Exam 16: Integrated Marketing Communications, Advertising, and Public Relations

When marketing partners share the cost of a promotional campaign that meets their mutual needs,they are said to be engaged in:

Marketing activity other than personal selling,advertising,guerrilla marketing,and public relations that stimulates consumer purchasing and dealer effectiveness is called _____.

Which of the following is a disadvantage of sales promotion as a promotional strategy?

Market leaders are more likely to engage in comparative advertising than new entrants.

The first step in the AIDA concept involves convincing the would-be buyer of the product's ability to satisfy his or her needs.

Define publicity.Explain its role in a firm's promotional strategy.

Compare and contrast marketing public relations with nonmarketing public relations.

Advertising permits a low promotional expenditure per sales unit because it reaches mass audiences.

Global Solutions Inc.,an IT firm,regularly organizes meetings for its stockholders to update them on the firm's performance and achievements.This is an example of:

Viewers are likely to practice selective perception and tune out statements they perceive as too strong or not credible.

Which of the following is true of celebrity testimonials?

Setting the timing and sequence for a series of advertisements is known as:

When Sara went to a convenience store to get her weekly grocery shopping done,she got a free sample of a new cereal that had just been introduced in the market.This information indicates that the cereal manufacturer is employing _____ to promote its product.

Which of the following is the oldest form of promotion?

The greatest share of television advertising revenues comes from local advertisers,while most newspaper advertising revenues come from organizations that advertise nationally.

Promotion that attempts to increase demand for an existing good,service,organization,person,place,idea,or cause is called _____.

Although the types of promotion may vary from a highly personalized sales presentation to such nonpersonal promotions as television advertising and dollar-off coupons,each goes through every stage in the communications process.

A newly opened spa uses a print ad to promote the service packages it offers to customers.This is an example of _____ advertising.

Ineffective promotional appeals,inappropriate advertising media,or poor radio or television reception that interferes with the transmission of the message and reduce its effectiveness are examples of _____ in a communication channel.

_____ advertising includes two-way promotional messages transmitted through communication channels that induce message recipients to participate actively in the promotional effort.