Exam 13: Integrated Marketing Communications

Conversion rate is the measure of how many consumers view an advertisement and actually make an effort to find out more information about the product.

What is ordinarily the dominant promotional mix component for unique, highly technical, or custom-made products?

What would be the preferred promotion for markets characterized by a large number of potential customers scattered over a sizable geographic area?

Nonpersonal stimulation of demand for a company's product by unpaid placement of significant news regarding the product in some media is known as publicity.

Which of the following is considered to be part of the direct marketing category?

Advertising can deliver a message to a mass audience; however, measuring advertising effectiveness is often difficult to do.

Sending varied, diverse promotional messages is considered effective for stimulating and holding customer interest.

Providing cash or other resources for a specific event or activity in exchange for a direct association with the event or activity is known as sponsorship.

Sponsorships are a cost-effective way of gaining exposure for a product

The difference between outbound telemarketing and inbound telemarketing is simply which party initiates the telephone call.

A major advantage to personal selling is the low cost per contact.

An effective promotion mix depends on certain variables that include the nature of the market, characteristics of the product, product life cycle, product price, and company's promotional resources.

The most realistic budgeting method is the task-objective method since it allocates promotional dollars based on realistic communication objectives and the selection of the appropriate promotional activity required to meet those objectives.

Compared to personal selling, advertising, and sales promotion, the amount spent on public relations is usually high in most firms.

Not all unwanted telemarketing calls will be stopped by federal government legislation regarding telemarketing.

Sponsorships are viewed in a more positive light by audiences than traditional advertising.

Which of the following is a characteristic of telemarketing?

The cost of supporting a sales force constitutes a significant expense for a company, which is why personal selling is the best option when the product is expensive.

Which of the following is NOT a means of conducting a personal-selling effort?

Nestlé enters the market with a new line of ice cream.Wholesalers and retailers are only marginally impressed as they already have access to more than 200 flavours from 15 different brands.What strategy would Nestlé be wise to create in order to generate momentum for the ice cream?