Question 1

During the planning stage of an IMC program a firm will identify the target audience, specify the advertising objectives, set the budget, _________, and design the promotion.

Accepted Answer

After setting the budget, the next step is to select the promotional tools that will be most effective in reaching the target audience and achieving the advertising objectives. This includes deciding on which mix of advertising, personal selling, sales promotion, public relations, and direct marketing tactics to use.

Question 2

Pharmaceutical companies now spend more than $5 billion annually on __________ prescription drug advertising, to complement traditional personal selling and free samples directed only at doctors.

Accepted Answer

Direct-to-consumer advertising refers to advertising that is targeted towards the general public or consumers, rather than solely targeting healthcare professionals. The statement mentions that pharmaceutical companies spend over $5 billion annually on advertising to complement traditional personal selling and free samples directed only at doctors, suggesting that the advertising is intended for direct-to-consumer marketing. Therefore, the best choice is D), direct-to-consumer.

Question 3

FIGURE 15-7 
-The promotion decision process is divided into three steps.In Figure 15-7 above, the position labeled "C" refers to the _________.

Accepted Answer

Position C in the promotion decision process refers to the evaluation step, where the outcome of the implementation is assessed and analyzed to determine the effectiveness and results of the promotion decision.

Question 4

FIGURE 15-7 
-The promotion decision process is divided into three steps.In Figure 15-7 above, the position labeled "B" refers to the _________.

Accepted Answer

The answer of FIGURE 15-7 
-The promotion decision process is...

Question 5

A prospective buyer goes through a sequence of stages-from initial awareness of a product to eventual action (either trial or adoption of the product).The stages include awareness, interest, evaluation, trial, adoption, and refer to _________.

Accepted Answer

The stages mentioned in the question are part of the hierarchy of effects model, which describes the sequence of stages a consumer goes through before making a purchase decision. Maslow's hierarchy is a different model that describes human needs, while the other options are not commonly used terms in marketing. The purchase continuum and consumer-product cycle could be related concepts, but they are not commonly used terms. The consumer purchasing hierarchy also does not accurately describe the specific stages mentioned in the question.

Question 6

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product, is referred to as a(n) _________.

Accepted Answer

A pull strategy focuses on directing the promotional mix at ultimate consumers to encourage them to request the product from retailers, thus "pulling" the product through the distribution channel. This differs from a push strategy, which focuses on pushing the product through the distribution channel by directing promotional efforts towards retailers and other intermediaries.

Question 7

FIGURE 15-5 
-The manufacturers of drugs such as depicted in Figure 15-5 above, 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 strategy.

Accepted Answer

The manufacturers of drugs such as depicted in Figure 15-5 above are using a pull promotional strategy, which encourages patients to learn more about the drugs and ask for them by name from their doctors. This strategy aims to create demand at the consumer level and pull the product through the distribution channel.

Question 8

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

Accepted Answer

Identifying the target audience is the first step in developing the promotion program as it helps in understanding the needs and wants of the customers and tailoring the promotion accordingly. Setting the budget, stating the mission, selecting the appeal, and selecting the media come after identifying the target audience.

Question 9

Many prescription drugs such as Lipitor and Zocor now have their own websites to 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 strategy.

Accepted Answer

This is an example of pull promotional strategy, as the manufacturers are trying to create demand for their products among patients/consumers, who will then ask their doctors to prescribe it to them.

Question 10

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

Accepted Answer

The group of prospective buyers toward which a promotion program is directed is commonly referred to as the target audience. This term is widely used in marketing and advertising to specify the particular group of individuals or organizations that a promotion effort is intended to reach and influence. The term "target selection" may be used more broadly to encompass the process of determining which groups or segments of the market are most desirable or profitable to target, but it does not refer specifically to the audience for a promotion program. Similarly, "selected audience" and "prospective audience" are not commonly used terms in this context. "Media audience" refers specifically to the people who consume or are exposed to a particular type of media, such as a television program or newspaper, and is not synonymous with "target audience."

Question 11

Chrysler Corporation provides support and incentives for 2,390 Chrysler and Jeep dealers.Through a multi-level program, Chrysler provides incentives to reward dealers for meeting sales goals.Dealers receive an incentive when they are near a goal, another when they reach a goal, and a larger incentive if they exceed sales projections.All of these actions are intended to encourage Chrysler dealers to __________ the Chrysler products through the channel to consumers.

Accepted Answer

The incentives are designed to encourage dealers to "push" Chrysler products through the channel to consumers, meaning they are motivated to actively sell and promote the products to meet and exceed sales goals.

Question 12

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

Accepted Answer

The term "target audience" refers to the specific group of people for whom a promotion program is designed and aimed at. This group is selected based on factors such as demographics, behaviors, and interests, among others. Therefore, the correct choice is E.

Question 13

During the planning stage of an integrated marketing communications (IMC) program a firm will _________, specify the advertising objectives, set the budget, select the right promotional tools, and design the promotion.

Accepted Answer

Identifying the target audience is a crucial step in the planning stage of an IMC program as it helps in determining the most effective promotional tools, messages, and channels to reach the intended audience. While stating the mission, pretesting the promotion, creating possible product bundles, and identifying advertising or promotional firms are important steps in the overall marketing strategy, they are not specifically related to the planning stage of an IMC program. Setting the budget and designing the promotion come after specifying the advertising objectives and selecting the right promotional tools.

Question 14

The promotion decision process is divided into _________, executing, and assessing the promotion program.

Accepted Answer

The promotion decision process includes three main stages - developing the promotion program, executing the program, and assessing its effectiveness. Pretesting the promotion, stating the mission, selecting the appeal, and selecting the media are all steps involved in the development stage of the process, which is encompassed within the broader category of "developing the promotion program." Therefore, the best answer is C.

Question 15

During the planning stage of an IMC program a firm will identify the target audience, specify the advertising objectives, set the budget, select the right promotional tools, and _________.

Accepted Answer

During the planning stage of an Integrated Marketing Communications (IMC) program, designing the promotion is a key step where the firm develops the message and creative strategy to effectively reach the target audience.

Question 16

A pull strategy refers to

Accepted Answer

A pull strategy involves using promotional tactics targeted at the end consumer to create demand for a product. This, in turn, will encourage retailers to stock and sell the product. The goal is to create a desire for the product from the consumer end of the supply chain, thereby "pulling" the product through to the retailer and ultimately the manufacturer.

Question 17

FIGURE 15-7 
-The promotion decision process is divided into three steps.In Figure 15-7 above, the position labeled "A" refers to the _________.

Accepted Answer

Position A represents the first step in the promotion decision process, which is planning. This step involves identifying the objectives of the promotion and developing a promotion plan that aligns with the broader marketing and business goals of the company.

Question 18

When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product, it is using a(n) _________ strategy.

Accepted Answer

A push strategy is used by manufacturers to push their product through the distribution channel and to encourage channel members to order and stock the product. This is often done through a variety of promotional tactics aimed at channel members, such as trade shows, incentives, and promotional allowances.

Question 19

FIGURE 15-6 
-Channel "B" in Figure 15-5 above represents which type of promotional channel strategy?

Accepted Answer

The answer of FIGURE 15-6 
-Channel "B" in Figure 15-5...

Question 20

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

Accepted Answer

Identifying the target audience, specifying the advertising objectives, setting the budget, and selecting the right promotional tools are all crucial steps in the planning stage of an IMC program. Designing the promotion comes after these steps have been completed. Pretesting the promotion and identifying possible advertising or promotional firms may also occur during the planning stage, but they are not essential steps. Creating possible product bundles is not directly related to planning an IMC program.

Quiz 15: Integrated Marketing Communications and Direct Marketing

During the planning stage of an IMC program a firm will identify the target audience, specify the advertising objectives, set the budget, _________, and design the promotion.

Pharmaceutical companies now spend more than $5 billion annually on __________ prescription drug advertising, to complement traditional personal selling and free samples directed only at doctors.

FIGURE 15-7 -The promotion decision process is divided into three steps.In Figure 15-7 above, the position labeled "C" refers to the _________.

FIGURE 15-7 -The promotion decision process is divided into three steps.In Figure 15-7 above, the position labeled "B" refers to the _________.

A prospective buyer goes through a sequence of stages-from initial awareness of a product to eventual action (either trial or adoption of the product) .The stages include awareness, interest, evaluation, trial, adoption, and refer to _________.