Exam 13: Integrated Marketing Communications

It is virtually impossible to create promotional activities that will effectively differentiate homogeneous products.

What dominates the promotional mixes for low-unit value products?

"By the end of next year, our goal is that 50% of pet owners within 10 kilometres of our business will know about the benefits and availability of our organic pet food." The manager then asks the following at a marketing meeting."How many dollars will be required to achieve this and what should the promotional mix be?" Which of the following BEST describes the budgeting method used?

Each stage of the product life cycle requires re-evaluation of the promotional mix.

Due to increased public pressure, public relations now plays a much smaller role within the promotional mix.

Stephanie works for a company that designs home computer network hardware.Her company is introducing a wireless networking device that is faster, more stable, and more secure than existing technology.Stephanie is designing a promotional campaign that emphasizes the technology's features and advantages.What are the two overall goals of this promotional campaign?

Regarding communication channels through which a firm can promote products, public relations is BEST described as which of the following?

What element of the promotional mix is the MOST expensive (cost per contact)?

Escalating costs have made commercial sponsorships a less cost-effective promotional tool than advertising.

For a marketer, an advantage of direct mail is the higher response rate and the fact that results are measurable.

Which of the following would be considered advertising?

Which of the following is NOT an advertising format?

Anything that interferes with the message in a communications process is known as static.

Direct sampling is a method frequently used to quickly obtain customer opinions regarding a firm's products and services.

What do the AIDA concepts refer to?

When trade-ins are an element in the sales transaction, personal selling is the most effective promotional method for motivating the consumer to purchase.

The statement "Promotional expenses average 6 percent of sales in our industry" would be relevant if using the fixed-sum-per-unit method.

What is the promotional tool that is generally free, though under the LEAST amount of control by a firm than any other component of the promotional mix?

Successful direct marketing should prompt consumers to take action.

What are the five objectives of promotion?