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

One benefit of direct mail is that it can cover a narrow target market quickly.

In an integrated marketing communications program, which of the following is NOT one of the ways in which a customer may have contact with the organization?

The statement "Promotional expenses average 6 percent of sales in our industry" would be relevant if using the fixed-sum-per-unit method.

Missiles are online games created by marketers that promote products to targeted audiences in an interactive way.

The role of advertising is to communicate the attributes of the product that will place it in the desired position in the marketplace.

Some of the major advantages of Web advertising are speed, provision of information, and two-way communication.

Successful implementation of IMC (integrated marketing communications) requires that everyone involved-public relations, advertising, personal selling, and sales promotion-function as independent entities.

Which of the following is NOT a means of conducting a personal-selling effort?

Nike spends $750 million on promotional activity for 50 percent of the domestic athletic shoe market. Reebok, at 17 percent of the market, decides to increase its share to 23 percent by increasing its promotional activity. Reebok estimates that Nike spends $150 million dollars for each 10 percent increment in market share. Reebok increases its current budget by $75 million to capture the extra 5 percent of the market. Budgeting in this manner is called the meeting-competition method.

Which of the following is generally NOT an advantage of guerrilla marketing?

When deciding on promotional messages, each marketing element, from media advertising to product rebates and coupons, must go through every stage of the communication process.

Providing cash or other resources for a specific event or activity in exchange for a direct association with the event or activity is known as sponsorship.

The objective of media selection is to reach the target audience without advertising beyond the identifiable limits of the potential market.

List and describe the major types of post-tests used to evaluate advertising effectiveness.

Market leaders are more likely to engage in comparative advertising.

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 -Focused public relations activities that directly support marketing goals are called _____.

The actual strategy for creating an advertising message begins with the selection and scheduling of media choices.

Advertising often fails when the audience is not informed about how to purchase the advertised products.

Magazines offer the advantages of good colour reproduction, ability to target specific audiences, and flexibility in modifying the message on short notice.

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 -Promotion of a concept, an idea, a philosophy, or the goodwill of an industry, company, organization, person, geographic location, or government agency is called _____.