Exam 13: Integrated Marketing Communications

Define primary demand and selective demand.Give an example of how two companies might attempt to increase each type of demand.

Why is promotion often criticized?

Which of the following is NOT one of the objectives of promotion?

What budgeting method sets aside a specified percentage of sales for promotional mix expenses-either based on past records or projected for the future?

How is the promotional objective of accentuating a product's value achieved?

In terms of the communications process, to whom are television ads directed?

When deciding on promotional messages, each marketing element, from media advertising to product rebates and coupons, must go through every stage of the communication process.

Sam just received a free trial sample of cereal bars that he found hanging on his doorknob.What is this an example of?

Marketers require flexibility in determining the promotion mix expenditures for their products; therefore, allocating a fixed amount of promotional dollars for each product would never be considered.

The advantage of using sales promotions in the promotional mix is that they are long-term incentives that allow repeated viewing of the marketing message by the consumer.

Which of the following is NOT part of the nonpersonal elements of the promotional mix?

What is the ideal form of promotion for large, geographically dispersed audiences that will listen to the same message?

IMC (integrated marketing communications) broadens the concept of promotion to include all the ways a customer has contact with the organization, adding packaging, store displays, and online advertising to traditional media.

Companies spend as much on trade promotions each year as they do on advertising and consumer-oriented sales promotion combined.

In its third year of operation, Kibber's Dog accessories earned $500K in sales revenues, with $100K in promotional expenses.Kibber's is budgeting an additional $50K in expenditures for the coming year in anticipation of sales revenues rising to $750K.Which of the following BEST describes the budgeting method used?

Setting specific sales objectives and determining how much to spend to achieve those objectives is the sales-objective method of promotional budgeting.

What is a form of guerrilla marketing whereby a firm relies on social networks to transmit a marketing message?

What is a characteristic of public service announcements?

Which of the following groups of activities is NOT considered to be a form of sales promotion?

The print ad for a circus performance states "Collage" April 22 - 30 The Big Theatre, across Canada.Tickets on sale tomorrow starting at $45, by phone or tickets.ca.Which of the following promotional objectives does this example BEST address?