Exam 1: Integrated Marketing Communications

In addition to the traditional elements of advertising, sales promotions, and personal selling-promotions now also includes activities such as database marketing, direct marketing, sponsorship marketing, Internet marketing, guerrilla marketing, and alternative marketing.

An account executive's duties include:

In terms of manufacturers and retailers, to build a strong customer base the best approach is:

Current trends affecting marketing communications include the following, except:

The account planner works for the client and provides to the agency an understanding of the customer's viewpoint and is involved in the development of advertising campaigns.

What are the components of the marketing mix? The promotions mix?

Of the following, the individual that works for the company that produces the product is a(n):

Brand parity is the belief that multiple brands consist of or offer the same set of attributes and benefits and are of equal quality.

The decline in effectiveness of mass-media advertising has led marketers to shift efforts to:

Television is becoming a more effective mass media outlet for advertising because so many more people own TV sets and have access to cable as well as satellite.

Alternative interactive marketing techniques are designed to:

The marketing group for Bank of America has recently started analyzing the features customers use with ATM cards. This is an example of:

A contact point is:

All of the following are trends impacting the use of integrated advertising and marketing communications except:

Julie is explaining an integrated marketing communications program to Michael. In this situation:

All of the following are trends impacting the use of integrated advertising and marketing communications except:

Describe the components of the communications model.

The term "alternative marketing" ncludes the following, except:

An advertising agency is told by the client that an advertising campaign should result in a 20% increase in sales. This is an example of:

Michael buys electronic items from the closest retail store because he doesn't think there is much of a difference between brands. This is an example of: