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

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 -Advertising by stores that sell goods or services directly to the consuming public is called _____.

Discuss the major types of advertising media.

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 that seeks to develop initial demand for a good, service, organization, person, place, idea, or cause is called _____.

The end of an ad may contain a name, address, website address, logo, or any other company symbol. What is this element called?

Compare and contrast marketing public relations with nonmarketing public relations.

What budgeting method sets the promotional budget allocation based on a predetermined dollar amount for each unit sold or produced?

What are either online games created by marketers to promote their products to targeted audiences in an interactive way or product placements inserted into online video games called?

With respect to planning media schedules, the term "reach" refers to the number of different people or households exposed to an advertisement at least once during a certain time period, typically four weeks.

What will often result from the successful implementation of Integrated Marketing Communications?

IMC (integrated marketing communications) broadens the concept of promotion to include all the ways a customer has contact with the organization, adding packaging, store displays, and online advertising to traditional media.

A national insurance company promotes identity theft insurance with an advertisement that warns of stolen credit cards and falsified social insurance numbers. What appeal is being used in this commercial to motivate the viewer to action?

Unaided recall tests are used to see which advertisements audience members or readers can remember when shown portions of the advertisements later.

Guerrilla marketing efforts are best suited to large companies that can afford the high costs associated with this type of promotional technique.

According to studies, what kind of advertisements do consumers respond to with suspicion?

Over the years, experience has developed a standardized media schedule for each product category that is followed by most firms, especially the market leaders.

The most effective promotional budgeting occurs at the point at which each additional promotional dollar spent is matched by a dollar of revenue.

Along with the high cost per reader, what drawback is associated with direct mail?

Which of the following is an example of personal selling?

Which of the following is a reason for the popularity of outdoor advertising?

Delite, a food and beverage company, is launching a new range of frozen food. Which of the following should be the first step taken by the marketing department in order to develop an effective IMC strategy?