Exam 17: Integrated Marketing Communications

If a firm's promotional budget were extremely limited,for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool?

Viral marketing is an attempt to create a trend or acceptance of a product through word-of-mouth communications.

Michael is planning a promotional program for AirFam.AirFam is a supplier of new energy-saving engines used to produce air conditioners.His company needs to promote these engines to manufacturers of air conditioners,so he is most likely to use ___,because it provides immediate feedback.The disadvantage is that it is _____ than advertising to reach one customer.

When encoding the message,the source should use signs that have

Which of the following is the best example of the promotional objective of combating competitive promotional efforts?

If promotion is successful at stimulating demand,it will tend to increase prices.

Scenario 17.2 Use the following to answer the questions. The manufacturers of Whizz,a new laundry detergent,are developing their promotional plan for the first year.They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines,coupons,public relations,sales promotion,and viral marketing.They are not sure when to use each of these methods however,and have asked for your advice. -Refer to Scenario 17.2.Since Whizz is a new product,which of the following promotional methods would you least recommend?

Ralph Lauren is planning a promotion where it will showcase all of its clothing lines to buyers at retail stores.It also plans to develop a direct marketing campaign that will use social media to introduce its new seasonal styles.Ralph Lauren is using ___ with the retail showcase and ___ with the social media campaign.

When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes,McDonald's is utilizing

A breakfast cereal maker most likely will not use personal selling to promote its product.

Communication through the use of brochures,annual reports,event sponsorships,and news stores is referred to as

The use of a pull policy may require heavy expenditures for

If integrated marketing communications works as intended,customers should receive clear and consistent messages.

Identify and describe the four major promotion mix elements.

In one corner of its magazine advertisement for office copiers,Lexmark places a small box asking for the names and addresses of individuals or companies seeking more information.Lexmark has included this box to facilitate ____ for this communication.

A television advertisement that transmits several types of audio messages and visual materials may be ineffective.

Draw,label,and explain the communication process.

If a pull policy is used in promoting a product,the producer promotes the product only to the next marketing institution down the channel.

Pioneer promotion neither emphasizes brand names nor compares brands.

A business usually cannot operate at peak efficiency when sales fluctuate significantly.