Exam 17: Integrated Marketing Communications

A nationwide brand of women's fashion clothing is seeking an advertising channel that will offer the largest, most extensive reach. Which advertising medium would you recommend?

You work for a clothing manufacturer whose executives recently decided they were going to sever their ties with four of their manufacturing partners in Guatemala due to dismal labor conditions. Your superiors believe this is a public relations-worthy topic, and they want your consumers and stakeholders to know about their decision. ​ Which of the following steps can they take to ensure their various publics are aware of their decision to sever ties with the Guatemalan manufacturers?

The AIDA concept refers to the steps in:

The organization, Mothers Against Drunk Driving sponsored an advertising campaign showing actual photos of automobiles that had been involved in accidents related to drunk driving and encouraged consumers to use a designated driver so they could avoid a similar accident. This type of campaign is known as a(n) _____ appeal.​

Sales promotion provides a long-term incentive to emphasize, assist, supplement, or otherwise support the objectives of the promotional program.

Explain how noise interferes with the effective transmission of a promotional message.

Brad is a pharmaceutical representative for Merck. He attends a medical conference where he gives a presentation about a new drug that is being manufactured by his company. Brad's presentation is a part of Merck's IMC effort and it represents:

You work for an investment bank that is marketing a new credit card. As part of your company's marketing strategy, you come up with an animated penguin who is associated with your services, and your company comes up with the slogan, "Shopping with kings." Your ad campaign is viewed by millions around the country through television commercials, online ads, direct mail, and celebrity sponsors. Which of the following would be considered feedback?

Define promotional mix. Discuss personal selling as a component of promotional mix.

Which of the following is a concern regarding online or digital marketing?

An IMC strategy helps marketers create a unified personality for the product or brand by aligning all of their various promotional mix tools to send a consistent and unified message.

Cable advertising offers marketers access to more narrowly defined target audiences than other broadcast media can provide.

Paid, nonpersonal communication through various mass media such as television, radio, magazines, or online is called _____.

In response to natural disasters such as hurricanes and tornadoes, Procter & Gamble sends its Tide laundry team to provide portable laundry services to those affected by the storm as well as distribute free products. After one incident, CNN highlighted the work of Procter & Gamble's employees and how they were changing lives through this service. Which element of the promotional mix describes the feature on CNN?

The communication process begins with a(n) ______ who acts as the source in the communication system as they seek to convey a(n) _____.

Jesse often watches TV late at night and notices that many television commercials are louder than the regular programming. He mentions this to a friend who's taking a marketing class and she believes this phenomenon can be explained by the AIDA concept. Which specific aspect of the AIDA concept is at work?

Baker Insurance promotes identity theft insurance with an advertisement that warns viewers about stolen credit cards and fake Social Security numbers. Which appeal is being used in this commercial to motivate the viewers to act?

Decoding is often the toughest step in marketing communication.

A major telecommunications firm is seeking to maintain its market share position as the dominant provider of Internet and mobile communications and is seeking a more permanent option to offer a perpetual advertisement of its company and generate more word-of-mouth of its brand. Which of the following choices would you be best to create a perpetual advertisement?

The use of humor in advertising is common since most people agree on what types of messages are funny.​