct Marketing exam questions and
correct answers
Promotional cMix c- cCORRECT cANS✔✔the ccombination cof cpromotional ctools—including cadvertising, cpersonal cselling, csales
cpromotion, cpublic crelations, cand cdirect cmarketing c—used cto creach cthe ctarget cmarket cand cfulfill cthe corganization's coverall
cgoals
All cof cthese cpromotional cmix ctools ccan cbe cused cto: c- cCORRECT cANS✔✔(1) cinform cprospective cbuyers cabout cthe cbenefits
cof cthe cproduct, c(2) cpersuade cthem cto ctry cit, cand c(3) cremind cthem clater cabout cthe cbenefits cthey cenjoyed cby cusing cthe
cproduct. cIn cthe cpast, cmarketers coften cviewed cthese ccommunication ctools cas cseparate cand cindependent
Integrated cMarketing cCommunications c(IMC) c- cCORRECT cANS✔✔the cconcept cof cdesigning cmarketing ccommunications
cprograms cthat ccoordinate call cpromotional cactivities—advertising, cpersonal cselling, csales cpromotion, cpublic crelations, cand
cdirect cmarketing—to cprovide ca cconsistent cmessage cacross call caudiences
Communication c- cCORRECT cANS✔✔is cthe cprocess cof cconveying ca cmessage cto cothers, cand cit crequires csix celements: ca
csource, ca cmessage, ca cchannel cof ccommunication, ca creceiver, cand cthe cprocesses cof cencoding cand cdecoding
Source c- cCORRECT cANS✔✔may cbe ca ccompany cor cperson cwho chas cinformation cto cconvey
Message c- cCORRECT cANS✔✔the cinformation csent cby ca csource, csuch cas ca cdescription cof ca cnew csmartphone
Channel cof cCommunication c- cCORRECT cANS✔✔such cas ca csalesperson, cadvertising cmedia, cor cpublic crelations ctools
Recievers c- cCORRECT cANS✔✔consumers cwho cread, chear, cor csee cthe cmessage
What care cessential cto ccommunication? c- cCORRECT cANS✔✔encoding cand cdecoding
Encoding c- cCORRECT cANS✔✔is cthe cprocess cof chaving cthe csender ctransform can cidea cinto ca cset cof csymbols
Decoding c- cCORRECT cANS✔✔is cthe creverse, cor cthe cprocess cof chaving cthe creceiver ctake ca cset cof csymbols, cthe cmessage,
cand ctransform cthe csymbols cinto can cidea
Decoding cis cperformed cby cthe creceivers caccording cto ctheir cown cframe cof creference: c- cCORRECT cANS✔✔their cattitudes,
cvalues, cand cbeliefs
Field cof cExperience c- cCORRECT cANS✔✔a csimilar cunderstanding cand cknowledge cthey capply cto cthe cmessage c(between
csender cand creciever)
Feedback cLoop c- cCORRECT cANS✔✔which cconsists cof ca cresponse cand cfeedback
Response c- cCORRECT cANS✔✔is cthe cimpact cthe cmessage chad con cthe creceiver's cknowledge, cattitudes, cor cbehaviors
Feedback c- cCORRECT cANS✔✔is cthe csender's cinterpretation cof cthe cresponse cand cindicates cwhether cthe cmessage cwas
cdecoded cand cunderstood cas cintended
Pretesting c- cCORRECT cANS✔✔which censure cthat cmessages care cdecoded cproperly
Noise c- cCORRECT cANS✔✔includes cextraneous cfactors cthat ccan cwork cagainst ceffective ccommunication cby cdistorting ca
cmessage cor cthe cfeedback creceived
, To ccommunicate cwith cconsumers, ca ccompany ccan cuse cone cor cmore cof cfive cpromotional calternatives: c- cCORRECT
cANS✔✔advertising, cpersonal cselling, cpublic crelations, csales cpromotion, cand cdirect cmarketing
Three cof cthese celements—advertising, csales cpromotion, cand cpublic crelations—are coften csaid cto cuse c- cCORRECT
cANS✔✔mass cselling
Mass cSelling c- cCORRECT cANS✔✔communicating cwith clarge cnumbers cof cpotential ccustomers cat cthe csame ctime
Customized cInteraction c- cCORRECT cANS✔✔between ca cseller cand ca cprospective cbuyer
Personal cselling cactivities cinclude: c- cCORRECT cANS✔✔face-to-face, ctelephone, cand cinteractive celectronic ccommunication
Direct cmarketing calso cuses: c- cCORRECT cANS✔✔messages ccustomized cfor cspecific ccustomers
Advertising c- cCORRECT cANS✔✔is cany cpaid cform cof cnonpersonal ccommunication cabout can corganization, cproduct, cservice,
cor cidea cby can cidentified csponsor; cThe cpaid caspect cof cthis cdefinition cis cimportant cbecause cthe cspace cfor cthe cadvertising
cmessage cnormally cmust cbe cbought
There care cseveral cadvantages cto ca cfirm cusing cadvertising cin cits cpromotional cmix: c- cCORRECT cANS✔✔It ccan cbe cattention-
getting—as cwith cthe cSony cPS4 cad cshown clater cin cthis csection—and calso ccommunicate cspecific cproduct cbenefits cto
cprospective cbuyers; cby cpaying cfor cthe cadvertising cspace, ca ccompany ccan ccontrol cwhat cit cwants cto csay cand, cto csome
cextent, cto cwhom cthe cmessage cis csent; cadvertising calso callows cthe ccompany cto cdecide cwhen cto csend cits cmessage c(which
cincludes chow coften); cthe cnonpersonal caspect cof cadvertising calso chas cits cadvantages; conce cthe cmessage cis ccreated, cthe
csame cmessage cis csent cto call creceivers cin ca cmarket csegment
What care csome cdisadvantages cwith cadvertising? c- cCORRECT cANS✔✔the ccosts cto cproduce care csignificant cand cthe clack cof
cdirect cfeedback cmakes cit cdifficult cto cknow chow cwell cthe cmessage cwas creceived
Personal cSelling c- cCORRECT cANS✔✔which cis cthe ctwo-way cflow cof ccommunication cbetween ca cbuyer cand cseller cdesigned
cto cinfluence ca cperson's cor cgroup's cpurchase cdecision; cunlike cadvertising, cpersonal cselling cis cusually cface-to-face
ccommunication cbetween cthe csender cand creceiver
Advantages cof cpersonal cselling c- cCORRECT cANS✔✔a csalesperson ccan ccontrol cto cwhom cthe cpresentation cis cmade,
creducing cthe camount cof cwasted ccoverage cor ccommunication cwith cconsumers cwho care cnot cin cthe ctarget caudience; cif cthe
cfeedback cis cunfavorable, cthe csalesperson ccan cmodify cthe cmessage
Disadvantages cof cpersonal cselling c- cCORRECT cANS✔✔different csalespeople ccan cchange cthe cmessage cso cthat cno
cconsistent ccommunication cis cgiven cto call ccustomers; cthe chigh ccost cof cpersonal cselling cis cprobably cits cmajor cdisadvantage;
con ca ccost-per-contact cbasis, cit cis cgenerally cthe cmost cexpensive cof cthe cfive cpromotional celements.
Public cRelations c- cCORRECT cANS✔✔is ca cform cof ccommunication cmanagement cthat cseeks cto cinfluence cthe cfeelings,
copinions, cor cbeliefs cheld cby ccustomers, cprospective ccustomers, cstockholders, csuppliers, cemployees, cand cother cpublics cabout
ca ccompany cand cits cproducts cor cservices
many ctools, csuch cas cspecial cevents, clobbying cefforts, cannual creports, cpress cconferences, csocial cmedia c(including cFacebook
cand cTwitter), cand cimage cmanagement, cmay cbe cused cby ca cpublic crelations cdepartment, calthough cpublicity coften cplays cthe
cmost cimportant crole
Publicitiy c- cCORRECT cANS✔✔is ca cnonpersonal, cindirectly cpaid cpresentation cof can corganization, cproduct, cor cservice. cIt ccan
ctake cthe cform cof ca cnews cstory, ceditorial, cor cproduct cannouncement
Advantages cof cpublicity c- cCORRECT cANS✔✔credibility
Disadvantages cof cpublicity c- cCORRECT cANS✔✔the cdisadvantage cof cpublicity crelates cto cthe clack cof cthe cuser's ccontrol cover
cit; ca ccompany ccan cinvite cmedia cto ccover can cinteresting cevent csuch cas ca cstore copening cor ca cnew-product crelease, cbut
cthere cis cno cguarantee cthat ca cstory cwill cresult, cthat cit cwill cbe cpositive, cor cthat cthe ctarget caudience cwill creceive cthe cmessage;
csocial cmedia csuch cas cFacebook, cTwitter, cand ctopic-specific cblogs chave cgrown cdramatically cand callow cpublic cdiscussions cof
calmost cany ccompany cactivity
Sales cPromotion c- cCORRECT cANS✔✔a cshort-term cinducement cof cvalue coffered cto carouse cinterest cin cbuying ca cproduct cor
cservice
(ex.) cCoupons, crebates, csamples, ccontests, cand csweepstakes
Advantages cof cself cpromotions c- cCORRECT cANS✔✔the cshort-term cnature cof cthese cprograms c(such cas ca ccoupon cor
csweepstakes cwith can cexpiration cdate) coften cstimulates csales cfor ctheir cduration
Disadvantages cof cself cpromotions c- cCORRECT cANS✔✔if csales cpromotions care cconducted ccontinuously, cthey close ctheir
ceffectiveness; ccustomers cbegin cto cdelay cpurchase cuntil ca ccoupon cis coffered, cor cthey cquestion cthe cproduct's cvalue; csome
caspects cof csales cpromotions calso care cregulated cby cthe cfederal cgovernment
Direct cMarketing c- cCORRECT cANS✔✔uses cdirect ccommunication cwith cconsumers cto cgenerate ca cresponse cin cthe cform cof
can corder, ca crequest cfor cfurther cinformation, cor ca cvisit cto ca cretail coutlet
