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

What is the function of informing, persuading, and influencing the consumer's purchase decision called?

Encoding, decoding, and feedback are all aspects of communication that are controllable by a company in the promotion process.

Best Buy is advertising a specific brand of GPS car navigational system as a present for the holiday season. The television ad benefits both companies. What type of advertising is this an example of?

What is an outcome of the interactive characteristic of direct marketing?

What is the oldest form of promotion?

What is the goal of persuasive advertising?

What method sets specific corporate goals and determines the appropriate promotional activities for each goal as the two-step process used in developing the promotional budget?

Which of the following is NOT a variable of the promotional mix?

"Public relations" is the relationship a firm has with organizations or individuals with whom interaction may occur. This includes society at large.

How much of an industrial firm's budget is generally invested in personal selling compared with producers of consumer goods?

Due to its focused and controlled message, traditional advertising is usually more effective at reaching the niche target market than direct marketing.

What does the D indicate in the AIDA concept?

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 -Ineffective promotional appeals, inappropriate advertising media, or poor radio or television reception that interferes with the transmission of the message and reduce its effectiveness are examples of _____ in a communication channel.

Traditional advertising may cost more than a sponsorship, but it is a better way for a marketer to create an individual message containing an introduction, theme, and conclusion.

In its second year of operation, Dean's Specialty Foods earned $1 million in sales revenues, with $100,000 in promotional expenses. Dean's is budgeting an additional $30,000 in expenditures for the coming year in anticipation of sales revenues rising to $1.3 million. The budget process used by Dean's is called the percentage-of-sales method.

The effectiveness of promotional spending is best determined by the methods of direct sales results tests and indirect evaluations.

Identify the five variables that impact a company's decision about which elements (personal selling and nonpersonal selling) will be used in the promotional mix.

Which of the following would be considered advertising?

What are the narrowly focused public relations activities usually called that are designed to directly support the company's marketing goals?

What is one of the fastest-growing media alternatives because it can provide immediate information and entertainment at home, at work, and in the car?