Exam 17: Integrated Marketing Communications

An advertising campaign is distinctive in that each ad within the campaign is interrelated with a common theme.

If you were looking for an advertising medium that provided good targeting of audiences, had a long shelf life, offered good reproduction quality of visuals and money was of no object, which medium would you select?

Cameron likes to listen to Pandora and has a variety of channels and artists that he prefers. He's trying to decide whether to purchase a premium subscription because he gets tired of the periodic messages for local companies that interrupt his music choices. These "periodic messages for local companies" are called _______ and are part of a firm's promotional mix.

The first step in the AIDA concept involves convincing the would-be buyer of the product's ability to satisfy his or her needs.

The use of unconventional, innovative, and low-cost marketing techniques designed to get consumers' attention in unusual ways is called _____.

When potential buyers call up to place their orders after seeing a telemarketing promotional message for a product, it is an example of:

When a major pharmaceutical scandal shook people's belief in the Federal Drug Administration, the public relations department devised an IMC strategy to positively influence public perception. An evaluation of the effectiveness of the IMC strategy reported a positive change in the public perception of the government agency. In the context of the communication process, this change in perception represents _____.

Which of the following statements is TRUE regarding humorous advertising appeals?

Public relations efforts such as publicity frequently offer lesser credibility than other promotional techniques.

Why do marketers sometimes use guerrilla marketing? What are some examples of a guerrilla marketing strategy?

Brittany works as a campus ambassador for Rock Star Beverages and often wears product logo apparel and encourages her friends to purchase the product. She also uses chalk to write the company website on campus sidewalks and occasionally writes messages on whiteboards in the classrooms. This activity is known as _______ marketing.

Verizon Wireless uses promotional campaigns to promote their business and their messages highlight their distinctive features such as unlimited web browsing and the greatest penetration of towers across the United States. This campaign is an example of the _____ promotion objective.

An advertising message showing distinctive differences between "theirs" versus "our" brand is utilizing a _____ appeal.

The communication process begins with:

Which of the following is a disadvantage associated with publicity?

Which of the following statements is TRUE regarding outdoor advertising?

Define cross-promotion. Explain why it is used. Give examples of cross-promotion.

Which of the following statements is TRUE regarding television as an advertising medium?

Advertisers like radio for its ability to reach people while they drive because they are a captive audience.

Compared with personal selling, advertising, and sales promotion, expenditures for public relations usually are high in most firms.