Exam 14: Integrated Marketing Communications

A company wants to advertise a tonic that revitalizes hair.The company creates 30-minute infomercials detailing the benefits of this tonic.The infomercial provides a mail address for interested customers.This is an example of:

A good IMC strategy requires companies to send the same message to the customers regardless of the medium and traits of the receiver.

Which of the following refers to the combination of the media used and the frequency of advertising in each medium?

A company specializes in technical gadgets for home security.Its advertisements focus on the fear of threat and the potential dangers that loved ones might face in case a home is left unguarded.This is an example of:

A company making greeting cards sets up stalls in different malls during the Christmas season.The employees working at the stalls take orders for personalized cards and the product is delivered to customers at their residence.This is an example of:

The process by which the receiver interprets the sender's message is called:

Which of the following allows a receiver to communicate with the sender and thereby informs the sender whether the message was received and interpreted properly?

Explain the concept of unique selling proposition.Provide one example.

Gross rating points measure can be used for various media advertising such as print, radio, or television.

Sarah has a hair salon. She uses Instagram and Facebook to promote her business. Last month, she developed an ad to encourage potential clients to see her website. She ran 2 advertisements; one in Instagram and one in Facebook. She found out that the ad on Instagram was seen 400 times and the one on Facebook was seen 600 times. Among people who saw the ad on Instagram, 50 people click on the ad to see the website when this number was 30 for the Facebook ad. -What would be the click-return rate for the Facebook ad?

Sarah has a hair salon. She uses Instagram and Facebook to promote her business. Last month, she developed an ad to encourage potential clients to see her website. She ran 2 advertisements; one in Instagram and one in Facebook. She found out that the ad on Instagram was seen 400 times and the one on Facebook was seen 600 times. Among people who saw the ad on Instagram, 50 people click on the ad to see the website when this number was 30 for the Facebook ad. -What would be the click-return rate for the Instagram ad?

Which of the following best describes the strategy of differentiating a product by communicating its distinctive attributes?

Fleur is a company that manufactures perfumes. Fleur hires a creative agency to make an advertisement. Before releasing the ad, Fleur shows it to a select audience to test the clarity of the message in the ad, the relevance of the communication channel, and the ad's power of persuasion. While the ad is running, Fleur monitors the daily sales of the perfume and, after the ad has run its course, the company measures the changes in customer perception, awareness, and any resultant purchasing action. -As the ad is running, Fleur monitors the daily sales of the perfume.This is an example of:

Pull strategy campaigns attempt to motivate the seller to highlight the company's product, rather than the products of competitors, and thereby push the product onto consumers.

Mike has a small pizza place in Vaughan.He spent $500 last year on search engine marketing so that people in the neighbourhood see his ad when the search for pizza or food.He believes his SEM generates extra $1,500 sales revenue last year.What would be the ROI in this example?

Explain how digital media tools have affected marketers' communications with their customers.

Blade and Co. manufactures dirt bikes and is launching a new bike in the market. It uses a champion dirt bike rider to endorse the new bike. It pays a substantial fee to a broadcasting channel to air the endorsement. The endorsement features the benefits of the bike, which include its mileage, durability, and sturdiness, as well as the smoothness of its engine. The endorsement uses the dirt bike rider to convey a sense of adventure, ruggedness, and unbridled freedom. -Blade and Co.'s endorsement features the benefits of the new bike, which range from its durability and sturdiness to its mileage and the smoothness of its engine.This is an example of:

Explain the key components of print advertising.

Suppose a company that deals in children's toys places three advertisements in a comic book read by children.The advertisement reaches 10 percent of the targeted audience.The reach and the frequency of advertisements are 10 and 3, respectively.The product of reach and frequency constitutes:

Which of the following advertising schedules runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rates?