Exam 17: Integrated Marketing Communications

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

Signs and symbols that can have more than one meaning should be avoided.

Kyle is preparing the promotional plan for Jansport backpacks in early May. This promotion will be executed in the month of August and will be a paid form of nonpersonal communication. It will be communicated to a target audience through a mass medium. Kyle is using the ___ form of promotion.

Communication is a sharing of meaning.

Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on

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

When feedback occurs, the source becomes the receiver.

A sharing of meaning defines

The receiver's response to a message is ____ for the source.

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

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. Which of the following is not an integrated communications tactic used by Toyota?

Does promotion cost too much relative to the benefits that it provides to customers?

OES Office Systems' use of fax machines to carry its advertising messages to its business customers is which component of the communication process?

Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

All of the following are examples of publicity-based public relations tools except

Draw, label, and explain the communication process.

Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they

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

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.