Exam 17: Integrated Marketing Communications

As Emily prepares the script for a radio commercial for her boutique, she is engaging in the ____ stage of the communication process.

The Dyson Company, manufacturer of high-priced vacuum cleaners, has developed a promotional program with both push and pull policies. Dyson only sells its products through retailers who carry high-end household electronics items. For the push policy, Dyson will most likely use ____________; for the pull policy, Dyson will use ___________.

Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on

Tactile communication is communication through the movement of head, eyes, arms, hands, legs, or torso.

Sara is concerned about the effectiveness of Magnum, Inc.'s promotional messages, and is seeking an approach with immediate feedback. Sara is most likely to achieve this through

A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____ advertising.

Subway is conducting a contest in which customers are asked to name a new sandwich. The winner gets a free sandwich each day for one year and an appearance in one of the company's TV commercials. This contest illustrates Subway's use of the ____ elements of the promotion mix.

The use of a pull policy may require heavy expenditures for

A communications channel is the vehicle used to transmit the coded message from the source to the receiver.

Public relations is nonpersonal communication in news story form about an organization, or its products, or both, transmitted through a mass medium at no charge.

One reason that promotion suffers from widespread criticism is that promotional efforts are highly visible and affect our everyday lives.

Sierra is driving to work on I-95 and notices a billboard for new salads at Wendy's. She reads the message and sees the pictures of the new salads. In this case, Sierra is the ____ and Wendy's is the ____ of this communication.

A consumer contest is an example of

For many consumers, the pages near the back of magazines with dozens of very small black and white advertisements exceed their

Mister Sub offers customers a card that allows them to have a free sub for every 7 that have been purchased and provides various discounts throughout the year. The primary promotional objective of programs such as this is

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 considered a new promotional method for their product. A small box of Whizz was placed in the mailbox of college students as they came on campus in the fall. Along with the Whizz, the students received a coupon for $1.00 off their next purchase. They could receive another coupon for $3.00 off if they went online and emailed five friends at another college, telling them about Whizz. The friends could then go to a website and print a coupon for $2.00 off their next purchase. The sample boxes given to the college students are an example of ____, while the emails to the five friends are an example of ____.

The promotional method most commonly used for highly personal items is personal selling.

Select three criticisms of promotion, and provide defenses to rebut them.

Proxemic communication is communication through touching.

Which of the following types of promotion informs potential customers about a product and what it is?