Exam 17: Integrated Marketing Communications and Direct Marketing

A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales,in terms of either dollars or units sold,is referred to as ________ budgeting.

All of the following factors are used to balance the elements of the promotional mix except which?

In terms of product characteristics,the greater the risk,the greater the need for ________ as a key element of the promotional mix.

Figure 17-6 -The promotion decision process is divided into three phases.In Figure 17-6 above,Box A refers to the ________ phase.

A marketing manager at an auto company computed its promotion-to-sales ratio,that of the major competitor,and the auto industry itself.She found that the company's ratio was 2.8 percent,the competitor's ratio was 4.5 percent,and the auto industry average was 6.7 percent.She then realized

L'Oréal created an advertisement for its Visible Lift makeup.Glamour magazine,in which the ad for the L'Oréal Visible Lift makeup appeared,is an example of

A company or person who has information to convey during the communication process is referred to as a(n)

A product characteristic known as ________ refers to the technical sophistication of the product and the amount of understanding required to use it.

In the communication process,noise refers to

The second stage in the hierarchy of effects is

Although the lack of control means that it is rarely the main element of a promotional campaign,________ is an important part of most of them.

Melissa saw an ad promoting Vermont as a tourist destination and a great place to live.The ad contained a postage-paid reply card that could be used to request more information.In terms of the communication process,mailing in the postcard with a request for further information is an example of

Pharmaceutical companies now spend more than $3.8 billion annually on ________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.This combines a pull strategy with a push one.

Ann recently saw an ad for Claritin,a medicine perfect for counteracting her allergy symptoms.She immediately went to the store to purchase the product.In terms of the communication process,the Claritin ad resulted in a(n)

Wasted coverage can be reduced by which of method of promotion?

During the implementation phase of an IMC program,a firm will ________ and carry out promotion.

The promotion-to-sales ratio is a measure used in the ________ budgeting approach.

Which of the following is a weakness of direct marketing?

During the planning phase of the promotion program,marketers focus on the four Ws,which include all of the following,in question form,except which?

When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket,you are being influenced primarily by which promotional element?