Exam 17: Integrated Marketing Communications

One positive aspect of promotion is that it informs consumers about product uses, features, benefits, prices, and locations where the products can be bought.

Promotion can assist salespeople in finding likely sales prospects.

Why is public relations an important form of communication about a company? Discuss negative public relations, and give an example.

Marketers usually decrease expenditures in advertising for products in the decline stage.

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

Personal selling makes possible immediate feedback from consumers.

The absolute dollar outlay for advertising is usually low.

Interference on one's television set during a commercial is an example of noise.

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. The makers of Whizz have decided to go to several different colleges and have a contest for the dirtiest shirt. While at the colleges, they will set up several washing machines near the campus bookstore, demonstrating the power of Whizz to get these dirty shirts clean. Each contestant in the dirtiest shirt contest will receive a coupon for a free bottle of Whizz. The winner of the contest will receive a $50 gift card for the college bookstore. This method of promotion is an example of ____, and is used to stimulate ____ demand.

Successful marketers that understand the significance of word-of-mouth communication seek out opinion leaders and try to encourage them to try their products in the hope they will spread favorable word about them.

Factors such as climate, seasons, and holidays tend to lead to the promotional objective of

Rob is working on the promotional plan for a new bicycle helmet that has added technology to sense when a bicycler has fallen and had a head injury. The technology then releases an audible signal that will help others know that there is an injury which needs treatment. This is considered to be a new product that is in the introduction stage of the product life cycle. Which type of promotion should Rob focus on?

The basic promotional objective underlying a magazine advertisement with a direct-response information form that requests the reader to complete and mail the form to receive additional information is to

When Blue-ray disc players were first introduced to the market, what would the logical choice for promotion have been?

When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build

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

When a salesperson varies the physical distance between himself and a customer he is using

A reseller advertising a manufacturer's products is viewed as strong manufacturer support.

Public relations is a set of tools to be used primarily during crises.

Promotion that focuses on creating awareness is only important when introducing a new product to the market.