Exam 14: Integrated Marketing Communications

Which of the following helps consumers make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage consumers to evaluate the brand favourably on the basis of the key benefits it provides?

Receivers decodes a message in a way the sender intended.

A company dealing in anti-aging creams has created a 30-minute infomercial explaining the benefits of the cream.It also provides a toll-free number for interested customers.This is an example of:

A clothing line chooses a sports star to endorse its products.It pays a fee to a broadcasting channel to air the endorsement.The aim of airing the endorsement is to persuade customers to buy its products.This is an example of:

Daniel use AdWords to promote its business.After a week, he looked at his Google Analytic page and found out the ad was shown 18,000 times and was clicked 600 times.What would be the click-through rate?

You have opened a new gym.How would you use direct marketing to attract target customers to it?

The person who reads, hears, or sees and processes the information contained in the IMC message or advertisement is referred to as the:

A company that manufactures computers wants to project its products' advantages.It uses broadcasting media to reach customers.It pays a fee to a broadcasting channel to feature its product.The aim of the company is to persuade customers to buy its computers.Which of the following is being exemplified in this scenario?

Which of the following is NOT true about integrated marketing communications (IMC)?

Which of the following refers to a commercial activity in which businesses and charities form a partnership to market an image, product, or service for their mutual benefit?

A marketing manager holds a press conference for the launch of a new product, and strategically presents a report that positions her company as an environmentally friendly company.The marketing manager is using:

Which of the following refers to the actual purchase of airtime or print pages?

Occasions manufactures greeting cards.Its new advertisement announces great discounts on its cards for the Christmas season.The advertisement is printed in the local newspapers and aired on the local TV network.The local newspapers and the local TV network constitute the:

Your company specializes in guitars.You have hired a creative agency to make an ad for your product.What would be your advertising objectives? How would you employ the pull strategy to drive the sales of your guitars in the music market?

A company that prints and sells guides to historical monuments has launched a campaign to preserve local and national monuments from desecration and neglect.This is an example of:

Sales promotions are special incentives or excitement-building programs that encourage the purchase of a product or service.

Catalogues are particularly important for companies with no bricks-and-mortar locations.

A company that manufactures office stationery relies on salespeople to sell door to door.This is an example of:

Which of the following refers to an agent or intermediary with which the sender works to develop the marketing communication?

A bakery advertises throughout the year.It boosts its advertising expenditures during Christmas for maximum promotion of its products.Which of the following best describes the bakery's advertising schedule?