Exam 1: Advertising and IMC Today

Which of the following types of advertising is considered good at creating awareness and credibility for a business firm at relatively low cost?

A restaurant owner,who,in a magazine,came across an ad for an international trade show for people in the hospitality business,decided to request for further information on the show together with a registration form.In the context of advertising,this is a form of _____.

In a(n)_____,the salesperson phones customers shortly after the sale to check whether the product meets expectations and asks for product improvement suggestions and any specific disappointments.

IMC helps companies adopt a consumer-centric,rather than marketer-centric,perspective in creating brand messages.

Fresh Zone is a supermarket based in New York that has branches in two other states,Ohio and Illinois.It uses _____,in which ads are placed in the local media or territorial editions of the national media.

State why companies practice IMC.

Most of the advertising we see in the mass media falls under the broad category of business advertising.

_____ is a paid,mediated form of communication from an identifiable source,designed to persuade the receiver to take some action,now or in the future.

In a(n)_____,a salesperson sells products and encourages customers to call if they encounter any problems.

A direct-mail ad exemplifies _____.

IMC is both a concept and a process.

Which of the following is the principal benefit of IMC?

The sponsor does not usually produce the message.

A real or imaginary spokesperson who lends some voice or tone to the ad within the text of the ad is known as a(n)_____.

According to Nowak and Phelps,what are the four related tactics the IMC approach focuses on?

What are the three objectives that companies committed to relationship marketing try to accomplish?

A bargain barn in the suburbs of Philadelphia placed an ad in the local newspaper to attract consumers with heavy discounts over the Thanksgiving weekend.But,most people missed the ad owing to a spate of promotional ads placed by a newly-opened pizzeria in the same locality.The ads of the pizzeria were colorful and attractive which distracted many potential consumers of the bargain barn.Consequently,there was much less footfall over the Thanksgiving weekend in the bargain barn than expected.The ads of the local pizzeria served as _____ for the bargain barn.

In global advertising,messages are rarely consistent in ads placed around the world.

A brochure about a ceiling fan,a pamphlet of recipes from the producers of cranberry juice products,and instructions that come with telephone systems are examples of _____.

Of all the business functions,marketing is the only one whose primary role is to bring in revenue.