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

Although marketers consistently measure the sales results against the promotional expenditures, this does not necessarily give the full picture because extraneous variables are not incorporated into the equation.

For a marketer, an advantage of direct mail is the higher response rate and the fact that results are measurable.

What are marketing partners participating in when they share the cost of a promotional campaign that meets their mutual needs?

The success of Unilever Canada's "Real Beauty" campaign, which was viewed exclusively on the Internet, can be attributed to viral marketing.

Post-testing can be helpful in adjusting current advertising programs.

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 -are methods of testing alternate ads by dividing a cable TV audience using two different ads, and then evaluating the relative effectiveness of each.

Which of the following is NOT an example of an interactive advertising method?

Noise can also result from distractions within an advertising message itself.

ACME Inc. is issuing a press release announcing a new product and the benefits it offers. Which strategy is this an example of?

The elements of the promotional mix can be developed independently and later combined into an IMC (integrated marketing communications), as long as the message conveyed by each element is consistent.

Which type of ad typically loses its effectiveness the soonest?

Define retail advertising. Discuss how cooperative advertising benefits the parties involved in it?

Comparative advertising makes direct comparisons of the advertiser's product with dominant brands in its industry.

Personal selling is the most novel form of promotion.

What type of advertising is often used to promote a product in the introductory stage of the product life cycle?

Noise, which is largely uncontrollable in the communications process, is an effective way to screen out competitors' information and is therefore welcome in the communication process.

What term refers to the coordination of all a firm's promotional activities to produce a unified, customer-focused message?

Personal selling is an interactive communication that can occur face to face, over the telephone, through videoconferencing, and via interactive computer links.

Discuss the importance of feedback in the communication process in the context of promotional messages.

The use of cookies or small text files that are automatically downloaded to a user's computer whenever a site is visited is an ethical issue that surrounds online advertising.