Exam 16: Integrated Marketing Communications

Innovyx is an e-mail marketing service provider.It has a new ad campaign aimed at changing negative perceptions of e-mail.The ads explain how much cheaper e-mail advertising is than traditional advertising and what a high return on investment it can generate if used properly.Finally,the message ends by suggesting that companies wanting to promote their products give e-mail a chance to show what it can do.This promotion has the task of:

To increase its revenues,US Airways has decided to sell space on air-sickness bags to sponsoring companies as a different medium for their promotional messages.The most effective promotional method for US Airways to use to find companies that would like to pay to have their promotional messages delivered to the 100 or so travelers on each of its flights would be:

Which of the following statements about the characteristics of the elements in the promotional mix is true?

Communication to large audiences,usually through a medium such as television or a newspaper,is called _____ communication.

What are the three basic tasks of promotion?

Entrepreneur Krissa Fernandes has developed flour made from ground almonds that she sells under the Platinum Nut brand for use in baking.Everyone who has baked with the new flour loves it,but she is having trouble getting potential consumers to the desire stage of the AIDA concept.Which of the following elements of the promotional mix would be most likely to move people to look for the product and buy it?

List three reasons why the concept of integrated marketing communications has been growing in popularity.

This case details HBO's competitive advantage for True Blood.

Methodist Church In 2001,the United Methodist Church,the second-largest Protestant denomination in the United States,launched a four-year,$20 million national ad campaign.The theologically gentle but culturally edgy ads are aimed at Americans who are unchurched--people who know the name "Methodist" but don't know anything else about it.The "Igniting Ministries" ads have appeared on CBS and cable television.The purpose of the ads is to draw more people through Methodist Church doors in a time when mainline Protestant denominations are struggling. -Refer to Methodist Church.A news article about the Methodist Church that appeared in the Rome News-Tribune was an example of which promotional mix element?

The promotional mix consists of:

In terms of the AIDA process,public relations has its greatest impact in gaining attention and interest for a company,good,or service.

The _____ is the originator of the message in the communication process.

A $1-off coupon for Carnation Instant Breakfast powder is a form of:

To provide more delivery service to the consumer market,UPS created UPS stores.According to the AIDA model,to create attention for this more convenient and less expensive way to mail packages through UPS,its marketing department should have relied on which element of the promotional mix?

Lyndon went to a Web site that sells barbeque grills and read reviews of several different models.He has requested more information about a Weber grill that appeared to meet his needs,but he is not yet willing to give up his search to find the perfect grill.As far as Weber is concerned,Lyndon is in the _____ step of the AIDA concept.

Amtrak Amtrak is taking the gloves off in advertisements and belittling its major competition,which is airline shuttles.Amtrak's new name for its Metroliner is The Smart Shuttle.Gone are ads that were inwardly directed and sold the Metroliner on its leisurely pace.In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign,which includes television,radio,print,billboards,and posters in commuter railroad cars,targets business travelers,who,Amtrak says,incorrectly believes the train takes far longer than the airplane to travel between two cities.One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam.Another shows a business traveler lumbering into the airport during a snowstorm.The announcer says,"Schedule a meeting.Take the shuttle.Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs.The announcer continues,"Schedule a meeting.Take the Metroliner.Then cross your legs." -Refer to Amtrak.Amtrak originated the new campaign.Amtrak represents the _____ in the communication process.

Public information about a company,good,or service appearing in the mass media as a news item is called:

Methodist Church In 2001,the United Methodist Church,the second-largest Protestant denomination in the United States,launched a four-year,$20 million national ad campaign.The theologically gentle but culturally edgy ads are aimed at Americans who are unchurched--people who know the name "Methodist" but don't know anything else about it.The "Igniting Ministries" ads have appeared on CBS and cable television.The purpose of the ads is to draw more people through Methodist Church doors in a time when mainline Protestant denominations are struggling. -Refer to Methodist Church.The ad campaign will use _____ communication.

Informative promotion is generally used:

For communication to be effective: