Exam 17: Integrated Marketing Communications

Effective promotional programs require management efforts such as planning,organization,implementation,and control.

Discuss the major factors that affect the selection of promotion mix elements.

Primary demand is defined as

Subway is conducting a contest in which customers are asked to name a new sandwich.The winner gets a free sandwich each day for one year and an appearance in one of the company's TV commercials.This contest illustrates Subway's use of the ____ elements of the promotion mix.

What are the differences in trying to stimulate primary demand versus selective demand?

_______ offers the potential benefits of cost efficiency,repetition,and adding product value,while _____ is one of its disadvantages.

A spokesperson for Mott's apple juice encourages television audiences to use its juice in the winter by serving it hot with a cinnamon stick.In this instance,Mott's is using promotion to

When encoding a message,the source should use signs or symbols that are new to the audience.

Although a radio announcer can read several hundred words a minute,a one-minute advertising message should not exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates.This illustrates the ____ consideration in effective communication.

Word-of-mouth communication is not especially important when people are choosing restaurants and automotive,medical,and personal services such as hair care.

Sara is concerned about the effectiveness of Magnum,Inc.'s promotional messages,and is seeking an approach with immediate feedback.Sara is most likely to achieve this through

Latisha works for a promotional consultant who develops sweepstakes,games,coupons,and rebate plans for various marketers.Latisha is developing which of the following?

By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate

The price of a product influences the promotion mix to be used by the producer.

Scenario 17.1 Use the following to answer the questions. When introducing a new vehicle targeted to the under-30 population,Toyota used several different methods of communication.First,it did research in several large cities to find out who the opinion leaders were in that age group.By visiting the local nightlife,one or two people in each city were selected and given a new vehicle to drive for two weeks.They were told to share information about this new vehicle with their friends.After a few weeks,then a television campaign was launched with commercials introducing the new vehicle.Toyota also placed ads in magazines that were targeted to the under-30 age group,and used drive-by billboards in the large cities near the nightclub areas. -Refer to Scenario 17.1.Suppose Toyota also offered the dealership salespeople a trip to Hawaii for anyone who could sell ten of the new vehicles within the first month they were available? This tactic would be an example of ____ marketing,while the TV commercials described above would be an example of ____ marketing.

When feedback occurs,the source becomes the receiver.

An organization's promotion mix is viewed as an unchanging part of the marketing mix.

If an organization is large and has a large promotional budget,it should utilize all four promotional methods.

Feedback does not exist for mass communication.

Why is communication an important concept in marketing a new or existing product?