259) The European Union passed a new consumer privacy law, called the ________, that
addresses new developments such as social networks and cloud computing.
A) General Data Protection Regulation
B) Personal Identity Law
C) Intellectual Property Act
D) Credit Protection Act
E) Shared Information Act
260) All of the following are challenges and opportunities that direct marketing faces in global
markets except which?
A) The need for improved reliability and security in many countries has slowed the growth of
direct mail.
B) The availability of credit and credit cards varies throughout the world.
C) The use of web “tracking” tools by direct marketers to segment consumers and match them
with advertising are popular among consumers.
D) The mail, telephone, and Internet systems in many countries are not as well developed as they
are in the United States.
E) The European Union passed a consumer privacy law, called the Data Protection Directive due
to consumer concerns about privacy.
261) The National Do Not Call Registry was created to give Americans a tool for maintaining
their privacy on home telephone lines. More than ________ percent of all households are
registered.
A) 95
B) 90
C) 80
D) 70
E) 30
262) Proponents of Do-Not-Track regulations suggest that website owners that use cookies to
collect information about consumers’ shopping habits should only do so
A) with new customers.
B) with consumers’ consent.
C) with repeat customers.
D) when new products are being offered.
E) when competitors use cookies.
263) The European Union passed a law called the E-Privacy Directive to
A) provide explicit laws for website owners.
B) protect intellectual property.
C) increase data transparency.
D) reduce the instances of hacking.
E) allow consumers to access their search records.
264) The integrated marketing communications approach for Taco Bell seeks to
A) develop iconic television advertising.
B) consider all touch points, from in-store posters to all forms of media.
C) use traditional promotion tools only.
D) use new social media only.
E) apply word-of-mouth advertising only.
265) Throughout its history, Taco Bell has
A) developed a global citizenship style.
B) used very creative promotional activities.
C) applied a bring-it-on attitude.
D) applied an aggressive personal philosophy.
E) a just-do-it mantra.
266) The advertising campaign, “Think Outside the Bun” was designed for Millennials and
belongs to which brand?
A) McDonald’s
B) Arby’s
C) Chick-Fil-A
D) Taco Bell
E) Long John Silver’s
267) According to Tracee Larocca, brand creative director at Taco Bell, the restaurant chain
recognized a cultural shift from “food as fuel” to
A) “food as expression of style.”
B) “food as attitude change tool.”
C) “food as experience.”
D) “food as personal philosophy.”
E) “food as health.”
268) Brand creative director at Taco Bell Tracee Larocca describes her job as making “sure that
all of our communications have the same look, tone, and feel across all platforms,” which could
be described as
A) advertising management.
B) targeted marketing research.
C) traditional media expertise.
D) repositioning.
E) integrated marketing communications.
269) List the key elements of the promotional mix. Why are they used?
270) List and briefly describe the key elements of the communication process.
271)
Figure 15-1 depicts the communication process, which consists of ten key elements (Boxes A
through J). Identify and briefly describe each of the ten elements.
272) Identify and briefly describe each of the five promotional elements.
273) What are the strengths/advantages and weaknesses/disadvantages of using advertising in the
promotional mix?
274) What are the strengths/advantages and weaknesses/disadvantages of using personal selling
in the promotional mix?
275) What are the strengths/advantages and weaknesses/disadvantages of using publicity in the
promotional mix?
276) What are the strengths/advantages and weaknesses/disadvantages of using sales promotion
in the promotional mix?
277) What are the strengths/advantages and weaknesses/disadvantages of using direct marketing
in the promotional mix?
278) Identify each stage of the product life cycle and discuss the role of promotion in the four
stages of the product life cycle.
279) Compare push and pull strategies as alternative promotional methods for moving a product
through a channel of distribution.
280) The promotion decision process is divided into three steps. What are they? Briefly describe
each one.
281) Explain what the hierarchy of effects is. List and explain the five stages.
282) Identify and discuss four methods used to set the promotion budget.
283) What is the best approach for determining a promotion budget? What advantages does this
method offer that the other methods do not?
284) What value does direct marketing provide customers?