Question 1 (2 points) TRUE OR FALSE: It is critically important that a marketer examine and implement all other possible ways to market and promote his/her products FIRST, before using sales promotions. True False Question 2 (2.5 points) Which of the following is NOT a potential target for a sales promotion effort? Consumers Promotion agencies Retailers Wholesalers/Distributors Question 3 (2 points) TRUE OR FALSE: "Pretesting" involves testing an advertising campaign's message and execution during the development of the ad materials but before the campaign is launched, in order to help make a "goo go" decision on elements of the campaign or the entire campaign; while "pilot testing" is the process of monitoring the campaign after it has launched but while it is still running in order to help make tweeks and adjustments to improve its performance before it concludes. Page 2: True False Page 3: Question 4 (2.5 points) Which of the following is NOT true about forecasting? Forecasting using trend extrapolation is the process of projecting future sales based on the patterns of past sales Page 4: Forecasting is more accurate for groups than for individuals, and it becomes less accurate the farther out in time that you attempt to forecast All time series data encompass cycles, seasonal patterns, irregular movemetns, and trends When plotting time series data, you plot time on the vertical axis and the variable of interest (such as sales) on the horizontal axis Page 5: 21 22 Forecasting trend extrapolation with time series data often uses a simple regression formula - the same formula used to calculate the slope of a line Question 512 5 noints) Question 5 (2.5 points) Which of the following is true about Integrated Marketing Communications (IMC)? IMC is relatively easy to implement because all departments then operate under a single marketing approach and message O IMC is focused solely on customer-directed communications IMC is focused solely on the promotional element of the marketing mix The goal of IMC is create synergy and optimize cost efficience and effectiveness through the consistent repetition of a unified brand message Companies have always typically practiced IMC, because it just makes sense as the most effective and efficient approach to promotion Previous Page Next Page Page 1 of 9