Exam 18: Advertising, Sales Promotion, and Public Relations

The concept of designing marketing communications programs that coordinate all promotional activities-advertising, personal selling, sales promotion, public relations, and direct marketing-to provide a consistent message across all audiences is referred to as

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as

When a representative for Pfizer calls on doctors to explain the benefits of its newest drug to treat type II diabetes, she is engaging in

Direct orders are

An unsatisfied customer who switches brands is hard to replace. Which stage of the product life cycle is focused on maintaining loyal buyers?

Once the design of each of the promotional program elements is complete, it is important to determine the most effective timing of their use. The ________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs or to compare with

In the prepurchase stage of the consumer journey,

Which of these factors is used to balance the elements of the promotional mix?

All of these are examples of sales promotion tools except which?

Identify each stage of the product life cycle and discuss the role of promotion in the four stages of the product life cycle.

CoolMax is a fabric made by DuPont used in the manufacture of exercise clothes because it keeps the user "cool and dry." The ads for the fabric in health and fitness magazines convinced Kumar to buy a pair of Thorlo CoolMax walking crew socks made of the material. Since he had never before owned anything made with CoolMax, Kumar was in which stage of the hierarchy of effects?

Figure 18-1 -Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J). The position labeled D is referred to as

Percentage of sales budgeting refers to

Lenox China Co. would like to get its annual Christmas ornament series into Macy's department stores. Macy's has a buyer in New York City who makes decisions on its giftware. Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?

During the evaluation phase of an IMC program, a firm will ________ and make needed changes.

Which of these statements regarding direct marketing is most accurate?

Figure 18-1 -Figure 18-1 above depicts the communication process, which consists of 10 key elements (Boxes A through J). The positions labeled H and I are referred to as

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.

The process of having the receiver take a set of symbols, the message, and transform them into an idea during the communication process is referred to as