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

The combination of the promotional tools of personal selling and nonpersonal selling is referred to as a firm's marketing mix.

What separates IMC (integrated marketing communications) from marketing communications and promotional strategy is the use of database technology to further define the target audience and the best type of media needed to reach it.

Compared to personal selling, advertising, and sales promotion, the amount spent on public relations is usually high in most firms.

A manufacturer is introducing a new contact lens solution to the marketplace. The strategy that would work best for this product is to advertise heavily in trade magazines to get intermediaries to purchase the product, publish articles in journals of medicine to reach doctors, and use personal selling between the doctor and consumer to sell the product.

What dominates the promotional mixes for low-unit value products?

In terms of the communications process, to whom are television ads directed?

What budgeting method sets aside a specified percentage of sales for promotional mix expenses-either based on past records or projected for the future?

Though difficult and costly, what is an assessment strategy needed for in a marketing plan?

Which of the following acts as the source of the message communicated to the receiver in the communication process?

In sponsored events, event organizers control the coverage, which typically focuses on the sponsor.

Which group of activities is NOT considered to be a form of sales promotion?

When there are a large number of potential customers scattered over a sizable geographic area, a marketer is likely to use personal selling as the key element in the promotional mix.

Why would an airline reduce advertising during peak travel periods and boost its media schedule during slower travel months?

Print media includes newspapers, magazines, outdoor advertising, and direct mail.

Interstitials and advertorials are essentially the same thing except that advertorials pop up in a separate browser window.

In Canada, Advertising Standards Canada is a government body that oversees the advertising industry to ensure that consumer rights are being served.

Outdoor advertising is especially effective for communicating quick and simple ideas, providing repeated exposure to a message, and promoting locally available products.

Public relations rely on formal corporate presentations designed to stimulate demand for products.

What does teamwork in applying a successful integrated marketing communications program involve?

What is assessing an advertisement's effectiveness before it is actually used called?