Exam 13: Integrated Marketing Communications

What budgeting approach finds out what other organizations spend on promotion and match it, either dollar-for-dollar or in terms of market share?

Broadcast direct marketing can range from home shopping channels to 30-minute infomercials.

The AIDA concept recognizes that the consumers' attention must first be achieved by a promotional message; then they must become interested in what it says.Third, they must discover desire for the product to which it refers (or possibly for more information about it), and finally they must take some sort of action to satisfy that desire.

Our projected sales for next year is 20 000 units. We will budget for promotion at $25 per unit. Which of the following BEST describes the budgeting method used?

Publicity is frequently used to promote a corporate image or point of view, but does not serve the purpose of providing information about goods and services.

Print media such as newspapers and magazines support direct marketing more effectively than Web marketing and telemarketing.

Trade promotions are simply sales promotions aimed at marketing intermediaries.

The Quebec Tourism Board develops a television commercial that invites people to "Come and experience the beauty and vitality" of Quebec City and follows that up with an e-mail campaign to people identified as having an interest in travel.The Board is pursuing the promotional objective of increasing primary demand.

In measuring the effectiveness of promotional spending, marketers prefer the common method of direct-sales-results testing.What does this testing measure?

The promotional mix for highly standardized consumer products tends to rely more on advertising than on personal selling.

Discuss the role that integrated marketing communications (IMC) plays in the development of a promotional mix.

What is an outcome of the interactive characteristic of direct marketing?

Non-marketing public relations refers to a company's messages about general management issues.

As long as marketers carefully choose their advertising slogans and images, targeted customers will encode the message easily and consistently.

Successful implementation of IMC (integrated marketing communications) requires that everyone involved-public relations, advertising, personal selling, and sales promotion-function as independent entities.

While promotion may be effective in the private, for-profit sector, it is generally ineffective in the not-for-profit sector.

The benefit of infomercials is that they are less expensive to produce than primetime 30-second commercials.

The promotional mix comprises the elements of product, price, promotion, and distribution.

Low-priced consumer goods such as toothpaste and shampoo are seldom promoted using promotional activities that emphasize product differentiation.

The AIDA concept relates to the steps consumers must take in reaching a purchase decision.