Exam 17: Integrated Marketing Communications

In the summer of 2005, several Web sites were focusing on the promotion of the new movie Firefly based on the cancelled-too-quickly television show. What is happening is an increasing number of people are becoming aware of the show through various personalized Web sites and chat rooms and are spreading info about the TV show and the movie to others. The initiator of much of these messages is the movie production company. This is an example of:

The _____ method of calculating a promotion budget is the most widely used because it is simple to calculate. Moreover, it treats the cost of promotion as a variable rather than a fixed cost.

Why is it important that we understand the communication process before we engage in promotional activities?

Promotion can be used to inform, persuade, and remind.

A $1-off coupon for Degree anti-perspirant is an example of the _____ element of the promotional mix.

U.S. Tobacco Company, the producers of Copenhagen & Skoal smokeless tobacco, publishes Heartland USA six times a year. Recent issues had articles on the Lynyrd Skynyrd band, the Texas Water Safari (the toughest canoe race in the world), an annual motorcycle pilgrimage to the Vietnam Memorial, and other articles that appeal to users of smokeless tobacco. For U.S. Tobacco, the magazine serves as a promotional tool for:

Because of the high unit value of x-ray machines for airports, advertising would be its primary promotional tool.

A picture of an 18-wheel truck with slogans, headlines, and copy in Traffic World for The Yellow Line freight company is an example of the which form of promotion?

An organization's promotion mix refers to how it selects and uses sales promotion activities.

Invacare Corp. makes high-tech wheelchairs, hand-cycles, crutches, home-care beds, and other home-medical equipment. Its goal is to use an IMC approach to become the Nike of its industry. One of its IMC objectives is to create brand awareness among baby boomers who will soon be responsible for caring for their parents. To determine if this goal was reached, Invacare did a company positioning study, a focus group with distributors, and looked at Web site hits. Invacare was involved in the _____ stage of the IMC effort.

Traditionally, accountants have classified advertising on an income statement as:

Regardless of the most desirable promotional mix, the amount of money available for promotion is often the ultimate determinant of the mix.

Which of the following would be an example of a typical promotion objective?

Which of the following federal laws deals mostly directly with allowances for promotional help such as product demonstrations, cooperative advertising programs, and other types of promotional assistance?

For which of the following products would a large manufacturer most likely concentrate on a pull strategy?

DeBeers diamonds controls over 80 percent of the world's diamond markets. When it runs ads in magazines and on television telling people to buy diamonds, the ads exemplify a _____ strategy.

Doug is looking for a new family car. Just as he started to watch a commercial for the new Ford Explorer, the phone rang. It was his former college roommate Pavel, Doug turned off the television, and enjoyed a nice long phone visit. From the perspective of the Ford Motor Company, the phone call was an example of which part of the communication process?

An ad for Michelob beer in Tennis magazine reads, "Love. We understand this term ALSO applied to tennis," and shows a man's hand holding a glass of cold bottle of Michelob. This ad like similar promotions was designed to _____ consumers to drink Michelob. The ad promoted the product's availability and showed how satisfying Michelob beer is.

Products that are promoted best through advertising:

After being treated badly by a catalog retailer, a disgruntled direct mail customer wrote DM News, one of the industry's leading publications, a letter describing her experiences. The editor of the publication published the letter. Her letter was an example of _____ for the catalog retailer that provided poor customer service.