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

_____ is an unconventional,innovative,and low-cost marketing techniques designed to get consumers' attention in unusual ways.

Banners have evolved into a more target-specific technique for Internet advertising with the advent of _____ which are messages that appear on the screen at exactly the right moment.

A jewelry house organizes an amateur jewelry designing contest to promote the launch of its new range of bridal jewelry.This is an example of:

Feedback lets marketers evaluate the effectiveness of the message and tailor their responses accordingly.

Mass media such as TV ads,while still useful,are no longer the mainstay of marketing campaigns.

Which of the following is a disadvantage of using direct marketing as a promotional strategy?

Which of the following is a disadvantage of using public relations as a promotional strategy?

Non-personal selling of a particular good or service is called _____ advertising.

When an organization employs an integrated approach to marketing,it risks sending conflicting information that confuses consumers.

An IMC strategy separates the promotional mix into parts and views them as isolated components.

Which of the following terms do advertisers use to describe a promotional environment that is filled with hundreds of competing 15- and 30-second commercials?

When a fast food restaurant chain joins with a movie studio to promote a new film,it is an example of cross-promotion.

The assumption behind recognition tests is that future sales are related to advertising readership.

Banners have evolved into a more target-specific technique for Internet advertising with the advent of:

What is puffery? How does the Uniform Commercial Code make a distinction between puffery and any specific or quantifiable statement about product quality or performance?

Some types of products like cigarettes and smokeless tobacco are banned from television advertising.

Define cross-promotion.Explain why is it used.Give examples of cross-promotion.

PR practitioners violate the Public Relations Society of America's Code of Professional Standards if they promote products or causes widely known to be harmful to others.

Which of the following is a disadvantage of advertising as a promotional strategy?

Discuss product advertising,institutional advertising,and corporate advertising.