Exam 13: Integrated Marketing Communications

Communication is the transmission of messages from sender to receiver or, in the case of marketing communications, the transmission of messages from seller to buyer.

Differentiate between public relations and publicity.

One of the advantages of guerrilla marketing is its ability to reach a wide audience.

An IMC (integrated marketing communications) strategy usually begins with the attributes of the goods and services and moves to the customers' wants and needs in creating a unified message.

Discuss sponsorship and why it is an attractive alternative to traditional advertising.

Tim Hortons, originally known for its hot beverages, created the Iced Cappuccino as a way to stabilize sales during the summer months.

From the perspective of the marketing communications process, what do two consumers talking to each other during a television commercial represent?

What budgeting method sets the promotional budget allocation based on a predetermined dollar amount for each unit sold or produced?

The "Got Milk?" advertising campaign is non-brand specific and intended to increase demand for an entire category of products.

It is NOT the goal of IMC (integrated marketing communications) to be concerned with the consumer's loss of attention.

What does teamwork in applying a successful integrated marketing communications program involve?

IMC (integrated marketing communications) places responsibility for unifying promotional effort with sales management because sales have the most direct impact on product revenues.

What method sets specific corporate goals and determines the appropriate promotional activities for each goal as the two-step process used in developing the promotional budget?

Which of the following is NOT a variable of the promotional mix?

How does product placement work as a form of nonpersonal selling?

On some live or reality TV shows, blurred areas appear over logos and product names in an attempt to hide the text that appears on participant's tee-shirts or baseball caps.This blurring of text/logo by the broadcaster is BEST described as an attempt to avoid which of the following components of the promotional mix?

For consumers, catalogues offer convenient and efficient shopping without sales pressure

Define advertising and discuss how marketers use advertising in their promotional mix.Specify how B2B and B2C use advertising.

Product placements in movies and television programs have started to decline in recent years as fees for such placements have increased dramatically.

Hat Inc.company spends $100 million on promotional activity for 25 percent of the domestic hat market.Sombrero Inc. at 10 percent of the market, decides to increase its share to 15 percent by increasing its promotional activity.Sombrero Inc.estimates that Hat Inc.spends $50 million dollars for each 12.5 percent increment in market share.Sombrero increases its current budget by $20 million to capture the extra 5 percent of the market.Which of the following BEST describes the budgeting method used?