Exam 17: Integrated Marketing Communications and Direct Marketing

Procter & Gamble Co.created an advertisement for its Old Spice Red Zone Swagger antiperspirant.In terms of the communication process,the ________ in the ad informed prospective customers that the antiperspirant offered more protection than other brands.

All products go through a product life cycle of ________ stages:

All of the following are forms of direct marketing except which?

The promotional mix includes which of the following?

The combination of one or more communication tools used to inform prospective buyers about the benefits of the product,persuade them to try it,and remind them later about the benefits they enjoyed by using the product is referred to as the

Mary's Cookies submitted an ad to the local newspaper with a coupon stating that a dozen cookies cost $2.99.The newspaper instead printed the price on the coupon as $29.99.Consequently,no customers came in to buy cookies using the coupon.The factor working against effective communication between Mary and her target market in this case was most likely

A product characteristic known as ________ is relevant to promotional mix decisions and has financial,social,and physical components.

Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a(n)

Once the design of each of the promotional program elements is complete,it is important to determine the most effective timing of their use.The ________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.

For a promotional campaign,the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as

Ann's young son suffers from allergies and complains about his watery eyes and drowsiness.Ann feels bad because she thought there was nothing she could do to help him.When Ann saw the ad for a new drug that counters these symptoms in Martha Stewart Living magazine,she planned to ask his doctor about this product on her son's next visit.Ann is at which stage in the hierarchy of effects?

The growing concern about ________ has led to a decline in direct marketing response rates among some customer groups.

In the hierarchy of effects,trial refers to

Each year,advertisers spend millions of dollars during the U.S.Super Bowl football game broadcast.These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle.Unfortunately,during the advertisements,many viewers might dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers.The desire for food and drink is an example of ________,which inhibits effective communication.

All of the following are methods that firms use to set their promotion budgets except which?

In the purchase stage of the consumer journey,________ gives consumers control over the process.

A paid advertisement for the Texas Department of Economic Development-Tourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad,visit the state's website,or use a toll-free number to request more information about vacation destinations in Texas.The primary purpose of this ad was

In the hierarchy of effects,interest refers to

All of the following are examples of sales promotion tools except which?

Procter & Gamble created an advertisement for its High Endurance men's antiperspirant.In terms of the communication process,the ________ of the information in the product's advertisement is Procter & Gamble,its manufacturer.