Exam 17: Integrated Marketing Communications

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

Identify the major objectives of promotion.

Advertising is an inflexible promotional method.

Certain types of promotion facilitate price competition.

Anything that reduces the accuracy and clarity of communication is called

If the push policy is used in promoting a product, the firm

When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using

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.

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

A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of

Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is

To gain maximum benefit from promotional efforts, marketers must strive to

When Hershey Dark Chocolate Kisses were introduced, Hershey promoted directly to consumers and told them to ask for the product at their favorite stores. This is an example of a ____ policy.

Today, technology is allowing marketers to be more precise in targeting individual customers.

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

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

Head nodding, winking, hand gestures, and arm motions are all forms of ____ communication.

Measuring the effect of advertising on sales is difficult.

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. Toyota's act of giving the opinion leaders a new vehicle for two weeks is best described as an example of

Andrea receives an e-mail from her sister-in-law that is actually a recommendation for a website with a demonstration of a new home hair-coloring system. She later discovers that her sister-in-law received a free trial kit for passing Andrea's and four other friends' e-mail addresses along to the marketer. This is known as