Exam 14: Integrated Marketing Communications, Advertising, and Digital Communications

The move toward integrated marketing communications is linked to the decline in direct marketing as a form of promotion.

Product placements in movies and television programs have started to decline in recent years as fees for such placements have increased dramatically.

Ellen DeGeneres has been featured in a series of American Express TV advertisements. These commercials, along with others featuring personal moments with celebrities, end with the tag line, "My Life. My Card." Coupled with the corresponding print ads, these commercials are classified as part of an advertising campaign.

Which of the following is NOT an advantage of television as an advertising medium?

A celebrity who endorses too many products may create marketplace confusion.

One of the advantages of guerrilla marketing is its ability to reach a wide audience.

The Canadian Cancer Society runs ads in major magazines promoting its mission and successes. What are these ads examples of?

What part of an ad serves to inform, persuade, and stimulate buying action?

A television commercial for MasterCard contains the phrase, "Life Takes MasterCard." This is an example of an encoded message.

When a fast-food restaurant chain joins with a movie studio to promote a new film, it is an example of cross-promotion.

Compared with broadcast networks, what kind of target audience does advertising on cable give marketers access to?

An effective promotion mix depends on certain variables that include the nature of the market, characteristics of the product, product life cycle, product price, and company's promotional resources.

What type of advertising is Advil using when it advertises that it contains more pain reliever than Tylenol?

Split runs allow advertisers to test two or more ads at the same time by placing different versions in newspapers and magazines.

Which of the following advertising mediums dominates local markets?

Radio is less flexible, more costly per listener, and less segmented than target markets available through television.

Match each item to the statement or sentence listed below. a.noise b.advertising c.promotion d.publicity e.sales promotion f.guerrilla marketing g.posttesting h.split runs i.cooperative advertising j.marketing public relations k.media scheduling l.pretesting m.informative advertising n.persuasive advertising o.retail advertising p.missiles q.cross-promotion r.interactive advertising s.sponsorship t.institutional marketing -The function of informing, persuading, and influencing the consumer's purchase decision is known as _____.

What is one of the advantages of the direct mail medium?

As long as marketers carefully choose their advertising slogans and images, targeted customers will encode the message easily and consistently.

A manufacturer of a well-known brand of cosmetics is offering buyback allowances to its retailers for its new line of lip colour. What is this an example of?