IMANET IMANET Certifications IMANET-CMA Questions & Answers

• Question 1141:

  Sales promotion

  A. Provides incentives to buy, and advertising provides reasons.

  B. Is directed toward consumers, not the trade.

  C. Objectives with respect to retailers include motivating them to do more prospecting.

  D. Costs have decreased as a percentage of marketing budgets because consumers are less price conscious.

  Correct Answer: A

  Sales promotion provides incentives to buy. Advertising provides reasons. Promotions may be directed toward consumers, distributors and retailers (trade promotion), the firm's sales force, and other businesses. Promotion costs have increased as a percentage of marketing budgets because consumers are more price conscious, brands have proliferated and are less differentiated, distributors and retailers have greater bargaining power, advertising has become less efficient, firms are under greater pressure to increase sales in the near term, and managers are more accepting of (and qualified to use) promotional methods.

• Question 1142:

  Advertising media macro timing involves

  A. Scheduling advertising outlays for best effect during a short period.

  B. Considering seasonal and business cycle factors.

  C. Choosing the media to affect a targeted audience.

  D. Choosing the vehicle within a medium for a certain size audience.

  Correct Answer: B

  Media timing involves considering seasonal and business cycle factors (macro timing). Variables are carryover effects of advertising and habitual behavior (i.e.1 repeat purchasing independent of advertising). The micro timing issue is how to schedule advertising outlays for best effect during a short period.

• Question 1143:

  During which stage in the development of an advertising message does the firm decide which benefits to emphasize?

  A. Message evaluation.

  B. Message execution.

  C. Generation of an effective message.

  D. Determination of social responsibility.

  Correct Answer: C

  The advertising message is the result of a creative strategy that reflects four developmental stages. Generating an effective message includes deciding which benefits to emphasize and researching the target audience. It also may involve testing alternative advertisements. An alternative is to use a deductive framework for generating messages. For example, a message may reflect a combination of rewards (ego, rational, social, or sensor) and experiences (result-of-use, in-use, or incidental-to-use).

• Question 1144:

  Which of the following is not one of the 5 Ms that define the advertising process?

  A. Market.

  B. Money.

  C. Media.

  D. Mission.

  Correct Answer: A

  The advertising process may be defined in terms of the 5 Ms. The mission consists of sales and adverb sing objectives, the money to be spent is stated in the budget, the message to be communicated is crafted using a creative strategy, the media are chosen to communicate the message, and determining effectiveness requires measurement of communication and sates effects.

• Question 1145:

  Researchers have proposed various models of the stages of customer responses to marketing communications. An understanding of these stages should occur atthe earliest of which of the following steps in the development of marketing communications?

  A. Choosing communication channels.

  B. Designing messages.

  C. Selecting the media mix.

  D. Defining objectives.

  Correct Answer: D

  Marketing communications will be efficient and effective iftarget audiences are properly identified and objectives are clearly defined. The firm's objectives may be to affect any of the customer-response stages, i.e.,to gain attention, alter attitude, or induce action. Thus, customers go through, respectively, cognitive, affective, and behavioral stages (but not necessarily in that order). Understanding these stages and the sequence for a given audience aids planning

• Question 1146:

  Anything that interferes with the basic communication process is

  A. Encoding.

  B. Noise

  C. Decoding

  D. Response

  Correct Answer: B

  The basic communications model has the following components: (1)the major parties (sender and receiver), (2) tools (message and media), (3) functions (encoding, decoding, response, and feedback), and

  (4) noise. Noise is anything (i.e., a random and competing message) that interferes with the communication process

• Question 1147:

  Which of the five promotional tools of the marketing communications mix involves using e-mail1 voice mail, fax, mail, telemarketing, and home shopping by television?

  A. Direct marketing.

  B. Sales promotion

  C. Public relations D. Personal selling

  Correct Answer: A

  Direct marketing involves sending a promotional message directly to consumers rather than through a mass medium. Some examples are e-mail, voice mail, fax, mail, telemarketing, and home shopping by television. Direct marketing is customized, updated, interactive, and nonpublic.

• Question 1148:

  Which of the five promotional tools of the marketing communications mix involves lobbying, sponsorship, community outreach, and gifts to charity?

  A. Direct marketing.

  B. Personal selling.

  C. Sales promotions.

  D. Public relations.

  Correct Answer: D

  Public relations consists of methods of protecting the image of the firm or a product. Typical platforms are lobbying, sponsorships (e.g., the U.S. Postal Service's sponsorship of a cycling team), community outreach, gifts to charity, and the firm's annual report.

• Question 1149:

  The marketing communications mix may contain five promotional tools. Which tool is defined as any paid form of no personal presentation and promotion of ideas, goods, or services by an identified sponsor?

  A. Sales promotion.

  B. Adverb sing.

  C. Personal selling.

  D. Direct marketing.

  Correct Answer: B

  Advertising is defined by Philip Kilter (Marketing Management) as "any paid form of no personal presentation and promotion of ideas, goods, or services by an identified sponsor." It may occur on many platforms: television, radio, films, the Internet, packaging, billboards, point-of-purchase displays, brochures, videos, trademarks, and others.

• Question 1150:

  According to Philip Kilter, which class of customer produces low profit but is desirable?

  A. Iron.

  B. Gold.

  C. Lead.

  D. Platinum.

  Correct Answer: A

  Customer profitability lily analysis determines all revenues and all costs assignable to specific customers. Customers in the iron category produce low profits but are desirable. The firm's marketing investment in these customers is lower than for the platinum and gold categories. However, the firm's objective should be to move them into the gold category. .