Exam 18: Advertising, Sales Promotion, and Public Relations

Which of these tasks is completed during the planning phase of an IMC program?

An important factor in developing successful IMC programs is to create a process that facilitates their design and use. A tool used to evaluate a company's current process is the IMC

Which of these is a strength of publicity?

Advertising, sales promotion, and public relations are often said to use ________ because they are used with groups of prospective buyers.

One researcher estimates that "an organization with sales between $200 million and $500 million will need three _________" to successfully implement an IMC program.

A marketing manager at an auto company computed its promotion-to-sales ratio, that of the major competitor, and the auto industry itself. She found that the company's ratio was 2.8 percent, the competitor's ratio was 4.5 percent, and the auto industry average was 6.7 percent. She then realized

The growing concern about ________ has led to a decline in direct marketing response rates among some customer groups.

Figure 18-1 -Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J). Identify and briefly describe each of the 10 elements.

The information sent by a source to a receiver during the communication process is referred to as

Development of the promotion program focuses on the four Ws. What are they?

During the postpurchase stage of the consumer purchase decision process, ________ in the form of coupons can help encourage repeat purchases from satisfied first-time triers.

Amanda received a postcard from a local wellness spa. The card invited her to attend an invitation-only open house and receive a 20 percent discount on her first service scheduled that day. She went to the spa later in the week to consider getting a facial. With respect to Amanda, the postcard from the spa was a form of direct marketing used to

A restaurant review published in the local newspaper is an example of

Communication is the process of conveying a message to others and it requires six elements, including which of these?

Each year, advertisers spend millions of dollars during the U.S. Super Bowl football game broadcast. These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle. Unfortunately, during the advertisements, many viewers might dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers. The desire for food and drink is an example of ________, which inhibits effective communication.

________ is advisable for all marketing communications to ensure that messages will be decoded properly.

When Tonya had her baby at a local hospital, she was given a diaper bag with samples of Enfamil baby formula. These free samples are examples of

Which promotional element is particularly important to business buyers?

When an English speaker reads the KFC slogan "Finger-lickin' good!" he or she interprets this as an indication that the food tastes very good. When this slogan was translated into Chinese, the Chinese speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing

Like personal selling, ________ often consists of interactive communication.