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

Banner advertisements on a Web page that link to an advertiser's site,are the least common type of advertising on the web.

Research that assesses advertising effectiveness after it has appeared in a print or broadcast medium is called _____.

Research that evaluates an ad during its development stage is called _____.

The receiver's response,known as _____,completes the communication process.

Proactive MPR responds to an external situation that has potential negative consequences for an organization.

The success of any IMC program depends on identifying the members of an audience and understanding what they want.

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

Maria sees an ad for a new service offered by the U.S.Postal Service to make shipping packages during the holidays easier.This ad is an example of institutional advertising.

Promotion that seeks to develop initial demand for a good,service,organization,person,place,idea,or cause is called _____.

Compared with personal selling,advertising,and sales promotion,expenditures for public relations usually are high in most firms.

Sales promotion provides a long-term incentive to emphasize,assist,supplement,or otherwise support the objectives of the promotional program.

The process of communicating promotional messages begins with encoding.

Nokia is set to launch a new model of smartphones.Which of the following types of promotion should Nokia employ to drive initial sales for its new model?

Which of the following types of advertising media dominates local markets?

An advertising campaign is a series of different and unrelated ads that use multiple themes and appear in different media over a long period of time.

A blind product test is a method of posttesting the effectiveness of advertisements and during this method respondents do not see copies of the magazine after their initial reading but are asked to recall the ads from memory.

Discuss the three primary objectives of advertising.

Consumer perceptions of superiority pay off in the firm's ability to raise prices without losing market share.

The Tostitos BCS National Championship game will feature the top two college football teams competing for the national title.The Tostitos brand name is included in the event's name because Frito-Lay,the manufacturer,paid for:

Institutional advertising is limited to advertising sponsored by a specific profit-seeking group.