Exam 14: Integrated Marketing Communications

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 is the impression for the ad on Instagram?

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. -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.This is an example of:

Mary starts a beauty salon.She conducts a door-to-door survey to gauge the number of people who use beauty care products.She compiles a list and then uses the Internet to send messages to all these people to let them know about the services offered at her beauty salon.This is an example of:

The percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once, is called:

Pathos appeal helps consumers make purchase decisions by offering factual information and strong arguments built around relevant issues.

If Bell Canada run 12 TV ads during the CFL Final which has a rating of 8.8, what would be the gross rating points?

A company manufacturing beauty products, in order to advertise itself better, sponsors an event called the Genie Awards, which is organized by the Academy of Canadian Cinema and Television.This is an example of:

A company sells computers.It has created a fan page on Facebook and advertises itself elsewhere on the Internet.It uses web tracking software that indicates the amount of time viewers spend on its online ad and the number of people who visit the fan page.This is an example of:

Which of the following strategies is designed to increase demand by focusing on wholesalers, distributors, or salespeople, who entice the customers, via distribution channels, to buy the product?

Which of the following schedules maintains a base level of advertising but increases advertising intensity during certain periods?

Occasions manufactures greeting cards.Its new advertisement announces great discounts on its cards for the Christmas season.The customer who shops at Occasions is the:

In the past decade, the budgets for direct marketing and public relations have decreased considerably.

Occasions manufactures greeting cards.Its new advertisement announces great discounts on its cards for the Christmas season.Occasions is the: